Migrolino Meals on Wheels Brand and communication

Migrolino
Meals on Wheels
Brand and communication strategy
for a convenience brand
Migrolino
Brand and communication strategy
for a convenience brand
The starting point
The solution
The convenience business is the fastest
growing sector within the Swiss food
market. It is Migro’s goal to position an
independent and strong brand in this
market as “a mini Migros”. In order to
reach that goal Migros has established
a cooperation with Shell. Both companies
pool their competences to create an even
more attractive offer for their customers.
Brandpulse develops the brand strategy,
the brand and shop design as well as the
brand communication for the new
convenience brand migrolino in a record
time of only four months. Not only the
closeness to Migros and Migrol is
emphasized but also the harmony in the
co-branding with the Shell brand.
The Swiss convenience brand migrolino
is born.
In close cooperation with the Brandpulse
partner Designculture, the outdoor
signage, in the form of a 3D design of the
migrolino logo, as well as the shop design
is created.
A larger number of Migrol gas stations
will receive migrolino shops and convert
to the Shell brand within the fuel segment. At the same time, selected Shell
gas stations will operate their shops
under the new brand name migrolino
and sell Migros products.
In the middle of 2008 the first of a total
of 120 planned migrolino shops is opened
in Stans. Until 2010 new migrolino shops
are to be opened throughout the country,
for example also at train stations.
A specifically developed “fresh produce
section” presents the fresh produce in a
way, which creates an eye-catcher and
emphasizes the brand’s high level of fresh
produce competence.
Tasks of Brandpulse
Brand strategy and positioning, brand
and shop design, brand communication
consisting of poster and press advertising, website, consumer materials such
as tote bags, POS communication and
employee clothing.
Brandpulse AG
Sempacherstrasse 15
CH - 8032 Zürich
T +41 44 360 46 46
F +41 44 360 46 47
[email protected]
www.brandpulse.ch
The brand as a strategic success factor
Brandpulse creates strong brands
Brandpulse’s competencies
The 21st century will be the century of
the brand. The growing globalization of
competition is leading to increased competitive pressure. With increasingly similar
service quality and falling margins, brands
worldwide face the challenge of competing
successfully in their market environment.
Brandpulse is one of the leading Swiss
marketing agencies, with competencies in
brand strategy consulting, brand concept,
3D design and corporate communications
consultancy.
Brandpulse offers customers a wide
range of services during the strategy,
design and implementation phases as
befits a full-service agency.
Brandpulse works for regional, national
and international companies and brands in
Switzerland, Germany and Austria.
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Interior Design
Retail Concepts
Exhibitions
Product Design
• Naming
• Corporate Design
and Brand Design
• Packaging
• Digital Media
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• Target Group
Analysis
• Brand and Market
Analysis
• Brand Hierarchy
• Brand Positioning
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3D
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Campaigning/Digital PR
Social Responsibility
Preparedness
Internal Branding
Personal Branding
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Brandpulse develops new brands,
revitalizes existing brands, and creates
individual or integrated design and communications solutions for both. We have the
expertise to give your brand the necessary strength so that it becomes a strategic
success factor.
We employ strategic advisers, brand
consultants, corporate communications
consultants, digital media consultants, brand
designers, digital designers, art directors,
architectural and product designers as well
as project managers, all of whom have many
years of experience.
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The challenge therefore lies in the creation of differentiating brands, and their
consistent and integrated implementation
via design and communication with the aim
of creating recognition and trust.
design“ and „corporate communications“,
the Brandpulse Group offers its customers,
according to needs, individual solutions
within the respective core competencies or
holistic, integrated brands and communication solutions.
or a
tegic brand management, many brands
do not succeed in clearly distinguishing
themselves from their competitors. Undifferentiated marketing and woolly communication are often the cause of high brand
substitutability. Many providers too often
rely on generic „me-too concepts“, thereby
destroying distinguishing brand values.
In times of crisis, however, only strong
brands can compete successfully, because
customers - whether in the B2C or B2B
area - are increasingly turning towards
differentiating brands with high credibility.
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Despite the increasing importance of stra-
Consisting of three companies which specialize in the disciplines of „brand strategy
and design“, „3D architecture and product
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In addition to strategic and conceptual know-how, we also have extensive
experience in the regional, national and
international deployment of brand, design
and communication solutions.
Competencies Brand Strategy
• Analyses of competitors
and target groups
• Brand and Market Analyses
• Brand Structure
• Positioning of Brands
• Brand Strategy Consultation
Competencies Brand Concept
• Naming
• Brand Design Concepts
• Packaging
• Claiming
• Company and Product Literature
• Digital Media
• Guidelines/Application Principles
• Communications Strategy
• Integrated Communications Concepts
• Company Anniversaries
Competencies - 3D Design
• Interior Design
• Retail Concepts
• Exhibition Design
• Product Design
Competencies Corporate Communications
• Campaigning & Transmediality
• PR & Digital PR
• Corporate Social Responsibility
• Preparedness & Crisis Management
• Personal Branding
• Reputation Management
• Internal Branding
• Corporate Publishing