SHOPPING CENTER İÇERENKÖY – CUSTOMERS SURVEY Current position and development perspectives SHOPPING CENTER İÇERENKÖY 2009 Current position and development perspectives SHOPPING CENTER İÇERENKÖY 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 İÇERENKÖY – CUSTOMERS SURVEY Trading area of İçerenköy

SHOPPING CENTER İÇERENKÖY – CUSTOMERS SURVEY The trading area of İçerenköy The trading area

SHOPPING CENTER İÇERENKÖY – CUSTOMERS SURVEY The trading area of İçerenköy The trading area : inhabitants The shopping center Carrefour İçerenköy catches a very large trading area within inhabitants, comparing to inhabitants in The turnover of the center is well distributed on the whole zone. Its 28% of sales are due to the immediate area (zone 1, 2, 9) comparing to 39 % in * Tendancy

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

SHOPPING CENTER İÇERENKÖY – 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 İÇERENKÖY – 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 İÇERENKÖY – CUSTOMERS SURVEY Analysis of Center’s performance and marketing The shopping center İçerenköy counts about 12,6 millions visitors and its turnover is estimated at 427 Millions TL. Analysis of Shopping center’s performace The shopping center gets less well the consumption of its customers: it gets only more than 12 % of the consumption of his customers. Between 2005 and 2009, the center lost in performance. 19,9 % Shopping center’s performace 12,3 % Market Shares – Carrefour İçerenköy Market shares – Competitors 9,7%

SHOPPING CENTER İÇERENKÖY – CUSTOMERS SURVEY Visitors number during 2008/2009 Analysis of Center’s performance and marketing Weekly Average input: a decrease of -24% between 2008 and 2009 over the same period Weekly Average (January to April):

SHOPPING CENTER İÇERENKÖY – CUSTOMERS SURVEY The marketing Analysis of Center’s performance and marketing The center is very well-balanced in its marketing mix. The domestic capital goods sector (domestic equipment) ans entertainment are under-represented compared to the average of its 3 main competitors. Nevertheless, the restauration/foods and services are well developed.

SHOPPING CENTER İÇERENKÖY – CUSTOMERS SURVEY Extending opportunities of Carrefour İçerenköy shopping center

SHOPPING CENTER İÇERENKÖY – CUSTOMERS SURVEY Threats and opportunities Extending opportunities of Carrefour İçerenköy 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 doubled in Istanbul and increased about 1.7 on the trading area. The densification should continue, with numerous openings in Istanbul. Eventually, the competitive intensity will be also strong on Istanbul (+ 74 %) as on its whole zone (+ 49 %).

SHOPPING CENTER İÇERENKÖY – CUSTOMERS SURVEY Threats and opportunities Extending opportunities of Carrefour İçerenköy shopping center (Density : sqm/1000 inhabitants)

SHOPPING CENTER İÇERENKÖY – CUSTOMERS SURVEY Threats and opportunities Extending opportunities of Carrefour İçerenköy shopping center 1 – Threats In spite of a dense and competitive customer trading area, the Içerenköy shopping center is very well placed and rather powerful to compete with its main competitors. The impact of the projects involving the center's area around remains rather limited. The competition will impact much more the gallery than the hypermarket, which will continue to keep a"leadership"position of its area.

SHOPPING CENTER İÇERENKÖY – CUSTOMERS SURVEY Threats and opportunities Extending opportunities of Carrefour İçerenköy shopping center Facing its main competitors, in particular Optimum, Palladium and Nautilus, the Carrefour Içerenköy shopping centerl should strengthen to keep its position. 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 - The standard of living of the inhabitants of the zone - A developing zone - A very big car park

SHOPPING CENTER İÇERENKÖY – CUSTOMERS SURVEY Recommendations Extending opportunities of Carrefour İçerenköy shopping center To face its competitors and further projects around, the center has to "relook " itself, and complete some deficits. He has to respond to the customers expectations. The center must be provided with a leisure space : cinema and / or tenpin bowling, and spaces for children. It has to strengthen by surrounding itself with some supplementary signboards as Zara, C*A, Marks*Spencer or Decathlon (sports), in order to create new streams. The setting-up of an average sports surface such as Decathlon, containing essay paths and demonstration of the material would bring the center closer to the profile of the customer's zone. The center has to complete the sectors of domestic equipment and culture (as D*R, Fnac) which are under represented.

SHOPPING CENTER İÇERENKÖY – CUSTOMERS SURVEY The competition Extending opportunities of Carrefour İçerenköy shopping center Carrefour Haramidere Migros Galleria Carousel Olivium Carrefour Bayrampasa Cevahir Profilo Metrocity Kanyon Akmerkez Capitol Tepe Nautilus Carrefour ümraniye Carrefour Icerenköy Real/IKEA Maltepe Park Forum Istanbul City Park Merter Real Taksit Center Sapphire Forum TEM Edip Iplik Ispartakule NeoCity Akkoza Akasya Optimum Outlet Ali Samiyen Capacity M1 Real Metroport Tansas 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 Basak Deposite MarmaraPark Akkom Buyaka Ancora Pelican Mall Mass Plaza Espri Kadir Has Colony Atrium Yaylada Kozzy

SHOPPING CENTER İÇERENKÖY – CUSTOMERS SURVEY The competition (Existing shopping centers) Extending opportunities of Carrefour İçerenköy shopping center

SHOPPING CENTER İÇERENKÖY – CUSTOMERS SURVEY The competition (Projects of shopping malls) Extending opportunities of Carrefour İçerenköy shopping center

SHOPPING CENTER İÇERENKÖY – CUSTOMERS SURVEY Appendices

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

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