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Hard Marketing Investment Analysis ROI Optimization

Race Car Barbie

#Entertainment #Marketing #Sports
ProHub Comment

This is a quantitatively intensive marketing case requiring candidates to build a market-sizing model to estimate Formula One viewership, then calculate driver-specific ROI metrics. The case tests both analytical rigor (multi-step revenue calculations incorporating social media dynamics) and strategic judgment (balancing pure financial returns against brand alignment and reputational risks). Success requires flagging qualitative considerations—audience overlap, brand misalignment concerns, sustainability messaging—alongside quantitative optimization.

Estimated Time 15 minutes
Difficulty Hard
Source Bauer
50 / 100
Your client is an American production company who is looking for unconventional ways to market their new movie, Barbie, as much as possible. For context, Barbie is a live-action movie with an A-list cast that uses a very feminine style and is predominately about the experience of being a woman. The producers have come to you with the idea of sponsoring a Formula One car by wrapping it with all-pink Barbie ads and want you to test if it’s a worthy investment for them or not.

Clarifying Information

  1. Barbie is primarily targeting American audiences but is also selling in European theatres.
  2. Their financial goal is to maximize ROI
  3. They will only sponsor the car for one race, are able to choose their driver and can only choose one car and one race.
  4. The race will not be a championship race, it’ll be a typical mid-season race.