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The Impact of The Impact of BanvitBanvit’s ’s Strategy Toward Bird Flu Strategy Toward Bird Flu

Crises on Consumer Crises on Consumer BehaviorBehavior

MKTG 302 MKTG 302

CONSUMER BEHAVIOURCONSUMER BEHAVIOUR

Prepared by: Burcu Kurt

Duygu Çekiç

Elif Sicim

İlknur Koç

Tutku Rüya Özmen

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MOTIVATION OBJECTIVES STEPS OF THE RESEARCH COLLECTING AND EVALUATING

SECONDARY DATA PRIMARY RESEARCH RESULTS MARKETING

RECOMMENDATIONS

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MOTIVATIONMOTIVATION

WHY WE CHOOSE THIS WHY WE CHOOSE THIS TOPIC?TOPIC?

BIRD FLU CRISES WAS BIRD FLU CRISES WAS BENEFICIAL TO US!!!BENEFICIAL TO US!!!

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OBJECTIVESOBJECTIVES

The main objective of our The main objective of our research is to find the effect research is to find the effect of the marketing strategy of the marketing strategy implented during the bird flu implented during the bird flu crises on the consumer’s crises on the consumer’s opinions and final buying opinions and final buying habits.habits.

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SSTEPS OF THE PROJECTTEPS OF THE PROJECT

COLLECTING AND COLLECTING AND EVALUATING SECONDARY EVALUATING SECONDARY DATADATA

PRIMARY RESEARCHPRIMARY RESEARCH RESULTSRESULTS MARKETING MARKETING

RECOMMENDATIONSRECOMMENDATIONS

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Past crisesPast crises Fake Raki – Mey İçkiFake Raki – Mey İçki

Not Mey’s fault, but stillNot Mey’s fault, but still

intervened to the processintervened to the process

COLLECTING AND EVALUATING COLLECTING AND EVALUATING SECONDARY DATASECONDARY DATA

Fake Fake HoneyHoney – Binbirçiçek – Binbirçiçek Accused Accused unfairly because of unfairly because of

similarity of brand’s namesimilarity of brand’s name

Mad Cow Mad Cow In In JJapan, England and Denmark apan, England and Denmark

meat producers bankrupted because meat producers bankrupted because

of wrong marketing strategiesof wrong marketing strategies

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Bird FluBird Flu

Avian InfluenzaAvian Influenza DDisease affecting birdsisease affecting birds Contamination by excrementContamination by excrement Mortal, rare on humans Mortal, rare on humans

happen when contact with infected happen when contact with infected poultry poultry

In TurkeyIn Turkey Kızılköy, Manyas Kuş Kızılköy, Manyas Kuş CennetiCenneti v very near of Banvit’sery near of Banvit’s production plantproduction plant

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Banvit’s StrategyBanvit’s Strategy Bio-securityBio-security

High standards of security, High standards of security, disinfection of the areadisinfection of the area

Cash flow managementCash flow management Postpone liabiliteies payments, Postpone liabiliteies payments, ceased discountsceased discounts

PR SidePR Side Transparency of communication tools, Transparency of communication tools,

Every e-mail, every phone call answeredEvery e-mail, every phone call answered simultaneously and correctlysimultaneously and correctly Press conferencces, web site, seelling points, raising awareness advertisement Press conferencces, web site, seelling points, raising awareness advertisement

campaings campaings informative ads in TV, metro, magazinesinformative ads in TV, metro, magazines E-mail chainE-mail chain

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Ömür Gıda “ Sabancı Güvencesi”Ömür Gıda “ Sabancı Güvencesi”

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Other’s StrategyOther’s Strategy• Bey piliç “Her şey kontrol altında”

• Şeker Piliç “Biz pilicimizi biliriz, Evet güvenle tüketebilirsiniz”

• Keskinoğlu “İçiniz rahat olsun, markalı ürünler sağlıklıdır, Güvenle Keskinoğlu”

Common points, Banvit & others:

advertisements were informative.

They all focused on the security of

branded products

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PRIMARY RESEARCHPRIMARY RESEARCH

QUALITATIVE DATA COLLECTION

METHOD:FOCUS GROUP RESULTS:DORM VS. HOME

DIFFERENTANTION

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PRIMARY RESEARCHPRIMARY RESEARCH

QUANTITATIVE DATA COLLECTION

METHOD: SURVEY RESULTS: PART I: General chicken consumption

of consumers PART II: Chicken consumption of

consumers during the crises PART III: Chicken consumption of

consumers after the crises PART IV: Demographic profile of the

respondents

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PART IV: Demographic PART IV: Demographic profile of the respondentsprofile of the respondents

7% 7%

27%

17%

40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

ELC FRESHMAN SOPHOMORE JUNIOR SENIOR

Nu

mb

er o

f R

esp

on

den

ts

RESULTSRESULTS

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Male respondents were slightly Male respondents were slightly more than the females.more than the females.(Question 2)(Question 2)

