Download Aim of the Project

Prepared By:
13-01-1198
13-01-1200
13-01-1202
13-01-1221
13-01-1237
Ezgi DUMAN
Yeliz AYANGİL
Gökhan ÜNNÜ
Nazlı Ayşe AYYILDIZ
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
a) How should wine be aged, and are there differences in aging white and
red wines ?
b) What is the proper service temperature of wine ?
c) What is so special about wine glasses ?
d) Wine Tasting
e) Wine Tasting Terms
f) Wine Storage
g) Why Cannot Wine Be Produced From Every Grape?
h) Wine Terminology
i) Wine and Health
i) The French Paradox
ii) Benefits of Wine Consumption
iii) Why Wine is Good for Us?
j) Shiraz Recipes
4) COMPETITORS
5) THE MARKETING MANAGEMENT PROCESS
a) Marketing Research and Segmentation
b) Research Methodology
c) Segmentation
i) Geographic Segmentation
ii) Demographic Segmentation
iii) Psychographic Segmentation
iv) Socio- Economic and Behavioral Segmentation
d) Targetting
e) Target Market of Shiraz Wine
f) Customer Satisfaction in Pamukkale Şarapçılık
g) Positioning
6) THE MARKETING MIX
a) PRODUCT
i) Product Life Cycle
ii) Syrah/Shiraz Grapes
iii) Our Chosen Product “Shiraz”
b) PRICE
i) Price of Shiraz Wine
c) PROMOTION
i) The Promotions Mix
ii) Promotion Strategies of Pamukkale Şarapçılık
2
d) PLACE, DISTRIBUTION AND INTERMEDIARY
i) Place and Distibution Strategies of Pamukkale Şarapçılık & Shiraz
Wine
7) THE MARKET NICHE
8) ANALYSIS and THE COMPETITION
9) SELLING TO THE MARKET NICHE
10) TÜRK BASININDAN MAKALELER
3
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)
3. To choose a specific product “Shiraz” and to search the position of this product
in the market.
4. 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.
4
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
5
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
6
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.
Wine Tasting Terms
Berries The unique fruit smell of grape varieties is often used to define the aroma or
taste of wine i.e. warm berries is a certain giveaway of Zinfandel.
Blackcurrants Blackcurrant is the aroma of Cabernet Sauvignon, called cassis in
French.
Blueberries A deep rich blueberry like fruit flavour present in the wine.
Buttery Buttery is a term that describes the richness and colour acquired by mature
Chardonnay, traditionally associated with Mersault.
Chocolaty A flavour found in sweeter style red wines in Australia and South Africa.
Cigar Box This is a term to describe a smell of a wine that is synonymous with Cedar
wood.
Figs A distinctive smell often associated with ripe deep flavoured reds and
sometimes found in Sémillon.
Flinty Term usually applied to dry whites, especially of the Chablis type.
Flowery An attractive scent reminiscent of flowers. 'Floral' and 'fragrant' are similar
words of approval often applied to pleasing young white wines, especially rieslings.
Fruity A wine with lots of appealing sometimes quite sweet fruit flavours and aromas
Gamey Wines that smell pungent in a ripe animal sense, such as a bold gamey
Shiraz.
Gooseberries A sharp "green" smell often associated with Sauvignon Blanc,
especially from New Zealand.
Grapey A wine that smells of grapes, usually Muscaty.
Grassy An herbaceous green taste usually used found in white wines (see
Herbaceous).
Herbaceous An aroma related to vegetative or grassy characters. Some reds,
notably under-ripe cabernet sauvignon, and some whites (sauvignon blanc, for
example), are sometimes described as being 'herbaceous'.
Herby Herby is the smell of herbs, ie Thyme, Lavender or mint.
Lanolin Lanolin is a rich, almost lemony flavour/aroma that is taken on by good
quality desert wines (Sauternes).
7
Licorice The distinctive taste/smell of Licorice in a wine, often associated with red
Burgundies.
Metallic Describes a taste noticeable in strong reds that cannot be described
otherwise.
Minty This is the smell of spearmint - never peppermint flavour in a wine often found
in California Cabernets.
Mulberries The distinctive smell of mulberries is often associated with rich ripe
Shiraz grapes.
Peachy The distinctive smell/taste of peaches often associated with Viognier and
Riesling.
Peppery A not entirely unpleasant spicy characteristic sometimes found in young red
wines (especially shiraz wines) and ports. Rather raw, biting, and reminiscent of
black pepper.
Plummy The very rich flavours of a ripe Merlot are often described as plummy.
Spicey Some white varieties (particularly Gewürztraminer) have a noticeable floral
spicy smell (like lychees), while some reds particularly Merlot have a fruity sort of
spice.
Vanilla Vanilla is a term that is the self-explanatory flavour which is associated with
American oak.
Violets The smell of the violet flowers often associated with Pinot Noir.
Wine Storage
Why bother storing wine?
There are two main reasons that we can think of
right away: (1) it's convenient when you're
heading out for dinner at short notice or guests
drop in and (2) it's satisfying to put away
something you think might get better after a few
years: and be proved correct!
Do I need to have a cellar for wine storage?
No, but it helps. A cellar is an excellent way to
maintain a constant temperature suitable for long
term storage (15 years+)
A rule of thumb is...



5 - 12 degrees celcius for cheap white wines
12 - 18 degrees celcius for good whites, roses, sherries
18 - 25 degrees celcius for red wine, muscats, ports
8
If you're only looking at short to medium term (2-15yrs) then there are other ways to
get a constant, cool temperature, like a basement or a cool cupboard.
How do I know what to cellar?
Well that's part of the allure of wine collection - you just have to learn what is likely to
age well based on...



The Vintage Charts – essentially what the experts rate each year or "vintage"
for each region, separate ones for Red and White wines (see Further Reading
for more info...)
What the winemaker says if you visit the winery
Your own experience
Here's a quick Northern Hemisphere-centric guide based on type of grape/style:
Reds:






Cabernet Sauvignon wines are often produced to be drunk young, but, in
general, will improve with aging. Bordeaux produces a range of Cabernet
based wines with varying degrees of aging potential.
A Classed Growth château from a good vintage needs ten years to mature
and will last for up to another ten years. Consider also California's Napa Valley
Cabernet Sauvignons.
Bordeaux’s best Merlot -based blends need ten to fifteen years to mature.
Lesser Merlots tend to peak at around five or six years
Pinot Noir, the "Noble" grape of Burgundy, is an excellent candidate for aging.
The majority of red Burgundy is produced from Pinot Noir and the best have
the capacity to mature superbly.
Good red Burgundies need at least five years or more to develop to their
optimum complexity. Beyond Burgundy, the best Pinot Noirs for aging come
from California and New Zealand.
Syrah/Shiraz based wines, especially from the Rhône, are superb candidates
for aging—some of them for up to twenty years.
Whites:
Very few white wines should be kept too long in your cellar. There are, however,
some notable exceptions:


