General market research report 2007

BMW MotorsportZL-M2007

BMWSauber F1 Team.Motorsport Research 2007.Official & Promotional Supplier.

SheerDriving Pleasure

BMW Motorsport

www.bmw-motorsport.com

BMWSauber F1 Team.


BMWSauber 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


BMWSauber 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



BMWSauber 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



BMWSauber 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.



BMWSauber F1 Team.Motorsport Research 2007.Country overview.

GermanyU.K.

France

ItalySpain

Switzerland

USA

Brazil

South Africa

India

China

JapanThailand

Indonesia

Australia

Malaysia

Poland



BMWSauber 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



BMWSauber F1 Team.Motorsport Research 2007.Content.

Potential of motorcar racing and Formula 1Potential of motorcar racing and Formula 1



BMWSauber 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%


91.14 mill.�� 42%

Africa + Australia (RSA, AUS)

Total pop. 16-69:

42.99 mill.�� 100%


14.75 mill.�� 34%

Asia(IND*, CHN*, JAP*, THA*,

INA*, MAL*)

Total pop. 16-69:

764.13 mill.�� 100%


224.61 mill.�� 29%

Central + Eastern Europe

(NED, AUT, SUI, POL, CZE, HUN, SVK, RUS*)Total pop. 16-69:

148.29 mill.�� 100%


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%


65.41 mill.�� 36%



BMWSauber 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%


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%


251.93 mill.�� 33%

Central + Eastern Europe

(NED, AUT, SUI, POL, CZE, HUN, SVK, RUS*)Total pop. 16-69:

148.29 mill.�� 100%


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%


68.56 mill.�� 37%



13.76 mill.�� 32%

Average worldwide interest in Formula 1: 32% (approx. 503 mill. Top-2-Box)



Worldwide level of interest in Formula 1Worldwide level of interest in Formula 1



BMWSauber 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.


U.K.

France

Switzerland

Germany

Poland

Spain

Italy

India

Japan

Thailand

Malaysia

China

Indonesia



Formula 1 in comparison to other eventsFormula 1 in comparison to other events



BMWSauber 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.


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


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


BMWSauber 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.


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


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



Image profile of Formula 1Image profile of Formula 1



BMWSauber F1 Team.Motorsport Research 2007.Worldwide image profile of Formula 1.

InnovativeHigh 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

66USA

Brazil

EUROPE

AMERICA

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

78Poland

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


BMWSauber 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

81Australia

South Africa

ASIA

AFRICA &

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


InnovativeHigh tech / High qualityDynamicYouthful / TrendyChallengingAppealing

India

Malaysia

Indonesia

Thailand

Japan

China


2007

2006


BMWSauber 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”.




BMWSauber F1 Team.Motorsport Research 2007.Image profile of F1 vs. football / soccer and sailing - Europe.


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

5463

67

63

49

80

64

49

52

55

25

31

51

35

5549 44

59

0

20

40

60

80

Appealing

Challenging

Youthful / Trendy

Dynamic


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”.


BMWSauber F1 Team.Motorsport Research 2007.Image profile of F1 vs. football / soccer and sailing - America.



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

5144

35

56

43

43

45

0

20

40

60

80

Appealing

Challenging

Youthful / Trendy

Dynamic


Innovative


BMWSauber F1 Team.Motorsport Research 2007.Image profile of F1 vs. football / soccer and sailing - Asia.


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


Innovative



BMWSauber F1 Team.Motorsport Research 2007.Image profile of F1 vs. football / soccer and sailing - Africa & Australia.



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


Innovative



Positioning of BMW Sauber F1 TeamPositioning of BMW Sauber F1 Team



BMWSauber 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


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


BMWSauber F1 Team.Motorsport Research 2007.Team positioning - Europe (all respondents).


Base: Representative European citizens between the ages of 16-69 and who know the respective team. Figures in %.


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”


Appeal

Technical Aspects *


BMWSauber F1 Team.Motorsport Research 2007.Team positioning, trend - Europe (all respondents).






2007

2006


Appeal

Technical Aspects *

0

10

20

30

40

50

60

0 10 20 30 40 50 60 70


BMWSauber F1 Team.Motorsport Research 2007.Team positioning - Europe (F1-interested).




0

10

20

30

40

50

60

70

80

90

0 10 20 30 40 50 60 70 80 90




Appeal

Technical Aspects *


BMWSauber F1 Team.Motorsport Research 2007.Image profile of selected F1 teams in comparison - America.


Base: Representative American citizens between the ages of 16-69 and who know the respective team. Figures in %. Source: SPORT+MARKT AG 2007


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


Williams F1 Team

Toyota Racing Team

Scuderia Ferrari

Renault F1 Team

Red Bull Racing

McLaren Mercedes


BMW Sauber F1 Team


BMWSauber F1 Team.Motorsport Research 2007.Team positioning - America (all respondents).


