1. MARKETING IN INDIA
Kenneth Lowe
Swarupa Rani
Sravan Reddy
Joseph Cherian

2. What is formula one?
• The highest class of single seater auto racing
• The "formula" designation in the name refers to a
set of rules with which all participants' cars must
comply
• Formula One cars are considered to be the fastest
circuit-racing cars in the world
• “Auto racing, bull fighting, and mountain
climbing are the only real sports ... all others are
games.” –Ernest Hemingway

3. In the ET:
Notice the Strategic
use of the Capable
Speed of the Cars,
Distance Covered and
Time

4. Why F1 for India?
• Prestigious moment for the nation
• Increase footfall of tourists especially after terrorists
attacks (Give foreigners another reason to come to
India)
• China also has an F1 Circuit, India needs to stay on the
same competitive level as China is at.
Why India for F1?
• India is an emerging market with a huge sports fanatics
to tap such a market will increase revenues of FIA
• If an international sport is thinking to survive and
thrive long-term, India (and China - two of the growing
economies and two largest population) will always be on
the radar

5. Sponsors for Grand Prix 2011
Title sponsor : Airtel - The first time an Indian company (Airtel) has chosen to divert
sponsorship funds from cricket to motorsport
Official ticketing partner : Bookmyshow.com
Other Sponsors:
• Hero MotoCorp – Endorses Narain Karthikeyan
• Mercedes - Mercedes with Jaypee Sports will also be setting up a driving academy at
the circuit after the Indian Grand Prix to nurture the home grown racing talent
• Puma - The official merchandise partner for the Indian Grand Prix, Buddh International
Circuit
• Amul - The official partner of Sauber F1 team
• TAG Heuer - Limited edition watch for the Grand Prix

6. Media promotion
• 85% of total income comes from sponsors and 15%
from TV revenue
• 14 per cent growth in the $40-billion sports
marketing business
• ESPN sold 800 advertising seconds@ INR 1.5 lakh
per 10-second slot during the race
• Besides showcasing engines and putting an F1 car
on display, the auto makers have also planned a host
of competitions at various malls wherein F1 tickets
can be won
• TV, Radio, Newspaper, Music Concerts, Social
Networking Sites, pubs and Restaurants, Malls,
Internet, Billboards, Contests

7. Celebrities adding The Glamour Quotient
• Sachin Tendulkar: Flagging the finish
• Sourav Ganguly : Appointed as the brand ambassador of the Sahara Force India racing
team
• Lady Gaga performed at the closing ceremony
• Metallica performed in concert for the first time in India since their inception 20 years
ago
• Shahrukh Khan, Preity Zinta and Bipasha Basu, Arjun Rampal and many bollywood
actors/actresses watched the event Live!!

8. Co-Branding
Pepsi - Contract which allowed to sell only Pepsi
inside the circuit
Vodafone - Ambush Marketing
Airtel - Title Sponsor of the event “Airtel Indian
Grand Prix”
Puma – Sells official F1, Indian Grand Prix clothing
Tag-Heuer – Sells limited edition Indian Grand prix
watches
Marlboro Cigarettes -
Reebok -
Nike -
Inkfruit.com – Online sale of limited edition T-shirts

9. Place
• Initially Bangalore, New Delhi, Hyderabad or
Mumbai were the options
• Greater Noida was selected as it was seen as
India’s first world city
• An ideal place to show off an ideal, developed
India to the Crème de la Crème that would attend
the event
• An Attraction for FII

10. STP
Targeting Engineers, Sports Fanatics, Socially active people, Motor Sport fans
and Investors outside India
Currently consumers look at cars as a means of getting around, They look for the most
cost and fuel efficient cars in the market.
The event was positioned as a premium, exclusive sport that represents cutting-edge
technology, reliability, speed, efficiency, teamwork, high performance, innovation,
dynamism, fun and glamour (Positive values that companies can spend decades trying to
associate with their brands)
With the Force India F1 team in the sport and emotional quotient is brought our in the
positioning and promotions

11. Impact of F1
• The most viewed F1 race in India ever
• The Indian Grand Prix has the potential to
generate around $170 million in revenue and
employ as many as 10,000 people.
• India is not only about Cricket
• A substitute for cricket
• India is now one of the few privileged countries
that has it’s own F1 track

12. Formula 1 India: FAD or Fashion?
The tickets are extremely expensive, Yet the sport receives strong commercial
support from brands eager to link themselves with the glamour and prestige
associated with the event
The Sport is set for the elite and since the Indian Dream is to make it
big, Attendance at this annual event creates as sense of stature
The Huge cost for maintenance for a two day event and the fact that break even
will be achieved only after 4 years may say otherwise
Team Force India is creating an environment of National Pride as shown at
Cricket matches