Hypocritical welcome
Retail: With Aldi's entry into the market, the major retailers have aggressively stepped up their efforts.
Retail With the market entry
Aldi, the major distributors have aggressively stepped up their presence.
Meanwhile, the hard discounter is still keeping the advertising ball very low. "There are discounters with a few hundred
products in the range," says advertising figure Heidi Bühler in a
Migros TV commercial. And draws a comparison with Migros, where there are over
be 30000. The message is delivered with a clear
undertone. But the mocking commercial was just the foretaste and the
A contrasting program to the charm offensive at the front. The cynical side-swipes against the new hard discounters from the
abroad followed with the new store openings last week. In addition
These did not only come in concentrated form from Migros and Coop. The
Retail giants received additional backing from a
Study by the IHA-GfK Institute on behalf of the Promarca association. According to
The Swiss are more interested in quality than price. This is an argument that domestic retailers have also used in the
up and down over the last few weeks - as the pivotal point
of the biting advertising appearances. However, the comparative advertising not only built
on the direct quality characteristics in the areas of freshness,
selection and quality of the goods or store architecture, but also on a
patriotic level.
The Publicis TV commercial "Welcome" was particularly strong and ironic.
expresses this sense of togetherness. In it, a certain René Zubler
his advertising idea to the best and calls the new competitor in the name
welcome to Migros in Switzerland - with various tips
and slightly patronizing. No less indirect in her speech is the
new Coop in-house agency KSSJ coherent and concise comparisons with the
new competition. In its combative self-confidence, Coop shies away from
not even price comparisons, knowing full well that in the hard discounter
individual customer wishes remain unfulfilled. At the same time, Coop
like Migros the full-page promotional ads "Wochenschau für Sparer"
and "weekly hits". Unlike Denner, which has no advertising measures for
the Aldi entry, Volg made a name for itself with the
awkward "Then I'm just stupid" campaign as a customer-oriented
Store chain with a Swiss value tradition. Volg boss Ferdinand Hirsig
told the Aargauer Zeitung that they no longer even know who
created the saying.
Aldi, which has opened its first six stores in areas where its
is already well known, was delighted to receive so much media attention.
attention. The discounter reacted to the reception as
was to be expected, but instead rationally and pragmatically placed his
Promotional advertisements in national newspapers and a series of brochures
in the SonntagsBlick, in which the history and philosophy of Aldi
was shown. Together with the radio spots, the weekly brochure "AldiWoche",
distributed to households in the vicinity of the branches, the
Online presence with the home-made advertising film and the e-mail newsletter
Aldi is, contrary to what has been widely reported, already a massive
Advertiser appeared. Sven Bradke, spokesman for Aldi Suisse,
does not rule out the use of "surprising" TV commercials in the future.
out. However, this only makes sense if the branch network has a corresponding
size. About the welcome spots of the competition
he smiles, "although they are far from reality".
Aldi, the major distributors have aggressively stepped up their presence.
Meanwhile, the hard discounter is still keeping the advertising ball very low. "There are discounters with a few hundred
products in the range," says advertising figure Heidi Bühler in a
Migros TV commercial. And draws a comparison with Migros, where there are over
be 30000. The message is delivered with a clear
undertone. But the mocking commercial was just the foretaste and the
A contrasting program to the charm offensive at the front. The cynical side-swipes against the new hard discounters from the
abroad followed with the new store openings last week. In addition
These did not only come in concentrated form from Migros and Coop. The
Retail giants received additional backing from a
Study by the IHA-GfK Institute on behalf of the Promarca association. According to
The Swiss are more interested in quality than price. This is an argument that domestic retailers have also used in the
up and down over the last few weeks - as the pivotal point
of the biting advertising appearances. However, the comparative advertising not only built
on the direct quality characteristics in the areas of freshness,
selection and quality of the goods or store architecture, but also on a
patriotic level.
The Publicis TV commercial "Welcome" was particularly strong and ironic.
expresses this sense of togetherness. In it, a certain René Zubler
his advertising idea to the best and calls the new competitor in the name
welcome to Migros in Switzerland - with various tips
and slightly patronizing. No less indirect in her speech is the
new Coop in-house agency KSSJ coherent and concise comparisons with the
new competition. In its combative self-confidence, Coop shies away from
not even price comparisons, knowing full well that in the hard discounter
individual customer wishes remain unfulfilled. At the same time, Coop
like Migros the full-page promotional ads "Wochenschau für Sparer"
and "weekly hits". Unlike Denner, which has no advertising measures for
the Aldi entry, Volg made a name for itself with the
awkward "Then I'm just stupid" campaign as a customer-oriented
Store chain with a Swiss value tradition. Volg boss Ferdinand Hirsig
told the Aargauer Zeitung that they no longer even know who
created the saying.
Aldi, which has opened its first six stores in areas where its
is already well known, was delighted to receive so much media attention.
attention. The discounter reacted to the reception as
was to be expected, but instead rationally and pragmatically placed his
Promotional advertisements in national newspapers and a series of brochures
in the SonntagsBlick, in which the history and philosophy of Aldi
was shown. Together with the radio spots, the weekly brochure "AldiWoche",
distributed to households in the vicinity of the branches, the
Online presence with the home-made advertising film and the e-mail newsletter
Aldi is, contrary to what has been widely reported, already a massive
Advertiser appeared. Sven Bradke, spokesman for Aldi Suisse,
does not rule out the use of "surprising" TV commercials in the future.
out. However, this only makes sense if the branch network has a corresponding
size. About the welcome spots of the competition
he smiles, "although they are far from reality".
Luca Aloisi