GENDER

MALE; 57%

FEMALE; 43%

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We have slightly more respondents from We have slightly more respondents from the engineering faculty. However, if we the engineering faculty. However, if we consider the number of students in each consider the number of students in each department the data is quite reasonable. department the data is quite reasonable. (Question 3)(Question 3)

Majors

10%7%

3%7%

0%3% 3% 3%

0%

20%

13%

7%

0% 0%0%

5%

10%

15%

20%

25%

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We have more respondents We have more respondents staying at dorms.(Question 4)staying at dorms.(Question 4)

Location

Stay at dorms; 63,33%

Do not stay at dorms; 36,67%

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RESULTSRESULTS

PART I: General chicken PART I: General chicken consumption of consumersconsumption of consumers

Before the bird flu crises the mean Before the bird flu crises the mean of chicken/turkey consumption is of chicken/turkey consumption is 2 or 3 times a week (Question 2). 2 or 3 times a week (Question 2). Generally consumers prefered Generally consumers prefered using Keskinoğlu, Banvit, Şeker using Keskinoğlu, Banvit, Şeker piliç and Mudurnu (Question 3).piliç and Mudurnu (Question 3).

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RESULTSRESULTS PART II: Chicken consumption of PART II: Chicken consumption of

consumers during the crisesconsumers during the crises Among 30 samples, interestingly, 15 of theAmong 30 samples, interestingly, 15 of themm stop stop

consuming chichken/turkey while 15 of them went on consuming chichken/turkey while 15 of them went on their consumption(Question1). Among those who their consumption(Question1). Among those who continued eating chicken, generally tendency is toward continued eating chicken, generally tendency is toward continuing or slightly decreasing the consumption level.continuing or slightly decreasing the consumption level.(Question2)(Question2)

Change in consumption

0%

7%

40% 40%

13%

0%5%

10%15%20%25%30%35%40%45%

Increasedvery much

Increasedslightly

No change Decreasedslightly

Decreasedvery much

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os r

esp

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ts

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Although there seems to be a Although there seems to be a high ad awereness, compared high ad awereness, compared to intensities of these ads these to intensities of these ads these numbers are not as high as numbers are not as high as expected.expected.

GENERAL AD AWERENESS

YES; 63%

NO; 37%

2020

Respondents thought general Respondents thought general chicken advertisements made chicken advertisements made during that period during that period are are reliable.reliable.(Question 10)(Question 10)

Reliability of ads

0%

53%

32%

16%

0%0%

10%

20%

30%

40%

50%

60%

Veryreliable

Reliable Neitherreliable norunreliable

Unreliable Veryunreliable

Nu

mb

er

of

res

po

nd

en

ts

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Respondents who know about the Respondents who know about the Banvit ads found them generally Banvit ads found them generally reliable.(Question 12)reliable.(Question 12)

Reliability of Banvit ads

6%

69%

25%

0% 0%0%

10%

20%

30%

40%

50%

60%

70%

80%

Very reliable Reliable Neitherreliable norunreliable

Unreliable Veryunreliable

Nu

mb

er

of

Resp

on

den

ts

General ad awareness among who also know about Banvit

0%

56%

31%

13%

0%0

0,1

0,2

0,3

0,4

0,5

0,6

Very reliable Reliable Neitherreliable norunreliable

Unreliable Veryunreliable

Nu

mb

er o

f re

spo

nd

ents

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36% of the respondents who found 36% of the respondents who found Banvit ads reliable said that they Banvit ads reliable said that they increased their consumption level increased their consumption level slightly. However, 64% of them said slightly. However, 64% of them said they did not change their they did not change their consumption level.consumption level.

Change in the consumption after Banvit ads

NO; 56%

YES; 44%

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RESULTSRESULTS

PART III: Chicken consumption of PART III: Chicken consumption of consumers after the crisesconsumers after the crises

Now almost all the respondents said Now almost all the respondents said that they are again consuming that they are again consuming chicken or turkey. (Question chicken or turkey. (Question 1)However, 7 of them reported that 1)However, 7 of them reported that they are not consuming at the same they are not consuming at the same level before the bird flu crises due to level before the bird flu crises due to reasons such as finding new reasons such as finding new alternatives, believing that the crises alternatives, believing that the crises does not end.does not end.

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RecommendationsRecommendations

Decrease the amount but continue Decrease the amount but continue informative advertisementinformative advertisement

New advertisement New advertisement To renewTo renew To improve the imageTo improve the image

Short term discounts for Short term discounts for promotionspromotions

Because, potentieal customers are Because, potentieal customers are waiting to be caughtwaiting to be caught Either with awareness or with price.Either with awareness or with price.

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Questions?Questions? Thanks... Thanks...

Burcu KurtBurcu Kurt Duygu ÇekiçDuygu Çekiç Elif SicimElif Sicim İlknur Koçİlknur Koç Tutku Rüya ÖzmenTutku Rüya Özmen

The Impact of ’s Strategy Toward Bird Flu Crises on Consumer

Behavior