As King & KINGPRO, we always move forward with an understanding of accessible quality
King, with a deep-rooted history of over 70 years in the small home appliances sector, stands out as a symbol of trust and innovation not only in Turkey but also in international markets. Since its journey began in 1953, the brand has consistently focused on user needs and today has become an indispensable part of millions of homes with its wide product range extending from kitchen to personal care, seasonal products to dowry sets. King touches every aspect of life not only with its products but also with the trust, aesthetics, and ease of use it offers. The KINGPRO brand, established in recent years, draws attention as the new professional and high-performance face of this journey. We discussed with King Inc. CEO Musa Üstün the strong bond the brand has built with consumers, its innovation-based vision, its brand loyalty-creating efforts from social media strategies to service network, and its goals for the future.
How has the brand transformed over the years?
Our story, which began with İzoterm in 1953, has held a special place in people's hearts with King for over 70 years; it has grown and developed into a value alongside them. Our brand, which set out with the goal of offering innovative solutions in the small household appliances field, takes pride today in having earned a place in every home with its wide product range extending from kitchen to personal care, seasonal products to trousseau sets, high-quality standards, and user-friendly designs.
Our users have always been at the center of this journey; by putting ourselves in their place, we focused on understanding their needs and expectations in the best way and offering them the most suitable and highest quality products. At every stage, from product development processes to communication language, users' needs and expectations were prioritized. Changing lifestyles, technological developments, and cultural transformations were closely followed and all these elements were reflected in the products and service approach. Today, King stands out not only with products that offer practical solutions but also with the comfort, aesthetics, and value it adds to the lifestyle. With the power of experience from the past and a sense of belonging, our brand, which moves forward firmly into the future with KINGPRO, continuously renews itself and continues with niche products to be worthy of the trust it receives...
What do you do to build brand loyalty?
Brand loyalty is not a concept formed in a short time; it is a commitment built over time, with trust and effort. It is important to add value to people's lives not only with products but by understanding their expectations and providing the fastest resolution in case of a possible problem. Trust is at the core of building loyalty. This trust is ensured by offering quality products, maintaining consistency, and always acting transparently. When long-lasting and easy-to-use products are combined with effective after-sales support, users feel secure. User opinions are valued, their needs are considered, and at every touchpoint, continuous efforts are made with determination both with our dealers, authorized services, and Call Center to strengthen this bond.
How is your social media strategy shaped?
Social media has become the voice, face, and heart of a brand in today's world. As King & KINGPRO, we position these channels not only as promotion and marketing tools but also as an interactive space where we establish a direct, sustainable connection with consumers.
At the core of our strategy is to strongly reflect our brand values and innovations in the digital world; in this context, we produce simple, aesthetic content that reflects the spirit of the times and expand our engagement area with stories based on user experiences. Additionally, we continuously improve our social media customer services, instantly evaluate feedback on digital platforms, and accelerate with interactive solutions. Thus, we advance with a brand strategy that is not only visible but also relevant, accessible, and trustworthy.
What approach do you follow in balancing price and performance?
As King & KINGPRO, we always move forward with an accessible quality approach. Our goal is to offer long-lasting, stylish products that make life easier, with the 'Affordable price, high quality' philosophy accessible to everyone.
While developing our products, we prioritize both design and functionality, managing the entire process efficiently from production to supply. Using our financial strength wisely to keep costs balanced allows us to offer a good price/performance ratio without compromising quality.
From the consumer's perspective, the balance between the price of our products and the benefits they provide brings satisfaction and loyalty. As long as we maintain this balance, it is inevitable that our users will choose us again.
How is the service network spread across Turkey?
As King & KINGPRO, we see after-sales service as an integral part of our brand integrity. Support given to the user after the sale, as much as product quality, is a critical factor directly affecting brand perception.
Today, we serve with more than 330 authorized service points across Turkey, and thanks to this network spread throughout the country, we meet our users' technical support needs in the fastest and most effective way. Our service points handle not only repairs but also user information, guidance, and satisfaction management tasks. Our users can confidently choose our products.
How do tax policies affect product prices?
Tax policies in Turkey are a significant factor directly affecting product prices, especially in areas like consumer electronics and small household appliances. VAT, additional customs duties, surveillance practices, and SCT financial obligations partially increase production and significantly raise import costs; this naturally reflects on the final sales prices.
As King & KINGPRO, we carefully analyze these economic conditions and develop a strategy to reflect cost increases to consumers at a minimum rate. By increasing efficiency in all processes from production to logistics, we aim to minimize price pressure. However, to maintain our sustainable quality and service understanding, price updates once or twice a year become inevitable. During this process, we follow a transparent and balanced pricing policy and continue to increase our users' trust in our brand.
How do you establish a direct connection with your consumers? What do you do to strengthen this bond?
As King & KINGPRO, we value building the bond with our users not only through our products but also through direct, real-life interactions. The most valuable moments that strengthen this bond are the events and fairs where we meet them face to face.
In recent periods, we met with our users at the Coffex Fair and Teknofest in Adana. While we participated in the Istanbul Festival last month, now we have important events ahead such as the Zuchex Fair and Istanbul Teknofest, where we are participants. These events offer an opportunity not only to let people experience our products but also to get to know the team behind our brand and establish sincere connections. Additionally, through such organizations, we have the chance to meet a young and dynamic audience and introduce our brand to the consumers of the future. Every feedback we receive from these meetings is not just an evaluation for us but also a strong source of motivation. Every moment we communicate directly with our users strengthens the sense of trust and loyalty that lies at the core of the King & KINGPRO brand.
What are the most distinctive features that separate KINGPRO from the King brand?
KINGPRO was established in 2022 with the vision of offering more professional and high-performance innovative products by advancing from our main brand King’s universal user-friendly line. Our brand stands out with products featuring advanced technical specifications, especially developed for more intensive and functional uses.
KINGPRO's “PRO” approach offers professionalism, multifunctionality, and a high-level user experience. This product series, designed for home and lifestyle needs and intensive use, is preferred in the professional segment and appeals to the aesthetic expectations of modern users with its ergonomic and stylish design.
With the new models KINGPRO adds to its product range every day, it goes beyond user expectations in terms of both performance and technology, establishing a brand identity that differentiates itself in the sector and creates added value for our country. At our Zuchex fair, we will once again emphasize our vision with our brand's new launch products, and we look forward to seeing you...
