Page 47 - Strat mag_africa_1st quarter

INTO AFRICA MARKET RESEARCH Africa’s HE VALUE OF RELEVANT AND actionable insights (and not research T the ritual of market research itself) is universal. An international brand manager working for a large challenges multinational company, a local small- scale food producer and a street vendor would all benefit immensely from having a clear picture of how to sell more and are being for longer, as well as mitigate the risk of future challenges – be it from increasing competition or obsolescence. “The combination of rapid change overcome and heightened competition in emerging markets puts a premium on useful customer insights, even as they become don’t pass up any opportunity, however Burger King’s Jaye Sinclair: each market is different and local partners bring unique knowledge harder to get. Therefore, top companies The changing face of business and modest, to sharpen their understanding consumerism on the continent means that quality market research is becoming bear this out. During its first week of Consumers want standards,” Sinclair explains. However, more relevant – and achievable. opening in Cape Town, the outlet was another global player this has since been addressed, with buns By Andrea Rademeyer. serving 3 000 meals per day. and patties now locally produced. Sinclair It also trended on Twitter three times estimates that all products will be locally at a time when Justin Bieber and Bon supplied by March 2014. Jovi were touring the country, giving on Facebook and Twitter. “In the first 10 Does he have concerns for the brand’s South Africans plenty of other alternatives days after opening, our Facebook ‘friend’ next step into other parts of Africa? “Our to talk about on social media. “Curiosity base grew from 3 500 to 20 500,” Sinclair major concerns about moving elsewhere worked in our favour. It also helped that points out (a figure that now stands at into Africa centre on finding the right most consumers were familiar with our 46 000). The click-through rate on the partners and ensuring that our distribution brand, if not by having sampled with it brand’s website also stood at 7% at the centres are set up correctly,” he explains. overseas, then through movies and social time of going live, outperforming the “Our South African distribution and media,” Sinclair observes. global benchmark of only 1%. logistics supplier, Vector, is establishing To entrench the local relationship, The company says it has been careful a presence north of the border, so we feel Burger King adjusted its international to maintain a local focus with each of confident that it will be able to provide marketing strategy to fit the market. its activations. Billboards and ambient a suitable cross-border solution. “We took learnings from the Brazilian advertising, for example, have been “Local suppliers in other African and Turkish markets, which have similar restricted to the immediate surrounds countries will be evaluated by Burger King dynamics to our own and operate of each store. This will change once and, so long as they meet the worldwide according to the same master franchise the brand has entrenched its national standards, we will be happy to use them. model – then added elements that footprint, at which time it will adopt a However, we will maintain strict control we know South Africans enjoy,” he broader approach. on all products and any product that is says. Such elements included celebrity Sinclair admits that the brand’s African not locally available will be imported from appearances and giveaways. The journey has not been without obstacles. South Africa.” opening alone generated US$210 000 Chief among these is the need for That’s the only thing the company is of free publicity. intensive staff training to ensure local willing to import, though. For the rest, To build hype before the event, operations meet international service it will rely on local partners. “It would Burger King embraced social media. standards. The brand has also had trouble be irresponsible to think we have all the PHOTOS: ISTOCKPHOTO, SUPPLIED The African YouTube clips were created, featuring ‘Mr finding suppliers who meet its standards. answers just because the brand has been Whopper’ visiting key sites in Cape Town “Approved suppliers are able to sell their successful in South Africa. Each market is consumer is now and becoming acquainted with the Mother products to any operation in the world, different and local partners bring unique better understood City. The company also has a presence so they have to comply with global knowledge,” Sinclair emphasises. 44 strategicmarketingafrica First quarter 2014 First quarter 2014 strategicmarketingafrica 45