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

Marketing Presentation forTeam # 6

Alper BaltalıDamla Düzyol

Ekin Tutan Ertunç Ertav

CONTENTSBRAND ELEMENTSCOMPETITORS

LEVERAGING SECONDARY BRAND KNOWLEDGECOMPANY

COUNTRY OF ORIGINCHANNEL DISTRIBUTION

CELEBRITY ENDORSEMENTSIMILARITIES / DIFFERENCES OF FLOOSH & SELPAK

BRAND AUDITS INVENTORY

BRAND PORTFOLIOEXPLORATORY

BRAND TRACKING SURVEYCHAPTER 11

BRANDING STRATEGYBRAND – PRODUCT MATRIX

PRODUCT LINE – MIX BRAND HIERARCHY LEVELS

BREADTH OF A BRANDING STRATEGYHOUSING BRANDS

DETERMINANTS OF SELPAK IMAGECORPORATE IMAGE DIMENSIONS

CAUSE MARKETINGGREEN MARKETING

BRAND ELEMENTS

NAME

www. floosh. com.

tr

floosh

“Floosh the germs

away” URL

LOGO

SLOGAN

BRAND MANTRA

“Comfortable, Portable and Hygienic pack”

BRANDS PACKAGE LOGO

SLOGAN FEATURES

Papia “Çünkü daha iyisine

layıksın”

7 different type of products

Turkish

Colourful

Teno

2 different types of products

Turkish

Familia

1 type of product

Turkish

Extra Marathon

2 types of products

Turkish

BRANDS PACKAGE LOGO

SLOGAN FEATURES

Nergis

“Kalite takip edilmez üretilir”

4 different types of products

Turkish

Kumru

“Kalite takip edilmez üretilir”

4 different types of products

Turkish

Softline 5 types of product

United Kingdom

Solo “Hem yumuşak hem

hesaplı”

3 types of products

Turkish

BRANDS PACKAGE LOGO

SLOGAN FEATURES

Lotus

“Just one” 1 type of product

Turkish

Servis “Ekonomik Peçete”

1 type of product

Turkish

Silen 1 type of product

Turkish

WIDE RANGE OF

CATEGORIES SUCCESSFUL

HEALTH CARE

VARIETY OF HIGH –

QUALITY PRODUCTS

MODERN

LEVERAGING SECONDARY BRAND KNOWLEDGE

i. Company

INTERNATIONAL

ii. Country of Origin

oThe 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

iii. Channel Distribution

iv.Celebrity Endorsement

Faciliates Toilet Training

Easy usage

Comfortable

Hygiene

Practical Portable

Health – CareTips

Conscious for environmental

issues

Demet ŞenerNilüfer Yumlu

Pelin Batu

Demet Şener

Retired model

Mother of one daughter

İrem, and expecting

second child

Caring

Nurturing

Pelin Batu

Actress

Hosts a TV program

called “Kısa Devre”

Environmentalist

Young

Enthusiastic

Nilüfer Yumlu

Singer

Successful

Mother of one adopted

daughter: Ayşe Nazlı

Caring

Modest

floosh Selpak

How Are They Alike?

How Do They Differ?

Environmental Friendly

Quality material

Convenient for all ages

Useful

Advertisement

Price

Promotes more

environmental issues

Portable

Hygenic

Distribution Channels

Availability

Unique

Multipurpose

Logo

Slogan

Packaging

BRAND AUDITS

Brand Inventory

Produced under İpek Kağıt 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

TYPE BATHROOM TISSUE

PRODUCT NAME Selpak Ultra Comfort Selpak Powder Scented

LOGO

PACKAGE

SLOGANS •Yeni dokunuşuyla dolgun yumuşaklık•Daha yumuşak, daha emici tuvalet kağıdı•Selpak’tan üstünü, yine Selpak•Selpak’tan vazgeçilmeyen yumuşaklık

Mis gibi banyoların yeni tuvalet kağıdı Selpak Pudra Kokulu ile siz de banyo keyfinizi renklendirin

DISTRIBUTION Migros, Kipa, Carrefour, Gima, Dia, Tansaş, Şok, Metro, BIM, other groceries...

ATTRIBUTES Air-bag technologySoft & bulky textureStrong during wet usage

Clean & sweet-smelling powder perfumePink flower design

COLOR White Color-glued

SIZE OPTIONS - Rolls/Packs

4/12/16/24/32 8

PRICE RANGE 4.05 YTL (4)8.19 YTL (12)11.89 YTL (16)15.51 YTL (24)

7.07 YTL (8)

TYPE KITCHEN TOWEL

PRODUCT NAME Selpak Selpak With Hanger

LOGO

PACKAGE

SLOGANS Selpak, her zaman farklı!SELPAK HAVLU'DAN HAYATINIZI KOLAYLAŞTIRAN EMİCİLİK

PROMOTIONS Şimdi Oyuncak Fil hediyeli

DISTRIBUTION Migros, Kipa, Carrefour, Gima, Dia, Tansaş, Şok, Metro, BIM, other groceries...

