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Navigating growth in Africa

Looks at the trends and opportunities across the region – and what businesses need to consider to ensure success.

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Navigating growth in Africa

  1. 1. Finding LeaderOpinionfaster growth: New marketsNavigating growth in Africa Share this In Focus
  2. 2. Navigating growth in Africa1Introduction 032Urbanisation: an easier target but not that easy 073Media and mobile 104The opportunity for brands 155Weighing up growth prospects 186Voices from Africa 20 Share this In Focus 2
  3. 3. Navigating growth in AfricaWhen the evolutionary biologist Stephen Jay Gouldfamously claimed that there was no such thing asa “fish”, he wasn’t denying the existence of lots of 54 countriesunderwater-dwelling vertebrates in the sea. withHe simply meant that calling them all fish didn’t shifts driving the continent’s GDP growth, they mustreally help him to understand them. The term first embrace the immense diversity of a regionobscured rather than revealed, because theorganisms we call fish are such fundamentallydifferent creatures. In the same sense that Gould equal to the combined land mass of the United States, Europe, China, India, Mexico and Japan. They must recognise that what feel like familiar 52 cities within Africa. Of more than,knew the waters of the world are full of creatures trends and technologies produce very differentthat are not really fish, companies are realising that results when played out in the contexts of Africanthe markets of Africa are full of openings that are markets. They must be prepared to re-engineer 1 millionnot simply ‘African Growth Opportunities’. African propositions enthusiastically and repeatedly to fit themarkets, and the different scenarios within them, very different scenarios that they encounter on thedefy easy generalisation - and cannot be tackled by ground. And they must be prepared to make tough inhabitants. The same as Western Europesimply importing brand strategies from one market decisions about which growth opportunities can beto another. If brands are to ride the demographic efficiently exploited – and which cannot. Share this In Focus 3
  4. 4. Navigating growth in AfricaThe opportunity in numbers The fluid border of the consumer economyEvidence of the value of African markets has The border between poverty and this middle-class 50%been mounting relentlessly in recent years. Africa existence is a constantly shifting one, in Africa as incontributed six of the world’s ten fastest-growing other emerging markets. Members of the’floating’economies between 2001 and 2010 and is projected lower middle class face the ever-present dangerto represent seven of the top ten between 2011 increase in foreign direct investment since 2005 of slipping back into poverty and their consumerand 2015. Its GDP growth is expected to reach attitudes overlap in many respects with those of the5.7 percent in 2013, the highest for any global 60% upper reaches of the BoP. An income of even $8region. Foreign direct investment in the continent per day would represent immense hardship in thehas increased by around 50 percent since 20051. eyes of developed market consumers (it representsAlthough 60 percent of Africa’s population continues less than half the income of the recognisedto survive on less than $2 per day, these ‘Base of poverty line in the UK, for example). However, of Africa’s population survives on less than $2 per daythe Pyramid’ (BoP) consumers are emerging into the increase in disposable incomes and consumerthe mainstream consumer economy at an increased 1/3 choice is expanding African markets, just as Africa’srate, able to buy consumer goods on a reasonably demographic trends and new technologies enableregular basis. Over a third of the population in many brands to compete in them through new channels.countries now falls within the ‘middle class’, with anincome of between $2 and $8 per day. McKinsey’sLions on the Move study predicts that half of all of income is between $2 and $8 per dayAfrican households will have some disposableincome by 2020. Share this In Focus 4
