COUNTRY NOTEBOOK
TURKEY
Scott Claxton
Craig Jarrell
Brittany Murray
Overview
• Cultural Analysis
• Economic Analysis
• Market Audit & Competitive Market Analysis
• Strategic Marketing Plan
• Storyboard
• Questions
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.
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
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
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.
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
Competitors
• Red Bull – 60% market
share
• Coca Cola’s Burn – 2nd
in the market
• Shark – 3rd
• Over 40 domestic
energy drinks
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
Situation Analysis
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
Marketing plan
Target Market
Costs
• Mature health
• Retail cost will be higher
conscious consumers
• Athletes, gym goers,
bodybuilders and a
more upscale type of
consumer
• Health conscience and
higher income
consumers
• Ages 20 - 50
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)
Distribution
• Company trucks with logo on side
• As company grows 3rd party logistic company
• Convenient stores
• Wholesalers
• Gyms, health clubs etc.
• Vending machine distribution
Marketing Plan (Advertising)
• Will be the most costly
• First years price will be
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
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
Egreen’s First Commerical (Storyboard)
Video
• Image of large factory
Audio
• Other energy drinks are
made here
Storyboard
Video
• Scientist mixing toxic
ingredients
Audio
• With other brands you
don’t know what your
putting in your body
Storyboard
Video
• Fly by shot over a crop
Audio
• Egreen only uses all
natural organic
ingredients
Storyboard
Video
• Rainbow is visible over
the crop
Audio
• Egreen only uses what
the earth provides
whereas others use labs
and scientists
Storyboard
Video
Audio
• Still shot of Egreen glow
in the dark can
• “Egreen Get your Glow
ON”
EGreen
Print Ad
Get Your Glow On
Egreen
COUNTRY
NOTEBOOK
TURKEY
Questions?