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Tiger Brands grOUP Magazine fOr eMPlOyees issUe 3 2011 sPring

www.tigerbrands.com

Be responsible. Report

From the editor

Dear Colleagues
Its unbelievable that we only have three months before we say goodbye to 2011.
We have the pleasure of bringing you another bumper edition of Tiger Tales with lots of exciting features. Our lead story in this edition is about sustainability. The feature aims to clarify the meaning of sustainability (it is not just about the environment) and what it means to Tiger Brands. We hope you will find it useful. We also take you to Cameroon and give you the recipe for success for Mambo chocolate and show how Tiger Brands and its employees are increasingly involved in their various communities. As always there are many more exciting

Contents
feature 02 06
Where will you be in 2050? Quarterly diary

At Tiger Brands we are passionate about our:

people
08 10 13 14
30 years of dedication Proposed changes to the Labour Law Beating the Berg Womens Day celebrations Mothers Day

12 14

Tiger trekkers

performance 16 consumers world

20

Top performing brands at Tiger

Youth Day

The recession and the impact on consumer behaviour

23 24 26

St Clements feeding scheme Tiger celebrates Mandela Day Supporting the Cape Town and Suburban Clothing Guild Tiger part of Somalia relief

Tiger Brands Ethics Line contact information:

Toll free number: Email:

stories for your reading pleasure. Should you have any suggestions or compliments to share with the Tiger Tales team, get in touch with us via Roselyn Seripe on Roselyn.seripe@tigerbrands.com.

integrity

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Integrity and its personality

0800 80 80 80 Tiger-brands@ethics-line.com

Editorial team: Bongiwe Njobe, Roselyn Seripe, Bastion Graphics

Tell PeTeR
Have something on your mind that you want to share with Peter Matlare, our CEO?
Then send him a mail on tellpeter@tigerbrands.com

Happy spring and happy reading!

The Tiger Tales Editorial Team

Editorial Disclaimer Tiger Tales is jointly published by Tiger Brands Group Communication and Bastion Graphics. All reasonable precautions have been taken to ensure the accuracy of information. Content is the responsibility of the editorial team and does not represent the views of Tiger Brands. The Tiger Tales editorial team, management of Bastion Graphics, editorial contributors, and Tiger Brands cannot accept responsibility for any damages or inconveniences of any kind, from information published in this magazine. All material contained herein is the express copyright of Tiger Brands.

Sustainability and its consequences have always been and continue to be a journey. See how Tiger tackles this journey on page 2.

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Mambo Chocolate success

tigertales
TIGER BRANDS GROUP MAGAZINE FOR EMPLOYEES ISSUE 3 2011 AUTUMN

Contributors: Nicolene Adam, Gladys Amoah, Nicole Ateba, Noreen Badenhorst, Ian Glen, Rochelle Hahn, Hennie Korff, Ernie Louw, Roxy Maqache, Zarina Mohammed, Mpho Mohapi, Lebogang Morudu, Suzanne Mouelle, Niphra Ndlovu, Bongiwe Njobe, Avril OBrien, Weldette Prinsloo, Thembi Sehloho, Wayne Taylor, Willem van Heerden

Where will you be in 2050?

Explaining the theory behind sustainability and Tigers approach to the idea
A global history
The concept of sustainability as a global notion is nothing new and has been around for the last 40 years. It began in Stockholm, Sweden on 16 June 1972 with the adoption of the Declaration of the United Nations Conference on the Human Environment. This was the beginning of an increasing awareness of the human races impact on the world and our approach to it. Interested parties then met again in Rio de Janeiro, Brazil in 1992 to reaffirm and build upon the initial declaration with the goal of establishing a new and equitable global partnership through the creation of new levels of cooperation among states, key sectors of societies and people. The aim is to work towards international agreements, which respect the interests of all and protect the integrity of the global environmental and developmental system, recognizing the integral and interdependent nature of the Earth our home. Ten years later, in 2002, tens of thousands of participants, including heads of State and Government, national delegates and leaders from non-governmental organisations (NGOs), businesses and other major groups met in Johannesburg, South Africa for the World Summit on Sustainable Development. Its aim was to focus the worlds attention and direct action toward meeting difficult challenges, including improving peoples lives and conserving our natural resources in a world that is growing in population, with ever-increasing demands for food, water, shelter, sanitation, energy, health services and economic security.

where companies who have been given the right to operate are increasingly expected to live up to their responsibility as good corporate citizens. So now individual companies, such as Tiger Brands, are addressing sustainability and creating strategies to ensure the companies existence and growth for future generations.

(the social media has contributed greatly to this). Consequently, consumers are far more demanding of information about companies and their products and are using this information to make informed decisions. It is, therefore, vital for companies to respond to consumers and ensure that they understand what the company does and what is stands for. This all contributes to the longevity of Tiger Brands.

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Did you know?

