{"id":1478,"date":"2019-11-08T06:55:33","date_gmt":"2019-11-08T06:55:33","guid":{"rendered":"https:\/\/www.gidaperakendecileri.org\/?p=1478"},"modified":"2021-02-05T13:00:07","modified_gmt":"2021-02-05T13:00:07","slug":"5-private-label-zirvesi-kalici-olmak-icin-cikis-yollari-temasiyla-gerceklestirildi","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=1478","title":{"rendered":"5. Private Label Zirvesi, \u201cKal\u0131c\u0131 Olmak \u0130\u00e7in \u00c7\u0131k\u0131\u015f Yollar\u0131\u201d Temas\u0131yla Ger\u00e7ekle\u015ftirildi"},"content":{"rendered":"\t\t
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G\u0131dadan kozmeti\u011fe, ki\u015fisel bak\u0131mdan temizlik \u00fcr\u00fcnlerine kadar hemen her alanda market raflar\u0131nda yerini alan \u00f6zel markal\u0131 \u00fcr\u00fcnler, Nielsen verilerine g\u00f6re y\u0131l\u0131n 9 ayl\u0131k d\u00f6neminde y\u00fczde 29 b\u00fcy\u00fcd\u00fc. PLAT \u00d6zel Markal\u0131 \u00dcr\u00fcnler Sanayicileri ve Tedarik\u00e7ileri Derne\u011fi, perakende sekt\u00f6r\u00fcndeki yerini her y\u0131l daha da g\u00fc\u00e7lendiren Private Label \u00fcr\u00fcnlerin gelece\u011fini sekt\u00f6r\u00fcn \u00f6nemli akt\u00f6rlerinin kat\u0131ld\u0131\u011f\u0131 5. Private Label Zirvesi\u2019nde masaya yat\u0131rd\u0131. <\/strong><\/span><\/h3>

Perakende zincirinin t\u00fcm halkalar\u0131n\u0131 bulu\u015fturan PLAT 5. Private Label Zirvesi<\/strong>, Kurtk\u00f6y Crowne Plaza Otel\u2019de d\u00fczenlendi. \u00dcretici ve tedarik\u00e7i firmalar\u0131n yan\u0131 s\u0131ra ulusal ve yerel \u00f6l\u00e7ekteki perakende zincirlerinin temsilcilerinin kat\u0131ld\u0131\u011f\u0131 zirve, bu y\u0131l da \u00f6nemli konu\u015fmac\u0131lar\u0131 ile sekt\u00f6r\u00fcn nabz\u0131n\u0131 tuttu. PLAT 5. Private Label Zirvesi, \u00f6zel markal\u0131 \u00fcr\u00fcnlere t\u00fcketicilerin ilgisi her ge\u00e7en g\u00fcn artarken sekt\u00f6r\u00fcn gelece\u011fe nas\u0131l haz\u0131rland\u0131\u011f\u0131n\u0131 ortaya koymak amac\u0131yla \u201cKal\u0131c\u0131 Olmak \u0130\u00e7in \u00c7\u0131k\u0131\u015f Yollar\u0131\u201d<\/strong> temas\u0131yla ger\u00e7ekle\u015ftirildi. <\/span><\/p>

