Brand audit project of ülker mavi yeşil misir ve pirinç

BRAND AUDIT PROJECT OF ÜLKER MAVİ
YEŞİL MISIR VE PİRİNÇ
ÇITIRI

By
060301047 Bahar Çiçek GÖDREN
070301106 Aysu GÖKOVA
070301105 Yusuf Erdal ERDOĞDU
060204005 Rabia BAYER
070301090 Özge ÜÇTOP
060204011 Selen COŞKUNER

Submitted to
Yrd.Doç. Dr.Ebru UZUNOĞLU

For

BA 324 BRAND MANAGEMENT

Faculty of Communication, Izmir University of Economics

(Spring 2010)

EXECUTIVE SUMMARY OF OUR REPORT

We have conducted some surveys and interview to find out how Ülker Mavi yeĢil
Pirinç ve Mısır Çıtırı manage the brand. According to information through the
researches we had some opinions about brand value, brand elements ,brand
extension, the marketing program which Mavi yeĢil Pirinç ve Mısır Çıtırı performs
and also a general idea about the whole light product market.
Our report consists of three main parts which are brand inventory, brand
extension and conclusion. In appendix part there are surveys (we do survey and
inteview with face to face and via internet) and results of the surveys in the Spss
program. In appendix there is also references, it shows how and what we get about
the brand. We put references into appendix part because some of the references
include appendix and vice a versa.
In summary, in our report we created CBBE pyramit to measure brand awareness
and brand associations of Ülker Mavi yeĢil Pirinç ve Mısır Çıtırı,we examined 4p‟s Of
the brand according to 4p‟S we identified points of difference and points of parity of
the brand, we found out its main competitor(EtĠ Form mısır ve pirinç patlağı) and then
we compared these two brands and mentioned the results in our report papers .At
the end, with respect to some suggestions and recommendations about how Ülker
Mavi yeĢil Pirinç ve Mısır Çıtırı can manage the brand in a more efficient way and
resonate its brand with its target customer.

INDEX

I. History of Mavi Yeşil...................................................................................1

II. Segmentation.............................................................................................2

III. Brand Elements .......................................................................................4

III. Marketing Mix............................................................................................5

III. Family Tree................................................................................................7

III. Point of Differences and Points of Parities ...........................................9

III. Competitive Analysis .............................................................................10

III. Perception Map , Brand Exploratory and CBBE Model……….………11

III. Swot Analysis ..........................................................................................18

IV. Recommendations ..................................................................................19

V. Appendix and References…………………………………………………...20

MAVĠ YEġĠL LĠGHT MISIR VE PĠRĠNÇ ÇITIRI

Owner of the Brand
Yıldız Holding as an ÜLKER

YEAR HISTORY OF MAVI YEŞİL, IMPORTANT EVENTS

1944 A real success story started with a small oven and 3 workers…
Biscuits and growing into a wide selection of food production
Packaging, information technology products and real estate started
1950 The increasing demand for Ülker biscuits necessitate in arrangements in product
distribution.The goods were delivered to sales points at factory prices, without
charging any transportation costs.Today delivers its products into 220 thousand
points in Turkey thanks to the distribution network established in those years.
1980 Product range was enriched. Increase in investment activities led to
begin institutionalization and group companies were gathered under Yıldız
Holding.Conventional investment areas such as biscuits, chocolate and sweets

2000 A big turn in the history of Ülker Introduction of innovative products to
Turkish consumers with the other regions of the world. Ülker began
operating in chewing gum, ready-to-cook soup and culinary supplements
areas
2002 Started to produce soft drinks

Started to produce Ülker mavi yeĢil light products
Started to produce Ülker Mavi YeĢil Light Mısır ve Pirinç Çıtırı (it represents
2004
the 13% of all sales volume and Eti entered the market in 2007 which is an
advantage for Ülker)1
2007 Acquired Godiva, world‟s leading premium chocolate and chocolate products
brand and became globalized

1

http://www.radikal.com.tr/Radikal.aspx?aType=RadikalHaberDetay&ArticleID=934203&Date=04.05.2009&CategoryID=10
1

SEGMENTATION OF ÜLKER Mavi Yeşil Light
PSYCHOGRAPHIC SEGMENTATION
Personality-based Lifestyle
Caring about healthy nutrition Not have a time to do sports
Concerning about their health Spending most of their time in office or at campus
Caring about their physical appearance Want to be healthy and protect their fitness

Psychographic:
 Personality-based: Women or men who care about healthy nutrition. The
target audience is so concerned about her/his health that she/he counts the
calories of each food. They do not want to be fat and care about their physical
appearance.
 Lifestyle: The people who do not have a time to do sports, spend most of their
time in the work, office or at campus, want to be healthy and protect their
fitness.
These markets are large enough to generate enough revenue, they worth
targeting. They are identifiable. Also, they are easily measurable and accessible;
because these people are living generally at cities. All cities have supermarkets
which Ülker Mavi YeĢil is sold at. Moreover, marketing communication tools such as
advertising, public relations can easily reach to target audience by TV and radio
advertisements, billboards, booklets etc.
These market segments have similar knowledge about the brand. Also, they have
similar perceptions and beliefs about the brand. Target consumers think that, it
provides them a fiber that their body needs. Also they know that the fat ratio is
reduced. Moreover, they assume that Mavi YeĢil biscuits, crackers, chocolates, jams
are both healthy and delicious. A healthy good does not mean its taste is not
delicious! In addition, Ülker has created certain perceptions and beliefs over the time,
such as caring for healthy generations, supporting active life, balanced and sufficient
nutrition and living with quality.

Mavi YeĢil is not divided into so many segments which will be hard to target. It is
not targeted according to age, gender, sex, income, family; demographic segments. It
is targeted according to personality-based and lifestyle segmentation.
In its website there is a part named “Ofiste Mavi YeĢil”. For example, a woman
who works in an office, does not have a chance to do sports in weekdays. Mavi YeĢil
is targeting to those giving them a chance to protect their fitness without going to
sport centers. Also, by eating frequently and in small proportions that is to stoke; a
person can prevent to eat so much at dinners and lunches because Mavi YeĢil light
goods depress the hunger. So, a person feel herself/himself light.
Next, in the lifestyle category, we can add the students who eats their lunch at
schools and universities. In the web site of Mavi YeĢil2 ; there is a part for students
named “Kampuste Mavi YeĢil”. In one of the article, it is written that at lunch, goods
with fiber and less fat containing must be preferred. Because they make a person full
that is not make a person feel hungry, and nourished balanced. So, eat Mavi YeĢil
and nourish balanced.
Mavi YeĢil segments its market both descriptive and behavioral. Descriptive way
of segmentation is to group consumers according to their characteristics. Behavioral
way of segmentation is to group them according to how they perceive and use the
product.
SEGMENTATION

