Pelit - Superbrands

Market
Owned and operated by the Ayan family, Pelit
operates in two main business lines: bakery/
patisserie products, and chocolate. Over the
past years, the bakery/patisserie market has been
expanding in parallel with the stabilising
economical conditions and the increase in the
purchasing power and disposable income
available for non-essential products, such as
bakery/patisserie items. Moreover, as the social
significance of celebrating birthdays and other
special occasions has augmented, the demand
for ready-baked goods, cakes, and custom-made
patisserie products has grown. Pelit has
benefited greatly from these favourable
conditions. Another critical factor that affects
the market structure is the characteristics of the
product and production process. Because of the
short shelf life of its products, bakery/patisserie
production requires daily production.
Furthermore, the production process is labour
intensive. Therefore small/non-corporate
bakeries, dependant on master bakers,
constitute the majority of the players in the
market. As Pelit has achieved industrial scope
while maintaining production quality and
experience, the company is the clear market
leader. The extensive daily product range,
custom services, incomparable delectableness,
and devotion to quality have carried Pelit to the
market leader position in the bakery/patisserie
products market.
In addition to its regular product line, available
daily at its outlets, and its custom products, Pelit
Baked Goods Inc prepares dessert menus for
the leading fast food chains, cafes, ice-cream
companies, hotels and restaurants.
Pelit Chocolate A.fi. manufactures chocolate
products and semi-finished products on an
industrial scale. The production line has a daily
production capacity of 50 tons of liquid
chocolate, with which the company meets not
only the chocolate demands of the sales outlets
and the semi-finished product demand of Pelit
Baked Goods Inc, but also the semi-finished
chocolate products demands of cookie
manufacturers, bakers and hotels. The high
production standards and product quality has
positioned Pelit as the preferred supplier of the
leading companies in Turkey and Europe.
Achievements
Pelit considers the strength of its bonds with its
customers, who in return relate strongly with
Pelit, as its most significant accomplishment.
The customer centric approach, devotion to
quality, uncontested delectableness, and
original products have facilitated
a very special and personal
relationship between Pelit
and its customers. The
expanding customer
base, including invaluable
customers loyal for 48
years, is Pelit’s greatest
success and source of
pride. This special
bond and relationship
with its customer base
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SUPERBRANDS
has enabled Pelit to grow and expand even
during the most severe economical conditions
and crises. The company invested in its modern
production facilities during the 1994 crisis, and
continued to expand by opening new branches
during the economic crisis in 2000, all conducted
with the company’s own equity.
Another solid achievement of Pelit is its
incontestable position of market leader. With its
12 branches throughout ‹stanbul, modern
production facilities, and a daily production
capacity of 20 tons for bakery and patisserie
goods, Pelit possesses the greatest production
capacity and highest turnover in the market.
Moreover, Pelit further differentiates itself with
its 100% in-house production capability.
Pelit’s production is conducted at the modern
facilities with 25,000 m2 closed area in Esenyurt,
‹stanbul utilising the most advanced technology
available, under the constant supervision of 15
food engineers from raw materials to the final
product. The quality of the production
processes has been certified by the Turkish
Standards Institute (TSE), the
Hazard Analysis of Critical
Points (HACCP),
the Food Safety
Management
System, the
Work Health and
Safety Management
System, the
Environmental Management
System and the ISO 9001:2000
Quality Management System. Pelit
is the first institution in Turkey
accredited with all these certifications.
Due to this emphasis and focus on quality,
Pelit is the preferred supplier of the leading
companies of the food industry.
Another major aspect differentiating Pelit
from the other players is the emphasis placed
on aesthetics and presentation. With its master
artists and craftsman team, Pelit creates visual
extravaganzas rather then mere presentations.
The company has received international
recognition for its show-cakes.
Along with its wide product range, Pelit leads
the sector with remarkable innovations. The
company routinely has over 1,000 varieties of
cakes and bakery products in its product portfolio.
