Kaufland is once again attacking the discount trade. The message that the company can also do discount cheap - this message is currently being communicated to the target groups via a current TV commercial. Is positioning against discounters the best option?

Kaufland Attacks Discounters with Low-Price Campaign

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Kaufland is once again attacking the discount trade. The message that the company can also do discount cheap – this message is currently being communicated to the target groups via a current TV commercial. Over 7,000 items at discount prices, more than 300 special offers every week, plus extra discounts with the Kaufland Card: With the Kaufland price campaign “Now more than ever – Save more with Kaufland”, the Schwarz subsidiary wants to demonstrate this price competence and relies on a humorously designed TV commercial. This refers to the company’s successful discount cheap campaign, with which Kaufland humorously drew attention to its low prices as early as February of this year, writes the Lebensmittelzeitung.

Kaufland price campaign focuses on cheap shopping

Christoph Schneider, Managing Director Marketing Germany, explains that the issue of price is playing an increasingly important role for many people in the current time. “Our new campaign ‘Now more than ever’ consciously addresses this and puts the issue of cheap shopping in the spotlight. Our clear promise to our customers: At Kaufland, the customer continues to shop at a low price and can save money through particularly many offers.”

Pricing expert Riekhof: Is positioning against discounters the best option?

Pricing expert Hans-Christian Riekhof, Professor of International Marketing at the Private University of Göttingen, views the strategy of the Kaufland price campaign somewhat critically. “In times of rising prices, a price campaign certainly makes a lot of sense. Whether positioning against discounters is the best of all options, however, should be questioned. After all, Kaufland is making fun of itself, because in the TV spot, the young mother didn’t ‘get’ the whole issue either. It’s probably more complicated than you think.”


Links

Report on the Kaufland price campaign in the Lebensmittelzeitung (Paywall):
https://www.lebensmittelzeitung.net/handel/nachrichten/preiskampagne-kaufland-greift-erneut-den-discount-handel-an-165133?crefresh=1

Screenshot: Kaufland TV commercial

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