SHOPPING CENTER ANKARA – CUSTOMERS SURVEY Current position and development perspectives SHOPPING CENTER ANKARA 2009 Current position and development perspectives SHOPPING CENTER ANKARA 2009 VAL D’EUROPE - ETUDE CLIENTELE - Juin MARKETING SURVEY AND ADVICE PARIS. SAO PAULO. ISTANBUL 23 Rue de la performance VILLENEUVE D’ASCQ Tel Fax Fahrettin Kerim Gökay caddesi No:245, D:6 Göztepe / Kadiköy Tel

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY Trading area of Ankara - Batikent

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY The trading area of Ankara - Batikent The trading area

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY The trading area of Ankara - Batikent The trading area: habitants The shopping center Carrefour Ankara catches a very large trading area within inhabitants, comparing to inhabitants in Its 48% of sales are due to the immediate area (area 1 to 6) comparing to 44 % in * Tendancy

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY Analysis of Center’s performance and marketing

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY 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.

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY Analysis of Center’s performance and marketing 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.

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY Analysis of Center’s performance and marketing The shopping center Ankara-Batikent counts about 5,3 millions visitors and its turnover is estimated at 154 Millions TL. Analysis of Shopping center’s performace The Center achieves a good performance on its customers: it captures almost 17% of their consumption against 12.3% the average of 5 studied centers. Between 2005 and 2009, the center lost in performance. 19,1 % Shopping center’s performace 16,8 % Market shares – Carrefour Ankara Market shares – Competitors

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY Visitors number during 2008/ Analysis of Center’s performance and marketing Weekly Average input: a decrease of -13% between 2008 and 2009 over the same period. Weekly Average (January to April):

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY The marketing Analysis of Center’s performance and marketing The domestic capital goods sector (domestic equipment) is under-represented compared to the average of 5 studied centers, and also to its 3 main competitors. Nevertheless, the offers and services in this sector are well developed.

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY Extending opportunities of Carrefour shopping center Ankara - Batikent

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY Threats and opportunities Extending opportunities of Carrefour shopping center Ankara - Batikent It is necessary to distinguish the density of shopping malls situated in the city of Ankara 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 Ankara. Consequently, the density progressed of about 87 % in Ankara’s area and about 41 % in the customer trading area. The densification should continue, with numerous openings in Ankara. Eventually, the competitive intensity will be identical in Ankara and on its whole zone

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY Threats and opportunities Extending opportunities of Carrefour shopping center Ankara - Batikent (Density : sqm/1000 inhabitants)

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY Threats and opportunities Extending opportunities of Carrefour shopping center Ankara - Batikent 1 – Threats The current customer trading area is very competitive with 10 shopping malls on the zone, half of which represents centres of more important size. The competition is going soon to strengthen with the arrival of at least 3 projects. The Atlantis project of m ² of GLA with a hypermarket Kipa, situated not far from the Center Crossroads Batikent is a real threat. It will have an impact concerning this center.

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY Threats and opportunities Extending opportunities of Carrefour shopping center Ankara - Batikent Facing its main competitors in particular Ankamall, Optimum and Acity, the Carrefour Batikent shopping mall is under sized to resist. 2 - Opportunities The center disposes of real assets: - Fame of Carrefour - A powerful shopping center - A wide customer trading area - A population of dense nearness

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY Recommendations Extending opportunities of Carrefour shopping center Ankara - Batikent It is necessary to enlarge the center by building average surfaces on the parking. It is necessary to respond to the expectation of customers which concerns mainly activities of leisure activities: in particular cinema and children spaces. Develop an activity in addition to the already existing ones in the center by implanting a large surface of do-it-yourself. The surface of do-it-yourself could be a generator of additional stream to the center. It also has the vocation to enlarge the attraction zone of the center.

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY The competition Existing centers Projects Optimum Mesa Gordion CEPA Kentpark Real Bilkent Carrefour Batikent Antares Maltepe 365 AVM Panora Armada Armada II Bayraktar Towers Ankamall Millenium KC Göksu Forum Etlik Galleria Anse Arena Atakule Atlantis Agora Ikea Arcadium Karum FTZ Acity Congrès &Centre Culturel Closed center Extending opportunities of Carrefour shopping center Ankara - Batikent Dolphin Planet Etipark Minasera Balgat Keyfi Divan

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY The competition Existing shopping centersProjects Extending opportunities of Carrefour shopping center Ankara - Batikent

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY Appendices

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY The plan of the shopping center Analysis of Center’s performance and marketing

SHOPPING CENTER ANKARA – CUSTOMERS SURVEY The signboards of the shopping center Analysis of Center’s performance and marketing