  5. 5. Navigating growth in AfricaCompanies looking to craft compelling brand marketing is omnipresent in their lives. Brands todaypropositions for Africa must set aside many easy are a part of the landscape in a way that previousassumptions about the middle-class African generations couldn’t have dreamed when they firstconsumer. They must balance the importance of encountered the pioneering rural marketing effortsaspiration and inspiration with the requirement to of Unilever, P&G, Colgate, Nestlé and others in thefocus on immediate needs; they must recognise 1970s.the dominance of a local community perspective.And they must realise, above all, that whilst trends And the limits of pan-African strategiesand technologies are creating new forms of market These trends: youth-driven urbanisation, mobileopportunity, they are not recreating developed and an established role for brands and marketing,market opportunities in a new setting. provide recognisable levers and channels through which companies can pursue shares of increasinglyPan-African growth themes disposable incomes. However this does not meanTo some extent, we can identify broad common that strategies based around these levers canthemes in Africa’s economic emergence, even if simply be imported from developed markets, orthese play out very differently in different settings. even from one African country to the next. TheAfrica’s population is a growing and youthful one, mobile operator Airtel, a dominant force in India,which is migrating to major urban centres at an faces many challenges when it comes to translatingaccelerating rate. Through the mobile phone, these this emerging market success to different Africanyouthful urbanites and their families have access to countries, often competing with brands that area personal communications channel that has the already well-established amongst BoP consumers.power to transform their prospects. And through Pan-African success stories consistently show thetheir mobiles as well as TV advertising, billboards importance of rebuilding brand propositions for eachand typically African ‘entire wall’ advertising, brand new market. Share this In Focus 5
  6. 6. Navigating growth in AfricaCritical to this process is an understanding of the In Egypt, for example, the upper reaches of thestage that a market has reached, and the true BoP include many individuals who retain stronglyopportunity for a new company or brand. African conservative religious and family values; but alsomarkets are far from virgin territory, and brands thatfail to research competitive landscapes carefully areliable to suffer for it. They must be aware that, even if many embracing more adaptive value systems and modern (often urban) popular culture. Brands echoing the nostalgic culture of prosperous rural Egypt have 52 cities within Africa, have populations ofcomparable rival brands appear absent, the consumer far greater resonance with the first group; brandsneeds they seek to service may already be met addressing changing social values and needs have farthrough other, less conventional means. greater success with the second.Local cultural contexts can have a significant influenceon the use of products and the reception for different 1 million or more. It is estimated that aroundbrand propositions. Ethnographic research techniques,focused on exploring cultural phenomena, have 10 millionan important contribution to mapping this culturallandscape – and TNS has found such approachesinvaluable in identifying the precise nature of young Africans arrive in the labour market a yearopportunities in African markets. Share this In Focus 6
  7. 7. Urbanisation:an easier target but not that easy Share this In Focus 7
  8. 8. Urbanisation: an easier target but not that easyUrbanisation: an easier target but not that easyFor brands, the accelerating urbanisation of Africaappears to provide more accessible target audiencesfor brand propositions by bringing concentratedpopulations within easy reach of product distributionand marketing. Africa today includes 52 cities withpopulations of 1 million or more; the same numberas can be found in Western Europe. It is estimatedthat around 10 million young Africans arrive in thelabour market each year – and many of these travel torapidly growing cities in order to seek work. In doingso, they provide a large, concentrated audience thatcan be reached efficiently through outdoor media,served products without relying on unreliable Africanroads, and who can serve as a powerful conduit forbrand advocacy, through the many Africans thatreturn to their rural roots for short visits or longerstays. It is noticeable that Western multi-nationalssuch as P&G and Unilever have shifted researchbudgets from tracking the attitudes of ruralpopulation to gaining a deeper understanding ofemerging urban consumers. For most brands,Africa’s cities now provide the obvious entry pointto their surrounding markets. Share this In Focus 8
