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HISTORY OF KİPA

HISTORY OF KİPA. Foundation :KİPA first founded in İzmir,in 17 august 1992 by 100 partners as an initiative . First store opened as Bornova KİPA in 18 October 1994. 7 October 2000: Products branded as “KİPA” are on shelves . October 2000 KİPA cards has been created

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HISTORY OF KİPA

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  1. HISTORY OF KİPA • Foundation:KİPA firstfounded in İzmir,in 17 august 1992 by 100 partners as an initiative.Firststoreopened as Bornova KİPA in 18 October 1994. • 7 October 2000:Productsbranded as “KİPA” are on shelves. • October 2000 KİPA cards has beencreated • 11 November 2003:Tesco-KİPA cooperation

  2. 28 March 2006: first Express storeopened in İzmir • 11 November 2006:Thetarnsferprocess of KİPA sharestoTesco has beencompleted.

  3. 15 December 2006: First ever Express storeopenedout of İzmir in Antalya • 26 June 2007 : Solar energyage • 7 August 2007 : KİPA createditsownlogistics

  4. Currentcapital: 200.000.000 TL • General director:Paul FraserDaleyRitchie • Executivecommittee:Trevor John Masters-Paul FraserDaleyRitchie-Murat Sağlık-Mustafa Remzi Kıraç-Sadık Zühtü Kocabaş-Paul RolandFearn-NiallLaurenceHunter-Antony John Hogget-David Lawrence North

  5. POSITION IN IDUSTRY • KİPA has 120 stores,over 6000 employes • Aim is toimprove market share as much as possible • Has a leadership in Aegeanterritory

  6. The 10 Largest Retailers in the World

  7. The Largest Retailers in Turkey

  8. TARGET MARKET • Everyonewho has powerto buy is target market of Kipa,especiallythemiddleclassandlowerclasstargeted.

  9. STRATEGIES

  10. Pricingstrategy Kipainspiredfrompeoplewhosearchseveralsupermarketstofindlowestpriceandstarted “KipaChasingTheLowestPriceCampaign”.Kipaalwayskeeps an eye on rivals’ pricesthenequalspricestothemorreducespriceslowerthanrivalstobecomecheapest.

  11. 0.99 Pricing • Kipausesthispsychologicalpricingtomakepeoplebelivetheproduct is cheaper.

  12. DiscountsAnd 1TL Days

  13. PRODUCT QUALİTY • KİPA’saimis,sellingthebestqualitywithlowestprice.Sotheydifferfromone of theirrival BİM in terms of productqualitybecauseunlike BİM KİPA’sproductquality is goodamongotherretailers.

  14. VARİETY • KİPA has toomanydifferentproductsfromcosmeticstowritingmaterialsforexample,in KİPA extra Balçova includes 35000 • products….

  15. LOCATİON STRATEGY • KİPA locatesitsstoreswhereveritstarget market can reacheasily.Location of Kipa has; • Wellroundedassortments • Strongsuburbanpopulation • One-stop familyshopping • Transportationaccess • Pedestriantraffic

  16. COMMUNICATION STRATEGY • KİPA can be easilycomunicatedby e-mail,phone,fax.You can easilygetinformationaboutproducts,ifyouhaveanyproblemswithproducts,KİPA listensyourcomplainingsandtakesactiontosolve problem.

  17. FromKipa’sperspective,Kipacommunicatestocustomersby; • TV advertisements, • Billboards, • Handouts, • SMS services

  18. STORE ATMOSPHERİC • Kipa’ssupermarkets ,provide a pleasant shopping environment.Kipaalwayssituated in largeareas,except “Kipaexpress”. • Creates attractive atmosphere for shoppers

  19. Layout:Gridlayout • Size:Wide • Lighting:Bright • Smell:Fails in fishstore • Crowding:Overcrowded in holidays • Shelving:Tidy

  20. Parking:Kipa has largeparkingareascomparedtorivalsbecauseKipa has also underground parkinglots.

  21. COMPARİSON • Kipa’sfiercerivalsare;Migros,Carrefour,BİM ,andlocalstoresarerivals of Kipa ekspres. • Incomparison,Kipa has an advantege of lowprices,beacuseeventhouglowprices,theproducts has goodquality . • Kipa has positioning of lowprices-goodquality. • Power of TescogivescouragetoKipaduringinvestments

  22. Kipa has muchmoreproductvarietycomparedtorivals. • Kipa has itsowndistributionchannel. • Number1 brand in Aegeanterritory

  23. Thankyouforlistening! ANY QUESTIONS?

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