During 2011, Tiger Brands is supporting 162 employees children with bursaries for tertiary studies through the Thusani Trust. Tiger Brands provided bursaries to six engineering students, three, in their second year (enrolled 2010) and three in their first year (enrolled 2011). Tiger Brands offers In-service or workplace experience training is available allowing students to complete their qualifications. In 2010, 31 took up the offer and in 2011 there are 57 students making use of this opportunity. The 2010 Tiger Brands Graduate recruitment website attracted 1 218 927 hits, 8 336 visits and 1 363 applications. In one month, the Graduate Facebook page recorded activity of 1 023 views, 499 969 impressions and 441 click through to the application website. In the same time period, the Google campaign had 38 159 impressions with 312 clicks through to the website. The School of Magic has 32 delegates for 2011, while the International School of Magic has 11 delegates. The number of Learnerships currently hosted by the Tiger Brands Academy is 262. The number of apprenticeships registered with Tiger Brands Academy is 51. The number of Adult Basic Education and Training learners is 262. The total number of learners who attended Tiger Brands Academy programmes during 2010 is 1381. The total training spend in 2010 was R16 474 914.12 The total number of internal bursaries awarded in 2010 was 117.

The journey continues

Sustainability and its consequences have always been and continue to be a journey. Tiger Brands in turn has evolved its approach to sustainable

What is our approach at Tiger Brands to sustainability?

In August 2008, our CEO, Peter Matlare, identified sustainability as a key strategic enabler for Tiger Brands. The Tiger Brands sustainability strategy is based on six pillars. See diagram on page 4.

development with the emphasis on remaining in business, risk management and being a good corporate citizen for future generations.

What does sustainability mean?

As per the Oxford dictionary sustainability [suh-stey-nuh-bil-i-tee] noun is: 1. the ability to be sustained, supported, upheld, or confirmed. 2. Environmental Science the quality of not being harmful to the environment or depleting natural resources, and thereby supporting longterm ecological balance.

What are current issues of concern for society and Tiger Brands?
Climate change impacts Public health HIV/Aids/non-communicable diseases

And now
With the impending 2011 United Nations Climate Change Conference (referred to as COP 17) to be held in Durban later this year, the worlds eyes will again be focused on South Africa with regards sustainability issues. Added to this, sustainability has evolved from simply concerning energy and the environmental impact on the earth to one

Food security especially food safety and food availibility [Un] employment

What about reputation?

The concept of reputation is closely linked to sustainability. Society is far more verbal in their perception of companies and their actions

Where will Tiger Brands be in 2050?

Sustainability timeline Although the concept of sustainability is not a new one its intensity has increased dramatically so that we are all becoming aware of our impact on the environment and society.

Did you know?

That the facilities team at the corporate office has started a number of small environmental projects in order to give back to the environment. A compost area has been built on the south side of the corporate building and now no garden refuse is removed from site resulting in less compost being ordered for the gardens.

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1972
Stockholm, Sweden
Adoption of the Declaration of the United Nations Conference on the Human Environment World Environment Day (WED) begins as an annual event that takes place on 5 June. Supported by the UN, it stimulates worldwide awareness of the environment and encourages political attention and action.

1992
Rio de Janeiro, Brazil
United Nations Conference on Environment and Development (UNCED), The Earth Summit

1997
Kyoto, Japan
The Kyoto Protocol commits industrialised countries to stabilise Green House Gas (GHG) emissions and was adopted in 1997 and entered into force on 16 February 2005

2002
Johannesburg, South Africa
World Summit on Sustainable Development

2012
Rio de Janeiro, Brazil
Earth Summit 2012 [Rio+20]: Vision, Cooperation, Transformation Earth Summit 2012 will be the fourth Summit of its kind and represents another milestone in ongoing international efforts to accelerate progress towards achieving sustainable development globally.

2011 United Nations Climate Change Conference

(Durban, South Africa) 28 November to 9 December 2011.

2011

Seven fever trees were planted last year, as it was the Tree of 2010. The facilities team also has a small herb garden. Seasonal herbs are

SuSTainaBiliTy
Economy
impact on the economy through effective enterprise development and procurement programmes.
Which means we need to consider our direct and indirect impacts on the economy, adopt Enterprise Development (ED) initiatives that are aligned to our growth strategy and drive preferential procurement.

planted supplying the canteen with the fresh herbs that they need. Corporate facilities participate in recycling of waste reducing the

Environment
commitments to adopt environmentally sensitive business practices.
Which means we now have an environmental strategy that reflects Tigers focus on material issues and is integrated into our Tiger Ways of Working. *

Governance
100% compliance to prevailing legislation.

Growth
drive profitable business growth. Our consumers are our business.

Society
value our people and treat them with dignity and continue to reinvest in society.

