General market research report 2007

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Information about General market research report 2007
Sports

Published on March 15, 2014

Author: BillHerring

Source: slideshare.net

Description

Outstanding research from a few years ago on Formula 1 - level of interest globally, in comparison to other sports, image, and positioning of the sadly departed BMW Sauber F1 team. If you like motorsport, sponsorship or the business of sport, you'll likely find this very interesting!

BMW Motorsport ZL-M 2007 Page 1 BMW Sauber F1 Team. Motorsport Research 2007. Official & Promotional Supplier. Sheer Driving Pleasure BMW Motorsport www.bmw- motorsport.com BMW Sauber F1 Team.

BMW Motorsport ZL-M 2007 Page 2 BMW Sauber F1 Team. Motorsport Research 2007. Agenda. 50Glossary 41Target group profile 24Positioning of BMW Sauber F1 Team 16Image profile of Formula 1 13Formula 1 in comparison to other events 11Worldwide level of interest in Formula 1 8Potential of motorcar racing and Formula 1 3Facts on the study Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 3 BMW Sauber F1 Team. Motorsport Research 2007. Facts & Methodology of Market Research I. Representative sample in 11 markets, urban sample in 6 markets, stratified by region, age, gender and demographic items. Sample More than 15,000 telephone and face-to-face interviews.Interviews May 2007, after the 4th GP.Fieldwork Total population age 16-69.Target group 17 main markets worldwide. - Europe: Germany, UK, France, Italy, Spain, Switzerland, Poland (new in 2007) - Asia: China, Japan, Indonesia, Thailand, Malaysia, India - America: USA, Brazil - Africa & Australia: South Africa, Australia Markets Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 4 BMW Sauber F1 Team. Motorsport Research 2007. Facts & Methodology of Market Research II. The sample is structured representatively via controlled random procedure. Stratification of the total sample ensures representative distribution regarding regions, age and gender. If required, an urban sample is used in countries with a less developed media infrastructure. Method of selection Standardised questionnaire in all countries investigated. Interviews are conducted in the relevant official language. Method of interviewing Telephone interviews (CATI) .Interview technique Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 5 BMW Sauber F1 Team. Motorsport Research 2007. The SPORT+MARKT Sponsoring 21+ Study. SPORT+MARKT “Sponsoring 21+” study is the fundamental sponsorship research tool for companies pursuing a global sponsorship strategy. The eighth edition of the study, conducted in 21 countries worldwide, enables potential analysis of planned sponsorship engagements as well as an independent, objective assessment of existing engagements in sport. Thus, it provides essential information for planning and implementation for sponsors and marketers. In addition, Sponsoring 21+ provides target-group analyses regarding demographic structure, popularity and potential of sports, sector preferences, key brand values in various sponsorship target groups and conclusions on the impact and efficiency of your sponsorship. Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 6 BMW Sauber F1 Team. Motorsport Research 2007. Country overview. GermanyU.K. France ItalySpain Switzerland USA Brazil South Africa India China Japan Thailand Indonesia Australia Malaysia Poland Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 7 BMW Sauber F1 Team. Motorsport Research 2007. Team overview. Teams and drivers in the 2007 Formula 1 season. Teams included in the survey Teams not included in the survey BMW Sauber F1 Team Renault F1 Team McLaren Mercedes Scuderia Ferrari Toyota Racing Red Bull Racing Williams F1 Team Honda Racing F1 Team Scuderia Toro Rosso Spyker F1 Team Super Aguri F1 Team Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 8 BMW Sauber F1 Team. Motorsport Research 2007. Content. Potential of motorcar racing and Formula 1Potential of motorcar racing and Formula 1 Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 9 BMW Sauber F1 Team. Motorsport Research 2007. Worldwide potential of motorcar racing (incl. F1). North America (USA) Total pop. 16-69: 208.81 mill. 100% Motorcar racing-interested (Top-2-Box): 54.29 mill. 26% European key markets (GER, FRA, UK, ESP, ITA) Total pop. 16-69: 217.00 mill. 100% Motorcar racing-interested (Top-2-Box): 91.14 mill. 42% Africa + Australia (RSA, AUS) Total pop. 16-69: 42.99 mill. 100% Motorcar racing-interested (Top-2-Box): 14.75 mill. 34% Asia (IND*, CHN*, JAP*, THA*, INA*, MAL*) Total pop. 16-69: 764.13 mill. 100% Motorcar racing-interested (Top-2-Box): 224.61 mill. 29% Central + Eastern Europe (NED, AUT, SUI, POL, CZE, HUN, SVK, RUS*) Total pop. 16-69: 148.29 mill. 100% Motorcar racing-interested (Top-2-Box): 48.50 mill. 33% * Urban sample: MEX, RUS, IND, CHN, JAP, THA, INA, MAL. Central + South America (MEX*, BRA) Total pop. 16-69: 183.95 mill. 100% Motorcar racing-interested (Top-2-Box): 65.41 mill. 36% Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 10 BMW Sauber F1 Team. Motorsport Research 2007. Worldwide potential of Formula 1. North America (USA) Total pop. 16-69: 208.81 mill. 100% F1-interested (Top-2-Box): 35.50 mill. 17% European key markets (GER, FRA, UK, ESP, ITA) Total pop. 16-69: 217.00 mill. 100% F1-interested (Top-2-Box): 86.80 mill. 40% Africa + Australia (RSA, AUS) Total pop. 16-69: 42.99 mill. 100% Asia (IND*, CHN*, JAP*, THA*, INA*, MAL*) Total pop. 16-69: 764.13 mill. 100% F1-interested (Top-2-Box): 251.93 mill. 33% Central + Eastern Europe (NED, AUT, SUI, POL, CZE, HUN, SVK, RUS*) Total pop. 16-69: 148.29 mill. 100% F1-interested (Top-2-Box): 46.32 mill. 31% * Urban sample: MEX, RUS, IND, CHN, JAP, THA, INA, MAL. Central + South America (MEX*, BRA) Total pop. 16-69: 183.95 mill. 100% F1-interested (Top-2-Box): 68.56 mill. 37% Source: SPORT+MARKT AG 2007 F1-interested (Top-2-Box): 13.76 mill. 32% Average worldwide interest in Formula 1: 32% (approx. 503 mill. Top-2-Box)

