Arma presentation tonino lamborghini

TONINO LAMBORGHINI COMMUNICATION APPROACH 2015

….

Content

■ About us■ PR Management Services■ About mattress sector■Target Audience■Sector Brands ■ Tonino Lamborghini SWOT Analysis

-Strenghts/ Weaknesses-Opportunities / Threats

■ Target of PR Communication■ PR Methods

-Media Relations -Examples Of Press Coverages

-Examples Of Our Events■ Our Clients

In our agency, which was established in 2004,we offer integrated communication solutions to companies and brands.

In line with the goals and strategies of the persons, companies and brands we serve, we prepare and implement communication

programs for corporate image, brand recognition and for increasing purchases and contribute to the realization of their

business goals.

In our agency, we provide our services on the basis of academic knowledge rather than predictions and intuitions with our team

members highly trained and experienced in their own profession.

About Us

Our mission is to help our clients improve their brand value by offering solution oriented consultancy service to them.

We establish long-standing collaborations with our clients on the basis of the principle of sincerity and honesty. We work to

differentiate the companies and brands which we regard as our “business partners” from their competitors, to increase their

recognition within the target audience and to ensure that they are trusted and preferred.

Furthermore, we also assume a significant role in the achievement of their marketing, planning and sales goals.

Our Mission

In the fields we serve, we always act with the aim of introducing new perspectives to our clients.

With a dynamic, rapid and close teamwork, we work by focusing on familiarizing ourselves with our client company at least as much as its executives.

We approach public trends as well as our clients’ needs and expectations from a proactive perspective.

In addition to our role as consultant, we value being service oriented on the operational side.

Our Approach

PR Management Services

1Strategy and Planning

PR

MA

NA

GE

ME

NT

PR

3Marketing Communicaiton

2Media Communication

4Social Media Communication

6Crises Communicaiton

5Social Responsibility

7Media Planning and Buying

9Graphic Design

8PromotionProduction

PR Management Services1 – Strategy and Planning

■ Marketing PR

■ Events

■ Organizations

■ Sponsorships

■ Exhibitions, Competitions

■ İnaugurations, parades, launches

■ Market and Customer Analysis

■ Brand Identiy

■ Brand Positioning

■ Brand Architecture

■ Customer Segmentation

■ Communication Strategy

■ Strategic Marketing Mix

3 – Marketing Communication

2 – Media Communication

■ Special News

■ İnterviews

■ Press Conferences

■ Press Visits

■ Media Reportage

PR Management Services

zarlama Yönetim Sistemi4 – Social Media

Communication

■ Preparing and avoiding to crisis

■ Planning the crisis management

■ Conducting the crisis with accucarte communication

■ Regulating the crisis process

■ Returning to normal,

■ Learning and evaluation

■ Building social responsibility strategy

■ Developing the project, matching to the vision of the corporation/brand

■ Preparing and implementing project plan

■ Evaluation of the projects

6 – Crisis Communication5 – Social Responsibility

■ Digital PR

■ SEO - SEM

■ Social Media

■ Digital Campaigns

■ Mobile Marketing

■ Online Reputation Management

PR Management Services7 – Media Planning 9 –Promotion/Production8 – Graphic Design

■ Analysing of Target Audience

■ Planning of timing

■ Medya Planning and Buying

■ Building visual identity and image

■ Design tasks of campaing visuals

■ Point of sale visuals

■ Catalog, brochure

■ (Web, Photograph, Video, 3D, Graphic)

■ Choosing, designing and creating promotion materials

■ Corporate promotion film

■ Web, Photograph, Video, 3D

About Mattress Sector

Three millions mattresses are sold at classical channels and one million of them are sold at stores and modern channels that in total 4.2 millions mattresses are sold in a year Turkey. Growing 7 percent per annum, the market volume has reached worth 2-2,5billion TL in the sector. As for the share of the sector in the foreign market is worth 60 million dollars.

90 percent of the market comprised of spring mattresses, 10 percent sponge mattresses in Turkey. Investments by the mattress manufacturers varies between $ 40 million and 40 thousand dollars.