  9. 9. Urbanisation: an easier target but not that easyYet city life does not equate to developed market to growing beer brands. Similarly, mobile bankingopportunities and standards of living, nor to services – a great force driving inclusion and helpingconsumers adopting the behaviour patterns and to grow markets across Africa – have seen theirattitudes of developed market urban consumers. growth accelerate significantly following take-up inThere are huge variations as well between the rural areas. Kadogo economyconsumer landscapes of Johannesburg, Nairobi,Kinshasa, Cairo and Benghazi. African cities Reducing package size to promote affordability is The ‘Kadogo economy’ or ‘little economy basedencompass great inequality, with many urban a strategy that can prove equally effective in both on small pack sizes’ has been a key way for brandspopulations remaining in the BoP, and most continue urban and rural contexts. A typical Nairobi shopper to become established in Kenya since the be blighted by blackouts and energy rationing may visit a local market or Duka several times a day,that have a huge influence on their inhabitants’ buying items only when required and only in thepriorities. amount required at that particular moment: visiting in the morning for a sachet of sugar, picking up aAt the same time, brands cannot afford to confuse sachet of cooking oil in the afternoon, then a teathe relative unfamiliarity of rural Africa with a bag to entertain friends and perhaps a penny portionrelative lack of importance. Patchy data in rural areas of soap for the evening wash. Brands that can adaptcan blind companies to the contribution they make to such distinct buying patterns stand to unlockto current revenues, leading them to miss significant significant growth opportunities. The Commitmentopportunities, or undermine existing business models Economy, TNS’s respondent-level analysis of globalwhen they shift focus to fast-growing cities. Rural market opportunities, shows that South Africa’s Darktracker surveys in the alcoholic beverages sector, & Lovely shampoo brand could unlock a further $3.4for example, show higher per capita consumption million in value by extending its strategy of offeringin small towns and rural areas that gives these smaller pack sizes and further increasing accessibilitymarkets disproportionate influence when it comes and affordability. Share this In Focus 9
  10. 10. Media and mobile Share this In Focus 10
  11. 11. Media and mobileWithin both urban and rural environments, limited Africa’s mobile lives and smartphones (Android-enabled handsets areelectricity has a huge potential impact on media For Africa’s growing urban population, as for the often available for less than $80) are changing theconsumption. DSTV, the South African satellite families and friends that remain in rural communities, digital landscape rapidly, leapfrogging Africa pasttelevision company, owes its success across 47 the mobile phone is both an engine of opportunity the PC to create a digital infrastructure based largelyAfrican countries to a willingness to grapple with and convenience - through services such as mobile around mobile technology. In Sub-Saharan Africa,the impact of generator economies, and the way banking and money transfers - and a channel for only 12 percent of the population owns a desktop PC,in which power shortages compel a TV to compete entertainment and personal expression. Low-cost with laptops at the same level of penetration; already,with the fridge, the mobile phone charger and the handsets (with basic mobiles available for $8 or less) 18 percent of the population owns a for a share of limited electricity. DSTV hasbeen able to support its growth with new audience Mobile ownership mobile phone ownership as % of populationmeasurement approaches that reflect the realityof TV consumption in Africa. And it is increasingly 93looking to mobile TV services to help bridge gaps in 90 90 90 88 86 86the availability of conventional TV. 82 80 79 71Several brands have identified social networks, whichcan be readily accessed from an increasing numberof mobile phones and can act as a channel fordistributing video content to compatible handsets,as a valuable support to TV campaigns. Unilever’slaundry brand, Omo, recently ran an innovativeintegrated campaign in Kenya, in which a branded Global Cote Senegal South Egypt Ghana Cameroon Nigeria Tanzania Uganda KenyaTV game show was linked to a Facebook page with D’Ivoire Af ricavideo content. Share this In Focus 11
  12. 12. Media and mobileSocial networking is already a dominant feature ofAfrican mobile life – and TNS’s Mobile Life study Phone capabilitiesshows strong take-up of mobile banking and mobilewallet services (which enable consumers to pay for 48 59 71 64 74 56 81 78 75 77goods using their handset) across countries such asKenya, Uganda and Tanzania. These often take theform of simple USSD solutions that do not dependon smartphone technology and are therefore widelyaccessible to anyone with access to a phone. Despitethe growth in smartphone penetration, the vastmajority of mobiles in Africa continue to be ‘dumb’ 19phones, and the most successful mobile services and 16marketing in the region are those making innovative 18 31 7use of these platforms. 8 8 12 16 16Such applications of mobile technology are not 33 25 22 18 17 13 11 10 10 6limited to phones themselves. M-Kopa is currently South Nigeria Egypt Ghana Cam eroon Kenya Senegal Cote Uganda Tanzaniatrialling a solar lighting system that can be controlled Africa D’Ivoireremotely through a SIM card. This enables ‘high-risk’customers, who were previously unable to get credit Smartphone Advanced feature phone Basic feature phoneto pay for electricity, to pay for their lighting on aday-by-day basis. Share this In Focus 12
