Presentation on theme: "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."— Presentation transcript:
Ege GENER Birkan AKSOY
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.
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.
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.
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.
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, Çarşıs name was changed as Boyner.
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.
TARGET MARKET Boyners target market is middle and upper class. Boyner are targeting especially women.
STORES Today, Boyner has 56 stores in 23 provinces. Boyner has 6 different store types; 1. Boyner Main Stores: Women,men, kid, sports, food-wear & accessories, cosmetics and home. 32 stores in 23 provinces. 2. Boyner Evde: Hometextile, furniture, kitchen accessories and small home applications.
3. Boyner Sports: Jean, Sports and different types of sport equipments. 4. Boyner Beaute: All types of cosmetic. 5. Boyner Outlet 6. BSSD(Beymen Sezon Sonu Designer on Sale): Outlet of world wide famous brands.
STORE ATMOSPHERE Boyner has quality decorations which provides a satisfying shopping experience. All Boyner stores are decorated according to same quality standards.
Layout: Mixed Size: Large - Multiple floor Lighting: Soft – Bright Crowding: Low density except weekends Shelving: Tidy
Boyners prices are average or a little above the average, but it is never cheap. PRICING STRATEGY
CAMPAIGNS Boyner Anahtar Boyner Gift Card Discount days Discounts for special days Remainder sales
PROMOTION TV ads Newspapers Magazines SMS Billboards
PRODUCTS Boyner has very wide range of products. Its product range approximately covers 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.
LOCATION STRATEGY They are located heavily in shopping centers: Transportation access Pedestrian traffic One-stop family shopping.