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| MANUFACTURER |
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| TRADER |
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| SERVICE PROVIDER |
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Arzum Dis Ticaret ve Pazarlama A.S.
Aboi Ipekci Cad. No: 195 Bayrampasa
34030 Istanbul
Turkey
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Arzum Dış Ticaret ve Pazarlama A.Ş. were founded in 1953 by three brothers who established Güney İthalat Koll. Şti. The brothers imported a wide variety of products, such as small home appliances, toys, sewing machines, fans, irons, radios, tape players, bicycles and TVs. They first became the Turkish distributor for Krups and then entered a joint venture to manufacture televisions under the name Delta and also began manufacturing radios.
The three brothers have began to produce small electric home appliances under their own brand in 1966. A year later, in 1967, they launched their first product, which was an iron. This was followed in 1968 by a mechanical floor sweeper and, in 1975, by a fruit juicer, all under the Arzum brand name.
Following the launch of its first products, Arzum expanded production and launched further product, all with continued success.
The company founders withdrew from television production after colour Televisions were introduced in the 1990s, but Arzum continued to grow through its production of small electrical home appliances. Arzum produced only fifteen product lines in 1995, but today it has over 100 models of products spread over six different product categories. Along with its continued growth, Arzum is developing its marketing, distribution, production and service network. The company’s service network covers the whole country and is therefore in a strong position to reach all of its consumers.
Arzum’s design and marketing priorities are ‘quality’, ‘confidence’ and ‘functionality’. The commitment to delivery on these promises led to the introduction of the sector’s first three-year warranty. Arzum’s increasing brand penetration and the influx of new players in the market resulted in the company reviewing its strategy. As a result of this, Arzum introduced a second brand, Felix, in 1998. The Felix brand continues to grow, while using different distribution channels than Arzum. Arzum’s continuous success encouraged the company to expand abroad in 2001. While Turkey moves along the path to acquire European Union membership, Arzum, one of the leading brands in the local small electrical appliances sector, forges ahead with exports of improved products in 2005. Now Arzum exports to Germany, Iran, Iraq, Cyprus, Turkmenistan, Lebanon, Jordan, Kyrgyzstan, Israel, Saudi Arabia, Romania and several other countries. The company not only aims to increase exports, but also to introduce Turkish culture to the world with its products like the Arzum Kahwe and the Arzum Cezwe (both Turkish coffee makers).
Product Home and family are important for women. Housework is always time consuming and tiring and Arzum’s mission is to ease the burden. Arzum works to make products that are sturdy and user friendly, making housework easier and allowing housewives to share more time with their families. To achieve this, the company pays close attention to consumer needs and produces intelligent solutions to serve their needs.
Arzum has an extensive product range consisting of 6 categories: Food Preparation Group (food processors, choppers, blenders, mixers, as well as hard fruit and orange juicers), Beverage Preparation Group (Turkish coffee machines, tea machines and kettles) , Cooking & Frying Group (electrical deep fryers, toasters, and electric grills) , Iron & Cleaning Group (carpet washers, cordless and normal vacuum cleaners, water filter vacuum cleaners) and Personal Care Group (hair dryers, hair clippers, epilators, hairstyling sets, bathroom scales and instant water heaters).
Arzum’s design process takes full account of consumers’ habits. The Arzum Kahwe Turkish coffee maker and the Arzum Çaycı tea maker are some of the best samples of this. Preparing tea and coffee, which holds an important place in Turkish life, is easier than ever with Arzum’s smart and easy-to-use products. Another example is Arzum Vızır Vızır cordless floor sweeper, a product that makes daily floor cleaning easier and quicker than before for large families. All Arzum products are designed for the highest performance, greatest ease of use, durability and convenience. In addition, Arzum is striving to provide the most rapid and comprehensive after-sales service.
Achievements
Arzum’s first success in the small electrical home appliances market came in 1968 with a mechanical vacuum cleaner. In 1975, the company introduced an orange juicer and this became the favored product of that year, entering many households.
Moreover, Arzum produced Turkey’s first food processor and, after its lunch in 1991, it was very successful with food preparation products. At the end of 2004, Arzum had the greatest food processor penetration ratio in Turkey. Now more than three million households use Arzum food processors.
Today ten million Arzum products are making people’s daily lives simpler.
Arzum goes to great lengths to ensure consumer satisfaction and it was in the vanguard of companies that created the concept of unconditional consumer satisfaction. This led, in 2001, to the introduction of a three-year warranty, which was a first in the small electrical home appliance sector. In addition, expansion of its service points to the present day’s number of 330 began. Over the last 40 years, Arzum has built loyal customers base though such innovations.
THINGS YOU DIDN’T KNOW ABOUT
ARZUM
· Arzum brand was registered in 1966.
· Arzum will celebrate its 40th year anniversary in 2006, by which time it will be the one of the most important Turkish domestic companies.
· In 2001, Arzum became the first brand in the small electrical home appliance sector to give a three-year warranty.
· Arzum introduced the first comprehensive food processors to the Turkish market.
· Arzum food processors are used in more than three million homes.
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