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

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: 200.000.000 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

POSITION IN IDUSTRY KİPA has 120 stores,over 6000 employes

Aim is to improve market share as much as possible

Has a leadership in Aegean territory

The 10 Largest Retailers in the World

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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

Schwarz Unternehmens 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

Aldi GmbH & Co. Germany 66,063 5.1

Target Corp. USA 62,884 6.1

The Largest Retailers in Turkey

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TARGET MARKET

Everyone who has power to buy is target market of Kipa,especially the middle class and lower class targeted.

STRATEGIES

PRİCİNG STRATEGY

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.

0.99 Pricing

Kipa uses this psychological pricing to make people belive the product is cheaper.

Discounts And 1TL Days

PRODUCT QUALİTY 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.

VARİETY KİPA has too many different products

from cosmetics to writing materials for example,in KİPA extra Balçova includes 35000

products….

LOCATİON STRATEGY 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

COMMUNICATION STRATEGY

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

STORE ATMOSPHERİC

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.

COMPARİSON

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

Thank you for listening! ANY QUESTIONS?