Zimbabwe All Media and Products survey
Zimbabwe - the flag of a proud Nation
seven equal horizontal bands of green, yellow,
red, black, red, yellow, and green with a white
isosceles triangle edged in black with its base
on the hoist side; a yellow Zimbabwe bird
representing the long history of the country is
superimposed on a red five-pointed star in the
center of the triangle, which symbolizes peace;
green symbolizes agriculture, yellow - mineral
wealth, red - blood shed to achieve
independence, and black stands for the
native people
Presentation Outline
News headlines
Scope of Survey
Demographics
Television, Radio and Press
Daily
Weekly
Monthly/ Bi-monthly
Regional
Other media
Social programs in Zimbabwe
Product usage
Psychographics
Summary of findings
Population figures at a glance
Zimbabwe’s Population is 11 631 657
Adult Population is 6 865 138
(59% of national population)
Urban Adult Population is 2 673 080
(39% of adult population)
Source CSO Census 2002
ZTA to host Pan-
e s b ack to African conference
is t m a s com
Chr Civil servants get bonuses
bwe
Zimba
r s e ye
vest o
y i n
Equ i t
t ai l b oon
e re SADC Troika ca
lls
festiv
for dialogue
Political stability eases health woes
Over 40
00 regis
for Wor ter hom
ld Cup es
Global m
Zimbabwe shooter grabs bronze arket ris
e contin
ue
Go out there & conquer,
President tells warriors
Sample details
Day interview:
Equal representation of each day of the week i.e. 1/7 of
sample for each day
Gender:
Both males & females equally represented i.e. 50/50 split
Areas covered by the study:
Harare (including Chitungwiza) & Bulawayo
Research results
Demographics
Urban respondent’s highest education level attained
45%
50%
18%
13%
57% 13%
15%
11% 15%
3% 14% 3%
3% 11% 10% 4%
1%
2% 4% 5% 3%
1%
No schooling Som e prim ary Com pleted prim ary Form 2/ZJC Form 4/O level Form 6/A level Secretarial, artisanUniversity degree or
sc hool school or technical equivalent
certificate or diplom a
Q 4 2007 Q 4 2008 Q4 2009
Urban respondent’s working status
40%
30%
23%
22%
21%
20% 20%
20% 19%
18%
17% 17%
16% 16% 16%
15%
13% 13%
10%
5% 5%
4% 4% 4%
3% 3%
2% 2%
0%
Full-time form al Part-time formal Informal employed Self-employm ent Housewife Student Retired Unemployed
employed em ployed
Q4 2007 Q4 2008 Q4 2009
Urban Marital status
100%
3% 2% 4%
5% 4%
6%
90%
80%
70%
46% 45%
51%
60%
50%
40%
30%
46% 48%
20% 39%
10%
0%
Q4 2007 Q4 2008 Q4 2009
Single or never been married Married or living together Widow ed Divorced or separated
Pan African Living Standard Measures, LSM
Urban Zimbabweans
Brand strategy has to
be based on fact and
real consumer
understanding.
No more guessing!
How big is your slice of the pie and how rich is it?
how can we estimate and forecast
market sizes accurately?
how can we estimate market
potential?
How can we know the best way to
spend our marketing budgets
how can we target consumers
effectively?
how can we create a reliable basis
for Pan African marketing strategy
development?
how can we weight data
realistically with outdated and
inaccurate population figures?
Old targeting tools are subjective and
inconsistent
Socio-economic
groups
Community type
groups
Personal
income/household
expenditure - The
most unreliable
measures in Africa!
Education
Basic
demographics
Pan African Living Standard Measures
Scientific
Consistent
Approachable groups
Continuously validated
Flexible
Segmentation at brand level
Comparable across
Africa
16
But what is
Pan African LSM ?
