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What we do
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We provide an extensive range of cutting-edge research solutions which enable clients to make informed and successful business decisions.
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| Client case studies — JTI |
The requirement - Sponsorship evaluation
JT International (JTI) is the world’s third largest tobacco company and the manufacturer of internationally recognisable
cigarette brands such as Camel and Mild Sevens.
The company made the decision to deploy its Camel brand as title sponsor of Godskitchen which is one of the world’s leading dance brands. The objective being, to access and connect with their target audience of
18-25 year olds.
JTI commissioned Comperio to conduct consumer research and media research so they could gain an understanding of the effectiveness of the sponsorship programme.
The solution
Comperio conducted consumer research at three Godskitchen club nights held in Eastern Europe. A questionnaire
comprising 35 questions was emailed to those who had provided their email addresses when approached within the clubs. The survey was also accessible from the Godskitchen website.
The questionnaire was designed to measure:
- The demographic profile of visitors to the club nights
- The lifestyle characteristics of visitors, focusing on smoking and leisure
- Visitor satisfaction with the club nights in general, as well as with specific features
- Sponsor awareness and recall
- Perceptions of JTI and propensity to purchase
Comperio undertook media research by evaluating the brand exposure generated for JTI within the event venues, as well as across various media platforms such as radio, television, press and the Internet. Two key measurements were used:
- Gross media value – which basically calculated the financial sum which JTI would have needed to spend on advertising to arrive at an equivalent level of brand exposure.
- Net Media Value – using Comperio’s brand impact scoring system, this measurement quantifies the true quality of the exposure by focusing on issues such as location, size and clarity of each brand sighting.
The key results
The results demonstrated that there was indeed a good sponsorship fit between Godskitchen and Camel, which
led to improved perceptions of the Camel brand. The study also enabled JTI to understand what influences their
target market to buy a particular cigarette brand. This insight placed JTI in a position, whereby they could develop informed marketing strategies and position the camel brand effectively.
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