Burgundy Chardonnay is a prime example. A Grand Cru can last up to twenty
years, although it is probably at its best after three to five years.
Riesling, although immediately drinkable, has great aging potential. German
Spätlese, Auslese and Alsace Grand Cru Riesling will happily last in storage
for ten to fifteen years.
WHY CANNOT WINE BE PRODUCED FROM EVERY GRAPE?
Four peculiarities of grapes are important for making white wine:
1. Adequate sugar
9
2. Proper acidity
3. Enough aroma
4. Grape-must output
Alcohol is extracted from sugar. Since wines must have at least 11 degrees alcohol,
naturally the grapes used must contain enough sugar to make this much alcohol. A
total of 17 grams of sugar makes one degree alcohol. That is, there must be at least
(11o x 17 = )187 grams of sugar in a kilogram of grapes.
Six peculiarities of grapes are important for making red wine:
1. Adequate sugar
2. Adequate acidity
3. Good-quality aroma
4. Good color
5. Good quality tannin
6. Grape-must output
WINE TERMINOLOGY
Acidity Acidic components give wine its longevity, but they
need to be present in balance with other components of the
wine. Acidity forms a vital part of the "structure" of the wine.
Aftertaste Also known as "finish", aftertaste is the the taste
tha lingers in the back of your mouth after tasting or
swallowing that indicates complexity.
Alcohol Alcohol is produced by fermentation, and in this
context means ethyl alcohol (C2H50H) produced by the action
of yeasts on grape sugars during the fermentation.
Aroma Aroma is the word used by wine experts to describe the grapey smell of wine,
largely used to describe the wines with a floral or spicy smell. It comes from the
grapes and often accompanies the wood aromas.
Astringent Tannins produce a drying taste in the mouth. It is the tactile sensation
that an excess of tannin leaves on the insides of your mouth. You can detect
astringency by the 'puckering' of your mouth as the tannins hit your taste buds.
Tannins come from grape-skins, seeds and oak.
Balance Balance refers to the harmonious presence of different elements in wine:
sweetness, acidity, fruit, tannins and alcohol, such that no single element dominates.
Blend Combining two or more grape varieties, vintages or locations to create
balance, increase quality or maintain consistency.
Blind Tasting Blind tasting is an attempt to identify and/or assess wines without
knowing the identity of the wine.
10
Body 'Full-bodied' describes a wine with fullness of flavour in the mouth; conversely,
'light-bodied' means the opposite. It is an important measure of a wines weight that is
predominantly determined by its alcoholic strength and also the extract. The more
body that a wine has the less like water it tastes.
Bottle age The time a wine has spent in the bottle after making and oak aging.
Botrytis A Latin term for fungus encompassing all the rots, which can affect grapes
and damage the resulting wine. In one specific form however, it does not harm the
grapes and produces a lush complex sweet wine commonly called "desert wine" or
"Sauternes style".
Bouquet Bouquet is the smell given off by a wine when the bottle is opened. It arises
from the slow oxidation of alcohol and fruit acids into esters and ethers.
Breathe What a wine will do once you open a bottle and expose the wine to air. In
older wines it will allow for off-flavours to dissipate however, modern winemaking
hygiene is making this process unnecessary. This is more necessary for young wines
as they are very often taut and closed and will benefit by the process of sloshing a
wine into a decanter and leaving it for a while before drinking.
Bright Perfectly clear wine with no suspended particles. Bright colour is an important
pointer to wine quality, except in premium red wine where some crust can be
expected to form after bottle maturation.
Brut Dry, usually applied to sparkling wines. Commercial brut styles now have a
small amount of liquoring added to sweeten the wine somewhat, hence the growth of
the term brut-de-brut, suggesting that the wine is fully dry.
Cabernet Sauvignon A major variety of red (or black) grape, considered by many to
produce the finest red wines in the world. It is the classic centrepiece of the clarets of
the Médoc in Bordeaux. Widely grown in most areas of Australia.
Cellar or Cave A cellar or cave is a place of storage for wine. Usually underground
where the temperature can be maintained at constant levels. 14-15c is the preferred
temperature for wines.
Cellarmaster A cellarmaster is the manager or "the Chief" of a cellar.
Chewy A big wine with noticeable tannins is usually described as "chewy".
Claret What the red wines similar to those of Bordeaux in France were commonly
called until recent years whereby mimicking French wines has been outlawed.
Clean Describes a wine that has no off-flavours or other nasties in a wine. Usually
used to describe a wine that is refreshing.
Closed Describes a wine without much smell (same meaning as "dumb").
Coarse Course is the term for a rough or crude very ordinary wine without much
interest.
11
Colour The depth of colour is an extremely important indicator of quality and
condition. Darker colours in whites usually indicate older wines, while red wines tend
to lighten and tawny with age.
Complexity Complexity in a wine indicates many different, well-merged flavours to
add interest and personality to a wine to the point of being fascinating.
Corked (Cork Taint) Corked (or cork taint) describes a wine whose quality is
affected by an off-flavour from the cork. It is perceived as a mouldy, 'rotten wood'
smell and sometimes bitter taste. About 3% of wines worldwide are affected.g
Crisp Crisp is a complimentary term for white wine with refreshing acidity.
Crust Crust is the heavy sediment, which forms in a wine.
Cuvé Large Vat or Tank, which wine, is fermented.
Cuvée The entire contents of a Cuvé made at any one time.
Decant Transferring red wine from a bottle to a decanter for the purposes of
removing the crust or to allow the wine substantial exposure to air so that it can
breathe.
Delicate Rather fine light bodied wine without very strong flavour but well balanced.
Deposit Deposit is the residue of a wine that forms in the bottle (see crust).
Dumb A wine with very little or no nose, common in youthful well made wines.
Dry Dry is a term to describe the absence of sweetness in a wine. This is a
description, which all sugars have been converted to alcohol.
Elegance A complimentary term to describe wine that has class, breeding, finesse
and style.
Esters Esters are compounds of alcohol and organic acids that give flavours and
bouquet to a wine.
Estery Estery is the fruity odour developing from the slow formation of esters in the
wine.
Extract Extract is the sum of all solids in the wine including sugars, tannins, pigments
and minerals, giving the wine substance.
Fat Describes a fleshy wine with too much alcohol and rich in glycerol and extract.
Finish The lingering taste of a wine after it has been swallowed or spat out. High
tannin content might produce a 'firm finish', or lack of flavour might yield a 'short
finish'.
Firm Term referring to taste experience at the back of the palate, caused by tannins.
12
Flabby Flabby describes a wine, which has too low in acid structure, leaving the wine
"bland".
Flat Used by wine experts to describe a wine that is lifeless, dull and boring.
Fortified Fortified wines are where spirit has been added to increase their natural
strength. Brandy is added to sherry and Port.
Glycerol A colourless, sweet-tasting substance which can add to the "impression" of
body in a wine.
Green A young wine with too much acidity.
Hard A wine with too much tannin.
Heavy A wine with too much alcohol and too little acidity for the fruit and sugar levels.
Hermitage Synonym used frequently for the red-grape variety Shiraz, originating
from Hermitage in the Rhone valley in France.
Hollow A wine with quite a lot of alcohol but too little fruit to give the mouth a
satisfying flavour or weight once in the mouth.
Horizontal Tasting Horizontal tasting refers to a comparative tasting of different but
related representatives of the same wine or vintages.
Hot A wine with too much alcohol is described as hot.
Inky A red wine that tastes metallic, acidic and often rather thin.
Lean A thin wine lacking in fruit but not acid.
Legs Columns of wine that trickle down the inside of a glass that indicates high
alcohol content in wine.
Luscious A full-flavoured, rich, ripe, fruity and sweet-flavoured wine is described a
luscious.
Malbec A grape variety once important in Bordeaux. A small amount is grown in
Australia.
Malic Acid A tart fruit acid converted into lactic acid during malolactic fermentation.
Maturity The period in a wines life that can be described "after youth but before its
decline". It can be 3 years or 3 decades depending on the wine. Mature is a
complimentary term as opposed to old or faded.
Meaty A substantial and full-bodied fruit flavour, often just as the tannin is beginning
to allow the emergence of the fruit.
13
Medals Awards from Australian wine shows for well-made wines. The capital-city
wine shows are the most reliable indicators of quality. Gold medals are awarded to
wines attaining 18.5 points or more out of twenty points; silver medals, 17.0 to 18.4;
and bronze, 15.5 to 16.9.
Merlot Premium red-grape variety, usually blended with other reds (such as
Cabernet Sauvignon). Widely grown in France and used as a blend in Bordeaux and
other areas. Can lend a pleasing 'velvety' texture and agreeably fruity flavours to a
red-wine blend. Increasingly popular as a single varietal wine.
Méthode Champenoise Méthode Champenoise is the authentic French method for
making bottled-fermented sparkling wines. That's why Cleanskins.com is only
allowed to call its wines made in this fashion "Bubbly".
Must Crushed grape berries with the storks and stems removed.
Oak Oak is a variety of the wood Genus Quercus. Wines are usually stored in oak
containers, to impart extra and more complex flavours. French, American and
German oak barrels are widely used in Australia, but are getting quite expensive as
quality oak becomes scarcer.
Oakey Oakey describes a wine that smells and/or tastes of oak.
Oenology Oenology is the science of winemaking.
Oxidised Wine that has been exposed to air has become stale and flat. It usually
takes on a strong acetic acid (vinegar) smell.
Perfumed A perfumed wine has lots of smell, usually of a slightly musky sort. This is
typically a white wine term.
Phylloxera Phylloxera is a vine louse, which attacks grape vine with a devastating
effect. It is a native of America's Eastern regions it destroyed most of Europe's vines
during 1862 and the end of the nineteenth century, along with almost all of Victoria's
vines.
Pinot Noir The classic red grape of Burgundy, and one of the varieties that helps
make champagne in France. Generally produces lighter styles of red wine, though
can (when well made) have intense and deep flavours.
Port Port is a superb, sweetish dessert wine, a fortified red wine, the name coming
from Oporto on the Douro River in Portugal. Port is an after-dinner drink of quite high
alcohol content (17 to 20 per cent). They have great keeping qualities thanks to
added brandy and high natural sugar content. There are 2 main types of port wines:
o
o
tawny ports are blended wines that have usually been kept by the
maker in wood barrels for some years in order to mature them for
drinking when sold;
vintage ports (which bear a year of origin on the label) are usually sold
early by the maker and the consumer does the cellaring until the wine is
ready for drinking
14
Powerful Powerful describes a wine with lots of very easy to discern flavour and
alcohol.
Proof The measure of the degree of alcohol by volume present in a wine is called
proof.
Riesling Riesling is a grape from the Rhine area of Germany and is one of the
world's classic grapes. A grossly underestimated and misunderstood variety that still
makes, and always will make, some of the finest Australian white wines. Also known
as Rhine Riesling.
Rosé Rosé is a much-misunderstood wine style. It should be the classic summer red
of Australia. Light, fresh and fruity wine made from red grapes, either sweet, medium
or dry - but best as a dry, yet flavoursome, young wine.
Sauvignon Blanc Sauvignon Blanc is a white-grape variety from Bordeaux and the
Loire areas of France, where it makes superb sweet and dry white wine. Its
grassy/steely and sometimes asparagus-like character attracts either love or loathing.
Do try a good one or two, because it is different. Sometimes blended with Semillon.
Sémillon Sémillon is a great French (especially Bordeaux) white-grape variety.
Usually makes dry, sometimes wood-matured, full-bodied whites in Australia, notably
in the Hunter Valley.
Sharp Sharp is a term to describe the acid taste on the palate. Not necessarily
unpleasant.
Shiraz Versatile Australian red-grape variety, also widely referred to (especially on
old labels) as hermitage. Makes some excellent and often reasonably priced red
wines in most areas, and is best known for its parentage of Penfolds Grange.
Short A wine with no length of finish or flavour is described a short.
Soft A wine with mild tannin or acid sensation with no harshness on the palate and
after-palate is called soft.
Stelvin A more cost effective alternative to the traditional cork closure for wine
bottles (which is a limited resource made from the sap of the endangered cork tree),
particularly for wines that are likely to be drunk fairly soon rather than cellared.
Stelvin is neutral for taste and aroma so doesn't contaminate the wine.
Sulphur dioxide (SO2) Chemical used as an anti-oxidant in winemaking. The smell
of sulphur dioxide can be present in a newly opened bottle of wine, but it should
dissipate. With today's truth-in-labelling laws, it is referred to on food and wine labels
as 'Preservative(220) added'.
Sweet More than fruity; pertaining to sugar.
Tannin Tannin is a vital ingredient in wines, especially red wines. It comes from the
stalks, skins and pips of grapes. Tannins in a young wine produce a bitter, puckering
taste on the palate. It also provides structure and balance.
15
Tart Noticeable acidic taste of natural grape acids, less pleasant in excess.
Terroir The climate, geology, aspect, soil type, rainfall and myriad other factors
which are believed to influence the quality of a wine via the grapes from which it is
fermented.
Thin A wine lacking body to the extent of being watery is called thin.
Ullage The natural evaporation through the wood of wine/spirit from ageing in casks
or through the cork of bottles is called ullage.
Varietal Wine made from a particular grape variety (for example, Cabernet
Sauvignon); the opposite of a generic wine (for example, Chablis).
Vertical Tasting A vertical tasting is a comparative side-by-side tasting of different
vintages from the same region.
Velvety A description of texture, usually used for wines with lots of glycerine and not
much tannin.
Vigneron Grape-grower.
Vigorous In wine, a lively taste or feel.
Vinegary Wine spoiled by the vinegar bacteria, not pleasant to drink. Vinegar is a
major winemaking fault that is easily detected by a sharp sensation on the nose or
palate.
Vintage The period of picking or harvesting grapes each year, as in 'the vintage';
also the year a wine was made or 'vintaged'.
Vintner Winemaker.
Viscous Viscous is the thick appearance in wine; showing the presence of glycerol.
Vitis The botanical name for a vine is Vitis. Vitis vinifera, the grape-bearing vine, is
responsible for most of the world's quality wines. The North American Vitis labrusca
is a native vine.
Volatile A wine spoiled by the presence of acetic acid is said to be volatile, or to have
volatile acidity. It is acceptable as a by-product of alcoholic fermentation but only up
to a level of 600-800ppm.
Weedy A term to combine Herbaceous and tart smells/flavours is weedy.
Woody Woody is a smell, which describes the nasty side to oak wood, an
unacceptable mouldy sort of flavour that comes from a barrel in poor condition.
Wine The fermented juice of grapes becomes wine.
16
Yeasty The fresh/pleasant smell of fermenting yeast is called yeasty.
Yield The amount of grapes picked (or wines made) from a given area.
Zinfandel Zinfandel is a red grape variety mainly grown in the old world but
experiencing a rediscovery in recent times.
WINE & HEALTH
THE FRENCH PARADOX
The French eat almost four times more butter and three times more lard, and they
have higher cholesterol levels and blood pressures, than do Americans. Yet the
French are 2.5 times less likely than Americans to die from coronary heart disease.
Their secret - WINE CONSUMPTION!
BENEFITS OF WINE CONSUMPTION
Studies have found that moderate wine consumption (1 to 2 glasses a day) to have
potentially beneficial effects on the following conditions:
Coronary Heart Disease
Insulin Sensitivity













Kidney Stones
Parkinson's Disease
Osteoporosis
Alzheimer's Disease
Cognition & Memory
Digestive Ailments
Diabetes
Physical Functioning
Pancreatic Cancer
Hepatitis A
Rheumatic Arthritis
Stress & Depression
Common Cold
WHY IS WINE GOOD FOR US?
Wine, especially red, is packed with powerful antioxidants (tannins, phenols,
resveratrol, and quercetin, just to mention a few).
The strong antioxidant properties prevent the platelet cells in the blood from clumping
and triggering a heart attack or stroke, thus helping to keep the arteries clean.
Red wine is more beneficial for us because the grape skins, from which red wine
attains its colouring, contain reservatrol which has been studied as an effective agent
in fighting cancer.
Wine's calming influence also adds to its appeal and health attributes. Some people
find that a glass of wine with dinner relaxes the body and helps with the mental
transition between work and rest.
17
HOW MUCH IS TOO MUCH?
All information regarding the health benefits of wine are in regard to wine being
enjoyed in moderation.
1 - 2 glasses of wine a day are recommended to enjoy the maximum health benefits
associated with wine consumption, excessive consumption is not recommended nor
encouraged.
750mL bottle of WINE = 7.1 standard drinks
750mL bottle of FORTIFIED WINE = 12 standard drinks
750mL bottle of SPIRITS = 24 standard drinks
1 standard drink = pint light beer = schooner heavy beer = glass wine = glass fortified
= nip spirits
Shiraz Recipes:
Beef and Okra Casserole with Pilaffi
Ingredients:




1kg chuck steak cut into large cubes
1 pkt frozen or tinned okra
large onion finely diced
3-5 cloves of garlic
Pilaffi Ingredients:










