BAT–– CONSUMER BRAND TRACKING IN IRAN

Established in 1902, British American Tobacoo is recognized as one of the world’s five largest tobacco companies. BAT has a market-leading position in over 50 countries and operations in around 180 countries.

ADDRESSING THE ISSUES

The BAT wants to keep track of consumer brand preferences in IRAN, and engaged Toplans to conduct a tracking study about consumer brands four times a year in IRAN.

THE APPROACH

Toplans has supported BAT from sample size selection and venue finding through target group selection by giving critical feedback and guidance based on our experience and local insights and remarkable tobacco background in Toplans team of research and operation.
A tracking survey is being conducted with numerous huge number of participants annually from 10 different provinces of the country and almost 30 cities among all these provinces. All respondents are recorded in Toplans’ proprietary panel data base, which ensures the quality of finding the right respondents and the valuable answers in next visits.
Operating only in our panels provides consistency in the collected data, which is critical for any tracker. However it helped us to have detailed information of target respondents.

THE RESULTS

The data enables BAT to evaluate consumers´ preferences towards different popular brands in each provinces and also allow comparison across cities in each region.