Reference no: EM133320123

Yeni Raki is known to be produced since 1937. Since then this brand has been the top selling* in the Turkish Raki Market and is the 25th among the Top 100 Distilled Spirits Brand Worldwide. A symbol of Turkish popular culture and a complementary part of Turkish cuisine, Yeni Raki has come to be accepted as the yardstick against all other raki brands. Raki has a 500 years of heritage and throughout that timeline the consumption rituals, habits and occasions transformed with those raki consumers who were living at that period.

Meanwhile, new entrants to market who is defined as young adults (18-29 YO) are very adaptive and their loyalty is lower than previous generations. They quickly change their consumed category and brand and always eager to try what's trendy.

Yeni Raki was always the trendsetter in the category, it should hold this brand image on young adults mind and let the raki culture and tradition continue and being transmitted to new generations. However it's become more challenging as new categories, communication channels and occasions are introduced.

Question

1. From a marketing perspective, explain how to boost the number of young people who try Yeni Raki by attracting new customers and raising brand recognition.