This document discusses a marketing strategy for a regional furniture retailer called Arstil. It includes plans to conduct primary research through interviews and focus groups to understand customer preferences, attitudes, and purchasing behaviors related to Arstil and furniture in general. The creative strategy aims to increase brand awareness of Arstil by emphasizing quality, technology, and the Arcelik brand through website enhancements, banners, and billboard ads. Sales promotions will include bonus packs, price discounts, and payment options. Media planning focuses on using banners on alternative websites that target key demographics rather than television ads, as the target audience spends more time online. Billboards will also be placed in affluent neighborhoods to increase visibility.