Presentation on theme: " 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."— Presentation transcript:
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 7 October 2000:Products branded as “KİPA” are on shelves. October 2000 KİPA cards has been created 11 November 2003:Tesco-KİPA cooperation
28 March 2006: first Express store opened in İzmir 11 November 2006:The tarnsfer process of KİPA shares to Tesco has been completed.
15 December 2006: First ever Express store opened out of İzmir in Antalya 26 June 2007 : Solar energy age 7 August 2007 : KİPA created its own logistics
Current capital: TL General director:Paul Fraser Daley Ritchie Executive committee:Trevor John Masters-Paul Fraser Daley Ritchie-Murat Sağlık-Mustafa Remzi Kıraç-Sadık Zühtü Kocabaş-Paul Roland Fearn-Niall Laurence Hunter-Antony John Hogget-David Lawrence North
KİPA has 120 stores,over 6000 employes Aim is to improve market share as much as possible Has a leadership in Aegean territory
1-7 CompanyCountry2008 sales (mio $) growth rate (%) Wal-MartUSA401, CarrefourFrance127, MetroGermany99, TescoUK96,21012 Schwarz UnternehmensGermany79, The Kroger Co.USA76, The Home Depot, Inc.USA71, Costco Wholesale CorporationUSA70, Aldi GmbH & Co.Germany66, Target Corp.USA62,8846.1
Everyone who has power to buy is target market of Kipa,especially the middle class and lower class targeted.
Kipa inspired from people who search several supermarkets to find lowest price and started “Kipa Chasing The Lowest Price Campaign”.Kipa always keeps an eye on rivals’ prices then equals prices to them or reduces prices lower than rivals to become cheapest.
Kipa uses this psychological pricing to make people belive the product is cheaper.
KİPA’s aim is,selling the best quality with lowest price.So they differ from one of their rival BİM in terms of product quality because unlike BİM KİPA’s product quality is good among other retailers.
KİPA has too many different products from cosmetics to writing materials for example,in KİPA extra Balçova includes products….
KİPA locates its stores wherever its target market can reach easily.Location of Kipa has; Well rounded assortments Strong suburban population One-stop family shopping Transportation access Pedestrian traffic
KİPA can be easily comunicated by e- mail,phone,fax.You can easily get information about products,if you have any problems with products,KİPA listens your complainings and takes action to solve problem.
From Kipa’s perspective,Kipa communicates to customers by; TV advertisements, Billboards, Handouts, SMS services
Kipa’s supermarkets,provide a pleasant shopping environment.Kipa always situated in large areas,except “Kipa express”. Creates attractive atmosphere for shoppers
Layout:Grid layout Size:Wide Lighting:Bright Smell:Fails in fish store Crowding:Overcrowded in holidays Shelving:Tidy
Parking:Kipa has large parking areas compared to rivals because Kipa has also underground parking lots.
Kipa’s fierce rivals are;Migros,Carrefour,BİM,and local stores are rivals of Kipa ekspres. In comparison,Kipa has an advantege of low prices,beacuse even thoug low prices,the products has good quality. Kipa has positioning of low prices-good quality. Power of Tesco gives courage to Kipa during investments
Kipa has much more product variety compared to rivals. Kipa has its own distribution channel. Number 1 brand in Aegean territory