the planner’s nigeria+hygiene disposables (10.may.10)

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Perspective on Nigeria from a Planner, with a snapshot of the Hygiene Disposables market, to show market opportunities.

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  • 1. NIGERIA Opportuni1es
  • 2. The Flow A Snapshot of Global Outlook Nigeria A Birds Eye View Kaleidoscope The Youth Market
  • 3. Global Outlook
  • 4. 2010 - Outlook The good news about 2010 is that the world will (beJer) emerge from recession and post-crisis economic landscape will become clearer. Businesses..can at least begin to focus on strategies for future growth, rather than tacPcs for short-term survival. there will be an increasing emphasis on emerging markets, many of which will power ahead.
  • 5. It is a year for businesses to be ambi1ous.not withdraw..
  • 6. What exactly is on their mind???
  • 7. NIGERIA Green White Gold
  • 8. Demographics Land Space: 923,768 Sq Km (slightly more than twice the size of California) EsEmated PopulaEon : 152 Million (2009) Over 70% of popula/on is under 30 years Media Age: 18 Pop. Growth Rate: 2.83% Urban Growth Rate: 5.3% Industrial Growth: 2.4%
  • 9. AGE GRPPopulationboth sexesPopulationMalePopulationFemalePercentBothSexesPercentMalePercentFemaleTotal (All Ages) 128,765,768 65,108,289 63,657,479 100.0% 100.0% 100.0%0 - 4 21,304,234 10,731,929 10,572,305 16.5% 16.5% 16.6%5 - 9 17,685,859 8,911,126 8,774,733 13.7% 13.7% 13.8%10 - 14 15,518,616 7,822,125 7,696,491 12.1% 12.0% 12.1%15 - 19 13,615,584 6,867,512 6,748,072 10.6% 10.5% 10.6%20 - 24 12,201,811 6,167,626 6,034,185 9.5% 9.5% 9.5%25 - 29 10,284,594 5,235,608 5,048,986 8.0% 8.0% 7.9%30 - 34 8,135,658 4,205,987 3,929,671 6.3% 6.5% 6.2%35 - 39 6,634,150 3,427,358 3,206,792 5.2% 5.3% 5.0%40 - 44 5,488,984 2,814,948 2,674,036 4.3% 4.3% 4.2%45 - 49 4,502,344 2,314,317 2,188,027 3.5% 3.6% 3.4%50 - 54 3,774,988 1,908,069 1,866,919 2.9% 2.9% 2.9%55 - 59 3,216,615 1,604,919 1,611,696 2.5% 2.5% 2.5%60 - 64 2,472,275 1,222,647 1,249,628 1.9% 1.9% 2.0%65 - 69 1,774,303 860,160 914,143 1.4% 1.3% 1.4%70 - 74 1,164,689 554,218 610,471 0.9% 0.9% 1.0%75 - 79 642,574 300,605 341,969 0.5% 0.5% 0.5%80+ 348,490 159,135 189,355 0.3% 0.2% 0.3%AddressableUrban Marketof 58mby 2010 @ 2.4%Growth Rate40.1% or 51mAddressableMarketOver 70% or90.6m below30Yrs!Source : U.S. Census Bureau, International Database 2008Est.Demographics Over 70% of populaEon is under 30 years
  • 10. Socio-Economic Prole LSM Group % Household Monthly Income % LSM 1 (E) 3.7 Less than N5,000 0.6 LSM 2 (E) 4.5 5,000 20,000 9.8 LSM 3 (D) 1.7 20,000 40,000 19.3 LSM 4 (D) 29.4 40,000 60,000 10.9 LSM 5 (D) 15.7 60,000 80,000 5.4 LSM 6 (C2) 17.5 80,000 100,000 2.3 LSM 7 (C2) 8.2 100,000 140,000 0.9 LSM 8 (C2) 5.8 140,000 200,000 0.7 LSM 9 (C1) 5.9 200,000+ 7.1 LSM 10 (C1) 2.9 Refused/Unknown 43.0 LSM 11 (B) 3.9 LSM 12 (A) 1.0 The addressable market for the target category is the C1C2D, with an average incomeof between NGN50, 000 NGN250, 000.This is an optimistic market for uptake of disposables, especially hygiene basedproducts.
