Arstil Creative Sunum

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Spring 2007
Koç University Marketing 303 Advertising
Final Project
Homework

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Arstil Creative Sunum

  1. 2. Primary Research <ul><li>Interview with a regional retailer </li></ul><ul><ul><li>Arçelik A.Ş. penetration in Furniture Market </li></ul></ul><ul><ul><li>Customer preferences & attitudes </li></ul></ul><ul><ul><li>Perceived image of Arstil </li></ul></ul><ul><ul><li>Future of Arstil </li></ul></ul>
  2. 3. Primary Research <ul><li>Focus Groups </li></ul><ul><ul><li>General perception of furnitures </li></ul></ul><ul><ul><li>Customer approach to furniture alternatives </li></ul></ul><ul><ul><li>Purchasing behavior & patterns </li></ul></ul><ul><ul><li>How people react to Arstil </li></ul></ul>
  3. 4. Creative Strategy <ul><li>Increase brand awareness, exclude sales stimulation </li></ul><ul><li>Exaggeration of possible benefits </li></ul><ul><li>Media channels used: </li></ul><ul><ul><li>Website enhancements, banners, billboard ads </li></ul></ul><ul><li>Static logo </li></ul>
  4. 5. Creative Tactics <ul><li>Settings of special occasions </li></ul><ul><li>Brand Awareness through emhasizing; </li></ul><ul><ul><li>Quality (Potent) </li></ul></ul><ul><ul><li>Technology (Benefit) </li></ul></ul><ul><ul><li>Arçelik – Koç (Unique) </li></ul></ul>
  5. 6. Sales Promotions <ul><li>Bonus Packs </li></ul><ul><li>Price-off Deals </li></ul><ul><li>Various payment options </li></ul>
  6. 7. Media Planning <ul><li>100% of our target group is computer and Internet literate. </li></ul><ul><li>They spend time behind the computer screen more then the TV screen </li></ul><ul><ul><li>Banners in alternative web sites instead of TV advertising </li></ul></ul><ul><ul><ul><li>Eg:Yonja.com for graduation based creative idea </li></ul></ul></ul><ul><ul><ul><li>Eg: idealevlilik.com for marriage based cretaive idea </li></ul></ul></ul><ul><ul><ul><li>Eg: bebegimveben.com for new family member based creative idea </li></ul></ul></ul>
  7. 8. Media Planning <ul><li>They move around a lot, so we want them to see us in some billboards </li></ul><ul><ul><li>Billboards around Nişantaşı, Etiler and similar places around Turkey. </li></ul></ul>
  8. 12. <ul><li>Questions?? </li></ul>
  9. 13. <ul><li>Thank you !!! </li></ul><ul><ul><li>Tutku Özmen </li></ul></ul><ul><ul><li>Serdar Şen </li></ul></ul><ul><ul><li>Çağrı İncedoğan </li></ul></ul><ul><ul><li>Ahmet Sağıroğlu </li></ul></ul>

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