500gm Jasmin rice
1 small onion, grated
1/2 cup olive oil
1/4 teaspoon cummin
1 tblspn tumeric
1 lemon juice and zest (pith)
salt and pepper
1 litre hot boiling water
fresh mint
yoghurt
Method:
1. Assemble and prepare all ingredients
2. Heat the oil in a heavy based casserole pot
3. add chuck steak and cook until browned, i.e. until all liquid has evaporated
4. add onions, pepers, garlic and keep mixing until onion is soft
5. add tomato pate and mix for a minute or so
6. add eggplant and mix until all vegies are covered with tomato
7. mix and deglaze with cleanskins.com wine
8. stir pot well
9. add tomatoes, cloves, and bayleaves
10. add 1 cup of water
18
11. when casserole comes to the boil, reduced heat and simmer for 1 - 1 and a
1/2 hours or when meat falls apart
12. add okra, salt and pepper, leave simmering for 10-15 minutes
Competitors
KAVAKLIDERE WINERY
It is now 74 years old
Kavaklıdere Wines, the oldest and first private sector wine producer, was set up
by Cemal And in Ankara on 1929. It continuously improved through those years and
became Turkey's most important wine producer.
Turkey is the Word's fifth biggest producer of fresh grapes. Yet, recently only 2
percent of the vineyards could be used for wine production. That is mainly because of
the alcoholic drinks ban during the Ottoman period which causes a regression in wine
production. When the Anatolian soil which is destined to grow grapes, comes under
the sovereignty of the Ottomans, the viticulture starts to regress.
After the Anatolia becomes an Ottoman land, only the ethnic minorities represented
by Greek and Armenian origin people deals with wine and grape production.
During a four-hundred year ban, thousands of hectares of crop was consumed as
fresh or dried fruit. But, at this point, one should take into account the alcoholic drink
culture of the Ottomans. Even though there is an alcoholic drink ban during the
periods of Suleyman, the Magnificent; Ahmed, the First; Murad, the Fourth; Mehmed,
the Hunter, and Selim, the Third, the census made on 1637 shows that there were
160 taverns and around 6,000 shops selling alcoholic drinks in Istanbul. Following
Tanzimat Movement, the period of political reforms done by Sultan Abdulmejid in the
final days of Ottoman Empire, the westernization movements revives the viticulture.
And in the beginning of 1900s, the Ottomans produce 30 million liters of wine, and
export a significant part of it when Europe is suffering from the threat of phylloxera.
Culture and Education
The Kavaklidere Wines Joint Stock Company, which was founded by Cenap And
in 1929, has considered it its mission to contribute to Turkey's art, music, and cultural
activities since the day it began.
Cenap And clearly viewed wine production as more than a business; for him it
was also a means to serve Turkish art and culture. This was important for And even
as he was setting up the firm. He was well known for being an art lover, and
especially a lover of music.
Indeed, And divided his time between working on his business on the one hand
and organizing concerts at his home and supporting Ankara's musical and artistic
activities on the other. And set up the Sevda-Cenap And Music Foundation in 1973 to
bring together these activities together.
19
In 1994, the Kavaklidere Wines Board of Directors decided to publish books on
cultural and social issues under the imprint "Kavaklidere Kültür Yayınları"
(Kavaklidere Culture Publications). This date was no accident: 1994 was the 100th
anniversary of Mehmet Cenap And's birth and the 65th anniversary of the foundation
of Kavaklidere Wines.
DOLUCA WINERY
Combining tradition with contemporary technology, DOLUCA has been pioneering
quality wine-making in Turkey since 1926. Constantly following a philosophy of
progress and perfection, DOLUCA, continues to offer over 20 different products to
the appreciation of wine lovers, both at home and abroad.
History
For three generations, DOLUCA has been a part of the Turkish winemaking industry,
reflecting its traditional and innovative character in its service and product quality.
At the beginning of the Adventure in 1926, Nihat A. Kutman, returned to his home
country after completing his education at the Geisenheim Wine Institute's programme
in Enology and Viticulture. Soon after, he established a small bottling plant in Galata,
Istanbul, called Maison Vinicole which later acquired the name DOLUCA.
Nihat A. Kutman, in his early years, produced wines from domestic grape varieties
such as Yapincak and Karalahana, which he marketed under brands called Vinikol,
Kara Elmas (Black Diamond), Sari Elmas (Yellow Diamond), becoming the first
Turkish person to take part in this profession, dominated by non-muslims to that date.
Believing in the need to constantly improve the quality of his wines, Nihat A. Kutman,
after a lengthy research in Europe, brought grape varieties like Cinsault, Semillon,
Gamay and Riesling to Turkey and began to grow them in various locations around
Mürefte. He also played a major role, in spreading these varieties to the many wine
growing regions of Thrace. In early 1940's, when wines made from these new
varieties were introduced into the market, under the name of DOLUCA; they met with
great success, mainly due to the distinction of the varieties and the special care
shown in their production. Thus becoming the first person to produce wines from
internationally known varieties, Nihat A. Kutman marked the dawn of a new era in
Turkish wine-making while establishing the foundations of Doluca's lasting fame.
Production facilities in both Istanbul and Mürefte were renovated from 1957 to 1963,
bringing them up to date with modern technologies of the time, enabling Nihat A.
Kutman to focus completely on high quality wine production.
Second Generation Nihat A. Kutman's son, Ahmet Kutman, received his education in
the field of Food Technology, Enology and Viticulture at the University of California at
Davis, from where he graduated in 1967, shortly after which he returned home and
joined the company management. The 1970's marked a period during which
DOLUCA continued its rapid growth, while the range of its quality wines expanded. In
addition to the Marmara Region, grapes were obtained from various provinces of
Anatolia and many of today's popular brands, such as Villa Doluca, Moskado,
Nevsah and Antik, were introduced into the market one after another, and were
greatly appreciated by wine lovers. Having personally witnessed the initial growth
periods of Californian wine industry, Ahmet Kutman strongly believed that quality and
growth could be sustained side by side, provided that the ring investments were
20
made in production staff as well as facilities.
In 1985, starting the first investment of this magnitude in the Turkish private wine
sector, DOLUCA, as a result of ongoing projects during the last 15 years, has today
grown to become one of the few of its kind, in terms of both capacity and modern
technology, as well as product quality by world standards.
DOLUCA today, continues to present over 20 different products to consumer's liking,
with a 12 million bottle annual capacity. Paying as much as meticulous attention to
consumer relations as to production quality, especially after Ahmet Kutman's
daughter Sibel Kutman joined the company as a member of the third generation,
DOLUCA has attained a broader contemporary outlook and embraced the mission of
developing and enhancing the cultural awareness of wine in Turkey.
Sarafin- (Nilkut) In 1990, DOLUCA's Chairman of the Board, Ahmet Kutman, together
with his high school friend from Robert College, Güven Nil, ventured into a project
that can be called a turning point in Turkish wine industry, under the name Sarafin. It
involved the establishment of modern vineyard where the best known grape varieties
in the world, Sauvignon Blanc, Chardonnay, Cabernet Sauvignon and Merlot were
grown with special care. While Güven Nil carried on with the management of the
vineyards spanning across a land of 250 acres, near the shores of Saroz Bay, the
production and bottling of the wines took place in DOLUCA's modern facilities in
Mürefte, under Ahmet Kutman's personal supervision. The first products from the
Sarafin vineyards, presented to Turkish consumers in 1998, soon became the most
prestigious wines of the country and are enjoying growing success with each
year.The Sarafin project is carried on under a company named Nilkut Ltd.,
established with the partnership between Ahmet Kutman and Güven Nil.
DIREN WINERY
While receiving his education at Agriculture Vocational Senior High School of Bursa
between 1940 and 1943, our founder M. Vasfi Diren developed a particular interest in
oinology as a special branch of agricultural arts after having heard of the statement of
a French scientist who reportedly had said that he would be surprised to hear the
death of a person who eats an apple a day and drinks a glass of wine and of the
declaration attributed to Germans to the effect that eating a little and drinking a lot is
the key to longevity. This interest was further reinforced by the fact that the Central
Anatolia is the homeland of grapes. Throughout the centuries, vineyards abounded in
the Tokat Province and became a model for vineyards and vegetable farms
elsewhere. After his conquest of Istanbul, Ottoman Emperor Mehmet II ordered
vineyards to be created in Beykoz through gardeners brought from Tokat. When a
Jesuit school was opened in Tokat in 1881, the missionary teachers carved terraced
vineyards into the mountains there. These vineyards still exist today. The most
predominant grape species of Tokat is the Narince, which bears the transportation
well because of its thicker skin. It has an amberish colour and well suited for making
wine and treacle because of its high yield of juice. It is also much appreciated as a
table grape. Taking all these into consideration and after a preparation of 18 years,
Mr. Diren began the production of wine on 5 October 1958 with the belief that the
overall national development was possible only through the agriculture and that the
required resources for industrialisation could be secured solely from the agriculture.
In the first year, he produced 15 tons of wine at his home converted into a winery.
21
Having won the first prize in the 1st Wine Contest held in Manisa in 1963, his interest
in the matter had reached new heights and, for further
development and growth, he established close ties with the
Faculty of Agriculture in the University of Ankara and with the
Management of Institutes of State Monopolies. In his visit to
Germany's Rhine and Moselle regions, renowned with their
wine industries, he studied the existing facilities at close
quarters, prepared his project aiming at a production of 1,5
million liters per annum and placed his order for new machinery
which arrived here in 1964. Having noted the high technical
education levels of the personnel of these wineries operating
with advanced technologies he decided to have his children to
receive their education in this field both within Turkey and
abroad. He sent his sons Orhan Ziya Diren to France and Ali
Rıza Diren to Germany between 1968 and 1973. His brother Erol Diren became a
mechanical engineer at the Engineering Faculty of Istanbul Technical University and
his sister Nihal Diren Suner received her degree of food engineering at Ankara
University's Faculty of Agriculture. The group, working as a family company from the
very start have pursued this activity under the guidance, determination,
resourcefulness and will and, with the encouragement received from the founder M.
Vasfi Diren, registered an unprecedented success story throughout the past 45
years. The Company is proud of having its name placed in the list of leading wine
producers of the world and received an imposing number of prizes, awards and
certificates. The bulk of wines produced from the Narince grapes of the region are
exported.
The Marketing Management Process
Developing and managing a marketing plan can be a very long and involved process.
Entire books are written on this subject so this section will give a very basic and
simplistic overview of the process.
1. Marketing Research and Segmentation
This initial step is aimed at identifying the markets and/or a specific niche or niches
that exist for wine, analyzing the competitive situation and assessing the
organization’s strengths and weaknesses. A market is a group of people or
organizations with wants to satisfy, money to spend, and a willingness to spend.
Alternatively, a market is any person or group with whom an individual or
organization has an existing or potential exchange relationship. Those who drink
wine is a market. This can be further broken down into niches such as:
 those who are health conscious,
 those who love the taste
 those who love specific varietals,
22
 those looking for prestige and admiration,
 those looking to get wasted.
Each of these sub-categories may also have sub-categories.
A market analysis focuses on those markets that have a need and/or want they need
fulfilled and the willingness and ability to purchase a specific wine. Once potential
markets have been developed factors such as market size, growth, and accessibility
can be assessed as well as market demographics (age, gender, education level,
expenditure patterns, family life cycle stage, income, ethnicity), psychographics
(personality, life style, behavioral intentions, usage rates, attitudes, interests, opinion,
cultural factors, and technological aptness.
The competitive situation that exists in the industry can be assessed according to, for
example, who potential competitors would be for specific markets, their strengths,
weakness, and what their overall plans for their product includes. This may include
the price they are offering, how they are promoting their wines, where their wines are
being distributed, etc.
Developing the winery’s strengths and weaknesses is also important. Does the
winery offer exceptional wines at moderate prices? Does the winery offer outstanding
customer service? Does the winery have brand name recognition? Etc.
There are several practices and data sources to find this information. They include;
observation,
secondary,
 primary research methodologies.
For a winery, discovering all of these factors would probably not be cost effective. It is
up to a winery to develop which factors are most important to obtain and develop.
Research Methodology
……………………………
………………….
……………………………..
Segmentation
23
To get a product or service to the right person or company, a marketer would firstly
segment the market, then target a single segment or series of segments, and finally
position within the segment(s).
Segmentation is essentially the identification of subsets of buyers within a market
who share similar needs and who demonstrate similar buyer behavior. The world is
made up from billions of buyers with their own sets of needs and behavior.
Segmentation aims to match groups of purchasers with the same set of needs and
buyer behavior. Such a group is known as a 'segment'.
Segmentation is a form of critical evaluation rather than a prescribed process or
system, and hence no two markets are defined and segmented in the same way.
However there are a number of underpinning criteria that assist us with
segmentation:



Is the segment viable? Can we make a profit from it?
Is the segment accessible? How easy is it for us to get into the segment?
Is the segment measurable? Can we obtain realistic data to consider its
potential?
The are many ways that a segment can be considered. For example, the auto market
could be segmented by: driver age, engine size, model type, cost, and so on.
However the more general bases include:




by geography - such as where in the world was the product bought
by psychographics - such as lifestyle or beliefs
by socio-cultural factors - such as class
by demography - such as age, sex, and so on.
A company will evaluate each segment based upon potential business success.
Opportunities will depend upon factors such as: the potential growth of the segment
the state of competitive rivalry within the segment how much profit the segment will
deliver how big the segment is how the segment fits with the current direction of the
company and its vision.
There are many ways that a segment can be considered. Pamukkale şarapçılık A.Ş.
segments the market by geographic, demographic and behavioral variables.
Geographic Segmentation
Finding where prospective buyers live is a straightforward way to define markets and
very important to market segmentation. Knowing the location of target customers
influences location of premises, transport and product type decisions. Geographic
profiles include:



Location - relevant to position of sales premises, delivery services and
promotion campaigns
Region - relevant to different needs of urban and rural customers, climatic
considerations
Residence - age, type and value of property relevant to type of customer and
needs for products
24
Shiraz works well with spicy and strong dishes as well as dishes covered with thick
sauce. So we ca say that our product addresses especially people in the south and
southeast of Turkey. Pamukkale Şarapçılık has common sales out of Turkey such as
European countries. For example it has a branh in Germany. The price of it is
expensive for Turkey but it’s not so much for European people.They can buy it, they
can afford it!
Demographic Segmentation
Demography - population characteristics - segments customers by major personal
traits, some of which are changeable. All strongly influencing buying, these include:




Age - relevant to needs, tastes and interests
Gender - relevant to needs and product development
Family life cycle - relevant to interests, needs
Culture - relevant to customs/religion, needs, tastes
Consumers needs and wants change with age. We can suggest Shiraz for middle
age group or over and also young people!
Gender has no matter on consumption of shiraz. But income level is very important.
Because our special wine has a hihg price than the others. Consumers who have
middle level of income or over ca buy it, others can’t afford in Turkey. For example
you ca find this type in Migros but not in Tansaş. Because customers who shop in
Migros has a middle level income or over.
Also people who shop from A type markets, who eat dinners or lunchs in a luxury
restaurant or who would like to visit wie boutiques can buy Shiraz.
Psychographic Segmentation
According to the doctors’ advices, people go towards drinking a goblet of red wine
with meals. Consumers who are interested in these advices and who think that one
glass of wine will be healthy, start to drink red wine. And also if they want red wine of
high quality, they will choose Shiraz of course!
People who would like to test different tastes, will choose Shiraz too. Because it
contains the aroma of tropical fruits and has a intense, spicy flavor, especially the
aroma of pepper.
Socıo - Economic and Behavioral Segmentation
Most socio-economic aspects of customers lives can easily change. Purchasing
power depends directly on income, whilst actual or perceived social position may
influence needs, tastes and interest. Customers can be segmented by:



