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METRO GROUP : ANNUAL REPORT 2011 : STRATEGy
→ sTRaTeGIC posITIonInG oF MeTRo GRoUp : MeDIa-saTURn
also offer such services as financing, delivery, pC services,
set-up and installation. Under the umbrella of “power ser -
vice”, Media Markt and saturn provide a number of additional
services, including data recovery, the inspection of built-in
units and satellite systems, and maintenance packages. The
selling space in the consumer electronics stores ranges from
2,500 to 10,000 square metres. In the course of its expansion
and multichannel strategy in Germany, Media Markt decided
in 2011 to also open stores in smaller cities with an attractive
trading area. The key difference between these new stores
and the established stores is their size. In addition, they use a
store-specific space concept and operate as full-assortment
stores with the largest local offer and accordingly targeted
focus areas. In addition, the new stores use online terminals
which offer customers an even larger assortment. During the
reporting year, Media Markt opened two such stores: in neutraubling
and schleswig. additional stores will follow in 2012.
Dual online strategy
Consumers are increasingly going online to learn about products
and to obtain products and services. Media Markt and
saturn have responded to this trend, offering digital products
– including music and film files, video games, computer programs
and e-books – online for several years now. 24-7
entertainment GmbH, a subsidiary of the Media-saturn group
of companies, launched “JUKe” in 2011. This online service
provides customers with unlimited access to 15 million titles
through a subscription system.
To be able to continue to fulfil customers’ needs and address
their buying habits, Media-saturn expanded its business
model in 2011. The sales division’s objective is to also lead the
european market in online consumer electronics retailing. a
core element of this effort is multichannel marketing in which
the consumer electronics stores are closely linked to an online
shop. In october 2011, saturn began to offer its customers in
Germany the opportunity to obtain products either online or in
their local consumer electronics store. as a result, a product
can be ordered online and, if available, picked up on the same
day at the nearest store. If a customer needs additional as -
sistance with the product purchased online, he or she can also get
this at a selected saturn store. Media Markt has been using
this sales concept since 2010 in austria and the netherlands.
The sales brand’s online shop in Germany was launched in
January 2012. Media Markt has added a new price strategy to
its multichannel marketing effort that is more transparent and
reliable for customers. as a result, the consumer electronics
business group has abandoned the model in which price
leadership was primarily demonstrated through bargains. To
secure profitability, Media-saturn has introduced the Improve!
programme with which the sales division is pushing cost-cutting
and efficiency-enhancing measures.
a second core element of the online strategy of Media-saturn
is the sales brand Redcoon, one of the largest discounters for
television sets, digital cameras, notebooks, stereos, car stereos
and household appliances in German-language online sites.
The sales brand is represented in a total of ten european
countries. The acquisition of Redcoon in July 2011 enables the
sales division to reach price-conscious consumers who shop
online and do not expect additional services.
Own-brand family completed
In 2010, Media Markt and saturn began to offer own brands in
europe: “ok” for the budget priced segment, and “KoenIC”
for high-quality small and large household appliances. at the
end of 2011, both own brands were available in twelve countries.
In addition, the sales division introduced, as planned,
the “peaQ” brand for consumer electronics in austria, Belgium,
Germany, Italy and the netherlands as well as the “IsY”
brand for accessories in austria and Germany. as a result,
the consumer electronics stores cover all price segments and
an array of product categories. To assure the highest possible
product quality, the sales division is working closely
with well-known brand-name manufacturers. Media-saturn
continually moves forward the gradual introduction of the
own-brand family into all 16 countries.
strong marketing campaigns
→ p. 052
Media Markt and saturn are known for their spectacular
advertising campaigns and memorable slogans – in Germany
and in other countries, too. Media Markt and saturn advertisements
are designed to inform, polarise and attract
people. During the reporting year, the sales brands once
again launched marketing campaigns that got people’s attention.
In the fall of 2011, Media Markt launched a national campaign
in Germany that announced the new price strategy of
the sales brand and rounded off the advertising year with an
offensive Christmas campaign. Under the slogan “Geil ist
geil!” (Cool is cool!) saturn celebrated its 50th anniversary.
since the Christmas shopping season of 2011, saturn has