BMW Motorsport ZL-M 2007 Page 11 BMW Sauber F1 Team. Motorsport Research 2007. Content. Worldwide level of interest in Formula 1Worldwide level of interest in Formula 1 Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 12 BMW Sauber F1 Team. Motorsport Research 2007. Level of interest in Formula 1, annual comparison. Top-2-Box: “Very interested” + “Interested”. EUROPE ASIA AMERICA AFRICA & AUSTRALIA 53 51 47 32 34 21 42 33 32 27 44 49 51 Australia South Africa USA Brazil Question: Please tell me how interested you are in Formula 1 on a scale from 1=“Not interested at all” to 5 = “Very interested”. If event is not known please state. Base: Representative citizens between the ages of 16-69. Europe n=6,607, America n=2,004, Asia n=5,660, Africa & Australia n=1,600. Figures in %. 44 35 37 26 26 24 30 28 18 39 40 42 45 13 17 39 36 30 30 33 20072006 n.a. Source: SPORT+MARKT AG 2007 U.K. France Switzerland Germany Poland Spain Italy India Japan Thailand Malaysia China Indonesia

BMW Motorsport ZL-M 2007 Page 13 BMW Sauber F1 Team. Motorsport Research 2007. Content. Formula 1 in comparison to other eventsFormula 1 in comparison to other events Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 14 BMW Sauber F1 Team. Motorsport Research 2007. Level of interest in selected sports events. Event known Interest (Top-2-Box): “Very interested” + “Interested” Question: Please tell me how interested you are in each of the following events on a scale from 1=“Not interested at all” to 5 = “Very interested”. If event is not known please state. Base: Representative citizens between the ages of 16-69. Europe n=6,607, America n=2,004, Asia n=5,660, Africa & Australia n=1,600. Figures in %. 87 82 95 80 83 98 92 99 90 98 83 97 95 97 89 73 17 26 20 23 62 22 41 24 52 15 27 45 49 20 8 14 EUROPE 78 83 86 79 78 89 78 96 82 98 86 89 78 79 82 89 9 45 25 16 53 12 11 14 15 14 13 8 12 13 11 8 AMERICA 48 59 64 61 68 85 56 70 59 84 63 57 68 65 57 54 19 20 30 39 63 18 32 22 57 24 16 41 37 21 11 9 ASIA 74 84 87 94 95 98 67 94 86 96 86 83 93 94 89 95 25 26 37 37 58 32 23 50 16 16 39 34 19 37 8 10 AFRICA+AUSTRALIA Source: SPORT+MARKT AG 2007 WWE Smackdown (Wrestling) World Rally Championship UEFA European Championship UEFA Champions League Tour de France Superbike Olympic Summer Games Moto GP Formula 1 FIS World Cup FIFA World Cup English FA Premier League English FA Cup Davis Cup ATP Tour America’s Cup

