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DUST TO DIAMONDS. Walking the Path to Prosperity With Customers. Today’s Journey. 1. SA and the World 5 mins. 2. The Changing Landscape (Macro & Mind) 30 mins. 3. Food Profiles 10 mins

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DUST TO DIAMONDS

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Dust to diamonds

DUST TO DIAMONDS

Walking the

Path to Prosperity

With Customers


Today s journey

Today’s Journey

1. SA and the World 5 mins

2. The Changing Landscape (Macro & Mind) 30 mins

3. Food Profiles 10 mins

Journey with consumers as their diet changes


World population

6,7 Billion

World Population

850M Hungry


Dust to diamonds

World Population

2000 to 2050

6,1 Billion

9,3 Billion

1

2

3

4

5

6

7

8

9

10

94 South Africa

55 Russia

115 India

102 Indonesia

20 Italy

162 Sierra Leone

69 Brazil

143 Zambia

39 Czech.

3 Canada

Total Population Grows from

TO

2000

2050


Dust to diamonds

World Population

2000 to 2050

Developed

1.2 Billion

1

2

3

4

5

6

7

8

9

10

94 South Africa

55 Russia

115 India

102 Indonesia

20 Italy

162 Sierra Leone

69 Brazil

143 Zambia

39 Czech.

3 Canada

Developed world’s population stays at


Dust to diamonds

World Population

2000 to 2050

4.9 billion

TO

8.2 billion

1

2

3

4

5

6

7

8

9

10

94 South Africa

55 Russia

115 India

102 Indonesia

20 Italy

162 Sierra Leone

69 Brazil

143 Zambia

39 Czech.

3 Canada

THE POPULATION OF THE LESS DEVELOPED REGIONS GROWS FROM

2000

2050


Dust to diamonds

LSM 1

LSM 2

LSM 3

LSM 5

LSM 6

LSM 7

LSM 8

LSM 9

LSM 4

LSM10

1

2

3

4

5

6

7

8

9

10

81 Sri Lanka

87 China

88 Jordan

89 Tunisia

94 SA

95 El Salvador

96 Samoa

50 Latvia

51 Mexico

52 Panama

55 Russia

56 Malaysia

57 Bulgaria

61 Venezuela

62 Colombia

113 Swaziland

114 Botswana

115 India

117 Zimbabwe

119 Ghana

120 Lesotho

123 Kenya

127 Pakistan

100 Algeria

101 Vietnam

102 Indonesia

104 Bolivia

105 Egypt

106 Nicaragua

108 Guatemala

111 Namibia

17 Germany

18 Ireland

20 Italy

21 Spain

22 Israel

23 Greece

26 Singapore

27 Korea

145 Senegal

146 Angola

151 Malawi

152 Rwanda

157 Mozambique

158 Ethiopia

160 Burundi

162 Sierra Leone

65 Lebanon

66 Thailand

68 Saudi Arabia

69 Brazil

70 Philippines

74 Ukraine

76 Jamaica

80 Paraguay

129 Nepal

132 Bangladesh

133 Yemen

136 Nigeria

139 Mauritania

141 Uganda

143 Zambia

144 Côte d’Ivoir

34 Argentina

35 Slovakia

36 Hungary

3 Poland

39 Chile

43 Kuwait

47 Lithuania

46 Croatia

1 Norway

2 Australia

3 Canada

4 Sweden

6 USA

9 Japan

11 Switzerland

14 UK


Dust to diamonds

Living Standards Measure

1. Hot running water 2. Fridge/freezer 3. Microwave oven 4. Flush toilet in house or on plot 5. VCR in household 6. Vacuum cleaner/floor polisher 7. Have a washing machine 8. Have a computer at home 9. Have an electric stove 10. Have TV set (s) 11. Have a tumble dryer 12. Have a Telkom telephone 13. Hi-fi or music centre 14. Built-in kitchen sink 15. Home security service

