Slayt 1 - Turkuaz Optik

Company Profile
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Turkuaz Ltd.Co.
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The Family Business started in 1969 by Timur Saglam‟s father in Ankara.
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Timur Saglam established Turkuaz Ltd. Co. in 1995 who owns 99,9% of the shares.
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Our head office in Istanbul is a historical 1000 m2 building located at the heart of a popular
quarter, which has been very hip after the city renovation project named “Galataport”. Beside the
central office, we have also branch offices in Izmir and Ankara whereby we brought our services
closer to all other regions. With the growth in our staff number, we are now providing much faster
countrywide services.
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Turkuaz team has a young, multinational and global vision as an outcome of its international
business experiences. We know that staying loyal to the brand name and image by following the
mission statements of the brands is of utmost importance. While we follow the global rules of doing
business, we also know how to finetune the cultural differences so that nothing gets lost in the
transition.
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Turkuaz is an importing company that exclusively represents the names it proudly carry and
distribute. The continuous and growing success of our business is the result of superior products
we choose to represent, excellent service we provide, extra attention we pay to details throughout
our operation, our dedicated and highly motivated employees personnel and our high command
level of experience in the industry.
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Brand Portfolio
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Management and Key Personnel
Timur Saglam – President
He was graduated from the Department of Economics of Ankara
University and earned his postgraduate degree at Southern Illinois
University in Political Science. Upon completing his education, he
returned home and joined the family business. He was a professional
volleyball player between 1980-1988. Later he got interested in extreme,
outdoor sports and in 1997 among 42,000 contesters, he was selected to
represent Turkey in Mongolia at Camel Trophy - the world famous
adventure race. He was the National Champion in quad racing from 2001
until 2003. In 2003 and 2004 he participated in the International Cross
Country Rally and he got the first place in his category. He‟s dynamic,
energetic and hard-working. He embraces an active lifestyle. Timur
Saglam‟s solid background in the optical sector and his respectable and
close relationships with first class retailers which are the driving forces of
the sector, certainly provides irreplaceable advantages to the business.
Hasan Kılıc – Financial Director
He was graduated from the Economics Department of Anatolian University.
He worked in various global companies for 21 years. Between 1986-1994
he worked for 2 companies at the same time, owned by the same people
which dealt with constructing business and which conducted projects for
NATO ENF. The company sent him to Libya where he stayed for two years.
Upon his return he started working for Park Holding which deals with
textile, metal and various investments. Later he worked for the
international Schmalbach Lubeca Company as the financial manager. He
has been working for Turkuaz since 2004.
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Tolga Dönmez – Sales Director
He earned his graduate degree from Celal Bayar University Faculty of Finance.
He is in optical business for 13 years and joined Turkuaz Team in 2014. He
previously served as Sales Representative at Derigo for 2 years and as Sales
Director at Luxottica for 10 years. He is fluent in English.
Alev Keskin – Communications and Marketing Director
She lived in Stuttgart Germany for 6 years where she did her studies at Eberhard
Ludwigs Gymnasium in Latin Languages. Later she moved to Turkey and she was
graduated from German Simultaneous Translation Department of Istanbul
University. She attended the PR Certificate Program at Istanbul Bilgi University.
She speaks German and English. She has been working for Turkuaz since 2004.
Tugce Simsek – PR Manager
She is graduated Bilkent University, Faculty of Tourism and Hotel Management in
2004. She attended the "Effectiveness in Authorship" Certificate Program at Bilgi
University. She completed training courses at the foreign news departments of
Turkish daily prints. She worked as Account Director in several leading
communication and pr agencies. She speaks French, English and Italian. She has
been working for Turkuaz since December, 2013.
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Who We Are
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Our core competence lies in correctly positioning our brands in the market while we comply with to
their global image but also customize the related framework culturally.
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Our competitive edge lies in our long term relationships with our clients and our flawless customer
service.
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We can make effective marketing strategies and utilize our marketing budget very efficiently and
thus can get the best possible return from our marketing expenses.
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Through our Inventory Management and CRM System, we can follow our customers‟ orders and
their ordering patterns carefully and we can estimate their needs in advance and so increase their
order repetitions during the season.
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As a result of our effective selling strategies and successful sales team we can achieve remarkable
quantities in sales.
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Turkuaz has a reputable name in the market and as a result we do business with all of the Chain
Stores and A Class Stores in Turkey. In the upper segment market, we state that there is not even
a single window that does not display at least one Turkuaz product.
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We never compromise from business ethics, that is the main factor that we are recognized as a
trustworthy firm and that is how we maintain our sustainable success and growth in business.
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We have always stayed out of the local house brand, refuse doing business in a part of the
market in which there is distorted illegal competition that we disapprove. Our resources and
expertise is focused not only to provide excellent service to provide satisfaction of our reputable
clients but also being principled and ethical whatsoever the money that we are loosing.