  13. 13. Media and mobileThe mobile lives of Africans are built on very lagging behind many other African markets as a existing distribution network and firm governmentdifferent foundations to those of consumers in result of security concerns and a lack of consumer support. But its real success came from the need fordeveloped markets and both mobile operators and awareness. Safaricom’s mPesa mobile money service, urban workers to transfer money easily to their ruralbrands making use of the mobile channel must re- rightly hailed as a breakthrough African model, families. It took the service some time to replicateengineer their propositions and strategies to reflect owed its initial success in Kenya to the alignment of this success in other markets, where not all thesethis. SMS and in particular, USSD technologies often several critical factors: dominant market position, factors were initially in place.take on a far more significant role than mobilevideo or banner advertising, and many of the most Mobile Bankingsuccessful campaigns are built around broadlyaccessible mobile sites to which consumers can be Kenya 23 50 10 17invited via simple text messages. Developed-market Tanzania 14 51 7 28mobile strategies cannot simply be imported to Uganda 11 39 14 35African countries. South Af rica 9 52 23 16Innovative approaches to data capture and mobile Nigeria 6 55 13 27engagement are also essential in an environment 3 50 25 23 Cameroonwhere phones are often shared and usage can be CoteD’Ivoire 2 32 26 40sporadic. The mobile marketing company Brandtonehas had considerable success incorporating calls Ghana 2 54 25 20to action on product packaging that encourage Senegal 1 37 28 34consumers to engage with brands via their mobile. Egypt 23 54 22Egypt demonstrates the potential variety in attitudes Using Interested Not interested Dont Knowto mobile, with adoption of mobile banking services Share this In Focus 13
  14. 14. Media and mobileThe mobile operator MTN, currently the only Africanrepresentative in the world’s top 100 brands, owesits success to a continual process of innovation toensure affordability in different markets. This hasinvolved adapting to the secondary handset market,through which second-hand mobile phones reachemerging middle-class and BoP communities – andhas driven a strategy of offering airtime in smallpackage sizes that echo the penny packs of FMCGbrands. It has also led to a demand for constantinnovation to stay ahead in highly competitivemarkets – in which rival operators bring out newtariffs on an almost weekly basis.Brands leveraging mobile as a channel, eitherthrough social media, SMS or the application ofmobile wallet technology, must therefore shed manydeveloped market assumptions about intimate,personalised and always-on devices. For mostAfricans, the sharing of airtime and handsets is anatural extension of existing habits and cultural hours of BlackBerry Messenger airtime for a specific recipients a phone number to call accompanied avalues, as well as a logical means of controlling task, for example. Brands must adapt their strategies 115-character advertising message, are an Africancosts. The mobile phone and the media consumed to such a frequently interrupted, frequently shared innovation that brands have leveraged with greatthrough it are experienced on an occasional basis, channel if they are to succeed. Please Call Me success. PCM campaigns advertise everything fromwith emerging middle-class consumers buying a few (PCM) messages, a USSD-based service which sends airlines and car insurance to local village stores. Share this In Focus 14
  15. 15. The opportunity for brands Share this In Focus 15
