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Nestle Bar-One_

1. The document analyzes chocolate bar consumption and internet usage patterns in South Africa. It finds that 52% of South Africans ate a chocolate bar in the past week, and 64% of internet users also ate chocolate. 2. Men aged 15-24 who are in LSM socio-economic groups 8-10 (higher income) are the most likely demographic to both use the internet and consume chocolate bars. Specifically, Bar-One chocolate bars. 3. The document recommends Nestle target their Bar-One chocolate brand's digital advertising towards men in LSM 8-10 who use the internet, as this group represents a significant portion of Bar-One's consumers and competitors threaten its market share. Focus

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Pioneering media innovation in Africa 52% OF THE TOTAL POPULATION HAVE EATEN A CHOCOLATE BAR IN THE PAST 7 DAYS Source: AMPS Jan – Dec 2013 37,214,000 Total Population 19,238,000 Eaten Chocolate Bars (P7D) 7,060,000 Eaten Chocolate Bars (P7D) & Accessed the Internet (P4W) • 11,087,000 people access the internet in the past 4 weeks (P4W), 64% of them have eaten a chocolate bar in the past 7 days (P7D).
Pioneering media innovation in Africa 3,493,000 MEN WHO HAVE ACCESSED THE INTERNET IN THE PAST 4 WEEKS HAVE EATEN A CHOCOLATE BAR IN THE PAST 7 DAYS Source: AMPS Jan – Dec 2013 8,591 10,647 5,897 5,416 4,573 3,3523,493 3,567 2,676 2,326 1,548 510 0 2,000 4,000 6,000 8,000 10,000 12,000 Men Women 15 - 24 25 - 34 35 - 49 50+ Eaten Chocolate Bars (P7D) Eaten Chocolate Bar (P7D) & Accessed the Internet (P4W) 000s • 8,591,000 men have eaten a chocolate bar in the p7d, 41% of them accessed the internet in the past 4 weeks. Chocolate bar consumption across the internet universe is by percentage skewed towards men. • The 15 – 24 age group have eaten chocolate the most in the past 7 days. • 5,897,000 of the 15 – 24 age group have eaten a chocolate bar in the past 7 days, 45% of them have accessed the internet in the past 4 weeks.
Pioneering media innovation in Africa 3,830,000 OF THE POPULATION IN LSM 8 - 10 WHO HAVE ACCESSED THE INTERNET IN THE PAST 4 WEEKS HAVE EATEN A CHOCOLATE BAR IN THE PAST 7 DAYS Source: AMPS Jan – Dec 2013 3,153 10,557 5,528 211 3,018 3,830 0 5,000 10,000 15,000 LSM (1 - 4) LSM ( 5 - 7) LSM (8 - 10) Eaten Chocolate Bars (P7D) Eaten Chocolate Bar (P7D) & Accessed the Internet (P4W) 000s • 7,060,000 of the total population who have accessed the internet in the past 4 weeks have eaten a chocolate bar in the past 7 days, 54% of them are in LSM 8 – 10. • 5,528,000 of the population in LSM 8 – 10 have eaten a chocolate bar in the past 7 days, 69% of them have accessed the internet in the past 4 weeks. • This indicates that the LSM 8 – 10 who accessed the internet past 4 weeks are the most viable segment to target as they are 89% more likely to eat a chocolate bar in the past 7 days than the total population.
Pioneering media innovation in Africa 1,934,000 MEN OF THE POPULATION IN LSM 8 - 10 WHO HAVE ACCESSED THE INTERNET IN THE PAST 4 WEEKS HAVE EATEN A CHOCOLATE BAR IN THE PAST 7 DAYS Source: AMPS Jan – Dec 2013 1,871 121 1,282 90 5,865 1,550 4,693 1,468 2,911 1,896 2,616 1,934 0 5,000 10,000 Eaten Chocolate Bars (P7D)/Women [Eaten Chocolate Bar (P7D) & Accessed the Internet (P4W)] / Women Eaten Chocolate Bars (P7D)/Men [Eaten Chocolate Bar (P7D) & Accessed the Internet (P4W)] / Men LSM (8 - 10) LSM ( 5 - 7) LSM (1 - 4) 000s • 3,493,000 men of the total population who accessed the internet in the past 4 weeks have eaten a chocolate bar in the past 7 days, 55% of them are in LSM 8 – 10. • 2,616,000 men in the LSM 8 – 10 segment have eaten a chocolate bar in the past 7 days, 74% of them have been online in the past 4 weeks. • Amongst the Online Universe chocolate bar consumption in the LSM 8 -10 segment is skewed towards men. • Male oriented web-sites will be mostly effective for a chocolate bar brand to communicate it’s message to this market.
