This text is the English translation of the official Turkish version of the applicable press release. It has been prepared solely as a reference and ease of use. Please refer to the original Turkish text for details and/or attributes. In case of any incongruity, original Turkish version shall prevail.

3 March 2020

Standing out with its hi-tech technology solutions in many different industry from "home to space", Mitsubishi Electric comes together with the students at "Marketing Talks with Leaders of the Industry" organized by Industrial Engineering Club of Istanbul Gedik University. During the event, delivering a presentation titled "Local Communication of Global Companies", Mitsubishi Electric Turkey Advertising and Public Relations Deputy Manager Savaş Ceneviz relayed important insights about localization strategies of global brands. Emphasizing that digiPR, digital crisis and agenda management will become more important in the near future, Mr. Ceneviz pointed out that, besides conventional methods, an accurate analysis of the digital media and setting up the communication tools to accommodate the requirements of the new world bears a critical importance.

Technology giant Mitsubishi Electric attended the event "Marketing Talks with Leader of the Industry 3" organized in the Kartal Campus of Istanbul Gedik University. During the event organized by Industrial Engineering Club of the University, Mitsubishi Electric Turkey Advertising and Public Relations Deputy Manager Savaş Ceneviz delivered a presentation on the topic of "Local Communications of Global Companies" where he highlighted the importance of integration of the brands with the culture of the local communities. Providing important insights about the localization strategies of the global brands and sharing his experiences, Mr. Ceneviz explained that "It is crucial for global brands to adapt themselves to the dynamics of the countries and communities where they have a presence. Otherwise, they expose themselves to the risk of dealing with serious brand crises. For example, Mitsubishi Electric managing direct operations across 34 countries is one of world giants which have a presence in many industries from air-conditioning to elevator, from industrial automation systems to aerospace systems. We place a great importance on the localization efforts in light of the global strategies of our brand. We exercise care in synchronization of our local wealth with our global perspective in either our product-focused communication efforts or our corporate communication. Turkey is a valuable country which hosts many colors and a great deal of diversity, a fact which we, as a global brand, take as a top agenda item while developing our communication strategies. Because, we think that only the brands which synthesize and use the global and local resources effectively can deliver outputs that stand out in their own categories."

The requirements of the new world must be closely kept abreast

Stating that digiPR, digital crisis and agenda management will become more important along with the new communication models in the near future, Mr. Ceneviz underlined that for this purpose, besides conventional methods, digital media must also be analyzed accurately and strategic communication tools must be set up in line with the requirements of the new world. Noting that the ranks of the global brands which dominate many markets in the world have been shifting rapidly more than ever, Mr. Ceneviz said "Many brands are disappearing without a lasting presence or have difficulties in maintaining their existence. Therefore, putting a product or service on the market while establishing a value-based communication with target groups plays a key role for a business. In the new period, it is safe to say that we will witness that the brands will create their activities, new products and services in cooperation with customers since consumers can analyze their wants more rationally in a shorter period of time. Industry 4.0 and digital factories are emerging as the reflections of this demand. In this period where competition stiffened and profitability dropped, the brands now offer the products and services that are similar to each other, having a homogenous nature. At this stage of new world order, as Mitsubishi Electric, we develop technologies which help businesses offer their customers more personalized, flexible and faster production model with optimizable production costs. And we do this thanks to our superior R&D and engineering power."

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