  • 11. A Birds Eye View Economy is largely agrarian, with around 60% of Nigerians working in the agricultural sector. InaPon rate was maintained on single digit for 24 months (Oct 2006 Sept 2008). It has since then grown as high as 13.4% (July 2009). The Consumer Price Index as at July 2009, ranges between N180.00 N240.00. Nigeria has one of the fastest growing telecomms market in the major emerging market (i.e. MTN, Zain, Globacom & E/salat)
  • 12. The Emerging Consumer
  • 13. Psychologically.. Time Magazine (Dec 2008) rated Nigerians as the happiest people on the Earththe boundless opPmism in the face of economic instability is almost mythical in nature.
  • 14. FASHION
  • 15. MUSIC Nigerian Music Stars are dominating the African Music Scene and exportingNigerian music to the rest of the World
  • 16. MUSIC Music has now become a great tool for shaping consumer outlook and behaviour acrossNigerian.
  • 17. MINIPRENEURS Technology is enabling a new breed of entrepreneurs
  • 18. MIY | MAKE IT YOURSELF IT and Telecommunications are empowering new knowledgecreating a new breed of producers, creating Open Innovation
  • 19. Evolu1on of Consumer Needs ExperiencesServicesGoodsCommoditiesRenderImproveControlSupplyAuthenticityQualityCostsAvailabilityEconomicOutputBusinessImperativeConsumerSensibilitySource: Joseph Pine, TED Talks 2009
  • 20. Rendering Authen1city This above all: to thine own self be true, And it must follow,as the night the day, Thou canst not then be false to anyman.- William ShakespeareWHEN YOUR Brand Truth MARRIES YOUR Brand Promise,THEY GIVE BIRTH TO CONSUMER ENGAGEMENT/RELEVANCE.
  • 21. Rendering Authen1city IS what itsays it isReal RealFake RealFake FakeReal FakeIs NOT whatit says it isIS true to itselfIs NOT true to itselfIdeal Positioning
  • 22. A Look at the Hygiene Disposables (HD) Market
  • 23. HygieneDisposablesFeminineCareBabyCareMenstrualPadsFacialWipesBabyDiapersBabyWipesPantyLinersA market defined bythe need to maintainpersonal hygiene in adecent manner
  • 24. The Players Tampons &Other Brands
  • 25. A Snapshot of PossibiliPes The combined market for Hygiene Disposables (HD) covering Feminine Care and Baby Care also have signicant potenPal. The market for Feminine Care is the key market driving HD in Nigeria and it has grown between 2001-2006, at an average annual rate of 14.1%. Presently the leading player in the market is Procter & Gamble (P&G), followed by Johnson & Johnson and Kimberly-Clark CorporaPon . Source: Datamonitor Report on Feminine Care in Nigeria, 2009
  • 26. Birth rate: 36.65 births/1,000 population (2009 est.)Source: CIA World Factbook, Feb 2010
  • 27. Year Birth rate Rank Percent Change Date of Information2003 38.75 30 2003 est.2004 40.65 21 4.90 % 2004 est.2005 40.65 22 0.00 % 2005 est.2006 40.43 21 -0.54 % 2006 est.2007 40.2 20 -0.57 % 2007 est.2008 37.23 31 -7.39 % 2008 est.2009 36.65 30 -1.56 % 2009 est.2010 36.65 28 0.00 % 2009 est.Source: CIA World Factbook, Feb 2010
  • 28. Total fertility rate (TFR): 4.91 children born/woman (2009 est.)Approx. 5 kid

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