Uploaded March 2026 | Updated September 2026, 2 weeks ago
What is the true definition of consumer value today? For Beko CEO Hakan Bulgurlu, it’s superior product performance delivered consistently over time, at a price that feels fair. In this conversation with P&G's President of Europe, Loic Tassel, both leaders reveal a surprisingly similar strategy for winning in a competitive market: a relentless focus on simplicity and "passionate consumer obsession." This analysis is for business leaders and consumers in the European market.
Featuring: Loic Tassel, President, P&G Europe Hakan Bulgurlu, CEO, Beko
In the past, value was defined as quality and durability at affordable prices. Today, that definition is changing. Beko CEO Hakan Bulgurlu argues the modern consumer also wants to "do the right thing," for example, among the rest making energy efficiency a core part of value. Similarly, Bulgurlu shares that real innovation is silent and almost invisible, making products work longer and better, building consumer trust. This includes technology that extends the life of food by up to 20 days or reduces energy consumption by 30-40%. This shift away from "gadgetry" towards simplicity is a view shared by P&G Europe President Loic Tassel, who points to P&G's Ariel Laundry Pods as a "great example... where simplicity does truly get consumer delight" and improves consumer value.
Both leaders agree that true innovation comes from what Loic Tassel calls "passionate consumer obsession." Hakan Bulgurlu emphasizes that the answers are not in computer data but in the "hearts and minds" of consumers, found through physical interaction. Tassel agrees, stating this approach is "extraordinarily similar" to P&G's, where innovations like freshness beads for laundry were discovered by visiting consumers' homes and understanding their real-world processes and desires.
Ultimately, the key to winning is to serve the consumer by working together. As partners, Beko (on equipment) and P&G (on chemistry) can deliver more value through initiatives like cold wash, a big success that addresses what the consumer wants from different ends of the business.
What you’ll learn:
• The shared definition of consumer value between P&G and Beko: simplicity, performance, and sustainability.
• Why both CEOs believe "invisible innovation" builds more trust than adding unnecessary features ("gadgetry").
• How a "consumer obsession" strategy, using direct home visits, drives innovation at both P&G (laundry beads) and Beko.
• Beko's perspective on the European appliance market, where 65% of purchases are replacements.
• How partnerships, like Beko's with Cool Blue, can deliver new value propositions like energy-shedding appliances.
• Why 85% of consumers under 40 are willing to pay more for sustainable products.
Chapters:
00:00 What is Beko's mission?
02:32 The new definition of consumer value: Sustainability & Simplicity
04:27 Why the appliance market is a replacement market (65%)
08:11 How sustainability creates business value (85% of consumers)
11:18 Beko's philosophy: "Real innovation is silent"
14:09 P&G's parallel: Simplicity creates value (Laundry Pods)
16:36 The shared strategy of "Passionate Consumer Obsession"
19:15 How P&G and Beko partner to deliver more value
#ConsumerValue #Innovation #Sustainability #PG #Beko
What is the true definition of consumer value today? For Beko CEO Hakan Bulgurlu, it’s superior product performance delivered consistently over time, at a price that feels fair. In this conversation with P&G's President of Europe, Loic Tassel, both leaders reveal a surprisingly similar strategy for winning in a competitive market: a relentless focus on simplicity and "passionate consumer obsession." This analysis is for business leaders and consumers in the European market.
Featuring: Loic Tassel, President, P&G Europe Hakan Bulgurlu, CEO, Beko
In the past, value was defined as quality and durability at affordable prices. Today, that definition is changing. Beko CEO Hakan Bulgurlu argues the modern consumer also wants to "do the right thing," for example, among the rest making energy efficiency a core part of value. Similarly, Bulgurlu shares that real innovation is silent and almost invisible, making products work longer and better, building consumer trust. This includes technology that extends the life of food by up to 20 days or reduces energy consumption by 30-40%. This shift away from "gadgetry" towards simplicity is a view shared by P&G Europe President Loic Tassel, who points to P&G's Ariel Laundry Pods as a "great example... where simplicity does truly get consumer delight" and improves consumer value.
Both leaders agree that true innovation comes from what Loic Tassel calls "passionate consumer obsession." Hakan Bulgurlu emphasizes that the answers are not in computer data but in the "hearts and minds" of consumers, found through physical interaction. Tassel agrees, stating this approach is "extraordinarily similar" to P&G's, where innovations like freshness beads for laundry were discovered by visiting consumers' homes and understanding their real-world processes and desires.
Ultimately, the key to winning is to serve the consumer by working together. As partners, Beko (on equipment) and P&G (on chemistry) can deliver more value through initiatives like cold wash, a big success that addresses what the consumer wants from different ends of the business.
What you’ll learn:
• The shared definition of consumer value between P&G and Beko: simplicity, performance, and sustainability.
• Why both CEOs believe "invisible innovation" builds more trust than adding unnecessary features ("gadgetry").
• How a "consumer obsession" strategy, using direct home visits, drives innovation at both P&G (laundry beads) and Beko.
• Beko's perspective on the European appliance market, where 65% of purchases are replacements.
• How partnerships, like Beko's with Cool Blue, can deliver new value propositions like energy-shedding appliances.
• Why 85% of consumers under 40 are willing to pay more for sustainable products.
Chapters:
00:00 What is Beko's mission?
02:32 The new definition of consumer value: Sustainability & Simplicity
04:27 Why the appliance market is a replacement market (65%)
08:11 How sustainability creates business value (85% of consumers)
11:18 Beko's philosophy: "Real innovation is silent"
14:09 P&G's parallel: Simplicity creates value (Laundry Pods)
16:36 The shared strategy of "Passionate Consumer Obsession"
19:15 How P&G and Beko partner to deliver more value
#ConsumerValue #Innovation #Sustainability #PG #Beko
