1. XYZ MARKETING PLAN
1. EXECUTIVE SUMMARY
Existing marketing Plan: XYZ has 7 regions, 7 distributors and countless dealers in Turkish paint
Market. Head office of XYZ manage to all advertising in Turkey. There are three types’ products.
Each new product was launched to 7 regions.
New marketing Plan: XYZ wants to grow %40 in the next 3 years and increase 5% in the market.
The paint sektor of Turkey assumed will grow %3 for each three years.
Two distributers of XYZ east region are eliminated and it start to make direct sales to dealers.
Four new distributers will be added in XYZ for west region of Turkey. Basically, there are three
kinds of products in XYZ. These products are launched to different region. Likewise, XYZ publish
the different advertisement to each region because of needs diversity at each region.
2. SITUATION ANALYSIS
a. Company Analysis
XYZ Company was founded in 1986 to produce paint for the indoor and outdoor house areas. The
company, located in VVV- ZZZ, Turkey, XYZ is a family company and has not published to the stock
market. The Company has grown steadily over the years. Growth has been achieved through the
development and adaptation of new quality products.
The XYZ Paint Company has built a reputation in the Paint Industry in Turkey.
i. Company Objectives and Marketing Objectives
1. Company Objectives:
 XYZ wants to grow 40% in 3 years.
o Increase sales by 40%
o In 3 years
 XYZ wants to increase extra 5 percentages in Turkish market next 3 years.
o Increase market share by 22%
o In 3 years
XYZ assumes Turkish pain industry will grow up 3% each year.
2. Marketin Objectives:
Market share: XYZ’s aim is to increase market share in Turkey paint market by 5 percentage
points next 3 years.
ii. Present Marketing Plans: Existing XYZ Marketing Plan
The Model of XYZ Marketing Channel:
XYZ Distributors Dealers Customer
Producer
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2. XYZ MARKETING PLAN
 There are seven Geographic regions in Turkey . Each geographic region has own cultural
value. People who live a geographic region show same customer behavior. That’s why there
are 7 distributors in Turkey. Each distributor is in charge of a geographic region.
 There are 230 dealers in Turkey market.
Region names The The Quantity of Market Share
number of Number of sales-2009(tons
Distributes Dealer /year)
1 Marmara Region 1 25 20.000 32%
2 Ege Region 1 45 11.000 16%
3 Akdeniz Region 1 65 12.000 15%
4 İc Anadolu 1 34 8.000
Region 20%
5 Karadeniz 1 23 9.000
Region 20%
6 Dogu Anadolu 1 17 3.500
Regin 7%
7 Guneydogu 1 21 1.500
Anadolu Region 4%
Turkey 7 230 65.000 17%
 Each region has own budget about advertising for newspapers, magazines and Bilbord.
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3. XYZ MARKETING PLAN
 XYZ don’t use any Television and Radio for regional advertising. They are using National TV
and Radio which are shown products.
Newspapers &
Region names Television & Radio Magazines &
Billboards
1 Marmara Region $ 17.000
$ 11.000
2 Ege Region
$ 13.000
3 Akdeniz Region $ 11.000
4 İc Anadolu $ 11.000
Region $ 1.915.000 $ 11.000
5 Karadeniz $ 11.000
Region
6 Dogu Anadolu
Regin
7 Guneydogu
Anadolu Region
Toplam=$2.000.000
 XYZ launches 10 new products to 7 regions.
