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Uncover opportunities at the Bottom of the Pyramid markets and increase profits


18 April 2018

The bottom of the pyramid (BoP) segment is an attractive target market. Areas like the townships, where most of the low-income consumers are located, are rapidly developing and there are more opportunities for marketers in the townships than ever before.

The BoP market offers growth rates well above long-established markets. Marketers just need to be innovative with new business methods and models in serving consumers with low incomes. They need to tap in to this market by understanding new trends and buying behaviours of this market.

Brands that serve BoP markets successfully, constantly adapt their products and services to meet consumer preferences. They are agile and always look for new business opportunities.

Join other marketing and branding experts at the Marketing to Low-income Consumers Seminar on 18 April 2018 in Johannesburg. This year’s seminar is packed with case studies from the country’s top Kasi brands as well as top branding and marketing experts in the country.


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


  • Uncover ways to increase your bottom line by targeting the BoP markets
  • Learn how to target the student market – the are low income, and yet can afford to buy expensive products!
  • Hear case studies from the most loved household brands in the townships like Lucky Star and Choppies International
  • Learn how low-income consumers prioritise spend
  • Discover 36 ways to boost your value proposition
  • Get the latest market research and insight for SA’s biggest market!
  • Discover what influences the buying behaviour of the low-income earners
  • Learn about the different tools and platforms to use to get to this market
  • Be inspired, motivated and challenged with fresh thinking, new information and great ideas to take back to your organisation.


Contact Siphiwe Mashoene +27 11 706 6009 or


DAY ONE • 18 APRIL 2018

07:30–08:15 Registration and morning refreshments

Opening and welcome by chairperson


Understanding consumers at the bottom of the pyramid: what opportunities exists for companies marketing to low-income consumers?

Bongani Gosa, CEO, DWD Advertising


From Bankruptcy to Billions: How Choppies Supermarkets unlocked Africa’s low- & middle-income markets 

Vivek Wadhera, Cultural & Leadership Disruptor (former COO, Choppies Supermarkets)

10:30–11:00 Morning tea break | Enjoy some light snacks, coffee and tea


Thirty-six ways to boost your value proposition

Rita Doherty, Chief Strategy Officer, FCB Africa


Offering quality service at low cost – the Quali Health way (case study)

Farishta Singh, Head of Marketing and Customer Experience, Quali Health


From the sea to the plate: How Lucky Star became the most loved brand in SA low-income communities - Case Study


Lunch | Meet and network with speakers and delegates

14:00 – 14:45

Leveraging digital to unlock the low-income market

Heidi Custers, Digital Transformation Design Lead, Deloitte


The Student Spend Report

Sechaba Sello, Youth Insights Manager, Student Village

15:00 Closing remarks and networking


Rita Doherty, Chief Strategy Officer, FCB Africa
Rita has an MBA (cum laude dissertation) as well as an honours degree in Literature and Philosophy.Her advertising career spans three roles from Media Director, to Head of Data Analytics and Group Strategy Director. Rita’s brand responsibilities have seen her lend her sharp mind to Toyota, Coca-Cola, Eskom, Distell, Savanna, Klipdrift, Cell C, Lexus, SABC, Wimpy and Vodacom. She is also tasked with driving integration across all channels and group partners.
Farishta Singh, Head of Marketing and Customer Experience, Quali Health
Farishta is a Chartered Marketer (CM), the highest professional marketing qualification recognised both in South Africa and Europe. She has 12 years of experience in the advertising and branding industry as well as the retail sector. She has extensive experience in designing and implementing marketing strategy, value propositions and launching campaigns across various sectors. She also has a BCom degree from the University of Natal, a BCom Honours Degree in Marketing from the University of the Witwatersrand and an MBA from The Gordon Institute of Business Science.
Vivek Wadhera, Cultural & Leadership Disruptor
Vivek Wadhera has a passion for sensitizing leaders to the power of cultural insights to drive innovation. This includes transforming organisational culture to support innovation, as well as connecting & innovating for different groups & cultures, like staff or end consumers. He gives keynote talks, consults facilitates, and writes on these topics. Vivek is presently a Partner at Ideafarms (Africa), an innovation consultancy focused on human-centric product & service development based on empathizing with the end user. Ideafarms specifically realizes this through its expertise in Design Thinking & Mobile Technology. Vivek was most recently COO at JSE-listed Choppies Supermarkets, a ZAR 12 Billion retail corporate. At 34, he was the youngest COO in the company’s history & led it to a successful turnaround by December ‘16.
Bongani Gosa, CEO, DWD Advertising
Bongani Gosa is the Founder and Creative Director of BWD Advertising, a full-service marketing agency that was established in 2006 to help companies leverage digital communication to achieve their business goals. Under Gosa’s leadership, BWD has shown extraordinary growth with achievements include a listing in SA Digital Landscape, being featured in a major publication like Financial Mail, landing blue chip clients including a conglomerate like T-Systems and Wits and creating award-winning work that resulted in UJ scooping up a MACE award.
Heidi Custers, Digital Transformation Design Lead, Deloitte
Heidi has over 11 years of experience in digital. She has progressed from digital design, to UX, digital marketing, project management and then to digital business management and transformation strategy. As the leader of Deloitte’s Digital Transformation practice, Heidi has developed an unique offering designed to diagnose the digital transformation maturity of African organisations, in addition to her strategy work on business transformation projects. She has specific experience in project management, workshop design and facilitation, business vision and strategic principle development, digital transformation capability modelling and customer experience strategy.
Sechaba Sello, Youth Insights Manager, Student Village
Sechaba Sello, is a resident Youth Insights Manager, student custodian and one of the youngest brand experts at Student Village.

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 Barbara Spence
  Excl. VAT
One day Seminar | 18 April 2018 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.

Knowledge Resources, Conference Registration, P O Box 3954, Randburg, 2115, South Africa
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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 Siphiwe Mashoene  on +2783 226 6657  or


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

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