Prepared By:

13-01-1198 Ezgi DUMAN13-01-1200 Yeliz AYANGİL13-01-1202 Gökhan ÜNNÜ13-01-1221 Nazlı Ayşe AYYILDIZ13-01-1237 Gökçe ERTİN

Submitted To:

Assist. Professor Nazan GÜNAY

19 January 2004

CONTENTS

1) AIM OF THE PROJECT2) HISTORY OF PAMUKKALE ŞARAPÇILIK3) 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 Termsf) Wine Storageg) Why Cannot Wine Be Produced From Every Grape?h) Wine Terminologyi) Wine and Health

i) The French Paradoxii) Benefits of Wine Consumptioniii) Why Wine is Good for Us?

j) Shiraz Recipes4) COMPETITORS5) THE MARKETING MANAGEMENT PROCESS

a) Marketing Research and Segmentation b) Research Methodologyc) Segmentation

i) Geographic Segmentationii) Demographic Segmentationiii) Psychographic Segmentationiv) Socio- Economic and Behavioral Segmentation

d) Targettinge) Target Market of Shiraz Winef) Customer Satisfaction in Pamukkale Şarapçılıkg) Positioning

6) THE MARKETING MIXa) PRODUCT

i) Product Life Cycleii) Syrah/Shiraz Grapesiii) Our Chosen Product “Shiraz”

b) PRICEi) Price of Shiraz Wine

c) PROMOTIONi) The Promotions Mixii) Promotion Strategies of Pamukkale Şarapçılık

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d) PLACE, DISTRIBUTION AND INTERMEDIARYi) Place and Distibution Strategies of Pamukkale Şarapçılık & Shiraz

Wine7) THE MARKET NICHE8) ANALYSIS and THE COMPETITION9) SELLING TO THE MARKET NICHE10)TÜRK BASININDAN MAKALELER

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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.

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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 ?

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

whilst a half filled glass assures that swirling will not spill any wine from the glass. Ideal wine glass should have a stem for allowing a hand-grip whilst hand's high temperature (36.7 degrees Centigrade) is kept away from the glass surface which is

in contact with wine. Furthermore, the stem allows the hand a finer swirl movement, and passage of 360 degrees of glass will ensure the eye a quick tour of wine's clarity and color. The reason for a globe shaped glass, narrowing at top, is to allow build up of rising wine vapors in the glass, but stopping them from escaping quickly from the narrow opening, giving the drinker extra split seconds for letting the nose do its work feeling those vapors. Therefore, the more body in the wine, the larger globed glass is the basic rule. Deep tannin reds of Bordeaux always command large globe glasses. Connosieurs always

prefer plain uncolored glass which is thin and likewise thinly rimmed. Thickness of the glass (likewise cut-glass decorations) is undesirable as it breaks the light ray and distorts visual inspection of the wine.

Wine Tasting

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

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

We've adapted the following tips on tasting:

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

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

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

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

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

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

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

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

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).

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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).

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!

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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

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:

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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 sugar2. Proper acidity3. Enough aroma4. 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 sugar2. Adequate acidity3. Good-quality aroma4. 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.

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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.

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.

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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.

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.

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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.

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.

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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.

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

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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 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;

o 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

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.

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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.

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.

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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.

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 DiseaseInsulin 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  

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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.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 drinks750mL bottle of FORTIFIED WINE  = 12 standard drinks750mL 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

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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 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

CompetitorsKAVAKLIDERE 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.

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      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. 

      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.

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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 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

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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.

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 ProcessDeveloping 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

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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,

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

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……………………………

………………….

……………………………..

SegmentationTo 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

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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

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

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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 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.

TargettingTargetting 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.

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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

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of people with similar wants and needs. So we have to know the group of people that 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

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while they had decided to divorce. So their business partnership would finish and 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.

PositioningThe 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').

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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.

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3. The Marketing MixThe 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

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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

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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

GeographyMostly France and Australia and increasingly in California, Algeria and South Africa.

