Marketing in Africa is more complex and complicated that you can imagine. Here are some of my top marketing tips (they should save and make you a fortune). Enjoy being part of the boom on the 'hottest' continent on earth.

1. Tapping'Into'The'Emerging'
African'Market'
WINNING'WAYS'
TO#WIN#AFRICA#
By'Ian'Rheeder'
Afro.op0mist,#CEO#Markitects#Consul0ng,#Johannesburg#
#17#Sep#2015#

2. Psychological'PosiAoning'
First#Direct’s#ATMs##enjoyed#100%#higher#
sa0sfac0on#level#vs.#Midland#Bank;##
yet#they'were'the'same'bank!#
!
1996:#WCRS#built#the#brand#(BMW’s#agency)!!
“Tell!me!one!good!thing!about!your!bank”!!campaign.!Similar!to!FNB’s!“Steve”!campaign.#

3. Change'QuesAons'
• What#disrupAons#will#make#us#lose#
our#industry?#
• How#can#we#aGract'the'youth'
market?#

4. 70%'of'PopulaAon'below'25'years'
hp://popula0onpyramid.net/africa/2015/#
Typical#country#spread# Typical#European#country#

5. BY##NC##ND##
AlternaAves'
#
• Phones#and#Mobile#phones#will#compete#with#ATMs#
• #The#"mobile#money"#service#=#Africa’s#credit#card#
• Mcommerce#will#be#the#norm#in#Africa#
#

6. Blue'vs.'' Red'Ocean''

7. Are#you#innova?ng#ways#of#doing#
business#to#replace#your#old!
paradigm?#
Yes:_____##No:#______#

8. 8#
Price:#R800/1kg#Coffee#
Business#Model:#Printer#cheap,#Ink#expensive#
US$80/1#kg#Coffee#
Blue#Ocean#

9. UBER'Taxi:'Don’t'own'taxis'

10. Tapping Into Africa: Part 1
Part 1: The African Context
Part 2: Marketing Magic (How?)
Part 3: 7-Deadly Sins & Solutions in Africa (How?)

11. Africa'is'NOT'a'Country'
54#Countries#
Over#2,200#languages#
Tradi0onal#&#Modern#at#the#same#0me!#

12. A#single#country#like#Nigeria#has#over#
250#different#ethnic#groups#and#over#
500#languages.#
CIA#–#World#Factbook#

13. Africa'is'NOT'a'Country'
With#every#language#is#a#different#culture.#
Cameroon# Namibia# German# Greek#
Each#culture#requires#a#different#approach.##
Different#fabrics:#Language#–#Religion#–#Culture#–#Beliefs#–#History#–##Climate##

14. Africa'is'NOT'a'Country'
• Africa,#1.2#billion#people#(54#countries)#
• India,#1.3#billion#(one#country!)#
• More#mobile#users#than#Europe#&#
USA#combined#(770m)#
• 120+#million#ac0ve#Facebook#users#
• Could#achieve#7%#ave#growth#for#next#
20.years#
• 2014#ave#growth#5.5%#

15. Africa’s'Opportunity:'The'last'fronAer'
• New#product#launch#Japan:#just#3%#
chance#of#success#
• World#average:#10%#chance#of#success#
• Africa:#30%#chance#of#success!#(Acumen,#Issue#13,#2015)#

16. Africa:'2nd'largest'conAnent'aUer'Asia'
China#(1.4#billion)#
Mexico#(125m)#
Eastern#Europe#(292m)#
Western#Europe#(193m)#
India#(1.3#billion)#
Siberia#(10m)#
USA#(325m)#
Japan#(126m)#
TOTAL:'3.8'Billion'
Africa#(1.2#billion)#

