A101: It’s cheap because it’s big; it’s big because it’s cheap!

A101, Turkey's biggest discount market chain, increased customer engagement and sentiment in Turkey by asking if it was cheap because its big or big because its cheap through a series of films and talk shows.

Summary:

A101, Turkey's biggest discount market chain, has been repositioned by showing its size as the main reason for believing in its cheapness in turbulent economic times.

  • The turbulent economic situation in the country, inflation and constant price hikes, triggered consumers' price sensitivity, caused even A101's existing customers to prefer the main competitor which had a higher perception in terms of cheapness.
  • A101 had always talked about its size for years. But this was not enough to reach the consumer whose price sensitivity was increasing. The brand had to reposition itself in its consumer's perception by better linking its size...

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