News@BELL Sayi 16-Eng_16Aralik

NEWS @Bell
The magazine of BPG
This newsletter is distributed on behalf of Bell Holding free of charge.
Brands in
the line of
fire
Brand
16/19
Snce 1955
www.bellpackaginggroup.com
Year: 2019 Issue: 16
“A European leader in
aluminium tubes, monobloc
aerosol can and laminate
tubes manufacturing”
“Turkey’s leading plastic
bottle manufacturer for
FMCG products.”
“A world class producer of
injection moulded plastic caps,
closures and components.”
“A thin wall plastic tubs and
lids producer at the center
of advanced technology
and service.”
“A new player of the
packaging sector with its
revolutionary solutions."
CEO Message
31 May
02 Jun
2020
Dubai World
Trade Centre,
Dubai, UAE
Dear Readers,
Our Group’s vision is to become the preferred supplier of the world’s favorite brands. We are therefore very keen to make sure their
market share increases and constantly look at ways to contribute to their success.
Even though we are not marketing experts we know how a long and hard process it is to build a brand paying close attention over time
to the product quality, the appeal of the packaging and the bond created with the consumer creating trust with shared values.
Over time new factors have emerged that started threatening well established historic brands such as private labels (now brands in their
own right) of large distribution chains, the rise of hard discount stores, then e-commerce and ever higher health standards and concerns.
It has also become more and more difficult to catch the attention of customers and thus create and maintain the bond between
brand and users.
The latest twist in this saga is the strong reaction from consumers to the packaging pollution which is threatening the world. For some
reason consumers see the brands as culprits and not themselves even though they are the ones throwing the empty packages away.
All these changes have affected principally packaged consumer products brands, mostly FMCG ones. Conversely, immaterial brands
which exist sometimes only on the web have gained enormous value, just think of GOOGLE.
At the same time B2B companies such as ours, using the same principles we learned from our customers, have managed to build this
bond of trust with their customers and have become brands in their own right. We can give as an example the fact that our Perfektüp
group company was accepted into the Turquality brand support program run by the Turkish Government. It was certainly not the first
and will probably not be the last.
This brings us new responsibilities. In order to stay true to our vision we now need to play a more active role in meeting the expectations
and concerns of consumers, the only way to defend the brand equity; for instance this entails making sure that PCR does not end up in
nature or even landfill. At the same time this new environment creates a big opportunity for all of us at it gives us the chance to rekindle
and strengthen the bond between brands and consumers by adding a totally new dimension to their value system.
We will continue to partner with our customers to defend their choice of packaging material and thus contribute to this objective therefore
insuring the continued success of their brands in the marketplace.
Yours Faithfully,
Livio Manzini
Chairman & CEO
29/30 January 2020
Paris Porte De Versailles, Paris
We are Exhibiting
On Stand
W41 & P100

NEWS @Bell
Unilever Domestos Bottle
Production Starts in Iran
Our new plastic bottle factory in Qazvin,
Iran, with an indoor area of 6,000 square
meters and the capacity to produce
approximately 35 million units/year
and 1,300 metric tons/year commenced
manufacturing following an official
opening ceremony on August 26, 2019
with the attendance of our customers.
The mass production of plastic bottles for Domestos
bleach ordered by Unilever’s production facilities in
Iran –one of our Group’s most important customers–
has begun following meticulous research in 2018 on
local raw materials and masterbatch alternatives,
stringent test production runs and the subsequent
validation process. Some of our managers and
technicians from SenapaStampa Ambalaj, one of our
BPG companies, are continuing to provide pro-active
training in relation to technical and quality issues.
In the meantime as some pilot studies for a great
number of multinational companies, operating in Iran
requiring high-standard
packaging solutions, are
conducted, additional
investments in our
equipment pool are
already planned for 2020
to increase the capacity
of our production facility
located in the Caspian
Industrial Zone.
Perfektüp Receives Third Prize
from the Ministry of Industry
& Technology as Part of
Productivity Projects 2019
Following the aluminum
tube production center
in Bulgaria, with our
plastic bottle production facility in Iran this year,
BPG is excited to move forward confidently towards
becoming the packaging supplier of choice for the
world’s most admired brands.
We would like to thank our esteemed colleagues
for their support with putting the Iranian factory
into operation and also our business partners who
have supported and encouraged us to realize this
investment.
