Ulker Through The Eyes Of The Consumer The close relationship between Ülker and its customers Ülker’s relationship with its customers is a story that spans many years… Most people were children when they became acquainted with the Ülker products. After all Ülker has always been a part of the lives of children… The emotional basis of these relationships usually begin early in life and then continue to develop. Consumers that associate the Ülker name with events in their childhood, teen years and adulthood feel that the brand is their own. Their perceptions of the brand are based on shared experiences that they have had. Consumers who see the brand name as a part of their lives and those who have an emotional attachment to Ülker are never shy about sharing their feelings or opinions about these relationships on any platform. Our Customer Communications Center (CCC) resembles a library where the opinions of our consumers have been collected together. Here, you can find examples of the dynamic relationships that exist between consumers and the Ülker brand. Consumers are encouraged by Ülker to express their opinions. As an example, consider the role that Ülker Chocolate played to bridge the distance between Yasin Elmas who lives in Istanbul and his fiancé who lives in Ordu, in this story: Whenever Elmas would travel the long distance to see his fiancé, he never failed to bring her a present of Ülker Chocolate wafers. Once, when he could not come to see her for an extended period, he sent his customary present of Ülker Chocolate wafers by cargo. When his fiancé received the package, she cried tears of happiness. Ülker’s role in consumers’ lives is so important that they sometimes become the brand name’s guardian angel. For example, a lady named Handan was at a petrol station market when she saw that one of the logos on a package of Ülker chocolate was crooked. She bought 5 products that had the wrong labeling and was kind enough to bring them to the Customer Communications Center, where she left them and a note saying, “I couldn’t bear seeing Ülker products on the shelf in that state.” We have many examples like this. Here are a few of the messages that have been received by Ülker: We have always loved Pötibör Biscuits. What puddings, what desserts we have used them for… my mother used to break them into pieces and make apple balls. We used to love to put a lokum between them and eat them like sandwiches. The best thing was to dip them in our tea. This new product of yours, Chocolate Pötibör, is also a favorite, thank you very much. I’m grown up now but I still love to dip them in my tea and eat them. This new product is wonderful, very successful. More power to you! Ayşe Balcı If you re-read the emails I have sent to you in the past, you will be better able to understand what I want to tell you. The highest level quality is achieved in bitter chocolate... It takes me a few days to finish a bar of that chocolate because the chocolate that I buy is for tasting in tiny bites – it’s not just for eating. The best is plain chocolate. I’m not as fond of chocolate that has other things like almonds or pistachios added to it. As far as the price is concerned, I prefer to buy cheaper varieties since I eat chocolate a lot. In considering the quality of the chocolate and the manufacturing process that chocolate must undergo, the price seems reasonable. You may want to consider offering smaller packages of chocolate (e.g. 8 x 50gr). That type of product could be a prestige Ülker item for the chocolate sector, I think. Thanks to all of the workers who produce, develop and otherwise contribute to making chocolate. Respectfully, Burtay Mutlu İstanbul (European Side) Good day. I am 17 years old and I have been eating Ülker Chocolate Wafers for as long as I can remember. I don’t know how you do it, but that combination of chocolate and wafers is addictive. Because of this, I usually eat at least seven of them each day. When the market runs out of them, the sales clerk tries to get me to buy another kind, saying, “Have one of these, it’s good too”. I buy it, but Ülker is the best. Anyone who says their brand is better is a liar. Thank you for continuing to make a proud brand like Ülker in this country. Emre Şahin İZMİR Ülker Golden Finger Chocolate is super (all of your chocolate is undeniably super). The packaging is perfect. ... I give the dresses of the girls who represent your products in markets ten out of ten points. Keep up the good work. The only problem is that I want one of those dresses too. :) Beyhan Çakmak KONYA I am 37 years old and I am a fan of ÇOKOMİLK... Ever since I was a very small child, I have eaten ÇOKOMILK, searched for it, and when I couldn’t find it, I really missed it. This is a belated thank you to Ülker, because you still manufacture Çokomilk. I am so glad we have you, Ülker! We are so glad to have you, Çokomilk! Cumhur BULUT, İZMİR Hello, I would like to share a beautiful story with you, because you were also a part of it... One day, I went into a store in Ankara. I was really in the mood for chocolate, but my sister warned me that it would spoil my appetite, and anyway we would probably be having dessert after the meal. I reluctantly agreed, not because I didn’t still want chocolate but because what my sister had said was reasonable. We finished our shopping and left the market, but someone ran after us and offered me a “Dido”, saying “Would you like to eat this?” I broke off a piece and ate it. With that, I am now coming to the long part of the story that began with a piece of a Dido bar. It has been a year since that day and I am still with the person who offered me a bite of that Dido chocolate bar. Since that day, whenever we meet, we always share a Dido bar to commemorate the memory of how we met. Hopefully, we will soon be married. At my wedding, I will probably hand out Dido instead of traditional wedding candy. I wanted to share this with you, and thank you for your contribution. Seçil Suyabakan İSTANBUL (ANADOLU) To whom it may concern, This is a memory that involves Ülker. On April 3rd, 2010, I set out from Turkey to undertake a bicycle tour of Northern Asia. My travels will take me through Georgia, Azerbaijan, Turkmenistan, Uzbekistan, Kirghizstan and China. During a seven-month period I have ridden 7,180 km and shortly, I will add another first to my experience when, in the next few days, I will enter the Gobi Desert and ride through it on my bicycle. Any information you would like to know about me, and videos I have posted can be found on the internet address www.dogaicinpedalla.blogspot.com. In a village called Karagush in Tajikistan, we found Biskrem. You may ask why that is important. The village is 4000 meters above sea level; no trucks can reach here because there are no roads. Forget about trucks, no vehicles of any kind can get here. This is the Vulcan Valley, on the road to the roof of the world. I am climbing Pamir. When we found this product in that little market while pedaling down this road with strangers, they asked me, “Gurkan, what kind of company is this Ülker?” I have to thank you for the unbelievable surge of pride that I felt to see a product from a Turkish company in that faraway place. I found out from the owner of the market that he had brought this package of Biskrem to his market on the back of a donkey. The man had chosen the product from the back of a supply truck at random. We couldn’t believe our eyes! The strangers that we had met told us that Biskrem was the product that they had eaten very often while they had been pedaling through Turkey. If you look at the video from Tajikistan that is posted on my web address, you will understand a little bit better what coming across a product from a Turkish company meant to me … I met two people named Erdal and Mehmet, whom your company is sponsoring in a race. They will be driving Anadol cars, and the race will take place in China. It’s a fantastic project and they are fantastic people. Thank you all. Good luck in your future endeavors. Gürkan Genç İSTANBUL (European Side) I am 56... Ülker is 9 years older than me... we grew up with it. Doğan Baran KIRKLARELİ When I was little, my Dad used to turn on the radio to listen to news bulletins. When I heard the radio come to life I would run to the radio and wait to hear the Ülker advertising jingle, “First the sun, air, water, then lots of food, Daddy don’t forget to bring ÜLKER home”. Ülker has always occupied a special place in our memories and it has a different, special quality of taste. It will always be that way. Thank you ÜLKER. İbrahim AlâaddinTelmen GAZİANTEP Ülkerrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr is the best!! Cengiz Bulduk KAYSERİ Note: Messages received from these consumers are the words of the consumer. Their words have not been changed, added to or taken away from.