We had a pleasant interview with Mr. Mehmet Mutlu Uysal, General Manager of DYO. In our
interview, Uysal explained DYO’s development and the factors that contributed to its success.
Could you briefly tell us about yourself, your educational and professional background?
After graduating from Dokuz Eylül University, Department of Business Administration in 1991, I completed my master’s degree in marketing at the same university. I continue as General Manager in DYO.
Could you please outline the process that has developed since the establishment of your company?
Today, as a brand that offers 1,200 different products and 60,000 color varieties with five brands to 11 main sectors, we completed 76 projects and started 75 new R&D projects during the year while offering 114 different and innovative products to the market last year in our R&D centers located in our factories in İzmir Çiğli and Kocaeli Dilovası, which are among the top 10 R&D centers in Turkey. Consumer preferences are at the focus of all these efforts.
Along with DYO’s premise of “adding value, protecting and beautifying”, we are aware of our responsibilities towards society and the environment, and we set our business targets in line with the goal of sustainable development.
Could you please inform us on DYO’s decorative and industrial paint products?
We offer paint and insulation solutions for the interior and exterior protection and beautification of the homes we live in. We produce protective and coloring products for vehicles to look as they did on the first day of purchase. We offer products to both the industry and consumers with our coloring products that will ensure the longevity of wooden products and furniture and their adaptation to the decoration of living spaces.
For the white goods industry, we produce protective paints to ensure the longevity of appliances and technological solutions to meet the needs of consumers. We offer protective products to the maritime industry to prevent ships and boats from being affected by harsh conditions. We also produce protection and coloring solutions for structures such as radiator panels and elevators that we use daily in our homes and workplaces.
Could you inform us on DYO’s domestic and international activities?
In addition to our dealers and sales points in Turkey, we closely monitor changing consumer usage habits on the marketing side, prioritize investments in the channels they use, and significantly increase the share of digital channels in our marketing investments.
In line with the recent digitalization process, we started to offer one-click secure shopping by launching the boyadyo.com website and mobile application, reflecting the expertise and assurance of DYO Boya, which colors life as a pioneer of the sector in line with the digitalization process. boyadyo.com, a secure e-commerce site registered with Etbis, offers consumers the opportunity to deliver DYO Boya guaranteed products to the address they specify in a carefully packaged, fast and reliable manner. While providing free shipping
opportunity for purchases on boyadyo.com, consumers can unconditionally return the product they receive within 14 days. With the DeneKart color card we launched on boyadyo.com, we provide consumers with the opportunity to see the three colors they like
on their walls. After entering boyadyo.com, the colors to be selected from the DeneKart color card section are determined. We send these three colors to the specified address with free shipping in the form of DeneKart, showing how they will look when applied to the wall.
We have recently relaunched our loyalty system DYOLOG, which has been the companion of masters and shopkeepers, an important target group of ours, since 2009. With this relaunch, we continue to stand by our members with a stronger infrastructure and grow
stronger together with our members. In addition, we continue to take firm steps forward in line with our brand goals by renewing OtoDYOLOG, the only loyalty system for auto repair and paint masters and salesmen.
We export to more than 50 countries with our products that we offer to Asian, European and African markets with our business partners abroad. With the knowledge and experience of producing in many product groups in addition to the conventional product set in exports, we aim to develop products by taking into account the special requests of customers abroad or to win potential customers with our existing different products.
Besides, in addition to the conventional product set in export markets, we serve with our EPD, Eco-Label and low VOC products that attach importance to human and environmental health.
As DYO, could you tell us about your activities regarding information security management?
We successfully completed the 27001 Information Security Management System Interim Audit and 27701 Personal Data Management System Certification audits conducted by Bureau Veritas. Thus, we broke new ground as the first company in the paint industry to receive certification from the “27701 Personal Data Management System” standard.
Could you tell us about your work and projects on carbon footprint and climate change?
With DYO’s premise of “adding value, protecting and beautifying”, we are aware of our responsibilities towards society and the environment, and we set our business targets in line with the goal of sustainable development. As in all business processes, we carry out our R&D activities with a focus on sustainability and prioritize designing products that comply with regulations and prioritize human and environmental health.
In order to transfer the functions of ecological systems to future generations, we focus on developing “Environment-Focused and Sustainable Green Products” and carry out our DYO Green Consensus Action Plan studies. In this context, we aim to minimize environmental impact with our ECO LABEL certified products and products with low VOC content. For the circular economy, we develop waste reduction and resource efficiency projects, and aim to support Carbon Footprint and Water Footprint studies with R&D projects.
