1. RED CARNATION TO ROMANIA
Prepeared by; Lecturer;
Osman Kamacı Dicle Yurdakul Şahin
H. Melih Özer

2. COMPANY PROFILE
Headquarters: Turkey, izmir
•
Marketing manager: H.Melih Özer
•
Production Manager: Osman Kamacı
•
•Production: İzmir
•District Office: Romania
•Outsourcing : Legal Processes, Logistics, producer
•Business Type: Direct Investment

3. Mission
Since its establishment, our
company gives priority to
customer satisfaction and
quality with social
responsibility. It expands its
Vision product ranges with
innovation and investments
Our one of the primary goal every year. Based on this
is to introduce Turkish concept gives us an
Flowers to the world and to opportunity to become one
get well-deserved place in of the sector's leader.
the world flower business.
Our company always aims to
move forward to the bright
future with its expert team.

4. SITUATION ANALYSIS
•Our main production: Red Carnation
•The Export: $ 68 million in 2010
•The target of export: $ 250 million in 2023
•Competitors: Our mainly competitors are Ecuador and colombia,
because of the their labor costs
İzmir is the 2nd largest city after antalya in produce of cut flower.
•

5. AGRICULTURE IN TURKEY
 Turkey is a country that is optimally situated for
ornamental plant production. It has many advantages
for a prospering horticultural sector, like having a
favorable climate for production of cut flowers,
geographical proximity to the main markets, production
in modern greenhouses and cheap and skilled labor.

6. HISTORY OF CARNATIONS
 The carnation's history dates back to
ancient Greek and Roman times, when it
was used in art and decor. Christians
believe that the first carnation bloomed on
earth when Mary wept for Jesus as he
carried his cross. Carnations in these early
times were predominantly found in shades
of pale pink and peach, but over the years
the palette of available colors has grown to
include red, yellow, white, purple, and even
green. Throughout so many centuries of
change, the popularity of the carnation has
remained undiminished. The fact that the
carnation continues to endure is a
testament to its vast appeal.

7. WHY WE DO NOT CHOOSE RUSSIAN MARKET
•Logistics can be problem because of the russian weather
conditions , it is very cold , it can be reach -30.
•Hard transition to the customs
•area is too big , it can be problem for transport
•the roads can be close.

8. ROMANIAN MARKET
•Logistics is available for romania – low cost transport
•Romania is conscious country in flower culture.
•cultural accord
•easy transition to the customs
•consumption is higher

9. COMMUNIST ROMANIA
 During the Soviet occupation of Romania,
the Communist-dominated government called new
elections, which were won with 80% of the
vote.They thus rapidly established themselves as
the dominant political force.

10. GLOBAL MARKETING ENVIRONMENT
Demographic Economic
Population : 19 million
Age Structure: 18-65 years
Gender of population GDP (PPP) 2011 estimate
%60 male %40 women -Total $267.151 billion
Urban population: 80% of -Per capita $12,476
total population
Language: Romanian

11. GLOBAL MARKETING ENVIRONMENT
Politics Legal
• Foreign Trade Policy: •Memberships and
•EU norms and rules
Agreements
•Market Access and
•international agreements
Investment Legislation
•Common Customs Tariff
•The Incentives of
•Turkey and Romania
Investment and Export
have Commercial
•The Existing
Relations
Agreements and
•The agreements and Protocols
rules between Turkey and
Romania.

12. GLOBAL MARKETING ENVIRONMENT
Social Natural
.Cultural and historical A high percentage
relative beetween
(47% of the land area) of
flowers
the country is covered with
People has great natural and semi-natural
relationship with ecosystems.
flowers

13. GLOBAL MARKETING ENVIRONMENT
Technological
•Cold storage is important for save flowers freshness
•Transport
•During the 1990s and 2000s , the development of
Romanian science was hampered by several
factors, including corruption, low funding and a
considerable brain drain

14. MARKETING MISSION STATEMENT
“Polycentric & Etnocentric Mix”
•Polycentric:
•Local needs
•Sales team from the country's citizens
•Localization and adaptation strategy
•Ethnocentric: Flower cultural value
-Everyday ,a carnation for every women
-Carnation for everyday, and everywhere
-In Homes,restaurants, cafes, offices…

15. GLOBAL MARKETING STRATEGY
PRODUCT PRICE
-red carnation -minimum price
-Our mainly aim, flower -low profit margin
for every age, every -mass production
income also every
segment -averege price
€ 10 cent- € 15 cent
PLACE PROMOTION
-instill in people the love of
-Firstly Bucherest
flowers
-Direct investment -love of nature
-Rent cold storages different -Attend to Fairs
place

16. SWOT ANALYSIS
•Conscious consumer • Low institutionalized
•Strenghts transport (Turks) collaboration
•Strong market •Lack of interest from
•Ready market (Bucharest) the government
STRENGHTS WEAKNESSES
OPPORTUNITIE THREATS
• Cultural similarities -Competition and lack
•Improving the sector’s image
of transparence
•little progress in agriculture -Lack of collaboration
and initiative at
European level
-customs duty

17. Market Entry Strategy
• Direct Investment
• Buchurest-pitesti-costanta
Competitive Strategies
•Niche Competitive Advantage
• Marketing Research
• Loyalty

18. GLOBAL POSITIONING STRATEGY
-We are internatioanal company.
-High quality and fresh carnation for consumer from
producer via minimum price.

19. GLOBAL SEGMENTATION STRATEGY
TARGET AUDIENCE
Demographics
 İncome: Every income
 Age: 18+
 Educated: Low –high educated
 Gender: Woman-man
 For everybody

20. GLOBAL MARKETING MIX STRATEGIES

21. PRODUCT
“Standardization Strategy”
- Each carnation have same feauters
- Timing
- Continuity

22. PRICE
“Market penetration” “Global Pricing”
 see how the land lies -Standardization Minimal
Adaptation
-Price is ‘€ cent’
-Minumum profit

23. PLACE & DISTRIBUTION
-Rent cold storages
-rent a place in big flower hall
-to enter the public market
-agreement with transport company

24. PROMOTION & COMMUNICATION
 instill in people the love of flowers
 love of nature
 Organize flower festivals
 Rent a area in flower shows

25. PUBLIC & CULTURAL RELATIONS
Public holidays
 January 1 and 2: New Year
 Monday following Orthodox Easter:
 March, April or early May (date varies)
 May 1: Labor Day
 December 1: National Day
 December 25-26: Christmas
 International Women's Day march 8

26. PUBLIC & CULTURAL RELATIONS
 Monday following Orthodox Easter:
-People wear red and
share flower with their
friends.

27. PUBLIC & CULTURAL RELATIONS
 International Women's Day march 8

28. PACKAGING

29. INTERNATIONAL FAIRS

30. EXPORTER UNIONS
-We can take lots of information about countries and statistics.
-For information on incentives

31. PROMOTION
 Ornamental Plants Promotion Group

32. PROMOTION
 Ornamental Plants Promotion Group is at
FLORPLANT Expo
Many representatives from
national and international
landscaping sectors will participate
in the exhibit which is going to be
organized this year for the first
time

33. Thank You For Your Attention...