shopping center bayrampaŞa – customers survey - 2009 1 current position and development...

SHOPPING CENTER BAYRAMPAŞA – CUSTOMERS SURVEY - 2009 1

Current position and development perspectives

SHOPPING CENTER

BAYRAMPAŞA2009

Current position and development perspectives

SHOPPING CENTER

BAYRAMPAŞA2009

VAL D’EUROPE - ETUDE CLIENTELE - Juin 2008

1

MARKETING SURVEY AND ADVICE PARIS. SAO PAULO . ISTANBUL

23 Rue de la performance 59660 VILLENEUVE D’ASCQTel 03 20 815 820 - Fax 03 20 8158 [email protected] - www.sad-marketing.com

Fahrettin Kerim Gökay caddesi No:245, D:6 Göztepe / KadiköyTel 0539 365 04 [email protected] - www.sad-marketing.com


Trading area of

Bayrampaşa


The trading area of BayrampaşaThe trading area of Bayrampaşa

The trading area


The trading area of BayrampaşaThe trading area of Bayrampaşa

The trading area : 4 405 897 inhabitants

The shopping center Carrefour Bayrampaşa catches a very large trading area within 4 405 897 inhabitants, comparing to 3 698 177 inhabitants in 2005.

The turnover of the center is rather distributed on the entire zone. The shopping center realizes 1/3 of its turnover on its immediate area (zone 1 to 5) against 19 % in 2005.

* Tendancy

100% 71% 78%Out of zone 16% 10%Occasional 10% 6%First time 2,8% 5%

100% 100%

Total catchment area

Total Center

5%

9 , 11ZAFER, HALKALI

MERKEZ40% 18% 24%

10 FATIH 10% 2%

17%

8 TELSIZ 8% 4% 13%

6 , 7 50. YIL, AKSEMSETTIN 25% 16%

* Remind 2005

1 à 5

FEVZI CAKMAK, ALTINTEPESI, KARTALTEPE,

YILDIRIM, TURGUT REIS

17% 31% 19%

Area Quarters% of

population% of

Turnover


Analysis of Center’s performance and

marketing


Analysis of Center’s performance and marketing


Household consumption

Source : Tuik, 2007

The details of the Turkish household outgo reveals a typical consumption of a developing country with excess in food products, alcohol and cigarettes and under-consumption in culture, leisure and education. The consumption of Istanbul and Ankara compared to the whole country is about to be more similar to the French one, even though the differences are still important.

Dépense des ménages 2006 France 2006 Turquie 2006 Istanbul 2003Alimentation et boissons non alcoolisés 15,0% 25,0% 20,2%Alcool et cigarettes 2,5% 4,1% 3,0%Vêtement, Chaussure 7,7% 6,2% 5,4%Maison, Loyer 15,7% 25,9% 33,1%Equipement de la maison (Mobilier, entretiens…) 7,1% 6,8% 4,9%Santé 3,5% 2,2% 2,7%Transport 15,3% 12,6% 11,2%Communication 3,6% 4,3% 4,5%Culture et Loisirs 11,3% 2,5% 2,8%Education 0,7% 1,9% 3,1%Restauration et Hotel 5,3% 4,4% 5,4%Divers bien et services 12,2% 4,1% 3,7%

Total 100% 100% 100%

Households expenditures (%) Turkey Ankara Istanbul Bursa MersinFood and non-alcoholic beverages 25,0% 21,2% 20,2% 25,8% 31,6%Alcoholic beverages, cigarette 4,1% 3,8% 3,0% 4,5% 5,3%Clothing and foot wear 6,2% 6,5% 5,4% 6,3% 6,4%Housing and rent 25,9% 31,6% 33,1% 23,7% 22,5%Furniture, house appliances 6,8% 5,2% 4,9% 6,4% 6,6%Health 2,2% 1,7% 2,7% 2,3% 2,0%Transportation 12,6% 11,5% 11,2% 14,3% 10,1%Communication 4,3% 4,6% 4,5% 4,1% 4,1%Entertainment and culture 2,5% 2,7% 2,8% 2,4% 1,9%Educational services 1,9% 2,3% 3,1% 1,4% 1,5%Restaurant and food services, hotels 4,4% 4,8% 5,4% 5,5% 4,1%Various goods and services 4,1% 4,2% 3,7% 3,3% 3,9%Total 100% 100% 100% 100% 100%




Household consumption

Source : Tuik, 2007

Turkish household expenses are increasing, and it impacts a progressing standard of living. Consumption attended a growth of 1.5 between 2004 and 2007.

