The summit will host five fortnightly sessions, each one 2.5 hours long. The sessions will begin Wednesday, 31 March and end on Wednesday, 26 May 2021. Individuals can look forward to hearing definitive guidelines from authoritative and experienced township marketers.

The theme of the twenty presentations is 'How to adapt to the most challenging environment'.

The sessions include: 
  • Wednesday, 31 March: 'Latest FMCG and retail stats and insights'
  • Wednesday, 14 April: 'Lifestyle marketing and cultural segmentation'
  • Wednesday, 28 April: 'Strategic opportunities'
  • Wednesday, 12 May: 'Township media mix'
  • Wednesday, 26 May: 'Wellness influencing food, lifestyle and inner beauty'. 
According to the summit, about 50% of the South African population lives in townships and about 50% of upper LSMs chose to remain and the balance spend a lot of recreational time there.

The combination of their spend and black tax is huge and their numbers are increasing by at least 50 000 annually. The switch to neighbourhood shopping is greatly benefitting the local malls who are expanding their range to reduce appeal of suburban malls, promoting budget brands usually private label and behavioural segmentation including talking the customers' lingo, says the summit. 

"Digitalisation is the name of the media communications game and, apart from recognising cultural sensitivities so important, it permits continuous test marketing," adds the summit.

"Not to ignore the Spazas, who are increasingly driven by the Ethiopians who immerse themselves in local communities. Another shopping reality is counterfeit goods, often via the marts, hawkers and spazas and surely some entrepreneurs could launch really low-cost genuine brands," the event adds. 

According to the summit, Black shoppers are traditionally brand loyal and an analysis of the 2021 Kasi Brand Awards focusing on how they have adapted to hold and gain market share is real master class marketing at work.

This leads me to Generation Z and a hot-off-the-press study to provide actionable insights and they are about 50% of the total market. They want believable information from reputable brands, the summit says. 

The Strategic session aims to highlight growth townships and opportunities for quick moving marketers and viable niches. The standard delegate rate includes the full package of five sessions and stands at R8 500 excluding vat.

For more information, visit www.marketingmixconferences.co.za or contact [email protected].