SITUATION ANALYSIS FOR THE ETI HISTORY OF TASTE Afgan Rasulov · PDF fileSITUATION ANALYSIS FOR THE ETI HISTORY OF TASTE ... SWOT analysis is a strategic management application that

SITUATION ANALYSIS FOR THE ETI HISTORY OF TASTE

Afgan Rasulov

Engin Bayrak

Muhammet Ünal

Rabia Akyürek

Taner Kızılhan

FINAL PROJECT

RHİ302 Communication Management

Doç. Dr. NECİP SERDAR SEVER

Eskisehir

Anadolu University Department of Communication Design and Management

December 2011

1

INDEX

1. History ........................................................................................................ 2

2. SWOT Anaslysis ........................................................................................ 4

2.1. Strengths ............................................................................................. 4

2.2. Weakness ............................................................................................ 6

2.3. Opportunities ...................................................................................... 6

2.4. Threats ................................................................................................. 6

3. Stakeholder ................................................................................................. 6

4. Positioning ................................................................................................ 7

5. Evoluation of rivals (Competitors)............................................................. 7

6. 4p (Product, Price, Promotion, Place) ........................................................ 8

6.1. Product ................................................................................................ 8

6.2. Price .................................................................................................. 11

6.3. Promotion ......................................................................................... 12

6.3.1. Advertising . ............................................................................... 12

6.3.2. Direct marketing ........................................................................ 13

6.3.3. Interactive marketing ................................................................. 13

6.3.4. Sales promotion ........................................................................ 14

6.3.5. Publicity and public relation ....................................................... 15

6.3.6. Personal selling ........................................................................... 15

6.4. Place ...................................................................................................... 15

7. Target marketing costumer characteristics .............................................. 16

7.1. Segmentation ..................................................................................... 16

7.1.1. Psychographic ............................................................................ 16

7.1.2. Demographic............................................................................... 16

7.1.3. Socioeconomic ........................................................................... 17

7.1.4. Geographic ................................................................................. 18

8. Communication activities......................................................................... 18

SOURCES .................................................................................................... 21

2

Situation Analysis for the ETI History of Taste

1. History

By the honorary chairman and founder of the project Firuz Kanatlı started

first facility of ETİ production in 1962. In this date, ETİ “historical steps

that marked as the beginning of the growth and development”. ETİ was

always the Pioneer of innovations in its sector in Turkey. Provide the best

products to the Turkish people and thus left a mark in the minds of each roof

of the mouth and created a chain of products. The first digestive / fiver

biscuit, Vetch, the first ready-fried bread “Etimek”, which is the first

industrial-type cake grape, fruit and chocolate cake slice , furthermore the

first packaged pie “Turti”, the first wet gluten-free biscuit and cake “Pronot”

and “Brownie” was the best innovations in among their products; moreover

many more products has pioneered and marked by the ETİ. In addition,

composer and lyricist Mr. Tem Oktay’s with the slogan of “Children are a

jigsaw puzzle” found in everyone’s heart. (ETIa, 2011)

ETI's historic developments are listed below:

1960 Founder Firuz Kanatlı founds the first plant to produce cookies

under the brand “ETİ” and registers with the Chamber of

Commerce and Industry.

1965 Turkish engineers assist in a transition to automated equipment

with the implementation of the first automatic tunnel oven.

1970 The second automatic production plant built in Turkey

begins operation and starts production in three shifts.

Firuz Kanatlı opens Hacı Ahmet Kanatlı Anatolian High

School, named after his father, providing education for

thousands of Turkish young people.

1975 The first imported oven is purchased. Other machinery in the

automated facility are built in Turkey and brought online. ETİ

distinguishes itself from the competition by transitioning from

packaging by hand to automated packaging.

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1980 Tam Gıda Sanayi ve Ticaret A.Ş. is founded on February 6th

and begins making cakes.

1986 ETİ Gıda Sanayi ve Ticaret A.Ş. builds a cake production line at

its Bozüyük plant, where it begins producing Browni and

introduces it to the market.

1990 ETİ Gıda Sanayi ve Ticaret A.Ş. begins producing cocoa

and fruit varieties of ETİ Topkek at its Bozüyük plant and

launches the product.

