Marketing
In Step with the Times and One Step Ahead
Selling finished products is the bottom line of everything any commercial company does. In today's environment, companies have to fight especially hard for their place in the market. Alexei Zarudnev, Sales Director for Beko and Indesit freestanding appliances, talks about the company's achievements in that fight.
The first thing I want to highlight is our stable market position. In unit-volume terms, we hold a 21.7% share in refrigerators and 20.3% in washing machines – we are market leaders, with every competitor behind us. I emphasise "unit volume" because measuring in rubles constantly requires adjusting for inflation: you can see growth that is nothing more than price growth. Units sold tell you how many people actually trust our brands. We have held this leadership for a long time, but we are not standing still – and in recent years it has become harder and harder to defend our position. The Russian market is fully open to Chinese manufacturers; a huge number of models and brands have arrived, many of them completely unknown – what people call no-name: brands with no identity. The combined share of all these brands in washing machines alone has now reached around 40%. They are everywhere – every marketplace, every retail outlet – and our task now is to defend our leadership.
A number of brands that supposedly left the Russian market are also still present – using parallel import schemes, and in some cases continuing to manufacture here – and their sales remain quite high. A clear example is LG, which continues to produce washing machines and refrigerators in Russia, and Bosch, which still holds a substantial share in built-in appliances. This too is something we have to factor in and account for in our strategy.
What we have on our side is, above all, brand recognition and consumer trust built up over many years, as well as the loyalty and strong relationships of our partners, who believe in stability and a long, mutually beneficial history of working together. And this applies not only to Beko, but also to Indesit – which is recognised at the same level as giants like Samsung, LG, and Bosch. In addition, last year we relaunched another well-known and once very popular brand in Russia – Stinol (the brand name translates as "Steel from Novolipetsk") – and this year, for the first time in the brand's history, we expanded the lineup by launching Stinol washing machines into serial production. We are also developing Hotpoint as a premium brand – in a higher price segment, but with outstanding functionality and strong quality guarantees. Early sales of the new Hotpoint Poema washing machines and Tundra refrigerators are encouraging.
A number of brands that supposedly left the Russian market are also still present – using parallel import schemes, and in some cases continuing to manufacture here – and their sales remain quite high. A clear example is LG, which continues to produce washing machines and refrigerators in Russia, and Bosch, which still holds a substantial share in built-in appliances. This too is something we have to factor in and account for in our strategy.
What we have on our side is, above all, brand recognition and consumer trust built up over many years, as well as the loyalty and strong relationships of our partners, who believe in stability and a long, mutually beneficial history of working together. And this applies not only to Beko, but also to Indesit – which is recognised at the same level as giants like Samsung, LG, and Bosch. In addition, last year we relaunched another well-known and once very popular brand in Russia – Stinol (the brand name translates as "Steel from Novolipetsk") – and this year, for the first time in the brand's history, we expanded the lineup by launching Stinol washing machines into serial production. We are also developing Hotpoint as a premium brand – in a higher price segment, but with outstanding functionality and strong quality guarantees. Early sales of the new Hotpoint Poema washing machines and Tundra refrigerators are encouraging.
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We are market leaders – and every competing brand follows in our wake.
What works in our favour is, above all, brand recognition and the trust Russian consumers have built in our brands.
New Products for the Market
Over the past year we grew our share in the tumble dryer market. I consider this segment very promising – we believe strongly in its potential and increase the number of units sold under our brands every year. In 2025 we became one of the leaders in this market with a 15.9% share. In 2026 we have significantly expanded the tumble dryer lineup under Beko, Indesit, and Hotpoint. In freezers, we have reached first place for the first time with a 13.8% unit-volume share, growing our market share compared to the previous year. We constantly strive to support our brands not only through advertising familiar products, but by bringing new items to market. This year's key newcomers will be large-capacity washing machines with an 8–10 kg load – the first such machine is already being built in Lipetsk under the Indesit brand. We also thoroughly refreshed the Indesit washing machine lineup in 2025, launching the new Kronos series – the first significant update to the range in 15 years. At the end of 2026 we will launch a new Beko washing machine lineup with an updated design, new features, and Wi-Fi connectivity.
Beyond that, we are adding washer-dryers with large load capacities, four-door large-format refrigerators, and – at the other end of the scale – small compact refrigerators that fit under a worktop. This year we also plan to grow built-in appliances sales; assortment development work done over the past two years began bearing fruit in the second half of last year. A major launch will be a dishwasher with the PowerIntense function and Wi-Fi control.
We are also distributing production across our factories. For example, we manufacture Hotpoint washing machines, Indesit and Stinol refrigerators at the Kirzach plant, and plan to produce certain Beko refrigerator models at the Lipetsk plant. This will improve the competitiveness of all our brands in the market.
One of Beko's key competitive advantages is the combination of rich functionality, reliability, and quality at an accessible price. Inverter compressors, twin independent cooling circuits in refrigerators, steam functions in washing machines, Wi-Fi and Bluetooth connectivity – all of this is available in our lineup at prices that are, broadly speaking, on a par with Chinese brands. But unlike them, we also offer a quality guarantee: our production is based in Russia, we will not disappear from the market in the next upheaval, spare parts logistics will not break down – and this significantly increases consumer trust in our brand.
