Migros rethinks brand strategy
Migros is currently putting its approximately 250 brands through a thorough review and is trying to identify a few core brands. The new comprehensive brand and communications strategy is expected to be finalized during the first half of 2009.
According to a report in Cash Daily, Migros is currently putting its 250 or so brands through their paces and trying to identify a few core brands. According to Head of Marketing Oskar Sager, the retail giant can no longer afford to advertise as many of its own brands as before. According to the free newspaper, there is even talk within Migros of only three or four brands that are to be heavily advertised.
The new brand and communication strategy, which Migros has been working on for a few months, should be defined in the first half of 2009. Until now, the orange giant has spent 350 million francs a year on advertising. In 2009, 70 million francs are to be saved.
The new shake-up fits in with the measures taken since Oskar Sager took office. Migros terminated existing contracts with advertising agencies and canceled all image campaigns for the time being in the fourth quarter of 2008. However, a fundamental problem for Migros could remain despite the new strategy, as can be seen from the report in Cash Daily: Its own brands, such as Candida or Anna's Best, do not harmonize enough with the umbrella brand.
The new brand and communication strategy, which Migros has been working on for a few months, should be defined in the first half of 2009. Until now, the orange giant has spent 350 million francs a year on advertising. In 2009, 70 million francs are to be saved.
The new shake-up fits in with the measures taken since Oskar Sager took office. Migros terminated existing contracts with advertising agencies and canceled all image campaigns for the time being in the fourth quarter of 2008. However, a fundamental problem for Migros could remain despite the new strategy, as can be seen from the report in Cash Daily: Its own brands, such as Candida or Anna's Best, do not harmonize enough with the umbrella brand.