Production begins on ETİ Negro and ETİ Form Bisküvi and

the products are put on the market.

2003 Firuz Kanatlı adopts TPM (Total Productivity Management) for

the factory management, calling it a “War of Civilization

Project”.

2005 A new cake plant starts up and begins production in order to

meet increasing demand for cakes.

ETİ Gıda Sanayi ve Ticaret A.Ş. receives the HACCP Food

Safety Management System Certificate in February.

Braille alphabet used on Browni Gold 250 gr. packages

released on the market in the second quarter of 2005.

Designed so that visually impaired consumers can recognize

the product, this packaging wins many awards.

After three years of hard work, ETİ Cookie Plant passes the

necessary inspections and receives the TPM Excellence

Award from the Japanese Institute for Plant Maintenance.

Tam Gıda Sanayi ve Ticaret A.Ş. receives the HACCP Food

Safety Management System Certificate in July.

Our slogan for over 200 products is “ETİ Culinary

Civilization”.

ETİ provides exterior lighting for Rumeli and Anatolian

Castle Museums starting in July.

2010 ETİ wins a Gold Award as the Turkish company that made the

most international trademark applications in 2009. ETİ also

wins the Patent League Award for making the most trademark

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applications in Turkey in the food sector and the second most

applications in all sectors.

After successfully passing the final inspections for Total

Productivity Management, the ETİ Cookie Plant wins the TPM

Special award and the Eti Cake Plant wins the TPM Excellence

Award. As a result, now all of ETİ's production facilities have

been awarded TPM Awards.

NOTE: Important dates are listed only. For more information, please visit

www.etietieti.com.

2. SWOT Analysis

SWOT analysis is a strategic management application that provides great

convenience including assessment and management of internal and external

situation. If we phrase SWOT by word it would be as shown below:

S-Strength (which determine the properties of positive and powerful

institution)

W-Weakness (the institution which determine the properties of negative or

weak)

O-Opportunity (both inside and outside the organization that deals with the

states)

T-Threat (the Authority around the possible dangers, risks and threats, says

the market) 4 represents a comprehensive analysis of field

2.1. Strengths

Total Productivity Management system that ETI implements the Japanese

for 8 years. With this productivity last year ETI won in cake factory the

“excellence”, in biscuits “special prize” award. This year the brand ETI

preparing for the World Class Achievement Award where the well-known

brands Volvo, Unilever, and Mazda are participating.

5

In fact ETI doubled productivity and implementing the Japanese

management system that improve the working efficiency of up to 10 times.

Thus, last year brand earned its all biscuit factory an award of “excellence”.

Moreover, ETI aiming to improve productivity in TPM studies and tries to

reduction of losses with the active participation of employees. In TPM

studies brands awarded each year at a ceremony in Japan and ETI was there.

Currently, ETI has 5 factories; the chocolate factory Bozuyuk which

established in 2007 won Excellence award just a year later after establishing

in 2008. Continuously in same area in 2005 brand won the same award of

excellence. The President of ETI of The Supply Chain Group Basri Akçasoy

stated that the brand has in itself the “World Class” (The World Class

Achievement) award which makes the brand perfect. Furthermore, with this

year included “5 of 7” prizes arrived at the factory. Now the goal is to

become a priority biscuit factory in 2012 to win the World Class Award

again. Akçasoy also stated that there are 11 firms received the award of

WCA such as Volvo, Unilever and Mazda. The difference between them our

brand collected 9 years awards in just 6 years.

ETI uses the Japanese’s production system “Total Productivity Management

(TPM)” aimed at reducing losses and increasing productivity in the

factories. With working this production system brand gained 49.2 million

euros with an investment of 2.8 million euros.

The last three years, brand achieved the rate of improvement in machinery

and equipment failures is 87 percent, 35 percent improvement in

productivity and 50 percent of the savings achieved on energy and labor

costs.

8 years, the total production of 200 thousand tons 100 thousand tons,

while the number of workers reached the 3 thousand to 3 thousand 200.

Productivity increased by 50 per cent of total production lines is provided,

the number of workers in these lines decreased by 15 percent. Productivity

6

caused by the redundant workforce, in line with the growth of ETI opened a

new business lines and slid his arms.

