Nestle Bar-One_

Presented by: Nkateko Mongwe

Pioneering media innovation in Africa

52% OF THE TOTAL POPULATION HAVE EATEN A CHOCOLATE BAR IN THE PAST 7 DAYS

Source: AMPS Jan – Dec 2013

37,214,000 Total Population

19,238,000Eaten Chocolate Bars

(P7D)

7,060,000Eaten Chocolate

Bars (P7D) & Accessed the

Internet (P4W)

• 11,087,000 people access the internet in the past 4 weeks (P4W), 64% of them have eaten a chocolate bar in the past 7 days (P7D).


3,493,000 MEN WHO HAVE ACCESSED THE INTERNET IN THE PAST 4 WEEKS HAVE EATEN A CHOCOLATE BAR IN THE PAST 7 DAYS


Men Women 15 - 24 25 - 34 35 - 49 50+0

2,0004,0006,0008,000

10,00012,000

8,59110,647

5,897 5,416 4,5733,3523,493 3,567

2,676 2,326 1,548510

Eaten Chocolate Bars (P7D)

000s

• 8,591,000 men have eaten a chocolate bar in the p7d, 41% of them accessed the internet in the past 4 weeks. Chocolate bar consumption across the internet universe is by percentage skewed towards men.

• The 15 – 24 age group have eaten chocolate the most in the past 7 days.

• 5,897,000 of the 15 – 24 age group have eaten a chocolate bar in the past 7 days, 45% of them have accessed the internet in the past 4 weeks.


3,830,000 OF THE POPULATION IN LSM 8 - 10 WHO HAVE ACCESSED THE INTERNET IN THE PAST 4 WEEKS HAVE EATEN A CHOCOLATE BAR IN THE PAST 7 DAYS


LSM (1 - 4)

LSM ( 5 - 7)

LSM (8 - 10)

02,0

004,0

006,0

008,0

0010

,000

12,00

014

,000

16,00

0

3,153

10,557

5,528

211

3,018

3,830

Eaten Chocolate Bars (P7D)Eaten Chocolate Bar (P7D) & Accessed the Internet (P4W)

000s

• 7,060,000 of the total population who have accessed the internet in the past 4 weeks have eaten a chocolate bar in the past 7 days, 54% of them are in LSM 8 – 10.

• 5,528,000 of the population in LSM 8 – 10 have eaten a chocolate bar in the past 7 days, 69% of them have accessed the internet in the past 4 weeks.

• This indicates that the LSM 8 – 10 who accessed the internet past 4 weeks are the most viable segment to target as they are 89% more likely to eat a chocolate bar in the past 7 days than the total population.


1,934,000 MEN OF THE POPULATION IN LSM 8 - 10 WHO HAVE ACCESSED THE INTERNET IN THE PAST 4 WEEKS HAVE EATEN A CHOCOLATE BAR IN THE PAST 7 DAYS


Eaten Chocolate Bars (P7D)/Women

[Eaten Chocolate Bar (P7D) & Accessed the Internet (P4W)] /

Women

Eaten Chocolate Bars (P7D)/Men

[Eaten Chocolate Bar (P7D) & Accessed the Internet (P4W)] /

Men

0 2,0004,0006,0008,000

1,871

121

1,282

90

5,865

1,550

4,693

1,468

2,911

1,896

2,616

1,934

LSM (8 - 10) LSM ( 5 - 7)LSM (1 - 4)

000s

• 3,493,000 men of the total population who accessed the internet in the past 4 weeks have eaten a chocolate bar in the past 7 days, 55% of them are in LSM 8 – 10.

• 2,616,000 men in the LSM 8 – 10 segment have eaten a chocolate bar in the past 7 days, 74% of them have been online in the past 4 weeks.

• Amongst the Online Universe chocolate bar consumption in the LSM 8 -10 segment is skewed towards men.

• Male oriented web-sites will be mostly effective for a chocolate bar brand to communicate it’s message to this market.


ACROSS THE ONLINE UNIVERSE LUNCH BAR IS THE MOST EATEN CHOCOLATE BAR BRAND IN THE PAST 7 DAYS


000s 01,0002,0003,0004,0005,0006,0007,000 Total Pop/Eaten P7D Accessed the Internet P4W

• Bar-One is the 3rd most eaten chocolate bar brand in the past 7 days across the Online Universe.


