Dalin was launched in Turkey in 1983 as a “baby shampoo with no more tears” positioning. Sibel Caglar, Dalin Marketing Director is explaining with the help of market data, how Dalin as a local brand is competing with international brands over the years and dominating the baby hair care category with a 48% market share in 2017.
In the Q&A section, market conditions, definition of competition and adaptability to the changing market place conditions are discussed.

Arzum was quick to notice the changes in global trends in the late 1990s and started collaborating with various manufacturers and designers around the world, gaining an important competitive advantage.  

Murat Kolbaşı explains how they put the "value chain" into practice for Arzum, with real life examples and experience.

In the last 10 minutes of the Q&A session, Porter’s famous "value chain" concept is addressed through the Arzum example.

The importance of customer satisfaction is even more pronounced in the fuel sector, where branding is much more difficult; therefore making CRM a crucial factor in all branding their efforts.

Opet VP (2004-2018) Timucin Guler, is explaining how CRM evolved at Opet since 2004, with the market results obtained.

In the Q&A section, the definition of CRM, lessons learned from Opet CRM campaigns, their communications and analytics are covered.

Mehmet Nane explains how they were faced with stagnant sales and profitability in 2013 and how they started off by determining a new target audience and new positioning to overcome the problem, yielding CarrefourSA successful market results in 2015.

In the Q&A session, the importance of market segmentation is explained using the CarrefourSA example for increasing sales and profitability. Differentiated and intensified market selection strategies are clarified through real examples.

QNB Finansbank Enpara.com Executive Vice President Elsa Pekmez Atan (2010-2017), talks about how Enpara.com managed to become ‘a bank within a bank’ by identifying a new target group among banking customers whose needs were not met previously. In the case we witness Enpara.com’s market success obtained within a short period after its launch.

In the Q & A section, ways of identifying new target groups and the importance of target groups for segmentation are discussed.

Deputy Managing Director Ahmet Kınay explains how they questioned their entire work processes after Ford Trucks heavy duty trucks’ market share dropped from 26% in 2005 to 15% in 2010. As a result of series market research studies conducted, they decided to delist Ford Cargo brand and created Ford Trucks as a new brand. 

In the Q&A section, basic principles of new brand creation are iterated by using the Ford Trucks case study.

It is never easy to create a market from scratch. However, it was really something else to carve out a niche for the women’s hygiene products market, which was a totally taboo subject in Turkey in the 1970s.  

Dr. Yaprak explains how they created a new market with reference to Orkid and how they managed to keep the brand young through different stages of its product life cycle.

In the last 10 minutes of the Q&A session, product life cycle concept is addressed in detail, using the Orkid example.

McDonald's Managing Director Oğuz Uçanlar, tells us how they sustain standardisation and quality in every product they produce. Since marketing's first P stands for "Product", product standardisation and sustainable quality becomes the first step in branding. In the Q&A section, core product, augmented product characteristics, as well as product-service differentiation are discussed over the McD example.

Axe was lauched in Turkey in 1986 with a brand promise of “female attraction”. However it was switched to “unstereotyping manhood” after 2016, to reflect on changing consumer expectations. This evolution is explained by Unilever Deodorants Category Brand Manager Şeyda Morran, with results obtained.

In the Q&A section, global campaigns, their advantages and disadvanages are explained, together with Z generation characteristics and how they have reflected on current campaigns.

Vestel Trade Company Managing Director Ergün Güler talks about Vestel’s innovative digital communication strategies, starting with 2014. Mr. Güler also highlights points to be considered in the digital communication while giving various examples from their digital campaigns.

In the Q&A section, we have a closer look at communication in the digital world and consumers in the digital age with the help of actualized Vestel digital campaigns.

Branding of a commodity such as petrol has never been easy. Opet PLC Founding Board Member Nurten Öztürk talks about how she initiated the “Clean Toilet” campaign in 2000, continuing with other campaigns to gain a leverage and differentiating themselves against competition.  

In the Q & A section, conditions that social responsibility campaigns/sponsorships should have for a positive effect on branding are discussed.

Brisa, 2016’ya kadar satışları maksimize etmeye odaklanır. Ancak artan bayi stokları, bayi şikayetlerine yol açar ve şirketi olumsuz etkiler. Yakup Demir, 2018’de satışı güçlendirmek için neden “Genba Room” adlı dijital üs kurduklarını ve sahanın verileriyle sorunları saptayarak; süreçleri nasıl iyileştirdiklerini anlatıyor. Sonuçta tüm şirket, veri analitiğinden yararlanarak, Brisa markasını sahada güçlendiriyor.

Soru Cevap’ta sahayı izlemenin satış örgütüne faydaları ve dijital teknolojilerin artan verimlilikteki rolü tartışılmakta.