16. Have a deep freeze 17. Water in home or on stand 18. Have MNet and/or DStv 19. Have a dishwasher 20. Metropolitan dweller 21. Have a sewing machine 22. DVD player 23. House/cluster/ town house 24. 1/more motor vehicles 25. No domestic worker 26. No cell phone in household27. 1 Cell phone in household 28. None or only one radio 29. Living in a non-urban area


Dust to diamonds

Lifestyle levels

Median Monthly Household Income

National Average R2,790

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

SOURCE:AMPS 2007


Dust to diamonds

LSM 7

Total Households By Level

2007

Millions of Houses

Total 11,3m

28%

15%

26%

31%

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

LSM 2

LSM 1

LSM 6

LSM 8

LSM 3

LSM 4

LSM 5

LSM 9

LSM10

SOURCE:AMPS 2007

SOURCE:AMPS 2005


Dust to diamonds

The Consumer “Onion”


Dust to diamonds

Total South African Population

1985 - 2025

Millions

+0.2%

+0.7%

+2.3%

ACTUAL

FORECAST

2008

Based on CARE Figures


Dust to diamonds

HIV Positive Population

1985 - 2025

Millions

11.6% HIV POSITIVE

IF YOUR CUSTOMERS & STAFF ARE REPRESENTATIVE OF THE POPULATION

1 OF EVERY 9 OF YOUR

STAFF & CUSTOMERS ARE HIV POSITIVE

ACTUAL

FORECAST

2008

Based on CARE Figures


Dust to diamonds

Annual Deaths

1985 - 2025

Thousands

2011

FORECAST

ACTUAL

2008

Based on CARE Figures


Dust to diamonds

Annual Deaths

1985 - 2025

2011

ACTUAL

FORECAST

2007


Dust to diamonds

Woman’s Vote


Dust to diamonds

South African Population

Gender

FEMALE

25.1M

51.6%

23.5M

48.4%

MALE

Based on CARE Figures


Dust to diamonds

Average Monthly Cell Expenditure

Malevs. Female

Rands per Month

FEMALE

MALE

SOURCE:AMPS 2005

SOURCE:AMPS 2007


Dust to diamonds

CHANGE BAROMETER

3.2

GENDER EQUALITY

1 2 3 4

FutureFact 2006


Dust to diamonds

CHANGE BAROMETER

1.9

STANDARD OF TAXI DRIVING

1 2 3 4

FutureFact 2006


Dust to diamonds

South African Population

Community Size

39%

61%

RURAL

URBAN

Based on CARE Figures


Dust to diamonds

South African Population Age Pyramid

1985

FEMALE

MALE

1.9M 60+

6%

40% CHILDREN

0-14

2,500,000 200,000 1,500,000 1,000,000 500,000

Based on CARE Figures


Dust to diamonds

South African Population Age Pyramid

2008

FEMALE

MALE

3.5M 60+

7%

(+86%UP ON ‘85)

31% CHILDREN

0-14

3,000,000 2,500,000 200,000 1,500,000 1,000,000 500,000

Based on CARE Figures


Dust to diamonds

South African Population Age Pyramid

2025

FEMALE

MALE

5.4M 60+

10%

(+56%UP ON ‘07)

28% CHILDREN

0-14

3,000,000 2,500,000 200,000 1,500,000 1,000,000 500,000

Based on CARE Figures


Dust to diamonds

HOUSEHOLDS

BY INCOME GROUP

MILLIONS

30%

24%

21%

13%

10%

2%

MONTHLY HH INCOME GROUP

SOURCE:AMPS 2007

SOURCE:AMPS 2005


Dust to diamonds

National Median R3,029

Customer Journey’s

EVERYONE DREAMS OF THE SUMMIT, VERY FEW MAKE IT

MEDIAN RANDS PER MONTH

MONTHLY HH INCOME GROUP

SOURCE:AMPS 2007

SOURCE:AMPS 2005


Dust to diamonds

National Average 45%

LSM 7

Population Variance

1. Plan to get a job next year

Percent

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

LSM 2

LSM 1

LSM 6

LSM 8

LSM 3

LSM 4

LSM 5

LSM 9

LSM10

SOURCE:FF 2006


Dust to diamonds

South African Population

Employment

12m

10m

9m

SOURCE: AMPS 2007


Dust to diamonds

South African Population

Employment


Dust to diamonds

National Average 14%

Population Variance

3. Not at all well of

(compared to other SA households)

