C1 - Internal use İPEK BRAND PRESENTATION
C1 - Internal use Silky soft and naturally beautiful hair, to share the magic moments with your loved ones
C1 - Internal use Y IPEK BRAND IDENTITY
C1 - Internal use HIGH AWARENESS SCORE (75) HIGH LOYALTY SCORE (80%) AMONG SHAMPOO BRANDS #2 AFTER H&S #8 BRAND #2 BRAND CHEAP BRAND PERCEPTION STRONG LOCAL HERITAGE U&A U&A IPEK BRAND IDENTITY
C1 - Internal use HAPPY MOMENTS WITH FAMILY FLORAL SCENTS SILKY NATURAL INGREDIENTS PURE SILK EXTRACT SOFTNESS IPEK BRAND IDENTITY
C1 - Internal use WHO’S IPEK CONSUMER ? Low Education Level 51% < 5 years education Mostly C2 DE : 71% of business Mostly HOUSEWIFE & MOTHER İpek woman is a housewife and mother who cares for her family deeply and draws them together. Even though she does not like to show off, she likes to be well groomed and beautiful. She enjoys to be appreciated by her family, friends and people around her. She is also a smart shopper- she seeks the best quality for the best price.. IPEK WOMEN:
C1 - Internal use HAIR TYPE FORM PRODUCT BENEFIT INGREDIENT SIZE NORMAL HAIR REGULAR STRONG & SHINE ORCHID 570 ML DRY & DAMAGED HAIR REGULAR REPAIR CARE OIL TRESSURE 570 ML WEAK & SHREDDING HAIR REGULAR STRENGTHEN HERBAL ING. 570 ML OILY ROOTS & DRY ENDS REGULAR NOURISH & PURIFY MENTHOL 570 ML THINS HAIR STRANDS REGULAR VOLUME & SHINE VIOLET 570 ML NORMAL HAIR 2 IN 1 SILKY SOFTNESS ACACIA 570 ML COLORED HAIR 2 IN 1 COLOR PROTECTION ROSE 570 ML BEAUTY SHAMPOOS 7 SKU IPEK BRAND PORTFOLIO
C1 - Internal use ANTIDANRUFF SHAMPOOS ALL HAIR TYPES SHAMPOO EFFECTIVE AGAINST DANDRUFF AS OF 1ST USES PIROCTONE OLAMINE 450 ML NORMAL & DRY HAIR 2 IN 1 SHAMPOO PIROCTONE OLAMINE 450 ML 2 SKU HAIR TYPE FORM PRODUCT BENEFIT INGREDIENT SIZE EFFECTIVE AGAINST DANDRUFF AS OF 1ST USES IPEK BRAND PORTFOLIO
C1 - Internal use CONDITIONERS ALL HAIR TYPES CONDITIONER EASY COMB PROVITAMIN B5 570 ML 1 SKU HAIR TYPE FORM PRODUCT BENEFIT INGREDIENT SIZE IPEK BRAND PORTFOLIO
C1 - Internal use ECONOMIC MASS HAIR CARE MARKET SHARES BY PRICE SEGMENT 1 2 3 4 16.7 11.9 11.4 8.1 1.6 2.9 1.1 1.0 PREMIUM 2.4 1.3 0.5 0.5 4.7% BABY 5.9% OTHER & PL 3.1% +8% +17% EVO +52% +26% +35% +19% +2% +10% +1% +17% +19% +18% +24% +84% +19% +35% +31% WEIGHT WEIGHT EVO WEIGHT EVO Shr. in Bus. 73,1% 11.1% TOTAL HAIR CARE MARKET GROWTH: +23% PER KG PRICE < 20TL : ECO 20-50TL: MASS +50TL: PREMIUM SOURCE: NIELSEN, YTD NOV’21
C1 - Internal use # Source : Nielsen YTD NOV’21 Volume ECONOMIC SEGMENT’S HAIR CARE BRAND
C1 - Internal use ALL HAIR TYPES CONDITIONER #1 conditioner of Turkey ANTIDANDRUFF Outstanding formula Efficacy: Beating H&S and Clear in BUT OIL TREASURE 1 of the highest ever formula test scores in L’Oreal history STRONG PILLARS OF IPEK EXPORT SUCCESS Market Leader in Iraq within VFM brands Listed in all top Iraq accounts
C1 - Internal use NO.1 HAIR CONDITIONER OF TURKEY SOURCE: NIELSEN YTD NOV’21
C1 - Internal use N06 ANTIDANDRUFF BRAND IN TOTAL TURKEY NO1 IN ECONOMIC SEGMENT N03 ANTIDANDRUFF BRAND IN TRAD CHANNEL AFTER H&S and Clear SOURCE: NIELSEN YTD NOV’21 ANTIDANDRUFF
C1 - Internal use CLINICALLY TESTED ANTIDANDRUFF FORMULAS The AD efficacy results coming from clinical test are very strong ! Reduction versus Initial state • Significant decrease in dandruff starting from 1st application ! • Reduction improves dramaticly day after day until 19th application • The state of optimal reduction is stable during 1 month after the last antidandruff shampoo • Significant decrease in itching, stinging, burning and scratching right from 4th application • Optimal results after 19 applications , results remain at same high level 30 days after
C1 - Internal use T2B L’OREAL BENCH PURCHASE INTENTION 91% 72% OVERALL LIKING 88% 86% RECOMMENDATION 89% 87%
C1 - Internal use Kosovo Macedonia Turkmenistan Georgia • Ipek is the market leader within VFM brands • Ipek is listed in all top accounts in Iraq Iraq Azerbaijan #1 COUNTRY #2 COUNTRY 13% shr. 79% shr. 1% shr. #3 COUNTRY 6% shr. 1% shr. 1% shr. %50 BUSINESS EXPORT Shr in Ipek Business FY 2021 SELL IN DATA
C1 - Internal use Thanks GLOBAL MARKETING DIRECTOR Berk ENER SENIOR PRODUCT MANAGER Merve ALAN SENIOR PRODUCT MANAGER Betül HAZER POLAT