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

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

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

4. 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

5. 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

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

7. 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

8. 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

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

10. 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

11. 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

12. 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 .

13. 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.

14. 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.

15. Dominant Communications in Townships

16. 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).

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

18. 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

19. 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).

20. “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