Türkiye'de şampuan pazarı ve uygulanan pazarlama stratejileri
Shampoo market in Türkey and applied marketing stretegies
- Tez No: 46510
- Danışmanlar: PROF.DR. SELİME SEZGİN
- Tez Türü: Yüksek Lisans
- Konular: Mühendislik Bilimleri, İşletme, Engineering Sciences, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 1995
- Dil: Türkçe
- Üniversite: İstanbul Teknik Üniversitesi
- Enstitü: Fen Bilimleri Enstitüsü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 66
Özet
ÖZET Bu yüksek lisans tezinde Türkiye'de şampuan pazarı ve uygulanan pazarlama stratejileri yer almaktadır. Pazar genel olarak incelendikten sonra, pazarın büyük çoğunluğuna egemen olmayı başarmış iki uluslararası firma olan Procter&Gamble ve Lever'in uyguladıkları pazarlama faaliyetlerinden bahsedilmektedir. Ayrıca şampuan satın alırken dikkat edilen özellikler ve önem dereceleri, demografik ve sosyo ekonomik değişkenler ile satın alma davranışları arasındaki ilişkilerin ortaya çıkarılmasını amaçlayan bir pazarlama araştırması da yer almaktadır. Türkiye'deki şampuan pazarı gelişmiş diğer ülkeler ile karşılaştırıldığında kişi başına düşen tüketim açısından oldukça küçüktür, özellikle kırsal alanda yaşayan Türk tüketicisinin şampuan kullanma oram çok düşüktür. Geleneksel yıkanma alışkanlığına bağlı olan tüketiciler sabunu şampuana tercih etmektedirler. Şampuan pazarında 1994 yılında 1993 yılı ile karşılaştırıldığında bir daralma olmuştur. 1994 yılında yaşanan ekonomik zorluklar sebebi ile tüketim azalmış, tüketiciler kalitesi düşük, ucuz ve ekonomik boydaki şampuanlara yönelmişlerdir. Tüketiciler şampuan satın alırken fiyata daha çok önem verir hale gelmişlerdir. Rekabetin çok yoğun olduğu pazarda ağırlıklı olarak P&G ce Lever olmak üzere diğer küçük firmalar da mevcut pazar paylarım arttırmak amacı ile hem tüketiciye hem de toptancı ve perakendeciye yönelik olarak satış arttırıcı çalışmalar yapmaktadır. Şampuan pazarındaki firmaların öncelikle amacı, düşük seviyelerde olan şampuan tüketimini arttırmak ve sonra da oluşan talebin kendi firmalarına yönelik olabilmesi içim pazar bölümlendirmesi ile hedef pazar seçimi yaparak pazarlama karmalarını oluşturması olmalıdır. vıı
Özet (Çeviri)
SUMMARY SHAMPOO MARKET IN TURKEY AND APPLIED MARKETING STRETEGIES The subject of this master thesis is shampoo market in Turkey and applied marketing strategies. In this study, general characteristics of cosmetic and shampoo market in Turkey have been examined in Chapter 1. The main two shampoo producers of Turkey, which are Procter & Gamble and Lever, have been examined. Thus, a research has been conducted to understand how consumer behave and which criterion are important while purchasing shampoo. Cosmetic sector in the world is a very competitive market and shampoo has the biggest share of it. Shampoo was introduced to Turkish market in 1970's. It was a veiy new product to the consumers, since people used to wash their hair with bath soap. Multinational companies applied shampoo using to Turkish consumers by allocating efficient advertising and sales promotion activities. In the beginning, shampoo using has been accepted in urban areas. In spite of intensive advertising and promotion activities, shampoo consumption is still very low in Turkey when compared to other European countries (149 gr per capita in Turkey). At this point, Turkish shampoomarket is still potential market. There are many opportunities for the companies to increase then market share. Shampoo market in Turkey can be divided into eight different groups based on product attributes. This segmentation is shown as follows. 2 in 1 shampoo non 2 in 1 shampoo - Regular Beauty Antidandruff Antidandruff Baby mild Baby mild - Herbal Herbal Firms are also extended their product line according to different hair types. (Such as normal, dried, oily, penned, damaged hair). This product line extension strategy gives more flexibility to the companies. VlllTwo main companies competing with each other very intensively in Turkish shampoo market in Turkey are Procter & Gamble and Lever. Total sales volume share of these two companies in 1994 is 61,8 % of total Turkey sales. They also cover 77% of total Turkey sales value. The rest of the market is shared by small and medium scaled firms. Procter & Gamble is the market leader with three different brands which are Blendax, Rejoice, and Pantene. These three brands target seperate segment of total shampoo market. Target market of each brand is differentiated. Blendax has been positioned as more economical brand among P&G's shampoos. Pantene has newly entered into the market. It has been positioned as a high quality shampoo with a higher price. Rejoice is the first brand that has been launched into the market as 2 in 1 shampoo. In the world, 2 in 1 shampoo technique has been managed by P&G with research and development activities. P&G has a pioneer advantage both in Turkey and the world. The quarterly performance of P&G from 1993 to 1994 is shown as follows. (Zet Nielsen Retail Tracking Quarterly Shampoo report, 1993-1994) The difference between sales value and sales