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HESE RESPONDENTS REPRESENT MORE THAN ËÌ MILLION ADULT OUTH FRICAN CONSUMERS

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O PURCHASE THE FULL REPORT CONTACT THE SK FRIKA ROUP ON ÉÊË ÍËÑ ÐÍÉÉ OR VISIT ASKAFRIKA“CO“ZA

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LL OLD›S ADVERTISING CAMPAIGNS HAVE CAREFULLY POSITIONED THE BRAND AS FULL OF FAMILY FUN  ’  

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OUTH FRICA›S FAVOURITE TOMATO SAUCE COMES OUT TOP AGAIN BUT IT›S LL OLD›S COMMITMENT TO CHARITY THAT MAKES IT A REAL WINNER


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OUTH FRICANS SPEND MOST OF THEIR MONEY ON RESTAURANT PURCHASES AND FAST FOOD“ EOPLE FIND IT EASY TO JUSTIFY TREATING THEMSELVES  ’  

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(SFFO GJOHFST EET THE COMPANIES TAKING US INTO A BRIGHT VERDANT FUTURE

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šITH CONSUMERS NOW SO ACTIVELY œPOLICING COMPANIES› POLICIES AND ACTIVITIES NO BRAND CAN AFFORD TO IGNORE OR EVADE THE VERY REAL EFFECT GREEN ISSUES HAVE ON THEIR CUSTOMERS›  ’  

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?9ED 8H7D:I r / ONSUMERS CARE MORE FOR BRANDS THAT RESPOND TO THEM IN AN EMOTIONALLY INTELLIGENT WAY  ’  

" GFFM GPS CSBOET MOTIONAL CONNECTION AND PERSONALISED TARGETING

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'& r ?9ED 8H7D:I

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EOPLE HAVE LITTLE TIME SO THEY LOOK FOR BRANDS THAT ARE FUN MAKE LIFE EASY AND ADD VALUE TO THEIR MOMENTS  ’  

*OGVTFE XJUI QPTJUJWJUZ APPY BRANDS STRIKE THE RIGHT CHORDS WITH CONSUMERS

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?9ED 8H7D:I r '' OME BRANDS ARE NATURALLY HAPPY BUT OTHERS SUCH AS BANKS MASQUERADE AS HAPPY BRANDS BY GLOSSING OVER THEIR CORE OFFERINGS  ’  

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ALUES HAVE UNDOUBTEDLY BECOME MORE IMPORTANT

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'( r ?9ED 8H7D:I

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N TODAY›S ECONOMY HAVING MORE OPTIONS IS A BASELINE EXPECTATION FOR CUSTOMERS  ’  

1SPDFFE UP DIFDLPVU OW HEALTHY IS YOUR BRAND›S ONLINE PRESENCE˜ AKE SURE YOU DON›T GET LEFT IN THE E•DUST“

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OSTALGIA IS RISKY BUSINESS AS MANY NEW BRANDS DON›T WANT TO BE ASSOCIATED WITH BRANDS THAT WERE SUCCESSFUL IN THE OLD 

      

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#JH EBUB CJH EFBM EAL•TIME ANALYSIS OF DATA IS BECOMING A MAJOR DIFFERENTIATOR AND BUSINESS RESOURCE  ’  

 CORPORATES NEED TO BOARD THE ANALYTICS TRAIN BEFORE IT LEAVES THE STATION

# Try our appliances and you’ll see why we’re celebrating.

We’re proud to receive top honours in three categories at the 2014/15 TGI Icon awards in the Dishwashers, Refrigerators/Fridges/Freezers and Stoves/Ovens/Hobs categories. Thank you for making us a part of your family.

