In 1992, Joe Jackson, a former manager of Motorsports DuPont for twelve years, has been angling to get the paint business in the sixty-five automobile Rick Hendrick's dealerships across the United States. In order to win the car paint dealer Hendrick contract, Hendrik Jackson met to discuss the possibility of a new team sponsor Hendrick and rookie NASCAR driver Jeff Gordon. As a result of this meeting, DuPont signed on to be a sponsor. By 2006, Gordon was the superstar of NASCAR, and logo DuPont, viewed millions, was the family brand. While this level of exposure has been of interest to the company, executives at DuPont could not help but wonder if they were making full use of this huge marketing opportunity. Gordon was in the fire, but was DuPont maximum heat? DuPont-NASCAR case of the students and managers with designing creative marketing campaigns to enable the possibility of NASCAR sponsorship, and the maximum value of the ordinary marketing sponsorship. This open tasks encourages students and managers to think outside the traditional marketing tactics commonly used business-to-consumer (B2C) NASCAR sponsors. In addition, the nature of DuPont creates the need to develop a multi-dimensional plan that serves the breadth of brands. In addition to developing a new marketing campaign, one of the key objectives of the event is to focus the attention of students and leaders to develop indicators to measure the return on investment (ROI) in the plan of campaign. As a first step, it is important to articulate the campaign, business strategy and key business tasks are displayed in strategy. "Hide
by Mark Jeffrey, Justin Williams Source: Kellogg School Management 26 pages. Publication Date: January 1, 2007. Prod. #: KEL166-PDF-ENG
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