consumer research for efes

Most known beer brand of Turkey, Efes Pilsen,is in the way of being a world brand since it has been produced by Anadolu Grubu in Istanbul and Izmir in 1969. Under the name of Efes Pilsen, the brand serves its taste to people in Germany, France, Russia,United States Of America and all over the world which takes it roots and taste from anatolia. Efes Group has five beer producing facilities in Istanbul, Izmir, Ankara,Adana and Luleburgaz.

Also it has a malt factory in Afyon and hop factory in Cumra.

Mission of Efes Pilsen

To help to improve the society’s life quality and welfare. To increase the power, efficiency and effectiveness of Efes in beverage sector. To make our shareholders gain continuously and gain more than the average of market . To make Efes a global brand.

Vision of Efes Pilsen

Efes Pilsen has two main subjects that leads firm’s vision. One of them is to grow its market share in Turkey,becoming the most valuable bevarage system that creates continuous and highest value to all of its shareholders.

Our values:

  • Entrepreneurability
  • Contemporaneity
  • Aiming For Perfection

Fundamental Strategies for Achieving Our Vision and Mission

Keeping on the speedy growth of beverage activities in Turkey. To form a beer movement same as the Turkish market on abroad .To be a preferrable Coca-Cola bottler in our region.

The Marketing Concepts Efes Pilsen Performs the Production Concept

The idea that consumers will favor products that are available and highly affordable. Therefore, management should focus on improving production and distribution efficiency. Under this concept, Efes Pilsen aims to reach its customers and potential customers from much more selling points(markets, grocery stores, liquor stores). And Efes Pilsen intends to serve its products with most favorable prices with the guidence of this concept.

The Product Concept

The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements. According to this concept, Efes Pilsen makes some modifications on bottle and can design for their products. In addition Efes Pilsen Continuously uses TQM (Total Quality Management) to teste their products.

The Selling Concept

The idea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion. Most firms practice the selling concept when they face overcapacity. Efes Pilsen implies selling concept via promotions (cups, keyholders, chips) used in selling.

The Marketing Concept

The marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors do. By using this concept Efes Pilsen designs and produces its products for their customers according to their tastes and preferences.

The Societal Marketing Concept

A principle of enlightened marketing that holds that a company should make good marketing decision by considering consumers’ wants, the company’s requirements, consumers’ long-run interest, and society’s long run interest. The most common marketing concept that Efes Pilsen uses is societal marketing concept. Under the direction of this concept, Efes Pilsen gives glass accumulation boxes to the municipilaties as a gift.

In addition to this, it adjusts the prices of its the glass bottled products more suitable than the other products for bearing its consumers to the using of glass bottled products. Also Efes Pilsen never uses plastic materials when bottling its products for preventing environmental pollution. Efes Pilsen adds value to society’s cultural underground by the help blues and jazz festivals that it organizes. Additionally Efes Pilsen tempts youth to participating in sport activities by organizing youth sport schools under the Efes Pilsen basketball club.

The Main Products of Efes Pilsen Pilsen

Before the Pilsener style of beer was brewed in Pilsen, Bohemia in 1842, all beers were dark. Pilsener’s bright, golden color and pleasant bitterness surprised beer drinkers. This well-lagered, bottom-fermented beer has been a favorite ever since. Efes Pilsen/Pilsener gets its light color and delicious taste from the bright, ” Pils ” malt chosen from the best varieties of brewing barley. A combination of crystal clean water and pure culture yeast yields superb fermentation and stable flavor, while Hallertau hops give Efes a complex finish.

Rich with foam, Efes is prized in many countries around the world for its excellent flavor and taste.

Efes Light, the first light beer of Turkey was launched in 1993 to appeal to different tastes. It has 40% fewer calories than regular beer and contains 3% alcohol by volume. Efes Light is the beer for men and women who are health-conscious and fit. It was positioned as the refreshing and enjoyable light beer. Efes Light is available in 50 cl. cans and 33 cl. non-returnable bottles. DARK Efes Dark has a distinctive hint of caramel that provides its dark color and hearty flavor.

Just like Efes Pilsen, it is produced using the bottom fermentation technique, with the roasted malt used in brewing accounting for its characteristic flavor and color. Efes Dark has been awarded with the golden medal in 1998’s Monde Selection Brussels in the best beer category. It is available in 50 cl. cans and 33 cl. non-returnable bottles. The brand, positioned on its uniqueness, targets consumers with alternative life styles. Sponsorship of musical events and alternative sports help strengthen the product’s image in the market.

Efes Extra is a high-alcohol robust beer. It was launched in 1993 and has 8% alcohol by volume. It’s available in 50cl. cans and 50cl. non-returnable bottles. Efes Extra has been using media advertisement in order to increase brand awareness and reach a wider scope of consumers through sampling.

Barrel beer steps forward with its easiness of drinking. This shocked pasteurized product is the most choosen beverage in the places which sell alcoholic beverage. Efes Pilsen is the first company in Turkey which makes barrel beer taste available and portable everywhere. It’s served to consumers with 50cl cans and 5% alcohol. It has been produced since 2004.

