The Impact Of Banvit’s Strategy Toward Bird Flu

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Fall 2005
Koç University Marketing 302 Consumer Behaviour
Final Project
Homework

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  • The Impact Of Banvit’s Strategy Toward Bird Flu

    1. 1. The Impact of Banvit ’s Strategy Toward Bird Flu Crises on Consumer Behavior MKTG 302 CONSUMER BEHAVIOUR Prepared by: Burcu Kurt Duygu Çekiç Elif Sicim İlknur Koç Tutku Rüya Özmen
    2. 2. <ul><li>MOTIVATION </li></ul><ul><li>OBJECT I VE S </li></ul><ul><li>STEPS OF THE RESEARCH </li></ul><ul><li>COLLECT I NG AND EVALUAT I NG SECONDARY DATA </li></ul><ul><li>PRIMARY RESEARCH </li></ul><ul><li>RESULTS </li></ul><ul><li>MARKETING RECOMMENDATIONS </li></ul>
    3. 3. MOTIVATION <ul><li>WHY WE CHOOSE THIS TOPIC? </li></ul><ul><li>BIRD FLU CRISES WAS BENEFICIAL TO US!!! </li></ul>
    4. 4. OBJECTIVES <ul><li>The main objective of our research is to find the effect of the marketing strategy implented during the bird flu crises on the consumer’s opinions and final buying habits. </li></ul>
    5. 5. S TEPS OF THE PROJECT <ul><li>COLLECTING AND EVALUATING SECONDARY DATA </li></ul><ul><li>PRIMARY RESEARCH </li></ul><ul><li>RESULTS </li></ul><ul><li>MARKETING RECOMMENDATIONS </li></ul>
    6. 6. Past crises <ul><li>Fake Raki – Mey İçki </li></ul><ul><ul><li>Not Mey’s fault, but still </li></ul></ul><ul><ul><li>intervened to the process </li></ul></ul>COLLECTING AND EVALUATING SECONDARY DATA <ul><li>Fake Honey – Binbirçiçek </li></ul><ul><ul><li>Accused unfairly because of </li></ul></ul><ul><ul><li>similarity of brand’s name </li></ul></ul><ul><li>Mad Cow </li></ul><ul><ul><li>In J apan, England and Denmark </li></ul></ul><ul><ul><li>meat producers bankrupted because </li></ul></ul><ul><ul><li>of wrong marketing strategies </li></ul></ul>
    7. 7. Bird Flu <ul><li>Avian Influenza </li></ul><ul><li>D isease affecting birds </li></ul><ul><li>Contamination by excrement </li></ul><ul><li>Mortal, rare on humans </li></ul><ul><ul><li>happen when contact with infected poultry </li></ul></ul><ul><li>In Turkey </li></ul><ul><ul><li>Kızılköy, Manyas Kuş </li></ul></ul><ul><ul><li>Cenneti v ery near of Banvit’s </li></ul></ul><ul><ul><li>production plant </li></ul></ul>
    8. 8. Banvit’s Strategy <ul><li>Bio-security </li></ul><ul><ul><li>High standards of security, </li></ul></ul><ul><ul><li>disinfection of the area </li></ul></ul><ul><li>Cash flow management </li></ul><ul><ul><li>Postpone liabiliteies payments, </li></ul></ul><ul><ul><li>ceased discounts </li></ul></ul><ul><li>PR Side </li></ul><ul><ul><li>Transparency of communication tools, </li></ul></ul><ul><ul><ul><li>Every e-mail, every phone call answered </li></ul></ul></ul><ul><ul><ul><li>simultaneously and correctly </li></ul></ul></ul><ul><ul><ul><li>Press conferencces, web site, seelling points, raising awareness advertisement campaings </li></ul></ul></ul><ul><ul><li>informative ads in TV, metro, magazines </li></ul></ul><ul><ul><li>E-mail chain </li></ul></ul>
    9. 9. <ul><li>Ömür Gıda “ Sabancı Güvencesi” </li></ul>
    10. 10. Other’s Strategy <ul><li>Bey piliç “Her şey kontrol altında” </li></ul><ul><li>Şeker Piliç “Biz pilicimizi biliriz, Evet güvenle tüketebilirsiniz” </li></ul><ul><li>Keskinoğlu “İçiniz rahat olsun, markalı ürünler sağlıklıdır, Güvenle Keskinoğlu” </li></ul><ul><li>Common points, Banvit & others: </li></ul><ul><ul><li>advertisements were informative. </li></ul></ul><ul><ul><li>They all focused on the security of </li></ul></ul><ul><ul><li>branded products </li></ul></ul>