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The global sales strategies of the brand are accepted as the main guidelines for our sales
planning.
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Customizing some points is mandatory in order to convey the global success of the brands into
the domestic market. One of the distinct example is that the sales approach shall be directed to
the owner of the retail store. As most of the optical stores are family businesses in Turkey it
requires personal and close relationships. Timur Saglam‟s professional background and his
family‟s reputable name in this sector contributes to the company‟s success.
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Due to the lack of basic college education in the field, the trainings we provide for our customers
may prove less effective and therefore we have to repeat trainings periodically. We regularly
invite our customers to our office and brief them about the fashion trends, models,
specifications, technical details and the new collections enabling them to interact with each
other.
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Achievements
•Four years after Timur Saglam entered the family retail business, the total revenue grew by 25
times, increasing the market share in Ankara to 60% where the headquarters of the family‟s retail
business is located.
•Following the acquisition of distribution rights for the German Brand Flair in 1995, sales volume in
Turkey increased by 15 times in 3 years.
•Turkuaz Co. Ltd has continually been able to increase its sales volume since its foundation despite
two local and two global economical crisis.
•Since the start of distribution of the sports brand Oakley, sales volume in Turkey increased by
almost 9 folds in 3 years and constantly kept increasing from then on. This resulted in Oakley giving
Turkuaz the rights to distribute Oakley in Bulgaria market in addition to Turkey. Our 15.000 units of
sales dropped to 2.500 units under the management of Luxottica and still could not match our
quantities we were generating.
•In 2006, Turkuaz was chosen for the most prestigious “Best Presentation Award” at Optik Istanbul
by ITE.
•In 2007, Oakley distributor global window campaign contest grand price winner was Turkuaz.
•We started the distribution of Tom Ford in 2006 and improved the business faster than the other
distributors with our striking marketing strategies and hardworking sales team. We quadrupled our
annual budget at the second year of the launch.
•We started the distribution of Italia Independent in September 2013 and exceeded our sales target
for the first year, in December 2013. We tripled our annual budget in the first year.
•We ranked the strongest distributor of Italia Independent by far among all other countries.
•We turned Turkey into the country where Italia Independent has the highest brand awareness after
Italy.
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Achievements
MEDIA RELATIONS
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The research made by Ajanspress; one of the leading
media monitoring agencies in Turkey listing up the top
eyewear brands having the highest number of news in
Turkish media during May 2015, Italia Independent is
standing first on the list with 80 news published only in
May 2015. In May 2015, Italia Independent ranked first
eyewear brand in Turkey with 80 news published while
Ray-Ban comes in second with 60 news published. The
third of the list is Tom Ford having 51 news published.
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In May 2015, Italia Independent comes in first with the
highest advertising value equivalent with 2.045.488 USD
while Tom Ford comes off second best brand with
1.587.023 USD AVE and Ray- Ban ranked number three
with 1.242.961 USD advertising value equivalent.
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According to Marketing Turkiye magazine research, Italia
Independent having 55 news ranked the second eyewear
brand in Turkey with the highest news published in May
2014 after Ray-Ban. The third of the list was Tom Ford
Eyewear.
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In the same list, Italia Independent ranked the second
brand with 2,399,496 TL advertising value equivalent
while Tom Ford was the first brand with the highest AVE
with 2,478,730 TL. And Ray- Ban came in third with
1,328,537 TL advertising value equivalent.
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Achievements
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Workshops
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Sales Meetings
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We organize sales meetings with our buyers twice a year to increase the amount of feedback
received from our customers and exchange ideas for improving the distribution process. Sales
meetings serve the purpose of introducing new collections and exchanging ideas with the opticians
who are a good source of feedback for end user behavior. We hold team-work improvement
sessions in these meetings to help increase the effectivity of our distribution channel through social
interaction undertaken in these sessions.
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Fashion Shows
INDEPENDENT 500 X April 2015
• We organised a Runway Show to present
Italia Independent new season glasses with
Fiat 500 cars styled by Italia Independent.
The show blended Italia Independent brand
new sunglasses with Fiat cars emerging Italia
Independent innovative and creative style.
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Fashion Shows
MBFWI March 2014
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We launched Italia Independent at Mercedes Benz Fashion Week Istanbul with a Fashion Show at
15,03,2014.
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Italia Independent at Mercedes Benz Fashion Week Istanbul
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We organized fashion shows with the famous models of Turkey in order to introduce our new
collections to our customers.
Cameras were rolling, press was there ...
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Selecting Channels That Fit The
Brand Image
With many years of experience in the business, we know our customers and target groups, so we utilize
the best advertising and sponsorship channels that fit the brand‟s image and mission. For our fashion
brands we use high end fashion, womens‟ and lifestyle magazines and for our sports and performance
brands we use sports and men‟s magazines.
