Brand audit project of ülker mavi yeşil misir ve pirinç

BRAND AUDIT PROJECT OF ÜLKER MAVİ YEŞİL MISIR VE PİRİNÇ ÇITIRI By 060301047 Bahar Çiçek GÖDREN 070301106 Aysu GÖKOVA 070301105 Yusuf Erdal ERDOĞDU 060204005 Rabia BAYER 070301090 Özge ÜÇTOP 060204011 Selen COŞKUNER Submitted to Yrd.Doç. Dr.Ebru UZUNOĞLU For BA 324 BRAND MANAGEMENT Faculty of Communication, Izmir University of Economics (Spring 2010)

EXECUTIVE SUMMARY OF OUR REPORT We have conducted some surveys and interview to find out how Ülker Mavi yeĢil Pirinç ve Mısır Çıtırı manage the brand. According to information through the researches we had some opinions about brand value, brand elements ,brand extension, the marketing program which Mavi yeĢil Pirinç ve Mısır Çıtırı performs and also a general idea about the whole light product market. Our report consists of three main parts which are brand inventory, brand extension and conclusion. In appendix part there are surveys (we do survey and inteview with face to face and via internet) and results of the surveys in the Spss program. In appendix there is also references, it shows how and what we get about the brand. We put references into appendix part because some of the references include appendix and vice a versa. In summary, in our report we created CBBE pyramit to measure brand awareness and brand associations of Ülker Mavi yeĢil Pirinç ve Mısır Çıtırı,we examined 4p‟s Of the brand according to 4p‟S we identified points of difference and points of parity of the brand, we found out its main competitor(EtĠ Form mısır ve pirinç patlağı) and then we compared these two brands and mentioned the results in our report papers .At the end, with respect to some suggestions and recommendations about how Ülker Mavi yeĢil Pirinç ve Mısır Çıtırı can manage the brand in a more efficient way and resonate its brand with its target customer.

INDEX I. History of Mavi Yeşil...................................................................................1 II. Segmentation.............................................................................................2 III. Brand Elements .......................................................................................4 III. Marketing Mix............................................................................................5 III. Family Tree................................................................................................7 III. Point of Differences and Points of Parities ...........................................9 III. Competitive Analysis .............................................................................10 III. Perception Map , Brand Exploratory and CBBE Model……….………11 III. Swot Analysis ..........................................................................................18 IV. Recommendations ..................................................................................19 V. Appendix and References…………………………………………………...20

MAVĠ YEġĠL LĠGHT MISIR VE PĠRĠNÇ ÇITIRI Owner of the Brand Yıldız Holding as an ÜLKER YEAR HISTORY OF MAVI YEŞİL, IMPORTANT EVENTS 1944 A real success story started with a small oven and 3 workers… Biscuits and growing into a wide selection of food production Packaging, information technology products and real estate started 1950 The increasing demand for Ülker biscuits necessitate in arrangements in product distribution.The goods were delivered to sales points at factory prices, without charging any transportation costs.Today delivers its products into 220 thousand points in Turkey thanks to the distribution network established in those years. 1980 Product range was enriched. Increase in investment activities led to begin institutionalization and group companies were gathered under Yıldız Holding.Conventional investment areas such as biscuits, chocolate and sweets 2000 A big turn in the history of Ülker Introduction of innovative products to Turkish consumers with the other regions of the world. Ülker began operating in chewing gum, ready-to-cook soup and culinary supplements areas 2002 Started to produce soft drinks Started to produce Ülker mavi yeĢil light products Started to produce Ülker Mavi YeĢil Light Mısır ve Pirinç Çıtırı (it represents 2004 the 13% of all sales volume and Eti entered the market in 2007 which is an advantage for Ülker)1 2007 Acquired Godiva, world‟s leading premium chocolate and chocolate products brand and became globalized 1 http://www.radikal.com.tr/Radikal.aspx?aType=RadikalHaberDetay&ArticleID=934203&Date=04.05.2009&CategoryID=10 1

SEGMENTATION OF ÜLKER Mavi Yeşil Light PSYCHOGRAPHIC SEGMENTATION Personality-based Lifestyle Caring about healthy nutrition Not have a time to do sports Concerning about their health Spending most of their time in office or at campus Caring about their physical appearance Want to be healthy and protect their fitness Psychographic:  Personality-based: Women or men who care about healthy nutrition. The target audience is so concerned about her/his health that she/he counts the calories of each food. They do not want to be fat and care about their physical appearance.  Lifestyle: The people who do not have a time to do sports, spend most of their time in the work, office or at campus, want to be healthy and protect their fitness. These markets are large enough to generate enough revenue, they worth targeting. They are identifiable. Also, they are easily measurable and accessible; because these people are living generally at cities. All cities have supermarkets which Ülker Mavi YeĢil is sold at. Moreover, marketing communication tools such as advertising, public relations can easily reach to target audience by TV and radio advertisements, billboards, booklets etc. These market segments have similar knowledge about the brand. Also, they have similar perceptions and beliefs about the brand. Target consumers think that, it provides them a fiber that their body needs. Also they know that the fat ratio is reduced. Moreover, they assume that Mavi YeĢil biscuits, crackers, chocolates, jams are both healthy and delicious. A healthy good does not mean its taste is not delicious! In addition, Ülker has created certain perceptions and beliefs over the time, such as caring for healthy generations, supporting active life, balanced and sufficient nutrition and living with quality.

Mavi YeĢil is not divided into so many segments which will be hard to target. It is not targeted according to age, gender, sex, income, family; demographic segments. It is targeted according to personality-based and lifestyle segmentation. In its website there is a part named “Ofiste Mavi YeĢil”. For example, a woman who works in an office, does not have a chance to do sports in weekdays. Mavi YeĢil is targeting to those giving them a chance to protect their fitness without going to sport centers. Also, by eating frequently and in small proportions that is to stoke; a person can prevent to eat so much at dinners and lunches because Mavi YeĢil light goods depress the hunger. So, a person feel herself/himself light. Next, in the lifestyle category, we can add the students who eats their lunch at schools and universities. In the web site of Mavi YeĢil2 ; there is a part for students named “Kampuste Mavi YeĢil”. In one of the article, it is written that at lunch, goods with fiber and less fat containing must be preferred. Because they make a person full that is not make a person feel hungry, and nourished balanced. So, eat Mavi YeĢil and nourish balanced. Mavi YeĢil segments its market both descriptive and behavioral. Descriptive way of segmentation is to group consumers according to their characteristics. Behavioral way of segmentation is to group them according to how they perceive and use the product. SEGMENTATION Descriptive Behavioral Caring about their health To protect their fitness Caring about fitness To eat frequently and in small sizes Not having enough time to eat at every To stoke meal To eat and stop their hunger when feeling a bit hungry 2 http://www.mavi-yesil.com.tr

