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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.
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October 2000 KİPA cards has been created
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11 November 2003:Tesco-KİPA cooperation
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28 March 2006: first Express store opened in
İzmir
11 November 2006:The tarnsfer process of
KİPA shares to Tesco has been completed.
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15 December 2006: First ever Express store
opened out of İzmir in Antalya
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26 June 2007 : Solar energy age
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7 August 2007 : KİPA created its own logistics
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Current capital: 200.000.000 TL
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General director:Paul Fraser Daley Ritchie
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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
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KİPA has 120 stores,over 6000 employes
Aim is to improve market share as much as
possible
Has a leadership in Aegean territory
Company
Country
2008 sales (mio $)
2003-2008
growth rate (%)
Wal-Mart
USA
401,244
9.4
Carrefour
France
127,958
4.3
Metro
Germany
99,004
4.8
Tesco
UK
96,210
12
Germany
79,924
12.3
The Kroger Co.
USA
76,000
7.2
The Home Depot, Inc.
USA
71,288
1.9
Costco Wholesale Corporation
USA
70,977
11.2
Germany
66,063
5.1
USA
62,884
6.1
Schwarz Unternehmens
Aldi GmbH & Co.
Target Corp.
1-7
1-8
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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.
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Kipa uses this psychological pricing to make
people belive the product is cheaper.
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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.
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KİPA has too many different products from
cosmetics to writing materials for example,in
KİPA extra Balçova includes 35000
products….
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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
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KİPA can be easily comunicated by email,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.
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From Kipa’s perspective,Kipa communicates to
customers by;
TV advertisements,
Billboards,
Handouts,
SMS services
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Kipa’s supermarkets ,provide a pleasant
shopping environment.Kipa always situated in
large areas,except “Kipa express”.
Creates attractive atmosphere for shoppers
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Layout:Grid layout
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Size:Wide
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Lighting:Bright
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Smell:Fails in fish store
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Crowding:Overcrowded in holidays
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Shelving:Tidy
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Parking:Kipa has large parking areas compared
to rivals because Kipa has also underground
parking lots.
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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
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Kipa has much more product variety compared
to rivals.
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Kipa has its own distribution channel.
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Number 1 brand in Aegean territory
ANY QUESTIONS?