It’s another interesting Journal Debate and today’s discussion was about “The Battle of the Youth Brands“  hosted by Jeremy Maggs. Jason Levin – MD HDI Youth Marketeers – stated that the chosen panel of brands was selected due to their influence on young consumer’s e.g Samsung doing well in cellphone and computer brands; and the celebrity’s category was occupied by local DJ’s (DJ Cleo).

The debates panel included:

• Jason Levin – MD HDI Youth Marketeers
• Mark Kronenberg – Vice President of Cheil Worldwide South Africa – (Samsung)
• Zayd Abrahams – Head of Marketing – Sparkling: The Coca-Cola Company South Africa
• Jonathan Cherry – Founder of Cherry Flava
• Enver Groenewald – General Manager of Advertising Revenue and Strategic Communications: Avusa Media
• Andy Rice – Chairman of Yellowwood Future Architects
• Mzamo Masito – Brand Manager Nike South Africa
• Jimmy Muteba – Brand Ambassador of Trace
• DJ Cleo

Some of the interesting points from the morning include:
Jason Levin – gave a brief introduction to the HDI Youth study

• Youth market study called Generation Nest – on how young consumers feel about a product/brand conducted from Feb – April
• The youth is a big spender (direct spenders) spending average R30 Billion
• Young South Africans want to live a good lifestyle and now focusing on Energy. They are focused on achieving goals and they are service guru’s.
• Young consumers trust celebrity, family, friends and TV endorsements – music plays a bigger picture in their lives.

Mark Kronenberg – Vice President of Cheil Worldwide South Africa – (Samsung)

• Perception of Samsung may not be as cool to consumers but they are leaders in being a Multi facetted business.
• Largest growing brand in the world. Number 1 in TV, Cellphones – in South Africa number one in copiers, washing machines, fridges.
• Samsungs started from humble beginnings in Korea after the war and is now a power house today. The culture and vision is to look for a better tomorrow.
• Products developed are made for innovation and experiences that consumer’s feel.
• New slogan: “Turn on tomorrow”
• The challenge was to turn people’s Asian perception of compromising quality for mass production. Samsung is moving towards more consumer marketing.
• Samsung phone embedding social media was selling a million units per day.
• The Youth Market is key to Samsung – focusing on music and green environment (Social Development e.g offering training to youth for call centre skills).

DJ Cleo

• We learn through experiencing – “life is a journey” and “visualize your dreams”.
• DJ Cleo the brand was a brand in the making e.g dyeing the hair blonde – branding and imaging.
• Creating an identity is important e.g on all songs you mention your brand.
• Sex sells in youth marketing but always watch your brand image.
• Surrounding yourself with the best is key to creating and managing your brand e.g Brand Advisors give consultancy to where to interact with the youth.
• Focusing on your brand strengths is important – and learning along the way is essential to creating a brand.
• Personality branding and image consultancy is growing fast in South Africa.

Mzamo Masito – Brand Manager Nike South Africa

• Nike is a cool, young, sporting brand – the focus is on the athlete and great product innovation e.g converting plastic bottles to 100% recycled soccer jerseys.
• Retail experience is important and Nike strives to be the number one brand.
• Nike is obsessed with the consumer and remaining consistent e.g Nike Swoosh.
• Credibility comes from having great athlete’s e.g the Ronaldo boots were sold out in two weeks after release.
• Just Do It is still relevant in the market – and listening to the consumer has been important to building and maintaining the brand.
• Nike focuses on their athletes – it’s key to remain on the loyal to athletes even when they are unethical beyond the sport (as long as he/she is not unethical on the field of sport).
• Making athlete adverts – “Write the future” – is delicate to the performances of the athlete but Nike chooses them because they are the best and will remain the best regardless.
• Counterfeit goods are a huge challenge for every brand including Nike. Nike makes the same product for the consumer and athlete in order curb counterfeit products.

The Journal of Marketing – The Battle of the Youth Brands continues in the next blog post.