Flavour&CharacterIntense and complex sweet fruit flavoured, particularly blackberry and raspberry, with a peppery overtone.

Body,Dry/SweetCapable of producing superb wines across the spectrum, but is at its best in full-bodied, intense, deep coloured wines. Produces superb full-bodied examples.

ViticultureGrows well in a range of climates and copes well with warmth.

VinificationTraditionally, fermented at up to 35 ºC. Nowadays, often fermented at cooler temperatures in stainless steel vessels. Matured in old or new oak.

Varietal/BlendAlthough used for blending in Châteauneuf-du-Pape, is capable of fine quality wine as a varietal.

StyleIntense, rich and tannic with a velvety texture.

NotesKnown 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.

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- 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

ATTRIBUTE

WHEN THE RESPONDENT PURCHASES WINE FOR HIM/HERSELF

WHEN OTHER PEOPLE PURCHASE WINE FOR THEMSELVES

WHEN THE RESPONDENT PURCHASES WINE AS A GIFT

Place of origin 3,34 2,87 3,45Price 3,08 3,44 2,83Size of bottle 2,6 2,86 3,16Goodwill of producer 3,15 2,93 3,55Grape variety 3,72 3,31 3,62Carton packaging of bottles 1,87 2,13 2,95Vintage 3,16 2,75 3,39Recommendation of friends or acquaintances 3,14 3,05 3,09

Brand name 3,25 3,28 3,72Taste 4,23 3,82 3,94Form of bottle and bottle-label 2,95 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.

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PriceThe 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.

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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.

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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

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than rival brand names. So we think that they are providing both quality and convenient prices.

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

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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 SellingPersonal 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.

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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.

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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.

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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.

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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.

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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:

Grossmarkets ( Carreofour, Kipa, Migros, Tansaş..)

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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 NicheGiven 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.

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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.

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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

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aldı. Pamukkale Şarapçılık San. Tic. A.Ş. Yönetim Kurulu Başkanı Yasin Tokat konuyla ilgili olarak şunları söyledi:

"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

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litre şarap üretemi yaptıklarını açıkladı. Üretimlerinin yüzde 25'ini AB ülkelerinden Fransa, Almanya, Hollanda, Danimarka ve Avusturya'ya ihraç ettiklerini belirten 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

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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 GENÇLERŞaraba 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: AAhttp://www.ntvmsnbc.com/news/197916.asp?cp1=1

Şarabın Sağlığa FaydalarıKALP 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

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kan pompalayan arterlerin kasılmasıyla meydana gelecek beyin kanaması riski ve göz retinası seviyesinde seviyesinde meydana gelecek bir pıhtılaşma da körlük riskini meydana getirecektir.

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: ABDAna Arter sonucu ölenler: 240Kandaki ortalama kolestrol: 2,09% Yağ tüketim oranları: %46

Ülke: FRANSAAna Arter sonucu ölenler: 91Kandaki 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

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Lille / Fransa / 105 / 1041Strasbourg / Fransa / 102 / 887Toulouse / Fransa / 78 / 575

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

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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 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 serisindenSAĞLIĞINIZIN “ŞEREFİNE” ŞARAP - Michel Montignac

DAMAK TADI

Ülkemizde yükselen değerŞARAP Taze üzüm suyundaki şekerin fermantasyon yoluyla alkole dönüşmesi ile elde edilen ve birçok çeşide sahip olan medeniyet tarihi kadar eski bir içecektir şarap...

Selçuk ANİŞSon 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.

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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, Shiraz yabancı kökenli kırmızı üzüm çeşitleri. Sağlıcakla kalın...

Geçmişten Günümüze ŞarapTaze 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 şarapRivayete 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 MezopotamyaMezopotamya’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

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dolsun kadehimin lalesine/Mor buluttan yere yaseminler düşerken. “

Kaynak: http://www.tursab.org.tr/Dergial/225/sarap.htm

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