Tour-de-M-Budget
Roadshow Migros is using unusual communication channels for its low-cost line.
Roadshow Migros is using unusual communication channels for its low-cost line.
"M-Budget isch geil" ("M-Budget is cool"): Migros introduced this range eight years ago to ease the burden on small household budgets and it has already achieved cult status. The line with its unmistakable design is particularly popular among 15 to 20-year-olds. Following the expansion of the range at the beginning of this year, Migros' own budget brand now comprises 195 items. On May 22, the Mig-ros Cooperative Lucerne (GML) is launching the 196th product on a trial basis: The M-Budget Party. The idea came to initiator Martin Koch from GML when he was out. According to Koch, expensive entrance fees and drinks spoil the fun of the party. In addition, the momentum of the M-Budget cult could be better utilized.
No party without alcohol
The party concept fell on receptive ears at the Migros Cooperative Federation in Zurich. If the party in Lucerne is a success, it will go on tour in Switzerland. However, this requires at least a thousand tickets to be sold. Martin Koch is optimistic about this: "The indications make me feel positive." After all, the GML attracts potential guests with a discount admission price - in keeping with the M-Budget philosophy - as well as competitions and free drinks. Without alcohol, of course. However, as "a proper party also includes beer and other drinks", as can be read on the party website, the high-proof drinks are served by the club itself.
If the MGB gives the green light for the roadshow, it is expected to arrive in 18 Swiss cities from September. The party is to be held at the most important locations in German-speaking and French-speaking Switzerland and in Ticino by the end of 2005.
Simone Keller
"M-Budget isch geil" ("M-Budget is cool"): Migros introduced this range eight years ago to ease the burden on small household budgets and it has already achieved cult status. The line with its unmistakable design is particularly popular among 15 to 20-year-olds. Following the expansion of the range at the beginning of this year, Migros' own budget brand now comprises 195 items. On May 22, the Mig-ros Cooperative Lucerne (GML) is launching the 196th product on a trial basis: The M-Budget Party. The idea came to initiator Martin Koch from GML when he was out. According to Koch, expensive entrance fees and drinks spoil the fun of the party. In addition, the momentum of the M-Budget cult could be better utilized.
No party without alcohol
The party concept fell on receptive ears at the Migros Cooperative Federation in Zurich. If the party in Lucerne is a success, it will go on tour in Switzerland. However, this requires at least a thousand tickets to be sold. Martin Koch is optimistic about this: "The indications make me feel positive." After all, the GML attracts potential guests with a discount admission price - in keeping with the M-Budget philosophy - as well as competitions and free drinks. Without alcohol, of course. However, as "a proper party also includes beer and other drinks", as can be read on the party website, the high-proof drinks are served by the club itself.
If the MGB gives the green light for the roadshow, it is expected to arrive in 18 Swiss cities from September. The party is to be held at the most important locations in German-speaking and French-speaking Switzerland and in Ticino by the end of 2005.
Simone Keller
