Pulse on Migros frequency
Retail Migros wants to position itself as a provider of branded toys at attractive prices with a commercial.
Retail Migros wants to position itself as a provider of branded toys at attractive prices with a commercial. Accompanied by sugary Christmas carols, the aim is to entice customers into a shopping frenzy two months before Christmas and thus give the stores a good end to the year. The toy trade, which generates its main sales in the fourth quarter, has always benefited in particular from the custom of gift-giving. The industry has almost doubled the value of its marketing activities in the last three years: according to Media Focus, advertising expenditure amounted to around 17 million francs last year. In 2001, the figure was just 9 million. The toy sector of the
While Migros was still among the top 5 most advertising-intensive companies in 2002, it was overtaken last year by manufacturer brands such as Nokia and Hasbro (Switzerland).
With total sales of CHF 400 million (excluding video games), which corresponds to a market share of 21.4 percent, Migros is in second place in the toy trade. However, compared to Manor, which leads the market with 21.8 percent, Migros was able to grow more strongly in 2003 - by 3 percent, as Désirée Strassmann, consultant at Exxtra Kommunikation, knows.
Message to adultsThe Migros agency has been entrusted with the conception of a new TV commercial this year. "Very few adults know that Migros offers a wide range of branded toys at attractive prices," says Strassmann. That's why the message - unlike the usual toy commercials - is aimed primarily at adults.
The plot is correspondingly knitted: a worried mother has her daughter examined by all the specialists because she cannot explain her child's hyperactive euphoria. To no avail: even the Rorschach test does not reveal any abnormalities.
Back at home, the girl rushes into her room and immediately gives free rein to her play instinct. "With Migros toys, a pounding heart, high temperature and shiny eyes are completely normal," says the binder, solving the mystery.
In addition to adults, Migros also wants to appeal directly to children. According to Désirée Strassmann, a brochure, a POP presentation, an Advent calendar and a toy promotion with the Lilibiggs were again designed on the basis of last year's positive experience.
Will the shining eyes of children be able to encourage adults to spend money again this year? At any rate, the current consumer sentiment of minus 13 points is more positive than in the same period last year (-35), which could give Christmas business a boost this year.
Perplexed doctors, clever commercial: What's wrong with the child? Don't worry: it's just play fever, triggered by Migros toys.
Simone Keller
While Migros was still among the top 5 most advertising-intensive companies in 2002, it was overtaken last year by manufacturer brands such as Nokia and Hasbro (Switzerland).
With total sales of CHF 400 million (excluding video games), which corresponds to a market share of 21.4 percent, Migros is in second place in the toy trade. However, compared to Manor, which leads the market with 21.8 percent, Migros was able to grow more strongly in 2003 - by 3 percent, as Désirée Strassmann, consultant at Exxtra Kommunikation, knows.
Message to adultsThe Migros agency has been entrusted with the conception of a new TV commercial this year. "Very few adults know that Migros offers a wide range of branded toys at attractive prices," says Strassmann. That's why the message - unlike the usual toy commercials - is aimed primarily at adults.
The plot is correspondingly knitted: a worried mother has her daughter examined by all the specialists because she cannot explain her child's hyperactive euphoria. To no avail: even the Rorschach test does not reveal any abnormalities.
Back at home, the girl rushes into her room and immediately gives free rein to her play instinct. "With Migros toys, a pounding heart, high temperature and shiny eyes are completely normal," says the binder, solving the mystery.
In addition to adults, Migros also wants to appeal directly to children. According to Désirée Strassmann, a brochure, a POP presentation, an Advent calendar and a toy promotion with the Lilibiggs were again designed on the basis of last year's positive experience.
Will the shining eyes of children be able to encourage adults to spend money again this year? At any rate, the current consumer sentiment of minus 13 points is more positive than in the same period last year (-35), which could give Christmas business a boost this year.
Perplexed doctors, clever commercial: What's wrong with the child? Don't worry: it's just play fever, triggered by Migros toys.
Simone Keller