Income - relevant to buying power
Occupation - relevant to cultural interests and tastes
Class or social position - relevant to needs, cultural interests, tastes
Wine consumption increases during chrismas. They push people to buy red wine,
esp. Shiraz also in other important days. Because special days should be celebrated
25
with a special wine ,they say. They offer Shiraz for st. Valentine’s day, birthdays,
wedding aniversaries.
People who can’t give up “raki culture” wouldn’t like drinking wine. But Pamukkale
Şarapçılık tries to attract them too and change their mind.
Also they try to attract heavy users because their consumptio is a lot. They analyze
loyalty patterns in wine market. They starat with its own loyal customers. They fix
their needs and they focus on them. Then they study on less loyal buyers. They
detect which brands are most competitive with its own. Doluca is o e of the
competitors. So they attempt to improve their positioning against Doluca, by using
fairs, festivals etc.
Targetting
Targetting is the second stage of the segment, target position process. After the
market has been separated into its segments, the marketer will select a segment or
series of segments and 'target' it/them. Resources and effort will be targeted at the
segment. It's like looking at a dart board or a shooting target. You see that it has
areas with different scores - these are your segments. Aiming the dart or the bullet at
a specific scoring area is 'targeting'. There are three main types of targeting. They
are considered below.
The first is the single segment with a single product. In other word, the marketer
targets a single product offering at a single segment in a market with many
segments. For example, British Airway's Concorde is a high value product aimed
specifically at business people and tourists willing to pay more for speed.
26
Secondly the marketer could ignore the differences in the segments, and choose to
aim a single product at all segments i.e. the whole market. This is typical in 'mass
marketing' or where differentiation is less important than cost. An example of this is
the approach taken by budget airlines such as Go/Easyjet in the UK and Ryan Air in
Eire.
Finally there is a multi-segment approach. Here a marketer will target a variety of
different segments with a series of differentiated products. This is typical in the motor
industry. Here there are a variety of products such as diesel, four-wheel-drive, sports
saloons, and so on.
Pamukkale Şarapçılık has a target mass of elite level for Shiraz. Also education level
is university degree. They don’t like drinking coke, beer or raki with meals. This group
prefer red wine but they want the best quality. So they choose Shiraz. Age ad gender
is not important for wine choosing.
TARGET MARKET OF SHIRAZ WINE
First of all; for being able to explain the target market of our choosen product ‘
SHIRAZ WINE ‘ we should approach to the theorotical side of target market. And also
we should analyze the target markets of other products of Pamukkale. So that we
can see the differences in target markets and we can understand the reasons of
these differences.
The emergence of the marketing concept and the recognition of consumer needs and
wants led marketers to think in terms of target marketing. Target Markets are groups
of people with similar wants and needs. So we have to know the group of people that
27
we are going to influence and sell our product. If we do not clarify this gropu of
people according to characteristics of our product, if we can not match the product
with the right market it becomes impossible for us to be permanent in the market.
That time we ask that: ‘ What about Shiraz Wine ? ‘ Pamukkale Wine Company has a
large product line including 15 kinds of product. These products are grouped
according to their target markets in their inside. To give an example;Dry ( Sek )
Group: Dry Rose ( Sek Rose ), Dry Red ( Sek Kırmızı) can be a group. The target
market of this group is the people who look for both quality and convenience of price
= Middle-income leveled people. So university students are one of the basic target
market of this group.
But Shiraz Wine is a special product that it is just a group by itself. It is so special and
tasteful that it won a golden medal . So it has a special target market. The target
market of Shiraz Wine is the people who give the priority to the taste and quality. So
this group is a little bit high- income leveled people. On the other hand Shiraz Wine is
not known by everyone. First Production was made by Pamukkale and it is still being
produced by only Pamukkale. So the people who have strong wine- culture is the
other target group of our product. When we combine these two basic qualification (
high income leveled and people having strong wine culture ) , we expect them to
have a good education level. Because we can not hope a person earning 300/ 400
Million TL in a month to consume high qualified and expensive wine. These are
related to each other. So where do we look for this target group? We can find
especially in Migros which is one of the most expensive retailer market. We can find
in restaurants such as Venedik Pizza. So a student may not be in our target group;
but a business man can easily be included in our target group.
TO Sum up, People




