Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
ERIkLI -<br />
“ ERIkLI<br />
The secret of success<br />
in Turkey<br />
A lot is happening in Turkey right now, w<strong>here</strong> the<br />
country’s number one bottled water brand, Erikli,<br />
has been reaping the rewards of a ground-breaking<br />
communication campaign. The brand is striding out<br />
ahead in a highly fragmented market by extolling<br />
the virtues of great taste, building brand loyalty, and<br />
making the most of a distribution scheme developed<br />
to satisfy very specific consumer expectations.<br />
But before we look at recent successes, let us first<br />
introduce the brand and the market w<strong>here</strong> Erikli is the<br />
undisputed leader.<br />
The source of Erikli spring water is the magnificent<br />
mountain of Uludag in Western Anatolia, whose distinct<br />
outline graces the labels of all bottle formats. The<br />
mountain’s snow-capped peak and wooded slopes<br />
44<br />
harbour mythical qualities and are home to a rich flora<br />
and fauna. The geological strata of the mountain give rise<br />
to a water whose purity and mineral structure produce<br />
a unique taste that is soft and delicate: “Turkey’s best<br />
tasting water”, is the verdict of consumers <strong>here</strong>.<br />
Considered a premium brand within Turkey’s still<br />
water sector, Erikli reaches more consumers in this<br />
market than any other brand, with a distribution<br />
network that extends over much of the country.<br />
Consistent high quality, leadership and expertise are<br />
key brand attributes identified by consumers.<br />
This strong image is important because the Turkish<br />
bottled water market is a crowded place to be, with<br />
more than 300 players and a host of local brands.<br />
Another distinguishing feature is the importance of<br />
the HOD sector - which accounts for more than two<br />
thirds of the market. Almost one in two households<br />
still regularly takes delivery of 19-litre bottles.<br />
In recent years, however, growth in the HOD sector<br />
has slowed, while the retail market has become more<br />
important. Changing lifestyles, the convenience of<br />
smaller formats for smaller families and competitive<br />
pricing are all factors which help to explain the current<br />
growth of the retail sector - up by 9.6% at the end of<br />
2011. Erikli is the brand which has contributed most to<br />
this increase, both in terms of volume and sales value:
Change language