Pioneering media innovation in Africa ACROSS THE ONLINE UNIVERSE LUNCH BAR IS THE MOST EATEN CHOCOLATE BAR BRAND IN THE PAST 7 DAYS Source: AMPS Jan – Dec 2013 000s 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 Total Pop/Eaten P7D Accessed the Internet P4W • Bar-One is the 3rd most eaten chocolate bar brand in the past 7 days across the Online Universe.
Pioneering media innovation in Africa 1,770,000 OF THE ONLINE UNIVERSE HAVE EATEN BAR-ONE CHOCOLATE BAR IN THE PAST 7 DAYS Source: AMPS Jan – Dec 2013 4,662,000 Bar-One p7d 1,770,000 Online Universe/ Eaten Bar-One p7d 38% of Bar-One’s market is from the Online Universe
Pioneering media innovation in Africa 999,000 MEN IN THE ONLINE UNIVERSE HAVE EATEN BAR-ONE CHOCOLATE BAR IN THE PAST 7 DAYS Source: AMPS Jan – Dec 2013 2,426 2,236 1,542 1,348 1,029 743 999 771 754 597 323 97 0 20 40 60 80 100 120 140 0 500 1,000 1,500 2,000 2,500 3,000 Men Women 15-24 25-34 35-49 50+ Probability Index Bar-One (P7D) Bar-One (P7D)/Online Universe 000s • 1,770,000 Bar-One consumers (p7d) have accessed the internet (p4w), 56% of them are men. • 1,542,000 Bar-One consumers (p7d)are in the 15 – 24 age group, 49% of them accessed the internet in the past 4 weeks. • Bar-One consumers are skewed towards men and the 15 – 24 age group. The 15 – 24 age group who have been online in the past 4 weeks are 29% more likely to consume Bar- One than Bar-One consumers who have not been online, and the 25-34 age group are 17% more likely to consume Bar-One than Bar-One consumers who haven't been online. Index (+ 100) = % more likely (-100) = & less likely
Pioneering media innovation in Africa 56% OF THE ONLINE UNIVERSE WHO HAVE EATEN BAR-ONE CHOCOLATE BAR IN THE PAST 7 DAYS ARE IN LSM 8 - 10 Source: AMPS Jan – Dec 2013 000s 0 500 1000 1500 2000 2500 3000 3500 LSM (1 - 4) LSM (5 - 7) LSM (8 - 10) 605 2,630 1,426 43 738 990 Bar-One (P7D) Bar-One (P7D)/Accessed Internet (P4W) • Although 2,630,000 of Bar-One’s market is from the LSM 5 – 7 market, Only 42% of them have accessed the internet in the past 4 weeks. Bar- One needs to increase it’s share of the LSM 5 – 7 amongst the Online Universe as they are 74% less likely to consume the brand. • 1,426,000 of the LSM 8 – 10 have eaten Bar – One in the past 7 days, 69% of them have accessed the internet in the past 4 weeks. Across the Online Universe Bar-One’s market is strongly amongst the LSM 8 – 10 segment. People in the LSM 8 – 10 who have accessed the internet in the past 4 weeks are 83% more likely to consume Bar One than any other LSM group. This is a viable segment for the brand t target and encourage more consumption.
Pioneering media innovation in Africa 598,000 OF THE MEN IN THE ONLINE UNIVERSE WHO HAVE EATEN BAR-ONE CHOCOLATE BAR IN THE PAST 7 DAYS ARE IN LSM 8 - 10 Source: AMPS Jan – Dec 2013 000s 805 798 630 459 332 211 167 175 167 173 622 598 476 332 259 153 143 139 138 128 95 100 105 110 115 120 125 130 0 200 400 600 800 1000 Proability/Index Men/ LSM (8 - 10) Men/ LSM 8 -10/ Accessed Internet P4W • Lunch Bar is the number 1 chocolate bar brand across men in the LSM 8 – 10 segment. • 798,000 men in LSM 8 -10 have eaten Bar – One in the past 7 days, 75% of them have accessed the internet in the past 4 weeks. Thus equals, men in LSM 8 -10 who have consumed Bar – One in the past 7 days, 2 out of 3 have accessed the internet in the past 4 weeks . Effective communication to this market should increase frequency consumption. • Nestlé's Bar-One has ruff competition from Cadbury's Lunch Bar, P.S. and Mars’s Snicker. These brands threaten Bar-One’s segment share. Aggressive digital media push to target this segment should strengthen and uphold position.