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OCAL BRANDS HAVE AN ADVANTAGE IN THAT THEY ARE PLUGGED INTO LOCAL CUSTOMS PSYCHOLOGIES AND AESTHETICS  ’  

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ON›T SKIMP ON QUALITY $POTVNFST BQQSFDJBUF UIBU MPDBM CSBOET BSF PGUFO NPSF BGGPSEBCMF CVU UIFSF JT B QFSDFQUJPO UIBU UIF RVBMJUZ PG MPDBMMZ QSPEVDFE QSPEVDUT JT JOGFSJPS 4PVUI "GSJDBO CSBOET OFFE UP DBUDI VQ UP HMPCBM TUBOEBSET PG RVBMJUZ $POTVNFST PGUFO TBZ Ś4PVUI

"GSJDBO CSBOET EPOŘU MBTU UIBU MPOHś PS ŚUIF RVBMJUZ JT OPU UIF TBNFś *O SFDFOU SFTFBSDI EPOF CZ :FMMPXXPPE RVBMJUZ DBNF PVU BT UIF OVNCFS POF BUUSJCVUF DPOTVNFST MPPL GPS JO B CSBOE CFBUJOH CPUI BGGPSEBCJMJUZ BOE DVTUPNFS TFSWJDF *U JT UIF SFBTPO DPOTVNFST MPWF CSBOET MJLF 8PPMXPSUIT BOE /JLF BOE JG NBSLFUFST XBOU UIFJS CSBOET UP SFNBJO SFMFWBOU UIFZ XJMM OFFE UP CF IPME UIFNTFMWFT UP IJHIFS TUBOEBSET XJUIPVU JODSFBTJOH DPTUT

ROP THE STEREOTYPES 4UFSFPUZQFT SFNBJO BMBSNJOHMZ DPNNPO JO 4PVUI "GSJDBO BEWFSUJTJOH 8PNFO BSF PGUFO QPSUSBZFE BT TJMMZ PS OBHHJOH BOE NFO BT NBDIP PLFT XBUDIJOH SVHCZ CZ UIF CSBBJ ŕ TPNFUIJOH SFTQPOEFOUT PG UIF SFTFBSDI TBZ EPFT OPU SFTPOBUF XJUI UIFN 4UFSFPUZQFT BSF UIF SFTVMU PG MB[Z NBSLFUJOH BOE QPPS DVTUPNFS JOTJHIU 5IF SFTVMUT BSF JSSFMFWBOU BU CFTU BOE PGGFOTJWF BU XPSTU

E MORE TARGETED 4FHNFOUJOH ZPVS NBSLFU CZ EFNPHSBQIJDT BMPOF JT OPU HPJOH UP HJWF ZPV UIF LJOE PG JOTJHIU XJUI 


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 XIJDI UP CVJME QPXFSGVM CSBOET 5BJMPS QSPEVDUT BOE TFSWJDFT UP UP UBSHFU QBSUJDVMBS QTZDIPHSBQIJD TFHNFOUT 5IF ESJGU PG IJHI BOE MPXJODPNF DPOTVNFST BXBZ GSPN MPDBM CSBOET QPJOUT UP B HBQ JO MPDBM CSBOETŘ UBSHFUFE QSPEVDUT TFSWJDFT BOE DPNNVOJDBUJPOT CFZPOE UIF NJEEMF NBSLFU

NVEST IN ›S SUCCESS ŗ(JWJOH CBDLŘ JT OPU POMZ TPNFUIJOH UIBU BQQFBMT UP XFBMUIJFS DPOTVNFST "MM 4PVUI "GSJDBOT BSF MPPLJOH GPS CSBOET UIBU NBLF B SFBM EJGGFSFODF UP QFPQMFŘT MJWFT XIFUIFS JUŘT UISPVHI FNQMPZNFOU ŕ TVDI BT PQQPSUVOJUJFT GPS DPOTVNFST UP QBSUJDJQBUF JO EJTUSJCVUJPO BOE NBLF NPOFZ ŕ PS UIF NPSF USBEJUJPOBM DPSQPSBUF TPDJBM SFTQPOTJCJMJUZ JOJUJBUJWFT

ISCOVER WHAT LOCAL MEANS

JOUFSOBUJPOBM NBSLFUJOH UP DSFBUF USVMZ SFMFWBOU BOE JOOPWBUJWF QSPEVDUT BOE TFSWJDFT (MPCBM CSBOET UIBU GFFM SFMFWBOU SBUIFS UIBO GPSFJHO EP UIJT ŕ UIJOL PG ,'$ŘT ŚTJUIJ TBMVUF LMFWBś BOE $PDB$PMBŘT DBNQBJHO UIBU VTFE