17. Megatrends'
1. Climate#change#
2. Urbaniza0on#(Megaci0es#pressure#resources)#
3. Demographics#(70%#of#Africa#below#25yrs,#shiqing#
social#values)#
4. Ins0tu0onal#Change:#Legal#(climate#change),#Rules#
(BEE),#Social#values#(Flexi.0me)#
5. Technology#(Uber,#more#cellphones#than#humans,#
robots#take#jobs,#computers#create#jobs)#
6. Popula0on#Growth#Slowing#(living#longer,#smaller#
families,#richer)#

18. University'Graduates'
• 5.million#new#African#graduates#a#year#
• University#enrolments#are#increasing#at#about#
10%#per#year,#but#the#hard#sciences#grows#at#
only#about#2%.#

19. It’s'not'about'the'current'scenario;'it’s'about'
future'growth'
19#of#23#poorest#countries#in#the#
world#are#African;##
but#7#of#top.10#fastest#growing#
2014#Growth:#Ethiopia#(8.1),#Mozambique#(7.7),#Tanzania#(7.2),#Congo#(7.0),#Ghana#(7.0),##
Zambia#(6.9),#Nigeria#(6.8)#

20. ''''''City' Country' Number'of'millionaires'(2015)'
1# Johannesburg# South#Africa# 23#400#
2# Cairo# Egypt# 10#200#
3# Lagos# Nigeria# 9#100#
4# Cape'Town# South#Africa# 8#900#
5# Nairobi# Kenya# 6#200#
6# Luanda# Angola# 4#900#
7# Durban# South#Africa# 2#700#
8# Pretoria# South#Africa# 2#500#
9# Casablanca# Morocco# 2#400#
10# Accra# Ghana# 2#300#
11# Algiers# Algeria# 2#000#
12# Alexandria# Egypt# 2#000#
13# Port'Louis# Mauri0us# 1#300#
14# Windhoek# Namibia# 1#300#
15# Gaborone# Botswana# 1#200#
Africa:'Top'ciAes'for'US$'millionaires,'Sep'2015''
2#Sep#2015#(SA#has#46,800#millionaires,#was#19,000#in#2000)# *Source:#New#World#Wealth#

21. City' Growth'%' 2015' Millionaires'2025'
Accra'(Ghana)# 78%# 2#300# 4'100'
Nairobi'(Kenya)# 71%# 6#200# 10'600'
Durban'(SA)# 48%# 2#700# 4'000'
Lagos'(Nigeria)# 46%# 9#100# 13'300'
Pretoria'(SA)# 44%# 2#500# 3'600'
Casablanca'(Morocco)# 42%# 2#400# 3'400'
Luanda'(Angola)# 41%# 4#900# 6'900'
Johannesburg'(SA)' 39%# 23#400# 32'600'
Cape'Town'(SA)# 38%# 8#900# 12'300'
Alexandria'(Egypt))# 35%# 2#000# 2'700'
Cairo'(Egypt)# 33%# 10#200# 13'600'
Algiers'(Algeria)# 25%# 2#000# 2'500'
Africa'Topd12:'US$'Millionaire'growth'forecast'by'city,'2015'd'2025#
*Source:#New#World#Wealth#10.year#growth#forecast#

22. Africa’s'US$'Millionaires'
• Sep#2015:#163#000#millionaires#living#in#Africa##
• 2000:#66#000#–#a#staggering#146%#increase#
• Together,#they#hold#a#combined#wealth#of#US
$670#billion.##
• 30%#Africa’s#growth#in#millionnaires#is#South#
Africa##

23. China:'Rural'Exodus'
China's#growth#poten0al#is#less#than#6%#(2016).#
The#economic#slowdown#can#be#partly#explained#
by#the#fact#that#the#labour#force#has#been#
declining#since#2014.''
In'other'words,'cheap'labour'is'now'gone.''
2007:#14%#GDP#growth,#2015:#7%#
In#20.years,#300#million#moved#to#ci0es#
(1994#–#2014)#