USA, China and Brasil are ranks the top 3 countries for the most manufacturing and consuming mattresses in the world. Germany, France and USA are top 3 countries for mattresses import; Poland, China and Belgium are top 3 countries for mattresses export in the world. Turkey among the countries which are not yet in the top 10 ranking import&export.

Target Audience

AB + C1 audio group has a large potential target groups. Men and women between 20-65 ages Newly-wed couples, the people that renovate their houses Consumers who care their healths ( having problem about

sleeping, back, neck, spine) People who are aware of the effects of sleep on our health

and life Mattress manufacturers, pillow manufacturers, home

textile manufacturers, distributors, point of sales, furniture brands and interior designer,purchasing department of hotels, hospitals and touristic (the number of 3 million of 4 million mattresses sold to the individual consumers as for the rest 1 million sold to the establishments such as hotels, dormitories and hospitals)

Sector BrandsMATTRESSYatsan-TempurYataşİstikbalMondiDoğtaşAltın Yatakİdaşİşbir Laressa Hastens Pierre Cardin Magniflex BRNDoctor-Bed

HOUSEHOLD LINENSTaçLinensSarevÖzdilekMonevEnglish HomeHomteksMadame CocoHome StoreChakraPenelope

SWOT Analysiss

Well-established brand in the internationally, High quality products with affordable price, Turkey's largest importer of mattress, Design strength of the brand, Innovative approach to production, High vacuum technology, Produced by using natural materials, being

environment friendly, Having the feature of medical products, The 12-year warranty of the product, The feeling of satisfaction of using positive

reflection of sales Tonino Lamborghini brand, Export to 17 countries such as Azerbaijan, Dubai,

Kazakhstan, Italy etc. Contribute to Turkey's economy in the

production of home textile, Well determine the sector and clear working

with correct analysis, Production of special collections that appeal to

the Turkish people.

Strengths Weaknesses

High brand awareness but low awareness of the Tonino Lamborghini branded mattress and home textile category.

Despite the growing importance of branding in the mattress industry, it is not done by a planned and effective communication.

There are no mattresses with the range of affordable prices for A+ and lower segment group.

SWOT AnalysisSOpportunities Threats

Changing the mattress period of about 2

years in Europe, otherwise 10 years in Turkey. However, growing market of healthy life would shorten this period and play more effective role in the sector.

Mattress and Technologies Fair, Sleep Well Expo signals to become one of the quickest developing sectors.

Turkey have features about made production,

Nearly the number of 1000 hotels construction being underway including 800 thousand bed capacities and the private sector’s investments in hospitals foreseen as an indicator of the growth in the sector.

Home textiles in reaching its current situation with increasing purchasing power of domestic consumption growth and the consumption of home textiles fast fashion trends affecting the market positively.

Increasing global competition, Make an unfair competition of unregistered

production in hometextile sector that is low input costs

Existence of strong and common brands that effective communication in the sector

The risk of economic crisis in Turkey and World could affect negatively the sector

Despite the growing importance of sleeping in terms of health, it is not having awareness about it in Turkey.

The risk of civil war and prevent the export of our neighbors.

Target of PR Communication

Those who want to enjoy a nice sleep…

Those who know the value of sleep ...

Those who enjoy the life...

Turkey’s accessible luxury brand;

Tonino Lamborghini

Target of PR Communication Messages

To take attention for create an awareness the healthy and quality

sleeping ;

Importance of functional product design

Criterias of mattresses,pillows and quilt selections

Products that bring up with healthy and comfortable

Using of high quality and natural materials,

The problems caused by insomnia

Different sleeping solutions

The usage of medical products etc.

Consultancy and Planning

PR Methods

In media relations, we create messages in line with the company’s communication requirements and goals and enable these messages to be efficiently delivered to the target audience through the media. Media relations cover the following:

Organizing press conferences and trips, Organizing special news and interviews, Preparing press releases and sharing them with the media, maintaining communication with relevant members of the press, Preparing press files (Press releases, brochures, speech texts, visuals), Maintaining daily media follow-up.

Media Relations

By developing strategies specific to the company and brand,

We enable you to communicate efficiently with your stakeholders.

