Fatma Yeşim Tütüncü, Marketing Director of Evyap Hygiene Category, Was Our Guest

Evyap’s Story from 1927 to Today
The seminar, organized by the Istanbul Gelisim University Department of Public Relations and Publicity and titled “Glocal Approach: Regional Brand Management in Global Markets,” was held on December 2, 2025, at the Firnas Auditorium. The guest speaker of the event was Fatma Yeşim Tütüncü, Marketing Director of Evyap’s Hygiene Category.

Tütüncü highlighted that Evyap—one of Türkiye’s longstanding brands operating since 1927—now offers products across a vast geography, from Iraq to Uzbekistan and from Russia to the African continent. She also emphasized the pride she feels in being part of a company that delivers its services from Türkiye to these countries.

Different Geographies, Different Insights
In her talk, Tütüncü underlined the cultural differences that form the foundation of the “glocal approach,” noting that branding is only possible by truly understanding the consumer. She explained that they conduct one-on-one interviews with households in various countries, carry out focus group studies, and observe that consumer insights vary significantly across regions.

Students had the opportunity to learn firsthand how a brand operating in international markets adapts its regional strategies through real examples.

New Consumption Habits, New Opportunities: The Birth of ‘Pet Love’
Tütüncü stressed that changing consumer behaviors create new opportunities for companies. She noted the rapid rise in pet ownership in recent years and shared that this trend led to the creation of Evyap’s pet cosmetics category, the “Pet Love” brand.

Participants gained valuable insight into both the origin story of the Pet Love brand and the strategic marketing processes a product undergoes before entering the market.

A Valuable Experience for Students
Throughout the two-hour event, Tütüncü illustrated the delicate balance between global standards and local expectations using examples from her professional experience. During the Q&A session that followed her presentation, students had the chance to ask their questions about marketing and brand management.

This event, organized by the Department of Public Relations and Publicity, provided students not only with an understanding of current marketing dynamics but also with an important opportunity to broaden their perspectives on the professional world.