Primary Research

Interview with a regional retailerArçelik A.Ş. penetration in

Furniture MarketCustomer preferences & attitudesPerceived image of ArstilFuture of Arstil

Primary Research

Focus GroupsGeneral perception of furnituresCustomer approach to furniture

alternativesPurchasing behavior & patternsHow people react to Arstil

Creative Strategy

Increase brand awareness, exclude sales stimulation

Exaggeration of possible benefits Media channels used:

Website enhancements, banners, billboard ads

Static logo

Creative Tactics

Settings of special occasions Brand Awareness through

emhasizing; Quality (Potent) Technology (Benefit) Arçelik – Koç (Unique)

Sales Promotions

Bonus Packs Price-off Deals Various payment options

Media Planning

100% of our target group is computer and Internet literate.

They spend time behind the computer screen more then the TV screen Banners in alternative web sites instead of TV

advertising Eg:Yonja.com for graduation based creative

idea Eg: idealevlilik.com for marriage based

cretaive idea Eg: bebegimveben.com for new family

member based creative idea

Media Planning

They move around a lot, so we want them to see us in some billboards Billboards around Nişantaşı, Etiler and

similar places around Turkey.

Questions??

Thank you !!!

Tutku Özmen Serdar Şen

Çağrı İncedoğan Ahmet Sağıroğlu