RAZAKI WINE CAMPAIGN

SITUATION ANALYSIS
Background

Names of Razaki Wine comes from Razaki Grapes. Razaki Grapes can be grown every
vineyard area. It is a kind of grape that imposing, suitable for trucking and protecting.It is a
table grape. It is white and thin covering. We try to make wine from Razaki grapes at the first
time in Turkish wine market. We prefer to grow to our grapes in Alaçatı because Alaçatı’ s
climate is suitable for Razaki grapes and also Alaçatı is near Urla in İzmir. As we said before
Razaki grapes is suitable for trucking.

As a company Razaki is an old wine brand which has never been a market leader but always
in the alcohol market. The headquarter of the company is in İzmir, Urla but our vineyard area
in Alaçatı.

Razaki Winery

Razaki Winery had established by Erdal Karaca. Razaki Winery was founded on March 1943,
in a small building with 8-10 oak barrels, a manual grape grinder, a manual press and a water
pump. Its' production capacity for the first year was 23.000 liters.

In 1945, the company was moved into a new facility at Urla where the old equipment were
still used for a few more years. In 1946 the production capacity reached 100 tons, in 1954 250
tons and then in 1964 wine production reached 1.001 tons. Liter.

The first fully equipped winery belonging to Razaki A.S. started

its production in 1954 in İzmir, Alaçatı. The yearly production and
bottling capacity of this winery was 250 tons. As the years
passed by, the company was getting bigger and the production units were becoming
inadequate, so in 1967 the winery moved to a new factory in İzmir Urla with a capacity of
4.500 tons.

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 Today Razaki Winery is located at the same factory of 10.000 m2, with 3.000 m2 of
enclosed space. The whole bottling line and the production units were renewed with state of
the art production systems. In the last few years Razaki has made a substantial investment on
the modernization of the filtration, cooling and clearing systems, replacing the old oak barrels
with new ones and adding more stainless steal tanks to its facility.

Factory

Established in 1967, today Razaki has been processing grapes, producing wine and storing its
produce in its 10.000 m² facility

Established in 1967, today Razaki has been processing grapes, producing wine and storing its
produce in its 10.000 m² facility in Alaçatı İzmir/Turkey. The advancements to production
technologies were applied to this facility over the years, and in 1999 a wine cellar, bottling
plant, stock area, bottle stock area and management building were added to the site. With
these additions the move form the İzmir Urla facility established in 1954, to the new Alaçatı
facilities was completed.

We have implemented the latest of the ever advancing technologies and kept close tabs on the
key advancements in our sector, in return this has enriched our dedication to our wines and up
kept the excitement we have always felt since the first days in our continuing production.

Having completed all necessary modernizations required in time we upkeep a policy of

continuous improvement in all our facilities. Our factory is not only home to all the necessary
modern machinery required to produce quality wines at up to over 6000 bottles/hour, at times
using advanced equipment and filters including stainless steel fermentation, storage and resting
tanks, but also home to the more traditional oak barrels for our special wines, thus upholding
the never changing focus on quality throughout the production processes.

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Having accepted that wine is a living entity we take pride in the fact that we analyze samples
of our produce at every step of production with great care in our laboratories, allowing us to
upkeep and develop the characteristics of our wines and helping us continue healthy wine
production. We also do our research and development in these laboratories allowing us to
bring you more refined new tastes and flavors.

Finally with these developments and the support from

our customers Razaki A.Ş. continues to invest its
resources in wine, and continues to drive the Turkish
Winemaking Sector to higher qualities and standard
since 1943.

In additon to, last year Razaki Wine participated an

international wine tradeshow and Razaki wine became
Turkey’s first award winner wine in the world in “ International Wine Tradeshow” on
December 2009. Razaki Wine a accreditation worldwide.

Market Research

Wine market sector has changed by day bay. The status of Turkish Wine sector is devoloping
sector . consumer do not prefer to drink classic Turkish wine because They are bored to use
same taste because of this local wine which is grown by local producer. In Turkey there is
stil unexplored local taste for example like in Urla which name is Razaki wine as we said
before Razaki Wine won the international Wine Tradeshow award in 2009. On the other
hand ıf we have stduy about Turkey’s Wine Sector , the studies show that Turkey wine sector
operation Tekel 1974.

Geographically, Turkey is among the most suitable countries in the world for wine grape
vineyard. With its 530,000 hectares vineyard, Turkey is the fourth largest grape grower
country in the world. 2.04% of Turkey’s agricultural lands are covered by vineyards. The
yielded product amount is around 30% of total fruit production.

It is estimated that approximately 40% of Turkey’s grape production is spared for raisin, 35%
is spared for consumption of fresh grapes and 3% is spared for wine production; and the rest
is used for the production of traditional products such as grapefruit pectin and dried fruit pulp.
It is observed that, though almost in every region, wine grape production concentrated in

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provinces such as Manisa, Denizli, İzmir, Çanakkale, Tekirdağ, Ankara, Kırşehir, Nevşehir,
Gaziantep, Elazığ and Diyarbakır.

Turkish wine is wine made in the transcontinental Eurasian country of Turkey. The
Caucasus region, where the countries of Georgia, Armenia and Turkey are located today,
played a pivotal role in the early history of wine and is likely have been one of the earliest
wine-producing regions of the world.

Wine-producing regions in Turkey

Grapes and wine

With between 600 to 1200 indigenous grape varieties, there are numerous options that
Turkish winemakers can pursue to make wine. Currently only 60 varieties are commercially
cultivated. Some of the native Turkish varieties include the Yapıncak and Papazkarası grown
in Thrace; the Sultaniye of the Aegean coast; the Öküzgözü and Boğazkere (used to make
Buzbağ) of Eastern Anatolia; the Çalkarası of the Denizli Province in Western Anatolia, and
the Kalecik Karası, Narince and Emir of Central Anatolia. In recent years, some of the
international grape varieties have increased their presence, including Sémillon (known as
Trakya), Riesling, Muscat, Gamay, Cinsault, Grenache, Carignan, Cabernet Sauvignon and
Merlot

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 GRAPE VARITIES OF TURKEY

Region White grapes Red grapes

Wine Production,
Consumption and Foreign

Marmara Trade in Turkey

Clairette Pinot Noir
(Thracian) Chardonnay Adakarası
Region Riesling Papazkarası Data regarding wine
Sémillon
Sémillon
Beylerce production, consumption and
Yapıncak Kuntra
Gamay trade in Turkey is given in
Vasilaki
Karalahna Table 1. However, when total
Cinsault
production capacity in the
sector and capacity utilization
Carignan rates and unregistered data are
Çal Karası taken into account, it is
Aegean Region Sémillon Merlot
Bornova Misketi Cabernet accepted that the production

Sauvignon and consumption figures in the

Alicante Bouschet table do not indicate the truth.
Shiraz According to Wine Producers
Kalecik Karası
Sauvignon Blanc Association, it is estimated
Chardonnay that in the last two years, the

Black Sea Narince Öküzgözü actual production amount is

Region Boğazkere more than 3 folds of the

Central Emir Kalecik Karası announced amount, and the

Anatolia Hasandede Papazkarası amount supplied in the market
Dimrit is around 110 million liters.
Region

Mediterranean Kabarcık Sergi Karası Table 1: Wine Production,

Dökülgen Burdur Dimriti Consumption and Trade in
Region
Turkey
Eastern Narince Öküzgözü
Anatolia Kabarcık Boğazkere

Region

Southeastern Dökülgen Horoz Karası

Anatolia Kabarcık Öküzgözü
Region Rumi Boğazkere 5
Sergi Karası
Source:TUİK and TAPDK data.

