Final Presentation (Liz Pillay) - The Coca-Cola Company

1、Presented by:Monica Kambo Universal McCann Kenya KenyaTanzaniaUgandaKenyaCountry OverviewSource: Phrase , International Monetary fund, Kenya Economic SurveyMedia Overview - Channels & Media ReachMediumTV channels Radio channelsNewspapersMagazinesCinema screensREACH(Past Week*)56%91%43%No.1596+845+21

2、2%24%Growth of about 33% in electronic media driven by radio explosion over the last 1 year.TV and Radio are big in Kenya with penetration growing daily.Cinema still growing however currently more of retail networking happening there than movie watching.High incidence of Mobile telephony with expect

3、ed growth due to entry of the 2 new networks. Source: Steadman and Assoc. KARFMedia Overview at a Glance.Radio is key medium of choice for advertisers due to a low production cost, low costs of flighting, immediacy and regional flexibility. Print is losing ground due to its high insertion cost and s

4、tagnant circulation figures.Television numbers growing (reach, penetration & ad spend), key is to dominate the media to try and rise above the clutter in the Kenyan advertising market. Local productions on the rise which has increased viewership in certain timeslots.OOH media being forced to innovat

5、e to be able to drive growth. The rise of digital media (internet & SMS) cited due to growth in Cellular usage.Changes in Market on ResearchKey changes in research market in the past 2 years:Millward Brown expand its footprint in Africa by opening offices in Kenya & GhanaSynovate buy off SteadmanRes

6、earch International merged with TNS Living Standard MeasuresHow big is affluence in Kenya?The Initial KARF survey established that the LSMs are distributed as follows:A: 2% C1:9% C2:19% E:35% D:32% B:3% Source: KARF DataLSM: by Rural/UrbanSource: KARF DataKenya Advertisers Research Foundation (KARF)

7、 Last Survey ReleasedType of InterviewSample SizeScope of Survey(Universe)Media CoveredBrands coveredSurvey FundingCost of SurveyNext SurveySeptember / October 20076003 Adults, aged 15+Urban and Rural KenyaPrint / Internet / Broadcast / outdoorMost Products CategoriesIndustry Funding: Advertisers/Ag

8、enciesJuly 2009TanzaniaCountry OverviewSource: Phrase , , AMPs, BOSMedia Overview - Channels & Media ReachMediumTV channels Radio channelsNewspapersREACH(Past Week*)52%92%39%No.154715There about 5 big players on national TV with smaller regional players in the scene causing clutter.Radio has over 60

9、 stations, planning regionally important however partnerships are key to drive ROI.Poor quality in Print reproduction has caused a preference for electronic & OOH media.Digital media is also growing however they key players partner with the Cellular companies and are not fully independent. Internet

10、ads have still not penetrated the digital sceneHigh incidence of Mobile telephony at about 8.8mio subscribers.Source: Steadman and Assoc. AMPS Media OverviewTV penetration still growing currently at 52% across the country, 89% of the viewership is urban areas with Dar having the highest penetration

11、(97%).Lower percentage in the rural areas due to lower electrification rate and purchasing power dissimilarity to the urban areas.Main Broadcast language is Swahili with a mix of English on Radio The poor quality of reproduction and newsprint has driven preference for OOH and electronic media. Few M

12、agazine titles which are inconsistent with regards to production and timelines. OOH highly cluttered as with all East Africa markets. Main players in the market are regional e.g. INM, Alliance and A1.Tanzania AMPS (TAMPS) Last Survey ReleasedType of InterviewSample SizeScope of Survey(Universe)Media

13、 CoveredBrands coveredSurvey FundingCost of SurveyNext SurveyJuly/ August 20084972 Adults, aged 15+Urban and Rural TanzaniaPrint / Internet / Broadcast / outdoorMost Products CategoriesSelf FundingSeptember 2009UgandaCountry OverviewSource: Phrase , , AMPs, UBOSMedia Overview - Channels & Media Reac

14、hMediumTV channels Radio channelsNewspapersREACH(Past Week*)21%94%31%No.15120+10Source: Steadman and Assoc. AMPS Market has over 120 operational radio stations with about 144 licenses have been issued.Radio has maintained a considerable share of revenue even with the growth of TV. This has been driv

15、en by the vibrant mobile telephony /communication sector. Print is getting less spend while outdoor continues to grow at a considerable rate.Cellphone usage has increased to about 9m subscribers Media OverviewTV penetration lower than other 2 East African markets currently at 21%, 83% of the viewers

