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13 15 16 17 18 Table 2 Household penetrations of deodorants in Turkey JUNE MAT MAT MAT MAT MAT MAT MAT MAT MAT PENETRATIONS 10 11 12 DEODORANT 39.2 37.7 TOTAL 38.0 36.3 37.4 37.5 38.4 42.0 46.3 REXONA 10.9 10.8 10.6 9.9 103 11.4 113 11.8 12.8 Source: Passport - Euromonitor International According to TUIK (2018a), the population in Turkey is roughly B1 million people as of December 31 2018. There was an increase of about 1 million people from the previous year. The male-female proportion is very even at 50.16% males. With 92.5% living in city and town centers, urbanization is extremely high The Age Pyramid for 2017 is provided in Figure 1. Roughly %15 of the population is 15-24 years old, another 25% in the 25-39 age group and 25% fall in the 40-59 age group. Figure 1. Age Pyramid, 2017 - Turkey Ya grubu 90 85-89 80-84 75-79 70-74 65-69 60-64 55-59 50-54 45-49 40-44 kadin 36 39 30-34 25-29 20-24 55-19 $0.14 5-9 04 Source: TUIK (2018) Consumer Usage Behavior Deodorant usage starts in puberty. While some may start using deodorant earlier in emerging markets it is safe to take 15 years as the age to enter the category for the first time. According to research, first time deodorant buyers (as well as continuous users), usually buy 1 unit every six months. Rexona sells a 50 ml unit (pack of roll-on or stick) for an average price of 7-TL per roll to retailers. A large scale. integrated communication campaign which includes mass media, social media, sampling, and visiting cities to distribute free samples lets and targeting non-users would cost 4 million TL/year. A famous celebrity would ask for a minimum of 1 million TL for a year for endorsing the brand and becoming the spokesperson, taking part in ads, PR, etc. While it is very tough to change consumption habits and convince non-users to use deodorants, market research shows that 10 % of nonusers could be converted if a 360 campaign is implemented 13 15 16 17 18 Table 2 Household penetrations of deodorants in Turkey JUNE MAT MAT MAT MAT MAT MAT MAT MAT MAT PENETRATIONS 10 11 12 DEODORANT 39.2 37.7 TOTAL 38.0 36.3 37.4 37.5 38.4 42.0 46.3 REXONA 10.9 10.8 10.6 9.9 103 11.4 113 11.8 12.8 Source: Passport - Euromonitor International According to TUIK (2018a), the population in Turkey is roughly B1 million people as of December 31 2018. There was an increase of about 1 million people from the previous year. The male-female proportion is very even at 50.16% males. With 92.5% living in city and town centers, urbanization is extremely high The Age Pyramid for 2017 is provided in Figure 1. Roughly %15 of the population is 15-24 years old, another 25% in the 25-39 age group and 25% fall in the 40-59 age group. Figure 1. Age Pyramid, 2017 - Turkey Ya grubu 90 85-89 80-84 75-79 70-74 65-69 60-64 55-59 50-54 45-49 40-44 kadin 36 39 30-34 25-29 20-24 55-19 $0.14 5-9 04 Source: TUIK (2018) Consumer Usage Behavior Deodorant usage starts in puberty. While some may start using deodorant earlier in emerging markets it is safe to take 15 years as the age to enter the category for the first time. According to research, first time deodorant buyers (as well as continuous users), usually buy 1 unit every six months. Rexona sells a 50 ml unit (pack of roll-on or stick) for an average price of 7-TL per roll to retailers. A large scale. integrated communication campaign which includes mass media, social media, sampling, and visiting cities to distribute free samples lets and targeting non-users would cost 4 million TL/year. A famous celebrity would ask for a minimum of 1 million TL for a year for endorsing the brand and becoming the spokesperson, taking part in ads, PR, etc. While it is very tough to change consumption habits and convince non-users to use deodorants, market research shows that 10 % of nonusers could be converted if a 360 campaign is implemented