WorldCat Identities

Vardar, Nükhet 1961-

Overview
Works: 21 works in 46 publications in 2 languages and 368 library holdings
Genres: Case studies  Pictorial works  History  Conference papers and proceedings  Dictionaries 
Roles: Author, Speaker
Publication Timeline
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Most widely held works by Nükhet Vardar
Global advertising : rhyme or reason? by Nükhet Vardar( Book )

13 editions published between 1991 and 1992 in English and held by 173 WorldCat member libraries worldwide

"The faster fish beats the larger fish" : applying porter's value chain by Nkhet Vardar( )

2 editions published in 2018 in English and held by 21 WorldCat member libraries worldwide

Arzum is a small, family-owned small appliances company, founded in Turkey in 1966. The firm always wanted to go beyond its country of origin and open up to the world market. However, by the early 1990s, global competition was getting fierce as China strengthened its production base. Arzum knew that it needed to differentiate itself by creating added value, but how was it going to achieve this?
The national launch of an international brand : IKEA Turkey by Nkhet Vardar( )

2 editions published in 2018 in English and held by 21 WorldCat member libraries worldwide

In the story of IKEA, we see how its founder, Ingvar Kamprad, started his business in a village in 1943 under conditions where scarcity was the norm. However, by putting his heart and creativity into every single step he took, questioning the usual way of doing business, trying to do things differently by applying innovation, he began getting better market results than others had done. This case presents the backstory to how IKEA grew and how it became an international operation. In addition, we examine in context the criteria for becoming an international brand and see how global marketing can be practiced without alienating local markets. Some international marketing strategies of IKEA are also discussed by analyzing the IKEA entry strategy into the Turkish market in 2005, learning the approach taken at its launch, which elements of marketing were standardized, and which were adapted for improving market results. In this case we see whether the IKEA entry strategy into the Turkish market yielded the expected market results, and also consider the required success conditions for attaining satisfactory results in global marketing
How did a newly launched brand combat the economic crisis? by Nkhet Vardar( )

2 editions published in 2018 in English and held by 21 WorldCat member libraries worldwide

Prior to the end of 1990s, Turkish banking was considered to be a profession of money transactions within the Turkish banking system. However, by the end of 1990s, retail banking started to become the center of attention, leading banks to become much more customer oriented. In particular, Garanti Bank started concentrating its efforts on credit cards and formed a separate company in October 1999 called Garanti Payment Systems (GPS) to manage its credit card business, with more direct links to consumers. As a result, Garanti Bank launched the Bonus Card under its own brand, Bonus, on April 15, 2000. The card had an EMV (European Master Visa) chip, as well as multi-branded chip-based attributes, and enabled novel Customer Relations Management (CRM) opportunities for its time. After the launch, Garanti Bank shifted to a primary focus on credit cards, resulting in a positive response from the market. However, within the first six months of the Bonus launch, Turkey faced a deep recession in November 2000, with a big jump in overnight interest rates. Then in February 2001, the Turkish Lira was devalued by 94% overnight. Under these circumstances, Garanti had two choices: to continue its communication strategy as planned, or stop all communication, as nearly all shops were empty. Could Bonus help in uplifting consumers' morale? The uncertainty continued throughout 2001, leading to major layoffs but Garanti continued in its set course with the Bonus Card, while making necessary adaptations to its initial strategy, such as changing their communication message, getting engaged in co-branding activities and many more. As a result, Bonus grew at least two or more times than the sector average, in different criteria such as total sales, total transactions; accounting for more than half of the total Master Card credit cards in Turkey with 1.65 million card holders by August 2002
The ultimate truth in marketing : consumer perception and Hyundai, Turkey by Nkhet Vardar( )

2 editions published in 2018 in English and held by 21 WorldCat member libraries worldwide

In this case we see Hyundai Assan revisiting its marketing mix elements between 2003 and 2004 in order to change its poor consumer image with potential customers who have no direct experience with the brand. Hyundai Assan in Turkey has combatted its previous poor image by analyzing its product portfolio, making necessary changes in its pricing strategy, as well as backing up its dealers and running three different campaigns in 2004 in order to alter the unfounded consumer perception. As a result, Hyundai Assan, after having roughly 5.0-5.5% market share between 1999 and 2003, has succeeded in increasing its market share in passenger cars and light commercial vehicles to 9.3%, becoming the fourth highest selling car manufacturer in Turkey in 2004. This case clearly shows us that if a company has a marketing problem, all elements of the marketing mix need to be revisited individually, rather than just running a new advertising campaign. If brands have a deep marketing problem, then running a new campaign does not treat the inherent problem at all, but rather acts like an aspirin for an unresolved headache. This deep review of marketing elements can only be achieved with professional teams who believe in marketing wholeheartedly and make marketing talk in every sense
Sustained market leadership since 1991 : Okey in Turkey by Nkhet Vardar( )

2 editions published in 2018 in English and held by 21 WorldCat member libraries worldwide

Turkey's first condom, Okey, became the market leader right after its launch in 1991 and it has sustained this market leadership to the present day. Over a period of more than 25 years the brand has responded to numerous challenges by making adaptations to its target group, market positioning, product range, distribution channels, and communication strategy. The Okey case clearly shows that market leaders are not born but created, and that brands must evolve over time to retain their competitiveness. This case invites students to consider the steps that Okey has taken to maintain its long-term success, and to explore the critical factors for sustaining market leadership over a long period of time. For sustained market leadership Okey treated its brand like a "new brand" over these 25 years, always questioning market conditions and never becoming complacent. Mainly because markets, consumers, consumer habits, and trends evolve continuously, and for sustained market leadership the leader brands should also be able to move with the times, making necessary adaptations to pass the test of time
Recent trends in global advertising practice by Nükhet Vardar( Visual )

