1. Presented by: Nkateko Mongwe

2. Pioneering media innovation in Africa
52% OF THE TOTAL POPULATION HAVE EATEN A CHOCOLATE BAR IN THE PAST
7 DAYS
Source: AMPS Jan – Dec 2013
37,214,000
Total Population
19,238,000
Eaten Chocolate
Bars (P7D)
7,060,000
Eaten Chocolate
Bars (P7D) &
Accessed the
Internet (P4W)
• 11,087,000 people
access the internet in
the past 4 weeks (P4W),
64% of them have
eaten a chocolate bar
in the past 7 days (P7D).

3. Pioneering media innovation in Africa
3,493,000 MEN WHO HAVE ACCESSED THE INTERNET IN THE PAST 4 WEEKS
HAVE EATEN A CHOCOLATE BAR IN THE PAST 7 DAYS
Source: AMPS Jan – Dec 2013
8,591
10,647
5,897 5,416
4,573
3,3523,493 3,567
2,676 2,326
1,548
510
0
2,000
4,000
6,000
8,000
10,000
12,000
Men Women 15 - 24 25 - 34 35 - 49 50+
Eaten Chocolate Bars (P7D)
Eaten Chocolate Bar (P7D) & Accessed the Internet (P4W)
000s
• 8,591,000 men have eaten a chocolate bar in the p7d, 41% of them accessed the internet
in the past 4 weeks. Chocolate bar consumption across the internet universe is by
percentage skewed towards men.
• The 15 – 24 age group have eaten chocolate the most in the past 7 days.
• 5,897,000 of the 15 – 24 age group have eaten a chocolate bar in the past 7 days, 45% of
them have accessed the internet in the past 4 weeks.

4. Pioneering media innovation in Africa
3,830,000 OF THE POPULATION IN LSM 8 - 10 WHO HAVE ACCESSED THE
INTERNET IN THE PAST 4 WEEKS HAVE EATEN A CHOCOLATE BAR IN THE PAST 7
DAYS
Source: AMPS Jan – Dec 2013
3,153
10,557
5,528
211
3,018
3,830
0 5,000 10,000 15,000
LSM (1 - 4)
LSM ( 5 - 7)
LSM (8 - 10)
Eaten Chocolate Bars (P7D)
Eaten Chocolate Bar (P7D) &
Accessed the Internet (P4W)
000s
• 7,060,000 of the total population who have accessed the internet in the past 4 weeks have
eaten a chocolate bar in the past 7 days, 54% of them are in LSM 8 – 10.
• 5,528,000 of the population in LSM 8 – 10 have eaten a chocolate bar in the past 7 days,
69% of them have accessed the internet in the past 4 weeks.
• This indicates that the LSM 8 – 10 who accessed the internet past 4 weeks are the most
viable segment to target as they are 89% more likely to eat a chocolate bar in the past 7
days than the total population.

5. Pioneering media innovation in Africa
1,934,000 MEN OF THE POPULATION IN LSM 8 - 10 WHO HAVE ACCESSED THE
INTERNET IN THE PAST 4 WEEKS HAVE EATEN A CHOCOLATE BAR IN THE PAST 7
DAYS
Source: AMPS Jan – Dec 2013
1,871
121
1,282
90
5,865
1,550
4,693
1,468
2,911
1,896
2,616
1,934
0 5,000 10,000
Eaten Chocolate Bars
(P7D)/Women
[Eaten Chocolate Bar (P7D) &
Accessed the Internet (P4W)] /
Women
Eaten Chocolate Bars
(P7D)/Men
[Eaten Chocolate Bar (P7D) &
Accessed the Internet (P4W)] /
Men
LSM (8 - 10) LSM ( 5 - 7) LSM (1 - 4)
000s
• 3,493,000 men of the total population who
accessed the internet in the past 4 weeks
have eaten a chocolate bar in the past 7
days, 55% of them are in LSM 8 – 10.
• 2,616,000 men in the LSM 8 – 10 segment
have eaten a chocolate bar in the past 7
days, 74% of them have been online in the
past 4 weeks.
• Amongst the Online Universe chocolate bar
consumption in the LSM 8 -10 segment is
skewed towards men.
• Male oriented web-sites will be mostly
effective for a chocolate bar brand to
communicate it’s message to this market.

6. Pioneering media innovation in Africa
ACROSS THE ONLINE UNIVERSE LUNCH BAR IS THE MOST EATEN CHOCOLATE
BAR BRAND IN THE PAST 7 DAYS
Source: AMPS Jan – Dec 2013
000s
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Total Pop/Eaten P7D Accessed the Internet P4W
• Bar-One is the 3rd most eaten chocolate bar brand in the past 7 days across the Online
Universe.

