Marketers are now able to define geographic areas and super impose an array of detailed, accurate and insightful information to assist in decision making, bench marking, market targeting , new product introduction and market expansion initiatives. We have FMCG clients that have developed applications that help them manage market penetration in clearly defined areas, where they compare the area demographics within retail distribution by retail store, brands positioned, competitor activity and pricing data, to manage market penetration strategy execution. Other companies are more interested in applied programs for bench marking and managing territory performance.

1. Delivering Demographic and LSM Insights
within a Geographic Overlay – Market Mapping
Blue Prints for Performance Improvement
Market Mapping Blue Prints

2. 2Copyright © Carpedia Consulting | 2015 All rights reserved
C
arpedia Consulting is a multi-disciplinary management consultancy assisting clients with step-change per-
formance improvement programs that drive significant and sustanable improvements in shareholder val-
ue. Many of the challenges that Carpedia take up relate to that of market growth, competitor lock-out,
market entry strategies and execution platforms as well as new product introduction methodologies and value
based pricing programmes. Carpedia Consulting has been delivering marketing insight solutions to a variety of
FMCG clients in South Africa who need detailed market information within defined geographic boundaries.The
methodology has found wide spread application in the USA where consumer goods marketers, oil companies
and retailers will rarely make a committed marketing move without the full understanding of the geo-demo-
graphics as they apply to an area.
Example: Mbombela – Geo-Spatial Analysis – Defined Demographics – LSM Insights
Marketers are now able to define geographic areas and super impose an array of detailed, accurate and insightful
information to assist in decision making, benchmarking, market targeting , new product introduction and market
expansion initiatives. We have FMCG clients that have developed applications that help them manage market
penetration in clearly defined areas, where they compare the area demographics within retail distribution by
retail store, brands positioned, competitor activity and pricing data, to manage market penetration strategy ex-
ecution. Other companies are more interested in applied programs for bench marking and managing territory
performance.
Case Study: United National Breweries
UNB is South Africa’s largest producer of traditional African beer, also known as sorghum beer, commanding
a market share of more than 90%, selling a variety of regionally important brands. UNB’s challenges were not
directed at growing market share, but rather aimed at managing territory performance. The way that UNB de-
ployed Marketscope was aimed at underperforming territories and specific areas within territories, so that they
could establish a bench mark and then award more realistic territory growth targets.
It stands to reason that an area like for example Mbombela, is made up of a specific population profile as far as
demographics are concerned. The distribution of population, race, age groups, income levels and even LSM rat-
ings would be unique, however highly comparable with other areas of roughly the same geographic spread and
total population profile.

3. 3Copyright © Carpedia Consulting | 2015 All rights reserved
Carpedia deployed Marketscope to develop a detailed market map of areas like for example Mbombela, which
enabled UNB to gain specific and unique insights into the market. The specifics presented related to the follow-
ing data:
l Population distribution
l Race distribution
l Gender distribution
l Age group distribution
l Income level distribution
l Occupation
l Employment profiles
l Living Standards Measures
l Life Stages Profiles
An overlay was created of the how the market was served as far as retail outlets were concerned, by using a
segmented retailer model and plotting retailer geo-locations into the area geographic map. Combined with sales
data by retailer by brand, a picture emerged which helped create a detailed market map where gaps and op-
portunities became visible.
An example of an oil industry market map depicting competitive brand positioning
UNB then developed aTerritory Market Mapping Blue Print for performance improvement.The blue print identi-
fied under-serviced areas, weak retailer positioning, brand positioning opportunities, growth opportunities and
competitor activities.
Carpedia Consulting is a company that has been working in the South African market place for over 40
years and possess a knowledge base which is as deep as it is wide. Carpedia helps clients “access” markets
by conducting research, designing and developing market entry programs, up skilling sales, marketing, cus-
tomer service and promotional personnel and creating systems and processes to drive growth.
Carpedia is a level 4 BB-EEE company and has 100% BB-EEE procurement recognition.
Working closely with highly proficient IT systems integrators,Carpedia creates integrated insights environments and
implementation platforms to create seamless marketing and sales execution frameworks.
Carpedia Consulting (Pty) Ltd
PO Box 1701-Gallo Manor 20152 | Country Club Estates – Woodmead
011-258-8813 • 011-258-8511 | whess@carpedia.co.za • www.carpedia.co.za