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

• 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)

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 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

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

• Still shot of Egreen glow

in the dark can

Audio

• “Egreen Get your Glow

ON”

EGreen

Print Ad

Get Your Glow On

Egreen

COUNTRY

NOTEBOOK

TURKEY

Questions?