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