BIG SAVE by Outlook Publishing

AFRICA BIG SAVEGROUP

Honouring heritage in an ever-changing retail and wholesale landscapeÂ

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BIG SAVE BIG FAMILY Starting out as a soft drink wholesaler in Pretoria in 1989, Big Save Group has adapted and grown as the industry has evolved, today employing more than 1,350 people Writer: Tom Wadlow Project Manager: Lewis Bush

he dawn of South Africa’s democratic age in the mid-1990s brought with it tremendous change across almost all areas of social and economic life. A newly-elected government, end to apartheid and liberalisation of the economy created fertile ground for business to thrive, an environment which saw new wholesalers and retailers like Big Save Group emerge. Cornering its own niche in the Pretorian market, the next decade saw the family business thrive thanks to low operating costs, high margins and a lack of serious competition. However, fast-forward to the present day and Big Save’s more recent story is one of adaption,

Tony Ferreira, Director of Operations at Big Save Group

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growth and innovation, sparked by a transformation in South Africa’s wholesale and retail scene. “From 2005 onwards then all the dynamics started changing within the townships and informal areas,” explains Tony Ferreira, Director of Operations and son of company founder Johnny Jardim Snr. “Massive infrastructures were built such as shopping malls. Many of the corporates were then chosen as the preferred tenants to fill up these huge developed sites and this type of development impacted the local stores like us and our customers, who were already trading in the area.” This prompted a shift in strategy, the family deciding to join major buying groups with national footprints in a bid to compete with the larger players. Big

Save also entered the realm of retail, serving consumers directly. Today the company comprises of seven owned outlets, four liquor depots and two hybrid franchise stores. These stores are based in the northern Gauteng Province area of Pretoria and Tshwane, the southern Gauteng Province area of Evaton, Limpopo Province in the Marble Hall area, North West Province in Rustenburg and Mpumalanga Province in Komatipoort, all of which are served by a centralised Big Save distribution centre. “Today we occupy over 60,000 square metres of space and employ over 1,350 people,” Ferreira says proudly, “and our journey continues as we still see the opportunities that this great country has to offer.”

Local champion

While recent years have seen a marked rise in Big Save’s footprint, the company’s priority now is to consolidate this growth and support local traders through extensions of its existing larger stores, staying true to its family-owned principles. “We believe we stand apart from other cash and carry providers in South Africa because we still maintain a family business structure, and from this structure we are quick to execute

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BIG SAVE – THE BEGINNING “Big Save started as a family business in Pretoria 1989 as Waltloo Softdrink Wholesalers, in the area of Waltloo which is on the outskirts of Mamelodi,” recalls Ferreira. “The business was founded and funded by our father Johnny Jardim Snr who risked all his life savings, operating as a Coca-Cola depot on a 450 square metre premises. “We were a family business of five, with four sons heading operations and 12 staff members. In the beginning it was tough just selling Coca-Cola beverages as summers were great, but winters were very difficult in trying to keep the business afloat. “As we traded we saw an opportunity – we noticed that our customers, who drove into our drive-through system and lined up in queues to purchase our Coca-Cola products, always had their vehicles filled with other items of groceries, sweets, tobacco and perishables which were purchased in the city. “We tried to eliminate that travelling cost for our customers and slowly started introducing all of these lines that we saw in their vehicles over the winter periods.” The Big Save brand was thus formed in 1995 on the same Waltloo Softdrink Wholesalers site, expanded into a 1,250 square metre wholesaler cash and carry. decisive decisions,” says Ferreira. “Big Save also sees the importance of ploughing back into the community by not only funding certain events and projects, but on bringing the business element to the community.”

This community cohesion is vital to Big Save’s identify and purpose, proven by the fact the company provides financial knowledge and training support to local people so they can run their own businesses.

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Learnerships are also offered to younger generations who are interested in pursuing a career in wholesale or retail. In its own stores, Big Save stocks shelves with products made by local producers, giving them a platform to compete with larger corporates. “Making these types of investments and caring about our communities and their wellbeing definitely gives us recognition and sets us apart from being just another cash and carry in this country,” Ferreira adds. This is reflected in Big Save’s own strategy for its next phase of development. “Instead of broadening our footprint we have strategically planned that our growth going forward is to service and assist the local trader in trading,” Ferreira continues. “In today’s tough economic climate,

a lot of our local traders have either sold or rented out their stores to foreigners who have entered our country for easy access to money.” Part of this will involve supplying them (and Big Save’s own stores) with more fresh produce, Ferreira noticing a heightened consumer demand for fresh meat, fruit and vegetables. Consumers are also favouring convenience in the form of smaller stores closer to home, another trend that Big Save is adapting to with a push to open more of these outlets. “These types of stores require less capital to set up and customers want easy access, in and out type of shopping with fresh goods at discount prices,” Ferreira explains. “We have noticed that these small stores also bring intimate service, better ranging and better pricing to attract the customer.”

