Cybertorial* Township consumers believe it is worth paying extra for quality goods, will switch to another brand from their favourite if it is on special, and tend to stick to a brand once they find one they like. These were just some of the findings from Ask Afrika’s recent leading Kasi Star Brands reveal. While these traits apply to non-township consumers as well, they are amplified within the Kasi market.
The Ask Afrika Kasi Star Brands benchmark is a powerful ROI tool which demonstrates loyal usage of brands amongst township consumers that they vote for with their hearts and wallets. Criteria for people surveyed included them living in a South African township, falling in a socio-economic level (SEL) of 3 to 5, and don’t have a post-graduate qualification.
The typical Kasi consumer
Maria Petousis, TGI Director at Ask Afrika, revealed that the findings of the research show that the typical Kasi consumer spends money more carefully than they used to, is excellent with budgets, believes it is worth paying extra for quality goods (since they live in an unreliable, often unsafe, environment an investment in high quality brands brings a sense of reliability and assurance), and is always on the lookout for special offers. “Kasi consumers are very loyal. But what we found this year is that they are loyal to a brand repertoire, not just a single brand,” Petousis reveals. Since cash-strapped township consumers don’t have the luxury of buying another brand if the one they bought fails them, they will reserve loyalty for a brand/product if it delivers quality, goes the extra mile, and delivers availability and durability for an extended period of time. She adds that Kasi consumers are very proudly South African, as tradition and community is very important in Kasi’s where everyone takes care of each other. “They expect the same from brands that they are paying for. It’s about taking care of the consumer, the household and the community at large,” Petousis says. They buy the best that their money can buy to look after everyone. Township consumers also perceive local goods to be of a high quality.
Petousis also cleared up a misconception about Kasi consumers, “The belief is that as they become more affluent, that they Westernise. But that is a fallacy. They modernise, but they proudly stay close to their cultural heritage and the South African heritage. They become Afropolitan”. She advises that brands who want to become successful in this space need to understand local culture and contribute to it.
What the winners did right
Soft drink beverage giant Coca-Cola retained top spot, followed by KFC, Kiwi, Koo, and Mageu. Coca-Cola came out on top because, not only does it bring a customised approach to its brand for the SA market (its use of vernacular in adverts) but also because it appeals to Kasi’s want of ‘sharing’ and ‘community’. Sharon Keith, Coca Cola’s Marketing Director says the brand’s 89 year presence in SA has brought consistency, “Our efforts to get under the skin of South African’s and immerse ourselves in their lives are another factor. We spend a lot of time in townships, walking a mile in their shoes. Shopping with them, cooking with them, eating with them, to really understand what their lives are about before we start trying to create any marketing campaigns”.
KFC is popular because it continuously empowers disadvantaged communities (Add Hope campaign) and appeals to Kasi’s want of ‘giving back’. Petousis reveals that a big mistake that brands can make is having two brand messages, one for cities and one for townships, “Kasi consumers are very mobile and travel from townships to cities, so having a consistent brand message is really important”.
KOO is in the top five because it has a rich history in SA (77 years) and because it touches the hearts of consumers, believes Michaela Murning, KOO Category Executive for Groceries. She adds, “Food is very emotional. It makes memories. Koo is a brand that really makes its part of its DNA to understand consumers, how they are changing and what they are looking for.”
This is illustrated in Koo’s latest advert, a heart-warming tale of 2 cooking contestants, brought together by KOO and a mutual love for food, family, friends and good times. The ad showcases a wide and versatile range of delicious products, sourced from established farms and offering sealed-in goodness – only the best will do!
Shoprite is another brand that speaks to the Kasi market in different ways. They constantly deliver low prices and offers employment opportunities for the Kasi market. Understanding Kasi culture and the lifestyle of Kasi consumers is another important element, something which Carling Black Label has done successfully, by making people the coaches of soccer teams in the Carling Black Label Champion Cup.
Carling Black Label understood the importance of soccer in the Kasi community and how everyone wants to be the coach. The brand utilised mobile effectively in leveraging a passion point which Kasi consumers understood.
Delving deeper into the Kasi market
Attendees at the reveal were very complimentary of the information presented with feedback ranging from “loved the insight as always” to “Many thanks to you for such a fun-filled and enlightening day. I am really glad that I took the time out to be there”. Unpack the heart of South Africa and its diverse brand repertoire, with the dynamic township market segment, representing significant spending power. Ask Afrika research reports powerful tools for marketers to measure return on investment (ROI) in the Kasi market segment. They are tailored to media and marketing strategies, sharing a complete view of consumer behaviour and unpacking loyalty drivers.
To find out more, or to order Ask Afrika Kasi Star Brands research reports contact (012) 428 7400 and speak to Dr Amelia Richards (email@example.com ) or Mariëtte Croukamp (Mariette.Croukamp@askafrika.co.za).
*Cybertorial is sponsored content