2.2. Weakness

ETI is reputation around the world are based on new product development

and creativity. Even as the company investing heavily in R & D, innovation

over time although vulnerable to stop. ETI have companies in Eskisehir and

Istanbul. This situation is weakness for other cities.

2.3. Opportunities

ETI is a company taking advantage of opportunities in an extremely fast and

successful. ETI is look like Japan branching so in front of the very

significant opportunities to extend on a global scale and has a large market.

This at least partially, succeeded in the Japanese market; but given the size

of the market for the right enterprises on the pie zones can be initiativated.

2.4. Threats

Chocolate, biscuit industry can count on-site, or the products, rather than

grow up, or anyone else cannot take a completely different products, this

risk is always there. Flour, cocoa and milk products ETI’s cost increases to

be reflected as an additional cost of sales for the fall, or may lead to smaller

profits. ETI’s success in the sector and the date of its establishment up to

now entrepreneurs in this field and led to many competitors to enter the

market. It is increasingly difficult to compete with each company is a

significant threat to ETI. Potential threats that ETI can be face are listed

below:

1. Market entry of

competitors

2. Changing customer demands and

needs

3. Uncertainty of the economic

situation

7

3. Stakeholders

Stakeholders involved with the organization's products and services,

organization, directly or indirectly, positively or negatively affect the person

or entity affected, groups or institutions. Stakeholders, internal and external

stakeholders with the beneficiaries / customers can be classified as.

İnternal stakeholders: Honorary President, Board of Directors, Human

Resources, shareholders, companies, workers of companies, families of

workers, logistics firms, Ministry of Health

External stakeholder: Government ( ministries, law enforcement and

supervisory board ) auditors, legal framework, the media (written and visual

media), social media (Facebook and twitter), the food industry, ISE, other

food companies, organizations and institutions run by social responsibility

projects, ad agencies, clients.

Beneficiaries: The buyers of the product, food dealers, distributors

4. Positioning

ETI is spread across the country in Turkey and a few in the world. In terms

of market positioning; ETI's "ETI lezzet uygarlığı!" slogan with the product

is clearly seen that promise. The success of effective and efficient sales

management applications, sales organization that the trust company,

products, and in which belief in the quality of the institution's competitive

position is directly proportional to the sector.

ETI employees and sales organization in this sense the power and value-

added enterprise features, as well as in the rapidly changing market

conditions, changes in the structure that adapts easily to create distinctive

products, which are contained in the sales process with the industry leading

position that everyone would want to be in the ground creating the right

5. Evaluation of rivals (Competitors)

8

ETI's main competitors the Ülker, Saray and Şölen companies made

comparisons with the ETI's current status are listed below.

Ulker-ETI: As a food company Eti started its operation in 1962. In the

market the biggest rival of ETI is Ulker. Ulker is in competition with Eti

almost in all areas. Ulker entered the market in 1944 with the production of

biscuit in Petitbeurre. Given the competition of the two companies

manufacture, distribution, sales, quality issues go to head to head. From the

perspective of the two brands, they are both do not compromise on product

quality. In terms of product distribution, however, the issue of both Ulker’s

and ETI’s products are easily accessible. In addition, the two brands on the

market in excess of the shelf is also very good. In terms of pricing because

of the similarity of the products they put on the market, their prizing policy

is very similar. When we compare this two brands’ positioning; ETI’s

“Civilization of meat flavor!” slogan is clearly telling ETI’s product

promise. On the other hand Ulker is not able to tell a clear product promise

to its stakeholders. This situation is the weakness of Ulker in its competition

with ETI.

Solen-ETI: Solen was founded in 1989 in Gaziantep. It has a large and

rapid development in recent years and by this way it became a major

competitor of ETI. Solen does not have a large diversity as ETI has, because

of this situation It has the biggest competition with ETI on chocolate

production. Solen has no problem on attainability. Also because of

producing same kind of stuff, it’s pricing strategies has almost no difference

with ETI’s. As a thriving food company, Solen may be able to be one of the

biggest company in the market in coming years. On this way the biggest

problem that Solen has is the problem of finding a good product promise.