1,770,000 OF THE ONLINE UNIVERSE HAVE EATEN BAR-ONE CHOCOLATE BAR IN THE PAST 7 DAYS


4,662,000Bar-One p7d

1,770,000Online Universe/

Eaten Bar-One p7d

38% of Bar-One’s market is from the Online Universe


999,000 MEN IN THE ONLINE UNIVERSE HAVE EATEN BAR-ONE CHOCOLATE BAR IN THE PAST 7 DAYS


Men Women 15-24 25-34 35-49 50+0

5001,0001,5002,0002,5003,000

0

50

100

1502,426 2,2361,542 1,348 1,029 743999 771 754 597 323 97

Probability Index Bar-One (P7D) Bar-One (P7D)/Online Universe

000s

• 1,770,000 Bar-One consumers (p7d) have accessed the internet (p4w), 56% of them are men.

• 1,542,000 Bar-One consumers (p7d)are in the 15 – 24 age group, 49% of them accessed the internet in the past 4 weeks.

• Bar-One consumers are skewed towards men and the 15 – 24 age group. The 15 – 24 age group who have been online in the past 4 weeks are 29% more likely to consume Bar-One than Bar-One consumers who have not been online, and the 25-34 age group are 17% more likely to consume Bar-One than Bar-One consumers who haven't been online.

Index (+ 100) = % more likely (-100) = & less likely


56% OF THE ONLINE UNIVERSE WHO HAVE EATEN BAR-ONE CHOCOLATE BAR IN THE PAST 7 DAYS ARE IN LSM 8 - 10


000s

LSM (1 - 4)

LSM (5 - 7)

LSM (8 - 10)

0 500 1000 1500 2000 2500 3000 3500

605

2,630

1,426

43

738

990

Bar-One (P7D)Bar-One (P7D)/Accessed In-ternet (P4W)

• Although 2,630,000 of Bar-One’s market is from the LSM 5 – 7 market, Only 42% of them have accessed the internet in the past 4 weeks. Bar- One needs to increase it’s share of the LSM 5 – 7 amongst the Online Universe as they are 74% less likely to consume the brand.

• 1,426,000 of the LSM 8 – 10 have eaten Bar – One in the past 7 days, 69% of them have accessed the internet in the past 4 weeks. Across the Online Universe Bar-One’s market is strongly amongst the LSM 8 – 10 segment. People in the LSM 8 – 10 who have accessed the internet in the past 4 weeks are 83% more likely to consume Bar One than any other LSM group. This is a viable segment for the brand t target and encourage more consumption.


598,000 OF THE MEN IN THE ONLINE UNIVERSE WHO HAVE EATEN BAR-ONE CHOCOLATE BAR IN THE PAST 7 DAYS ARE IN LSM 8 - 10


000s

0200400600800

1000

95100105110115120125130

805 798630

459332

211 167 175 167 173

622 598476

332 259153 143 139 138 128

Proability/Index Men/ LSM (8 - 10) Men/ LSM 8 -10/ Accessed Internet P4W

• Lunch Bar is the number 1 chocolate bar brand across men in the LSM 8 – 10 segment. • 798,000 men in LSM 8 -10 have eaten Bar – One in the past 7 days, 75% of them have

accessed the internet in the past 4 weeks. Thus equals, men in LSM 8 -10 who have consumed Bar – One in the past 7 days, 2 out of 3 have accessed the internet in the past 4 weeks . Effective communication to this market should increase frequency consumption.

• Nestlé's Bar-One has ruff competition from Cadbury's Lunch Bar, P.S. and Mars’s Snicker. These brands threaten Bar-One’s segment share. Aggressive digital media push to target this segment should strengthen and uphold position.

Pioneering media innovation in AfricaSource: AMPS Jan – Dec 2013

Men in LSM 8 -10 who have consumed Bar – One in the past 7

days, 2 out of 3 have accessed the internet in the past 4 weeks .


32% OF MEN ACROSS THE ONLINE UNIVERSE WHO HAVE EATEN BAR-ONE CHOCOLATE BAR IN THE PAST 7 DAYS AND ARE IN LSM 8 – 10 CONSUME LUNCH BAR


• Men in LSM 8 -10 who accessed the internet in the past 4 weeks.

