Marketing significantly shapes consumer perception by influencing how people view and engage with products and brands. Through strategic campaigns, consistent messaging, and storytelling, marketing creates an image and identity that resonates with the target audience. It highlights the unique features and benefits of a product, aligning them with the values and desires of consumers.
By shaping narratives and presenting compelling visuals, marketing can alter consumer perceptions, driving preference and loyalty towards a brand. This power to mould perception makes marketing an essential tool for any business aiming to succeed in a competitive market.
While working in the sales field for the first 6 years of her career, Irem Baltaci Yazlar witnessed the power of marketing in shaping consumer perception and driving business success. Marketing allowed her to be a part of that process, which is why she was always passionate about her marketing career. She had the privilege of working across various sectors, from consumer goods to technology, where she developed a strong foundation in brand management, product marketing, and strategic communication.
The pivotal moment in Irem’s career came when she joined BSH Home Appliance. She was drawn to the company for its strong legacy in home appliances and its forward-thinking approach to innovation and people-centricity. Over the years, she has grown within the organization by taking on roles of increasing responsibility, managing product launches, driving market expansion, and leading high-performance teams. Her current role as Marketing Director for the Middle East region has allowed her to harness her skills and insights to drive BSH’s growth in this dynamic and culturally diverse region.
The Home Appliance Giant
BSH Home Appliances is the largest manufacturer of home appliances in Europe and one of the leading companies in the sector worldwide with globally recognized brands such as Bosch, Siemens, and Gaggenau, under its umbrella. It specializes in a wide range of products, from large home appliances – such as cooktops, ovens, ventilation hoods, dishwashers, washers, dryers, fridges, and freezers – to small home appliances, such as vacuum cleaners, espresso machines as well as small kitchen appliances. Its focus is not just on selling products, but on enhancing the quality of life for its customers by making everyday tasks simpler, more efficient, and more enjoyable through technology and innovation.
The core values of BSH are customer-centricity, sustainability, digitalization, and connectivity. The company’s mission is to make life easier for its consumers through pioneering innovation while being environmentally responsible. They believe in creating products that not only enhance convenience but also reduce the carbon footprint and contribute to a more sustainable future.
Key Challenges in the Path
One of the key challenges Irem has faced in her career has been navigating the complexities of marketing in a rapidly changing, multicultural environment like the Middle East. Each market in the region is unique, with its own cultural nuances, consumer behaviours, and regulatory environments. When she first joined BSH, adapting the global marketing strategy to fit local contexts while staying true to the brand’s core identity was a significant challenge.
She overcame this by diving deep into understanding each market individually. Irem invested time in market understanding, customer insights, and working closely with local teams. By fostering a collaborative culture and integrating local expertise into the strategy, she and her team were able to create campaigns that resonated deeply with diverse consumer groups while maintaining brand consistency. The key lesson she learned was the importance of flexibility and localized execution in global strategies.
Fostering Excellence
Innovation and creativity are at the heart of everything at BSH, especially in the marketing department, where the team is constantly challenged to think outside the box. To foster these attributes, Irem believes in creating an environment that encourages experimentation and open dialogue. She actively promotes cross-functional collaboration where team members from different departments, such as Category Strategy, Customer Service and Sales, come together to share ideas and perspectives.
Moreover, Irem believes in empowering her team to take ownership of their projects. This means providing them with the freedom to explore new concepts, test new methodologies, and push the boundaries of conventional thinking. Failure is seen as part of the learning process, and they embrace an iterative approach to innovation.
“Continuous learning is also vital to fostering excellence. I encourage my team to stay updated with the latest trends in marketing, consumer behaviour, and technology through workshops and events, seminars, and online courses,” she says.
Technology for Better Homes
Technology is a fundamental pillar of growth for BSH, both in terms of the products they create and how they engage with their consumers. The advent of smart home technology, IoT (Internet of Things), and AI (Artificial Intelligence) has revolutionized the home appliances industry, and BSH has been at the forefront of this transformation.
Their smart appliances, for instance, are designed to integrate seamlessly into modern homes, allowing users to control their appliances remotely, monitor energy consumption, and automate household tasks. They also leverage data analytics to gain deeper insights into consumer preferences, which helps them personalize their marketing efforts and improve customer satisfaction.
Moreover, technology has enabled BSH to streamline its operations and supply chains, ensuring it can meet the growing demand for sustainable and energy-efficient products. In the marketing domain, digital tools and platforms allow them to create more targeted and engaging campaigns, track performance in real time, and build stronger relationships with their customers.
