3. key factss
BEKO brand has been in the Turkish market since 1983 and in export markets since
early 90’s.
Sales Outline
In 2006, worldwide sales has reached 8.1 million units in more then 100 countries.
Every 2 seconds, somewhere in the world, one customer buys a BEKO product.
With a unit market share of around 20%, BEKO is the second biggest MDA brand in Turkey,
following Arçelik.
With a unit market share of 5,8 %, BEKO is the 4th biggest freestanding MDA brand in 27
countries of Europe, after Bosch, Indesit & Whirlpool (GFK 2007 end June results).
BEKO brand has reached 280 million consumers worldwide.
5. key factss
Although it is one of the youngest brands in Europe, BEKO holds leading positions in a
number of EU countries:-
UK: Market leader in cooling
The second biggest Freestanding MDA brand
UK washing machine model, WMA 510, is the best seller washing
machine in all Western Europe.
DE: The leading European FS MDA brand in Germany that does not
have a German origin. (More then 70 % of the German FS market
is controlled by German brands)
BE: Market leader in freestanding cooking
The second biggest freestanding cooling brand.
LT: The leading brand in FL washing machines
The leading brand in cooking
The second biggest brand in cooling
6. key factss
Awards & Certificates
2007 & 2006
2007: The renowned French consumer magazine “Que Choisir” has choosen BEKO dishwasher model
DFN 6831 S as the best product for its peforance/price ratio. Among the worldls leading 11 dishwasher
brands, BEKO model was ranked 2nd in the overall tests carried out by the magazine and published int
its November issue.
2007: BEKO dishwasher DFN 2520S has been chosen by the Belgian Consumer Association in their
publication Test-Achats/Test-Aankoop as “Best Buy” for its high performance/price ratio. The product has
been the winner in a number of performance ctieria, surpassing leading European brands.
2007: Beko branded WMD 57162, "The world’s fastest washing machine” was awarded with the
“Ecology” award at “Plus X”, the major technology competition in Germany.
2007: The Chicago Athenaeum awarded Beko L Series 32” LCD television with the “Good Design”
award in the international industrial and graphic design competition in America.
2006: Beko strengthened its success in Polish market by being selected the “Most Tursted Brand” in
the European Trusted Brands Research, carried out by the popular European family magazine Reader’s
Digest.
2006 – BEKO branded washing machine WMD 56140 was chosen by the Belgian Consumer
Association in their publication Test-Achats/Test-Aankoop as “Best Buy” for its high performance/price
ratio.
7. key factss
Awards & Certificates
2005
It was the first time for a Turkish company to compete in the “Brand of the Year” competition
held in Belarus, and BEKO washing machines won first prize in the relevant product group.
BEKO branded freestanding dishwasher DFN 3730 was chosen by the Belgian Consumer
Association in their publication Test-Achats/ Test-Aankoop as “Best Buy” for its high
performance/price ratio.
BEKO branded built-in dishwasher D 8879 FD was chosen by the Belgian Consumer
Association in their publication Test-Achats/ Test-Aankoop as “Best Buy” thanks to its good
performance and low running costs.
Beko branded freezer, FDG 5700 HCA was recommended by Consumentengids, renowned
consumer magazine in Netherlands as the “Adventageous Choice”.
Three Beko products, WM5554, LV5679 and NDP9560 presented to the Throphee de la
Maison 2005 (Household Awards) were selected by the consumers’ panel as winners in the
category of household appliances.
8. key factss
Awards & Certificates
2004
BEKO branded worktop-height fridge LSA 426W was recommended by Which, UK’s leading
consumer reports magazine, as “Best Buy” product in terms of performance and convenience.
BEKO branded dishwasher GS5543 was recommended by Stiftung Warentest, Germany’s leading
consumer reports magazine, as a Hit Product in terms of performance and price.
BEKO branded refrigerator was awarded in the two-door refrigerator category of the European
Energy + Competition of the EU Commission.
BEKO’s „Keyf“, the Turkish coffee machine has received the „IF Design“, the most prestigious
industrial design award of the world.
Energy Saving Trust of UK awarded BEKO dishwashers DE 3761F and DE 3762F with “Energy
Efficiency Recommended” logo due to their high energy efficiency and high performance.
10. targets
1,4
2,5
1,6
1,9 2,0
2,32,22,1
2005 2006 2007 2008 2009 2010 2011 2012
%2
To reach > 2% global unit marketshare by 2010.
