1. Turkey to Bulgaria Beer

2. Introduction
Beer is a type of alcoholic drink. Ingredients in the beer:
Cereal, especially the method of fermenting the barley
malt is produced, water and usually contains hops. Beer
is the most consumed alcoholic beverage and the third
most consumed beverage after water and tea.
Bulgaria is the country in the Balkans. A surface
area of ​994 square kilometers, it is the 16th largest in
Europe 110 thousand country. Balkan, Rila and Rhodope
mountains, such as the surface determines the way. Rila
is the highest point on the Musala peak in the Balkans.

4. Important indicators from Bulgaria
 State Name: Republic of Bulgaria
Capital: Sofia
Government: Parliamentary Republic
Official Language: Bulgarian
Religion: Christian (majority Orthodox)
Currency: BGN
Is a member of international organizations: the EU, NATO, UN, IMF,
WTO, World Bank
Annual Average Exchange Rate: Leva/Dolar-1, 37145, Leva / € - 1.95583
Area: 110 993 km2
Population: 7,351,234
Woman: 3770897
Male: 3,580,337
Annual population growth (%): - 0.46
Population density (people / km ²): 66.23
After-Hours and Days: 9:00 to 17:30 - Monday to Friday
Big Cities, (if Ports): Sofia, Plovdiv, Varna (port), Bourgas (port), Ruse (port),
Stara Zagora, Pleven
Turkey and Time Difference: None
Weekly Work Hours (Average): 40
Public Holidays:
1 January - New Year's Eve
March 3 - National Day (Bulgaria, the departure of the sovereignty of the
Ottoman Empire)

5. Important indicators from Bulgaria
Average Life Expectancy: 73.43
School of Higher Education: 53
Number of students in higher education: 281,170
Hospital: 312
Number of People per doctor: 268
Number of Tourist Arrivals: 4227519
Outgoing Tourist Number: 841007
Educational Expenditures / GDP (%): 3.3
Health Expenditures / GDP (%): 3.9
Road Length (km): 19298.6
Motorway Length (km): 347.2
Rail Length (km): 7349
Annual Per Capita Electricity Consumption (kWh /
person): 4117
Minimum Wage: 123 EUR (240 Leva)

7. Investment Incentives and Support
Organizations
Investments in large-scale investments in Bulgaria provide by
Bulgaria Agency, medium-and small-scale investments are in
support of the Bulgarian SME Development Agency in
certain ways. Agricultural producers support by the Ministry
of Agriculture and Food.
Bulgarian SME Promotion Agency employing up to 250
people, an annual turnover of 49.85 million Euros (97.5
million leva) and non-current assets do not exceed a
maximum of 42.95 million Euros (84 million leva), which
supports companies. The basic functions of the agency, is
information (legislation, economic indicators, trade claims,
statistics and so on.) And consulting (tax, project
development, customization, requirements, etc.).

9. Incentives
 The unemployment rate in Bulgaria for investments in

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regions with an average unemployment rate of over
35%, or social insurance payments deposited into
capital, provided that there are 5-year corporate
income tax exemption;
Collaborative with research centers and universities, R
& D expenditure the reducedtax base;
Depreciation methods, computers, software and
equipment for the new production will be canceled
out in the second year;
5 million Euro investment projects to be imported on
the machine / equipment is provided for the
exemption from VAT;
Capital transfers are free.

10. The following is the Special Consumption Tax in various
proportions goods:
• Alcohol and alcoholic beverages,
• Tobacco products,
• Energy products and electrical energy.

11. Free Trade Zone
 Bulgaria has 6 free trade zones. All the zones are
located at strategic transport hubs to facilitate speedy
transportation to international trade routes to
neighboring countries.
 Free trade zones are located at the ports of Vidin and
Ruse. Another FTZ is located on the Bulgarian Serbian border and one on the Turkish - Bulgarian
border and another in the Plovdiv region. Plovdic is
the second largest city in Bulgaria and has an
independent airport. The sixth FTZ is situated at
Burgas beside the largest Bulgarian Black Sea port.

13. Beer has an important effect on Bulgaria economy. We can
divide 3 main titles. These are: Direct contributions, the
indirect impact supply and retail, tourism / entertainment
sector. Direct contributions, beer manufacturers provide
direct economic contributions of Bulgaria. When we look
Indicators these are production inputs. Water, agricultural
products (hops, malt and malting barley) and bottles, cans,
and so on. Packing materials are included. In addition,
breweries engineers, marketers, and so on. Staffing,
communications agencies and is a wide range of different
services.