Partnerships
developing mutually beneficial partnerships with our stakeholders.

number of bins collected by Pikitup from 8:40am. Since waste separation has been implemented on site the following has been collected from June 2010 to May 2011: Description Tin White Paper Common paper Newspaper Non Recyclables Cardboard Boxes Milk Bottles Cold drink bottles Coloured Plastic Glass Total in Kgs 432 3306 3313 1101 649 2055 457 237 587 295

Which means we must ensure that the business and all its employees comply with the applicable legislation, codes of good practice and internal policies. Its about groupwide confidence in the right culture.

Which means the development and execution of our five-year strategy must be the focus for every employee. The consumers of our products remain our core business.

Which means we need to work through our employees and their families to contribute to building social fabric in our communities and drive our people strategy to recruit, retain, recognise and reward our employees.

Which means we need to respect, value and manage our relations with key stakeholders. This group includes: employees, customers, consumers, regulators and industry bodies.

* In order to achieve the desired environmental outcome Tiger has adopted key metrics and priorities for sustainability. They are four themes: water energy waste packaging

Dates to diarise
October
(Cameroon) Commemorates the anniversary of British Southern Cameroons independence from the United Kingdom and unification with French Cameroun in 1961.

At Tiger Brands we cherish our

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Kenyatta Day(Kenya)
During this day Kenyans celebrate the memory of Jomo Kenyatta, considered the founding father of the nation of Kenya, as well as all the freedom fighters of their country.

Unification Day

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Moi Day (Kenya)
On this day every year, Kenyans take a break from work to honour their former presidents accomplishments since he took office exactly 29 years ago.

people

Independence Day (Nigeria)

Celebrates Nigerias independence from the United Kingdom since 1960.

November

(Kenya) Festival of Sacrifice or Greater Eid is an important religious holiday celebrated by Muslims worldwide to commemorate the willingness of Abraham to sacrifice his son Ishmael to God, before God intervened to provide him with a ram to sacrifice instead

Feast of Sacrifice

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2011 United Nations Climate Change Conference

(Durban, South Africa) 28 November to 9 December 2011. The conference is officially referred to as the 17th session of the Conference of the Parties (COP 17)

December

Independence Day (Kenya)

Formally marks the date of the countrys admittance in 1964 into the Commonwealth as a republic and takes its name from the Swahili word jamhuri (republic); It is also the date when Kenya obtained its independence from Great Britain in 1963.

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Reconciliation Day (RSA)

25

Christmas Day (Global)

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Day of Goodwill (RSA)

Boxing Day was renamed the Day of Goodwill in 1994.

This holiday came into effect in 1994 Traditionally celebrated around the after the end of apartheid, with the world as the day Christ was born. intention of fostering reconciliation and national unity.

Boxing Day (Cameroon) Boxing Day (Kenya) Boxing Day (Nigeria)

January

New Years Day (Global)

people

people

30 years of dedication
30 years
Ian Glen
Ian began his career with H Jones and Company in Cape Town as a junior representative in February 1981. In the early 1990s he was tasked with starting the groups exports. His position has allowed him to travel to 77 different countries around the world doing Tiger business.

30 years
Daniel Jansen
Daniel started his career as a clerk in the Agricultural Department in 1981 and moved to the Jam Department in 1987 where he was a Team Leader. He was promoted to Production Controller in 1996 and then as Asst/Production Manager in 2007.

Deborah Jansen
Deborah began as a Wage Clerk in 1981 and was transferred to the Production Department as a Production Clerk in 1989. In 1997, she was transferred to the Logistics Department as a Stock Clerk, which is her current position.

Jacobus Arendse
Jacobus joined the company as a Jam Cooker in December 1981 and moved to the Warehousing Department as a Team Leader from 1986. In 2004 he was transferred to his current Team Leader position in the Production Department (Cooling).

Fanie van Wyk

Fanie started at the Langeberg Cooperation in the Northern Cape in April 1981. His main responsibility was the harvest and maintenance of the mechanical green beans. He was transferred to Marble Hall in February 1982 and has held the position of maintenance coordinator since 1995.

Jasmine Abbas
Jasmine started with the company in 1981 as a Stock Controller at the Isando factory. At Adcock she then became an Inventory clerk. In 2007 she became the Logistics Administrator for the Inland region. Jasmine enjoys the Logistics challenge on a daily basis and loves interacting with customers. Everybody calls her mamma Jasmine because she cares about everyone at the Isando office, ensuring that they are happy and that their queries are solved. Nothing is too big for her and her motto is NEVER GIVE UP.

Koos Louw
Joined the company (old Jones & Company) in Logistics Administration 30 years ago. Since then he has fulfilled that role at a number of locations throughout the Western Cape. He currently heads up the logistics administration at the Shared Services Centre in Paarl where he performs a sterling job in support of Culinary and HPCB Logistics.

Venesia Jacobs
Joined the company (old Jones & Company) in the printing section at the Jam Factory in Paarl 30 years ago. After five years she was transferred to purchasing where she remained for seven years before joining the finance department (now Shared Services Centre) as a Creditors Clerk providing first-class service to her customers.

