Turkish company Betek is making progress in the Georgian market by tailoring its marketing strategies to align with local nuance and consumer preference.

Incorporating local cultural elements is central to Betek’s success in Georgia, Kerem Yelsal, Export Marketing Manager of Betek believes. The company aligns its products and marketing strategies with Georgian architectural styles, color preferences, and consumer habits. By collaborating with local influencers and emphasizing values such as durability, sustainability, and high-quality craftsmanship, Betek is carving out a strong and relatable presence in the market.

As part of this strategy, Betek is focusing on expanding its distribution network and introducing innovative, sustainable product lines that cater to the specific needs of customers in Georgia and neighboring regions. The company plans to invest in marketing, logistics, and technical training to build long-term value and trust within the local market.

Q. Last year you told us that Betek had experienced “significant growth” in sales and market share, “surpassing our targets and achieving a substantial increase in revenue”. What led to all this, in your opinion?

A. The strong results we achieved last year were the outcome of several key factors coming together. First and foremost, we closely monitored market dynamics and adjusted our strategies with agility. Our customer-oriented approach, strong product innovation capabilities, and well-organized field operations played a crucial role. Our investments in digital transformation and our focus on sustainability helped to further strengthen trust in our brand. This growth is not only a financial success, but also a clear reflection of our long-term vision.

Q. You also shared plans to further expand product offerings, strengthen distribution networks, and intensify marketing efforts. How have you fulfilled these plans?

A. We have made steady progress on all three fronts. In terms of product offerings, we introduced several new lines that cater to evolving customer expectations and emerging trends, with a strong emphasis on innovation, functionality, and sustainability. On the distribution side, we expanded our network both geographically and operationally, enhancing logistics infrastructure and strengthening partnerships with key stakeholders. Our marketing efforts were intensified through a strategic mix of digital platforms, localized campaigns, and influencer collaborations, allowing us to reach a broader audience while deepening engagement with our existing customers.

Q. What channels are available for purchasing Betek products, and do you plan to further develop the distribution network?

A. Betek products are currently available through a wide and well-established distribution network, which includes authorized dealers, retail chains, wholesalers, and DIT stores across the country. Looking ahead, we remain committed to further strengthening our distribution network by expanding into new regions, optimizing supply chain efficiency, and embracing digital tools to enhance accessibility and customer experience.

Q. How does Betek ensure the quality and safety of its products?

A. At Betek, quality and safety are integral to every stage of our production and product development processes. We operate under internationally recognized quality management systems such as ISO 9001, and adhere to strict regulatory standards both locally and globally. Our in-house R&D and quality control laboratories perform continuous testing of raw materials and finished products to ensure consistency, durability, and compliance with health and environmental standards. Furthermore, we invest heavily in employee training and technological innovation to maintain excellence in production, while also collaborating with accredited third-party institutions for independent verification and certification.

Q. What are Betek’s future plans for expansion in Georgia and the surrounding markets?

A. Georgia and the surrounding region represent a strategic growth area for Betek. Our plans include further strengthening our market presence by expanding our distribution network, introducing more innovative and sustainable product lines, and deepening collaborations with local business partners. We aim to invest in marketing, logistics, and technical training to build long-term value and trust in the region. We are also exploring opportunities for localized production and increased R&D support to better serve the specific needs of customers in Georgia and neighboring markets.

Q. What role does customer feedback play in the development of new products at Betek? Can you share such an example?

A. Customer feedback plays a crucial role in the development of new products at Betek. We actively listen to our customers’ needs and suggestions, using their insights to guide our product innovation. For example, after receiving feedback about the need for more eco-friendly and durable paint options, we developed a new line of environmentally conscious products that not only meet sustainability standards but also deliver superior performance. This feedback-driven approach helps us stay aligned with customer expectations and improve our offerings.

Q. How has Betek adapted its marketing strategy to engage with Georgian customers and the local market?

A. Understanding the unique dynamics of the Georgian market has been a key priority for us. We have adapted our marketing strategies by localizing communication, incorporating cultural nuances, and highlighting product benefits that align with regional preferences. This includes tailored advertising campaigns in the Georgian language, collaboration with local partners and influencers, and participation in relevant industry events. We have also strengthened our in-market presence through focused retail activities, training programs for local stakeholders, and by providing technical support to ensure customer satisfaction at every touchpoint.

Q. How does Betek incorporate local cultural elements into its products or marketing strategy in Georgia?

A. Betek incorporates local cultural elements into its products and marketing strategies in Georgia by aligning with architectural styles, color preferences, and consumer habits.

In marketing we collaborate with local influencers, use Georgian language content, and participate in  industry events to strengthen brand connection. Additionally, our campaigns emphasize values important to Georgian consumers, such as durability, sustainability, and high-quality craftsmanship, ensuring a strong and relatable market presence.