Average monthly expenditure per household (TRY) 1 456

1 319

1 225

1 091

889

800

900

1000

1100

1200

1300

1400

1500

2004 2005 2006 2007 2008

2004 2005 2006 2007 Forecast 2008Total 889 1 091 1 225 1 319 1 456Food and non-alcoholic beverages 235 271 304 322 348Alcoholic beverages, cigarette 38 45 50 57 63Clothing and foot wear 58 68 72 79 85Housing and rent 240 283 333 375 419Furniture, house appliances 59 74 76 79 85Health 20 24 27 31 35Transportation 84 138 160 145 166Communication 40 47 51 60 66Entertainment and culture 22 28 27 27 28Educational services 19 20 26 34 39Restaurant and food services, hotels 40 48 51 57 62Various goods and services 35 45 49 55 62

Expenditure typesAverage monthly expenditure per household (TRY)




The shopping center Bayrampaşa counts about 6,9 millions visitors and its turnover is estimated at 195 Millions TL.

Analysis of Shopping center’s performace

The Shopping mall gets less well the consumption of its customers : it captures above 9 % of their consumption against 12,3% the average of 5 studied centers.

Between 2005 and 2009, the center lost in performance.

5,2% 2,8%

2005 2009

94,8% 97,2%

5,2% 2,8%

2005 2009

94,8% 97,2%

15,9 %

Shopping center’s performace

9,1 %

2005

5,2%

94,8%

5,2%2009

Parts de marché - Carrefour Batikent Parts de marché - Concurrence

2,8%

2005 2009

94,8% 97,2%

2005

1,7%

98,3%

98,3%

1,7% 2005

1,3%

98,7%

1,3%

98,7%

Market shares – Carrefour Bayrampaşa

Market shares – Competitors

2005 2009Households Customers 98 935 153 337 Monthly expenditure per household 512 773 Yearly expenditure per household 6 144 9 282 Expenditure indicator of ISTANBUL 1,51 1,51 Potantial market 917 550 538 2 148 333 438 Estimated turnover 146 000 000 195 000 000 Performance indicator 15,9% 9,1%Average of 5 Shopping Centers 19,3% 12,3%


Visitors number during 2008/2009



0

100 000

200 000

300 000

400 000

500 000

600 000

700 000

800 000

Ocak Şubat Mart Nisan Mayıs Haziran Temmuz Ağustos Eylül Ekim Kasım Aralık Ocak Şubat Mart Nisan

Weekly Average input: a decrease of -21% between 2008 and 2009 over the same period

Weekly Average (January to April): 158 743 131 576

2008 2009


The marketing



The marketing of the center is similar to the average of 5 studied centres but it differs from its main competitors.

The Carrefour Bayrampasa shopping center distinguishes itself with an on represented house equipment but also with one under represented in person equipment.

Shopping Center Restauration/ Food Domestic equipment Beauty/ Health Home equipment Entertainment Services TOTAL

Bayrampasa 16% 42% 6% 21% 4% 10% 100%

Cevahir 13% 67% 4% 11% 1% 4% 100%Olivium 15% 56% 3% 12% 7% 7% 100%Carousel 16% 58% 4% 8% 5% 8% 100%Average of 3 main competitors 14% 62% 3% 11% 3% 6% 100%

Average of 5 Shopping Centers 18% 43% 6% 19% 4% 10% 100%


Extending opportunities ofCarrefour Bayrampaşa

shopping center


Threats and opportunities

Extending opportunities of Carrefour Bayrampaşa shopping center


It is necessary to distinguish the density of shopping malls situated in the city of Istanbul and on its whole customer trading area. In 2005, the competition was especially intense in the trading area but less intense in the city.

Now, between 2005 and 2009, numerous shopping centers were opened in Istanbul. Consequently, the density has doubled in Istanbul and increased by 2,5 in the trading area.

