Pelit - Superbrands
Transkript
Pelit - Superbrands
Market Owned and operated by the Ayan family, Pelit operates in two main business lines: bakery/ patisserie products, and chocolate. Over the past years, the bakery/patisserie market has been expanding in parallel with the stabilising economical conditions and the increase in the purchasing power and disposable income available for non-essential products, such as bakery/patisserie items. Moreover, as the social significance of celebrating birthdays and other special occasions has augmented, the demand for ready-baked goods, cakes, and custom-made patisserie products has grown. Pelit has benefited greatly from these favourable conditions. Another critical factor that affects the market structure is the characteristics of the product and production process. Because of the short shelf life of its products, bakery/patisserie production requires daily production. Furthermore, the production process is labour intensive. Therefore small/non-corporate bakeries, dependant on master bakers, constitute the majority of the players in the market. As Pelit has achieved industrial scope while maintaining production quality and experience, the company is the clear market leader. The extensive daily product range, custom services, incomparable delectableness, and devotion to quality have carried Pelit to the market leader position in the bakery/patisserie products market. In addition to its regular product line, available daily at its outlets, and its custom products, Pelit Baked Goods Inc prepares dessert menus for the leading fast food chains, cafes, ice-cream companies, hotels and restaurants. Pelit Chocolate A.fi. manufactures chocolate products and semi-finished products on an industrial scale. The production line has a daily production capacity of 50 tons of liquid chocolate, with which the company meets not only the chocolate demands of the sales outlets and the semi-finished product demand of Pelit Baked Goods Inc, but also the semi-finished chocolate products demands of cookie manufacturers, bakers and hotels. The high production standards and product quality has positioned Pelit as the preferred supplier of the leading companies in Turkey and Europe. Achievements Pelit considers the strength of its bonds with its customers, who in return relate strongly with Pelit, as its most significant accomplishment. The customer centric approach, devotion to quality, uncontested delectableness, and original products have facilitated a very special and personal relationship between Pelit and its customers. The expanding customer base, including invaluable customers loyal for 48 years, is Pelit’s greatest success and source of pride. This special bond and relationship with its customer base 140 SUPERBRANDS has enabled Pelit to grow and expand even during the most severe economical conditions and crises. The company invested in its modern production facilities during the 1994 crisis, and continued to expand by opening new branches during the economic crisis in 2000, all conducted with the company’s own equity. Another solid achievement of Pelit is its incontestable position of market leader. With its 12 branches throughout ‹stanbul, modern production facilities, and a daily production capacity of 20 tons for bakery and patisserie goods, Pelit possesses the greatest production capacity and highest turnover in the market. Moreover, Pelit further differentiates itself with its 100% in-house production capability. Pelit’s production is conducted at the modern facilities with 25,000 m2 closed area in Esenyurt, ‹stanbul utilising the most advanced technology available, under the constant supervision of 15 food engineers from raw materials to the final product. The quality of the production processes has been certified by the Turkish Standards Institute (TSE), the Hazard Analysis of Critical Points (HACCP), the Food Safety Management System, the Work Health and Safety Management System, the Environmental Management System and the ISO 9001:2000 Quality Management System. Pelit is the first institution in Turkey accredited with all these certifications. Due to this emphasis and focus on quality, Pelit is the preferred supplier of the leading companies of the food industry. Another major aspect differentiating Pelit from the other players is the emphasis placed on aesthetics and presentation. With its master artists and craftsman team, Pelit creates visual extravaganzas rather then mere presentations. The company has received international recognition for its show-cakes. Along with its wide product range, Pelit leads the sector with remarkable innovations. The company routinely has over 1,000 varieties of cakes and bakery products in its product portfolio. With its mission to offer the best to its customers, despite its extensive product range Pelit develops 30 new products each month. As a result of this continued research and development efforts the company is a trendsetting leader in all its markets. One of the critical factors that affect Pelit’s success and leadership is the ‘Pelit family’ – human resources. Team spirit, co-operation, sincerity, dedication, responsibility, ownership, and care are the core values of this tight family. Pelit’s dedicated work force – aiming to carry Pelit forward – provides unmatched exclusive service and care to their customers. Continued education and training is one of the major strengths of Pelit, where traditional master-apprentice relationships are faithfully preserved. In addition to the regular in-house training, and professional training programmes aimed at sector professionals, Pelit has extended training programmes to include courses for amateur enthusiasts. Pelit’s production facilities are renowned throughout Europe for their quality standards and technology. They are regularly visited by foreign committees and commissions for technical visits and briefings. And finally, being a family business, Pelit has a very dynamic and flexible structure, which enables decisions to be made and implemented quickly. History Prior to founding Pelit Bakeries, Kaz›m Ayan worked at a bakery for 19 years. In 1957, he collaborated with three fellow workers, Manol Usta, Hari and Hristo, and set up the foundations of Pelit in Tarlabafl›, ‹stanbul. Pelit rapidly differentiated itself from other bakeries through its quality and taste, becoming in turn, a favourite bakery-café of artists and politicians, as well as having foreign and Levantine frequenters. As the result of the growth in customer base, Pelit opened its second branch in 1967 on Rumeli Caddesi in Osmanbey. In 1980, following the departure of the other partners, the Ayan family initiated an expansion strategy. In line with this strategy, the branch network was enlarged within the framework of an organic vision of growth to