Descriptive:  Care about their health  Care about their fitness  Not have enough time to eat at every meal; such as students and working people Behavioral:  Protect their fitness  Eating frequently and in small sizes  To stoke  When feeling a bit hungry, eat and stop their hunger Ülker Mavi Yeşil’s Positioning Statement: „‟ To the people who care about healthy nutrition and their fitness, not have a time to do sports and want to eat and live lightly Ülker Mavi YeĢil Light is the light good that makes you fit and feel light than other brands because it has a reduced fat ratio.‟‟ BRAND ELEMENTS Brand name: Ülker Mavi YeĢil light mısır ve pirinç çıtırı URL: www.mavi-yesil.com.tr. Mavi yeĢil light has a web site. This web site has several videos and articles about healthy living. This web sites has many experts and dieticians (e.g Dilara Koçak) and there is a part about inform consumers and this web site provides information on healthy living that we need. 3This web site also includes information about products. Calculate calories for the audience, these days there are several suggestions such as what should be eaten. 3 http://www.mavi-yesil.com.tr/Dilara_Kocak_Makale.aspx

Logo: Ülker Mavi YeĢil Light has the concept of „Hayatın tadını kaçırmayın‟ just the same as its slogan and it uses color green and blue that is seen as a healing and healthy colors. Green is also the reflected color of the heart. Logo of Mavi YeĢil Light draws attention to these features by using these two colors: protecting healing, intimidating and highlighting natural color of the blue, life, youth and emphasizing renewal. Slogan: Mavi YeĢil light brand emphasis that target audiences eating lighter so that their life can lighter. Mavi YeĢil light products makes a point that by getting a few calories people complaining about their weight will get easily thinner. It is a summary of why Mavi YeĢil should be consumed. Jingle: Mavi yeĢil ye hafif yaĢa , mavi yeĢil ye hafif yaĢa. In Mavi YeĢil light uses these words in tv ads. This jingles emphases that Mavi YeĢil light is light and people eat something that help them get lighter and a better shape. This emphasizes lightness of the product about this brand 4 BRAND’S PRODUCT We have chosen Mavi – YeĢil as the object brand to audit and its “Mısır ve Pirinç Çıtırı” to examine specifically. It is a kind of biscuit composed of green corn, wheat, oat and salt and it helps women to have a feeling of being satisfied with food by mixing with water and getting bigger in the stomach. There are six slices in a package which is 50 grams in total and has only 138 calories. 4 http://www.mavi-yesil.com.tr

BRAND PROMOTIONS Main Promotions of Mavi Yeşil Advertising Sales Promotions Public Relations TV & Radio Ads Competitions, changes People can ask to the They are using for the ones who collect 5 professionals on the famous people in packages of Mavi Yeşil, website, send feedbacks and their tv 3 packets together costs get customized answers etc.. advertising.such as the same as 2 packets Burcu Esmersoy and etc..It has stands(13)and Aslı Enver (14) other campaigns(15) Brand promotions are mainly the activities that are done to increase brand awareness, brand recall and also sales volume. The main promotion of Mavi YeĢil Mısır & Pirinç Çıtırı is TV and radio advertisements which can be available also on the brand‟s official website. In these advertisements, customers see the famous, fit, beautiful and also successful women telling how Mavi YeĢil and specifically Mısır & Pirinç Çıtırı help them to stay fit. It is, as we see, related to positioning. It makes promotions for its target market that consists of fit women who cares about their health and outlook. The website of the brand increases the product‟s awareness, too. There are several health recipes, advices about meals and sport types, and even articles from the professionals. Even if a person do not consume Mavi YeĢil Mısır & Pirinç Çıtırı, s/he can still spend some time on the website and get informed which at the same time increases product‟s awareness. S/he can even have a membership on the website and calculate his/her daily calories by putting and storing the data there. All these activities assures the brand‟s position known as one of the most conscious brands about health and being fit. All its TV and radio advertisements and opportunities of online memberships are very consistent with the brand knowledge on its consumers‟ mind. There are also several promotions of Mavi YeĢil generally based on its website. For example, on the website consumers can ask the dietician about their problems, or they can find places to eat healthy etc. 14. http://www.reklam.tv/pages/reklamara/?t=mavi%20ye%C5%9Fil 13 http://grafikreklam.net/images/stories/out/mavi_yesil_stant.jpg 15. http://www.kampanya-tv.com/2009/05/ulker-mavi-yesil-anketi-kazandryor.html

There are also lots of recipes of healthy and light meals that women can cook at their homes and share with their families such as tomato soup with milk, gratin with several vegetables, squash Kreps etc. Mavi YeĢil also gives a lot of information about the facts that almost everybody thinks they are true, but in reality they are all lie. To give an example, we have learned that drinking hot milk with honey has no benefit to the body just because honey loses its proteins when it gets warmed. Except the website, Mavi YeĢil had a campaign recently that customers who buy Mavi YeĢil products worth at least 5 Ytl could have the chance to join this campaign and win 10 treadmills, 50 bascule etc. It of course increased the sales volume of the brand. FAMILY TREE OF ÜLKER MAVİ YEŞİL LIGHT FAMILY BRAND: ÜLKER PARENT BRAND: MAVİ YEŞİL Products of Mavi Yeşil Biscuits Chocolate Crackers Jam Sub Limon Lifli Kepekli Çikolata ve Kepekli Çubuk Vişne Brand Bisküvi, Keten Karamelli Kraker,Peynirli Reçeli, Tohumlu Bisküvi Kepekli Kraker, Portakal Mısır Bisküvi,Elma Lifli Sütlü Yağsız Çubuk Reçeli, ve Bisküvi, Kayısılı Çikolata Kraker Ahududu Pirinç Bisküvi,Kakao Reçeli, Çıtırı Kremalı Şekersiz Çilek Bisküvi Reçeli BRAND DISTRIBUTION Mavi YeĢil Mısır & Pirinç Çıtırı has a very convenient distribution network. It is available almost in every market from the biggest supermarkets to the smallest groceries. The brand uses the “producer – retailer” supply chain. It produces the product in its factories and distributes them to the retail stores at every corner of Turkey. The distribution network of the brand is broad indeed and it is because its