7. Pioneering media innovation in Africa
1,770,000 OF THE ONLINE UNIVERSE HAVE EATEN BAR-ONE CHOCOLATE BAR
IN THE PAST 7 DAYS
Source: AMPS Jan – Dec 2013
4,662,000
Bar-One p7d
1,770,000
Online Universe/ Eaten
Bar-One p7d
38% of Bar-One’s
market is from the
Online Universe

8. Pioneering media innovation in Africa
999,000 MEN IN THE ONLINE UNIVERSE HAVE EATEN BAR-ONE CHOCOLATE
BAR IN THE PAST 7 DAYS
Source: AMPS Jan – Dec 2013
2,426 2,236
1,542
1,348
1,029
743
999
771 754 597
323
97
0
20
40
60
80
100
120
140
0
500
1,000
1,500
2,000
2,500
3,000
Men Women 15-24 25-34 35-49 50+
Probability Index Bar-One (P7D) Bar-One (P7D)/Online Universe
000s
• 1,770,000 Bar-One consumers (p7d) have accessed the internet (p4w), 56% of them are
men.
• 1,542,000 Bar-One consumers (p7d)are in the 15 – 24 age group, 49% of them accessed
the internet in the past 4 weeks.
• Bar-One consumers are skewed towards men and the 15 – 24 age group. The 15 – 24 age
group who have been online in the past 4 weeks are 29% more likely to consume Bar-
One than Bar-One consumers who have not been online, and the 25-34 age group are
17% more likely to consume Bar-One than Bar-One consumers who haven't been online.
Index (+
100) = %
more likely
(-100) = &
less likely

9. Pioneering media innovation in Africa
56% OF THE ONLINE UNIVERSE WHO HAVE EATEN BAR-ONE CHOCOLATE BAR
IN THE PAST 7 DAYS ARE IN LSM 8 - 10
Source: AMPS Jan – Dec 2013
000s 0 500 1000 1500 2000 2500 3000 3500
LSM (1 - 4)
LSM (5 - 7)
LSM (8 - 10)
605
2,630
1,426
43
738
990
Bar-One (P7D)
Bar-One (P7D)/Accessed
Internet (P4W)
• Although 2,630,000 of Bar-One’s market is from the LSM 5 – 7 market, Only 42% of them have
accessed the internet in the past 4 weeks. Bar- One needs to increase it’s share of the LSM 5 – 7
amongst the Online Universe as they are 74% less likely to consume the brand.
• 1,426,000 of the LSM 8 – 10 have eaten Bar – One in the past 7 days, 69% of them have accessed
the internet in the past 4 weeks. Across the Online Universe Bar-One’s market is strongly amongst
the LSM 8 – 10 segment. People in the LSM 8 – 10 who have accessed the internet in the past 4
weeks are 83% more likely to consume Bar One than any other LSM group. This is a viable segment
for the brand t target and encourage more consumption.

10. Pioneering media innovation in Africa
598,000 OF THE MEN IN THE ONLINE UNIVERSE WHO HAVE EATEN BAR-ONE
CHOCOLATE BAR IN THE PAST 7 DAYS ARE IN LSM 8 - 10
Source: AMPS Jan – Dec 2013
000s
805 798
630
459
332
211 167 175 167 173
622 598
476
332 259
153 143 139 138 128
95
100
105
110
115
120
125
130
0
200
400
600
800
1000
Proability/Index Men/ LSM (8 - 10) Men/ LSM 8 -10/ Accessed Internet P4W
• Lunch Bar is the number 1 chocolate bar brand across men in the LSM 8 – 10 segment.
• 798,000 men in LSM 8 -10 have eaten Bar – One in the past 7 days, 75% of them have
accessed the internet in the past 4 weeks. Thus equals, men in LSM 8 -10 who have consumed
Bar – One in the past 7 days, 2 out of 3 have accessed the internet in the past 4 weeks .
Effective communication to this market should increase frequency consumption.
• Nestlé's Bar-One has ruff competition from Cadbury's Lunch Bar, P.S. and Mars’s Snicker. These
brands threaten Bar-One’s segment share. Aggressive digital media push to target this
segment should strengthen and uphold position.

11. Pioneering media innovation in Africa
Source: AMPS Jan – Dec 2013
Men in LSM 8 -10 who have consumed
Bar – One in the past 7 days,
2 out of 3 have accessed
the internet in the past 4 weeks .