Descriptive Behavioral

Caring about their health To protect their fitness
Caring about fitness To eat frequently and in small sizes
Not having enough time to eat at every To stoke
meal To eat and stop their hunger when feeling a bit
hungry

2
http://www.mavi-yesil.com.tr

Descriptive:
 Care about their health
 Care about their fitness
 Not have enough time to eat at every meal; such as students and working
people
Behavioral:
 Protect their fitness
 Eating frequently and in small sizes
 To stoke
 When feeling a bit hungry, eat and stop their hunger

Ülker Mavi Yeşil’s Positioning Statement:
„‟ To the people who care about healthy nutrition and their fitness, not have a time
to do sports and want to eat and live lightly Ülker Mavi YeĢil Light is the light good
that makes you fit and feel light than other brands because it has a reduced fat ratio.‟‟

BRAND ELEMENTS

Brand name: Ülker Mavi YeĢil light mısır ve pirinç çıtırı

URL: www.mavi-yesil.com.tr.

Mavi yeĢil light has a web site. This web site has several videos and articles about
healthy living. This web sites has many experts and dieticians (e.g Dilara Koçak) and
there is a part about inform consumers and this web site provides information on
healthy living that we need. 3This web site also includes information about products.
Calculate calories for the audience, these days there are several suggestions such
as what should be eaten.

3
http://www.mavi-yesil.com.tr/Dilara_Kocak_Makale.aspx

Logo:

Ülker Mavi YeĢil Light has the concept of „Hayatın tadını kaçırmayın‟ just the same
as its slogan and it uses color green and blue that is seen as a healing and healthy
colors. Green is also the reflected color of the heart. Logo of Mavi YeĢil Light draws
attention to these features by using these two colors: protecting healing, intimidating
and highlighting natural color of the blue, life, youth and emphasizing renewal.
Slogan: Mavi YeĢil light brand emphasis that target audiences eating lighter so that
their life can lighter. Mavi YeĢil light products makes a point that by getting a few
calories people complaining about their weight will get easily thinner. It is a summary
of why Mavi YeĢil should be consumed.
Jingle: Mavi yeĢil ye hafif yaĢa , mavi yeĢil ye hafif yaĢa. In Mavi YeĢil light uses
these words in tv ads. This jingles emphases that Mavi YeĢil light is light and people
eat something that help them get lighter and a better shape. This emphasizes
lightness of the product about this brand 4
BRAND’S PRODUCT
We have chosen Mavi – YeĢil as the object brand to audit and its “Mısır ve Pirinç
Çıtırı” to examine specifically.
It is a kind of biscuit composed of green corn, wheat, oat and salt and it helps
women to have a feeling of being satisfied with food by mixing with water and getting
bigger in the stomach. There are six slices in a package which is 50 grams in total

and has only 138 calories.

4
http://www.mavi-yesil.com.tr

BRAND PROMOTIONS

Main Promotions of Mavi Yeşil

Advertising Sales Promotions Public Relations
TV & Radio Ads Competitions, changes People can ask to the
They are using for the ones who collect 5 professionals on the
famous people in packages of Mavi Yeşil, website, send feedbacks and
their tv 3 packets together costs get customized answers etc..
advertising.such as the same as 2 packets
Burcu Esmersoy and etc..It has stands(13)and
Aslı Enver (14) other campaigns(15)

Brand promotions are mainly the activities that are done to increase brand
awareness, brand recall and also sales volume. The main promotion of Mavi YeĢil
Mısır & Pirinç Çıtırı is TV and radio advertisements which can be available also on
the brand‟s official website. In these advertisements, customers see the famous, fit,
beautiful and also successful women telling how Mavi YeĢil and specifically Mısır &
Pirinç Çıtırı help them to stay fit. It is, as we see, related to positioning. It makes
promotions for its target market that consists of fit women who cares about their
health and outlook.
The website of the brand increases the product‟s awareness, too. There are
several health recipes, advices about meals and sport types, and even articles from
the professionals. Even if a person do not consume Mavi YeĢil Mısır & Pirinç Çıtırı,
s/he can still spend some time on the website and get informed which at the same
time increases product‟s awareness. S/he can even have a membership on the
website and calculate his/her daily calories by putting and storing the data there.
All these activities assures the brand‟s position known as one of the most
conscious brands about health and being fit. All its TV and radio advertisements and
opportunities of online memberships are very consistent with the brand knowledge on
its consumers‟ mind.
There are also several promotions of Mavi YeĢil generally based on its website.
For example, on the website consumers can ask the dietician about their problems,
or they can find places to eat healthy etc.

14. http://www.reklam.tv/pages/reklamara/?t=mavi%20ye%C5%9Fil
13 http://grafikreklam.net/images/stories/out/mavi_yesil_stant.jpg
15. http://www.kampanya-tv.com/2009/05/ulker-mavi-yesil-anketi-kazandryor.html

There are also lots of recipes of healthy and light meals that women can cook at
their homes and share with their families such as tomato soup with milk, gratin with
several vegetables, squash Kreps etc. Mavi YeĢil also gives a lot of information about
the facts that almost everybody thinks they are true, but in reality they are all lie. To
give an example, we have learned that drinking hot milk with honey has no benefit to
the body just because honey loses its proteins when it gets warmed.
Except the website, Mavi YeĢil had a campaign recently that customers who buy
Mavi YeĢil products worth at least 5 Ytl could have the chance to join this campaign
and win 10 treadmills, 50 bascule etc. It of course increased the sales volume of the
brand.
FAMILY TREE OF ÜLKER MAVİ YEŞİL LIGHT

FAMILY BRAND: ÜLKER

PARENT BRAND: MAVİ YEŞİL

Products of Mavi Yeşil

Biscuits Chocolate Crackers Jam Sub
Limon Lifli Kepekli Çikolata ve Kepekli Çubuk Vişne Brand
Bisküvi, Keten Karamelli Kraker,Peynirli Reçeli,
Tohumlu Bisküvi Kepekli Kraker, Portakal Mısır
Bisküvi,Elma Lifli Sütlü Yağsız Çubuk Reçeli, ve
Bisküvi, Kayısılı Çikolata Kraker Ahududu Pirinç
Bisküvi,Kakao Reçeli, Çıtırı
Kremalı Şekersiz Çilek
Bisküvi Reçeli

BRAND DISTRIBUTION
Mavi YeĢil Mısır & Pirinç Çıtırı has a very convenient distribution network. It is
available almost in every market from the biggest supermarkets to the smallest
groceries. The brand uses the “producer – retailer” supply chain. It produces the
product in its factories and distributes them to the retail stores at every corner of
Turkey. The distribution network of the brand is broad indeed and it is because its

target market, women who care about their health and outlook, simply live at every
corner of Turkey. Furthermore; as we will explain later, the price of Mısır & Pirinç
Çıtırı is appropriate for its target market, it does not require any specific income level
which is above a certain number to get this biscuit. Therefore; everyone can buy it as
regard to its price. On the other hand, it is a biscuit after all, not a washing machine, a
car or a wedding ring. Thousands of people consume thousands of it everyday. The
distribution network of Mısır & Pirinç Çıtırı appeals these situations very properly as it
is needed by its customers.