The pan African living standard measure tool
A composite non-
demographic measure of
wealth, living standard
A scientific surrogate for
socio-economic groups
and income
Continuously validated
Strategic marketing tool
The Journey
A hotch potch of subjective
SES or demographic
measures
Variety of local LSM
measures in some countries
developed in different ways,
used by few
Pan African LSM
What makes the bigger affluence dimension?
80 variables - PCA
1 Colour TV 0.692 28 Electric kettle 0.527 55 Tape cassette player 0.235
2 Access to internet 0.685 29 Still camera 0.526 56 Fax machine 0.233
3 Access to e-mail 0.674 30 Electric iron 0.510 57 Bought homeware L6M 0.197
Bought any durable on credit
4 Accessed internet L4W 0.660 31 Read a newspaper L7D 0.506 58 0.185
L12M
5 Refrigerator 0.659 32 Type of House 0.491 59 Sewing machine 0.171
6 Accessed e-mail L4W 0.652 33 Washing machine 0.486 60 Radio 0.163
7 No of cars in household 0.646 34 Pressure cooker 0.479 61 Used money transfer service 0.159
8 CD player 0.640 35 Domestic servant 0.473 62 Listened to radio L7D 0.151
9 Urban area 0.626 36 No of rooms in household 0.451 63 Most used method of payment 0.138
Satellite dish/DSTV/Cable TV
10 0.617 37 Vacuum cleaner 0.432 64 Bought scratch cards/lottery L7D 0.119
subscription
11 Video recorder 0.612 38 Read a magazine L7D 0.426 65 Bought child clothing L6M 0.119
Highest education achieved in
12 0.602 39 Air conditioner 0.422 66 Used public transport L7D 0.094
household
13 Residential area density 0.588 40 Video camera/Camcoder 0.417 67 Work status 0.086
14 Electric stove with oven 0.588 41 Dial up modem 0.410 68 Motorcycle 0.082
Highest education achieved by Bought clothes, shore or
15 0.584 42 Use commercial bank 0.402 69 0.061
CWE homeware on credit L6M
Highest education achieved by
16 0.582 43 Used air transport L12M 0.395 70 Black & White TV 0.056
respondent
17 Built in kitchen sink 0.579 44 Gas stove/cooker 0.388 71 Wheelbarrow 0.043
Used home security service/device Used informal saving/credit in
18 Have cellphone with a working line 0.574 45 0.388 72 0.036
L12M L12M
Used private motorised transport
19 Microwave oven 0.569 46 0.349 73 Scotch cart/animal drawn cart -0.010
L7D
20 Free-standing deep freezer 0.565 47 Tumble drier 0.310 74 Paraffin stove -0.033
Have a fixed telephone line or
21 0.565 48 Fan 0.308 75 Have any farm animals -0.047
application
22 Hi-Fi music center 0.560 49 Bought adult clothing L6M 0.305 76 Animal drawn plough -0.053
23 Accessed the internet L7D 0.555 50 Bought shoes L6M 0.285 77 Plough manual -0.066
24 High speed internet 0.550 51 Generator at home 0.274 78 Bicycle -0.109
25 Personal computer 0.544 52 Dishwasher 0.269 79 Have 1+ acres agricultural land -0.232
Electric stove without
26 Watched satellite TV L7D 0.542 53 0.245 80 Have chickens -0.290
oven/hotplate
27 Watched TV L7D 0.540 54 Insurance or medical aid 0.240
How do we slice the big pie?
Traditionally the sample
was divided into 10-20
equal sized LSM groups
(deciles - twentiles)
But the distribution of the
factor scores tells us the
population is skewed
So we divided by being led
by the score, not the
people
We used the mean and
standard deviation of
the score to divide the
sample!
Community composition Pan African LSM
Pan-African LSM Distributions
Pan-African LSM distribution
Grouped Comparisons
Dangerously high calorie
content!
