KFC - Youth Market 2 with stats corrections

TRUST2015

MEDIA OBJECTIVE

Brand PsychographicsSpontaneous - Fun seekers - Ready to “Seize the play”

Live in the moment - Energised and uplifted

Driven by the desire to experience the emotion of joy, in the context of connected and sharing moments of fun with friends and family.

The connectedness may be in the their physical company or through the mental rehearsal of memories and associations that they desire to recreate in their own company.

TM Mood board - Socially connected and sharing experiencesA Snapshot

The Teen BrainWe know that this market is experiencing “brain awkwardness”, the

transformation process and development of the prefrontal cortex (rational / logical part of the brain), the seesawing of irrational

emotions driven by the Amygdala and the brain pruning process (the reduction of neurons and synapses no longer of use).

In this highly flexible brain state, this market is deeply creative, drawn to colour and new experiences. They are also more likely to feel and think in a highly emotional state and take greater risks,

sometimes without thinking of the consequences.

This market is also likely to stay up later and struggle to get out of bed in the mornings as a result of the later Melatonin release in their

bodies.

Tap into Their Brain State

This market is most likely to desire states of emotional connectedness, seek out daring experiences, are drawn to creativity and of

all the market segments, is most likely to engage and co-create with brands, more

than any other age.

In order to really make an impact, we need to be able to have a core idea that taps into this state and give the market a reason to engage

and share.

Connected to their smartphones

They connect to:

Mobile: Instant message (86.97%), browse web (57%), access Facebook (76.51%), send SMS’s (28.57%), download / listen to music (excl. radio) (53.31%) (24.74%)

Due to high mobile data costs and the sophistication of equipment requirements, the incidence of music downloads, gaming and research increases on desktop. (AMPS2013)

Connecting on Mobile

Handsets:

43% are likely to have a blackberry, 32% a Nokia and 11% a Samsung, which is now the fastest growing handset in SA type in SA.

The top-selling models according to Vodacom and Mybroadband in October 2013 were: Blackberry 9320, iPhone 5, Nokia 306, Nokia 520, Samsung Galaxy Pocket Plus, Samsung

S3, Samsung S3 mini, Samsung S4, Samsung S4 mini, Sony Xperia Go

As the Blackberry has slipped off the aspiration curve, of “top coolest brands”, we strongly suggest developing any mobile platforms or apps in android.

Networks:The three key networks that the market are likely to be connect to are: - 42% Vodacom/ Vodafone- 34% MTN - 16% Cell C

(AMPS2013)

Connecting via Mobile

R50 or less

R51 - R89

R90 - R110

R111 - R125

R126 - R150

R151 - R200

R201 - R270

R271 - R500

R501 - R650

R651 - R750

R751 - R950

R951 - R1150

More than

R1150

10

20

30ZAR Monthly...

Popu

latio

n %

Connecting via Mobile

Mobile is Key

Mobile smart phones are the key point of contact and connection with this target market, and need to be a central component of the communication matrix.

Geo-Targeting

Areas for geo-targeted mobile, activations, in-store or in-mall communication touch points.

Looking at three critical data inputs: - GDP contribution per capita- Population density - Pringles sales data

With limited budgets, we strongly recommend focusing investment on three key area:- Gauteng Province- Western Cape - Kwazulu Natal

Cape Town (North)Cape Town (South West)

Cape Town (South East)

Durban (North)

Durban (South)

Durban (Central)

Durban (West)

Johannesburg (Soweto)

Johannesburg (North)Johannesburg (South)

Johannesburg (Central)

Johannesburg (Randburg)

Johannesburg (Sandton)

Pretoria (Central/West)

Pretoria (East)

Pretoria (North)

Pretoria (South)

0%

10%

20%% of TM

51% of total TM reside in the key target areasAge 15-24, LSM 8-10

Cape Town (North)Cape Town (South West)

Cape Town (South East)

Durban (North)

Durban (South)

Durban (Central)

Durban (West)

Johannesburg (Soweto)

Johannesburg (North)Johannesburg (South)

Johannesburg (Central)

Johannesburg (Randburg)

Johannesburg (Sandton)

Pretoria (Central/West)

Pretoria (East)

Pretoria (North)

Pretoria (South)

0

200

400TM Index

Concentration ScoreIndex : 100 = norm, Age 15-24, LSM 8-10

Areas of greatest potential to deliver against the target market are:

Durban • West• Central

Cape Town• North • South / West

Johannesburg• North + Sandton + Randburg• South

Pretoria • Central / West

Passion Point - Music

Areas for geo-targeted mobile, activations, in-store or in-mall communication touch points.

Looking at three critical data inputs: - GDP contribution per capita- Population density - Pringles sales data

With limited budgets, we strongly recommend focusing investment on three key area:- Gauteng Province- Western Cape - Kwazulu Natal

TM Mood board - Socially connected and sharing experiencesPassion Point - Music

MP3 Skull

Music Festivals

TM Mood board - Socially connected and sharing experiencesPassion Point – Celebrity News

Buzz Feed

Buzz Feed is an interactive celebrity news site which the youth uses as a source of entertainment, information and education.

There are personality quizzes and the content is created around fluid and fixed events.

Bored Panda

Between 10 & 5

Between 10 and 5 is a creative showcase platform, artists work across genres are shared amongst the community

Zalebs

OkayAfrica

TM Mood board - Socially connected and sharing experiencesPassion Point – Fashion

TM Mood board - Socially connected and sharing experiencesMoments of Receptivity

Boredom – This market is always seeking new and extraordinary experiences. The feel ‘caged’ when not given the opportunity experience and express themselves, especially in the circle of peers. Disrupting states of boredom with Pringles messaging, will exaggerate the opportunity to turn the state of boredom into one of fun, excitement and connectedness.


FOMO – The Fear of Missing Out, is a typical phrase regularly referred to by this market. Being disconnected and removed from the opportunity to share in new experiences, especially with peers, creates a state of tension and an opportunity to disrupt and solve the sate of discomfort. With an engaging and exciting idea centred in play, Pringles could become a reason for consumer’s peers to feel the desire to join in their engagement and activity.


Fear of the unknown


Passion to save the world


The world is my oyster … I can teach myself anything.


The desire to be larger than life

KFC - Youth Market 2 with stats corrections

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