Financial Mail: Direct line to township hopes and hurdles
The township market has long been something of a mystery to many brands, through a lack of data and effective measurement tools. But it has, in recent years, become a sought-after target market for brands looking to capitalise on the aspirational nature of township consumers.
“We now have tools in place which enable brands to receive immediate, real-time responses from consumers directly from their mobiles and to analyse their own data, removing sketchy assumptions of what consumers in these areas want and need,” says Peter du Toit, editorial director of Soccer Laduma.
The publication has formalised its market insights and research unit into Brands Laduma, which helps brands to understand customers, most notably in townships across South Africa.