Ethnic Value Matching Project

Presented by Valeriya Baybekova & Holly McQuillan

MKTG 301, Fall 2005Instructor: Dr. Carter

TRIANGULATION:

Turkmen valuesTraditional food – PlovAlexander the Great EmpireSilk RouteAsian Americans, Russian Americans,

Greek Americans, Turkish Americans

The Silk Road/Route:

Alexander the Great’s Empire:

Etymology

“Turk” c.1300, from Fr. Turc, from M.L. Turcus, from Byzantine Gk. Tourkos,

Pers. turk, a national name, of unknown origin. Said to mean "strength" in Turkish. Cf. Chinese tu-kin, name given c.177 B.C.E. as that of a people living south of the Altai Mountains (identified by some with the Huns). In Persian, turk, in addition to the national name, also could mean "a beautiful youth," "a barbarian," "a robber." Meaning "person of Irish descent" is first recorded 1914 in U.S., apparently originating among Irish-Americans; of unknown origin (Ir. torc "boar, hog" has been suggested).

“Turkoman” 1600, from M.L. Turcomannus, from Pers. Turkman, lit. "Turk-like," from Turk + -man "like."

Oriental dish of rice boiled with meat, 1612, from Turk. pilav, from Pers. pilaw. Spelling infl. by Mod.Gk. pilafi, from the Turkish word.

“Plov” / “Pilaf” Oriental dish of rice boiled with meat, 1612, from Turk. pilav, from Pers. pilaw. Spelling infl. by Mod.Gk. pilafi, from the Turkish word.

Turkmen Values

Sheep Food, wool clothing, Turkmen carpets, money, hats

Ahal-Teke Horses Transportation, strength, speed

Water “In every drop of water there is a grain of gold”; Water Holiday

Family Large families, festive celebrations for births/weddings,

Tribes Nomadism

Why Plov?:

It is traditionally made with mutton (lamb) which was/is a readily available meat source and a highly valued part of the Turkmen culture.

It consists mainly of rice – one of the few crops/grains that would grow in such a sparse environment. The growing of rice was the primary focus of the Turkmens’ harvest and water celebrations.

Plov is traditionally one of the main dishes for celebrations and guests. Therefore, it has a long history with the people of Turkmenistan.

TARGET:

Older adults (55 yrs.+) of Central Asian decent, Russian-Americans, Greek-Americans, Turkish-Americans.

Primary areas of concentration: NYC, Chicago, Los Angeles, San Diego, San Francisco, Detroit & Seattle

Young adults (18-26 yrs), specifically college students in large, urban areas.

Primary areas of focus: NYC, Los Angeles, Seattle, San Francisco, Chicago

TASTE:

Product: Packaged plov Cans of mutton, shrimp, chicken

Place Restaurants, groceries stores, colleges and high schools, TV food

shows Promotion

Brand name - Silk Road Foods Brand motto - “Open your journey and find your grain of gold”, “You are what you eat, the Great deserve the Great!”, “Every bite is a

grain of gold” Price

Rice package about $5 per 12 oz Mutton can about $8 per 10 oz Shrimp can about $8 per 10 oz Chicken can about $6 per 10 oz

User, payer, buyer:

Central-Asian Americans http://goldsea.com/AAD/population.html

California 829,623 New York 952,736. Hawaii 748,748. Texas 523,972 New Jersey 423,738 Illinois 382,806 Washington, 311,310 Florida, 253,118 Virginia, 232,9300 Massachussetts, 209,871.

User, payer, buyer:

Russian Americans - 2,652,214 (U.S. Census Bureau) http://www.kurierweb.com/kurier/Market_Review.htm

• NY Tri-State Area – 24%

• California – 16%

• Illinois – 16%• Pennsylvania – 10%• Massachusetts – 8%• Florida – 7%• DC and Maryland – 3%

Greek Americans - 1,153,307 (U.S. Census Bureau) Turkish Americans - 117,575 (U.S. Census Bureau)

We have what YOU want, just find it:

• Plov with mutton

• Plov with rice and nuts

• Plov with potato and rice

• Fruit plov

• Turkish plov

• Traditional Greek plov

• Turkish plov with green beans

• Greek plov with shrimps

• Turkmen plov

• Uzbek plov

And many other kinds……

Packaging Options

For traditionalists (Older adults)- box of rice, seasoning, dried veggies & fruits, and canned mutton.

For younger group – frozen meal with frozen chunks of lamb or chicken (more American-sensitive). Lamb consumption is heavier on East & West coasts; Chicken option would be more popular in Midwest or smaller urban areas.

Front of Box

“Open your journey and find your grain of gold”

Includes Home Style Korma!

Back of box will include directions for preparing Plov.

One side of box will contain nutritional information.

Other side of box will contain a brief history of the Silk Road, Alexander the Great, and the history of Plov.

Canned Korma

Back will include nutritional information, directions, and brief history of Silk Road/Alexander the Great.

Frozen Food Prototypefor Younger Market

Homestyle PlovWith Chicken!

Thank you for attention!!!