A benchmark for executives and marketers who are passionate about their township strategy
Ask Afrika’s Kasi Star Brand metrics are metrics that CEOs CFOs, CMOs and marketers should include in their scorecards as it is a measurement that goes to the heart of measuring marketing ROI. It rewards brands that have generated critical township mass in their categories and have built a high level of loyalty amongst township consumers at the same time.
Marketers should properly understand shoppers and the retail environment in townships in order to successfully build their brands. Reliance on understanding the retail consumer when building a strategy to succeed in the “emerging” township market, will not ensure success. If your township marketing strategy is working, then you should have a good Kasi score. It is also critically important to be able to devise a relevant communication strategy relevant to Kasi lifestyles. The Ask Afrika Kasi Star Brand benchmark enables you to understand your brand’s performance in the category on product level, coupled with psychographic richness of the dataset that brings you closer to the Kasi consumer behind the purchase.
What is the Ask Afrika Kasi Star Brand Survey?
The Ask Afrika Kasi Star Brand survey focuses on brands and products kasi consumers use faithfully and regularly. The survey represents the views of at least 13,000,000 kasi consumers living in South Africa. Kasi Star Brands are brands that are used most loyally by South Africa’s township consumers. These are brands that define a common experience, often on a daily basis to which South Africa’s township consumers are committed to in a real sense.
This year’s survey compares brand usage across 161 categories and as a result, 30 Kasi Star Brands were identified. These are the brands and products you are most likely to find in a South-African Kasi-household. Results are externally audited by independent company i.e. BDO and Dr Neethling.
Various Kasi Star Brands reporting options available
Ask Afrika helps brands to understand the Kasi lifestyle and how Kasi consumers purchase brands and products across different product categories. The reports can identify gaps and opportunities in the Kasi market, assist with media consumption trends and understand consumer shopping behaviour. Not only can the research results assist marketers to understand the loyalty drivers pertinent to a specific category enabling them to customise brand messaging accordingly, but it can enhance a brand’s ability to grow in the township market by respecting the differentiating township demographic, shopping, buying, media consumption, digital and mobile trends.
For more information and reports contact us:
Mashudu Ndopu / Maria Petousis
Head Office: +27 12 428 7400