Consumer Research for Efes

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  • Topic: Marketing, Efes Pilsen S.K., Efes Beverage Group
  • Pages : 19 (3600 words )
  • Download(s) : 43
  • Published : May 1, 2013
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HISTORY OF EFES PİLSEN2
MISSION OF EFES PİLSEN2
VISION OF EFES PİLSEN2
OUR VALUES2
FUNDAMENTAL STRATEGIES FOR ACHIEVING OUR VISION AND MISSION3 THE MARKETING CONCEPTS EFES PİLSEN PERFORMS3
THE PRODUCTION CONCEPT:3
THE PRODUCT CONCEPT:3
THE SELLING CONCEPT:3
THE MARKETING CONCEPT:3
THE SOCIETAL MARKETING CONCEPT:3
THE MAIN PRODUCTS OF EFES PİLSEN4
PİLSEN4
LİGHT4
DARK4
EXTRA5
FIÇI5
EFES PİLSEN’S SALES5
PERCENTAGES OF CUSTOMERS’ BEER TYPE CHOICES5
BCG MATRIX OF EFES PİLSEN6
DOGS:6
CASH COWS:6
QUESTION MARK:7
STARS:7
PRODUCT EXPENSION GRID OF EFES PİLSEN7
MARKET PENETRATION:7
PRODUCT DEVELOPMENT:8
MARKET DEVELOPMENT:8
DIVERSIFICATION:8
CUSTOMER WELFARE8
CONSUMER BUYING BEHAVIOR OF EFES PİLSEN9
Complex buying behavior9
Dissonance - Reducing buying behavior9
Habitual Buying behavior :9
Variety – Seeking Buying behavior :9
DEFINING AND SPECIFYING THE SEGMENTS OF PRODUCT9
Geographic Segmentation:9
Demographic Segmentation:10
Psychographic Segmentation:10
Behavioral Segmentation:10
Demographic Variables That We Used In Our Survey11
SELECTING TARGET MARKETS11
DEVELOPING THE POSITIONING STATEMENT29
DEVELOPING THE POSITIONING STATEMENT OF EFES PİLSEN30
THE MOST IMPORTANT ENVIRONMENTAL FACTORS AFFECT CONSUMERS BUYING BEHAVIOR30 ANADOLU EFES BİRACILIK VE MALT SANAYİ A.Ş.

HISTORY OF EFES PİLSEN

The Most known beer brand of Turkey,Efes Pilsen,is in the way of being a world brand since it has been produced by Anadolu Grubu in İstanbul and İzmir in 1969.Under the name of Efes Pilsen, the brand serves its taste to people in Germany,France,Russia,United States Of America and all over the world which takes it roots and taste from anatolia. Efes Group has five beer producing facilities in İstanbul,İzmir,Ankara,Adana and Lüleburgaz.Also it has a malt factory in Afyon and hop factory in Çumra.

MISSION OF EFES PİLSEN

To help to improve the society’s life quality and welfare. To increase the power,efficiency and effectiveness of Efes in beverage sector. To make our shareholders gain continuously and gain more than the average of market . To make Efes a global brand.

VISION OF EFES PİLSEN

Efes Pilsen has two main subjects that leads firm’s vission.One of them is to grow its market share in Turkey,becoming the most valuable bevarage system that creates continuous and highest value to all of its shareholders.

OUR VALUES

• Solidarity
• Entrepreneurability
• Contemporaneity
• Aiming For Perfection

FUNDAMENTAL STRATEGIES FOR ACHIEVING OUR VISION AND MISSION

• Keeping on the speedy growth of beverage activities in Turkey • To form a beer movement same as the Turkish market on abroad • To be a preferrable Coca-Cola bottler in our region

THE MARKETING CONCEPTS EFES PİLSEN PERFORMS

THE PRODUCTION CONCEPT: The idea that consumers will favor products that are available and highly affordable. Therefore, management should focus on improving production and distribution efficiency. Under this concept, Efes Pilsen aims to reach its customers and potential customers from much more selling points(markets,grocery stores,liquor stores). And Efes Pilsen intends to serve its products with most favorable prices with the guidence of this concept. THE PRODUCT CONCEPT: The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements.According to this concept,Efes Pilsen makes some modifications on bottle and can design for their products.In addition Efes Pilsen Continuously uses TQM(Total Quality Management) to teste their products. THE SELLING CONCEPT: The idea that consumers will noy buy enough of the firm’s products unless it undertakes a large-scale selling and promotion.Most firms practice the selling concept when they face...
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