STRATEGIC V ALUE CREATION - Fine Group Global -...

STRATEGIC VALUE CREATION

AFRICA REPORT2 0 1 7 U P D AT E

CONTENTS

EXECUTIVE SUMMARY

GHANA

KENYA

MALAWI

MOZAMBIQUE

NAMIBIA

NIGERIA

UGANDA

ZAMBIA

ZIMBABWE

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2

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4

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F/NE builds the world’s leading brands

through the provision of strategic insights

and tailor-made solutions. We merge our

skills in analytics, research, communications

and convergence marketing to create unique

and innovative solutions. Our multi-disciplinary

approach drives sales and acquisition,

improves customer relationship management,

changes behaviours and builds healthy

brands.

CONTACT DETAILS

+27 (0) 11 221 5400www.finegroupglobal.com Le Val North Block 45 Jan Smuts Avenue Westcliff 2193

EXECUTIVE SUMMARY

1

Agriculture: 20.7% Industry: 27.7% Services: 51.6%

GDP - composition by sector


GHANA STATISTICSTOTAL POPULATION: 27 410 000

CAPITAL: Accra

GOVERNMENT & REGULATORY AUTHORITY: The Public Utilities Regulatory Commission

URBANISATION: 54%

GDP PER CAPITA ($): 1369.70

CURRENCY: Ghanaian Cedi

GINI: 42.8

POPULATION BELOW POVERTY LINE: 24.2%

POLITICS: Presidential Representative Democratic Republic

RELIGION: Christianity, Islam

LANGUAGE: English (Of�cial)

LITERACY LEVELS: TOTAL = 76.6% = 82% = 71.4%

RADIO: Adorm FM, Peace FM, Joy FM and Hitz FMLargest listener base in Ghana

TELEVISION: TV AfricaIs the largest growing private television station in the country

NEWS:

The ChronicleBiggest private newspaperThe Daily GraphicMost widely read daily newspaper

MAGAZINES:

6.181 million users

23.5% of the population

68th in the world

MEDIA LANDSCAPE

3.5 million users

.gh country code

INTERNET:

DDB / 7 Clouds Adventures / AC Nielsen Ghana / Goldie Productions / First Caritas PR Ltd

COUNTRY LANDSCAPE

Advertising & PR

Jubilee Insurance, Med X & Liberty Mutual Health

Medical Insurance Key Players

SOURCE: CIA WORLD FACT BOOK, WORLD BANK, WORLD HEALTH ORGANISATION AND WORLD MALARIA REPORT 2016

Agridape (agriculture)

Offshore Ghana (industry)

The Business Times Africa (services)

Fertility rate:

(births per woman)

HIVprevalence rate

(%):

Life expectancy

64Male

Communicable diseases

Non - communicable diseases

Total expenditure on health:

145per capita ($):

4.031.61

Total expenditure on health (% GDP):

3.6%

Causes of death :

51%

42%

HEALTHCARE STATISTICS

Probability of dying between 15 - 60 years:

26.1%Male

Female22.2%

0.1

Physiciandensity

(per 1000):

69Female

Out-of-pocket expenditure:

26.84%Health

Deaths due to malaria

(per 100 000):

25

GHANA

2

GHANA




KENYA STATISTICSTOTAL POPULATION: 46 790 758

CAPITAL: Nairobi

GOVERNMENT & REGULATORY AUTHORITY: Insurance Regulatory Authority

URBANISATION: 25.6%


CURRENCY: Kenya Shilling (KES)

GINI: 47.7


POLITICS: Presidential Republic


LANGUAGE: English (Of�cial) & Swahili

LITERACY LEVELS: TOTAL = 78% = 81.1% = 74.9%

Fertility rate:

(births per woman)

HIVprevalence rate

(%):

Life expectancy

62.6Male




169per capita ($):

3.145.91


5.7%

Causes of death :

54%

27%



29.9%Male

Female25.0%

0.2

Physiciandensity

(per 1000):

65.5Female


67.38%Health

RADIO: KBC, Citizen FM, Kiss FM, Capital FM, Easy FM, Metro FM, X FM & Homeboys RadioHave the largest listener coverage

TELEVISION: Kenya Broadcasting CorporationLargest TV station - State-ownedKenya TV Network, NTV & Citizen TVare the next largest - Privately owned

NEWS:

Daily NationThe StarThe Standard

MAGAZINES:

