Sponsorship to Develop Indian Motorsports

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ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for the academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

This research explores various aspect of Marketing and provides different concepts of marketing. It also explores the concept of sponsorship and identifies the increasing importance of sponsorship. Further more research has covered the sponsorship in motorsports, particularly how it is influencing the growth of Indian sports market. The research also provides literature over sponsorship carried by automotive and non-automotive firms. In addition to this, literature review provides an explanation with examples about the companies that are currently involve din sponsorship of motorsports events. Lastly, the literature explores the benefits of motorsports sponsorship and describes different ways through which companies carry out sponsorships. It explains that the most important aspect of sponsorship is to effectively present your brand such that it influence the target market.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Aims and Objectives of the Research2

Background3

Rationale4

CHAPTER 2: LITERATURE REVIEW5

Marketing5

Development of the Marketing Concept6

Marketing Planning and Strategy7

Consumer Behaviour9

Branding10

Concept of Sponsorship11

Difference between Concepts of Sponsorship and Advertising13

Sports Sponsorship14

Economic Difficulties Related to Sponsorship21

Sports sponsorship management22

Automobile Industry of India22

Sponsorship by Automobile Firms23

Sponsorship of Indian Automobile firms23

Sponsorship by Non-Automotive Firms26

Sponsorship by Non-Automotive Firms in India32

Indian Sports and Media33

Indian Sports Marketing34

Motorsport's sponsorship in India35

Examples of companies investing in motorsport sponsorship:36

Way Used by Non-Automotive Companies for Sports Sponsorship38

Visual Fluency38

Familiarity38

Congruence39

Fan Involvement39

Benefits of Motorsports Sponsorship for Non-Automotive Companies39

Shaping the Attitude and Behaviour of Customers and Enhancing the Brand or Company Image39

It helps in Increasing Sales:40

It Helps in Enhancing Visibility and Developing Positive Customer's Perception;40

It Helps in Creating a Different Image from Those of the Competitors40

It Helps in Increasing Business and Enhancing Relationship between Employees and Consumers41

REFERENCES43

CHAPTER 1: INTRODUCTION

Motors sport is one of the categories of sporting that are high-tech equipments (such as components of engines, tyres, etc). Main products of this sport are cars that are adopted from the automobile industry and are utilised to attract more spectators towards sports. There has been no other sport that comprises of direct comparison between industrial products and converts this into an entertaining activity. In today's motorsports is considered to be an activity in which higher amount of investments are made and only rich people and influential can afford to get involved in this sports. For example, Formula 1 racing is among the most costly sports activities in the world. Numerous organisations, as well as individuals have been focusing sponsoring the development of various sporting activities. Sports sponsorship is widely recognized that sponsorship has become one of the major tools in marketing. Sponsorship is regarded as one of “the most commonly utilized marketing strategies that perhaps can generate more “money than all media advertising ...