Burak Kiroglu, General Manager of Beko Balkans – Growth achieved despite all the challenges during the pandemic

The situation regarding the coronavirus pandemic has influenced all aspects of life and business and companies which are recording a growth in these challenging times are rare. One such company is Beko Balkans, led by Burak Kiroglu, the company’s general manager. We talked to him about how the company adapted to the new working conditions.

Mister Kiroglu, Beko has recently carried out a survey on the impact of the pandemic on people’s everyday lives. What has the survey shown?

– In cooperation with the marketing agency Gfk, we have carried out a thorough study across 31 markets this year, which has shown the impact of the pandemic on people’s everyday lives – as many as 70% of the subjects have stopped going to the office and organized their workplaces, including all the side features, at home, whereas 83% have changed their shopping habits. World trends which show that, after the initial shock, people have turned to arranging their living space and raising the level of hygiene, has not bypassed Serbia either, so the same tendency is apparent among Serbian consumers as well. People want to cook, clean and exercise at home and live healthier in general, while using professional devices for that purpose, which help them achieve the best effects.

Since the arrival to the Serbian market, Beko has constantly been recording a growth of its business. Mister Kiroglu, could you tell us how you’re managing to achieve this?

– This year, which has been challenging in many ways, we have once again managed to justify the trust of our consumers and maintain a growth of over 10% compared to the previous year. Since 2015, when Beko in Serbia became the seat for the whole Balkans, our share has increased from the initial 8% to 20% in 2020. Thanks to the studies and surveys we have carried out and the insight we have gained, we have developed a technology which is the first of its kind in the market and which has secured hygienic protection, imperative in the era of the pandemic, for its users. People have turned to their homes, where they carry out activities which used to be tied exclusively to the external world. That is why Beko has sought inspiration in the nature and implemented its solutions in the company’s products, so that everyday activities of the consumers would be safe, whereas the top quality remains unchanged.

This growth also supports the fact that Beko is the fastest growing home appliance brand in Serbia, but also the entire Europe, and it justifies its leading position every day with its global initiatives and getting involved in locally relevant campaigns dedicated to health preservation and incitement of healthy living habits, as well as relevant research it carries out in order to understand the needs of the consumers as well as possible and create innovative solutions in the domain of home appliances.

You have mentioned that you have developed a new technology. What kind of technology is this?

– Having recognized the needs of its users and using an innovative technology of proven quality, Beko has developed HygieneShield, the first product line which contains disinfection programs within itself, which operate based on heat, hot steam and UV radiation. Inspired by the nature’s healing properties, the devices suppress over 99% of the bacteria and viruses, including coronavirus, whereby the users achieve the effects of professional hygiene maintenance at home, while also using devices of the most modern design and functionality. This series contain seven lines of home appliance devices, and it includes refrigerators, ovens and clothes washing and drying machines.

Beko continues setting trends in the domain of home appliance technology and, in line with the needs of its users, provides solutions which make the everyday living environment in the new normal, but also after it, pleasant, comfortable and healthy.

Beko Balkans d.o.o. Beograd

GfK Beograd

Burak Kiroglu

pandemic influence

HygieneShield

disinfection programs

hot steam

UV radiation

home appliances

refrigerators

ovens

clothes washing machines

clothes drying machines