Ege GENER 070205041

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• Ege GENER 070205041
• Birkan AKSOY 070205008

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HISTORY OF BOYNER

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

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From Çarsi to Boyner

• Çarsi Büyük Magazacilik A.S. opened in 1981 in
  Bakirköy. Then two another Çarsi opened in
  Ankara- Kizilay and Istanbul -Sultanhamam.
• Çarsi operated as single brand discount
  store.

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• In 1985 Çarsi 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, Çarsi 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.

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

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• In 1998 Çarsi Içerenköy, Çarsi Beylikdüzü, Çarsi
  Adana, Çarsi Saskinbakkal , in 2002 Ankara
  Kavaklidere, Profilo and Naitulus shopping center
  and in 2003 Metro shopping center stores were
  opened.
• Çarsi Büyük Magazacilik started to expend with
  franschasing system in 2003 and it opened first
  stores in Diyarbakir , Trabzon, Mersin, and
  Konya.
• In 2004, Çarsis name was changed as Boyner.

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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 .

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TARGET MARKET

• Boyners target market is middle and upper
  class.
• Boyner are targeting especially women.

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STORES

• Today, Boyner has 56 stores in 23 provinces.
• Boyner has 6 different store types
• Boyner Main Stores Women,men, kid, sports,
  food-wear accessories, cosmetics and home. 32
  stores in 23 provinces.
• Boyner Evde Hometextile, furniture, kitchen
  accessories and small home applications.

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• 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.

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STORE ATMOSPHERE

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

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

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PRICING STRATEGY

• Boyners prices are average or a little above the
  average, but it is never cheap.

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CAMPAIGNS

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

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PROMOTION

• TV ads
• Newspapers
• Magazines
• SMS
• Billboards

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PRODUCTS

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

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LOCATION STRATEGY

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

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• THANK YOU FOR ATTENTON!