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Patterns and pathways

The SAtoZ Research has devised a 'Patterns & Pathways" presentation to explore some of the fascinating facts that are emerging on the South African market and the consumer. The presentation has recently been updated to include data on all 10 LSM categories.

By Louise Marsland

27 Aug 2003

"Patterns" contains facts from all SAtoZ's various databases or surveys and they present it free-of-charge to companies during lunchtime sessions or company "information sessions" as part of SAtoZ's ongoing commitment to assist organisations to understand this complex South African society.

The presentation covers latest trends, emerging markets, impact of HIV/AIDS, media usage and much more.

The presentation was conceived of in response to a survey by the Unilever Institute for Strategic Marketing which asked a sample of marketing professionals in South Africa to list their top 10 areas of concern about marketing in South Africa. The results showed that major concerns focused on the following:

Where is South Africa heading?

How is SA changing?

What are the trends that are shaping the SA marketplace?

What are the growth patterns?

How important is the so-called "Mass" vs the "Emerging vs the "Established" market?

Where should we be focusing our efforts - where should we be investing?

What is the best way to segment the SA Market?

What is going on in the hearts and homes and minds of our consumers?

What is the optimal way of reaching my target market segment?

How effective are competitive media options and channels?

What should SA business leaders be doing to address the challenges of poverty, Black Economic empowerment, AIDS, global competition, fluctuating currency and the instability in Africa?

SAtoZ, through their access to numerous different data sets, attempts to highlight these areas and to answer some of the questions by way of a presentation on all of these areas.

The presentation does not sell anything but gives a better understanding of what is really potting in South Africa and attempts to make sure that the end of the rainbow has a pot of gold.

Contact SAtoZ Research on email: .

Louise Burgers

About Louise Marsland

Louise Burgers (previously Marsland) is Founder/Content Director: SOURCE Content Marketing Agency. Louise is a Writer, Publisher, Editor, Content Strategist, Content/Media Trainer. She has written about consumer trends, brands, branding, media, marketing and the advertising communications industry in SA and across Africa, for over 20 years, notably, as previous Africa Editor: Bizcommunity.com; Editor: Bizcommunity Media/Marketing SA; Editor-in-Chief: AdVantage magazine; Editor: Marketing Mix magazine; Editor: Progressive Retailing magazine; Editor: BusinessBrief magazine; Editor: FMCG Files newsletter. Web: www.sourceagency.co.za.