It is given in the table that wine export is around 40-50 thousand hl. In Turkey wine import
was carried out by the state in restricted amounts in the past. The amendments in 2001 and the
TAPDK Directive on Domestic and Foreign Trade of Alcohol and Alcoholic Beverages in 6
June 2003, following the full liberalization of imports, the number of importing firms and
imported products increased rapidly. By 2006, it was found that 54 importing firms operate
and supply 819 different products in the market in terms of brand and package, but the
number of firms increased to 91 at the end of the year and the range of the products increased
up to 1182; and 3 of these enterprises which have import license were big enterprises who
produced wine in Turkey as well.

Competitor Research

Razaki Wine’s the capacity of producing 1.000 tons liter wine. On the other hand our Target
Audience A, B ses group for this reason when we study of our competitors we were pay
attention this detail. Accordingly our basic competitors are Kayra , Kavaklıdere, and Doluca
winery companies.

The main reason of the show these winery companies for our competitors because Razaki’
corporate image similar like these company.

In additon to now, we can try explain these competitors some information about their
companies and some wines informations etc.

Kayra wine

As a result of their long practice in the wine sector, Kayra have invested all their experience
and passion in a brand new marque, which will carry their past production strength forward to
the future. Basing themselves on their faith in the goodness which lies in the nature of the
wine, they have named their wine family as “Kayra”.

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Kayra wine family has been an important step in the long run projects aiming to improve the
vinification standards in Turkey by revealing the true potential of their vineyards. Under the
eonologist Daniel O’Donnell’s guidance, the delicacy of vinification process, starting by the
choice of soil and variety, completed by the vintage and the bottling, has been reflected to all
their products. The rich cultural history and the generous spirit of Anatolia will meet you by
means of the Kayra family.

Kayra wines are being produced from the grapes grown in the most outstanding vineyard
regions of Anatolia and processed at the Elazığ and Şarköy wine production facilities located
within the same regions, before they lose their freshness, in pursuance of the “in place
production” philosophy. Kayra was developed with the aim to reveal the true vinegrowing
and vinification potantial of the Anatolian soil, the homeland of wine.

The wine production facilities of Elazığ, established in 1942 and that of Şarköy, established in
1996 have respectively annual capacities of 4.794.000 litres and 4.455.000 litres. Kayra
Wines, which meet the consumers under the brand names Cumartesi, Tılsım, Nevzade, Balo,
Buzbağ, Cameo d’Oro and Terra, provide a wide spectrum of alternatives to match with any
kind of food at any given moment. It is not only the flavours or the taste caracteristics that
makes these wines attractive; the elegant label and bottle designs decorated with the modern
versions of symbols originating from different Anatolian civilisations contribute to their
charm. Kayra, who has developed a wide spectrum of products to satisfy different tastes in
different occassions, aims also to differ with its quality/price balance.

For ages, people have always glorified the wine. Some have said “The truth is the wine,” and
some have called the wine as the “water of life” . Wine, born in Anatolia, has always been at
the very top among the world’s most noble beverages. Now, it is time that the wine is
glorified on this land where it belongs.

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Kavaklıdere wine

Kavaklıdere winery, the first private sector wine producer in Turkey, is founded by Cenap and
in 1929 in Ankara, it has steadily developed to become Turkey’s leading wine producer. Their
company owns 550 hectares of vineyards in the most important wine producing area of
Anatolia, where their Professional wine growers strives to maintain the perfect grapes soil
climate equation and increase the potential of the vines that produce the grapes that have been
successful in the production of Anatolian wines for hundreds of years and to introduce wines
from international grape varieties grown in Anatolia’s varied micro- climates to achieve their
best potential when they are transformed in to wine. Kavaklıdere winery has a storage
capacity for 19.5 million liters and exports almost 20% of its production, which consists of 43
different wines, plus two grape juices, to European, American and Far Eastern markets. Some
example of their products : Prestige, Egeo, Selection, Vin- Art, Classic, Angora etc. …

Doluca wine

For three generations, DOLUCA has been a part of the Turkish winemaking industry,
reflecting its traditional and innovative character in its service and product quality.

At the beginning of the adventure in 1926, Nihat A. Kutman, returned to his home country
after completing his education at the Geisenheim Wine Institute's programme in Enology and
Viticulture. Soon after, he established a small bottling plant in Galata, Istanbul, called Maison
Vinicole which later acquired the name DOLUCA.

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In 1985, starting the first investment of this magnitude in the Turkish private wine sector,
DOLUCA, as a result of ongoing projects during the last 20 years, has today grown to become
one of the few of its kind, in terms of both capacity and modern technology, as well as
product quality by world standarts. DOLUCA today, continues to present over 35 different
products to consumer's liking, with a 14 million bottle annual capacity. Paying as much as
meticulous attention to consumer relations as to production quality, especially after Ahmet
Kutman's daughter Sibel Kutman and son Ali Kutman, joined the company as a member of
the third generation, DOLUCA has attained a broader contemporary outlook and embraced
the mission of developing and enhancing the cultural awareness of wine in Turkey.

As a result of the our competitors research is directly related to these three brand wine quality
and their taste price balance like us Razaki Wine.

SWOT analysis

Of course you know Swot anaysis’s importance for our campaign because swot analysis can
help to us for research and know our product or service. Swot analysis include that Strengths ,
Weaknesses, Opportunities, Threats. In addition to, strengths and weaknesses are internal
origin about our product or service on the other hand opportunities and threats are related to
our external origin for this reason we should very well this detail.

Now we can try explain Razaki Wine’s Swot Analysis by one by.

