Media report: Migros is cutting more than a third of its own brands
https://www.derbund.ch/migros-streicht-mehr-als-ein-drittel-der-eigenmarken-144570424988
And another one: https://www.persoenlich.com/marketing/rund-50-eigenmarken-werden-verschwinden
___
There will be more products, but fewer own-brand names. You can already see it with the potato chips since the first two products arrived (YOU gone, Migros potato chips with poorer nutritional values and foreign production instead of Migros-Industry as a replacement). Migros Essentials and so on have also appeared in the non-food sector for textiles, office supplies, bags/foils, candles, etc.
Let's see how the range will change. New discoveries, rebranding etc. could be collected here.
When M-Classic, M-Premium (for a short time) and Sélection appeared around 15 years ago, a kind of visual standardization actually emerged, but this was softened year by year.
All replies (7)
In 2010, Migros was already of the opinion that it had too many own-brand names, most of which customers did not even know were Migros' own brands. That's why the "M-Classic" brand was created to create unity. It would probably have been better to have left the brand names as they were and added a reference to "M Product", similar to what Coop did with "Coop Qualité & Prix".
Instead of consistently relying on "M-Classic", additional brand names have been increasingly introduced in recent years, products have been placed under one brand and then reassigned to another. Jam was no longer allowed to be called FAVORIT; a stupid French name had to be found. Nonsensical brands such as "YOU" and "Oh!" were created.
Limmatplatz is probably so confused by all the many own-brand names that it now wants to row back and put many things under its own name, MIGROS. After all, Coop has shown the way: it is no longer called "Qualité & Prix", but simply displays the Coop logo above the product name. And MIGROS will do the same in future.
New the mate drink is as expensive as at Aldi or Lidl.
About Lamate: That's another proper name. The logical choice would be "Migros Mate"
or
"Migros
Drinks
Mate Original"
...would have been.
Nothing half, nothing whole. Just Migros.
About Lamate: That's another proper name. The logical choice would be "Migros Mate"
or
"Migros
Drinks
Mate Original"
...would have been.
Nothing half, nothing whole. Just Migros.
No, it's not even "Migros eben". Google Lamate! It's already available in other supermarkets.
And then take a look at the design of the Migros tin: a llama. Because it's such a great play on words: both LaMate and LAMAte(e). Ha! Ha!
And, LAMATE is not a proper name, but a product name. The can runs under MIGROS.
There is talk of a third of own brands disappearing by 2030. If you add the ones that are already gone, there will be more, so about the same number of loyal Migros customers will disappear, let's see if Migros will still exist in 2030.
There is talk of a third of own brands disappearing by 2030. If you add the ones that are already gone, there will be more, so about the same number of loyal Migros customers will disappear, let's see if Migros will still exist in 2030.
Why do you think that a third of customers will disappear just because the private label names disappear and are replaced by the MIGROS umbrella brand? The products will remain.
That was also the case in 2010. Some brand names disappeared, the majority of the affected products (except cosmetics: from "Jana" and "Mens care" to "I am", among others) were placed under the M-Classic brand name. The customers remained.
Why do you think that a third of customers will disappear just because the private label names disappear and are replaced by the MIGROS umbrella brand? The products will remain.
That was also the case in 2010. Some brand names disappeared, the majority of the affected products (except cosmetics: from "Jana" and "Mens care" to "I am", among others) were placed under the M-Classic brand name. The customers remained.
If you read the 20min title, you get the feeling that this is the case, so I can understand them.
But the report also says that the private labels are being expanded and the % number increased.
Only the number of private label names will be reduced and switched to "migros".
Which also makes sense... if you want to advertise all brands, this is associated with extreme costs.
The new Migros items are priced at discount level
I just hope that they dare to do more in terms of taste. Just the standard is boring in the long run...