Right Message

Right Channel

Right Time

Media Relations

Media Relations

We will be based on; particularly the effective usage of decoration and economy media and promote the relations with these people in our all promotional events. Speacial occasions will be considered as a opportunities.Christmas, Valentine's Day, Mother's Day, Father's Day and so on. The announcement of the campaign)

PRESS

Magazines: We will considered a wide range of magazines in accordance with our target audience. Additionally, we'll continue to communicate with effectively on Monthly magazine, Women's,Shopping,Teen's,Magazine, Life style, Marriage magazines, Economy and News magazines also Sectoral magazines.

Media Relations

Monthly Women’s, Shopping, Magazine, Life stlye , Marriage Magazines Press releases contents:

We will be provide the most relevant content our collection releases are as mention on title.The brand that consist of mattress and home textile collections, become prominent by its product range will provided to take part in the monthly and weekly magazines. In addition to these magazines; it will be remarkable that product's reported in the news to the Men's, Mother&baby and sectoral magazines as well.

Media Relations

News:

Other press organ that we use for media communication will be newspapers . Also, pages of daily newspaper releases and special supplements will be contribute to the collection promotion.

We will be take part with exclusive interviews in economy newspaper and magazines. We can be present Tonino Lamborghini's goals of 2015 years in monthly and weekly economy magazines at first. We can provide information about investment in Turkey, design and sectoral assessments in the home textile and mattress sector

Media Relations

Audiovisual Media

Televisions: We are going to planning to, participate of founders or managers in economic programs as a private guest Channels that is containing national design-decoration can be used with both advertorial and sponsorship. Radios: We can make use of radio as a sponsorship at prime time especially morning and evening time. Also it can be take part of dj-talk and "present by" of radio programs

Portals: Decoration, architecture, design, life style, news, women, shopping, building portals are suitable media to reach our target audience.Internet media is very important field for reaching both experts and target audience.So, we are aim to reach wider audience for taking place our web portal with our news.

Event Proposals

Meeting Breakfast with Magazine Editors:

Aim;

We are aim to plannig, media meeting with the participation of Tonino Lamborghini Turkey distributor speaker different multicast group every month.New products and targets can be explained here. We are going to established close contact with brand representative to give general advertise about Turkey's invesment of Lamborghini which present special collection and brand power.

Event Proposals

• Point of sale activities• Mini gifts with sweepstake• Competitions on social media

like‘’Sleeper Of The Year’

World Sleep Day

Event Proposals

Sleep Training

With the participation of bloggers "Good night" chatsInformation provided by the expert

Experience sharing about sleeping problems/stories by a famous person

Repeated of similar events with the participation of clients in the stores.

Event Proposals

Events At Stores

Activities in different concepts in different stores

Promotion of mattres,pillows and quilt by a famous person

Flash Mob show in shopping mall.(Suddenly a men and women that wearing lingerie and pyjamas will be mingle in with guest. Some of them lay quilt over and lie down, some

other perch on the edge of table with his pillow and the other one walk around with cardboard that written with sleep messages. etc.)

EXAMPLES OF

PRESS COVERAGES

Examples Of Press Coverages

Magazine Newspaper


Magazine


Magazine

Newspaper


MagazineMagazine


Magazine


Newspaper


Newspaper Newspaper Newspaper

EXAMPLES OF OUR EVENTS

Premiere of the movie ‘Ayaz’

Fashion Show of Akay Wedding Dresses at Istanbul Wedding Fair

Award Ceremony of Tiyatro Magazine

Press Conference of Bulut İnşaat at Cyprus

“Beyoğlu Smells Rebul” Photography Competition

Greyder Rhythm Show/ Beyoğlu and Cevahir Mall Shopping Mall

Privenuptia Fair Organization at Izmir

Tekin Seyrekoğlu Fair Organization

Organization of the Fair’s Opening Ceremony Istanbul WeddingFair

Fresh’n Soft Activities

2M Kablo Inauguration

Corporate Communication

We conduct corporate communication activities under two categories: Inside and outside the company.

As Arma PR, we prepare strategic communication plan in order to manage the company’s corporate reputation which covers its

commercial, social and industrial responsibilities, in line with the company’s business objectives. We carry out public relations activities for its target person, audience, companies, stakeholders and personnel

by tailoring the applications to each target audience.

Our Clients

Our Credentials

www.armapr.com Thank you…

Automotive

Arma presentation tonino lamborghini