The densification should continue, with numerous openings in Istanbul. Eventually, the competitive intensity will be stronger in Istanbul (+ 76 %) and on its entire zone (+ 168 %).

2005 Current 2009 Forecast 2010-11

78 500 233 500 688 500 3 698 177 4 405 897 4 846 487

21 53 142 893 400 1 896 800 3 403 300

11 580 803 12 573 836 12 943 820 77 151 263

152 214 237 102 191 276

128 262 280 60 118 160

58 209 210 29 128 139

114 191 285 77 151 263

Density : sqm/1000 inhabitants - Area IçerenköyISTANBUL

Density : sqm/1000 inhabitants - ISTANBUL

Density : sqm/1000 inhabitants - Area MersinMERSIN

Density : sqm/1000 inhabitants - MERSIN

Density : sqm/1000 inhabitants - Area BursaBURSA

Density : sqm/1000 inhabitants - BURSA

Density : sqm/1000 inhabitants - Area Ankara Batikent ANKARA BatikentDensity : sqm/1000 inhabitants - ANKARA

Total sqm in ISTANBUL

CityTotal inhabitants in Istanbul

Density : sqm/1000 inhabitants - City

ISTANBUL BAYRAMPASA

Total sqm in the catchment area

Catchment areaTotal inhabitants in the catchment area

Density : sqm/1000 inhabitants - Area





21

53

142

77

151

263

-

50

100

150

200

250

300

2005 Actuel 2009 Projection 2010-11

Densité zone de chalandise Densité Istanbul

(Density : sqm/1000 inhabitants)





1 – Threats

The little competitive current trading area grows little by little into a zone of an important competition.Numerous projects are being implanted on the zone but also on the verge of the trading area.

The center Carrefour Bayrampasa will furtherly be surrounded by several big shopping centres in its nearness. As an exemple we have the Forum Istanbul (160 000 m ²) and ORA (39 000 m ²), Edip Iplik (68 000 m ²) on the West, Forum TEM (70 000 m ²) in the North, and all the Merter zone which includes several very promising projects such as Forum Merter (140 000 m ²), Akkom (42 000 m ²), … Furthermore, the signboard of Carrefour loses its rarity in the area because it will be present only in Edip Iplik, Forum Merter, Bahçelievler … There is thus a real threat on this center!

Surface GLA(m²) 14 500 14 000 23 800 17 500 8 700

10 000 10 000 26 000 18 000 36 000 10 000 15 000 20 000 10 000

233 500

Densité en m² pour 1000/habitant 53

160 000 70 000 68 000 42 000 39 000 30 000 26 000 20 000

688 500


Forum TEMEdip Iplik (212 Avm)Akkom

M1 Merter

Nom du Centre CommercialMass PlazaYesil PlazaCarrefour BayrampasaKadir Has CenterBasakAquariumÖmür Plaza

TOTAL GLA actuel (Avril 2009)

Forum Istanbul

ORA Center

Istoç SarayCarrefour BahcelievlerTOTAL GLA avec projets

Kale CenterMetroportDeposite OutletEsprit CenterHayat ParkHistoriaIlhamur AVM





Facing its main competitors in particular the projects of Forum Istanbul and ORA, the Carrefour Bayrampaşa shopping mall is under sized to resist.

2 - Opportunities

The center disposes of real assets:

- A powerful hypermarket

- A wide customer trading area

- A population of dense nearness

Surface GLA(m²) 14 500 14 000 23 800 17 500

8 700 10 000 10 000 26 000 18 000 36 000 10 000 15 000 20 000 10 000

233 500


160 000 70 000 68 000 42 000 39 000 30 000 26 000 20 000

688 500


Forum TEMEdip Iplik (212 Avm)Akkom

M1 Merter

Nom du Centre CommercialMass PlazaYesil PlazaCarrefour BayrampasaKadir Has CenterBasakAquariumÖmür Plaza

TOTAL GLA actuel (Avril 2009)

Forum Istanbul

ORA Center

Istoç SarayCarrefour BahcelievlerTOTAL GLA avec projets

Kale CenterMetroportDeposite OutletEsprit CenterHayat ParkHistoriaIlhamur AVM

The localization of the Center Carrefour Bayrampasa is very strategic and the surrounding potential is consequent.The arrival of Forum Istanbul has unmistakably a negative impact on the center but with defining practical accesses between these two areas, the center could take advantage of the signboard of Carrefour which happens to be more adapted to the profile of the zone. Also with the project ORA, the offer strengthens.