A production project for a more eco-friendly
and economic aerosol can using new alloyed
aluminum, developed by a project team
comprising of Perfektüp Packaging staff and its
business partners, has been awarded “Third
prize in the Sustainable Production Practices
for Large Enterprises” category within the scope
of Productivity Awards 2019 organized by the
Turkish Ministry of Industry and Technology.
Under the project, aluminum aerosol cans
were produced using the AIMgMn aluminum
alloy, instead of the traditional 99.7% AI raw
material used by the industry, which allowed
both raw material savings and reduction of the
CO2 footprint. The first aerosol cans produced
using this raw material were launched onto the
market in Unilever products.
With this project, much lighter aluminum
aerosol cans with much thinner wall thicknesses
that conform with the regulations in terms of
mechanical features were manufactured. Despite
varying from product to product, savings between
12 to 15% per unit product were made on average
raw aluminum material consumption per product.
In a matter of four months, around 7.2 metric tons
of raw aluminum materials were saved for mass
production. In the analysis of its environmental
impact by the consulting company, the carbon
dioxide emission for a product was reduced
by 0.027 grams and an improvement of about
8% was achieved. Concerning other calculated
environmental impacts, an improvement of at least
4.2% was observed for the unit product.
Within BPG operating with a vision of zero
environmental footprint, we would like to thank
all our employees, suppliers, and also business
partners who have encouraged us to do this
meaningful project.
Partnership Between Tulipack and Vocational
& Technical Anatolian High School
Tulipack Ambalaj signed a protocol with
Çerkezköy Organized Industrial Zone
Vocational and Technical Anatolian High
School, introducing an employment and
internship program as well as making it a
solution partner in order to help address
the shortage of qualified technical staff in
the region. Within the framework of the
program, every year new interns receive
technical training at Tulipack, and some
interns from previous years have already
found employment at the company.
In addition to its employment and
internship program, Tulipack has donated
a robot to the school to provide the
students with one-to-one help in the lab and give
them hands-on experience of applying theoretical
knowledge in practice. This collaboration allows
Tulipack to both develop a qualified workforce and
support its future automation projects with the
equipment available and the work conducted at the
lab. We believe that this partnership is a great example
of how industrial companies can work together with
vocational schools.
Perfektüp Joins
the Turquality Brand
Support Program
Having worked since 1955 to develop and manufacture
original packaging solutions that contribute to the
commercial success of its customers, Perfektüp Ambalaj
A.Ş. has now joined the Turquality Brand Support
Program to pursue its mission of customer satisfaction.
Perfektüp Ambalaj exports most of its manufactured
goods, something which significantly boosts Turkey’s
reputation on the global scene. By taking part in the
Turquality Brand Support Program launched by the
Turkish Ministry of Trade it has set itself the goal of
creating more added value and increasing its market
share in international trade.
2

Views of Our Business Partners
www.bellpackaginggroup.com
İmer Özer, General Manager,
Koruma Temizlik A.Ş.
According to recent researches, consumer
awareness in Turkey has increased by 40%
compared to 2009. People have become more
conscious about their buying choices. We no
longer have customers blindly buying products,
people now double-check the price, do research
on the Internet, compare prices elsewhere,
check the manufacturer’s data on the back of the
product, and check the price in other shops.
Could you please tell us about the vision and strategic
priorities of Koruma Temizlik A.Ş.?
I would stress that our strategy and priority is to undertake always
innovation-oriented work. We would hate to become copycats. We
wish to be unique. So it is our primary strategy to be associated with
unique products that no one else offers.
Unfortunately, the mentality in our country is often to carve
themselves a position in the market by imitating, almost exactly, the
products and packaging of leading brands. How we do business is
far removed from that approach. Consumers buy “what they notice,
and not what they understand”. It is on the basis of this approach
that we try to reach out to customers through solutions that they
will notice, that they need, or which they may use to address an
issue.
Could you please tell us about the important milestones in
Koruma Temizlik A.Ş.’s success story?
In my opinion, one of our most important turning points was
stopping the production of plastic bottles. About 10 years ago, we
were producing plastics with almost 30 pieces of domestic blow
molding machinery at our disposal. During my first years as the
General Manager of the company, we had 8-10 different molds for
the same plastic bottle. We discarded these different models and
shapes and started producing plastic bleach bottles using a single
mold. Then we reached a point where we could produce similar
packaging with the six or seven pieces of machinery that we had.
We thought that this was not right.