Strengths

 Razaki Wine has been in the market so it does not necessary to recognize itself
again for all to the market.
 Razaki Wine has already had fabrics to produce wine. It does not necessary to
have extra capital.
 Razaki Wine has already had wholesaler, distributors.
 Razaki Wine has won ‘International Wine Tradeshow’ award for the first time in
Turkish Wine Market.
 Razaki Wine have accreditation for worldwide.

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Weaknesses

 Although Razaki wines is in the Turkey market but can not become the market leader
in the market

 Make local production

 Does not make the wine of world marketing

 Possible errors in the production of technical staff

 Probability of damage to vineyards

 Competitors in the market to have a bigger share then Razaki wines

Opportunities

 Wine market’s consumers are bored same classical taste and they start prefer to more
local special taste like us.

 Viniculture sector developed.

 Turkey has got a lot of productive lands.

 Turkey’s producer can produce various kind of grapes.

 Wine producers can produce their grapes which can use of produce any kind of wines.

 Turkey’s has got a lot of local area for suitable grow specific tastes.

 Grapes are grown in Turkey very easily because the climete is suitable for it.

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Threats

 In a wine legislation landscape

 there are many legislations for alcohol in the media of course for this reason our ads
environment is very limited ıt means directly threats for our brands, external origin.

 In many media channels, giving advertisement for wine is forbidden by the

government.

 There are a lot of strong brands in wine market.

 Consumer’s mind full of similar brand and taste for this reason they cant accept news
very easily.

 According to government's policies, Turkish Wine Market is constrained by

government. this caused our market limited.

 Special consumption Tax rate increase

PLANNING

 Razaki Wine Campaign Main Objectives

Of course when we prepare some marketing campaign we should examine very well our
campaingn main objectives. Maybe we can seperate two catagorize to objectives these are

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 marketing objectives and communication objectives. When we look at the this from our
campaign main Marketing communication objectives are : The key objective of the
company is to increase brand awareness of the Razaki wine brand with consumers in
Turkey first. Then to expand their borders internationally by conveying the message
“Razaki wine is award winner of wine contest”.
In addition, there is another objective is to raise awareness with buyers and in the
distribution sector to increase distribution. (Multiple supermarkets, Wholesalers and Cash
and Carrys, Independent retailers etc.) for this reason we can use B2B marketing because
our Razaki wine campaing suitable for dual channel Marketing because our target
audiences both of them buyers and at the same time wholesalers ( such as: restaurant etc.)
for this reason we think of use different channel for example we design some poster about
Razaki wine more attractive for pay attentian our customers but on the other hand for
some restaurants like brosur more informative detail such as price, and other technical
detail. As we can see our basic market communication objectives to increase brand
awareness of Razaki wine in Turkey first and than Then to expand their borders
internationally by conveying the message “Razaki wine is award winner of wine contest.

TARGET AUDIENCE

Of course ıf you prepare some campaign any about issues, surely you should very well
examine your target audience because your campaign success directly related this issues.
Razaki wine’s Target Audiences are A and B ses groups. Because Razaki Wine brand image
require this one. In addition to Razaki Wine’s international wine award is a big advantages
of the other competitive wine brand. On the other hand, some studies show that especially
wine market’s consumer are bored ordinary because same design and taste. And they want
to more special taste and local butique design and taste. On the other hand they generally
want to be feel more special and valuable customer. In addition to Razaki wine produced by
producer just limited numbers thanks to this factor, we can eliminate our consumers. Now ıf
we look at the more special .

Of course firstly, we should accept that importance of right customers for every brand or
market. Because you know consumer behaviours are very changable from person to another
for this reason when we examine the target audience we should seperate main three groups
these are firstly we need to market segmentation, secondly we determine targeting
audience and finally we need to positioning our product of Razaki Wine.

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A ) MARKET SEGMENTATION

Market segmentatıon include the identify bases for segmenting the market and than develop
segment profiles. On the other hand market segmentation, dividing a market into distinct
groups with distinct needs, characteristics or behavior who might require separate products or
marketing mixes.

Market segmentation has got five main parts. These are : Demographic Segmentation ,
Geographic Segmentation, Psychographic Segmentation, Behavioral Segmentation,
Occasion segmentation. Now we can try explain very briefly by one by for our Razaki wine’s
Target Audiences

1- Demographic Segmentation :

Age: Our marketing campaign’s target audience includes from 30 to 50.

Gender: Target audience of our marketing campaign generates women and men.

Family Size: Our target audience’s some families specilities such as: They are living alone or
two people in a home.

Almost of them haven’t a child. Having children have one or two children.

Generally, two people are working in home.Woman does shopping for home

Income: Vast majority of our target audience have a high or sufficient. ( Because, they are
belonging to A and B S.E.S. groups.

Occupation: when we choose our segment, aimed at higher income levels and occupational
groups such as : white collar jobs like doctor, enginering, business, Holding’s CEO etc.

Education: Our marketing campaign’s target audience contains well-trained people and
high education level etc.Because, our target audience is A and B S.E.S. groups.

Marital Status: Our target audiences’ marital status can like this: Young- single, young-
married and haven’t a child, young-married and have a child ( younger than age of 6 ) ,
young- married and have a child ( older than age of 6 ) , old- married and have a child, old-
married and haven’t a child, old-single, and the others.

2- Geographic Segmentation:

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A and B S.E.S. groups are including our target audiences. Ranges of A and B S.E.S. groups
are like this:

A S.E.S. groups is totally percent 1,1.

A S.E.S. group’s rate of living in rural area is percent 0.

A S.E.S. group’s rate of living in central area is percent 1,5.

B S.E.S. group is totally percent 18,9.

B S.E.S. group’s rate of living in rural areas is percent 2,2.

B S.E.S. group’s rate of living in central areas is percent 23,3.

Namely, our target audience is generally living in central areas.

3- Psychographic Segmentation:

When we can divides buyers into different groups based on:

Social Class: you know we can seperate three social class in society these are High level,
middle level and low. Our target audiences are high level social class ( A-B) ses groups.

Lifestyle : Features of A group as lifestly and personality like below:

Especially we can say for This group is very well-trained.Rate of working of two people at
home very high.Their homes have comfort standards. On the other hand,They have two
homes and one of them is summer house.

They are selective in subject of durable goods. And also they prefer advanced technology
products rather than functionality.Many of them have a car and they are buying new car and
they often change their cars.They have many credit cards, and also they have store cards.
They are using their credit cards more than once a week, and they don’t fear to be debt to
bank.They are going to cinema frequently. Some of them are going to concert or theater; but
theater and concert rates lower than cinema.They are interested in sport.They are reading a
book or magazine and listening to music.They are going to café, bar or night clubs.They are
reading newspaper regularly.Most of them have helper in the home.They spend their holidays
in own summer house or hotel- holiday village.Majority of people in this group, go to
restaurant once a week. These social class information especially are very important for our

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determinate our product positioning and selective our media channel because ıf we don’t
know the some specific information about our target customer we can’t decide right decision
for this reason its very important.

