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How to reach, connect and serve people at the Bottom of the Pyramid


02 August 2017
Cape Town

Get a head-start in the race to tap into the mass market of South Africa!

Times are tough, especially in poor communities. Low-income consumers are struggling to survive, and face major challenges and social problems on a daily basis. However, this market still presents massive opportunities for brands that want to grow their market share and profits, especially brands that are able to deliver real value to these people’s lives.

In order to succeed and make a difference, it’s crucial for marketers and businesses to understand the changing environment, shifting attitudes, new trends, and real needs and aspirations of this market.

This event will change the way you think about low-income consumers, and will help you to successfully tap into the lives of these elusive consumers.

Join us at the annual seminar on Marketing Strategies for Low-Income Consumers, taking place on 2 August 2017 in CAPE TOWN.

This ground-breaking and unique event will expose you to the best practices, real solutions, cutting-edge insight and effective strategies needed to operate successfully in the low-income market.


  • This event is specifically designed to help marketers and brands to better understand and connect with people in the low-income market.
  • Get the latest research and insight to better understand the complexities, pressures and needs of these unique consumers.
  • Be inspired, motivated and challenged with fresh thinking, new information and great ideas to take back to your organisation.
  • Be part of one of the very few events that focuses exclusively on the low-income market and where speakers have been carefully selected to address topics unique to this market.
  • Get practical examples and tools to implement immediately.


  • Marketing Managers and Marketing Directors
  • Consumer Insight Managers
  • Brand Managers
  • Business Development Managers
  • Product Managers & Strategists
  • Market Research Managers
  • Advertising Executives
  • NGOs
  • Government organisations


Contact Maureen du Toit +27 83 226 6657 or




Meet attendees, speakers and Knowledge Resources staff




The low-income money matters report – uncover key insights on how the mass market is coping in this tough economic climate & what they’re doing to survive

Lebo Motshegoa, Director, Foshizi

09:30 – 10:15

Stepping out of the BoP box: How using empathy can uncover the real needs of township youth

Jess Jorgensen,
Director: African Insights, Instant Grass

10:15 – 10:45


10:45 – 11:30

Leveraging data to understand the financial needs of low income markets - crafting informed decisions

Jabulani Khumalo, Senior Information and Research Specialist, Finmark

11:30 – 12:15

Social innovation and entrepreneurship in the low-income market – lessons from the SAB Foundation

Bridgit Evans, Executive Director, SAB Foundation

12:15 – 13:00

The shifting consumer values in the low-income market

Wendy Cochrane,
Founder, Big Mama’s Famous Truth Shop

13:00 – 13:45


13:45 – 14:30

The Informal Trade – latest insights and trends that are affecting the retail landscape in the informal sector and the key success factors every marketer needs to know

Gill Mkhasibe,
Co-owner, The Mkhasibe Group

14:30 – 15:15

Enough of the dancing and singing - developing authentic brand experiences for low-income 

Bongani Chinkanda, Business & Strategy Director, Elevator

15:15 – 15:30


15:30 – 16:15     

Commuter trends:  understanding the importance and purchasing power of the 20 million 
South Africans that commute via taxi, bus and rail on a daily basis

16:15 – 16:45    

Reach and engage low-income & rural consumers using MOBILE:  latest insight and real solutions on how to use mobile marketing effectively 