b. Customer Analysis
i. Product Market
 Products for Industrial and Marine Paint
o Packaging: 1,4,6,25lt
o Injury to health
o More than 500 colors
o Short shelf life
 Products for Decorative Paint
o Environmental friendly
o Packaging: 1,4,6,25lt
o More than 3000 colors
o Long shelf life
 Products for Furniture Paint
o Packaging: 1,4,6,25lt
o Injury to health
o More than 500 colors
o Short shelf life
ii. Demographic Data on the Target Market
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4. XYZ MARKETING PLAN
Region names Demographic Data
1  The highest GDP in Turkey
Marmara Region
 Industrial area
2  High Educated People rate
Ege Region
 Industrial area
3 Akdeniz Region  Medium GDP
4 İc Anadolu  Medium GDP
Region
5 Karadeniz  Low young people rate
Region
6 Dogu Anadolu  High young people rate
Regin  Medium GDP
7 Guneydogu  Low Educated people rate
Anadolu Region  The lowest GDP in Turkey
Turkey
iii. Current Customers
There are three types of customers in the market. Basically, three types of customers decide a
brand and product to buy the application in the market.
 Painters and professionals:
 Housewife or Families:
 Dealers:
iv. Customer Needs Possible Segmenting Dimension
 Painters and professionals :
o They know properties of each product
o They know how to apply with any area.
o %70 of products is sold to painters.
o They are looking for a product which makes the best application.
3. Housewife or Family:
a. They are influenced by advertising.
b. %15 of products is sold to painters.
c. They are looking for a product which has more prestige and
4. Dealer:
a. Dealers manipulate customers’ decision.
b. %15 of products is sold to painters.
c. They are interested in their profit margin.
i. Identification of qualifying dimensions and determining dimension:
According to below table show us how costumers are choosing in product
market. 90% of Industrial and marine paint products are chose by
painters and professionals.
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5. XYZ MARKETING PLAN
Product Market
Industrial and Decorative Furniture
Marine Paint Paint
Painters and
Costumers
Professionals 90% 50% 75%
Families 2% 40% 10%
Dealer 8% 10% 15%
ii. Identification of target market
 Painters and professionals
 Families
d. Competitor Analysis
Competitor Analysis
Direct Market
Competitor share Products Strengths Weaknesses Competition
Location
(there is no
Financial plant in Very
Competitor-1 35% All paint products power Turkey) Aggressive
Low
Competitor-2 12% Furniture paint Transportation Reputation Aggressive
New Low
Competitor-3 10% Decorative Paint Organization Company, Aggressive
Others
e. Analysis of the Market Context
i. Economic Environment
 The economy of Turkey is largely dominated by modern industries. In 2009, the Turkish
Government introduced various economic stimulus measures to reduce the impact of the
financial crisis such as temporary tax cuts on automobiles, home appliances and housing.
XYZ expects that the Government would reduce tax cuts on paint application in 2010.
 At present the Turkey paint industry is almost $2,5 billion market.
 The per capita consumption of paint in Turkey is very low at 6 kg per annum, compared to
28 kg in developed countries. The global average per capita consumption is 15 kg.
ii. Technological Environment
XYZ is using old technology in the plant so that manufacturing cost is 2% more than some
competitors.
iii. Political and Legal Environment
The government wants to make some law about the environment pollution in 2010. If these
become law, XYZ has to invest almost $10.000.000 to replace some machines.
iv. Cultural and Social Environment
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6. XYZ MARKETING PLAN
f. S.VV.O.T and Key Factors from Situation Analysis
5. MARKETİNG PLAN OBJECTİVES
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7. XYZ MARKETING PLAN
i. New XYZ Marketing Plan
The New Model of XYZ Marketing Channel:
XYZ Distributors Dealers Customer
Producer
Dealers Customer
 There are seven Geographic regions in Turkey . Each distributor was in charge of a
geographic region.
