UCT Unilever Institute Delights Marketers with Upbeat News on Black Diamond Women

Professor John Simpson, Director of the UCT Unilever Institute of Strategic Marketing, led a series of seminars in Johannesburg, Cape Town and Durban last week which attracted more than 800 marketing professionals eager to hear about the recent research on Black Diamond women.

The team of presenters included the former editor or True Love Busi Mahlaba, Rudo Maponga of TNS Research Surveys (a B Bus Sc graduate) and Neo Makhele of Ogilvy. The seminars led to radio broadcasts at the venues, with live feeds on Radio Metro as well as Radio Good Hope. The press also found news value in the research, including Newsweek, the Sunday Times and Business Day.

UCT Unilever Institute of Strategic Marketing Managing Consultant Paul Egan said: “Our latest Black Diamond study consisted of two parts. Firstly, we provided an update on the Black Diamond market as a whole and secondly there was a special focus on women.

“Perhaps the most important outcome of the research is that companies and marketers will use the results to dictate their business and marketing strategies. The growth of the black middle class is also a good news story for the country as it flies in direct contrast to the recessionary news that is gripping the rest of the world.”

He said the research was disseminated by convening special seminars at venues throughout South Africa. Around 130 marketers attended in Durban, 430 in Johannesburg and 250 in Cape Town.

The project was supported by a number of organisations including Thebe Investments, SABC Radio, Nedbank, True Love, Metropolitan and Bayer. Research involved an extensive quantitative questionnaire, numerous focus groups and extensive use of video.

Typical of the responses by delegates was this enthusiastic comment by Marketing Consultant Ursula Cooper: “It was fantastic, the presenters were phenomenal, and the insights were amazing. I identified so much with many of the people, because so many brand managers I have come to know have really gone through this cycle and it really picked up the struggles that these women face. It leaves me with a feeling of hope. If these women are influencing where our country is going then we have a lot to look forward to.”

Professor John Simpson, Director of the UCT Unilever Institute of Strategic Marketing

Posted 05/11/2008 by Carolyn McGibbon