Localised activation marketing Learn, adapt and roll. Percy Shangase, Account Director, GfK

BENEFITS Benefits are the market currency. People don't buy products, they buy bundles of benefits. Benefits that improve consumers life.

HERE’S HOW TO PLAY: MULTIPLE CHOICE QUESTIONS ABOUT SOME OF OUR CONSUMER PANEL LEARNINGS FOUR OPTIONS, ONLY ONE IS CORRECT

TOWNSHIP FACTS Q1 IF A BRAND DOUBLES ITS SHARE, WHAT IS THE LIKELY CHANGE IN ITS PURCHASE FREQUENCY? A: STAYS THE SAME B: SLIGHTLY LESS OFTEN C: DOUBLES D: SLIGHTLY MORE OFTEN GfK Consumer Panel

TOWNSHIP FACTS IF A BRAND DOUBLES ITS SHARE, WHAT IS THE LIKELY CHANGE IN ITS PURCHASE FREQUENCY? A: STAYS THE SAME B: SLIGHTLY LESS OFTEN C: DOUBLES D: SLIGHTLY MORE OFTEN GfK Consumer Panel

HERE’S HOW TO PLAY: MULTIPLE CHOICE QUESTIONS ABOUT SOME OF OUR CONSUMER PANEL LEARNINGS FOUR OPTIONS, ONLY ONE IS CORRECT

TOWNSHIP FACTS Q2 WHAT IS THE AVERAGE SPEND OF AIR-TIME PER BUYER WITHIN L&T? APPROXIMATELY… A: R120 B: R220 C: R320 D: R420 GfK Consumer Panel

TOWNSHIP FACTS WHAT IS THE AVERAGE SPEND OF AIR-TIME PER BUYER WITHIN L&T? APPROXIMATELY… A: R120 B: R220 C: R320 D: R420 GfK Consumer Panel

HERE’S HOW TO PLAY: MULTIPLE CHOICE QUESTIONS ABOUT SOME OF OUR CONSUMER PANEL LEARNINGS FOUR OPTIONS, ONLY ONE IS CORRECT

WITHIN THE L & T CARE BASKET, WHICH BRAND IS IN MOST BASKETS? TOWNSHIP FACTS Q3 WITHIN THE L & T CARE BASKET, WHICH BRAND IS IN MOST BASKETS? A: Colgate B: Vaseline C: Dawn D: Dettol GfK Consumer Panel

WITHIN THE L & T CARE BASKET, WHICH BRAND IS IN MOST BASKETS? TOWNSHIP FACTS WITHIN THE L & T CARE BASKET, WHICH BRAND IS IN MOST BASKETS? A: Dettol B: Vaseline C: Dawn D: Colgate GfK Consumer Panel

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 .

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.

EXPERIENCE IS KEY 44% 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.

Dominant Communications in Townships

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. 49% consider TV programmes as a trustworthy source. (40% Total SA) 34% consider Radio Programmes to be a trusted source (27% Total SA).

KEEP IT, SIMPLE How can you make the purchase decision simpler? How can you clearly communicate the product benefits on-shelf?

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 Township 15-24 year old township Download music Own a phone Own a smartphone Visit an online network/community Listen to music from their phones 90% 37% 32% 66% 24% 41% total SA | 51% Black SA 15% Total Township 47% Total Township 15% Total Township

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).

“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