"Look, we can do cheap too!"
Food With the new low-price line "Prix Garantie", Coop is making an image correction.
Food Coop is making an image correction with the new "Prix Garantie" low price line. On January 10, Coop introduced the permanently low price line "Prix Garantie" with an eye-catching appearance all in pink. The advertisements in pork belly style praise specific products. At the same time, the motifs could of course also be seen as advertising for a new Coop image. All Coop supermarkets are now stocking around 150 products in the "Prix Garantie" range. The new line offers these products permanently up to 50 percent cheaper. On average, the reduction amounts to 25 percent. "Anyone who wants to can cover their basic needs with it," explains Coop boss Hansueli Loosli. Whether meat, mineral water, potatoes or detergent: the discounted products are guaranteed not to be of inferior quality. He is not saying that prix-guarantee products are of the same quality as the rest of the Coop range. "But they are of a quality that people are already buying today," explains Hansueli Loosli.
Chicken from the conservatoryThe same applies to the "Prix Garantie": wherever possible, Coop differentiates itself from cheap products, for example through animal-friendly husbandry or Suisse Garantie instead of anonymous imported goods. The fish sticks in Coop's "Prix Garantie" range also consist of pollock fillets and are not made from fishmeat. The discounted ham is "not a cooked pork product" and the chicken comes from animal-friendly stables in Switzerland "with a winter garden". This is possible because Coop passes on cost savings and efficiency improvements from the "CoopForte" merger process to customers. In addition, many international brand manufacturers in Switzerland would take advantage of the high price level and optimize returns. "We won't allow that," said Loosli, explaining the background to the new line.
The "Prix Garantie" products are particularly popular everyday items, the reduction in price of which greatly relieves the consumer's budget.
Savings stockings - literallyIn the Coop City department stores, around 50 additional "Prix
guarantee" non-food items such as underwear, hosiery and tableware. With this new price performance, Coop is responding to increasingly price-oriented customer needs and thus realizing a significant improvement in its product range. This fits in with the spirit of the times. Whereas 50 years ago a Swiss family still had to spend around 50 percent of its household costs on food, today the figure is 16 percent. "However, prices will never fall as low as in the EU," Coop knows: even the German discounters Aldi and Lidl will soon realize that the quality level in Switzerland is higher.
"Prix Garantie" for all those who don't give a damn about the price of salami.
Andreas Panzeri
Chicken from the conservatoryThe same applies to the "Prix Garantie": wherever possible, Coop differentiates itself from cheap products, for example through animal-friendly husbandry or Suisse Garantie instead of anonymous imported goods. The fish sticks in Coop's "Prix Garantie" range also consist of pollock fillets and are not made from fishmeat. The discounted ham is "not a cooked pork product" and the chicken comes from animal-friendly stables in Switzerland "with a winter garden". This is possible because Coop passes on cost savings and efficiency improvements from the "CoopForte" merger process to customers. In addition, many international brand manufacturers in Switzerland would take advantage of the high price level and optimize returns. "We won't allow that," said Loosli, explaining the background to the new line.
The "Prix Garantie" products are particularly popular everyday items, the reduction in price of which greatly relieves the consumer's budget.
Savings stockings - literallyIn the Coop City department stores, around 50 additional "Prix
guarantee" non-food items such as underwear, hosiery and tableware. With this new price performance, Coop is responding to increasingly price-oriented customer needs and thus realizing a significant improvement in its product range. This fits in with the spirit of the times. Whereas 50 years ago a Swiss family still had to spend around 50 percent of its household costs on food, today the figure is 16 percent. "However, prices will never fall as low as in the EU," Coop knows: even the German discounters Aldi and Lidl will soon realize that the quality level in Switzerland is higher.
"Prix Garantie" for all those who don't give a damn about the price of salami.
Andreas Panzeri