Pioneering media innovation in Africa Source: AMPS Jan – Dec 2013 Men in LSM 8 -10 who have consumed Bar – One in the past 7 days, 2 out of 3 have accessed the internet in the past 4 weeks .
Pioneering media innovation in Africa 32% OF MEN ACROSS THE ONLINE UNIVERSE WHO HAVE EATEN BAR-ONE CHOCOLATE BAR IN THE PAST 7 DAYS AND ARE IN LSM 8 – 10 CONSUME LUNCH BAR Source: AMPS Jan – Dec 2013 • Men in LSM 8 -10 who accessed the internet in the past 4 weeks. 32% 23% 16% 12% 10% 9% 8% 7% 6% 6% % Share of Bar-One Lunch Bar Kit Kat P.S Aero Tex Flake Snickers Crunchie • Of the men in the LSM 8 - 10 segment who accessed the internet in the past 4 weeks and have eaten Bar – One in the past 7 days, 8% of them consume Snickers. • In this segment Bar-One’s main competitors are Lunch Bar, P.S. and Snicker, 56% of Bar-One’s consumers switch to these brands.
Pioneering media innovation in Africa 2,076,000 OF THE MALE LSM 8-10 SEGMENT UESED THE INTENET VIA COMPUTER FOR SEARCH PURPOSES Source: AMPS Jan – Dec 2013 • 229,000 men in LSM 8-10 who accessed the internet in the past 4 weeks via computer and consumed Bar-One past 7 days used the net for Social Networking, • 127,000 read current news articles, 120,000 read newspaper or magazine online and 104,000 use instant messaging. • A digital media strategy for Nestlé's Bar-One should consider social media, search, online advertising via a an online newspaper or magazine and instant message to effectively reach this segment’s consumer base and increase brand consumption to lessen the effect of competitor brands. 629 713 778 639 677 899 1,192 1,289 1,965 2,076 104 120 127 135 137 156 229 237 355 361 0 1000 2000 3000 Instant Messaging / chat services ( e.g Mxit, BBM, WhatsApp, Apple Messaging) - Used internet via… Read newspaper/magazine on-line - Used internet via computer Read/access current news/articles on-line - Used internet via computer Download Apps/Applications - Used internet via computer Play games - Used internet via computer Banking - Used internet via computer Social Networking (e.g. Using MySpace, Facebook, LinkedIn, Windows Live Spaces,You… Other Internet activities not mentioned previously - Used internet via computer Send/Receive e-mail - Used internet via computer Search (e.g. Googling) - Used internet via computer Men, LSM (8-10), Internet p4w/ Bar- One p7d Men, LSM (8-10)/ Internet p4w (000s)
Pioneering media innovation in Africa 2,235,000 OF THE MALE LSM 8-10 SEGMENT UESED THE INTENET VIA CELLPHONE FOR SOCIAL NETWORKING Source: AMPS Jan – Dec 2013 • 450,000 men in LSM 8-10 who accessed the internet in the past 4 weeks via cellphone and consumed Bar-One past 7 days used the net for Social Networking. • 551,000 read newspaper or magazine online and 2,500,000 use instant messaging via cellphone. • A digital media strategy for Nestlé's Bar-One with a focus on mobile should consider social media, instant messaging, online advertising via a an online newspaper or magazine to effectively reach this segment’s consumer base through a mobile device. 551 882 1,070 1,094 1,265 1,351 1,972 2,235 2,539 2,500 3,216 117 169 198 247 252 304 361 450 494 495 598 0 500 1,0001,5002,0002,5003,0003,500 Read/access current news/articles on-line - Used internet via cellphone Banking - Used internet via cellphone Play games - Used internet via cellphone Download Apps/Applications - Used internet via cellphone Other Internet activities not mentioned previously - Used internet via cellphone Music Downloads ( excluding radio) - Used internet via cellphone Send/Receive e-mail - Used internet via cellphone Social Networking (e.g. Using MySpace, Facebook, LinkedIn, Windows Live… Search (e.g. Googling) - Used internet via cellphone Instant Messaging / chat services ( e.g Mxit, BBM, WhatsApp, Apple… Extended Internet- Any internet usage ( inclusive of internet cellphone activities-… Men, LSM (8-10), Internet p4w/ Bar-One p7d Men, LSM (8-10)/ Internet p4w (000s)
Pioneering media innovation in Africa 1,561,000 OF THE POPULATION THAT HAS EATEN BAR-ONE IN THE PAST 7 DAYS ARE FACEBOOK USERS Source: AMPS Jan – Dec 2013 9,086,000 Total Facebook users 5,894,000 Eaten chocolate bar in the p7d 1,561,000 Eaten Bar-One p7d 421 703 789 Bar-One (p7d)/Facebook users (ever) LSM 1-4 LSM 5-7 LSM 8-10 • 1,426,000 of the population in LSM 8 - 10 have eaten Bar-One in the past 7 days, 55% of them are Facebook users. • Facebook is a key social media platform where Bar-One can engage with the LSM 8 – 10 segment and run brand promotional activities to increase brand consumption.