With its mission to offer the best to its customers,
despite its extensive product range Pelit develops
30 new products each month. As a result of
this continued research and development efforts
the company is a trendsetting leader in all its
markets.
One of the critical factors that affect
Pelit’s success and leadership is the
‘Pelit family’ – human resources.
Team spirit, co-operation,
sincerity, dedication,
responsibility, ownership, and
care are the core values of
this tight family. Pelit’s dedicated
work force – aiming to carry
Pelit forward – provides
unmatched exclusive service
and care to their customers.
Continued education and
training is one of the major
strengths of Pelit, where
traditional master-apprentice
relationships are faithfully
preserved. In addition to the regular
in-house training, and professional training
programmes aimed at sector professionals, Pelit
has extended training programmes to include
courses for amateur enthusiasts.
Pelit’s production facilities are renowned
throughout Europe for their quality standards
and technology. They are regularly visited by
foreign committees and commissions for
technical visits and briefings.
And finally, being a family business, Pelit has a
very dynamic and flexible structure, which enables
decisions to be made and implemented quickly.
History
Prior to founding Pelit
Bakeries, Kaz›m Ayan worked
at a bakery for 19 years. In
1957, he collaborated with
three fellow workers, Manol
Usta, Hari and Hristo, and set
up the foundations of Pelit in
Tarlabafl›, ‹stanbul. Pelit
rapidly differentiated itself from other bakeries
through its quality and taste, becoming in turn, a
favourite bakery-café of artists and politicians, as
well as having foreign and Levantine frequenters.
As the result of the growth in customer base,
Pelit opened its second branch in 1967 on
Rumeli Caddesi in Osmanbey. In 1980, following
the departure of the other partners, the Ayan
family initiated an expansion strategy. In line with
this strategy, the branch network was enlarged
within the framework of an organic vision of
growth to include branches in Caddebostan
(1980), Levent (1985), Yeflilyurt (1987), Bebek
(1990), a Factory Sales outlet (1994), Esentepe
(1997), Carrefour Erenköy (1997), Erenköy
(2001), Altunizade (2001), Florya (2002) and
Çiftehavuzlar (2005).
Parallel with the development of its sales network,
Pelit also pursued expansion in its manufacturing
capacity by investing in modern production
facilities of an industrial scale. The company
invested in modern production facilities in
Esenyurt in 1994, for both patisserie products
production and industrial chocolate production.
Product
Pelit aims to be a part of every moment of its
customers’ lives with its products and services,
and to further enhance those moments through
unforgettable tastes.
Pelit has a full range of services to suit all
childhood celebrations including baby showers,
birthdays and circumcision parties. The company
bears no limits when it comes to making the
special times in a child’s life memorable. Catering
and special design cakes are just two of the
many stunning services provided.
Pelit has a wide range of special chocolates
and cakes for all personal occasions. The company
places emphasis on providing truly special
products and services that will not easily be
forgotten. Therefore, whether they are for
engagements or weddings, the products and
services are designed to build a memory that will
last a lifetime. Pelit prepares special concept
products with exceptional taste, presentation and
services for New Year’s, Mother’s Day, Father’s Day,
Easter, other religious holidays, and all other
special days with its mission of building
unforgettable memories.
Similar
to its wide
range of patisserie
products, Pelit also has a
broad selection of
chocolates. In addition to its routinely manufactured
special filled chocolates, madlens, chocolatecovered almonds, assorted chocolate drops,
dragees, chocolate Turkish Delights, decorated
chocolates, and Easter chocolates, the company
has more than 250 other kinds of chocolates in
its product range for various special occasions.
Furthermore, Pelit mass produces chocolates in
a variety of forms, such as block, drops, chips,
liquids, madlens and pralines.
Pelit chocolate is the only liquid diabetic
chocolate supplier of the industry.