24. Africa’s'challenge:'ProducAvity'
All#use#extremely#“expensive”#USA#labour;#but#it’s#cheaper.#
What’s'the'soluAon?''
Inspira0onal#leadership#and#innova0on#
(entrepreneurship).#

25. ProducAvity,'Traffic,'Power'Cuts'
Nigeria#outperformed#South#Africa#on#5#of#the#8#
indicators#related#to'labour'markets'efficiency#
(World#Economic#Forum#i.e.#“Coopera0on#in#labour.employer#rela0ons”#and#“Flexibility#of#wage#
determina0on”#just#to#name#two.)#
#

26. Megatrend:'UrbanisaAon'
1. In#2008#–#urban#was#bigger#than#rural#
2. Popula0on#growth#slowing#(2050#–#only#9#billion)#
3. Rural#not#cool#(tradi0onally#big#families)#
4. Megaci0es#(10m#=#Cairo,#Lagos,#Kinshasa;#Gauteng#=#
12m)#
5. Gauteng:#Current#urbanisa0on#growing#at#1m#per#
year#(more#millionaires)!#
6. Urban#posi0ve:#never#sleep#(food,#gyms,#shops).##
7. Nega0ve:#pressure#on#resources#(water,#electricity,#effluent,#
joblessness/70%#youth#unemployment#in#SA)#

27. Megatrend:'Technology'(disrupt)'
1. Mechanized#pla0num#mine:#Anglo’s#Mogalkwena#mine#is#
already#profitable,#but#workers#require#min#of#matric#maths,#
science#and#English.##
2. Big.data:#data#analy0cs#(extrac0ng#the#right#answers)#will#
annihilate#compe0tors.##
3. East#Africa:#Info#&#Tech#Comm#(ICT)#is#driving#the#economy#
(i.e.M.Pesa#mobile#money);#migra0on#to#digital#TV#
4. Africa’s#mobile#penetra0on#65%#(2012),#free#Wi.Fi#in#taxis#
5. West#Africa:#Ecobank#(Nedbank#South#Africa#has#20%#stake#
in#Africa’s#biggest#bank)#
Nano.technology,#3D#Prin0ng,#Drones#(DHL),#Driverless#Cars#(Avis),#Online#Educa0on#

28. Tapping Into Africa: Part 2
Part 1: African Context (Why?)
Part 2: Marketing Magic (How?)
Part 3: 7-Deadly Sins & Solutions in Africa (How?)

29. 29#
Product Price Placement Promotion
Objectives
Quality
Packaging
Training
Warranty
Returns
Guarantees
Range of
New Product Dev.
Objectives
Your cost/price
Competitor s price
Customer s price
Discounts
Payment Terms
Increases
Basic price
Price lists
Objectives
Location of store
Ordering process
Speed of delivery
Stock levels
Agents
Distributors
Hubs/Spokes
Coverage
Objectives
Positioning of brand
Advertising/WOM
Face-to-face selling
Direct Marketing
New Media/Internet
Sales promotions
PR/Publicity
Sponsorship
4Ps for Product Marketing
Another 4Ps for Services Marketing
People Processes Physical Evidence Productivity/Quality
Your Staff s skills
Service Efficiency
Capabilities
Dress
Motivation
Training
IT Systems
Control
Planning
Invoicing
Information
Research
Physical Facilities
Premises
Peripheral evidence
Staff professionalism
Stationery
References
Total Quality (TQM)
Operations (OE)
Economies-of-scale
Flexibility
Mass customisation
Standardisation
p.11#McCarthy,#1960#
Boom#&#Bitner,#1981## Partnerships

30. “Ps”'in'order'of'priority'
1# Partnerships#(In.country#
people;#business#&#cultural#
environment;#local#associates)#
2# Place#(Logis0cs,#Footprint)#
3# Product'(customised)#
4# Price'(affordability)#
5# PromoAon'(culture)#
Middle.class#in#Africa#(Africa#Dev#Bank,#2010):##
US$2#–#US$20#per#day,#US$730#–#US$7,300#p.a##
MarkeAng'“Ps”'in'Africa'

