This Presentation is Provided By Markam

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1 This Presentation is Provided By Markam Markam Pazarlama Yönetimi ve Marka İletişimi Danışmanlığı Eski Üsküdar Yolu Bodur İş Merkezi No:8/ İçerenköy / İSTANBUL Phone: Fax: Web: markam@markam.

2 Turkey Country Overview

3 Country Formal Name: Republic of Turkey Short Form: Turkey Term for Citizens: Turk(s) Capital: Ankara

4 Geography Area Total: 780,580 sq.km land: 770,670 sq km water: 9,820 sq km

5 Borders Land Boundaries: 2627 km Border countries: Syria(822 km), Iran (499 km), Iraq(331 km), Greece(206 km),georgia(252 km), Bulgaria(240 km), Azerbaijan(9 km), Armenia(268 km) Coastline: 7200 km Black Sea in the north, The Mediterranean in the south and The Aegean Sea in the west In the northwest the Sea of Marmara(internal see)

6 Turkey with Border Countries Source: cia.gov

7 Terrain Mostly mountains, narrow coastal plain, high central plateau (Anatolia) Turkey is a land of mountains, streams, lakes, green plains and thick forests. Taurus mauntain Giresun/Garbis Özatay

8 Climate Periphery of Turkey has Mediterranean climate with cool, rainy winters and hot, moderately dry summers. Interior, shielded from Mediterranean influences by mountains, has continental climate with cold winters and dry, hot summers. Eastern mountainous area has inhospitable climate, with hot, extremely dry summers and bitter winters. Rainfall varies, ranging from annual average of more than 2,500 millimeters on eastern Black Sea coast to less than 250 millimeters in central plateau area.

9 Natural Resources Antimony Coal Chromium Mercury Copper Borate Sulfur Iron Ore Hydropower Arable land

10 İstanbul : City at the Crossroads Population: 11 million Courtesy of Garbis Özatay

11 Demographics

12 Population 2007 estimate 71,158,647 (17 th ) 2000 census 67,803,927 Density 93/km² (102 nd ) 0-14 years : 24.9% (male 9,034,731/female 8,703,624) years : 68.1% (male 24,627,270/female 23,857,507) 65 years and over: 6.9% (male 2,253,383/female 2,682,132) (2007 est.) Source: world factbook

13 Population Density Map

14 Population Estimates and Projections Source: BUCEN-IDB

15 Current and Projected Population by Age and Sex(in thousands) Source: usaid.gov

16 Population Growth (000) Population 40,020 44,430 50,300 56,210 63,980 68,610 70,560 71, , corbis.com

17 Working Age Population The share of working age population in the overall population in Turkey has started to increase significantly. This stands out as a very critical advantage when compared to the demographic trends of Europe. This ratio is at a decreasing trend for the EU countries, while it s rising in Turkey. Ratios of both EU and Turkey will be equal in 2010, and then Turkey will overtake Europe.

18 Sectoral Distribution of Employment Turkey s total population = 72 million Agriculture (33 %) = 23 million Services (43 %) = 30 million Industry (24 %) = 17 million Industry 24% Agriculture 33% Services 43%

19 Sectoral Employment and Demographic Trends, 1999 index 100

20 SES Estimates and Projections A 2,019,000 3,136,500 4,404,000 B 4,711,000 6,273,000 8,074,000 C1 10,768,000 11,849,000 13,946,000 C2 20,190,000 22,304,000 23,488,000 DE 29,612,000 26,137,500 23,488,000

21 Religion Muslims: 99.8%(mostly Sunni) Other: 0.2% (Christian and jews)

22 Languages Turkish is the official language. Almost all educated Turks have command of a foreign language. English is the dominant language for international business. Turkish (official) - 82% Kurdish - 17% Arabic Armenian German and French also spoken. Greek

23 Education(%) 0,1 0,3 5,7 2,8 12,7 Doctorate Post Graduate 51,9 26,5 Graduate Vocational&Technical School Junior High School High School Source: Strateji Mori Primary&Pre School

24 Politics

25 Government Founder: Mustafa Kemal ATATÜRK Capital: Ankara Government type: Democratic Secular Republic President: Abdullah Gül (August 2007) Prime Minister: Recep Tayyip ERDOĞAN (November 2002) Minister of Foreign Affairs: Ahmet Davutoğlu 60th Turkish Government

