Global Product & Promotion Adaptation

GLOBAL PROMOTION ADAPTION

GLOBAL PROMOTION ADAPTION

Tara PirniaMarketing management Master of Business Administration

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

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

Language & Religion• Arabic, English• French (La Francophone)

• 71% of population Sunni Muslim & 5% Shia Muslim

• 8.5% Christians

• 10% believes other religions

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

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

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

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

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

Competitors at Qatar market

Packaging• 1st product• Net 1kg• Universal Product Code• Easy access• “Halal”• Arabic & English• Protect from hot weather

Packaging • 2nd product (Sliced Sucuk)• Net 120g• 16 slice in it• Same attributes with the first product• Little window on the package

Packaging• 3rd product • Produced for Qatar market• Net 500g• Same attributes with other products• Color• Green • Pink

New Product Development• Light & Organic Sucuk• 45% less fat• Organic spices• Garlic • Tomato • Parsley

• 100% meat

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

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

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

•

Pricing• Research on societal and market demand

• Should not be too low

• Promotions• Buy one get one free• 50% discount

Thank You.