1. 23.Eylül.2005 A New Breath in Ice Cream Market

2. Ice Cream Market in Turkey In Turkey there are 3 main players in ice cream market. –Algida, Unilever; the multinational giant –Panda, a local producer that has been in the market for a long time –Ülker’s Golf group, the last player Market leader Algida dominates the market in both impulse and take home products. In return for the long-term brand invesments, Algida has a great market share.

3. Ice Cream Market in Turkey Turkish giant food group, Ülker entered ice cream market in 2003 by buying German Schoeller’s factory in Turkey. The company launched the umbrella brand with a remarkable budget in 2004 with its agency DDB With its experience in FMCG sector, Ülker outspread the field quickly and became the 2nd in market share. However the company could not overcome “me too” position against Algida that owns a strong brand heritage.

4. They made a trial ! In the season 2005, they just gave a chance to us for one of its products, Roko (for the first time they gave a brand to a local agency) And we have created their first success story against Algida How ?

5. Roko: A brand new approach With its unique shape (triangle) and unique taste (intense like a cold dessert rather than ice cream), Roko is quite different than its competitor’s product range Its difference enabled us to develop a different communication strategy The competitor’s strategy is based on the refreshing aspect of their products and the images accompany the brands are usually of the sea and the beach

6. Roko: A brand new approach Creating a new category: Algida’s power in the market comes from correct positioning of its brands for the right target groups. It was not possible to win a battle with similar brand communications. So, instead of positioning our brand against Algida’s winner brands, we had created a new category in ice cream market

7. Roko: “City Ice Cream” Against the holiday images competitors use frequently, such images were never used in the communication of Roko. Instead, the communication plan was based on the city atmosphere as most of the youth stay in the city, in summer.

8. Roko: “Spirit of Rock” Algida brands captured a wide place in target consumers’ perception fields. Alternative-Rock music is an ideal starting point as this uncaptured area is very popular among Turkish Youth. The aim was to position the brand as a lively, street brand that promotes rock music against the steril and sophisticated image of the competitive brands. In order to reach the target youth, Turkey’s most popular alternative music band, Manga was used with their 2005 hit.

10. The Next Step “Should be bitten” Roko’s TVC in the mystical city atmosphere drew attention with Manga, the rocker identity of the characters, the music and its slogan “Should be bitten” “After the remarkable launch campaign on media, the next step of the strategy came to stage: “Roko Fest”

11. “Roko Fest” First time in ice cream market, a rock band went on a tour across the country. Concerts by Group Manga with the accompany of 2 more favorites of the youth took place in Roko Fest Roko Fest has been organized in 11 cities and 60.000 people attented the fest who buy 5 packages of Roko * In accordance with the brand strategy, the selected places were city centers; not beaches In some cities not only ROKO but also all other brands of Golf are accepted due to great interest

13. Result With its new positioning and communication, Roko sales increased 306 % compared to previous year. For the first time, Golf won the brand battle against Algida. Frigola, the brand Algida launched against Roko performed weakly and this time an Algida brand has been perceived as a “me too” brand

14. Success By September, Golf Management has decided to work with Icom, Fikir Merkezi for all its brands with a yearly budget of nearly 10 million dollars