Unilever Institute launches SAMM

THE UCT Unilever Institute recently launched an innovative new product to marketers in Cape Town and Durban, designed to help marketers, access any data corresponding with South African demographics down to the smallest suburb or place name.

The South African Marketer's Map (SAMM) was designed in partnership with Stats SA and the HSRC, specifically for marketers, providing them with the facility to obtain detailed demographic, geo-visual and segmentation information across South Africa at provincial, municipal, metropolitan, suburb or place name level.

It also allows marketers to determine a target market by searching across South Africa with SAMM to find the location of their customers. SAMM is the first product of its kind in South Africa, and possibly the rest of the world and is unique for two reasons. Firstly SAMM is user-friendly and requires no specific IT training and secondly it incorporates a unique segmentation tool called MapBar, which will help marketers to predict market growth, stagnation, or shrinkage.

The product is designed to provide key decision makers with information to support their customer segmentation analyses with accurate and relevant information that helps them to better understand their current customers.

SAMM also provides its customers with the opportunity to identify target markets and benchmark area-specific performance and can give users the gender profile, population profile, age profile, types of dwelling, income distribution, Living Standard Measure Profile (LSM) and language profile of 14 000 place names in South Africa. For more information contact the Unilever Institute at: 021 650 4312, or by email to unilever@commerce.uct.ac.za.

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