STRATEGY
&
PLANNING
STRATEGY & PLANNING
STRATEGY & PLANNING

Creativity is nothing without implementation and both require a whole lot of planning and strategizing. What are the right messages, for which audiences? What are the right channels, the most effective media, the proper timing. Do I start big or organic, to I go all in or step by step? All these questions can be answered for you by our strategic team, 100% dedicated to constant research and analysis of consumer behaviour, trends, market evolution, competitive benchmarks and societal movements.

Since we like to tell stories and actions are better than words, here is one of our recent success stories we are most proud of: the launch of Ipay Fol Play in all Migros and MacroCenter supermarkets across Turkey.

FROM B2B TO B2C: PENETRATING THE RETAIL MARKET

IPAY, one of KÜTAŞ’ sub brands, is dedicated to pasteurized liquid eggs. In 2017, they decided to strengthen their solid eggs production and launch a retail brand for the first time in the history of the group.

STRATEGY
CREATIVITY
DESIGN
PACKAGING & LABELING
TRIAL
%64
Global consumers tried a product because the package caught their eyes on the retail shelf
REPEAT
%41
Global consumers purchased a product again because of the packaging
SWITCH
%36
Global consumers switched brands because of negative experiences with new packaging
PACKAGING INNOVATION & DIFFERENTIATION
STEP 1: GETTING THE DISTRIBUTORS ON BOARD
FINDING IPAY’S VOICE IPAY'S VOICE

is one of the subbrand of KÜTAŞ Food Group, for that we need also create a brand personality which will be a reflection of the group

DISRUPTING THE CATEGORY

The egg industry is following heavily the consumer demand for organic, cage free, and Omega3 enriched products. In such context, Ipay is going against the trend, offering a more simple product focused on quality and freshness packaged in a fun and innovative packaging.

MAKING THE PITCH

While final consumers are mothers, Ipay first need to ensure a vast and strong distribution partner. As partner agency of Ipay we worked hand in hand with the managers and pitched together to Turkey’s main retail chain: Migros. We presented a short and longterm communication and marketing strategy which showed Ipay not just as a product but as a high-potential full-fledged brand.

COMMUNICATION STRATEGY
After a series of interviews and online/offline observations, we realized that IPAY’s most distinctive strength was not in the product itself but rather in the company. In an industry dominated by men, Ipay is exclusively led by women. Women who are strong and determined but also joyful and warm. Women who are all mothers. This is something so unique and powerful for Turkey that we wanted to use it as the center of our communication concept:
FROM MOTHERS TO MOTHERS
NAMING, LOGO DESIGN & PORTFOLIO STRATEGY
We wanted our logo to reflect the personality of Ipay’s mother and connect it with the personality of our target audience - also mothers. Around attributes such as generousity, modernity and warmth we create a bi-color emblem - representation of the “fol” or nest in a minimalist form. The warm yellow recalls the brand, the product but also the “sunny” personality of our mothers.
As the word “FOL” or nest in Turkish was chosen for our brand based on Ipay’s existing products, we build our logo around our emblem, so that the brand would easily be declined. Because of the playful attribute of our initial packaging - the Eggyplay box - we decided to name our first product declinsion “Fol Play”. The format can be extended indefinetely through portfolio extensions.
LABEL DESIGN
Under the umbrella concept “From mothers to mothers” we decided to let our target consumers - children - design our label. The resulting design is a mash up of the drawing of Ipay’s CEO’s daughter, DS Entegre’s designer’s son and DS Entegre CEO’s daughter. The result is delightfully fresh and pure, drastically setting us apart from the rest of the brands and their industrial - cartoonish look.
MARKETING STRATEGY
This partially omni-channel strategy focuses on world-of-mouth and pull marketing. We are confident in the originality of our packaging, attractiveness of our design and quality of Ipay’s product. As a consequence, we focus our efforts on tastings, trials and experience marketing in general.
Magazines
(related to the target audience)
Retail Channels
(migros¯ocenters)
Mother&Children blogs
Social media
Digital banners
POP
Launchs&Fairs