Run by Burak Kiroglu, one such example is Beko Balkans, a company that increased its market share throughout the years it has been present in this region. Apart from that, “Beko also introduced a new line of HygieneShield products to the market with special disinfection programs already built in the very appliances, thus providing modern consumers with the solutions that enable safe and carefree activities in the new normal”, said Mr. Kiroglu, general manager of Beko Balkans.
Beko is international home appliance brand that operates within the "Arcelik" group and has existed for more than 60 years, thus has been recognized as the leading European brand in the field of white goods. The company's headquarters for the Balkans have been located in Serbia since 2015, and until today, thanks primarily to its innovative technology and listening to market needs, the company's market share has increased from the initial 8% to 20% in 2020.
“This growth speaks in favor of the fact that Beko is the fastest growing brand of white goods in the region, but also in Europe, and justifies its leadership position on a daily basis with global initiatives and involvement in locally relevant campaigns dedicated to improving health and promoting healthy lifestyles. Beko is also conducting relevant studies in order to better understand the needs of consumers and create innovative solutions in the field of white goods", added Burak Kiroglu.
An extensive study conducted for Beko by the marketing agency GfK across 31 markets last year, showed the impact of the pandemic on people's everyday life - as many as 70% of respondents stopped going to the office and organized their workplace, including all accompanying activities, within their home, while 83% of them have changed their shopping habits. World trends that show that people, after the initial surprise, turned to arranging their living space and raising the level of hygiene, have not bypassed this region either - people want to cook, clean and exercise at home, and generally live healthier, thus to use professional devices for that purpose, with which they will achieve the best effects.
Burak Kiroglu: HygieneShield as innovative technology on the market
"Last year, challenging in many ways, we managed to justify the trust of our consumers and maintain growth of over 10% as well. In addition, we conducted a series of studies and based on these insights developed a pioneering technology and provided our users with hygienic protection, which became imperative during the pandemic. People have turned to their homes and in there practice activities that used to be mostly related to the outside world. That is why Beko sought inspiration in the nature and applied its solutions to its products, so that the everyday activities of consumers exude safety, while top quality remains unchanged, "said Burak Kiroglu, general manager of Beko Balkans.
By recognizing the needs of its customers and using innovative technology of proven quality, Beko has developed HygieneShield, the first line of products that includes disinfection programs, which work on the principle of heat, thermal steam and UV rays. Inspired by the healing properties of the nature, the appliances remove more than 99% of bacteria and viruses, including the coronavirus, providing users with the effects of professional hygiene maintenance at home, while also using appliances of the most modern design and functionality. This series contains seven lines of white goods, and also include refrigerators, ovens, washing machines and dryers.
Beko continues to set trends in the field of technology for white goods and according to the needs of its customers, as well as by providing solutions that make the everyday living environment in the new normal, but also in the period after it, pleasant, comfortable and healthy.