QFPQMFŘT OBNFT PO DBOT BOE CPUUMFT -PDBM CSBOET DBO NBJOUBJO UIF MPZBMUZ UIBU 4PVUI "GSJDBOT XBOU UP HJWF UIFN JG UIFZ JOWFTU JO UIFJS QFPQMF SBNQ VQ UIF DVMUVSBM JOTJHIU JEFOUJGZ UIF BTQFDUT PG MPDBM DVMUVSF

(  ##"* '"#  * ( "* *  " %" " "% "  " #' % % (  %*!   " " % &+!  "%# "#"(!  # "#%" %"  "   " " %!  &+ "#% " " %!  "%# "#"(! "#% )#  % )#  " %"  "#  % "#% "'   #! %" "'%   *  # % "  *  %"  "# " %"  #  %" "# %( )"#! )   #%"  '# (" *'"    % %  * (( % %" #"   " '%#   % !  #  )% *'" #"( "(" " * ##   % %" ###  "#!  %# ""% % %   % "%!  !

$POTVNFST EPOŘU XBOU MPDBM CSBOET UIBU KVTU NJNJD XIBU JT IBQQFOJOH PWFSTFBT #FJOH B ŗGJSTU UP GPMMPXŘ CSBOE JT VOTVTUBJOBCMF JO BO JODSFBTJOHMZ HMPCBMJTFE XPSME "U UIF TBNF UJNF DPOTVNFST OFFE UP LOPX UIBU GBTIJPOT TUZMFT BOE UFDIOPMPHJFT BSF LFFQJOH VQ XJUI XIBU JT IBQQFOJOH JO UIF SFTU PG UIF XPSME 5IF TXFFU TQPU JT B CMFOE PG MPDBM BOE HMPCBM *UŘT JNQPSUBOU UP VOEFSTUBOE XIBU MPDBM GFBUVSFT ZPVS DVTUPNFST MPWF /BOEPŘT GPS JOTUBODF VTFT MPDBM IVNPVS #04 JDF UFB VTFT MPDBM JOHSFEJFOUT BOE B RVJSLZ "GSPQPQ EFTJHO BFTUIFUJD -PDBM CSBOET IBWF BO BEWBOUBHF JO UIBU UIFZ BSF QMVHHFE JOUP MPDBM DVTUPNT QTZDIPMPHJFT BOE BFTUIFUJDT BOE UIJT JT JOUFHSBUFE XJUI NPEFSO

           

TEREOTYPES ARE COMMON IN  ADVERTISING BUT ARE THE RESULT OF LAZY MARKETING“  ’  

UIBU SFTPOBUF XJUI DPOTVNFST BOE BSF NVDI NPSF HFOFSPVT XJUI TUZMF BOE RVBMJUZ UIBO UIFZ BSF VTFE UP CFJOH 5IF QSFTTVSF JT PO UP QSPWF UIBU MPDBM DBO TUBZ MFLLFS JO B HMPCBMJTFE 4PVUI "GSJDB ¦ IZCOMMUNITY“COM

      

 

                         


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T IS ESTIMATED THAT CLOSE TO ONE BILLION OF THE WORLD›S ESTIMATED SEVEN BILLION INHABITANTS LIVE IN INFORMAL SETTLEMENTS AND THIS NUMBER WILL GROW TO TWO BILLION BY ËÉÌÉ  ’  

3FQVUBUJPO JT FWFSZUIJOH *

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OMMON MISPERCEPTIONS *OGPSNBM TFUUMFNFOUT BSF NBJOTUSFBN OPU NBSHJOBM #VU UIFTF DPNNVOJUJFT BSF NJTVOEFSTUPPE UP B MBSHF EFHSFF TP WFSZ GFX CSBOET BSF BCMF UP QFOFUSBUF UIJT NBSLFU FGGFDUJWFMZ #SPBE IPNPHFOJTJOH CSVTI TUSPLFT BSF PGUFO VTFE XIFO QBJOUJOH B QJDUVSF PG UIFTF NBSLFU SFBMJUJFT *U JT TJNQMZ OPU USVF UIBU POMZ QPPS QFPQMF MJWF JO JOGPSNBM TFUUMFNFOUT UIBU UIFZ CVZ POMZ DIFBQ QSPEVDUT

    

Your trust in the goodness of our products keeps us striving to make Clover Way Better.

