Marketing
2-) To answer this question I decided to pick chocolate and biscuit industry where there are three big company stands. Although there are many companies in this sector like Kent, Saray, Anı etc. I have decided to choose three company which are Ulker, Eti and Solen to evaluate their marketing strategies. According to many researches Ulker is the market leader, Etı is the challenger and Solen is the follower on this sector.
a)Attacking Strategies of Challangers
1. High Advertising and Appliances: Ulker and Etı are big chocolate and biscuits companies and Ulker take some of their power from history. Ulker and Turkish people are closer to each other because Ulker is older company and there are many people that grew up with Ulker’s products as Pötibör,milky wafer with chocolate etc.To handle this situation Eti use advertisements and another appliances very effectively which point out ‘’happiness’’. Another word Eti is trying to market happiness and increase their brand awareness. They use slogans like ‘’Mutlu et kendini’’, ‘’Mutluluk iki parmağının arasında’’, ‘’Mutluluk denince akla hemen onun adı gelir.’’ in their advertisements to reach consumers’ heart and create relationship between happiness and Eti in consumers’ mind. At the same time Eti gives role to famous people like Cem Davran, Candan Erçetin, Müjdat Gezen, Teoman, Yalın. For example Candan Erçetin is one of the Eti-Çekül Culture Project voluntary which is a program to contact with children and create cultural senses. Other appliances that Eti used is ‘’Eti Happiness Voluntaries’’. This group went to villages and met people there. People are experienced 3D cinema by their voluntaries’ efforts. Another thing that they have done is transporting 120 tones neutral snow to Mersin where there is no snow for 30 years or organizing surprise Mazhar Alanson concerts. All of these efforts are using to create and strengthen relationship between Eti and Turkish people and increase Eti’s awareness beside Ulker.
2.
a)Attacking Strategies of Challangers
1. High Advertising and Appliances: Ulker and Etı are big chocolate and biscuits companies and Ulker take some of their power from history. Ulker and Turkish people are closer to each other because Ulker is older company and there are many people that grew up with Ulker’s products as Pötibör,milky wafer with chocolate etc.To handle this situation Eti use advertisements and another appliances very effectively which point out ‘’happiness’’. Another word Eti is trying to market happiness and increase their brand awareness. They use slogans like ‘’Mutlu et kendini’’, ‘’Mutluluk iki parmağının arasında’’, ‘’Mutluluk denince akla hemen onun adı gelir.’’ in their advertisements to reach consumers’ heart and create relationship between happiness and Eti in consumers’ mind. At the same time Eti gives role to famous people like Cem Davran, Candan Erçetin, Müjdat Gezen, Teoman, Yalın. For example Candan Erçetin is one of the Eti-Çekül Culture Project voluntary which is a program to contact with children and create cultural senses. Other appliances that Eti used is ‘’Eti Happiness Voluntaries’’. This group went to villages and met people there. People are experienced 3D cinema by their voluntaries’ efforts. Another thing that they have done is transporting 120 tones neutral snow to Mersin where there is no snow for 30 years or organizing surprise Mazhar Alanson concerts. All of these efforts are using to create and strengthen relationship between Eti and Turkish people and increase Eti’s awareness beside Ulker.
2.