Growing Responsibly
BSH pursues a holistic approach to sustainability, considering three key aspects: Environment, Social and Governance. They are committed to reducing their environmental impact across all stages of their business operations. They have set ambitious goals to become climate-neutral in their production processes by 2030 and are actively working on reducing water and energy consumption across their manufacturing sites.
In product development, BSH prioritizes creating energy-efficient appliances that help consumers reduce their carbon footprint. For example, their dishwashers and washing machines use advanced technologies to optimize water usage, while their ovens and cooktops are designed to minimize energy consumption without compromising on performance.
“We also at BSH want to contribute to the transformation to a sustainable society and the empowerment of people, because people are at the heart of what we do. We care about the health and safety of our employees and support selected social organizations,” says Irem.
Lastly, BSH is committed to sustainability standards, both internally and along the value chain together with its partners. Therefore, it is part of certain global initiatives like the UN Global Compact asking its suppliers to implement their principles.
Creating an Inclusive Workspace
Diversity and inclusion are integral to BSH’s corporate culture, and as a female leader in the organization, Irem is deeply committed to fostering an inclusive work environment. She believes that diversity in the workplace leads to greater creativity, innovation, and problem-solving, as it brings together different perspectives and experiences.
Irem actively supports initiatives that encourage gender diversity, such as mentoring programs for women in the workplace, providing equal opportunities for career advancement, and promoting a work-life balance that enables all employees to thrive. There is an initiative called BSH SheLead which is formed by females in the organization and Irem to support their career development and other aspects of their work and personal lives. They also focus on hiring talent from diverse cultural backgrounds, especially given the multicultural nature of the Middle East region.
“Inclusion is about ensuring that everyone feels valued and heard. I strive to create an open-door policy where team members feel comfortable sharing their ideas and concerns. We regularly conduct workshops on unconscious bias and cultural sensitivity to ensure that we maintain a respectful and inclusive workplace,” shares Irem.
Trends in the Industry
The home appliances industry is undergoing a significant transformation, driven by trends like smart home technology, sustainability, and personalized experiences. Consumers today are looking for products that integrate seamlessly with their digital lifestyles, are energy-efficient, and offer enhanced convenience.
BSH is already at the forefront of these trends with our Home Connect platform, which allows users to control and monitor their appliances via a smart app. They are continually investing in R&D to enhance the capabilities of their smart appliances and integrate AI for personalized user experiences.
Another trend they see gaining momentum is the demand for sustainable products. Consumers are increasingly conscious of their environmental footprint and are looking for appliances that help them conserve energy and reduce waste. BSH is committed to staying ahead of this trend by launching more eco-friendly products and implementing sustainable practices across its operations.
Challenges, Potentials and the Vision Ahead
Irem suggests that one of the key challenges hindering the progress of the home appliances industry is the rapid pace of technological advancement. While this presents opportunities, it also poses the risk of leaving some consumers behind, particularly those who may not be as tech-savvy. To address this, she feels the industry needs to focus on creating user-friendly solutions that are accessible to a wide range of consumers, not just early adopters.
Another challenge is the increasing pressure to meet sustainability standards while maintaining profitability. The cost of producing eco-friendly appliances can be higher, which can impact pricing and market competitiveness. To overcome this, companies need to invest in R&D to find cost-effective solutions that meet both sustainability goals and consumer expectations.
In the next five years, Irem sees the home appliances industry becoming even more integrated with digital ecosystems. As IoT technology advances, there will be greater interoperability between home appliances, home security systems, and entertainment devices. Consumers will expect appliances to not only perform traditional functions but also offer intuitive, AI-driven insights that make their lives easier.
“At BSH, we aim to lead this evolution by continuing to invest in smart technology, sustainability, and customer-centric innovations. Our vision is to become the leading provider of sustainable and smart home solutions that are tailored to the needs of tomorrow’s consumers. We will also strengthen our digital engagement and build stronger, more personalized relationships with our customers,” concludes Irem.
A Quote to Live By:
“One quote that resonates deeply with me is from Maya Angelou: *”Do the best you can until you know better. Then when you know better, do better.”* This quote speaks to the importance of continuous learning, growth, and self-improvement. It reminds me that perfection is not the goal—progress is, and that as long as we are committed to learning and evolving, both in our personal and professional lives, we are on the right path.”
Quote: “BSH aspires to continuously improve the quality of life at home with its outstanding appliance brands and top-class digital services.”
Quote: “I have a consistent track record of leading diverse cross-functional with an inclusiveness mindset that results in success stories.”