12. Pioneering media innovation in Africa
32% OF MEN ACROSS THE ONLINE UNIVERSE WHO HAVE EATEN BAR-ONE
CHOCOLATE BAR IN THE PAST 7 DAYS AND ARE IN LSM 8 – 10 CONSUME
LUNCH BAR
Source: AMPS Jan – Dec 2013
• Men in LSM 8 -10 who accessed the internet in the past 4 weeks.
32%
23%
16%
12%
10%
9% 8%
7% 6%
6%
% Share of Bar-One
Lunch Bar
Kit Kat
P.S
Aero
Tex
Flake
Snickers
Crunchie
• Of the men in the LSM 8 - 10
segment who accessed the internet
in the past 4 weeks and have eaten
Bar – One in the past 7 days, 8% of
them consume Snickers.
• In this segment Bar-One’s main
competitors are Lunch Bar, P.S. and
Snicker, 56% of Bar-One’s consumers
switch to these brands.

13. Pioneering media innovation in Africa
2,076,000 OF THE MALE LSM 8-10 SEGMENT UESED THE INTENET VIA COMPUTER
FOR SEARCH PURPOSES
Source: AMPS Jan – Dec 2013
• 229,000 men in LSM 8-10 who
accessed the internet in the
past 4 weeks via computer
and consumed Bar-One past
7 days used the net for Social
Networking,
• 127,000 read current news
articles, 120,000 read
newspaper or magazine
online and 104,000 use instant
messaging.
• A digital media strategy for
Nestlé's Bar-One should
consider social media,
search, online advertising via
a an online newspaper or
magazine and instant
message to effectively reach
this segment’s consumer
base and increase brand
consumption to lessen the
effect of competitor brands.
629
713
778
639
677
899
1,192
1,289
1,965
2,076
104
120
127
135
137
156
229
237
355
361
0 1000 2000 3000
Instant Messaging / chat services ( e.g Mxit, BBM,
WhatsApp, Apple Messaging) - Used internet via…
Read newspaper/magazine on-line - Used internet
via computer
Read/access current news/articles on-line - Used
internet via computer
Download Apps/Applications - Used internet via
computer
Play games - Used internet via computer
Banking - Used internet via computer
Social Networking (e.g. Using MySpace,
Facebook, LinkedIn, Windows Live Spaces,You…
Other Internet activities not mentioned previously -
Used internet via computer
Send/Receive e-mail - Used internet via computer
Search (e.g. Googling) - Used internet via
computer
Men, LSM (8-10),
Internet p4w/ Bar-
One p7d
Men, LSM (8-10)/
Internet p4w
(000s)

14. Pioneering media innovation in Africa
2,235,000 OF THE MALE LSM 8-10 SEGMENT UESED THE INTENET VIA
CELLPHONE FOR SOCIAL NETWORKING
Source: AMPS Jan – Dec 2013
• 450,000 men in LSM 8-10 who
accessed the internet in the
past 4 weeks via cellphone
and consumed Bar-One past
7 days used the net for Social
Networking.
• 551,000 read newspaper or
magazine online and
2,500,000 use instant
messaging via cellphone.
• A digital media strategy for
Nestlé's Bar-One with a focus
on mobile should consider
social media, instant
messaging, online advertising
via a an online newspaper or
magazine to effectively
reach this segment’s
consumer base through a
mobile device.
551
882
1,070
1,094
1,265
1,351
1,972
2,235
2,539
2,500
3,216
117
169
198
247
252
304
361
450
494
495
598
0 500 1,0001,5002,0002,5003,0003,500
Read/access current news/articles on-line
- Used internet via cellphone
Banking - Used internet via cellphone
Play games - Used internet via cellphone
Download Apps/Applications - Used
internet via cellphone
Other Internet activities not mentioned
previously - Used internet via cellphone
Music Downloads ( excluding radio) -
Used internet via cellphone
Send/Receive e-mail - Used internet via
cellphone
Social Networking (e.g. Using MySpace,
Facebook, LinkedIn, Windows Live…
Search (e.g. Googling) - Used internet via
cellphone
Instant Messaging / chat services ( e.g
Mxit, BBM, WhatsApp, Apple…
Extended Internet- Any internet usage (
inclusive of internet cellphone activities-…
Men, LSM (8-10),
Internet p4w/ Bar-One
p7d
Men, LSM (8-10)/
Internet p4w
(000s)

15. Pioneering media innovation in Africa
1,561,000 OF THE POPULATION THAT HAS EATEN BAR-ONE IN THE PAST 7 DAYS
ARE FACEBOOK USERS
Source: AMPS Jan – Dec 2013
9,086,000
Total Facebook
users
5,894,000
Eaten chocolate
bar in the p7d
1,561,000
Eaten Bar-One
p7d
421
703
789
Bar-One (p7d)/Facebook users
(ever)
LSM 1-4
LSM 5-7
LSM 8-10
• 1,426,000 of the population in LSM 8 - 10
have eaten Bar-One in the past 7 days,
55% of them are Facebook users.
• Facebook is a key social media platform
where Bar-One can engage with the
LSM 8 – 10 segment and run brand
promotional activities to increase brand
consumption.