Sekt\u00f6r\u00fcn \u00d6nde Gelen \u0130simleri 5. Private Label Zirvesi\u2019ndeydi<\/span><\/strong>
PLAT Derne\u011fi Y\u00f6netim Kurulu Ba\u015fkan\u0131 M. \u0130mer \u00d6zer, 5. Private Label Zirvesi\u2019nin a\u00e7\u0131l\u0131\u015f\u0131nda yapt\u0131\u011f\u0131 konu\u015fmas\u0131nda \u00f6zel markal\u0131 \u00fcr\u00fcnler sekt\u00f6r\u00fcn\u00fcn h\u0131zl\u0131 bir b\u00fcy\u00fcme i\u00e7inde oldu\u011funu ve bu b\u00fcy\u00fcmeyi kal\u0131c\u0131 hale getirecek \u00e7\u0131k\u0131\u015f yollar\u0131na odakland\u0131klar\u0131n\u0131 belirterek, \u201cPerakende sekt\u00f6r\u00fcndeki yerini giderek g\u00fc\u00e7lendiren \u00f6zel markal\u0131 ya da Private Label \u00fcr\u00fcnler sekt\u00f6r\u00fcm\u00fcz\u00fc bu y\u0131l be\u015finci kez bir araya getirdik. Bu y\u0131l zirvemizin temas\u0131n\u0131 kal\u0131c\u0131 olmak i\u00e7in \u00e7\u0131k\u0131\u015f yollar\u0131 olarak belirledik. Her arayan arad\u0131\u011f\u0131n\u0131 bulamaz ama bulanlar arayanlard\u0131r diyoruz. G\u00fcn\u00fcm\u00fcz\u00fcn de\u011fi\u015fen ko\u015fullar\u0131nda sadece fiyat odakl\u0131 bir rekabet ile s\u00fcrd\u00fcr\u00fclebilir bir b\u00fcy\u00fcmeden s\u00f6z edemeyiz. Bunun i\u00e7in ilk \u00f6nce dayan\u0131kl\u0131 ve \u00e7evik olmal\u0131y\u0131z ki bu bizim genlerimizde var. Global d\u00fc\u015f\u00fcnmeli, T\u00fcrkiye ko\u015fullar\u0131n\u0131 unutmadan yerel davranabilmeliyiz. \u0130kinci olarak odaklanmal\u0131y\u0131z. Belli bir alana odaklanmak, ba\u015far\u0131y\u0131 getirir. Yarat\u0131c\u0131l\u0131\u011f\u0131m\u0131z\u0131 inovasyon i\u00e7in kullanal\u0131m ve rakiplere de\u011fil soruna odaklanal\u0131m. \u00dc\u00e7\u00fcnc\u00fc \u00e7\u0131k\u0131\u015f yolu olarak basit olmal\u0131y\u0131z. Rutinden \u00e7\u0131kmal\u0131 ve farkl\u0131la\u015fmal\u0131y\u0131z \u00e7\u00fcnk\u00fc t\u00fcketici fark etti\u011fini sat\u0131n al\u0131r. D\u00f6rd\u00fcnc\u00fc olarak da empati yapmay\u0131 unutmamal\u0131y\u0131z. Umut varsa her zaman \u00e7\u0131k\u0131\u015f yolu da vard\u0131r. Yeter ki arayan olal\u0131m ve rutinden \u00e7\u0131k\u0131p takip edilen i\u015flere imza atal\u0131m. B\u00f6ylece farkl\u0131la\u015fmay\u0131 ve kal\u0131c\u0131 b\u00fcy\u00fcmeyi sa\u011flayabiliriz\u201d dedi.<\/span><\/p>

\"\"M. \u0130mer \u00d6zer ayr\u0131ca Private Label sekt\u00f6r\u00fc ile ilgili olarak \u015fu de\u011ferlendirmelerde bulundu: \u201cAvrupa\u2019da \u00f6zel markal\u0131 \u00fcr\u00fcnlerin perakende cirosundaki pay\u0131 ortalama y\u00fczde 31,5 iken \u00fclkemizde son y\u0131llardaki art\u0131\u015flarla birlikte bu oran y\u00fczde 20\u2019nin \u00fczerine \u00e7\u0131kt\u0131. Avrupa\u2019ya k\u0131yasla \u00f6zel markal\u0131 \u00fcr\u00fcnler sekt\u00f6r\u00fcm\u00fcz h\u0131zl\u0131 bir b\u00fcy\u00fcme i\u00e7inde. T\u00fcketiciye ula\u015fma noktas\u0131nda \u00f6nemli bir geli\u015fim kat eden \u00f6zel markal\u0131 \u00fcr\u00fcnler art\u0131k market raflar\u0131nda ve al\u0131\u015fveri\u015f sepetlerinde daha fazla yer tutuyor. Ge\u00e7ti\u011fimiz y\u0131l yakla\u015f\u0131k y\u00fczde 70 b\u00fcy\u00fcme ile cirosunu 50 milyar TL\u2019ye \u00e7\u0131karan \u00f6zel markal\u0131 \u00fcr\u00fcnler sekt\u00f6r\u00fcm\u00fcz, y\u0131l\u0131n 9 ayl\u0131k d\u00f6neminde ise y\u00fczde 29 b\u00fcy\u00fcmeye ula\u015ft\u0131. \u00d6zel markal\u0131 \u00fcr\u00fcnlerin kalitesine duyulan g\u00fcvenin artmas\u0131yla birlikte t\u00fcketicinin sat\u0131n alma tercihlerinde ilk s\u0131raya y\u00fckselen Private Label \u00fcr\u00fcnlerdeki b\u00fcy\u00fcme trendinin y\u0131l\u0131n geri kalan\u0131nda da devam edece\u011fini \u00f6ng\u00f6r\u00fcyoruz.\u201d<\/span><\/p>