31 years
Ernie Louw
Ernie Louw began his career in 1981 at the then Langeberg Foods as a shelf packer. From there he was promoted to merchandiser and in 1983 became a representative for Koo in the Western Cape. From 1985 until 1990 he was a national merchandising manager. Various promotions from 1990 until 2001 resulted in him eventually becoming the depot manager for Tiger Brands in the Eastern Cape. In 2002, he was appointed as the regional logistics manager for the Eastern Cape and Central region. By 2009 he was the national logistics manager for HPC Consumer Brands. Currently HPCB including Purity on a national basis is under his care and he serves on the HPCB executive team.

35+ years
Sophie Brown
Joined the company (old Jones & Company) as a clerk in the labeling section at the Jam Factory in Paarl 35 years ago. After nine years she was transferred to the finance department (now Shared Services Centre) as the Mail Room Attendant/ Messenger where she has been a stalwart ever since.

Jacobus Jansen
Jacobus began his career in 1976 as a Laboratory Clerk and worked as a Seamer Operator from 1979 to 1983. He joined the Training Department from 1984 to 1988 and in 1988 was appointed as a Controller in the Production & Quality departments. He was promoted in 2007 to the position of Asst/ Production Manager in the Production Department.

Kowie Koker
Kowie was appointed as a General Labourer in 1976 in the Ashton Canning Factory and was promoted to supervisor in 1982 in the Empty Can Handling Department. He was promoted to the position of foreman in 2000 and after the merger in 2005 with the fruit unit of Tiger Brands, became a Team Leader in the Production Department.

John Futshane
Joined the company (old Jones & Company) as a driver at the Alkmaar Distribution Depot in Paarl 30 years ago. In 1999 he was transferred to the finance department when the administrative support was centralised in Paarl, ultimately culminating in the Shared Services Centre in 2007. He has been our reliable driver all these years.

Burrie Steyn
Burrie Steyn was an Agriculturist with Picardi Canners when that company was taken over by Langeberg Co-op in February 1981 where he continued in that function. In 1991, Burrie was promoted to the position of Agricultural Manager, a position that he holds currently.

Tinus Steyn
Tinus Steyn is a disabled employee who began his career in the company Brink Bros in Montagu as a Telephonist. Later on the company name changed to Picardi Canners and was taken over by Langeberg Co-op in February 1981. Tinus has been the Telephonist for this company ever since.

Jokobus Matthyse
Jokobus began his career as a general labourer in the Labelling Department in April 1981. From 1982 until 1995 his position was as a maintenance clerk in the Engineering Department. He held the position of maintenance planner from 1995 to 2008. In 2008, he was promoted to his current position as project coordinator.

Proposed changes to the labour law

Question 1 What does Labour Law entail, what is it about and what is the purpose? Answer
Labour Law collectively refers to all the Acts that regulate aspects related to the employment of people. The Compensation for Occupational Diseases Act is also well-known and refers to the reporting of and compensation for injuries on duty. Labour Law is applied in line with normal Common Law rules and is affected by case law which refers to previous rulings of the Labour Court or awards by the CCMA.

people

project work or for specific acting periods such as when a position is vacant and the recruitment process has not been finalised. Employment on a fixed-term contract basis will only be permissible if the employer can justify why the employment is not permanent. The principle of all things equal must apply, meaning that remuneration differentiation between permanent and contract employees must be for other reasons and not the temporary nature of employment Employees earning above the threshold (R172k per annum) will not have access to the CCMA and will have to make use of private arbitration.

fill a vacancy. The latest proposal to better regulate labour brokers can possibly address the concern about exploitation of temporary employees as well as the all things equal principle. Senior employees will have to settle disputes with their employers at the cost of private dispute resolution.

Discussions between the three parties involved are continuing and the final dispensation is thus not available yet.

The Labour Relations Act mainly defines fair employment practices and dispute resolution at the workplace including the management of discipline, grievances and union matters. The Basic Conditions of Employment Act prescribes minimum conditions related to leave, working hours, overtime, work on public holidays/ Sundays, notice periods and determinations for specific sectors such as the security industry, farm workers and others. The Temporary Employment Services Act currently receives a lot of public attention during the debate regarding labour brokers and the future of temporary employees. The Employment Equity act should also not need any introduction. Although it focuses on transformation at the workplace, an important element of this Act is the definition and prohibition of discrimination. The Skills Development Act and Skills Development Levies Acts prescribe the levies that employers have to pay monthly to the Department of Higher Education for training of employees as well as the unemployed. The SETAs manage and accredit the training programmes, known as either Skills Programmes or Learnerships, which allows employers who participate to claim grants back from the applicable SETA. The Unemployment Insurance Act regulates the allowances that employees can claim from the government under certain conditions when they become unemployed.