26 Government Administrative divisions: 81 provinces Independence: 29 October 1923 Suffrage: 18 years of age Legislative branch: Grand National Assembly of Turkey(TBMM) Judical Branch: Constitutional Court, Court of Appeals

27 Parliament (Turkish Grand National Assembly) The Turkish Grand National Assembly (TGNA ) is a one-chamber parliament composed of 550 deputies. Elections are based on proportional representation subject to a national threshold of 10%. Elections take place every 5 years. The TGNA, as well as the President, can decide to hold new elections before the period of time is completed. Only if 5% of the total number of seats are vacated (death, resignation, etc.) an intermediary election is held. MPs are elected by party list, drawn up by absolute discretionary power of party leaders. Once elected, they gain access to immunity from prosecution, unless TGNA lifts immunity. After two years as MP, they get lifelong privileges. The TGNA works in the form of commissions which prepare legislation etc. The TGNA legislates, supervises the Council of Ministers, adopts the budget. It decides on declaring war, martial law or emergency rule; it approves international agreements, general or special amnesties. The laws passed by the TGNA are promulgated by the President within 15 days. The President may refer the law back to the Assembly for reconsideration. The TGNA elects the President of the Republic.

28 Distribution of the Seats in the Parliament Name Number of Seats AKP 337 CHP 97 MHP 69 BDP 20 Independent 11 DSP 8 DP 1 TP 1 Total 544

29 Military Military branches: Turkish Armed Forces (TSK): Land Forces, Naval Forces Command (includes Naval Air and Naval Infantry), Air Force, Coast Guard Command, Gendarmerie (Jandarma) Military age: 20 years of age Military manpower availability : 20,213,205 (males age 16-49) Military expenditures - dollar figure: $12.15 billion (2003) Military expenditures - percent of GDP: 5.3% (2005)

30 Economy

31 List of Countries by GDP Rank Country GDP (PPP) $m World 66,228,669 European Union 13,881,051 1 United States 13,020,861 2 People's Republic of China 9,984,062 3 Japan 4,170,533 4 India 4,158,922 5 Germany 2,558,908 6 United Kingdom 2,121,766 7 France 1,934,677 8 Italy 1,790,895 9 Russia 1,727, Brazil 1,701, Turkey 660,837 Source: List of International Monetary Found

32 Main Economic Indicators GDP (billion $ / in current prices) GDP Growth Rate (%) GDP per Capita (Nom.$) FDI Inflow (billion $) FDI Outflow (billion $) Unemployment (%) ,333 10, Consumer Price Inflation (%) Export (billion $) Import (billion $) External Debt (billion $) Source: TUIK, Central Bank of Turkey,

33 Economic Indicators Forecast GDP (billion $ / nominal) GDP Growth Rate (%) GDP per Capita ($) 13,174 13,446 Export (billion $) Import (billion $) Source: The Economist Intelligence Unit Forecasts, Jan. 2009

34 GNP: Gross National Product GNP growth rate GNP per capita($) 3,255 2, ,123 2,589 3,383 4,172 5,008 5,477 Source: Treasury, Finance Ministry

35 GNP by Sectors % Agriculture Industry Trade

36 GDP Growth Rate Source: State Planning Organization

37 Price Targets and Projections CPI(1) GDP Deflator(2) (1) Although the end year target is 12 per cent, realization projection is 10 per cent. Figure given for 2005 is year-end target and figures given for other years are the year-end projections. (2) Projections for average annual increase rate. Source: State Planning Organization

38 Inflation Rate Source: Treasury, Finance Ministry

39 Banking Mergers and acquisitions Focusing on retail banking Investment banking potential Joint ventures State owned banks

40 Distribution of Total Assets by Groups (percentage) State-Owned banks Private banks Foreign banks Develop and invest. Banks Participation banks Source: ( )

41 Business&Trade

42 Turkey and EU In December 1999, Turkey became the European Union s (EU) first candidate for full membership with a predominantly Muslim population. For the first time, Turkey participated as a full member candidate at the EU summit in Nice in December Turkey s EU candidacy will pave the way for a series of additional changes, economic and political as Turkey strives to align its economy and laws with those of the EU 34 Articles of The Turkish Constitution have been amended and many of these ammendents actually coincide with the provisions of our National Program. A mid-2006 Eurobarometer survey revealed that 43% of Turkish citizens view the EU positively; just 35% trust the EU, 45% support enlargement and just 29% support an EU constitution In the summit of December 2004 the EU leaders decided to launch the accession negotiations with Turkey on 03 October , October - Opening of six chapters of the Acquis: Right of Establishment & Freedom to provide Services, Company Law, Financial Services, Information Society & Media, Statistics and Financial Control

