The document discusses issues with the current marketing strategy for V8 Supercars, including that the target demographic is too narrow, the existing culture can deter new consumers, and advertisements are sometimes inaccessible. It proposes three strategies to address these issues: 1) diversifying the brand image to appeal to new markets, 2) appealing to nationalism and the cultural significance of the sport, and 3) tailoring communication strategies and advertisements to different consumer groups through free-to-air and pay TV. The strategies aim to increase and diversify revenue by shifting the existing culture and engaging new consumers.

1. V8
Supercars
Pitch
A & J
Promotions
Jacob Darcy

2. A & J Promotions
Reputation | Capability
| Performance

3. Current Campaign – Not
bad, but can be better
Three Main Issues: Too focused,
inhibits new consumers and
advertisements often unreachable
by desired consumer groups
Future threats necessitate change
now

4. Issue 1 – Current
Demographic Too Narrow
 Currently marketing focuses too heavily
on lower socio-cultural male market
segment
 This segment is less profitable than others
 Cannot be relied upon with shift to Pay TV
along with outsourcing of Australian
manufacturers

5. Issue 2 – Barrier For
Potential Consumers
 Existing culture surrounding sport often
acts as deterrent for new consumers
 Through new consumers not wanting to
associate with the existing culture
 Through members of the existing culture
judging new entrants

6. Issue 3 – Occasional
Unfocused Advertisements
Existing communication strategies
are integrated well
Pay TV exclusive content and
advertisements are generally
inaccessible for targeted market in
present marketing strategy

7. Strategies For These
Issues
1 – Diversification of brand image
2 – Appeal to nationalism and
cultural significance of the sport
3 – tailored communication
strategies

8. Strategy 1 – Diversification
of Brand Image
Appeal to new market areas to
increase and diversify revenue
Achieve this by shifting existing
culture; focusing on V8 Supercar
racing as a sport, competition and
experience

9. Strategy 2 – Appeal to
Nationalism and Franchises
Cultural Significance
Focus on sports rich history and
importance in Australian
culture
Create consumer involvement
with the brand

10. Strategy 3 - Tailor
Communication Strategies
 Keep V8 Supercars accessible on Free-to-
air television for existing customer base
 Tailor free-to-air ads for existing consumer
group
 Tailor Pay TV advertisements for new
consumer groups

11. Communication Tools
 Maintain current interrelated network of
Television, online, print and radio
advertising
 Through this network diversify image and
promote consumer engagement
 Specify advertisements to those who can
access them

12. Thankyou for your time
A & J promotions have the
capability and expertise to
implement new necessary
strategies to keep V8 supercars
successful and sustainable
going into the future