To: Allison Hardy
From: James Adkisson
Subject: NASCAR Analysis
The purpose of this memo is to analyze the strengths and weaknesses of NASCAR’s brand management and web site, identify environmental forces that pose a threat to NASCAR, and propose a viral marketing plan to attract more female NASCAR fans.
Starting in the early 1990s and continuing for the next 15 years NASCAR did an exceptional job of managing their brand. NASCAR understood the loyalty of their fan base and the depths to which their fans supported the sport in the marketplace. According to NASCAR’s own licensing study, 72% of their fans were more likely to buy a product if it had the NASCAR logo on ...view middle of the document...
NASCAR made some of these changes in the hopes of expanding their fan base; instead they are losing their core fans, who pride themselves on being outside of mainstream American culture.
The strengths and weaknesses of the web site depend on whether the viewer is a part of the fan base or not. As a resource for the fan base, the web site is very useful and appealing. Relevant information, such as current standings and upcoming races, is clearly displayed. Important video clips from recent races are prominently featured for ease of viewing. The Press Pass section gives fans the opportunity to watch the drivers talk to the press. This is of particular interest to the fan base since press conference coverage has been cut in the past by the networks eager to broadcast the next sporting event.
As a resource for the uninitiated fan the web site seems confusing. It would be difficult to log onto the website to learn about NASCAR and get to know the drivers. The overwhelming use of advertising makes it difficult to distinguish NASCAR content from advertisements. Also, other than some women’s apparel in the shop, there is not any content on the web site that appeals to female fans.
The biggest environmental threat to NASCAR has been the recession, which affected them in two ways. First, the recession hit NASCAR’s fan base particularly hard resulting in a loss of the discretionary income...