Having high income level
Having strong wine culture
Giving priority to the taste and quality before the price.
Middle aged are included in our target market...
CUSTOMER SATISFACTION IN PAMUKKALE ŞARAPÇILIK
We interviewed with Izmir Bölge Müdürü Salih Karademir. His speech about
customer satisfaction is so important for us. Because usually he met the customers
such as restaurants, bars, etc.
According to Mr. Karademir human relationship is more important than everything.
They firstly see the customers as people who have feelings, families, private life. Mr
Karademir told us that he has a strong friendship with customers. This attitude
causes mutually confidence and tolerance. When you behave tolerantly in difficult
days of your customers, they will be faithful to you and perhaps on your difficult days
they will be tolerant to you. So they will work with you during long terms. Getting
customers and not loosing them is one of the main strategy of business world.
After these information we want to tell about a real customer satisfaction example of
Pamukkale Şarapçılık. A restaurant that is called Olive Tree in Çeşme was owned by
a couple. Last year they bought a big amount of wine for their restaurant. After a
while they had decided to divorce. So their business partnership would finish and
28
they would get their own share. And they told this situation to Mr. Karademir. For not
letting them get into a worse state, Mr Karademir cancelled their orders. He could
make them buy the wine and pay the money. Even if they got into a difficult position
they would buy. But after a while, may be after the situation became better instead of
needing wine they would not prefer Pamukkale Şarapçılık. This tolerant behavior
caused them not loosing their customers. In this market conditions our first aim must
be holding our customers, not loosing them and after that adding new customers. As
we can understand from this example customer satisfaction is important for
Pamukkale Şarapçılık. They do not prefer earning profit by loosing customers. A
selling strategy must make both the customer and seller earn something. If one of
them earn and the other loose their relationship will not be for a long time. If Mr.
Karademir had not cancelled the agreement the company will earn a profit but for a
short time. When we think of long term the company would loose its customer. So
once more we can say that customer satisfaction is important for Pamukkale
Şarapçılık and this will be one of the real reason of their success.
Positioning
The third and final part of the segment, taget, position process is 'positioning.'
Positioning is undoubtedly one of the simplest and most useful tools to marketers.
After segmenting a market and then targeting a consumer, you would proceed to
position a product within that market.
Remember this important point. Positioning is all about 'perception'. As perception
differs from person to person, so do the results of the positioning map e.g what you
perceive as quality, value for money, etc, is different to my perception. However,
there will be similarities.
Products or services are 'mapped' together on a 'positioning map'. This allows them
to be compared and contrasted in relation to each other. This is the main strength of
this tool. Marketers decide upon a competitive position which enables them to
distinguish their own products from the offerings of their competition (hence the term
'positioning strategy').
29
The marketer would draw out the map and decide upon a label for each axis. They
could be price (variable one) and quality (variable two), or Comfort (variable one) and
price (variable two). The individual products are then mapped out next to each other
Any gaps could be regarded as possible areas for new products.
The term 'positioning' refers to the consumer's perception of a product or service in
relation to its competitors. You need to ask yourself, what is the position of the
product in the mind of the consumer?
Trout and Ries suggest a six-step question framework for successful positioning:
1. What position do you currently own?
2. What position do you want to own?
3. Whom you have to defeat to own the position you want.
4. Do you have the resources to do it?
5. Can you persist until you get there?
6. Are your tactics supporting the positioning objective you set?
According to this information we can examine Pamukkale Şarapçılık. First of all they
choose to join fairs and festivals around the world.(also in Turkey) so they improve
their positioning against the competitors Doluca anad Kavaklıdere. Because they are
more famous in turkey and also they are the first brands in people’s mind. But
nowadays Pamukkale is very popular too. They had introduced their brand name in
Europe firstly. But now they have a big customer mass in Turkey. And also they have
activities in grossmarkets and hipermarkets.
There are presentation activities in luxury restaurants and grossmarkets. They also
joi catalogues which are prepared, composed by Kipa. Migros etc.
30
3. The Marketing Mix
The marketing mix involves how a specific wine or line of wines will be developed,
priced, promoted, and distributed. The development of the marketing mix is
dependent on the target market and the needs and wants of this market should
always be the source of reason for making one decision over another.
The development of a marketing mix can be looked at from two perspectives. One is
from the perspective of the seller. This is also known as the four P’s (product, price,
promotion, place). It involves a winery deciding on what varietals to offer and the
characteristics of the wine and it’s packaging, the price, how and where the wine will
be distributed, and how the wine will be promoted. The other perspective involves
developing the marketing mix from the consumer’s point of view. This is known as the
four C’s (customer value, cost to the customer, communication, convenience). It
involves developing the product according to what the consumer would perceive as
valuable, a pricing structure according to how the consumer would perceive the cost,
a promotional structure according to what the consumer reads/views/attends/etc.,
and a distribution strategy according to what the
consumer perceives as convenient.
Product:
Product is anything offered to market to satisfy the needs
and wants.
It includes:
 physical objects
 services
 events
 ideas
 people
 places
 organizations
31
The Product Life Cycle (PLC)
Strategies for the differing stages of the PLC
Introduction
The need for immediate profit is not a pressure. The product is promoted to create
awareness. If the product has no or few competitors, a skimming price strategy is
employed. Limited numbers of product are available in few channels of distribution.
Growth
Competitors are attracted into the market with very similar offerings. Products
become more profitable and companies form alliances, joint ventures and take each
other over. Advertising spend is high and focuses upon building brand. Market share
tends to stabilise.
Maturity
Those products that survive the earlier stages tend to spend longest in this phase.
Sales grow at a decreasing rate and then stabilise. Producers attempt to differentiate
products and brands are key to this. Price wars and intense competition occur. At this
point the market reaches saturation. Producers begin to leave the market due to poor
margins. Promotion becomes more widespread and use a greater variety of media.
Decline
At this point there is a downturn in the market. For example more innovative products
are introduced or consumer tastes have changed. There is intense price-cutting and
many more products are withdrawn from the market. Profits can be improved by
reducing marketing spend and cost cutting.
Problems with PLC
In reality very few products follow such a prescriptive cycle. The length of each stage
varies enormously The decisions of marketers can change the stage, for example
32
from maturity to decline by price-cutting. Not all products go through each stage.
Some go from introduction to decline. It is not easy to tell which stage the product is
in. Remember that PLC is like all other tools. Use it to inform your gut feeling.
Syrah/Shiraz Grapes
Geography
Mostly France and Australia and increasingly in California,
Algeria and South Africa.
Flavour&Character
Intense and complex sweet fruit flavoured,
blackberry and raspberry, with a peppery overtone.
particularly
Body,Dry/Sweet
Capable of producing superb wines across the spectrum, but is
at its best in full-bodied, intense, deep coloured wines.
Produces superb full-bodied examples.
Viticulture
Grows well in a range of climates and copes well with warmth.
Vinification
Traditionally, fermented at up to 35 ºC. Nowadays, often
fermented at cooler temperatures in stainless steel vessels.
Matured in old or new oak.
Varietal/Blend
Although used for blending in Châteauneuf-du-Pape, is capable
of fine quality wine as a varietal.
Style
Intense, rich and tannic with a velvety texture.
Notes
Known as Syrah in France and Shiraz in Australia and
elsewhere.
-
When we focus on “wine-as a product” We’ll take care about those concepts
below:
Quality. The product elaborated is of high quality (consumer acceptance),
achieved by the high quality of the grapes used (variety, phytosanitary state
and agro-environmental conditions in the production zone) and by the process
of elaboration and ageing.
33
-
-
Design. The containers and labels make reference to the production zone with
drawings of well-known buildings in the area (churches), influencing the
product-elaboration zone relation positively.
Bottle. The bottle used is the typical one for this product type (Bordeaux
bottle).
Brand. There is only one brand. It makes reference to the location of the
vineyards producing the grapes.
Guarantees. Product origin and quality are guaranteed by the Regulatory
Commission of the "Appellation d’Origine", which is in charge of furnishing the
counter-seals testifying to this guarantee.
The estimation of importance of various quality factors in wine consumption
WHEN THE
RESPONDENT
ATTRIBUTE
PURCHASES
WINE FOR
HIM/HERSELF
Place of origin
3,34
Price
3,08
Size of bottle
2,6
Goodwill of producer
3,15
Grape variety
3,72
Carton packaging of bottles 1,87
Vintage
3,16
Recommendation of friends
3,14
or acquaintances
Brand name
3,25
Taste
4,23
Form of bottle and bottle2,95
label
WHEN OTHER
PEOPLE
PURCHASE
WINE FOR
THEMSELVES
2,87
3,44
2,86
2,93
3,31
2,13
2,75
WHEN THE
RESPONDENT
PURCHASES
WINE AS A GIFT
3,45
2,83
3,16
3,55
3,62
2,95
3,39
3,05
3,09
3,28
3,82
3,72
3,94
2,85
4,05
Our Chosen Product “SHIRAZ”
Our chosen product “Shiraz” is aportly, full-bodied, velvety dark red wine with a
lasting aftertaste. Shiraz contains the aroma of tropical fruits and has an intense,
spicy flavor, especially the aroma of pepper. It works well with spicy and strong
dishes as well as dishes covered with thick sauce.
It’ made from Shiraz grapes from the Denizli region. Alcohol volume is 12%.
Recommended to be consumed at 16-18 º C.
34
Price
The price to be charged for products and services should be determined in the light
of the niche prospect's likely cost-benefit ratio and the financial ability to pay
according to the payment terms. Given the typical niche prospect, this may suggest
the need for extended payment terms, lease arrangements or alternatively may
indicate a possibility for asking for initial deposits.
There are many ways to price a product. Let's have a look at some of them and try to
understand the best policy/strategy in various situations.
Premium Pricing
Use a high price where there
is a uniqueness about the
product or service. This
approach is used where a a
substantial
competitive
advantage exists. Such high
prices are charge for luxuries
such as Cunard Cruises,
Savoy Hotel rooms, and
Concorde flights.
35
Penetration Pricing
The price charged for products and services is set artificially low in order to gain
market share. Once this is achieved, the price is increased. This approach was used
by France Telecom in order to attract new corporate clients.
Economy Pricing
This is a no frills low price. The cost of marketing and manufacture are kept at a
minimum. Supermarkets often have economy brands for soups, spaghetti, etc.
Price Skimming
Charge a high price because you have a substantial competitive advantage.
However, the advantage is not sustainable. The high price tends to attract new
competitors into the market, and the price inevitably falls due to increased supply.
Manufacturers of digital watches used a skimming approach in the 1970s. Once other
manufacturers were tempted into the market and the watches were produced at a
lower unit cost, other marketing strategies and pricing approaches are implemented.
Premium pricing, penetration pricing, economy pricing, and price skimming are the
four main pricing policies/strategies. They form the bases for the exercise. However
there are other important approaches to pricing.
Psychological Pricing
This approach is used when the marketer wants the consumer to respond on an
emotional, rather than rational basis. For example 'price point perspective' 99 cents
not one dollar.
Product Line Pricing
Where there is a range of product or services the pricing reflect the benefits of parts
of the range. For example car washes. Basic wash could be $2, wash and wax $4,
and the whole package $6.
Optional Product Pricing
Companies will attempt to increase the amount customer spend once they start to
buy. Optional 'extras' increase the overall price of the product or service. For example
airlines will charge for optional extras such as guaranteeing a window seat or
reserving a row of seats next to each other.
Captive Product Pricing
Where products have complements, companies will charge a premium price where
the consumer is captured. For example a razor manufacturer will charge a low price
and recoup its margin (and more) from the sale of the only design of blades which fit
the razor.
36
Product Bundle Pricing
Here sellers combine several products in the same package. This also serves to
move old stock. Videos and CDs are often sold using the bundle approach.
Promotional Pricing
Pricing to promote a product is a very common application. There are many
examples of promotional pricing including approaches such as BOGOF (Buy One
Get One Free).
Geographical Pricing
Geographical pricing is evident where there are variations in price in different parts of
the world. For example rarity value, or where shipping costs increase price.
Value Pricing
This approach is used where external factors such as recession or increased
competition force companies to provide 'value' products and services to retain sales
e.g value meals at McDonalds.
PRICE OF SHIRAZ WINE
We all know that pricing a product – selecting the most appropriate price at which to
sell it – is often a balancing act. There are 2 views of pricing : From producer’ s view
and from consumer ‘ s view. When we look from producer’ s view, we can easily see
that they try to covar organization’ s operating, administrative, research, marketing ...
costs. They set price by considering these costs. But they have to keep the balance
between these costs and and consumer expectation. At that point we face the view of
consumer for pricing strategy. Prices must’ nt be so high that consumer must’ nt need
to apply rival brand names. This is a really difficult and balancing act.
On this point kind of product becomes very important. Because from consumer’ s
view, low prices usually mean ‘ Low quality’ while high prices mean ‘ High quality ‘ .
So while pricing product we should consider all these factors.
That time we can ask again ‘ What about Shiraz Wine ? ‘ Before the Shiraz, we
should take the general pricing strategy to the hand. When we look at Pamukkala
Wine Company , we see that it is a developing company. It is getting bigger and
bigger day by day. But they are not making sudden or often or dramatic cahnges on
their prices. In general the prices in wine sector are high because of high tax rates (
% 63.3 Özel Tüketim Vergisi,ÖTV. % 11 KDV ). Despite these difficulties, prices of
Pamukkale Brand name are not high when we compare with Doluca or Kavaklıdere.
This may be an obligation of being a developing company.
On the other hand when we look at ‘ Shiraz Wine ‘ we saw that it’s prices are higher
than other products. It is being sold from 15 million TL in retailer markets such as
Migros, Carreaufur. Price of Shiraz is higher than others in Pamukkale; but lower
than rival brand names. So we think that they are providing both quality and
convenient prices.
37
Another point we emphasized is that although thet make big sales during Christmas,
they are nor increasing prices. But during Ramadan Month they are appliyingf
discounts on their prices.
To sum up; in a general view they are not applying high prices despite beina quality.
But for Shiraz they are increasing prices; because they are trusting Shiraz so much
that it won a golden medal. Shiraz is being produced only by Pamukkale. This may
be another reason to make them trust Shiraz so much...
PROMOTION
The most visible component of the marketing mix is promotion, which refers to
techniques for communicating info about products.
Advertising is any form of paid non-personal communication used by an identified
sponsor to persuade or inform certain audiences about a product. . So adverising is
such expensive for componies but this does not mean that they do not use
advertisements.They organize campaigns in order to introduce their products. Finally
instead of advertising so much they are integrating the Promotions Mix
The elements of the promotions mix are:
Personal Selling
Sales Promotion
Public Relations
Direct Mail
Trade Fairs and Exhibitions
Advertising
Sponsorship
38
The Promotions Mix
Let us look at the individual components of the promotions mix in more detail.
Remember all of the elements are 'integrated' to form a specific communications
campaign.
1. Personal Selling
Personal Selling is an effective way to manage personal customer relationships. The
sales person acts on behalf of the organization. They tend to be well trained in the
approaches and techniques of personal selling. However sales people are very
expensive and should only be used where there is a genuine return on investment.
For example salesmen are often used to sell cars or home improvements where the
margin is high.
2. Sales Promotion
Sales promotion tend to be thought of as being all promotions apart from advertising,
personal selling, and public relations. For example Buy One Get One Free. Others
include couponing, money-off promotions, competitions, free accessories (such as
free blades with a new razor), introductory offers (such as buy digital TV and get free
installation), and so on. Each sales promotion should be carefully costed and
compared with the next best alternative.
3.Public Relations (PR)
Public Relations is defined as 'the deliberate, planned and sustained effort to
establish and maintain mutual understanding between an organization and its
publics' (Institute of Public Relations). It is relatively cheap, but certainly not cheap.
Successful strategies tend to be long-term and plan for all eventualities. All airlines
exploit PR; just watch what happens when there is a disaster.The pre-planned PR
machine clicks in very quickly with a very effective rehearsed plan.
39
4. Direct Mail
Direct mail is very highly focussed upon targeting consumers based upon a
database. As with all marketing, the potential consumer is 'defined' based upon a
series of attributes and similarities. Creative agencies work with marketers to design
a highly focussed communication in the form of a mailing. The mail is sent out to the
potential consumers and responses are carefully monitored. For example, if you are
marketing medical text books, you would use a database of doctors' surgeries as the
basis of your mail shot.
5. Trade Fairs and Exhibitions
Such approaches are very good for making new contacts and renewing old ones.
Companies will seldom sell much at such events. The purpose is to increase
awareness and to encourage trial. They offer the opportunity for companies to meet
with both the trade and the consumer. Expo has recently finish in Germany with the
next one planned for Japan in 2005, despite a recent decline in interest in such
events.
6. Advertising
Advertising is a 'paid for' communication. It is used to develop attitudes, create
awareness, and transmit information in order to gain a response from the target
market. There are many advertising 'media' such as newspapers (local, national,
free, trade), magazines and journals, television (local, national, terrestrial, satellite)
cinema, outdoor advertising (such as posters, bus sides).
7. Sponsorship
Sponsorship is where an organization pays to be associated with a particular event,
cause or image. Companies will sponsor sports events such as the Olympics or
Formula One. The attributes of the event are then associated with the sponsoring
organization.
The elements of the promotional mix are then integrated to form a unique, but
coherent campaign..
Promotion Strategies of Pamukkale Şarapçılık
We all know that Wine Sector is a developing sector. And in this sector; there are a
few componies such as Dolluca Kavaklıdere; which have been for a long time indeed
in this sector.
When we focus on the compony chosen by our project team, we realize that it is also
a developing one; just like the sector. So it attracted our attention.
The most “visible” component of the marketing mix is promotion, which refers to
techniques for communicating info about products.
Advertising is any form of paid non-personal communication used by an identified
sponsor to persuade or inform certain audiences about a product. . So adverising is
such expensive for them but this does not mean that they do not use advertisements.
40
They organize campaigns in order to introduce their products. Finally instead of
advertising so much they use publicity mostly.
Here are their specific Promotıon Strategies:
 The priority for them is “Customer Satisfaction” That’s why they aim to get
profit through satisfacton; not through volume. So we can say that they are applying
Matketing concept, instead of Selling Concept.
 As they are a new developing compony, their other aim is to “position” their
brand name.
 Also they give great importance to keeping their old customers through
creating long-lasting relationships. “Diverting customers into clients”
They achieve these conditions by:
 Taking part in International Fair- İzmir and presenting their wine through
tadım????
 Participating in Festivals such as “Şirince Bağbozumu Şenlikleri”
 Having face to face communication with their custumers. Such as:
Remebering their birthdays. Sending special messages and etc.
 Creatig good relationships with their customers, then those actual
customers act as “Walking Advertisements” and attract the attention of your
potential customers.
 Being more flexible in collection of taxes.
 “Thinking Global not Local” is their action point. They promote their
products to other countries. 45 % of their sales are from European
Countries. That’s a really good amount.
Some of those contries are: France, Netherland, Denmark, Austria, but mostly to
Germany.
 Differentiating the position of their products in Hyper Markets such as:
Carreofur, Kipa, Migros and etc. They pay extra money to those markets in
order to locate their products.on the first shelters.
 Advertising in local newspapers. They can not give advertisements to
televisions because it is illegal. İnstead they use Magazines such as
GUSTO (It is a special magazine which is specifically based on Wine
Sector. There are informations and commends about:
 How to serve a wine.
 Thoughts of experts on wine.
 Special Brand names and critics on them
 New develpments in the sector and etc..
 Giving extra products with their product. Such as Wine glass.
41
 Giving recommends on how to consume their wine. For example: Shiraz
Wine goes well with spicy and strong dishes as well as dishes covered with
thick sauce. Also it should be consumed at 16-18 degrees celcius.
 Contributing to understanding of Wine Culture through informing their
customers about :
 İmportance of Wine( especially the red one) on health.
 Evolution of wine
Its production process.(Fermantation)
Even about the grapes of which each Wine is made. For example: Shiraz
Wine is made of grapes from Denizli Güney.
They do not use a different promotion strategy for each product. But they differentiate
their wine Shiraz from the others. And recomend it to thier special customers.
Also they present Shiraz as the best Wine among others both in this sector and in
their product line.
We can see that they are right on their claims, because Shiraz has taken the “Golden
Medal”.That is an important proof for both the Quality and taste of Shiraz.
PLACE, DISTRIBUTION AND INTERMEDIARY
Place is also known as channel, distribution, or intermediary. It is the mechanism
through which goods and/or services are moved from the manufacturer/ service
provider to the user or consumer.
There are six basic 'channel' decisions:
 Do we use direct or indirect channels? (e.g. 'direct' to a consumer, 'indirect' via
a wholesaler)
 Single or multiple channels
 Cumulative length of the multiple channels
 Types of intermediary
 Number of intermediaries at each level (e.g. how many retailers in Southern
Spain).
 Which companies as intermediaries to avoid 'intrachannel conflict' (i.e.
infighting between local distributors)
Selection Consideration - how do we decide upon a distributor?