BMW Motorsport ZL-M 2007 Page 15 BMW Sauber F1 Team. 76 61 62 56 52 51 99 78 64 63 58 56 53 9841 16 15 6 6 8 8 10 41 11 9 8 7 7 Motorsport Research 2007. Level of interest in selected motorsport events. 62 45 60 50 47 45 96 66 57 69 61 61 54 95 39 29 47 35 31 32 70 47 41 55 46 43 43 74 65 53 74 64 54 53 94 65 58 64 61 58 56 93 Question: Please tell me how interested you are in each of the following motorsport events on a scale from 1=“Not interested at all” to 5 = “Very interested”. If event is not known please state. Base: Representative citizens between the ages of 16-69. Europe n=6,607, America n=2,004, Asia n=5,660, Africa & Australia n=1,600. Figures in %. 3 4 5 4 25 9 9 7 25 9 4 7 7 5 13 19 14 12 11 32 15 12 23 18 18 15 10 32 32 15 34 10 14 21 10 16 10 8 9 8 10 12 Source: SPORT+MARKT AG 2007 Event known Interest (Top-2-Box): “Very interested” + “Interested” AMERICA ASIA AFRICA + AUSTRALIAEUROPE FIA WTCC FIA GT GP2 Series Formula BMW DTM 24h Races Formula 1 2007 2006

BMW Motorsport ZL-M 2007 Page 16 BMW Sauber F1 Team. Motorsport Research 2007. Content. Image profile of Formula 1Image profile of Formula 1 Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 17 BMW Sauber F1 Team. Motorsport Research 2007. Worldwide image profile of Formula 1. Innovative High tech / High qualityDynamicYouthful / TrendyChallengingAppealing 46 50 67 66 50 56 53 49 60 58 46 52 71 72 38 73 46 76 46 76 51 81 55 78 63 65 31 64 35 76 42 74 50 85 61 85 66 USA Brazil EUROPEAMERICA 43 70 67 74 67 65 50 69 67 68 65 57 59 59 84 76 85 87 75 63 85 80 81 86 68 78 50 64 69 68 74 70 56 64 67 60 70 65 84 40 37 63 55 51 54 45 45 65 49 42 47 52 53 51 74 55 72 66 57 51 68 50 70 62 78 Poland Switzerland Germany Italy Spain France U.K. Question: Now, I am going to name some sports to you with a list of attributes. Please tell me, in your opinion, how appropriate each attribute is to Formula 1. I would like you to rate your answer on a scale from 1= “Is not appropriate at all” to 5= “Entirely appropriate”. Base: Representative citizens between the ages of 16-69 with a Top-3-Box interest in motorcar racing (incl. Formula 1). Figures in %. Source: SPORT+MARKT AG 2007 n.a. n.a. n.a. n.a. n.a. n.a. 2007 2006

BMW Motorsport ZL-M 2007 Page 18 BMW Sauber F1 Team. Motorsport Research 2007. Worldwide image profile of Formula 1. Base: Representative citizens between the ages of 16-69 with a Top-3-Box interest in motorcar racing (incl. Formula 1). Figures in %. 66 62 72 88 73 73 73 62 59 88 79 66 63 62 59 58 55 66 53 61 65 69 60 72 51 50 48 45 60 62 59 63 69 77 63 81 Australia South Africa ASIAAFRICA& AUSTRALIA 78 77 57 90 80 75 82 51 57 92 84 74 66 30 64 88 68 70 70 31 93 71 70 54 70 76 67 85 69 70 77 81 65 87 69 70 76 77 67 88 79 72 74 79 65 94 80 75 59 40 64 87 69 72 70 59 64 90 68 68 Source: SPORT+MARKT AG 2007 Innovative High tech / High qualityDynamicYouthful / TrendyChallengingAppealing India Malaysia Indonesia Thailand Japan China Question: Now, I am going to name some sports to you with a list of attributes. Please tell me, in your opinion, how appropriate each attribute is to Formula 1. I would like you to rate your answer on a scale from 1= “Is not appropriate at all” to 5= “Entirely appropriate”. 2007 2006

BMW Motorsport ZL-M 2007 Page 19 BMW Sauber F1 Team. Motorsport Research 2007. Image profile of Formula 1. Base: Representative citizens between the ages of 16-69 with a Top-3-Box interest in motorcar racing (incl. Formula 1). Figures in %. 0 20 40 60 80 Appealing Challenging Youthful / Trendy Dynamic High tech / High quality Innovative EUROPE AMERICA ASIA AFRICA & AUSTRALIA Top-2-Box: “Entirely appropriate” + “Appropriate”. Source: SPORT+MARKT AG 2007 Question: Now, I am going to name some sports to you with a list of attributes. Please tell me, in your opinion, how appropriate each attribute is to Formula 1. I would like you to rate your answer on a scale from 1= “Is not appropriate at all” to 5= “Entirely appropriate”.

