Localised activation marketing - PowerPoint Presentation

Slide1

Localised activation marketing

Learn, adapt and roll.

Percy Shangase, Account Director, GfK Slide2

Benefits are the market currency. People don't buy products, they buy bundles of benefits.

Benefits that improve consumers life.

BENEFITSSlide3

3

HERE’S HOW TO PLAY:

MULTIPLE CHOICE QUESTIONS ABOUT SOME OF OUR

CONSUMER PANEL

LEARNINGS

FOUR OPTIONS, ONLY ONE IS

CORRECTSlide4

TOWNSHIP

FACTS

GfK Consumer Panel

4

A:

D:

C:

B:

STAYS THE SAME

SLIGHTLY LESS OFTEN

SLIGHTLY MORE OFTEN

DOUBLES

IF A BRAND DOUBLES ITS SHARE, WHAT IS THE LIKELY CHANGE IN ITS PURCHASE FREQUENCY?

Q1 Slide5

5

C:

A:

B:

SLIGHTLY MORE OFTEN

D:

STAYS THE SAME

SLIGHTLY LESS OFTEN

DOUBLES

IF A BRAND DOUBLES ITS SHARE, WHAT IS THE LIKELY CHANGE IN ITS PURCHASE FREQUENCY?

TOWNSHIP

FACTS

GfK Consumer Panel Slide6

6

HERE’S HOW TO PLAY:

MULTIPLE CHOICE QUESTIONS ABOUT SOME OF OUR

CONSUMER PANEL

LEARNINGS

FOUR OPTIONS, ONLY ONE IS

CORRECTSlide7

TOWNSHIP

FACTS

GfK Consumer Panel

7

A:

D:

C:

B:

R120

R220

R420

R320

WHAT IS THE AVERAGE SPEND OF AIR-TIME PER BUYER WITHIN L&T? APPROXIMATELY…

Q2 Slide8

8

C:

A:

B:

R420

D:

R120

R220

R320

TOWNSHIP

FACTS

GfK Consumer Panel

WHAT IS THE AVERAGE SPEND OF AIR-TIME PER BUYER WITHIN L&T? APPROXIMATELY…Slide9

9

HERE’S HOW TO PLAY:

MULTIPLE CHOICE QUESTIONS ABOUT SOME OF OUR

CONSUMER PANEL

LEARNINGS

FOUR OPTIONS, ONLY ONE IS

CORRECTSlide10

TOWNSHIP

FACTS

GfK Consumer Panel

10

A:

D:

C:

B:

Colgate

Vaseline

Dettol

Dawn

WITHIN THE L & T CARE BASKET, WHICH BRAND IS IN MOST BASKETS?

Q3 Slide11

11

C:

A:

B:

Colgate

D:

Dettol

Vaseline

Dawn

TOWNSHIP

FACTS

GfK Consumer Panel

WITHIN THE L & T CARE BASKET, WHICH BRAND IS IN MOST BASKETS?Slide12

THE HIDDEN CODE

Township consumer's top personal value is duty. This is higher than the rest of South Africa and very much higher to the global norms. Brands need to understand the community context of their

consumers .Slide13

RESPECTING MY ROOTS

Cultural Purity and Respecting my roots is valued very highly by the South African consumer but more intensely in the townships and especially by older township consumers. Slide14

EXPERIENCE IS KEY

of South African consumers agree that experiences like holidays and travel are more

important than possessions(top2 box out of 7). Breaking through the mundane and

giving this consumer a real relevant experience will make your brand their best friend.

44%Slide15

Dominant Communications in TownshipsSlide16

EDITORIAL OPPORTUNITY

Although TV advertising is considered

the most trustworthy source of info on

products and services:

59% T | 55% SA

However content within programmes

are very important.

consider TV programmes as a

trustworthy source.

(40% Total SA)

49%

consider Radio Programmes to

be a trusted source

(27% Total SA).

34%Slide17

KEEP IT, SIMPLE

How can you make the purchase decision simpler?

How can you clearly communicate the product benefits on-shelf?Slide18

Online opportunity to target the township youth

The average spend on airtime at L&T is R420 per person month

and it is the third largest category purchased at L&Ts

Own a

phone

90%

Own a

smartphone

37%

41% total SA | 51% Black SA

Visit an online

network/community

32%

15% Total Township

Listen to music

from their phones

66%

47% Total Township

Download

music

24%

15% Total Township

Township

15-24 year old townshipSlide19

WE’VE BEEN DOING FACEBOOK FOR YEARS… JUST OFFLINE.

Although penetration is lower than the rest of SA, Township consumers who do

access the internet spend longer on there and do not feel that this is a waste of

time, and less feel that people share too much private info online.

(55% vs 62% total SA). Slide20

“If you want us to be interested in you, your brand,

your product/service, you must be interested in us,

in our do's and don'ts our cultures and most importantly our sensitivities“ Muzi

Kuzwayo – Marketing through mud & dust