Then we shifted our focus towards chemistry and retail, which
are our fields of expertise, and left plastics, which is not our main
business, to specialist companies who know the business. This is
how we started to work with SenapaStampa Packaging. Each year,
we did more work together. We could have seen all our efforts go
down the drain when we had our fingers in many pies, trying to
address everything in the marketplace. I believe that this was one
of our most important milestones.
According to your experience, where do you see the future of
“Private Label” products in the Turkish market?
I am extremely interested in the Private Label concept for Turkey.
I am also the chairperson of the PLAT Association. We recently
held our 5th Summit. 50% of our product range in Koruma Temizlik
consists of PL products while the remaining 50% consists of our
own brands.
Looking at developed countries in Europe, 45-50% of the products
in the retail trade are PL. It’s yet about 22% in Turkey. The chain
brands put partially pressure on this area. There is currently a draft
law on retail trade which stipulates restrictions in these areas. We
have been also approached for our views. We are in favor of a free
economy and we believe that it is not right for the state to regulate
consumer decisions with laws in retail where the consumer is the
“king”. If the customer wishes, they should be able to buy a brand
product for 10 Turkish Liras or pay 5 Liras for a PL product, it is totally
their decision. We believe that laws should not interfere with that
decision process. PL products are not at all subject to restrictions
in any European country or anywhere else around the world. PL
products sell well also in the United States. And if restrictions
worked, look at how many world-renowned brands the USA has as
opposed to Turkey. So basically it is more about marketing skills and
less about restricting PL products. Although the difference between
sales and marketing as a concept is still not well understood in
Turkey, we are still making efforts to create a global brand by limiting
PL products here. I think that limiting PL in Turkey will not work at
all, doing so will only drive inflation upward and you can forget about
the ability to create a global brand.
The number of hard discount markets are now approaching 25,000.
Every neighborhood, every street houses two or three of them. The
convenience for shopping that they offer and their proximity make
them popular among customers, who buy and try out their products
and seem to be pleased with what they are getting in terms of
quality and price/performance.
Recently a global diapers brand lost its position as the leading brand
in this country. Currently a PL brand is the market leader. People
tend to loosen the purse strings when it comes to buying stuff for
their children which is a delicate issue. You may think twice before
buying a shirt for yourself but you always try to get the best brand
when buying diapers for your child. If a PL can become the market
leader even for a product such as this, or if a PL product claims the
top spot for milk, then there seems no point in questioning the PL
concept. All we can do is give it space to thrive and flourish.
I think brands, other than PL brands, may also find opportunities to
evolve through the development of innovative products that make
life easier for consumers. There is a saying that I often use “Not
every seeker can find, but those who find are seekers”, so if we
keep searching, we will end up in a better place.
Could you please share with us your opinion on the current
situation and the development potential of the industry in
which you operate?
According to recent research, consumer awareness in Turkey
has increased by 40% compared to 2009. People have become
more conscious about their buying choices. We no longer have
customers blindly buying products, people now double-check the
price, do research on the Internet, compare prices elsewhere, check
the manufacturer’s data on the back of the product, and check the
prices in other shops. Even with more customer awareness and
despite the bumpy ride the economy has recently experienced,
cleaning products and the chemical industry as a whole have
not really been affected. All people eat, drink and create filth, as
that is the natural life-cycle, and consequently people cannot do
without these products. But indeed, some people may choose to
economize on cleaning products and decide to use less. In these
times of economic upheaval, many sectors have shown a decline,
while ours seems to be hung in the balance, showing neither decline
nor positive growth in terms of tonnage.
As I said, development potential is related to the innovation that
you can offer to the consumer. What we understand from R&D
is that copying ideas from the market, copying other companies’
products, has resulted in the market being flooded with so-called
innovative products which are in fact the same. The competition is
always keeping an eye on us in case we have some new product
up our sleeve. But that is not so in our case. The only thing we are
keeping an eye on is our consumers. We are trying to understand
how consumer habits evolve. I spend most of my time gathering
information about Generation Y and Generation Z. Because we will
be selling to them in the future. It is easy for me to understand my
own generation, which changes of course when one talks about
Generation Y; so you need to be able to get into their heads to really
understand them. In the past, we used to step into a new age every
hundred years, but now it seems to be every second, every minute.
You either get with the times and jump on the bandwagon, or just
look on and forever tarry as others move on.
What is the possibility of the production sides that you are
responsible for exporting to neighboring countries? Do you
expect any important developments on that front?