Zimbabwean urban PALSM distribution
Mass Middle Upper
1-7 8-9 middle
10-12
Upper Elite
13-15 16-17
Nigerian urban LSM distribution
Mass
Middle
Upper
middle
Upper Elite
Kenyan urban LSM distribution
KARF 2008
Mass 1-7
Middle
Income
8- 9 Upper
middle
10-12 Upper HNW
income 15-17
13-14
The diverse African markets all offer opportunities
PA LSM special analysis
GDP per capita-Life
expectancy - Literacy
South Africa
Composite percentage of
Zimbabwe
potential
Namibia Botswana
Kenya
Tanzania Nigeria
Uganda Ghana
Malawi Zambia
Cote d’Ivoire
Angola
human
Mozambique
17
Average Pan African
Living standard group 2008 simulation
Simulated comparison with the rest of the world
Africa has robust markets when we take that second look
Social
Programs in Zimbabwe
Social programs in Zimbabwe known by urbanites
Child protection 1%
Education support 1%
Home based care 1%
Aids awareness 1%
Water and sanitation 1%
Goal 2%
Health care 2%
Anti cholera campaign 3%
Food aid/food relief/drought 16%
relief
Cant remember 19%
None 64%
0% 10% 20% 30% 40% 50% 60% 70%
Social programs sponsors in Zimbabwe known by urbanites
Others 7%
Plan 2%
UNIAIDS 2%
UNICEF 3%
SOS 3%
Care 3%
USAID 3%
Red Cross 4%
Food Aid 4%
CRS 6%
Christian Care 6%
Care International 11%
World Vision 60%
0% 10% 20% 30% 40% 50% 60% 70%
Food aid programs sponsors
1% 1%
1%
3%1%
3%
3%
4%
4%
6%
6% 60%
14%
World Vision Care International Christian Care CRS
Food Aid Red Cross USAID SOS
UNICEF World Food Programme OXFAM Mashambanzou
Goal
Health care programs sponsors
4%
7% 11%
4%
10%
12%
16%
12%
27%
Care International USAID UNICEF
Goal Medicine San Frontier WHO
Water Sanitation Chorela Alert Global Fund
Education assistance programs sponsors
23%
47%
30%
World Vision Beam Plan International
Child protection programs sponsors
18% 18%
20%
51% 11%
Care International USAID OXFAM Girl Child Network ZOE
Home-based care programs sponsors
8%
27%
92%
UNICEF Mashambanzou New Dawn
Water & sanitation programs sponsors
7%
18%
70%
World Vision UNICEF Pump Aid
Anti-Cholera programs sponsors
40%
60%
5%
UNICEF World Food Programme OXFAM
Aids Awareness programs sponsors
6%
8%
38%
13%
18%
18%
World Vision USAID UNICEF Irish Aid SIDA WAC
Countries that sponsor social programs in Zimbabwe
Food Aid 56% 16% 10% 2% 39%
Education 47% 53%
Health Care 23% 4% 29% 23% 12% 34%
Home Based Care 27% 73%
Water & Sanitation 52% 30% 36%
Anti Cholera 37% 22% 4% 22% 20%
Child Protection 36% 11% 25% 46%
Aids Awareness 25% 6% 13% 8% 48%
Goal 14% 86%
USA United Nations (UN) UK Norway France Ireland Canada Zimbabwe Sweden Cant say
How to unlock the potential embedded in the
Zimbabwean markets
It is dreams and not desperation
that drive remarkable individuals,
organisations and nations.
Creativity requires us to have the
courage to undertake the journey
from common sense to
uncommon sense, from
pragmatism to dreaming, from
rational analysing to visioning
and from planning to seeing.
“Lovemore Mbigi”
The challenge to marketers and media owners
Our approach to strategy in Zimbabwe and across the continent
has to fundamentally change
We need to take a fresh look at scientific methodologies and market
analysis perspectives
Need to root our strategies
in the Zimbabwean holistic consumer world (not just our industry)
In order to succeed.
To actually understand what consumers want, reach them and give it
to them !
Thank you
