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Transcript of SOUTH AFRICA BRAND REPORT - MarketResearch.com: Market ... · SOUTH AFRICA BRAND REPORT ... brands...
©Analytix Business Intelligence 2012
www.analytixbi.com
©Analytix Business Intelligence 2010
www.analytixbi.com
SOUTH AFRICA BRAND REPORT
– CONSUMERS OF FAST FOOD: PIZZA –
COMPILED: MAY 2012
©Analytix Business Intelligence 2012
www.analytixbi.com
REPORT OVERVIEW
2
Compiled: May 2012
(84 pages)
This comprehensive report examines consumers of the Top 7 Pizza Fast Food brands in South
African: Profile of the Top 7 brands of Pizza Fast Food outlets; Consumption and brands trends
(2007-2011); Amount spent at last Pizza Fast Food outlet visited (2007-2011); Geo-
demographics trends among Pizza Fast Food consumers (2007-2011); Detailed geo-
demographic profile and brand penetration analysis; Cellphone and Internet usage; Lifestyle
and Media Consumption (2011).
The consumer analysis is based on the latest annual consumer survey among a nationally
representative sample of more than 25,000 people - All Media and Products Survey conducted
by the South African Advertising Research Foundation.
Some of the key questions the report will help you to answer are:
Who are the Top 7 SA Pizza Fast Food brands and how are they positioned?
What are the important USA and South African Pizza market trends that should be included in your
business strategy?
Who are the consumers of the Top 7 Pizza Fast Food outlets and what are the geo-demographic trends
(2007-2011)? e.g. age, gender, affluence, lifestage, geographics
How do you engage with them? e.g. lifestyle, cellphone, Internet, sports, music interests
What media do you use to communicate to them? e.g. online media, TV, radio, newspapers, magazines
©Analytix Business Intelligence 2012
www.analytixbi.com
REPORT OVERVIEW
3
It provides a comprehensive consumer profile of the Pizza category (minimum category sample
= 4 977 consumers), as well as a detailed segmentation among the Top 7 Pizza Fast Food
brands in South Africa, namely: Debonairs, Mimmos, Panarottis, Pizza Perfect, Roman’s
Pizza, Scooters and St. Elmo’s.
Additional brands that are included in the South African market trends and geo-demographic
trends analysis of Pizza consumers: Pizza Hut, Fontana, Little Caesar’s and Bacini’s.
It examines in detail the demographics, lifestyle, media consumption and cellphone and
Internet usage of the Pizza category by brand, making it a vital reference report for anyone
wanting to understand this segment of the market.
Why purchase this market research report?
The report focuses on consumer-based intelligence – the most valuable brand asset
Provides a comprehensive analysis of the “big picture” with local consumer/market trends
84 page report with 70+ charts, graphs, tables
Salient points and key insights are highlighted and summarised in comment boxes on each page
©Analytix Business Intelligence 2012
www.analytixbi.com
4
84 page report filled with >100 detailed charts, graphs, tables and insights
SCREENSHOTS FROM REPORT
©Analytix Business Intelligence 2012
www.analytixbi.com
5
SAMPLE FROM REPORT: PERSONALLY BOUGHT PIZZA FROM FAST
FOOD OUTLET (PAST 4 WEEKS): 2007-2011
The percentage of Fast Food consumers who had bought Pizza at a Fast Food outlet in the past 4 weeks had increased from 11.7%
(3.6 million) of all South African adults 16+ years in 2007 to 15.6% (5.3 million) in 2011.
