Case Study: NASCAR a Branding Success
Question 1 NASCAR was established as a sports business that targeted men between the ages of 15 and 65. However, over the years, it has grown into one of the sports that attracts the widest range of fans. NASCAR fans are noted to be very loyal. Most of the fans of NASCAR purchase the products sponsored by the brand as a way of supporting the sports. In fact, a large number of female fans assert that they would be willing to purchase non-racing-related items if they had, on them, NASCAR logos. While the company has numerous operational strategies, the means through which it manages its brand is the main success driver. The company shares the life stories of the racing drivers, pit crew members and crew
…show more content…
The sport also realized very high revenues following its excellent merchandising performances. NASCAR also enjoys the fact that it is associated with some of the top sponsors. The sport is also expected to attract global giants such as Honda.
Weakness
While NASCAR is highly popular, it lacks a global presence as it is held primarily in US and Canada. The sport has also been associated with controversies regarding issues of fuel consumption, pollution and emissions. Other issues it has had to deal with include problems relate to driver safety. In recent times, there has been a drop in prices of tickets and TV ratings.
Opportunities
In the event that it expands globally, its popularity will rise to the same level as that of formula one. This will allow foreign manufacturers and sponsors to venture in the sport. In the event that they switch to green fuel, NASCAR will become environmentally friendly and attract more loyal fans.
Threat
The possibility that formula one becomes re aggressive, NASCAR will face greater competition. There is also the possibility of losing drivers to formula one following the fact it offers high salary and has the manufacturers spending
The green flag drops on the first race in The National Dirt Racing Association(NDRA). It doesn’t matter where people go, on some little road in a small town, people will find a small dirt track. The speedways are mostly always located in city areas where a large amount of people live. After a weekend of racing the teams head to the shop to fix the car up again. Despite the fact, that racing had been around since before 1978; whenever Mr. Robert Smawley introduced NDRA, and later Mr. Bill France introduced NASCAR, more people paid attention to the sport of racing.
About 75 million people have watched NASCAR. About 12.66% watch NASCAR and follow it one way or another. The other 10.49% (34 million) will know a racer or two. In a period of 10 years (1996-2006) sales have shot up over $2,199,999,400. The sales have gone from 600/year-2.2billion/year. These both show that it is a very popular sport and growing in popularity.
People who have participated in racing for the past century, have never been universally accepted as athletes. The drivers, especially those in the National Association for Stock Car Auto Racing (NASCAR) prove this misconception as incorrect with their intense training and stellar performances. Drivers on social media, assert that they are athletes, contradicting other sports stars who insist that they are not. The drivers in NASCAR and all forms of racing deserve to be given the respect of their fellow athletes in other sports. NASCAR drivers are seasoned athletes because of their training and tough race conditions that they encounter every week on the track.
... conclusion, sponsoring or acting as the main host of these international events, Red Bull uses reminder advertising to keep the product fresh in the customers mind. (Lamb, Hair, McDaniel) Placing the product in any market they want to and providing slogans like "It Gives You Wings" differentiates its product from other competitors with a message of "revitalizing" your mind in addition to getting an energy jolt. Having well known athletes in events is beneficial to attracting consumers to the events, where they are given free samples. By pushing the status quo of sporting events and breaking world records, Red Bull has a message of increasing human capability while also honoring the environment. With its high market share in local and international markets, and its increasing growth, the company should keep investing in events and sponsorships to continue expanding.
Racing has always been about going faster than the next driver. It was about trying to beat course records and lap speeds. But if Tony George has his way, all course speeds will be reduced due to switching from turbo Indy V6 engines to normally aspirated V8's. The result is less horsepower, thus slower speeds. Records would never be broken, and the sport would lose some of its appeal. Racing has always been a strive to go faster; there is no real reason to change it now. One of Tony George's justification is that the sport would become safer. That is not true. The difference would not be much . The fatality rate for a 230 mph crash, and a 210 mph crash, is not that much different.
The international sport of NAASCAR started from the illegal bootlegging of alcohol but it has grown to be one of the most beloved sports ever. It has many fans spread throughout the globe. It has had several rule changes and scandals that has lead it to become the great sport it is today. With the continuing advancing technology NASCAR will not only improve but will become the number one entertainment for the new world. Although NASCAR has had rough times It is rapidly becoming the most watched and entertaining sport televised ever.
