Sustained Market Leadership Since 1991: Okey in Turkey


Turkey’s first condom, Okey, became the market leader right after its launch in 1991 and it has sustained this market leadership to the present day. Over a period of more than 25 years the brand has responded to numerous challenges by making adaptations to its target group, market positioning, product range, distribution channels, and communication strategy. The Okey case clearly shows that market leaders are not born but created, and that brands must evolve over time to retain their competitiveness. This case invites students to consider the steps that Okey has taken to maintain its long-term success, and to explore the critical factors for sustaining market leadership over a long period of time. For sustained market leadership Okey treated its brand like a “new brand” over these 25 years, always questioning market conditions and never becoming complacent. Mainly because markets, consumers, consumer habits, and trends evolve continuously, and for sustained market leadership the leader brands should also be able to move with the times, making necessary adaptations to pass the test of time.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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