PLAT 5. Private Label Zirvesi\u2019nin sabah oturumu PLAT Ba\u015fkan\u0131 \u0130mer \u00d6zer\u2019in a\u00e7\u0131l\u0131\u015f konu\u015fmas\u0131n\u0131n ard\u0131ndan Nielsen Perakende Hizmetleri Direkt\u00f6r\u00fc \u0130lker Unutkan\u2019\u0131n sunumu ile devam etti. H\u0131zl\u0131 T\u00fcketim \u00dcr\u00fcnleri ve \u00d6zel Markal\u0131 \u00dcr\u00fcnler sekt\u00f6r\u00fcndeki son geli\u015fmeler hakk\u0131nda bilgi veren \u0130lker Unutkan, H\u0131zl\u0131 T\u00fcketim \u00dcr\u00fcnleri (FMCG) pazar\u0131 cirosunun y\u0131l\u0131n 9 ayl\u0131k d\u00f6neminde ge\u00e7en y\u0131l\u0131n ayn\u0131 d\u00f6nemine g\u00f6re y\u00fczde 16 b\u00fcy\u00fcd\u00fc\u011f\u00fcn\u00fc, ayn\u0131 d\u00f6nemde Private Label cirosunun y\u00fczde 29 b\u00fcy\u00fcme g\u00f6sterdi\u011fini belirtti. \u00d6zel markal\u0131 \u00fcr\u00fcnler bu b\u00fcy\u00fcme ile FMCG pazar\u0131ndaki pay\u0131n\u0131 y\u00fczde 21\u2019e y\u00fckseltti. Unutkan, yapt\u0131klar\u0131 son ara\u015ft\u0131rmalar\u0131n sonu\u00e7lar\u0131na g\u00f6re artan fiyat fark\u0131ndal\u0131\u011f\u0131 ile birlikte al\u0131\u015fveri\u015f\u00e7ilerin en avantajl\u0131 promosyonlar\u0131 yakalamak i\u00e7in daha fazla efor sarf etti\u011fini vurgulayarak her 10 al\u0131\u015fveri\u015f\u00e7iden 9\u2019unun \u00fcr\u00fcnlerin tamam\u0131 ya da bir\u00e7o\u011funun fiyat\u0131n\u0131 bildi\u011fini, her 4 al\u0131\u015fveri\u015f\u00e7iden \u00fc\u00e7\u00fcn\u00fcn ise Private Label fiyatlar\u0131 ile markal\u0131 \u00fcr\u00fcnlerin fiyatlar\u0131n\u0131 kar\u015f\u0131la\u015ft\u0131rd\u0131\u011f\u0131n\u0131 dile getirdi. Nielsen Perakende Hizmetleri Direkt\u00f6r\u00fc \u0130lker Unutkan ayr\u0131ca \u201cT\u00fcrkiye\u2019de Private Label cirosunun H\u0131zl\u0131 T\u00fcketim \u00dcr\u00fcnleri cirosundaki pay\u0131, 2018 y\u0131l\u0131nda y\u00fczde 20\u2019ye y\u00fckseldi. T\u00fcrkiye\u2019de Private Label cirosunun pay\u0131 d\u00fcnya ortalamas\u0131 olan y\u00fczde 16,3\u2019\u00fcn \u00fczerinde iken Avrupa ortalamas\u0131 olan y\u00fczde 31,5\u2019in gerisinde. Avrupa\u2019da 2016 y\u0131l\u0131ndan sonra daha stabil bir b\u00fcy\u00fcme var. T\u00fcrkiye bu alanda daha h\u0131zl\u0131 geli\u015fiyor\u201d diye konu\u015ftu.<\/span><\/p>

Nielsen sunumu sonras\u0131 Gazeteci-Yazar Serdar Kuzulo\u011flu<\/strong>, \u201cYeni \u0130nsan, Yeni T\u00fcketim, Yeni F\u0131rsatlar\u201d<\/strong> i\u00e7erikli bir konu\u015fma ger\u00e7ekle\u015ftirdi. T\u00fcketici al\u0131\u015fkanl\u0131klar\u0131n\u0131n tamamen de\u011fi\u015fti\u011finden bahseden Kuzulo\u011flu, yeni trendlerde teknolojinin \u00e7ok \u00f6nemli yer tuttu\u011funu belirterek iyi teknoloji kullanan markalar\u0131n istedi\u011fi \u00fcr\u00fcn\u00fc satabilece\u011fini s\u00f6yledi. Al\u0131\u015fveri\u015fin bir t\u0131k\u2019la yap\u0131ld\u0131\u011f\u0131, binlerce \u00fcr\u00fcn\u00fcn t\u00fcketicilerin be\u011fenisine sunuldu\u011fu \u00e7a\u011f\u0131m\u0131zda rekabetin teknoloji ile birlikte farkl\u0131 i\u015f planlar\u0131 gereksinimini artt\u0131rd\u0131\u011f\u0131na dikkat \u00e7ekti.<\/span><\/p>