Market segment - the distributor must be familiar with your target consumer
and segment.
42




Changes during the product life cycle - different channels can be exploited at
different points in the PLC e.g. Foldaway scooters are now available
everywhere. Once they were sold via a few specific stores.
Producer - distributor fit - Is there a match between their polices, strategies,
image, and yours? Look for 'synergy'.
Qualification assessment - establish the experience and track record of your
intermediary.
How much training and support will your distributor require?
Types of Channel Intermediaries
There are many types of intermediaries such as wholesalers, agents, retailers, the
Internet, overseas distributors, direct marketing (from manufacturer to user without an
intermediary), and many others. The main modes of distribution will be looked at in
more detail.
1. Channel Intermediaries – Wholesalers





They break down 'bulk' into smaller packages for resale by a retailer.
They buy from producers and resell to retailers. They take ownership or 'title'
to goods whereas agents do not (see below).
They provide storage facilities. For example, cheese manufacturers seldom
wait for their product to mature. They sell on to a wholesaler that will store it
and eventually resell to a retailer.
Wholesalers offer reduce the physical contact cost between the producer and
consumer e.g. customer service costs, or sales force costs.
A wholesaler will often take on the some of the marketing responsibilities.
Many produce their own brochures and use their own telesales operations.
2. Channel Intermediaries – Agents



Agents are mainly used in international markets.
An agent will typically secure an order for a producer and will take a
commission. They do not tend to take title to the goods. This means that
capital is not tied up in goods. However, a 'stockist agent' will hold
consignment stock (i.e. will store the stock, but the title will remain with the
producer. This approach is used where goods need to get into a market soon
after the order is placed e.g. foodstuffs).
Agents can be very expensive to train. They are difficult to keep control of due
to the physical distances involved. They are difficult to motivate.
3. Channel Intermediaries – Retailers





Retailers will have a much stronger personal relationship with the consumer.
The retailer will hold several other brands and products. A consumer will
expect to be exposed to many products.
Retailers will often offer credit to the customer e.g. electrical wholesalers, or
travel agents.
Products and services are promoted and merchandised by the retailer.
The retailer will give the final selling price to the product.
43

