global product & promotion adaptation
TRANSCRIPT
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GLOBAL PROMOTION ADAPTION
GLOBAL PROMOTION ADAPTION
Tara PirniaMarketing management Master of Business Administration
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General Information about Qatar
State of QatarLocated in Southwest AsiaSaudi Arabia & Persian Gulf2.2 million population
278.000 citizen 1.5 million expatriates
Independence gained at 1971Large natural gas and oil reserves
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Geography• 160 kilometers protrudes into the Persian Gulf• Consist of a low, barren plain and covered with
sand• Environmental development in 2008
Demographics• Qatar’s total population was 2.2 million in 2015.
• 278.000 were citizens, other 1.5 million expatriates•general population of Qatar is consist of foreigners
• Indians , Nepalese , Filipinos, Sri-Lankans, Pakistanis and Bangladeshis
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Language & Religion• Arabic, English• French (La Francophone)
• 71% of population Sunni Muslim & 5% Shia Muslim
• 8.5% Christians
• 10% believes other religions
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Economy• GDP increasing 19,7 million dollar to 110,7 million
dollar
• Purchasing power parity 70,000$• 1st stage between the Gulf countries
• Low tax rates
• 0.1% unemployment rate
• Rapidly growing economy
• Petrol placed in the middle of economy
• Limited agriculture
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Eating habits of citizens• High and middle class• Organic foods• Give importance to their health
• Citizens give importance to their comfort• Supermarkets• Nights
• Breakfast • Start work early• Do with their family• Prefer foods that they can easily cook (sausages, boiled egg, mild
cream)
• Launch• 14:00 o’clock• Fast food
• Westerners• Organic• Expensive • Hard to reach
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Exporting Turkish foods to Qatar• Relationship between Qatar and Turkey• Trade of iron • 78% of exportation• At 2011 Turkish exportation around 13 billion dollar
Turkish foods at Qatar market• Feta cheese (normal & light)
• Pale yellow cheese• Sausages• Biscuits• Tomato sauce• Olive oil• Fruits and vegetables• Chocolates• Canned foods
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Product Analyze•Popularity of sucuk in Turkish family tables
•Well known product in Turkish market and kitchen
•Variety of Sucuk•Kangal•Baton•Varyanta
• Sucuk is a dry and spicy kind of sausage, Consist of ground meat, sumac, cumin, salt and red pepper.
•Generally for breakfast or Barbeque
•Fast and easy preparation
Sucuk
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Ahmet Ipek Sucuk• Afyonkarahisar
• Invented 1905
• 21 types of sausage from product chain
• Export 3 types of them• Standard vacuumed sucuk• Standard sliced sucuk• New product: light and organic sucuk
Product Analyze
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Competitors at Qatar market
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Packaging• 1st product• Net 1kg• Universal Product Code• Easy access• “Halal”• Arabic & English• Protect from hot weather
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Packaging • 2nd product (Sliced Sucuk)• Net 120g• 16 slice in it• Same attributes with the first product• Little window on the package
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Packaging• 3rd product • Produced for Qatar market• Net 500g• Same attributes with other products• Color• Green • Pink
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New Product Development• Light & Organic Sucuk• 45% less fat• Organic spices• Garlic • Tomato • Parsley
• 100% meat
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SWOT AnalyzeStrengths Weakness
• High capacity of production• European Standards• Due to Islamic Rules• New product 100% organic
• Light sucuk taste (may not so Tasty)
• Pricing might be higher than the others
Opportunities Threats
• Growing population• Growing economy• There isn’t any organic and light
sucuk
• New competitors will be occur• Easily substituted
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Place• Hypermarkets, wholesalers and retailers
• Direct selling is not available (online)
• Direct channels Problems• Exporting durations• High storing costs
• Success related with agencies• Have to work with agencies
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Promotion• Billboards and brochures• Placed at shopping malls
• TV and Radio commercials• Suggested by agencies• Aired in the evening
• Newspapers• 3 Arabic ; Al-Vatan , Al-Sharq • 3 English
• Food Exhibitions• Diyafa ; good example for these exhibitions.
Last exhibition there were 81 participants from 10 different countries at 2014
•
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Pricing• Research on societal and market demand
• Should not be too low
• Promotions• Buy one get one free• 50% discount
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Thank You.