COMPANY NAME: Yıldırım A.Ş

PRODUCT: Deodarand

PRODUCT’s BRAND: 1618

YILDIRIM A.Ş

Yıldırım A.Ş. was established by Burak Yıldırım in 1989, in Gebze- Kocaeli. Firstly Yıldırım A.Ş. began producing hand soap in 1989. Then Yıldırım A.Ş. has developed and start producing some other products and they are; Body lotion, shower gel, air freshener, shampoo, parfume, skin care products. Yıldırım A.Ş. sells their products in Turkey. Lastly, at the begining of 2011 Yıldırım A.Ş produced a new deodorand which name is 1618.

VİSİON / MİSSİON

Vision: Being one of the leading companies in Turkey.

Mission: Make real expectations of its customer, thanks to quality services and creativity. Also to develop the best working environment and always be sensitive to do environment while offering the “best fit” value in their sector.

CORPORATE VALUESFor Yıldırım A.Ş. honesty, humility, love, stand on their own feet, search for exellence and to be sensitive to the environment and employees create the basic corporate values.

 QUALİTY POLİCYYıldırım A.Ş. in line with the vision and objectives of good management, to meet the expectations of customers and employees, reviewing systems for continuous improvement, providing the necessary resources, to comply with legal requirements, health security to production in accordance with the principle of progressive customer oriented company and trying to overcome their own standards.

GENERAL VİEW OF DEODORANT MARKETİNG In Turkey, the market for deodorants seems to be

$60 million.

In Turkey, personal care market has 2.5 billion pounds in size. And deodorants is part of 147 million pounds.

In Turkey, one person spend 1 euro for deodorant in a year.

In Turkey,  just 33 family use to deodorant from 100 family and these family think that deodorant is not need, it is luxurious for them.

GENERAL VİEW OF DEODARAND MARKETİNG

In England, one person spend 11 euros for deodorant per year, one person spend 8 euros for deodorant per year in Argentina.

72% were male and 28% of women who use deodorant.

There are 3 types of deodorant. These include: Roll-on, Stick and Spray

Unilever, EBC and Aromel Cosmetic share the first 3 row in domestic market.

PRODUCT PRESENTATION

Yıldırım A.Ş started to product deodorant firstly in 2011. Our product name is 1618. Because 1618 refer to be excellence and ıt comes from Leonardo da Vinci’s picture that explain the golden ratio.

Product size is 170 ml.

Our product was produced for women.

We have 3 kind of product. Roll-on, Stick and Sprey

This product’s color is white. Because whiteness refer clean and hygine.

PRODUCT PRESENTATION Our products includes ambergris and ambergrises

deodorant is the one in Turkey

Our product is antipresperant. Antipersperant isn’t demage for healthy.

No alcohol.

No pigment.

Dermotologic.

This product have two tube in it.

What about our logo? We use number in our name because of remember. and we use yellow color because its about golden ratio.

SWOT ANALYSE Strength: 

The damage the ozone layer is less than 20% compared to other brands ofdeodorant. 

Alcohol-free. 

Our place in the distribution of the product make it suitable for fastproduction. 

Customer loyalty is achieved. 

The company pays great attention to ethical values .

Weaknesses: 

We can not take place in the international market. 

We did not produce product in this segment before.

Reputed to be less than competing firms.

SWOT ANALYSE Opportunities: 

Our product is Turkish brand.

This product did not take place before such a product in the market.

According to personal care products for men and women give more importance to external appearance.

Threats:

 Other companies can produce the product in the future.

The product has not been tested previously.

OUR OBJECTIVES ARE

To be a well-known brand of deodorant sector

To have 20% share of deodorant sector

To take a part in deodorant sector as the man segmentation by 2015

4P MARKET MİXPrice:

List price: 12 TL

Discounts: 10TL

Product: Roll-on – Sprey – Stick

Our product name is 1618. Because 1618 refer to be excellence and ıt cames from Leonarda da Vinci’s picture that explain the golden ratio.

Product size is 170 ml. Our product was produced for women. We have 3 kind of product. Roll-on, Stick and Sprey This product’s color is white. Because whiteness refer clean and

hygne. Our products includes ambergris and ambergrises deodorant is

the one in Turkey

FACILITY

4P MARKET MİXPlace:

Supermarkets: Migros, Carrefour

Parfümeri: Sevil, Tekin Acar

Dutyshop: Atatürk Havalimanı, Sabiha Gökçen Havalanı, Esenboğa Havalimanı.

Personal Care Stores: Watsons, Gratis, T-shopOur corparate transportation company is taking place in transportation

Promotion:

Product placed in television series (Umutsuz ev kadınları, Pis Yedili, Dinle Sevgili,)

Take part in magazines ( Cosmopolitan )

Take part in newspaper

Stand established ( Capacity, Palladium and Cevahir Shoppingmalls, İstinye Park Hillside and Tepe Nautilus International Feetness )

Commercial: Seda SAYAN

TARGET GROUP

Women over age 15 who go to contracted fitness centers

Audiences of TV which our product placed

Girls who will participate in the competition to the Cosmopolitan

COMPETITORS

1618 is the first product that producing by using this technology. Therefore there isn't any brand which can be a competitor for us. However there are three brand that we see them as a competitor for us in deodorant industry. These are:

Nivea, Rexona, 8x4

Competititors

Since 2001, the Nivea business segment forms a separate, independent unit within the Group. With around 3,700 employees and operations in more than 100 countries, Nİvea is the international no. 2 among the world’s leading manufacturers of self-adhesive system and product solutions for industrial customers and consumers.

Competititors

Everyday, Rexona products are using by 2 billion consumers all around the world. Rexona  spends an average of 50 million dollars per year in social responsibility projects. This is also a leader in the market.

Competititors

8x4 has an important position to fields of skin care and personal care. 8x4’s some products are  skin care, deodorant, sun protection, color cosmetics, men's care andbaby care in market.

COMPETITOR COMPARISON

The most similar brand to 1618 is NIVEA- Black and White ın the market. It is not exactly same. The first differences is 1618 has two tube in the bottle that both of them include different kind of deodorant

Corporate Social Responsibility

We produce deodorant for women that name is 1618. We contiribute 5% of income in campaign of “Farkındayım Korkmuyorum”. The aim of project to buy mammography machine. When we are helping to MEVA foundation, We want to create awareness about the disease.