BMW Motorsport ZL-M 2007 Page 20 BMW Sauber F1 Team. Motorsport Research 2007. Image profile of F1 vs. football / soccer and sailing - Europe. Top-2-Box: “Entirely appropriate” + “Appropriate”. Base: Representative European citizens between the ages of 16-69 with a Top-3-Box interest in the respective sport. Figures in %. Source: SPORT+MARKT AG 2007 Formula 1 Football / Soccer Sailing 54 63 67 63 49 80 64 49 52 55 25 31 51 35 55 49 44 59 0 20 40 60 80 Appealing Challenging Youthful / Trendy Dynamic High tech / High quality Innovative Question: Now, I am going to name some sports to you with a list of attributes. Please tell me, in your opinion, how appropriate each attribute is to the respective sport. I would like you to rate your answer on a scale from 1= “Is not appropriate at all” to 5= “Entirely appropriate”.

BMW Motorsport ZL-M 2007 Page 21 BMW Sauber F1 Team. Motorsport Research 2007. Image profile of F1 vs. football / soccer and sailing - America. Top-2-Box: “Entirely appropriate” + “Appropriate”. Question: Now, I am going to name some sports to you with a list of attributes. Please tell me, in your opinion, how appropriate each attribute is to the respective sport. I would like you to rate your answer on a scale from 1= “Is not appropriate at all” to 5= “Entirely appropriate”. Base: Representative American citizens between the ages of 16-69 with a Top-3-Box interest in the respective sport. Figures in %. Source: SPORT+MARKT AG 2007 Formula 1 Football / Soccer Sailing 58 70 61 63 48 75 64 58 70 61 52 51 44 35 56 43 43 45 0 20 40 60 80 Appealing Challenging Youthful / Trendy Dynamic High tech / High quality Innovative

BMW Motorsport ZL-M 2007 Page 22 BMW Sauber F1 Team. Motorsport Research 2007. Image profile of F1 vs. football / soccer and sailing - Asia. Top-2-Box: “Entirely appropriate” + “Appropriate”. Base: Representative Asian citizens between the ages of 16-69 with a Top-3-Box interest in the respective sport. Figures in %. Source: SPORT+MARKT AG 2007 Formula 1 Football / Soccer Sailing 72 78 76 71 69 76 79 66 79 77 52 68 71 62 78 58 49 66 0 20 40 60 80 Appealing Challenging Youthful / Trendy Dynamic High tech / High quality Innovative Question: Now, I am going to name some sports to you with a list of attributes. Please tell me, in your opinion, how appropriate each attribute is to the respective sport. I would like you to rate your answer on a scale from 1= “Is not appropriate at all” to 5= “Entirely appropriate”.

BMW Motorsport ZL-M 2007 Page 23 BMW Sauber F1 Team. Motorsport Research 2007. Image profile of F1 vs. football / soccer and sailing - Africa & Australia. Top-2-Box: “Entirely appropriate” + “Appropriate”. Question: Now, I am going to name some sports to you with a list of attributes. Please tell me, in your opinion, how appropriate each attribute is to the respective sport. I would like you to rate your answer on a scale from 1= “Is not appropriate at all” to 5= “Entirely appropriate”. Base: Representative African & Australian citizens between the ages of 16-69 with a Top-3-Box interest in the respective sport. Figures in %. Source: SPORT+MARKT AG 2007 Formula 1 Football / Soccer Sailing 58 65 61 57 47 70 63 60 70 67 54 5938 30 57 35 40 50 0 20 40 60 80 Appealing Challenging Youthful / Trendy Dynamic High tech / High quality Innovative

BMW Motorsport ZL-M 2007 Page 24 BMW Sauber F1 Team. Motorsport Research 2007. Content. Positioning of BMW Sauber F1 TeamPositioning of BMW Sauber F1 Team Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 25 BMW Sauber F1 Team. Motorsport Research 2007. Image profile of selected F1 teams in comparison - Europe. Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team. Base: Representative European citizens between the ages of 16-69 and who know the respective team. Figures in %. Source: SPORT+MARKT AG 2007 Top-2-Box: “Entirely appropriate” + “Appropriate”. 26 23 40 19 41 49 24 28 32 22 43 19 32 52 23 26 27 27 43 21 46 54 27 32 35 26 48 21 37 57 27 31 40 33 51 23 51 61 34 39 42 31 54 24 42 62 32 37 20072006 Appealing Dynamic High tech / Innovative Williams F1 Team Toyota Racing Team Scuderia Ferrari Renault F1 Team Red Bull Racing McLaren Mercedes Honda Racing F1 Team BMW Sauber F1 Team

BMW Motorsport ZL-M 2007 Page 26 BMW Sauber F1 Team. Motorsport Research 2007. Team positioning - Europe (all respondents). Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team. Base: Representative European citizens between the ages of 16-69 and who know the respective team. Figures in %. Top-2-Box: “Entirely appropriate” + “Appropriate”. 0 10 20 30 40 50 60 0 10 20 30 40 50 60 70 Circle size: Interest in the respective team * Mean value of the image items “Dynamic” and “High tech / Innovative” Source: SPORT+MARKT AG 2007 Appeal Technical Aspects *

