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Marketing Presentation for Team # 6 Alper Baltalı Damla Düzyol Ekin Tutan Ertunç Ertav

Marketing Presentation for Team # 6 Alper Baltalı Damla Düzyol Ekin Tutan Ertunç Ertav. CONTENTS BRAND ELEMENTS COMPETITORS LEVERAGING SECONDARY BRAND KNOWLEDGE COMPANY COUNTRY OF ORIGIN CHANNEL DISTRIBUTION CELEBRITY ENDORSEMENT SIMILARITIES / DIFFERENCES OF FLOOSH & SELPAK

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Marketing Presentation for Team # 6 Alper Baltalı Damla Düzyol Ekin Tutan Ertunç Ertav

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  1. Marketing Presentation for Team # 6 Alper Baltalı Damla Düzyol Ekin Tutan Ertunç Ertav

  2. CONTENTS • BRAND ELEMENTS • COMPETITORS • LEVERAGING SECONDARY BRAND KNOWLEDGE • COMPANY • COUNTRY OF ORIGIN • CHANNEL DISTRIBUTION • CELEBRITY ENDORSEMENT • SIMILARITIES / DIFFERENCES OF FLOOSH & SELPAK • BRAND AUDITS • INVENTORY • BRAND PORTFOLIO • EXPLORATORY • BRAND TRACKING SURVEY • CHAPTER 11 • BRANDING STRATEGY • BRAND – PRODUCT MATRIX • PRODUCT LINE – MIX • BRAND HIERARCHY LEVELS • BREADTHOF A BRANDING STRATEGY • HOUSING BRANDS • DETERMINANTS OF SELPAK IMAGE • CORPORATE IMAGE DIMENSIONS • CAUSE MARKETING • GREEN MARKETING

  3. BRAND ELEMENTS NAME floosh LOGO SLOGAN “Floosh the germs away” www. floosh. com. tr URL “Comfortable, Portable and Hygienic pack” BRAND MANTRA

  4. LEVERAGING SECONDARY BRAND KNOWLEDGE VARIETY OF HIGH – QUALITY PRODUCTS i. Company MODERN INTERNATIONAL WIDE RANGE OF CATEGORIES SUCCESSFUL HEALTH CARE

  5. ii. Country of Origin • The evil – eye concept for country – of – origin association Reasons for why it will attract the customers ? • To stir consumers’ patriotic notions • Floosh will become symbolic of cultural identity How will we use the evil – eye ? • On packaging • On the logo

  6. iii. Channel Distribution

  7. iv.Celebrity Endorsement Practical Portable Hygiene Health – Care Tips Selpak Comfortable Conscious for environmental issues Easy usage Demet Şener Nilüfer Yumlu Pelin Batu Faciliates Toilet Training

  8. Demet Şener • Retired model • Mother of one daughter İrem, and expecting second child • Caring • Nurturing • Nilüfer Yumlu • Singer • Successful • Mother of one adopted daughter: Ayşe Nazlı • Caring • Modest • Pelin Batu • Actress • Hosts a TV program called “Kısa Devre” • Environmentalist • Young • Enthusiastic

  9. Portable Hygenic Distribution Channels Availability floosh Selpak How Are They Alike? • Unique • Multipurpose • Logo • Slogan • Packaging • Environmental Friendly • Quality material • Convenient for all ages • Useful How Do They Differ? • Advertisement • Price • Promotes more environmental issues

  10. BRAND AUDITS • Brand Inventory • Produced under İpekKağıt • The leader brand for the hygienic paper products • The first brand which introduced cleaning tissue to Turkey • Generic name for paper handkerchiefs • Selpak is : • Practical • Fair Prices • Hygienic • Environmental friendly

  11. Brand Exploratory • Research directed to consumers, in order to identify brand equity • What consumers feel about the brand and product categories ? • How, when, where to track customers ? • Questionnaires, and surveys.

  12. Brand Tracking Survey • Brand Awareness and Usage • What brands of tissue paper are you aware of? • Which brands of tissue paper would you consider using? • Brand Judgements • How favorable is your attitude toward Selpak? • How likely would you be to recommend Selpak to others? • Brand Performance Selpak is... a) cheap b) hygienic c) soft d) smells nice e) comfortable

  13. Brand Tracking Survey • Brand Imagery • To what extent do you feel that you grew up with Selpak? • Is Selpak a brand whose products you can use in a lot of different situtations? • Brand Feelings Does Selpak give you a feeling of... a) Comfort b) Security c) Social approval d) Hygiene • Brand Resonance • I consider myself loyal to Selpak • I would go out of my way to buy Selpak products

  14. BRAND-PRODUCT MATRIX P R O D U C T S Toilet Paper Facial Tissue Paper Towels Hanky Napkins BRANDS

  15. P R O D U C T S Ceramic Products Cleaning Products Bathroom-Kitchen Accessories Hair Products Health-Care Products Self-Care Products BRANDS

  16. P R O D U C T S Ceramic Products Cleaning Products Bathroom-Kitchen Accessories Hair Products Health-Care Products Self-Care Products BRANDS

