Delivering Demographic and LSM Insights within a Geographic Overlay – Market Mapping Blue Prints for Performance Improvement

Market Mapping Blue Prints

2Copyright © Carpedia Consulting | 2015 All rights reserved

Carpedia Consulting is a multi-disciplinary management consultancy assisting clients with step-change per-formance improvement programs that drive significant and sustanable improvements in shareholder val-ue. Many of the challenges that Carpedia take up relate to that of market growth, competitor lock-out,

market entry strategies and execution platforms as well as new product introduction methodologies and value based pricing programmes. Carpedia Consulting has been delivering marketing insight solutions to a variety of FMCG clients in South Africa who need detailed market information within defined geographic boundaries. The methodology has found wide spread application in the USA where consumer goods marketers, oil companies and retailers will rarely make a committed marketing move without the full understanding of the geo-demo-graphics as they apply to an area.

Example: Mbombela – Geo-Spatial Analysis – Defined Demographics – LSM Insights

Marketers are now able to define geographic areas and super impose an array of detailed, accurate and insightful information to assist in decision making, benchmarking, market targeting , new product introduction and market expansion initiatives. We have FMCG clients that have developed applications that help them manage market penetration in clearly defined areas, where they compare the area demographics within retail distribution by retail store, brands positioned, competitor activity and pricing data, to manage market penetration strategy ex-ecution. Other companies are more interested in applied programs for bench marking and managing territory performance.

Case Study: United National BreweriesUNB is South Africa’s largest producer of traditional African beer, also known as sorghum beer, commanding a market share of more than 90%, selling a variety of regionally important brands. UNB’s challenges were not directed at growing market share, but rather aimed at managing territory performance. The way that UNB de-ployed Marketscope was aimed at underperforming territories and specific areas within territories, so that they could establish a bench mark and then award more realistic territory growth targets.

It stands to reason that an area like for example Mbombela, is made up of a specific population profile as far as demographics are concerned. The distribution of population, race, age groups, income levels and even LSM rat-ings would be unique, however highly comparable with other areas of roughly the same geographic spread and total population profile.

3Copyright © Carpedia Consulting | 2015 All rights reserved

Carpedia deployed Marketscope to develop a detailed market map of areas like for example Mbombela, which enabled UNB to gain specific and unique insights into the market. The specifics presented related to the follow-ing data:l Population distributionl Race distributionl Gender distribution

l Age group distributionl Income level distributionl Occupation

l Employment profilesl Living Standards Measuresl Life Stages Profiles

An overlay was created of the how the market was served as far as retail outlets were concerned, by using a segmented retailer model and plotting retailer geo-locations into the area geographic map. Combined with sales data by retailer by brand, a picture emerged which helped create a detailed market map where gaps and op-portunities became visible.

An example of an oil industry market map depicting competitive brand positioning

UNB then developed a Territory Market Mapping Blue Print for performance improvement. The blue print identi-fied under-serviced areas, weak retailer positioning, brand positioning opportunities, growth opportunities and competitor activities.

Carpedia Consulting is a company that has been working in the South African market place for over 40 years and possess a knowledge base which is as deep as it is wide. Carpedia helps clients “access” markets by conducting research, designing and developing market entry programs, up skilling sales, marketing, cus-tomer service and promotional personnel and creating systems and processes to drive growth.

Carpedia is a level 4 BB-EEE company and has 100% BB-EEE procurement recognition.

Working closely with highly proficient IT systems integrators, Carpedia creates integrated insights environments and implementation platforms to create seamless marketing and sales execution frameworks.

Carpedia Consulting (Pty) LtdPO Box 1701-Gallo Manor 20152 | Country Club Estates – Woodmead

011-258-8813 • 011-258-8511 | whess@carpedia.co.za • www.carpedia.co.za