Recommendations



Facing its main competitors, particularly Forum Istanbul and ORA, the center has to strengthen to resist.

He will then have to develop a strong loyalty program for his clientele coming from the immediate area and differ by his practicality, his cleanliness, and his shopping center to face up the Forum Istanbul project.

To limit the impacts, the center could strengthen by surrounding itself with some supplementary signboard such as YKM, Boyner, Zara, or Decathlon, which would create new streams.

The center has also to complete its offer: signboards in person's equipment (especially woman / children clothes), a culture signboard as D*R which are actually the under represented sectors.

However, it is also necessary to consider the arrival of Forum Istanbul and ORA as a strategic importance for the area, which will improve the general attractiveness of Big Istanbul.

To benefit from the brain new streams generated by these projects, the center has to find the means to carry on in a synergy.


The competition



Carrefour Haramidere

Migros

Galleria

Carousel

Olivium

Carrefour Bayrampasa

Cevahir

ProfiloMetrocity

KanyonAkmerkez

Capitol

Tepe Nautilus

Carrefour ümraniye

Carrefour Icerenköy

Real/IKEA

Maltepe Park

Forum Istanbul

City Park Merter

RealTaksit Center

Sapphire

Forum TEM

Edip Iplik

Ispartakule

NeoCity

Akkoza

Akasya

Optimum Outlet

Ali Samiyen

Capacity

M1 RealMetroportTansas

Koctas

Armoni Sefaköy

Fly Inn

Airport

Historia

Marka City

Existing centers

Projects

Istinye Park

Carrefour Istinye

Migros Istinye

Projet Tarabya

Dogus Power Center

Palladium

Astoria

City’s

Trump Towers

Torunlar Istoc

Demirören-Istiklal

Town Center

Hayat Park

Aquarium

Bahcelievler

Kale Center

Ömür Plaza

ORA

Asya Park

BasakDeposite

MarmaraParkAkkom

Buyaka

Ancora

Pelican Mall

Mass Plaza

Espri

Kadir Has

ColonyAtrium

Yaylada

Kozzy


The competition (Existing shopping centers)



Nom du Centre Lieu Ouverture GLA (m²)