target market, women who care about their health and outlook, simply live at every corner of Turkey. Furthermore; as we will explain later, the price of Mısır & Pirinç Çıtırı is appropriate for its target market, it does not require any specific income level which is above a certain number to get this biscuit. Therefore; everyone can buy it as regard to its price. On the other hand, it is a biscuit after all, not a washing machine, a car or a wedding ring. Thousands of people consume thousands of it everyday. The distribution network of Mısır & Pirinç Çıtırı appeals these situations very properly as it is needed by its customers. Produce Retailer r BRAND PRICING The price of Mısır & Pirinç Çıtırı is 95 KuruĢ. Mavi YeĢil has chosen to price this product according to its “perceived value”. Here the important thing is to evaluate how customers value the product and how much they are willing to pay for it. Any price below or above it simply damage the firm‟s profit ratio. However; its only competitor Eti Mısır & Pirinç Çıtırı costs less than Mavi YeĢil. ( 95 KuruĢ vs 75 KuruĢ), 5and as we have asked about this price gap to some group of customers, they told that it affected their purchasing choices. However, there is again a consistency here. The prices of Mavi YeĢil products are always a little bit higher than its competitors prices, and it is the way it goes his way in market and how the consumers position it in their mind, too. Otherwise it couldn‟t have survived until now. Unique selling proposition What makes Mavi yeĢil light mısır ve pirinç çıtırı more unique, more valuable, and more visible in the market. In our highly competitive world, you brands should be unique and fill a special niche to be successful in the marketplace. It allows Mavi YeĢil mısır ve pirinç çıtırı to build a lasting reputation while making sales. For instance they use a sentence in their advertising which is‟‟Her zaman lisedeki gibi kalmak isteyenlere..‟‟ 5 asked prices of the product in Kipa, Tansas, Pehlivanoglu and groceries.

POD’s There are many points of difference of Ülker Mavi YeĢil light mısır ve pirinç çıtırı, which differentiates its brand from other brands. For point of difference, Mavi YeĢil mısır ve pirinç çıtırı added value itself to amplify its" point of difference" which are: * It has lowest diet in protein(%3.69),in oil(%0.84),in carbohydrate(%28.5) it has fiber(%2.86) (This information is a proof of its differentiation because it has only one competitor in light product group which is Eti form Pirinç patlağı and it has a protein(%4.09),oil(%0.93)and carbohydrate(%33.09) it has no fiber in their product.)6 * It is the lightest one. * Most satisfying * It is the first brand who started to produce mısır ve pirinç çıtırı (in 2004)(in appendix part, there is a news) * Ülker Mavi YeĢil Mısır and Pirinç Çıtırı has intensity oil, %50 lowest than other reference brand(Eti form) * Most delicious one * It is the healthiest *** It is important that it is a niche marketing and there is only one competitor, so people usually prefer Mavi YeĢil POP’s There are many points of parity which Ülker Mavi YeĢil light mısır ve pirinç çıtırı share with other competitors. *Their degree of energy is the same. *Their amount in the one package is the same *Their smell and shape are same(circle) 6 http://grafikreklam.net/images/stories/out/mavi_yesil_stant.jpg

COMPETITIVE ANALYSIS7 MARKET SHARE better QUALITY CALORIES Better WEB SITE CUSTOMER RELATIONSHIPS PRODUCT NUMBER PRICING Better (high) (equal)  Although the market leader is eti, ülker has the feature of the first mark in terms of producing corn and puffed rice.  In terms of the price, the puffed rice and corn of ÜLKER is more expensive, As compared with puffed rice and corn.  The oil value of ülker mavi yeĢil puffled rice and corn is decreased by 50% as compared to reference puffled rice and corn.  Ġn terms of customer services, quality and the use of web site are ranked at equal level for both marks as well.  Thanks to its approximately 20 calorie-reduced products; Ülker mavi yeĢil is the mark offering the most alternative with its light products 7 http://www.formdakal.com.tr http://www.mavi-yesil.com.tr

Perception Map; More delicious *Eti’s *Ülker ’s Less satisfying More satisfying Less delicious According to the graph Eti pirinç ve mısır patlağı is more delicious than Ülker‟s pirinç ve mısır çıtırı. They both are at the same level of satisfying. Ülker‟s weakness seems its taste. It could have been more salty to attract who currently like Eti‟s. maybe its 8 delicious taste which make it number one in the market. BRAND EXPLORATORY In the first part, a survey questionnaires conducted to 31 women and 7 men( look at the appendix part). It is prepared on the basis of weight and gender. The ranges of weight are 45-65 and 65-90. 20 of 31 women weigh between 45-65. 6 of 7 men weigh between 65-90. Then, 7 one-on-one interviews 9are made to determine Ülker Mavi YeĢil Light Mısır ve Pirinç Çıtırı‟si identity, meaning to its target customers, target customer‟s responses to the product and relationships between the product and its target customer.. Lastly, information from newspapers, magazines, web sites and forums are included to this part. Here are the results founded brand exploratory part of the brand audit project consists of two parts. 8 The interview with handwriting 9 Interview: (our interview questions and answers)

MAVİ YEŞİL MISIR & PİRİNÇ ÇITIRI WITH REGARDS TO CBBE MODEL SALIENCE: We have conducted a survey consists of 31 women. Dept of the Mavi YeĢil light brand awareness is seen high. The survey shows that,b96.8% of the females knows the brand well. This result shows that this brand has very high brand awareness. On the other hand, Ülker Mavi YeĢil light mısır ve pirinç çıtırı usage rate (%51,6) is lower than its awareness . This results in breadth of the brand awareness is lower than depth of brand awareness. At the end, its website‟s rate of having known is very low. It tells that about 87.1% does not know about this web site. Ülker Mavi YeĢil light mısır ve pirinç çıtırı survey has been made also on only 7 men and %100 of them know the brand. Therefore; the dept of the brand awareness is high. Despite it, loyalty to this brand is very low among men which 42.9% of men declared that they use this brand slice rarely. The survey results show that men do not usually eat this product. It emphasizes that the breadth of the brand awareness is vey low. They do not have any idea about Ülker Mavi YeĢil light mısır ve pirinç çıtırı. And 57.1% of men does not aware of the web site of the brand. The interview results that we have conducted 7 people, show that customers create a connection between the brand and features of quality and trust. When people are asked about Mavi YeĢil, diet and few calories are the first things that come to their mind.10 PERFORMANCE: To begin with, the performance and imagery sides of the CBBE pyramid basically shows what the brand is and it talks about the brand‟s strong, favorable and even unique associations. Specifically for Mavi YeĢil Mısır & Pirinç Çıtırı, performance side is related to the information about primary & secondary features, its reliability, style & design and also its price with regards to the surveys that we have conducted with 31 women and 7 men. The primary characteristic of this product is being a light biscuit helping people not to feel hungry for a while and prevent them from eating so much and getting too many calories. For example, we asked 31 women to evaluate the ability of the product to satisfy their hunger, and 8 people said it was very good at that, 13 people said it was doing good, 5 said ok, and 5 said bad. Nearly 42% of the sample declared that Mavi YeĢil Mısır Çıtırı satisfied their hunger in a good way. Also, 28.6% of the men said that it is very good, good, 10 The chart in appendix part