  16. 16. The opportunity for brandsThe marketing generation – and their demands Pepsi have sought to associate their brands with theBrands themselves represent a new form of festival of Ramadan; Coca-Cola through aopportunity in many African markets. Until relatively post-Revolution sense of happiness and optimism,recently the role of marketing was restricted to Pepsi through a corporate responsibility programmethe FMCG category; today it plays a role in driving linked to Ramadan themes of charity and giving.awareness and choice across mobile, banking andmore. Brands are highly valued by emerging middle- The importance of localised brand propositionsclass consumers, especially where brand propositions is shown by the evolution of South Africa’s Tigerreflect priority needs and can provide accessible Brands, a market leader in bread and otherquality and credibility. categories. Tiger Brands has moved from a simple export strategy to one in which it takes control ofIn the aftermath of the Arab Spring, North African every aspect of branding, distribution and strategycountries such as Egypt, Libya, Morocco and Algeria in the markets that it targets. When expandinghave demonstrated a strongly heightened degree into Nigeria, Tiger Brands acquired a local flourof consumer empowerment, with traditional manufacturer, providing a ready-made distributionmonopolies questioned and challenged, and brands and transportation network, and retained theplaying an increasingly visible role in newly dynamic local branding due to its strength in the Successful branding owes much to local In other situations, Tiger Brands has adopted apolitical and cultural nuance, with heightened similar acquisition-led approach but introduced itsnationalism in the wake of revolution and political own brands when research showed that these hadchange leading many local and global brands to greater potential to leverage the infrastructure of theadopt patriotic messaging and images. Religion acquired company.can often play a similar role: both Coca-Cola and Share this In Focus 16
  17. 17. The opportunity for brandsCompetition in the marketing hotspotsGreater attention to brand positioning in partreflects the demands of emerging middle-classconsumers for robust propositions that can helpto meet their daily aspirations and challenges. Kadogo economyHowever, it is also a response to an increasinglycompetitive marketing landscape. Tiger Brands In Nigeria’s laundry detergent market, Thecannot expect to have it its own way in a market Commitment Economy study shows that Sosuch as Nigeria; Western multinationals such as Klin of China has stolen a march on P&G’s ArielCoca-Cola, Pepsi, P&G and Unilever compete with and Unilever’s Omo by adopting their traditionalChinese and Turkish brands that in many markets strategy of increasing accessibility throughbenefit from far stronger cultural ties. broader distribution and smaller pack sizes. Were the western multinationals to fight back by re-If there is a risk to companies switching attention establishing distribution and increasing marketingfrom rural regions to focus on urban centres it lies support in key areas, they could regain up to $15in the greater competition that they face in these million in value.environments, and the ‘Power in the Market’2opportunities that they sacrifice through narrowingthe availability of their products. Brand loyalty isextremely strong amongst the BoP consumers whoinhabit many rural areas and many of whom will goonto form the emerging middle class. First moveradvantage can be highly significant, and brands thatare committed enough to establish distribution overbroader areas may be more likely to obtain it. Share this In Focus 17
  18. 18. Weighing up growth prospects Share this In Focus 18
  19. 19. Weighing up growth prospectsWeighing up growth prospectsUnderstanding the precise size and shape of suchmarket opportunities is essential for companiesweighing up the decision to pursue them. Thereis no shortage of growth opportunities in Africa,but the number that can be realised efficiently issignificantly narrower. Companies must take hard-headed decisions about which forms of growth theyhave the will, budget and appetite for risk to investin – and which challenges they are prepared toovercome. In any given situation, the success of theirinvestment will depend hugely on their ability tore-engineer their brand proposition to fit the precisegrowth opportunity that they have identified.None of these caveats make Africa any less ofa compelling opportunity for global brands.Opportunities must be precisely defined, but thescale of each opportunity is vast nonetheless. Byembracing the diversity of the African cultural andmarketing landscape, companies give themselvesa greater chance of fulfilling them. Share this In Focus 19
  20. 20. Voices from AfricaTNS uses fictionalised realities, stories compiled from the many different interviews conductedby our researchers, to help bring to life the experiences of consumers in different markets. Share this In Focus 20