This corresponds to a total MDA sales of 7.6 mio units (exlc. mwo)
Expected Beko global market share figures according to 2007 SP.
14. Consumer Behaviour
Consumers tend to purchase white goods for two reasons:
Current appliance has broken down
• When their current appliance breaks down, they generally need a quick
replacement and consult the retailer to see the what the best current offer is
for their needs. Rational reasons have more importance here.
There is a change in their lives: they are moving into their first apartment, getting
married, having children, buying a house...
brand values
15. brand values
Opportunity to Create an Emotional Bond
Starting a new life is an exciting adventure. It’s a critical time about excitement,
emotions, decisions...
Beko shares this feeling with the consumer and it bonds with them at the beginning of
this critical stage.
It differentiates itself from the competition, which tries to seal this bond as an end
benefit, post-purchase.
Consumers’ needs constantly change and Beko has the right products to satisfy
these needs.
Beko wants to be a part of every chapter of the consumer’s life.
16. Consumer Segmentation
The main lifecycles can be summed up into 3 main consumer
groups. Products with various capacities and sizes can therefore be
segmented according to these lifecycles.
Bachelors:
– Students
– Single people
• Products with smaller capacities and smaller dimensions
New nesters:
– People moving in with friends
– Newly married couples
• Starter packs, products with minimum number of features
Families with children:
– Families with babies
– Growing families
• Products with baby functions, larger capacity products and
extra features
brand values
17. Beko not only wants to be a part of this
journey, but it has the right products to
satisfy their needs at every stage of their
lives.
There are certain key milestones when
the consumer “starts a new life.” Starting
university, moving in with friends, getting
married, having children, buying your new
house... These are times when they are
creating homes and need to purchase
white goods. We can segment the
consumer according to these lifecycles
and accordingly offer them products of
various sizes and capacities they need.
brand values
Consumer Segmentation
20. brand strategy
Product Positioning: Best offer in terms of performance-quality / price ratio. Value
for money.
Price Positioning: The most competitive brand among regional / global producers’
brands in all product segments for equivalent product features.
Competitors: Globally Indesit, locally although changing from one market to the
other, brands like Whirlpool, Ignis, Faure, Candy, Iberna, Laden, Polar, Zanussi,
Fagor, Edesa, Gorenje, LG, Samsung, Ardo.
Product Offer : Electrical Home Appliances: Freestanding & Built-in white
goods, SHA, CTV, water heaters, Air conditioners.
Geographical Coverage: Global
Distribution Channel Coverage: All channels specialized in white goods sales +
hyper/C&C chains.
Promotion: ATL + BTL activities targeting to create brand awareness, preference
and value.
21. product strategy
To create macro product range for BEKO brand that
enhances pool product usage (FS & BI)
To use uniform product fascia worldwide
To enhance our product range with products that differentiate
the brand from the others and helps to create brand image
eg. world’s fastest dishwasher & washing machine
To develop product features dedicated to BEKO brand which supports the brand
story
To plan and execute improved product launching plans, ie. a tailor made package
for all new product introductions that include competitor benchmarks, press releases,
lifestyle photographs, printed ad layouts etc.
To plan and execute end-user surveys to design flagship products
22. product strategy
In WEU, 36.3 % of total MDA8 market in units is
BI/BU and the BI/BU ratio is still growing.
In Eastern Europe, the share of BI/BU appliances
has reached over 16% in units.
BEKO BI product offer will be enhanced with the
addition of new products (ie gas hobs, ceran hobs
etc) to enable the brand penetrate K/F specialists
and chains with BI products.
Increase BI sales
23. pricing strategy
BEKO is positioned as the most competitive brand among regional / global
producers’ brands in all product segments for equivalent product features.
For all standard/commodity products, prices will be set according to the
competitors’pricing for equivalent models. For innovative models, value-based pricing
will be used assesing the added value to the end user.
The target is to offer value adding products to the retailers and to upgrade our
product mix towards higher value segments. (ie 7 kg washing machines, NF combi
range etc)
For sales actions, the secondary product ranges – differentiated from the core
diffusion line – will be used.
24. distribution strategy
BEKO targets to be present in all distribution channels that comply with our
brand strategy.
In CIS and Balkan countries, BEKO targets to establish an exclusive shops
network for MDA.
