Due to financial crisis reasons, supermarkets in Ro and all over the world seem to increase communication in order to re-gain or retain customers. In Romania one of the retailers that is loosing serious ground is Billa. Although they hold a pretty strong marketshare other retailers have incresead their marketing efforts and now it seems that Billa is seriously affected. Lately they have been trying a repositioning strategy using a new insight – freshness. As you can probably see from the spot below they are also celebrating 10 years in Romania and they are using this anniversary to introduce the new – old positioning. Since they are stating that they have been bringing fresh products for 10 years this insight seems old but in fact it really new for them. Previously, they used different approaches like, “there’s nothing cheaper than Billa” or similar positioning statements.
Since the retail market is really crowded on the discount segment Billa decides to move up and change the positioning strategy leaving competitors like Kaufland or even Carrefour behind. I think this could be a bad move but I also think that this comes due to a very tempting premium postioning that is not at all covered by any retailer. So, I ask myself, could Billa be the first premium retailer and would this be a good positioning strategy? I think yes! Natural fresh products are and will be more and more present in the mind of premium consumers but I guess we’ll just wait and see!
The other clips are available on IQads. Enjoy!