BMW Motorsport ZL-M 2007 Page 27 BMW Sauber F1 Team. Motorsport Research 2007. Team positioning, trend - Europe (all respondents). Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team. Base: Representative European citizens between the ages of 16-69 and who know the respective team. Figures in %. Top-2-Box: “Entirely appropriate” + “Appropriate”. Circle size: Interest in the respective team * Mean value of the image items “Dynamic” and “High tech / Innovative” 2007 2006 Source: SPORT+MARKT AG 2007 Appeal Technical Aspects * 0 10 20 30 40 50 60 0 10 20 30 40 50 60 70

BMW Motorsport ZL-M 2007 Page 28 BMW Sauber F1 Team. Motorsport Research 2007. Team positioning - Europe (F1-interested). Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team. Base: Representative European citizens between the ages of 16-69 and who know the respective team. Figures in %. Top-2-Box: “Entirely appropriate” + “Appropriate”. 0 10 20 30 40 50 60 70 80 90 0 10 20 30 40 50 60 70 80 90 Circle size: Interest in the respective team * Mean value of the image items “Dynamic” and “High tech / Innovative” Source: SPORT+MARKT AG 2007 Appeal Technical Aspects *

BMW Motorsport ZL-M 2007 Page 29 BMW Sauber F1 Team. Motorsport Research 2007. Image profile of selected F1 teams in comparison - America. Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team. Base: Representative American citizens between the ages of 16-69 and who know the respective team. Figures in %. Source: SPORT+MARKT AG 2007 Top-2-Box: “Entirely appropriate” + “Appropriate”. 30 28 35 17 27 39 25 28 34 30 38 19 28 47 27 31 30 32 37 18 29 41 29 29 34 31 40 19 29 43 28 31 40 38 42 24 36 47 37 35 43 37 47 25 34 51 37 38 20072006 Appealing Dynamic High tech / Innovative Williams F1 Team Toyota Racing Team Scuderia Ferrari Renault F1 Team Red Bull Racing McLaren Mercedes Honda Racing F1 Team BMW Sauber F1 Team

BMW Motorsport ZL-M 2007 Page 30 BMW Sauber F1 Team. Motorsport Research 2007. Team positioning - America (all respondents). Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team. Base: Representative American citizens between the ages of 16-69 and who know the respective team. Figures in %. Top-2-Box: “Entirely appropriate” + “Appropriate”. 0 10 20 30 40 50 60 0 10 20 30 40 50 60 Circle size: Interest in the respective team * Mean value of the image items “Dynamic” and “High tech / Innovative” Source: SPORT+MARKT AG 2007 Appeal Technical Aspects *

BMW Motorsport ZL-M 2007 Page 31 BMW Sauber F1 Team. 0 10 20 30 40 50 60 0 10 20 30 40 50 60 Motorsport Research 2007. Team positioning, trend - America (all respondents). Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team. Base: Representative American citizens between the ages of 16-69 and who know the respective team. Figures in %. Top-2-Box: “Entirely appropriate” + “Appropriate”. Circle size: Interest in the respective team * Mean value of the image items “Dynamic” and “High tech / Innovative” 2007 2006 Source: SPORT+MARKT AG 2007 Appeal Technical Aspects *

BMW Motorsport ZL-M 2007 Page 32 BMW Sauber F1 Team. Motorsport Research 2007. Team positioning - America (F1-interested). Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team. Base: Representative American citizens between the ages of 16-69 and who know the respective team. Figures in %. Top-2-Box: “Entirely appropriate” + “Appropriate”. 0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 100 Circle size: Interest in the respective team * Mean value of the image items “Dynamic” and “High tech / Innovative” Source: SPORT+MARKT AG 2007 Appeal Technical Aspects *

BMW Motorsport ZL-M 2007 Page 33 BMW Sauber F1 Team. Motorsport Research 2007. Image profile of selected F1 teams in comparison - Asia. Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team. Base: Representative Asian citizens between the ages of 16-69 and who know the respective team. Figures in %. Source: SPORT+MARKT AG 2007 Top-2-Box: “Entirely appropriate” + “Appropriate”. 48 50 52 38 48 61 49 45 49 47 44 34 46 64 47 41 49 50 55 41 50 61 49 46 51 49 47 38 46 62 46 44 56 54 55 40 50 63 55 48 57 55 51 38 51 65 52 47 20072006 Appealing Dynamic High tech / Innovative Williams F1 Team Toyota Racing Team Scuderia Ferrari Renault F1 Team Red Bull Racing McLaren Mercedes Honda Racing F1 Team BMW Sauber F1 Team

