Turkish paint manufacturer Betek will offer two new product lines to Georgian consumers this year, which ‘we anticipate will also lead the paint sector in 2022’, says Arzu Uludağ, Deputy General Manager Marketing of the company.
Uludağ said that since the Georgian construction market has been developing and ‘maintains its promising future’, Betek is also continuing its investments and projects in the country.
“New product launches, simulating demand in end consumers by seminars for paint masters are our priorities as always. This year, we will especially focus on our new product interior line Momento and exterior line Aqusto, and will pursue our marketing and sales strategies to that end.
“We are going to present our brand new line to both consumers and painting professionals. We think that our new line will be appreciated by both casual consumers and paint professionals, and anticipate that it will lead the paint sector in 2022”, she said.
Q. Betek has been operating on the Georgian market since 1995. How has the Georgian market been growing since then and how has Betek been developing here? What were the main challenges and achievements in your opinion?
A. We have been operating in the Georgian market for many years, and we have been carrying out distribution in Georgia through our partnership with the Modus company under the Betek brand.
Since the day we stepped into the market, our activities specific to the country’s dynamics have continue increased every year. Product portfolio studies for changing and developing market demands, country-wide availability and service quality have allowed the Betek brand to reach its current position.
In addition to these studies, we have increased our brand awareness over the years by keeping our marketing investments active in Georgia.
Our primary goal has always been to create the perception of quality in the consumer when it comes to Betek, and we have achieved this over the years.
Q. Betek won the Golden Brand for utmost success as a brand in 2021. Please summarize the previous year and tell us what the main success was that made an impression on the experts of the Golden Brand awards and the customers who participated in the survey.
A. With the waning of the pandemic in 2021, we were able to spend more time for our field studies, and we had the opportunity to refresh the knowledge of Betek painting professionals and explain our new products by organizing master seminars in line with precautions required by the pandemic. We were able to convey the advantages of our products to the consumer with a home décor program we sponsored on TV.
In addition to all this, we believe that we have met the expectations of the consumers at the highest level thanks to sales campaigns we undertook throughout the year.
Q. Have sales increased over the year in Georgia?
A. Despite the uncertainties of the pandemic, we have not stopped our investments in the Betek brand.
We have increased our communication with the consumer in Georgia, as well as in the whole world, in order to turn the process of staying at home into an opportunity. As the time spent at home increased, people chose to carry out painting and renovation in order to make the environment in which they were spending more time more pleasant.
Based on these outreach efforts, we met great success in exceeding target numbers last year by keeping the pulse of the consumer.
Q. What is the market share of Betek in Georgia?
A. As Betek brand, we have a share of more than 25% in the Georgian market.
We would like to thank our partners, our employees, and of course the consumers who prefer our brand.
We will continue to work with all our strength for the continuation of this success.
Q. How has 2022 begun for Betek, what are your expectations?
A. With our new and advanced technology product line, Momento & Aqusto, that we launched in the market earlier, we have high expectations of success in 2022.
The new Betek products developed with Active Silicone Technology offers to consumers superior resistance power against the stains on surfaces. Fully wipeable Momento series help to protect the original colour tone and texture even after years in interior use. And also on exteriors Aqusto series provides long-term use thanks to its high water repellency and superior breathing capability.
In addition to these, with our advertising campaigns and sponsorship agreements, we continue to keep the brand perception of Betek alive in the eyes of the consumers.
By closely following consumer habits which went through changes after the pandemic, by responding to the increasing DIY craft movement with Betek paints, we aim to inspire the end consumer and to lead the market.