Targets
To get BEKO listed in all channels (increase weighted
disribution)
To increase number of SKU’s carried in the existing channels
To maintain a healthy balance between market breakdown and
sales breakdown by channel type
To closely follow new channel developments (ie internet sales)
New Product New Product
Existing Channel New Channel
Existing Product Existing Product
Existing Channel New Channel
Increase number of BEKO
references
Enter into new distribution
channels with BEKO prducts
NEW BUSINESS MODEL
Outsourced products
SHA
Increase DW sales
New product development
BI sales
NEW BUSINESS MODEL
25. promotion strategy
The first target is to create
brand awareness, which will then
be topped with creating brand
values and brand image in the
minds of consumers.
With the increase in brand
awareness, BEKO targets to be in
the shopping list of an average
MDA shopper, which would
reciprocally result in market
share growth.
The ultimate goal is to create a
unique brand identity across
countries, and increase the
perceived value of Beko brand.
Price
Percieved
value
Fair value
BEKO
Poor value
(Loosing share)
Superior value
(Increasing
share)
Marketing
26. promotion strategy
Targets
To centrally co-ordinate marketing communications activities
To use Int. agency networks in creative works and media buying
To consistently measure brand awareness and marketing communications
effectiveness.
To create common materials for use in multiple countries.
To launch an in-store merchandising program as an extension of Beko
stores.
To activate common database managed internet sites in key countries.
Price
29. global network
TBWA – Global Creative Agency
TBWA Worldwide (www.tbwa.com) creates disruptive ideas for global clients, including
Absolut, adidas, Apple, Beiersdorf, Henkel, Masterfoods, McDonald’s, Michelin, Nissan,
Samsonite and Sony PlayStation. TBWA is the most-awarded agency network in the
world ( The Gunn Report, 2005) and is one of the fastest growing top-ten global agency
networks. TBWA has 258 offices in 75 countries, and approximately 9,700 employees
worldwide.
TBWA Worldwide is a part of Omnicom Group Inc. (NYSE: OMC)
(www.omnicomgroup.com). Omnicom is a leading global advertising, marketing and
corporate communications company. Omnicom's branded networks and numerous
specialty firms provide advertising, strategic media planning and buying, direct and
promotional marketing, public relations and other specialty communications services to
over 5,000 clients in more than 100 countries.
OMD – Global Media Buying
Our global media buying partner, OMD (Optimum Media Directing) is owned by Omnicom.
OMD Has a diverse and challenging client base: Absolut Vodka, KIA, Allianz, Citroen, Yahoo,
Dell, McDonald’s, Pepsico, amazon.com, Coty, Sony, Wrigley, Peuget, Henkel, Sara Lee,
Tiscali, Vodafone, Nissan, Seagram, Carlsberg, Remy Martin, Reebok, Bdf Beiersdorf, Elizabeth
Arden.
31. 1. Disruption Workshop – BEKO & TBWA (7 countries)
15-16 February 2006
2. Disruption Strategy – TBWAIstanbul & BEKO Turkey
29 March 2006
3. International Creative Work Development
TBWA International SWAT Team May 2006
distruption process
32. distruption process
DISRUPTIVE IDEADISRUPTIVE IDEA
The big idea that
positively disrupts
the market place –
that gives you the
energy to leap to
where you want to
be. The fastest way
of changing the
rules in your favour
to open up new
opportunities
Disruption is a three-step structured thought process designed to help identify and
overturn conventions to create significant growth for client
Today
CONVENTIONCONVENTION
A clearer strategic
understanding of the
issues and assumptions
which restrain a market
VISIONVISION
The vision that
shapes and defines
the new market
space
The big idea that positively
disrupts the market place
and gives you the energy
to leap to where you want
to be. The fastest way of
changing the rules in your
favour to open up new
opportunities
Tomorrow
34. Instruments for
a new life.
CONVENTIONCONVENTION
DISRUPTIVE IDEADISRUPTIVE IDEA
VISIONVISION
Owning the consumer
relationship
How can we
reach this vision?• Consumers see white
goods as boring,
functional machines. It’s
a low-involvement
purchase.
• Brands act as suppliers.
The retailer owns the
consumer relationship
35. By sharing the feelings and
values of consumers at the
start of critical lifestages,
create an emotional bond with
them.
“Start your new life with
Beko”
Instruments for a
new life.
