Kasi Star Brands are brands that are used most loyally by South Africa’s township consumers, irrespective of background or living standard. These are brands that define a common experience, often on a daily basis to which South Africa’s township consumers are committed to in a real sense. The majority of these consumers put their money where their mouths are to demonstrate this commitment. KASI Star Brands are weaved into the fabric of our vibrant South African townships.

Brands do more than just satisfy wants and needs. Brands become symbols and contribute to the way township consumers define their status and their personalities. These brands often become symbols within townships.

The KASI Star Brand Survey by Ask Afrika is the largest of its kind in South African with 19 sectors, hundreds of product categories and thousands of brands included in the measurement. TGI employed an enumerated area sampling design and the universe includes all communities with more than 8 000 inhabitants, 15 years+. 15 000 consumers were surveyed representing over 23.3 million adult South African consumers; of which 6 763 consumers were surveyed from townships representing approximately 9.7 million adult South African consumers.

Click here to view the 2016/2017 Ask Afrika Kasi Star Brands Results

Ask Afrika Kasi Star Brands reporting solutions (Click here)

Contact Us

For more information contact:

Maria Petousis, Director
maria.petousis@tgi.co.za
+27 12 428 7400

Ask Afrika Kasi Star brands

A Benchmark for Chiefs, Executives & Marketers who are passionate about their township strategy

A metric that demonstrates marketing ROI

Ask Afrika’s KASI Star Brand metrics are metrics that CEO’s CFO’S, CMO’s and Marketers, should include in their scorecards as it is a measurement that goes to the heart of measuring marketing ROI in that it rewards brands that have generated critical township mass in their categories and have built a high level of loyalty amongst township consumers at the same time.

Marketers need to properly understand shoppers and the retail environment in townships in order to successfully build their brands. Reliance on understanding the retail consumer when building a strategy to succeed in the “emerging” township market, will not ensure success. That said, not all brands have the goal of becoming KASI Star brands so it is important to benchmark the KASI Star score relative to the marketing strategy and ultimately within the relevant target market and competitive set. Because the TGI survey is designed to identify and understand target markets, it is possible to calculate KASI Star scores for the township consumer market. If your township marketing strategy is working then you should have a good KASI Star score.

It is also critically important to be able to devise communication strategies so as to influence metrics like this. The TGI survey provides this capability since extensive media consumption data is collected with the branded data.

Contact Us

For more information and Ask Afrika Kasi Star Brands reporting solutions, contact:

Maria Petousis, Director
maria.petousis@tgi.co.za
+27 12 428 7400

Purchase an Kasi Star Brands ™ Report

2015/2016 Kasi Star Brands reporting solutions

A Kasi Star Brands report, with powerful segmentation insights

TGI’s unique offering of 590+ attitude statements, extensive demographics and holistic media insights relative to your brand/category (across 6 763 township consumers), provides a powerful township segmentation solution:

  • Size your market to facilitate key marketing opportunities for your brand, within a competitive landscape
  • Psychographic segmentation will empower your brand to personally resonate with diverse consumer passions
  • Refine your media strategy through prioritizing effective communication channels, per segment, to influence behaviours
  • Fine-tune your marketing strategy to demonstrate an empathetic understanding of consumer contexts, to maximize brand loyalty
  • Develop tactical strategies per segment, ensuring a targeted approach through understanding the nuances of each Segment

A Kasi Star Brands report, with powerful segmentation insights and your added wish list

A specialised reporting solution is available to prioritise your needs and preferences. Add your wish list as a complement to the Kasi Star Brand segmentation report – a tailored solution, just for you.

Shifts in the local landscape have resulted in a new kind of South African consumer. In this context, it is critical to refrain from stereotypically portraying consumers, and to check assumptions to create meaningful connections. Demographics are of limited use, when marketing with insight and nuance, and many brands limit their potential when operating with a superficial understanding of their consumers.

Powerful brands bring South Africans together in personally relevant ways through understanding consumer passions. They simultaneously have a market segmentation that prioritises need states, lifestyle preferences, attitudes and behaviors.

Kasi Star Brands reporting solutions will reveal what it takes to become a symbol of township communities.

Contact Us

For more information contact:

Maria Petousis, Director
maria.petousis@tgi.co.za
+27 12 428 7400

Ask Afrika Kasi Star brands

Photos coming soon