All Brands 2013 / 2014 Report

TGI SA 2013 ©

TGI SA 2013 ©

Customised 2013/2014 TGI Icon Brands - Reporting Overview

1. ICON BRANDS OVERVIEW, inclusive of:

1. What is an ICON Brand?

2. Event report - Inclusive of how the Brand X relates to the 6 ICON Brand trends

3. ICON Brand average over time

4. Winners Rankings & ICON Brands of the future

5. Crosse & Blackwell ICON Brand Performance

6. ICON Brand analysis (per brand in your category, including race and usage/loyalty

insights)

2. Category Insights, inclusive of:

• Size of the mayonnaise market, Demographics, Lifestages, Demographic

Penetration, Category Psychographics, Trended Category Growth, Competitive Landscape.

1. Customised Brand Insights, inclusive of:

• Demographics, Lifestages, Demographic Penetration, , Brand Psychographics,

Brand Usage and Market Share, Trended Brand Growth, Media Overview

3. Recommendations & Opportunities for Brand X

ends

What is an ICON Brand™?

• ICON Brands are brands that are ICON Brands are brands that are and are

South African brands.

• They are They are y

irrespective of background or living

standard.

• These are brands that These are brands that

often on a daily basis to which South

Africans are committed to in a real sense: they put their money where their mouths are to demonstrate

this commitment.

y

this commitment. are

and will even and will even

•••••••••••••••••••••••••••••••••

•••••••••••••••••••••••••••••••••

••••••••••••••••••••••••••••••••••••••

TGI SA 2013 ©

SA’s 2013 ICON Brand ™ survey is the largest of its kind in South Africa with • 14 916 consumers surveyed, representing 19.5 million+ adult South African consumers

• 9 industries represented

• 165 categories represented in the benchmark, considered from 560+ product categories

• 8 000+ brands included in the measurement

Methodological integrity

• Enumerate Area sampling design was employed

• The universe includes all communities with more than 8 000 inhabitants, participants older

than 15 years

• the data was weighted using STATS SA’s population estimates • the TGI data collection partner is Ask Afrika because of their total commitment to data

integrity and excellence

Linked to the overall TGI product suite

ICON brands highlights the performance status with the diagnostic and insights embedded in TGI. This creates insights around:

Consumer profiling, market segmentation, ICON brand insights relative to competitors, hunting,

farming and poaching strategies as well as customised marketing strategies.

How do we ensure relevance?

TGI SA 2013 ©

Global disasters resulting in a lack of trust

TGI SA 2013 ©

As much as South Africans associate with the uniqueness and thrill of being part of Africa, society is not immune to global influences and discontent.

Globally, the rise of the Middle Market enables opportunity, but also infers that resources are

under pressure. This elevated discontent results in a breakdown of trust (as confirmed in Ask

Afrika’s Trust Barometer), with declining trust levels. Imploding trust is usually a lead indicator of

business pressure, to realign.

TGI SA 2013 ©

A recession for loyalty?

TGI SA 2013 ©

0

10

20

30

40

50

60

70

80

90

100

%

2013 2006 2003 2010 2011 2012

44.83 45.33 3

47.43

42.54 45.28 42.97

Average Icon Brands™ index rating declining

The Icon Brands™ index score is declining, due to decreased levels of loyal consumption.

The challenge for loyalty or consumer commitment is becoming more complex with holistic

expectations emerging. Consumers expect more than a good product, price and service. They

expect authentic and meaningful experiences, linked to a bigger purpose.

TGI SA 2013 ©

The leading industries

0 10 20 30 40 50 60 70 80 90 100

Household Appliances

DIY & Gardening

Health

Jeans

Personal Care

Pets / Pet Food

Electronics & Personal Items

Household Goods

Retail & Clothing

Communications

Financial Services

Travel & Leisure

Foods

Drinks

Restaurants & Fast Food 2012

Lifestyle

Being responsible

Retail therapy

Intrapersonal enrichment

Icon brands which connect with consumers or enhance their lifestyle, such as Food and Drinks brands, are top of the Icon Brand ranking.

TGI SA 2013 ©

%

136 114 113 113 110 97 86 84 82

40

”I Think The Known Brands Are Better Than Others”

Source: TGI 2012 Global18+

WORLD AVERAGE

Index - global comparison

Brands play a role in creating lifestyles, and in creating real and interpersonal upliftment.

South Africans prefer branded products. They are not necessarily preferred due to glam, but

due to familiarity and trust in the brands consumers know more about, knowing what they

stand for, which derives a sense of comfort for the consumer.

TGI SA 2013 ©

Value and quality

16% 15%

10%

7% 7%

5%

0%

5%

10%

15%

20%

2010 2011 2012

Factors influencing decision about where to shop: definitely agree

Value for money Loyalty scheme

Declining loyalty shows the requirement for new ideas to re-engage loyalty.

• Value for money still overrides loyalty card schemes in purchase decisions

• Value for money and loyalty cards are expected (a sense of entitlement and

obligation). Loyalty cards are not a reward for spending and undergo relative tests. Brands need to offer perfectly tailored solutions In order to make loyalty card offering

relevant to consumers and in order to achieve Icon Brand status. TGI SA 2013 ©

• Iconic Brands tend to maintain their status over time and have remained stable over time.

• Nokia has shown the biggest decline.

• Black Cat is Icon Brand that has

increased its status the most since 2012

Tracking the stalwart ICON’s over time

44% 46% 41%

64% 60% 60%

45% 43% 43%

51% 50% 49%

40% 47% 47%

35% 34% 35%

47% 53% Not measured

57% 55% Not measured

2011 2012 2013

TGI SA 2013 ©

0%

2012 – 2013

NET

-2%

+5%

-1%

0%

0%

-5%

+1%

TGI SA 2013 ©

Peanut butter is a product which displays a very tangible symbol of consumer intent. It is comfort food, but its nutritious. It sets the tone for nostalgic, broad-based

consumer relevance across life stages. It fulfils our sustenance needs, comfort and it

creates nostalgic memories. It has become a gourmet recipe item, loved by children

and mothers.

Similarly, All Gold tomato sauce is a well established brand in South Africa, often placing high up the Icons brand list, often achieving the top spot – as it did in 2012.

TGI SA 2013 ©

Average

10 20

2013 new comers

Icon brands are the 30 brands which are most used and loved across South African households, by all South Africans.

Icon Brands Winner ranking 2013/2014

TGISA 2012C Sample Size 14 916

TGI SA 2013 ©

Potential Icon Brands

Runners-up to Icon Brands have achieved love and loyalty in most but not all social and economic consumer groups. They are possibly next year’s winners.

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TGISA 2012C Sample Size 14 916

TGI SA 2013 ©

Julie-Anne Terblanche julie-anne.terblanche@tgi.co.za

012 428 7400 / 082 650 9228