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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.