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Ege GENER 070205041 Birkan AKSOY 070205008

Ege GENER 070205041 Birkan AKSOY 070205008. HISTORY OF BOYNER. Boyner Büyük Mağazacılık A.Ş. is a member of Boyner Holding which is a towering company in textile, confection and non-food retail chain sector.

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Ege GENER 070205041 Birkan AKSOY 070205008

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  1. Ege GENER 070205041 Birkan AKSOY 070205008

  2. HISTORY OF BOYNER • Boyner Büyük Mağazacılık A.Ş. is a member of Boyner Holding which is a towering company in textile, confection and non-food retail chain sector. • Boyner Büyük Mağazacılık A.Ş. is operating as Department Store and it is one of the leading companies in this sector.

  3. From Çarşı to Boyner • Çarşı Büyük Mağazacılık A.Ş. opened in 1981 in Bakırköy. Then two another Çarşı opened in Ankara- Kızılay and İstanbul -Sultanhamam. • Çarşı operated as “single brand discount store”.

  4. In 1985; Çarşı began to change in order to meet its customers with improvements which are suitable for “big store concept”. • For the first time; Altimod brand was started to sell. • In 1989, Çarşı Credit Card was created. • In 1991, Maslak Store opened. It had 7000 meter square space and diffrent departments. Such as; women,men, kid, food wear, sports and home.

  5. In 1993; Çarşı Capitol store was opened and these was the first main store opened in shopping mall. • In 1997; Outlet chain named as “Smart” joint Çarşı stores chain.

  6. In 1998; Çarşı İçerenköy, Çarşı Beylikdüzü, Çarşı Adana, Çarşı Şaşkınbakkal , in 2002; Ankara Kavaklıdere, Profilo and Naitulus shopping center and in 2003; Metro shopping center stores were opened. • Çarşı Büyük Mağazacılık started to expend with franschasing system in 2003 and it opened first stores in Diyarbakır , Trabzon, Mersin, and Konya. • In 2004, Çarşı’s name was changed as Boyner.

  7. POSITION IN RETAILING • 96 thousand square meters of sales area • 56 stores • 35 million customers • 86 thousand kinds of products • 456 million yearly total sales .

  8. TARGET MARKET • Boyner’s target market is middle and upper class. • Boyner are targeting especially women.

  9. STORES • Today, Boyner has 56 stores in 23 provinces. • Boyner has 6 differentstoretypes; • BoynerMainStores: Women,men, kid, sports, food-wear & accessories, cosmeticsandhome. 32 stores in 23 provinces. • Boyner Evde: Hometextile, furniture, kitchenaccessoriesandsmallhomeapplications.

  10. Boyner Sports:Jean, Sports and different types of sport equipments. • Boyner Beaute: All types of cosmetic. • Boyner Outlet • BSSD(Beymen Sezon Sonu Designer on Sale): Outlet of world wide famous brands.

  11. STORE ATMOSPHERE • Boyner has quality decorations which provides a satisfying shopping experience. • All Boyner stores are decorated according to same quality standards.

  12. Layout: Mixed • Size: Large - Multiple floor • Lighting: Soft – Bright • Crowding: Low density except weekends • Shelving: Tidy

  13. PRICING STRATEGY • Boyner’s prices are average or a little above the average, but it is never cheap.

  14. CAMPAIGNS • Boyner Anahtar • Boyner Gift Card • Discount days • Discounts for special days • Remainder sales

  15. PROMOTION • TV ads • Newspapers • Magazines • SMS • Billboards

  16. PRODUCTS • Boyner has very wide range of products. Its product range approximately covers 86.000 products. • Boyner’s product width and depth is very high in textile and cosmetics products. • In home products, sports equipments, footwear, bags and accessories categories, Boyner’s product width is high and depth is average or high.

  17. LOCATION STRATEGY They are located heavily in shopping centers: • Transportation access • Pedestrian traffic • One-stop family shopping.

  18. THANK YOU FOR ATTENTON!

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