Produce Retailer
r

BRAND PRICING
The price of Mısır & Pirinç Çıtırı is 95 KuruĢ. Mavi YeĢil has chosen to price this
product according to its “perceived value”. Here the important thing is to evaluate
how customers value the product and how much they are willing to pay for it. Any
price below or above it simply damage the firm‟s profit ratio. However; its only
competitor Eti Mısır & Pirinç Çıtırı costs less than Mavi YeĢil. ( 95 KuruĢ vs 75
KuruĢ), 5and as we have asked about this price gap to some group of customers,
they told that it affected their purchasing choices. However, there is again a
consistency here. The prices of Mavi YeĢil products are always a little bit higher than
its competitors prices, and it is the way it goes his way in market and how the
consumers position it in their mind, too. Otherwise it couldn‟t have survived until now.
Unique selling proposition
What makes Mavi yeĢil light mısır ve pirinç çıtırı more unique, more valuable, and
more visible in the market. In our highly competitive world, you brands should be
unique and fill a special niche to be successful in the marketplace. It allows Mavi
YeĢil mısır ve pirinç çıtırı to build a lasting reputation while making sales. For
instance they use a sentence in their advertising which is‟‟Her zaman lisedeki gibi
kalmak isteyenlere..‟‟

5
asked prices of the product in Kipa, Tansas, Pehlivanoglu and groceries.

POD’s
There are many points of difference of Ülker Mavi YeĢil light mısır ve pirinç çıtırı,
which differentiates its brand from other brands. For point of difference, Mavi YeĢil
mısır ve pirinç çıtırı added value itself to amplify its" point of difference" which are:
* It has lowest diet in protein(%3.69),in oil(%0.84),in carbohydrate(%28.5) it has
fiber(%2.86) (This information is a proof of its differentiation because it has only one
competitor in light product group which is Eti form Pirinç patlağı and it has a
protein(%4.09),oil(%0.93)and carbohydrate(%33.09) it has no fiber in their product.)6
* It is the lightest one.
* Most satisfying
* It is the first brand who started to produce mısır ve pirinç çıtırı (in 2004)(in
appendix part, there is a news)
* Ülker Mavi YeĢil Mısır and Pirinç Çıtırı has intensity oil, %50 lowest than other
reference brand(Eti form)
* Most delicious one
* It is the healthiest
*** It is important that it is a niche marketing and there is only one competitor, so
people usually prefer Mavi YeĢil
POP’s
There are many points of parity which Ülker Mavi YeĢil light mısır ve pirinç çıtırı share
with other competitors.
*Their degree of energy is the same.
*Their amount in the one package is the same
*Their smell and shape are same(circle)

6
http://grafikreklam.net/images/stories/out/mavi_yesil_stant.jpg

COMPETITIVE ANALYSIS7

MARKET SHARE better

QUALITY

CALORIES Better

WEB SITE

CUSTOMER
RELATIONSHIPS
PRODUCT
NUMBER
PRICING Better

(high) (equal)

 Although the market leader is eti, ülker has the feature of the first mark in terms of
producing corn and puffed rice.

 In terms of the price, the puffed rice and corn of ÜLKER is more expensive, As
compared with puffed rice and corn.

 The oil value of ülker mavi yeĢil puffled rice and corn is decreased by 50% as
compared to reference puffled rice and corn.

 Ġn terms of customer services, quality and the use of web site are ranked at equal
level for both marks as well.

 Thanks to its approximately 20 calorie-reduced products; Ülker mavi yeĢil is the
mark offering the most alternative with its light products

7
http://www.formdakal.com.tr http://www.mavi-yesil.com.tr

Perception Map;

More delicious
*Eti’s

*Ülker
’s

Less satisfying More satisfying

Less delicious

According to the graph Eti pirinç ve mısır patlağı is more delicious than Ülker‟s pirinç
ve mısır çıtırı. They both are at the same level of satisfying. Ülker‟s weakness seems
its taste. It could have been more salty to attract who currently like Eti‟s. maybe its
8
delicious taste which make it number one in the market.
BRAND EXPLORATORY
In the first part, a survey questionnaires conducted to 31 women and 7 men( look at
the appendix part). It is prepared on the basis of weight and gender. The ranges of
weight are 45-65 and 65-90. 20 of 31 women weigh between 45-65. 6 of 7 men
weigh between 65-90.
Then, 7 one-on-one interviews 9are made to determine Ülker Mavi YeĢil Light Mısır
ve Pirinç Çıtırı‟si identity, meaning to its target customers, target customer‟s
responses to the product and relationships between the product and its target
customer.. Lastly, information from newspapers, magazines, web sites and forums
are included to this part. Here are the results founded brand exploratory part of the
brand audit project consists of two parts.

8
The interview with handwriting
9
Interview: (our interview questions and answers)

MAVİ YEŞİL MISIR & PİRİNÇ ÇITIRI WITH REGARDS TO CBBE MODEL
SALIENCE: We have conducted a survey consists of 31 women. Dept of the Mavi
YeĢil light brand awareness is seen high. The survey shows that,b96.8% of the
females knows the brand well. This result shows that this brand has very high brand
awareness. On the other hand, Ülker Mavi YeĢil light mısır ve pirinç çıtırı usage rate
(%51,6) is lower than its awareness . This results in breadth of the brand awareness
is lower than depth of brand awareness. At the end, its website‟s rate of having
known is very low. It tells that about 87.1% does not know about this web site.
Ülker Mavi YeĢil light mısır ve pirinç çıtırı survey has been made also on only 7 men
and %100 of them know the brand. Therefore; the dept of the brand awareness is
high. Despite it, loyalty to this brand is very low among men which 42.9% of men
declared that they use this brand slice rarely. The survey results show that men do
not usually eat this product. It emphasizes that the breadth of the brand awareness is
vey low. They do not have any idea about Ülker Mavi YeĢil light mısır ve pirinç çıtırı.
And 57.1% of men does not aware of the web site of the brand.
The interview results that we have conducted 7 people, show that customers create a
connection between the brand and features of quality and trust. When people are
asked about Mavi YeĢil, diet and few calories are the first things that come to their
mind.10
PERFORMANCE: To begin with, the performance and imagery sides of the CBBE
pyramid basically shows what the brand is and it talks about the brand‟s strong,
favorable and even unique associations. Specifically for Mavi YeĢil Mısır & Pirinç
Çıtırı, performance side is related to the information about primary & secondary
features, its reliability, style & design and also its price with regards to the surveys
that we have conducted with 31 women and 7 men. The primary characteristic of
this product is being a light biscuit helping people not to feel hungry for a while and
prevent them from eating so much and getting too many calories. For example, we
asked 31 women to evaluate the ability of the product to satisfy their hunger, and 8
people said it was very good at that, 13 people said it was doing good, 5 said ok, and
5 said bad. Nearly 42% of the sample declared that Mavi YeĢil Mısır Çıtırı satisfied
their hunger in a good way. Also, 28.6% of the men said that it is very good, good,

