Strategic Marketing of Traditional Turkish Gastronomy in the Netherlands
- Authors
- Publication Date
- Jul 11, 2023
- Source
- TU Delft Repository
- Keywords
- Language
- English
- License
- Unknown
- External links
Abstract
This report explores the role of culture in branding and the potential for brands to contribute to integration within diverse societies. By examining the cultural dynamics in the fast-food sector of Den Haag, the study identifies the prominence of conservative Islamic Turkish subculture and its impact on branding strategies. The research reveals that while many Turkish fast-food restaurants emphasize their conservative Muslim identities, they often neglect marketing and overall restaurant conditions, potentially undermining their brand equity. In addition, market research highlights the expectations of international Dutch culture, including concerns about health aspects and a preference for greater variety and healthier choices. Based on contextual research, demand research, and an examination of traditional Turkish gastronomy, the report suggests that branding the Turkish dish 'Midye Dolma' could effectively target international Dutch culture and foster better integration while highlighting the brand's traditional Turkish roots to impact conservative Islamic Turkish subculture. The brand's purpose is defined as promoting better integration, with a brand personality characterized as delicious, sustainable, and wholesome. To launch the brand, a campaign is planned around the key message of 'come whoever you are,' addressing integration, inclusion, diversity, and showcasing the brand's versatility. The report emphasizes the extensive cultural work invested in the brand's development, positioning it to become an iconic representation with significant potential for successful integration in a diverse society. / Strategic Product Design
