In reclame sa ne batem – Leroy Merlin vs. Obi
De cand a venit la noi, Leroy Merlin s-a pozitionat ca fiind locul unde mergi si iti iei lucruri ieftine pentru casa. Asa ajungi sa ai o bucatarie frumoasa si ieftin amenajata, un dormitor de asemenea ingrijit si accesibil si asa mai departe. Oamenii sunt atat de mandri de casa. Ajung chiar ca atunci cand altii se lauda cu ai lor copii, ei sa se laude, in lipsa de copii, cu diverse incaperi. La fel, se lauda tuturor celor care le trec pragul – postas, vecini – ca totul s-a realizat cu “Putin. Foarte putin”.
Iata una dintre reclamele lor:
Acest lucru nu este deloc rau. Sa ai un loc de unde sa iti permiti sa iti iei mobila si altele pentru casa este minunat. Totul pare idilic.
Si-apoi vine Obi cu a lui noua reclama. Stiti voi fazele in care “X strikes back”? Ei, cam asa face Obi.
In cea mai noua reclama a magazinelor se spune: Ti-ai cumpara o lopata care se strica a doua zi? Apoi se arata si sugereaza calitatea si se termina cu ceva in genul Calitatea are un pret – dar banii sunt justificati. Nu mai stiu exact propozitia. Sper sa re-aud reclama ca sa va redau exact propozitia – sau poate o stiti voi si o adaugati.
N-am gasit reclama online undeva – dar este difuzata acum la TV asa ca probabil o sa o zarim si online.
E clar insa o pozitionare opusa. Leroy Merlin – accesibil, ieftin. OBI – prejudecata (uneori bazata pe realitate) ca tot ce este ieftin este si prost si ca “suntem prea saraci pentru a lua lucruri ieftine” asa ca trebuie luate lucruri de calitate, chiar daca mai scumpe.
Recunosc ca ma amuza aceasta bataie in reclame intre cele doua marci – desi as indrazni sa spun ca Obi are si alti concurenti.
Voi ce ziceti? Cum vi se par reclamele – avand in vedere ca si Leroy Merlin si OBI au reclame care sunt difuzate in acelasi timp?
Insemnari similare
Asa cum ai spus si tu in articol, nemtii au o vorba: “Sunt prea sarac sa-mi iau lucruri ieftine si de proasta calitate”. Probabil in directia asta merge si campania celor de la OBI si se incearca o pozitionare si o targetare a clientilor. Acum cand s-au umplut magazinele de bricolaj de lopeti ieftine, proaste si de multe ori de unica folosinta, Obi vine cu solutia: lucruri de calitate, chiar daca sunt mai scumpe. Clientul alege 🙂
Cu toate acestea, Leroy Merlin nu are doar produse extrem de ieftine – sunt si din game superioare.
Pe de alta parte, pretul e sigur garantia calitatii? Sunt oare sigur toate produsele OBI foarte bune doar pentru ca-s mai scumpe? (atentie, vorbim si de pozitionare asa cum zici)
Nu stiu daca toate produsele pe care le comercializeaza OBI sunt de cea mai buna calitate, dar aici discutam despre lopeti, nu? 🙂
Si de acelea esti sigur-sigur ca sunt toate bune la OBI si proaste la ceilalti? 😛
Ma gandesc ca daca “ceilalti” ar fi comercializat lopeti de cea mai buna calitate ar fi comunicat acest lucru. Daca nu printr-o reclama tv macar printr-un ad in revistele pe care le primim in posta 🙂
Toata lumea are si lopeti de cea mai buna calitate dar nu alea sunt cele care aduc clientii in magazin.
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