Retailers often have a strong 'brand' themselves e.g. Ross and Wall-Mart in
the USA, and Alisuper, Modelo, and Jumbo in Portugal.
4. Channel Intermediaries – Internet
Needles to say the internet offers a new "Place" to many business sectors. It has
enabled many middlemen to be bypassed resulting in a price advantage to be offered
to the customer followed by the inevitable increase in volume for the seller.This could
be selling direct to your consumer and missing out the retailer, or it could be direct to
your retailer, missing out the wholesaler.
 The Internet has a geographically disperse market.
 The main benefit of the Internet is that niche products reach a wider audience
e.g. Scottish Salmon direct from an Inverness fishery.
 There are low barriers low barriers to entry as set up costs are low.
 Use e-commerce technology (for payment, shopping software, etc)
There is a paradigm shift in commerce and consumption which benefits distribution
via the Internet
Place and Distibution Strategies of Pamukkale Şarapçılık & Shiraz
Wine
They are aware of the fact that; they can not make everyone happy at the same time
so they have a target group. Their target Group is people who have the "Purchasing
Power”. So they locate and distibute their product on the basis of this view.
They have their own distibutıon channel so that’ s an adventage for them. They
promote their oproducts to restaurants which they call A-type. Here are some
examples for those restaurants: Asansör, Bonjour, Plaza, 1888, Mico, Beygua,
Levent Marina, Körfez, Club Envelo, Olive Tree, Bordo, Ata Tepe and it goes on.
As understood from the names of Restaurants, they try to be selective while locating
their products.
Seasonal affects on Distribution of Products:
Ofcourse seasonal affects have great influence on the amount of wine
consumed, so it has an indirect affect on the distibutin channels of the compony with
respect to weather conditions.
Aegean Region-General Manager Salih Karademir told us that the demand for
wine inraeses as weather gets hot. So their distribution net is stronger in touristic
places ,with respect to ohers. Especially in Çeşme, Kuşadası, Marmaris, Bodrum,
Ayvalık, Antalya, Özdere,...........
But this does not mean that they do not have a good distributıon net in other
places. As Aegean Region distributor they focus on Alsancak a lot. As we have
mentioned before, their target group consists of consumers who have the purchasing
power besides they aim to get the attentıon of those who have high education levels
and open to innovation.
So they try to locate their products:
44
Grossmarkets ( Carreofour, Kipa, Migros, Tansaş..)
 Luxurious Hotels such as Corinthia, WOW, Hillside Club, Club Phokai
 Reastaurants: As mentioned before, selective ones.
We would like to inform you about a nice experince of an actual customer of
Pamukkale Şarapçılık.
SHIRAZ: You can find their special Shiraz wine at all places written above. But when
you ask the waiter or waitress to recommend you a specal wine for a special evening;
the answer woud be definitely “Shiraz- The velvety dark red wine"
The Market Niche
Given this chaotic world, it is important to apply all your energies effectively to have
any chance at all of communicating with your target customers. If you try to sell to
everyone, then you will probably end up selling to no one. It is much better to focus
on a particular market niche, which is a group of customers who will be the target of
your marketing efforts. To really sharpen your marketing efforts, a tight definition of
this niche of customers is essential. In many business-to-business Sales, it may be
possible to create a database of the decision-makers in the client companies. This
database is then your niche. This is the only target you will focus on.
This does not rule out that others not in the niche you have selected may become
aware of your product/service and may wish to buy. Such fortuitous sales are most
welcome but should not divert the aim of your marketing efforts away from your niche
market.
There are two checks you should make on your selected market niche. A reasonable
target is that EVERYONE in your niche, without exception, should know about your
product/service and have a favourable view of it in say 3 years. Your actions and
communication efforts should be geared to making this happen. Is this possible? Or
is your niche too large so that you will be trying to hit too many people with less than
full effectiveness.
The second check is that this niche should be big enough. That means that, with the
rate at which niche prospects become aware of your product/service and then buy,
the sales growth must produce satisfactory sales revenues to achieve the company
goals. A "what-if" analysis done on possible sales scenarios will rapidly confirm
whether the chosen niche can fulfill the company's goals.
Once the niche has been selected, the typical prospect in the niche becomes a key in
defining the whole marketing strategy. What does that typical prospect really want
and how can we make sure that he or she develops the confidence and trust in our
company so that they buy from us? We should stand in the shoes of that typical
prospect and see what our company and the product/service we offer looks like
through their eyes. That niche prospect can become a mirror in which we check out
whether what we communicate and what we offer will make the sale happen. The
typical steps in a Marketing Plan can be developed with that niche prospect in mind.
If we do a SWOT Analysis, then this must focus on this market niche. If we use the
Marketing 4 P's then each can be considered with respect to that typical niche
prospect.
45
Swot Analysis and the Competition
In our SWOT Analysis, the analysis of the Strengths and Weaknesses of the
competition versus our own company strengths is only considered relative to the
needs of the target prospects in our market niche. Indeed a better way of doing the
SWOT Analysis is to imagine that a typical potential customer is trying to evaluate
which of the potential suppliers is likely to be the best supplier. So it is important to try
to get into the shoes of that prospect and be very objective in identifying the
strengths and weaknesses. Equally the Opportunities and Threats in the SWOT
analysis should be considered as they apply to the Market Niche. Sometimes a
market niche is not affected or is less affected by some trends that may be having a
major impact on the big players in the industry.
Selling to the Market Niche
With this approach whereby the members of the target market niche help define the
Marketing strategy, the selling approach becomes a natural extension of the
marketing approach to prospects.
In the "olden days", companies would make good products and then hang a sign
outside their store to encourage people to come in and buy. The marketing 4 P's
approach could be seen as a way of making that process more effective. By being
more visible through the marketing strategy, potential customers are more likely to
come into the store. The hope is that by word-of-mouth combined with the publicity
program, purchasers will flock through the doors. This process obviously works and
may be the only way if you are dealing with retail markets for low-priced items.
However in other cases, there may be a better way. The Market Niche approach has
identified the target prospects, in some cases by name where a database can be set
up. This links naturally with the High Probability Prospect Selling approach. Jacques
Werth, the inventor of the approach, suggests that the key to selling is to contact as
many potential leads as possible by telephone. Very rapidly, you determine that
many of these leads are not potential purchasers on that occasion. So you terminate
the call quickly, perhaps indicating that you will call in a few months if appropriate.
You spend more time with those who may be potential purchasers, identifying if your
product/service meets their needs and if they are willing to purchase from you. In a
sense, this links with the notion that sellers do not sell but rather purchasers buy. The
HPPS approach accelerates the process whereby live potential purchasers are
contacted and buy from you.
The Market Niche approach has already developed a Product/service/Price package
best suited to the target customers, has communicated with them effectively through
the Publicity program, and arranged that they can easily be supplied with the product
("Place"). So this preferred niche of customers already is well positioned for the sales
process described in the HPPS approach.
46
TÜRK BASININDAN MAKALELER
26 Mart 2003 AKŞAM GAZETESİ
Ticarete henüz çocukken başlayan Denizli'nin başarılı işadamları bugün tüm dünyada
tanınıyor. Denizlili üreticiler, şarabı anavatanı Fransa'ya, faytonları Almanya'ya,
perdeleri ABD'ye ihraç ediyor.
Denizli'de çekirdekten yetişen işadamlarının ortak özelliği fırsatları en iyi şekilde
değerlendirmeleri. Kurdukları hayalleri gerçeğe dönüştüren işadamları bugün ABD,
Fransa, Danimarka, Hollanda, Almanya ve Yunanistan'a ihracat yapan fabrikaların
sahibi.
Türkiye'nin en ünlü üzümü olan Kalecik Karası'nın rakibi Çalkarası üzümleri
Denizli'de yetiştiriliyor. Güney İlçesi'nde, yıllık 100 bin litre kapasiteyle 1962'de
üretime başlayan Pamukkale Şarapçılık, şarabın anavatanı sayılan Fransa başta
olmak üzere Almanya, Hollanda, Danimarka, Avusturya ve diğer AB ülkelerine ihracat
yapıyor.
Sezer'in tercihi
Şarapçılıkta uzman mühendisleri bünyesine katan Pamukkale Şarapçılık, teknolojisini
yenileyince kapasitesini 2 milyon litreye çıkararak Türkiye'nin en modern şarap üretim
ve şişeleme tesislerinden biri haline geliyor. Anadolu'nun en iyi şaraplık üzümlerini,
Alman şarap uzmanlarının danışmanlığında işleyen firma, bugün Avrupa
pazarlarında Pamukkale adıyla yer alıyor. Pamukkale Şarapçılık San. Tic. A.Ş.
Yönetim Kurulu Başkanı Yasin Tokat, başarı öykülerini şöyle anlatıyor: 'Türkiye'de 20
firma içerisinde sıralamalarda kalite olarak ilk üç, kapasite bakımından da ilk beşte
yer alıyoruz. Kapasite üzerinden ihracat oranlamasında ise birinci sıradayız. En çok
ihracat yapan firmalar arasında da üçüncüyüz. Geçtiğimiz günlerde gazetelerde
Cumhurbaşkanımız Ahmet Necdet Sezer'in yabancı konuklarına Pamukkale
Şarapları'nı ikram etmesiyle ismimiz gündeme geldi.'
Pamukkale Şarapçılıktan İhracat Atağı
Ali YAVUZÇEHRE
1962 yılında, Denizli'nin Güney ilçesinde, yıllık 100 bin litre kapasite ile üretime
başlayan Pamukkale Şarapçılık, 1967 yılına kadar üretimini dökme şarap olarak
pazarladı. Bu tarihten itibaren üretimini şişeli olarak piyasaya sundu. 1972 yılında
başlattığı bir atılımla şarapçılıkta uzman mühendisleri bünyesine katıp, teknolojisini
yenileyerek yoluna devam eden Pamukkale Şarapçılık, kapasitesini 2 milyon litreye
çıkararak Türkiye'nin en modern şarap üretim ve şişeleme tesislerinden biri haline
geldi. Anadolu'nun en iyi şaraplık üzümlerini, Alman şarap uzmanlarının
danışmanlığında işleyen firma, bugün Avrupa pazarlarında Pamukkale adıyla yerini
aldı. Pamukkale Şarapçılık San. Tic. A.Ş. Yönetim Kurulu Başkanı Yasin Tokat
konuyla ilgili olarak şunları söyledi:
47
"Pamukkale Şarapçılık olarak Türkiye'de 20 firma içerisinde sıralamalarda kalite
olarak ilk 3, kapasite bakımından da 5. sıradayız. Kapasite üzerinden ihracat
oranlamasında 1. sıradayız. En çok ihracat yapan firma sıralamasında ise 3.
sıradayız. Geçtiğimiz günlerde gazetelerde Cumhurbaşkanımızın yabancı
konuklarına Pamukkale Şarapları'nı ikram etmesiyle ismimiz gündeme geldi. Sayın
Cumhurbaşkanımız Ahmet Necdet Sezer'e bu demokratik hareketi için teşekkür
ediyorum. Bu demokratik davranış sadece şarapta değil diğer Anadolu'da üretilen
ürünlerde de yaşandı. Türkiye'nin her yerinden ürünler Cumhurbaşkanlığı mutfağına
girdi. Biz yıllardır Pamukkale adıyla şarap üretip şarabın anavatanı olarak bilinen
Fransa başta olmak üzere Almanya, Hollanda, Danimarka, Avusturya ve diğer AB
ülkelerine ihracat yapıyoruz. Üretimimizin yüzde 60'ını iç piyasaya veriyoruz. Burada
iç piyasa derken Türk insanının içtiği şaraptan bahsetmiyoruz. Turizm bölgelerinde
turistler tarafından tüketilen şarap burada çok önemli. Akdeniz, Ege ve diğer turistik
bölgelerde şaraplarımız tüketiliyor. Üretimimizin yüzde 40'ı ise direkt olarak ihraç
ediliyor. 2000 yılı içerisindeki ihracat rakamımız 600 bin Mark dolaylarında idi. 2001
yılı içerisindeki ihracat hedefimiz ise 800 bin mark." Yasin Tokat, bağcılık konusunda
Avrupa'da üretim yapan ülkelerle kıyaslama yaparken Türkiye'nin bu ülkelerle aynı
şartlara sahip olduğunu ve en kaliteli ürünlerin yetiştirilmesi konusunda sadece
üreticinin bilgi ve teknoloji açısından desteklenmesi gerektiğini belirtti. "Devlet tütün
ekiminde ve alımında üreticiyi destekliyor. Ancak her yıl binlerce ton tütün yakılıyor.
Böylece ülke kaynakları boşa kullanılmış oluyor. Oysa bu destek bağcılığa verilse,
bağcılık özendirilse, yemeklik ve şaraplık üzüm ihracatında ve hatta üzümün
işlendikten sonra yapılan ihracatında bir patlama yaşanabilir." dedi.
Pamukkale Şarapçılık olarak Güney ve diğer bölgelerde yaşayan çiftçiyi bilgi
yönünden, teknoloji yönünden ve maddi yönden desteklediklerini belirten Tokat,
yemeklik üzüm geçen yıl 120 bin liraya alınırken, şaraplık üzümü 350 bin liraya
aldıklarını, bu yıl ise bu fiyatın en az 500 bin lira dolaylarında olacağını ifade etti.
Güney bölgesinde bu durumu gören tütün ekicisinin artık tütün ekmekten vazgeçip
üzüme yöneldiğini de sözlerine ekledi. Tokat sözlerine şöyle devam etti: "Türkiye'de
şu anda yaklaşık şarap üretimi 50 milyon litre civarlarındadır. Bu üretimin yüzde 70'i
ihraç ediliyor. Bu da ülkemiz açısından önemli bir gelir kaynağıdır. Türkiye'nin şarap
üretimi şu anda çok düşük. Olması gereken en düşük rakam 1 milyar litredir. Bu da
milyarlarca dolar ihracat anlamına geliyor. Bugün sadece Bulgaristan'ın şarap
ihracatı yıllık 150 milyon litredir. Fransa'nın şarap ihracatı ise yaklaşık 8 milyar litredir.
Belki Fransa kadar olamayabiliriz ancak iyi bir ihracat rakamı da yakalayabiliriz.
Türkiye'de sektör maalesef ağır vergilerin altında gelişemiyor. Şarap üretip ihraç
eden ülkelerde hemen hemen hiç vergi yoktur. Sadece ithal eden ülkelerde vergi
vardır. Satış rakamımızın yüzde 60'ı vergiden oluşuyor."
Pamukkale şarapları Fransa'da
Denizli'nin Güney İlçesi'nde üretilen Pamukkale Şarapları, şarabın beşiği Fransa'da
da ilgi gördü. Geçtiğimiz yıl girdiği Fransa'da pazar payını 100 bin şişeye çıkararak
ikiye katlayan Pamukkale Şarapları A.Ş.'nin Yönetim Kurulu Başkanı Yasin Tokat,
kısa sürede dünya markaları arasına Pamukkale'yi de yazdıracaklarını söyledi.
Çeşitli üzüm türlerinin yanı sıra Güney İlçesi'nde oluşturulan Kalecik Karası
bağlarından elde edilen üzümü de değerlendirdiklerini anlatan Tokat, yılda 3 milyon
litre şarap üretemi yaptıklarını açıkladı. Üretimlerinin yüzde 25'ini AB ülkelerinden
Fransa, Almanya, Hollanda, Danimarka ve Avusturya'ya ihraç ettiklerini belirten
48
Tokat. son 3 yıldır Japonya'ya da ihracat yaptıklarını söyledi. Tokat, ‘‘Anadolu'nun en
iyi şaraplık üzümlerini Alman şarap uzmanlarının danışmanlığında işliyoruz. Bu yılın
ilk 9 ayında 100 bin şişesi Fransa'ya olmak üzere toplam 400 bin şişe şarabı AB
ülkelerine ihraç ettik. 500 bin euroluk ihracat gerçekleştirdik. Kalitemizle şarabın
beşiği Fransa'da da kendimizi kanıtladık. Geçtiğimiz yıl Fransa pazarına girmiştik ve
50 bin şişe şarap göndermiştik. Bu yıl pazar payımız ikiye katlandı.’’ dedi.
Türkiye'nin en modern şarap üretim ve şişeleme tesislerinden birine sahip olduklarını
belirten Yasin Tokat, ‘‘Kalitemizle iç ve dış piyasada kendimizi kanıtlıyoruz. Kısa
sürede sonra dünya markaları arasına Pamukkale Şarapları da yer alacak. Bizim
kalitemiz Çankaya Köşkü'nde de biliniyor ve Cumhurbaşkanı Ahmet Necdet Sezer