Pioneering media innovation in Africa KEY TAKE OUTS Source: AMPS Jan – Dec 2013 So what?  11,087,000 people access the internet in the past 4 weeks, 64% of them have eaten a chocolate bar in the past 7 days. This indicates that people that access the internet are a viable market to target.  Chocolate bar consumption across the Online Universe is by percentage skewed towards men and by audience skewed towards the 15 – 24 age group. Effective communication to men is needed to increase consumption by audience count and target older age groups for higher consumption across age groups.  7.060,000 of the total population who accessed the internet in the past 4 weeks have eaten a chocolate bar in the past 7 days, 54% of them are LSM 8 – 10.  5,528,000 of the population in LSM 8 – 10 have eaten a chocolate bar in the past 7 days, 69% of them have accessed the internet in the past 4 weeks.  LSM 8 – 10 who accessed the internet in the past 4 weeks are the most viable segment to target as they have the highest consumption and are 89% more likely to consume a chocolate bar than any other LSM group.
Pioneering media innovation in Africa KEY TAKE OUTS Source: AMPS Jan – Dec 2013 So what?  3,493,000 men across the total population who accessed the internet in the past 4 weeks have eaten a chocolate bar in the past 7 days, 55% of them are in LSM 8 – 10.  2,616,000 men in the LSM 8 – 10 segment have eaten a chocolate bar in the past 7 days, 74% of them have been online in the past 4 weeks.  Chocolate bar (p7d) consumption is skewed towards men in LSM 8 – 10 across the online universe.  Male orientated web-sites will be mostly effective for a chocolate bar brand to communicate it’s brand message to this market. Sites such as ESPN, The Hub, BBC Sport and eNCA.  Bar-One’s market position is in 3rd place across the Online Universe, with 38% of the brand consumption coming from internet users.  Bar-One lacks effective digital presences hence consumption across the Online Universe is low.
Pioneering media innovation in Africa KEY TAKE OUTS Source: AMPS Jan – Dec 2013 So what?  The Bar-One brand needs to increase it’s marketing and advertising spend to digital media in order to target the Online Universe and increase consumption across consumption in this market.  1,770,000 Bar-One’s consumers(p7d) have accessed the internet (p4w), 56% of them are men. 1,542,000 Bar-One’s consumers are in the 15 – 24 age group, 49% of them have accessed the internet in the past 4 weeks.  Across the Online Universe Bar-One’s consumption is skewed towards men and 15 – 24 age group.  The 15 – 24 age group who have been Online (p4w) are 29% more likely to consume Bar-One than Bar-One consumers who haven't been online and the 25 – 34 age group who have been online are 17% more likely to consume Bar-One than Bar-One consumers who haven’t been online.  Target markets Bar-One should targeting across the Online Universe are men across the 15 – 24 and 25 - 34 age groups.
Pioneering media innovation in Africa KEY TAKE OUTS Source: AMPS Jan – Dec 2013 So what?  1,426,000 of the LSM 8 – 10 have eaten Bar – One in the past 7 days, 69% of them have accessed the internet in the past 4 weeks.  Across the Online Universe Bar-One’s market is strongly amongst the LSM 8 – 10 segment. People in the LSM 8 – 10 who have accessed the internet in the past 4 weeks are 83% more likely to consume Bar One than any other LSM group. This is a viable segment for the brand to target and encourage more consumption.  798,000 men in LSM 8 -10 have eaten Bar – One in the past 7 days, 75% of them have accessed the internet in the past 4 weeks. Thus equals, men in LSM 8 -10 who have consumed Bar – One in the past 7 days, 2 out of 3 have accessed the internet in the past 4 weeks . Effective communication to this market should increase frequency consumption.  In this segment Bar-One’s main competitors are Lunch Bar, P.S. and Snicker, 56% of Bar-One’s consumers switch to these brands.
Pioneering media innovation in Africa KEY TAKE OUTS Source: AMPS Jan – Dec 2013 So what?  1,426,000 of the population in LSM 8 - 10 have eaten Bar-One in the past 7 days, 55% of them are Facebook users.  Facebook is a key social media platform where Bar-One can engage with the LSM 8 – 10 segment and run brand promotional activities to increase brand consumption.