BMW Motorsport ZL-M 2007 Page 34 BMW Sauber F1 Team. Motorsport Research 2007. Team positioning - Asia (all respondents). Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team. Base: Representative Asian citizens between the ages of 16-69 and who know the respective team. Figures in %. Top-2-Box: “Entirely appropriate” + “Appropriate”. 0 10 20 30 40 50 60 70 0 10 20 30 40 50 60 70 Circle size: Interest in the respective team * Mean value of the image items “Dynamic” and “High tech / Innovative” Source: SPORT+MARKT AG 2007 Appeal Technical Aspects *

BMW Motorsport ZL-M 2007 Page 35 BMW Sauber F1 Team. 0 10 20 30 40 50 60 70 0 10 20 30 40 50 60 70 Motorsport Research 2007. Team positioning, trend - Asia (all respondents). Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team. Base: Representative Asian citizens between the ages of 16-69 and who know the respective team. Figures in %. Top-2-Box: “Entirely appropriate” + “Appropriate”. Circle size: Interest in the respective team * Mean value of the image items “Dynamic” and “High tech / Innovative” 2007 2006 Source: SPORT+MARKT AG 2007 Appeal Technical Aspects *

BMW Motorsport ZL-M 2007 Page 36 BMW Sauber F1 Team. Motorsport Research 2007. Team positioning - Asia (F1-interested). Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team. Base: Representative Asian citizens between the ages of 16-69 and who know the respective team. Figures in %. Top-2-Box: “Entirely appropriate” + “Appropriate”. 0 10 20 30 40 50 60 70 80 90 0 10 20 30 40 50 60 70 80 90 Circle size: Interest in the respective team * Mean value of the image items “Dynamic” and “High tech / Innovative” Source: SPORT+MARKT AG 2007 Appeal Technical Aspects *

BMW Motorsport ZL-M 2007 Page 37 BMW Sauber F1 Team. Motorsport Research 2007. Image profile of selected F1 teams in comparison - Africa & Australia. Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team. Base: Representative African & Australian citizens between the ages of 16-69 and who know the respective team. Figures in %. Source: SPORT+MARKT AG 2007 Top-2-Box: “Entirely appropriate” + “Appropriate”. 45 37 52 33 42 60 35 40 40 34 50 31 35 52 31 37 44 38 49 30 40 58 37 38 41 34 49 30 34 53 33 37 52 39 54 33 43 60 40 44 45 36 53 30 38 55 35 40 20072006 Appealing Dynamic High tech / Innovative Williams F1 Team Toyota Racing Team Scuderia Ferrari Renault F1 Team Red Bull Racing McLaren Mercedes Honda Racing F1 Team BMW Sauber F1 Team

BMW Motorsport ZL-M 2007 Page 38 BMW Sauber F1 Team. Motorsport Research 2007. Team positioning - Africa & Australia (all respondents). Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team. Base: Representative African & Australian citizens between the ages of 16-69 and who know the respective team. Figures in %. Top-2-Box: “Entirely appropriate” + “Appropriate”. 0 10 20 30 40 50 60 0 10 20 30 40 50 60 70 Circle size: Interest in the respective team * Mean value of the image items “Dynamic” and “High tech / Innovative” Source: SPORT+MARKT AG 2007 Appeal Technical Aspects *

BMW Motorsport ZL-M 2007 Page 39 BMW Sauber F1 Team. 0 10 20 30 40 50 60 0 10 20 30 40 50 60 70 Motorsport Research 2007. Team positioning, trend - Africa & Australia (all respondents). Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team. Base: Representative African & Australian citizens between the ages of 16-69 and who know the respective team. Figures in %. Top-2-Box: “Entirely appropriate” + “Appropriate”. Appeal Circle size: Interest in the respective team * Mean value of the image items “Dynamic” and “High tech / Innovative” 2007 2006 Source: SPORT+MARKT AG 2007 Technical Aspects *

BMW Motorsport ZL-M 2007 Page 40 BMW Sauber F1 Team. Motorsport Research 2007. Team positioning - Africa & Australia (F1-interested). Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team. Base: Representative African & Australian citizens between the ages of 16-69 and who know the respective team. Figures in %. Top-2-Box: “Entirely appropriate” + “Appropriate”. 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80 Circle size: Interest in the respective team * Mean value of the image items “Dynamic” and “High tech / Innovative” Source: SPORT+MARKT AG 2007 Appeal Technical Aspects *

BMW Motorsport ZL-M 2007 Page 41 BMW Sauber F1 Team. Motorsport Research 2007. Content. Target group profileTarget group profile Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 42 BMW Sauber F1 Team. Motorsport Research 2007. Attitude towards sponsoring and social behaviour - Europe. Question: I am going to read you a number of statements that may describe your attitude towards leisure activities, sport and your behaviour as a consumer. Please tell me if you agree or disagree to a certain extent. I would like you to rate your answer on a scale from 1 = “I completely disagree” to 5 = “I completely agree”. If you are not sure you can answer with “Not sure”. Base: Representative European citizens between the ages of 16-69, n=6,607. Figures in %. 35 22 19 37 24 18 Top-2-Box: “Entirely appropriate” + “Appropriate”. Source: SPORT+MARKT AG 2007 2007 2006 INDEX: Formula 1-interested (Top-2-Box) I am often the first person to have new, innovative products. I would choose a sponsors product rather, than a rival’s product. I always try to be up to date in music, art and fashion. 114 123 121 108 125 128 80 100 120 140 160