Solen does not have a clear product promise and it is a weakness for them

on competition with ETI. Also another problem of Solen is that; they don’t

have succesful public relations and social responsibility projects.

Saray- ETI: Another major competitor of ETI is Saray Firm. It has founded

in 1959 in Karaman. It has a large diversity which includes products

9

chocolate to gum. It has the same strategies on prizing with ETI. Also Saray

is a big competitor of eti on attainability and recognition. Saray is very

successful on advertising and public relations but just like the other

competitors of ETI, it is suffering from finding a successful product

promise.

6. 4P (Product, Price, Promotion, Place)

6.1 Product

ETI Products List (ETIb, 2011)

Cookies And Wafer Bars

Cookies Çay Keyfi

Tutku

Sandwhich Cream Biscuits

Negro Chocolate

Negro

Kremalı

Salty Cookies Elbette

Specials

Cin

Puf

Benim’O

Prenses

Plain Biscuits

Petit Beurre

Tea Biscuits

Finger

Kakaolu

Biscotte Biscotte Toast

Wafers Hoşbeş

Etimek Etimek

Crackers And Cereals

10

Sticks Crax

Sesame Stick

Cracker Biscuits

Tadında

Balık

Pizza

Cereals Lifalif

Cakes And Pies

Cakes And Pies

Popkek

Topkek

Browni Intense

Browni Gold

Slice Paykek

Cin Cake

Petito Marmi

Adic To

Adic To Intense

Adic To Browni

Serving Cakes

Paykek

Browni Gold Mini

Browni

Tartini

Adic To Browni Cocoa

Adic To Browni Gold

Popkek Mini

Healthy And High-Fiber Biscuits

Healthy And High-Fiber Biscuits

Burçak Digestive

Burçak Yulaflı

Burçak Sultani

Burçak Kurabi

Burçak Kepekli

11

Pronot

Light Products

Light Products

Sugar Free Bran Biscuits

Citrus Fibre Biscuits With Bran

Chocolate Covered Fibre

Biscuits

Orange Cream Sandwich

Biscuits With Bran

Sugar Free Bran Stick Crackers

Sugar Free Rusk Bread

Biscuits With Bran And

Oatmeal

Light Muesli

Form With Corn And Rice

Fruity Fibre Biscuits With Bran

Grain Biscuit

Chocolate Tablets And Countlines

Çikolata Keyfi Çikolata Keyfi Milk

Çikolata Keyfi Bitter

Çikolata Keyfi Sticks Çikolata Keyfi Sticks

Chocolate Bars And Chocolate

Products

Wanted

Soho

Gofredo

Remixx

Baby Food

Baby Food

Cicibebe

Cicibebe Baby Biscuits With

Banana

Baby Rusk With Vitamins

12

6.2 Price

Eti Products Price List

4.Plain Biscuvits Segments Quantity Prices (TL) Package Deals

Item No. Item Name Quantity

Gr.

Piece

Box Factory Price

KDV

Included

Suggested Retail

Price Factory Price

KDV

Included

22101 Petit Beurre 150 16 0,7 0,76 0,95 11,2 12,1

29101 Petit Beurre 200 16 1 1,08 1,35 16 17,28

13101 Petit Beurre 2'li 400 10 2 2,16 2,7 20 21,6

24101 Petit Beurre 5:li 1.000 5 4,44 4,8 6 22,2 23,98

49101 Petit Beurre 6'h 1.200 5 4,44 4,8 6 22,2 23,98

15114 Etibör 200 16 1 1,08 1,35 16 17,28

16114 Etibör 2'li 400 10 2 2,16 2,7 20 21,6

17119 Kakaolu Petit Beurre 185 16 0,93 1 1,25 14,88 16,07

18119 ser 370 10 1,85 2 2,5 18,5 19,98

18337 Petito Şokoçok 50 6x24 0,37 0,4 0,5 53,28 57,54

17102 Fincjer 150 16 0,74 0,8 1 11,84 12,79

27102 Finçjer 450 10 2,22 2,4 3 22,2 23,98

37102 Finger 900 5 4,44 4,8 6 22,2 23,98

18106 Piknik 75 24 0,3 0,32 0,4 7,2 7,78

TOTAL 5730 159 26,43 28,56 35,7 277,7 299,94

5. Single Product Segments Quantity Prices (TL) Package Deals

Item No. Item Name Quantity

Gr.

