New Player in the Paints Sector: Bi'Boya

Development Process of the Bi'Boya Project and Our Work in This Field As a result of our extensive work and research conducted under the Kalekim umbrella, we have taken a completely new step in the paints sector and begun producing all our paint products under the Bi'Boya brand. With Bi'Boya, we have also launched our new digital applications. Presented under the slogan 'Turkey's new paint Bi'Boya', Bi'Boya has become more than just a paint brand—it has become a paint platform selling online in our country. Through our paint products developed with an eye to current trends and consumer needs, we aim to meet the expectations of consumers, tradespeople, professionals and our dealers flawlessly. With this conviction, we say: "The most beautiful colours, the newest price advantages and innovative decoration ideas are at your fingertips at all times." During this process, we particularly listened to what the consumer wanted and went through a long research period. We can summarize the findings we obtained as follows: we identified that the paint need creates tension and dissatisfaction in the decision-making and purchasing process. To this is added a feeling of financial inadequacy when the product is considered expensive. All of this includes conflicts that arise when family members cannot reach consensus. By the end of the process, tradespeople feel impatience and fatigue, while the consumer feels regret and dissatisfaction. When the painting adventure ends, if the consumer fails to achieve the desired result, they experience great disappointment. In Turkey, consumers' motivations for painting their homes fall into 5 main categories: • 22 percent of consumers say they want renewal. In other words, they want to feel as if they have moved to a new place by having their home painted. • 26 percent want to create their own style. This group aims to reflect their own style in their home and enjoy living in it. • The group with the highest motivation for painting their home is the 'show-offs' at 38 percent. This group takes pride in their home and wants to show off with it. • Perfectionists and meticulous people, constituting 18 percent, want their homes to remain constantly tidy and clean. • 17 percent of consumers want peace at home. This group enjoys leaving the outside world behind and spending time with their loved ones at home.

Bi'Boya Brings Difference to the Sector

Under the Kalekim umbrella, our specialist managers and staff working in the paints field carried out all their work by evaluating this data. As a result of comprehensive work, we have launched a completely new paint brand that will initiate change in the paints sector. Our brand Bi'Boya, which speaks the language of emotions, differs significantly from other brands in the market. Bi'Boya symbolizes our energetic and innovative perspective. We aim to reflect the values our brand carries by integrating them into traditional and digital channels for the consumer. Starting a new era in retail through digital channels, Bi'Boya will make a difference in the market as an energetic and reliable brand that makes life easier through e-commerce systems.

Services and Conveniences We Offer Our Customers Through This Project

With our new brand, we differentiate ourselves in the paints sector first and foremost in service, because consumer satisfaction is at the core of Bi'Boya. From the moment we launched Bi'Boya, we have prioritized the satisfaction and advantages of tradespeople and end consumers. Bi'Boya's offering of 'interior paints', 'exterior paints and plasters', 'decorative products', 'surface preparation products' and a 1000+ Product Application will be brought together with consumers and tradespeople online this year in only Balıkesir and Istanbul. This system, which also develops the professional knowledge and skills of tradespeople, at the same time makes the consumer's life easier. The end consumer gains access to both quality and better paint applications with Bi'Boya. Through Bi'Boya, we aim to expand this system to more tradespeople throughout Turkey. Bi'Boya will also attract the strong interest of female consumers because through this system, women will be able to easily select their paint and reach qualified tradespeople without needing anyone's help. Women who feel the confidence that comes from selecting the recommended tradespeople themselves will find life easier with Bi'Boya's beautiful colours and applications. A factor directly affecting the development of the paints sector is the frequency with which residential users paint their homes and buildings. Research shows that painting is less frequent in our country compared to developed countries and renovations are undertaken less often. The frequency of painting is proportional not only to purchasing power but also to habit and the accessibility of paint. On this matter, our work as sector representatives continues. Altuğ Akbaş - General Manager / Kalekim