20.95 million users


33rd in the world

MEDIA LANDSCAPE

5.5 million users

.ke country code

INTERNET:

Multi-national local partnership dominated by:Havas Media International / Carat / TCWA

Other agencies:Media Edge Interactive / Blue Print Marketing

(Ogilvy Kenya Subsidiary)

COUNTRY LANDSCAPEAdvertising & PR

Jubilee Insurance, Madison Insurance and Resolution Insurance



The Smart Farmers Magazine (agriculture)

KNCCIV & Contruction Review (industry)

AMR Magazine (services)

KENYA


(per 100 000):

28.8

3

KENYA

Agriculture: 32% Industry: 17.5% Services: 50.5%



MALAWI STATISTICSTOTAL POPULATION: 18 570 321

CAPITAL: Lilongwe

GOVERNMENT & REGULATORY AUTHORITY: Supreme Court of Appeal

URBANISATION: 16.13%


CURRENCY: Malawian Kwacha (MWK)

GINI: 43.9


POLITICS: Unitary Presidential Republic


LANGUAGE: English (Of�cial) & Chichewa

LITERACY LEVELS: TOTAL = 65.8% = 73% = 58.6%

HEALTHCARE STATISTICSPhysician

density (per 1000):

Death dueto malaria

(per 100 000):

Fertility rate:

(births per woman)

HIVprevalence rate

(%):

Life expectancy

59Male




29.02per capita ($):

56.6

5.549.11


11.4%

Causes of death :

65%

28%Probability of dying between

15 - 60 years:

39.8%Male

Female33.0%

0.02

63Female


10.64%Health

FD Communications Limited/Ogilvy and Mather/ZK Advertising

COUNTRY LANDSCAPE

Advertising & PR

Liberty Health Blue, Metropolitan Health and Paci�c Prime International



MALAWI

RADIO: MBC1 & MBC2State-ownedZodiak Broadcasting Station & Capital Radio MalawiPrivately owned

TELEVISION: Television MalawiOperated by MDBNL 20 station Penetration is low

NEWS:

Daily Times & The NationMost widely read newspapers Privately ownedMalawi 24 & Nyasa Times Online newspapers

MAGAZINES:

1.67 million users


135th in the world

MEDIA LANDSCAPE

720 000 users

.mw country code

INTERNET:

This is Malawi (Government tourism magazine)

Pride Magazine (Beauty & Lifestyle)

Lamp (Religion)

4




MOZAMBIQUE STATISTICSTOTAL POPULATION: 27 970 000

CAPITAL: Maputo

GOVERNMENT & REGULATORY AUTHORITY: Bank of Mozambique

URBANISATION: 32%

GDP PER CAPITA ($): 529 243

CURRENCY: Mozambique Metical (MZM)

GINI: 45.7

POPULATION BELOW POVERTY LINE: 52%

POLITICS: Unitary Presidential Republic

RELIGION: Christianity, Islam & Traditional

LANGUAGE: English (Of�cial) & Portuguese

LITERACY LEVELS: TOTAL = 53.8% = 73.3% = 45.4%

Prevalence of malaria in

children under 5 years (%)

Fertility rate:

(births per woman)

HIVprevalence rate

(%):

Life expectancy

56Male




79per capita ($):

46

5.210.55


7%

Causes of death :

66%

23%



43.8%Male

Female43.2%

0.04

Physiciandensity

(per 1000):

59Female


21.75%Health

RADIO: LM RadioVoted top Mozambican radio station

99 FMLargest listener & coverage base

TELEVISION: Mozambique Broadcasting CorporationLargest TV station - State-ownedSTV (50% reach), TVM (40% reach), TIM & DSTVPrivately owned

NEWS:

Fim de SamanaNoticiasIRIN Africa

MAGAZINES:

2.277 million users

9% of the population

111th in the world

MEDIA LANDSCAPE

1.5 million users

.mz country code

INTERNET:

Multi-national local partnership dominated by:WPP / Alliance Media

Other agencies:DDB / Corridor Advertising


Momentum Africa, Paci�c Prime International & Mediplus



MOZAMBIQUE

17

rural

urban

Farmers Weekly (agriculture)

Inido Portugues (industry)

Global Education Magazine (services)