Piece

Box Factory Price

KDV

Included

Suggested Retail

Price Factory Price

KDV

Included

19329 Benimo Lokmalık 96 24 0,74 0,8 1 17,76 19,18

29329 Benimo Lokmalık 3'lü 288 12 2,22 2,4 3 26,64 28,77

19367 Benimo 30 4x36 0,22 0,24 0,3 31,68 34,21

28314 Cin Lokmalık 140 24 0,89 0,96 1,2 21,36 23,07

58317 Cin Lokmalık 3'lü 384 12 2,22 2,4 3 26,64 28,77

29314 Cin Tekli Portakallı 29 60 0,19 0,21 0,25 11,4 12,31

69314 Cin 5'li 145 24 0,89 0,96 1,2 21,36 23,07

16314 Cin Çoklu (13'lü) 377 12 2,04 2,2 2,75 24,48 26,44

19322 Cin Tekli Çilekli 29 60 0,19 0,21 0,25 11,4 12,31

26311 Puf Kakaolu 18 6x48 0,15 0,16 0,2 43,2 46,66

49311 Puf Kakaolu 18 72 0,15 0,16 0,2 10,8 11,66

16311 Puf Kakaolu 8'li 144 12 1.11 1,2 1,5 13,32 14,39

59312 Puf Hindistan Cevizli 16 6x48 0,15 0,16 0,2 43,2 46,66

49312 Puf Hindistan Cevizli 16 72 0,15 0,16 0,2 10,8 11,66

18312 Puf Hindistan Cevizli 8'li 128 12 1.11 1,2 1,5 13,32 14,39

57313 Puf Renkli 18 6x48 0,15 0,16 0,2 43,2 46,66

47313 Puf Renkli 18 72 0,15 0,16 0,2 10,8 11,66

59341 Puf Çilekli 18 6x48 0,15 0,16 0,2 43,2 46,66

49341 Puf Çilekli 18 72 0,15 0,16 0,2 10,8 11,66

19333 Prenses 30 48 0,19 0,21 0,25 9,12 9,85

17333 Prenses 10'lu 300 12 1,81 1,95 2,45 21,72 23,46

TOTAL 2260 600 12,8 16,22 20,25 466,2 503,5

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6.3 Promotion

If we define the concept of promotion, the employee is sent by businesses

and buyers to communicate with the target market, by providing information

about goods and services, operating for the benefit of any other changes

necessary to ensure that marketing efforts on the transmission of

messages.Decisions need to be examined on this issue, determine the best

target market, buyers and better detection of characteristics that affects them

incentives. After these studies, business prepares promotion program.

(Emgin & Süngü, 2004)

6.3.1. Advertising

Advertising "to persuade people to act as a volunteer in a certain, a certain

thought to direct their attention to a product, service, organization of ideas

and trying to attract, to give information about him, about her views and

attitudes to change or adopt a particular opinion or attitude created to

provide ; communication tools exhibited by purchasing place or time, or

certain other forms, which is circulated and was created for a fee (in other

words, which is the identity of the persons or organizations providing

financial support) announcement ".(Gürsoy, 2011)

ETI is listed below the most recent examples of advertising:

Corporate (Kurumsal)

Mutluluk İki Parmağının Arasında

Mutluluk İki Parmağının Arasında Mersin

Mutluluk İki Parmağının Arasında Mazhar Alanson

Mutluluk İki Parmağının Arasında Rize

Product advertising (Ürün

reklamları)

Kombo: “Şekli Kombo, Lezzeti Kombo”

Popkek Goa: Popkek’in Goa’sı Çıktı,

Browni Intense Vişneli: Mutlu Et Kendini

Gofredo: ETİ Gofredo, Ye Ye Bitmiyor

14

Form: Hayatı hafife al, Form ye Formda kal!

