Meerschaum as a geographical indication product and marketing communication

Meerschaum as a Geographical Indication Product and Marketing Communication

Geographical indication products are the most important economic and cultural values of countries. Geographical indication products that take all their structural features from the region where they are produced / produced / spread are truly the accumulation of humanity. The protection of geographical indication products is possible by the combination of many components. The protection of an agricultural geographic mark affects many agricultural parameters. A food with gastronomic ability means that it is preserved in its ecosystem where it is to be transferred to future generations while preserving the characteristics of a food product. Even this effort and desire constitutes a value chain in itself. Today, geographical indication products in our country consist of three main categories. Our inventory of geographical indication products, consisting of agricultural, food and industrial products, has reached 417 and 408 for registration. Our total registration potential is 3500. The high number is due to the fact that these lands are the transition point of cultures and a special climate zone. Branding and marketing communication activities of Geographical indication products are now reduced to the expertise at the micro level. The subject and purpose of this article is to provide general information about the merits of Eskişehir meerschaum.

Meerschaum is defined as white gold with its unique feature. Its origins in world history are based on the long siege of Vienna (1683). Just as in coffee, the Janissaries are said to introduce the Austrians. Meerschaum is a white porous mineral that is easy to process; in the soil, in large veins sprinkled in pebbles clusters, (ranging from 250 g to 7 kg), the main substance is a hydrated magnesia silicate. Although the largest reserve in the world is located in Eskişehir, it is also found in France, Greece, Spain, South Africa and USA.

Meerschaum, which has a history of 5000 thousand years, is almost equal to the fate and history of Eskişehir. Eskişehir, one of the world's first export centers, has sent meerschaum to the most remote corners of the world during the ancient ages. Meerschaum is the equivalent of Denizköpüğü in Turkish. This is from the German equivalent of Meerschaum. But in the local Eskişehir Stone, Patal, Aktaş is also called. When we look at the history of meerschaum, we find interesting information. If you need to sort;

• The first written source mentions the meerschaum when the traveler Ali Bin Abu Bakr al-Herevi came to Eskişehir in 1173.

• Tobacco smoking, which started in the Ottoman Empire in 1600, causes the meerschaum to begin its golden years.

• In the 18th century, Turkish traders participated in trade fairs in Europe, increasing interest. Meerschaum processing workshops are opened in various cities of Europe.

• It is known that in the 1850s, approximately 10,000 people worked in the sector and villages were formed around the mines. Meerschaum was a state monopoly; Either he would run it with his own hand or he would give it to an operator.

• In 1834, a crate of meerschaum was worth 625 francs, ie 30 Ottoman gold.

• The route brought to Istanbul on the back of the animals was called the Meerschaum road. Since there was no customs duty, it became the center of Vienna's meerschaum.

• To give an example in terms of proportioning; In 1876, 8,798 crates of meerschaum were sold to Vienna in one year and 1,093,883 kurush revenue was recorded in the treasury.

• In the Republican era, with the encouragement of Atatürk, Ali Osman established the Denizköpüğü workshop and raised young generations.

• In 1972, the sale of raw meerschaum abroad was prohibited by legal regulations.

• Meerschaum has three main bearing regions in Eskişehir. These are Karatepe, Yakaboyu and Humid regions.

• Meerschaum, which is valuable even in dust, is used as raw material in various branches of industry, especially ceramics, paint and paper. It will be used in many innovative products in the future with its absorbent feature.

• I think it is our rare geographic landmark with a museum, it has a museum in the Odunpazarı / Kurşunlu Complex. Opened in 2008, the museum has over 400 artifacts.

• In addition, Meerschaum Processing Art has been registered in our national intangible cultural heritage inventory with a total number of 111, with number 48. The contributions of Ali Osman Denizköpüğü (1897-1961), who has been a teacher of meerschaum with great love to this art since 1920, should not be forgotten. His pipes decorate the collections today.

Meerschaum starts at the surface but is found as veins between soil layers or clay layers at a depth of less than 25-30 mt or more. Watching the veins is a coincidence, but it's a coincidence. The galleries are either dry or watery. Even though the ones coming out of the watery galleries are more laborious, they are the best quality. Galleries open first vertically, then continue horizontally.

Meerschaum is divided into 7 different main breeds according to their usage areas.

1-Sort Meerschaum: Pipe making.

2-Unit Union Meerschaum: Trinket, pipe making.

3-Cotton Meerschaum: Pipe making.

4-Grains Meerschaum: Small pipe and female pipe and similar products.

5-Middle Meerschaum: It is placed in pipes made of other materials for the production of nicotine and cigarette holder and necklace bracelet and similar articles.

6- Cast Iron Meerschaum: Rosary and similar articles are made and used as insulation material in industry.

7-Skinny Meerschaum: Cigarette holder, necklace and similar small parts used in the production of goods. It is used as a powder and as a nicotine absorbent liner for making pipes and similar articles.

The varieties other than undersized are also divided into 12 varieties among themselves. Species 1 to 7 of each genus are good 7-10 medium to 10-12 species are low quality.

The conversion to semi-finished products is carried out in the mining areas and in the workshops in Eskişehir. If the time has elapsed between the removal of the stones from the quarry and the hardening that will lose its wetness, the stones are placed in the water to obtain the necessary softness. Transactions made during the semi-finished product; beating, polishing, troweling, wet aba, scrubbing, oily aba, polishing, grading and balloting. The stones passing through these processes are continuously checked and the defective ones are sent to the previous process. Meerschaum of Eskisehir's coy girl is docile, easy to handle, but even an extra touch can disrupt all processing. So the master grows only with his master.