ok and bad. It is also easily understood that among other brands Mavi YeĢil does its job very well. Furthermore, customers think that the shape of its pocket, colors and also size is just great, very proper for a diet biscuit. For example, its color is basically green reminding us health, its weight is 40 gr, neither too little nor too much. On the other hand, price of Mavi YeĢil Mısır & Pirinç Çıtırı is a bit higher than its number one competitor Eti, 65 KrĢ vr 95 KrĢ. However, Ülker sometimes makes some promotions and decreases its price changing from one market to another. Even it does not change its price, Mavi YeĢil is still preferred by the customers. As it is written in blogs, forums and discussed among friends, price difference does not make a so big difference. The trust that customers feel about it is more important than its high price, consumers say. By the way, Mavi YeĢil is the most trustworthy and efficient brand when customers need to eat something proper for their diet programs by having no oil and no sugar in it at the time it is very delicious, and they can even use mısır çıtırı for creative deserts as we can see on the picture. IMAGERY: User profiles: According to demographic factors not only women but also men prefer to use this product to feel full. Women expect to Mavi yeĢil Light mısır ve pirinç çıtırı for helping to loss weight as possible as faster. Everybody is satisfied because of low price and good taste. It is easy to find in the market place, such as shopping mall, canteen, grosser e.tc. User of Mavi yeĢil Light mısır ve pirinç çıtırı consume the product generally in their office, work and in their school. In addition, one of the users prefer to consume it like appetizer. Mavi yeĢil Light mısır ve pirinç çıtırı is accessible , satisfying, healthy and quality product. Yıldız Holding was formed 65 years ago around the idea that “Everybody has the right to have a happy childhood, no matter where in the world” Brand values assure user of Mavi yeĢil Light mısır ve pirinç çıtırı. In all its relations with society and individuals, Yıldız Holding operates legally and ethically. Mavi yeĢil Light mısır ve pirinç çıtırı deep- rooted history which gain prestige for company. Consumers trust to it as doctor's suggestion in order to loss calories. In conclusion ,according to imagery Mavi YeĢil light reminds its customers that lightness, happiness, living healthier

JUDGEMENT:This stage includes response information about overall attitudes and opinions of the brand. To understand if the makers of Mavi YeĢil Mısır ve Pirinç Çıtırı understand its target customers‟ needs and care about their opinions and have their interests in mind, evaluating the response to a brand is very important. a) Brand Quality; Bayanların %38.7 kaliteli ; %32.3 normal, Erkeklerin; %85.7 normal, According to survey and interview we did, we observed that the quality of this product is normal and higher than normal. In addition to this when we look at the information on the internet we see that the value of this product is qualified in the eyes consumers. Consumers who used this product find the product satisfactory in terms of its taste and also the results of our surveys and internet researches prove that this product keep satiated its users. This shows us that it is a suitable product not only for its aim of production but also its aim of usage and it creates a great benefit to users of this product. Brand Consideration ; On the internet research and interviews we asked “ which words come to your mind firstly when we mention Ülker Mavi YeĢil Light brand?and the answers are diet, starvation, calorie, quality, calorie free, tough, reliable, healthy, fair price. 11 In addition to this the perception of the product in consumer‟s mind is shaped by these features; profitable, good quality, giving the feeling of toughness, light and tasty. Bayanların; %74 tavsiye ederim.Erkeklerin; %57 tavsiye ederim. The result of our survey shows that many of the users will recommend the product to the others. As considering these results we can say this product has a positive effect in users mind and it is a popular product liked by many people. 11 http://friendfeed.com/erdalerdogdu/66a7963c/ulker-mavi-yesil-light-msr-ve-pirinc-ctr-hakknda http://www.facebook.com/yusuferdalerdogdu?ref=ts#!/notes/erdal-erdogdu/ulker-mavi-yesil-light-misir-ve-pirinc-citiri- hakkinda-dusuncesi-fikri-ovgusu-ya/3919697 http://en-gb.facebook.com/Ulker

Brand Credibility; When we enter the product‟s web site we come across two parts: “What the experts say” and “Healthy Feeding Advices” . When looked at the comments of diet and healthy feeding experts, it is clear that when used correctly, the products of Mavi YeĢil Ligt provide great benefits to people. In addition to this, the opinions of experts show us the brand and its products are reliable for the last users. According to survey, internet researches and interviews we did, the taste of the product is commonly liked by people. Brand Superiority; Mavi yeĢil light is superior according to its nutrition values (energy,oil rate etc.) Our biggest difference from only competitor of us “Eti Form” is our name. While its name is corn and rice patlağı, our name is crispy corn and rice. In addition to this in terms of taste Mavi YeĢil Light‟s crispy corn and rice is better than Eti Form and Mavi YeĢil Light is consumed more than Eti Form FEELINGS :This stage includes information about overall attitudes and opinions of the brand. To understand if the makers of Mavi YeĢil Mısır ve Pirinç Çıtırı understand its target customers‟ needs and care about their opinions and have their interests in mind, evaluating the response to a brand is very important. In one-on-one in-depth interviews, target customers were asked a question to understand which feelings does Mavi YeĢil Mısır ve Prinç Çıtırı create when it was eaten. The question was “Ülker Mavi YeĢil Light mısır ve pirinç patlağı size duygu olarak ne hissettiriyor?” Some answers are; “I do not feel a pressure of slimming, it makes me feel happy, while I am eating it.”, “It makes me feel light and happy”, “As far as I know that I will not put on weight while I am using this product, I feel energetic and happy.” In general, target audience think that Ülker Mavi YeĢil Mısır ve Prinç Çıtırı is so light that make them happy because they do not put on weight while stoking. Also because of feeling light, they become energetic in their daily lives. Eating light makes their life easier and lighter.12Based on one-on-one interviews, it is found that Mavi YeĢil Mısır ve Pirinç Çıtırı create three dimension of feelings: 12 www.knowthis.com

FEELINGS Fun Dimension Security Dimension Self-Respect Dimension -Joy, pleasure and -Secure product to stoke -Consumers are not happiness -Consumers not put on ashamed of themselves -Its crispy nature weight due to its reduced -They know it is harmless associated with fun fat ratio to their body -Consuming it with friends -Consumers experience -They feel confident and is enjoyable and pleasant comfort of feeling light in better about themselves their stomach  Fun Dimension of Feelings: Feelings of fun are also upbeat types of feelings when the brand makes consumers feel amused, light-hearted, joyous, playful, cheerful, and so on. According to one-on-one in-depth interviews, when target customers think about Ülker Mavi YeĢil Mısır ve Prinç Çıtırı, joy ,pleasure, happiness come to their mind. So, it is a product associated with fun because of its crispy nature and a product to stoke at the breaks when feeling a bit hungry, eaten with friends, colleagues etc.  Security Dimension of Feelings: Security feelings occur when the brand produces a feeling of safety, comfort and self-assurance. Feelings of security are when consumers do not experience worry or concerns that they might have otherwise felt as a result of the brand. Based on our survey, one-on-one in-depth interviews, magazines and web sites, target audience think that Ülker Mavi YeĢil Mısır ve Prinç Çıtırı is a secure product to stoke and not make consumers put on weight when feeling a bit hungry because of its reduced fat ratio. Also target customers experience comfort of feeling light in their stomach.  Self-Respect Dimension of Feelings: Self-respect occurs when the brand makes consumers feel better about themselves. When target customers eat Ülker Mavi YeĢil Mısır ve Prinç Çıtırı, they know that they are eating something containing less fat, no sugar. People who are on a diet or care about their fitness and health, feel themselves light. They are not ashamed of themselves because of eating or stoking too much because they eat something harmless to their body. So, they feel confident and better about themselves.

