FROZEN FOOD MARKETING







Frozen Food Marketing In Turkey

Table of contents

Introduction3

Discussion3

Part1: Situation Analysis: Country Profile or Environmental Analysis4

Target market4

General Demographics4

Culture5

Market Profile5

Current Buying Behaviors5

Market competitors6

Market Segmentation6

Target Market7

PART2: Marketing Mix Strategy7

Product Planning7

Plant Selection8

Distribution Density8

Channel Length and Alignment8

Distribution Logistics9

Channel Members9

Incentives9

Advertising and promotions campaign10

Packaging10

Branding10

Display and services10

Part 3: Foreign Market Entry Strategy for sausages11

Beat the competitors with market ethics11

Distribution support11

Promotion/selling support11

Special considerations12

Conclusion12

References13

Frozen Food Marketing In Turkey

Introduction

The process and use of frozen food has rapidly increased as it efficiently prohibits the food decay. The key reason behind the increased use of frozen food is that it has provided an access of variety of food to consumers living in different parts of the world and in different climatic situations. The term frozen food is not a new concept. It has been effective in many parts of the world due to many reasons and environmental conditions (Boyle, 1995, Pp. 29).

Frozen food sales have particularly increased during the recession as most consumers chose eating at home over dining outside due to reduced household budgets. In addition, most consumers also feel that frozen foods help in cutting expenses as wastage is less and trips to the supermarket are reduced. Frozen foods are also easy to prepare as well.

Since many years the market trend for the frozen food has always been very liable and successful. The primary reason behind such an increasing trend is that most of the companies dealing frozen food have adopted a geographical diversification strategy. This is evident from the fact that many companies in the UK have not only developed their roots in United Kingdom but have invested in many other countries of the world making huge revenues. (Brodin & Comber, 1992, pp. 11).

MDC foods are one of the leading frozen food manufactures of UK. MDC Foods provides high quality frozen, fruit, vegetables and ready meals. MDC food's objective is to provide their customers with a no compromise attitude and provide a continually improved quality and service to the food service, retail and manufacturing industry.

Their primary products are vegetable, carbohydrates, fruits and readymade meals. The vegetable section provides mono and vegetable mixes, grains and vegetable mixes and stir fry, the fruits section provides mono and vegetable mixes. Similarly the carbohydrate section pasta, potato and rice related foods to its consumers. The last readymade meal division provides bowl and tray meals and pan cook family meals. The production and the distribution of frozen food products are ensured under the experiential personals all over UK (National Frozen Food Association, 2008, pp. 21). Furthermore the company also provides manufacturing and other food services all over the United Kingdom.

Discussion

The food products of MDC foods underline a range of vegetable, carbohydrates, fruits and readymade meals. These products are famous with retail and whole sale consumers.

The company uses the latest technology and the finest method of production and preservation in order to ensure the quality of the product and brand to the clients. The purchase of the items that are manufactured under the banner of the company ensures the quality of the product as ...