Pioneering media innovation in Africa THANK YOU!

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Nestle Bar-One_

  • 1.
  • 2.
    Pioneering media innovationin Africa 52% OF THE TOTAL POPULATION HAVE EATEN A CHOCOLATE BAR IN THE PAST 7 DAYS Source: AMPS Jan – Dec 2013 37,214,000 Total Population 19,238,000 Eaten Chocolate Bars (P7D) 7,060,000 Eaten Chocolate Bars (P7D) & Accessed the Internet (P4W) • 11,087,000 people access the internet in the past 4 weeks (P4W), 64% of them have eaten a chocolate bar in the past 7 days (P7D).
  • 3.
    Pioneering media innovationin Africa 3,493,000 MEN WHO HAVE ACCESSED THE INTERNET IN THE PAST 4 WEEKS HAVE EATEN A CHOCOLATE BAR IN THE PAST 7 DAYS Source: AMPS Jan – Dec 2013 8,591 10,647 5,897 5,416 4,573 3,3523,493 3,567 2,676 2,326 1,548 510 0 2,000 4,000 6,000 8,000 10,000 12,000 Men Women 15 - 24 25 - 34 35 - 49 50+ Eaten Chocolate Bars (P7D) Eaten Chocolate Bar (P7D) & Accessed the Internet (P4W) 000s • 8,591,000 men have eaten a chocolate bar in the p7d, 41% of them accessed the internet in the past 4 weeks. Chocolate bar consumption across the internet universe is by percentage skewed towards men. • The 15 – 24 age group have eaten chocolate the most in the past 7 days. • 5,897,000 of the 15 – 24 age group have eaten a chocolate bar in the past 7 days, 45% of them have accessed the internet in the past 4 weeks.
  • 4.
    Pioneering media innovationin Africa 3,830,000 OF THE POPULATION IN LSM 8 - 10 WHO HAVE ACCESSED THE INTERNET IN THE PAST 4 WEEKS HAVE EATEN A CHOCOLATE BAR IN THE PAST 7 DAYS Source: AMPS Jan – Dec 2013 3,153 10,557 5,528 211 3,018 3,830 0 5,000 10,000 15,000 LSM (1 - 4) LSM ( 5 - 7) LSM (8 - 10) Eaten Chocolate Bars (P7D) Eaten Chocolate Bar (P7D) & Accessed the Internet (P4W) 000s • 7,060,000 of the total population who have accessed the internet in the past 4 weeks have eaten a chocolate bar in the past 7 days, 54% of them are in LSM 8 – 10. • 5,528,000 of the population in LSM 8 – 10 have eaten a chocolate bar in the past 7 days, 69% of them have accessed the internet in the past 4 weeks. • This indicates that the LSM 8 – 10 who accessed the internet past 4 weeks are the most viable segment to target as they are 89% more likely to eat a chocolate bar in the past 7 days than the total population.
  • 5.
    Pioneering media innovationin Africa 1,934,000 MEN OF THE POPULATION IN LSM 8 - 10 WHO HAVE ACCESSED THE INTERNET IN THE PAST 4 WEEKS HAVE EATEN A CHOCOLATE BAR IN THE PAST 7 DAYS Source: AMPS Jan – Dec 2013 1,871 121 1,282 90 5,865 1,550 4,693 1,468 2,911 1,896 2,616 1,934 0 5,000 10,000 Eaten Chocolate Bars (P7D)/Women [Eaten Chocolate Bar (P7D) & Accessed the Internet (P4W)] / Women Eaten Chocolate Bars (P7D)/Men [Eaten Chocolate Bar (P7D) & Accessed the Internet (P4W)] / Men LSM (8 - 10) LSM ( 5 - 7) LSM (1 - 4) 000s • 3,493,000 men of the total population who accessed the internet in the past 4 weeks have eaten a chocolate bar in the past 7 days, 55% of them are in LSM 8 – 10. • 2,616,000 men in the LSM 8 – 10 segment have eaten a chocolate bar in the past 7 days, 74% of them have been online in the past 4 weeks. • Amongst the Online Universe chocolate bar consumption in the LSM 8 -10 segment is skewed towards men. • Male oriented web-sites will be mostly effective for a chocolate bar brand to communicate it’s message to this market.
  • 6.
    Pioneering media innovationin Africa ACROSS THE ONLINE UNIVERSE LUNCH BAR IS THE MOST EATEN CHOCOLATE BAR BRAND IN THE PAST 7 DAYS Source: AMPS Jan – Dec 2013 000s 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 Total Pop/Eaten P7D Accessed the Internet P4W • Bar-One is the 3rd most eaten chocolate bar brand in the past 7 days across the Online Universe.