RESONANCE:In resonance part, we found many data from survey and interview between resonance of brand and the people, first of all we differentiate the data according to gender(men-women)because there is an great difference in usage behavior between two gender. According to women,there is no loyalty we take data such as 8 women are loyal,23 women are not loyal an the disloyalty rate of women are %71.Also we found that when we ask if they will missing the product if it is taken of the market and 7women said yes absolutely,5women yes I will miss,13 it does not matter,3 no missing,3 I will not miss anymore and we found that %42 is the rate of ıt does not matter. According to interview women are recommending product more than men and it is easily understand according their interview women are more interested in the product intense rather than men. Also in internet and blogs we found the disinterest an dislike of man.(appendix part int site) As a result we can say that,Ülker Mavi yeĢil light mısır ve prinç çıtırı can not satisfy the resonance between its customer(men and women together.).Because of low loyalty rate in resonance,there should be behavioral loyalty, affiliation and active engagement however people does not have these characteristics according to our investigations such as %87.7 people did not call on its internet web site,no active engagement. However it is significant that Ülker can create resonance with their women target audience rather than men. According to critique of the CBBE model of Ülker Mavi yeĢil light mısır ve pirinç çıtırı,we decided that men are not interested in light products,they do not prefer in their breaks. Also they thought its taste is not satisfying. However in our first estimation of target audience and positioning of this brand is consistent with our survey and interview, web site and forum results but men should not be included in target customer of this brand. In conclusion we found the data we extract from survey is according to meaning(imagery-performance) people have feeling of satisfied with food,the usage situations are strong and dominant(in school, Office etc..)In CBBE model of pyramit of this brand, we also mentioned about unique value of it in nutrient values.

SWOT ANALYSIS Strengthes: High brand awareness Having an important prestige and brand value in the sector Having lower fat ratio relatively to its competitors Entering the light products market earlier than its competitors Having abundant financial resources with respect to Ülker Having a larger product portfolio than its competitor brands Weaknesses: Low loyalty among customers No convenient placement Website with few contemporary topics Few promotions, especially few advertisements No effort to change the customers mind from negative to positive Opportunities:

Only one genuine competitor, Eti The recent fad, zero-size women Even if no zero-size concerns , the sense of being healthy Variable using alternatives also like appetizers at schools, at cinema.. Threats: Higher awareness of its competitor than Ülker Mavi YeĢil More efficient promotions of its competitor than Mavi YeĢil Prejudice about Ülker brand. Negative affects of recent topics about GDO Opinions of diet professionals about that light products are not healthy as they are thought. RECOMMENDATIONS: First of all, Mavi YeĢil is better to appeal not only women but also men. While performing marketing activities, it should be mentioned that the brand cares also the men health. It is because the awareness of the Mavi YeĢil is high among men. This opportunity should be taken into consideration and awareness should be converted into a loyal relationship between them. Secondly, Mavi YeĢil website should be up to date and the products that recently entered the market should be added to the product list such as ketchup and margarine. Thirdly, Distribution channels are not efficient. They have to be improved so that customers make more frequent purchases. Accessibility to the product is low.. Then, the company should use more promotions for Mavi YeĢil. Customers are better to inform what a light product is and is not. Public relations department of Mavi YeĢil should conduct more activities and attach a bigger importance on this issue because as it is mentioned before, due to the prejudices about being unhealthy of light products limit the sales volume and cause a low usage rate, therefore the brand should be over it. As the fifth recommendation, the price of Mavi YeĢil Mısır & Pirinç Çıtırı has no consistency. The difference between the price in Kipa and Pehlivanoğlu is 30 KrĢ which is very big number for customers ( 95 KrĢ vs 65 KrĢ) This makes customers to feel fooled and give up purchasing. Mavi YeĢil should definetely a price consistency. Finally, Mavi YeĢil Mısır & Pirinç Çıtırı can be also produced in different forms such as, covering with cacao, more salty, or with different spicy kinds to appeal each

one taste.. It is produced as covered with chocolate in abroad for example. …. Its uses should be enriched. APPENDİX&REFERENCES 1)http://www.radikal.com.tr/Radikal.aspx?aType=RadikalHaberDetay&ArticleID=9342 03&Date=04.05.2009&CategoryID=101 2)http://www.mavi-yesil.com.tr 3)http://www.mavi-yesil.com.tr/Dilara_Kocak_Makale.aspx 4)http://www.mavi-yesil.com.tr 5) http://www.reklam.tv/pages/reklamara/?t=mavi%20ye%C5%9Fil 6) http://grafikreklam.net/images/stories/out/mavi_yesil_stant.jpg 7) http://www.kampanya-tv.com/2009/05/ulker-mavi-yesil-anketi-kazandryor.html 8)http://friendfeed.com/erdalerdogdu/66a7963c/ulker-mavi-yesil-light-msr-ve-pirinc- ctr-hakknda 9)http://www.facebook.com/yusuferdalerdogdu?ref=ts#!/notes/erdal-erdogdu/ulker- mavi-yesil-light-misir-ve-pirinc-citiri-hakkinda-dusuncesi-fikri-ovgusu-ya/3919697 10) http://en-gb.facebook.com/Ulker 11)In Cd there is an interview 12) http://www.yenimesaj.com.tr/index.php?haberno=4005872&tarih=2004-04-28) 13) http://www.formdakal.com.tr 14)http://www.mavi-yesil.com.tr

15) www.indirimfirsatlari.com 16) We asked prices of the product in Kipa, Tansas, Pehlivanoglu and groceries. 17)www.knowthis.com ENERJĠ VE BESĠN DEĞERLERĠ 1 Pakette 100 g‟da 100 g‟da (50g) Enerji (kcal / kJ) 138 345 342 Protein (g) 3,69 9,22 10,2 0,84 Yağ (g) 2,1 2,3 Karbonhidrat (g) 28,5 71,26 82,70 Ģeker (g) 0 0 0 Lif (g) 2,86 7,16 0 Sodyum (mg) 0,1 0,26 2,99

