Ege GENER 070205041

Birkan AKSOY 070205008

HISTORY OF BOYNERBoyner 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 BoynerÇarşı 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, Çarşı’s name was changed as Boyner.

POSITION IN RETAILING

96 thousand square meters of sales area 56 stores35 million customers 86 thousand kinds of products 456 million yearly total sales .

TARGET MARKET Boyner’s target market is middle

and upper class. Boyner are targeting especially

women.

STORESToday, 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 Outlet6. BSSD(Beymen Sezon Sonu Designer on

Sale): Outlet of world wide famous brands.

STORE ATMOSPHEREBoyner has quality decorations which provides

a satisfying shopping experience.All Boyner stores are decorated according to

same quality standards.

Layout: MixedSize: Large - Multiple floor Lighting: Soft – BrightCrowding: Low density except

weekendsShelving: Tidy

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

PRICING STRATEGY

CAMPAIGNSBoyner AnahtarBoyner Gift CardDiscount daysDiscounts for special daysRemainder sales

PROMOTIONTV adsNewspapersMagazinesSMSBillboards

PRODUCTSBoyner 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.

LOCATION STRATEGYThey are located heavily in shopping centers:Transportation accessPedestrian trafficOne-stop family shopping.

THANK YOU FOR ATTENTON!