31. Research'DistribuAon,'Sales,'MarkeAng'
“If#you’re#NOT#going#to#partner#you’re#
not#going#to#make#it#in#Africa.”##
Johan#Botes,#CEO,#Consilia#Consul0ng#(2015:29)#

32. US$900#
Not'really'Africa'

33. Huawei'Ascend'Y220'from'Jet'–'R549.90'(US$50)' Alcatel'1011'from'Pep'–'R99'($10)'
Smartphone'
FM#Radio#
MP3#player#
2015:#Cheapest#Phones#

34. Affordability:#US$0.20/2#litre#

35. Finding'The'Skeleton'in'The'Closet'
• The#only#way#is#to#spend#at#least#a#
year,#face.to.face,#gathering#reliable#
informaAon#and#forging#in.country#
partnerships.##
• Interview#other#foreign#companies.#

36. MarkeAng'in'Africa'
• Can’t#transplant#adverts#from#Europe#
(culture):#research,'research,'research'and#
use#local'partners'to#give#you#the#inside.edge#
• MTN#has#localised#in#each#country,#but#MTN’s#
look#&#feel#is#consistent#
• Cost#of#doing#business#can#be#high#
(corrup0on,#dictatorships,#lawlessness)#
• Not#a#single#con0nent#like#USA#

37. Case:'Woolworths'Nigeria'(2013)'
• Nigerians#vs.#South#Africans,#like#comparing#
Swedes#to#Sudanese#–#very#different#
• Nigerians#are#extremely!selec?ve!when#it#comes#
to#everyday#fashion.#Don’t#do#local#off.the.rack#
fashion#
• Nigerian#in#Lagos#are#extremely#quality!conscious!
–#Woolworths#was#perceived#as#too#conserva0ve#
and#low#quality#
• Nigerians#don’t#look#for#quality#garments#in#a#
mall#–#they#go#niche#(i.e.#someone's#home)#
• Lesson:#In.depth#research.#Africa#is#complicated!#

38. Tapping Into Africa: Part 3
Part 1: African Context
Part 2: Marketing Magic (How?)
Part 3: 7-Deadly Sins & Solutions in
Africa (How?)

39. De#Swaan##Arons,#M.,#Van#den#Driest,#F.#and#Weed,#K.#(2014).#The!Ul?mate!Marke?ng!Machine.'HBR,#Jul.Aug,#2014#p.59#
Jul/Aug#2014#

40. Sin & Solution #1
1. Marketing Leadership (Engage people)
2. Research & Environmental Scanning
3. Purposeful Positioning
4. Customer Experience Management (CEM)
5. Sales Team clashes with the Marketing Department
6. Recruiting the wrong Salespeople
7. Incorrect Segmentation & Targeting

41. IT#
Marke0ng#
HR#
52%#of#CMOs#rated#Marke0ng.IT#as#their#top#
priority.#(Accenture,#2014)#
#

42. All'Business'Units'

43. 43#
When it’s pitch dark, just a ray
of light keeps us moving
forward.
#Vision#

44. 44#
Hope Energy

45. How'to'Lead'the'enAre'company?'
©#Ian#Rheeder#2012#

46. Trust'before'Engagement'&'Competence'
1. TRUST:#"What!are!marke?ng’s!
inten?ons?”!
2. ENGAGEMENT:#“If!there!is!no!trust,!then!
marke?ng’s!engagement!must!be!to!
manipulate!us.”!
3. COMPETENCE:#"Is!marke?ng!capable!of!
ac?ng!on!those!inten?ons!(in!#1!above)?”##

47. The Neuroscience
Trust'is'an'emoAon'
People#don’t#act,#un0l#they#feel#
something.##
Engagement#does#not#increase#
unless#trust#increases.#
The#decision#to#trust#is#not!
intellectual#–#it’s#emo1onal.#