(The interview of us which is done by Müberra Koç,she is a dieticion,her phone number is:0532 vny bn gd)

İzmir Ekonomi Üniversitesi İletişim Fakültesi Halkla İlişkiler ve Reklamcılık BA 324 MARKA YÖNETİMİ Ülker Mavi YeĢil Light Mısır ve Pirinç Çıtırı Marka Değerlendirme Anketi 1- Cinsiyetiniz, ( ) Bayan ( ) Erkek 2- Kaç yaĢındasınız? ( ) 20-24 ( ) 25-29 ( ) 30-34 ( ) 35-39 ( ) 40-44 ( ) 45-50+ 3- En son mezun olduğunuz okul? ( ) Ġlkokul mezunu ( ) Ortaokul mezunu ( ) Lise mezunu ( ) Üniversite 4- ĠĢiniz: ( ) Öğrenci ( ) Emekli ( ) ĠĢçi ( ) Serbest Meslek ( ) Memur ( ) Diğer…………………… 5- Kilonuz: ( ) 48-55 ( ) 55-65 ( ) 65-75 ( ) 75-90 ( ) 90-100+ 6- Ülker Mavi YeĢil Light markasını hiç duydunuz mu? ( )Evet ( ) Hayır

7-Ülker Mavi YeĢil Light markasını ne kadar sıklıkla kullanıyorsunuz? ( ) Hiç kullanmıyorum ( ) Nadiren kullanıyorum ( ) Ara sıra kullanıyorum ( ) Sık sık kullanıyorum ( ) Sürekli (düzenli) kullanıyorum 8-Ülker Mavi YeĢil Light markasının internet sitesini ziyaret ettiniz mi? ( ) Evet ( ) Hayır 9- Ülker Mavi YeĢil Light markasına ne kadar güveniyorsunuz? ( ) Çok güveniyorum ( ) Güveniyorum ( ) Güvenmiyorum ( ) Hiç güvenmiyorum 10-Ülker Mavi YeĢil Light mısır ve pirinç çıtırıı markasını hiç duydunuz mu? ( ) Evet ( ) Hayır 11-Diğer light markalarla karĢılaĢtırdığınızda Ülker Mavi YeĢil Light mısır ve pirinç çıtırıı beklentinizi ne kadar karĢılıyor? ( ) Çok iyi ( ) iyi ( ) Ġdare eder ( ) Kötü ( ) Çok kötü 12-Ülker Mavi YeĢil Light mısır ve pirinç çıtırını her yerde bulabiliyor musunuz? ( ) Evet ( ) Hayır 13-Ülker Mavi YeĢil Light mısır ve pirinç patlağının görüntü, koku, tat, dizayn yönlerinden memnun musunuz? ( ) Çok memnunum ( ) Memnunum ( ) Ġdare eder ( ) Memnun değilim ( ) Hiç memnun değilim

14-Ülker Mavi YeĢil Light mısır ve pirinç çıtırı sizce ne kadar kaliteli? ( ) Çok kaliteli ( ) Kaliteli ( ) normal ( ) kalitesiz ( ) Çok kalitesiz 15-Ülker Mavi YeĢil Light mısır ve pirinç çıtırıı ürününü baĢkalarına önerir misiniz? ( ) Evet ( ) Hayır 16-Kendinizi Ülker Mavi YeĢil Light markasına sadık hissediyor musunuz? ( ) Evet ( )Hayır 17-Ülker Mavi YeĢil Light mısır ve pirinç çıtırı ürünü kaldırılırsa özler misiniz? ( ) Çok özlerim ( ) Özlerim ( )Fark etmez ( ) Özlemem ( )Hiç özlemem TeĢekkürler 

(9) Ġnterview: (our interview questions and answers) 1- Ülker Mavi YeĢil Light markası dendiğinde aklınıza gelen ilk kelimler nelerdir ? 2- Ülker Mavi YeĢil Light mısır ve pirinç patlağı ürünü hakkında ki düĢünceleriniz nelerdir? 3- Neden bu Ülker markasını ve mavi yeĢil light mısır ve pirinç patlağı ürününü tercih ediyorsunuz? 4- Ülker Mavi YeĢil Light mısır ve pirinç patlağı size duygu olarak ne hissettiriyor? 5- Ülker Mavi YeĢil Light mısır ve pirinç patlağını baĢkalarına nasıl tasvir edersiniz? 1- Mavi YeĢil deyince aklıma Çaykur Rize Spor geliyor, gerek renkleri gerekse yaprak resminden dolayı. 2- Biz spor salonu sahipleri olarak, genellikle diyaloga girdiğimiz insanlar, forma girip zayıflamak isteyen insanlar ve biz bu ürünlerin onlara fayda sağlayacağına inanıyoruz. 3- Bu tür ürünlerde kalite en önce akla gelen unsur ve bu doğrultuda Ülker'in kalitesine güveniyoruz. Bu da bizim için tercih sebebi oluyor. 4- Doyurucu olduğunu düĢünüyorum ve tadı hoĢ. 5- Yuvarlak Ģekilde birbirine yapıĢmıĢ mısır ve pirinç patlak tanecikleri... Ali Şenlikçi Pro – Activium Sport and Health Center Sahibi Ülker Mavi Yeşil’den Yeni Ürünler Ülker Mavi Yeşil light, Türkiye’de ilk defa Light Bitkisel Margarin’i tüketicilerin beğenisine sundu. Yüzde 45 yağlı Light Bitkisel Margarin ile Light Mısır ve Pirinç Çıtırı da raflardaki yerini aldı. Light mısır ve pirinç çıtırı çok sevildi satışlar son iki yılda yüzde 400 arttı

