Browsing by Subject "Communication in marketing."

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Open Access
Consumer behavior analysis and marketing communications strategy development: the case of Citroen Xantia
(1996) Eser, Murat Tolga
The Turkish car market is becoming more and more volatile ihrough (he years, fhe growth polential had attracted many firms to the market beldrc 196 1, - lie 199-1 ciisis resulted with nearly fifty percent decrease in sales. Market conditions and competitum have begun to change recently by the recent introduction of new models, feasibility studies and investments of world giants to enter the market and the Customs Union which decreased the customs tax on import cars. Baylas entered the market with Citroen al 01.07,1995 While working with automotive companies in summer training 1 found out that tlie small scale import firms are not performing their marketing communication business with appropriate marketing and consumer behavior analysis. In this thesis it is argued that a consumer behavior study is crucial for a firm to find out the differentiation points that are significant in the eyes of the consumers. It is also discussed that the adaptation of consumer orientation, which takes the current needs and perceptions of the consumers into consideration, is crucial for the success of the communications strategy, which is a sustainable differentiation factor. Therefore a mai keting research has been conducted for the car market in order to better understand the needs of the consumers, to find out significant dilferences as well as similarities among consumers. Depending on the marketing research conducted a target segment is identified and alternative communication and marketing recommendations are given to the maikcting department o f Citroen Xantia.
Open Access
Consumer behavior analysis and marketing communications strategy development: the case of Tuborg
(1995) Deniz, Mehmet Ali
Efes Pilsen and Tuborg have enjoyed an oligopolistic market stiiicture m the Turkish Beer Industry for decades. This has caused the companies to adopt a sales and product orientation and exert little effort on marketing. However, the market conditions and competition have begun to change recently, by the recent introduction of a new brand, feasibility studies of world giants to enter the Turkish market, and the Customs Union which will decrease the customs tax on import beer. On the other hand, Efes Pilsen has entered into market development efforts in foreign markets. The above competitive moves in the industry by various actors have changed the long-prevailing competitive structure in the industry, especially for the disadvantage of Tuborg. Thus, in this thesis, it is argued that the study of the consumer behavior in the Turkish Beer Market, that has long been underestimated by the agents in the industry, is crucial for Tuborg to compete the changes in the market and find differentiation points that are significant in the eyes of the consumers. It is also discussed that the adoption of a consumer orientation, which takes the current needs and perceptions of the consumers into consideration, is crucial for the success of the communications strategy, which is a sustainable differentiation factor. Therefore, a marketing research has been conducted for the beer market (taking Ankara as a pilot region for application) in order to better understand the needs of the consumers, to find out significant differences as well as similarities among the consumers. Depending on the marketing research conducted, a communications strategy has been suggested for Tuborg . This strategy has been designed to serve to differentiate the brand in the market through communications and also to constitute an entry barrier against the new entrants. On the other hand, the necessary adaptations in the organizational structure of Tuborg to the suggested consumer orientation have also been discussed within the thesis.