Jazmin

Thadani
Whitney
Payne
Ka-Hing

Who is Formula E?

Markets
Berlin,
Germany
Miami, FL
Long Beach,
California
London, UK
Moscow,
Russia
Punta Del
Este, Uruguay
Monte Carlo,
Monaco
Putrajaya,
Malaysia
Buenos Aires,
Argentina
Beijing, China

Concerts
Race Suites
Motor Shows

Entertainment
Galas
Open Bar
Concerts

After Parties
Race Suites
Motor Shows

Objectives
Increase the amount of followers on social
media, especially Twitter by 20% by
August 2015.
-- More Interaction
-- Retweet Contest

Objectives
Increase market share by 5% by the
end of the year 2015 by launching
new branded products
--Increases brand awareness
--Apparel and Gear
--Koozies

Objectives
Increase ticket sales by 20% within
one year
-- Sell the Experience

Situation Analysis
Strengths

Credible Backers
Unique
Entertainment
Televised Races
Global Presence

Situation Analysis
Weaknesses

Little Experience
Weak Brand Image
Unclear Target Market
Inclusive Not Exclusive
Website is Cluttered
makes purchasing tickets
difficult

Situation Analysis
Opportunities
Define the industry
Environmental consciousness
Partnerships with leading
companies (Tesla)
Overhaul online presence
(image & exclusivity)

Situation Analysis

Threats
New concept
Easily imitable
Competition from
traditional racing

Target Market & Positioning

Primary Target Market:
Families with high household income and
participate in sports
Secondary Target Market:
Males between the ages of thirty and
forty-nine
Niche Marketing Strategy
Formula E should strive to have their events
viewed as the place to be on the weekends.

Product Strategy
Two product components
Event
Keep different activities to satisfy both target
markets
VIP Club, galas, open bar VS celebrities, motor
shows
Introduce more promotional materials for
brand awareness, but keep separate to avoid
image confusion
Increased event frequency (from one Grand Prix
per year)
Increases total possible population reached
Website
As a purchasing platform and extension of the
brand

Pricing Strategy
Difficult to know their current strategy without
disclosure
Gold, Silver, Bronze currently
Recommend an early purchase discount
Predict attendance
Groupon, 20-25% discount when close to
event date
Partnerships and promotions for discounts
on VIP packages
Use these pricing strategies to convince
people to travel to Miami
Also raffle or give away free tickets
Tracking software for strategy adjustment
over time

Distribution Strategy
Must improve current distribution channels
Online
On-location
New Locations
Discount e-stores (48 hours before event)
Ticket Zoom
New partnerships
Hotels
Tap into tourist market

Promotion Strategy

Bid on targeted keywords

Target media buys
Target social media ads (Facebook)
Special discounts to followers through social media
Re-marketing
E-mail marketing
Tabling at other local events
Promotional items
Celebrity endorsements
Large balloon by arena
Right by overpass, lots of traffic high visibility
Viral video + commercial
Fans submit videos

Evaluation
Brand Needs Enhancement
Strengthen Social media
Better web presence
Increase Advertising and Promotions

Samples

Samples

Samples

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Samples

Thank you.