  17. BRANDING STRATEGY SELPAK Product Mix Bathroom Tissue Sub-brand Napkin Product Line • Selpak Ultra Comfort, Selpak Powder Scented • Selpak Mini, Mega, Collection, Style • Selpak Classic, Mentholated, Scented, Compact, Sensitive • Selpak Mini, Maxi, Boutique • Selpak, Selpak with Hanger Kitchen Towel Facial Tissue Handkerchief

  18. Information Technology Healthcare • E-Kart Building Products • Daylong • Evde Bakım • Evital • Revivogen • Vicks Others Consumer Products • Artema • Engers • İntema Mutfak • Villeroy & Boch • Vitra • Vitra Fix • Vitra Therm • Kanyon • Igora • Indola • Lotus Prof. • Maratem • Maratem Çöp Torbası • Marathon • Natural Styling • Nexcare • Nivea • OK • Oralet • Osis • 8x4 • Bonacure • Brittex • Defans • Demak Up • Detan • Dreumex • Egos • Emsal • Erdal • Frosch • Racumin • Scotch Brite • Scotch Gard • Selin • Selin Moments • Selpak • Servis • Silen • Silhouette • Solo • Tana Welding Technology • Askaynak • Kobatek • Lincoln Electric

  19. Facial Tissue Bathroom Tissue Kitchen Towel • Selpak • Selpak Mini • Selpak Maxi • Selpak Boutique Napkins • Selpak • Selpak with • Hanger • Selpak Ultra Comfort • Selpak Powder Scented • Selpak • Selpak Mini • Selpak Mega • Selpak Collection • Selpak Style Handkerchiefs • Selpak Classic • Selpak Mentholated • Selpak Scented • Selpak Compact • Selpak Sensitive • Hygiene Pack • Floosh • Floosh Kids

  20. Breadth of Product Mix • 1) Aggregate Market Factors • Large market size : • Attracting new market segment • Parents • Bussinessmen/women • Teenagers • Kids • Crippled • Nonseasonal • 2) Category Factors • A unique category that has no potential threats • Attracting high percantage of customers will keep bargaining of buyers low • A substitute is not available • 3) Environmental Issues • Be aware of external forces.like technological, political, economic, and social factors Breadth of a Branding Strategy

  21. HOUSING BRANDS

  22. Determinants of Selpak Image Corporate Social Conduct • Sensitive policies in natural environment • Forerunner ifor healty life Product • Practical • Portable • Hygienic • High quality • Comfort • Disposable Company Business Conduct • Common • Innovative • Powerful in Finance Corporate Contributions’ Conduct • Snowboard Design Competition Distribution Channels • Migros • Kipa • Carrefour • Gima • Diasa • Tansaş • Şok • Metro • Other groceries Communications • TV • Radio • Magazines • Print • Interactive • Mobile Marketing • Place Advertising (billboards) • Direct Response SELPAK Price • Toilet Paper: 4.05 Ytl (4) • Kitchen Towel: 3.42 Ytl (4) • Napkin: 1.89 Ytl (1) • Handkerchief: 0.21 Ytl (1) • Facial Tissue: 1.80 Ytl (1) Sales Force • Leader Company • Extend web in business connections Service • Efficient circulation • Wide distribution • Availability of many different products Support • Info about Products on web • Instructions on products

  23. CORPORATE IMAGE DIMENSIONS Innovative Corporate Image Association • Being innovative • Environmentally concerned • Community involved • Corporate trustworthiness & likability • Being modern & up – to – date • Investing in research • Employing advanced manufactoring • Introducing newest product features

  24. Cause Marketing Association in Support of Contemporary Living • Co-operative efforts of a for profit business and a non-profit organization for mutual benefit • Hygiene Project for Primary Boarding Schools

  25. Cause Marketing Potential Benefits • Building brand awareness • Enhancing brand image • Establishing brand credibility • Evoking brand feelings • Creating a sense of brand community • Eliciting brand engagement

  26. Green Marketing World Wild Fund for Nature • Marketing of products that are presumed • to be environmentally safe • Reducing post-costumer waste / recycling www.panda.org/about_wwf/what_we_do/forests/what_you_can_do/consumers/ tissue_issues/tissue_products/tissue_brands/index.cfm

  27. 2006 - Companies use of post-consumer waste http://assets.panda.org/img/graph_3_overall_recycling_97539.jpg

  28. Green Marketing Potential Obstacles • Overexposure and Lack of Credibility • Consumer Behavior • Poor Implementation

  29. References http://www.selpak.com.tr/haber12.html http://eczacibasi.e-dergi.com Strategic Brand Management, by Kevin Keller, Prentice Hall 3rd Edition www.selpak.com.tr http://icproxy.sabanciuniv.edu:2158/passport/ResultsList.aspx http://www.ipekkagit.com.tr/urunkatalog.htm http://www.eczacibasi.com.tr/ http://www.gpcellulose.com/ http://www.panda.org/about_wwf/what_we_do/forests/what_you_can_do/consumers/tissue_issues/tissue_products/tissue_brands/index.cfm

  30. Thank You Any Questions?

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