It is worth correcting a mistake on meerschaum. 300 meters of meerschaum etc. Although it is said to be underground, the best quality stone is between 120 mt and 150 mt. The quality of the stone decreases as the depth decreases. Meerschaum easily shaped due to its chemical properties has a valuable and indispensable feature for decorative ornaments. His success in this field, especially pipe, trinket, bracelet, keychain, tesbih, brooch, chess set, jewelry, mouthpiece, cane and cane head, envelope opener, rosary, easter egg, etc. products as show.

Why Meerschaum and Pipe?

The quality of the material used in the world determines the quality of the pipe. Briar (ing) concept is important to indicate the characteristics of the pipe offered for sale. A quality pipe is a pipe that absorbs water. The ability to absorb water gets from plants grown in arid areas. In this context, preferred plant roots are grown in dry places. For example, in Turkey rose stem or roots of plants grown in Algeria preferred. Besides, of course, there is a special place for meerschaum in terms of pipe users. Meerschaum pipes with a long tradition have reached worldwide fame and preference. A meerschaum pipe has a specific weight among users. The pipe user or collector necessarily wants to have a pipe made of Eskişehir meerschaum. Of course, this is because meerschaum absorbs 70% of nicotine. The pipe team is an industry and market that cannot be underestimated by its target group, accessories, tobacco, and pipe. Pipo is a culture and target audience with specific behavioral patterns for its users. Pipe users, who have local, regional and international relations networks, share instant information and experience thanks to the clubs they establish on social media.

Meerschaum and Marketing Communication

One of the most important elements for the branding and marketing of geographical indication products is the strong tradition of the product. The socio-economic tradition of the product tradition is very important for the audience in the context of narration. It is the most fundamental challenge for brands today to create awareness that everything is accessible and substitutable. When we reduce the issue to the meerschaum, we see different and endless options. Geographical indication products are an ecosystem that is the sum of the fields of law, branding, rural development, tourism and gastronomy. Apart from the importance of constructing the system, it is vital that it is sustainable. When it comes to an ancient city like Eskişehir, it is inevitable that the process will be managed by meerschaum marketing communication in many stakeholders. Just as the Little Prince says, it is my smile that makes a rose meaningful. Even though a special mine like meerschaum has large deposits, nothing in nature is unlimited. Even the protection of meerschaum by geographic marking has doubled its current market value. To protect this value, to develop and to strengthen with the right marketing communication tools, primarily with the right to the institution holding this right, then all the Eskişehirlilerin falls. In our opinion, the biggest problem of meerschaum in terms of marketing communication is not reduced to niche marketing level. The lack of effective effects of marketing communication activities conducted / tested to date supports this view. The socialization of communication channels has led to a diversity of marketing budgets, as well as the necessity of a different kind of discourse. However, there is no problem of finding new markets for products that will not have positioning problems such as meerschaum tradition. What is to be done is to reposition the correct strategic concept, corporate discourse, corporate identity, social media, public relations activities and meerschaum. It is also worth noting that repositioning does not open a white page.

Instead of the last word…

Many of our geographically marked industrial products are under the devastating effect of modernization, as is the case with our traditional products. The simulating / generalizing effect of modernity destroys local cultural values. This is reflected in the transfer of meerschaum art to the younger generations. The effective effect of existing meerschaum processing courses remains weak. In order for this to be more systematic and sustainable, at least for the time being, our colleges' crafts and jewelry and jewelry design and so on. It is a necessity to include the departments in the curriculum.

Kemal ÇİFÇİ

Brand Consultant
General Secretary of Geographical Indications Association

References

• Behçethan Aktaş / President of Eskişehir Traditional Meerschaum Handicrafts and Culture Association

• Seaweed, Meerschaum Assoc. Dr. Contact Cahit directly

http://dergiler.ankara.edu.tr/dergiler/19/868/11017.pdf

• Meerschaum Introduction Catalog

http://www.eskisehirkulturturizm.gov.tr/eklenti/35594,luletasitr2014.pdf?0

Some public relations and promotional activities about Meerschaum to date

• International Meerschaum “White Gold” Festival (1988–1993)

• Alpu Municipality International Beet, Silver, Meerschaum Festival

• A “Meerschaum Course” was opened in cooperation with the Provincial Directorate of Culture and Tourism and the Municipality of Tepebaşı within the framework of the “2005 Non-Formal Cultural Education Activities Plan”.

• “Meerschaum Course” was opened in cooperation with the Provincial Directorate of Culture and Tourism and the Municipality of Tepebaşı within the framework of the “Non-formal Cultural Education Activities Plan of 2007 Plan.

• Eskişehir Meerschaum Artists Education Culture Social Solidarity and Solidarity Association, T.C. He received “Trademark Registration Certificate den from Turkish Patent Institute.

• Meerschaum Museum: Works of meerschaum festivals, meerschaum crafts competitions and exhibitions were purchased by the Special Provincial Administration and the first step was taken in the formation of meerschaum museum. The Meerschaum Museum, which contains around 400 works of 60 artists, was opened by Odunpazarı Municipality in 2008 to the local and foreign guests in the Kurşunlu Complex.

• Recent Representatives of a Vanishing Profession: Meerschaum Project (Anadolu University Science and Technology Club - EU Project)

Adress

Selanik Caddesi
No: 80/8 Kızılay 06450
Çankaya / Ankara / Türkiye
+90 0312 473 00 39
+90 532 512 68 09
bilgi@kemalcifci.com
Asia Minör Advertising and Marketing Communication

BİZİM İÇİN REKLAM DEĞER ÜRETİRKEN HESAP VEREBİLMEKTİR...