Only Exxtra doesn't skimp on humor
Retail: The success of M-Budget is being built upon with new products—the best and most affordable form of advertising—and a new poster campaign.
with new products - the best and most favorable advertising - and with
The new poster campaign is a continuation of the campaign launched ten years ago.
not even the savviest strategists dared to dream of, was
now a reality: in 2005, Migros' hard discount range set a new record.
with a range of 350 articles, the company turned over 475 million francs. Almost
ten times more than in the launch year 1996, when the first
M-Budget range still consisted of 70 products. The share of
total Migros sales has increased eightfold - from 0.3 to 2.4 percent
2005 The rapid and rapid acceptance of the pragmatic program brand
as well as the increasing loyalty captured an ever broader
consumer segments - also thanks to the composition of the fast-growing
growing M-Budget basket: 60 percent food in terms of volume, 17 percent
Near food and 23 percent non-food.
Nevertheless, those responsible are likely to be working on the durability of the
of success, because the first advertising campaign for the
M-Budget line did not follow until 2002, six years after its launch.
launch. The fact that cannibalization of the existing range is low
shows that the MGB is expanding the market and is
established itself in the lowest price range. And this, years before the
foreign competition was able to penetrate the Swiss market.
Migros consistently extended this lead by expanding the
price range and the combination of mid-range and luxury models.
products with a premium line. In line with the
modern consumer behavior, in which the shopping basket is filled with
very expensive and very cheap products. And that continues
at the trusted retailer, as the latest studies by
ACNielsen have revealed.
In order to further strengthen the brand's image and to take advantage of the recent growth in the
product family, the Migros house agency Exxtra has launched the
fourth M-Budget campaign has been developed. After last year's
Newspaper snippet conversion to the introduction of Aldi and Lidl reference
this year's M-Budget appearance follows on from the
original headline campaign and the virtues of the brand:
self-confident, concise and reduced to the essentials like the
Stamp typography designed to express the low-cost image. The new
Headlines - from "balm for your wallet" for hand cream to
on "After all, your pet is not a cash cow" those on cat food
- are humorous, but always economical. Anything but
The orange giant is showing restraint in the development of new
Discount articles. Which and how many are in the pipeline "will be
not disclosed," says the head of marketing communications
at the FMC, Beat Mühlemann, the Migros treasure.
Luca Aloisi