16、hip is urban areas specifically in Kampala.Growth in reality shows as well as brand creating their own programming e.g. Celtel Africa challenge, Idols and the Apprentice.There has been no major development within the radio industry over the last year, Most players still run of the mill.Due to the ne

17、w telecommunication entrants and unavailability of airtime the most radio stations have rejected time band blocking and recommended brands to own hourly segments instead.Poor Repro has been the order of the day. The 2 big players have however heeded step change and are now using a new printing press

18、.Launch of new gloss magazines a thing to watch out for, they are predominately female titles.Uganda AMPS (UAMPS) Last Survey ReleasedType of InterviewSample SizeScope of Survey(Universe)Media CoveredBrands coveredSurvey FundingCost of SurveyNext SurveySept/ Oct 20084972 Adults, aged 15+Urban and Ru

19、ral UgandaPrint / Internet / Broadcast / outdoorMost Products CategoriesSelf FundingSeptember 2009Presented by:Liz Pillay Starcom Worldwide SA NamibiaSenegalGhanaZimbabweNamibiaInformation supplied by:Country OverviewMedia Overview - Channels & Media Reach2007REACH(Past Week*)Medium1 316 405TV chann

20、els 1 513 450Radio channels665 317Newspapers1 071 355MagazinesN/ACinema screensREACH(Past Week*)1 316 4051 513 450665 3171 071 355N/ANo.100+2712805No.100+24980+5REACH(Past Week*)No.Not yet available August 200920082009Media OverviewVery little change in the local media market.Other Pay TV services g

21、ained some momentum with the advent of G-TV, however with the sudden demise of the company in Africa, Free to air TV gained and to a lesser extent DStvTV has come more to the fore with Namibian companies with the likes of Trustco signing deals with CNBC.Very little changes in printed media with a fe

22、w local magazines and lesser known newspapers closing down.MediaMetricsTM Includes Radio and Consumer diariesLast Survey ReleasedType of InterviewSample SizeScope of Survey(Universe)Media CoveredBrands coveredSurvey FundingCost of SurveyNext SurveyAugust 20082400 Adults, aged 15+13 regions, Urban an

23、d RuralPrint / Internet / Broadcast / RadioMost Products CategoriesSelf Funding: Media Owners / ClientsUSD 100,000 paData to be released August 2009Changes in Research MarketResearch market stable3 main research houses with smaller consultants in the marketVision Africa Research ServicesSurvey Wareh

24、ouseBusiness Intelligence AfricaCorporate companies mainly responsible for majority of research workMarket SegmentationSngalInformation supplied by: Ocan Ogilvy SngalCountry OverviewMedia Overview - Channels & Media Reach*Newspapers and magazines have not been differentiated*No study exists in the c

25、inema MediumTV channels Radio channelsPrint*REACH(Past Week*)92,5%93,6%N/AN/AInternetREACH(Past Week*)91,5%88%53,1%30,5%REACH(Past Week*)98,5%95,4%58,5%N/A200720082009Media OverviewThe Senegalese audiovisual landscape is very dynamic. Between 2006 and 2009, the number of private channels has increas

26、ed from 1 to 5, in addition to the number one public channel RTS1. Consumption patterns have also varied, with a predominance to foreign soaps or sports.All Media Survey Last Survey ReleasedType of InterviewSample SizeScope of Survey(Universe)Media CoveredBrands coveredSurvey FundingCost of SurveyNe

27、xt SurveyMay 20091346 Adults, aged 15+, Face to faceDakar, Pikine, RufisquePrint / TV / RadioNoneSelf Funding: Private agency300 000 FCFA paTBCMarket Segmentation / DakarUrban/RuralGhanaInformation supplied by:Lintas - GhanaCountry OverviewLiving Standard Measure LSM DistributionMedia ChannelsREACHM

28、EDIA NO83%TV channels 9 99%Radio channels 13660%Newspapers3525%Magazines1069%Outdoor 8Source: Steadman & AssociatesCinema screens 54%*Innovations (SMS & Internet)PRIVATE/GOVERNMENTOWNERSHIPCOVERAGE45%PRIVATEPRIVATE/GOVERNMENT/COMMUNITY/EDU INSTITUTIONSPRIVATEGOVERNMENTPRIVATEPRIVATEPRIVATENATIONAL N

29、ATIONALNATIONALNATIONALREGIONAL CAPITALSREGIONAL CAPITALSNATIONALLast Survey ReleasedType of InterviewSample SizeScope of Survey(Universe)Media CoveredBrands coveredSurvey FundingCost of SurveyNext SurveyMay 20083000 Adults, aged 15+, Face to Face Pen & Paper interviewsUrban and Rural Population 5 0