Over the past year we grew our share in the tumble dryer market. I consider this segment very promising – we believe strongly in its potential and increase the number of units sold under our brands every year. In 2025 we became one of the leaders in this market with a 15.9% share. In 2026 we have significantly expanded the tumble dryer lineup under Beko, Indesit, and Hotpoint. In freezers, we have reached first place for the first time with a 13.8% unit-volume share, growing our market share compared to the previous year. We constantly strive to support our brands not only through advertising familiar products, but by bringing new items to market. This year's key newcomers will be large-capacity washing machines with an 8–10 kg load – the first such machine is already being built in Lipetsk under the Indesit brand. We also thoroughly refreshed the Indesit washing machine lineup in 2025, launching the new Kronos series – the first significant update to the range in 15 years. At the end of 2026 we will launch a new Beko washing machine lineup with an updated design, new features, and Wi-Fi connectivity.
Beyond that, we are adding washer-dryers with large load capacities, four-door large-format refrigerators, and – at the other end of the scale – small compact refrigerators that fit under a worktop. This year we also plan to grow built-in appliances sales; assortment development work done over the past two years began bearing fruit in the second half of last year. A major launch will be a dishwasher with the PowerIntense function and Wi-Fi control.
We are also distributing production across our factories. For example, we manufacture Hotpoint washing machines, Indesit and Stinol refrigerators at the Kirzach plant, and plan to produce certain Beko refrigerator models at the Lipetsk plant. This will improve the competitiveness of all our brands in the market.
One of Beko's key competitive advantages is the combination of rich functionality, reliability, and quality at an accessible price. Inverter compressors, twin independent cooling circuits in refrigerators, steam functions in washing machines, Wi-Fi and Bluetooth connectivity – all of this is available in our lineup at prices that are, broadly speaking, on a par with Chinese brands. But unlike them, we also offer a quality guarantee: our production is based in Russia, we will not disappear from the market in the next upheaval, spare parts logistics will not break down – and this significantly increases consumer trust in our brand.
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We grew our share in the tumble dryer market.
In 2025 we thoroughly refreshed the Indesit washing machine lineup, launching the new Kronos series – the first major update to the range in 15 years.
Always Ready for Change!
We move in step with the times in our approach to sales too, taking into account how our target audience and the market as a whole continue to change. About 50% of the market is now accounted for by marketplaces, and their share is growing, leaving traditional retail behind. The marketplace audience is getting younger – more people who value and appreciate new technology and added digital capabilities – and we factor this into both our production plans and our marketing strategies. We now have a fully-fledged store of our own on all major marketplaces (Yandex Market, Ozon, WB), as well as several branded Beko/Indesit retail stores in Russia and Belarus. Where we previously sold and promoted our products through distributors, we now sell more and more directly – meaning we have become one step closer to the customer.
And of course we are also changing our ways of working within our own team. This year, for example, we introduced a new incentive scheme – one that now depends on the whole team meeting its targets, not just the individual. We have shifted the focus towards teamwork, where nobody is working only for themselves. Everyone has their own contribution to the shared result, and when that result is achieved, everyone receives their bonus. We consider this a fairer approach.
Everything around us is constantly changing – the world, the market. And Beko has always found its advantages within changing conditions. Over many years we have come through many difficult moments and always emerged with new successes. Our company employs some of the most professional and experienced people in the home appliances and consumer electronics market, who year after year demonstrate their effectiveness and tremendous professionalism. That is why we are not afraid of change – we are ready to move in step with the times, and even one step ahead, because without that you cannot stay a leader or reach new heights.
We move in step with the times in our approach to sales too, taking into account how our target audience and the market as a whole continue to change. About 50% of the market is now accounted for by marketplaces, and their share is growing, leaving traditional retail behind. The marketplace audience is getting younger – more people who value and appreciate new technology and added digital capabilities – and we factor this into both our production plans and our marketing strategies. We now have a fully-fledged store of our own on all major marketplaces (Yandex Market, Ozon, WB), as well as several branded Beko/Indesit retail stores in Russia and Belarus. Where we previously sold and promoted our products through distributors, we now sell more and more directly – meaning we have become one step closer to the customer.
And of course we are also changing our ways of working within our own team. This year, for example, we introduced a new incentive scheme – one that now depends on the whole team meeting its targets, not just the individual. We have shifted the focus towards teamwork, where nobody is working only for themselves. Everyone has their own contribution to the shared result, and when that result is achieved, everyone receives their bonus. We consider this a fairer approach.
Everything around us is constantly changing – the world, the market. And Beko has always found its advantages within changing conditions. Over many years we have come through many difficult moments and always emerged with new successes. Our company employs some of the most professional and experienced people in the home appliances and consumer electronics market, who year after year demonstrate their effectiveness and tremendous professionalism. That is why we are not afraid of change – we are ready to move in step with the times, and even one step ahead, because without that you cannot stay a leader or reach new heights.
The world around us keeps changing – and so does the market. But Beko has always found its advantages within changing conditions. Over many years of operation, we've come through many difficult moments, and each time we've emerged with new successes.
© Beko 2024