Bangkok--28 Mar--
Beko, a leader in the European home appliance market, is celebrating a successful 2017 after having doubled its sales throughout the year. The company is moving ahead with a fresh lineup of innovative products targeted at mass-premium segment consumers, aiming to fulfill all household needs in daily life with smart solutions under the concept "The Official Partner of The Everyday." Marketing campaigns will be carried out throughout the year through both digital platforms and retail activations as Beko expands its distribution network to cover over 400 stores with the goal of securing 1 billion baht in sales by the end of the year and capturing a top-three spot in the Thai home appliance market within two years.
Mr. Kari Harteva, Commercial Director, Thailand for Beko (Thai) Limited, said of the company's goals for 2018: "This year, we are aiming to push our sales beyond the 1 billion-baht mark and move towards the goal of becoming a top-three home appliance brand within two years. With the quality of Beko products, a range of marketing activities, and considerable investments in enhancements to all aspects of our operations – from faster after-sales services and effective resolution of basic issues through our call center to a more expansive network of service centers to inspire confidence in our customers – we believe that our goals are very much achievable. On the manufacturing front, our refrigerator plant in Rayong – which serves as a refrigerator distribution center for Asian and European markets – is ramping up production capacity to over 450,000 units. This is an increase of over 150% from last year as we look to fulfill demand within Thailand along with 46 other markets worldwide and continue to drive more positive consumer feedback with innovations that serve as The Official Partner of The Everyday."
Mr. Pornchai Trakultechadej, Asia-Pacific Marketing and Product Management Director for Beko (Thai) Limited, added, "Beko has been driving brand awareness in Thailand through online and offline marketing activities throughout our 3 years of operations in Thailand. As a provider of smart solutions with European quality standards for the everyday convenience of consumers. The positive feedback we received from Thai consumers is evident in our sales in 2017, which was double our performance in 2016. This year, we are looking to fulfill the demand of every household with high-quality products. Beko refrigerators represent a particular highlight with NeoFrost technology, which delivers double the cool and triple the lasting freshness through intelligent separate cooling systems that also prevent the scents in each compartment from becoming mixed up, and EverFresh+, which keeps fruits and vegetables fresh for up to 30 days and fits right into the pace of today's lifestyles. We plan to launch new refrigerators in every segment, ranging from premium products such as a four-door unit with a dedicated wine cabinet, mass-premium products such as a three-door, triple-cooling unit with a multi-zone compartment that supports both chilling and freezing temperatures (-18 to 6 degrees Celsius), and mass-market products such as compact two-door, 6.5 Cu unit that is available at a very affordable price. We are also launching a new washing machine that offers a 28-minute express washing program for full loads to fit the needs of urban consumers whose time is at a premium. In addition to the modern design, this washing machine also offers AutoDosing technology to automatically and precisely calculate the ideal amounts of detergent and fabric softener for each load, resulting in more efficient use of both time and water.
"Our marketing strategy and business direction in Thailand extend beyond innovative products that meet consumer needs. We are expanding our distribution network – including modern trade outlets and dealers – from 300 to 400 locations this year, while further investment is being made to enhance our sales capabilities. This includes employee training and innovative storefront designs aimed at creating greater brand visibility and attracting more customers. We plan to make changes to our design language to more clearly communicate the strengths of our products. These changes will apply across all channels, including POP media and display screens, and all our products, from home appliances large and small to kitchen products. The number of retail staff will also be increased by 70% to ensure more thorough coverage across the market and offer customers information and advice more effectively. The main highlight of this year is the global "Eat Like A Pro" campaign, which encourages consumers to choose what they eat smartly. Furthermore, 50% of our marketing communications throughout the year will be done through digital platforms with KOLs-made, branded lifestyle content playing a key role in reaching out to the smart generation of consumers. Seasonal campaigns will be unveiled throughout the year, including offers such as the Summer Splash campaign, which focuses on refrigerators and air conditioners. Both the rainy season and the winter will also see their own corresponding promotional campaigns to fulfill consumer demand in each timeframe."
Beko continues to be the official sponsor of FC Barcelona. This year, the company has renewed the agreement for another three years. Given that football as Thailand's most popular sport, Beko will be organizing a special activity that offers customers a chance to experience a big game right next to the pitch in Spain – an offer that doubles as a gesture of gratitude for our customers' continued support. This activity will kick off in late 2018 with marketing support through radio channels and digital media to maximize our reach across every target group.
Experience Beko home appliances at the Beko Flagship Store (4th floor, Siam Paragon), Power Mall, Power Buy, HomePro, and leading home appliance retailers nationwide.
https://www.youtube.com/watch?v=01Ycvqj-Oig
About Beko
Beko is the international home appliance brand of Arcelik Group and a Global Premium Partner of FC Barcelona. It offers product lines that include major appliances, air conditioners and small appliances. Beko is the second largest brand in Europe in the white goods sector and has been the fastest growing brand in the overall European market in the last seven years.
With its leading position, Beko is one of the most important players in the UK's home appliances market and also holds top position in the French freestanding and Polish total white goods market. Additionally, Beko has become the fastest growing white goods brand in the German market, the biggest white goods market in Europe, in the last five years with nearly three-fold market growth.
For Beko, the smart generation is the greatest source of inspiration in pioneering future solutions. Beko is inspired by people's ever-changing needs and lifestyles and strives to help make consumers lives easier with smart home appliance solutions. Beko offers a range of smart solutions to cater to the needs of different people, cultures and ways of life in more than 100 countries worldwide by providing fast, flexible and energy savinghome appliances with smart technologies and stylish design.
About Beko (Thai)
Beko begins operating its business and manufacturing its refrigerators early 2016 at their factory in Hemaraj Industrial Estate, Rayong. The plant has become the manufacturing base for the fridges exporting to various countries, such as Spain, France, Turkey, and other countries in Southeast Asia. Beko officially introduces itself to Thailand in May 2016, with the announcement of its brand message: "The Official Partner of The Everyday" and the introduction of cutting edge technology of the home appliances that are fast, flexible, and energy-saving, packaged in innovative designs, the NeoFrost refrigerators, following by the washer-dryer that brings greater conveniences to the lives of today's consumers.
Further information at:
www.beko.com When using the pictures, please include the following attribution: (C)Beko.