Percent

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

SOURCE:FF 2006


Dust to diamonds

National Average 69%

Population Variance

8. In most ways my life is close to Ideal

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

SOURCE:FF 2006


Dust to diamonds

National Average 52%

Population Variance

9. Have dreams, but feel I’ll never achieve them

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

SOURCE:FF 2006


Dust to diamonds

National Average 62%

Population Variance

10. Complete Confidence in South Africa

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

SOURCE:FF 2006


Dust to diamonds

National Average 79%

Black Population Commonality

7. Complete Confidence in South Africa

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

SOURCE:FF 2006


Dust to diamonds

Population Commonality*

1. Men and Women who do the same job

should earn the same salary

National Average 85%

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

*over 55% incidence, (variance below 15 x % agree)

SOURCE:FF 2006


Dust to diamonds

Population Commonality*

2. Black and White need each other to

survive and prosper

National Average 84%

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

*over 55% incidence, (variance below 15 x % agree)

SOURCE:FF 2006


Dust to diamonds

Population Commonality*

3. With the same education an opportunities

black people are just as competent as whites

National Average 83%

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

*over 55% incidence, (variance below 15 x % agree)

SOURCE:FF 2006


Dust to diamonds

National Average 75%

Population Commonality*

6. Prefer a company that focuses on customers

rather than product innovation

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

*over 55% incidence, (variance below 15 x % agree)

SOURCE:FF 2006


Dust to diamonds

National Average 72%

Population Commonality*

7. Afraid and alert all the time in case

I become a victim of crime

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

*over 55% incidence, (variance below 15 x % agree)