10
The chart in appendix part

ok and bad. It is also easily understood that among other brands Mavi YeĢil does its
job very well. Furthermore, customers think that the shape of its pocket, colors and
also size is just great, very proper for a diet biscuit. For example, its color is basically
green reminding us health, its weight is 40 gr, neither too little nor too much. On the
other hand, price of Mavi YeĢil Mısır & Pirinç Çıtırı is a bit higher than its number one
competitor Eti, 65 KrĢ vr 95 KrĢ. However, Ülker sometimes makes some promotions
and decreases its price changing from one market to another. Even it does not
change its price, Mavi YeĢil is still preferred by the customers. As it is written in blogs,
forums and discussed among friends, price difference does not make a so big
difference. The trust that customers feel about it is more important than its high price,
consumers say. By the way, Mavi YeĢil is the most trustworthy and efficient brand
when customers need to eat something proper for their diet programs by having no
oil and no sugar in it at the time it is very delicious, and they can even use mısır çıtırı
for creative deserts as we can see on the picture.

IMAGERY: User profiles: According to demographic factors not only women but also
men prefer to use this product to feel full. Women expect to Mavi yeĢil Light mısır ve
pirinç çıtırı for helping to loss weight as possible as faster. Everybody is satisfied
because of low price and good taste. It is easy to find in the market place, such as
shopping mall, canteen, grosser e.tc. User of Mavi yeĢil Light mısır ve pirinç çıtırı
consume the product generally in their office, work and in their school. In addition,
one of the users prefer to consume it like appetizer. Mavi yeĢil Light mısır ve pirinç
çıtırı is accessible , satisfying, healthy and quality product. Yıldız Holding was formed
65 years ago around the idea that “Everybody has the right to have a happy
childhood, no matter where in the world” Brand values assure user of Mavi yeĢil
Light mısır ve pirinç çıtırı. In all its relations with society and individuals, Yıldız
Holding operates legally and ethically. Mavi yeĢil Light mısır ve pirinç çıtırı deep-
rooted history which gain prestige for company. Consumers trust to it as doctor's
suggestion in order to loss calories. In conclusion ,according to imagery Mavi YeĢil
light reminds its customers that lightness, happiness, living healthier

JUDGEMENT:This stage includes response information about overall attitudes and
opinions of the brand. To understand if the makers of Mavi YeĢil Mısır ve Pirinç Çıtırı
understand its target customers‟ needs and care about their opinions and have their
interests in mind, evaluating the response to a brand is very important.

a) Brand Quality;

Bayanların %38.7 kaliteli ; %32.3 normal, Erkeklerin; %85.7 normal,
According to survey and interview we did, we observed that the quality of this product
is normal and higher than normal. In addition to this when we look at the information
on the internet we see that the value of this product is qualified in the eyes
consumers.
Consumers who used this product find the product satisfactory in terms of its taste
and also the results of our surveys and internet researches prove that this product
keep satiated its users. This shows us that it is a suitable product not only for its aim
of production but also its aim of usage and it creates a great benefit to users of this
product.
Brand Consideration ;
On the internet research and interviews we asked “ which words come to your mind
firstly when we mention Ülker Mavi YeĢil Light brand?and the answers are diet,
starvation, calorie, quality, calorie free, tough, reliable, healthy, fair price. 11
In addition to this the perception of the product in consumer‟s mind is shaped by
these features; profitable, good quality, giving the feeling of toughness, light and
tasty.
Bayanların; %74 tavsiye ederim.Erkeklerin; %57 tavsiye ederim.
The result of our survey shows that many of the users will recommend the product to
the others. As considering these results we can say this product has a positive effect
in users mind and it is a popular product liked by many people.

11
http://friendfeed.com/erdalerdogdu/66a7963c/ulker-mavi-yesil-light-msr-ve-pirinc-ctr-hakknda

http://www.facebook.com/yusuferdalerdogdu?ref=ts#!/notes/erdal-erdogdu/ulker-mavi-yesil-light-misir-ve-pirinc-citiri-
hakkinda-dusuncesi-fikri-ovgusu-ya/3919697
http://en-gb.facebook.com/Ulker

Brand Credibility;
When we enter the product‟s web site we come across two parts: “What the experts
say” and “Healthy Feeding Advices” . When looked at the comments of diet and
healthy feeding experts, it is clear that when used correctly, the products of Mavi
YeĢil Ligt provide great benefits to people. In addition to this, the opinions of experts
show us the brand and its products are reliable for the last users. According to
survey, internet researches and interviews we did, the taste of the product is
commonly liked by people.

Brand Superiority;
Mavi yeĢil light is superior according to its nutrition values (energy,oil rate etc.) Our
biggest difference from only competitor of us “Eti Form” is our name. While its name
is corn and rice patlağı, our name is crispy corn and rice. In addition to this in terms
of taste Mavi YeĢil Light‟s crispy corn and rice is better than Eti Form and Mavi YeĢil
Light is consumed more than Eti Form
FEELINGS :This stage includes information about overall attitudes and opinions of
the brand. To understand if the makers of Mavi YeĢil Mısır ve Pirinç Çıtırı understand
its target customers‟ needs and care about their opinions and have their interests in
mind, evaluating the response to a brand is very important.
In one-on-one in-depth interviews, target customers were asked a question to
understand which feelings does Mavi YeĢil Mısır ve Prinç Çıtırı create when it was
eaten. The question was “Ülker Mavi YeĢil Light mısır ve pirinç patlağı size duygu
olarak ne hissettiriyor?” Some answers are; “I do not feel a pressure of slimming, it
makes me feel happy, while I am eating it.”, “It makes me feel light and happy”, “As
far as I know that I will not put on weight while I am using this product, I feel energetic
and happy.” In general, target audience think that Ülker Mavi YeĢil Mısır ve Prinç
Çıtırı is so light that make them happy because they do not put on weight while
stoking. Also because of feeling light, they become energetic in their daily lives.
Eating light makes their life easier and lighter.12Based on one-on-one interviews, it is
found that Mavi YeĢil Mısır ve Pirinç Çıtırı create three dimension of feelings:

