turkish success of jewellery sales to tourists
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Turkish Success of Jewellery Sales to Tourists 2 1st Feb 200 5 Turkish Economy Turkish Tourism Turkish Jewellery Market Tourist Jewellery Market Tourist Tourist as Jewellery Buyer Tourist Market Retailers Jewellery Exports Outlook Outline: Turkish Economy Turkish Tourism

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slide2

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

outline
Outline:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • EU have decided that the accession negotiations with Turkey will start in 2005 which might be as long as 10 years
  • Inflation is moving towards one digit level after several decades
  • Exchange rate is around mid 2001 levels
  • 6 zeroes are dropped from TL (YTL)
slide4

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

slide5

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

slide6

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

2005 tourist market investments
2005 Tourist market investments

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • 50 New hotels under construction
  • 50,000 New beds will be ready for 2005 summer season
bought 36 units of airbus and 15 units of boeing airplanes in july 2004 delivery will be in 2005
bought 36 units of Airbus and 15 units of Boeing airplanes in July 2004. Delivery will be in 2005.

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

outline9
Outline:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Third biggest gold consumption after India and USA
  • Largest gold coin market and coin manufacturer in the world
  • Third biggest jewellery manufacturer after India and Italy
slide10

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

slide11

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

seasonality of incoming foreign tourists
Seasonality of incoming foreign tourists

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

Source: SIS

regional trends in incoming tourists
Regional Trends in Incoming Tourists

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

traveling by
Traveling by

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

slide15

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

what did they hear beforehand 47 heard about turkish gold
What did they hear beforehand (47% heard about Turkish gold):

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Cheaper 72%
  • Special Turkish designs 34%
  • Better workmanship 32%
  • Bigger variety 24%

Research by Piar-Gallup

whom did they hear it from
Whom did they hear it from:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • A friend 71%
  • The travel agency 26%
  • Previous visitors 26%
  • Promotional brochures 24%

Research by Piar-Gallup

after they saw the jewellery what did they think
After they saw the jewellery what did they think?

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Not expected that cheap 72%
  • Not expected that much variety 34%
  • Not expected that many 26%
  • Expected them to be cheaper 13%

Research by Piar-Gallup

purchase decision
Purchase decision:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • After they arrived 60%
  • Decided before 40%

Research by Piar-Gallup

top motives for the tourists who decided to buy before their trip
Top motives for the tourists who decided to buy before their trip:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Cheaper 73%
  • Special Turkish designs 10%
  • Better workmanship 33%
  • Better selection 25%

Research by Piar-Gallup

top motives for the tourists who decided to buy after they arrive
Top motives for the tourists who decided to buy after they arrive:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Attracted me 49%
  • Realized they were cheaper 39%
  • Good salesman help 30%
  • Lot of varieties 26%
  • Better workmanship 22%
  • Special Turkish designs 16%

Research by Piar-Gallup

self purchase or gift
Self purchase or gift:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Self 80%
  • Gift 20%

Research by Piar-Gallup

adornment or store of value
Adornment or store of value:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Adornment 90%
  • Store of value 10%

Research by Piar-Gallup

types of jewellery bought
Types of jewellery bought:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Ring 34%
  • Chain 32%
  • Necklace 25%
  • Earring 23%
  • Bracelet 17%
  • Pendant 10%

Research by Piar-Gallup

78 of the tourists said that they have never bought any jewellery from another country they visited
78% of the tourists said that they have never bought any jewellery from another country they visited.

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

Research by Piar-Gallup

jewellery retailers for tourists
Jewellery retailers for tourists:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • 6,000 in Mediterranean coast
  • 1,000 inside Grand Bazaar in Istanbul
  • 1,000 in other tourist areas
mega jewellery stores for tourists
Mega jewellery stores for tourists:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • 40 Jewellery mega-retailers
  • With average 3,000sqm shopping area
  • With an average of 100 salesmen
mega jewellery retailer stats
Mega jewellery retailer stats:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Average 100,000 tourists visit annually
  • Average 20,000 sales per year
  • Average 35,000 items sold per year
mega jewellery retailer stats29
Mega jewellery retailer stats:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Average item price US$1,000
  • Main customer is German and Russian with 30% share each
  • Rest is Europeans (Swiss, Austrian, Belgian, Dutch) with some Americans
slide30

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

direct exports vs tourist sales
Direct Exports vs Tourist Sales

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Turkish jewellery manufacturers are the second biggest exporter in the world
  • The tourist sales and direct exports are helping one another by creating awareness on Turkish jewellery brands
  • Summer tourist retailers are catering their customers in their country of origin in winters
slide32

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

5 year targets
5 Year Targets:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Become one of the first 5 destinations in number of tourists
  • Become one of the first 5 countries in tourism revenues
  • Rate of increase in gold jewellery sales to tourists faster than the increase in tourism revenues
slide34

...during your next vacation, we wish all of you a very happy holiday in Turkey, in the cradle of civilizations, enjoying the turqoise beaches of Cleopatra or skiing and hiking mount Ararat or playing golf or simply sipping your Turkish coffee and enjoying your Turkish delight and buying lots of Turkish jewellery making your holiday unforgettable...

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

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