Question 2 Tell us about new changes? Answer

Proposals were tabled by the Union Federations which are currently being discussed by representatives of organised labour, organised business and the government.

Question 3 What impact will the changes have? Answer

The total banning of labour brokers would imply that employers could only make use of temporary employees for project work or for specific acting periods such as when employers are recruiting to

The changes mainly relate to;

The banning of labour brokers, although the latest direction of discussions proposes better regulation of labour brokers. The total banning would imply that employers could only make use of temporary employees for

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people

people

Tigertrekkers
Highlights the Kodak moments from Tiger Brandss employees holiday travels. Want to share your holiday photo? Send it with a short caption including the country and town visited to Roselyn.seripe@tigerbrands.com. Photos should be at least 300 dpi in quality. Editorial team reserves the right to edit contributions as is necessary.

eds choice
The Great Wall at Beijing, China

China

Alaska China

Beating the Berg

What started as a casual chat for Wayne Taylor, Customer Manager, HPCB (Home Personal and Baby Care), with family finished four days later in Port Owen, on the Capes west coast, just north of St Helena Bay. The race covers a total of 240 kms and in 2011 there were 351 competitors that set out. 317 of those finished this year and Wayne completed the race in 28 hours! Will he be back next year? A resounding yes! He would like to extend special thanks to Stuart Hynes who provided much advice on the dos and donts, which was a great help during the event. Wayne would also like to extend an invitation to anyone interested in the sport. Please contact him on wayne.taylor@tigerbrands.com.

Chococam Dou

Nicole Ateba

members in June 2010 lets do the Berg River Canoe Marathon next year resulted in an amazing experience in July this year when he completed this comrades marathon of paddling races.

ala, Cameroon

My name is Nicole Ateba. I work at Chococam in Douala Cameroon (Central

Wayne and his family began training at the end of April often in freezing conditions through the winter. Once the training was completed it was time to head down for the great challenge. The race (an event for them as they were definitely not racing anyone) started in the Paarl, Western Cape on Wednesday 13 July and

Noreen Badenhorst
Tiger Brands Western Cape

Tiger Brands In

Ian Glen

Africa). I am very pleased to share some pictures of my holiday with the Tiger Brands family. I went to Beijing in China where I visited the Great Wall (above) and also the Monument to the peoples heroes, the largest in China (left).

A visit to China in July 2011.

ternational

Freezing cold at Mendenhall G lacier in Skagway, Alask a.

ba Nicole Ateala, Cameroon

Ch ococam Dou

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people

Youth Day Mothers Day

Mothers were treated to a day of food, fun and pampering during this years mothers day celebration sponsored by Purity and held at Panafric Hotel in Nairobi. The luncheon was very successful and was attended by approximately 200 guests. Purity partnered with Nairobi Womens Hospital who were giving free medical check ups on site. There was a Q & A session where mothers were given the opportunity to ask questions and give suggestions in relation to Purity. Purity also awarded prizes to the three winners who participated in the Face of the Fair competition, held earlier on in the year.

At Tiger Brands we deliver

performance

The Boksburg Vegetable Unit got all dressed up in school uniform in remembrance of the students who fought for the freedom of education Youth Day, 16 June. This took place on 15 June 2011 during the 03:00 night shift break they gathered in the canteen to have some fun.

Womens Day celebration

Last year, pamper gifts were organised for less fortunate, abused women at the Palmerton Centre. This thoughtfulness was so appreciated that Head Office decided to do the collection again. To mark the end of
A beautiful cake to celebrate a beautiful occassion.

Palmers
Ladies were treated to a day of pampering courtesy of Palmers Cocoa Butter Lotion at various malls in Nairobi during mothers day celebration. About 100 ladies received free massages.

the collection and to celebrate Womens Day, cake was served in the canteen as part of lunch on Friday 5 August 2011.

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performance

performance

Top performing brands at Tiger

All Gold number 1
All Gold Tomato Sauce has again performed extremely well, winning the top spot in consumers hearts for the second year in a row in the SA Iconic Brands Survey 2011, conducted by TGI SA. All Gold achieved this position by remaining as relevant and delightful to consumers as when it was first launched in 1908. It is, therefore, no surprise that All Gold Tomato Sauce is the countrys best-loved tomato sauce, the leading brand in canned tomato products and the number one jam brand. At the core of the brands success, is the message creating moments of delight among family and friends through the unique taste delivery of the products within the brand. Instrumental to the brand message has been the promise tastes real good like good food should. This further entrenches All Gold with a consistent consumer appeal and theres really no doubt that South Africans love it!
*SAs Top Brands Survey 2011

for voting us one of South Africas overall favourite brands*

For over 70 years, moms have chosen KOO to help them make the kind of meals that memories are made of. Thank you for welcoming us into your hearts and homes, and allowing us to be part of your special family moments. We look forward to sharing even more memories with you and your families for years to come.

thank you,
The best you can do!
KOO, a tried and trusted heritage brand that has been in the homes of South Africans for over 70 years, was also recently voted number one in the SAs Top Brands Survey 2011.
1 79/E 161

T hank yo u South keeping Africa fo u s on yo r ur table!