BMW Motorsport ZL-M 2007 Page 43 BMW Sauber F1 Team. Motorsport Research 2007. Attitude towards sponsoring and social behaviour - America. Question: I am going to read you a number of statements that may describe your attitude towards leisure activities, sport and your behaviour as a consumer. Please tell me if you agree or disagree to a certain extent. I would like you to rate your answer on a scale from 1 = “I completely disagree” to 5 = “I completely agree”. If you are not sure you can answer with “Not sure”. Base: Representative American citizens between the ages of 16-69, n=2,004. Figures in %. 46 34 21 46 30 22 Top-2-Box: “Entirely appropriate” + “Appropriate”. Source: SPORT+MARKT AG 2007 2007 2006 INDEX: Formula 1-interested (Top-2-Box) I am often the first person to have new, innovative products. I would choose a sponsors product rather, than a rival’s product. I always try to be up to date in music, art and fashion. 128 150 119 133 150 155 80 100 120 140 160 180

BMW Motorsport ZL-M 2007 Page 44 BMW Sauber F1 Team. Motorsport Research 2007. Attitude towards sponsoring and social behaviour - Asia. Question: I am going to read you a number of statements that may describe your attitude towards leisure activities, sport and your behaviour as a consumer. Please tell me if you agree or disagree to a certain extent. I would like you to rate your answer on a scale from 1 = “I completely disagree” to 5 = “I completely agree”. If you are not sure you can answer with “Not sure”. Base: Representative Asian citizens between the ages of 16-69, n=5,660. Figures in %. 40 44 32 40 42 28 Top-2-Box: “Entirely appropriate” + “Appropriate”. Source: SPORT+MARKT AG 2007 2007 2006 INDEX: Formula 1-interested (Top-2-Box) I am often the first person to have new, innovative products. I would choose a sponsors product rather, than a rival’s product. I always try to be up to date in music, art and fashion. 128 125 113 125 129 132 80 100 120 140 160

BMW Motorsport ZL-M 2007 Page 45 BMW Sauber F1 Team. Motorsport Research 2007. Attitude towards sponsoring and social behaviour - Africa & Australia. Question: I am going to read you a number of statements that may describe your attitude towards leisure activities, sport and your behaviour as a consumer. Please tell me if you agree or disagree to a certain extent. I would like you to rate your answer on a scale from 1 = “I completely disagree” to 5 = “I completely agree”. If you are not sure you can answer with “Not sure”. Base: Representative African & Australian citizens between the ages of 16-69, n=1,600. Figures in %. 54 45 29 49 52 21 Top-2-Box: “Entirely appropriate” + “Appropriate”. 113 120 134 110 110 143 80 100 120 140 160 Source: SPORT+MARKT AG 2007 2007 2006 INDEX: Formula 1-interested (Top-2-Box) I am often the first person to have new, innovative products. I would choose a sponsors product rather, than a rival’s product. I always try to be up to date in music, art and fashion.

BMW Motorsport ZL-M 2007 Page 46 BMW Sauber F1 Team. Motorsport Research 2007. Demographic structure - Europe. All respondents vs. F1-interested vs. respondents aware of sponsorship. Base: Representative European citizens between the ages of 16-69, n=6,607. Figures in %. Question: Age? Chief income earner? What is your highest academic qualification? What is your current occupation? Source: SPORT+MARKT AG 2007 All respondents U.E / University (Technical University) / University Degree (High) Polytechnic without University Entrance (Medium) Elementary School / Secondary School / Apprenticeship (Low) School qualifications No Yes Chief income earner Mean value: 50 years and older 40-49 years 30-39 years Up to 29 years Age Female Male Gender F1-interested (Top-2-Box) 49 51 26 20 23 32 50 48 30 35 34 INDEX 124 76 100 90 100 103 110 90 107 109 85 Ø = 41.1 Ø = 41.3

