Bring Back iBantsela (added value, extra)!

The question needs to be asked whether the average South African is a value driven centric customer or a mere luxury-oriented customer that comes from the back of a poverty-stricken history and is now enabled thus strives for the finer things in life.

Bundled goods in our market will always lead sells when we speak sales promotion efforts. Take for example the three for the price of two in grocery stores or the infamous value packs presented in the self-service restaurants. A good part of their menu boards are heralded by these value offerings speaking mostly to families and to those hosting parties that do not want to dabble with “the things that make the pots”.

South Africa mass market is fascinated with “bantsela” (added value, extra) when shopping and this gives the shopper some sort of appreciation for spending their money instore. It can be argued that this is the mechanism that pulls them back instore. The previous statement does not disregard advertising and marketing efforts when the sales promotion leg is turned off.  The truth is we live in an economy that dictates: cut cost as much as you can and avoid unnecessary spending. This sentiment paves way for business to have a value-based mindset when offering products to customers.

About the author

Khanya Mali is a marketing and brand communications enthusiast with a penchant for building brands on both client and advertising agencies and a “creative” in his own right. “Insights are the bark to every wondering creative work”