Lean Cuisine ’s Entry into the Turkish Market Place The Product

Lean Cuisine
The Product’s Entry into the Turkish Market Place
By: Rosemary Soto
What is lean cuisine?
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Low-fat, Low-Calorie
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Originated in 1981
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Product of Nestlé
•
Healthier alternative
•
Meets FDA
requirements
Business in Turkey
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Turkey is a high context culture
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They are more group oriented than individual
•
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They are very bonded to religion
Family and rules are really strict
Business in turkey
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We plan to start business in Western Turkey, more
specifically Istanbul
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Our target market is working men and women
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We will sell Lean Cuisine in supermarkets such as:
CarreFourSA Food and Migros
Pricing
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One Turkish Lira (TRY) = $.56
•
In Turkey, a meal in an inexpensive restaurant is about
10 TRY ($5.57). A combo meal at McDonalds is about
11 TRY ($6.13)
•
In America, we sell Lean Cuisine anywhere between
$2.69 - $3.49.
•
Therefore, we can sell Lean Cuisine for anywhere
between 6 to 9 TRY ($3.34 - $5.01)
Competitors
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Superfresh
•
•
frozen vegetables, fruits,
pizza and dough
EasyFood
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ready meals, desserts
and ready to eat
products such as:
cooked dried beans,
meat barley, etc.
Turkish economy
•
The IMF, International Monetary Fund, defines the
Turkish economy as an emerging free-market
economy that is becoming largely developed.
TURKEY’S AGRICULTURAL
SECTOR
Turkish retail sector
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Organized retailers/Unorganized Retailers
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Different types of food retailers
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168 local chains - 3303 stores
•
21 national/international chains - 8735
stores
WHY INTRODUCE LEAN
CUISINE NOW?
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Large variety of choices offered in Turkey’s grocery
stores
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Increase in Turkish female citizens conducting full-time
jobs
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Increase in family’s disposable income
•
Food and beverage industry has highest share in
household consumption.
Lean Cuisine Cultural in Turkey
Obesity
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1 out of 3 people are considered
obese.
•
Makes up 35% of the entire country
of Turkey.
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Obesity is found mostly in women.
•
With Lean Cuisine, we can help
obesity from becoming a bigger
issue.
•
This makes our product more
desirable throughout the Turkish
market.
A Muslim country
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74,724,269 population & 99.8%
are Muslim.
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No pork in any of our meals.
•
•
We can only provide poultry,
beef & lamb.
Our meals must be stated halal.
•
To do this, our manufacturers
will take the necessary steps
that will make our meals halal.
Nationwide holidays
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1. Ramazan Bayram - All Muslims refrain from eating
throughout sun up until sun down for an entire month.
•
Disadvantage for Lean Cuisine because our target
market won’t be eating throughout the entire day.
•
Sales and discounts can be enforced on Lean Cuisine
products throughout the entire month.
nationwide Holidays
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2. Kurban Bayram - Families sacrifice sheep and
other animals and feast for 4 days.
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If they’re feasting, they won’t be eating Lean Cuisine.
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Much shorter than Ramazan, however it can still slow
sales down.
* Lean Cuisine needs to go into the Turkish market knowing
both our strongest AND weakest points so we know what to
expect of sales and profits.
Food preferences
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Bread is eaten with almost every
meal
i. whole wheat & no added salt.
ii. miniature loaves enough for 1 person.
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Soups, stews & sauté
i. full with vegetables and choice of meat.
ii. lentil, chicken, broccoli, tomato soup.
iii. loaves of bread will be added
Food preferences
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Brown rice
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Pastas with choices of sauces and chicken
•
Pizza
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spinach, mushroom, three-cheese, etc.
* Turkish people aren’t too into flavorful spices and aren’t too big
of fans of Mexican & Chinese food choices.
Political structure
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Executive
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Legislative
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Judicial
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Officially, all religiously affiliated political parties are
banned
•
Musaid Association
division of east & west
•
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West: Istanbul, Izmir and Bursa
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Most populated cities
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Istanbul largest city and principal seaport and the
cultural and financial center of Turkey. It is the only
city in the world situated on two continents.
East: conflict
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Kurdish - Turkish conflict
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Borders between Syria, Iraq and Iran
Basic Information
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The Republic of Turkey Prime Ministry “Turkish Food
and Beverage Industry Report”
•
•
global food and beverage market reached $3,840
billion+ in 2011
General Directoire of Protection Control (GDPC)
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agriculture - related regulations, laws,
communiqués, and notifications
European union
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Proactively trying to become member since 1987
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Turkish gov’t. has established laws that follow many
of the EU’s regulations for its members
•
European Union’s acquis communitaire
MINFAL & tariffs
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MINFAL
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different regulations require more documentation from
MINFAL in order to get pass customs
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Ex. Turkish law 5996 (also complies with EU
harmonization regulation, 1935/2004/EC)
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Tariffs
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most tariffs in fall in the range of 40-50%
•
Turkey has vast flexibility in raising and lowering tariffs
documentation
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Turkey requires any importer of food to be prepared to
present customs with the approved control certificate,
as well as other import documentation.
•
The documentation includes the bill of lading, original
invoice, and certificate of origin.
•
The importer should have a completed import license
and a pro forma invoice.
•
Importers are advised to provide customs with the
exporting company’s analysis report for physical,
chemical, microbiological, and heavy metal content,
and a certificate from the official food inspection
agency of the country of origin.
Failed inspection
•
If anything goes wrong during inspection in Turkey,
Turkish Customs regulates that the demurrage time
for imported goods is within 45 days for marine
transportation and 20 days for air transport.
- Auctioned as abandoned
Laws & regulations
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Food labeling restrictions
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Veterinary Serivices, Plant Health, Food and Feed Law
(NO. 5996)
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labeled clearly, completely and accurately in the
Turkish language or
•
Lean Cuisine can come into the country in its original
packaging but a permanent sticker or label in Turkish
must be attached to it before it is cleared in customs
Laws & regulations
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Regulations that directly affect the importing of frozen
foods to Turkey:
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Communiqué Food 2002/7
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Communiqué Food 2001/45
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Communiqué Food 2004/46