This simulation is online and the estimated completion time is 2 hours.
The difficulty level of this simulation as determined by the Ludi participants: 2/5
Name of your role in this simulation: Youth Segment Manager
The language of this simulation is Turkish and the tasks are completed in that language.
Mavi:
Genç Segment
Role
In this simulation, you will serve as a Youth Segment Manager. Your aim in this role is to develop strategies and operations in the 'Youth category', one of Mavi's different customer segments. Your duties include analyzing customers in this segment in a data-oriented manner, conducting marketing and brand activities, and creating strategies and plans.
Simulation Context
It was decided to launch a new project for the youth segment at Mavi. Within the scope of the project, it is required to create a special marketing plan for young customers. Thanks to this plan, Mavi aims to create added value for its young customers in this segment.
The company's top management said 'young people understand young people best' and decided to appoint a young person as the segment manager for this project and delivered the project to you.
You have 3 tasks in the marketing plan project for the young segment.
Tasks
Define the
roadmap
01
Answer questions about the general marketing strategy of Mavi in this quiz-format task.
Set the target
audience
02
Analyze customer data and create a subset of customers that will be included in the youth segment.
Design a
marketing email
03
Design a marketing email and help the communication team to share your marketing plan with customers.
Founded in Istanbul in 1991, Mavi is today a global lifestyle brand with the strength it draws from 33 years of denim expertise. The company, which went public in 2017, meets its customers through retail, wholesale and online channels at ~4,000 points, 471 of which are Mavi shops, in 37 countries, including Turkey, the USA, Canada, Germany and Russia.
With its reliable brand perception, high quality and correct price positioning, Mavi's market position is between the ready-to-wear upper middle and premium products segment. The brand, which designs jeans that perfectly fit the lifestyle, body and quality expectations of its customers with its 'Perfect Fit' approach, is ranked among the top premium jean brands in the world, and is among the most preferred brands by women and men in lifestyle products.
Kartuş, the customer loyalty program that is considered the best in its class in Turkey and has over 9 million members, is seen as the primary tool for analyzing and evaluating customer data. Mavi, which has a strong brand perception especially among young adults who follow fashion closely, gains more than 1 million new customers every year with its vision of creating the Happiest Mavi Customers.
Mavi integrates sustainability into its company culture, vision, products and growth targets within the framework of its All Blue strategy, which is based on sustainable growth with quality. The global Mavi team of 6,201 people, whose heart beats with denim and works passionately to develop the best and most innovative jeans in the world, carries the brand to the future in its journey to reach the best by focusing on these values focused on people, environment, denim and society.
Exbank is one of Turkey's leading deposit banks with its widespread branch network and high technology that stands out in digital banking. The bank has a total of 550 branches and more than 5000 employees in its Istanbul-based head office.
Exbank, which has rapidly increased its market share in alternative channels with data-driven transformation projects in recent years, is rapidly moving towards its goal of creating a strong team by recruiting the best talents.
The bank's strategic priorities include sound asset-liability management, having the infrastructure to solve customer needs in the fastest and most accurate way, acting in accordance with sustainability targets and having the happiest employees in the industry.
60% of the shares of the bank, which has been in service since 1985, are offered to the public and traded in active markets.