About the category Formula1 is one of the few World Championships that is held annually.

lly. o (Shooting, Cue Sports, etc. being the others) European countries have been traditional markets for Formula1, but since 2000, Formula1 opened its doors to the Asian markets the first GP in the Asian markets was the Malaysian Grand Prix. Following the Malaysian GP, Formula1 was quick in entering the Chinese and Singaporean markets. Singapore GP is infact the Worlds first night race. India and its cricket centric population didnt jump onto the F1 bandwagon as the other Asian nations, but Narain Karthikeyans Formula1 debut with Jordan in 2005 followed by Dr. Mallyas launching of the Force India Formula1 team in 2007 catapulted the fan following for Formula1 in India.

About the trend: India is the 7th largest automobile producing country in the world and the automotive sector has witnessed a 10-12% growth year-on-year. Indian Motorsport is in its best phase of growth with 2010 touted to be the best year in the history of Indian Motorsport with automobile majors finally investing in motorsport in India. o JK Tyres and MRF have been traditional investors in the sport o New era has seen Amaron, Volkswagen and UB Group of companies invest in various racing categories Motorsport in India was traditionally concentrated in the southern region (Chennai and Coimbatore), but since 2006 there are 37 go-karting tracks spread across 14 cities in the country. Since the foray of the Force India Formula1 team in the 2008 World Championships, the TV viewership has grown manifold in India. The 2010 figures are expected to be in the region of 22 million viewers. Research indicates that the Indian sports fan only roots for winners and this is clearly visible in: o The fall of Sania Mirza and the rise of Saina Nehwal Formula1 trends indicate the team value is higher than driver value and a classic example is of Michael Schumacher and Ferrari.

About Force India Formula1 Team: The Force India Formula1 team was formed in October 2007 when a consortium led by Indian businessman Dr. Vijay Mallya and Michiel Mol bought the Spyker F1 team. The team name was changed from Spyker to Force India Formula1 on the 24th of September 2007. The team operations and factory are based out of Silverstone, UK. The 2008 Australian Grand Prix was the first race that the Force India F1 team participated in. The team took 29 races and nearly 2 seasons before they scored their first World Championship points in the 2009 Belgian Grand Prix. The team has technical collaborations with Mercedes, Airbus and Computational Research Laboratories to help develop their racing cars. 2010 has been the most successful season for the team with 60 World Championship points and a 6th place in the F1 Constructors Championship. Teams driver Adrian Sutil is 9th in the Drivers World Championship ahead of 7 times World Champion, Michael Schumacher. The team is also the 4th most followed on Facebook and Twitter with over 20,000 followers on both mediums.

Primary Objective: To leverage the Indian Grand Prix and in the process grow our fan base and increase commercial value for the team. Background: First ever Indian team in the Formula1 Paddock Originally a back-marker team that struggled to complete races in the first 2 seasons. In the 3rd year of operations, we have established ourselves as strong mid-grid team vying for a podium finish in the next season. Insights show that with better performances in 2010, Force India Formula1 team has now become the primary team for Indian Formula1 fans to follow.

Expected Methodology: Secondary Research : Identify the profile of the Indian F1 fan o Media for consumption, lifestyle, buying behavior, income groups, etc. Primary Research: o Understand fan perception towards Force India F1 team viz a viz other F1 and sport brands in India. o Understand how other privateer teams (Lotus F1, Virgin Racing, etc.) are looking to position themselves and grow their fan base. Analysis & Interpretation: Identify and recommend an action plan which can be used to position the Force India Formula1 team as THE Indian team.

Challenge: Lack of a sporting culture and over domination of cricket. Formula1 being seen as a western sport with a lack of Indian connect. Force India is a young team compared to the top manufacturer teams.

Deliverables Profile the Indian sports fan Insights on the Indian Formula1 fan Practical action plan with details on successful implementation