Dear Migipediacommunity
I won't say anything in advance and would like to know what you think/think about this?
https://www.20min.ch/story/umstellung-im-regal-auch-m-budget-betroffen-migros-baut-80-eigenmarken-ab-103424400
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All replies (2)
Back in 2010, Migros carried out a major product range streamlining, removing many products to provide a better overview. Some own brands were placed under the new "M-Classic" brand to make it clearer that they were Migros' own products. Prior to this, customers - allegedly - did not know which products were Migros products and which were not. "M-Classic" was intended to remedy this.
Even then, they were not quite as consistent as they should have been. And things didn't get any better over the years. New brands were again created that were not clearly recognizable as Migros (e.g. "You"). Products were removed from "M-Classic" and placed under other brands. The original, striking, uniform packaging design of "M-Classic" was abandoned in favour of a non-uniform design in which the brand lettering disappeared beyond recognition.
And now all over again. Once again, some brand names are to disappear. Only this time, the products will not be placed under "M-Classic", but under "MIGROS". "M-Classic" is disappearing again. Coop has shown the way: "Coop Qualité & Prix" has simply become "Coop" - with a boring minimalist design. "Prix Garantie", however, is to remain and even be strengthened. Migros is following suit: "MIGROS" instead of "M-Classic" and "M-Budget", minimal design - so that customers don't have to feel ashamed when they have guests. After 30 years of "M-Budget", this brand is suddenly no longer a cult, but a shame factor. Allegedly.
It is undoubtedly true that Migros has many own brands that customers do not recognize as such. But "MIGROS" as a brand is anything but a good idea. There should have been a different solution.