CONVENTIONCONVENTION
DISRUPTIVE IDEADISRUPTIVE IDEA
VISIONVISION
Own the consumer
relationship
• Consumers see white
goods as boring,
functional machines. It’s
a low-involvement
purchase.
• Brands act as suppliers.
The retailer owns the
consumer relationship
37. Belgium/Art Director
Russia/Art DirectorEngland/Copy Writer
Poland/Art Director Israel/Copy WriterPoland/Copy Writer
Romania/Copy Writer
Russia/Copy Writer
Murat Arlı
/Art Director
Gökhan Yücel
/Copy Writer
Ateş Çavdar
/Copy Writer
Serkan Balak
/Copy Writer
Cem Özkurt
/Art Director
Tayga
Soysaltürk
/Art Director
SWAT Creative Team
International Creative Work Development
TBWA International SWAT Team May 2006
63. VO: BEKO gifts a holiday for women every day. BEKO. For the new you
Matrushka / women’s day
64. evaluation of international communication
Research Objective:
To track the brand and advertisement performance of Beko and the
competitors in white goods market.
Methodology
Product Category White goods
Research Model AdRemarker Brand and Ad Tracking Model by
our research partner Synovate
Interviewing
Methodology
Face to face interviews
Project Timing April 2006 – to date
Size 8 countries; 7350 interviews
73. 59 Distributors and 13 subsidiaries
More than 100 countries
Beko Deutschland GmbH, Germany Arcelitalia S.r.l., Italy
Elektra Bregenz AG, Austria Beko Magyarosszag K.F.T., Hungary
Beko Cesko S.R.O., Czech Rep. Beko Slovakia S.R.O., Slovakia
Beko Electronics Espana S.L., Spain Beko S.A., Poland
Beko France S.A., France Beko Shanghai Trading Co. Shanghai
Beko Plc, UK
Arctic S.A., Romania
Beko L.L.C., Russia
Beko Electrical Appliances Co.Ltd.China
Production
Subsidiaries %70 of total sales Distributors %30 of total sales 2006 BEKO brand Total Cons Sales= 647 mil €
74. Breakdown of International BEKO Turnover
by Country (2006)
Top 10 Countries
Country
Share in BEKO
turnover
UK 34%
Germany 8%
Russia 9%
France 7%
Poland 4%
Ukraine 4%
Spain 3%
Benelux 3%
Iraq 3%
Romania 2%
75. Etiyopya (2)
Afganistan (5)
Türkmenistan (18)
Benin (2)
Cezayir (4)
Ürdün (3)
Irak (20)
Gürcistan (52)
Azerbaycan (80)
Ermenistan (15)
Kırgızistan (24)
Özbekistan (30)
Ukrayna (6)
Moğolistan (4)
Bosna(15)
Kosova(1)
Sırbistan(44)
İran (100)
Dubai (11)KKTC(28)
Tunus (4)
Fas (5)
Sudan (3)
Mısır (6)
Libya (6)
Yemen (2)
Nijerya (1)
Lübnan (1)
Gana (1)
Suriye (2)
Çin (15)
2010 target: 31 Countries, 510 BEKO Shops
77. Key Account Management
Quote to global procurement request by analysing
exisiting activities and targets in each country, product
range, market price, sales price, logistics & ASS
requirements and local organization (eg. CARREFOUR,
MEDIAMARKT, NOBIA,IKEA)
Identify policies to get max benefits from one country’s
succes for other countries where we operate (eg. KESA,
DSG, MEDIAMARKT,PPR
Objectives
78. Key Account Management
Objectives
Asses & follow up the customers to choose the best partner
to grow with and be prepared to negociate locally &
internationally ;
Segmentation of customer portfolio; potential,market
share,commitment,loyalty
SWOT & BCG analysis (to whom to invest, who to milk
who to abandon )
Sales vs margin vs potential axes;
Organise KA workshops
79. International Key Accounts
International Key
Accounts
Total TRN 2005
(billion €)
Total TRN 2006
(billion €)
2006 Store #
International
Center
CARREFOUR 74,5 77,9 11.080 France
AUCHAN 33,6 35,0 1.035 France
MSH 13,3 15,2 558 Germany
DSG 10,8 10,3 1.450 Norway
PPR 7,5 7,6 250 France
KESA 6,0 6,6 690 France