1 edition published in 2009 in English and held by 14 WorldCat member libraries worldwide

Internationalization of an emerging country brand : from a corner shop in Istanbul, to Oxford Street, London by Nükhet Vardar( Visual )

1 edition published in 2018 in English and held by 12 WorldCat member libraries worldwide

Yıldız Saray sohbetleri : 2016( Book )

1 edition published in 2017 in Turkish and held by 11 WorldCat member libraries worldwide

How can you extend the product life cycle of a FMCG brand? by Nükhet Vardar( Visual )

1 edition published in 2017 in English and held by 8 WorldCat member libraries worldwide

How can a local brand compete against international giants : Jollibee or "Asia's McDonald's" by Nükhet Vardar( Visual )

1 edition published in 2018 in English and held by 7 WorldCat member libraries worldwide

Türk markaları : her ülke markaları kadar zengindir by Nükhet Vardar( Book )

3 editions published in 2007 in Turkish and held by 7 WorldCat member libraries worldwide

Yeniden biraz cesaret! : krizde başarılı markaların öyküleri by Nükhet Vardar( Book )

2 editions published in 2009 in Turkish and held by 6 WorldCat member libraries worldwide

Trademarks; advertising; Turkey; economic conditions; 2000-
Marka fotoğrafları by Nükhet Vardar( Book )

2 editions published in 2007 in Turkish and held by 6 WorldCat member libraries worldwide

A global brand in a local market by Nükhet Vardar( )

3 editions published in 2014 in English and held by 6 WorldCat member libraries worldwide

Abstract : Subject area: – Marketing Study level/applicability: – Primary target: Marketing and communications undergraduate students, especially coming from emerging countries. Secondary target: MBA students studying Principles of Marketing, Integrated Marketing Communications (a similar version of this case, has been used for the MBA students at Yeditepe Univ. Istanbul, Turkey in the "Strategic Marketing and Management" course. The submitted case is an expanded version, with the 2008 crisis data added, as well as being tailor-made for the Emerald Emerging Markets Case Studies). Case overview: – Global brands are all around us but the true winners are global brands with a local touch in every market they operate. However, this is easily said than done. This case looks into a well-known global carbonated drinks brand in Turkey and what it has done to become a true global brand with a local touch, especially at hard times when the country was facing a major economic crisis in 2001, and then later in 2008 during the global crisis. In this case, we see how this international brand reacted under these harsh circumstances, what they have done to be able to move closer to the hearts of Turkish consumers. We also see the importance of continuation of marketing and communication efforts for brands when economic conditions are not so good. Consumers are quick to respond to brands which keep talking to them, keeping the dialogue channels open and give those brands credit long after the crisis is over. Brand M sets a good example in this regard, showing how research can be used for setting tangible measures. The questions posed: How could market research help an international brand to move closer to its local customers? How should international brands act when economic conditions are not that promising? How could a brand be built upon learned knowledge in one economic crisis to the other? The case tries to answer these questions based on an emerging country experience, showing ways of becoming a global brand with a local touch. Expected learning outcomes: – To show the importance of branding and market research findings for an international brand while operating in a local market. Although it is iterated that consistent, continuous and sustainable communication is important for brand's marketing, in general advertising budgets are the first to be cut when economic trouble sets in. This case will help in showing that brands which choose to continue advertising during economic crisis actually make long-term marketing investments and this will be exhibited with the help of market data obtained from an emerging country. The case also sets an example on how the message given should be adopted to the current economic conditions. To simulate difficulties of being an international brand with a local touch. Although it is common knowledge that decision-making in business life is crucial for the continuation of business, we do not come across many cases showing us volatile market conditions, coupled with drastic changes taking place in the economy overnight. This case sets out to do that, based on an emerging country example. On the other hand, 2008 global economic crisis showed us all that today's global managers should be better prepared for such sudden changes wherever they may be based. Supplementary materials: – Teaching notes are available for educators only. Please contact your library to gain login details or emailsupport@emeraldinsight.com to request teaching notes
Bank Z's communication dilemma during Turkey's 2001 crisis by Nükhet Vardar( )

2 editions published in 2012 in English and held by 5 WorldCat member libraries worldwide

Biraz cesaret! : krizde başarılı 10 markanın öyküsü by Nükhet Vardar( Book )

2 editions published between 2004 and 2009 in Turkish and held by 4 WorldCat member libraries worldwide

Trademarks; advertising; Turkey; economic conditions; 2000-
Türk markaları : her ülke markaları kadar zengindir by Nükhet Vardar( Book )

1 edition published in 2008 in Turkish and held by 1 WorldCat member library worldwide

Pazar araştırması terimler sözlüğü : İngilizce-Türkçe, Türkçe-İngilizce( Book )

1 edition published in 1994 in Turkish and held by 1 WorldCat member library worldwide

Mücadeleci bir bilimci Yusuf Vardar'ın sözcükleriyle : Hakikatta aşk ... Bilgide kuvvet ... by Yusuf Vardar( Book )

1 edition published in 2007 in Turkish and held by 1 WorldCat member library worldwide

 
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Audience level: 0.53 (from 0.30 for Sustained ... to 0.94 for Türk mark ...)

Alternative Names
Nukhet, Vardar 1961-

Vardar, Nukhet 1961-

뉘케트, 바다르 1961-

Languages
English (32)

Turkish (13)