    11. 11. PRIMARY RESEARCH <ul><li>QUALITATIVE DATA COLLECTION </li></ul><ul><li>METHOD:FOCUS GROUP </li></ul><ul><li>RESULTS:DORM VS. HOME DIFFERENTANTION </li></ul>
    12. 12. PRIMARY RESEARCH <ul><li>QUANTITATIVE DATA CO L LECTION </li></ul><ul><li>METHOD: SURVEY </li></ul><ul><li>RESULTS: </li></ul><ul><li>PART I: General chicken consumption of consumers </li></ul><ul><li>PART II: Chicken consumption of consumers during the crises </li></ul><ul><li>PART III: Chicken consumption of consumers after the crises </li></ul><ul><li>PART IV: Demographic profile of the respondents </li></ul>
    13. 13. <ul><li>PART IV: Demographic profile of the respondents </li></ul>RESULTS
    14. 14. <ul><li>Male respondents were slightly more than the females.(Question 2) </li></ul>
    15. 15. <ul><li>We have slightly more respondents from the engineering faculty. However, if we consider the number of students in each department the data is quite reasonable. (Question 3) </li></ul>
    16. 16. <ul><li>We have more respondents staying at dorms.(Question 4) </li></ul>
    17. 17. RESULTS <ul><li>PART I: General chicken consumption of consumers </li></ul><ul><li>Before the bird flu crises the mean of chicken/turkey consumption is 2 or 3 times a week (Question 2). Generally consumers prefered using Keskinoğlu, Banvit, Şeker piliç and Mudurnu (Question 3). </li></ul>
    18. 18. RESULTS <ul><li>PART II: Chicken consumption of consumers during the crises </li></ul><ul><li>Among 30 samples, interestingly, 15 of the m stop consuming chichken/turkey while 15 of them went on their consumption(Question1). Among those who continued eating chicken, generally tendency is toward continuing or slightly decreasing the consumption level.(Question2) </li></ul>
    19. 19. <ul><li>Although there seems to be a high ad awereness, compared to intensities of these ads these numbers are not as high as expected. </li></ul>
    20. 20. <ul><li>Respondents thought general chicken advertisements made during that period are reliable.(Question 10) </li></ul>
    21. 21. <ul><li>Respondents who know about the Banvit ads found them generally reliable.(Question 12) </li></ul>
    22. 22. <ul><li>36% of the respondents who found Banvit ads reliable said that they increased their consumption level slightly. However, 64% of them said they did not change their consumption level. </li></ul>
    23. 23. RESULTS <ul><li>PART III: Chicken consumption of consumers after the crises </li></ul><ul><li>Now almost all the respondents said that they are again consuming chicken or turkey. (Question 1)However, 7 of them reported that they are not consuming at the same level before the bird flu crises due to reasons such as finding new alternatives, believing that the crises does not end. </li></ul>
    24. 24. Recommendations <ul><li>Decrease the amount but continue informative advertisement </li></ul><ul><li>New advertisement </li></ul><ul><ul><li>To renew </li></ul></ul><ul><ul><li>To improve the image </li></ul></ul><ul><li>Short term discounts for promotions </li></ul><ul><li>Because, potentieal customers are waiting to be caught </li></ul><ul><ul><li>Either with awareness or with price. </li></ul></ul>
    25. 25. <ul><li>Questions? </li></ul><ul><li>Thanks... </li></ul><ul><ul><li>Burcu Kurt </li></ul></ul><ul><ul><li>Duygu Çekiç </li></ul></ul><ul><ul><li>Elif Sicim </li></ul></ul><ul><ul><li>İlknur Koç </li></ul></ul><ul><ul><li>Tutku Rüya Özmen </li></ul></ul>The Impact of ’s Strategy Toward Bird Flu Crises on Consumer Behavior

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