Kurukahveci - Superbrands
Transkript
Kurukahveci - Superbrands
Market Coffee plays an important role in Turkish culture. It is drunk as a stimulant to finish a meal or as a pleasant interlude during the day. The Turkish word for ‘breakfast’, ‘kahvalt›’, derives from the word for coffee, ‘kahve’, and literally means ‘before coffee’. Though principally consumed in Turkey, Turkish coffee is also found in over 25 countries in Europe, America, Asia and Australia. Kurukahveci Mehmet Efendi is the foremost representative of Turkish coffee. Founded in 1871, Kurukahveci Mehmet Efendi is the unquestioned market leader, with instant brand recognition in Turkey and other countries. Kurukahveci Mehmet Efendi’s coffee sales grew by about 7.7% in 2005 and the company accounted for about 60% for the national Turkish coffee market. Achievements Kurukahveci Mehmet Efendi’s logo, which is based on the work of ‹hap Hulusi Görey, one of Turkey’s leading graphic designers, in 1933, is not only the company’s logo, but has become the symbol of Turkish coffee. As a brand, it has made major contributions to spreading knowledge of Turkish coffee, its traditions and the Turkish methods of preparation and brewing that continue to this day. The awards the company won in Turkey and France in the 1930s recognised the quality of Kurukahveci Mehmet Efendi’s coffee early on. The company is committed to acting as a ‘culture ambassador’ for Turkey and its coffeemaking traditions. Over the years Kurukahveci Mehmet Efendi has presented and promoted Turkish coffee at various trade fairs and festivals in Turkey and abroad. Recent events include: Expo Hanover 2000; Berlin International Tourism Fair 2000, 2001 and 2002; The Third UNESCO Round Table Conference in 2002; The European Parliament, Strasbourg 2002; Frankfurt Tourism Fair 2003, 2004 and 2005; History Foundation Conference 2003 Generations, Experiences, Evidence; The Persian Period in Anatolia International Workshop organised by Turkish Prehistoric Period Science Institute 2005. History Until the late 19th century, coffee beans were sold raw, then roasted and ground at home using hand-operated coffee grinders. All this changed when Mehmet Efendi inherited his father Hasan Efendi’s spice and green coffee bean shop. Mehmet Efendi was born in 1857 in the Fatih district of ‹stanbul. Following his education, Mehmet Efendi began to work in his father’s shop on Tahmis Street. The rich aroma of freshly roasted coffee filled the shop and, thanks to Mehmet Efendi, coffee lovers were able to enjoy the convenience of buying ready roasted and ground coffee. Soon he became known as 108 SUPERBRANDS ‘Kurukahveci Mehmet Efendi’, vendor of ground, roasted coffee. After Mehmet Efendi’s death in 1931, the family business passed to his three sons: Hasan Selahattin Bey, Hulusi Bey and Ahmet R›za Bey. The family formally took ‘Kurukahveci’ or coffeeseller as its surname in 1934. After Mehmet Efendi passed away, his eldest son Hasan Selahattin (1897-1944) recognized the importance of the international market and resolved to become active abroad. His efforts led to the promotion of Turkish coffee in many countries as well as in the domestic market. Keeping pace with the technological developments of the time, Hulusi Bey (19041934) introduced mass production and commissioned Zühtü Baflar -one of the leading architects of the period- to design an Art Deco-style company headquarters on the site of the original family shop on Tahmis Street. In addition, Kurukahveci Mehmet Efendi began to package its roasted-ground coffee in parchment and to distribute these packages to groceries, thereby making the company responsible for another groundbreaking innovation in Turkey. The company also opened a branch on the famous thoroughfare of ‹stiklal Caddesi, formerly the Grand Rue de Pera, the main thoroughfare in the famous Pera quarter of ‹stanbul. After Hulusi Bey’s untimely death, the company passed into the hands of Mehmet Efendi’s youngest son, Ahmet R›za Kurukahveci. Educated abroad, Ahmet Bey was in touch with global trends and developments, which inspired him to take steps to modernize the firm and, crucially, to invest in advertising. In 1933, he commissioned ‹hap Hulusi Bey to design an emblem logo for the company and this remains in use today. The company also used promotional posters and calendars revolutionary advertising media for the period. Kurukahveci Mehmet Efendi began to distribute coffee within the domestic market via the firm’s own fleet of automobiles. The company opened another branch, on Sahne Street, in the Galatasaray neighbourhood. Today, Mehmet Efendi’s grandchildren, who took over the company after the death of Ahmet R›za Kurukahveci, run Kurukahveci Mehmet Efendi. After nearly a century, the company finally replaced Mehmet Efendi’s mortars with the latest coffee machinery. What began as a small family business on Tahmis Street in 1871 has now grown into a global brand. While Kurukahveci Mehmet Efendi has become a global coffee producer, it remains a family business, albeit one that uses modern technology to maintain the high quality that has been its hallmark since 1871. Product Every phase in the coffee making process requires its own special craftsmanship, knowledge, experience and sensitivity from buying to taste, from blending to roasting, from grinding to packing. One needs perfect judgement to select the best quality coffee beans, patience to create a balanced blend, and attention to roast well. The most special formulas, founded on years of experience, are transferred from generation to generation. Since 1871, Kurukahveci Mehmet Efendi’s innovative approach and attention to detail has raised coffee production to an art. This art is transferred with the craft knowledge and experience from father to son, from craftsman to apprentice and from generation