Lead Network T\u00fcrkiye Ba\u015fkan\u0131 Aysun Zaman\u2019<\/strong>\u0131n konu\u015fmas\u0131 ile ba\u015flayan 5. Private Label Zirvesi\u2019nin \u00f6\u011fleden sonraki oturumu, perakende sekt\u00f6r\u00fcn\u00fcn en \u00f6nemli temsilcilerinden B\u0130M COO\u2019su Galip Ayka\u00e7, A101 CEO\u2019su Erhan Bostan<\/strong> ve Migros CMO\u2019su Cem Rodoslu<\/strong>\u2019yu a\u011f\u0131rlad\u0131. Zirve kat\u0131l\u0131mc\u0131lar\u0131, sekt\u00f6re dair \u00f6nemli mesajlar\u0131n verildi\u011fi bu b\u00f6l\u00fcmde sahne alan E\u011fitimci Yazar M\u00fcmin Sekman<\/strong> ve E\u011fitimci Yazar Serkan Karaismailo\u011flu\u2019<\/strong>nun konu\u015fmalar\u0131n\u0131 ilgiyle izledi. PLAT 5. Private Label Zirvesi\u2019nin kapan\u0131\u015f\u0131n\u0131 ise Sabanc\u0131 \u00dcniversitesi Finans K\u00fcrs\u00fcs\u00fc Ba\u015fkan\u0131 Prof. Dr. \u00d6zg\u00fcr Demirta\u015f<\/strong>, ekonomi ve teknoloji konulu konu\u015fmas\u0131 ile yapt\u0131.<\/span><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

G\u0131dadan kozmeti\u011fe, ki\u015fisel bak\u0131mdan temizlik \u00fcr\u00fcnlerine kadar hemen her alanda market raflar\u0131nda yerini alan \u00f6zel markal\u0131 \u00fcr\u00fcnler, Nielsen verilerine g\u00f6re y\u0131l\u0131n 9 ayl\u0131k d\u00f6neminde y\u00fczde 29 b\u00fcy\u00fcd\u00fc. PLAT \u00d6zel Markal\u0131 \u00dcr\u00fcnler Sanayicileri ve Tedarik\u00e7ileri Derne\u011fi, perakende sekt\u00f6r\u00fcndeki yerini her y\u0131l daha da g\u00fc\u00e7lendiren Private Label \u00fcr\u00fcnlerin gelece\u011fini sekt\u00f6r\u00fcn \u00f6nemli akt\u00f6rlerinin kat\u0131ld\u0131\u011f\u0131 5. Private Label Zirvesi\u2019nde […]<\/p>\n","protected":false},"author":1,"featured_media":1479,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[23,32],"tags":[],"class_list":{"0":"post-1478","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler","8":"category-sektorden-haberler-haberler"},"featured_image_src":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/11\/private-label-zirvesi-1.jpg","author_info":{"display_name":"ph16171887571_m2ho1594","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=1"},"yoast_head":"\n5. Private Label Zirvesi, \u201cKal\u0131c\u0131 Olmak \u0130\u00e7in \u00c7\u0131k\u0131\u015f Yollar\u0131\u201d Temas\u0131yla Ger\u00e7ekle\u015ftirildi - GPD<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gidaperakendecileri.org\/?p=1478\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5. Private Label Zirvesi, \u201cKal\u0131c\u0131 Olmak \u0130\u00e7in \u00c7\u0131k\u0131\u015f Yollar\u0131\u201d Temas\u0131yla Ger\u00e7ekle\u015ftirildi - GPD\" \/>\n<meta property=\"og:description\" content=\"G\u0131dadan kozmeti\u011fe, ki\u015fisel bak\u0131mdan temizlik \u00fcr\u00fcnlerine kadar hemen her alanda market raflar\u0131nda yerini alan \u00f6zel markal\u0131 \u00fcr\u00fcnler, Nielsen verilerine g\u00f6re y\u0131l\u0131n 9 ayl\u0131k d\u00f6neminde y\u00fczde 29 b\u00fcy\u00fcd\u00fc. PLAT \u00d6zel Markal\u0131 \u00dcr\u00fcnler Sanayicileri ve Tedarik\u00e7ileri Derne\u011fi, perakende sekt\u00f6r\u00fcndeki yerini her y\u0131l daha da g\u00fc\u00e7lendiren Private Label \u00fcr\u00fcnlerin gelece\u011fini sekt\u00f6r\u00fcn \u00f6nemli akt\u00f6rlerinin kat\u0131ld\u0131\u011f\u0131 5. 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