Arcelik A.S. is a household appliances manufacturer from Turkey. The Company engages in the production and marketing of durable goods, components, consumer electronics and after-sale services. Its products include white goods, electronic products, small home appliances and kitchen accessories, such as refrigerators, freezers, washing machines, dishwashers, aspirators, vacuum cleaners, coffee makers and blenders.
1999 was a year of growth and reorganization. Arcelik founded Ardem to manufacture cooking appliances and brought under its roof Turk Elektrik Endustrisi A.S. and Atilim ve Gelisim Pazarlama A.S. as a single legal entity.In 2001, Arcelik took over the marketing and sales activities of Beko products that used to be marketed and sold by Beko Ticaret. The new organization model enabled the company to manage production and sales/marketing activities centrally and to increase productivity.
Arcelik has focused investments on developing markets and as such, opened Beko LLC Refrigerator and Washing Machine Facility on October 13, 2006, which is the first plant constructed by Koc Holding outside Turkey.
As for the marketing and advertising strategy of the company in the UK, Beko launched an advertising campaign with the slogan: "Beko: Buy it before it becomes famous". It was widely seen on LED advertising boards used at Premier League football grounds in England. This has now changed to "Beko: Home appliances". The company used to sponsor Watford FC, who played in the Football League Championship, during the 2007-2008 and the 2008-2009 seasons. Moreover, Beko was the main sponsor of Eurobasket 2009 and the presenting (main) sponsor of 2010 World Men's Basketball championship. In addition to these, Beko is the main sponsor of Turkish Basketball League since 2007-2008 season and German Basketball Bundesliga since 20092010 season.
In the last four years Arcelik has doubled its turnover, and in 2004 has registered a growth of 29% over the previous year. By the end of 2004, a total production figure of 7.4 million units has been achieved in four major production groups. Compared to last year a growth of 30% has been realized.
The 2004 turnover for the company stands at 2.7 billion euros. The sales revenue achieved through foreign sales now accounts for 44% of the total turnover. The foreign sales volume has mushroomed from 472 million euros to 1.2 billion euros in the last four years.