12
www.knowthis.com

FEELINGS
Fun Dimension Security Dimension Self-Respect Dimension
-Joy, pleasure and -Secure product to stoke -Consumers are not
happiness -Consumers not put on ashamed of themselves
-Its crispy nature weight due to its reduced -They know it is harmless
associated with fun fat ratio to their body
-Consuming it with friends -Consumers experience -They feel confident and
is enjoyable and pleasant comfort of feeling light in better about themselves
their stomach

 Fun Dimension of Feelings: Feelings of fun are also upbeat types of feelings
when the brand makes consumers feel amused, light-hearted, joyous, playful,
cheerful, and so on. According to one-on-one in-depth interviews, when target
customers think about Ülker Mavi YeĢil Mısır ve Prinç Çıtırı, joy ,pleasure,
happiness come to their mind. So, it is a product associated with fun because
of its crispy nature and a product to stoke at the breaks when feeling a bit
hungry, eaten with friends, colleagues etc.
 Security Dimension of Feelings: Security feelings occur when the brand
produces a feeling of safety, comfort and self-assurance. Feelings of security
are when consumers do not experience worry or concerns that they might
have otherwise felt as a result of the brand. Based on our survey, one-on-one
in-depth interviews, magazines and web sites, target audience think that
Ülker Mavi YeĢil Mısır ve Prinç Çıtırı is a secure product to stoke and not
make consumers put on weight when feeling a bit hungry because of its
reduced fat ratio. Also target customers experience comfort of feeling light in
their stomach.
 Self-Respect Dimension of Feelings: Self-respect occurs when the brand
makes consumers feel better about themselves. When target customers eat
Ülker Mavi YeĢil Mısır ve Prinç Çıtırı, they know that they are eating
something containing less fat, no sugar. People who are on a diet or care
about their fitness and health, feel themselves light. They are not ashamed of
themselves because of eating or stoking too much because they eat
something harmless to their body. So, they feel confident and better about
themselves.

RESONANCE:In resonance part, we found many data from survey and interview
between resonance of brand and the people, first of all we differentiate the data
according to gender(men-women)because there is an great difference in usage
behavior between two gender. According to women,there is no loyalty we take data
such as 8 women are loyal,23 women are not loyal an the disloyalty rate of women
are %71.Also we found that when we ask if they will missing the product if it is taken
of the market and 7women said yes absolutely,5women yes I will miss,13 it does not
matter,3 no missing,3 I will not miss anymore and we found that %42 is the rate of ıt
does not matter. According to interview women are recommending product more than
men and it is easily understand according their interview women are more interested
in the product intense rather than men. Also in internet and blogs we found the
disinterest an dislike of man.(appendix part int site) As a result we can say that,Ülker
Mavi yeĢil light mısır ve prinç çıtırı can not satisfy the resonance between its
customer(men and women together.).Because of low loyalty rate in resonance,there
should be behavioral loyalty, affiliation and active engagement however people does
not have these characteristics according to our investigations such as %87.7 people
did not call on its internet web site,no active engagement. However it is significant
that Ülker can create resonance with their women target audience rather than men.
According to critique of the CBBE model of Ülker Mavi yeĢil light mısır ve pirinç
çıtırı,we decided that men are not interested in light products,they do not prefer in
their breaks. Also they thought its taste is not satisfying. However in our first
estimation of target audience and positioning of this brand is consistent with our
survey and interview, web site and forum results but men should not be included in
target customer of this brand. In conclusion we found the data we extract from survey
is according to meaning(imagery-performance) people have feeling of satisfied with
food,the usage situations are strong and dominant(in school, Office etc..)In CBBE
model of pyramit of this brand, we also mentioned about unique value of it in nutrient
values.

SWOT ANALYSIS
Strengthes:
High brand awareness
Having an important prestige and brand value in the sector
Having lower fat ratio relatively to its competitors
Entering the light products market earlier than its competitors
Having abundant financial resources with respect to Ülker
Having a larger product portfolio than its competitor brands
Weaknesses:
Low loyalty among customers
No convenient placement
Website with few contemporary topics
Few promotions, especially few advertisements
No effort to change the customers mind from negative to positive
Opportunities:

Only one genuine competitor, Eti
The recent fad, zero-size women
Even if no zero-size concerns , the sense of being healthy
Variable using alternatives also like appetizers at schools, at cinema..
Threats:
Higher awareness of its competitor than Ülker Mavi YeĢil
More efficient promotions of its competitor than Mavi YeĢil
Prejudice about Ülker brand.
Negative affects of recent topics about GDO
Opinions of diet professionals about that light products are not healthy as they are
thought.
RECOMMENDATIONS:
First of all, Mavi YeĢil is better to appeal not only women but also men. While
performing marketing activities, it should be mentioned that the brand cares also the
men health. It is because the awareness of the Mavi YeĢil is high among men. This
opportunity should be taken into consideration and awareness should be converted
into a loyal relationship between them.
Secondly, Mavi YeĢil website should be up to date and the products that
recently entered the market should be added to the product list such as ketchup and
margarine.
Thirdly, Distribution channels are not efficient. They have to be improved so that
customers make more frequent purchases. Accessibility to the product is low..
Then, the company should use more promotions for Mavi YeĢil. Customers are
better to inform what a light product is and is not. Public relations department of Mavi
YeĢil should conduct more activities and attach a bigger importance on this issue
because as it is mentioned before, due to the prejudices about being unhealthy of
light products limit the sales volume and cause a low usage rate, therefore the brand
should be over it.
As the fifth recommendation, the price of Mavi YeĢil Mısır & Pirinç Çıtırı has no
consistency. The difference between the price in Kipa and Pehlivanoğlu is 30 KrĢ
which is very big number for customers ( 95 KrĢ vs 65 KrĢ) This makes customers to
feel fooled and give up purchasing. Mavi YeĢil should definetely a price consistency.
Finally, Mavi YeĢil Mısır & Pirinç Çıtırı can be also produced in different forms
such as, covering with cacao, more salty, or with different spicy kinds to appeal each

one taste.. It is produced as covered with chocolate in abroad for example. …. Its
uses should be enriched.

