Global Product & Promotion Adaptation Misagh Haji Amiri Sergenc Akbulut Alper Usta Abstract Selected Product: Kanafah (Turkish; künefe) Selected Brand: Dalgaç Künefe Selected Market: Islamid Republic of Iran Kanafah (Turkish; künefe) Kanafah (Turkish; künefe) cheese pastry soaked in sweat, sugar-based syrup served hot especially after a meal the city of Antakya in Hatay is known for the best Kanafeh in Turkey served with cream or ice cream on top Types of Kanafeh khishnah (rough): crust made from long thin noodle threads na'ama (fine): semolina dough mhayara (mixed): a mixture of khishnah and na'ama Brand Analysis: Dalgaç Künefe One of the biggest brand They have been in this business since 1949 Other products such as Filo (Yufka), Manti, and Borek Brand Analysis: Dalgaç Künefe provide frozen Kanafah in circular aluminum plates cook it for 15 minutes on 220-250 degree Celsius Make fresh syrup or use premade syrup 3-4 Turkish Lira= 1 $ Market Analysis: IRAN Economic indicators of IRAN according to Euromonitor International Market Analysis: IRAN Islamic Republic of Iran is the second largest country in Middle East population around 80 million growing population with the growth rate of 1.2% majority of Iranian population consist of young people aged between 20 to 35 years old It is estimated that there exist 5,500 students from every 100,000 Iranian. number of universities and higher education institutions exceeds 2500 in Iran Age structure of Iran according to World Factbook of CIA Market Analysis: IRAN same as almost all Middle Eastern country,Iran is a male dominant society Women make up almost 30% of the Iranian labor force percentage of all Iranian women who are economically active has more than doubled from 6.1% in 1986 to 13.7% in 2000. In 2004, there were 18 million people employed in Iran, Women made up only 12.9 percent (or roughly 2,160,000) Reasons and Relations: Iran and Turkey also have very close trade and economic relations Both countries are part of the Economic Cooperation Organization (ECO) In 2005, the trade increased to $4 billion from $1 billion in 2000. There exist almost 20 million Iranian Turks (Iranian Azeris) in Iran and they share so many mutual cultural aspects such as Turkish cuisine and music Reasons and Relations: Positive attitude and reputation among Iranian toward Turkish products No dessert like Kanafah in Iran Being first is always advantage Baklava already made its place in Iranian heart There more than 15 pastry shops that serve Baklava only in Tehran Turkish Baklava in Iran Reasons and Relations: High number of Holidays in Iran Official holidays in Iran are 26 days which is 3 times higher than European country like England Only Nowruz (Iranian New Year) has 5 continues days of official holidays alone Iranian meet their families during holidays like Nowruz and serve their guest with sweet and dessert Reasons and Relations: Last, but not least is high usage of sugar and sweets in Iran Iranian consume 25.5 kg of sweets and sugar each year World Health Organization announced it should be just 14 kg for each person 23 million people (almost one third of population) in Iran who suffer from obesity Product Adaptation: No need to change much in ingredient of Kanfeh since it already has perfect combination However, Dalgac package need a increase on their package in all size general consumer behavriour and life style in Iran is different from Turkey Iranian meal dish is bigger than Turkish Turkish Dish vs Iranian Dish Product Adaptation: Average Iranian family members are 4.4 which is a bit higher than Turkish family with 3.8 Each Dalgac frozen package is 12 cm in diameter and family size package are 24 cm They need to make it bigger Our suggestion: for normal package which are made for 2.3 person, 15-16 cm and family size should be 30 cm in diameter Product Adaptation: Kanafah is served with Ice cream and grind pistachios on top Iranian has a Tradition Ice Cream which is made with Safran,cream and pistachios (Bastani Sonati) Safran is Iranian favorite spice and they use it almost in all of their meal with rice Iranian Ice cream can make a great combination with Knafah Iranian Traditional Ice cream Summery Iran has a grate population for food products due to their behavior and their population ( young population with high number of student, working women, holidays and promising economic situation) Iranian are already familiar with Turkish culture and kitchen and they are loving it Dalgac frozen Kanafah need some modification in size Kanafah can get into Iranian table easily