Company: Beyaz Kağıt San. ve Tic. A.Ş.
Company Description: Beyaz Kağıt was established in 2005 in Adana Organized Industrial Zone. Powder and liquid detergent, softener, liquid soap, general purpose cleaners, anti-limescale cleaners, bleach, liquid and gel dishwashing and cosmetic products are also produced. It has brands such as Asperox, Peros, Clix, Sev. It is a completely Turkish capital company that among the top 250 industrial establishments.
Nomination Category: Product & Service Categories
Nomination Sub Category: Consumer Products - Household Products
 Nomination Title: Beyaz Kagit-Asperox Scented Surface Cleaner ( Smells very nice)
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the nominated new or new-version product or service, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: If this is a brand-new product, state the date on which it was released. If this is a new version of an existing product, state the date on which the update was released:
The launch start date is September 16, 2022
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the features, functions, and benefits of the nominated product or service (up to 350 words):
Total 173 words used.
In our research, we saw that it was very important for women's houses to smell nice and long-lasting pleasant scent in the floor/surface cleaner category.
In addition to the smell of the product, In addition to the smell of the product, we saw that many people in Turkey have skin sensitivities. That's why we developed a hypoallergenic product.
We have produced the product that is baby-friendly to baby skin so that parents can use floor cleaner with peace of mind. There were no products in the category that were both baby friendly and pet friendly. We offered the consumer a product with all the features.Those who keep pets also know that animals smell more than humans. This is why scented products sometimes irritated to pets. Our product is 98% natural and pet-friendly to make pet owners happy.
Product features ;
*24 hour lasting scent
*98% natural ingredient origin
* It is safe for the baby.
*Pet friendly
*Gives Perfect Shine
*Does not leave stains
* Delays pollination
* Dries quickly
*Hypoallergenic
*Dermatologically tested.
- If you are providing written answers for your submission, you must provide an answer to this third question: Outline the market performance, critical reception, and customer satisfaction with the product or service to date. State monetary or unit sales figures to date, if possible, and how they compare to expectations or past performance. Provide links to laudatory product or service reviews. Include some customer testimonials, if applicable (up to 350 words):
Total 254 words used.
Before Asperox Scented Surface Cleaner hit the shelves, the highest market share in the category was held by private label (PL) products.
Goal 1: We aimed to be the market leader in the floor cleaner category.
Result 1: After Asperox entered the category, we not only became the market leader and took a share from the main players but also achieved leadership with a [REDACTED FOR PUBLICATION] market share in a very short time. The market, which had been dominated by PL products for years, lost market leadership to a branded product for the first time in the last three years. We have shown that loyalty can be created in the category.( Source: Ipsos FMCG Tracking Report 2023 Q4)
Goal 2: We aimed to increase our sales by at least 2 times with the launch communication.
Result 2: After the communication, Beyaz Kağıt's sales in the surface cleaner category increased 14 times. While Turkey's perfumed surface cleaner category grew by [REDACTED FOR PUBLICATION] in quantity in 2023, Asperox perfumed surface cleaner continued to outperform market growth with a [REDACTED FOR PUBLICATION] growth rate. (Source: Beyaz Kağıt Sales data)
Goal 3: We aimed to increase Asperox penetration rate to [REDACTED FOR PUBLICATION].
Result 3: While the category average household penetration was [REDACTED FOR PUBLICATION], Asperox surface cleaner succeeded in increasing its penetration to [REDACTED FOR PUBLICATION].( Source: Ipsos FMCG Tracking Report 2023 Q4)
In the research, the consumer has a 96% satisfaction rate with the product. It has an 86% NPS score (net promoters score).The score is the highest score in the category.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 20 words used.
Ipsos Market share data is in the attachment.
Consumer verbatim is in the attachment.
Tv commercial is in the attachment .
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