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NASCAR Kinetics: Marketing in Motion Case 2


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Case 2 of the Kinetics program wanted the teams to design a retail plan for the M&M\'s candy using the racing brand as a key focal point

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NASCAR Kinetics: Marketing in Motion Case 2

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  2. 2. Introduction<br />In 1990, M&M’S took the role of becoming a sponsor of NASCAR. <br />Later on, the “Official Chocolate of NASCAR”, M&M’S would become the favorite of all fans. <br />M&M’S in 1999 would final have Red and Yellow riding along with known drivers such as Ken Schrader, Elliot Sadler, and current driver, Kyle Busch. <br />
  3. 3. Relationship<br />They both provide forms of entertainment. <br />NASCAR provides in the form of sports.<br />M&M’S provides in the form of pleasure.<br />They both have recognizable mascots.<br />NASCAR: Digger and his family<br />M&M’S: Red, Yellow, and family. <br />
  4. 4. Relationship<br />NASCAR fans always have their favorite driver or teams. <br />M&M’S has campaigned to fans to “Vote for your Favorite M&M’S Character” contest. Fans got to choose their favorite color character. <br />
  5. 5. Retail Promotion<br />An incentive program for retailers is a key ingredient when looking for shelf space in their stores. <br />Creating a promotional push for store associates to partake in to receive rewards on products within the stores, especially M&M’S and NASCAR products. <br />EXAMPLE: Kansas Speedway has two Wal-Mart's less than 20 minutes away. <br />Create a competition between each of the stores to push out the most M&M’S race weekend.<br />End result: The store with the largest sale of M&M’S product, all associates receive a gift on behalf of M&M’S and NASCAR. <br />
  6. 6. In-Store Promotion<br />To continue “The Most Colorful Fan Contest” done by NASCAR and M&M’S, the contest winners will be placed on a cardboard cut out as the face of next year’s retail promotion.<br />The cut out will be used as a display on the ends of aisles and at checkouts in major retail stores, holding M&M’S product for consumers. <br />
  7. 7. Promotion Strategy<br />The display would be similar to the image below. <br />The cut out would sponsor both NASCAR and M&M’S and the most colorful fan of that year. <br />Slogans would be placed on the cut out enticing next year’s contestants to out do the winner of this year. <br />“Are you this COLORFUL?”<br />“How COLORFUL can you be?”<br />
  8. 8. Sell-In Strategy<br />When in retail stores, price is a huge factor in purchasing a product, even if it is as small as candy. <br />When placing M&M’S on the shelves, place a suggested price next to a discounted price, to show consumers the possible bargain they are receiving. <br />Consumers are more inclined to buy when they feel they are receiving a bargain on a product. <br />
  9. 9. Sell-In Strategy<br />In combination with M&M’S products, consumers have the ability to receive promotional items when buying a bag of M&M’S. <br />The promotional items should have a higher perceived value than the M&M’S, such as apparel or replicated race cars from NASCAR series. <br />These do not have to be given out with each purchase. <br />EXAMPLE: Coca-Cola Rewards and using codes placed on bottles and cans. <br />M&M’S codes can be placed on the inside of wrappers and they can be redeemed online. <br />
  10. 10. Multi Channel Media<br />Retailers could hold advertisements of M&M’S at checkout computer screens in order to entice impulse buyers to spend that little extra for a sweet tasting treat. <br />This channel is the most important channel. <br />It uses all five of the human senses (taste, touch, see, hear, and smell). <br />It is the only channel which accepts cash payments instantly. <br />It gives consumers immediate gratification. <br />
  11. 11. Conclusion<br />A sponsor, like M&M’S, is full of creativity and likeness to NASCAR, that allows for unbound market growth. <br />Each new color that is added to the M&M’S family allows for a new “Official Chocolate of NASCAR” to be seen on store shelves. <br />