o XYZ will not use any distributors for two regions any more. XYZ will contact with
dealers in 2010
2010- Market Plan:
Region names The The Sales Market Share
number of Number of 2010(tons/year)
Distributes Dealer
1 Marmara Region 1 25 20.000 32%
2 Ege Region 1 45 12.000 17%
3 Akdeniz Region 1 65 12.000 15%
4 İc Anadolu 1 34 9.000
Region 22%
5 Karadeniz 1 23 9.000
Region 20%
6 Dogu Anadolu 0 20 5.000
Regin 9%
7 Guneydogu 0 25 3.000
Anadolu Region 7%
Turkey 5 230 70.000 18%
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8. XYZ MARKETING PLAN
 XYZ will add two distributors in Marmara Region in 2011
 XYZ will contact with dealers in 2011
2011- Market Plan:
Region names The The Sales Market Share
number of Number of 2011(tons/year)
Distributes Dealer
1 Marmara Region 3 25 21.000 34%
2 Ege Region 1 45 13.000 19%
3 Akdeniz Region 1 65 12.000 15%
4 İc Anadolu 1 34 10.500
Region 26%
5 Karadeniz 1 23 10.500
Region 23%
6 Dogu Anadolu 0 20 6.000
Regin 12%
7 Guneydogu 0 25 5.500
Anadolu Region 15%
Turkey 7 230 78.500 20%
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9. XYZ MARKETING PLAN
2012- Market Plan:
Region names The The Sales Market Share
number of Number of 2012(tons/year)
Distributes Dealer
1 Marmara Region 3 35 24.000 36%
2 Ege Region 2 50 17.000 24%
3 Akdeniz Region 2 70 13.000 16%
4 İc Anadolu 1 39 12.000
Region 28%
5 Karadeniz 1 28 12.000
Region 26%
6 Dogu Anadolu 0 20 7.500
Regin 15%
7 Guneydogu 0 30 7.500
Anadolu Region 19%
Turkey 9 265 93.000 22%
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10. XYZ MARKETING PLAN
 Each region has own budget about advertising for newspapers, magazines and Bilbord.
 XYZ will use any Television and Radio for regional advertising.
Advertising Advertising Advertising
Region names Budget-2010 Budget-2011 Budget-2012
1 Marmara Region $ 483.210 $ 690.300 $ 767.000
2 Ege Region $ 420.210 $ 600.300 $ 667.000
3 Akdeniz Region $ 231.210 $ 330.300 $ 367.000
4 İc Anadolu Region $ 325.710 $ 465.300 $ 517.000
5 Karadeniz Region $ 338.310 $ 483.300 $ 537.000
6 Dogu Anadolu Regin $ 451.710 $ 645.300 $ 717.000
7 Guneydogu Anadolu
Region $ 451.710 $ 645.300 $ 717.000
Total= $ 2.702.070 $ 3.860.100 $ 4.289.000
 XYZ launches 10 new products to 7 regions.
 Each region has a different climate and temperatures.
6. MARKETİNG STRATEGY
a. Product
 Each regions needs deferent products.
 Products for Industrial and Marine Paint will launch to Akdeniz Region.
 Products for Decorative Paint will launch to Marmara, Ege, Doğu Anadolu and Güneydugu
Anadolu regions.
 Products for Furniture Paint will launch Karadeniz and Ic anadolu Region
b. Place
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11. XYZ MARKETING PLAN
 Basically, there are 7 geographic regions in Turkey. XYZ will use two different place
strategy. XYZ will not use any distributor in two regions.
o Distributors
o Dealers
Industry
Region names
1 Marmara Region Heavy and Sea
2 Ege Region Heavy and Sea
3 Akdeniz Region Heavy and Sea
4 İc Anadolu Wood Industry
Region
5 Karadeniz Wood Industry
Region
6 Dogu Anadolu -
Regin
7 Guneydogu -
Anadolu Region
c. Price
 XYZ will use A MARKET PENETRATION STRATEGY in Dogu Anadolu and Guneydogu Anadolu
regions.
XYZ will not use any distributor in these regions so XYZ will gain some profit. XYZ will set
prices very low price in these regions.
 XYZ will use A COMPARABLE PRICING STRATEGY in the other 5 regions.
d. Promotion
 Painters who want to take professional paint training will join free XYZ School.
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12. XYZ MARKETING PLAN
7. IMPLEMTATION AND CONTROL
a. Implementation
b. Control
c. Budget and Sales Forecasts and Estimates
d. Total Marketing Plan Related Budget
e. Timing of Implementation Activities
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