This document discusses a marketing strategy for a regional furniture retailer called Arstil. It includes plans to conduct primary research through interviews and focus groups to understand customer preferences, attitudes, and purchasing behaviors related to Arstil and furniture in general. The creative strategy aims to increase brand awareness of Arstil by emphasizing quality, technology, and the Arcelik brand through website enhancements, banners, and billboard ads. Sales promotions will include bonus packs, price discounts, and payment options. Media planning focuses on using banners on alternative websites that target key demographics rather than television ads, as the target audience spends more time online. Billboards will also be placed in affluent neighborhoods to increase visibility.

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

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

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

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

6. Sales Promotions Bonus Packs Price-off Deals Various payment options

7. 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

8. 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.

12. Questions??

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