APPENDİX&REFERENCES
1)http://www.radikal.com.tr/Radikal.aspx?aType=RadikalHaberDetay&ArticleID=9342
03&Date=04.05.2009&CategoryID=101
2)http://www.mavi-yesil.com.tr
3)http://www.mavi-yesil.com.tr/Dilara_Kocak_Makale.aspx
5) http://www.reklam.tv/pages/reklamara/?t=mavi%20ye%C5%9Fil
6) http://grafikreklam.net/images/stories/out/mavi_yesil_stant.jpg
7) http://www.kampanya-tv.com/2009/05/ulker-mavi-yesil-anketi-kazandryor.html

8)http://friendfeed.com/erdalerdogdu/66a7963c/ulker-mavi-yesil-light-msr-ve-pirinc-
ctr-hakknda
9)http://www.facebook.com/yusuferdalerdogdu?ref=ts#!/notes/erdal-erdogdu/ulker-
mavi-yesil-light-misir-ve-pirinc-citiri-hakkinda-dusuncesi-fikri-ovgusu-ya/3919697
10) http://en-gb.facebook.com/Ulker

11)In Cd there is an interview

12) http://www.yenimesaj.com.tr/index.php?haberno=4005872&tarih=2004-04-28)

13) http://www.formdakal.com.tr

15) www.indirimfirsatlari.com
16) We asked prices of the product in Kipa, Tansas, Pehlivanoglu and groceries.
17)www.knowthis.com

ENERJĠ VE BESĠN
DEĞERLERĠ

1 Pakette
100 g‟da 100 g‟da
(50g)
Enerji (kcal / kJ) 138 345 342
Protein (g) 3,69 9,22 10,2
0,84
Yağ (g) 2,1 2,3

Karbonhidrat (g) 28,5 71,26 82,70
Ģeker (g) 0 0 0
Lif (g) 2,86 7,16 0
Sodyum (mg) 0,1 0,26 2,99

(The interview of us which is done by Müberra Koç,she is a dieticion,her phone
number is:0532 vny bn gd)

İzmir Ekonomi Üniversitesi İletişim Fakültesi Halkla İlişkiler ve Reklamcılık

BA 324 MARKA YÖNETİMİ
Ülker Mavi YeĢil Light Mısır ve Pirinç Çıtırı Marka Değerlendirme Anketi

1- Cinsiyetiniz,
( ) Bayan
( ) Erkek

2- Kaç yaĢındasınız?
( ) 20-24
( ) 25-29
( ) 30-34
( ) 35-39
( ) 40-44
( ) 45-50+

3- En son mezun olduğunuz okul?
( ) Ġlkokul mezunu
( ) Ortaokul mezunu
( ) Lise mezunu
( ) Üniversite

4- ĠĢiniz:
( ) Öğrenci ( ) Emekli
( ) ĠĢçi ( ) Serbest Meslek
( ) Memur
( ) Diğer……………………

5- Kilonuz:
( ) 48-55
( ) 55-65
( ) 65-75
( ) 75-90
( ) 90-100+

6- Ülker Mavi YeĢil Light markasını hiç duydunuz mu?

( )Evet
( ) Hayır

7-Ülker Mavi YeĢil Light markasını ne kadar sıklıkla kullanıyorsunuz?

( ) Hiç kullanmıyorum
( ) Nadiren kullanıyorum
( ) Ara sıra kullanıyorum
( ) Sık sık kullanıyorum
( ) Sürekli (düzenli) kullanıyorum

8-Ülker Mavi YeĢil Light markasının internet sitesini ziyaret ettiniz mi?

( ) Evet
( ) Hayır

9- Ülker Mavi YeĢil Light markasına ne kadar güveniyorsunuz?
( ) Çok güveniyorum
( ) Güveniyorum
( ) Güvenmiyorum
( ) Hiç güvenmiyorum

10-Ülker Mavi YeĢil Light mısır ve pirinç çıtırıı markasını hiç duydunuz mu?
( ) Evet
( ) Hayır

11-Diğer light markalarla karĢılaĢtırdığınızda Ülker Mavi YeĢil Light mısır ve
pirinç çıtırıı beklentinizi ne kadar karĢılıyor?
( ) Çok iyi
( ) iyi
( ) Ġdare eder
( ) Kötü
( ) Çok kötü

12-Ülker Mavi YeĢil Light mısır ve pirinç çıtırını her yerde bulabiliyor musunuz?
( ) Evet
( ) Hayır

13-Ülker Mavi YeĢil Light mısır ve pirinç patlağının görüntü, koku, tat, dizayn
yönlerinden memnun musunuz?
( ) Çok memnunum
( ) Memnunum
( ) Ġdare eder
( ) Memnun değilim
( ) Hiç memnun değilim

14-Ülker Mavi YeĢil Light mısır ve pirinç çıtırı sizce ne kadar kaliteli?
( ) Çok kaliteli
( ) Kaliteli
( ) normal
( ) kalitesiz
( ) Çok kalitesiz

15-Ülker Mavi YeĢil Light mısır ve pirinç çıtırıı ürününü baĢkalarına önerir
misiniz?
( ) Evet
( ) Hayır

16-Kendinizi Ülker Mavi YeĢil Light markasına sadık hissediyor musunuz?
( ) Evet
( )Hayır

17-Ülker Mavi YeĢil Light mısır ve pirinç çıtırı ürünü kaldırılırsa özler misiniz?
( ) Çok özlerim
( ) Özlerim
( )Fark etmez
( ) Özlemem

( )Hiç özlemem TeĢekkürler 

(9) Ġnterview: (our interview questions and answers)

1- Ülker Mavi YeĢil Light markası dendiğinde aklınıza gelen ilk kelimler nelerdir ?
2- Ülker Mavi YeĢil Light mısır ve pirinç patlağı ürünü hakkında ki düĢünceleriniz
nelerdir?
3- Neden bu Ülker markasını ve mavi yeĢil light mısır ve pirinç patlağı ürününü
tercih ediyorsunuz?
4- Ülker Mavi YeĢil Light mısır ve pirinç patlağı size duygu olarak ne
hissettiriyor?
5- Ülker Mavi YeĢil Light mısır ve pirinç patlağını baĢkalarına nasıl tasvir
edersiniz?

1- Mavi YeĢil deyince aklıma Çaykur Rize Spor geliyor, gerek renkleri gerekse yaprak
resminden dolayı.
2- Biz spor salonu sahipleri olarak, genellikle diyaloga girdiğimiz insanlar, forma girip
zayıflamak isteyen insanlar ve biz bu ürünlerin onlara fayda sağlayacağına
inanıyoruz.
3- Bu tür ürünlerde kalite en önce akla gelen unsur ve bu doğrultuda Ülker'in
kalitesine güveniyoruz. Bu da bizim için tercih sebebi oluyor.
4- Doyurucu olduğunu düĢünüyorum ve tadı hoĢ.
5- Yuvarlak Ģekilde birbirine yapıĢmıĢ mısır ve pirinç patlak tanecikleri...
Ali Şenlikçi
Pro – Activium Sport and Health Center Sahibi

Ülker Mavi Yeşil’den Yeni Ürünler

Ülker Mavi Yeşil light, Türkiye’de ilk defa Light Bitkisel Margarin’i tüketicilerin
beğenisine sundu. Yüzde 45 yağlı Light Bitkisel Margarin ile Light Mısır ve
Pirinç Çıtırı da raflardaki yerini aldı.