32%23%

16%

12%

10% 9% 8% 7%6%

6%

% Share of Bar-One

Lunch BarKit Kat P.SAeroTex FlakeSnickersCrunchieNestle peppermint CrispTempo

• Of the men in the LSM 8 - 10 segment who accessed the internet in the past 4 weeks and have eaten Bar – One in the past 7 days, 8% of them consume Snickers.

• In this segment Bar-One’s main competitors are Lunch Bar, P.S. and Snicker, 56% of Bar-One’s consumers switch to these brands.


2,076,000 OF THE MALE LSM 8-10 SEGMENT UESED THE INTENET VIA COMPUTER FOR SEARCH PURPOSES


• 229,000 men in LSM 8-10 who accessed the internet in the past 4 weeks via computer and consumed Bar-One past 7 days used the net for Social Networking,

• 127,000 read current news articles, 120,000 read newspaper or magazine online and 104,000 use instant messaging.

• A digital media strategy for Nestlé's Bar-One should consider social media, search, online advertising via a an online newspaper or magazine and instant message to effectively reach this segment’s consumer base and increase brand consumption to lessen the effect of competitor brands.

Instant Messaging / chat services ( e.g Mxit, BBM, WhatsApp, Apple Messaging) - Used internet via

computer

Read newspaper/magazine on-line - Used internet via computer

Read/access current news/articles on-line - Used internet via computer

Download Apps/Applications - Used internet via computer

Play games - Used internet via computer

Banking - Used internet via computer

Social Networking (e.g. Using MySpace, Facebook, LinkedIn, Windows Live Spaces,You Tube, Twitter,etc.) - Used internet via computer

Other Internet activities not mentioned previously - Used internet via computer

Send/Receive e-mail - Used internet via computer

Search (e.g. Googling) - Used internet via computer

0 500 1000 1500 2000 2500

629

713

778

639

677

899

1192

1289

1965

2076

104

120

127

135

137

156

229

237

355

361

Men, LSM (8-10), Internet p4w/ Bar-One p7dMen, LSM (8-10)/ Internet p4w

(000s)


2,235,000 OF THE MALE LSM 8-10 SEGMENT UESED THE INTENET VIA CELLPHONE FOR SOCIAL NETWORKING


• 450,000 men in LSM 8-10 who accessed the internet in the past 4 weeks via cellphone and consumed Bar-One past 7 days used the net for Social Networking.

• 551,000 read newspaper or magazine online and 2,500,000 use instant messaging via cellphone.

• A digital media strategy for Nestlé's Bar-One with a focus on mobile should consider social media, instant messaging, online advertising via a an online newspaper or magazine to effectively reach this segment’s consumer base through a mobile device.

Read/access current news/articles on-line - Used internet via cellphone

Banking - Used internet via cellphone

Play games - Used internet via cellphone

Download Apps/Applications - Used internet via cellphone

Other Internet activities not mentioned previously - Used internet via cellphone

Music Downloads ( excluding radio) - Used internet via cellphone

Send/Receive e-mail - Used internet via cellphone

Social Networking (e.g. Using MySpace, Facebook, LinkedIn, Windows Live Spaces,You Tube, Twitter,etc.) - Used internet via cellphone

Search (e.g. Googling) - Used internet via cellphone

Instant Messaging / chat services ( e.g Mxit, BBM, WhatsApp, Apple Messaging) - Used internet via cellphone

Extended Internet- Any internet usage ( inclusive of internet cellphone activities-ever) - Used internet via cellphone

0 1,000 2,000 3,000 4,000

551

882

1,070

1,094

1,265

1,351

1,972

2,235

2,539

2,500

3,216

117

169

198

247

252

304

361

450

494

495

598

Men, LSM (8-10), In-ternet p4w/ Bar-One p7dMen, LSM (8-10)/ In-ternet p4w

(000s)


1,561,000 OF THE POPULATION THAT HAS EATEN BAR-ONE IN THE PAST 7 DAYS ARE FACEBOOK USERS


9,086,000Total Facebook users

5,894,000 Eaten chocolate bar in the

p7d

1,561,000 Eaten Bar-One

p7d

421

703

789

Bar-One (p7d)/Facebook users (ever)

LSM 1-4LSM 5-7LSM 8-10

• 1,426,000 of the population in LSM 8 - 10 have eaten Bar-One in the past 7 days, 55% of them are Facebook users.

