TORKU

• Konya Sugar aims to 2 main purpose

1.Increasing the prosperity of its producer partners under the brand name Torku

2.Offering 100 percent natural, safe, quality products

• After the producing sugar ,they started to produce biscuits, Turkish

meat and dairy products .

MARKET CONCEPT

Societal Marketing Concept

• Torku focuses on knowing what is the custemer's needs and wants and shapes their strategy toward to earn the desired satisfaction.Therefore they follow The Market Concept.
• Torku wants to be customer-centered company so the requests of Turkish customer are healthy and safety product.And they focus these features .

That is why they started to produce dairy and even frozen products.

Societal Marketing Concept

• Another most important thing is what is best for its consumers in the long run .
• They care and improve both the consumer’s and society’s well being

They distribute seed to all farmers as free

• In order to behave socially and environmentally they make social responsibility projects

Up to now, 19 million trees have been planted in Konya Plain.

MISSION&VISION

To ensure that healthy, reliable, natural and delicious Torku products will be one of the popular brands in close geography within 10 years with its extensive sales network

• Torku exports 13 countries in 3 continent

Russia, Kazakhstan, Ukraine, Romania, Georgia, Iraq, Algeria, Morocco, Azerbaijan, Uzbekistan

Asia

Europe

Africa

reference:http://torku.com.tr/tr/haber/detay/1785/panplast-ihracatini-yuzde-340-artirdi

• To reach all kinds of sales points operating throughout Turkey and to constantly improve the sales-distribution network,
• To increase the awareness of Torku brand and to ensure that it is preferred
• To introduce our consumers to more high quality, innovative products and healthy products

BRAND LOYALTY

They pay attention matches that product expecting and product perceived performance.Because being satisfy with product creates brand loyalty.

• They have complaint and advice section.there is a open sources so that increases the interaction between them

• Company wants to show that'production process’ of products from bottom to top on commercials

In this way they try to creat customer perceived value

Consumer-Generated Marketing

They have complaint and advice section.There is a open sources so that increases the interaction between them

W

• And Torku wants to keep the comminication active so they are using social media and they are receiving advice on customers and they publish pictures of kids
• And also Torku give recipe to users to get brand loyalty

SWOT ANALYZE

STRENGTHS

WEAKNESSES

THREATS

OPPORTUNITIES

STRENGTHS

• Torku is supported by Konya Sugar which they have really big funds
• They are experts and experienced in their own sectors
• They are local company

WEAKNESSES

• They are new brand so in order to get position in minds they need time
• Their distribution network is weak.They can not provide demands at time.

OPPORTUNITIES

• Turkey is one of the most developed countries in chocolate demand in the world.
• Turkish consumers sympathise the local companies.
• Products can sell all over the World.patential is high

THREATS

• Ülker ,eti ,nestle penetrate market earlier than Torku
• Competition is very high in market

Market Segmentation

As we mentioned before Torku has a wide range of products and appeals to every age and every level of income

Customer Value

Torku products appeal to all kind of social classeses except upper class .

Prices are not higher than competitors.And quality of products are high level.they get reward ‘best trustable product of 2015’

Their major purposes are that deliver the all kinds of producuts to everywhere

Business Portfolio

• Torku is a large company and includes wide product range.That is why business portfolio analyzes can be helpful to fınd out company’s position
• Therefore some products may get popular and some products may lose popularity. So company have to eliminate weaker ones and they have to focus more ,to populers

(The BCG Growth-Share

Matrix)

Growth and Downsizing

Business Portfolio involves finding businesses and products the company shpuld consider in the future

• Market Penetration:

Making more sales to current customers without changing its original products

Torku opened new stores and changed some products package.

Market Development :

• identifying and devoloping new markets for its current products

Torku in the begining was producing chocolate and cake and they were focusing 'labor and trustable ' topic on commercial.but then they want to appeal to youngs.And footballer act on commercial

And also they start to export

Product Development:

• Offering modified or new products to current market segments

Torku developed new product for youngs .They start to produce Mocha Latte .They want to catch people from coffee shops .

MACRO ENVIRONMENT

• The World is getting global ,day by day. So ,Foreign exchange movements and enflation affect Torku as much as other companies in Turkey
• Torku was exporting the middle-east countries but Arap spring affected them

And as a demographic Torku action to the demograpgic changes on advertisement.while they are focusing 'trusth'thema,

at the same time they appeal to kids and youngs.Because the proportion of young people in Turkey is high

• But mainly climate changes and soil yield are most important mocro environment.

Torku products mostly come from sugar beet and they provide it from Konya şeker.So, that sutiation may effect price directly.That is why Torku never push farming into the background. for example:Torku jungles

MICROENVIRONMENT

Competitors:

• Torku’s competitors are very strong around World.So that pushes directly the Torku top level competition in the World

Supplier:

• They provide raw matarials with own farmers it can offer high quality with low cost

The company:

• Everybody who works for company must work in harmony to create customer value.

And the top level management have to ensure worker's comfort is well.So Torku try that.for example:they made a investment to railway in order to worker can bring from city easily.

Consumer Buying Behavior

• Torku products are low involvement product.So they really care advertisement department and also they effort social media keep dynamic.
• And also Word of mouth is very important.because people are easily affected by each other.

• Torku has to be careful environmental changing.Because they established their position under the ‘trust’
• Their commercial thema is the helping and trusting each other.they emphasize these.
• They start to establish as a cooperative and up to now, 900,000 farmers have gathered.
• That is why Torku are loved by village people and farmers.

• Consumer purchases are influenced strongly by ,cultural,social personal and characteristics.So managers must take them into acoount.

Turkish people are muslim 90 percent araund.So Torku does not produce any pig stuff or any drink includes alcohol.

Also they appeal to many subculture like farmers , sporfans. For example:Torku was sponsored by Konya Spor.

Torku feeds deers in Turku Jungle

General

• 129 people participated in survey.And 79.7% of them are young

That shows we have focused 'how Torku affect youngs'

• And Torku is known by most of people who participated survey

That shows Torku's commercials are effective for youngs

• when we checked again almost %25-%30 of people upper 1500 TL.But On the other hand that upper 1500 TL rate people matches age graphic.

And upper 1500 Tl people shows avarage income people in Turkey.

So Torku appeal to middle income class in Turkey

Buying Decision Behavior

• Most preferred product are chocolate,biscuit,milk

That shows Torku's commercials are effective for youngs.because Torku want to catch youngs with these products on commercial

Customer Lifetime Value

• In order to create brand loyalty,Torku is focusing 'quality and trusth'
• And emphasing the green and local get it return effort
• but there is a rate %19.5(being cheap)that can effect negatively Customer Life Time Value

• %80 of people are satisfied from Torku.

And that shows Torku mostly reach what they aim