media update’s David Jenkin was present at the Ekudeni Conference Estate on Thursday, 22 June.     

From a total of 2 996 brands, 36 top performers were recognised as Kasi Star Brands in their respective categories. They were announced in the Daily Sun on 31 May, along with 59 ‘potential brands’. The survey drew on a sample of 4 403 consumers falling within LSM 3 to 5 and residing in township areas, through face-to-face interviews. The results were audited by BDO South Africa and private statistical consultant, Dr Ariane Neethling. Methodology was adjusted so that mass market and non-mass market brands could compete at the same level.

A mock-shebeen venue in Muldersdrift with a rustic atmosphere (part of Ekudeni Conference Estate) was chosen to host the occasion. Attendees were entertained by dancers while snacking on some traditional African flavours, surrounded by décor that evoked a typical township environment, including a dummy spaza shop.

In her presentation, Maria Petousis, director of Target Group Index (TGI), owned by Ask Afrika, defined the parameters of the survey and spoke about what defines Kasi consumers and how brands have achieved success within that market.

She emphasised the importance of brands understanding the culture of these consumers, as well as their needs and priorities. She highlighted the fact that most of the top performers were local brands, indicating a sense of patriotism and loyalty to South African heritage. People in these communities also take care of one another, she said, and they expect brands to be caring as well.

KFC, which came in second place overall, had been extremely successful in this regard through their ‘Add Hope’ campaign, having demonstrated real and consistent benefits for communities.

Coca-Cola took the top spot, and this she attributed to the authenticity of their messaging with local vernacular, which had enabled them to connect with consumers on an emotional level.

Tiger Brands products dominated in their categories, with eight winning brands, including Koo in fourth place overall. This was attributed to value-for-money, variety, and authenticity.

Shoprite, which came in sixth place overall, had been successful by not only keeping their prices low, but because they hire staff from the local community.

G.G. Alcock, author of Kasinomics, followed with a presentation that further explored the Kasi market, which he defined as both the formal and informal markets within the township environment.

He addressed statistics which define the market in numbers, with valuable insights for marketers to be conscious of. Some figures, he acknowledged, were troubling, such as the unemployment rate which shows that a third of born-frees live in households where nobody is employed, and less than a third grow up with both parents.

He also sought to dispel misconceptions, such as that township consumers always opt for cheaper food and clothing choices. Just because someone is poor, he said, doesn’t mean they lack dignity and self-respect, and it doesn’t necessarily mean they are unhappy. He also stressed the importance of building trust through authenticity, and how word-of-mouth is trusted over media.   

Managing director, Sarina de Beer, engaged the topic of millennials in South Africa and some of the insights gleamed from the Youth Brands survey. She cautioned against homogenising the group too much, and said it was common to either over-complicate or over-simply the millennial market.

Some defining characteristics of the group included the way in which consumers in this demographic are constantly bombarded with marketing messages, meaning brands have to do more to be memorable. Millennials seek authentic engagement and expect brands to be socially, and environmentally, conscious. Once the brand is trusted, however, they become powerful brand advocates.

Ask Afrika’s Youth Brands survey had shown a strong inclination towards brands that offer experiences, she said, in contrast to the Kasi Star brands which were generally favoured for their usefulness and convenience.  

For more information, visit www.askafrika.co.za.

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Interested in reading more about the township market? Read our story Mass market insights from MD of Foshizi, Lebo Motshegoa.