• Facebook is a key social media platform where Bar-One can engage with the LSM 8 – 10 segment and run brand promotional activities to increase brand consumption.


KEY TAKE OUTS


So what?

11,087,000 people access the internet in the past 4 weeks, 64% of them have eaten a chocolate bar in the past 7 days. This indicates that people that access the internet are a viable market to target.

Chocolate bar consumption across the Online Universe is by percentage skewed towards men and by audience skewed towards the 15 – 24 age group. Effective communication to men is needed to increase consumption by audience count and target older age groups for higher consumption across age groups.

7.060,000 of the total population who accessed the internet in the past 4 weeks have eaten a chocolate bar in the past 7 days, 54% of them are LSM 8 – 10.

5,528,000 of the population in LSM 8 – 10 have eaten a chocolate bar in the past 7 days, 69% of them have accessed the internet in the past 4 weeks.

LSM 8 – 10 who accessed the internet in the past 4 weeks are the most viable segment to target as they have the highest consumption and are 89% more likely to consume a chocolate bar than any other LSM group.


KEY TAKE OUTS


So what?

3,493,000 men across the total population who accessed the internet in the past 4 weeks have eaten a chocolate bar in the past 7 days, 55% of them are in LSM 8 – 10.

2,616,000 men in the LSM 8 – 10 segment have eaten a chocolate bar in the past 7

days, 74% of them have been online in the past 4 weeks. Chocolate bar (p7d) consumption is skewed towards men in LSM 8 – 10 across the

online universe.

Male orientated web-sites will be mostly effective for a chocolate bar brand to communicate it’s brand message to this market. Sites such as ESPN, The Hub, BBC Sport and eNCA.

Bar-One’s market position is in 3rd place across the Online Universe, with 38% of the brand consumption coming from internet users. Bar-One lacks effective digital presences hence consumption across the Online

Universe is low.


KEY TAKE OUTS


So what?

The Bar-One brand needs to increase it’s marketing and advertising spend to digital media in order to target the Online Universe and increase consumption across consumption in this market.

1,770,000 Bar-One’s consumers(p7d) have accessed the internet (p4w), 56% of them are men. 1,542,000 Bar-One’s consumers are in the 15 – 24 age group, 49% of them have accessed the internet in the past 4 weeks.

Across the Online Universe Bar-One’s consumption is skewed towards men and 15 – 24 age group.

The 15 – 24 age group who have been Online (p4w) are 29% more likely to consume Bar-One than Bar-One consumers who haven't been online and the 25 – 34 age group who have been online are 17% more likely to consume Bar-One than Bar-One consumers who haven’t been online.

Target markets Bar-One should targeting across the Online Universe are men across the 15 – 24 and 25 - 34 age groups.


KEY TAKE OUTS


So what?

1,426,000 of the LSM 8 – 10 have eaten Bar – One in the past 7 days, 69% of them have accessed the internet in the past 4 weeks.

Across the Online Universe Bar-One’s market is strongly amongst the LSM 8 – 10 segment. People in the LSM 8 – 10 who have accessed the internet in the past 4 weeks are 83% more likely to consume Bar One than any other LSM group. This is a viable segment for the brand to target and encourage more consumption.

798,000 men in LSM 8 -10 have eaten Bar – One in the past 7 days, 75% of them have accessed the internet in the past 4 weeks. Thus equals, men in LSM 8 -10 who have consumed Bar – One in the past 7 days, 2 out of 3 have accessed the internet in the past 4 weeks . Effective communication to this market should increase frequency consumption. In this segment Bar-One’s main competitors are Lunch Bar, P.S. and Snicker,

56% of Bar-One’s consumers switch to these brands.


KEY TAKE OUTS


So what?

1,426,000 of the population in LSM 8 - 10 have eaten Bar-One in the past 7 days, 55% of them are Facebook users.

Facebook is a key social media platform where Bar-One can engage with the LSM 8 – 10 segment and run brand promotional activities to increase brand consumption.


THANK YOU!

Date post:	15-Apr-2017
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