Ads can be watched at this address (http://www.etietieti.com/bizden_reklamlar.aspx)

6.3.2. Direct marketing

Direct sales, the customer can deliver without additional charge. ETI does

not have direct sales promotion

6.3.3. Interactive marketing

Interactive marketing, aimed target groups at changing behaviors by

creating an interactive experience, focused web sites for customer, e-

commerce, intranet, extranet, using technologies such as internet marketing

aimed solutions at the positive path, the path of the most intense is the

advertising industry today.

ETİ does not have interactive marketing promotion

6.3.4. Sales promotion

Sales promotion include contests, coupons, freebies, loss leaders, point of

purchase displays, premiums, prizes, product samples, and rebates. ETI has

sales promotions the updated examples are listed below:

Example 1:

Taste of Life Campaign ETI Salt

Between 1 October to 15 November 2010 the promotional of ETI Popkek as

Wanted ETI, ETI and ETI Boom Wanted Crax (ETI Stick Crackers 40

grams and 150 grams of simple products Crax excluded) packages in the

password, send a text message 3686'ya Turkcell, Hourly or Daily 100 SMS

15

message 12TL/30 Minute Speech Pack Mobile Game Pack or enjoy the

chance to win! (ETI, 2010)

Example 2:

Besides ETI disaster victims

Due to the earthquake disaster in ETI Van conveys wishes all our citizens

get past, those who lost their lives in mercy, patience, and offer our

condolences to the relatives.

ETI, especially Cicibebe and etimek, including the various ETI products

needed in the disaster area to Van, the Provincial Disaster and Emergency

Directorate; Ercis Assistant to the Governor of the pain, the crisis has sent

for delivery to the Panel Chairman.

Sincerely,

ETI

6.3.5. Publicity and public relations

Public Relations (PR) is the actions of a corporation, store, government,

individual, etc., in promoting goodwill between itself and the public, the

community, employees, customers, etc.

6.3.6. Personal selling

Face-to-face selling called personal selling, to meet with one or more

potential clients, the mutual conversation and aims to conclude the sale.

(Satışteknikleri,2010)

ETİ does not have personal selling promotion.

16

6.4 Place

Company Headquarters Eskisehir / ETI Group Headquarters

Istanbul / ETI Pazarlama ve San. A.Ş.

ETI Gıda Sanayi ve Ticaret A.Ş.

ETİ Gıda Cookie Production Facility / Eskisehir

ETİ Gıda Bozüyük Facility / Eskisehir

ETİ Gıda Chocolate Facility / Eskisehir

ETİ Gıda Cake Facility / Eskisehir

Tam Gıda Sanayi ve Ticaret A.Ş. Eskisehir

ETİ Pazarlama ve Sanayi A.Ş.

Central Eskisehir

ETİ Marketing has almost 200,000 sales points and its goal

is to reach every part of Turkey via its regional headquarters

located throughout the country. ETİ Marketing has created

an extensive distribution network with the distributors it

works together with as business partners and their almost

1000 sales representatives. ETİ Marketing handles the sales

of all ETİ products on five continents and in almost 50

countries through its distributors. (ETIc, 2011)

ETİ Makine Sanayi ve Ticaret A.Ş.

Central Eskisehir

ETİ Makine was founded in 1978 for the purpose of meeting

the need for equipment and machinery in the food

production facilities of the Group of ETİ Companies. It

possesses the infrastructure and know-how necessary to

build cookie, cracker and cake production facilities on a

turn-key basis ready for operation. (ETİd, 2011)

7. Target marketing costumer characteristics

7.1 Segmentation

7.1.1 Psychographic

In Turkey, "industrialist of companies” determined generally product based

on of market and manage as this situation. Now, this "base" is changing and

17

the market is fundamentally different, mainly in the need / benefit basis

brands makes a difference. For example, the market of biscuits is always a

classic-crackers-cream and cookies ... served to analyze the form. Looking

at the market you need to do such a thing as "better than cream biscuits"

which would produce something that can be created so the difference is not

easy. However, the market for ETI divided on the basis of interesting. health

care segment, "FORM", the flavor segment, "Passion" put their brands.so

ETI evolved so that it creates a new lane. FORM is now a cracker, cake or

any other "product" but a certain group of consumers that meet a particular

need for a "brand". ETI social media, print media, radio, television and

billboards through the appeal to the public. In this way, ETİ is reaching each

age group and every region. Supports its social campaigns promoting

products. ETI-style appeal to all kinds of people.