NASCAR is a multibillion dollar family owned and operated sports industry. It was founded by Bill France, Sr. in 1947-48. From 1947-48 NASCAR has changed and developed throughout the years. Having a career as a NASCAR driver and racing competitively can be the best thing for a person who loves to drive fast.7 Of course, to become a driver for the National Association of Stock Car Auto Racing, you would have to start from the bottom and work your way up to professional racing. 1 NASCAR is my favorite professional sport. 1 I want to become a NASCAR driver because I love the sport and everything about it.
Such as his being in the People magazine’s “50 Most Beautiful People”(“Dale Earnhardt, Jr.”). He is also known for having two commercials in the 2004 Super Bowl. He is the only other person to do this since Muhammad Ali.(Fleischman 7). Also, Dale’s father and brother are the only father and two son in history to start in a Cup race since Lee, Richard, and Maurice Petty in 1960(Fleischman 8). He also helped many kids by teaching them how to drive a NASCAR car, saying this quote, “I learn as much from them as they do from me,”(Fleischman 14). Even though he Dale felt more comfortable in his role in racing and as a celebrity in the begining of the 2005 season, he still thought of himself as still a shy guy(Fleischman
Associated Press, (2009, Jun 2). NASCAR: GM Sponsorship Will Continue. Retrieved July 15, 2009, from www.cbsnews.com
NASCAR was formed by William France, Sr., who was an auto mechanic from Washington D.C. The current CEO is Brian France who is the grandson of Bill France. NASCAR headquarters is in Daytona Beach, Florida and it has several offices throughout the United States and some in Mexico and Canada. Before Bill France started NASCAR, racing was a very dishonest business where the promoters often stole money from the drivers. France believed that if racing became an organization with rules it would become an honest type of business. In December 1947, France asked many drivers and promoters to meet in Daytona Beach, Florida to create racing rules. NASCAR was created on February 21, 1948 and starting out racing on a track that was half sand and half asphalt. The track was called Daytona Beach and was located in Florida. (Jordan) I feel that NASCAR is a great sport for the fans and anyone else who likes racing in general. NASCAR has an interesting history and is still fun to learn about today.
Sports are one thing that unite people from various backgrounds. The idea of being up-to-date with trends is also something that is idolized over different cultures. The key place to find the latest and greatest trend is from the youth’s interest and sporting events. The fact that “RBMH covered all the various aspects of its marketing tools from making online feature films, television coverage, sports magazine called The Red Bulletin, and an in house record label” means that Red Bull is not afraid to dabble into new industries in order to expand their brand (Kansara, 4). Red Bull also has a unique 4-pack packaging that differentiates them from their competitors (Kansara, 4). Supporting over 500 extreme sports athletes leaves little to no room for competitors to try and be seen in the sports industry (page 6). Red Bull also uses social media, such as Twitter, to truly connect with their consumers rather than solely sale their product. They hope to remain a privately owned company (Kansara, 9), eliminating room for unauthentic replication of their brand. They also strongly connect to the youth because they are noted as a “rebellious drink” (Kansara,
or she would notice that the racetrack was packed with thousands upon thousands of people. A large part of the lack of popularity of F1 in America is that only one race is run in the United States. All of the other races take place in countries such as Spain, France, Italy, and Canada. With Nascar every single race is run in the United States, which is obviously a large contributing factor towards its immense popularity. Despite the fact that Nascar is the racing preference of most Americans, Formula
in this segment are often brand conscious and enjoy the latest fads and trends. They...
(4) Abel, Ivan, Maali Ashamalla, and Robert Camp. Competitiveness of the US Automotive Industry: Past, Present, and Future. Rep. 2nd ed. Vol. 10. Indiana: American Society for Competitiveness, 2010. Print.
Welcome to the automotive world, the last holdout in the battle against political correctness. This is one of the few places left where one can make a statement about women and men and not be assaulted with court cases or be accused of being a bigot. In the automotive media, it is still acceptable to represent men in business suits driving luxury vehicles, and to show mothers driving their kids in a minivan. There is one simple reason that the automotive media has remained unadulterated by political correctness—money. As a private industry, both car manufacturers and aftermarket companies have one goal, to sell cars and car related products, and to make money while doing so. As such, these companies use marketing techniques that will most effective reach their target market, which is the true populace, not the world envisioned by political correctness(hereafter to be referred to as PC). For this reason, the marketing techniques used by the automotive industry give us a more realistic view of society and how men and women view themselves.