Turkish paint manufacturer Betek has been operating on the Georgian market since 1995 and ‘we have been continuing our distribution in Georgia through our partnership with Modus company in our construction coatings group’, said Arzu Uludag Elazig, Deputy General Manager Marketing.
“Since the first day we stepped into the market, our works specific to the country’s dynamics continue to increase every year. Product portfolio studies for changing and developing market demands, country-wide availability and service quality have led the Betek brand to reach its current position.
“In addition to these studies, we continued to increase our brand awareness over the years by keeping our marketing investments active in Georgia. Our primary goal has always been to create a perception of quality in the consumer when it comes to Betek, and we have achieved this over the years”, she said.
For the utmost success the company achieved in 2020, Betek received the most influential business award of Georgia, the Golden Brand.
Q. Congratulations on winning the Golden Brand. In your opinion why was Betek given this award and how it has become number one in Georgia?
A. Betek, which has been operating in many fields in the construction sector since 1988, continues to be the first choice of consumers in more than 20 countries with its R&D investments, excellence in operation processes, sales and marketing activities and the value it attaches to innovation.
Thanks to the marketing activities for both the paint expert and the end consumer, the strong distributor and dealer network, and the products specially prepared for the Georgian market, we have again been entitled to be the most preferred brand.
Q. Could you please summarize 2020 – what were the biggest challenges, biggest achievements?
A. 2020 started with an unexpected crisis that we were globally unprepared for. The impact of the pandemic on the supply of raw materials and the disruption of the shipment of imported products, of course, brought great difficulties along for us as well, but thanks to Betek’s well-established structure and years of experience, we think that we have managed this crisis correctly.
Despite the uncertainties that the pandemic process brought along, we have not stopped our investments in the sector as a brand. We have increased our communication with the end consumer in Georgia, as well as in the whole world, in order to turn the process of staying at home into an opportunity.
In this period, as people spend most of their time at home, the importance given to decoration has increased and we have started to take more care of our houses. With the effect of this situation, we believe that we have initiated a different track for our brand to follow in this crisis by addressing the end consumer more during the pandemic period.
Q. How has 2021 started for your company, what are your expectations?
A. With the effect of overcoming the first shock of the pandemic and getting used to the new order, we made a quick start to 2021. In addition, we have implemented many projects in order to manage the raw material crisis process worldwide and to meet the expectations of the field.
With our new and advanced technology product portfolio that we will launch in the market very soon, we have high success expectations in 2021. 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 the consumer habits that go through changes after the pandemic, by responding to the increasing DIY crafts tendencies with Betek dyes, we aim to inspire the end consumer in this area and to direct the market.
Q. What makes Betek a distinguished brand and how do you compete with other brands on the market?
A. Thanks to the contributions of our business partner Modus in Georgia, the easy access of the consumer to our products in every corner of Georgia, the assurance of our after-sales support policy and the fact that we bring quality products to the consumers at affordable prices provide us with a great advantage in market competition. As we always emphasize, we have made investments for many years to ensure that the Betek brand is associated with quality and that quality comes to the minds of consumers when it comes to Betek, this perception of trust we built in the consumer has always provided us with an advantage over our competitors and we have never betrayed this trust.
Q. In general, what would you say about the Georgian market, how healthy is the competition here and how quickly is the Georgian market growing?
A. The Georgian market has a dynamic that develops every year compared to the previous year. Although there are many brands in the sector, a lot of brands that we can call ‘operating under the counter’ are taking their places in the field in order to compete with products that cannot meet the demands of the market in terms of product quality.
As Betek, our priority is to continue our work on the product portfolio that will meet the needs of the consumer and professional channel and to be worthy of the trust placed in our brand. For this reason, we know that brands operating under the counter are not long-term players in the sector.
Q. How favorable is the business environment in Georgia in your opinion?
A. As a brand that has been in the Georgian market for many years, we have full faith in the country’s potential. When we examine the dynamics of the current market, we see that there is still a long way to go, so we gradually increase our investments in the Georgian market every year.