Academia Center Beylikdüzü 2 006 7 000

Airport Avm Bakirköy 2 008 42 000

Akmerkez Etiler 1 993 34 600

Aquarium Bayrampasa 2 006 10 000

Armonipark Sefaköy 2 007 25 000

Astoria Esentepe 2 008 30 000

AsyaPark Dudullu 2 007 10 000

Atirus Büyükçekmece 2 005 19 000

Atlantis Kurtköy 2 008 22 000

Atrium Ataköy 1 989 11 200

Aymerkez Mimarsinan Büyükçekmece 2 002 23 600

Basak Esenler 2 005 8 700

Beylicium Beylikdüzü 2 006 20 000

Capacity Bakirköy 2 007 40 000

Capitol Altunizade 1 993 31 000

Carium Beykent 2 006 3 000

Carousel Bakirköy 1 995 24 400

Carrefour Bayrampasa Bayrampasa 2 003 23 800

Carrefour Haramidere Haramidere 2 001 22 700

Carrefour Içerenköy Içerenköy 1 993 42 200

Carrefour Istinye Istinye 2 001 4 200

Carrefour Maltepe Park Maltepe 2 005 35 000

Carrefour Nautilus Acibadem 2 002 51 800

Carrefour Ümraniye Ümraniye 2 000 50 600

Cevahir Sisli 2 005 110 000

City's Nisantasi 2 008 17 000

Colony Outlet Sefaköy 2 005 20 000

Deposite Outlet Ikitelli 2 008 36 000

Dogus Power Center Maslak 2 006 43000

Esprit Center Esenler 2 008 10 000

Fabulist Sarigazi 2 008 18 000

Fly Inn Florya 2 003 12 500

Fox City (D'silva) Beykent 2 006 19 000

Galleria Ataköy 1 987 42 200

G-Mall Maçka 2 003 4 300

Grandhouse Maltepe 1 997 9 000

Hayat Park Bagcilar 2 008 15 000

Historia Fatih - Aksaray 2 008 20 000

Ilhamur AVM Halkali 2 008 10 000

Istanbul Outlet Park Beylikdüzü 2 006 28 000

Istinye Park Istinye 2 007 84 000

Kadir Has Center Bahcelievler 2 003 17 500

Kale Center Güngören 2 007 26 000

Kanyon Levent 2 006 37 500

Kaya Millenium Beylikdüzü 2 006 10 000

Kule Çarşı 4. Levent 2 001 6 700

M1 Meydan Ümraniye 2 007 68 000

M1 Real Kartal Kartal 2 000 39 700

Marka City Beylikdüzü 2 006 26 000

Mass Plaza GOP 1 997 14 500

Maxi Istinye Istinye 2 003 11 000

Mayadrom Akatlar 1 998 3 000

Mayadrom Uptown Etiler 2 003 6 000

Mesa Plaza 2 003 6 200

Metrocity Levent 2 003 32 000

Metropole Center - Uyum Mehterçesme 2 006 10 000

Metroport Bahcelievler 2 007 18 000

Migros Beylikdüzü Beylikdüzü 1 997 31 800

Migros Istinye Istinye 2 007 5 000

MKM Akatlar 2 004 8 000

Olivium Outlet Zeytinburnu 2 000 33 700

Ömür Plaza Bahcelievler 2 006 10 000

Optimum Outlet Kozyatagi 2 008 46 000

Palladium Kozyatagi 2 008 40 000

Paradise Beykent 2 006 18 000

Park Harmony - Uyum Beykent 2 007 20 000

Parkway Bahçesehir 2 007 7 500

Pendik Park Pendik 2 008 10 000

Pol Center Levent 1 998 11 000

Prestige Bahçesehir 2 006 12 500

Profilo Mecidiyeköy 1 998 40 600

Real Beylikdüzü 2 007 16 500

Sehri-Bazaar Bahcesehir 2 007 14 600

Stars Beylikdüzü 2 006 4 000

Sun Flower Bahcesehir 2 006 6 300

Tansas Cengelköy (Maxi) Cengelköy 2 003 13 500

Town Center Bakirköy 2 003 13 400

Verde Molino Bahcesehir 2 007 8 500

Viaport Kurtköy 2 008 80 000

Yaylada Maltepe 1 992 10 000

Yesil Plaza Topkapi 2 001 14 000


The competition (Projects of shopping centers)



