Black Money

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Black money in South Africa - 2007

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  • Black Money

    1. 1. Black Money Insights from Soweto
    2. 2. What is black money? Similar to “Pink Profits”
    3. 3. Pink Profits [SOURCE: TRENDWATCHING.COM]
    4. 4. & advertising
    5. 5. Creating an option… that appeals to their lifestyle
    6. 6. Black money creates… <ul><li>a sense of belonging </li></ul><ul><li>reliable, honest & trustworthy relationships </li></ul><ul><li>an investment in our future </li></ul><ul><li>a home away from home </li></ul>
    7. 7. Key Questions to uncovering black money opportunities…
    8. 8. Soweto Taxi Rank – right space?
    9. 11. Who’s playing in this space?
    10. 12. Is this a relevant insight?
    11. 13. My style?
    12. 14. Jabulani Mall
    13. 15. Capitec Bank <ul><li>Earnings increase </li></ul><ul><li>Migration of micro-loan clients to full-service banking & longer term loans </li></ul><ul><li>Low-cost banking for mass market consumers </li></ul><ul><li>Transactional banking product is cheaper than Mzansi </li></ul><ul><li>1m+ attracted without ATL advertising </li></ul>
    14. 16. My hangout?
    15. 17. Is this a Black Money Bank?
    16. 18. What inspires me?
    17. 19. I am the nouveau niche !
    18. 20. NOUVEAU NICHE ? [SOURCE: TRENDWATCHING.COM]
    19. 21. Nouveau niche is about… <ul><li>individualisation </li></ul><ul><li>transparency </li></ul><ul><li>new production, communication & technology </li></ul><ul><li>sharing </li></ul>
    20. 22. Where can I spend it? & how?
    21. 23. Spending… <ul><li>black ownership </li></ul><ul><li>meeting my needs </li></ul><ul><li>supporting the community </li></ul><ul><li>making a statement </li></ul>
    22. 24. It’s already started… Hola 7 & 100% Phola
    23. 26. Hola 7 from Cell C <ul><li>celebrity status - Zola </li></ul><ul><li>he knows his roots and supports them _ Soweto </li></ul><ul><li>special starter pack </li></ul><ul><li>1% of all revenue generated will go into CSI initiatives </li></ul>
    24. 27. 100% Phola
    25. 28. 100% Phola <ul><li>Phola with Redd’s = chilling out with Redd’s </li></ul><ul><li>women* in the lower income bracket </li></ul><ul><li>lifestyles of the ordinary </li></ul><ul><li>advertisers previously talked down to this demographic </li></ul>http://www.youtube.com/watch?v=2U77UzRXlw4
    26. 29. Opportunities Into the future
    27. 30. Opportunities <ul><li>to become South Africa’s Black Bank </li></ul><ul><li>building the community & positioning </li></ul><ul><li>increase in awareness & specific positioning </li></ul><ul><li>new product and service offerings </li></ul>
    28. 31. Opportunities cont. <ul><li>not always about spending power </li></ul><ul><li>lifestyle impact, may not be highly visible </li></ul><ul><li>opportunity to become first in market </li></ul><ul><li>start a revolution </li></ul>
    29. 32. Thanks!

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