On the other hand ıf we study Features of B group as lifestyle and personality like below
we can say; This group is generally trained.

Rate of working of one person at home is increasing in this group.

Some of people have a second home; but summer houses are decreasing. Generally second
homes in village or city. Request to durable goods is almost the same with group A.
Differences are minor.

Half of this group have a car. Ownerships of secondhand car are increasing in this group; but
rate of car changing is very high. Investment to movable investments is decreasing. Rates of
going to cinema, theater and concert are decreasing slightly. Quarter of them aren’t going to
holiday.The vast majority reading a newspaper.

Personality : Our Marketing campaign’s target audience covers A and B S.E.S. groups.
These people as personality are generally modern, knowledgeable, consumption- indexed
people.

4- Behavioral Segmentation: This segmentation, especially help us to empasises to about

knowledge, attitudes, readiness stage information to give us for know very well our target
audiences. Of course, our target-shaped mountain is very susceptible to consumer behavior
and attitudes and consumption behavior are enhanced contacts.

Learning: Our target audience generally found a way of learning and knowledge. Also, these
people are constantly running into more advanced

Culture

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Of course other most important factor is culture. Because culture is very important factor for
all ses groups for this reason our target audience A-B ses groups culture details are very
important. We can summarize like this ; of course when we look at the these peoples’s
consumption attitues or other habits all of them directly related high culture. Because A-B ses
groups you know generally they have got high education opportunities, good income and job
for this reasons their background culture is high. For example: they generally have got library
and antiques. Or their life style is directly related their culture values etc.

Family

when we say to the most important social cultural factor is family ıt isn’t false of course.
Because every person start learn consumption habits from their family small ages and this
habits of course continue in the future. If we look at the from this point of view, we can
easily understand of importance family in comsumption habits. Our target audience’s
some families specilities such as: They are living alone or two people in a home.

Almost of them haven’t a child. Having children have one or two children.

Generally, two people are working in home.Woman does shopping for home

5- Occasion Segmentation: This segmentation we can understand from the meaning of

name special segmentation. You know every society’s has different consumption attitudes.
For example some specific days are very important for some society. For this reason when we
think of the our target market and society we determine some specific segmentation for
Razaki wine for example: valentine Day , Christmas etc. These special days especially wine
consumption degrees increasingly. For this reason when we’ll some specific package for our
target audience in these days.

B ) MARKET TARGETING

Through market segmentation, companies divide heterogeneous markets into smaller

segments that can be reached more efficiently and effectively with products and services that
match their unique needs.

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 In addition to, we choose the individual marketing, because we want to empasises
especially Tailoring Products and programs to the needs of individual customers. Because
especially nowadays market every consumer start to specific product or service just reason they
want to feel more special for this reason RAZAKİ wine individual marketing, we produce more
local taste because especially wine consumers start to bored same taste and they need to more
special taste and package design. Razaki wine prefer to produce limited product with their the
best power of International Wine Tradeshow’ award for the first time in Turkish Wine Market.
For this reason our most important different the other competitors our products are limited and
the reason of the our positing factors. For this reason our target audience are A and B ses goups.

C) POSITIONING

Of course, we can say positioning is the most important factor for product or service in
marketing campaign. Because you know, positioning mean that, the place the product occupies
in consumers’ minds relative to competing products. On the other hand we can seperate three
basic groups of choosing a positioning strategy surely we need to choose the best suitable for
our campaign message and product. These positioning strategy are : 1- Identifying possible
competitive advantages. 2- Selecting the righ competitive Advantage. 3- Communucating
and delivering the chosen position.

We can try these three steps by one by because our product can let these strategies.

1) Firstly, we ıdentifying possible competitive advantages these are Razaki Wine

differentiation we service our wine with extra package we don’t service just ordinary wine
bottle. On the other hand image differentiation, our main aim is to ensure they feel special and
valuable when they drink to RAZAKİ wine because we always empasises to limited production
and International Wine Tradeshow’ award for the first time in Turkish Wine Market. For this
reason, we applied this differentiation. this we select the According to the differences in
product positioning because our Razaki wine bottle’s mashroom format our grapes. Because
our competitors mashrooms are very similar to each others.

2) Secondly positioning strategy is selecting the right competitive advantage USP. RAZAKİ
wine’s USP is International Wine Tradeshow’in December 2009 award for the first time in
Turkish Wine Market.

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3) Third and last strategy is communicating and delivering the chosen position. In addition to
our main purpose is to deliver Razaki position with use of some media channel which allowed
regulation of alcohol. And at the same time we can try delivering our positioning strategy
with our Razaki wine Slogan ‘ RAZAKİ wine is the only witness of the unforgetable
moments.’ Becaasue our purpose is delivering this slogan with our all visual suppliments.

Razaki Positioning

RAZAKİ wine awards and the success of our customers with the most valuable
assets which aims to provide the best served. Razaki local and delicious taste, with
the presentation, and a special bottle that you are important to us all, always the
right choice for our consumers continue to be. Razaki from past monitoring of wine
and have not changed one way to produce the best for your room and meet with
Razaki offers you to make you feel special every time. In 2009 also have taken the
international wine awards and the outstanding this season with only limited
production Razaki continues to be your right choice. If you are not just a moment in
private at any moment if you are at the right address RAZAKİ wine.

İn additon to ıf we look at the marketing positioning strategies we can increase. For

example: While positioning can be done in several different varieties. In this way we can
talk about the positioning of the major types of:

 According to the differences in product positioning: Organizations that sell

products and to find out the different features that are being made accordingly,
based on a positioning application.

 According to the basic qualities and benefits of positioning: Products provide a

benefit to the target market will be significant due to the position is created.

 The product's positioning relative to: End consumers, industry or government

agencies have created their markets as measures are taken.

 According to the positioning of Use: Product "is how and when to use" according
to answers to questions will be taken to make positioning.

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  Positioning products against the group: This kind of positioning is not based on
competition, product positioning according to the group in question is to do.

 Against a particular competitor or competitors positioning: With this type of

positioning the product in question is a very particular attitude to competitors.

 Through associative positioning : The absence of a different product features or

superior to competitors' products to have this type of positioning is very effective
in cases.

 According to the positioning problem : Therefore, competition is less significant

in terms of product differentiation is known as a valid application. In this case
there is a need for positioning against the problem.

