CEMAL ESEN JOINED DAN CAKE TURKEY AS FINANCIAL MANAGER IN 1994. AFTER 50-50 JV BETWEEN DAN CAKE AND YILDIZ HOLDING IN 1995 HE BECAME COMMERCIAL DIRECTOR IN CHARGE OF FINANCE AND SUPPLY CHAIN AT THE NEW COMPANY FRESH CAKE. HE LEFT FRESH CAKE IN 2010 AS GENERAL MANGER cemal.esen@gmail.com https://tr.linkedin.com/in/cemal-esen-724261121

1. *DAN CAKE IN 1994
*FRESH CAKE 2010
*WHAT IS BEHIND SUCCESS
A SUCCESS STORY
From Dan Cake to Dankek
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2. CEMAL ESEN JOINED DAN CAKE TURKEY AS FINANCIAL MANAGER IN 1994.
AFTER 50-50 JV BETWEEN DAN CAKE AND YILDIZ HOLDING IN 1995 HE
BECAME COMMERCIAL DIRECTOR IN CHARGE OF FINANCE AND SUPPLY
CHAIN AT THE NEW COMPANY FRESH CAKE.
HE LEFT FRESH CAKE IN 2010 AS GENERAL MANGER
CEMAL.ESEN@GMAIL.COM
A SUCCESS STORY
From Dan Cake to Dankek
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3. DEFINITION OF SUCCESS
Achievement of
an action within
a specified
period of time to
complete an
OBJECTIVE or
to reach
a GOAL.
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4. DAN CAKE 1994
(Before Ülker)
260 gr Family
Cake
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5. DAN CAKE 1994
(Before Ülker)
40 gr Sliced
Cake
(1/6 of Family
Cake)
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6. DAN CAKE 1994
(Before Ülker)
300 gr
Luxury
Family Cake
(260 gr Family
Cake + 40gr
Compound
Chocolate
Coating)
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7. DAN CAKE 1994
(Before Ülker)
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8. DAN CAKE 1994
(Before Ülker)
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9. FRESH CAKE 1995 (After Ülker)
OBJECTIVE
CATCH
THE
MARKET
LEADER
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10. FRESH CAKE
FIRST IN TURKEY LAUNCHES
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LAYER CAKE

11. FRESH CAKE
FIRST IN TURKEY LAUNCHES
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CELEBRATION CAKE

12. FRESH CAKE
FIRST IN TURKEY LAUNCHES
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SWISS ROLL

13. FRESH CAKE
FIRST IN TURKEY LAUNCHES
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MINI SWISS ROLL

14. FRESH CAKE
FIRST IN TURKEY LAUNCHES
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JELLY CREAM CAKE

15. FRESH CAKE
FIRST IN TURKEY LAUNCHES
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BIG MUFFIN

16. FRESH CAKE
FIRST IN THE WORLD LAUNCH
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8 CAKE

17. INNOVATION UNIQUE IN THE WORLD!
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18. INNOVATION UNIQUE IN THE WORLD!
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INITIATIVE RESULTS REPORT: DANKEK 8 KEK
(Month 11, November 2009)
«Dankek 8 KekDankek 8 Kek has outperformed the sales
target by 199% in terms of value and
volume.
Dankek 8 KekDankek 8 Kek is still the highest selling sub
brand within Ülker cake category.»

19. UNIQUE IN THE WORLD!
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https://www.youtube.com/watch?
v=3NzawY5pOH4

20. 20

21. FRESH CAKE 2010
16 Years Later
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22. FRESH CAKE 2010
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23. From Dan Cake to Dankek
1994 to 2010
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24. From Dan Cake to Dankek
1994 to 2010
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25. From Dan Cake to Dankek
1994 to 2010
WHAT IS BEHIND SUCCESS ?
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26. From Dan Cake to Dankek
1994 to 2010
1) INNOVATION, R&D ?
INNOVATION is not INVENTION !
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27. From Dan Cake to Dankek
1994 to 2010
2) QUALITY?
What is the meaning of QUALITY? Something «GOOD»?
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28. From Dan Cake to Dankek
1994 to 2010
3) PRICE?
IN THE GOOD OLD DAYS !
Cost + Profit = Price
(Fixed) (Fixed) (Variable)
NOW !
Price - Cost = Price
(Fixed) (Variable) (Fixed)
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29. From Dan Cake to Dankek
1994 to 2010
4) PACKAGING?
Hygiene + Protection + Communication
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30. From Dan Cake to Dankek
1994 to 2010
5) CAPACITY?
IN THE GOOD OLD DAYS !
Demand > Supply
NOW!
Supply > Demand
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31. From Dan Cake to Dankek
1994 to 2010
6) KNOW-HOW
A tangible asset?
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32. From Dan Cake to Dankek
1994 to 2010
7) SUSTAINABILITY?
Profitable Growth
Contribution Margin analysis vs Gross Margin Approach
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33. From Dan Cake to Dankek
1994 to 2010
8) BRAND?
What is Brand?
Marketing creates value for brand & product
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34. From Dan Cake to Dankek
1994 to 2010
BRAND INVESTMENT ON DANKEK
https://www.youtube.com/watch?v=10K7Yo3
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35. From Dan Cake to Dankek
1994 to 2010
9) MARKETING?
IN THE GOOD VERY OLD DAYS !
PRODUCTION WINS AS CONSUMER IS
HUNGRY
IN THE GOOD OLD DAYS !
DISTRIBUTION WINS AS CONSUMER CANNOT
REACH PRODUCT
NOW !
THE ONE WHO MAKES CONSUMERS BUY THE
PRODUCT IN SHELF WINS (MARKETING)
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36. From Dan Cake to Dankek
1994 to 2010
10) CORPORATE
COMMUNICATION?
CC creates value for shareholder and is above
Marketing which creates value for brand & product
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37. From Dan Cake to Dankek
1994 to 2010
11) DISTRIBUTION?
Space of penetration
Numeric versus weighted distribution
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38. From Dan Cake to Dankek
1994 to 2010
12) MERCHANDISING?
Communication at shelf
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39. From Dan Cake to Dankek
1994 to 2010
13) HIT CONSUMER INSIGHT?
Why do you eat cake?
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40. From Dan Cake to Dankek
1994 to 2010
14) SERVICE QUALITY?
OTIF (On Time In Full) Delivery
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41. From Dan Cake to Dankek
1994 to 2010
15) MANAGEMENT ?
Managing Director or Chief Executive Officier is archaic.
COACHING DIRECTOR or CHIEF COACHING OFFICER
is contemporary.
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42. From Dan Cake to Dankek
1994 to 2010
16) EMPLOYEES?
Human is not Resource but Asset. HR (Human Resources) is
archaic, HA (Human Assets) is contempoary.
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43. From Dan Cake to Dankek
1994 to 2010
17) Answer : ALL !
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44. From Dan Cake to Dankek
1994 to 2010
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