Akasya Acibadem 70 000

Akkom Merter 2011 42 000

Akkoza Esenkent 2010 70 000

Altinyildiz Gunesli NC NC

Ancora Göztepe 2012 100 000

Avalon Beykent 20 000

Buyaka Ümraniye 2010 31 000

Carrefour Bahcelievler Bahcelievler 2009 20 000

Deepo II Avcilar NC 54 000

Demirören Istikala Cd. 2 009 19 000

Diamond of Istanbul Maslak 24 000

Edip Iplik (212 Avm) Bagcilar 2 009 68 000

Forum Istanbul Bayrampasa 2 010 160 000

Forum Merter Merter NC 140 000

Forum TEM GOP 2 010 70 000

Galataport Karaköy NC NC

Ginza AVM - Kelesoglu Büyükçekmece 45 000

Ispartakule Ispartakule NC NC

Istoç Saray Mahmutbey 2 010 26 000

Kozzy Kozyatagi 2009 12 000

M1 Merter Merter 2009 30 000

MallPark Maslak NC NC

MarmaraPark Beylikdüzü 2010 100 000

Neo Marin Pendik 2009 36 000

Neocity Bahcesehir 2010 65 000

ORA Center Bayrampasa 2010 39 000

Pelican Mall Avcilar 2 009 28 500

Pendorya Pendik 2009 30 000

Perla Vista Beykent 2010 22 000

Rönesans Avm Côté Marriott - Icerenköy NC NC

Sahinler Beylikdüzü NC 48 000

Saphirre 4. Levent NC 32 000

Skyport Beylikdüzü NC

Taksit Center Haramidere NC 43 000

Torunlar Bagcilar NC NC

Trump Tower Mecidiyeköy 2010 41 000

Tulip Ispartakule NC NC

VarMall 21 000


AppendicesAppendices


The plan of the shopping center




The signboards of the shopping center



No. Lot Surface No. Lot Surface No. Lot Surface No. Lot Surface

B10b ÖZSÜT 53 B24 VODAFONE 52 B31 TOBACCO SHOP 27 K2 KAFKAS 10STAND3 ÇOK ŞEKER a (30/09/2009) 7 B26-B25 KRC 172 B68 TOY'S R US express 663 B50 DİVA 52

STAND5 DAİLY FRESH FOODS a (30/09/2009) 4,8 B37 TURKCELL Doruk 52 S1 KIDDYLAND a (09/02/2009) 12STAND2 CORN IN CUP a (30/09/2009) 9 B46 NOKIA 78 B70 LESCON 167K1 DAMASCUS a (31/12/2009) 7,5 B54 BİMEKS 182 B36 FENERİUM 51

B55 AVEA 53 B31a KARTAL YUVASI 44B56 BOSCH 100B59 VESTEL 80B60 TEFAL 74B64 TAÇ LINEN'S 100 B39 DRYMAN 54B71 PHİLİPS 20 B58 AKBANK 110B80a MR. GİNO 21 B22 YALÇINLAR DİGİTAL PHOTO 45B33 JUMBO/BRAUN 94 EXT1 SPEEDY TEB

B21 BİFAİR BİJUTERİ 44 B65 ANC 88 B20a KUVEYT BANK 70 AKBANK

B49 MAVİ JEANS 354 B81 ARMONİ 35 ING BANKB44 KİĞILI 172 B29 KONT KUAFÖR 87 GARANTİ BANKASI

B47 LTB 360 YAPI KREDİ BANKASI

B42 MADOC 127 HSBCB23 DOREMİ 126B27 ARSLANLI 110B35 CARMEN 164B38 KONYALI SAAT 52

B43 DUFY 72 B32 GÖZ GRUP 100B57 COLLEZIONE 153 B32a GÖZ GRUP (SEVGİ) 18

B34 SARAR 146 B20 ÇAY'S PARFÜMERİ 30 B02 ATOM TOST 27B41 ALTINBAŞ 91 B53 RELAXIA 64 B02a İKBAL 50B01 MATER AYAKKABI SANDALET MARKET 180 B03-B04 SULTANAHMET KÖFTECİSİ 206B28 GREENFİELD 80 B05 SERVETLER 168B66-B67 DİLİM 302 B08 TURALI FAST FOOD 71B52 USPOLO 195 B09 DİYAR BURMA LAHMACUN 57B40 BEYHAN 76 B10a SANDREAM İSTANBUL 35B69 ALBİMİNİ 157 K3 CAFE AMORE a (10/12/09) 25K4 CARMEN a (01/02/2010) 12 B06 BURGER KING 163

B63 DEMELİ 62 B72 TEKNOSA 1113 B06a KUMRUCUM 4B51 LCW-LC WAIKIKI 200 B74 FLO SHOE STORE 1841 B01a PIZZA MAX 70

B45 MRM 118

B30 BÜCÜRÜK 131B61 CANTAŞ 47

CENTRE COMMERCIAL CARREFOUR SA - BAYRAMPAŞA

ALIMENTATION/ KAFELER

BEAUTE SANTE HYGIENE/SAĞLIK&GÜZELLİK

EQUIPEMENT DE LA PERSONNE/ TEKSTİL&AKSESUAR

CULTURE LOISIRS/KÜLTÜR&EĞLENCE VIDES/ KİRALIK

SERVICES / HİZMETLER

ATM

493 + 208

GRANDES SURFACES SPECIALISEES/BÜYÜK MAĞAZA

EQUIPEMENT DU FOYER/ EV EŞYALARI

RESTAURATION/RESTORANTLAR & F.FOOD

shopping center bayrampaŞa – customers survey - 2009 1 current position and development...

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