Light mısır ve pirinç çıtırı çok sevildi
satışlar son iki yılda yüzde 400 arttı

Ülker‟in, Mavi Yeşil Light markasıyla 2004‟te piyasaya sunduğu mısır ve pirinç çıtırı
satışların yüzde 13‟ünü oluşturuyor. Eti ise, ürünü Eti Form markasıyla 2007‟de üretmeye
başladı.

Pirinç ve patlamış mısır tanelerinin sıkıştırılmasıyla üretilen çıtırlar, light ürünler
kategorisinde satışlarını hızla artırıyor. Eti Form ve Ülker Mavi Yeşil, ürünü sadece diyet
yapanların değil, lezzeti sebebiyle herkesin severek tükettiğini belirtiyor.Her gün büyüyen
„light gıda ürünleri pazarı‟nda son dönemde en çok beğenilen ürünlerin başında gelen mısır ve
pirinç çıtırı, pazarda yeni olmasına rağmen satışlarını iki yılda yüzde 400 artırdı.

Ülker 2004’te başladı
Mısır ve pirinç patlağını ilk olarak 2004 yılında pazara süren Ülker Mavi Yeşil Light , yağ
değeri yüzde 67-73 azaltılmış bisküviler ve yüzde 70-95 azaltılmış krakerlerle hafif ara öğün
alternatifleri sunuyor. Mavi Yeşil‟de şekersiz sütlü çikolata, karamelli bar, reçel gibi değişik
alternatifler de bulunuyor. Mavi Yeşil Light Mısır ve Pirinç Çıtırı‟nın 2008 yılında yüzde 2.5
pazar payına sahip olduğunu belirten Yıldız Holding Bisküvi ve Kek Grubu Pazarlama Genel
Müdürü Şebnem Nasi, ilk üretim yılı sonunda satışlarda yüzde 100‟ün üzerinde artış
sağlandığını söyledi.

Satışların yüzde 13’ü
Mısır ve pirinç çıtırının genel olarak light ürünler kategorisinde iyi bir satışa sahip olduğunu
kaydeden Şebnem Nasi, “Tüketicilerimizden genel olarak olumlu geri dönüşler alıyoruz.
Light atıştırmalık pazarının yüzde 5‟ini mısır ve pirinç çıtırı segmenti oluşturuyor” dedi.
Mısır ve pirinç çıtırının toplam Mavi Yeşil Light satışlarının yüzde 13‟ünü oluşturduğunu
aktaran Şebnem Nasi, şöyle devam etti: “Mısır ve pirinç çıtırı özellikle ağırlıklı olarak
patlamış mısır tadı benzerliğiyle dikkat çekiyor. Yemesi hem eğlenceli hem de hafif bir ürün.
İnsanlar bu ürünü sadece kilo vermek ya da kilosunu korumak için değil gerçekten tadını
sevdikleri için tüketiyor. Mavi Yeşil olarak önümüzdeki aylarda yine çok sevilecek yeni
ürünlerimiz raflarda olacak.”

SPSS RESULTS FOR WOMEN

Statistics

internet
sitesinin ürünün
marka kullanici ziyaret ürüne ürün ürünün tatmin ürünün kolay ürün ürünün tavsiye özlenme
kilo- bayan bilinilirligi sikligi edinilebilirligi güvenilirlik bilinilirligi edilinebilirligi bulunabilirligi memnuniyeti kalitesi edilinebilirligi ürün sadakati seviyesi
N Valid 31 31 31 31 31 31 31 31 31 31 31 31 31
Missing 0 0 0 0 0 0 0 0 0 0 0 0 0

kilo- bayan

Cumulat iv e
Frequency Percent Valid Percent Percent
Valid bay an 48-65 20 64,5 64,5 64,5
bay an 65 -90 11 35,5 35,5 100,0
Total 31 100,0 100,0

marka bil inili rli gi

Cumulativ e
Valid duy dum 30 96,8 96,8 96,8
duy madım 1 3,2 3,2 100,0
Total 31 100,0 100,0

kull anici sikl igi

Cumulat iv e
Valid nadiren kullanıy orum 11 35,5 35,5 35,5
ara sıra kullanıy orum 16 51,6 51,6 87,1
sık sık kullanıy orum 2 6,5 6,5 93,5
sürekli kullanıy orum 2 6,5 6,5 100,0
Total 31 100,0 100,0

internet sitesinin ziyaret edinilebi lirligi

Cumulat iv e
Valid ev et 4 12,9 12,9 12,9
hay ır 27 87,1 87,1 100,0
Total 31 100,0 100,0

ürüne güveni lirl ik

Cumulat iv e
Valid çok güv eniy orum 5 16,1 16,1 16,1
güv eniy orum 22 71,0 71,0 87,1
güv enmiy orum 3 9,7 9,7 96,8
hiç güv enmiy orum 1 3,2 3,2 100,0
Total 31 100,0 100,0

ürün bil inili rli gi

Cumulat iv e
Valid ev et 31 100,0 100,0 100,0

ürünün tatmin edilinebilirligi

Cumulat iv e
Valid çok iy i 8 25,8 25,8 25,8
iy i 13 41,9 41,9 67,7
idare eder 5 16,1 16,1 83,9
kötü 5 16,1 16,1 100,0
Total 31 100,0 100,0

ürünün kolay bul unabilirligi

Cumulat iv e
Valid ev et 25 80,6 80,6 80,6
hay ır 6 19,4 19,4 100,0
Total 31 100,0 100,0

ürün memnuniyeti

Cumulat iv e
Valid çok memnunum 6 19,4 19,4 19,4
memnunum 17 54,8 54,8 74,2
idare eder 6 19,4 19,4 93,5
memnun değilim 2 6,5 6,5 100,0
Total 31 100,0 100,0

ürünün kali tesi

Cumulativ e
Valid çok kaliteli 8 25,8 25,8 25,8
kaliteli 12 38,7 38,7 64,5
normal 10 32,3 32,3 96,8
kalitesiz 1 3,2 3,2 100,0
Total 31 100,0 100,0

tavsiye edilinebilirligi

Cumulat iv e
Valid ev et 23 74,2 74,2 74,2
hay ır 8 25,8 25,8 100,0
Total 31 100,0 100,0

ürünün özlenme seviyesi

Cumulat iv e
Valid çok özlerim 7 22,6 22,6 22,6
özlerim 5 16,1 16,1 38,7
f arketmez 13 41,9 41,9 80,6
özlemem 3 9,7 9,7 90,3
hiç özlemem 3 9,7 9,7 100,0
Total 31 100,0 100,0