  • 7.
    Pioneering media innovationin Africa 1,770,000 OF THE ONLINE UNIVERSE HAVE EATEN BAR-ONE CHOCOLATE BAR IN THE PAST 7 DAYS Source: AMPS Jan – Dec 2013 4,662,000 Bar-One p7d 1,770,000 Online Universe/ Eaten Bar-One p7d 38% of Bar-One’s market is from the Online Universe
  • 8.
    Pioneering media innovationin Africa 999,000 MEN IN THE ONLINE UNIVERSE HAVE EATEN BAR-ONE CHOCOLATE BAR IN THE PAST 7 DAYS Source: AMPS Jan – Dec 2013 2,426 2,236 1,542 1,348 1,029 743 999 771 754 597 323 97 0 20 40 60 80 100 120 140 0 500 1,000 1,500 2,000 2,500 3,000 Men Women 15-24 25-34 35-49 50+ Probability Index Bar-One (P7D) Bar-One (P7D)/Online Universe 000s • 1,770,000 Bar-One consumers (p7d) have accessed the internet (p4w), 56% of them are men. • 1,542,000 Bar-One consumers (p7d)are in the 15 – 24 age group, 49% of them accessed the internet in the past 4 weeks. • Bar-One consumers are skewed towards men and the 15 – 24 age group. The 15 – 24 age group who have been online in the past 4 weeks are 29% more likely to consume Bar- One than Bar-One consumers who have not been online, and the 25-34 age group are 17% more likely to consume Bar-One than Bar-One consumers who haven't been online. Index (+ 100) = % more likely (-100) = & less likely
  • 9.
    Pioneering media innovationin Africa 56% OF THE ONLINE UNIVERSE WHO HAVE EATEN BAR-ONE CHOCOLATE BAR IN THE PAST 7 DAYS ARE IN LSM 8 - 10 Source: AMPS Jan – Dec 2013 000s 0 500 1000 1500 2000 2500 3000 3500 LSM (1 - 4) LSM (5 - 7) LSM (8 - 10) 605 2,630 1,426 43 738 990 Bar-One (P7D) Bar-One (P7D)/Accessed Internet (P4W) • Although 2,630,000 of Bar-One’s market is from the LSM 5 – 7 market, Only 42% of them have accessed the internet in the past 4 weeks. Bar- One needs to increase it’s share of the LSM 5 – 7 amongst the Online Universe as they are 74% less likely to consume the brand. • 1,426,000 of the LSM 8 – 10 have eaten Bar – One in the past 7 days, 69% of them have accessed the internet in the past 4 weeks. Across the Online Universe Bar-One’s market is strongly amongst the LSM 8 – 10 segment. People in the LSM 8 – 10 who have accessed the internet in the past 4 weeks are 83% more likely to consume Bar One than any other LSM group. This is a viable segment for the brand t target and encourage more consumption.
  • 10.
    Pioneering media innovationin Africa 598,000 OF THE MEN IN THE ONLINE UNIVERSE WHO HAVE EATEN BAR-ONE CHOCOLATE BAR IN THE PAST 7 DAYS ARE IN LSM 8 - 10 Source: AMPS Jan – Dec 2013 000s 805 798 630 459 332 211 167 175 167 173 622 598 476 332 259 153 143 139 138 128 95 100 105 110 115 120 125 130 0 200 400 600 800 1000 Proability/Index Men/ LSM (8 - 10) Men/ LSM 8 -10/ Accessed Internet P4W • Lunch Bar is the number 1 chocolate bar brand across men in the LSM 8 – 10 segment. • 798,000 men in LSM 8 -10 have eaten Bar – One in the past 7 days, 75% of them have accessed the internet in the past 4 weeks. Thus equals, men in LSM 8 -10 who have consumed Bar – One in the past 7 days, 2 out of 3 have accessed the internet in the past 4 weeks . Effective communication to this market should increase frequency consumption. • Nestlé's Bar-One has ruff competition from Cadbury's Lunch Bar, P.S. and Mars’s Snicker. These brands threaten Bar-One’s segment share. Aggressive digital media push to target this segment should strengthen and uphold position.
  • 11.
    Pioneering media innovationin Africa Source: AMPS Jan – Dec 2013 Men in LSM 8 -10 who have consumed Bar – One in the past 7 days, 2 out of 3 have accessed the internet in the past 4 weeks .
  • 12.