As I am also the Vice President of the Istanbul Chemical Products
Exporters Association, I am well acquainted with export figures.
Iraq is currently the country to which we export the highest amount
of cleaning products and cosmetics. However, Koruma Temizlik
A.Ş. does not operate in Iraq and has no such plans for the future.
And the reason is, everyone is there. A philosopher once said, “If
you go one mile beyond where everyone else is, you will find peace
of mind”. We don’t want to be where everyone else is, we want to
go where no-one else is.
We do a lot of business with the European Union, working with
more systematic, organized, well-regulated, measurable companies
and customers similar to the kind BPG works with, who can keep
us on our toes. Even though we have production facilities that are
quite close to Iraq, we prefer not to do business there, and we do
not consider doing so in the short term.
We work very closely mainly with the Netherlands, Germany,
Greece and the US. We sell a considerable amount of detergents
and even bleach to them. Kocaeli is our primary base for exports.
But as I said, we don’t want to waste our efforts to operate in
complex and complicated markets.
What do you think are the key management competencies
from your experiences in the large organization that you are
currently heading?
As a matter of fact, I was made executive manager at a very young
age by mistake. But indeed it was a mistake that they were not
really keen on making correcting. And as I continued in my role, the
company achieved the success it was looking for. We have become
one of Turkey’s 100 fastest growing companies over the past eight
to nine years.
I care about personal development. I personally give training on
personal development. And I make sure that my whole team gets
it. On the other hand, I am doing an MA degree in Marketing, and
I’m currently a final year student. I am undertaking a program with
a special focus on brands. Brands are a bit like football. Everyone
believes to understand brands. People especially like to play the wise
guy when it comes to brands, and when you ask what data they
have based their comments on, they tend to respond that “I feel just
so”. However, it is necessary to look at things from the perspective
of consumers. We also do market research, as we like keeping a
finger on the pulse of consumers through periodical surveys.
As Rumi said, “The day you think you know everything, is the day
you die.” We also operate a life-long training policy to address
any shortcomings or skill shortages in our employees. We are
a dynamic company, so we give the kind of training that will help
employees keep up with the times, notice innovations, and gain
new perspectives. And we make sure that people enjoy the work
that they do.
I have always believed in one thing, one’s energies flow into things
that are foremost in one’s mind. And my primary focus is marketing
and that is where my energies flow. I think people should always
have something to focus on. And my recent focus has been on
marketing and I’m even writing a book on the subject which I have
almost finished.
Innovation and sustainability are the most important topics
in the packaging market today. Could you please share with
us what you do as a company in that regard?
We’re a young, energetic team. Where we stand out is through our
efforts to understand the consumer. Consumer dynamics in Turkey
are unique. In Europe, people have no problem with waiting in a
queue. It’s ok for most people even if they have 100 people waiting
in front of them in the queue. Whereas, in Turkey, most of the time
people look for ways to jump the queue.
In Turkey, people look for ways that make life easier for them, that
save them time. If you know this, for example, if you put together
the products that we manufacture with those of major brands, 80%
of people choose our products. Because our products make life
easier for the consumer, not because we are a very special brand.
Consumers know the difference. Our entire team is also working
to attract the attention of consumers. We put no great store on
unoriginal ideas based on imitating our competitors.
I think we can distinguish very well between sales and marketing.
We have separate marketing and sales departments. No one has
the title “Sales and Marketing” executive. Marketing puts the
bullet in the gun, Sales fires the gun. The competence of the Sales
Department is questioned if targets are missed. And it is Marketing’s
fault if there is no bullet in the gun, that’s how we look at it.
At İnovaLİG we received second prize in the innovation category.
We were in the finals last year and this year we also made it to the
finals. We have always dedicated our lives to innovation and making
a difference.
There is an awards program called “Crescents and Stars for
Packaging” that is organized by the Turkish Packaging Manufacturers
Association (ASD), of which BPG is also a member. Thankfully, we
receive a few awards every year. In PL Amsterdam, our packaging
products receive awards every year. When I am asked to talk about
innovation in packaging, I tell them about Karper. I say it is a product
that became a global brand because its packaging. Everyone can
make cream cheese, but a brand is created when it is packaged
correctly.
How would you describe the role of strategic suppliers such
as the Bell Packaging Group? How will this role develop in the
future? What are your expectations of them?