STAKEHOLDERS

There are listed below which help us in every phase of our manufacturer, supplier firms,
and professional groups. Bottles of wine which is produced in glass factory that we supply
them, fungus factory, packacing and labeling, shipping and Arkas Holding A.Ş (logistics
company) that provides our shipping, distributors and wholesalers(supermarkets and
restaurants).

Şişe Cam provides us our special bottles which make you feel more special.

Focus Wine Tinderbox provides us our special fungus which is made from embossed of
grapes.

Can digital print service INC. Provides us our labeling press service.

Kutusan Package: provides us our special protection boxes.

Arkas Holding A.Ş: Provides us transportation services.

19
 CAMPAIGN STRATEGY

Of course when we determine of the campaing strategies, we have set objectives of the
individual wine consumption rates and living standards and a way to keep in mind. To
provide the highest quality products to our consumers on behalf of one the most important
brand advantages is international Wine Tradeshow award is ‘ best wine award in the
tradeshow’ by highlighting our award in this direction have developed a strategy. On the
other hand Razaki also be limited production of wine, It helped us to determine our target
group identified as A and B ses groups. At the same time doesn’t compromising our
quality is our the most important strategy. In addition to, consumers to feel special and
Razaki Wines in this direction is the market leader position in our initiatives will be our
biggest help. In coclusion that of course our main goal is Razaki names to be announced
in all national and international wine market to when we do public relations and
marketing work.

CAMPAIGN MESSAGES

‘Razaki, unutulmaz anların tek şahidi.’ with this slogan we want to emphasize that Razaki
Wine is a wine brand that will company our customers in the charming, matey and full of fun
nights.

While we create campaign message we benefit from advertising appeal such as emotional
appealing and executional framework such as fantasy to take attention to the product and
make awareness of product.

While customer choose wine brand we think that they can behaive emotionally. So we decide
to persuade customer and choose our brand. For this we use emotional message.

In addition, in the wine market, Razaki Wine has known with its balance of quality and price.
Its quality comes from our local vineyard’s grapes and these grapes reach to the customer
after being well processing.

With this message, we want to explain that Razaki Wine is witness of the wonderfull time,
and it is the most suitable wine brand that company to the beautiful night with its price and
quality balance. As a result, we want to make Razaki Wine first preferable wine.

20
With this marketing campaign we purpose that to make Razaki Wine first preferable wine
when customer want to have alcohol while they are entertianing. As a result in our message
we want to emphasize fun and feeling unique. We serve our target audience Razaki Wine to
make their life more meaningfull and unforgettable.

TACTICS

Razaki Wine offered its customer special limited product. These make customers to feel more
special themselves. After years Razaki Wine want to be the best in the market so this tactics
will make Razaki Wine more aware. Every customer want to try Razaki Wine and it is our
first strategy. Becauzse we are msure that, after first test, many customers’ first choice will be
Razaki Wine. And there are some people that want to have especially limited production.
With limited production we also take these customers’ attention to our brand.

Our second tactic is package desing and labelling. Razaki Wine offers its customer special
package that ever been offered. This make our brand to first choice. Razaki Wine has a
special cover to protected from everything. It has special box which is also have carrying
rope. This make our customer to feel more special. With this box our wine will be more
attractive and many customer will want to have it. With this box Razaki Wine will be
different from all other wine. Also our labelling will be different from other wine comapny’s.
On the label we have relief grapes which make our brand more attractive.

Our third tactic which is related our strategy is to pricing. Razaki Wine will be sold high
price. Because our target audiences are from A an B. These customer class prefer more
expensive product to feel thmeselves more special. They can pay high prices for all kind of
product to feel more special and benefit from them.

Our last and the important tactic is our award. We represent our award from ‘International
Wine Tradeshow’ on December 2009. our target audience want to feel more special and they
want to have product that their quality has been proved. Our quality has been proved by
International Wine Tradeshow. We are the first company that won this award in Turkey. This
makes our brand more attractive.

21
TIMING

Razaki Wine Marketing campaign will take six mounths during Summer and Autumn
seasons ( june – November). As it know generally alcoholic drinking rate has increaed during
the summer time. So we choose this time for our maketing campaign. At the same time the
time of integrated marketing campaign is affected by media selections.

If we take in detail, our timing selections are above;

Magazine:

Magazine, Cosmopolitan, FHM( For Him Magazine), Maison- Française We will give
advertising these magazines for six mounths. Every each mouth we will give three
advertisement in three magazine finally after six mounth we reach totally eighteen
advertisement. During the six months we are intended to expose consumers to the message
and we create brand awareness.

Newspaper:

HURRIYET
POSTA
SABAH
ZAMAN
MILLIYET
VATAN
FANATIK
CUMHURIYET
FOTOMAC
AKSAM
RADIKAL
TAKVIM
YENI SAFAK
TURKIYE
GUNES
YENI ASIR AB C1
STAR
FOTOSPOR C2 DE
BUGUN

0 5 10 15 20

According to the table above our target Audience A-B prefer to Hürriyet, Milliyet and Sabah.
But when we thik of from our campaign budget, we eliminated milliyet because Hürriyet and
Milliyet’s readers have got similar background for this reason we will give advertisement just
Hürriyet and Sabah for six mouths just weekend supplement.

Blog:

22
Razaki Wine blog’s basic aim is to give change to its consumers for share their opinion or
any kind of ideas about wine. In addition to some suggestions, wants, can be shared by
consumers. Razaki wine blog’s start in june.

Airports - Billboard:

Razaki Wine campaign’s poster takes place six mounths İzmir, İstanbul, Antalya Airports
especially easily greet like waiting rooms. Especially we choose these cities between june and
November mounths because these mounths really lively in terms of tourist. Because our
secand basic objective is to expand our borders internationally by conveying the message ‘
Razaki Wine is award winner of wine contest’. Finally our poster will take place six
mounths these Airports.

Outdoor:

Especially, our marketing campaign will start to june mounth for this resaon we choose the
summer areas such as İzmir, ( Çeşme- Urla- Foça-Kuşadası) İstanbul ( Şile,Ava, Polenez
köy) Antalya,( Lara, Belek, Kemer, Alanya) Muğla( Marmaris,Fethiye,Bodrum) . Because
these cities prefered by tourist. Side of build and some famous restaurants. All outdoor’s ads
take place four mounths.

Internet : The aim of this is to attract potential consumer of wine to our brand and create
brand awareness and direct them to our own brand blogs. This service will start june 2010.

E- Mail: we think of the send these email for our target customers six mounths some distance
of time. Such as once a mounth.

Public Relations Works: we will organize factory tour for our distributors and whosalers, on
18 july Sunday . On the other hand we will organize two days holiday in Urla someone who
fallow Razaki wine websites and will win top grade our game. We will organize two taste
days in Urla 14-15 August 2010 for our special customers .