  21. 21. Peter’s story Peter Njoki is the eldest child of three, the only son and the main Peter’s first money-making venture was to take the family’s basic hope and comfort to his mother Mary since her husband passed Nokia 1100 and lend it, for a fee, to others in Koch. Everyone away. He lives with his family in ‘Koch’, a sprawling Nairobi slum would club together and buy airtime and then share the usage: that is home to thousands of families. Peter’s father was people couldn’t easily afford this by themselves. Recently a boda boda (bicycle taxi) driver but the family had to sell the though, Safaricom brought out lower value top up vouchers bike to pay for his funeral expenses. Mary now helps to make so that each person buys for themselves. ends meet by selling mangoes. However, the main support for the family these days is Peter, who dropped out of school to As a Kenyan, Peter is proud to be on Safaricom, and when take on as money became tight. the national operator introduced the mPesa mobile money service, he quickly used it to start up his next big project; taking Peter has always loved phones. From the age of 10, he was responsibility for the funds in the neighbourhood ‘chama’ or nicknamed <mtundu wa simu> or ‘the take-apart guy” saving group. His latest idea is to market a game to teenagers because of his habit of rebuilding and customizing handsets. based on missed calling. He is getting the slum kids to try out In Koch, most people like Nokias. As they say, you could use the idea and is refining it. He then plans to ask the chama for one as a ball in Rugby sevens and it would still work. There are investment to try and launch the game himself at schools or cheaper, fake Chinese versions on the market, but you can’t colleges. Kids prefer to play than learn but he reckons if he can depend on these in the same way. Pete is now 23 years of age find an educational angle, the schools might also be interested. and he has loads of phones. Or rather, he has loads of phone parts. He sometimes heads to River Road to help the small Besides paying for his sister’s school fees, Peter has been able to traders fix phones and when he was there last year he saw an invest in a genuine, second-hand pair of Nike Airs for himself. ad for the new Ideos smartphone. He is now saving to get one. He feels these went some way towards impressing his girlfriend Faith, and the couple already have big plans for the future:Share this looking to buy a property on the outskirts of Nairobi and Focus In putting money aside for their kids’ education. 21
  22. 22. Christine’s story The day starts early for Christine Awino. Her meetings often begin – and though she has never used it herself, she has made sure her at 7am – and by then she has already been awake for close to daughters know how to get in touch with her this way, if ever they two hours. First, she must prepare herself, ensuring that she is well need to. turned-out for a day spent with her interior design clients. She checks in on the house girl that lives with her family in a gated Christine may be busy – but work is only a means to an end for her. community in the South C district of Nairobi, ensuring that she is on The most important feature of her life is her family. She is proud course to get her 5 daughters ready for school on time. Then she of her husband, who owns a taxi business – and proud of the fact that they have already been able to pay off their mortgage together. has time for a quick breakfast before she leaves the house. She will not discuss how much she and her husband earn; it’s not As an entrepreneur, Christine knows that she must be creative – appropriate for a married woman to talk that way. She exposes and open-minded. Besides the interior design for which she is best as little of her personal life as possible and although she has a known, she also paints and organises events. The vast majority of Facebook profile, she is very cautious about how she uses it. These her work comes through word of mouth and recommendation. She things are not good for marriage. recently launched a website to advertise her business after friends who make furniture told her that they were getting more orders by Christine is a strict disciplinarian. She enforces order on her children advertising online. In her office she has a computer with Internet as a way of ensuring that they behave well, get a good education access and email but it is her mobile that is her business lifeline. and can get ahead in life. Her sense of order also helps her to keep Without it how could she stay in touch with clients and pick up time available for her family in her hectic week. She often works emails when working on location? Her two eldest daughters, aged on both Saturdays and Sundays, heading to her office to avoid 12 and 10, both have phones. She bought them so the two girls distractions. But she always takes her family to church; always makes could stay in touch with her when not at home – and also so they time to take them to the swimming pool on Saturday afternoons.Share this can play games, take photos and download music the way their And always has two hours free on weekend mornings for playingIn Focus friends do. A friend told her about the Please Call Me mobile service with her girls. 22