volume has been decreased. Although P&G has the highest market sales value share, it can not successed in sales volume as well as sales value. Since it sells their products over market price, the sales value has been increased since 1993. IXDifferentiated marketing typically creates more total sales than undifferentiated marketing. Procter & Gamble gets a higher total market share with three brands of shampoo than it could with only one. But it also increases the costs of doing business. Modifying a product to meet different market segment requirements usually involves some research and development, enginerring, or special tooling costs, developing seperate marketing plans for the seperate segments requires extra marketing research, forecasting, sales analysis, promotion planning, and channel management. And trying to reach different market segments with different advertising increases promotio n costs. Thus, the company must weigh increased sales against increased costs when deciding on a differentiated marketing strategy. The second firm in the market is Lever with three different brands: Elidor Professional, Elidor Energy, Clear, and Timotei. Lever has defined its brands according to sub-segment of shampoo market (For instance, Clear competes in anti dandruff shampoo segment, Timotei competes in herbal shampoo segment). Elidor Image's packaging design and brand name was changed as Elidor Professional. New shampoos were added to Elidor's product line to increase use of it. The second shampoo under Elidor brand name is Elidor Energy. It sells more expensive in the retailers. The target market of Elidor Energy is directed toward consumers who belong to high socio-economic class. Clear is the market leader in anti-dandruff shampoo segment. But, Clear is loosing its market share, because many anti dandruff shampoos have being introduced into the market. Timotei is a herbal shampoo has been lastly launched with high level of advertising and promotion activities. It became a leader in herbal segment of market in a veiy short time. Lever"s sales performance in quarter base from 1993 to 1994 is shown as follows. (Zct Nielsen Retail Tracking Quarterly Shampoo Report, 1993-1994)Lever's most strong competitor in the market is Procter & Gamble. Competition between these two firms is veiy fierce. In order to increase rates of purshase, firms in shampoo market organize campaigns to final buyers and trade channels ver often. Sales promotions, especially those that are directed toward consumers, are often communicated through or coordinated with an advertising program. These programs contribute to the building of brand awareness, to the development of more favorable attitudes. The biggest advertising and sales promotion budgets belong to Lever and P&G, since they can be supported by headqarters. The shampoo market in Turkey shrinked in 1994 by 6,3 % because of bad economic conditions. After economic stabilization decisions, the consumption level of cosmetic products has decreased. In shampoo market, because purchasing power of consumers has declined, many people have started to buy cheaper and low quality shampoos. Many small scaled firms have produced this kind of shampoo. In a veiy short time, the share of these kinds of companies reached from 3 % in 1993 to 10 % in 1994. Change of consumer buying behaviour has become a threat for other main companies. P&G has introduced Blendax Aile as a cheaper shampoo with economic size against those medium sized firms. Shampoos are usually distributed to consumers through groceries, supermarkets, medium markets. The share of perfumery and pharmacies is lower than other retailers. Grocery has the biggest share of shampoo sales value in the market. But, supermarket is becoming important for consumers and producers, since it has more circulation of products and sells them economically when compared to other retailers. Shampoo buyers are divided into different groups basen on social class, life style, or demographic and personality. People in the same demographic group can have veiy different psychographic makeups. In order to understand shampoo users, the research has conducted. It indicates that demographic and socio economic variables can have effect on using shampoo and buying behaviour of shampoo. According to research, consumers who are low educated and belong to low social class use soap and soap+shampoo instead of shampoo when compared to other classes. Recently, shampoo consumers became price sensitive. As a result, the objectives of shampoo companies must be to increase the low use of shampoo, and then to develope marketing strategies which includes market segmentation, targeting and positioning. The company has to decide which segment to enter it must decide on its market positioning strategy, on which positions to occupy in its cosen segments. It can position its products on spesific product attributes, according to usage occasion, for certain classes of users. It can position either against competitors or away competitors. XI
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