köşke gelen yabancı konuklarına Pamukkale Kalecik Karası kırmızı şarabı ile
Pamukkale Angora beyaz şarabı ikram ediyor’’ diye konuştu.
Ferah IŞIK/DENİZLİ, (DHA)
Şarap İçmek Bir Sanattır.!
Son yıllarda şaraba olan ilginin artması ile birlikte şarap kültürünün önemi anlaşıldı.
Artık şarap içenler ne içtiklerini bilmek istiyor ve bu yüzden kursları kaçırmıyorlar.
En büyük şarap üreticisi ülkelerden biri olan Türkiye'de 1990'lı yılların başından
itibaren tüketim de artmaya başladı. Son yıllarda birbiri ardına açılan şarap evleriyle
birlikte artık şarap, rakıyla başa baş gitmeye başladı. Bu arada şarap içmenin bir
"kültür" gerektirdiğinin de farkına varıldı. İyi bir şarap içicisinin bu kültüre sahip olması
gerekiyor.
Şarap üretmenin incelikleri kadar içmenin önemli detayları bulunuyor. Ayrıca şarabın
çok yazılıp çok konuşulması da bu bilgilerin öğrenilmesini kaçınılmaz kılıyor. İşte bu
yüzden şarap kursları düzenlenmeye başladı. Her kesimden insanlardan gelen
öğrenme isteğine cevap vermek için açılan kurslara son zamanlarda viski ve puro
kursları da eklendi.
Zarifi restoran da iki yıldır şarap tadım kursları düzenliyor. Geçen kış altışar hafta
süren üç ayrı kursta toplam 50 kişi “şarap uzmanı” oldu. Zarifi, bu kursların yoğun ilgi
görmesi üzerine bu yıl tekrar başlattı. Alkollü içkiler uzmanı Raci Bostancı’nın verdiği
kurslar, 6 hafta sürüyor. Üzümün yetiştirilmesinden üretim aşamalarına,
saklanmasından şişelenmesine, dil ve burun kullanımından şarabın tanınmasına
kadar her şey öğretiliyor. Kursa katılan öğrenciler şaraplardaki etiketleri okumayı ve
şarap bölgelerini öğreniyor. Kurstan sonar kursiyerler, eline aldığı şişeyi tanımaya
başlıyor. Pazar günleri 16:00 – 18:00 arasında Zarifi Beyoğlu’ndaki kurslara her
yaştan ve statüden insan katılıyor.
Kaynak: 16/03/2003 Hurriyet Gazetesi, Haber: Şerif ERCAN
49
Türklerin İçki Tercihi Şaraba Doğru Yöneldi - [21.1.2003]
Sevilen Şarap Sanayi A.Ş. Yönetim Kurulu Başkanı Coşkun Güner,
Türkiye’de içki tercihlerinin rakıdan şaraba doğru yöneldiğini ileri sürdü.
Kültür seviyesi ile doğru orantılı olarak kabul edilen şarap tüketiminin
Türkiye’de artışa geçtiğini belirten Sevilen Şarap Sanayi A.Ş. Yönetim
Kurulu Başkanı Coşkun Güner, “Türklerin en çok tercih ettiği alkollü
içecek olan rakı eskisi gibi talep görmüyor. İçki tercihlerinde rakıdan şaraba doğru bir
yönelme var. Eskiden şarap içmeyenler, bu önyargılarından kurtuldu” dedi. Şaraba
yönelmenin en büyük nedenlerinin şarabın hafif alkollü olması ve vücudu fazla
rahatsız etmemesi olduğunu söyleyen Güner, “Turizm sektörünün gelişimi Türk şarap
sektörünün de geliştirdi. Türkiye’nin dünya ile entegrasyonunun da son yıllarda
artışıyla artık Türk tüketicisi de şaraba sıcak bakmaya başladı” dedi.
ÖZELLİKLE GENÇLER
Şaraba özellikle gençlerin büyük ilgi gösterdiğini söyleyen Coşkun Güner, şöyle
konuştu: “Özellikle gençler arasında şarap kültürünün etkilerini görüyoruz. Genç kitle
kaliteli şaraba ilgi gösteriyor. Bu talep kaliteyi de artırıyor. Artık şarap üreticisi firmalar
da bu kaliteye cevap verebilmek için yeni yatırımlar yapıyor.”
Kaynak: AA
http://www.ntvmsnbc.com/news/197916.asp?cp1=1
Şarabın Sağlığa Faydaları
KALP DAMAR HASTALIKLARININ EN İYİ KORUYUCUSU ŞARAP
“FRANSIZ PARADOKSU”
Bugün hala dünyanın birçok ülkesinde insanlar açlıktan ve kötü beslenmeden
hayatlarını kaybederken, gelişmiş olarak adlandırılan ve ellerinde sayısız gıda
maddesi bulunan sanayi ülkelerinde, insanlar “uygarlık”tan kaynaklandığı söylenen
hastalıklardan ölmekte. Her gün bilincine biraz daha fazla vardığımız bir şey varsa o
da yaşanan ciddi sağlık sorunlarının nedenlerinin yaklaşık yarım yüzyıldır batı
ülkelerinin alışkanlık haline getirdiği beslenme şekline bağlı olduğudur.
Gelişmiş ülkelerde, ölüm nedenlerinin çoğu kalp damar hastalıklarıdır. Amerika’da ise
bu nedenle meydana gelen ölümler 2/3 oranındadır. Ölüme yol açan kalp krizleri aynı
zamanda başka hastalıklardan dolayı da meydana gelebiliyor (şeker hastalığı,
oburluk yada yüksek tansiyon). Bu kalp krizleri de genelde damar tıkanıklığından
kaynaklanmaktadır. İçi LDL kolestrolden oluşan ve damar tıkanıklığına neden olan
yağ depoları, bu damarların dayanıklılığını azaltır ve onların gerilmesine yol açar.
Kalınlaşmaya başlayan kan ise pıhtılaşarak bir arteri tıkayabilir. Bu oluşumun
meydana geldiği bölgeye göre değişik tip patolojiler meydana gelmektedir. Koronerler
(kalbe kan pompalayan arterler) seviyesinde meydana gelecek bir kalp krizi, beyne
kan pompalayan arterlerin kasılmasıyla meydana gelecek beyin kanaması riski ve
göz retinası seviyesinde seviyesinde meydana gelecek bir pıhtılaşma da körlük riskini
meydana getirecektir.
50
Yüzyıllardır Amerikalılar kalp ve damar yolları hastalıklarından çekmektedirler: 1990
yılında 1,5 milyondan fazla Amerikalı kalp krizi geçirmiş ve çeyreğinden fazlası
ölmüştür. 60 yaşından daha genç olan kişilerin yüz yüze kaldıkları bu hastalık
nedeniyle dünyanın en güçlü devleti sayılan Amerika bu konuya el atmadan
duramazdı.
Bir kereliğine büyüklük komplekslerini bir kenara atan Amerika’lılar diğer ülkelerdeki
ölüm oranlarını ve nedenlerini araştırarak bunun her yerde aynı olup olmadığını
incelemeye koyuldular. 1980 yılında Prof. Ducimetiéré’in yedi bin insan üzerinde
gerçekleştirdiği araştırma sonucunda batı ülkeleri arasında farklılıklar ortaya çıkmış
oldu. Özellikle de Fransa’da kalp krizinden ölenlerin sayısı Amerika’ya göre oldukça
düşüktü ve bu rakam %36 ile %56 arasında fark gösteriyordu.
En şaşırtıcı olanı ise, bu araştırmanın aynı yaşta ve aynı hastalıklardan mustarip
kişiler arasında yapılmış olmasıydı. Bu kişilerin hepsi yüksek tansiyon, kolestrol ve
şeker gibi hastalıklardan şikayetçiydiler. Böylelikle bilim adamları, Amerika’larla aynı
oranda yağ tüketiyor ve aynı oradanda yüksek kollestrolleri bulunuyor olsa da
Fransız’ların daha az kalp krizi geçirdiklerini ortaya çıkardılar.
“Fransız Paradoksu” su yüzüne çıkmıştı! Çünkü yılalrdır kolesreolden korkan ve
paranoyaklaşacak kadar besin maddelerinden yağı çıkaran Amerika’lılar için bu
sonuç oldukça karışıktı.
1990 yılında WHO’nun (Dünya Sağlık Örgütü) istatistiklerinden şu sonuçlar çıkmıştır:
Yaşa göre ölüm oranları (100.000 İnsan için)
Ülke: ABD
Ana Arter sonucu ölenler: 240
Kandaki ortalama kolestrol: 2,09
% Yağ tüketim oranları: %46
Ülke: FRANSA
Ana Arter sonucu ölenler: 91
Kandaki ortalama kolestrol: 2,33
% Yağ tüketim oranları: %45
1981 yılında WHO’nun yirmi değişik ülkede ve kırk ayrı merkezde yürüttüğü büyük
MONICA araştırması (Monitoring Cardiovascular Diseases) avrupa’daki ölüm
oranlarını karşılaştırmıştır:
100.000 kişi için ölüm oranı:
*KYÖ=Koroner yetmezlik'ten ölenler,
*TÖO=Toplam ölüm oranı,
Şehir: / Ülke: / *KYÖ: / *TÖO:
Glasgow / İngiltere / 380 / 1179
Lille / Fransa / 105 / 1041
Strasbourg / Fransa / 102 / 887
Toulouse / Fransa / 78 / 575
51
İşte bu yolla “Fransız Paradoksu”nu görmüş oluyoruz ve kuzey-güney doğrultusunda
bir “eğim” farkediyoruz: Fransa’nın kuzeyindeki ölüm oranları Anglo-Sakson
ülkelerinin ölüm oranlarıyla benzerlik göstermektedir. Bir tek güneydeki Toulouse
şehri koroner yetmezlikten gelen ölüm oranlarının ne kadar düşük olduğunu bize
göstermektedir.
Dolayısıyla geriye bir tek bu “paradoksu” yorumlamak kalıyordu. Bu da epidemiyoloji
tarafından gerçekleştirildi. Bu bilim dalı, hastalıklarla risk faktörleri arasındaki ilişkiyi
ya da daha doğrusu bu ikisi arasındaki karşılıklı bağıntıyı araştırır. Beslenmenin
içeriği tartışmasız bu farklılığı açıklamaktaydı. Bu epidemiyolojik araştırmalar bizi dört
ana sonuca götürmektedir.
· Ana arterlerden dolayı meydana gelen ölümlerin çoğu doymuş yağ ve taze süt
ürünleri tüketimiyle eşit orandadır. Grafiklere baktığımızda, daha fazla doymuş yağ
(hayvansal gıda) ve süt tüketen Anglo-Sakson ülkelerde bu ölüm oranı diğerlerinden
daha yüksektir.
Bu oran çoğunlukla balık tüketen Japonya’da ve sık sık zeytinyağı kullanıp az ya da
neredeyse hiç süt tüketmeyen Akdeniz ülkelerinde daha düşüktür.
· Yine içinde doymuş yağ bulunan peynirin bu grafikleri etkilemediği vurgulanmıştır.
Bunun nedeni ise herkes tarafından bilinir: Peynirlerin içindeki yağ bağırsaklar
tarafından tam olarak emilemez. Bunun nedeni ise bu yağların kalsiyum ile bir tür
“sabun” oluşturması ve dosdoğru dışkıyla atılmasıdır. İşte bu nedenle büyük bir
peynir tüketicisi olan Fransa bu grafiklerde iyi bir konumdadır.
· Ana arterlerden dolayı meydana gelen ölümler, meyve, sebze ve bitkisel yağ
oranıyla tersten hareket eder (hurma yağı hariç).
· Aynı şekilde bu ölümler alkol tüketimine göre tersten hareket etmektedir. Ve bu
alkollü içeceklerin arasında bir tek şarap açık bir şekilde bu hastalıkların ve ölümleri
engellemektedir.
Bir başka deyişle, bir ülkede kişi başına ne kadar çok şarap tüketilirse kalp ve damar
yolları hastalıkları düşük olacaktır. Grafikler çok net bir şekilde Fransa, Yunanistan,
İtalya ve İspanya gibi şarap üreticisi ülkelerin ölüm oranlarının daha düşük olduğunu
göstermektedir.
Tam tersine Anglo-Sakson ülkelerde ve özellikle kuzey ülkelerinde bu oran ve risk üç
kat, ölüm oranı ise dört kat daha fazladır ve bu bize Finlandiya ile Fransa arasındaki
farklılığı göstermektedir. Grafikler sayesinde elde edilen sonuç ilginçtir. Bir ülke ne
kadar az şarap tüketirse kalp krizi oranları bir o kadar artacaktır.
Dolayısıyla ortaya çıkan bu dört etkenden (doymuş yağ, süt ürünleri, sebze ve
meyve, şarap tüketimi) tartışılmaz olarak en çok şarap tüketimi “Fransız
Paradoksu”nu açıklamaktadır.
İşte Prof. Renaud da 1992 yılında en önemli tıbbi dergilerden biri olan Lancet’ye bu
açıklamayı yapmıştır. Yine aynı şekilde vardığı bu sonucu 17 Kasım 1991 yılında bir
Amerikan televizyonuna da yapmıştır. (Sixty minutes, CBS televizyonu). İşte bu
program Amerika’ya bir bomba etkisi yaratmış ve o günden bu yana şarap tüketimi
52
bu ülkede oldukça artmıştır.
Ancak bu hastalıkların önlenmesi için bir tek şarap yeterli değildir, aynı oranda ne
yendiği de önemlidir. Bu nedenle Fransa’da üç ayrı şehirde beslenme alışkanlıkları
araştırılmıştır.
Kaynak: Alfa Yayınları 10 numaralı Montignac serisinden
SAĞLIĞINIZIN “ŞEREFİNE” ŞARAP - Michel Montignac
DAMAK TADI
Ülkemizde yükselen değer
ŞARAP
Taze üzüm suyundaki şekerin fermantasyon yoluyla alkole
dönüşmesi ile elde edilen ve birçok çeşide sahip olan medeniyet
tarihi kadar eski bir içecektir şarap...
Selçuk ANİŞ
Son yıllarda ülkemizde de ilgi görmeye başlayan şarabın
tarihçesi günümüzden 7.000 yıl öncesine kadar dayanıyor.
Arkeolojik kazılardan ortaya çıkarılan bulgular asma
ağacının anavatanının Ön Asya olduğunu gösteriyor.
Mezopotamya’da milattan 4000 yıl önce Sümerler tarafından
şarap yapıldığı biliniyor. Sümerler’den sonra Hititler,
Frigyalılar, Lidyalılar, Likyalılar ve Kapadokyalılar’ın
yaşamında da şarap yerini aldı. Osmanlılar’la birlikte dinin etkisiyle Anadolu’da şarap
kültürü etkisini yitirdi.
Mısırlılar tarafından Avrupa’ya taşınan şarap, Fransa, İtalya ve Yunanistan’da yine
dinin de etkisiyle bugünkü değerine ulaştı. Dünyada bağ alanı ve şarap üretiminde
ilk iki sırayı Fransa ve İtalya alıyor. Günümüzün en kaliteli şarapları Fransa’da
üretiliyor. Ancak, Amerika Birleşik Devletleri, Avustralya, Yeni Zelanda, Şili ve
Arjantin gibi yeni dünya ülkeleri şarap alanında son yıllarda yükselen bir grafik
izlemekte ve oldukça beğenilen şaraplar üretmektedirler.
Ülkemizde şarap üretimi son yıllarda artış göstermiştir.
Başlıca şarap üreticileri Doluca, Kavaklıdere, Tekel, Diren ve Sevilen firmaları. 1999
yılında Türkiye’de kişi başına tüketilen şarap miktarı (ortalama) 0.8 litre. Aynı yılda
Fransa’da 65 litre, İtalya’da ise 61 litre. Günümüzde şarap üreticileri arasında adı
geçmeyen Türkiye’de 1.200 çeşit üzüm üretilmektedir. Bu kadar çok üzüm çeşidinin
olmasına karşın sadece 34 çeşit üzümden şarap yapılmaktadır. Bu üzümlerin 22
tanesi yerli 12 tanesi yabancı cins üzümlerdir.
Beyaz şarap yapılan üzüm çeşitleri; Emir, Narince, Hasandede, Dökülgen, Sultaniye,
Misket, Yapıncak, Altıntaş, Beylerce, Kabarcık, Rumi, Akemre üzüm yerli beyaz
üzüm çeşitleridir. Semillion Blanc, Sauvignon Blanc, Muscadella, Riesling,
Chardonnay ise yurdumuzda üretilen yabancı kökenli beyaz üzüm çeşitleri.
Kırmızı şarap yapılan üzüm çeşitleri; Kalecik Karası, Öküz gözü, Boğazkere, Papaz
Karası, Çalkarası, Horozkarası, Sergi Karası, Ada Karası, Karalahana, Dimrit yerli
kırmızı üzüm çeşitleri. Cabernet Sauvignon, Merlot, Gamay, Carignane, Grenache,
53
Shiraz yabancı kökenli kırmızı üzüm çeşitleri.
Sağlıcakla kalın...
Geçmişten Günümüze Şarap
Taze üzüm suyundaki şekerin fermantasyon yoluyla alkole
dönüşmesi ile elde edilen, birçok çeşide sahip olan ve
medeniyet tarihi kadar eski bir içecektir şarap. Tarihte,
"bereketin ve bolluğun" simgesi olarak anılan, efsanelerde en az
buğday kadar yeri olan, tanrılara hediye olarak sunulan, varlığı
tanrılara (şarap ve bağ bozumu tanrısı Dionysos, bağ ve
bahçelerin bereket tanrısı Priapos) atfedilen üzümle ilgili
söylenceler Nuh Tufanı’na kadar dayanır.
Nuh Peygamber ve şarap
Rivayete göre; Nuh Peygamber tufandan sonra hayvanları ile
birlikte Ararat (Ağrı) Dağı eteklerinde yaşamaya başlar. Bir gün karnını doyurmak
üzere civarda dolaşan keçi, oldukça neşeli bir biçimde geri döner. Bu hal günlerce
devam edince, Nuh Peygamber; keçinin peşinden giderek onun bir meyveyi yedikten
sonra neşelendiğini görür. Bu meyveyi kendisi de sever ve yetiştirmek üzere söküp
kendi yerleşim bölgesine diker. Nuh’un neşesini kıskanan Şeytan, asmaları kurutur.
Nuh Peygamber de üzüntüden yataklara düşer. Şeytan insafa gelir ve bu bitkinin
yeniden canlanması için yapılması gerekenleri anlatır. Meyvenin kökü açılıp, yedi
hayvanın kanıyla sulanırsa meyve canlanacaktır. Aslan, kaplan, köpek, ayı, horoz,
saksağan ve tilkiden oluşan kurbanlar seçilip, kanlarıyla asma sulanır ve bir yıl sonra
bitki canlanır.
İran efsanesinde ise şarabın keşfi şöyle anlatılır: Pişdadiyan sülalesinin ünlü
hükümdarı Cemşit, bol bol asma diktirerek meyvelerinin halka dağıtılmasını emreder.
Fakat bir senenin mahsulü çok olunca, halk tarafından kapalı kaplarda saklanan
üzümlerin bazıları değişik bir tad alır; şırası acıdır ve zehirli sanılıp içilmez. Rivayete
göre Cemşit’in en güzel ve en gözde cariyesi, şiddetli baş ağrıları çekmektedir. İyice
canından bezen cariye, bu zehirli sudan içip canına kıymak ister. Fakat zehir sanıp
içtiği şey onu öldüreceğine diriltir ve neşeli bir uykuya dalar. Uyandığında baş ağrısı
kalmamıştır ve ruhunun dinlendiğini hisseder. Durumu Cemşit’e anlatır. Cemşit şırayı
denedikten sonra ona "Ab-ı Hayat" (hayat suyu) adını verir. Şarabın tarihçesinin
günümüzden 8000 yıl öncesine dayandığını gösteren bulgular vardır. Arkeolojik
kazılarda ortaya çıkan eski kentlerde, yığınlar halinde üzüm çekirdekleri bulunmuş,
çekirdekler üzerinde yapılan incelemeler bu bilgiyi doğrulamıştır. Bulgular asma
ağacının ana vatanının Ön Asya olduğunu gösteriyor.
Şarabın vatanı Mezopotamya
Mezopotamya’da milattan 4000 yıl önce Sümerler tarafından şarap yapıldığı biliniyor.
Sümerlerden sonra Hititler, Frigyalılar, Lidyalılar, Likyalılar ve Kapadokyalıların
yaşamında da şarap yerini almıştır. Şarabın bu uzun yolculuğu, insanoğlunun ufkunu
açmış, tutkularını alevlendirmiş, kimi zaman üzüntüye boğmuş, kimi zaman da
karşılaştığı felaketlerin sorumlusu olmuştur. İşte bu yüzden antik dünya şaraba,
yaşamını sağlamak için diğer besinlerden daha fazla önem vermiştir. Dinsel bir tema
olarak algılanan şarap, her toplumda bir de şarap tanrısının var olmasına neden
olmuştur. Mısırlılar tanrılarına Osiris, Yunanlılar Dionysos, Romalılar ise Bacchus
adını vermişlerdir.
Yazıya bir şarap tutkunu Ömer Hayyam’ın şu dizeleriyle son verilebilir; “Gök yaban
gülleri döküyor eteğinden / Bir çiçek yağmuruna tutuldu sanki çimen / Gül, şarap
dolsun kadehimin lalesine/Mor buluttan yere yaseminler düşerken. “
Kaynak: http://www.tursab.org.tr/Dergial/225/sarap.htm
54