48. The Neuroscience
What the science has proven?
'
1. Be the First to do a small favour (reciprocity)
2. Be Likable
1. Body language & tone (mirror neurons)
2. Similar to us (1:1 small talk doubles chances of winning a
negotiation)
3. Pay genuine compliments (positive feedback)
4. Cooperate (concede on something, win-win)
3. Consensus: when people at all levels follow the leader (law of social
acceptance), everyone starts to follow
Copyright Ian Rheeder
Trust
Empathy

49. Neuroscience#of#CEM:#Ian#Rheeder#
Leader#
Employees#
Customers#
Mirror'Neurons'

50. The Neuroscience
René'Descartes'd'1596'–'1650,'Father'of'Modern'Philosophy,'1600s'
“I#think,#therefore#I#am.”#
“I#feel,'therefore#I#am.”#

51. Neuroscience#of#CEM:#Ian#Rheeder#
• Creativity increases by 300%.
• Call#centre#staff#400%'higher#
sales#(tone#of#voice)#
• Other#sales#staff#
37%'higher#sales#
Spreitzer,!G,!&!Porath,!C.!(JanVFeb,!2012),!Harvard!Business!Review.!p.96,!and!p.102!
• Blue Collared: 27% more productive

52. Emo0ons#Drive#People#–#People#Drive#Performance#

53. Rude#and#rough,#but#people#s0ll#Trusted#
them#because#of#their#track#record,#
Engaging#vision,#and#Competence.##
TRUST'
Elon#Musk# Steve#Jobs#

54. How#to#Lead:#TEC#Leadership#System#©#Ian#Rheeder#2015#

55. Sin & Solution #2
1. Marketing Leadership
2. Research & Environmental Scanning
3. Purposeful Positioning
4. Customer Experience Management (CEM)
5. Sales Team clashes with the Marketing Department
6. Recruiting the wrong Salespeople
7. Incorrect Segmentation & Targeting
Lust,#Envy,#Pride,#Greed,#Sloth,#Gluony,#Anger#

57. Success
Key Success
Factors (KSFs)
In order of priority, what
are Pty Ltd’s Top-10
KSFs?
Strategy'Simplified'
Key'Buying'Factors''
(KBFs)#
In#order#of#priority,#what#are#
Customer’s'Top.10#KBFs?#
##

58. Strategy'Simplified'
Marke0ng#Mix#Decisions#(8Ps)#
Key#
Success#
Factors#
Key#
Buying#
Factors#
Key'
Issues'
Low Scores will be Issues.Low Scores will be Issues.
7P'Plan'

59. Key Success Factors for Business Unit ???
Market Share % %' %' %'
Key for Success. Rank in order of priority; most
important KSF first. Rate 0-10 your ability to
achieve/meet these KSFs
Us Compe0tor# Compe0tor# Compe0tor#
1 Partnerships#
2 Place#(Logis0cs,#Footprint)#
3 Product'(customised)#
4 Price'(affordability)#
5 PromoAon'(culture)#
6
7
8
9
10
Overall Rating (0-10) Strong = 10
Select your Top-10 KSFs and rate them.

60. 60
Mapping of your Customer’s Key Buying Factors (KBFs)
Rank in order of priority the most relevant
customers KBFs.
You & Competitors ability to serve
(Rate 0-10, 0 is unable, 10 very able)
Key for Success You Competition 1 Compo 2 Compo 3
1 Relationships with supplier
2 Price
3 Distribution (OTIF)
4 National Coverage
5 Product Quality Spec (+42.5)
6 TV Advertising
7 POP Material
8 Customised xyz
9 etc
10
Overall Rating (unweighted)

