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The rural problem
At 1.2 million square kilometres, SA is nearly as big as all of Western Europe. Texas is the largest state in the USA (excluding Alaska, which does not count)...
The picture of the USA from 3,000km shows Texas and all the states that one needs to have as a much space as SA. The three pictures in the full article are taken from Google Earth at an altitude of 3,000km - i.e. comparable landmasses.
Erik tells: "When I was brand manager on Campari, the principals visited us from Italy. Their main complaint was that our distribution, based on Nielsen, was only 60%. I overlaid a map of Italy on a map of South Africa, showing Italy stretching from Johannesburg to Bloemfontein. They stopped complaining."
Click here to view the article in full, and here for more information on the authors' availability to do keynote talks at company strategy conferences.
*Note that Bizcommunity staff and management do not necessarily share the views of its contributors - the opinions and statements expressed herein are solely those of the author.*
Source: SA Marketing Magazine
SA Marketing Magazine is a joint effort by Neil Higgs and Erik du Plessis to provide marketing insights for companies to use as the basis for marketing strategies.
Go to: http://www.samktmag.com/
About Erik du Plessis and Neil Higgs
Erik and Neil are the 'old folk' of marketing, with a mountain of experience between them. They love watching brands grow, have seen brands die and have consulted with nearly every major brand in SA at some stage. They have published papers in accredited journals, won awards and are honorary members of AMASA and SAMRA. They've also talked at major international conferences as well as local keynote talks on the state of the market.