Quantcast
MarkLives.com

MarkLives.com

Independent industry news for marketing, advertising & media execs

  • Home
  • Sections
    • Adland
    • #CoronavirusSA
    • Media
    • Marketing
    • S’HOT
    • Tech
    • Archive
  • Columns
    • #AdChamps – Kyle & Morgan
    • #AgencyLeaders – Most Admired Poll
    • Accountant in Adland – Siwe Lawrence
    • Big Q – MarkLives Panel
    • Campaigns – MarkLives
    • Circulation Data – ABC Analysis
    • Clicks ‘n Tricks – Charlie Stewart
    • #CoronavirusSA – Special Section
    • Curiosity – Marguerite Coetzee
    • #CustomerFirst – Craig Hannabus
    • Dear Radio – Paulo Dias
    • Extracts — Books & research
    • Fair Exchange – Erna George
    • Hard Relate – David Alves
    • Herding Words – Wendy Shepherd
    • Hermaneutics – Herman Manson
    • Masterclass Notes – Johanna McDowell
    • Media Redefined – Martin MacGregor
    • Mission – Tom Fels
    • Motive – By Invitation Only
    • #NotSoOrdinary – Taazima Kala-Essack
    • Press Pass – Carey Finn
    • Q5 – Carey Finn
    • SA TV Ratings – MarkLives
    • #TheInterlocker – Emma King
    • The Martini Shot – Bobby Amm
    • The Power Report – Megan Power
    • The Suit – Jason Harrison
    • Thinking B2B – Warren Moss
    • #Transformers Transform 2020
    • Watched – Richard Lord
    • #WritersBlock – Tiffany Markman
    • WTF?! – Leigh Tayler
    • Young, Gifted & Killing It – Veli Ngubane
    • Zeitgeist of Now – Jason Stewart
  • Find an Agency
    • Shortlist & Compare Agencies
    • List your Agency
    • List as Agency Supplier/Service
    • Register as a Marketer
    • Company News Feed
    • Upgrade to Ramify Premium
    • RamifyPRO
    • Add Premium to Cart
  • Data
    • Agency Revenue Rankings 2020
    • Agency Salary Survey
    • Biggest SA consumer magazines
    • Biggest newspapers in SA
    • The 50 most-valuable brands in SA
    • Top 50 SA advertisers 2016
    • SA TV Ratings – MarkLives
  • Careers
    • Advertising
    • Digital
    • Marketing
    • Media
    • Public Relations
    • View All
  • About
    • About & Contact
    • Advertise
    • Business supporters
    • Privacy Policy
    • Readership
    • Submissions
  • Partners
    • Brands & Branding
    • Brands & Branding – Profiles
    • Retailing Africa
    • Retailer/Supplier profiles
    • Ramify.biz
Market Research Wrap

Market Research Wrap: Private labels grab 21% of SA retail

  •   6 Dec 2018
  •   0
Share

by MarkLives (@marklives) Our weekly wrap of the latest market and consumer research:

  • SA private labels worth R49bn
  • 2019 media predictions
  • #1 reason for buyers talking to sales teams

Private labels continue to grow in SA

Nielsen logoPrivate label products in South Africa now equate to R49.3bn annually, commanding a 21.1% share of the South African retail sector, up from 20% in 2017 and ahead of branded product growth in the country. This is according to the latest 2018 Nielsen report, “State of Private Label in South Africa”. [Cheryl Hunter]

The private label research — products sold exclusively by a specific retailer or chain of stores, including store brands — covered 155 categories, within eight supergroups and across a range of leading local retail groups within SA.

Says Gareth Paterson, Nielsen South Africa retail lead, “Recent years have shown an upward trend in the private label category, with improving consumer perceptions around their quality and value, driven by a greater focus from retailers to develop value for money offerings resulting in increased innovation and differentiation within this space.”

Overall, the top private label category remains long-life milk, with fresh chicken in second place. One of the biggest movers has been prepared foods, which has jumped from no. 12 to the third position, in line with a big move in SA towards convenience options and the desire to reduce food-preparation times.

“We are seeing previously smaller supergroups in private label like baby care, personal care and confectionary achieving double digit growth, which is well ahead of branded product growth,” he adds.

Currently, 55% of sales come from LSM 7-10 but the growth driver in 2018 has been the middle LSMs, which have contributed approximately 30% of sales: “Lower LSMs have also shown that they are now willing to try private label within certain staple categories like maize, compared to years gone by, when trusted brands were preferred and making the switch was not an option,” says Paterson.