include branches in Caddebostan (1980), Levent (1985), Yeflilyurt (1987), Bebek (1990), a Factory Sales outlet (1994), Esentepe (1997), Carrefour Erenköy (1997), Erenköy (2001), Altunizade (2001), Florya (2002) and Çiftehavuzlar (2005). Parallel with the development of its sales network, Pelit also pursued expansion in its manufacturing capacity by investing in modern production facilities of an industrial scale. The company invested in modern production facilities in Esenyurt in 1994, for both patisserie products production and industrial chocolate production. Product Pelit aims to be a part of every moment of its customers’ lives with its products and services, and to further enhance those moments through unforgettable tastes. Pelit has a full range of services to suit all childhood celebrations including baby showers, birthdays and circumcision parties. The company bears no limits when it comes to making the special times in a child’s life memorable. Catering and special design cakes are just two of the many stunning services provided. Pelit has a wide range of special chocolates and cakes for all personal occasions. The company places emphasis on providing truly special products and services that will not easily be forgotten. Therefore, whether they are for engagements or weddings, the products and services are designed to build a memory that will last a lifetime. Pelit prepares special concept products with exceptional taste, presentation and services for New Year’s, Mother’s Day, Father’s Day, Easter, other religious holidays, and all other special days with its mission of building unforgettable memories. Similar to its wide range of patisserie products, Pelit also has a broad selection of chocolates. In addition to its routinely manufactured special filled chocolates, madlens, chocolatecovered almonds, assorted chocolate drops, dragees, chocolate Turkish Delights, decorated chocolates, and Easter chocolates, the company has more than 250 other kinds of chocolates in its product range for various special occasions. Furthermore, Pelit mass produces chocolates in a variety of forms, such as block, drops, chips, liquids, madlens and pralines. Pelit chocolate is the only liquid diabetic chocolate supplier of the industry. Pelit has many products that have become classics over the years with loyal customers. The fans of these products, which include raspberry cakes, ‘Uluda¤’, ‘Rococo’, ‘marron de quize’, ‘shuttle’ cakes, nut-filled candies, and miniature cakes, are active ‘ambassadors’ of the company. With its policy of establishing an intimate bond with its customer, Pelit conducts tours of its production facilities for primary, secondary and university students. Students between ages 6 and 11 who participate in these tours are treated with gifts in a specially prepared hall after they have received information about the operations at the plant. These activities for young visitors are carefully planned to ensure that the children leave with pleasant and unforgettable memories and remember Pelit’s warm hospitality. These young visitors express their joyful memories with the following comments: ‘Everything was better than my mother’s’, ‘Pelit employees are very friendly’, ‘It was the best of any of our excursion made yet’, ‘I’ve never tasted anything as good as Pelit’, ‘I trust Pelit’ and ‘I wish Pelit was my father’s’. These expressions are the most solid indicators of Pelit’s success in pursuing sincerity in its communications and promotion strategy. Brand Values Pelit’s customers have described the brand’s values as: reliability, delicious, quality, hygiene, style, friendliness, uniqueness, persistence, prestige, sincerity, innovation, creativity, elite, dynamism and being a part of people’s lives. Customers have a family-like relationship with Pelit that is trans-generational. Parents, children and grandchildren all take their places within the Pelit network of family relations. www.pelit.com.tr Recent Developments On the eve of its 50th anniversary, Pelit is in the process of restructuring while still preserving its values. Projects designed to develop the institutional identity of the company are rapidly moving forward. While maintaining the advantages of being a family business, Pelit is implementing modern management and marketing techniques for the future. Pelit’s Professional Training Department, which provides technical training for cake and chocolate processing to both Pelit’s own staff and sector professionals, was initiated in 2005. In addition, Pelit is providing seminars and professional training programmes in cake making and patisserie arts within the ‘Nutrition and Food Safety Project’, in co-operation with the Ministry of Education and in harmony with European Union regulations. Within the training structure, Pelit is also providing courses aimed for amateurs and enthusiasts. Pelit believes in the importance of research and development and has been developing new products for foreign markets in line with local tastes. Pelit’s 12th branch opened recently in Çiftehavuzlar, where, in accordance with Pelit’s future strategy of opening more café-bakeries, there is a 100-person café. Promotion Pelit’s customer acquisition philosophy is based on ‘providing services and products of the highest quality and appeal possible’. This, in addition to maintaining an uncompromising stance with regards to hygiene and customer satisfaction, ensures that customers are not only loyal and fans, but also recommend Pelit extensively and actively to their families and friends, helping the company to acquire new customers. Despite relying largely on word of mouth strategy, Pelit has been able to generate a large base of loyal customers and fans. This fact is a solid proof of Pelit’s success of implementing the differentiation and customer satisfaction strategy. THINGS YOU DIDN’T KNOW ABOUT Pelit Pelit is a major supplier of chocolate products and semi-finished products of many large companies, each one a leader in their own sectors of the food industry. In addition, Pelit owns liquid chocolate-making facilities that operate well above European standards in terms of quality and production technology. Born in 1925, Kaz›m Ayan, the founder of Pelit, starts the day every morning at 6 am and visits the factory and all the branches for inspection and personnel motivation. Selahattin Ayan, Pelit’s head craftsman and one of the second-generation managers, personally leads and works on production from 5 am until 11 pm everyday. From time to time, he receives job proposals from competitors not aware of his family ties. As the family-run company approaches its 50thyear anniversary, efforts for institutionalisation are continuing apace. The third generation is actively working alongside professionals in the management of the company. SUPERBRANDS 141