CLIENT
- KT&G Corporation (South Korea)
PROJECT TITLE
- Consumer Research (Nigeria)
SERVICES RENDERED
Market Research (Consumer Behaviour)
Product Concepts Development
Product Brand Naming
REMARKS
- We were glad to maintain a cordial work relationship with KT&G directly and the DDB representative who supervised the project. It was validation of our work and officially our first international client.
BACKGROUND
- KT&G Corporation is the leading tobacco manufacturing company in South Korea and the 5th largest in the world. Our company was independently discovered and onboarded to the project by DDB South Korea, a subsidiary of DDB, a worldwide marketing communications network, owned by Omnicom, one of the world’s largest and foremost advertising companies.
NEED STATEMENT
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Prompted by the increase in unofficial sales of two of its products, ESSE and EDGE, in the Nigerian market, KT&G sought to formally create a presence in Nigeria as part of its plans to expand operations to Africa beginning from Nigeria.
Although the corporation already had quality data and insights from globally renowned research firms like Nielsen and others, it decided to engage a local firm to conduct consumer research on the tobacco market in Nigeria for comparative analysis and validation.
The task was to conduct the research across all geo-political zones of the country.
SOLUTION PROFFERED
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- Consumer Survey
- We designed the survey questionnaire, submitted it and got approval
- We assembled a team of 75 researchers across 12 Nigerian cities in the 6 geo-political zones
- We trained the researchers on managing the research process and navigating the streets considering security concerns
- In-depth interviews and focus group discussions were held across the various cities
- Data was collected over a one-week period from approximately 1000 respondents
- We analyzed and interpreted the data to develop the research report
- There was no incident across all cities, our monitoring and evaluation was swift and top-notch simultaneously
- Product Concepts Development
- We provided local insights and consumer voices to guide the concepts for product development
- We designed the initial sample product idea cards
PROJECT OUTCOME
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- The research report provided clarity to the client on the nuances of the Nigerian market
- The client gained insights on the kind of products to develop for consumers in the Nigerian market
- The research report largely validated the data and insights by the global research firms
- The client gained insights on which regions of the country to focus their market penetration