We construct this BCG matrix by using the number of the sales which we get from Anadolu Efes Birac Malt Sanayi A. S. and the market share of Efes Pilsen in Turkey is 81%. The second highest market share is 19% which is owned by Turk Tuborg. With this market share and the information which we get from Efes Pilsen, we can decide which product is the dogs or which one is the star… DOGS: They are low-growth, low-share businesses or products. They may generate enough cash to maintain themselves but do not promise to be large sources of cash. We decide Efes Light is a Dog in our BCG Matrix.

Because Efes Light has very low percentage of sales and the segment have very low market growth. (We get this information from the Efes Pilsen Turkey). The Efes Light has more alcohol than other Efes products so this a cause of lesser selling. CASH COWS: They are low-growth, high share businesses or products. These established and successful SBUs need less investment to hold their market share. Thus, they produce a lot of cash that the company uses to pay its bills and to support other SBUs that need investment. We decide Pilsen as Cash Cows. Pilsen has a high market share but the segment has very low market growth. One of the causes of low growth rate is the saturation of pilsen market.

Although there are some new comers to this market; it has a low growth rate. In the period of 2001-2004 Pilsen raised its market share from %65 to 78 but in 2004- 2005 period it has market share of %79 that means there is not a relative difference in its market share.

They are low-share business units in high-growth markets. They require a lot of cash to hold their share, let alone increase it. Management has to think hard about which question marks it should try to build into stars and which should be phased out. We decide Dark and Extra beers as Question Marks. Because the Dark and Extra beers have high market growth but low market share.

STARS: They are high-growth, high-share businesses or products. They often need heavy investment to finance their rapid growth. Eventually their growth will slow down, and they will turn into cash cows.

Making more sales to current customers without changing its products. It might add new stores in current market areas to make it easier for more customers to visit. Pilsen have been selling for nearly 36 years by Anadolu Efes Birac. We can indicate this as an example of market penetration. PRODUCT DEVELOPMENT: A strategy for company growth by offering modified or new products to current market segments.

Although Barrel Beer has a low market share, there’s a chance to blow up in the market and become a cash-cow . This product is produced to gain more share in the market. This newly product will help the company grow.

A strategy for company growth by identifying and developing new market segments for current company products. Entering to Russian market is a market development for Anadolu Efes Group. Entering Russian market is a sign of effort for being a world brand.

A strategy for company growth through starting up or acquiring businesses outside the company’s current products and markets. Anadolu Efes started to produce Ritmix in 2004.

It is a new business for Anadolu Efes for their current customers. Non alcoholic malt drink market is a newly found market and entering this new market with the brand of Ritmix is a new job experience for Anadolu Efes Group.

Anadolu Efes Group behaves in a fastidious way in improving standarts of society’s culture,education,sport and health as a instituonal citizen. Efes Pilsen Sport Club which was founded in 1976 for improving national sport has achieved so a success that no other Turkish club has ever made. In Turkish 1st Basketball League,Efes Pilsen was the champion for 12 times. And also Efes Pilsen is the first club that became The European champions.

Efes Pilsen otherwise is the first club which has achieved to play in final four in euroleague and superleague. For endearing basketball sport from the early ages of youngsters Efes Pilsen Basketball Club Works in partnership with GSGM and this two organization organizes free basketball schools to find out futures’ basketball stars. In the way of our company’s arrangement regulations, we encouraged other Anadolu Group companies about constructing nearly 40 work of arts on education, medical and social areas. We also give special scholarship for about 500 students. All after that, Mr. Kamil Yaz? c? and Mr. Izzet Ozilhan were awarded with Gowerment Superior Service Medal in 1997.

Complex buying behavior : It’s a consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands. Dissonance – Reducing buying behavior : It occurs when consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands. Habitual Buying behavior : It takes place under conditions of low consumer involvement and little significant brand difference. Variety – Seeking Buying behavior : It’s undertaken in situations characterized by low consumer involvement but significant perceived brand differences. Efes Pilsen consumers show variety – seeking buying behavior in their buying process. Because there are many beer brands in the market and few price differences between brands.

It is dividing a market into different geographical units such as nations, states, regions, countries, cities or neighborhoods. Anadolu Efes Group today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities etc… Demographic Segmentation: It is dividing the market into groups based on demographic variables such as age, sex, family size, family life cycle, income, occupation, education, religion, race and nationality. Demographic factors are the most popular basis for segmenting customer groups.

One reason is that consumer needs, wants, and usage rates often vary closely with demographic variables. Another reason is that demographic variables are easier to measure than most other types of variables. Therefore, we have used demographic variables in our survey. And because of that we are going to specify demographic variables. Psychographic Segmentation: It is dividing a market into different groups based on social class, lifestyle, or personality characteristics. Behavioral Segmentation: It is dividing a market into groups based on consumer knowledge, attitude, use, or response to a product. The most important need of our target market’s is taste. We had this information by looking at the means of the expectations.

Pilsen continuously works on improving the quality of tastes of their products in R&D departments.

When developing a positioning statement, Efes Pilsen pays the most attention to life – styles of its consumers. For example, Efes Pilsen positions Efes Dark for whom have alternative life – styles. For this purpose, Efes Pilsen uses some quotes such as : “ Bira bu kapag? nda alt? nda… ” , “Asl? nda hayat? dolduruyoruz… ”

Most importantly, personal factors are the factors that can effect consumer buying behavior. Monthly income, life styles, age and personality traits are the personal factors.

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