HISTORY OF EFES PİLSEN 2
MISSION OF EFES PİLSEN 2
VISION OF EFES PİLSEN 2
OUR VALUES 2
FUNDAMENTAL STRATEGIES FOR ACHIEVING OUR VISION AND MISSION 3
THE MARKETING CONCEPTS EFES PİLSEN PERFORMS 3
THE MAIN PRODUCTS OF EFES PİLSEN 4
EFES PİLSEN’S SALES 5
PERCENTAGES OF CUSTOMERS’ BEER TYPE CHOICES 5
BCG MATRIX OF EFES PİLSEN 6
PRODUCT EXPENSION GRID OF EFES PİLSEN 7
CUSTOMER WELFARE 8
CONSUMER BUYING BEHAVIOR OF EFES PİLSEN 9
DEFINING AND SPECIFYING THE SEGMENTS OF PRODUCT 9
Demographic Variables That We Used In Our Survey 11
SELECTING TARGET MARKETS 11
DEVELOPING THE POSITIONING STATEMENT 29
DEVELOPING THE POSITIONING STATEMENT OF EFES PİLSEN 30
THE MOST IMPORTANT ENVIRONMENTAL FACTORS AFFECT CONSUMERS BUYING BEHAVIOR 30
ANADOLU EFES BİRACILIK VE MALT SANAYİ A.Ş.
HISTORY OF EFES PİLSEN
The 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 İstanbul and İzmir 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 İstanbul,İzmir,Ankara,Adana and Lüleburgaz.Also it has a malt factory in Afyon and hop factory in Çumra.
MISSION OF EFES PİLSEN
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 PİLSEN
Efes Pilsen has two main subjects that leads firm’s vission.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.
Aiming For Perfection
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 PİLSEN 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 noy 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 PİLSEN
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.