61. Sin & Solution #3
1. Objectives are strategically meaningless
2. Research & Environmental Scanning
3. Purposeful Positioning
4. Customer Experience Management (CEM)
5. Sales Team clashes with the Marketing Department
6. Recruiting the wrong Salespeople
7. Incorrect Segmentation & Targeting
Samsung#(West#Africa):#“Made#for#Africa”#(i.e.#dust#proof#phones)#

62. leq#
right#
B2B#
B2C#
Logical'
SequenAal'
Numbers'
'
EmoAonal'
Music'
Colour'
'FuncAonal'
EmoAonal'

63. PosiAoning/CommunicaAon'in'Africa'
#
1. Both#Modern#&#Tradi0onal#
2. Ubuntu#(collec0vism)#
3. Acknowledgement#(greet)#before#
the#mee0ng#
4. Strong#respect#for#elders#
5. Emphasis#on#family#0me#
Tip:#Marke0ng#communica0on,#drill#down#to#consumer#culture#by#African#city#

64. 1. FuncAonal#(i.e.#fastest,#always#on#line)#
2. EmoAonal#(i.e.#Ayoba,#you#understand#my#
culture#)##
3. Societal#(i.e.#Nigeria:#Educa0on,#Health)#
Purposeful'PosiAoning:'
All'Three'ManifestaAons'of'Brand'PosiAoning''
De#Swaan##Arons,#M.,#Van#den#Driest,#F.#and#Weed,#K.#(2014).#The!Ul?mate!Marke?ng!Machine.'HBR,#Jul.Aug,#2014#p.59#

65. What'factors'influence'your'decision'to'buy?'

66. Sin & Solution #4
1. Marketing Leadership
2. Research & Environmental Scanning
3. Purposeful Positioning
4. Customer Experience Management (CEM)
across many more touch-points
5. Sales Team clashes with the Marketing Department
6. Recruiting the wrong Salespeople
7. Incorrect Segmentation & Targeting

67. “Downstream activities are emerging as the
main sources of competitive
advantage.” (Dawar, Harvard, 2013)
Product'to'Customer'
The#Face.to.Face#Salesperson#

68. Dr.#Guarav#Bhalla#(2013),'marke0ng#professional#with#30+#years#of#global#experience#
Chief#Marke0ng#Officer#(CMO)#should#
be#replaced#by#the#Chief#Customer#
Officer#(CCO).#

69. Virgin'AtlanAc'–'CEM'Mapping'
Moments
of Truth
Getting to
airport
Check-in Comfort
until flight
In-flight
comfort
Arrival Getting to
destination
Feelings Stressful Long
frustrating
queues
Want to work
Want to relax
Boredom Dirty Lost
Service
Solutions
Transport to
airport
provided
Driver
handles
luggage
‘Drive
through’
check in
Airline knows
where you
are
Clubhouse
with Internet,
fax, library
Salon,
massage
Sound room
Driving range
Full sleeper
Mood lighting
Bar
Make up
meals
Valet
18 x showers
Makeup
Shave
Hot & cold
breakfast
Ironing/press
Chauffered
delivery to
destination
Knowledgeable
local driver
Customer'Experience'

70. Mapping'Out'Customer'Journey'
'Process'Map'exposes''Momentsdofdtruth'or'Touchdpoints.'
EA'–'Enterprise'Architecture'
Company
Perspective
Target Inquire Acquire Welcome Develop & Manage
Problems. Retain. Win back.
Customer
Perspective
Aware Search Select Order Pay Set Up Learn Use Support Upgrade
Events
Impact Points
Event 1 Event 2 Event 3 Event 4 Event 5 Event 6 Event 7 Event 8 Event 9 Event 10
Marketing
Website
Product
Order
Service
Voice
response
Service
Staff
Sales
Staff
Catalogue
Inventory
Partners

71. Sin & Solution #5
1. Marketing Leadership
2. Research & Environmental Scanning
3. Purposeful Positioning
4. Customer Experience Management
5. Sales Team Clashes with the Marketing
Department
6. Recruiting the wrong Salespeople
7. Incorrect Segmentation & Targeting

72. Key'Steps'to'Successful'MarkeAng'''''''''''''''''
Hierarchy''of'Effects#(Promo0onal#Tool)#
Key Steps How
A Attention
Awareness. Adverts.
I Interest
Knowledge. Adverts.
D Desire
Liking. Localised benefits.
C Conviction
Preference. Face-to-face engagement.
A Action
Act now. Sales team closes.
S Service
Service. Sales team.

