Brand profile report A sample profile of Brand X versus Brand Y 2015

How to use BrandMapp Brand Profiles Creating your brand profile (your brief to WhyFive) Using your brand profile (what’s in the slide pack) Consider a filter - for example a specific income bracket, age or gender Specify your brand – for example “bank with ABSA” or “own a Toyota” Specify your competitive set – for example “bank with other banks” or “own other cars” There are 204 measures in BrandMapp – the questions are at the top of each slide Every chart typically has two bars – e.g. Your brand customers (X) versus Your competitor brand customers (Y) Notice the percentage of respondents for each variable Notice the skews – where your brand differs from the others Sometimes you will see a round black button with a note on the key insight

2015 is a massive annual data set created by respondents who answer 200 questions In a comprehensive online survey across 500 brand, 380 media and 70 category filters. The result is a unique landscape study of economically active South African adults with access to the internet.

This is what R2 trillion looks like! This is what R2 trillion looks like! The SA income distribution pyramid (MHHI) according to Stats SA SA consumer spend per annum 86% of all consumer spend! + 20% 14% 50% Living below the poverty line ie R950 per month 20% 10% R R R1 000 – R10 000

50% of the BrandMapp sample sits in the ‘TopEnd’ R30k+ HHMI 50% of the BrandMapp sample sits in the ‘TopEnd’ R30k+ HHMI

demographics

home life

education and employment

income and expenditure

health and wellbeing

psychographics

sports and interests

property and possessions

banking

investments

insurance

shoppergraphics

Respondents were asked to what degree the following descriptions matched their shopping styles: The prudent shopper “I plan carefully, do research, make lists, compare prices and read what’s on the product packaging.” The ardent shopper “I shop often, visit lots of shops, love wide variety on offer, buy things before they run out at home and like talking to sales staff.” The jubilant shopper “I I buy on impulse, have fun shopping, buy things I don’t need, am influenced by ads and promotions and am tempted by new and trendy products. The reluctant shopper: “I I buy only shop when it’s necessary, shop to replace finished or broken items, plan one stop, in and out shopping trips and shop at the stores I know.”

eating and drinking

travel

digital media

automotive

mediagraphics

giving back

thankyou. For more information on BrandMapp or our other syndicated studies please contact: Megan de Kock Head of Sales WhyFive Insights Pty Ltd m t f wwww.whyfive.co.za Stuart Lowe Director WhyFive Insights Pty Ltd m t f wwww.whyfive.co.za