Yıldırım A.Ş. is a Turkish company established in 1989 that produces personal care products. In 2011, they launched a new deodorant brand called 1618. 1618 comes in roll-on, stick, and spray forms and targets women consumers. It contains natural ingredients like ambergris and has no alcohol or pigments. Yıldırım aims to expand 1618's market share in Turkey and become a leading deodorant brand through television advertising and product placement.

2.  COMPANY NAME: Yıldırım A.Ş
 PRODUCT: Deodarand
 PRODUCT’s BRAND: 1618

3. YILDIRIM A.Ş
Yıldırım A.Ş. was established by Burak Yıldırım in
1989, in Gebze- Kocaeli. Firstly Yıldırım A.Ş. began
producing hand soap in 1989. Then Yıldırım A.Ş. has
developed and start producing some other products
and they are; Body lotion, shower gel, air
freshener, shampoo, parfume, skin care products.
Yıldırım A.Ş. sells their products in Turkey. Lastly, at
the begining of 2011 Yıldırım A.Ş produced a new
deodorand which name is 1618.

4. VİSİON / MİSSİON
Vision: Being one of the leading companies in
Turkey.
Mission: Make real expectations of its
customer, thanks to quality services and
creativity. Also to develop the best working
environment and always be sensitive to do
environment while offering the “best fit” value in their
sector.

5. CORPORATE VALUES
For Yıldırım A.Ş. honesty, humility, love, stand on
their own feet, search for exellence and to be
sensitive to the environment and employees create
the basic corporate values.
QUALİTY POLİCY
Yıldırım A.Ş. in line with the vision and objectives of
good management, to meet the expectations of
customers and employees, reviewing systems for
continuous improvement, providing the necessary
resources, to comply with legal requirements, health
security to production in accordance with the principle
of progressive customer oriented company and trying
to overcome their own standards.

6. GENERAL VİEW OF
DEODORANT MARKETİNG
 In Turkey, the market for deodorants seems to be
$60 million.
 In Turkey, personal care market has 2.5 billion
pounds in size. And deodorants is part of 147
million pounds.
 In Turkey, one person spend 1 euro for deodorant
in a year.
 In Turkey, just 33 family use to deodorant from
100 family and these family think that deodorant is
not need, it is luxurious for them.

7. GENERAL VİEW OF
DEODARAND MARKETİNG
 In England, one person spend 11 euros for
deodorant per year, one person spend 8 euros for
deodorant per year in Argentina.
 72% were male and 28% of women who use
deodorant.
 There are 3 types of deodorant. These include:
Roll-on, Stick and Spray
 Unilever, EBC and Aromel Cosmetic share the first
3 row in domestic market.

10. PRODUCT PRESENTATION
 Yıldırım A.Ş started to product deodorant firstly in 2011.
Our product name is 1618. Because 1618 refer to be
excellence and ıt comes from Leonardo da Vinci’s picture
that explain the golden ratio.
 Product size is 170 ml.
 Our product was produced for women.
 We have 3 kind of product. Roll-on, Stick and Sprey
 This product’s color is white. Because whiteness refer
clean and hygine.

11. PRODUCT PRESENTATION
 Our products includes ambergris and ambergrises
deodorant is the one in Turkey
 Our product is antipresperant. Antipersperant isn’t
demage for healthy.
 No alcohol.
 No pigment.
 Dermotologic.
 This product have two tube in it.
 What about our logo? We use number in our name
because of remember. and we use yellow color because
its about golden ratio.

14. SWOT ANALYSE
 Strength:
 The damage the ozone layer is less than 20%
compared to other brands ofdeodorant.
 Alcohol-free.
 Our place in the distribution of the product make it
suitable for fastproduction.
 Customer loyalty is achieved.
 The company pays great attention to ethical
values​​.
 Weaknesses:
 We can not take place in the international market.
 We did not produce product in this segment before.
 Reputed to be less than competing firms.

15. SWOT ANALYSE
 Opportunities:
 Our product is Turkish brand.
 This product did not take place before such a
product in the market.
 According to personal care products for
men and women give more importance
to external appearance.
 Threats:
 Other companies can produce the product in
the future.
 The product has not been tested previously.

16. OUR OBJECTIVES ARE
 To be a well-known brand of deodorant sector
 To have 20% share of deodorant sector
 To take a part in deodorant sector as the man
segmentation by 2015

17. 4P MARKET MİX
Price:
List price: 12 TL
Discounts: 10TL
Product: Roll-on – Sprey – Stick
 Our product name is 1618. Because 1618 refer to be excellence and ıt
cames from Leonarda da Vinci’s picture that explain the golden ratio.
 Product size is 170 ml.
 Our product was produced for women.
 We have 3 kind of product. Roll-on, Stick and Sprey
 This product’s color is white. Because whiteness refer clean and hygne.
 Our products includes ambergris and ambergrises deodorant is the one
in Turkey

18. FACILITY

19. 4P MARKET MİX
Place:
 Supermarkets: Migros, Carrefour
 Parfümeri: Sevil, Tekin Acar
 Dutyshop: Atatürk Havalimanı, Sabiha Gökçen Havalanı, Esenboğa
Havalimanı.
 Personal Care Stores: Watsons, Gratis, T-shopOur corparate
transportation company is taking place in transportation
Promotion:
Product placed in television series (Umutsuz ev kadınları, Pis Yedili, Dinle
Sevgili,)
 Take part in magazines ( Cosmopolitan )
 Take part in newspaper
 Stand established ( Capacity, Palladium and Cevahir Shoppingmalls,
İstinye Park Hillside and Tepe Nautilus International Feetness )
 Commercial: Seda SAYAN

21. TARGET GROUP
 Women over age 15 who go to contracted fitness
centers
 Audiences of TV which our product placed
 Girls who will participate in the competition to the
Cosmopolitan

22. COMPETITORS
 1618 is the first product that producing by using
this technology. Therefore there isn't any brand
which can be a competitor for us. However there
are three brand that we see them as a competitor
for us in deodorant industry. These are:
 Nivea, Rexona, 8x4

23. Competititors
Since 2001, the Nivea business segment forms a separate, independent unit
within the Group. With around 3,700 employees and operations in more than
100 countries, Nİvea is the international no. 2 among the world’s leading
manufacturers of self-adhesive system and product solutions for industrial
customers and consumers.

24. Competititors
Everyday, Rexona products
are using by 2 billion
consumers all around the
world. Rexona spends an
average of
50 million dollars per
year in social responsibility
projects. This is also a
leader in the market.

25. Competititors
8x4 has an important position to
fields of skin care and personal
care. 8x4’s some products
are skin
care, deodorant, sun protection,
color
cosmetics, men's care andbaby
care in market.

26. COMPETITOR
COMPARISON
 The most similar brand to 1618 is NIVEA- Black
and White ın the market. It is not exactly same.
The first differences is 1618 has two tube in the
bottle that both of them include different kind of
deodorant

27. Corporate Social
Responsibility
We produce deodorant for women
that name is 1618. We contiribute
5% of income in campaign of
“Farkındayım Korkmuyorum”. The
aim of project to buy
mammography machine. When we
are helping to MEVA foundation, We
want to create awareness about the
disease.