KITCHEN LIFESTYLE
KITCHEN LIFESTYLE Welcome to the Smart Generation Beko targets young consumers with technology, design and sustainability Household appliances manufacturer Beko is looking back on a successful 2012. The company managed to increase its market shares in Germany by 45% over the 2011-2012 period and continues to increase its brand presence and awareness. The year 2013 also got off to a promising start. At the end of June Beko was the brand with the strongest growth in Germany. Beko has also established itself as the third-largest brand in Europe in white goods with increasing demand both in traditional retail outlets as well as in the new distribution channels. [ Interview by Bob Snyder ] Sühel Semerci, Beko Deutschland’s Managing Director, Major Domestic Appliances, told IFA International why the Turkish white-goods brand claims to have the highest growth rate in Europe... Over the last three years, we have doubled our market share, partly because our main focus is on energyefficient household appliances for the young and smart generation — a very environmentally conscious target group that attaches particular importance to design, functionality and quality. At IFA, visitors to our stand can see and experience how our products and innovative technologies meet these requirements. What new products are you showcasing at IFA? We are displaying a range of new products in all segments, including products that are gentle to the environment and thus save money. One of our products in the Eco Smart category is the combined fridge freezer CN 148250 X, which consumes 10% less energy than a comparable model in its A+++ energy efficiency class. Alongside that, the new products that feature our innovative steam technology are proving to be interesting to customers. For example, we are presenting washing machines and dryers — such as the WMY 111244 LB1 and DSN 6845 FX — that use intensive steam to eradicate unwanted odours from textiles. In the built-in oven segment, steam also plays a crucial role. Thanks to our technology, hobby chefs can now cook professional-standard dishes using the OIM 25702 X oven. “Beko products are special in the way they combine sustainability, innovative technology and design. This makes our products the perfect choice for the young, dynamic, digital generation. Smart products are a key trend. What’s in store for the future? We set out with one goal in mind: to improve the everyday lives of our customers. We make extensive use of our experiences with customers in over 100 countries to develop smart solutions that meet the needs of different people, different cultures and different lifestyles. We also know that consumers are changing drastically, shifting to a new perspective on life, and not surprisingly this change is affecting their brand choices. People are realising the extent of their own power — and the power of their every-day choices in terms of achieving a better life, whether that’s ecologically, economically, socially or politically. This societal change brought us to a strong conclusion: that we are a company driven by the needs of our core target audience, which we refer to as the Smart Generation. These consumers want the best technology, beautiful design and affordable prices. The Smart Generation wants to save money, time and the world’s natural resources. They are our source of inspiration, our main audience and our number-one priority.” Hall 7.1A Stand 101 Sühel Semerci Beko Deutschland’s Managing Director BEKO AND FOOTBALL Beko supports football through worldwide sponsorships. Beko is the official supporter of The FA Cup, which is the oldest cup in the world with a 141-yearold history. The FA Cup is the most-watched and most important tournament in English football. Beko has been actively investing in the football fields of many famous football teams in the UK and has recently brought the FA Cup, with its deeprooted heritage, and the Beko brand together. “The Smart Generation wants to save money, time and the world’s natural resources” www.ifa-international.org IFA International • Saturday 7 th & Sunday 8 th September 2013 33
