Bojana Rudovic, Marketing Director at Bekament – Education is imperative to the business success of companies that follow dynamic market trends

Bekament has been operating in the markets of the region for 27 years and is one of the technologically most advanced companies for the production of materials for finishing works in construction. It is apparent that, in the past two years, the company's brand has been revitalized, and we talked about all this with the company's marketing director, Bojana Rudovic, but also about the importance of educating the employees, socially responsible operations and plans for the upcoming period.

– The past period has been of great importance for Bekament, especially if we are talking about the way the new brand strategy is set up, that is, about redefining the company's values, mission and vision, the repositioning of the brand, but also the restructuring of the architecture of our range of products.

This strategic step forward has set new foundations of the Bekament foundations, expressed in the positioning slogan “The strength is in our hands.”

Authentic communication solutions have been created, differentiating the companies from other players in the market and showing that Bekament is professionally heading down the path of leadership.

The revitalization of the brand involved the improvement of the quality of the products, their availability and visibility, the strengthening of the relations with all the stakeholders, but also achieving commercially beneficial results, as the key indicators of business success.

You invest a lot in corporate responsibility. What are the most important projects that you have executed?

– Corporate responsibility is an integral part of the business strategy and the corporate culture of Bekament. We are active in the fields of wider social interest, which entails investments in improving the education, the culture, the healthcare, sports and environmental preservation.

In an attempt to support humanitarian projects even more strongly, we founded Bekament Foundation, which aims to create an environment that would stimulate and inspire support to investments in the general well-being of the society.

Considering the wide field of the company's activities when it comes to socially responsible initiatives, I would like to highlight just some of the projects we've joined in the past year. On of them entails silver membership in the BELhospice Club of sustainable giving, where we provide continuous support to improving the quality of palliative care of patients with malignant diseases. We have also contributed to the humanitarian campaign “Pruzi korak”, organized by the National Association of Parents of Children Suffering from Cancer (NURDOR).

We took part in the fight against the Covid-19 pandemic through a donation of RSD 4 million to the Ministry of Finances of the Republic of Serbia, directed at the National health Insurance Fund for the purpose of providing medical equipment and materials necessary to ensure that the health system of the Republic of Serbia is equipped adequately.

Through the Bekament Foundation, we also launched the campaign of collecting funds for the purpose of procuring protective equipment for the health system in the Municipality of Arandjelovac, but also other public institutions.

In your opinion, how important is the education of the employees, but also the clients?

– Strategically-oriented companies pay special attention to the B2E business model, which puts emphasis on the relation between the company and the employees. Such companies act as educators, innovators and instigators when it comes to all the other stakeholders too, stimulating them to create advanced solutions and push boundaries when it comes to knowledge, and with that, the business as well. In the construction industry, the need for professional knowledge, highly qualified and experienced workers, is very pronounced. If a company's ambition is to follow the dynamic market trends, create and deliver advanced solutions, it is certainly necessary for it to see education as imperative to its business success.

A team of experts from Bekament has also prepared educational video tutorials. What is the goal of this ambitious project?

– Modern tendencies inevitably bring changes to all spheres of business and dictate new communication standards so that the target groups would be reached more quickly and in a more relevant way. Tutorials are a modern format which explains the special characteristics of important topics and solutions in a quality manner. The advantage of these video forms is also reflected in the quick and simple way of communicating complex information.

In the past few months, Bekament has launched educational video materials for its three key product categories.

The Bekatherm tutorial explains in detail the procedure of installing thermal insulation, Interior introduces the proper application of materials for interior walls, and Hydro Ceramic presents a systemic solution for water insulation and application of ceramics.

The plan for this year entails the presentation of another 6 video materials, which will present the implementation of decorative techniques from our DECOR product line in a creative way.

These kinds of materials additionally support individuals in improving their skills and eventually applying their knowledge, whether as architects, contractors, investors or in a do-it-yourself capacity.

The company is increasingly oriented to a personal approach to clients. How are the clients reacting to it?

– It is always important to constantly have in mind the importance of meeting the clients' needs, especially in specific situations such as the one we've all found ourselves in. The personalization of relations is definitely one of the most important criteria for achieving a more effective communication with the clients. Out company fosters the relation of partnership, tries to enable its clients to rely on it, adapts its cooperation model to their needs, actively involves them in communication and incites the development of their own business. Such a relation is respected, such a partnership is trusted, and this results in business successes.

This autumn, we've had the opportunity to see the campaign for the Bekatherm thermal insulation facade systems. Is this campaign already producing expected results?

– The entire Bekatherm campaign that was launched this autumn is a product of strategic consideration and desire to have ourselves creatively differentiated in the market and establish our key product category on the wings of the Bekament brand's strength.

The company creative concept is based on testimonials of target groups about the positive user experience with this group of products.

By actively including our stakeholders in the story of our brand, we are making them Bekament ambassadors, thereby opening another chapter in the communication of the brand and all the categories from the complex brand architecture. Even though the campaign is still in progress, by continuously following the parameters of success, we have already concluded that the defined communication goals have been achieved and we can also say that our sales have increased considerably.

What are Bekament's plans for the upcoming period?

– We will continue working on ourselves, learning, exploring and moving forward.

Banja Komerc Bekament doo Banja Aranđelovac

BELhospice Beograd

NURDOR Beograd

Ministarstvo finansija Republike Srbije

Opština Aranđelovac

Bekament Fondacija

Bojana Rudović

The strength is in our hands

socially responsible business

corporate responsibility

brand revitalization

Bekatherm

Bekatherm tutorial

DÉCOR product line

Bekatherm thermal insulation facade systems