16. Pioneering media innovation in Africa
KEY TAKE OUTS
Source: AMPS Jan – Dec 2013
So what?
 11,087,000 people access the internet in the past 4 weeks, 64% of them have eaten a
chocolate bar in the past 7 days. This indicates that people that access the internet are a
viable market to target.
 Chocolate bar consumption across the Online Universe is by percentage skewed towards
men and by audience skewed towards the 15 – 24 age group. Effective communication to
men is needed to increase consumption by audience count and target older age groups
for higher consumption across age groups.
 7.060,000 of the total population who accessed the internet in the past 4 weeks have eaten
a chocolate bar in the past 7 days, 54% of them are LSM 8 – 10.
 5,528,000 of the population in LSM 8 – 10 have eaten a chocolate bar in the past 7
days, 69% of them have accessed the internet in the past 4 weeks.
 LSM 8 – 10 who accessed the internet in the past 4 weeks are the most viable segment
to target as they have the highest consumption and are 89% more likely to consume a
chocolate bar than any other LSM group.

17. Pioneering media innovation in Africa
KEY TAKE OUTS
Source: AMPS Jan – Dec 2013
So what?
 3,493,000 men across the total population who accessed the internet in the past 4 weeks
have eaten a chocolate bar in the past 7 days, 55% of them are in LSM 8 – 10.
 2,616,000 men in the LSM 8 – 10 segment have eaten a chocolate bar in the past 7 days,
74% of them have been online in the past 4 weeks.
 Chocolate bar (p7d) consumption is skewed towards men in LSM 8 – 10 across the online
universe.
 Male orientated web-sites will be mostly effective for a chocolate bar brand to
communicate it’s brand message to this market. Sites such as ESPN, The Hub, BBC
Sport and eNCA.
 Bar-One’s market position is in 3rd place across the Online Universe, with 38% of the brand
consumption coming from internet users.
 Bar-One lacks effective digital presences hence consumption across the Online
Universe is low.

18. Pioneering media innovation in Africa
KEY TAKE OUTS
Source: AMPS Jan – Dec 2013
So what?
 The Bar-One brand needs to increase it’s marketing and advertising spend to digital media
in order to target the Online Universe and increase consumption across consumption in this
market.
 1,770,000 Bar-One’s consumers(p7d) have accessed the internet (p4w), 56% of them are
men. 1,542,000 Bar-One’s consumers are in the 15 – 24 age group, 49% of them have
accessed the internet in the past 4 weeks.
 Across the Online Universe Bar-One’s consumption is skewed towards men and 15 – 24
age group.
 The 15 – 24 age group who have been Online (p4w) are 29% more likely to consume
Bar-One than Bar-One consumers who haven't been online and the 25 – 34 age
group who have been online are 17% more likely to consume Bar-One than Bar-One
consumers who haven’t been online.
 Target markets Bar-One should targeting across the Online Universe are men across
the 15 – 24 and 25 - 34 age groups.

19. Pioneering media innovation in Africa
KEY TAKE OUTS
Source: AMPS Jan – Dec 2013
So what?
 1,426,000 of the LSM 8 – 10 have eaten Bar – One in the past 7 days, 69% of them have
accessed the internet in the past 4 weeks.
 Across the Online Universe Bar-One’s market is strongly amongst the LSM 8 – 10 segment.
People in the LSM 8 – 10 who have accessed the internet in the past 4 weeks are 83% more
likely to consume Bar One than any other LSM group. This is a viable segment for the brand
to target and encourage more consumption.
 798,000 men in LSM 8 -10 have eaten Bar – One in the past 7 days, 75% of them have
accessed the internet in the past 4 weeks. Thus equals, men in LSM 8 -10 who have
consumed Bar – One in the past 7 days, 2 out of 3 have accessed the internet in the past 4
weeks . Effective communication to this market should increase frequency consumption.
 In this segment Bar-One’s main competitors are Lunch Bar, P.S. and Snicker, 56% of
Bar-One’s consumers switch to these brands.

20. Pioneering media innovation in Africa
KEY TAKE OUTS
Source: AMPS Jan – Dec 2013
So what?
 1,426,000 of the population in LSM 8 - 10 have eaten Bar-One in the past 7 days, 55% of them
are Facebook users.
 Facebook is a key social media platform where Bar-One can engage with the LSM 8 – 10
segment and run brand promotional activities to increase brand consumption.

21. Pioneering media innovation in Africa
THANK YOU!