7.1.2 Demographic

Demographic distribution in case of gender, sex that is male or female

gives information about the potential buyer of the goods.it is determined

that if the goods that will be sold are appeal to women or men or which type

of consumer consumes this goods most. we can examplify this as women

shops more than men.

ETI products are usually female has been prepared for customers.

According to research, women are more preferred. Other products were

examined gender discrimination been made. Meat for the food industry

makes a choice according to the taste of female or male. There is not a

distinction which each regarding the Distribution of Age Groups the

distribution of population by age groups in the venue of the sale, is to be

offered for sale consumption of goods likely to provide information about

the seller.

ETI is for all ages. For example:

For the 0-3 age group: Cicibebe varieties, Pronot

18

For children over 3 years:

Cin, Puf, Benim'Oprenses, Petito,

Fish Crackers, Pizza Crackers,

Tarts, Chocolate varieties

For young people:

Tutku, Tamdabu!, Kombo, Negro,

Hoşbeş, Crax, Susamlı çubuk

kraker, types of chocolate

Medium for the elderly:

types of chocolate Çaykeyfi,

Elbette, Kaymaklım, Kremalı, Petit

Beurre, Etibör, Finger, Kakaolu,

Gofret,

For the elderly: Burçak, Pronot, Cake variates

For the private group (those who

diet): Etimek, Form, Lifalif

7.1.3 Socioeconomic

The amount of money that consumers have for revenues and expenditures,

effects the type and quantity of the good or service which the consumers

want to have.

Because of this, it is very important know consumer’s incomes for

marketing activities. Most of the time, end users being collect around the

family what is the core of the society. For this, personal and family needs,

plays a major role in the final consumption. For marketing activities, it is

very important the if man or the wife meets the family needs. ETI

manufactures products for every consumer with income levels. Each

consumer, can find products according to their income level. For example;

while a product is 0,25 lira; the other can be sold by 2.5 lira. Change in the

price list does not exist on the taste and quality. There are size and quantity

change.

7.1.4 Geographic

19

It is important to make distribution and promotion and determining the

direction of products and services by determining the general features of the

region where the target customer group lives. With nearly 200,000 sales

points ETI Marketing, through district offices throughout the country aims

to reach every destination in Turkey. ETI has adopted as its distributors and

affiliated marketing partner and with about 1000 sales representative it

created a widespread distribution network. By 160 domestic representative,

and representatives in 50 countries in 5 continents of the world ETI is

selling its products.

8. Communication activities

ETI’s main communication activities are listed below:

Social Responsibility Projects

ETİ ÇEKÜL Cultural Ambassadors

ETİ has launched a long-term social responsibility project

together with the ÇEKÜL Foundation aimed at preserving

and passing down to future generations values of our society

that are on the verge of being forgotten.

ETİ Children’s Ferry Boat

The ETİ Children‟s Ferry Boat project launched in 2007 as

a result of ETİ‟s awareness of social responsibility hosted a

total of 800 children under the care of the Social Services

and Child Protection Agency.

ETİ Children’s Theater

Since 2001, ETİ has introduced more than 1 million Turkish

children to the enchanting world of theater free of charge. /

www.etietieti.com/cocuktiyatrosu

Cooperation between ETİ Burçak and WWF-Turkey

"Konya Basin Modern Irrigation Project"

The Konya Basin raises most of Turkey‟s grain and would

also be hit the hardest by drought caused by global climate

change, so ETİ Burçak and WWF-Turkey cooperated on the

Konya Basin Irrigation Project in order to preserve water

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resources in this region.

Guests

Şehrazat: “ETİ Ürünleri Çocukluğumdan Bu Yana

Evimizden Hiç Eksik Olmamıştır..”

Volkan Konak: “Çocukluğumun Alışkanlığı ETİ”

Teoman: “ETİ, ETİ, ETİ” jingle’ı! Özellikle benim kuşağım

için, belki de en bilinen şarkı odur.”

Sunay Akın: “ETİ Oyuncaklar ve Çocukluk Düşleri...”

