Marketing Research Project - MAVİ & KIVANÇ TATLITUĞ

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MARKETING RESEARCH PROJECT

MRK 451

Doç. Dr. İrem Eren Erdoğmuş

MAVİ & KIVANÇ TATLITUĞ

Prepared By: Seda SOYSERT(135710056)

Melissa BAL(135710060)

INDEX

1. ABSTRACT.. 1

1.1. Purpose. 1

1.2. Approach/Methodology. 1

1.3. Keywords. 1

1.4. Paper Type – 1

2. MARKETING RESEARCH PROBLEM… 2

3. INFORMATION ABOUT COMPANY.. 4

3.1. History of Mavi 4

3.2. Milestones for Turkey. 4

3.3. Personality of Mavi 5

3.4. Image of Mavi 6

4. INFORMATION ABOUT DENIM SECTOR.. 7

4.1. Denim Sector in Turkey. 7

4.2. Denim Sector in the World. 8

5. KIVANÇ TATLITUĞ.. 9

6. LITERATUR SURVEY.. 10

6.1. Celebrity Endorsement 10

6.2. Essentials of celebrity endorsements. 11

6.3. Celebrity versus non-celebrity endorsers. 12

6.4. Pros and cons of celebrity endorsement strategy. 12

6.5. Attributes of Effective Celebrity Endorsement 13

7. FOCUS GROUP.. 17

7.1. Focus Group Girls. 17

7.2. Focus Group Boys. 19

8. CONCLUSIONS. 23

9. APPENDIX.. 24

10. REFERANCE.. 26

1. ABSTRACT

1.1. Purpose

Celebrity endorsement has been established as one of the most popular tools of

advertising. It become a trend and perceived as a winning Formula for brand building. But

it is to difficult to establish strong association between product and the endorser. Objective

of this article is to examine impact of celebrity endorsement on brand. In this article

includes association between jean brand Mavi and its endorser Kıvanç Tatlıtuğ.

Purpose of this paper is qualitatively explore associated factors between Mavi and Kıvanç

Tatlıtuğ and consumers behaviors and psychological perspectives about this association.

1.2. Approach/Methodology

This study uses qualitative techniques to find the correlation between Mavi and Kıvanç

Tatlıtuğ, based on secondary data analyze and unstructured focus group research design.

Focus group research will be done with 16 peoples within 18-28 years old. There are two

groups one of them include 8 women and the other 8 men to evaluate gender differences

also.

In this research convenience sampling will be used which was a non-probability technique.

One advantage of this is that it is easy to access, requiring little effort and time bur a major

disadvantage in that it is not an accurate representation of the population, which can skew

results quite radically.

1.3. Keywords– Celebrity endorsement, Mavi Jean, Kıvanç Tatlıtuğ

1.4. Paper Type – Research paper

2. MARKETING RESEARCH PROBLEM

Mavi Jean started to use Kıvanç Tatlıtuğ in its advertisements as a celebrity endorser. After

TV and billboard advertisement they evaluate the effectiveness of their advertisements and

it was seen that Mavi grew up by 30% in the first six month of 2010 by leaving behind its

24% target. It also provided 65% of its turnover from Turkey market. And according

Nielsen survey 28.9% consumers recall Mavi when said jean. But using endorsement is

also has high cost because of this manager started the think about the using celebrity or

non celebrity advertisements and should continue or not with Kıvanç Tatlıtuğ as an

endorser.

Managerial question: Should Mavi continue to use Kıvanç Tatlıtuğ on its advertisements?

Marketing Research Questions:

· How much effective Mavi advertisements with Kıvanç Tatlıtuğ?

· Are Mavi’s and Kıvanç Tatlıtuğ’s image harmonic?

· Is Kıvanc Tatlıtug an appropriate endorser for Mavi?

Research Questions

What are the motivating factors when people buy to jean?

How much do advertisements effect consumers buying behavior?

Endorsement

Are using endorsements important for to remember jean advertisements?

Is using endorsement has effect on jean brand image?

· Is using endorsement has effect on people’s purchase intention?

Mavi

· How consumers perceive Mavi’s image? When people think about Mavi what comes to

people’s mind?

What kind of values does Mavi provide to people?

· Is Mavi’s image effective on buying product?

· How does Mavi’s image effect purchasing decisions of people?

Kıvanç Tatlıtuğ

· When people heard about Kıvanç Tatlıtuğ which advertisements come to mind?

· What is Kıvanç Tatlıtuğ’s image? How does it effect Mavi’s image?

Mavi and Kıvanc Tatlıtuğ

· Do you believe Kıvanc Tatlıtug also wear Mavi’s jeans?

· Kıvanc Tatlıtug also plays on Akbank advertisements, is that image affects Mavi’s image?

· What kind of impression gives Kıvanc Tatlıtug’s image on Mavi Jeans advertisements to

you?

· Do you think positively about Kıvanc Tatlıtug’s image on Mavi Jeans advertisements?

