Turkish company Betek is continuing to solidify its position as a leading brand in the Georgian market by expanding its product offerings, distribution network, and marketing efforts. The company is introducing two new products this year –  Momento Deep, a completely matte wipeable paint, and Nucleus, a facade coating with advanced polymer technology for maximum resistance against various challenging circumstances and climatic conditions.

Golden Brand interviewed Kerem Yelsal, Export Marketing Manager of Betek, to find out the company’s latest developments and upcoming plans in Georgia.

Q. Betek has two brands in Georgia, paint manufacturer Betek and cement-based tile and ceramic adhesive brand Betek Fayfiks. Both brands have won the Golden Brand again this year. How does the brand keep this title and recognition in our market?

A. Betek has maintained its favored status among Georgian customers through a blend of factors. Our 25-year presence in the market, strategic distribution partnerships, continuous marketing investments, and commitment to delivering high-quality products and services have significantly contributed to Betek’s enduring brand recognition and customer loyalty.

Q. Could you please summarize 2023 and expectations for 2024?

A. In 2023, Betek experienced significant growth in sales and market share, surpassing our targets and achieving a substantial increase in revenue. Additionally, our increased communication efforts with consumers in Georgia, along with field studies and master seminars, have refreshed knowledge in the painting profession.

Looking ahead to 2024, we expect to build upon this momentum by further expanding our product offerings, strengthening our distribution network, and intensifying our marketing efforts to solidify Betek’s position as a leading brand in Georgia.

Q. Last year you told us about opening a new powder group factory for your distributor in Tbilisi. What was the reason for opening the factory?

A. The new powder group factory in Tbilisi, built with new technology, was established in response to the high demand for Betek brand products in Georgia by our dealer, with our full support to enhance supply chain efficiency. This facility, with a product capacity of 12 tons in one hour, represents our commitment to local production and investment in the Georgian economy.

Q. Have you recently launched some new innovative products in general and have you brought some new ones to Georgia?

A. Betek continually strives to innovate and introduce new products that meet the evolving needs and preferences of consumers. In recent years, we have successfully launched several innovative products in Georgia, leveraging advanced technologies and environmentally friendly formulations. These products have been well-received by customers, contributing to our market differentiation and growth.

This year we are introducing new products with innovative technology, set to be launched in Georgia soon. One of these products, produced in line with market demand, is the completely matte wipeable paint Momento Deep. Another new product is Nucleus, which incorporates advanced frontier polymer technology to maximize facade resistance against various challenging circumstances and current/future climate conditions to the highest level.

Q. How have consumer habits been changing in Georgia and what are the main characteristics of the product that Georgian consumers appreciate the most?

A. Consumer habits in Georgia have been evolving towards a greater emphasis on sustainability, quality, and value. Georgian consumers particularly appreciate Betek’s products for their durability, environmental friendliness, rich color options, and suitability to local conditions. These characteristics align with shifting consumer preferences, contributing to Betek’s positive perception and market acceptance.

Q. What are the dynamics and demands on the Georgian market?

A. The Georgian market exhibits dynamic growth potential, driven by ongoing construction activities, infrastructure development, and increasing consumer awareness. Demands in the market focus on high-quality, durable, and environmentally conscious products, areas where Betek excels. We continuously monitor market dynamics and adapt our strategies to meet evolving demands effectively.

Q. Who are your competitors here? As Georgia is not a producer country and mostly imports products from other countries, how do you view the competition here?

A. While Georgia imports various products, including paints, the competitive landscape of the paint industry remains strong, fostering innovation, quality, and customer-centric approaches. The growth in the Georgian construction sector is expected to positively influence the demand for high-quality paint products. Betek’s strong brand reputation, commitment to quality assurance, and customer-centric strategies position us well in this competitive environment. Looking ahead, we plan to increase investments and enhance our capabilities to meet market demands and leverage government initiatives aimed at attracting foreign investment in Georgia.

Q. There is a construction boom in Georgia, and you mentioned this during our interview. What challenges and opportunities this situation creates for the brand in Georgia?

A. The construction boom in Georgia presents both challenges and opportunities for Betek. While increased construction activities drive demand for paints and coatings, competition intensifies, requiring us to differentiate through product innovation, service excellence, and targeted marketing strategies. Betek remains agile and responsive to industry trends, leveraging the construction sector’s growth for strategic business expansion.

Q. What are the potential growth areas for Betek in Georgia?

A. Betek sees significant growth opportunities in Georgia, particularly in expanding our product range to cater to diverse customer needs, strengthening our distribution network to enhance market reach, and intensifying marketing efforts to increase brand visibility and engagement. Additionally, leveraging digital platforms and e-commerce channels presents promising growth avenues.

Q. Last year you said Betek’s Distribution Network would continue to be its strong arm by establishing a robust distribution network. What are the developments in this regard?

A. Betek’s Distribution Network continues to be a cornerstone of our success, characterized by strategic partnerships, wide product availability, efficient logistics, and superior customer service. We have made significant developments in enhancing our distribution capabilities, expanding our network reach, and improving service quality, reinforcing Betek’s strong presence and market leadership.

Q. What are Betek’s future plans for Georgia?

A. We are committed to continuing our production of eco-friendly, non-lead, and harmless to human health products as part of our ongoing efforts to enhance our product portfolio. This commitment reflects our dedication to environmental sustainability and providing safe, high-quality products to our customers in Georgia and beyond. By prioritizing eco-friendly and health-conscious solutions, we aim to contribute positively to environmental protection and meet the preferences of consumers who value sustainability and human health.