14. Economic Environment
Bulgaria's GDP in 2012 reached 39.7 billion euros, 20.9
billion exports, 25.6 billion euros of imports. Bulgaria's
economy grew by 1.7% in 2011, real growth of 0.8%
recorded in 2012. In 2012, per capita income is 5.436
Euro in Bulgaria and inflation rate is 3% the
unemployment rate is 12.4%. The income of 3.78 billion
euros from privatization in 1993-2012 are described.

15. First 10 import countries in Bulgaria
 Russian Federation
 Germany
 Italy
 Romania
 Greece
 Spain
 Turkey
 Ukraine
 Austria
 France

16. First 10 export countries in Bulgaria
 Germany
 Romania
 Turkey
 Italy
 Greece
 Belgium
 France
 Gibraltar
 Spain
 Russian Federation

18. Shipping Charges
Turkey to Bulgaria high way is the cheap and easy way. 7
Road Distance: 562 km = 349.3 miles. We will send from
İstanbul, Turkey to Varna, Bulgaria. Our factory and
ware house in Beylikdüzü. It is good location for
transportation factory to destination. We use truck we
have an agreement with Unkar Logistics. Beylikdüzü to
Varna trucks pass from customs. We use outsourcing
and Unkar logistics helps us factory to destination. Our
distribution policy is intensive distribution. Because our
products are convenience.

20. Demographic Environment
 The population of Bulgaria: 7 327 224 .(1 January 2012)
 Age structure: *0-14 years: 13.2%
*15-64 years: 68.3%
*65-over: 18.5%
 Education: Over 98% of the population is literate, the males being
more literate than the females.
Religion
2011
 Orthodox Christian
59.4%
 Muslim
7.8%
 catholic
0.7%
 Protestant 0.9%
 other
0.15%
 none9.3%
 No Response21.8%
 Ethnic Groups: Bulgarias, Turks, Romani, Russians, Armenians,
Vlachs, Sarakatsani, Ukrainians, Macedonians, Greeks, Jews,
Romanians, Tatars, Gagauzes.

21. Products Specific Research

22. In Bulgaria, consumption of alcoholic beverage is very high especially in
beer. The table is below shows that; recorded adult (15+) alcohol
consumption by type of alcoholic beverage in Bulgaria in 2011. The beer
have 32% consumption rate in Bulgaria.

23. Market Segmentation, Target
Market and Positioning
Demographic segmentation:
 Between the ages of 18-45,
 Man and woman ( especially man),
 The people who graduated
from high school and university,
 The people who have normal
or above the level of income.

24. Psychographic Segmentation
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Urban and modern mass,
The people who likes to be different,
The people who like to try different flavors,
The people who love to drink beer outside pubs and
bars,
 The people who believe that beer is different from
other alcoholic beverages.
Positioning:
Our products cater to all customer taste. But we are
different from different from other beer companies.
Because our products are not classics beer. We produce
beer with fruit flavored.

26. Marketing Mix Strategies
Products Characteristics:
Peach flavored beer: This beer includes; barley, hop,
water, yeast and peach flavored. Alcoholic strength is
%5. (or non-alcohol)
Ginger flavored beer: This beer includes: barley, hop,
water, yeast, and ginger flavored. Alcoholic strength is
%6.1. (or non-alcohol)

27. Product life cycle stage
Our product in maturity stage. Because of that we use
low price strategy and market penetration strategy when
entering the market which we choose.

28. Pricing Strategies:
We use the penetration strategy when entering the
market of Bulgaria. Because our products are not
innovative. Also, we want to penetrate the market and
there are thirteen breweries in Bulgaria, four of which
are owned by InBev, two by Carlsberg and two by
Heineken. Local breweries include Bolyarka, which
makes a range of lagers, and distributes the Warsteiner
brand in Bulgaria. Due to the fact that; we will
implement low price strategy in order to able to compete
the competitors.

30. - Beer consumes a lot in Bulgaria. So we can sell and earn
money.
- Turkey and Bulgaria close geographically so it means easy
logistics networks
- Diversified in terms of production. Our beer with fruits.
- Using of good grade and high quality raw materials
- Giving emphasis to marketing and after-sale service which
was a principal policy of its parental company.
- Our beer fit for Bulgarians and also different culture and
taste

31. - It is new brand.
- We have so many competitors
- We produce only beer no other alcohol beverages

32. - Entertainment sectors has been developing and new
bars opening
- The rate of economic growth was increased in
compliance with the economic boom
- Capitalize on the rising popularity of soft drinks and
flavored alcoholic beverages.
- Focus only beer sector and new market for fruits beer.
- Changing consumer preferences.

33. - Increase in drunk and driver’s age
- Economic conditions, exchange rates, tax increases,
tax etc high degree of dependence on imports and
exports.
- Health conscious consumers increased.
- Bootlegging.
- Fake drink manufacturers