How can Turkcell position for the 21st century? Can it afford to take a leadership role in introducing 3g, the third Generation of mobile phone systems?, How can Turkcell reduce its economic risk if the Turkish lira remains unstable?, What are the strengths and weaknesses of Turkcell?, What are the available threats and opportunities for Turkcell?, What type of marketing campaigns should Turkcell engage in to increase the average monthly minutes used by its subscribers? What type of market segmentation should it try? How can the Turkish mobile phone user be encouraged to spend more time on the mobile phone? Would educational campaigns be helpful?,

2. In 16.11.2007, Turkcell had nearly 35 million subscribers.

3. Strong Awareness initiative from Management team and midmanagement( Due To Corporate Governance of Turkcell).

4. High Coverage(Nearly Whole Turkey).

5. Well established 3G services with high speed.

6. High product development and market development competencies mobile marketing and mobile banking).

7. Employees salaries above industry standards.

9. Poor Relations with Investors/External Community( Due To Corporate Governance of Turkcell).

10. Turkcell has higher communication prices compared to other mobile operators.

11. Operation costs aren’t suitable for expansion in emerging markets (Africa, South America, Asia).

14. Strategies, Campaigns and Advertisements of other competitors in the market

15. Subscribers may change their mobile operators because of more appropriate services or prices may be provided by other mobile operatorsWhat type of marketing campaigns should Turkcell engage in to increase the average monthly minutes used by its subscribers? What type of market segmentation should it try? How can the Turkish mobile phone user be encouraged to spend more time on the mobile phone? Would educational campaigns be helpful?<br />Turkcell has worked continuously to bring the innovations in the mobile communications world to Turkey. Since their inception, we have helped the lives of our subscribers with time saving solutions and by providing products and services that ease and enrich their lives.<br />We are currently undergoing a comprehensive transformation that has been brought about by their new customer approach. Turkcell goal is to become the strongest brand in Turkey. As Turkey’s leading mobile operator, they help their customers make the most of their lives. In 2010, they tailored our communications strategy to the concept of “Get more out of life with Turkcell”. The “Get more out of life with Turkcell” concept is reinforced by our value offers: more superior technologies, more advantages, outstanding and extensive service quality, and<br />being a leader in social responsibility. With a renewed vision, they lend our power to their customers by enabling them to be more connected to life with simple communications solutions ready at their fingertips.<br />In 2011, they have evaluated the current brand architecture, naming strategy and brand expression in order to create a more powerful Turkcell brand. All sub-brands will be renewed to support one Turkcell brand. The aim is to increase the brand equity of all of products. Turkcell group companies’ branding principles will also be reviewed in order to a build clearer link with Turkcell and to create more powerful, unified Turkcell brand.<br />Turkcell brand communications will be coordinated in a more harmonic and synergetic way to strengthen the power in communications and to deliver more consistent messages through all media. In order to ensure that each of our messages effectively reach its targeted customer segment, they advertise extensively through traditional and alternative media such as television, outdoor events, cinema, radio, digital and social media and print. The new aim is to communicate “360°” with their customers. In 2011, the goal is to have the highest level of brand awareness among our competitors, as done in 2010.<br />More over and in its way to take a new path in marketing campaigns, Turkcell has used the internet social networking sites to make a new campaign, considering that traditional online banners are becoming less effective every year. The challenge then for marketers is to figure out how they can effectively communicate with their target audience, when their target audience is doing everything possible to avoid them. Turkcell took this challenge head on.<br />Turkcell’s marketing team needed to develop a marketing strategy to promote their new smart phones bundled with mobile internet too, you guessed it, ‘heavy internet users’. Turkcell hired advertising agency from Istanbul, to develop a real time Twitter based competition. This competition featured a mini site with the smart phone, which was packed in gift boxes and covered with post-its. Contestants had to tweet what was written on the post-its to unwrap the boxes, using the hashtag #turkcell.<br />The final challenge was to get a celebrity to retweet the message, winning the successful Twitter user a phone.<br />The campaign was live for three hours a day over seven days and generated 56,734 tweets.<br />Turkcell got many things right in this campaign. First, they correctly identified that their target audience are very active in social media, especially Twitter. They also realised that in order to reach this particular audience in Twitter, they would need to come up with something more creative than just setting up a new Twitter account and send out tweets with hashtags. Turkcell made it easy for users to take part in the campaign by using Twitter connect. This allowed users to log in to the campaign mini site with one click.<br />Not only had these heavy Internet users to read actual advertising messages to take part in the competition, they had to voluntarily retweet these messages to their friends. Turkcell not only reached their target audience of heavy internet users, they turned them into unsuspecting advertisers.<br />Turkcell has segmented tariffs plans that target specific subscriber groups. In the postpaid segment, pay as you go tariffs offer on-net (Turkcell subscriber to Turkcell subscriber) usage advantages. The packages include minutes for on-net and fixed line calls, intra-company calls or all national directions. Packages are widely preferred by our customers. In the prepaid segment, the main tariffs offering advantageous prices that are based on a refill amount are ‘Super Tariff’ and ‘Youth Tariff’. In addition, we provide fee-based optional minute packages/TRY cards for calls to OMO, PSTN and for calls within a specific time period, such as weekends and nights.<br />Turkcell has also have an all inclusive package (Gold+), which provides higher comfort and satisfaction specifically for high payers. Offering yearly-discounted and fixed-priced versions of our postpaid premium price plans to retain the current premium customer base and to induce mass customers to pay more for increased benefits. In addition, they also have loyalty subscriber programs. <br />Through Turkcell consumer approach, customers have been grouped by segments after taking into consideration their occupation and, with regards to the youth segment, their age.<br />Youth segment management, including the loyalty program, ensures customer retention by<br />presenting campaigns and advantages that fit youngsters’ trends of life. This aims to reinforce Turkcell brand recognition as a young, dynamic, popular, intimate brand.<br />In addition to the youth segment, they shall focus on “new segments” (such as farmers and housewives) with differentiated GSM and non-GSM offers, as well as campaigns and co-branded activities with selected companies from other sectors to create added values to targeted segments. All loyalty schemes are designed in line with the targeted segments’ lifestyles, needs, priorities, and expectations since new segments aim to increase to loyalty of current Turkcell customers as well as attract new customers.<br />Turkcell can encourage can encourage the Turkish mobile users through loyality programs like:<br />Turkcell Platinum, a premium loyalty & customer experience management program which offers special GSM, and non-GSM/3rd party advantages to individual customers in order to ensure behavioral and emotional brand loyalty, via a seamless series of positive brand experience in all customer touch points.<br />For postpaid business, periodical free minute programs (campaigns) with which the customers<br />gain different amounts of free usage based on their Turkcell tenure.<br />For prepaid business, offering prepaid customers monthly fee based packages that includes SMS and voice advantages. <br />Promoting such packages to increase retention of the prepaid subscribers and the revenue<br />generated from them.<br />As Turkcell businesses includes, a provider of educational services over the Internet and television, Global, a telemarketing company, Turktell, a marketing company, Inteltek, a gaming company, and Libero, a betting company.<br />Turkcell's main educational project, quot;
Contemporary Girls of Contemporary Turkeyquot;
, which started in 2000, grants scholarships to 5,000 young women in less developed parts of the country. The project received international recognition in June 2001, when it won the UK quot;
Institute of Public Relations Excellence Awardquot;
and the quot;
Crystal Obelisk Awardquot;
from the Foundation of Women Executives in Public Relations in New York in 2002.<br />Moreover Turkcell can target the segment of students in high school and universities; through a community tarrif that will post their revenues in through this market segment.<br />