Question

Topic: Student Questions

Formula 1(motorsports) Marketing

Posted by Anonymous on 10/16/2008 at 12:39 PM ET 500 Points
Dear Experts,

I am a student of MSc Marketing, and would like to get a help regarding my dissertation. it will start in june 2009, but i want to carry out research right from now. I am interested in compiling a dissertation on how marketing could be associated with Formula 1. i am struggling to form any constructive objectives. i have few thoughts in my mind which could generally be associated with it.
1. Marketing ( advertising, sponsorship, event marketing, digital and mobile marketing)
2. Financial crisis faced by Formula 1 track
3. developing campaigns for environmental friendly cars.

Albeit, these points will lengthy my dissertation. i need your help regarding narrowing the view point, as i can start with objectives. your valuable advice and comments will help me in researching and compiling a better peice of dissertation.

thanking you in advance.

Regards,
Pankaj
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RESPONSES

  • Posted by saul.dobney on 10/16/2008 at 12:54 PM Accepted
    Formula 1 is almost all marketing - one of the biggest sponsored sports in the world. Dead dull to me, but there you are.

    You could look at the impact of restrictions on tobacco advertising on F1. Why the lead sponsors use F1. Impact of F1 on establishing global brands. Measurements of F1 sponsorship effectiveness. F1 as a case study in event marketing and management.
  • Posted on 10/16/2008 at 4:32 PM Accepted
    All marketing has the purpose of connecting a brand with a prospective consumer (either current or non user). So I suppose your aim is to demonstrate your dissertation how you have woven that connection. I am not knowledgeable about Formula 1 but I would consider doing a research to learn about the segments there in the market you are interested in and how warm or cold they are toward your product. Think about the very young who are also prospective "users". Consider approaching schools with presentation of your product, have promotion items (caps, tshirts, small model cars, etc.) Consider a promotion to participate in one of the races. Evaluate also TV (cable) with programs aim to "educate in Formula 1". Connect Formula 1 with tourist places and prepare tours. Good luck!
  • Posted on 10/19/2008 at 7:55 PM Author
    can somebody suggest me a book or list of journals or articles which would help me to narrow my thoughts
  • Posted on 10/20/2008 at 11:34 AM Author
    thank you saul.dobney and juan.m for your valuable thought on it.

    Saul.dobney, if you can explain me a bit further on Measurements of F1 sponsorship effectiveness. F1 as a case study in event marketing and management. as how shall i measure the effectiveness of F1 sponsership?

    thanking you

    Pankaj
  • Posted on 10/23/2008 at 9:32 AM Author
    i am more focusing toward the consumer side for research, and linking into sponsorship awareness. i am not relying on F1 teams/sponsors for help as they don’t seem very willing.

    if anybody can provide few tips on it. thanks
  • Posted by Jay Hamilton-Roth on 10/26/2008 at 4:34 PM Accepted
    The Business of Formula One: Vol 1 & 2 (expensive - perhaps in your university library?):
    https://www.sportbusiness.com/reports/160235/the-business-of-formula-one-vo...

    Various background articles:
    https://www.grandprix.com/ft/ft00147.html
    https://checkpoint10.blogspot.com/2008/04/stop-formula-1-branding.html
    https://www.bized.co.uk/current/mind/2003_4/080304.htm
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