Home >> Industry-Briefing >> Article

Domor's CRIC to Measure Cricket Fever

07-February-2011
Font Size   16
Domor's CRIC to Measure Cricket Fever

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.
 

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Open Magazine has terminated the services of Karl Mistry, General Manager (West) and issued a show-cause notice to associate publisher Pankaj Jayaswal. Both of them featured in the Cobrapost sting.

The ‘Effortless Style Gets Sportier!’ campaign focusses on the evolution of the existing communication of the product- ‘Effortlessly Stylish’ and fortifies it with the addition of a new flavor – ‘spor...

For the launch of its latest range of Beard Care essentials, Bombay Shaving Company has collaborated with Jam8 studio, a brainchild of esteemed music producer, Pritam Chakraborty.