ATTRIBUTES Super absorbent circlesSofterThree-layer-per-ply technologySoft & absorbent pulp used in outer & inner surface

Additional hangerPractical & handy

Süper emici filleri şimdi okullu oldu, sınıfları doldurdu

COLOR White White

SIZE OPTIONS - Rolls/Pack

2/4/6/8/12 1

PRICE RANGE 2.82 YTL (2) 4.04 YTL (4)4.52 YTL (6)

TYPE NAPKINS

PRODUCT NAME Selpak Selpak Mini

Selpak Mega

Selpak Collection Selpak Style

LOGO

PACKAGE

SLOGANS •Eee... Selpak başka...•Selpak Collection peçeteler, her öğünü birziyafete dönüştürür!

DISTRIBUTION Migros, Kipa, Carrefour, Gima, Dia, Tansaş, Şok, Metro, BIM, other groceries...

ATTRIBUTESSUPERSOFT

12 stylish designsTouch of elegance

Quality print & color

COLOR White White White Decorated Decorated

SIZE OPTIONS - Sheets/Pack

50 50 100 20 20

PRICE RANGE 2.17 YTL 1.71 YTL 2.00 Ytl

TYPE HANDKERCHIEFS

PRODUCT NAME Selpak Classic

Selpak Mentholated

Selpak Scented

Selpak Compact

Selpak Sensitive

LOGO

PACKAGE

SLOGANS •Çok daha yumuşak•Selpak..herzaman farklı !

Selpak Sensitive Mendil ile burun kızarıklığına elveda!

CELEBRITY E. Özge Özberk played in a commercial

DISTRIBUTION Migros, Kipa, Carrefour, Gima, Dia, Tansaş, Şok, Metro, BIM, other groceries...

ATTRIBUTES Softness-enhancing embossingYounger looking packagingSoft & smooth sidesEnhances ply-bonding

Easier to carry First & only to use E vitamine lotion

COLOR White White White White White

SIZE OPTIONS - Sheets/Pack

10 10 10 10 10

PRICE RANGE 0.22 YTL 0.23 YTL 0.23 YTL 0.21 YTL 0.22 YTL

TYPE FACIAL TISSUE

PRODUCT NAME Selpak Selpak Mini Selpak Maxi Selpak Boutique

LOGO

PACKAGE

SLOGANS Selpak Butik kutu mendil Türkiye'nin ilk ve tek 3 katlı kutu mendili...

DISTRIBUTION Migros, Kipa, Carrefour, Gima, Dia, Tansaş, Şok, Metro, BIM, other groceries...

ATTRIBUTES Trendy designs of facial tissues“Cloudy softness”3 ply- Selpak tissues with double-sided opening designed for car usageFirst and only ones in the category

COLOR White White White White

SIZE OPTIONS - Sheets/Pack

80 120 150 48

PRICE RANGE 1.81 YTL 1.17 YTL 1.30 YTL 1.64 YTL

TYPE HYGIENE PACK

PRODUCT NAME Floosh Floosh for Kids

LOGO

PACKAGE

SLOGANS •“Floosh the germs away” •“Purity throughout the day”• “Nothing makes it easier than floosh”

• “Something smells fishy”

PROMOTIONS • Bundled with other Selpak products• Free samples given out to customers in malls• 2+1 as sale promotion•3 product in discount price with “Floosh Fish”

DISTRIBUTION Migros, Kipa, Carrefour, Gima, Dia, Tansaş, Şok, Metro, BIM, other groceries...

ATTRIBUTES •Practical & small pack•Always at hand•Hygiene & comfort•Disposable

• Floosh Fish• Attractive & comic cartoon characters• Facilitating the toilet training• Kutu Mendil'den Genç Mucitler Projesi'ne Destek!

COLOR Blue Blue with cartoon characters

SIZE OPTIONS

Contains 10 pieces of wet, dry tissues and toilet seat covers

10 pieces 10 x 10

Dimensions 20 x 14 x 4 18 x 12 x 3 Cartoon: 24 x 14 x 14 Pack: 6 x 11 x 3

PRICE RANGE 2.50 – 2.75 Ytl 2.50 – 2.75 Ytl 7.00 – 8.00 Ytl

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.

