1 / 18

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.

marina
Download Presentation

Ege GENER 070205041 Birkan AKSOY 070205008

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  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!

More Related