pdf (22.8 MB) - METRO Group

METRO gROUP : ANNUAL REPORT 2011 : sTRATEgy
→ UMBRella BRanD CaMpaIGn
aCTing STraTegiCaLLy!
YOU SHOP AT
OUR STORES
EVERY DAY ...
... BUT HOW WELL DO YOU REALLY KnOW US? THAT IS THE CENTRAL
QUESTION OF THE UMBRELLA BRAND CAMPAIGN THAT WE LAUNCHED
IN 2011 TO CELEBRATE OUR COMPANY’S 15TH ANNIVERSARY. OUR FIVE
STRATEGIC FOCAL POINTS ARE THE HEART OF THIS CAMPAIGN.
Measured by its sales and workforce,
METRO GROUP is one
of Germany’s largest companies.
The Group is also a leading force
in international trade. In May 2011, we
launched a far­reaching advertising
campaign highlighting our Company’s
strengths and our industry’s economic
and social impact. With this campaign,
we are accentuating METRO GROUP’s
role as the umbrella brand of our sales
divisions and companies. The central
slogan of the campaign is simple: we
are “Made to Trade.”. At the same time,
we are positioning our Company as a
key player among decision­makers and
opinion leaders from the worlds of politics,
business, media and social affairs.
Spotlight on
strategic focal points
The campaign is centred on METRO
GROUP’s five strategic focal points. We
explain what these value drivers mean
to us in detail and how we integrate
them into our day­to­day work in short
stories about the everyday operations
of METRO GROUP’s international businesses
and the daily activities of its sales
divisions. The campaign consists of various
building blocks. Central el ements
include an online magazine, enhanced
Long-Term VaLue CreaTion
key ADVeRTiSinG
moTiFS
FeATUReD in
meTRo GRoUP‘S
UmBRellA BRAnD CAmPAiGn
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stakeholder dialogue as well as print and
outdoor advertisements.
Informative
online magazine
Since the Annual General Meeting on
6 May 2011, the online magazine for
trade exper tise has been available at
www.zumhandelngeschaffen.de (English
version available in the course of 2012 at
www.madetotrade.de). This is a platform
where we present a wide range of industry
topics and discuss our sector’s significance
in a journalistic format. Nu­
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TaKing a Far-SigHTeD VieW!
merous trade articles and glossary­like
entries offer news, viewpoints and background
information. The magazine is designed
not only for industry executives,
but also for interested students and pup ils,
teachers and consumers. Its goal is to
take a closer look at a vibrant, multifaceted
sector and pique interest in the
numerous facets of trade and retail.
Intensive dialogue
In tandem with the launch of the umbrella
brand campaign, METRO GROUP intensified
its dialogue with government representatives
and non­governmental organisations.
In consulting with the various
groups in society, we intend to respond
to the high expectations of stakeholders
with regard to sustainab le business
practices. One platform for dialogue is
the “Mittwochsgesellschaft des Handels”
(Wednesday Society for Retail) in Berlin.
The dialogue series holds four events each
year that we host in cooperation with the
German Retail Federation. Guests discuss
current retail topics, including sustainability
and environmental growth.
Eye­catching
advertisements
The most visible element of the umbrella
brand campaign is the eye­catching
advertisements that we place in leading
German and select international
print publications. They also feature
our strategic focal points. To celebrate
METRO GROUP’s 15th anniversary, we
published a newspaper supplement featuring
all advertising images in 2011.
In the reporting year, we were also an
official partner of the Eurovision Song
Contest that was held in Düsseldorf, the
city where our Company is headquartered.
With billboard­sized advertisements
and numerous marketing activities,
we helped to shape the cityscape
of Düsseldorf in May.