ürün sadakati

Cumulat iv e
Valid ev et 8 25,8 25,8 25,8
hay ır 22 71,0 71,0 96,8
3 1 3,2 3,2 100,0
Total 31 100,0 100,0

kilo- bayan marka bilinilirligi
30 40

30

20

20

10

10
Frequency

Frequency
0 0
bayan 48-65 bayan 65 -90 duydum duymadým

kilo- bayan marka bilinilirligi

kullanici sikligi
20

10
Frequency

0
nadiren kullanýyorum sýk sýk kullanýyorum
ara sýra kullanýyoru sürekli kullanýyorum

kullanici sikligi

internet sitesinin ziyaret edinilebilirligi
30

20

10
Frequency

0
evet hayýr

internet sitesinin ziyaret edinilebilirligi

ürüne güvenilirlik ürün bilinilirligi
30 40

30
20

20

10
Frequency

10
Frequency

0
çok güveniyorum güvenmiyorum 0
güveniy orum hiç güvenmiyorum evet


ürünün tatmin edilinebilirligi ürünün kolay bulunabilirligi
14 30

12

10
20

8

6

10
4
Frequency

Frequency

2

0 0
çok iyi iyi idare eder kötü evet hayýr


ürün memnuniyeti ürünün kalitesi
20 14

12

10

8
10

6

4
Frequency

Frequency
2
0
çok memnunum idare eder 0
memnunum memnun deðilim çok kaliteli kaliteli normal kalitesiz


tavsiye edilinebilirligi ürün sadakati
30 30

20 20

10 10
Frequency

Frequency

0 0
evet hayýr evet hayýr 3


14

12

10

8

6

4
Frequency

2

0
çok özlerim farketmez hiç özlemem
özlerim özlemem


SPSS RESULTS FOR MEN
Statistics

internet
sitesinin ürünün
marka kullanici ziyaret ürüne ürün ürünün tatmin ürünün kolay ürün ürünün tavsiye özlenme
kilo- erkek bilinilirligi sikligi edinilebilirligi güvenilirlik bilinilirligi edilinebilirligi bulunabilirligi memnuniyeti kalitesi edilinebilirligi ürün sadakati seviyesi
N Valid 7 7 7 7 7 7 7 7 7 7 7 7 7
Missing 0 0 0 0 0 0 0 0 0 0 0 0 0

kilo- erkek

Cumulativ e
Valid erkek 48-65 1 14,3 14,3 14,3
erkek 65-90 6 85,7 85,7 100,0
Total 7 100,0 100,0

marka bilinilirligi

Cumulat iv e
Valid duy dum 7 100,0 100,0 100,0

kull anici sikl igi

Cumulat iv e
Valid hiç kullanmıy orum 3 42,9 42,9 42,9
nadiren kullanıy orum 3 42,9 42,9 85,7
sürekli kullanıy orum 1 14,3 14,3 100,0
Total 7 100,0 100,0

internet sitesinin ziyaret edinilebi lirligi

Cumulat iv e
Valid ev et 2 28,6 28,6 28,6
hay ır 5 71,4 71,4 100,0
Total 7 100,0 100,0

ürüne güveni lirl ik

Cumulat iv e
Valid çok güv eniy orum 1 14,3 14,3 14,3
güv eniy orum 3 42,9 42,9 57,1
güv enmiy orum 1 14,3 14,3 71,4
hiç güv enmiy orum 2 28,6 28,6 100,0
Total 7 100,0 100,0

ürün bil inili rli gi

Cumulat iv e
Valid ev et 5 71,4 71,4 71,4
hay ır 2 28,6 28,6 100,0
Total 7 100,0 100,0

ürünün tatmin edilinebilirligi

Cumulat iv e
Valid çok iy i 2 28,6 28,6 28,6
iy i 2 28,6 28,6 57,1
idare eder 1 14,3 14,3 71,4
kötü 2 28,6 28,6 100,0
Total 7 100,0 100,0

ürünün kolay bul unabilirligi

Cumulat iv e
Valid ev et 7 100,0 100,0 100,0

ürün memnuniyeti

Cumulat iv e
Valid çok memnunum 2 28,6 28,6 28,6
memnunum 2 28,6 28,6 57,1
memnun değilim 3 42,9 42,9 100,0
Total 7 100,0 100,0

ürünün kali tesi

Cumulativ e
Valid çok kaliteli 1 14,3 14,3 14,3
normal 6 85,7 85,7 100,0
Total 7 100,0 100,0

tavsiye edilinebilirligi

Cumulat iv e
Valid ev et 4 57,1 57,1 57,1
hay ır 3 42,9 42,9 100,0
Total 7 100,0 100,0

ürün sadakati

Cumulat iv e
Valid ev et 2 28,6 28,6 28,6
hay ır 5 71,4 71,4 100,0
Total 7 100,0 100,0


Cumulat iv e
Valid çok özlerim 1 14,3 14,3 14,3
f arketmez 4 57,1 57,1 71,4
özlemem 1 14,3 14,3 85,7
hiç özlemem 1 14,3 14,3 100,0
Total 7 100,0 100,0

kilo- erkek marka bilinilirligi
7 8

6 7

6
5

5
4
4
3
3

2
2
Frequency

Frequency

1 1

0 0
erkek 48-65 erkek 65-90 duydum

kilo- erkek marka bilinilirligi

kullanici sikligi internet sitesinin ziyaret edinilebilirligi
3,5 6

3,0
5

2,5
4
2,0

3
1,5

1,0 2
Frequency

Frequency
,5
1

0,0
hiç kullanmýyorum sürekli kullanýyorum 0
nadiren kullanýyorum evet hayýr

kullanici sikligi internet sitesinin ziyaret edinilebilirligi

3,5 6

3,0
5

2,5
4
2,0

3
1,5

1,0 2
Frequency

Frequency

,5
1

0,0
çok güveniyorum güvenmiyorum 0
güveniy orum hiç güvenmiyorum evet hayýr


2,5 8

7
2,0
6

5
1,5

4

1,0
3

2
Frequency

Frequency
,5
1

0,0 0
çok iyi iyi idare eder kötü evet


3,5 7

3,0 6

2,5 5

2,0 4

1,5 3

1,0 2
Frequency

Frequency

,5 1

0,0 0
çok memnunum memnunum memnun deðilim çok kaliteli normal


5 6

5
4

4
3

3

2
2
Frequency

Frequency
1
1

0 0
evet hayýr evet hayýr


5

4

3

2
Frequency

1

0
çok özlerim farketmez özlemem hiç özlemem


Source : http://www.erdalerdogdu.com

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