5

MALAWI

Agriculture: 5.9% Industry: 29% Services: 65.1%



NAMIBIAN STATISTICSTOTAL POPULATION: 2 436 469

CAPITAL: Windhoek

GOVERNMENT & REGULATORY AUTHORITY: Namibia Financial Institution Supervisory Authority

URBANISATION: 46.7%

GDP PER CAPITA ($): 1200

CURRENCY: Namibian Dollar (NAD)

GINI: 63.9



RELIGION: Christianity & Traditional

LANGUAGE: English (Of�cial), Afrikaans & Oshiwambo



(per 100 000):

Fertility rate:

(births per woman)

HIVprevalence rate

(%):

Life expectancy

63Male




869per capita ($):

0.09

3.3613.34


9%

Causes of death :

43%

47%



25.5%Male

Female17.7%

0.37

Physiciandensity

(per 1000):

68Female


7.17%Health

Insight Magazine

Primefocus

Namibia Sport

RADIO: Namibian Broadcasting Corporation96% National coverage

Commercial radioMainly Windhoek centre

TELEVISION: Namibian Broadcasting Corporation (66% reach)DSTV & OneAfrica TV (Privately owned)

NEWS:

The NamibianMost read and reliable newspaper

New EraPrivately owned

MAGAZINES:

493 000 users


140th in the world

MEDIA LANDSCAPE

392 181 users

.na country code

INTERNET:

Multi-national local partnership dominated by:WPP / DV8 Namibia / Alliance Media

Other agencies:In Touch Media / Publicis Group / Ogilvy Namibia


Old Mutual, Heritage Health Namibia, Namibia Health Plan & Nammed



NAMIBIAMOZAMBIQUE

6




NIGERIA STATISTICSTOTAL POPULATION: 186 053 386

CAPITAL: Abuja

GOVERNMENT & REGULATORY AUTHORITY: National Insurance Commission

URBANISATION: 47.8%


CURRENCY: Nigertian Naira (NGN)

GINI: 48.8

POPULATION BELOW POVERTY LINE: 70%


RELIGION: Christianity & Islam

LANGUAGE: English (Of�cial), Igbo & Hausa



(per 100 000):

Fertility rate:

(births per woman)

HIVprevalence rate

(%):

Life expectancy

52.4Male




217per capita ($):

60.46

5.137


3.7%

Causes of death :

66%

24%



36%Male

Female 33%

0.41

Physiciandensity

(per 1000):

54.5Female


95.75%Health

ZNFU Magazine (agriculture)

Building Magazine (industry)

Radiant Health Magazine Nigeria (services)

RADIO: Ray Power FM, Vision FM, Kiss

FM & Brila FMLargest coverage & listener reach

TELEVISION: Africa Magic (23% reach)NTA (22% reach)Supersport (12% reach)AIT (15% reach)

NEWS:

The Daily Sun, The Punch & The GuardianBest-selling newspapers

MAGAZINES:

86.14 million users


9th in the world

MEDIA LANDSCAPE

16 million users

.ng country code

INTERNET:

Multi-national local partnership dominated by:WPP

Other agencies:Waterstone Communications / Adland LTD /

Conwells LTD / Creative Edge LTD


Axa Insurance, National Health Insurance Scheme, UNIC Nigeria, Mediplan Healthcare LTD & Avon



NIGERIANAMIBIA

7

UGANDA STATISTICSTOTAL POPULATION: 39 032 000

CAPITAL: Kampala

GOVERNMENT & REGULATORY AUTHORITY: Insurance regulatory Authority of Uganda

URBANISATION: 16.1%


CURRENCY: Ugandan Shilling

GINI: 44.6


Multi-national local partnership dominated by:WPP / Magna Carta / OMD South Africa

Other agencies:Hill Knowlten / Nessi Group LTD / PRAU

Briarpatch Magazine (agriculture)

The Economist (industry)

Managed Care Magazine (services)

RADIO: Sanyu FM & Capital FM

are amongst the first and the oldest radio stations in Uganda

TELEVISION:

Uganda Broadcasting

Corporation Oldest TV station and largest nationwide circulation (60% reach)State owned

NEWS: The New VisionOldest and leading English newspaper. State-owned

The Daily MonitorPrivately owned

MAGAZINES:

7.13 million users


57th in the world

MEDIA LANDSCAPE


(per 100 000):

Fertility rate:

(births per woman)

HIVprevalence rate

(%):

Life expectancy

60Male




108per capita ($):

