Turkey – Türk Tuborg Bira ve Malt Sanayii A.S. - Carlsberg Group

Continued from front pageTürk Tuborg’s brewery in Izmir has been modernized to meet cost and quality demands.market share significantly since 2002, drivenby substantial investments in sales,marketing and product quality improvements.Also in terms of exportation, TürkTuborg shows positive results. The volumeshave increased by approximately50% annually throughout the past threeyears.Cost and QualityIn order to achieve high performance interms of both cost and quality, the commissioningof a new bottling line from Kroneshas been completed and a major upgradeof the Waste Water Treatment Plantas well as the Water Treatment Plant hasjust been initiated.By implementing the above projectsand initiatives, and by focusing on its resourcesand on its core values, namely itsemployees and brands, Türk Tuborg isnow strengthening its position in a verycompetitive market.FUNDAMENTAL BELIEF AND VISIONEmployeesIn order to gain success in any market, it isextremely important that all employees areboth talented and motivated and share thesame focus.Türk Tuborg’s vision is to be ‘probablythe best Employer’ in the local market forthe top talents, and the brewery aims towell-position the current talents of thecompany in terms of compensation andbenefits.The new company compensation philosophywill be ‘pay for performance’. ‘Upgradingthe salaries and benefits’ processwill be linked to the performance appraisalsof the employees and the process willbe accelerated for the top performers.The current performance appraisal systemconstitutes a foundation for determiningthe development areas of the employees.Intensive training and developmentprogrammes are planned within thisframework for the upcoming years.Furthermore, a succession planningprogramme will be established for the toptalents thus enabling the company to growits own leaders.BrandsThe focus is on the beer brands, thelaunches of new products during the pastyear, and the composition of the productportfolio have strengthened the company’sposition and its image as an innovativemarketing driven company.Growth of profitability increase hasbeen driven primarily by the Tuborg Goldbrand, which is positioned as a mainstreambrand. The brand has recentlybeen rejuvenated through new packagingdesign and for the first time, theme advertisinghas been used both in cinemas andin printed material using the internationalcampaign.Tuborg Pilsener was launched in 2002to capture the young urban consumers’ interestand has also been supported bytheme advertising using the internationalcampaign.The Carlsberg brand, which waslaunched in 2001, is the portfolio’s internationalpremium brand. It enjoys the highestawareness in the premium market and isthe number 2 international premium brand.The brand is supported by theme advertisingin printed material and in cinemas andby international football sponsorships.In terms of trade activities, new initiativeshave been taken – one of them is thesuccessful ‘Grasshopper’ operation. Ateam of young dedicated people are movingfrom city to city from the South to theNorth in Turkey carrying out merchandisingand training in the traditional offpremiseoutlets, in order to increase thebranding and to show to the owners theimportance of branding.Türk Tuborg also has two local beerbrands in the portfolio: Venus and Troy.In 2003, Türk Tuborg launched the energydrink Battery, which has shown promisingresults.Türk Tuborg’s brands make up a verystrong product portfolio, which togetherwith the many initiatives described aboveregarding i.e. employees, IT system, productquality, and marketing will no doubt bestrengthening Türk Tuborg’s future positionin a very competitive market.