Dupont Nascar Marketing Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Dupont Nascar Marketing Case Study Solution

Strategic Option #1- Sponsorship with NASCAR by Reducing Cost

It is suggested that company should continuous this sponsorship, because the analysis represents an increasing sale. But it is recommended that DuPont should communicate with the sponsorship team regarding areduction in the investment cost. As $12 million is a huge expense with respect to per year cost.

Pros

The company will receive increased profits.
Jeff Gordon is a popular athlete and could be represented as a spokesperson after his retirement.
Development of a long term relationship with Jeff Gordon, along with accessing new talent.

Cons

There will be a chance ofsponsorship loss because of the communication gap.
Jeff Gordon’s health issues may increase after his retirement, because of an increasing age factor.
It would be difficult to approach the young talent.

Strategic Options #2- Adopt Push and Pull Strategy

Push and pull strategy refers to grabbing the attention of more customers by attracting them towards theproducts with the help of directly received demand from customers. It requires to attract them by asking for their needs, and thus coming up with specific consumer’s demand-based product.

Pros

It will attract more customers.
An already developed market.
One on one interaction.

Cons

A huge cost will be required.
Requirement of time extension.

Strategic Options #3- Sponsor Other Racing Events

This option will require to close the sponsorship with NASCAR and Jeff Gordon. This option may require less investment as compared to others. (See appendix 5)

Pros

It will attract more customers.
An already developed market.
Requires less investment.

Cons

More time will be required for the research work.
This option will require to close the sponsorship with NASCAR and Jeff Gordon.

Recommendations

It is recommended that company should pursue this sponsorship, because the analysis represents an increasing sale. But it is recommended that DuPont should communicate with the sponsorship team for reduction of the investment cost. As $12 million is a massive expense with respect to per year cost. It will require to develop a long term relationship with Jeff Gordon along with accessing new talent. The company will receive increased profits. In addition to this, Jeff Gordon is a popular athlete and could be represented as a fulltime spokesperson after his retirement. In addition to this, it is recommended that the company should use ROMI (Return on Marketing Investment) matrix, Customer Lifetime Value or CustomerLoyalty measure.

Tactical Plan

The tactical plan has been made for the recommended solution- the company should continue this sponsorship because the analysis represents an increasing sale. Firstly, the company should evaluate the effectiveness of this sponsorship with the help of ROMI measure or CLV. It should be communicated well with the entire company, which includes all the personnel of the company, regardless of their hierarchy, because it is very important for the smooth implementation. This will yield exact measures(EJ Umble, RR Haft, MM Umble, 2003).Secondly, Jeff Gordon should be hired as the spokespersonforthe promotional activities. Then, the company should coordinate with sponsorship team to reduce the investment cost,as $12 million is a huge expense with respect to per year cost. Furthermore, the procedure should be proceeded with the development of a performance tracking and monitoring system. At last, there would be an evaluation of the performance throughout the year to ensure smooth running.(See appendix 6)...........................