DuPont-NASCAR Marketing

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

Students and executives learn how to design a marketing campaign for measurement. Specifically, they are tasked with designing a new marketing campaign for DuPont to activate the DuPont/NASCAR relationship. Students and executives must define metrics for measurement and learn to use a balanced score card approach. Since the DuPont sponsorship of Hendrick Motorsports is a brand campaign built to reach the DuPont business-to-business (B2B) customer, both non-financial and financial metrics are used. The key to success is to have a clearly defined sponsorship marketing strategy and business objectives. The case teaches students and executives how to define key metrics and articulate a methodology for campaign measurement pre and post to quantify the return on investment (ROI).

Keywords

Citation

Jeffery, M. and Williams, J. (2017), "DuPont-NASCAR Marketing", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000105

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Kellogg School of Management

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