Looking ahead, the expectation is that private label will continue to carve out a healthy share of retail sales within the next five years, with SA poised to benefit from a growing middle class and urbanisation and increasing modern trade access.

• For more, go to Nielsen.

 

Media transformation

Kantar logoKantar has released its perspective of the major trends that will shape the media landscape for brand owners, agencies and media platforms in 2019. [Cheryl Hunter]

  • Advanced analytics and artificial intelligence (AI) will resolve the integrated online/offline return on marketing investment dilemma
  • Voice technology will break through in creative planning and the marketing mix
  • Chinese leadership in social media and social media analytics will be ‘fast-followed’ by the west
  • The emergence of the ‘branded experience network’ will transform media management in to ‘internet of everything’ management
  • Brands will start to take the portrayal of women in advertising seriously
  • Amazon will emerge from the advertising world ‘shadows’ to make the duopoly a triopoly
  • Vertical video will lead the way in creativity
  • The big screen will make a comeback, bigger and better than before
  • Attitudinal insights, combined with predictive modelling, will make programmatic buying more agile and accurate
  • Influencer marketing strategies will pivot to prioritise credibility ahead of reach
  • GDPR compliance will drive more sophistication in brand data strategies
  • Augmented reality (AR) will start to shape both the consumer journey and customer experience.
• Download the full report at Kantar (registration required).

 

The Eardley Analysis

The State of Sales 2018
LinkedIn Sales Solutions

LinkedIn Sales Solutions logoby Mark Eardley. “The influence of a strong brand increased by 37% since last year and is the No. 1 factor cited by decision makers when choosing to engage with sales.” If you’re a B2B marketer, that will be music to your ears. Strong brands trigger sales. Not only that, when companies are deciding what they’re going to buy and who they’ll buy it from, brand influence is getting even stronger.

Fairly obviously, the report goes on to say that a strong brand needs to be backed up by a strong sales team. The brand might open the ‘doors of consideration’ but once opened — and to move deals forwards — here’s what buying-decision influencers say they expect from sales people:

  • 96%: a clear understanding of their business needs, and of their role (94%)
  • 93%: sharing content that’s relevant to their role
  • 93%: providing personalised communications
  • 92%: targeting the appropriate people at their company for initial discussions

Switching from what buyers’ want to what sales professional must do, the report emphasises that winning decision-influencers’ trust is vitally important — and it’s a two-way street: “Without trust, fewer deals close. Sales professionals rank trust as the No. 1 factor in closing deals (40%) — above ROI and price — and 51% of decision makers rank trust as the top factor they desire in a salesperson.”

On the subject of closing deals, in comparison to their peers, top performers (who exceed targets by at least 25%) see a combination of sales-enabling technologies as either “very important” or “important”.

Conducted in the US, the survey covered 507 professionals who primarily work in B2B sales, plus 502 business decision-makers who have influence over B2B purchasing decisions. The report offers relevant insights for both sales and marketing, and encourages the two disciplines to collaborate more closely to achieve their shared goals. In itself, that’s a really sound idea.

Mark’s mark out of ten (is it worth reading?): 8/10
How long: 30 mins

 

“Market Research Wrap” offers readers a weekly overview and critique of the latest market and industry research.

Cheryl HunterCheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.

 

Mark EardleyMark Eardley (@mdeardley) advises B2B companies on how to govern their marketing to attract and retain profitable customers; several of his clients have grown to become market leaders. His monthly “Back2Basics” column covers how B2B companies and their agencies should manage their marketing.

— One subscription form, three newsletters: sign up now for the MarkLives newsletter, including Ramify headlines; The Interlocker, our new monthly comms-focused mailer; and Brands & Branding, launching