Big Save started life as a wholesaler before diversifying into retail

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ENJOY OUR AWARD-WINNING BLACK LABEL

Not For Persons Under The Age Of 18.

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We have noticed how our customers trust our Big Save brand... We use our customers’ feedback on which category or product to increase and introduce the next product based on this”

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Keep Walking South Africa Johnnie Walker launches new campaign inspired by iconic and pioneering South Africans. South Africa is filled with many powerful stories of ordinary and extraordinary people who create change for themselves and their communities. Johnnie Walker is proud to announce its new brand campaign commemorating South African achievement and progress. It’s an evolution of the iconic whisky brand’s drive to inspire progress.

we realise that South Africans are ambitious and determined. We want to salute those who have taken their steps today, to be an icon tomorrow. A multitude of people, progressing with purpose,” says Njongwe. Other recognisable faces featured in the campaign include fashion designer Thebe Magugu, artist Nelson Makamo, businessman Ze Nxumalo, cinematographer Motheo Moeng and leading female trombone player Siya Makuzeni.

The world-famous adjure to ‘Keep Walking’ is particularly meaningful in a South African context. Consumers no longer want to be dictated to and are looking for brands to partner with them in how they are represented and tell their stories in an authentic way. The ‘Keep Walking’ campaign is a push to move forward with optimism and celebrate every milestone reflective of real, inspiring stories.

Njongwe believes that the brand is succeeding in its quest to dispel the stereotypes that exist around whisky lovers and the ‘old boys club’. “Beyond the number of powerful and accomplished women featured in the campaign, we enlisted one of the country’s leading directors, Dani Hynes from Egg Films, to help us connect with a broader, previously untapped audience,” says Njongwe.

“Johnnie Walker as a brand exists to inspire personal progress and this campaign has tested our ability to really connect with our local audience under this mission,” says Zumi Njongwe, Marketing & Innovation Director at Diageo.

The result is a campaign that pays homage to moving forward together, led by a global champion of ambition and perseverance in the form of Trevor Noah.

The brand has brought together the likes of South Africa’s most famous media export Trevor Noah, the country’s first black female pilot Refilwe Ledwaba , actress and businesswoman Enhle Mbali and Olympic swimmer Chad le Clos as part of the faces of this campaign. “In tune with the growing importance of authenticity in storytelling and finding people in different fields who truly embody the brand, we specifically selected South Africans who have had impact both locally and globally in their respective fields. As a brand

The campaign is an important addition to the South African progress narrative. ‘’We chose to shine the spotlight on prominent South African achievers who have contributed to a nation’s growth through times of transition and uncertainty,” she explains. “Every South African – whether they are in the public eye or not – has a role to play and a story to share. By honouring our heroes, and remembering how far we’ve come, we hope to inspire South Africans to always ‘Keep Walking’,” Njongwe concludes. NOT FOR PERSONS UNDER THE AGE OF 18.

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Staying fresh

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Another central part of remaining relevant in South Africa’s changing wholesale and retail landscape involves embracing technology and introducing new, improved products. “We have noticed a huge increase in consumers using tech to search for a product, and there is a big interest in online shopping through smartphones and applications,” identifies Ferreira. “Loyalty programmes are also now a big part of most retailers and this can only work if the right systems and technologies are in place.” Responding to this, Big Save is about to launch a new loyalty scheme based on a brand new, simplified point of sale system, a much more advanced way of tracking loyal customers than store cards and phone numbers. The development involved three years of experimentation and feedback, bringing together the best of technology and simplicity. Further, new products will be

appearing on the shelves, with Ferreira explaining how Big Save plans to build on its own-brand range which currently has 22 product lines across numerous categories. “We have noticed how our customers trust our Big Save brand,” he adds. “We use our customers’

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feedback on which category or product to increase and introduce the next product based on this. “It’s a process that gets everyone involved, from the customer and the supplier to our working staff – we all come together for testing of products and packaging.”