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Italia Independent
advertisements Vogue
John Galliano
advertisements Instyle
Dsquared2 advertisements Elle
Tom Ford
advertisements Vogue
John Galliano
advertisements Marie
Claire
Tom Ford advertisements
Elle
Dsquared2
advertisements Elle
Tom Ford advertisements
Cosmopolitan
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Dsquared2 advertisement
Elle 10. Anniversary Special
Edition
Timberland advertisement GEO
Tom Ford, Dsquared2
advertisements Tempo,
Tom Ford
advertisements Marie
Claire
Tom Ford, Dsquared2 advertisements
Hello and OK! Weekly Magazines
Tom Ford advertisement
Harper‟s Bazaar
Dsquared2 advertisement
Elle
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Not only we do place ads in magazines but also continuously release news about our brands and
products. Advertising equivalent of our Press Coverage for 2013 : 10 650 000,00$
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• Exposure in magazines through fashion shoots and interviews.
Interviews with Lapo Ellkan in L‟officiel and Elle
Magazines
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Fashion shoot for Tom Ford
Eyewear Elle
Fashion shoot for Tom Ford Eyewear Madame Figaro
Fashion shoot for Tom Ford All
Fashion shoot for Tom Ford Marie
Claire
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• We have annual contracts with trade magazines and place monthly advertisements.
Italia Independent, Dsquared2, Timberland, Ferrari, Tom Ford, advertisements
on the cover of the 4 Your Eyes optical trade magazine
Advertisements in optical trade magazine 4 Your Eyes
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• Advertorials in the trade magazines.
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Blogger Colaborations
Nil Ertürk
Billur Saatçi
Ferhan Talib_Iconjane
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Celebrity Endorsements
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Serenay Sarıkaya
Murat Boz
Ceyda Düvenci
Şükran Ovalı
Gökçe Yanardağ
Tarkan
Burcu Güneş
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Event Sponsorships
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Zerorh+ and Oakley sponsorships are given for windsurf races and tournaments at the beach
resorts; winter sports events at the mountain resorts; motocross and bike championships every
year.
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Launch Parties
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We organize events and launch parties for our new brands and new season collections. The
celebrities, models and jet-set are invited along with the press and we give them products as
promotional activity.
Tom Ford Eyewear Party at one of Istanbul‟s hippest clubs overviewing the Bosphorus, Club Blackk on 07.05.2009
for the introduction of 2009 Spring/ Summer Collection. There were celebrities and jet-set and of course the press
waiting outside anxiously to take pictures.
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•Italia Independent X Adidas Originals Colaboration Party at our Head Office in Istanbul. The models,
actresses and actors along with the jet-set posed in front of the Brand press panel.
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•The models, actresses and actors along with the jet-set posed in front of the Brand press panel at the
entrance of the club.
• Right after the parties we send out press releases and photographs to the written media and arouse the
target consumers interest.
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Dsquared2 Launch Party
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Billboards
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Mega Billboards in Bodrum –Hippest places on the Coast line
Billboards in Istanbul
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Windows of Our Dealers
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Marketing and Sales Strategies put into practice. Our brands are displayed in the windows of leading
shops who set the trends in our market.
Kent Optik- Bagdat caddesi-Istanbul
Elite Optik-NisantasiIstanbul
retail
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Viva Optik- Ankara
Tunç Optik- Izmir
Emre Optik-Bostanlı
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Özel Optik - Ankara
Opmar Optik -İstinye Park
Kanyon Optik- Istanbul
Etiler Optik-Etiler istanbul
Berk Optik-Izmir
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Mert Optik- Alsancak İzmir
Ferruh Filiz Optik Karsiyaka - Izmir
Sisli Optik Akmerkez- Istanbul
Turkuaz Regional Meetings
• We organised customer meetings and product showcase events to host our entire account network in
Istanbul, Izmir as well as Ankara.
• Held in three biggest cities, our meetings gave us the opportunity to strengthen our relationships with our
accounts, also to determine appointments dates for the sales meetings.
• We presented our new collections to the attending customers at this events
Optical Trade Shows
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We participate in trade shows in order to strengthen our relationships with our customers, spot the
new potential customers and to introduce our new collections.
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We decorated our Silmo Istanbu Booth with traditional ornaments and furnished the space with
Ottoman inspirations in compliance with the concept „Grand Bazaar2
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Such a great presentation and design. No wonder we were chosen for the most prestigious “Best
Presentation Award”
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Silmo Istanbul, December 2014
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Turkuaz HQ
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Branch Office Izmir
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Branch Office Ankara
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Turkuaz Ltd. Co.
Kemeralti Cad. Kanarya Sok. No:3/A
Tophane 34425 Istanbul/ Turkey
T: +90 212 244 6262
F: +90 212 244 6920
E: [email protected]