$1,296 $m
Media Markt
The Media-Saturn Group celebrated the opening of the 250th Media Markt store in Germany, increasing its store network further in 2012. A huge step forward was the launch of its online shop at the beginning of the year. In supporting its aggressive growth strategy, the Saturn chain in Hungary was rebranded into Media Markt, as the brand is believed to drive better market share. Marketing expenditures are still high and seasonal campaigns support the steady growth of the organization. In 2012 these efforts were aimed at younger, tech-savvy target groups. Although the goal was to appeal to these segments, a change in brand colors in a broad and massive campaign has impacted the communication consistency.