to generation, as the company’s continuity requires. The company’s years of accumulated knowledge and experience and its innovative approach in adapting traditional manufacturing methods to the latest technology result in a special coffee with a unique flavour. Kurukahveci Mehmet Efendi’s Turkish coffee, espresso and filter coffee varieties are produced from high quality Arabica beans. The company uses uniquely designed roasting machines to release the characteristic aroma of these coffee beans and to ensure the full quality of the beans reaches the cup. The results are ideal blends with a delicious aroma. Kurukahveci Mehmet Efendi’s coffee is freshly packaged to preserve its aroma and freshness for at least two years. Recent Developments The company has commissioned a new central building. Designed by Haydar Karabey in Art Deco style, it will be opened in 2006, Kurukahveci Mehmet Efendi’s 135th anniversary. The new building will house Turkey’s first and only coffee museum. Kurukahveci Mehmet Efendi’s new manufacturing plant, which will start operating at the end of 2005, is among the ten most modern coffee production facilities in the world. Arçelik, one of Turkey’s main household consumables makers, launched its automatic Turkish coffee maker, Telve, in 2004 in consultation with Kurukahveci Mehmet Efendi A modern take on the traditional coffee pot, it has proven very successful in design and performance, encouraging coffee consumption. Promotion Kurukahveci Mehmet Efendi claims to be the first promoter in modern-day Turkey and one of the first Turkish companies to initiate branding. Ahmet R›za Bey took the first steps in developing the company’s brand when in 1933 he commissioned ‹hap Hulusi Görey to prepare a company emblem and some promotional designs. With slogans reflecting the advertising language of the times, the first examples of graphic design, printed and outdoor advertisements, and POP materials, the company presented Turkey with its first co-ordinated advertising campaign. Some of the pioneering promotion campaigns of Kurukahveci include the stand designed for the 1933 Home Produce Exhibition; painting ‘Opel’ brand coffee on delivery trucks in 1938; the first outdoor ads in 1941; specially designed calendars between 1930 and 1936; full page and other advertising in newspapers and magazines between 1933 and 1955. Kurukahveci Mehmet Efendi’s managers’ welltimed and speedy innovations in developing a visual identity for the company and well-directed design solutions were very important to the company’s success at becoming a well-established brand from so early on. The company’s renewal of its visual identity in 1933 reinforced its other moves such as its new and contemporary packaging materials and excellent presentation. ‹hap Hulusi’s company emblem became associated with the company name after some redesigning by Bülent Erkmen, which transformed it into Kurukahveci Mehmet Efendi’s corporate identity. Today the company presents the brand to consumers through newspaper, magazine and outdoor advertisements and verbal promotion activities. Kurukahveci Mehmet Efendi continues to sponsor music and art festivals. Over the last dozen years it has sponsored: Crossroad of Europe & Asia Symposium on September 15th 1993; Modern Coffee Ceramics & Traditional Turkish Coffee Tools Exhibition on May 22nd 1995; Marketing Turkey’s Third Corporate Profile Conference on February 15th 1996; Cannes Lions International Advertisement Fest in 1997; ‹stanbul International Design Encounters (IIDE) Design Training Seminar on November 11th 1998; the 11th International ‹stanbul Theatre Fest in 1999; the 14th Urban Design & Applications Symposium in 2003; Chicago Turk Fest in 2003; Immigration Conference and the OIC-EU Joint Forum of Ministers of Foreign Affairs Second Meeting Symposium in 2004; and the Cannes Lions International Advertisement Fest in 2005. By presenting Turkish coffee, Kurukahveci Mehmet Efendi, is a volunteer Turkish ambassador in many international activities. Brand Values The Kurukahveci Mehmet Efendi brand values are to produce ‘the best quality and most delicious Turkish coffee’. As a global company which is constantly expanding within the coffee sector, Kurukahveci Mehmet Efendi’s mission is ‘to introduce Turkish coffee to the world without compromising quality and to introduce its exquisite taste to all coffee lovers’. With its original technology and methods of production and its investment and research into enhancing quality, Kurukahveci Mehmet Efendi stands out as a unique and superior name in Turkish coffee production. Turkish traditions like asking for a girl’s hand in marriage, reading people’s fortunes in coffee grounds and offering hospitality are expressed by the Kurukahveci Mehmet Efendi brand. Every Turkish household regards Kurukahveci Mehmet Efendi’s extra foamy Turkish coffee with its beautiful aroma as ‘one of us’ and so it has become a symbol of national identity. www.mehmetefendi.com THINGS YOU DIDN’T KNOW ABOUT Kurukahveci Mehmet Efendi Mahdumlar› Kurukahveci Mehmet Efendi is one of the first Turkish companies registered with the ‹stanbul Chamber of Commerce and Industry. Tahmis (Kurukahve) Street in ‹stanbul, the birthplace of the company Kurukahveci Mehmet Efendi, is today the site of the company’s headquarters and was the first coffee street in the world. One of the company’s old coffee mills, which has been in use since 1950, was made out of parts from a war canon. The method of brewing Turkish coffee is the oldest coffee making method in the world. Coffee brewed this way remains on the palate longer than any other type of coffee, thanks to its soft and velvety foam. It is thicker, softer and more aromatic than other types of coffee and it is the only coffee used for cafedomancy, the telling of people’s fortunes. SUPERBRANDS 109