Points with added value

 
Elektronik Inhalt & Form shows that M-Electronics offers services as well as devices. 
 
The consumer electronics market is dominated by cut-throat competition. Interdiscount and Fust are now united under one roof. Media-Markt has secured one billion in annual sales in Switzerland within 15 years. In this environment, M-Electronics faces "tough competition on a daily basis", as Jürg Meyer at Inhalt & Form analyzes the situation. All four specialist stores offer comparable products. They all try to undercut each other with a similar price structure. However, "this is no longer enough for the consumer", Meyer is convinced. Price is "a very decisive sales driver. But today's responsible consumer also increasingly expects services." This is where the Inhalt & Form strategy comes in, because "M-Electronics has a lot to offer here". The company wants to score points with its home delivery service, above-average warranty services, its own service organization and after-sales services, which are the focus of the new campaign. It starts with the theme of "free home delivery". It dramatizes the comic situation of transporting a large television. Two further image TV commercials, linked to a specific offer, will follow and will each be accompanied by full-page advertisements in daily newspapers.
 
 
Andreas Panzeri