         

BOE UIBU BMM JOGPSNBM TFUUMFNFOUT BSF UIF TBNF %JGGFSFOU SVMFT PG USBEJOH BQQMZ UP JOGPSNBM BOE UP GPSNBM NBSLFUT (SFBUFS JOTJHIU JT OFFEFE UP VOEFSTUBOE UIF DPOTVNQUJPO IBCJUT BOE QSFGFSFODFT PG UIF JOGPSNBM TFUUMFNFOU UBSHFU NBSLFU

UALITY NOT CHEAPNESS 5IF SFTFBSDI GJOEJOHT TIPX UIBU CSBOET UIBU EPXOTDBMF QSPEVDUT BOE RVBMJUZ UP TVJU UIF UPXOTIJQ EFNPHSBQIJD NJTT UIF NBSL 5IF QSJDFWBMVF FRVBUJPO JT DSJUJDBM UP UIJT NBSLFU 5IF UPXOTIJQ NBSLFU UFOET UP CVZ XFMMLOPXO CSBOET GPS IPVTFIPME QSPEVDUT ŕ  NPSF JO UPXOTIJQT XIFO DPNQBSFE XJUI 4PVUI "GSJDB BT B XIPMF BOE  NPSF UIJOL JUŘT XPSUI QBZJOH FYUSB GPS RVBMJUZ QSPEVDUT 5FO QFSDFOU PG UPXOTIJQ DPOTVNFST DIPPTF B CSBOE OBNF &BDI UPXOTIJQ IBT EJGGFSFOU TVCDPNNVOJUJFT BOE TVCDVMUVSFT %FNPHSBQIJD QSPGJMJOH CSJOHT B CSBOE POMZ TP GBS XIBU JT SFRVJSFE JT UP HFU JOUP UIF NJOET BOE VOEFS UIF TLJO PG UIF UPXOTIJQ TIPQQFS

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¦ IZCOMMUNITY“COM


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$IFNJDBMT BU UIF DPVOUFS HE BRAIN›S ROLE IN BUYING INETTE ETIEF



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IBQQFOT JO UIF EFDJTJPONBLJOH DFOUSFT PG ZPVS NJOE " GFX EFDBEFT BHP BEWFSUJTFST JNQSFTTFE UIFJS DMJFOUT XJUI SFMBUJWFMZ TJNQMJTUJD HSBQIJDT EFQJDUJOH UIF UXP TJEFT PG UIF CSBJO ŕ UIF NPSF SBUJPOBM MFGU TJEF BOE UIF NPSF DSFBUJWF SJHIU 4USBUFHJFT JG OPU FNQJSFT XFSF CVJMU PO UIJT VOEFSTUBOEJOH BOE DPVOUMFTT QSPEVDUT XFSF TPME "CPVU  ZFBST MBUFS BGUFS NVDI SFTFBSDI JU UVSOT PVU UIBU UIF SFBMJUZ JT TPNFXIBU NPSF DPNQMFY " MJUUMF JOTJHIU JOUP NJOE NFDIBOJDT HPFT B MPOH XBZ UPXBSET FYQMBJOJOH XIZ UIPTF QFTLZ DIFNJDBMT JO ZPVS CSBJO NBLF ZPV DIPPTF FYQFOTJWF JNQPSUFE DIFFTF PWFS UIF IVNCMF TUPSF CSBOE 4BZT (SBOU 3PCFSUTPO EJSFDUPS BU MFBEJOH NBSLFU SFTFBSDI DPNQBOZ "TL "GSJLB Ś5P CFHJO XJUI POF NVTU VOEFSTUBOE UXP UIJOHT ŕ GJSTUMZ UIF LFZ SPMF PG UIF CSBJO IPSNPOF EPQBNJOF 4FDPOEMZ BOE BU UIF SJTL PG PWFSTJNQMJGZJOH XF OFFE UP TFF BOE

OPAMINE IS IN EFFECT A TYPE OF SHORTCUT OUR BRAINS USE TO MAKE DECISION•MAKING EASIER  ’  

