Gıda Sektöründe Yeni Ürün Markalaması: Farklı Ürünlerin Markalanmasında Karşılaştırmalı Analiz

Abstract

In today's competitive environment, the companies should develop and offer the market products which respond to the needs of the consumers and provide them the maximum value in order to increase their market share, achieve their goals, improve their profitability and differentiate themselves among their competitors. Creating new ideas and products is important for differentiation. In order for a product to be successful, it is inevitable to determine the right marketing strategies besides the fact that the product should provide value to the customers. One of the factors which provides differentiation is branding. Brand contribute also an abstract meaning to the product beyond its concrete meaning. Thus, while the product provides value, brand carries also abstract meanings such as image and prestige and creates trust in the consumer. The subject matter of this thesis is composed of new product, new product development process and branding of new products. In the first three parts, the subjects are theoretically explained. In the fourth part, new product development process and branding of two new products belonging to two different food product groups-chocolate and kitchen group- are compared and analyzed at a leading company at food sector, Ülker. In the fifth part, the assessment, conclusions and recommendations are presented.