43 The Milestones of Turkey s Integration with Europe 1949: Membership to the Council of Europe 1952: Membership to NATO 1963: Associate membership to the EEC 1987: Application for full membership to the EC 1995: Customs Union with the EU Recognition as Candidate for EU accession Laeken Summit held in December 2001 had important implications for the membership process of Turkey. At the Copenhagen Summit held on December 12, 2002, EU submitted December 2004 as a conditional date for Turkey to begin accession negotiations. In the summit of December 2004 the EU leaders decided to launch the accession negotiations with Turkey on 03 October 2005 Source: Ministry of Foreign Affairs, Secretariat General for the EU Affairs

44 Exports and Imports by main Sectors (US$ million)

45 Main Industries Textiles Food processing Autos Mining (coal, chromite, copper, boron) Steel Petroleum Construction Lumber Paper

46 Main Agriculture Products Tobacco Cotton Grain Olives Sugar beets Pulse Citrus Livestock

47 International Trade

48 Exports- Commodities&Partners Apparel Foodstuffs Textiles metal manufactures transport equipment Germany 11.4%, UK 8% Italy 7.9% US 5.9% France 5.4% Spain 4.3% Source: World Fact Book/Turkey(2006)

49 Imports- Commodities&Partners Machinery Chemicals Semi-finished goods Fuels Transport equipment Russia 12.7% Germany 10.6% China 7% Italy 6.3% France 4.8% US 4.3% Iran 4.1% Source: World Fact Book/Turkey(2006)

50 İstanbul Stock Exchange ISE was established on December 26, 1985 Only stock exchange in Turkey Not-for-profit government organisation National market traded value is 86,6 billion US$ Number of companies traded on ISE is 297.

51 Export Amount by Year Toplam Toplam Source: Referans Newspaper

52 Export - Import Comparison Sum of Export Sum of Import Source: Referans Newspaper

53 Consumption

54 Consumption by Region Marmara (%) Ege (%) Anatolia (%) Food Household Personal Care Paper Diaper

55 Consumption Consumption Type Ratio of Income (%) Average Cost (YTL) Icrease (%) Food Alcohol and Cigarettes Clothes-Shoes Housing and Renting House Furniture Health Transportation Telecomunication Culture and Entertainment Education Services Otel, Restaurant and Caffes Other goods and services Total Source: Turkey Statistical Institute

56 Distribution Channels in Turkey HYPER, CHAIN AND SUPERSTORES Hypermarket >2500 m2 Big Sized Supermarket m2 Supermarket m2 Small Sized Supermarket <400 m2 Medium Sized Supermarket m2 Grocery <50 m2 TOTAL OF MARKETS 2,979 3,640 4,005 4,242 4,809 5,545 6,474 7, ,082 1,258 1,567 1,712 1,818 2,299 2,577 2,764 3,179 3,673 4,239 4,763 13,232 13,210 13,555 14,537 15,197 15,076 14,775 14, , , , , , , , , , , , , , , , ,317

57 Consumption Approximately 25% of the consumers are in İstanbul, İzmir and Ankara Marmara Region has almost half of the purchasing power of Turkey

58 Transportation Preference

59 Airport Distribution

60 Technology Usage Mobile subscribers Internet Users Year Subscribers Year Users , , ,610, ,506, ,122, ,133, ,019, ,937, ,018, ,118, ,140, ,659, (e) 60,000, , , , ,500, ,500, ,200, ,300, ,000, ,220, ,000,000 Source: BuddeComm based on ITU, Global Mobile and company data

61 MEDIA Mediaedge:cia

62 Turkey Media Billings Estimated Nets Million USD Rate Card - Million USD Jan- Jun Estimated Nets Rate card Source for Rate Card Prices : Bileşim (TV+Print) Source for Estimated Nets : Turkish Association of Advertising Agencies The estimated nets excludes below-the-line, production costs, local media spendings, VAT.

