Services
Problem
Uğur Refrigeration brand is brand is engraved on languages and minds as “Uğur Deep Freezer”. Brand managers agreed that the brand needed a refresh. There was a need for a new roadmap to be drawn by reviewing the communication strategy and product expansion strategy. Other brands in the white goods category started to heat the business by taking on aggressive roles in the cooler area. Despite being a well-known brand, Uğur had little place in people’s world of perception and emotions. To overcome these, it was first necessary to understand the worlds of the users.
Was the consumer buying the “Freshness” that the brand has been trying to own for years? Uğur Refrigeration’s brand strategy work started with this question.
Solution
A comprehensive audit process was carried out for the brand. First of all, Etnosphere™ Home research was conducted and regional home visits were carried out. A consumer survey was conducted regarding the refrigerator category that the brand is planning to enter. Online insight analyses were conducted and the underlying reason for the deep freezer purchase decision was found. The market, competitors, customers, and the Uğur brand itself were analyzed in detail and the failing aspects were identified. A new Brand Constitution was prepared for the brand. This constitution includes many things from the foundation story of the brand to the values of the brand, from social responsibility areas to personality elements.
Result
As a result, the new brand strategy created for the brand, which is the most rooted brand in the refrigeration industry and one of the few manufacturers in Europe, was accepted. In the research, it was revealed that deep freezer users do not expect “Freshness” from the product, and women attribute a meaning to the deep freezer as a treasure chest. In this context, it has been determined that the main concept to be embraced is not “Freshness” but “Preserving valuable things”.
The studies started to be used in conjunction with the 2016 marketing strategy. A new advertising campaign was prepared and published. With the new commercial film, Uğur Cooling has achieved a new and strong brand strategy.
The commercial film released in 2018 reinforced Uğur’s new brand image. Despite all the negativities experienced, the brand continued to grow and strengthen.
Uğur Cooling Solutions Brand Concept
People always want to reach the things they love in the way they love. However, this is not always possible. Nature is constantly working. It spoils the things we love, either in themselves or in taste.
Fortunately, there has been Uğur for years! Uğur preserves and preserves the flavors of life so that you can always access them with the same beauty.
Good luck. For the sake of your loved ones.
