KESKO CORPORATION PRESS RELEASE 01.02.2008 AT 10.00 1(1)
The slogan registration committee of the Finnish Marketing
Association MARK selected the slogan of K-citymarket 'Kaupan päälle
hyvä mieli' (Good shopping. And a whole lot more.) as the best of the
slogans accepted in 2007. 'The Slogan of the Year' award was
presented at the 80th anniversary celebration of the Finnish
Marketing Association on Thursday, 31 January.
The Finnish Marketing Association MARK maintains a register of
slogans, which registers and publishes existing and new slogans.
Commenting on the slogan of K-citymarket, the committee simply said
that "this phrase fulfils the requirements placed on a good and
distinguishable slogan - and a whole lot more".
Making every day a little bit better
The slogan communicates the new, emotional approach of K-citymarkets.
Retailer Toni Pokela thinks that the strength of the slogan lies in
its concreteness.
"This is a real customer promise, not just a slogan. We want to help
our customers make every day a little better - it has crystallised as
the basic principle that guides all our operations. When this idea
guides what we do, besides shopping well our customers will certainly
also feel good," says Pokela.
The customer promise was studied both by customer research and
internally on several occasions. It was considered appealing and
credible.
"Customers are satisfied when the basic things - competitive prices,
good selections and cleanliness - are in order, and we naturally take
care of these. But we believe that customers feel good if they find
something extra during their shopping visits, such as experiences,
ideas and local products, something that retailer-entrepreneurship
makes possible," says Sales Director Markku Tamminen.
Staff in a key position
Delivering the customer promise starts from the staff which plays a
role of primary importance in this respect.
"When employees feel great and are aware of their targets, it is
immediately reflected to customers," says Pokela.
This promise will be reflected to the customers in late spring.
Further information:
Markku Tamminen, Sales Director, K-citymarket, tel. +358 1053 22704
Toni Pokela, Retailer, K-citymarket Iso Omena, tel. +358 40 547 8346
Photos of K-citymarkets can be downloaded at
http://aineistopankki.kesko.fi_en
Kesko (www.kesko.fi) is a Finnish retail specialist whose stores
offer quality to the daily lives of consumers through valued products
and services at competitive prices. Kesko has about 2,000 stores
engaged in chain operations in the Nordic and Baltic countries, and
Russia.
K-citymarkets offer their customers the best brands and home and
speciality goods, diversified and wide selections of groceries and
fresh products, and reliable branded goods. The low price level and
inspiring offers of K-citymarkets strengthen the new customer promise
which is 'Good shopping. And a whole lot more.' There are 56
K-citymarkets in Finland in 43 towns.
A slogan is a short phrase used with products, services or business
operations which, because of its originality, differentiates the
holder's products, services and business from the other ones. The
purpose of registration is to provide advance information about
existing slogans and so prevent the use of slogans that might be
mixed with each other, while also directing the advertisers' and
designers' attention to a good slogan.
Slogan applications are handled by the slogan registration committee,
which has a strong and wide experience of advertising. Since 1999,
the slogan registration committee has selected "The Slogan of the
Year" from among the new accepted ones. The committee is chaired by
Tuula Sario, Lawyer in Chief of the Finnish Consumers' Association.