Ülker‟in, Mavi Yeşil Light markasıyla 2004‟te piyasaya sunduğu mısır ve pirinç çıtırı satışların yüzde 13‟ünü oluşturuyor. Eti ise, ürünü Eti Form markasıyla 2007‟de üretmeye başladı. Pirinç ve patlamış mısır tanelerinin sıkıştırılmasıyla üretilen çıtırlar, light ürünler kategorisinde satışlarını hızla artırıyor. Eti Form ve Ülker Mavi Yeşil, ürünü sadece diyet yapanların değil, lezzeti sebebiyle herkesin severek tükettiğini belirtiyor.Her gün büyüyen „light gıda ürünleri pazarı‟nda son dönemde en çok beğenilen ürünlerin başında gelen mısır ve pirinç çıtırı, pazarda yeni olmasına rağmen satışlarını iki yılda yüzde 400 artırdı. Ülker 2004’te başladı Mısır ve pirinç patlağını ilk olarak 2004 yılında pazara süren Ülker Mavi Yeşil Light , yağ değeri yüzde 67-73 azaltılmış bisküviler ve yüzde 70-95 azaltılmış krakerlerle hafif ara öğün alternatifleri sunuyor. Mavi Yeşil‟de şekersiz sütlü çikolata, karamelli bar, reçel gibi değişik alternatifler de bulunuyor. Mavi Yeşil Light Mısır ve Pirinç Çıtırı‟nın 2008 yılında yüzde 2.5 pazar payına sahip olduğunu belirten Yıldız Holding Bisküvi ve Kek Grubu Pazarlama Genel Müdürü Şebnem Nasi, ilk üretim yılı sonunda satışlarda yüzde 100‟ün üzerinde artış sağlandığını söyledi. Satışların yüzde 13’ü Mısır ve pirinç çıtırının genel olarak light ürünler kategorisinde iyi bir satışa sahip olduğunu kaydeden Şebnem Nasi, “Tüketicilerimizden genel olarak olumlu geri dönüşler alıyoruz. Light atıştırmalık pazarının yüzde 5‟ini mısır ve pirinç çıtırı segmenti oluşturuyor” dedi. Mısır ve pirinç çıtırının toplam Mavi Yeşil Light satışlarının yüzde 13‟ünü oluşturduğunu aktaran Şebnem Nasi, şöyle devam etti: “Mısır ve pirinç çıtırı özellikle ağırlıklı olarak patlamış mısır tadı benzerliğiyle dikkat çekiyor. Yemesi hem eğlenceli hem de hafif bir ürün. İnsanlar bu ürünü sadece kilo vermek ya da kilosunu korumak için değil gerçekten tadını sevdikleri için tüketiyor. Mavi Yeşil olarak önümüzdeki aylarda yine çok sevilecek yeni ürünlerimiz raflarda olacak.”

SPSS RESULTS FOR WOMEN Statistics internet sitesinin ürünün marka kullanici ziyaret ürüne ürün ürünün tatmin ürünün kolay ürün ürünün tavsiye özlenme kilo- bayan bilinilirligi sikligi edinilebilirligi güvenilirlik bilinilirligi edilinebilirligi bulunabilirligi memnuniyeti kalitesi edilinebilirligi ürün sadakati seviyesi N Valid 31 31 31 31 31 31 31 31 31 31 31 31 31 Missing 0 0 0 0 0 0 0 0 0 0 0 0 0 kilo- bayan Cumulat iv e Frequency Percent Valid Percent Percent Valid bay an 48-65 20 64,5 64,5 64,5 bay an 65 -90 11 35,5 35,5 100,0 Total 31 100,0 100,0 marka bil inili rli gi Cumulativ e Frequency Percent Valid Percent Percent Valid duy dum 30 96,8 96,8 96,8 duy madım 1 3,2 3,2 100,0 Total 31 100,0 100,0 kull anici sikl igi Cumulat iv e Frequency Percent Valid Percent Percent Valid nadiren kullanıy orum 11 35,5 35,5 35,5 ara sıra kullanıy orum 16 51,6 51,6 87,1 sık sık kullanıy orum 2 6,5 6,5 93,5 sürekli kullanıy orum 2 6,5 6,5 100,0 Total 31 100,0 100,0 internet sitesinin ziyaret edinilebi lirligi Cumulat iv e Frequency Percent Valid Percent Percent Valid ev et 4 12,9 12,9 12,9 hay ır 27 87,1 87,1 100,0 Total 31 100,0 100,0

ürüne güveni lirl ik Cumulat iv e Frequency Percent Valid Percent Percent Valid çok güv eniy orum 5 16,1 16,1 16,1 güv eniy orum 22 71,0 71,0 87,1 güv enmiy orum 3 9,7 9,7 96,8 hiç güv enmiy orum 1 3,2 3,2 100,0 Total 31 100,0 100,0 ürün bil inili rli gi Cumulat iv e Frequency Percent Valid Percent Percent Valid ev et 31 100,0 100,0 100,0 ürünün tatmin edilinebilirligi Cumulat iv e Frequency Percent Valid Percent Percent Valid çok iy i 8 25,8 25,8 25,8 iy i 13 41,9 41,9 67,7 idare eder 5 16,1 16,1 83,9 kötü 5 16,1 16,1 100,0 Total 31 100,0 100,0 ürünün kolay bul unabilirligi Cumulat iv e Frequency Percent Valid Percent Percent Valid ev et 25 80,6 80,6 80,6 hay ır 6 19,4 19,4 100,0 Total 31 100,0 100,0 ürün memnuniyeti Cumulat iv e Frequency Percent Valid Percent Percent Valid çok memnunum 6 19,4 19,4 19,4 memnunum 17 54,8 54,8 74,2 idare eder 6 19,4 19,4 93,5 memnun değilim 2 6,5 6,5 100,0 Total 31 100,0 100,0

ürünün kali tesi Cumulativ e Frequency Percent Valid Percent Percent Valid çok kaliteli 8 25,8 25,8 25,8 kaliteli 12 38,7 38,7 64,5 normal 10 32,3 32,3 96,8 kalitesiz 1 3,2 3,2 100,0 Total 31 100,0 100,0 tavsiye edilinebilirligi Cumulat iv e Frequency Percent Valid Percent Percent Valid ev et 23 74,2 74,2 74,2 hay ır 8 25,8 25,8 100,0 Total 31 100,0 100,0 ürünün özlenme seviyesi Cumulat iv e Frequency Percent Valid Percent Percent Valid çok özlerim 7 22,6 22,6 22,6 özlerim 5 16,1 16,1 38,7 f arketmez 13 41,9 41,9 80,6 özlemem 3 9,7 9,7 90,3 hiç özlemem 3 9,7 9,7 100,0 Total 31 100,0 100,0 ürün sadakati Cumulat iv e Frequency Percent Valid Percent Percent Valid ev et 8 25,8 25,8 25,8 hay ır 22 71,0 71,0 96,8 3 1 3,2 3,2 100,0 Total 31 100,0 100,0

kilo- bayan marka bilinilirligi 30 40 30 20 20 10 10 Frequency Frequency 0 0 bayan 48-65 bayan 65 -90 duydum duymadým kilo- bayan marka bilinilirligi kullanici sikligi 20 10 Frequency 0 nadiren kullanýyorum sýk sýk kullanýyorum ara sýra kullanýyoru sürekli kullanýyorum kullanici sikligi internet sitesinin ziyaret edinilebilirligi 30 20 10 Frequency 0 evet hayýr internet sitesinin ziyaret edinilebilirligi

ürüne güvenilirlik ürün bilinilirligi 30 40 30 20 20 10 Frequency 10 Frequency 0 çok güveniyorum güvenmiyorum 0 güveniy orum hiç güvenmiyorum evet ürüne güvenilirlik ürün bilinilirligi ürünün tatmin edilinebilirligi ürünün kolay bulunabilirligi 14 30 12 10 20 8 6 10 4 Frequency Frequency 2 0 0 çok iyi iyi idare eder kötü evet hayýr ürünün tatmin edilinebilirligi ürünün kolay bulunabilirligi

