This market research data and informed analysis form a solid basis on which to craft a communication strategy specifically for the township market. They provide the status of a brand against the competition in the relevant brand category. The winners are 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.Ĭustomised Kasi Star Brand reports help marketers to properly understand shoppers and the township retail environment in order to successfully build their brands. They are brands that define a common experience and are woven into the fabric of South Africa’s townships – township consumers are wholly committed to them. If a brand’s township marketing strategy is working, then it should have a good Kasi score. Ask Afrika’s Kasi Star Brands are defined by “solus usage”, which means consumers are loyal to only that specific brand within its product category. Kasi Star Brands are those that South African township consumers are most loyal to in terms of usage, irrespective of background or living standard. Nine brands were new Kasi Star Brands entrants this year: Checkers custard powder, Defy fridge/freezers and stoves, Melrose cheese spread, Gillette razors, Sunlight laundry detergents, Capitec Bank and Ava and Always female sanitary products. Kiwi shoe polish came first this year for the second year running, followed by Sunlight dishwashing liquid, Dettol liquid antiseptic, Lucky Star tinned fish, Checkers Custard Powder, Coca-Cola, Koo Baked Beans, Shoprite (retailers), Mageu Number 1 and Melrose cheese spread – the top 10 of the 30 top Kasi Star Brands that emerged from the 162 product categories measured this year. To this end, Ask Afrika conducts its annual benchmark Kasi Star Brands survey that goes to the heart of measuring marketing return on investment, and the 2019/20 winners have recently been announced. The South African township market is vast and diverse – it is essential that brand owners understand the distinct lifestyle segments within each township and that marketers are able to get a granular understanding of the nuances that lead to brand loyalty. You can customize the color scheme to meet your preferences.įinally, the above menu is also fully customizable, like any More Than Menu in the Chirps Theme Archives You can change its layout or disable it completely.

Township database south africa