FRANCE: MONOPRIX'S NEW CAMPAIGN
Article Abstract:
Monoprix and Prisunic have launched a new advertising campaign by FCB, which is designed to prove that these French retail chains keep their promises to their clients. Monoprix, which has used the tag line 'In the city, there is life,' and now plans to advertise on the 'Bio-attitude' concept, which involves values such as naturalness, authenticity, and environment. The first strand of this campaign will be devoted to its own 'Bio' brand. Monoprix and Prisunic made a 1999 turnover of FFr 21.1bn with net earnings of FFr 228mn, up 36.6% from 1998. This performance is due to the rise in consumption and also to the merger between Monoprix and Prisunic. The new company is more competitive in terms of prices, with an average national index of 105.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2000
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FRANCE: SUPERMARKETS AND CONSUMER EXPECTATIONS
Article Abstract:
According to the latest Scanner 2000 study from Secodip/Interdeco, proximity is French people's principal criteria for choosing a supermarket, named by 58.8% of them, down 0.8% from 1997. The French rank product quality second, cited by 37.7%, up 3.6% from 1997, followed by the lowest prices, cited by 32.5%, down 0.3%, and the choice of brand products, cited by 30.2%, down 2.1%. The brand should be a guarantee of production quality for 60.7% of the French, as well as an commitment for service, for 40.1% of them. The private labels no longer appear to have credibility in the eyes of the French: 50.4% of them think that the private labels do not offer the same guarantees as national brands, up 5.1% from 1997, while only 34.8% of the French say that they no longer want to buy private labels, down 2.1% from 1997. This survey also shows that 68% of the French do their weekly shopping in supermarkets and hypermarkets. The average weekly market basket comes to FFr 640. Service, particularly after sales service appears to be the big expectation for the French in terms of large stores. They also want the supermarkets and hypermarkets to demonstrate expertise in all of the domains, particularly the quality of the products which they offer.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2000
User Contributions:
Comment about this article or add new information about this topic:
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