16:45 –


Lebo Motshegoa, Director, Foshizi
Lebo is a director of Foshizi, a mass market research company that is known for going to the bottom of the pyramid to gather a wealth of information about South Africa’s constantly evolving black consumer market and opening new markets for their clients. Foshizi goes to the people, visit their homes, in their townships and rural areas, and speaks to them in their own language in their own territory. Lebo’s presentation contains real videos with real insights of the target market and actionable recommendations. In their 2015 profile about him, Indwe Magazine called him ‘South Africa’s Market Insights Guru’. Lebo is also the first person in South Africa to have published the first and only S’camto Dictionary of Township Lingo in 2003. The dictionary proved an invaluable tool for various industries, and earned Lebo Loerie Awards in 2003 and 2004.
Jess Jorgensen, Director: African Insights, Instant Grass Internaional
Jess is currently a Director at Instant Grass Internaional, with a 12 year background in research, documentaion and analysis of African youth culture. She regularly travels across the coninent to observe, analyse and understand the small data behind why young people do what they do. Together with her team they use empathy-driven research tools in developing acionable strategic insights to align clients with their target audiences.
Jabulani Khumalo, Senior Research Specialist, FinMark Trust
Jabulani has more than 20 years’ experience in research, gained in a range of industries, particularly, public opinion surveys, panel research, and FMCG fields. He is mainly responsible for FinScope Project Management and country support. He also renders Technical Support with regards to the Implementation of FinScope consumer surveys (national quantitative surveys on access to financial services amongst adult consumers) for a number of FinScope studies yearly performed in African and Asian Countries. He has also implemented a number of FinScope small business surveys (national quantitative surveys on access to financial services and other dynamics amongst small business owners), and develops analytical frameworks and renders expert advice on Questionnaire design and Analysis and interpretation of data.
Bridgit Evans, Executive Director, SAB Foundation
Bridgit is the executive director of the SAB Foundation where the focus is on research, business support and investment into small and growing businesses and social innovators. Prior to this, Bridgit was the CEO of the GreaterGood Group, a firm specialising in socio-economic development consulting across eight African countries. She also spent time at the Gordon Institute of Business Science, running the Social Entrepreneurship Programme as well as the Imagination Leadership Programme. Bridgit has two degrees in Psychology and an MBA from University of Cape Town and the Indian School of Business in Hyderabad. She is an Archbishop Tutu Leadership Fellow with a passion for unlocking opportunities for people to transform their lives and realise their potential. She currently serves on the board of the Kathu Solar Farm Trust, GreaterImpact and the South African chapter of the Global Entrepreneurship Network.
Wendy Cochrane, Managing Director, Big Mama’s Famous Truth Shop
Big Mama’s Famous Truth Shop was founded by Wendy Cochrane, who has a colourful and productive history in the marketing, advertising and research industries. She has more than 20 years’ experience, working on diverse projects for great brands in many developing countries. She began in Unilever brand management, after which she became a director of an ethnographic research agency, c.i.a (Consumer Insight Agency). She learned how to convert insight into potent strategies and useful creative ideas as Strategic Planning Director for global advertising agency, J Walter Thompson. Wendy also lectures at the Red & Yellow School of Advertising. Big Mama’s Famous Truth Shop was born out of her passion for making business more human and creating growth out of doing good.
Gill Mkhasibe, Co-owner, The Mkhasibe Group
Gill and her husband, George, started The Mkhasibe Group (TMG) in 1988, after they published the first in-depth report on the then unknown spaza shop phenomenon. This created great interest from FMCG brand marketers, leading them to start their own business. The company has grown from a two-person outfit run from the balcony of a Hillbrow flat, to a full-time staff complement of more than 50, operating from offices in five provinces. The company specialises in township distribution, p-o-s erection, consumer sampling and product research audits at 6 000 stores, consumer activations, and qualitative consumer and shopper research. The company is also well known for exposing new trends in all of these arenas.
Bongani Chinkanda, Business & Strategy Director, Elevator
Born and raised in Malawi, Bongani was schooled in Harare, Zimbabwe before completing his degree at Rhodes University in Grahamstown. He is a strong believer of solving client business problems, specialising in the mass market, and is passionate about bringing big ideas to the people. Bongani worked in trade and shopper marketing for companies such as Unilever, BP, Kraft Foods and Kimberly Clark from 2003 to 2008, before embarking on a career in advertising. In 2008 he founded Dzuwa Media to serve as a promotional goods supplier to the Malawian and Zimbabwean markets. It grew into a brand activations agency with a mass market focus that included work in Namibia, Botswana and South Africa in 2010. In 2016 they merged with Stretch Marketing, now called Elevator, to further extend their middle and mass market offering. In his spare time, Bongani loves reading, running, and creating new experiences to share with his three sons.

Sponsors and Exhibitors

Would you like the opportunity to market your company’s products and services to delegates at this seminar?

For information on sponsorships and exhibitions please contact Maureen du Toit +27 83 226 6657 or

  Excl. VAT
** Early Bird Special (BOOK & PAY by 9 June 2017) R3 690.00
Cape Town: 2 August 2017 R4 100 .00

Please note:

  • Payment must be received prior to attendance
  • Registration fees include refreshments, lunch, parking and seminar materials
SETA grants and accreditation requirements

Many of our delegates enquire about the accreditation of our events. There is a misconception that organisations qualify for SETA grants only for accredited programmes. This is not correct. The payment of SETA grants is regulated by the Government Gazette, no. 9867, Vol. 570, 3 December 2012, no. 35940. These Regulations clearly state that the SETAs “must allocate a mandatory grant to a levy paying employer” that has submitted a WSP and ATR by the regulated date, has provided all the information required in the regulated template, and is up to date with skills levy payments. Furthermore, the template in the Regulations (Section C: Skills Development) allows employers to include ALL planned training in the report; not only accredited programmes.



Please note that you will automatically be registered and invoiced for this event.



Please download the registration form and return by:

+2711 706 1127
Attention: Conference Department

Knowledge Resources, Conference Registration, P O Box 3954, Randburg, 2115, South Africa
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Please call a conference customer care consultant on +2711 706 6009

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Two-day Conference
Day One of Conference
Day Two of Conference
Pre-conference Workshop 1
Pre-conference Workshop 2

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Register 3 delegates and the 4th delegate attends free of charge!

Special discount for registered NPO’s, small businesses (30 or less employees) & full-time lecturers at universitiescontact us for more information!


For more information and to book your seat contact Maureen du Toit   on +2783 226 6657  or


To book your seat contact Magdeline Matlatse  on +2711 706 6009 or


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  • ‘‘This event gave me great insights on how the market we do business in has evolved and how our marketing approach should also evolve’  – Nkosinathi, Simba

  • ‘‘The speakers was very experienced and I learned a lot from each one of them – very insightful two days’ ’ –  Ammara, Fair Price Furniture

  • ‘‘Highly informative & interesting event’ Bev, Orange Grove Dairy

  • ‘The speakers were well articulate and interactive’’  Neo, Botswana Savings Bank

  • ‘’This was my first time attending this conference and the programme was very insightful, relevant and eye-opening’ Thobile, Zinto Marketing 





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