Condim Overall B rand - Fir st ents & S auces - F Tinned V irst egetable s - Top 5 SA Iconic Brands Su rve
y 2011 co ducted by TGI SA

We are d elighted to be nu mber 1 b ecause o f you.

To many South

Africans, KOO is an

gold.indd 1 emotive brand that evokes memories and triggers

116179 TIG

ER all

nostalgia. KOOs advertising platform has, over time, reflected the inherent goodness of the brand and mirrored the emotional partnership with moms in creating mouthwatering meals for the family. KOO attributes its success to the use of quality

ingredients and a sound understanding of how consumers prepare their meals. This has resulted in product innovation to meet the consumers everchanging needs. It uses the full range of advertising to interact and engage with its consumers, allowing the brand to remain top of mind. KOO has a place in the hearts and/07/18 3:33 of 2011 homes
PM

South Africans, and that is exactly where the brand plans to stay.

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performance

Mambo chocolate success

Cameroon is the fifth largest producer of cocoa in the world and Cameroonians grow up eating a lot of chocolate. The most popular has always been Mambo Pure Chocolate, thanks to its unique natural cocoa taste profile and Chococam has a strong reputation in chocolate making. The acquisition by Tiger Brands of Chococam provided an opportunity to refresh the existing offering to improve both sales performance and branding. Improved branding would allow for differentiation from competitors and build brand loyalty, despite the increasingly cheaper chocolate imports. To make the most of this, Chococam upgraded its equipment to give Mambo a more refined texture to its chocolate. Beacon endorsed the revamped packaging and the new look Mambo was launched in June 2011. To build awareness a communication campaign featuring its most popular variants, dark and milk chocolate slabs, was launched. The message focused on the pleasure of sharing Mambo with loved ones and the new packaging is displayed on outdoor billboards and is further entrenched though a TV campaign. Mambo participated in several youth events to capture teens attention and interest during their school break. The communication campaign was a success with 40 % product off-take growth achieved, against the same period last year. This all led to
Consumers enjoyment at Challenge Mambo Dark 100g billboard campaign

At Tiger Brands we treasure our

consumers

Cupidon 2

increased brand visibility, brand awareness and brand quality. With new offerings to extend the existing range, Mambo will continue to delight consumers in Cameroon and around the world.

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The recession and the impact on consumer behaviour

Q. What is a recession, and what is the impact on consumers?
A recession refers to a sustained economic
downturn, whereby the economy is shrinking for

consumers

recent years. The Unilever Institute of Strategic

Marketing reports on the ERA OF EXUBERANCE 1999 to 2007, in their latest Wake Up,

Shake Up survey. During this period, the SA economy was booming, consumer confidence was soaring, and rampant spending was observed. Significant growth in unemployment and extensive credit lending also enabled consumers to acquire more lifestyle-enhancing goods, and the retail sector experienced a boom period. However, when the economic meltdown arrived in 2008 and many had not planned and those that are perceived to be luxury goods, e.g. confectionery (for us), are usually the first to be dropped from the shopping basket The carbohydrates category is affected as consumers downgrade their choice of staples AND employ new approaches to buying for example, we find only one or two staples in the basket instead of the usual three or four; products like bread, which do not last as long become less preferred to a bag of maize or potatoes, which can go significantly further There will be a slow-down in the pace at which cheaper brands are replaced with premium branded goods. Additionally, retailers are expected to start passing on their equally rising input costs (electricity, wage increases, etc) onto branded goods, making their own brands appear as better value for money Lastly, larger pack sizes become more important to consumers as they strive for value offerings. The critical thing for us to understand is that people have adapted to their environment, therefore our consumer of today is valueconscious (not forgetting that value does not necessarily equal price), and not likely to revert to their pre-recessionary behaviour, even after the worst has gone. Therefore, manufacturers will need to adjust accordingly and engage in innovation that offers new and relevant options.

a period of more than two consecutive quarters. This is usually accompanied by a decline in GDP, decrease in production, increase in unemployment and a general fall in household income. These factors will then lead to a dip in consumer
confidence, defined as the perceptual degree of

optimism that consumers have of their countrys future, and their own personal financial situation. In South Africa, consumer confidence in Q2 2011 reportedly dropped to lower levels than at the same period last year. This drop in confidence was enhanced by rising inflation in food, fuel and electricity, indicating that growth in consumer spending may not see a strong acceleration into the balance of 2011, as people watch over their spending activity. Various research sources have reported that consumer behavior has changed in response to the recessionary environment experienced in

Q. What insights do we have into consumer behavior in the past, and how has this changed?

for this uncertainty certain adjustments had to be made by consumers, primarily towards their spending behavior. Research has given insight into the consumer trends and market dynamics that arise when there is financial pressure. At a high level, a couple of implications for Tiger Brands are: Consumers tend to shop fewer categories,

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world

At Tiger Brands we care about our

world

St Clements
unemployment, extreme poverty and hunger.
There were orphans, child- and granny-headed households with no support systems, thus the Project was registered as a Non-Profit Organisation (NPO) in 2001 and funding was initially received from the National Department of Social Welfare. pensions. Food programmes are then initiated, such as Meals on Wheels and Food Parcels to help alleviate hunger.