Candan Erçetin: “Bir bilmecem var çocuklar, çayda

kahvaltıda yenir, bisküvi deyince akla, hemen onun adı gelir.

ETİ ETİ ETİ”

Müjdat Gezen: “ETİ Çocukluğumu Çağrıştırıyor”

General activities

ETİ Burçak ve Doğal Hayatı Koruma Vakfı (WWF-

Türkiye) Doğru Tarımı Desteklemeye Devam Ediyor

ETİ Burçak ve Doğal Hayatı Koruma Vakfı (WWF- Türkiye),

küresel iklim değişikliğine uyum için Konya Havzası„nda

başlattıkları “İklime Uyum Seferberliği” projesi kapsamında

çiftçilere verdikleri eğitim ve destekle doğru tarım

uygulamalarının yaygınlaştırılmasını sağladı. Yapılan pilot

uygulamalar sonucunda 20.640 m3 su kaybı önlendi, başka

bir deyişle dört kişiden oluşan 34.000 ailenin bir günlük su

tüketimine karşılık gelen su tasarrufu sağlandı. 01 / 11 /

2011

ETİ’den 50. yıl Kutlamaları Kapsamında 3D Sinema

Sürprizi!

ETİ, 50. kuruluş yılı kapsamında hayatlarında hiç sinema

izlememiş olan Rize Çamlıkköy sakinlerine

3 boyutlu sinema filmi izlettirerek Karadenizlilere büyük bir

mutluluk yaşattı. 03 / 10 / 2011

ETİ, 50. Kuruluş Yıldönümünde Eskişehir ETİ Arkeoloji

Müzesi’ni Açtı

Türkiye‟de özel sektör desteği ile hayata geçirilen ilk müze

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olma özelliği taşıyan “Eskişehir ETİ Arkeoloji Müzesi”, 28

Mayıs‟ta Başbakan Recep Tayyip Erdoğan ve ETİ Onursal

Başkanı Firuz Kanatlı‟nın katıldığı bir tören ile açıldı.

Yaklaşık 10 yıldır ziyarete kapalı olan müze, ETİ‟nin 9

milyon TL‟lik yatırımı ile yeniden hayat buldu. 27 / 05 /

2011

For more information use the following links: http://www.etietieti.com/bizden_etkinlikler.aspx

http://www.etietieti.com/bizden_roportajlar.aspx

http://www.etietieti.com/bizden_bultenler.aspx

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SOURCES

ETIa. (2011). ETI History. Retrieved December 23, 2011, from

http://www.etietieti.com/kurumsal_tarihce.aspx

ETIb. (2011). ETI Products. Retrieved December 23, 2011, from

http://www.etietieti.com/en/products.aspx?mainId=1

ETIc. (2011). ETI Products. Retrieved December 24, 2011, from

http://www.etietieti.com/kurumsal_sirketler.aspx?mainId=226

ETId. (2011). ETI Products. Retrieved December 24, 2011, from

http://www.etietieti.com/kurumsal_sirketler.aspx?mainId=228

ETI. (2010). ETI News. Retrieved December 23, 2011, from

http://www.etietieti.com/bizden_duyurular.aspx?mainId=691

Market Kuruyemiş Toptan, Perakende Satış (2010, September). Eti bisküvileri

2010 toptan perakende bisküvi segmenti. Retrieved from

http://marketkuruyemis.blogspot.com/2010/09/eti-biskuvileri-2010-

toptan-perakende.html

Yılmaz. Ş. (2011, June 21). İnteraktif Pazarlama Nedir?. Blog Reklam

Retrieved from http://blog.reklam.com.tr/pazarlama/interaktif-pazarlama-

nedir/922/

Satışteknikleri (2010, March 15). Kişisel Satış Tutundurma. Satışteknikleri.

Retrieved from http://marketkuruyemis.blogspot.com/2010/09/eti-

biskuvileri-2010-toptan-perakende.html

Gürsyo, T. (2011). Reklam Terimleri ve Kavramlar Sözlüğü, I. Press, İst:

Adam, p.9

Emgin, Ö., & Süngü, A. (2004, June). Pazarlama Kavramı İçerisinde

Tutundurma Fonksiyonu. Mevzuat Dergisi, 78.