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Mondelez International Enters Iran Market (Ritz) (Opportunities (Cost of…
Mondelez International Enters Iran Market
(Ritz)
Market Analysis
Target Market
busy adults, ages 25 to 54
who are looking for snacks to tide them over between meals
Culture & Economics
Second largest economy in MENA
Estimated poverty percentage 9% in 2013
GDP US$393.7 billion in 2015
Food culture of Iran explored in 'Taste of Persia'
4P
Product
Ritz
Cream Cheese & Onion
Sea salt
Salt & vinegar
Beef bacon
Cheddar
Sour Cream & onion
Price
Adjust with the competitors' price in the Iran market
Around US$2 per pack
Place
Famous Retailers
Refah Chain Stores Co
Ofogh Koorosh Chain Stores Co
Promotion
Advertising
Sales Promotion Girls
Demographic
65% under 35 yrs old
Populated by Moeslems
Plentiful of natural resources
Competition
Food Manufactures
Biscuit
SaghehTalaie (Minoo)
Hi Bye (Shirin Asal)
Mother (Vitana)
Barriers
Language
Persian
Azerbaijani
kurdish
Gilaki
Distribution channels are still traditional and not working well
Political exposure
Opportunities
Cost of living in Iran is 7.65% lower than in Indonesia
Unemployment reach 70% in 1200 Iranian town in 2016
Iran imports good quality biscuits from international popular brands
Consumers prefer to buy Iran-made products
Iran is rather a big importer of biscuits
Iranian products have good quality, the packaging is not very interesting
Distribution
Export
Local distributor
Aysuda group co
Asia seven sky trading
Roya Khazar trade company
Strategy
Licensing company
Local Ma nufacturer
Adjust with local taste and preferences
Iranians tend to like spices
Joint-venture
Alliance with local packaging company
Advertisement
TV ads
Social media campaign
Newspaper/magazine ads
Dian Paramitha
Faiz Wirananda
Megawaty Veronica
Yenny Priscila
Willsen
Group 6