CASE STUDY Yatas Yatak ve Yorgan Sanayi Ticaret AS is a Turkey-based company, founded in 1976, engaged in manufacturing and marketing furniture and other related home furnishing products. It started to produce foam mattress in 1979, expanded its facilities to produce spring mattresses in 1981, added the home textile products in 1987 and improved its product range including the sofa beds in 1993. The mission of the company is providing quality products to customers and developing long term relations with the customers by following the fashion trends and innovations and integrating these into its products. It uses different product technologies such as Memory foam technology from Nasa, No wake zone and My side technology, Edge Coil technology Yatas bedding has product ranges that include Beds, Bases and Boards, Quilts and Pillows and Puffy home textile. The company manager states that Puffy products are preferred from large number of customers because of being sold with a renowned brand and providing the full furnishing of the bed with different product and accessories sold together. The company manager adds that they want to increase the sale of the product groups other than Puffy under Yata bedding. Beds are the second favorite products that are preferred by the customers. There are different product lines in Yatas Bedding Series such as Classic series, Feel Visco series, Selective series and Baby series with the price ranges, (700-900), (1000-1400), (1500- 000) and (300-800) respectively. Nowadays, the company presents a new mattress for babies, which has the same technology used in the products under Feel Visco series. But, now it is uncertain under which product line, and at what price range this product will be solved. 1. Considering the product line strategies, under which product line and at what price range, should this new product be sold, Give reasons for that. 2.Based on the success of the product range of Yatas Puffy, suggest the company suitable product mix pricing strategy. 3. Explain the main dimensions the company uses in creating differentiation? Relate your explanations to positioning strategy. Based on this positioning strategy, state which type of marketing communications should be given more emphasis