2007 2008 2009 2010 2011 Total Adult population
(16+ years) 31 109 074 31 305 016 31 418 675 32 962 328 34 037 887
Total Pizza consumers
(16+ years) – personally bought
in PAST 4 WEEKS 3 644 934 4 173 723 4 242 987 4 779 719 5 318 120
% of Total Adult Population
(16+ years) 11.7% 13.3% 13.5% 14.5% 15.6%
Source: AMPS 2007B-2011B (16+ years adult population)
Sample Size: 21 068 (2007); 21 083 (2008); 25 170 (2009); 25 160 (2010); 25 160 (2011)
Based on weighted numbers
0%
10%
20%
2007 2008 2009 2010 2011
12% 13%
14% 15% 16%
Personally bought Pizza from Fast Food Outlet in past 4 weeks: 2007-2011
©Analytix Business Intelligence 2012
www.analytixbi.com
6
SAMPLE FROM REPORT: BRAND PROFILE: POPULATION GROUP
The highest proportion for Roman’s Pizza customers were Black (48%), compared to a 20% proportion for St Elmo’s. Among St
Elmo’s customers, 55% were White and 23% were Coloured purchasers.
Mimmos (15%) had the highest proportion of Indian Pizza purchasers compared to the other brands.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Debonairs Mimmo's Panarottis PizzaPerfect
Roman'sPizza
Scooters St. Elmo's
43% 47%
33% 29%
42% 48%
28% 20%
11% 11%
10% 17%
5%
9%
13% 23%
10% 11%
15% 12% 7%
7%
11% 2%
36% 30% 42% 41% 46%
36%
48% 55%
Brand profile of Pizza purchased at Fast Food outlet in the past 4 weeks by population group
White
Indian
Coloured
Black
Source: AMPS 2011B (Adults 15+ years)
Sample Size: 4 977 (personally bought from Pizza Fast Food outlet in past 4 weeks)
Based on unweighted numbers, see beginning of section for brand sample sizes.
©Analytix Business Intelligence 2012
www.analytixbi.com
7
SAMPLE FROM REPORT: TOP 10 SPORTS INTERESTS
Soccer was the sport with the highest interest for Debonairs, Panarotti’s, Pizza Perfect and Roman’s Pizza purchasers, while Rugby
was most popular for Mimmos, Scooters and St Elmo’s customers.
Cricket was the second most popular interest for Debonairs, Mimmos, Panarotti’s, Scooters and St Elmo’s customers.
Source: AMPS 2011B (Adults 15+ years)
Sample Size: 4 977 (personally bought from Pizza Fast Food outlet in past 4 weeks)
Based on unweighted numbers, see beginning of section for brand sample sizes.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Total Debonairs Mimmos Panarottis Pizza Perfect Roman'sPizza
Scooters St. Elmo's
Top 10 Sports interests by brand of Pizza Fast Food outlet
Soccer
Cricket
Rugby
Walking/Hiking
Swimming
Dancing
Billiards/Pool/Snooker
Tennis
Athletics
Jogging/Running
©Analytix Business Intelligence 2012
www.analytixbi.com
8
SAMPLE FROM REPORT TOP 3 RADIO STATIONS (PAST 7 DAYS)
Metro FM (26%) was the most popular across all selected brand of Pizza Fast Food outlets, followed by 5FM (22%).
For St Elmo’s, 94.5 Kfm (32%) was the most popular radio station listened to in the past 7 days, followed by 5FM (25%) and
Radiosondergrense (18%).
Debonairs Percentage
Metro FM 29%
5FM 23%
East Coast Radio 14%
Roman’s Pizza Percentage
Metro FM 26%
94.2 Jacaranda 20%
5FM 19%
Mimmos Percentage
94.7 Highveld Stereo 27%
Metro FM / 5FM 24%
94.2 Jacaranda 20%
Panarottis Percentage
5FM 24%
94.7 Highveld Stereo 20%
Metro FM 19%
Scooters Percentage
5FM 23%
East Coast Radio 21%
Metro FM 17%
Pizza Perfect Percentage
94.7 Highveld Stereo 22%
5FM 20%
94.2 Jacaranda 17%
St Elmo’s Percentage
94.5 Kfm 32%
5FM 25%
Radiosondergrense 18%
Source: AMPS 2011B (Adults 15+ years)
Sample Size: 4 977 (personally bought from Pizza Fast Food outlet in past 4 weeks)
Based on unweighted numbers, see beginning of section for brand sample sizes.
Total Pizza Percentage
Metro FM 26%
5FM 22%
94.2 Jacaranda / 94.7
Highveld Stereo 13%