COMPANY NAME: Yıldırım A.Ş PRODUCT: Deodarand PRODUCT’s BRAND: 1618
YILDIRIM A.Ş Yıldırım A.Ş. was established by Burak Yıldırım in1989, in Gebze- Kocaeli. Firstly Yıldırım A.Ş. beganproducing hand soap in 1989. Then Yıldırım A.Ş. hasdeveloped and start producing some other productsand they are; Body lotion, shower gel, airfreshener, shampoo, parfume, skin care products.Yıldırım A.Ş. sells their products in Turkey. Lastly, atthe begining of 2011 Yıldırım A.Ş produced a newdeodorand which name is 1618.
VİSİON / MİSSİON Vision: Being one of the leading companies inTurkey. Mission: Make real expectations of itscustomer, thanks to quality services andcreativity. Also to develop the best workingenvironment and always be sensitive to doenvironment while offering the “best fit” value in theirsector.
CORPORATE VALUESFor Yıldırım A.Ş. honesty, humility, love, stand ontheir own feet, search for exellence and to besensitive to the environment and employees createthe basic corporate values. QUALİTY POLİCYYıldırım A.Ş. in line with the vision and objectives ofgood management, to meet the expectations ofcustomers and employees, reviewing systems forcontinuous improvement, providing the necessaryresources, to comply with legal requirements, healthsecurity to production in accordance with the principleof progressive customer oriented company and tryingto overcome their own standards.
GENERAL VİEW OFDEODORANT MARKETİNG In Turkey, the market for deodorants seems to be $60 million. In Turkey, personal care market has 2.5 billion pounds in size. And deodorants is part of 147 million pounds. In Turkey, one person spend 1 euro for deodorant in a year. In Turkey, just 33 family use to deodorant from 100 family and these family think that deodorant is not need, it is luxurious for them.
GENERAL VİEW OFDEODARAND MARKETİNG In England, one person spend 11 euros for deodorant per year, one person spend 8 euros for deodorant per year in Argentina. 72% were male and 28% of women who use deodorant. There are 3 types of deodorant. These include: Roll-on, Stick and Spray Unilever, EBC and Aromel Cosmetic share the first 3 row in domestic market.
PRODUCT PRESENTATION Yıldırım A.Ş started to product deodorant firstly in 2011. Our product name is 1618. Because 1618 refer to be excellence and ıt comes from Leonardo da Vinci’s picture that explain the golden ratio. Product size is 170 ml. Our product was produced for women. We have 3 kind of product. Roll-on, Stick and Sprey This product’s color is white. Because whiteness refer clean and hygine.
PRODUCT PRESENTATION Our products includes ambergris and ambergrises deodorant is the one in Turkey Our product is antipresperant. Antipersperant isn’t demage for healthy. No alcohol. No pigment. Dermotologic. This product have two tube in it. What about our logo? We use number in our name because of remember. and we use yellow color because its about golden ratio.
SWOT ANALYSE Strength: The damage the ozone layer is less than 20% compared to other brands ofdeodorant. Alcohol-free. Our place in the distribution of the product make it suitable for fastproduction. Customer loyalty is achieved. The company pays great attention to ethical values. Weaknesses: We can not take place in the international market. We did not produce product in this segment before. Reputed to be less than competing firms.
SWOT ANALYSE Opportunities: Our product is Turkish brand. This product did not take place before such a product in the market. According to personal care products for men and women give more importance to external appearance. Threats: Other companies can produce the product in the future. The product has not been tested previously.
OUR OBJECTIVES ARE To be a well-known brand of deodorant sector To have 20% share of deodorant sector To take a part in deodorant sector as the man segmentation by 2015
4P MARKET MİXPrice:List price: 12 TLDiscounts: 10TLProduct: Roll-on – Sprey – Stick Our product name is 1618. Because 1618 refer to be excellence and ıt cames from Leonarda da Vinci’s picture that explain the golden ratio. Product size is 170 ml. Our product was produced for women. We have 3 kind of product. Roll-on, Stick and Sprey This product’s color is white. Because whiteness refer clean and hygne. Our products includes ambergris and ambergrises deodorant is the one in Turkey
4P MARKET MİXPlace: Supermarkets: Migros, Carrefour Parfümeri: Sevil, Tekin Acar Dutyshop: Atatürk Havalimanı, Sabiha Gökçen Havalanı, Esenboğa Havalimanı. Personal Care Stores: Watsons, Gratis, T-shopOur corparate transportation company is taking place in transportationPromotion:Product placed in television series (Umutsuz ev kadınları, Pis Yedili, DinleSevgili,) Take part in magazines ( Cosmopolitan ) Take part in newspaper Stand established ( Capacity, Palladium and Cevahir Shoppingmalls, İstinye Park Hillside and Tepe Nautilus International Feetness ) Commercial: Seda SAYAN
TARGET GROUP Women over age 15 who go to contracted fitness centers Audiences of TV which our product placed Girls who will participate in the competition to the Cosmopolitan
COMPETITORS 1618 is the first product that producing by using this technology. Therefore there isnt any brand which can be a competitor for us. However there are three brand that we see them as a competitor for us in deodorant industry. These are: Nivea, Rexona, 8x4
CompetititorsSince 2001, the Nivea business segment forms a separate, independent unitwithin the Group. With around 3,700 employees and operations in more than100 countries, Nİvea is the international no. 2 among the world’s leadingmanufacturers of self-adhesive system and product solutions for industrialcustomers and consumers.
Competititors Everyday, Rexona products are using by 2 billion consumers all around the world. Rexona spends an average of 50 million dollars per year in social responsibility projects. This is also a leader in the market.
Competititors 8x4 has an important position to fields of skin care and personal care. 8x4’s some products are skin care, deodorant, sun protection, color cosmetics, mens care andbaby care in market.
COMPETITORCOMPARISON The most similar brand to 1618 is NIVEA- Black and White ın the market. It is not exactly same. The first differences is 1618 has two tube in the bottle that both of them include different kind of deodorant
Corporate SocialResponsibility We produce deodorant for women that name is 1618. We contiribute 5% of income in campaign of “Farkındayım Korkmuyorum”. The aim of project to buy mammography machine. When we are helping to MEVA foundation, We want to create awareness about the disease.