63 Adults CPM indexed on TV all time cost TV alltime TV peak Newspaper mono Mags colour Radio alltime Radio peak Cinema Outdoor small Outdoor large Germany ,959 4,520 UK ,590 4,437 France ,466 14,903 Italy ,276 9,401 Spain ,977 3,395 Netherlands ,020 10,901 Denmark N/A 402 1,966 2,796 Belgium ,306 3,280 Greece ,076 7,052 2,689 Russia ,648 19,146 33,859 Poland ,834 9,252 12,336 Turkey N/A Croatia N/A 20,874 27,601 USA ,870 5,135 Australia ,415 13,768 44,995 Japan ,610 N/A China , N/A 4,038 1,944 2,436

64 Top Advertisers 2006 (Jan-Dec) PRODUCT $ (list price) ADVERTISER $ (list price) COCA-COLA HEAD&SHOULDERS SHAMPOO COLA TURKA ISTIKBAL PRODUCTS YAPI KREDI BANK WORLD CARD PEPSI ULKER KALBIM BENECOL KILIM FURNITURE MILLIYET NEWSPAPER IS BANK MAXIMUM CARD BELLONA PRODUCTS BLENDAX AQUA SHAMPOO ARIEL AUTOMAT DETERGENT TURKIYE FINANS KATILIM BANKASI EVKUR ULKER P&G UNILEVER COCA-COLA CORP ARCELIK BENCKISER DANONE NESTLE VESTEL HAYAT CHEMICALS TURKCELL FRITO-LAY ETI ISTIKBAL YAPI KREDI BANK Source : Bileşim Press+TV+Outdoor+Cinema Expenditures

65 Television Measurement Research Company Methodology Sample Structure Coverage Frequency of data Content : AGB Nielsen Media Research :People meter system, based on minute ratings. Digital TV measurement has started in : Total of households. Represents 56,2 million people age 5 and above. : 34 cities, 31 provinces : Daily : All viewership data Television adspend is measured by Bileşim.

66 Channel Profile Generalist: ATV, Kanal D, Show TV, Star, FOX, Samanyolu TV, Kanal 7, Flash TV, TV8, Kanal 1, Cine 5 News/Economy : NTV, CNBC-E, CNN Turk, Haber Turk, SkyTurk, Kanalturk, TGRT Haber, 24 TV, Haber 7, STVHaber, Music : Number 1, Kral, Dream TV, MMC, Powerturk TV Digital : Digiturk, D-Smart State: TRT 1, TRT 2, TRT 3, TRT 4, TRT Int Regional: Doğu TV, Karadeniz TV, Ege TV, Kanal A, Kanal 5, Kon TV, Kordon TV, Marmara TV, Ege Mesaj, KadırgaTV, Kaçkar TV, Showroom TV, Selam TV, Kanal Türk, Vizyon TV, Olay TV Theme : Discovery Channel, National Geographic, History Channel

67 Media Consumption Reach % Weekly Magazines 2 Monthly Magazines Cinema 6 7 Internet 19 Newspaper 33 Radio 44 Outdoor 54 TV Average time spent viewing TV (ATS) for total individuals is 307 minutes a day* Source: AGB Nielsen Media Research/TGI Turkey Spring 2007 TV, radio, newspaper : daily reach Cinema : monthly reach Internet : weekly reach Target : Total Individuals (15+) Period : Sep 2004-Aug 2005 *Source: AGB Nielsen Media Research *Target : Total Individuals (5+)

68 Radio Measurement Research Company Methodology Sample Structure : KMG Research : Diary method : Total of panel members. Represents 23.5 million people age 12 and above. Coverage Frequency of data Content : 24 cities : Quarterly : All radio listeningship data Radio adspend is measured by SAM Research.

69 Station Profile Top 10 most listened to radio stations broadcasting Turkish music are : Kral FM, Süper FM, Power Türk, Alem FM, Slow Turk, Radyo D, Istanbul FM, Best FM, TRT FM, Radyo Tatlıses. Top 10 most listened to radio stations broadcasting foreign music are : Metro FM, Power FM, Number One FM, Joy Fm, Radyo Mydonose, Radyo 5, Capital Radio, Radyo Dokuz Eylül, Radyo ODTU, Radyo Nostalji. Source: KMG Research;Turkish Radio Audience Survey 2006/Quarter 4 Target Group : Total individuals (12+)

70 Press Measurement Turkish National Readership Survey Research Company Methodology Sample Structure age 15 and above. Coverage Frequency of data : TNS Piar : Face-to-face interviews : 48,000 interviews per year Represents 47,3 million people : 26 cities, 24 provinces : Quarterly Content : Readership profiles and reach figures of daily newspapers with circulation 10,000+, newspaper supplements, weekly and monthly magazines with circulation 5,000+ Newspaper adspend is measured by Bileşim.

