BİZİM İÇİN REKLAM DEĞER ÜRETİRKEN HESAP VEREBİLMEKTİR...

Marketing communication and branding establish their own metaphoric infrastructure; the concepts it takes reference determine the future of the brand. The brand is now more than a product today. Although increases and decreases change periodically according to the marketing communication strategies of the brand, those substance ’target groups that will not change always stimulate the purchasing behavior. The survival of this organic substance is the existential problem of the brand. In this context, branding of Salihli Cherry among our geographically indication products is one of our most advantageous values. The region offers us endless possibilities in terms of its ability to produce strategic concepts. When we look briefly at the historical background, the first thing we see is the fossil footprints on Divlit Tepe near the village of Sindel on the west coast of the Demirköprü dam. What is interesting here is that the footprints of a man and a woman, as well as fossils belonging to a child, a dog and a rabbit, are richer than those found in France, Italy and Hungary. It seems that these lands where agriculture was born will continue to surprise us every day. The fertile Küçük Menderes Basin continues to blink at us with its historical sites and historical depth and opportunities for cultural and agricultural tourism. The ancient city of Sardes, the First Gymnasium, the tumuli of the Thousand Hills, the Temple of Artemis, one of the 7 churches mentioned in the First Synagogue and the Bible, and the nearby ruins and a time tunnel pass through this land. Salihli, which is the land of all these experiences and loves, must therefore be the heart shape of the cherry.

 

 

 

Production and product continuity, which is the only rule of marketing, form the basis of branding. In addition, it is the driving force of growth and deepening in the market, responding to market needs instantly. In today's world of marketing, brands and companies have now gone beyond conventional consumer behavior trends to understand and correctly analyze consumer behavior patterns. With the marketing communication tools used, brands are now looking for ways to strengthen their emotional ties with their target audience. In such a market environment, it is now a necessity for Geographically Turkish Products to undergo a different transformation and approach in order to gain a place in international markets. When we look at our cherry production and export within the framework of this analysis, our success is due to our production under international standards (HACCP, EUREPGAP). Even at this point, production in accordance with these standards was first realized in Salihli in cherry production.

 

 

 

Salihli Cherry It is produced in the villages of Allahdiyen, Gökköy, Çamurhamamı, Bahçecik, Burhan, Kemer and Şirinyer in the foothills of Bozdağı, south of Salih. Salihli Cherry which has a production area of ​​3000 decares; 1.960 tons of products are produced annually with 98,000 fruit trees. This distinctive micro air conditioner distinguishes Salihli Cherry from our other cherries. Starks, Gold, Lambert, Regina, Cordia are the fertilizers of Salihli Cherry which is the main cultivar of 0900.

 

 

When the world cherry exports are analyzed by countries, it is seen that the USA, which is the biggest cherry exporter country in the world, exported 502 million dollars in 2018. After the US in the same year, Chile ranks second and third in Hong Kong. 4. Turkey is located next with 161.6 million dollars. The most remarkable country here is Hong Kong.

 

Table – 2: Top 10 countries in World Cherry Exports, 2014-2018 (Tons, $ 1000)

 

COUNTRY	2014		2015		2016		2017		2018
	TON	1000$	TON	1000$	TON	1000$	TON	1000$	TON	1000$
USA	88.787	475.011	74.223	427.294	72.380	455.120	106.507	603.000	85.746	502.344
CHILE	85.175	593.501	83.410	516.761	118.342	850.729	81.550	513.182	216.755	805.824
HON KONG	36.506	127.816	51.422	181.812	81.627	347.643	69.321	301.736	138.312	647.801
TURKEY	49.758	145.032	68.591	122.672	79.789	182.539	60.121	159.042	75.304	161.674
SPAIN	30.533	92.567	21.657	63.438	21.185	66.511	26.574	77.631	31.522	31.522
UZBEKISTAN	17.219	43.624	5.398	15.738	29.166	51.687	31.606	66.922
N. ZEALAND	1.956	23.462	3.867	37.968	4.039	47.637	4.241	63.343	3.771	46.120
CANADA	8.554	46.853	12.404	62.928	9.489	59.128	10.107	55.517	10.896	69.664
ITALY	5.649	24.681	8.828	30.228	4.325	22.647	12.589	51.027	7.255	34.827
AUSTRALIA	3.507	42.021	4.617	44.453	3.687	42.260	3.428	40.503	5.384	61.153

Source: Trademap