Base: Representative American citizens between the ages of 16-69 and who know the respective team. Figures in %.


0

10

20

30

40

50

60

0 10 20 30 40 50 60




Appeal

Technical Aspects *


BMWSauber 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).






2007

2006


Appeal

Technical Aspects *


BMWSauber F1 Team.Motorsport Research 2007.Team positioning - America (F1-interested).




0

10

20

30

40

50

60

70

80

90

100

0 10 20 30 40 50 60 70 80 90 100




Appeal

Technical Aspects *


BMWSauber F1 Team.Motorsport Research 2007.Image profile of selected F1 teams in comparison - Asia.


Base: Representative Asian citizens between the ages of 16-69 and who know the respective team. Figures in %. Source: SPORT+MARKT AG 2007


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


Williams F1 Team

Toyota Racing Team

Scuderia Ferrari

Renault F1 Team

Red Bull Racing

McLaren Mercedes


BMW Sauber F1 Team


BMWSauber F1 Team.Motorsport Research 2007.Team positioning - Asia (all respondents).


Base: Representative Asian citizens between the ages of 16-69 and who know the respective team. Figures in %.


0

10

20

30

40

50

60

70

0 10 20 30 40 50 60 70




Appeal

Technical Aspects *


BMWSauber 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).






2007

2006


Appeal

Technical Aspects *


BMWSauber F1 Team.Motorsport Research 2007.Team positioning - Asia (F1-interested).




0

10

20

30

40

50

60

70

80

90

0 10 20 30 40 50 60 70 80 90




Appeal

Technical Aspects *


BMWSauber F1 Team.Motorsport Research 2007.Image profile of selected F1 teams in comparison - Africa & Australia.


Base: Representative African & Australian citizens between the ages of 16-69 and who know the respective team. Figures in %. Source: SPORT+MARKT AG 2007


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


Williams F1 Team

Toyota Racing Team

Scuderia Ferrari

Renault F1 Team

Red Bull Racing

McLaren Mercedes


BMW Sauber F1 Team


BMWSauber F1 Team.Motorsport Research 2007.Team positioning - Africa & Australia (all respondents).


Base: Representative African & Australian citizens between the ages of 16-69 and who know the respective team. Figures in %.


0

10

20

30

40

50

60

0 10 20 30 40 50 60 70




Appeal

Technical Aspects *


BMWSauber 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).




Appeal Circle size: Interest in the respective team


2007

2006


Technical Aspects *


BMWSauber F1 Team.Motorsport Research 2007.Team positioning - Africa & Australia (F1-interested).




0

10

20

30

40

50

60

70

80

0 10 20 30 40 50 60 70 80




Appeal

Technical Aspects *



Target group profileTarget group profile



BMWSauber 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



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


BMWSauber F1 Team.Motorsport Research 2007.Attitude towards sponsoring and social behaviour - America.


Base: Representative American citizens between the ages of 16-69, n=2,004. Figures in %.

46

34

21

46

30

22



2007

2006





128

150

119

133

150

155

80 100 120 140 160 180


BMWSauber F1 Team.Motorsport Research 2007.Attitude towards sponsoring and social behaviour - Asia.


Base: Representative Asian citizens between the ages of 16-69, n=5,660. Figures in %.

40

44

32

40

42

28



2007

2006





128

125

113

125

129

132

80 100 120 140 160


BMWSauber F1 Team.Motorsport Research 2007.Attitude towards sponsoring and social behaviour - Africa & Australia.


Base: Representative African & Australian citizens between the ages of 16-69, n=1,600. Figures in %.

54

45

29

49

52

21


113

120

134

110

110

143

80 100 120 140 160


2007

2006






BMWSauber 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?


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


BMWSauber F1 Team.Motorsport Research 2007.Demographic structure - America.


Base: Representative American citizens between the ages of 16-69, n=2,004. Figures in %.


All respondents





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


50

50

34

20

22

24

42

56

30

19

50

INDEX


118

82

118

100

91

83

105

100

113

147

76

Ø = 38.1 Ø = 36.1


BMWSauber F1 Team.Motorsport Research 2007.Demographic structure - Asia.


Base: Representative Asian citizens between the ages of 16-69, n=5,660. Figures in %.



All respondents





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


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


BMWSauber F1 Team.Motorsport Research 2007.Demographic structure - Africa & Australia.


Base: Representative African & Australian citizens between the ages of 16-69, n=1,600. Figures in %.


All respondents





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


50

50

33

26

16

26

43

55

32

36

31

INDEX


122

78

106

96

100

96

109

95

94

108

97

Ø = 38.3 Ø = 37.7



GlossaryGlossary



BMWSauber 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



BMWSauber 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



BMWSauber 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



BMWSauber 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


General market research report 2007

Sports

Transcript of General market research report 2007