71 Newspapers Average Daily Circulations 2006 * Daily Reach ** POSTA 639,494 2,689,000 HÜRRİYET 551,898 1,884,000 SABAH 453,715 1,842,000 ZAMAN 566,285 1,425,000 FANATİK 242,548 1,301,000 MİLLİYET 285,938 1,059,000 AKŞAM 217, ,000 TAKVİM 268, ,000 FOTOMAÇ 240, ,000 TÜRKİYE 213, ,000 VATAN 208, ,000 GÜNEŞ 127, ,360 CUMHURİYET 66, ,000 YENİ ASIR 48, ,000 RADİKAL 37, ,000 YENİ ŞAFAK 108, ,000 FOTOSPOR 93, ,140 BUGÜN 80, ,000 ŞOK 58,815 89,110 OTHERS 521,221 n.a. Total Daily Circulations 5,029,192 *Source: Yay-Sat/BBD Period : Jan-Dec 2006 **Source :Turkish National Readership Survey Wave 8-11 / 2006 Dec. 05 Nov. 06

72 Title Profile General News: Posta, Hürriyet, Sabah, Zaman, Milliyet, Akşam, Takvim, Türkiye, Vatan, Güneş, Cumhuriyet, Radikal, Star, Yeni Şafak, Bugün, Şok Economy: Dünya, Referans Sport: Fanatik, Fotomaç, Efsane Fotospor Regional : Yeni Asır

73 Magazine Summary Main magazine groups: Doğan Egmond, Doğuş Group, GD, Merkez Group, Nova Medya, Türk Medya, Vatan Group, Vogel. Magazine readership and magazine subscriptions are very low in Turkey.

74 Outdoor Summary Outdoor has been a fast growing medium in Turkey with new approaches (mega posters, 3D posters, renovated bus stops & billboards, home boards, bus coverings) The major contractors are : Ströer Kentvizyon, Era, Clear Channel, Wall, News Outdoor, Media Pano Due to extreme demand, early reservations are a must AÇIAK - Technical committee for outdoor measurement has been formed to launch an outdoor research

75 Cinema Measurement TGI Turkey provides the following topics on cinema : audience profile frequency recency type of movie preferred origin of movie preferred Fida Film provides ad-hoc cinema viewers profile surveys Number of tickets sold in cinema is measured through box office receipts by Warner Bros. Adspend is reported by Bileşim from the figures of Fida Film

76 Culture & Tourism

77 Regions Black Sea Marmara Aegean Eastern Anatolia Central Anatolia Mediterranean Southeastern Anatolia

78 Sightseeing İstanbul(the biggest city) Ankara (the capital) İzmir (typically Aegean) Aegean coast (Çeşme, Foça, Bodrum, Marmaris,Efes,..) Mediterreanian coast (Antalya, Alanya, Fethiye,..) Safranbolu in Black Sea GAP (largest development project)...

79 Activities Yachting Mountaineering Underwater diving Golf Conventional Facilities Hot Springs&Spas

80 Transportation Railways: 8671 km Highways: 426,906 km Waterways: 1200 km Ports and harbors: Gemlik, Hopa, İskenderun, İstanbul, İzmir, Kocaeli, İçel, Samsun, Trabzon Airports: 117 Heliports: 18 Source: World Fact Book/Turkey(2004)

81 Holidays National Public Holidays: January 1: New Year's Day. April 23: National Sovereignty and Children's Day May 19: Ataturk Commemoration and Youth and Sports Day August 30: Victory Day October 29: Republic Day Religious Public Holidays: Kurban Bayram (Eid al Adha) Ramazan Bayram or Seker Bayram (Eid al Fitr)

82 Working Hours Government Offices Monday-Friday (8:30-12:30), (13:30-17:30) Saturday-Sunday (closed) Banks Monday-Friday (8: ), (13:30-17:00) Saturday-Sunday (closed) Shops Monday-Saturday (9:30-13:00), (14:00-19:00) Sunday (closed) İstanbul Covered Market Monday-Saturday (8:00-19:00) Sunday (closed)

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