The Project was initiated after a needs analysis revealed that there was a high incident of HIV infections,

feeding scheme
Food Programmes
Food Parcels Tiger Brands

parcels, and suddenly came out so as to benefit from the services of the project. Those who are not infected also come asking for food. A few food items are given, such as Jungle Oats, Morvite and dry beans, pending a home visit, after which they receive a monthly food parcel. A relationship has been established with all the local schools around the area. Teachers or the school principals sometimes report children who come to school showing signs of hunger and request food to be delivered to the school. Our response is always that the child must be sent to us where she/he is interviewed and then taken home to assess the home conditions.
p24

Operations of the Project

Home-based Care home visits The needs of the patient/family are identified at a home visit, where the state of the patient is attended to, as well as the poverty levels of the family. Hunger is always glaringly obvious. A holistic approach is adopted because of lack of grants such as foster care, child support and

We will always appreciate and respect the help we receive from Tiger Brands. The monthly deliveries of groceries in bulk, which are then packed into parcels has greatly improved the operations of the project and the lives of our beneficiaries. Patients that did not want to reveal their status (due to the HIV/Aids stigma) heard about the food

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p23

More often than not, it is found that the family is very poor and hungry. Food is then delivered for the whole family, and other poverty-related problems identified, such as lack of relevant grants (foster, child support and even the old age pension for the grandparents). The family is then registered on the food programmes. the project in that they report
Meals on Wheels

Tiger celebrates Mandela Day

Makushu Primary school
This world leader and activist turned 93 on 18 July, and in celebration and thanks for all the work he has done in Africa and around the world, Tomato paste unit, Musina, participated in just 67 minutes of community service, by cleaning the yard at Makushu Primary school as a small gift of appreciation to the man who has spent 67 years giving and helping others. Mr Luvhengo the principal of the school was very neighbours who suffer from poverty and hunger, usually child- or granny-headed households. These are visited and assisted according to their needs (whether infected or not). We would not be able to render this important service of feeding the sick and hungry without the help that we receive from Tiger Brands, especially, now that we do not receive any financial or material support from government. We rely on companies and organisations that are sympathetic and support projects that help the poor. Some church-based organisations (who assisted our project when we had nothing) have also benefitted in a small way from Tiger Brands. They are regularly given a few items of food, be it a box of Jungle Oats, Morvite or peanut butter, to give to the poor and hungry who come to their doors. People who go to churches outside Clermont are told to come to St Clements Home Based Care. We always make sure the food goes to deserving people, and is never sold. Cars that deliver meals and do other errands are maintained by donations and grants from different organisations. Tiger Brands has made our Project the PRIDE of Clermont.

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Groceries are bought in bulk, and meals cooked in our kitchen as well as in one of our supporters kitchen. Two bakkies load four 48 litre pots and go out in two different directions to deliver meals to people who wait on the roadside with their containers to receive a meal of samp/rice and stew of meat-bones and vegetables. All those who receive the food are identified on home visits. Members of the community, including ministers of religion, speak highly of the projects operations, and highlight the fact that the project was initiated by and operates from the Catholic Church premises, to serve the whole community of Clermont, irrespective of religious affiliation and belief. The poor, sick and hungry that they come across are told to go to eMaromeni for help. Some members in the community act as guards for

Tiger Community Projects reaches out to Childrens Homes

Tiger Community Projects (Paarl SSC) visited two childrens homes in Paarl on 10 August 2011, Bowy House and AHOS (Athlone House of Strength), where we distributed various Elizabeth Anne baby products, cereal, clothing and KOO products.

surprised by the visit from the employees and very happy to see the level of commitment they invested in the day by helping to clean the school yard. Through the act he could teach the children a valuable lesson that they should take responsibility and think before littering. The children could see that if members from the community are willing to come and help clean with such high spirits, then they themselves could now clean and not litter. Mr Luvhengo thanked Tiger Brands for making a difference.