Pelit has many products that have become
classics over the years with loyal customers. The
fans of these products, which include raspberry
cakes, ‘Uluda¤’, ‘Rococo’, ‘marron de quize’,
‘shuttle’ cakes, nut-filled candies, and miniature
cakes, are active ‘ambassadors’ of the company.
With its policy of establishing an intimate
bond with its customer, Pelit conducts tours of
its production facilities for primary, secondary
and university students. Students between ages
6 and 11 who participate in these tours are treated
with gifts in a specially prepared hall after they
have received information about the operations
at the plant. These activities for young visitors
are carefully planned to ensure that the children
leave with pleasant and unforgettable memories
and remember Pelit’s warm hospitality.
These young visitors express their joyful
memories with the following comments:
‘Everything was better than my mother’s’, ‘Pelit
employees are very friendly’, ‘It was the best of
any of our excursion made yet’, ‘I’ve never
tasted anything as good as Pelit’, ‘I trust Pelit’
and ‘I wish Pelit was my father’s’. These
expressions are the most solid indicators of
Pelit’s success in pursuing sincerity in its
communications and promotion strategy.
Brand Values
Pelit’s customers have described the brand’s
values as: reliability, delicious, quality, hygiene,
style, friendliness, uniqueness, persistence,
prestige, sincerity, innovation, creativity, elite,
dynamism and being a part of people’s lives.
Customers have a family-like relationship with
Pelit that is trans-generational. Parents, children
and grandchildren all take their places within the
Pelit network of family relations.
www.pelit.com.tr
Recent Developments
On the eve of its 50th anniversary, Pelit is in the
process of restructuring while still preserving its
values. Projects designed to develop the
institutional identity of the company are rapidly
moving forward. While maintaining the
advantages of being a family business, Pelit is
implementing modern management and
marketing techniques for the future.
Pelit’s Professional Training Department,
which provides technical training for cake and
chocolate processing to both Pelit’s own staff
and sector professionals, was initiated in 2005.
In addition, Pelit is providing seminars and
professional training programmes in cake
making and patisserie arts within the ‘Nutrition
and Food Safety Project’, in co-operation with
the Ministry of Education and in harmony with
European Union regulations. Within the
training structure, Pelit is also providing courses
aimed for amateurs and enthusiasts.
Pelit believes in the importance of research
and development and has been developing new
products for foreign markets in line with local
tastes.
Pelit’s 12th branch opened recently in
Çiftehavuzlar, where, in accordance with Pelit’s
future strategy of opening more café-bakeries,
there is a 100-person café.
Promotion
Pelit’s customer acquisition philosophy is based
on ‘providing services and products of the
highest quality and appeal possible’. This, in
addition to maintaining an uncompromising stance
with regards to hygiene and customer satisfaction,
ensures that customers are not only loyal and
fans, but also recommend Pelit extensively and
actively to their families and friends, helping the
company to acquire new customers.
Despite relying largely on word of mouth
strategy, Pelit has been able to generate a large
base of loyal customers and fans. This fact is a
solid proof of Pelit’s success of implementing the
differentiation and customer satisfaction strategy.
THINGS YOU DIDN’T KNOW ABOUT
Pelit
Pelit is a major supplier of chocolate products
and semi-finished products of many large
companies, each one a leader in their own
sectors of the food industry. In addition, Pelit
owns liquid chocolate-making facilities that
operate well above European standards in
terms of quality and production technology.
Born in 1925, Kaz›m Ayan, the founder of Pelit,
starts the day every morning at 6 am and visits
the factory and all the branches for inspection
and personnel motivation.
Selahattin Ayan, Pelit’s head craftsman and one
of the second-generation managers, personally
leads and works on production from 5 am until
11 pm everyday. From time to time, he
receives job proposals from competitors not
aware of his family ties.
As the family-run company approaches its 50thyear anniversary, efforts for institutionalisation
are continuing apace. The third generation is
actively working alongside professionals in the
management of the company.
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