Share

Columns

  • #AdChamps, #AdOfTheWeek & #AdOfTheYear
    #AdChamps, #AdOfTheWeek & #AdOfTheYear
  • #AgencyLeaders – Most Admired Poll
    #AgencyLeaders – Most Admired Poll
  • #CoronavirusSA – Special Section
    #CoronavirusSA – Special Section
  • #CustomerFirst – Craig Hannabus
    #CustomerFirst – Craig Hannabus
  • #NotSoOrdinary – Taazima Kala-Essack
    #NotSoOrdinary – Taazima Kala-Essack
  • #TheInterlocker – Emma King
    #TheInterlocker – Emma King
  • #Transformers Transform 2020
    #Transformers Transform 2020
  • #WritersBlock – Tiffany Markman
    #WritersBlock – Tiffany Markman
  • An Accountant in Adland – Siwe Lawrence
    An Accountant in Adland – Siwe Lawrence
  • Big Q – MarkLives Panel
    Big Q – MarkLives Panel
  • Big Reads on MarkLives
    Big Reads on MarkLives
  • By Invitation Only – Motive
    By Invitation Only – Motive
  • Campaigns – MarkLives
    Campaigns – MarkLives
  • Circulation Data – ABC Analysis
    Circulation Data – ABC Analysis
  • Clicks ’n Tricks – Charlie Stewart
    Clicks ’n Tricks – Charlie Stewart
  • Curiosity – Marguerite Coetzee
    Curiosity – Marguerite Coetzee
  • Dear Radio – Paulo Dias
    Dear Radio – Paulo Dias
  • Extracts — Books & Research
    Extracts — Books & Research
  • Fair Exchange – Erna George
    Fair Exchange – Erna George
  • Hard Relate – David Alves
    Hard Relate – David Alves
  • Herding Words – Wendy Shepherd
    Herding Words – Wendy Shepherd
  • Hermaneutics – Herman Manson
    Hermaneutics – Herman Manson
  • Masterclass Notes – Johanna McDowell
    Masterclass Notes – Johanna McDowell
  • Media Redefined – Martin MacGregor
    Media Redefined – Martin MacGregor
  • Mission – Tom Fels
    Mission – Tom Fels
  • Press Pass – Carey Finn
    Press Pass – Carey Finn
  • Q5 – Carey Finn
    Q5 – Carey Finn
  • SA TV Ratings – MarkLives
    SA TV Ratings – MarkLives
  • Spotlight – MarkLives
    Spotlight – MarkLives
  • The Martini Shot – Bobby Amm
    The Martini Shot – Bobby Amm
  • The Power Report – Megan Power
    The Power Report – Megan Power
  • The Suit – Jason Harrison
    The Suit – Jason Harrison
  • Thinking B2B – Warren Moss
    Thinking B2B – Warren Moss
  • Watched – Richard Lord
    Watched – Richard Lord
  • WTF?! – Leigh Tayler
    WTF?! – Leigh Tayler
  • Young, Gifted & Killing It – Veli Ngubane
    Young, Gifted & Killing It – Veli Ngubane
  • Zeitgeist of Now – Jason Stewart
    Zeitgeist of Now – Jason Stewart
  • View All
  • Account Director: Video Marketing Agency
    16 Aug 2022
  • Mid – Senior Influencer Specialist: Integrated Communications Agency
    16 Aug 2022
  • Account Manager: Full-Service Agency
    12 Aug 2022
  • Digital Marketing Manager: Skincare Brand
    11 Aug 2022
  • Graphic Design & Digital Marketing Specialist
    11 Aug 2022
  • Mid-Weight Digital Art Director: Integrated Advertising Agency
    11 Aug 2022
  • Executive Creative Director: TV & Digital
    11 Aug 2022
  • Brand Manager: Hair, Wig & Accessory Brand
    11 Aug 2022
  • Communications Manager: Educational Institution
    10 Aug 2022
  • Multimedia Designer/Video Editor: International Brand
    10 Aug 2022
  • Leave a Reply

    Your email address will not be published. Required fields are marked *

    Leave a Reply Click here to cancel reply.

    No comments yet.

    Related News

    Adland, Featured AKQA logo and WPP logo

    WPP launches AKQA brand in South Africa

    1 Sep 2020
    Adland, Featured Espresso DBN logo and Avatar logo

    BREAKING: Avatar buys Espresso DBN to beef up DBN office

    7 Aug 2020
    Adland, Featured Suhana Gordhan and Duke Group logo

    BREAKING: Suhana Gordhan leaves FCB for Duke Group

    4 Aug 2020
    Facebook
    Like us on Facebook
    Twitter
    Follow us on Twitter
    Google Plus
    Add us on Google Plus
    YouTube
    Join us on YouTube
    Pinterest
    Follow us on Pinterest
    Subscribe Newsletter

    Get our round-up of top ad and media industry news every Monday and Thursday.

    Online CPD Courses Psychology Online CPD Courses Marketing analytics software Marketing analytics software for small business Business management software Business accounting software Gearbox repair company Makeup artist