Ethembeni Childrens Home

On the 23 July 2011, the Tiger Brands 2011 Graduates came together and visited Ethembeni Childrens Home in Doornfontein, Johannesburg. The kids had a wonderful time and what was most rewarding was seeing the excitement on their faces. Everyone at the home was grateful for the initiative and all that was

contributed on the day. Here is a list of items received in making Mandela Days special for the kids: Fizz pops, Toasted Mallows Strawberry, Jungle Energy Bars, Sparkles, Elizabeth Annes Petroleum Jelly and Aqueous creams, soaps, Purity cereals, toilet papers, chips, nappies, baby care products (toothpaste, soap, shampoo, lotion etc.) and Enterprise Viennas. P.S. Many thanks to ALL Tiger divisions that contributed to making the day a success!

Paarl East
Tiger Community Projects (Paarl SSC) handed out soup in Loverslane in the Paarl East area on 12 August 2011. We fed more than 200 persons with soup and bread.

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Supporting the Cape Town and Suburban Clothing Guild

The Clothing Guild is one of the oldest Welfare Organisations operating in Cape Town.
Their focus is collecting new, warm clothing and blankets which are distributed to the underprivileged through nearly 40 non-profit organisations throughout the Peninsula. This year the Grains Division, with Steve Hagans assistance, became involved. Cash donations from Albany Bellville and the staff at Jungle Maitland were received with donations of garments from TBFS, Jungle Maitland and Grains Independent staff. We were able to hand in 224 new garments from Tiger Brands and TBFS at the drop-off point for distribution. The final count of items collected around Cape Town was a whopping 26 473. Thank you Team!
All 26 473 new, colourful garments collected and donated to 39 charity organisations. Stephan Maritz and Firosa Khan handing over the 224 items donated from Tiger Brands and TBFS.

At Tiger Brands we safeguard our

integrity

Tiger part of Somalia relief

Tiger Brands answered a call from the aid group, Gift of the Givers (GoG), to corporate South Africa to supply essential foods and anti-malaria medication to the starving people in Somalia.
Businesses represented by Interactive Africa and supported by Comair, Nandos, Absa, Sanlam, Tiger Brands, Foodcorp, ABI and others, sponsored a flight and 10 tons of supplies that went to the capital Mogadishu on 12 August. A sixth flight delivering 18 tons of supplies left on Monday 15 August. The latest consignment brings to 112 tons the total aid delivered to Somalia in a two-week period with six aircraft from South Africa. The SA National Defence Force (SANDF) delivered the supplies for free. South African generosity has exceeded all limits, says Dr Imtiaz Sooliman, GoG founder.
The UN has estimated that 3.7 million people, nearly half the Somali population, have been affected by droughtinduced famine in addition to insecurity. The famine has now affected 12.4 million people in Djibouti, Ethiopia, Kenya and Somalia.

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Integrity and its personality

What does integrity really mean?
To begin with, lets define integrity. It means making the correct choice when faced between right and wrong. It is the adherence to moral and ethical principles, and is often linked with honesty. In simpler terms what you say is what you do, even when no-one is looking. The difference between the honesty and integrity can be explained as follows. Integrity means that you adhere to a moral conviction or code of honour, that wont allow you to do certain things that you feel, would debase you. Honesty means that whatever youve done, good or bad, you speak the truth about it. Given the explanations above, the bottomline is that without integrity, individuals are untrustworthy. Integrity is such an important characteristic to have as it filters to all aspects of life, from your relationships, to your children, to work. When we commit to integrity, we empower and free ourselves. Not being mocked or rejected by others, we do what we believe is right. The rewards for doing so are many and include greater self-confidence and courage. Dont be afraid to be different. How can we be ourselves unless we are unlike others? In relationships, be it a marriage or friendship, integrity brings honesty and respect which builds trust, confidence and love. At work, integrity forms a very important part of the corporate culture. Without this trait, companies will ultimately fall. Scandals and scams will occur if individuals act without integrity and honesty. Tasks become duties to those who embrace integrity. In the workplace, they dont put in time, but cheerfully carry out their responsibilities; they dont engage in destructive gossip, but build confidence, teamwork and morale; they dont abuse their privileges, but respect their employers property and reputation. If you have personal integrity, you will earn trust and respect. Your reputation will be a good one because you are reliable and responsible. A reliable and responsible person is an asset to any company. Be that asset.

integrity

Lead a life of Integrity

Follow the Paradoxical Commandments by Dr Kent M. Keith

People are illogical, unreasonable and self-centered.

love them anyway

If you do good, people will accuse you of selfish, ulterior motives. Do good anyway If you are successful, you win false friends and true enemies. Succeed anyway The good you do today, will be forgotten tomorrow. Do good anyway Honesty and frankness will make you vulnerable. Be honest and frank anyway The biggest men and women with the biggest ideas can be shot down by the smallest men and women with the smallest minds. Think big anyway People favour underdogs but follow only top dogs. Fight for a few underdogs anyway What you spend years building may be destroyed overnight. Build anyway People really need help but may attack you if you do help them. Help people anyway Give the world the best you have and youll get kicked in the teeth. Give the world the best you have anyway

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