Challenge:

Ülker Golf had just invested in a factory in the city of Kahramanmaraş to domestically produce the original Maraş ice cream for its retail chains. The company was in need of research, analysis and strategy for brand name, packaging, price policy and marketing strategy because of the competition against numerous regional and global companies, such as Algida.

Action:

Our GMB insight crew launched an ethnographic study across the city of Kahramanmaraş, the company headquarters and B2B & B2C markets, and conducted an in-depth analysis on characteristics of conventional and traditional Maraş ice cream regarding perception, target market, price policies, strengths, weaknesses, opportunities and threats. We created the positioning statement from the analysis report and submitted it to the brand owner for approval. We then defined brand, marketing and communication strategies and delivered a Creative Agency presentation. Decisions on packaging visuals, logotype and communication executions were made according to our strategy.

Result:

The result was a total success. Ülker Golf put “Maraşım” on the market with the slogan “The Original Ice Cream”, and launched it using stars from the popular TV series “Bizimkiler”. The brand Maraşım by Ülker Golf ranks number one in its market segment.

Web Page: www.ulkergolf.com.tr