    Pioneering media innovationin Africa 32% OF MEN ACROSS THE ONLINE UNIVERSE WHO HAVE EATEN BAR-ONE CHOCOLATE BAR IN THE PAST 7 DAYS AND ARE IN LSM 8 – 10 CONSUME LUNCH BAR Source: AMPS Jan – Dec 2013 • Men in LSM 8 -10 who accessed the internet in the past 4 weeks. 32% 23% 16% 12% 10% 9% 8% 7% 6% 6% % Share of Bar-One Lunch Bar Kit Kat P.S Aero Tex Flake Snickers Crunchie • Of the men in the LSM 8 - 10 segment who accessed the internet in the past 4 weeks and have eaten Bar – One in the past 7 days, 8% of them consume Snickers. • In this segment Bar-One’s main competitors are Lunch Bar, P.S. and Snicker, 56% of Bar-One’s consumers switch to these brands.
  • 13.
    Pioneering media innovationin Africa 2,076,000 OF THE MALE LSM 8-10 SEGMENT UESED THE INTENET VIA COMPUTER FOR SEARCH PURPOSES Source: AMPS Jan – Dec 2013 • 229,000 men in LSM 8-10 who accessed the internet in the past 4 weeks via computer and consumed Bar-One past 7 days used the net for Social Networking, • 127,000 read current news articles, 120,000 read newspaper or magazine online and 104,000 use instant messaging. • A digital media strategy for Nestlé's Bar-One should consider social media, search, online advertising via a an online newspaper or magazine and instant message to effectively reach this segment’s consumer base and increase brand consumption to lessen the effect of competitor brands. 629 713 778 639 677 899 1,192 1,289 1,965 2,076 104 120 127 135 137 156 229 237 355 361 0 1000 2000 3000 Instant Messaging / chat services ( e.g Mxit, BBM, WhatsApp, Apple Messaging) - Used internet via… Read newspaper/magazine on-line - Used internet via computer Read/access current news/articles on-line - Used internet via computer Download Apps/Applications - Used internet via computer Play games - Used internet via computer Banking - Used internet via computer Social Networking (e.g. Using MySpace, Facebook, LinkedIn, Windows Live Spaces,You… Other Internet activities not mentioned previously - Used internet via computer Send/Receive e-mail - Used internet via computer Search (e.g. Googling) - Used internet via computer Men, LSM (8-10), Internet p4w/ Bar- One p7d Men, LSM (8-10)/ Internet p4w (000s)
  • 14.
    Pioneering media innovationin Africa 2,235,000 OF THE MALE LSM 8-10 SEGMENT UESED THE INTENET VIA CELLPHONE FOR SOCIAL NETWORKING Source: AMPS Jan – Dec 2013 • 450,000 men in LSM 8-10 who accessed the internet in the past 4 weeks via cellphone and consumed Bar-One past 7 days used the net for Social Networking. • 551,000 read newspaper or magazine online and 2,500,000 use instant messaging via cellphone. • A digital media strategy for Nestlé's Bar-One with a focus on mobile should consider social media, instant messaging, online advertising via a an online newspaper or magazine to effectively reach this segment’s consumer base through a mobile device. 551 882 1,070 1,094 1,265 1,351 1,972 2,235 2,539 2,500 3,216 117 169 198 247 252 304 361 450 494 495 598 0 500 1,0001,5002,0002,5003,0003,500 Read/access current news/articles on-line - Used internet via cellphone Banking - Used internet via cellphone Play games - Used internet via cellphone Download Apps/Applications - Used internet via cellphone Other Internet activities not mentioned previously - Used internet via cellphone Music Downloads ( excluding radio) - Used internet via cellphone Send/Receive e-mail - Used internet via cellphone Social Networking (e.g. Using MySpace, Facebook, LinkedIn, Windows Live… Search (e.g. Googling) - Used internet via cellphone Instant Messaging / chat services ( e.g Mxit, BBM, WhatsApp, Apple… Extended Internet- Any internet usage ( inclusive of internet cellphone activities-… Men, LSM (8-10), Internet p4w/ Bar-One p7d Men, LSM (8-10)/ Internet p4w (000s)
  • 15.
    Pioneering media innovationin Africa 1,561,000 OF THE POPULATION THAT HAS EATEN BAR-ONE IN THE PAST 7 DAYS ARE FACEBOOK USERS Source: AMPS Jan – Dec 2013 9,086,000 Total Facebook users 5,894,000 Eaten chocolate bar in the p7d 1,561,000 Eaten Bar-One p7d 421 703 789 Bar-One (p7d)/Facebook users (ever) LSM 1-4 LSM 5-7 LSM 8-10 • 1,426,000 of the population in LSM 8 - 10 have eaten Bar-One in the past 7 days, 55% of them are Facebook users. • Facebook is a key social media platform where Bar-One can engage with the LSM 8 – 10 segment and run brand promotional activities to increase brand consumption.