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SFMJFT PO VTJOH WBSJPVT TIPSUDVUT CBTFE PO B OVNCFS PG JOIFSFOU CJBTFT 0OF PG UIFTF JT MPTT BWFSTJPO ŕ UIF UFOEFODZ UP WBMVF XIBU XF IBWF PWFS XIBU XF NJHIU HBJO TIPVME XF HJWF VQ XIBU XF IBWF 8F BMTP IBWF B DFSUBJOUZ CJBT XIJDI SFTVMUT JO VT CFMJFWJOH UIBU XF BSF SJHIU BOE JO UIF QSPDFTT JHOPSJOH PUIFS JNQPSUBOU QFSTQFDUJWFT "OPUIFS JOUFSFTUJOH CJBT JT UIF EFDPZ CJBT XIJDI PDDVST GPS FYBNQMF XIFO NBSLFUFST QSFTFOU UISFF QSPEVDU PQUJPOT UP B DPOTVNFS XJUI UIF UIJSE PQUJPO CFJOH NFSFMZ B QPPSFS WFSTJPO PG UIF GJSTU 5IJT SFTVMUT JO UIF DPOTVNFS CFJOH NPSF MJLFMZ UP DIPPTF UIF GJSTU PQUJPO PWFS UIF TFDPOEś 6MUJNBUFMZ UIPVHI TBZT 3PCFSUTPO JUŘT OPU B RVFTUJPO PG FJUIFSPS Ś*O TVNNBSZ CPUI TZTUFNT BSF DSJUJDBM UP EFDJTJPONBLJOH CVU HJWFO UIF GBDU UIBU XF BSF CZ BOE MBSHF JOIFSFOUMZ MB[Z UIJOLFST XF UFOE UP SFMZ IFBWJMZ PO PVS FNPUJPOT JOUVJUJPOT BOE CJBTFT XIFO NBLJOH PVS EFDJTJPOT ś TBZT 3PCFSUTPO

šOME ON BE A DEVIL› SAYS THAT LITTLE VOICE WE TRY TO IGNORE  ’  • 


/ƚ ĂůǁĂLJƐ ĨĞĞůƐ ŐŽŽĚ ƚŽ ďĞ ůŽǀĞĚ͘ dŚĂŶŬ LJŽƵ ĨŽƌ ǀŽƟŶŐ ƵƐ ^ŽƵƚŚ ĨƌŝĐĂ͛Ɛ ŵŽƐƚ ůŽǀĞĚ ŵĞĚŝĐĂů ĂŝĚ ŝŶ ƚŚĞ ϮϬϭϰͬϮϬϭϱ d'/ /ĐŽŶ ďƌĂŶĚ ƐƵƌǀĞLJ͘ tĞ ĂƌĞ ŚƵŵďůĞĚ ƚŚĂƚ ƐŽ ŵĂŶLJ ^ŽƵƚŚ ĨƌŝĐĂŶƐ ŚĂǀĞ ƉƵƚ ƚŚĞŝƌ ĨĂŝƚŚ ĂŶĚ ƚƌƵƐƚ ŝŶ ƵƐ ƚŽ ŐŝǀĞ ƚŚĞŵ ƚŚĞ ǀĞƌLJ ďĞƐƚ ĐĂƌĞ͘

ǁǁǁ͘ĚŝƐĐŽǀĞƌLJ͘ĐŽ͘njĂ

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ŝƐĐŽǀĞƌLJ ,ĞĂůƚŚ ;WƚLJͿ >ƚĚ ƌĞŐŝƐƚƌĂƟŽŶ ϭϵϵϳͬϬϭϯϰϴϬͬϬϳ͕ ĂĚŵŝŶŝƐƚĞƌƐ ŝƐĐŽǀĞƌLJ ,ĞĂůƚŚ DĞĚŝĐĂů ^ĐŚĞŵĞ͕ ƌĞŐŝƐƚƌĂƟŽŶ ŶƵŵďĞƌ ϭϭϮϱ͘ ŝƐĐŽǀĞƌLJ ,ĞĂůƚŚ ;WƚLJͿ >ƚĚ ŝƐ ĂŶ ĂƵƚŚŽƌŝƐĞĚ ĮŶĂŶĐŝĂů ƐĞƌǀŝĐĞƐ ƉƌŽǀŝĚĞƌ͘

'DͺϮϳϰϲϳ,DͺϭϭͬϬϳͬϮϬϭϰͺsϲ




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