To celebrate our 100th year, KWV’s Master Blender created this very special blend, a brandy that truly transcends time. Behind the awardwinning KWV label, you will taste and experience a piece of South African history.It all began in 1918 with our first ever brandy. Two large potstills were used to distil what has become known as KWV’s legendary 1926 vintage. Some of this vintage bottled 92yrs ago, is resting in this very bottle. Each bottle of Centenary is sold for R100 000 making it the most expensive brandy to ever be sold in South Africa. Nearly two decades later, KWV experienced another historic moment – albeit catastrophic. In 1942, a fire devastated much of KWV’s Stellenbosch cellars and only one brandy cask remained. Brandy from this very special cask has been added to craft this superb bottle of brandy.

To purchase contact KWV Wine Emporium. http://www.kwvwineemporium.co.za/ +27 21 807 3007

HEINEKEN SA Globally Local Sandton, 27 March 2019 - A leading developer and marketer of premium beer and cider brands, Heineken is the world’s most international brewer. Led by the Heineken® brand, the group has a powerful portfolio of more than 250 international, regional, local and specialty beers and ciders, and is committed to innovation, long-term brand investment, disciplined sales execution, and focused cost management. Boasting a well-balanced geographic footprint with leadership positions in both developed and developing markets, Heineken employs approximately 73 000 people and operates 167 breweries, malteries, cider plants and other production facilities in more than 70 countries. HEINEKEN South Africa is a key player in the beer and cider industry in the country, with an impressive portfolio of brands, including Heineken®, Sol, Windhoek, Miller Genuine Draft, Amstel, Strongbow, Soweto Gold, and Tafel. HEINEKEN South Africa is a joint-venture between HEINEKEN N.V. and Namibia Breweries, employing around 1500 people directly and through its dedicated third-party service providers. HEINEKEN SA is committed to the growth and continued partnership with the Big Save Group.

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Built on trust

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This cohesion, especially internally, relies on trustworthy and loyal staff who care about their customers and ultimately the business. Ferreira admits that finding the right individuals to join the family enterprise can sometimes be challenging, so Big Save’s focus has been on what it can do to train, develop and keep staff for the long term. “We want to encourage those who come to work with hope to improve themselves, and those who are survivors who work to provide for themselves and their families,” he says. “We try our utmost to make sure we keep our staff happy.” Likewise, Big Save’s supplier network is also built around trust. “This is crucial in any business,” Ferreira continues, “especially when you rely on certain brands from suppliers that make your business run. We have a dedicated team at our distribution centre which are further split up into teams of buyers, and they are each allocated various suppliers to deal with daily.

“We have a model in place that means we make sure that our buyers are aware of the outside trade on pricing, and that our suppliers know that we will not accept any deal pricing without being negotiated. Our transparency and loyalty to brands is what makes our business smooth running.”

A bright future

Ferreira is thus an optimist for the future, both in terms of his company’s fortunes and the wider development of South Africa as a young democratic nation. He calls on political and business leaders to be transparent and work towards the betterment of the country as a whole, and is confident that positive development will ensue if this happens. “We have a diverse range of people who are wanting to go forward and are willing to work hard to achieve together,” he says. “Even though we have been through turmoil, we are still very optimistic as we can see change coming – we just hope that all the issues will be addressed.

BRENNER BRANDS

renner Brands (Pty) Ltd is a proud supplier to the Big Save Group.

For all your maize meal and animal feed manufacturing needs, Brenner Brands (Pty) Ltd has been operating since 1938 and are ISO 22000-2005 accredited. Our products are available at most leading independent retail and wholesale shops in Limpopo, Mpumalanga and Gauteng. Supplying: • Major feeding schemes in Limpopo, Mpumalanga and Gauteng. Exporting: • Super maize meal, special maize meal and maize flour into Africa. View our website www.brennerbrands. co.za for the full range of product specifications. T +27 12 436 4700 E info@brenmill.co.za

“If this happens South Africa will be a great country for business and investors to trade in, regardless of the timeframe it takes for change to happen.” And what of Big Save’s future? Ferreira concludes: “We still believe we have a lot more to offer and we believe we can bring the Good Life! to our customers. Good Life! is our company motto or slogan and we notice how this impacts a lot of people within our business. Opportunity is still alive and well, we can only prioritise in keeping up with growth and staying positive.”

“We still believe we have a lot more to offer and we believe we can bring the Good Life! to our customers”

Overseas projects are particularly popular

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Big Save Group Tel: +27 12803 9189 contactus@bigsave.co.za www.bigsave.co.za

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• Mezzanine Floors • Carton Flow racking • Pallet racking • Gondola Shelving sales@ese-sa.co.za | www.ese-sa.co.za

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Big Save Distribution Centre (Head Office) 313 Zasm Street Waltloo Pretoria Tel: +27 12803 9189 contactus@bigsave.co.za www.bigsave.co.za