country notebook turkey - brittany l. murray -...
TRANSCRIPT
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COUNTRY NOTEBOOK
TURKEY Scott Claxton
Craig Jarrell
Brittany Murray
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Overview
• Cultural Analysis
• Economic Analysis
• Market Audit & Competitive Market Analysis
• Strategic Marketing Plan
• Storyboard
• Questions
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Cultural Analysis
• A Day In A Life Of A Turkey
Native • Typical traditional household
• Men are the head of the household
• Women are kept inside the home
• Umt Yazici (12 years-old and lives in Istanbul with both parents) • Average day starts at 7am and
ends at 10pm
• Attends school from 8:25am to 3:00pm
• Geography
• Language • http://www.timeforkids.com/de
stination/turkey/native-lingo
Typical Breakfast
White or Rye bread, cheese
(similar to feta), old cheese
(kaşar peyniri), black and/or
green olives (zeytin), butter,
honey, jam, an omlette or
boiled eggs (yumurta), sliced
tomatoes and/or cucumbers.
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Economic Analysis
Population
• Estimated to be 74,749, 461
• Growth Rate 1.18%
• Ages 25-54 make up 42.5%
• 70% Turkish, 18% Kurdish, 12% Minority
• Urban population 70%
• Major Cities:Istanbul, Ankara, Izmir, Bursa, and Adana
Economy
• GDP 2012: $1.125 trillion
• GDP per capita: $15,000
• Growth Rate 2012: 3%
• Unemployment rate: 9%
• Inflation Rate: 9%
• 16.9% below poverty line
• Labor Force: 27.11 million
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Economic Analysis
Transportation & Communication
• Airports: 98 – Ranks 61st
• Railways: 8,699 km – Ranks 23rd
• Roadways: 352,046 km – Ranks 19th
• Merchant Marine: 629 – Ranks 18th
• Multiple television and radio stations
• Cell Phones in use: 65.322 million
• Internet Users: 36 million
Resources & Industry
• Main Industries • Agriculture: 8.9%
• Industrial: 28.1%
• Services: 63%
• Numerous natural resources, several include: coal, iron ore, copper, gold, limestone, marble, arable land, and hydropower
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Market Audit & Competitive Market
Analysis • Product
• Egreen: an organic energy drink
• Relative Advantage: 100% organic energy drink
• Compatibility: Meets the needs of health conscious
consumers
• Complexity: Battling the concept of traditional energy
drinks being unhealthy
• Trialability: Free samples and special offers, also test
market through Istanbul
• Observability: Turkish consumers will be able to
understand that we offer a healthy alternative to energy.
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The Market
• $50 million energy drink market as of 2010
• Average of 30 to 40 percent growth each year
• The plan is to market to Istanbul, Turkey in the startup and
use this as a test market for further development
• Istanbul is the largest city in Turkey
• Forms of transportation and communication available in
that region
• Manufacturing plant and distribution center in place on the
Northwest side of Istanbul
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Competitors
• Red Bull – 60% market
share
• Coca Cola’s Burn – 2nd
in the market
• Shark – 3rd
• Over 40 domestic
energy drinks
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Marketing Plan (Egreen Energy)
• All Organic ingredient based energy drink
• Ingredients include: Organic Ginko Biloba, Organic
Gurana, Organic Ginseng, Organic Raw Coffee Seed,
Organic Raw Sugar, Organic Fruit Jucies, and Natural
Spring Water.
• Will come in 16oz can
• Can will be bright colors with a glow in the dark logo
• Packaging and can are made from 100% recycled
material
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Situation Analysis
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Marketing Plan Start Up
• Year 1 price $2.50 (Turkish Lira 4.50)
• Year 2 price $3.00 (Turkish Lira 5.40)
• Year 3 price $3.50 Turkish Lira 6.30)
• Price increased based on sales
• May change due to consumer spending, economic
situation or unexpected environmental factors
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Marketing plan
Target Market
• Mature health conscious consumers
• Athletes, gym goers, bodybuilders and a more upscale type of consumer
• Health conscience and higher income consumers
• Ages 20 - 50
Costs
• Retail cost will be higher than average energy drinks
• Cost about $3.50 per can (Turkish Lira 6.30)
• Sold to retailers at $2.00 (Turkish Lira 3.60)
• Large retailers if bought in bulk $1.50 per unit (Turkish Lira 2.70)
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Distribution
• Company trucks with logo on side
• As company grows 3rd party logistic company
• Convenient stores
• Wholesalers
• Gyms, health clubs etc.
• Vending machine distribution
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Marketing Plan (Advertising)
• Will be the most costly expense during start up
• Target market – Health conscious people and an upscale consumer
• Places presence - Health clubs, golf courses, airports and gyms
• Product will be sold on a three year balloon price rise
• First years price will be the lowest
• Will use celebrities to promote product
• Product placement (in movies)
• Sponsor public events
• A saturation of television commercials, radio ads , print ads and billboards
• Athlete sponsors
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Egreen’s First Commerical (Storyboard)
Video
• Image of large factory
Audio
• Other energy drinks are
made here
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Storyboard
Video
• Scientist mixing toxic
ingredients
Audio
• With other brands you
don’t know what your
putting in your body
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Storyboard
Video
• Fly by shot over a crop
Audio
• Egreen only uses all
natural organic
ingredients
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Storyboard
Video
• Rainbow is visible over
the crop
Audio
• Egreen only uses what
the earth provides
whereas others use labs
and scientists
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Storyboard
Video
• Still shot of Egreen glow
in the dark can
Audio
• “Egreen Get your Glow
ON”
EGreen
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Print Ad
Get Your Glow On
Egreen
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COUNTRY
NOTEBOOK
TURKEY
Questions?