· Does Kıvanc Tatlıtug’s image on Mavi Jeans advertisements increase your purchase

intention?

Hypothesis

Ho: Using endorsement has positive effect on brand image.

Ho :Kıvanc Tatlıtug and Mavi’s image are harmonic.

Ho: Kıvanc Tatlıtug is favorable face in the Mavi advertisings.

Ho: Mavi’s advertisement effectiveness differs from man to women.

3. INFORMATION ABOUT COMPANY

3.1. History of Mavi

Founded in Istanbul in 1991, Mavi designs a full collection of jeans-wear, for young

women and men. Turkey’s first fashion brand to become global, Mavi has been the leading

jeans brand in Turkey since the last 17 years with 11 % market share. Mavi is now sold at

over, 4000 specialty stores, better department stores and specialty chains in 50 countries

including the US, Canada, Turkey, Australia, Germany, Netherlands and Russia. Mavi has

over 310 retail stores with flagships in New York, Vancouver, Istanbul, Berlin, Frankfurt,

Dusseldorf, Dietzenbatch, Hamburg, Munich, Oberhausen, Leipzig, Bremen and Moscow.

Mavi posted 30 percent growth annually. Today Mavi is a $ 315.000.000 company. Global

denim unit sales is more than 5,5 million per year. Mavi is in early twenties and sold more

then 40 million jeans to Mavi People up to now.

Mavi’s philosophy is to build a brand around perfect fitting jeans that convey a

Mediterranean feeling in terms of fashion and detail. Maviterranean is exotic and

inspirational, contemporary and accessible. Mavi, which means “blue” in Turkish, is

known for high quality, great fitting and fashion-forward premium denim that not only fits

the bodies of its customers, but also their lifestyles and quality expectations as well.

3.2. Milestones for Turkey

1991

Born in Istanbul

1996

Becomes the market leader in Turkey

Mavi Kupa university basketball league starts as a youth and social responsibility activity

in Turkey

2008

Accessories category is launched

2009

‘This is Istanbul’ campaign communicates Mavi’s design edge.

Boyfriend fit and Harem jeans become Mavi’s hero products.

Famous stylist Ece Sukan launches ‘Vintage Loves Mavi’ collection

2010

Made an ad campaign with Turkey’s most popular celebrity: Kıvanç Tatlıtuğ

2012

Time Magazine pointed out Mavi to the world as Turkey’s most successful jean brands.

Hussein Chalayan designed special denim collection for Mavi Gold.

2013

Hussein Chalayan’s new collection named ‘Chalayan/Mavi’ which is specially designed

for.

The New York Times Magazine highlighted Chalayan/Mavi collection.

3.3. Personality of Mavi

To evaluate brand personality a research was done. This research uses 5-point likert scale

and evaluates Mavi’s personality with questionnaire. Scale includes mature, charismatic,

sympathetic, childish and marginal options.

Over the last decade, Mavi Jeans’ frequently changing advertising policy has avoided

collection of responses to a single embodiment. Jeans image with campaigns which is done

in the last period, it has reflected its image and 115 people ticked marginal/free option.

Charismatic option is second adjective for Mavi Jeans like Levi’s. Table 1 shows the

results.

Table 1 : Personality of Mavi

3.4. Image of Mavi

In this study people were asked ‘what is the level of sympathy of this brand and the image

of brand leaving in your mind?’ question. It asked in a form of descriptive statistics. And

113 of 291 people have significant positive feelings about Mavi.

Approximately 10 years ago Mavi Jeans have set a target which is ‘being a brand’ and it

has achieved that. Mavi Jeans’ created added value is accepted by its customers and that

image of the organization’s more than seeing them for work. Because Mavi Jeans didn’t

decrease its prices and its domestic brand sympathy so customers showed a significant

positive approach rate which is %38.8. Table 2 shows the results.

Table 2: Image of Mavi

4. INFORMATION ABOUT DENIM SECTOR

4.1. Denim Sector in Turkey

Turkey has become an important player in the denim fabric sector. The main factor is the

world standard quality; in some firms, even higher quality is achieved in denim

production. Turkey is a step ahead of most of its competitors especially in the area of

product development. Turkish firms working well with the denim fashion centers are

creating know-how, which greatly contributes to this success.

The successful work performed at the overseas fashion centers also stands out. There is

also an important amount of denim fabric imports to Turkey. Turkish fashion creating

talent is used on imported low price denim fabric for ready-made clothing and exported in

order to compete with countries that have the advantage of low labor cost. Turkish textile

sector’s share in world export is 3 %, most of which is denim. This share reaches 20 %

when the EU countries are considered. There is a considerable increase this year compared

to last year. The sales graphs of most of the denim producers in the world show a declining

trend. There are companies in Turkey that also have similar problems.

The companies with no product development and fashion creating abilities are easily

wiped out of the market. Turkey, our market share is about 10 % of the US jeans market.

The number of pairs of jeans exported to the US is about 290 million.