How one white goods brand is proving marketing's worth in a challenging economy – Marketing Week

Arçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate.
Rising inflation and pressures on consumer spending means 2023 is shaping up to be a very difficult year for businesses. Budgets are tightening and marketers are having to work hard to prove their function is worth investing in.
Household appliances business Arçelik is no different. The white goods company is seeing costs continue to rise for energy and materials, as well as a more cost-conscious consumer. Operating in 150 countries around the world, the Turkish-headquartered business owns popular brands including Beko and Grundig, with Beko the second biggest brand in the global white goods market.

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