Migros relies on private labels

[roseline371277]

I put the following considerations up for discussion:

Sustainability is certainly on trend and is convincing compared to the main competitor Nespresso, especially in the area of ​​coffee capsules, which are mostly made of aluminum. This fits with Migros's attested image as the most likeable brand in Switzerland and its brand mission.

The TV spots for the new "CoffeeB" system are attractive. Peter Brönnimann's advertising campaign fits and presents the announcement of a world first perfectly.

Migros has cleverly used "CoffeeB" in its fight against its australia rcs data main competitor Coop to be perceived as innovative in the competition between the giants. There is much to suggest that this was also about Migros' brand and innovative image and that "CoffeeB" was cleverly used for this purpose. Daily attention was generated and Migros was a constant topic in the media.


Migros must and wants to position its best own brands - such as "CoffeeB" - as exclusive branded products in the future, perhaps also abroad. The option of competing against a globally undisputed top brand such as Nespresso and the global corporation Nestlé mobilized the media and brought the Migros brand itself into the world press. This was strategically and tactically clever and positions Migros on the sustainable side.