ürün memnuniyeti ürünün kalitesi 20 14 12 10 8 10 6 4 Frequency Frequency 2 0 çok memnunum idare eder 0 memnunum memnun deðilim çok kaliteli kaliteli normal kalitesiz ürün memnuniyeti ürünün kalitesi tavsiye edilinebilirligi ürün sadakati 30 30 20 20 10 10 Frequency Frequency 0 0 evet hayýr evet hayýr 3 tavsiye edilinebilirligi ürün sadakati

ürünün özlenme seviyesi 14 12 10 8 6 4 Frequency 2 0 çok özlerim farketmez hiç özlemem özlerim özlemem ürünün özlenme seviyesi

SPSS RESULTS FOR MEN Statistics internet sitesinin ürünün marka kullanici ziyaret ürüne ürün ürünün tatmin ürünün kolay ürün ürünün tavsiye özlenme kilo- erkek bilinilirligi sikligi edinilebilirligi güvenilirlik bilinilirligi edilinebilirligi bulunabilirligi memnuniyeti kalitesi edilinebilirligi ürün sadakati seviyesi N Valid 7 7 7 7 7 7 7 7 7 7 7 7 7 Missing 0 0 0 0 0 0 0 0 0 0 0 0 0 kilo- erkek Cumulativ e Frequency Percent Valid Percent Percent Valid erkek 48-65 1 14,3 14,3 14,3 erkek 65-90 6 85,7 85,7 100,0 Total 7 100,0 100,0 marka bilinilirligi Cumulat iv e Frequency Percent Valid Percent Percent Valid duy dum 7 100,0 100,0 100,0 kull anici sikl igi Cumulat iv e Frequency Percent Valid Percent Percent Valid hiç kullanmıy orum 3 42,9 42,9 42,9 nadiren kullanıy orum 3 42,9 42,9 85,7 sürekli kullanıy orum 1 14,3 14,3 100,0 Total 7 100,0 100,0 internet sitesinin ziyaret edinilebi lirligi Cumulat iv e Frequency Percent Valid Percent Percent Valid ev et 2 28,6 28,6 28,6 hay ır 5 71,4 71,4 100,0 Total 7 100,0 100,0 ürüne güveni lirl ik Cumulat iv e Frequency Percent Valid Percent Percent Valid çok güv eniy orum 1 14,3 14,3 14,3 güv eniy orum 3 42,9 42,9 57,1 güv enmiy orum 1 14,3 14,3 71,4 hiç güv enmiy orum 2 28,6 28,6 100,0 Total 7 100,0 100,0

ürün bil inili rli gi Cumulat iv e Frequency Percent Valid Percent Percent Valid ev et 5 71,4 71,4 71,4 hay ır 2 28,6 28,6 100,0 Total 7 100,0 100,0 ürünün tatmin edilinebilirligi Cumulat iv e Frequency Percent Valid Percent Percent Valid çok iy i 2 28,6 28,6 28,6 iy i 2 28,6 28,6 57,1 idare eder 1 14,3 14,3 71,4 kötü 2 28,6 28,6 100,0 Total 7 100,0 100,0 ürünün kolay bul unabilirligi Cumulat iv e Frequency Percent Valid Percent Percent Valid ev et 7 100,0 100,0 100,0 ürün memnuniyeti Cumulat iv e Frequency Percent Valid Percent Percent Valid çok memnunum 2 28,6 28,6 28,6 memnunum 2 28,6 28,6 57,1 memnun değilim 3 42,9 42,9 100,0 Total 7 100,0 100,0 ürünün kali tesi Cumulativ e Frequency Percent Valid Percent Percent Valid çok kaliteli 1 14,3 14,3 14,3 normal 6 85,7 85,7 100,0 Total 7 100,0 100,0 tavsiye edilinebilirligi Cumulat iv e Frequency Percent Valid Percent Percent Valid ev et 4 57,1 57,1 57,1 hay ır 3 42,9 42,9 100,0 Total 7 100,0 100,0

ürün sadakati Cumulat iv e Frequency Percent Valid Percent Percent Valid ev et 2 28,6 28,6 28,6 hay ır 5 71,4 71,4 100,0 Total 7 100,0 100,0 ürünün özlenme seviyesi Cumulat iv e Frequency Percent Valid Percent Percent Valid çok özlerim 1 14,3 14,3 14,3 f arketmez 4 57,1 57,1 71,4 özlemem 1 14,3 14,3 85,7 hiç özlemem 1 14,3 14,3 100,0 Total 7 100,0 100,0 kilo- erkek marka bilinilirligi 7 8 6 7 6 5 5 4 4 3 3 2 2 Frequency Frequency 1 1 0 0 erkek 48-65 erkek 65-90 duydum kilo- erkek marka bilinilirligi

kullanici sikligi internet sitesinin ziyaret edinilebilirligi 3,5 6 3,0 5 2,5 4 2,0 3 1,5 1,0 2 Frequency Frequency ,5 1 0,0 hiç kullanmýyorum sürekli kullanýyorum 0 nadiren kullanýyorum evet hayýr kullanici sikligi internet sitesinin ziyaret edinilebilirligi ürüne güvenilirlik ürün bilinilirligi 3,5 6 3,0 5 2,5 4 2,0 3 1,5 1,0 2 Frequency Frequency ,5 1 0,0 çok güveniyorum güvenmiyorum 0 güveniy orum hiç güvenmiyorum evet hayýr ürüne güvenilirlik ürün bilinilirligi

ürünün tatmin edilinebilirligi ürünün kolay bulunabilirligi 2,5 8 7 2,0 6 5 1,5 4 1,0 3 2 Frequency Frequency ,5 1 0,0 0 çok iyi iyi idare eder kötü evet ürünün tatmin edilinebilirligi ürünün kolay bulunabilirligi ürün memnuniyeti ürünün kalitesi 3,5 7 3,0 6 2,5 5 2,0 4 1,5 3 1,0 2 Frequency Frequency ,5 1 0,0 0 çok memnunum memnunum memnun deðilim çok kaliteli normal ürün memnuniyeti ürünün kalitesi

tavsiye edilinebilirligi ürün sadakati 5 6 5 4 4 3 3 2 2 Frequency Frequency 1 1 0 0 evet hayýr evet hayýr tavsiye edilinebilirligi ürün sadakati ürünün özlenme seviyesi 5 4 3 2 Frequency 1 0 çok özlerim farketmez özlemem hiç özlemem ürünün özlenme seviyesi Source : http://www.erdalerdogdu.com

Brand audit project of ülker mavi yeşil misir ve pirinç

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Brand audit project of ülker mavi yeşil misir ve pirinç — Document Transcript

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