Cinema:

Cinema is suitable channel for our advertisement but We don’t prefer to cinema because our
marketing campaign place four months june and september and these mouths generally people
prefer to summer place, holidays and cinema rating decrease these mounths for this reason we
evaluate our budget for other channels which can be helpful for us to improve our brand
awareness in customer minds.

MEDIA CHANNELS

Magazine

Our target audience especially prefer to read male, female and decoration magazines so we
give advertisements to FHM Cosmopolitan and maison française. %60 of our target audience
follow these magazines regularly so we chose these magazines.

23
Newspaper

The weekend supplements and magazine part has been chosen for our brand’s advertisiment.
Our target audience prefer to read newspaper daily. As a result we can reach our target
audience easily. We chose weekend supplements because the consumption of alcoholic
drinking has increased at the weekends. at the same time our target audience are user of the
internet so we also prefer internet newspapering.

Blog

Razaki Wine funs can meet each other via blog. They can also share their ideas about Razaki
wine they also can effect each other via world of mouth. They can also follow our actual
activity. Blogs are easy way to reach every information about Razaki Wine.

Airports - Billboard

Especially we choose Antalya,İzmir ,Muğla,İstanbul airports’s billboard because these

places are touristic place which are attractive for tourists. And other reason is our target
audişence prefer to travel with plane. Thatwhy we can reach our target audience. So we use
billboard on the airport.

Outdoor

Outdoor advertising is very important because this visiual or words can arrive a lot of people
at the same time for this reason our main objectives brand awareness and we choose outdoor
advertising for Razaki Wine.

Internet

We buy some words like ‘ wine,alchol,fun, red, and vinegard’ on google. At the begining of
June we will give words advertisement on google adwords. The aim of this is to attract
potential consumer of wine to our brand and create brand awareness and direct them to our
own brand blogs.

E-Mail

we have account database and to create awareness to our brand we are going to send mail to
infom them. During the our six months marketing campaign we will send mail at the first and
last month to inform people who are on our database. Our target audience check their mail
everyday regularly.So we can reach them easily and regularly.

PUBLIC REALATION WORKS

24
Press Release

CNN TURK HABER BASIN BÜLTENİ

Türk şarabı, Fransa'nın başkenti Paris'te görücüye çıktı. Dünyaca ünlü şato şaraplarıyla
birlikte, Türk şarabı da tanıtıldı. 70 markanın farklı ürünleriyle yer aldığı tanıtıma,
Türkiye'den Razaki firması katıldı.

Şarap danışmanı Stephane Derenoncourt tarafından düzenlenen tadım organizasyonuna, büyük

alıcılar, restoranlar ve şarap gazetecileri katıldı.

Derenoncourt, Türk üzümlerini değerlendirirken, çok kaliteli Türk üzümlerinin bulunduğunu ve

en iyi şekilde bu üzümlerin yetiştirilmesi gerektiğini söyledi.
Derenoncourt, "Tarihin köklerine dayanan üzümlerinizle, bu şansı kullanmalısınız" dedi.
Türk şaraplarının keşfedildikçe sevildiğini kaydeden Derenoncourt, bu tür tadım
organizasyonlarıyla insanların yeni tatlar keşfettiğini ve böylece ürünlerin de tanındığını söyledi.
Tadım organizasyonunda ticari amaç güdülmediğini anlatan Derenoncourt, organizasyonda 70
markanın farklı ürünleriyle yer aldığını, organizasyona büyük alıcılardan, restoranlardan ve şarap
gazetecilerinden oluşan 250 davetlinin katıldığını söyledi.

"Türkiye kazançlı çıkacak"

Razaki Şarapları kurucusu Erdal Karaca, yurtdışındaki tadım organizasyonlarının ihracat için
fırsat olabileceğini belirterek, bu tür organizasyonların iyi değerlendirilmesi gerektiğine dikkati
çekti.

Fırsatların yanlış değerlendirilmesinin, bundan sonra atılacak adımları engelleyeceğini, hatta

geriye götüreceğini kaydeden Karaca, bu nedenle çok dikkatli olunması gerektiğini söyledi.

Bu durumun sadece bir üretici için değil, tüm üreticiler için çok önemli olduğuna dikkati çeken
Karaca, "Sonuçta bu tadımlarda herhangi bir şarabın beğenilmesi, Türk şarabının beğenilmesi
anlamına geliyor. Yurtdışındakiler şarabı, 'şu üreticinin' diye değil, Türk şarabı diye
değerlendirir. Bu nedenle dikkatli olmamız gerekiyor, yanlış bir adım atarsak, hatalı ürün
gönderirsek, hepimiz için çok tehlikeli olur" dedi.
Karaca, Razaki olarak ciddi bir yola girdiklerini, ciddi yatırımlar yaptıklarını söyledi.Ayrıca,
şarap sektörünün yatırımların karşılığını ancak 10-15 yıl sonra verdiğini kaydederek, uzun
çalışma, donanımlı ekip, vizyon gerektirdiğini söyledi.

Bu arada, Razaki firması Paris'teki tadım organizasyonuna, Pendore ve Cotes'd Avanos şato
şaraplarının 2009 rekolteleriyle katıldı.

25
 Candostum İzzet Çapa’nın sağ kolu olan İstanbul’ da Kokosh adlı
restaurant da işleten Ergun Yıldız geçen gün beni ziyarete İzmir’e geldi. Onunla hoş sohbet
etmek biraz da eski günler hakkında konuşmak için İzmir’in gözde mekanı Forum
Bornova’ya gittik. Yazın gelmesiyle birlikte renklenen vitrinler hemen gözüme çarpıp bizi
alışveriş yapmaya özendirdi. Kendimizi öyle bir kaptırmışızki foruma sohbet etmeye
gittiğimizi bile unuttuk. Saate baktığımızda geçen zamanı fark ettik öğle yemeği zamanı
bile çoktan geçmişti. Ama yorgunluğumuz açlığımızı dahada pekiştirdi ve soluğu Tike
restaurantta aldık.

Siparişlerimizi verdik ve sohbet etmeye başladık. Yoğun bir alışveriş sonrasında öğle
yemeği içinde en uygun içeçek olan şarap menüsünü istedik. Şef bize tadım için şarapları
getirdiğinde büyük bir zevkle tatmaya başladık ve ikinci denediğim şarabın tadı o kadar özel
ve farklıydıki şefe hemen bunun markasını sorduk ve Razaki şarap dediğinde ilk kez
duymamıza rağmen bu eşsiz tad bizi çoktan büyülemişti. Şefe Razaki şaraplarıyla ilgili
ayrıntıları sorduğumda ise bize verdiği yanıt ise Razakinin Urladan gelen yerel bir tad olması
ve aynı zamanda uluslararası şarap fuarında 2009 yılında ülkemize ilk defa birincilik getiren
şarap markası olduğunu öğrendim.