42.12

5.87.07%


7.2%

Causes of death :

60%

27%



38.0%Male

Female 30.7%


ARR Healthcare LTD, Jubilee & IAA Healthcare




0.12

UGANDASTRATEGIC VALUE CREATION

POLITICS: Semi-Presidential Republic

RELIGION: Christianity & Islam

LANGUAGE: English (Of�cial) & Ganda


Physiciandensity

(per 1000):

64Female


54.57%Health

2.2 million users

.ug country code

INTERNET:

SOURCE: CIA WORLD FACT BOOK, WORLD BANK AND WORLD HEALTH ORGANISATION

NIGERIA

8

UGANDA

Agriculture: 8.9% Industry: 30% Services: 61.1%



ZAMBIA STATISTICSTOTAL POPULATION: 16 212 000

CAPITAL: Lusaka

GOVERNMENT & REGULATORY AUTHORITY: Bank of Zambia

URBANISATION: 40%


CURRENCY: Zambian Kwacha (ZMK)

GINI: 57.5



RELIGION: Christianity & Traditional

LANGUAGE: English (Of�cial) & Bemba

LITERACY LEVELS: TOTAL = 63.4% = 70.9% = 5%


(per 100 000):

Fertility rate:

(births per woman)

HIVprevalence rate

(%):

Life expectancy

59Male




195per capita ($):

51.91

5.712.91


5%

Causes of death :

67%

23%



35.6%Male

Female 30.3%

0.17

Physiciandensity

(per 1000):

65Female


67.18%Health

ZNFU Magazine (agriculture)

Mining News (industry)

Global Zambian Magazine (services)

RADIO: ZNBCis the only broadcaster with national reachOther stations include:Breese FM, Sun FM, Choice FM & Q FM

TELEVISION: ZNBC TV1 & TV2State owned

Muvi TV & DSTVPrivately owned

NEWS:

Zambia Financial Mail & Sunday MailState-ownedThe Post & Daily NationPrivately owned

MAGAZINES:

3.16 million users

21% of the population

94th in the world

MEDIA LANDSCAPE

3.8 million users

.zm country code

INTERNET:

Multi-national local partnership dominated by:WPP

Other agencies:Cutting Edge / Langmead /

Gomen Advertising LTD / FCB Lusaka


Madison Insurance, Social Health Insurance Scheme, Medicare Specialty Emergency Services & Barclays



ZAMBIA

9

31%


ZIMBABWE STATISTICSTOTAL POPULATION: 15 603 000

CAPITAL: Harare

GOVERNMENT & REGULATORY AUTHORITY: The Insurance and Pensions Commission

URBANISATION: 33%


CURRENCY: American Dollar (US$)

GINI: 50.1


Multi-national local partnership dominated by:Bakers Ogilvy

Other agencies:Jericho Advertising Zimbabwe / Adrenalin Advertising /

AfricaAD

ZCFU Farmers Weekly (agriculture)

New African Magazine (industry)

Health Matters Magazine (services)

RADIO: ZBC Radio Zimbabwe & SW Radio Africa

are the most popular stations. Largest listener & coverage base.

TELEVISION: Zimbabwe Broadcasting CorporationLargest TV station. State-owned

Zimbabwe TV Network, Express Africa World & DSTVPrivately owned

NEWS: The Herald, Nation & Zimbabwe Independent

are the best-selling newspapers

MAGAZINES:

2.33 million users


88th in the world

MEDIA LANDSCAPE

Under 5 yearsmortality rate

(%):

Fertility rate:

(births per woman)

HIVprevalence rate

(%):

Life expectancy

59Male




115per capita ($):

8.9

3.516.7%


6.4%

Causes of death :

62%



38.5%Male

Female 28.8%


Cell Med Health Medical Fund, Alliance Insurance Company & BUPA International




0.08

POLITICS: Semi-Presidential RepublicRELIGION: Christianity & TraditionalLANGUAGE: English (Of�cial), Shona & NdebeleLITERACY LEVELS: TOTAL = 86.5% = 88.5% = 84.6%

Physiciandensity

(per 1000):

62Female


35.94%Health

900 000 users

.zw country code

INTERNET:

SOURCE: CIA WORLD FACT BOOK, WORLD BANK AND WORLD HEALTH ORGANISATION

ZIMBABWEZAMBIA

10

ZIMBABWE

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