Prepared By: 13-01-1198 Ezgi duman 13-01-1200 Yeliz ayangiL 13-01-1202 Gökhan ÜNNÜ



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Prepared By:

13-01-1198 Ezgi DUMAN

13-01-1200 Yeliz AYANGİL

13-01-1202 Gökhan ÜNNÜ

13-01-1221 Nazlı Ayşe AYYILDIZ

13-01-1237 Gökçe ERTİN
Submitted To:

Assist. Professor Nazan GÜNAY

19 January 2004

CONTENTS


  1. AIM OF THE PROJECT

  2. HISTORY OF PAMUKKALE ŞARAPÇILIK

  3. GENERAL INFORMATION ABOUT WINE AND WINE SECTOR

    1. How should wine be aged, and are there differences in aging white and red wines ?

    2. What is the proper service temperature of wine ?

    3. What is so special about wine glasses ?

    4. Wine Tasting
    5. Wine Tasting Terms

    6. Wine Storage


    7. Why Cannot Wine Be Produced From Every Grape?
    8. Wine Terminology


    9. Wine and Health

      1. The French Paradox

      2. Benefits of Wine Consumption

      3. Why Wine is Good for Us?
    10. Shiraz Recipes


  4. COMPETITORS

  5. THE MARKETING MANAGEMENT PROCESS

    1. Marketing Research and Segmentation

    2. Research Methodology

    3. Segmentation

      1. Geographic Segmentation

      2. Demographic Segmentation

      3. Psychographic Segmentation

      4. Socio- Economic and Behavioral Segmentation

    4. Targetting

    5. Target Market of Shiraz Wine

    6. Customer Satisfaction in Pamukkale Şarapçılık

    7. Positioning




  1. THE MARKETING MIX

    1. PRODUCT

      1. Product Life Cycle

      2. Syrah/Shiraz Grapes

      3. Our Chosen Product “Shiraz”

    2. PRICE

      1. Price of Shiraz Wine

    3. PROMOTION

      1. The Promotions Mix

      2. Promotion Strategies of Pamukkale Şarapçılık
    4. PLACE, DISTRIBUTION AND INTERMEDIARY
      1. Place and Distibution Strategies of Pamukkale Şarapçılık & Shiraz Wine


  2. THE MARKET NICHE

  3. ANALYSIS and THE COMPETITION

  4. SELLING TO THE MARKET NICHE

  5. TÜRK BASININDAN MAKALELER

Aim of the Project





  1. We all know that the wine sector is developing nowadays in Turkey. That’s why we aim to get information about this sector.

  2. To find out which marketing principles they are using, such as how they compute

Competition on price

 Competition on quality

 Competition on time (being first mover-leader in the market)




  1. To choose a specific product “Shiraz” and to search the position of this product in the market.

  2. The application of 4P on our chosen product-Shiraz and to share our experiences with you.


HISTORY OF PAMUKKALE ŞARAPÇILIK

Pamukkale Sarapcılık has started producing wine with 100.000 liter/ year capacity in Güney village of Denizli in 1962. They had marketed their production as ‘ Dökme Sarap’ until 1967. From starting 1967 they had supplied their production in wine bottles. They improved their technology by employing winery expert engineers to the company and they increased their capacity. They reached 2 million liters /year production capacity by the way of their high technology. As a result of that; they have become one of the most modern wine manufacturer and bottling foundation of Turkey.


Pamukkale Sarapcılık which has been transforming the best grapes of Anatolia to the delicious wine under the consultation of German wine experts,is exporting to the European Countries such as Germany, France, Holland, Denmark...
Wine is a really important nutrition. It includes an aromatic item which has not been included by any other nutritions. This aromatic item regulates human being and develops creativity and imagination of human being. It also provides good relation ships, friendships between people. Drinking 2 or 3 glasses of wine has no negative effect; as you know it makes body functions work much more regularly. The positive effects of wine on human body and health was noticed in the first centuries and it was used for the cure of many illnesses. Opposite of drinks with high alchol rate alchol rate of wine is not so effective to make tochsit on human being.
You should keep the wine bottle in a leading position and the temperature of the place should be 10-15 celcius and also the bottle should be kapt in a gloomy place with % 70 rate of moisture.

