1 year ago

Week-end Edition - Day 2 & 3 - IFA International

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Exclusive Interview New

Exclusive Interview New Direction for Beko, Grundig and Other Top Arçelik Brands Exclusive Interview - Hakan Bulgurlu – CEO - Arçelik Group Recently named as the new CEO of Arçelik Group, Hakan Bulgurlu is enjoying his first IFA in his role “at the helm”. We asked him what his ambitions are for the coming years for Beko and the company’s other brands marketed in Europe... To plan for the future, we should improve focus on our brands and their strengths. Europe is one of the largest and most competitive white goods markets in the world. Over the past few years, we have been very successful with the Beko brand, which is the fastest growing brand in white goods and maintains its position as the second largest white goods brand in Europe. We have been in the UK for 25 years, which could be described as the most competitive market in Europe. We retain our longstanding market leadership position in this challenging market. We are also the leading brand in Poland, Romania and South Africa. We retain our fast growth in all the remaining markets we operate in. Our main brands Beko and Grundig are growing in different segments of the market; Beko, globally and Grundig mainly in the Nordic countries. We believe evolution and constant change will determine success in the future. Grundig, with the introduction of large domestic appliances in 2013, has successfully completed its transition from a consumer electronics brand with more than 500 different products to a full range home electronics brand. In the forthcoming years, we will concentrate on establishing Grundig’s position as a full-range supplier; not only in its origin market – Germany – but all over the world. Since 1945, Grundig has stood for modern, high-quality products designed to make peoples’ lives better and more convenient. At the brand’s 70th anniversary this year, we were proud to announce our smart technology solutions leading to the modern connected home. The brand will develop into a smart home concept that will offer agility and an excellent user interface for our customers. Technology and innovation is the foundation for our growth. We will continue to invest in R&D and the development of innovative, high-quality and eco-friendly products. Our new R&D centre in the UK underlines this ambition. Please tell us about your highlights at ifa 2015… Beko is showcasing smart and flexible technologies under the umbrella concept of ‘Inspired by You’ which connects Beko’s technologies with a human touch - using authentic quotes from consumers to highlight where our inspirations come from, and presenting time-saving, easy to use and flexible smart solutions to suit peoples’ daily lives in modern-day living. Under the concept of ‘Inspired by Nature’, Beko expresses the way nature helps inspire us to save more energy & water and how Beko’s smart solutions help make peoples’ lives easier, while respecting natural resources and future generations. In the Beko range we highlight an auto detergent dosing dishwasher that We believe evolution and constant change will determine success in the future enables detergent to be saved due to optimum usage by dosing detergent automatically which is a first in Europe. Also Beko’s EverFresh+ refrigerators with precision humidity control that minimises condensation on fruits and vegetables to extend their lifetime for up to 30 days. For the first time, Beko is also launching Small Domestic Appliances by customer needs; vacuum cleaners, pioneering Eco design criterias, bring Silent Storm technology for highest efficiency levels and low noise in highly durable designs, irons with SteamXtra technology are powerful in steam and smart for garment care. Coffee machines are flexible to give different and fresh tastes with integrated bean-to-cup features, durable to be a part of customers’ life for a long time. Beko also brings you the traditional tastes with the world’s first automatic Turkish coffee machine with CookSense technology. Grundig present its intelligent and connected home electronics innovations under the roof of its new smart home concept called HomeWhiz. This gives customers the freedom to control all Grundig smart devices like a refrigerator, washing machine, tumble dryer, dishwasher or built-in oven, easily with a mobile device or television. With its new Fine Arts Curved product range featuring the new TV platform Ultralogic 4k, Grundig is showcasing quality innovations and new, extended features while remaining true to its innovative product strategy where function follows design, not forgetting the 100% sound quality experience with multiple choices of connectivity. Grundig is also presenting its VUX (Visual User Experience), which is the Hakan Bulgurlu CEO of Arçelik Group Since the beginning of his professional career, Hakan Bulgurlu has worked for the Koc Group, Turkey’s largest conglomerate. He started his career in Hong Kong in 1995, focusing on China and the ASEAN region, then returned to Turkey to manage Arçelik’s joint venture with LG producing air conditioners. In 2010, Mr Bulgurlu started managing Arçelik’s international sales and as of 2015 he was appointed General Manager of the Arçelik Group. new control system by means of light projection, introducing a new era of appliance control in the field of kitchen appliances. 26

HALL PLAN SHUTTLES Hall 23- Stand 102 Hall 21 - Stand 102 IFA International • Saturday 5 th & Sunday 6 th September 2015 27

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