BEKO -EXCEEDS EXPECTATIONS OF CUSTOMERS

 

Having celebrated its 50th anniversary BEKO is one of the most recognizable trade brands in the market today. Over 250 million people choose namely BEKO now. The annual increase of sales volumes of BEKO brand products is a strategic target of the company's activity. More than 80% of products manufactured under this brand are sold in international markets.

 

BEKO is a world brand of household appliances of Arçelik A.Ş Company operating in Durable Consumption sector with its products, marketing and post-sale services. With its 13,000 employees worldwide, 10 production plants, 13 sales and marketing companies Arçelik as one of the leading companies of Koç Group provides consumers with 75 million products in the global market, collects international awards on various nominations for its innovations, high technologies, design and production plants. Arçelik Company that implemented 45% of patent applications to the World Intellectual Property Organization is the owner of over 300 patents.

Being one of the leading brands in the European market of household appliances BEKO brand is present in more than 100 countries now.  The BEKO's assortment based on the German technology includes the wide range of solo and built-in appliances along with electronic appliances meeting international standards. The annually growing number of users proves that electronic appliances become popular due to various factors such as functionality, durability and being friendly in use.

Over the last years Arçelik has been rapidly expanding the network of exclusive BEKO shops where customers of the global markets, in particular of Eastern Europe, Baltics and CIS, are offered exclusively BEKO brand products. Owing to the successful activity both in the national and international markets, BEKO is a global company that implements the strategy aiming at the growth of international presence, and at the same time is a true leader in the home market and one of the largest producer of household appliances in Europe.

What is the system of exclusive BEKO shops like?

Introducing the system of exclusive BEKO shops in Eastern Europe BEKO trade brand divided its products into four main groups: refrigerators, washing machines, dishwashers and ovens. After being introduced in Turkey for a couple of years the same system has been transferred to world markets. The system includes all necessary trainings for trade representatives and post-sales service in international markets. At the same time, in support of the advantage of stable price formation, prices on the same goods as well as the cost of post-sales service in all exclusive BEKO shops are identical. The BEKO trade brand including over 400 descriptions of goods from household appliances to electronics keeps on expanding assortment of its products along with upgrading to meet demands of clients. The system of exclusive BEKO shops proves that the company succeeded in the international market in dividing the principles of success united in the motto: "High-quality production, powerful trading activity and efficient post-sales service". Improving its positions in international markets due to the system of BEKO exclusive shops, the company is targeting to considerably enhance its share in the European market by the end of the year. By 2010 the company plans to be among top ten most saleable international trade brands in Durable Consumption segment. By this reason the company has recently started deliveries to China and USA, and at the same time keeps on strengthening its positions in Europe. Great expectations are pinned on the FSU market. BEKO İnternational, the company's structural division, deals with globalizing the brand and sets unified standards. The primary target of BEKO in 2007 is to strengthen positions in the home and international market and enhance the level of brand awareness through marketing, advertisement and sales promotion campaigns.

The advertisement conception in 2007-2010 is as following: "йени бир сЯн цчцн" (for the new you). The essence of the campaign is that a customer that "starts a new life" faces a number of certain key milestones such as entering the university,  moving in a new flat, marriage, children, purchasing a new house, etc.

BEKO Company wants not only be a part of this life journey but also offers appropriate goods capable to satisfy all expectations on each of this milestones.     

As one of the largest durable goods producers in Europe, BEKO keeps on expanding its presence in international markets along with improving its positions in Azerbaijan where Soliton Ltd founded 5 years ago is the exclusive representative of this brand. The company set up active business throughout Azerbaijan in 2002. Within a short period the company's network of trade and service centers covered almost the whole territory of the country. Functionality, availability and quality of products made BEKO one of the most saleable brands in Azerbaijan. The company's near-term plans include wide coverage of the computer market. Azerbaijan is the only country where BEKO Computers, the company's structural subdivision, is represented with a wide range of shops throughout the state. 

All BEKO products undergo 100% quality control at plants. The company's plants are accredited with ISO 9001 quality standard and ISO 14001 ecological standards. They also comply with the quality standards of Rostest, BEAB, VDE, UL, NF, etc. CE marking proves the compliance of manufactured goods with the most strict safety norms.

The company successfully introduces Japanese standards of operation at its plants and possesses the TPM Award (Total Productive Maintenance) for excellent quality from the Japan's TPM Institution along with the award for ongoing improvement. The company has many highest prizes awarded by prestigious organizations and institutions. For instance, CIH (Combined Independent Holdings) Ltd, the distribution channel of EURONICS (Great Britain), which is the largest buying group in Europe, has selected BEKO PLC as the "Supplier of the Year 2006". Consumer magazines of Great Britain and Belgium keep on recommending BEKO branded dishwashers. According to the assessment test carried out by Test Achats, the monthly journal of the Belgian Consumer Association, BEKO's D8879FD built-in dishwasher has been labeled as the "Best Buy" for the second time for its quality, performance and price among the world's 10 renowned brands. Which, the well-known consumer magazine in UK, also recommends this model. This product that washes 12 place sets and has 5 different programme options has been labeled with AAA performance among 10 models of the world's well-known home appliance brands.

In UK and Belgium, which are two influential countries in the European Union, two different BEKO branded dishwashers have been tested and compared with the competitors' products with regard to their washing, rinsing and drying performances at both economical and standard programmes, their energy and water consumption levels, ease-of-use, cost per washing and their protection system against potential water overflows.

BEKO brand has achieved a substantial growth in the dishwasher product segment in UK. For September 2006 the share of the company in the full size free-standing dishwasher market in UK has reached 8.2% with a 46-percent increase. At the same time, BEKO brand holds the leading position in the refrigerator market.

In addition, BEKO branded dishwashers have been selected as the most recommended products by Stiftung Warentest, the prestigious German consumer magazine, and Energy Saving Trust.

The assortment of BEKO products that includes over 2,000 models of durable goods keeps on expanding. Innovations from BEKO take into consideration new consumer demands. More than 250 million people worldwide have given preference to innovative technologies of the company. BEKO brand was awarded the prize from Energy Saving Trust for dishwashers and prestigious industrial ‘IF Design' Award for a Turkish coffee-machine. Leading European consumer journals recommend BEKO brand for low energy consumption and high performance. The last issue of Forbes magazine published in Poland indicates the stable growth of the BEKO brand in this market.

Today the demand on goods in many respects depends upon the correct price and quality ratio. The reliability of products, post-sales and backup services is an important criterion in the process of selection of appliances. BEKO branded products have proved their quality and durability. The affordable price of products is explained by lower production costs versus other European brands.

BEKO with its portfolio of wide assortment of goods keeps on offering products exceeding expectations of consumers. BEKO that has strong positions not only on white goods but also on consumer electronic appliances sets the target to double its market share in Azerbaijan in 2007. Today life makes people follow modern life's way when one should perform several tasks simultaneoulsy with the least time losses and getting a good result. BEKO products are equipped with special functions and options, which make the day-to-day life of customers much easier. At the same time, these goods are not overloaded with funcitons. BEKO's aim is to maximum ease the life of people and save their time spent on household affairs due to special time-management functions. Choosing BEKO branded goods you benefit from a cost-effective and funcitonal product.