Student Consulting research project to pave the way for Rockwell watches as a new entrant to the NASCAR consumer segment.

1. CO N S U M E R IN S I G H T SMIKE NASCIMENTO
MBA | 2015

2. “The aim of marketing is to know and
understand the customer so well the
product or service fits him and sells
itself.”
– Peter Drucker
“Branding is not merely about differentiating
products; it is about striking emotional chords
with consumers. It is about cultivating identity,
attachment, and trust to inspire customer
loyalty.”
—Nirmalya Kumar
“Transforming a brand into a socially responsible
leader doesn't happen overnight by simply writing
new marketing and advertising strategies. It takes
effort to identify a vision that your customers will
find credible and aligned with their values.”
—Simon Mainwaring

3. 1. The Patriotic Consumer
2. Breakdown by Region
3. Utilize Current Assets
1. Rockwell is NASCAR
2. Track Specific Tactics
3. Logano in Real Time
MIKE NASCIMENTO
MBA | 2015

4. • Fans
demonstrate
an
unusually
strong
tendency
to
share
their
passion
for
the
sport
with
others
(1)
• NASCAR
ranks
#1
among
major
U.S.
sports
when
it
comes
to
avid
fans
who
say
it
is
important
to
be
aware
of
sponsors,
and
are
more
likely
to
consider
trying,
regularly
consume,
recommend,
and
consciously
support
a
sponsor’s
product
or
service
(3)
• 71%
of
NASCAR
fans
‘almost
always’
choose
their
sport
related
sponsors,
57%
expressed
‘higher
trust’
in
NASCAR
backed
products,
both
the
highest
values
for
any
sport
in
the
respecCve
survey
quesCons
(10)
MIKE NASCIMENTO
MBA | 2015

5. • Extraordinary
appeal
of
the
sport
among
Avid
Fans
in
the
18-­‐34
demographic
highly
coveted
by
marketers/adverCsers.
Nearly
two-­‐thirds
of
Avid
Fans
18-­‐34
say
they
are
more
interested
in
telling
others
about
NASCAR
than
they
were
a
year
ago
(1)
• Highly
aNuned
to
sponsors
in
the
sport
as
fans
are
nearly
three-­‐Mmes
more
likely
than
Avid
Fans
overall
to
choose
their
favorite
driver
based
on
who
the
sponsor
is.
(1)
• Broad
awareness
of
new
drivers
among
Avid
Fans.
Ninety
percent
of
those
surveyed
said
they
were
familiar
with
the
new
drivers
in
the
Sprint
Cup
Series
and
NaConwide
Series.
However,
loyalty
to
the
sport’s
veteran
drivers
remains
strong.
One
third
of
all
Avid
Fans
(and
41%
of
those
in
the
18-­‐34
segment)
say
they
are
even
more
likely
to
support
the
veteran
drivers
in
the
sport
as
they
conCnue
their
racing
careers
(1)
MIKE NASCIMENTO
MBA | 2015

6. • Gender:
62%
male
/
38%
female
(3)
• Age:
45%
of
NASCAR
fans
are
18-­‐44
(96
index
vs.
U.S.
pop)
(3)
• Income:
52%
of
NASCAR
fans
earn
$50,000+
(102
index
vs.
U.S.
pop)
(3)
• Family:
37%
of
NASCAR
fans
have
children
under
the
age
of
18
(97
index
vs.
U.S.
pop)
(3)
• Geographic
regions:
NASCAR
fans
live
in
regions
that
mirror
the
U.S.
populaCon
(3)
• MulCcultural:
1
out
of
5
NASCAR
fans
is
mulCcultural
(3)
• Northeast
8%,
Midwest
21%,
South
55%,
West
16%
(5)
MIKE NASCIMENTO
MBA | 2015

7.
• High
aNendance:
An
average
of
6
million
viewers
tune
in
to
each
NASCAR
Sprint
Cup
Series
(3)
• Nearly
70
million
unique
television
viewers
for
the
2013
NASCAR
Sprint
Cup
Series
(3)
• Top
5
largest
NASCAR
markets
based
on
household
viewership
in
2013
were
Los
Angeles,
Tampa,
CharloNe,
New
York
and
Orlando
(3)
• 64%
of
NASCAR
fans
will
only
aVend
a
single
event/year,
58%
male
at
events
(5)
• Only
more
than
one
NASCAR
event
per
year—decreased
dramaCcally
since
2011,
TV
viewing
remains
strong,
total
live
aNendance
down
6.1
to
4.8
mm,
43%
coming
from
south
region,
online
viewership
up
2.6
to
3.4
mm,
median
income
for
online
viewers
in
increasing
(4)
• Event
Fans
by
HHI:
12%
of
fans
$0–25K,
31%
at
$25K–50K,
33%
at
$50K–100K,
24%
at$100K+
(5)
MIKE NASCIMENTO
MBA | 2015

8. • 36%
of
NASCAR
fans
consider
themselves
avid
fans,
64%
moderate
(2)
• Self-­‐proclaimed
nascar
fans
say
theyre
’very
interested’
in
other
sports:
65%
football,
40%
MLB,
57%
Nascar
or
other
motor
sports
(2)
• The
%
of
fans
who
aNended
in
person
versus
%
watched
on
TV
in
past
year:
NFL
:
33/95%
MLB
:
47/79%,
NASCAR
or
other
motor
sports
:
34/98%,
Local
minor
league
teams
:
42/40%,
NHL
:
23/54%
(2)
MIKE NASCIMENTO
MBA | 2015