We expect SenapaStampa not to compromise on its business
vision and standards of quality. Because Turks are experts in leading
others astray. If you are wondering what makes SenapaStampa
different from other packaging companies, it would be correct to
say that they do business without compromising on quality and
their well-established systems. And most plastics companies in
this country are passed down from father to son, either second
or third generation. But the problem is inherited mistakes are still
being continued. One mistake leads to another, and indeed they
come up with their own excuses for doing so.
In Turkey, plastics production is not industrialized enough. And all
the machinery being used today is still imported. We are totally
reliant on imported goods. Domestic producers cannot afford to
buy imported machinery. Therefore, these plastics manufacturers
were only able to meet the minimal needs of small enterprises.
But they are also about to become extinct. In the past there were
markets with 10 or even 20 branches. There are now market chains
with over 5,000 branches. You must have the production capacity
to meet the requirements of these market
chains. In order to have that production
capacity, you need a plastics supplier of
an equal scale. Domestic plastic suppliers
in the market do not have that kind of
structure.
Owing to the high capacity and high
standards of SenapaStampa, I don’t recall
that we have experienced any problems.
Business grows and will continue to grow
as long as the same levels of performance
and quality can be maintained. We are
simply seeking the best for the welfare of
our country and the well-being of its citizens.
We thank Mr. İmer Özer for participating to our interview.
3

NEWS @Bell
BPG Holds Circular Economy Search Conference
Bell Packaging Group (BPG) by signing the
Ellen MacArthur Foundation’s New Plastics
Economy Global Commitment, has taken an
important step towards playing a leading role
in shaping the future of plastic together with
many global companies committed to reducing
plastic waste and pollution.
www.bellpackaginggroup.com
In order to clarify the extent and meaning of this initiative
that is so important both to our Group and business
partners, as well as to establish a roadmap for future work,
we held the BPG Circular Economy Search Conference on
July 23, 2019 at Feriye in Ortaköy Istanbul with Dr. Hüdai
Kara acting as moderator. The Search Conference shed
light on the effects that today’s linear economic system has
on waste generation and discussed the importance of the
circular economy and the opportunities and practices it will
provide for the packaging industry.
We would like to take this opportunity to thank all our
colleagues for their invaluable support which will guide us
in this process.
BPG Joins World Cleanup Day
This year we proudly joined
forces with our Group
Companies to take part in World
Cleanup Day, held every year to
remove litter from natural areas
and raise awareness about
environmental pollution.
As an international initiative,
this year’s World Cleanup Day,
organized globally by the Let’s
Do It! Foundation and locally by
the Sivil Yaşam Derneği (Civil
Life Association), took place
on September 21, 2019 across
locations in 150 countries and
81 Turkish cities. We made an
appeal for volunteers under the
slogan “We Can’t Do It Without
You!” and supported this
international event together by
collecting trash all over Istanbul
and in the Turkish regions of
Tekirdağ, Kocaeli as well as in
Bulgaria.
Our thanks go to all our natureloving
employees who took
part in this event which will
help us to live in a cleaner world
and raise awareness about
environmental pollution.
Perfektüp Participates in Istanbul Dragon Boat Racing
Perfektüp A.Ş., a BPG company,
took part in the Dragon Boat
Festival supported by the Turkish
Canoe Federation, held on
Istanbul’s Maltepe shore between
June 29 and 30, 2019.
As canoeing requires a crew of 16
paddlers and a drummer to sync
up perfectly, the race presented
a great opportunity for Perfektüp
A.Ş. to show off their teamwork.
Ranking 30 th with a time of 1.12”
the Perfektüp Crew competed with
a brilliant sense of team spirit and
discipline, and also had lots of
fun by attending various events
throughout the festival.
We would like to thank all our
colleagues for their great efforts,
particularly the Perfektüp Crew.
BELL Holding A.Ş.
info@bellholding.com
www.bellholding.com
PERFEKTÜP Ambalaj Sanayi
ve Ticaret A.Ş.
info@perfektup.com
www.perfektup.com
SENAPASTAMPA Ambalaj
Sanayi ve Ticaret A.Ş.
info@senapastampa.com
www.senapastampa.com
INTERKAP Ambalaj Sanayi
ve Ticaret A.Ş.
info@interkap.com
www.interkap.com
TULiPACK Ambalaj Sanayi
ve Ticaret A.Ş.
info@tulipack.com.tr
www.tulipack.com.tr
Innovative Printing Services
Ambalaj Sanayi ve Ticaret A.Ş.
info@ips-tr.com
www.ips-tr.comr