  • 16.
    Pioneering media innovationin Africa KEY TAKE OUTS Source: AMPS Jan – Dec 2013 So what?  11,087,000 people access the internet in the past 4 weeks, 64% of them have eaten a chocolate bar in the past 7 days. This indicates that people that access the internet are a viable market to target.  Chocolate bar consumption across the Online Universe is by percentage skewed towards men and by audience skewed towards the 15 – 24 age group. Effective communication to men is needed to increase consumption by audience count and target older age groups for higher consumption across age groups.  7.060,000 of the total population who accessed the internet in the past 4 weeks have eaten a chocolate bar in the past 7 days, 54% of them are LSM 8 – 10.  5,528,000 of the population in LSM 8 – 10 have eaten a chocolate bar in the past 7 days, 69% of them have accessed the internet in the past 4 weeks.  LSM 8 – 10 who accessed the internet in the past 4 weeks are the most viable segment to target as they have the highest consumption and are 89% more likely to consume a chocolate bar than any other LSM group.
  • 17.
    Pioneering media innovationin Africa KEY TAKE OUTS Source: AMPS Jan – Dec 2013 So what?  3,493,000 men across the total population who accessed the internet in the past 4 weeks have eaten a chocolate bar in the past 7 days, 55% of them are in LSM 8 – 10.  2,616,000 men in the LSM 8 – 10 segment have eaten a chocolate bar in the past 7 days, 74% of them have been online in the past 4 weeks.  Chocolate bar (p7d) consumption is skewed towards men in LSM 8 – 10 across the online universe.  Male orientated web-sites will be mostly effective for a chocolate bar brand to communicate it’s brand message to this market. Sites such as ESPN, The Hub, BBC Sport and eNCA.  Bar-One’s market position is in 3rd place across the Online Universe, with 38% of the brand consumption coming from internet users.  Bar-One lacks effective digital presences hence consumption across the Online Universe is low.
  • 18.
    Pioneering media innovationin Africa KEY TAKE OUTS Source: AMPS Jan – Dec 2013 So what?  The Bar-One brand needs to increase it’s marketing and advertising spend to digital media in order to target the Online Universe and increase consumption across consumption in this market.  1,770,000 Bar-One’s consumers(p7d) have accessed the internet (p4w), 56% of them are men. 1,542,000 Bar-One’s consumers are in the 15 – 24 age group, 49% of them have accessed the internet in the past 4 weeks.  Across the Online Universe Bar-One’s consumption is skewed towards men and 15 – 24 age group.  The 15 – 24 age group who have been Online (p4w) are 29% more likely to consume Bar-One than Bar-One consumers who haven't been online and the 25 – 34 age group who have been online are 17% more likely to consume Bar-One than Bar-One consumers who haven’t been online.  Target markets Bar-One should targeting across the Online Universe are men across the 15 – 24 and 25 - 34 age groups.
  • 19.
    Pioneering media innovationin Africa KEY TAKE OUTS Source: AMPS Jan – Dec 2013 So what?  1,426,000 of the LSM 8 – 10 have eaten Bar – One in the past 7 days, 69% of them have accessed the internet in the past 4 weeks.  Across the Online Universe Bar-One’s market is strongly amongst the LSM 8 – 10 segment. People in the LSM 8 – 10 who have accessed the internet in the past 4 weeks are 83% more likely to consume Bar One than any other LSM group. This is a viable segment for the brand to target and encourage more consumption.  798,000 men in LSM 8 -10 have eaten Bar – One in the past 7 days, 75% of them have accessed the internet in the past 4 weeks. Thus equals, men in LSM 8 -10 who have consumed Bar – One in the past 7 days, 2 out of 3 have accessed the internet in the past 4 weeks . Effective communication to this market should increase frequency consumption.  In this segment Bar-One’s main competitors are Lunch Bar, P.S. and Snicker, 56% of Bar-One’s consumers switch to these brands.
  • 20.
    Pioneering media innovationin Africa KEY TAKE OUTS Source: AMPS Jan – Dec 2013 So what?  1,426,000 of the population in LSM 8 - 10 have eaten Bar-One in the past 7 days, 55% of them are Facebook users.  Facebook is a key social media platform where Bar-One can engage with the LSM 8 – 10 segment and run brand promotional activities to increase brand consumption.
  • 21.
    Pioneering media innovationin Africa THANK YOU!