73. Sin & Solution #6
1. Marketing Leadership
2. Research & Environmental Scanning
3. Purposeful Positioning
4. Customer Experience Management (CEM)
5. Sales Team clashes with the Marketing Department
6. Recruiting the Wrong Salespeople
7. Incorrect Segmentation & Targeting

74. 74#
Factors'Influencing'Customers’'
Decisions'to'Buy'
Calibre#of#Salesperson# 39%#
Offering#a#Total#Solu0on# 22%#
Quality#of#Product/Service# 21%#
Price# 18%#
How#many#salespeople#would#you#hire,#if#you#knew#they#would#not#fail?#
Source:#HR#Chally,#2013#

75. Gallup'Studied'250,000'Salespeople'
SALESPEOPLE#are##
FOUR'TIMES'
more#important#
than#the#products#they#
sell.#
BUILDING#A#WORLD.CLASS#SALES#FORCE,#2008,#Gallup#

76. Sin & Solution #7
1. Marketing Leadership
2. Research & Environmental Scanning
3. Purposeful Positioning
4. CEM across more touch-points
5. Sales Team clashes with the Marketing Department
6. Recruiting the wrong Salespeople
7. Incorrect Segmentation & Targeting

77. 77#
4'Girls:'Who'do'you'target?'
(They'look'equally'‘aGracAve’;'but'they'aren’t!)'

78. 78#
Married#
Boy#Friend#

79. Africa’s'Consumer'SegmentaAon''
#
Source:#Nielsen#(March,#2012),#Ge~ng#to#Know#The#Diverse#African#Consumer#
Major'Segments'(Nielsen)' CharacterisAcs'
1# Trendy'Aspirants'(21%)# Tech#savvy,#affluent,#media#savvy,#
opinion#leaders,#impulse#buyers#
2# Balanced'Seniors'(17%)#
#
30.45#yrs,#middle#aged,#about#19%#
of#Africans#in#Africa,#price#sensi0ve,#
low#brand#loyalty#
3# Evolving'Juniors'(24%)#
#
15.19#yrs,#brand#loyal#teenagers,#
massive#growth#in#future,#try#new#
things,##
Progressive#Affluents#(7%),#Trendy#Aspirants#(21%),#Balanced#Seniors#(17%),#Struggling#Tradi0onals#(10%),##
Evolving#Juniors#(24%),#Wannabe#Bachelors#(11%),#Female#Conserva0ves#(10%)#
Spend#per#month#
$190#
$85#
$130#

80. 1. Segment by Problem Solved or Benefit
sought (the best tip by far)
2. Find your Competitive Unique Selling
Proposition (CUSP) per segment
3. Target your Satisfied Segments &
competitors’ Dissatisfied Segments
4. Target New Users
5. Drop or milk (high price) worst customers
6. Land a few big recession-proof customers
Segmentation Tips

81. 81#
When#YOU#love#your#work,#then!
Customers#love#your#work!!
Marke0ng#Tip#

82. OWNER & PRINCIPAL CONSULTANT , Johannesburg, South Africa
Cell: 083-300 8080
ian@markitects.co.za www.markitects.co.za
Chartered Marketer (SA), MSc Leadership (cum laude)
Presentation by Ian Rheeder:
#
Thank#You!#
Be#an#Afro.op0mist#and#be#part#of#the#
solu?on,#establish#local#partnerships,#and#
shape#a#great#con0nent.##