BMW Motorsport ZL-M 2007 Page 47 BMW Sauber F1 Team. Motorsport Research 2007. Demographic structure - America. All respondents vs. F1-interested vs. respondents aware of sponsorship. Base: Representative American citizens between the ages of 16-69, n=2,004. Figures in %. Question: Age? Chief income earner? What is your highest academic qualification? What is your current occupation? All respondents U.E / University (Technical University) / University Degree (High) Polytechnic without University Entrance (Medium) Elementary School / Secondary School / Apprenticeship (Low) School qualifications No Yes Chief income earner Mean value: 50 years and older 40-49 years 30-39 years Up to 29 years Age Female Male Gender F1-interested (Top-2-Box) 50 50 34 20 22 24 42 56 30 19 50 INDEX Source: SPORT+MARKT AG 2007 118 82 118 100 91 83 105 100 113 147 76 Ø = 38.1 Ø = 36.1

BMW Motorsport ZL-M 2007 Page 48 BMW Sauber F1 Team. Motorsport Research 2007. Demographic structure - Asia. All respondents vs. F1-interested vs. respondents aware of sponsorship. Base: Representative Asian citizens between the ages of 16-69, n=5,660. Figures in %. Question: Age? Chief income earner? What is your highest academic qualification? What is your current occupation? Source: SPORT+MARKT AG 2007 All respondents U.E / University (Technical University) / University Degree (High) Polytechnic without University Entrance (Medium) Elementary School / Secondary School / Apprenticeship (Low) School qualifications No Yes Chief income earner Mean value: 50 years and older 40-49 years 30-39 years Up to 29 years Age Female Male Gender F1-interested (Top-2-Box) 51 49 36 25 18 20 39 59 16 36 44 INDEX 125 73 114 104 94 75 118 90 125 81 107 Ø = 36.2 Ø = 34.5

BMW Motorsport ZL-M 2007 Page 49 BMW Sauber F1 Team. Motorsport Research 2007. Demographic structure - Africa & Australia. All respondents vs. F1-interested vs. respondents aware of sponsorship. Base: Representative African & Australian citizens between the ages of 16-69, n=1,600. Figures in %. Question: Age? Chief income earner? What is your highest academic qualification? What is your current occupation? All respondents U.E / University (Technical University) / University Degree (High) Polytechnic without University Entrance (Medium) Elementary School / Secondary School / Apprenticeship (Low) School qualifications No Yes Chief income earner Mean value: 50 years and older 40-49 years 30-39 years Up to 29 years Age Female Male Gender F1-interested (Top-2-Box) 50 50 33 26 16 26 43 55 32 36 31 INDEX Source: SPORT+MARKT AG 2007 122 78 106 96 100 96 109 95 94 108 97 Ø = 38.3 Ø = 37.7

BMW Motorsport ZL-M 2007 Page 50 BMW Sauber F1 Team. Motorsport Research 2007. Content. GlossaryGlossary Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 51 BMW Sauber F1 Team. Motorsport Research 2007. Glossary of Market Research I. The study relates to the cities in a country due to geographical conditions. For example, urban samples were used in the BMW Sauber F1 Motorsport study in India and Indonesia. Urban sample The mean value is the average score of all mentions.Mean value The top two / top three scores on a scale are added together, e.g. Top-2-Box: “Entirely appropriate” + “Appropriate” or Top-3-Box: “Very interested”, “Interested” + “A little interested”. Top-2-Box, Top-3-Box Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 52 BMW Sauber F1 Team. Motorsport Research 2007. Glossary of Market Research II. In the prompted question, the company or sponsor is mentioned to the respondent in the question. Prompted awareness Refers to the quota of the study according to the representative distribution per country amongst the total population. Stratification Based on an index of 100%, a total score (all respondents) is used as a benchmark. This score demonstrates whether a below average (index value below 100%) or above average development (index score above 100%) exists compared to the total score. Index Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 53 BMW Sauber F1 Team. Motorsport Research 2007. Glossary of Market Research III. The positioning of the own brand to the BMW Sauber F1 Team and the BMW brand is demonstrated in the brand positioning. The relevant components are on the x-axis (“Dynamic”) and the y-axis (“High tech / innovative”). The relevant circle size is defined by the attribute “Appeal”. Brand positioning The BMW Sauber F1 team positioning provides a benchmark of how the team is positioned in comparison to the other top teams. The y-axis refers to appeal, whilst the x-axis refers to the mean value of the technical components “High tech / Innovative” and “Dynamic”. The relevant circle size of the team defines the interest in the team. Team positioning Source: SPORT+MARKT AG 2007

BMW Motorsport ZL-M 2007 Page 54 BMW Sauber F1 Team. Motorsport Research 2007. Glossary of Market Research IV. In addition to the awareness of the brand, awareness of the brand as a sponsor of the BMW Sauber F1 Team and the relevance of the brand’s products when making a purchase, the enhanced brand triad includes the image profile of the brand. Finally, ownership of products and the purchase on a regular base is demonstrated. In order to achieve optimum classification of scores, two comparisons are implemented in the enhanced brand triad: Total vs. Formula 1-interested and Total vs. aware of sponsorship Enhanced brand triad Source: SPORT+MARKT AG 2007

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