Growth brand theory - the 2 million users gained club

During this period, the adult population (16+) in South Africa grew by 3.6 million people (about 11%).

In our article titled All South Africans are living better than before, we showed that the population increased its LSM position substantially - that is, it is now much better off than before. For all the brands in this table, the percentage growth over the period far exceeds the growth in adult population and even the increase in wealth of the population.

Our article about the Big Brand Theory was the most popular of our articles to date. We have come to the realisation that analysing big brands for their marketing strategies is probably not the same as analysing the brands that are growing. However, it will be useful to compare the strategies of the growing brands to those of the big brands.

Marketing thoughts

1. Among the 900 plus brands that AMPS tracks, there are only 32 brands that gained more than 1 million users in this period. Should you want a copy of this list please contact us on this link, where you can also subscribe.
2. Obviously, to achieve growth is easier when the product category is growing. In our article How SA markets grew, we analysed the product categories that grew as well as increased their numbers of heavy users.
3. In the next articles in this series, we will be looking at the strategies that the growth brands implemented that allowed them to grow the way they did.
4. Please this link subscribe to this magazine to see how our analyses proceed.

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