GENERAL INFORMATION ABOUT WINE AND WINE SECTOR

How should wine be aged, and are there differences in aging white and red wines ?

When wine is aged in the bottle, most important thing is to lay the bottles horizontally so that cork always remains in contact with wine and does not dry out. If cork dries out, then it contracts and however tiny such contractions may be, they may allow air (therefore) oxygen) to slip into the bottle and contact wine with the undesired effect of oxidizing the wine. Apart from this, bottle must be kept from contact with direct light and sudden temperature differences, both of which would effect the cork in a similar fashion. 1A temperature of 15 degrees Centigrade is desired average ambient temperature, but in no instance should wine be stored at temperatures exceeding 25 degrees Centigrade for prolonged periods. It is also not wise to move about and/or shake the bottles during the aging period. There is no difference between red and white wine as far as storage conditions are concerned. Duration of storage, however, differs greatly from wine to wine.



What is the proper service temperature of wine ?

Usually white and rose wines are served chilled and red wines are served at room temperature. Generally 15 degrees Centigrade is the proper serving temperature for white wines, but some prefer to serve even colder considering that the glass will remain for some time on the table or even held by hand which will increase the temperature anyway. On the other hand, red wine should not be served at warmer than room temperature (above 20 degrees Centigrade, alcohol taste comes forward and may tip the fine balances of the wine). For example, a wine bottle should always be kept away from heated surfaces or any heater.



What is so special about wine glasses ?

Wine glass must not be filled to more than its half volume. This will allow you to swirl the glass slightly and allow the vapors of the wine slowly break off from the liquid

whilst a half filled glass assures that swirling will not spill any wine from the glass. Ideal wine glass should have a stem for allowing a hand-grip whilst hand's high temperature (36.7 degrees Centigrade) is kept away from the glass surface which is in contact with wine. Furthermore, the stem allows the hand a finer swirl movement, and passage of 360 degrees of glass will ensure the eye a quick tour of wine's clarity and color. The reason for a globe shaped glass, narrowing at top, is to allow build up of rising wine vapors in the glass, but stopping them from escaping quickly from the narrow opening, giving the drinker extra split seconds for letting the nose do its work feeling those vapors. Therefore, the more body in the wine, the larger globed glass is the basic rule. Deep tannin reds of Bordeaux always command large globe glasses. Connosieurs always prefer plain uncolored glass which is thin and likewise thinly rimmed. Thickness of the glass (likewise cut-glass decorations) is undesirable as it breaks the light ray and distorts visual inspection of the wine.
Wine Tasting

Is all that swirling, sniffing and spitting that goes on during wine tasting really necessary!!?

cleanskins.com recently surfed the web looking for some tasting guidelines and found a great site at www.imagesoffoodandwine.co.uk

We've adapted the following tips on tasting:



  • Don't fill the glass for tasting because you need to leave room for the swirling: about a third of a glass should be enough.

  • Hold the glass up to the light to see if it is clear or cloudy. Does it contain sediment or any other solid matter? When the wine is older, in the case of red wines, it tends to be a deep red colour.

  • Swirl the glass gently to activate the aromatic particles so that when you move on the sniffing of the wine you will appreciate it fully.

  • Tilt the glass towards your face and put your nose inside the glass. You should bend your head slightly forward and tip the glass to a 45 degree angle.

  • Now inhale gently for about 4 seconds bearing in mind that the scent from the wine may vary during one sniff.

People often wonder why wine experts pull funny faces when taking a mouthful but there is a very important reason for doing this. After taking a mouthful they try to spread the wine around all the different areas of the mouth. At the tip of the tongue are the detectors for sweetness, in the middle is saltiness, at the sides acidity and sourness are detected and at the very back of the tongue there are sensors that detect bitterness, so make sure you get a big enough mouthful the coat your whole mouth.

Another tip to maximise the flavour of the wine is to take in air while it's in your mouth. It is only necessary to have a tiny opening at the side of your mouth and to suck in immediately as you are taking a drink of wine. After this breath downwards through your nose to intensify the sensation.



The following terms may seem fanciful at first, but with practice and the right tasting techniques, you should be able to start picking them out from the taste of the wines.
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