from dan cake to dankek

*DAN CAKE IN 1994

*FRESH CAKE 2010

*WHAT IS BEHIND SUCCESS

A SUCCESS STORYFrom Dan Cake to

Dankek

01.05.23AA Success Story Fresh Cake

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CEMAL ESEN JOINED DAN CAKE TURKEY AS FINANCIAL MANAGER IN 1994.

AFTER 50-50 JV BETWEEN DAN CAKE AND YILDIZ HOLDING IN 1995 HE BECAME COMMERCIAL DIRECTOR IN CHARGE OF FINANCE AND SUPPLY CHAIN AT THE NEW COMPANY FRESH CAKE.

HE LEFT FRESH CAKE IN 2010 AS GENERAL MANGER

[email protected]

A SUCCESS STORYFrom Dan Cake to

Dankek


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DEFINITION OF SUCCESS

Achievement of an action within a specified period of time to complete an OBJECTIVE or to reach a GOAL.


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DAN CAKE 1994(Before Ülker)

260 gr Family Cake


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40 gr Sliced Cake(1/6 of Family Cake)


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300 gr Luxury Family Cake

(260 gr Family Cake + 40gr Compound Chocolate Coating)


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FRESH CAKE 1995 (After Ülker)OBJECTIVE

CATCHTHE MARKET LEADER


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FRESH CAKE FIRST IN TURKEY LAUNCHES


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LAYER CAKE



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CELEBRATION CAKE



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SWISS ROLL



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MINI SWISS ROLL



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JELLY CREAM CAKE



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BIG MUFFIN

FRESH CAKE FIRST IN THE WORLD LAUNCH


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8 CAKE

INNOVATION UNIQUE IN THE WORLD!

01.05.23AA Brand Mgt

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INNOVATION UNIQUE IN THE WORLD!


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INITIATIVE RESULTS REPORT: DANKEK 8 KEK (Month 11, November 2009)

«Dankek 8 Kek Dankek 8 Kek has outperformed the sales target by 199% in terms of value and volume.

Dankek 8 Kek Dankek 8 Kek is still the highest selling

sub brand within Ülker cake category.»

UNIQUE IN THE WORLD!


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https://www.youtube.com/watch?v=3NzawY5pOH4

FRESH CAKE 201016 Years Later


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FRESH CAKE 2010


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From Dan Cake to Dankek1994 to 2010


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WHAT IS BEHIND SUCCESS ?


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1) INNOVATION, R&D ?INNOVATION is not INVENTION !


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2) QUALITY?What is the meaning of QUALITY? Something «GOOD»?


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3) PRICE?IN THE GOOD OLD DAYS !Cost + Profit = Price(Fixed) (Fixed) (Variable)

NOW !Price - Cost = Price(Fixed) (Variable) (Fixed)


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4) PACKAGING?Hygiene + Protection + Communication


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5) CAPACITY?IN THE GOOD OLD DAYS !

Demand > SupplyNOW!

Supply > Demand


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6) KNOW-HOWA tangible asset?


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7) SUSTAINABILITY?Profitable GrowthContribution Margin analysis vs Gross Margin Approach


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8) BRAND?What is Brand?Marketing creates value for brand & product


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BRAND INVESTMENT ON DANKEK

https://www.youtube.com/watch?v=10K7Yo3lUL8


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9) MARKETING? IN THE GOOD VERY OLD DAYS !PRODUCTION WINS AS CONSUMER IS HUNGRY

IN THE GOOD OLD DAYS !DISTRIBUTION WINS AS CONSUMER CANNOT REACH PRODUCT

NOW !THE ONE WHO MAKES CONSUMERS BUY THE PRODUCT IN SHELF WINS (MARKETING)


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10) CORPORATE COMMUNICATION?CC creates value for shareholder and is above Marketing which creates value for brand & product


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11) DISTRIBUTION?Space of penetration Numeric versus weighted distribution


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12) MERCHANDISING?Communication at shelf


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13) HIT CONSUMER INSIGHT?Why do you eat cake?


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14) SERVICE QUALITY? OTIF (On Time In Full) Delivery


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15) MANAGEMENT ?Managing Director or Chief Executive Officier is archaic. COACHING DIRECTOR or CHIEF COACHING OFFICER is contemporary.


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16) EMPLOYEES?Human is not Resource but Asset. HR (Human Resources) is archaic, HA (Human Assets) is contempoary.


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17) Answer : ALL !


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from dan cake to dankek

Leadership & Management