A Brand Study Project

by Hsamettin Albahan

The Brand is (lker) Teremya.

The information is going to be presented about this brand in a succinct, persuasive and enthusiastic manner.

LKER
(Information about the company)
History of the company:

The company began to produce biscuits in 1944 with a small oven and 3 workers. During the first years, 200 kilograms of biscuit was manufactured in a day with only a few ovens and 3 workers and annual production was 75 tons. 4 years later, the production was moved into the biscuit factory in Topkap, and the production capacity was tripled. By 1950s, the increasing demand for lker biscuits provided some arrangements for product distribution. The goods were delivered to trades at factory prices, without transportation costs. In 1960, lker diversified its products, and products are produced by machines which are brought from Germany. The growth of lker continued in 1970s. Anadolu Gda was established in Ankara as a public company, doubled the biscuit production capacity. In 1974, the first export of 200 thousand dollars was made to Kuwait. A Research and Development department was founded in 1974 in order to compete with international companies in the export market. In 1974, the second factory founded in Istanbul began producing chocolate. Beginning from 1980s, the production range was enriched, and manufacturing of some of the production machines within its own body started. With the expansion of investment areas, the efforts for institutionalization began and group companies were gathered under Yldz Holding. In 1990s, Yldz Holding made investments in other fields of the food sector. By 1992, lker brand made investments in margarine, vegetable oil and industrial oil sectors. In 1993, Pendik Niasta was founded in cooperation with Cerestar, the largest starch producer of Europe.

LKER
(Information about the company)
History of the company (continue)

The year 2000 was a big turn in the history of lker. Sabri lker, founder of lker brand, transferred active management to the next generation and Murat lker was brought in as Chairman of the Board of Directors. lkers approach for establishing partnerships with the worlds leading brands continued during 2000s. Factories were founded in foreign countries in order to expand in the international market and to meet the needs of the particular region. lker founded a factory in Romania and Yldz Holding entered in the European Community. lker entered the instant coffee market with Caf Crown brand in 2005. Another partnership established with the worlds giant companies was the association founded with Kelloggs in breakfast cereals area in 2006. In 2007, im Smartt met with little consumers. At the end of 2007, Yldz Holding acquiried Godiva, worlds leading premium chocolate and chocolate products brand. The Holding also incorporated Uno, Doa ay, Oba ay and Kerevita brands in the large Yldz Holding family in 2008.

Teremya
(History of Brand) In 1992, lker brand made investments in margarine, vegetable oil and industrial oil sectors. After Bizim Ya, Teremya is produced by lker. The first advertisement of Teremya appeared in 1999. evval Sam acted in this ad.

Mission and Vision of the Company

Vision: We believe in that Everybody has the right to live a happy childhood, no matter where in the world. Yldz Holding was formed 65 years ago around this idea. Mission: The satisfaction of customers come first for Yldz Holding. We know the needs of our society. We produce goods, which meet the needs of customers, by using last technology in terms of quality and hygiene to provide customers satisfaction.

The Main Long Run Marketing Objectives

Turkish consumers prefer to use margarine instead of butter because of their economic conditions. This means a big market for producers over the long term. As a market challenger lker tried to expand its market share with product diversities like Bizim Ya. lker plans on being market leader and expanding the market of margarine for breakfast.

The Main Short Run Marketing Objectives

lker has the biggest market share at packed margarine in the market. And in the market its market share is %32. As a short run marketing objective lker will try to get the biggest market share at cup margarine in the market. Expected market share is over %32.

SWOT Factors
Strengths: lker has more than one brand in the margarine market. So it addresses more customers. Weaknesses: lker is new in the market. The first margarine in Turkey is produced in 1950s. For example Sana is produced in 1953 by Unilever. Opportunities: In 2008, lker Teremya was begun to produce with honey in it. This development gave action to the market and searches began for new tastes. lkers leadership is important in this search. Threats: Long-established firms exists in the market. The margarine was called as Sana for along time in Turkey. lker should do its best.

Positioning
There are seven approaches to use in positioning strategy. One of these approaches is product class approach. Product class approach says that a brand can be positioned with respect to a product class or can be positioned with respect to a competitor. With using this approach, Teremya brand is positioned with respect to butter. Butter is a dominant product class and a competitor for Teremya in some areas like breakfast, cooking.

Products Primary Benefit to the Consumer Segments

As a big benefit, products price can be said. Margarine is used by Turkish consumers to a large extent. Margarine prices determines this consumption. Teremya is not butter but with its positioning and taste, it helps to consumer segments who want to get butter taste in their meals, food and cookies.

Important Product Attributes

With its successful positioning strategy, Teremya is perceived as butter so its usage is high. In 2008, Teremya produced Ball Teremya which was like a revolution on bread. Teremya became a strong alternative for breakfasts. This was a thing about Teremya that can help differentiate it from the competition.

What about the Competitors Brands?

With the adding of margarine to functional foods, Unilever, lker and Marsa began to look for new tastes. As a rival for Teremya, Unilever produced Sana and Marsa produced Luna. After adding honey to margarine, competing gained speed.

Overall Marketing Communications Goals

The marketing communications of Teremya is addressed to the attitude change of its customers because of its positioning. With getting awareness, increasing actual purchase is another marketing communications goal. As an integrated marketing communication tool, the company use advertising on TV for Teremya to communicate with customers.

References:
http://www.ulker.com.tr/tarihce.aspx http://www.ulker.com.tr/donum_noktalari.aspx http://www.ulker.com.tr/tv_reklamlar_icerik.aspx?listitemid=2289 http://www.ulker.com.tr/vizyon_misyon.aspx www.agid.org.tr www.borsadiyalog.com www.modernmargarin.com www.unilever.com.tr http://www.radikal.com.tr/haber.php?haberno=176259 http://www.kalder.org.tr/%5CGenel%5Cdownload%5C11%20Ulusal%20Kalite%20Kongresi/1C_muge%20elden_s unum.pps http://www.sutdunyasi.com/s18/yeni_urunler.html http://hurarsiv.hurriyet.com.tr/goster/haber.aspx?id=12376249&yazarid=18