9. MIKE NASCIMENTO
MBA | 2015

10. • Overall
Sports
apparel
spend
down
from
$533mm
in
2011
to
$276mm
in
2014
(6)
• Only
13%
of
sports
fans
purchased
apparel
with
a
logo;
of
that
13%,
37%
used
a
computer
to
view
event,
48.6%
used
a
smartphone,
and
31%
us
Facebook,
28%
on
TwiNer
(7)
• Avg
spend
on
single
sports
logo
apparel
items
for
all
sports
fans
overall:
$50.80,
higher
for
those
who
aNend
3+
events/year
(7)
• 43%
of
NASCAR
fans
will
spend
more
than
$50
on
logo
apparel,
48%
of
buyers
overall
are
50+
years,
42%
18-­‐49
years
old,
logo
purchases:
south
46%,
median
income
of
logo
buyers
grown
from
$48.9K
to
$63K
(7)
• 21.7%
of
buyers
are
at
sporCng
events,
26%
at
sporCng
goods
specialty
store,
18%
department
discount
stores,
but
percentage
of
total
purchases
are
35%
at
sporCng
good
stores,
instore
42%,
online
49%,
9%
unobserved.
74%
of
purchases
happen
on
computer
or
laptop,
5%
each
for
tablet
or
mobile
(7)
MIKE NASCIMENTO
MBA | 2015

11. • Next
GeneraCon
of
Fans:
NASCAR
is
targeCng
youth,
Millennials,
and
mulCcultural
segments
via
social
media,
pop
culture
integraCon,
FOX
Deportes,
etc.
(3)
• NASCAR
fans
are
more
likely
to
be
small
business
owners
with
higher
income
that
reads
the
sports
secCon
and
spends
more
on
jewelry,
etc.
(13)
• Fans
in
2014:
42mm,
event
aNending:
4.8mm,
total
viewing
on
TV:
39mm,
71%
viewed
more
than
1/yr
(6)
• Nascar
TV
viewing
is
at
its
lowest
in
the
35-­‐49
yr
old
category,
growth
in
13-­‐17
yr
old
category,
all
else
has
seen
liNle
change
(11)
MIKE NASCIMENTO
MBA | 2015

12. • 31%
used
mobile
during
event
in
2014
(down
from
42%
in
2013)
(5)
• Top
mobile
acCviCes
done
while
at
event:
took
pictures
-­‐
21.5%,
text
or
talk
to
friends
20.3%,
read
arCcles
or
blogs
-­‐
12.7%,
check
stats
or
scores
-­‐
10%,
visit
team/car
website
8.6%
(5)
• 4
of
5
Avid
Fans
(79%)
now
obtaining
their
sports
news
and
info
online
(1)
• Most
popular
websites:
ESPN
(10mm),
NFL.com
&
Yahoo
sports
(2.6mm
each),
MLB
and
FOX
sports
(1.6mm
each)
(4)
• Mobile
users
has
doubled
to
over
1mm
who
watched
a
game
on
their
device,
mobile
usage
in
south
sMll
dominant
area
at
40%
(12)
• Avg
HHI
up
from
$30K
to
$79K
for
those
who
used
a
smartphone
to
view
1+
event
(6)
MIKE NASCIMENTO
MBA | 2015

13. • NASCAR’s
Gen
Y
Avid
Fans
love
to
share
content;
91%
of
18-­‐34
year
olds
rouMnely
share
NASCAR
content
(1)
• 54%
of
these
fans
also
indicate
they
want
to
access
NASCAR
content
on
mulMple
devices
when
watching
race
acMon
on
TV
(1)
• Among
those
who
own
a
Tablet
device
or
Smartphone,
which
was
nearly
all
of
the
Avid
Fans
surveyed,
28%
have
a
NASCAR
app
on
their
device
(1)
• 36.5mm
NASCAR
mobile
users,
24mm
(66%)
use
for
sporCng
related
events,
50%
to
check
scores,
44%
social
media,
30.5%
to
follow
or
post
RE
sports,
26.5%
for
sports
video
on
YouTube,
39%
take
pictures
of
sporCng
event
to
post,
32%
visit
league
website
(how
omen
site
gets
visited
is
unsure)
(9)
MIKE NASCIMENTO
MBA | 2015

14. • NASCAR
followers
by
mobile:
28%
Facebook,
21%
YouTube,
15%
Instagram,
14%
TwiNer
(8)
• Sixty-­‐three
percent
of
Avid
Fans
use
Facebook
to
share
NASCAR
content
(1)
• Average
purchasing
income
for
those
following
NASCAR
on
TwiNer
has
increased
dramaCcally
since
2012:
$42.7K
now
$72K
(6)
• Facebook
is
by
far
the
most
popular
social
networking
site
among
Avid
Fans
with
71
percent
visiMng
Facebook
regularly;
YouTube
is
second
at
43
percent;
TwiNer
is
third
at
26
percent.
(1)
• 11mm
NASCAR
Facebook
followers
(26%
of
total
NASCAR
fans),
1.8mm
daily
interacCon,
1.5mm
interact
4-­‐6
days/week,
2.2
mm
1-­‐3
days/week,
5.5mm
less
than
1
day
a
week,
85%
are
18-­‐64
yr
old
at
an
even
split,
68%
of
twiNer
followers
are
18-­‐49
yr
old
(8)
MIKE NASCIMENTO
MBA | 2015