SOURCE:FF 2006


Dust to diamonds

Chances of it happening to You this year

1 in 7

1 in 6

1 in 6

1 in 5

1 in 5

1 in 4

Victim of Crime

Past 12 months

Percentage

National Average 17%

MONTHLY HOUSEHOLD INCOME

SOURCE:AMPS 2005

SOURCE:AMPS 2007


Dust to diamonds

The Macro Environment

BAD NEWS

- AIDS

- CRIME

- UNEMPLOYMENT

GOOD NEWS

- BETTER LIFE FOR ALL


Dust to diamonds

A Better Life For All


Dust to diamonds

13 Year Trends

Durables in household

1994 vs. 2007

Percentage

Microwave

Electric Stove

Fridge

TV Set

SOURCE:AMPS


Number of households lsm s 2004 vs 2007

LSM 1

LSM 2

LSM 3

LSM 4

LSM 5

LSM 6

LSM 7

LSM 8

LSM 9

LSM10

NUMBER OF HOUSEHOLDSLSM’S 2004 VS. 2007

Thousands

Source : AMPS 2004 and 2005


Dust to diamonds

LSM 7

Total Households By Level

2006 vs. 2007

Millions

Total 11m

28%

29%

14%

29%

26%

31%

15%

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

LSM 2

LSM 1

LSM 6

LSM 8

LSM 3

LSM 4

LSM 5

LSM 9

LSM10

SOURCE:AMPS 2005


Dust to diamonds

LSM 7

Total TV Households By Level

2007

Millions

Total 8.8M

31%

11%

39%

19%

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

LSM 2

LSM 1

LSM 6

LSM 8

LSM 3

LSM 4

LSM 5

LSM 9

LSM10

SOURCE:AMPS 2007


Dust to diamonds

Increasing Living Standards Forecast


Dust to diamonds

People vs. Income

Percentage

MONTHLY HOUSEHOLD INCOME

SOURCE:AMPS 2005

SOURCE:CONSUMER SCOPEbased on AMPS 2007


Dust to diamonds

12% of people have

47% of the money

54% of people

have

13% of the money

People vs. Income

Percentage

MONTHLY HOUSEHOLD INCOME

SOURCE:AMPS 2005

SOURCE:CONSUMER SCOPEbased on AMPS 2007


Dust to diamonds

National Incidence 54%

LSM 7

Fresh Milk Past 7 Days

Purchaser Incidence

Total 16.1M Purchasers

Percentage

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

LSM 2

LSM 1

LSM 6

LSM 8

LSM 3

LSM 4

LSM 5

LSM 9

LSM10

SOURCE: AMPS 2003

SOURCE:AMPS 2005


Dust to diamonds

Fresh Milk Past 7 Days

Purchaser Profile

Percentage

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

SOURCE: AMPS 2003


Dust to diamonds

Fresh Milk Past 7 Days

Heavy (7+) Purchaser Profile

Percentage

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

SOURCE: AMPS 2003


Dust to diamonds

National Incidence 63%

Chicken Past 4 weeks

Purchaser Incidence

Total 18.8M Purchasers

Percentage

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

SOURCE: AMPS 2003


Dust to diamonds

Chicken Past 4 weeks

Purchaser Profile

Percentage

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

SOURCE: AMPS 2003

SOURCE:AMPS 2005


Dust to diamonds

Chicken Past 4 Weeks

Heavy (5+) Purchaser Profile

Percentage

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

SOURCE: AMPS 2003


Dust to diamonds

National Incidence 57%

Fresh red meat Past 4 weeks

Purchaser Incidence

Total 18.8M Purchasers

Percentage

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

SOURCE: AMPS 2003


Dust to diamonds

Fresh red meat Past 4 weeks

Purchaser Profile

Percentage

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

SOURCE: AMPS 2003


Dust to diamonds

Fresh red meat Past 4 Weeks

Heavy (5+) Purchaser Profile

Percentage

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

SOURCE: AMPS 2003


Dust to diamonds

National Incidence 35%

LSM 7

Vienna Sausages Past 4 weeks

Consumer Incidence

Percentage

Total 10.8M consumers

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

LSM 2

LSM 1

LSM 6

LSM 8

LSM 3

LSM 4

LSM 5

LSM 9

LSM10

SOURCE: AMPS 2005


Dust to diamonds

Vienna Sausages

Consumer Profile

Percentage

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

SOURCE: AMPS 2005


Dust to diamonds

Vienna Sausages

Top 3 Brands

Percentage

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

SOURCE: AMPS 2005


Dust to diamonds

LSM1

LSM 2

LSM 3

LSM 4

LSM 6

LSM 7

LSM 8

LSM10

LSM 9

LSM 5

LSM Median of Appliances

The Journey

VCR

7.9

Iron

6.2

Geyser

7.8

PC

Laptop

9.3

Hi Fi

Music

Centre

6.1

Deep

Freeze

8.5

DVD

7.6

Dishwasher

9.5

Washing

Machine

8.2

Electric

Stove

6.6

Electricity

(Lights)

5.5

Hotplate

4.2

Vacuum

Cleaner/

Polisher

9.0

Fridge

Freezer

6.1

Swimming

Pool

9.5

Microwave

7.6

Kettle

6.5

Sewing

Machine

8.9

TV Set

6.0

Tumble

Drier

9.5

This gives us a good indication of the appliance purchase priority as living standards increase

SOURCE:AMPS 2006/ CONSUMERSCOPE


Dust to diamonds

LSM Median of Food

LSM1

LSM 2

LSM 3

LSM 4

LSM 6

LSM 7

LSM 8

LSM10

LSM 9

LSM 5

Chicken

Heavy

5.7

Chicken

Ever

4.9

Milk

5.6

Red Meat

Heavy

6.4

Red Meat

Ever

5.1

Cheese

6.6

Rice

5.1

Pasta

6.2

Mealie

Meal

4.6

Frozen

Veg

6.5

SOURCE:AMPS 2006/ CONSUMERSCOPE


Dust to diamonds

May you Grow

with your Customers


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