TopEnd
An ongoing concern for many marketers is the dearth of information on top end consumers. Although they are responsible for nearly 70% of all spending power, they are also notoriously difficult to reach. Recently, Ramsay Media Research (RMR) produced a groundbreaking study titled, Cream. By leveraging their own database they were able to survey a sample of 8,700 top end South Africans, (including 800 individuals earning more than R100,000 per month). The UCT Unilever Institute has agreed to partner with RMR to produce the most comprehensive study to date on top end South Africans. Our aim is to build on the existing sample and extend it beyond readers of Ramsay titles to build an accurate and reliable picture of the top end segment i.e. individuals earning circa R30,000 plus pm.
Landscape Segmentation Presentation
A comprehensive look at the segmentation models used by South African research houses in one presentation, allowing marketers the opportunity to find models to help gain insight on South African consumers
Wake Up, Shake Up
Wake Up! Shake Up! represents over a year of quantitative and qualitative research and integrates the expert analysis of 70 of South Africa’s leading economists, academics, financial analysts, industry specialists, as well as business and marketing forecasters.
This project explores the whole South African marketplace from the low end right to the upper middle class. It looks at how the South African consumer has fared since 1994 and, more recently, after the recession. In the process it became clear that the marketplace has now changed significantly, and perhaps irrevocably so, over the last 15 years.
South Africa’s Green Landscape:
Insights into consumer trends and organization initiatives in response to the green movement.
Green and sustainability have shifted from being a trend to becoming mainstream - evident as both a lifestyle choice and a way of doing business. The following presentation offers an overview of consumer behaviour and organizations’ responses to the eco revolution.
We also take a look at what South African households are doing and how we rate globally when it comes to environmental awareness and our attitudes towards climate change.
Sustainable means innovation and innovation means sustainable. With an increased demand for greener products and brands, how does brand innovation bring competitive advantage and business success?
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Landscape 2010
Landscape is a database which aims to identify and track key trends in the South African market. It combines information, statistics and predications for marketers and strategists to use as a planning tool.
Branded
Over the last six months we have put together a three part DVD on branding This DVD pack which we have developed and called “Branded” presents the viewer with the conceptual bases of branding and it shows how these have been applied by successful South African marketers, so that students and practitioners can learn from them. We have drawn upon the expertise of many local brand strategists and practitioners and we have used a variety of examples to explain and support our views of what makes for effective branding in the local market.
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Reboot
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Exploring the effect the recession is having on spending. |
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Prime Time
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Arguably the most comprehensive study to date into the SA's over 40s. |
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Black Diamond Women (2008)
Possibly the most important local market in SA in the foreseeable future.
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Black Diamond on the Move (2007)
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New information on important areas such as spending patterns, communication, media usage as well as the Black Diamond segments. This study drills down further into the market segments of the Black Diamonds.Connecting with Black Diamonds (2006)
Possibly the most important local market in SA in the foreseeable future.
Black Diamond (2005)
Everything you need to know about South Africa's new black middle class.
CSI
This project examines how brand sustainability is affected by sound corporate social investment (CSI) policies and programmes.
Gender
Understanding changing gender mindsets is fundamental to understanding changing attitudes to brand choice, buying behaviour and communication.
My Home, Shelter, Shack or Showroom?
This study explores how the home operates as a social and buying unit and identifies valid trends and the implications these have for marketers.