Transcript World-Class Sales Organizations

Where the Heart and
Mind of Cape Town’s at
Contents
 Western Cape & Cape Town Population Trends
 Listenership Trends
 Cape Town Radio Market
 Ranking , Positioning & Strategy
 Mind Maps
 Consumer Onion
 Conclusion
POPULATION TRENDS - THE BIG GETTING BIGGER
The Western Cape is second only to Gauteng in terms of population growth
and has grown by over a third since the turn of the century.
Census 2001 Census 2011 Mid Year 2014 2001-2014
9 388 854
12 272 263
12 914 800
Gauteng
38%
4 524 335
5 822 734
6 116 300
Western Cape
35%
3 365 554
4 039 939
4 229 300
Mpumalanga
26%
2 984 098
3 509 953
3 676 300
North West
23%
991 919
1 145 861
1 166 700
Northern Cape
18%
4 995 462
5 404 868
5 630 500
Limpopo
13%
9 584 129
10 267 300
10 694 400
KwaZulu- Natal
12%
6 278 651
6 562 053
6 786 900
Eastern Cape
8%
2 706 775
2 745 590
2 786 800
Free State
3%
44 819 778
51 770 560
54 002 000
South Africa
20%
Source: Stats SA. Census and 2014 Mid Year Pop update
POPULATION TRENDS HOORAY! NO MORE BLACK & WHITE, NOW FULL COLOUR
Source: Stats SA. Census and 2014 Mid Year Pop update
4
HOUSEHOLD INCOME: By Province 2011
R 13,020
R 11,955
R 7,181
GAU
Source: Census 2011
W CAPE
N CAPE
R 6,921
KZN
R 6,467
MPU
R 6,276
FS
R 5,830
N WEST
R 5,378
E CAPE
R 4,737
LIM
MARKET TRENDS & INSIGHTS
United Stations conducted desk research into the listenership of
Heart FM and competetive stations in Cape Town and surrounds.
These are the areas that are covered:
This analysis is based on AMPS 2013 (All Media & Products Survey), which is the largest
ongoing non-government random probability sample in South Africa. The annual sample
of 25,000 respondents costs in excess of R38M to conduct. The sample is more robust
than the Quarterly Radio Diaries, is based on Face-2-Face collection, and contains far
richer data in terms of Products & Brands, All Media, Mindsets, Activities , Lifestyle and
much more.
CAPE METROPOLE = HEARTLAND
ADULT POPULATION TREND : Western Cape
Millions
5
4.4
4
3.6
3.2
3
2
2009
2011
2013
ADULT POPULATION TREND: Cape Town Metropole
Millions
4
If product sales/ listenership has not grown 28% over this
period, you are not keeping pace with population growth
3.1
3
2.5
2.3
5YR
CHANGE
+28%
2
2009
2011
2013
AVG. HOUSEHOLD INCOME : Cape Town Metropole
Rands Per Month
R 15,000
R 12,447
R 10,000
R 10,025
R 9,279
R 5,000
2009
2011
2013
ETHNIC GROUP TREND: Cape Town Metropole
Percent
100%
80%
60%
INDIAN
BLACK
WHITE
1
2
24
27
25
24
1
38
18
40%
20%
0%
50
47
43
2011
2013
COLOURED
2009
STATION LISTENERSHIP TRENDS: Cape Town
Metropole
2009
2011
2013
2,387
2,525
3,051
Cape Talk
150
128
116
KFM
787
756
772
Good Hope
721
748
737
Heart FM
682
680
798
Total Pop
Source: AMPS P4W
000's
STATION RANKING: Cape Town Metropole
STATION
2009
2011
2013
Cape Talk
4
4
4
KFM
1
1
2
Good Hope
2
2
3
Heart FM
3
3
1
The Number 1 Station in Cape Town
Source: AMPS P4W
Quick, name the second biggest city
In the Western Cape?
Ha Ha, Trick Question.
Cape Town is the ONLY City in the Western Cape!
STRATEGY:
It is key for YOU to understand TWO
things today:
1. Heart FM is the
Biggest Radio station
in Cape Town
AND
2. Cape Town IS
The Western Cape
KEY
Source: AMPS HH Income
REGION
%
HEARTLAND
71%
WINELANDS
15%
WASTELAND
14%
CAPE TOWN SHARE OF W CAPE INCOME
Total Households
Average HH Income
Total WC
Cape Town
Metropole
Rest of WC
Households (000)
1,628
1,121
507
Households Share
100%
69%
31%
Rands Per Month
R 10,485
R11,741 (+52%)
R 7,709
100%
77%
23%
Money Share
Source: AMPS 2013
Broadcast TV – Misses Your Market
HOUSEHOLDS
TOTAL
REST OF
SA
GA, WC,
DUR
Total HH's 000's
14,978
8,478
6,500
100%
57%
43%
100%
54%
46%
Percent
TV STATION PROFILE
ALL TV Past & Days
+15%
INCOME PROFILE
Average HH Income
Rands per Month
Share of Income
HH's x Avg Inc
Source: AMPS 2013
R 9,365
R 6,403
R 13,288
100%
39%
61%
+108%
RatingsRatings
Must Match
Sales!Match Sales
Must
THE GOLDEN TRAINGLE (GP, WC, DUR) accounts for 61% of income.
65
PERCENT
60
THINK!
evolve
If the majority of your sales
are in Poffader or Piet Retief
Broadcast TV is Perfect!