  23. 23. Rejoice’s story Rejoice Buadi has always worked hard. In the village where she grew favourites; when she hears a particularly inspiring hymn she likes to up, thirty miles from Ghana’s capital Accra, there is simply no other share it with her friends using the Bluetooth feature on her phone. way to survive. Rejoice rents a plot from a neighbour and farms Whenever a neighbour needs a phone, Rejoice is happy to lend hers. yams and the woody shrub cassava, which she sells in order to feed Last month, when one of the other farmers fell sick, she gave the her family. Usually there is enough to make ends meet; but when phone to his wife to call a relative with a car who could take him the rains fail she is forced to borrow money. And the rains are far to hospital. Rejoice does not consider charging money to loan her less predictable these days. mobile this way. Rejoice’s great support is her community. They rally around to lend Her ambition is to save money. She wants to stop having to rely on her money when times get tough. And they support in other ways the social groups from which she borrows when neighbours cannot as well. When local kids steal the money she makes from selling her afford to lend to her. Many are reasonable but some charge very yams, the village headman sounds a gong to rally the community high interest rates – and these are the ones she is often forced to to find the perpetrators. “In the community there is harmony,” turn to when times are most desperate. she says. A bank account would help her to save and also to protect her Rejoice gives back to her neighbours in any way that she can. When money from thieves. By saving she can help to secure the future of she has water, she freely shares it with those who have none. In her two daughters, and ensure they continue in education. But there recent years she has something else that she can share: a mobile are no bank branches near her village. Her cousin in Accra has told phone. It was her husband who first gave her this device and her that some mobile operators now offer banking services. Rejoice showed her how to use it – and her 9-year old daughter who came hopes that they will soon make such services available in her area. up with the idea of sending SMS messages to stay in touch with her Until then, she will continue trusting to God and her community to cousin in Accra, without the need for expensive phone calls. RejoiceShare this uses her mobile to listen to her favourite hymns whilst out working support her. In Focus in her fields, or keeps up with the religious radio shows that are her 23
  24. 24. You may be interested in... About the authors ReferencesVideo: Peter’s story > TNS has a strong presence in Africa, with teams in 17 markets across the region. This piece was developedBase of the pyramid in context > in collaboration with a number of experts, including:Digital media in sub-saharan Africa > Melissa Baker Zoë LawrenceMobile commerce reaches the tipping point > Bob Burgoyne Kim MacIlwaine 1. The Economist Karin Du Chenne Aggrey Maposa 2. ‘Power in the mind’ is a measure TNS uses alongside Tamer El Naggar Arnold Miller ‘power in the market’ to establish the growth Charlotte Garin Margarita Putter opportunities for brands – see You can’t always get what Steve Hamilton-Clark Ryan Versfeld you want to learn more. Neil Higgs Anastacia Wangari Share this In Focus 24
  25. 25. About In FocusIn Focus is part of a regular series of articles that takes an in-depth look at a particular subject, region ordemographic in more detail. All articles are written by TNS consultants and based on their expertise gatheredthrough working on client assignments in over 80 markets globally, with additional insights gained throughTNS proprietary studies such as Digital Life, Mobile Life and The Commitment Economy.About TNSTNS advises clients on specific growth strategies around new market entry, innovation, brand switching andstakeholder management, based on long-established expertise and market-leading solutions. With a presencein over 80 countries, TNS has more conversations with the world’s consumers than anyone else and understandsindividual human behaviours and attitudes across every cultural, economic and political region of the world.TNS is part of Kantar, one of the world’s largest insight, information and consultancy groups.Please visit for more information.Get in touchIf you would like to talk to us about anything you have read in this report, please get in touch or via Twitter @tns_global Share this In Focus 25