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Day 6 - IFA International

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Exclusive Interview Building a Global Giant Sport, innovation and globalisation drive Arçelik forward Koç Holding, the parent company of Arçelik Group, is the largest conglomerate in Turkey. Arçelik CEO Levent Çakiroglu explains how his company, which owns the Beko and Grundig brands, became the third largest household appliances company in Europe… Our company has approximately 25,000 employees and operates 14 production facilities worldwide. We provide products and services in more than 100 countries, and generate nearly 60% of our revenues from international operations. A lot of our success is down to R&D and cuttingedge technology. Arçelik Group is able to design and manufacture pioneering and environmentally-friendly products that are the best in their class in terms of energy and water efficiency. Arçelik holds more than one third of all international patent applications to WIPO [World Intellectual Property Organization] originating from Turkey. How do Beko and Grundig differ in term of brand philosophy? Beko appeals to young and savvy shoppers looking for smart technology, stylish and functional design, and environmental responsibility and friendliness. Grundig, meanwhile, has its roots in Germany and became famous around the world for its radios and televisions. This traditional brand's recipe for success is to combine high-quality products with intelligent, smart technology, ease of operation, and classic, simple and timeless design. Why do you believe it’s important to tie your brands to sports sponsorship? We truly believe that creating brand awareness through sporting events helps us to convey our product promise and reach our target audience more effectively. Also, as part of our social responsibility commitment, we actively support sports across the world. Sports contribute to the development of children, not just in terms of physical co-ordination, but also in communication and social skills such as teamwork, quick thinking and self-esteem. As well as basketball, Beko is the official supporter of the FA Cup in the UK which, with its 141-year history, is the oldest football tournament in the world. Grundig is also focusing on football and has been the first official technology partner of the German Bundesliga since 2011. In addition, the home of FC “Arçelik holds more than one third of all international patent applications to WIPO originating from Turkey” Nuremberg is now known as the Grundig Stadium. How is Beko performing in Western Europe? From 2008 to 2012, Beko has been the brand with the highest unit marketshare increase in the overall European market. As of the end of 2012, Beko was Europe’s third largest brand in white goods. It is also the leading brand in both the UK and Lithuanian whitegoods markets. Ecology and sustainability are key to Arçelik. How important is R&D in achieving your green goals? In accordance with our ‘Respects The Globe, Respected Globally’ vision, Arçelik applies a focused sustainable-development approach to all its processes. The energy-efficient Green Factories certification system has awarded Platinum certification to eight of our factories, and Gold to two. One of the key challenges in achieving sustainability is how to maintain profitability by designing innovative and eco-friendly products without losing competitive advantage. Hall 23 Stand 101 Hall 7.1A Stand 101 Arçelik CEO Levent Çakıroglu and Miss IFA LEVENT ÇAKIROGLU CEO, Arçelik Group Levent Çakiroglu serves as the CEO of Arçelik Group and has been its General Manager since 2008. He graduated from Ankara University Faculty of Political Science and earned his post-graduate degree from the University of Illinois. He started his career in 1988 as an assistant accounting specialist at the Turkish finance ministry and held this position until 1998. He joined Koç Group in 1998 as Finance Group Co-ordinator. www.ifa-international.org IFA International • Wednesday 11 th September 2013 21

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