Gerçektende böylesine eşsiz ve güzel bir tatla daha önce tanışmadığım için o an gerçekten
üzüldüm. Razaki şarabI bilmeyen arkadaşım Ergun YILDIZ bundan sonra işlettiği restaurantta
şarap tercihini Razaki şaraptan yana yapmaya o anda karar verdi. Yorucu ama bir o kadarda
zevkli olan bu günün sonuna geldiğimizde ise ağzımızda Razakinin vermiş olduğu hoş tatla
birlikte günümüzü noktaladık. Sevgili Şarap sever okuyucularım Razaki şarabını tatmanızı
şiddetle tavsiye ederim. Ayrıca ilgilenenler için ise Razaki şarapları çokta yakınımız olan İzmir
Urlada üretimi yapılan çok tanıdık ve yerel bir tat. olurda yolunuz İzmir Urlaya düşerse bu
yöresel tadı birde yerinde denemenizi öneriyorum.

Sevgiyle kalın görüşmek üzere ...

Other Public Relations Works

Razaki Wine Taste Day

We will present our Limited Razaki Wine for all elicts people in Hilton Otel. Our aim is to
represent our wine for them. And also we want to make Razaki Wine more awareness. These

26
people will be chosen according to the Forbes’s the richest people of Turkey. And also we
will invite rectors of universities which are in İzmir. Also we will invite some gourmet and
newspaper columnist to share their ideas about our new taste of Razaki Wine.

The organization will take place on 17 June 2010. The invinters will be taken from airport
with car. The organization will start at 13. 00. After the Razaki Wine Taste Day, it will be a
dinner at Hilton Otel with special meal and ofcourse with Razaki Wine. All participants will
take from Hilton Otel to Airport with cars. And also tickets will pay from Razaki Wine INC.

The participants will choose according to the Forbes’s the richest people of Turkey from
eleventh people. They are;

1- FERİT ŞAHENK 1.300 Doğuş Grubu

2- BÜLENT ECZACIBAŞI 1.200 Eczacıbaşı Holding
3- SUNA KIRAÇ 1.200 Koç Topluluğu
4- OLGUN ZORLU 1.200 Zorlu Grubu
5- MURAT VARGI 1.200 MV Holding
6- TUNCAY ÖZİLHAN 1.200 Anadolu Grubu
7- SUAT GÜNSEL 1.100 Yakındoğu Üniversitesi
8- YALÇIN SABANCI 1.100 Ya-Sa Holding
9- KAMİL YAZICI 1.100 Yazıcılar Holding
10- FİLİZ ŞAHENK 1.100 Doğuş Grubu
11- MURAT ÜLKER 1.000 Ülker Grubu
12- ÖMER SABANCI 1.000 Sabancı Holding
13- HASAN ÇOLAKOĞLU 1.000 Çolakoğlu Metalurji
14- ASIM KİBAR 1.000 Kibar Holding
15- FARUK YALÇIN 1.000 Makyal Grubu
16- SİNAN TARA 1.000 Enka İnşaat
17- SALİH TATLICI 980 Tatlıcı Grubu
18- ERDOĞAN DEMİRÖREN 956 Demirören Grubu
19- ÖMER DİNÇKÖK 950 Akkök Grubu

27
20- AHMET ÇALIK 914 Çalık Grubu
21- YILMAZ SOYAK 900 Soyak İnşaat
22- FARUK ECZACIBAŞI 900 Eczacıbaşı Holding
23- İSHAK ALATON 882 Alarko Grubu
24- EMRULLAH TURANLI 800 Taşyapı İnşaat
25- ALİ DİNÇKÖK 750 Akkök Grubu
26- İNAN KIRAÇ 750 Kıraça Şirketler Grubu
27- DEMİR KARAMANCI 750 Karamancı Holding
28- OĞUZ GÜRSEL 740 Kiska Holding
29- AHMET KELEŞOĞLU 736 Selçuk Ecza Holding
30- SAFFET ULUSOY 725 Ulusoy Holding
31- IŞIL DOĞAN 722 Doğan Grubu
32- VUSLAT D. SABANCI 716 Doğan Grubu
33- HANZADE DOĞAN 716 Doğan Grubu
34- BEGÜMHAN D. FARALYALI 716 Doğan Grubu
35- ARZUHAN YALÇINDAĞ 716 Doğan Grubu
36- ASIM KOCABIYIK 711 Borusan Holding
37- ERMAN ILICAK 711 Rönesans İnşaat
38- ÜNAL AYSAL 710 Unit Group
39- ERDAL AKSOY 700 Turcas Petrol
40- LUCIEN ARKAS 700 Arkas Holding
41- SELÇUK YAŞAR 700 Yaşar Holding
42- AHMET EREN 690 Eren Holding
43- SERRA SABANCI 685 Sabancı Holding
44- ALİ İBRAHİMAĞAOĞLU 665 Ağaoğlu Şirketler Grubu
45- ALİ NİHAT GÖKYİĞİT 650 Tekfen Grubu
46- MEHMET NAZİF GÜNAL 650 MNG Holding
47- HAMDİ AKIN 650 Akfen Holding
48- AHSEN ÖZOKUR 645 Ülker Grubu
49- SEZAİ BACAKSIZ 640 Limak Şirketler Grubu
50- NİHAT ÖZDEMİR 640 Limak Şirketler Grubu

28
From Izmir they will invite; Ekrem Demirtaş (CEO of Izmir Chambers of Commerce), Jak
Eskinazi ( Vise President of Izmir Chambers of commerce), Işınsu Kestelli ( president of
İzmir Bourse of Commerce), Mahmut Özgener(president of Turkish Footbol Federation),
Ender Yorgancılar(president of Eagen Region chamber of industry), Cemal Elmasoğlu,
(president of Eagen Young businessman association) Hakan Tartan( mayor of Konak),
Şebnem Bursalı (executive editor of YeniAsır).

Rectors are Candeğer Yılmaz from Ege University, Mehmet Füzün from Dokuz Eylül
University, Zafer İlken from İzmir Yüksek Teknolojileri Enstiitüsü, Murat Barkan from Yaşar
University, Atilla Sezgin from İzmir Ekonomi University, Kayhan Erciyeş from İzmir
University, Seyfullah Çevik from Gediz University. They will participate with their partners.

