The coinciding of the German Bundesliga with both the European Cup and the Olympic Games, has worked to Turkish television producers' benefit. With their brand investments and production based strength, both Arçelik and Vestel, have turned their consumption potential derived from sports broadcasts into an opportunity in the television market. Both brands managed to have their presence felt in this year's IFA, one of the biggest consumer electronics fairs in the world.
With Bundesliga TV and marketing, the return of a technological cllaboration put Arçelik in third place in the market. In the first six months of 2012, Grundig was able to double sales compared to the year prior. During the same time period, with flexibility in production and smart television investments in conjunction with the Olympic Games and the European Football Cup, Vestel saw a soaring 70 percent growth in exports during the same time period.
TARGETING AFRICA AND THE U.S.
Both firms have determined new export markets in order to ensure they are not affected by any shrinkage that could transpire in Europe. While Arçelik has set its sights on growth in Africa, by purchasing the Defy brand in South Africa, they have already made a significant jump. Vestel on the other hand has completed preparations to begin exporting televisions to South America's Argentina, Brazil, Uruguay, Peru, Colombia and Paraguay.
INCREASING SHARES FOR THE PAST FIVE YEARS
The 'Cast Line', a special cookware series designed for Beko by Patricia Urquiola, was revealed for consumers at this year's IFA, which also showcases white goods.
Koç Holding Durable Goods Consumer Group Chairman Levent Çakıroğlu announced that Arçelik has grown by 40 percent over the first six months of 2012. "With the effects of this growth, our six-month revenue has reached 5.2 billion TL. We are the only brand in Europe that has managed to increase our market share for five consecutive years," states Çakıroğlu.
70% GROWTH WITH THE OLYMPICS
Vestel, which introduced a number of new products at the IFA, managed to acquire a 70 percent growth in television sales in the first six months of the year. Based on this product alone, the firm's revenue has reached 687 million euros.
According to Vestel Executive Board Vice-Chairman Turan Erdoğan, the Olympics and the football championship were important driving factors. "We gained a lot of momentum due to the fact that the European Cup was in June and the Olympics followed in July," says Erdoğan.
This is a translation of an article by Timur Sırt.