Domor Communication Consulting, in partnership with TNS, has mounted an extensive consumer study: Consumer Response to Investment in Cricket (CRIC). The study will contact almost 20,000 spectators over the period of January-June 2011, in 12 cities across SEC A, B and C markets in the age groups of 15-45 years. to quantify the effect that these marketing platforms and related brand activities have on the consumer.
CRIC has been designed with the primary aim of measuring the marketing effectiveness of cricket events for marketers, sponsors and advertisers. It is a large scale consumer research-led approach which will be used on all future tent-pole cricket events. It will measure the impact of these events on brand metrics including awareness, disposition and imagery. CRIC will use extensive pre and post-measurement to isolate the effect of existing brand equity for each event and use comparable markets, audiences and measurements across events to benchmark one versus the other.
The founders include Nitin Jain and Rema Harish as Directors, Domor Consulting and Pooja Passi, Associate Vice President from TNS.
Commenting on the venture, Nitin Jain said, “This is the third study we have undertaken, the first bing for IPL and the next for the T20 World Cup. This has been very stressful and larger on scale as it includes two events, the World Cup and IPL 4. As professionals, we felt that the market needed valuable research insights to help them quantify the spends and impact of these events.” Depending on the module, Jain informed exchange4media that the study was priced between Rs 6-12 lakh.
Nitin Jain, has a 22 plus years of associations with the advertising and allied fields – from Account Management (JWT) & Media (MindShare) and TV Advertising Sales (Viacom). He is known for his acumen on sports and music genres with proven track record in ambush marketing – still known as the ‘Pepsi Man’ in the ‘Cola Wars’.
Rema Harish, an IIM Ahmedabad post-graduate in Marketing, has two decades of Advertising (JWT) and Media (GroupM) experience across India and SE Asia. Had set-up and headed the ‘Insights’ practice for MindShare in India and is recognized for crafting the discipline of ‘Destination Planning’ for the Asia Pacific region.
Pooja Passi, an MBA from Institute of Management Technology (Ghaziabad) has a work experience of 10 years in agency and brand side. In her last assignment at Coca-Cola India, she was handling “Fanta”. Pooja has rich experience of working across a variety of categories spanning Beverages, Telecom, Consumer Durables, Foods, Media, Automobiles, Social, Entertainment, Finance, Personal & Home Care and Retail. Her research experience includes brand and communication studies, product/concept tests, packaging research, pricing research, usage/habits & attitude studies, segmentation exercise, ad-pre testing and new product development research.
Rema Harish, Director, Domor Consulting, points out “The comparison across events will be a significant outcome of CRIC. The studies around the IPL and T20 World Cup last year threw up many interesting insights. The dominance of the IPL was significantly higher than the T20 World Cup. This time, both events will have a more even chance of making an impact.”
“The World Cup is expected to get fewer eyeballs on an average compared to the IPL. However it offers a relatively lower level of brand clutter – especially on- ground and through activation. Does this give sponsors a better opportunity to stand out? That really is the acid test. Each study has been designed to answer specific questions about each event while ensuring that benchmarks across the two events are also meaningful,” adds Nitin.
Rema continues “We have seen how much the IPL-3 did for its sponsors. This year some of them will enter the IPL post presence on the World Cup. What will be the impact? We also know where the teams stand in the consumer’s mind at the end of last IPL. It will be fascinating to watch things evolve this time around. How will team support and loyalties shift? The team managements can get an immediate metric of the consumer impact of their team auctions.”
Pooja Passi, Associate Vice President, TNS adds, “The CRIC study done by DOMOR & TNS is one of its kind - both in terms of depth and width. The study spans across 12 states with representation from metros and tier 1 towns. The core of the research is sacrosanct so as to facilitate comparison across studies and across time periods.”
In 2010, CRIC was patronized by Aircel, BCCI, ESPN Star Sports, Hero Honda, Hyundai Motors, ITC, Max Bupa, Nokia, PepsiCo, Philips and Tata Teleservices, Nitin adds “We are happy that many of our earlier clients have continued with us this year and we are glad to have more new subscribers like Emirates supporting the study”.
Domor Communication Consulting is a specialist consulting firm set up to help advertisers and allied businesses improve their Marketing Effectiveness. Domor is a highly objective consultancy in this space with no alignment to any advertiser, agency or media owner. The firm has been established in strategic partnership with international domain leader, R3. Domor has assisted marketers in the areas of Pitch Consulting, Strategic Media Advisory and Valuation and Measurement of Tentpole media properties.
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