The participant from press will be Hıncal Uluç (Sabah), Şenay Düdek (Hürriyet), Ayşe
Arman Hürriyet), Cengiz Semercioğlu( Hurriyet), Mesut Yar (Posta), Artun Ünsal (Posta),
Ayşe Mine Yaman( Posta), Ender Saraç ( Posta).

And lastly the gourmet which will taste our Razaki Wine are Vedat Milör (NTV), Mehmet
Yaşin ( CNN Türk).

29
Other activity

We will organize tour on 18 july Sunday in Urla for our distributors , and wholesaler. They
will visit our fabric to know about grapes the process of making wine and speciality our
product. Because we want to develop our brand awareness in their mind . we organize dual
marketing channel b2b for this reason we prepare some poster with more informative because
they need to know more detailed information such as price, size, quality of Razaki wine. We
will choose distributors and wholesaler according to seling rate.

Organize detailed: the time of moving to Urla is 11 oclock in front of Gündoğdu square. The
destination time is 12: 30 oclock. On 18 july Morning.

The moving time of from Urla is 19:00 after the dinner with service Razaki wine.

RAZAKİ WINE DAYS IN URLA

We will organize two taste days in Urla 14-15 August 2010 for our special customers. We
will choose our special customers who play our online game at our website. According this
game who will win top points 10 player of this game will be sent Urla for two days Hotel
PERA Urla. This ten players can invate one more person with them. Totaly twenty people
will have wonderful days in Urla Hotel PERA and they will enjoy the nights with Razaki
wines. Ps: this competition for just our customer from all over turkey. the winners from
outside of Izmir, the tickets will send them from us.

Organazitaon details : the time of moving to Urla is 11 oclock in front of Gündoğdu square.
The destination time is 12: 30 oclock. On 14th August Morning.

The moving time of from Urla is 12:00 am and there will be extra visit our fabric to know
more about Razaki Wine.

PROJECT BUDGET

Magazine

We decided to give advertisement to FHM, Cosmopolitan, Maison Françise for 6 months. We

researched all these magazines,and the cost of advertisements for six months as like this;

30
Third page in FHM for six months cost is:61.790 USD

Fifth page in Cosmopolitan for six months cost is :49.540 USD

Sixteenth page in Maison Francise for six months cost is :37.200 USD

TOTAL COST OF MAGAZINES: 148.530 USD

Newspaper

We ‘ ll giving our advertisements to newpapers only weekends.We choose only 2

newpapers,Hurriyet and Sabah. And costs are like this;

Hurriyet: only weekend cost is : 3.100 USD. but six months period is 74.400 USD

Sabah: only weekend cost is : 3.450 USD. But six months period is 82.800USD

TOTAL COST OF NEWSPAPERS : 157.200 USD

Airports

Also we’ll give advertisiments at 4 big cities in the Turkey. These are
İstanbul,İzmir,Antalya,Muğla.

Atatürk and Sabiha Gökçen Airport : Daily Cost is 76 USD per airport.

And six months total costs are: 27.410 USD

İzmir Adnan Menderes Airport : weekly 230 USD . Six months cost is 5.560 USD.

Antalya Airport six month cost is :3.590 USD

Muğla Milas Airport six month cost is : 2.715 USD

TOTAL COST OF AİRPORTS : 39.635 USD

Outdoors

İstanbul :5 different area in Istanbul and 3 billboard poster per area cost is 59.000 USD

İzmir( Çeşme,Urla,Kuşadası,Foça and City Centrum):110 poster in Izmir cost is 23.480 USD

Antalya(Belek,Kemer,Alanya) 180 poster in Antalya cost is 16.500 USD

Muğla (Marmaris,Fethiye,Bodrum) 140 poster in Muğla cost is 12.690 USD

31
TOTAL COST OF OUTDOOR :111.670 USD

Official Web Page

Also we’ll make our web page.And Web spent 1000 USD for page.

Online Advertising

Google : per word is 1260 USD ”Red-White-Wine-Fun” are the words.Turkish and English
cost are :15.230 USD

Bing : 12.600 USD

TOTAL COST OF ONLINE ADVERTISING :28.830 USD

Hotel costs

Fabric tour just one day not lodging just we use of dinner service for Pera Hotel loca

20 distributers and wholesaler. Per person 50 USD and total cost is 1000 USD.

Razaki wine days in Urla cost: 10 winner and their 10 friends totaly 20 person two days in
Pera Hotel urla. Per person 100 tl just one day lodging. And totaly cost is two day for twenty
person 2.530 USD

Total cost of Hotel: 3.530 USD

Hilton Taste Day

There will be 100 people Razaki Taste Day in Hilton. Large size of hall rent for a day cost is
7600 USD. Transportation with VIP cars include

Total cost of Taste Day: 9.100USD

Total: 498.495 USD

32
 IMPLEMENTATION

Razaki wine marketing campaign will take six months in summer and Autumn season (june-
november).

Our aim is to give our advertisement company to these channels which our target masses read
web cites, newspapers, and magazines so much. Because we try to make that our target
masses directly are exposed to this message and being aware of Razaki Wine . The internets
channels are choosed are generally things masses are interested or blog and social cites in
which the habit of consuming shaped because of the other consumer's explanation.

The target masses are affected from them so much. But, in our work of indoor and outdoor we
think fit to dispose our company advertisement to the places where our target masses have
been. For example; The advertisement billboards in airport give a message to our foreign
consumers. The reason of this to make our border extended. Also they help to announce our
name to the foreign markets. The advertisement billboards in amusement centersis our work
in which we aim to put away our consumers to drink razaki wine and raise the rates of buying.

RAZAKİ WINE CAMPAIGN

VISUAL ADDITIONS

Logo

33
Poster in Turkish and English for international markets

34
35
36
B2B DUAL MARKETING poster for our wholesalers

37
Magazine

38
Newspapers Ads

39
Blog

40
Airports – Billboard

41
Outdoor

42
43
Internet – E-mail

Public Relations Works

44
CREATIVITY
Originaltiy

45
Creativity and originaltiy are very important think to make brands more efficient. We
especially focus on this two title. For creativity works inspire from wines legendary tastes to
emphasis of this magic in our products and package for product we choose the most quality
grapes from Urla’s vinegard. For Package we made embosment label and also we prefer
carrying bag for our special wine. On the other hand, our special fungus which is made from
embossed of grapes.

EVALUTION OF THE CAMPAIGN

End of the Razaki wine integrated marketing campaign, our all objectives will be met
according to our organization advertising campaign, marketing campaign and we will manage
to reach our target audience to make our brand more awareness and first chosable wine brand.
With use our championship we extended our brand name into internation area because we
invated by internatiol London wine trade show has a guest of honour. This proof shows that
we will be successful this integrated marketing campaign.

46