Primary Research Interview with a regional retailer Arçelik A.Ş. penetration in Furniture Market Customer preferences & attitudes Perceived image of Arstil Future of Arstil

Interview with a regional retailer

Arçelik A.Ş. penetration in Furniture Market

Customer preferences & attitudes

Perceived image of Arstil

Future of Arstil

Primary Research Focus Groups General perception of furnitures Customer approach to furniture alternatives Purchasing behavior & patterns How people react to Arstil

Focus Groups

General perception of furnitures

Customer approach to furniture alternatives

Purchasing behavior & patterns

How people react to Arstil

Creative Strategy Increase brand awareness, exclude sales stimulation Exaggeration of possible benefits Media channels used: Website enhancements, banners, billboard ads Static logo

Increase brand awareness, exclude sales stimulation

Exaggeration of possible benefits

Media channels used:

Website enhancements, banners, billboard ads

Static logo

Creative Tactics Settings of special occasions Brand Awareness through emhasizing; Quality (Potent) Technology (Benefit) Arçelik – Koç (Unique)

Settings of special occasions

Brand Awareness through emhasizing;

Quality (Potent)

Technology (Benefit)

Arçelik – Koç (Unique)

Sales Promotions Bonus Packs Price-off Deals Various payment options

Bonus Packs

Price-off Deals

Various payment options

Media Planning 100% of our target group is computer and Internet literate. They spend time behind the computer screen more then the TV screen Banners in alternative web sites instead of TV advertising Eg:Yonja.com for graduation based creative idea Eg: idealevlilik.com for marriage based cretaive idea Eg: bebegimveben.com for new family member based creative idea

100% of our target group is computer and Internet literate.

They spend time behind the computer screen more then the TV screen

Banners in alternative web sites instead of TV advertising

Eg:Yonja.com for graduation based creative idea

Eg: idealevlilik.com for marriage based cretaive idea

Eg: bebegimveben.com for new family member based creative idea

Media Planning They move around a lot, so we want them to see us in some billboards Billboards around Nişantaşı, Etiler and similar places around Turkey.

They move around a lot, so we want them to see us in some billboards

Billboards around Nişantaşı, Etiler and similar places around Turkey.

Questions??

Questions??

Thank you !!! Tutku Özmen Serdar Şen Çağrı İncedoğan Ahmet Sağıroğlu

Thank you !!!

Tutku Özmen

Serdar Şen

Çağrı İncedoğan

Ahmet Sağıroğlu