3. Efes Beverage Group
• Efes Beverage Group formed in 1969 with 2 beer production
factories.(İzmir and İstanbul)
• Now Efes has 14 beer factories (5 Turkey 9 abroad) in 5
countries,and 6 malt factories.
• As the 8th most popular European brand by sales volume and the
5th largest European brewer on combined production basis, the
company owns a cumulative capacity of 34 million hectoliters, and
six maltings with a combined capacity of 236,500 tonnes. The group
is 12th rank in the world beer market.
• Efes beverage group is the sixth largest European brewer
oncombined production basis.
• There are 220 exclusive dealers countrywide, and 31
exclusivedistributers in 6 metropolitan areas.
4. Strenghts
• Europe’s sixth largest beer producer.
• Most recognized brand in Turkey, 100%
awareness among Turkish consumers.
• Has international high quality and wide range
of products.
• Sector is transparent and consolidated. They
don’t have to deal with 4-5 companies.
• In terms of illegal production, it is very hard to
imitate beer, unlike raki and wine.
5. Weakness
• Hardly to find suitable barley for beer
production.
• Beer consumption per capita is very low in
Turkey.
• It is very hard to introduce new products to the
market because of the TV&Radio
advertisement restrictions.
6. Opportunities
• Having well developed distribution system it is
easy to introduce new products.
• Turkey has a young population.
• Market share increase opportunity in the
abroad operations, especially in Russia.
7. Vision and Mission
• Their Vision
To become the most admired beer company in
the markets they operate.
• Their Mission
They help people enjoy life better through the
responsible enjoyment of their products.
8. Products and Brands
• Efes produces several other beers, including Efes
Dark (double-roasted malt lager with 6.5%
alcohol and hints of caramel), Efes Light (a
122.7-calorie and 3.0% ABV take on the
original), Efes Xtra (7.5 % ABV lager), Efes Ice
(a softer, more aromatic, ice-brewed version with
4.2% alcohol), and Efes Dark Brown (a 6.1%
ABV double-roasted malt lager with a distinct
coffee and chocolate bouquet). All Efes products
sold in Turkey use High Fructose Corn Syrup.
9. Products and Brands
• Other brands under the Efes Beverage Group are Gusta
(5.0% ABV), the company's wheat beer brand;
Mariachi, under which the lime or agave-flavored beers
Mariachi (4.2% ABV) and Mariachi Black (6.0% ABV)
are produced; Marmara, under which the strong-beers
Marmara Kırmızı (6.1% ABV) and Marmara Gold
(4.1% ABV) are produced; and Ritmix, the company's
line of fruit-flavored, non-alcoholic malt drinks.
• Various international brands have been brewed,
marketed and distributed in Turkey through Efes Beer
Group in recent years, including Miller Genuine Draft
as of 2000, Beck's as of May 2002, and Foster's Lager
as of March 2005.
10. Products and Brands
• In international markets, the Efes product line, the company offers a
wide variety of local brands with different tastes and appeal.
Currently, these are Stary Melnik, Bely Medved, Gold Mine Beer,
Sokol, Krasny Vostok, Vostochnaya Bavaria, Zhigulevskoe, Polniy
Nokaut, Green Beer, Dolce Iris, Sib-Beer, Yantarnoe, Solodov,
Ershistoe, Barkhatnoe, Bogemskoe svetloe, Ak Bars, in RUSSIA;
Karagandinskoe in KAZAKHSTAN; Chisinau, Vitanta Premium
Classic in MOLDOVA; Weifert, Weifert Belo, Pils Plus, Zajecarsko
Pivo and Standard in SERBIA .Such local brands continue to
contribute to the company's international revenue stream.
• Efes Beverage group further produces German Warsteiner, Dutch
Bavaria Premium and Amsterdam Navigator, Czech Zlatopramen
and Mexican Sol under licence in Russia.
11. Future Strategies in
Market
Turkish Market
•
•
•
•
INCREASE THE MARKET SHARE BY ENLARGING THE
TURKISH BEER MARKET WHILE MAINTAINING THE
PROFITABILITY.
Enlargement and diversification of the beer consumption area,
like sports games, jazz/blues organizations etc.
Continue with the Pub improvement project. Changing the
concepts of traditional Turkish Pubs into modern and civilized
environments where people share their best times. Clean,
fashionable, and entertaining. By this, also woman will be
targeted as a new customer type. Efes has to increase the
woman’s beer consumption amount within the total
consumption.
Continue with effective portfolio management of brands and
Channels.
12. Future Strategies in
Market
International Market
• Increasing the presence in the current
markets, such as Russia, Kazakhstan,
Moldavia, Georgia and Serbia – Ex. By
2012 Efes plans to increase its market share
in Russia from 9% to 15%.
• Analyze potential markets and continue the
international expansion.
13. Conclusion
Efes Pilsen is the largest beer company in
Turkey.I gave some information about this
company.I talked about their background,their
products,their brands and their future strategies.