Brand Tracking Survey

Brand Awareness and Usage

1. What brands of tissue paper are you aware of?

2. Which brands of tissue paper would you consider using?

Brand Judgements

1. How favorable is your attitude toward Selpak?

2. 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

Brand Tracking Survey

Brand Imagery

a) To what extent do you feel that you grew up with Selpak?

b) 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

a) I consider myself loyal to Selpak

b) I would go out of my way to buy Selpak products

Selpak

Solo

Silen

Servis

Marathon

Lotus Professional

Selin Moments

Han

ky

Pap

er T

owel

s

Toile

t Pap

er

Napki

ns

P R O D U C T S

Faci

al

Tiss

ue

BRAND-PRODUCT MATRIX

Schwarzkopf

Eczacıbaşı Esan

Vitra

Artema

Villeroy Boch

Daylong

Vicks

8x4

Demak-Up

Dreumex

Sel

f-Car

e Pro

duct

s

Hai

r Pro

ducts

Bathr

oom

-

Kitche

n

Acces

sorie

s

Ceram

ic

Product

s

P R O D U C T S

Clean

ing

Produc

ts

Health

-Car

e

Produ

cts

Egos

Igora

Indola

Maratem

Emsal

Nexcare

Nivea

OK

Scotch Brite

Silhouette

Sel

f-Car

e Pro

duct

s

Hai

r Pro

ducts

Bathr

oom

-

Kitche

n

Acces

sorie

s

Ceram

ic

Product

s

P R O D U C T S

Clean

ing

Produc

ts

Health

-Car

e

Produ

cts

BRANDING STRATEGY

SELPAK

Kitchen Towel

Product Mix

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

Bathroom Tissue

Napkin

Handkerchief

Facial Tissue

Sub-brand

Building Products

Healthcare

Consumer Products

WeldingTechnology

Information Technology

OthersArtemaEngersİntema MutfakVilleroy & BochVitraVitra FixVitra Therm

DaylongEvde BakımEvitalRevivogenVicks

AskaynakKobatekLincoln Electric

Kanyon

E-Kart

RacuminScotch BriteScotch GardSelinSelin MomentsSelpakServisSilenSilhouetteSoloTana

IgoraIndolaLotus Prof.MaratemMaratem Çöp TorbasıMarathonNatural StylingNexcareNiveaOKOraletOsis

8x4BonacureBrittexDefansDemak UpDetanDreumexEgosEmsalErdalFrosch

Bathroom Tissue Kitchen Towel

Napkins

Facial Tissue

HandkerchiefsSelpak Ultra ComfortSelpak Powder Scented

SelpakSelpak with Hanger

Selpak ClassicSelpak MentholatedSelpak ScentedSelpak CompactSelpak Sensitive

SelpakSelpak MiniSelpak MaxiSelpak Boutique

SelpakSelpak MiniSelpak MegaSelpak CollectionSelpak Style

Hygiene Pack

FlooshFloosh Kids

Breadth of Product Mix

1) Aggregate Market Factors

Large market size : Attracting new market segment• Parents• Bussinessmen/women• Teenagers • Kids• CrippledNonseasonal

2) Category Factors

A unique category that has no potential threatsAttracting high percantage of customers will keep bargaining of buyers lowA substitute is not available

3) Environmental Issues

Be aware of external forces.like technological, political, economic, and social factors

Breadth of a Branding Strategy

HOUSING BRANDS

Determinants of Selpak Image

SELPAKSELPAK

Corporate Contributions’

Conduct• Snowboard Design Competition

Corporate Social

Conduct• Sensitive policies in natural environment• Forerunner ifor healty life

Sales Force• Leader Company• Extend web in business connections

Distribution Channels

• Migros• Kipa• Carrefour• Gima• Diasa• Tansaş• Şok• Metro• Other groceries

Service• Efficient circulation• Wide distribution• Availability of many different products

Support• Info about Products on web• Instructions on products

Communications

• TV• Radio• Magazines• Print• Interactive• Mobile Marketing• Place Advertising (billboards)• Direct Response

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)

Product• Practical• Portable• Hygienic• High quality• Comfort• Disposable

Company Business Conduct

• Common• Innovative• Powerful in Finance

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

Cause Marketing

• Co-operative efforts of a for profit business and a non-profit organization for mutual benefit

Hygiene Project for Primary Boarding Schools

Association in Support of Contemporary Living

Cause Marketing

• Building brand awareness

• Enhancing brand image

• Establishing brand credibility

• Evoking brand feelings

• Creating a sense of brand community

• Eliciting brand engagement

Potential Benefits

Green Marketing

• Marketing of products that are presumed to be environmentally safe

• Reducing post-costumer waste / recycling

World Wild Fund for Nature

www.panda.org/about_wwf/what_we_do/forests/what_you_can_do/consumers/tissue_issues/tissue_products/tissue_brands/index.cfm

http://assets.panda.org/img/graph_3_overall_recycling_97539.jpg

2006 - Companies use of post-consumer waste

Green Marketing

• Overexposure and Lack of Credibility

• Consumer Behavior

• Poor Implementation

Potential Obstacles

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

Thank YouAny Questions?