30、00+Print / Internet / Broadcast / RadioMost Products CategoriesSelf FundingTBCAll Media Survey PrintThis medium has seen less usage from advertisers lately. Periods that we see dramatic increase in usage are promotions, new theme campaigns and event sponsorships. Strip banner advertising is tactical

31、ly used to remind the target market of special products.RadioRadio is a major vehicle for promotional campaigns for most products. Types:Program sponsorship: Talk shows and Sports.Sponsorship of events and live broadcasts: Soccer matches.Spot buying for promotions and theme advertisingGeneral Usage

32、of MediaTelevisionMedium is very vibrant with new and innovative programs being introduced.All major advertisers in the industry are active on TV as this creates a “BIG BRAND” feel. Sponsorships and Spot Buying are common. OutdoorThere is a serious street battle for visibility among advertisers. Con

33、ventional formats are commonly used by all advertisers. Clutter is a major problem. Wall branding has gained prominence and the battle for space is rife. Most street poles in busy suburbs have been utilised. The impact of this medium cannot be overlooked as it reinforces television messages and prov

34、ides daily continuity of exposure and contact. The use of Vehicle Branding is limited to short term campaigns, launches and promotions.General Usage of Media Cont.ZimbabweInformation supplied by: Research International for Zimbabwe Advertising Research FoundationCountry OverviewMedia Overview - Chan

35、nels & Media ReachREACH(Past Week*)Medium74%TV channels 77%Radio channels34%Newspapers20%Magazines8%*Cinema screensREACH(Past Week*)68%81%28%10%7%*No.142652No.15193220072008REACH(Past Week*)68%81%28%10%7%*No.1519322009Media OverviewTelevisionZTV and DVDs/VCDs viewership have reduced while Satellite

36、TV viewership enjoyed an increase over a 12 month period(free to air decoders )Peak TV Times - Although TV viewership has dropped, peak viewership times on ZTV remain between 18h30 and 21h30 with the highest number of viewers being recorded between 20h00 and 20h30 (Main news time)Radio ListenershipP

37、ast day listenership of local radio stations decreased considerably across most of the radio stations except National FM which remained stagnantMedia OverviewNewspapersDaily Newspapers - Readership of daily newspapers have declined, with both The Herald and The Chronicle recording reduced readership

38、. However, The Herald still remains the most widely read daily paper among the urban residents. Business Weeklies - Financial Gazette recorded a slight increase in readership levels while that of Zimbabwe Independent has dropped slightly.Other Media All other media realized decreased patronage or vi

39、sibility, except for internet which remained stagnant over a 12-month periodZimbabwe All Media & Products Survey (Zamps) Last Survey ReleasedType of InterviewSample SizeScope of Survey(Universe)Media CoveredBrands coveredSurvey FundingCost of SurveyNext SurveyQuarter 4 20082008 Adults, aged 15+Urban

40、 Zimbabwe Print / Internet / Broadcast / RadioMost Products CategoriesSelf Funding: Media Owners / ClientsUSD$15 0004TH Quarter 2009THANK YOUSouth AfricaInformation supplied by: SAARFCountry OverviewBasic Country StatisticsPopulation 200831 305 000 adults 16+-BMRGDP growth rate in 2007/83.1%-BMR% li

41、ving below poverty line48%-BMRFunctional Literacy in Adults over 16yrs89%-AMPS 2008B% of population below 16yrs 33.1%-BMRNo.of Working Televisions (HH filter)11 556 000-AMPS 2008BNo. of Radio (HH filter)13 602 000-AMPS 2008BNo. of Languages11 officialCurrent Political EnvironmentCurrent PresidentJac

42、ob ZumaRuling PartyANCNo. Of Cell Phones(own,rent,use)16+(Pop filter)21 244 000 -AMPS 2008BNo. Of Landlines at home (HH filter)2 032 000-AMPS 2008BMedia Overview - Channels & Media ReachMedium48 25 931 000TV channels (past 7 days) 29 081 000Radio channels (past 7 days) 14 572 000Any AMPSNewspapers (

43、past 6 months) 12 239 000Any AMPS Magazines (past 6 months) 559 000Cinema (past 7 days) 26 214 00029 467 00015 222 00012 537 000453 000146501392REACHNo.measured57168511472Currently in field200720082009REACHNo.measuredMedia OverviewMedia fragmentationGrowth in readershipCommunity media upliftment MDDA fundingCommunity T