Use
regional Radio
to Up-Weight
55
+15%
50
45
40
61
46
43
35
SA HOUSEHOLDS
Source : AMPS 2013
TV P7 DAYS
INCOME SHARE
Only Reach the Heart of Cape Town
% of Listeners in CT Metropole
96%
Only Reach the Heart of Cape Town
% of Listeners in CT Metropole
96%
Only Reach the Heart of Cape Town
% of Listeners in CT Metropole
78%
Only Reach the Heart of Cape Town
% of Listeners in CT Metropole
59%
STATION CPT: Cape Town Metropole
TOTAL Heart
FM
UWFM Good
Hope
FM
RSG
KFM
Metro
FM
5FM
Reach
559
658
543
263
546
296
232
CPT
R37
R41
R48
R165
R171
R350
R420
Source: RAMS 2014.1
STATION CPT: Weighted to Cape Town Metropole
Total
Heart Umhlobo Good
104.9 Wenene Hope
FM
FM
FM
Reach 559
CPT R 37
Weighted R 36
Source: RAMS 2014.1
658
543
R 41
R6
R 48
R 37
RSG
94.5
KFM
Metro
FM
5FM
263
546
296
232
R 165 R 171 R 350 R 420
R 21 R 101 R 21 R 55
AUDIENCE BUILD & AFFINITY Cape Town Metropole
Listeners 000’s
900
56
800
52
700
42
Heart
KFM
Good Hope
600
500
449
400
398
300
311
YESTERDAY
Source: AMPS 2013
798
772
859
828
800
737
The audience loyalty is measured by the
difference between the YEST & P7D
audience as well as this to P4W.
Of these the YEST / P7D Ratio is the most
important and will affect station
frequency delivery. These are shown for
each station
PAST 7 DAYS
PAST 4 WEEKS
MIND MAPS
MIND MAPS
Heart FM Vs. Pop
Poverty Concern
Financial indiscretion 80 74
71Education
Loneliness
Crime
67
70
Poverty Concern:Entertainment
Family
64
60
Poverty is a major
concern,
but
one
regarding
which
meaningful
impact
Employment
Relationships
50
appears difficult to achieve.
60
33
36have26
40
Culturepoverty in SA
Religion
• Efforts to reduce
not been successful –60Agree
Education
37
30
• The value
of social
grants
should in
begetting
increased
Agree
40
Education
is the
password
to
success
a job– and
earning more
money. It is
Branding
20opportunities for the poor
59 Innovation
•being
Notseen
enough
is
being
done
to
provide
–
True
in South Africa as
40 a human right.
10
• People Gender
who believe
everyone is entitled to free basic education
- Si
Roles that41
59 Language
0
• You can't get a decent job anymore without spending money & effort to improve
42
58 Environment
Sport- True
your qualifications
• To be successful you need42to be well educated - True
58 Ubuntu
Materialism
44
• Everyone should be able to read & write - Agree
57
45
Tradition
Xenophobia
48
57
48
49 52 53
Status
Patriotism
Community
Population
Source: ConsumerScope based on AMPS 2013
55
Advertising
Information
Technology
Health
Shopping
Heart FM
MIND SETS
Heart listeners are more
concerned, passionate and
caring.
Especially about poverty,
education, crime and
family.
Poverty Concern
Education
Crime
Family
Relationships
Religion
Innovation
Language
Environment
Ubuntu
Advertising
Information
Technology
Health
Shopping
Community
Patriotism
Status
Xenophobia
Tradition
Materialism
Sport
Gender Roles
Branding
Culture
Employment
Entertainment
Loneliness
Financial indiscretion
TOP RANKED
Total
Heart
104.9 FM
Good
94.5 KFM
Hope FM
49
49
49
49
49
49
49
49
49
49
49
49
49
49
49
49
49
49
49
49
49
49
49
49
49
49
49
49
49
74
71
67
64
60
60
59
59
58
58
57
57
55
53
52
49
48
48
45
44
42
42
41
40
40
37
36
33
26
67
65
60
61
57
58
58
57
50
57
53
53
53
47
51
49
47
50
41
40
42
45
43
38
39
40
39
36
29
65
66
61
62
58
56
54
58
55
58
49
48
55
48
50
49
50
47
44
44
39
46
41
37
44
41
38
33
30
21
4
7
The Consumer Onion
This 9 layered “inner outer”
segmentation forms the core of
ConsumerScope.
Over 500 graphs and 3,000
pictures cover every aspect
of your consumers lives.
This will give you deep insights
into what your consumers think,
drink, drive, do to survive, and
much more.
The communications or media
ring contains all the information
required to promote your brand
to your market.
MIND
Poverty Concern
Education
Crime
Family
BODY
Listener Archetype
Relationships
Religion
Coloured
Afrikaans HOME
Urban
Sink
TRANS
Literate
Water
DVD
Toilet
PORT
1 Vehicle
Own Veh WORK
Unemployed
Work FT MONEY
Housewife R8,000+
ATM
COMS
Bank Acc
Radio
Savings AccLocal PaperSHOPPING
Pick ‘n Pay
SABC 3
Shoprite SPORT &
Bus Shelter
Checkers LEISURE
SABC 2
Jive
Never Out SA
Never Flown Out SA
Have Braai
Cinema
Conclusion:
1. Heart is Cape Town’s Top
2. Cape Town = WC
77% Money, Golden Triangle up-weight
3. Do you want to…
Save Budget, Lower CPT, Eliminate Wastage, Increase
ROI
4. Find it in your
So Let’s Talk……..
35