With the start of the new school year approaching, major back-to-school marketing campaigns targeting parents and students are kicking off. This means that offers of school backpacks, notebooks, art supplies and other school supplies are appearing in the advertising space. According to an analysis by Česká distribuční, which focused on 20 selected school supplies, this year basic school equipment for a first-grader will cost nearly CZK 3,400.
Half of this amount will go on a high-quality ergonomic briefcase, which has risen in price by a fifth year-on-year. Its average promotional price has climbed to CZK 1,632, which is CZK 275 (20%) more than last year. Among the briefcase manufacturers, Topgal has launched a strong campaign, communicating this year with the claim: "Your world hidden by a zip". The TV creative works with the worlds of leisure hidden in the backpack itself, whether it's dancing, band or swimming, for example.
Of the school supplies tracked, more than half have risen in price year-on-year. The price of an art kit case, an unequipped pencil case, an A5 notebook box or a slipper bag is about 20 crowns higher. The record holder in terms of percentage price increase is a pencil sharpener ( 40%), which can be bought this year for around 36 crowns. A writing pen costs an average of 57 crowns, a quarter more than last year. Notebooks, on the other hand, can be bought for up to half the price of last year. Pencils, scissors and glue sticks are also cheaper than last year, in the order of a few crowns. The price of a basic set of twelve crayons remained the same as last year (CZK 56), and practically the same can be said of a drinking bottle or an art tablecloth. Among the manufacturers of school supplies, the Oxford brand of exercise books, which is also appearing on television this year, is investing in advertising.
Retail chains are responding to price increases with promotional offers, where school supplies can be bought at an average discount of 25%. Albert has linked its back-to-school campaign with a CSR activity where people can donate the credits they collect on the My Albert app to the Albert Foundation to support organisations helping socially disadvantaged children and children from orphanages.
This year Lidl has bet on a limited edition with Bob and Bobek accompanying the loyalty campaign. From 18 August to 12 October, customers can earn a point in the Lidl Plus app for a purchase over CZK 200, activate a discount coupon for five points and choose from themed products, such as dishes from the Czech brand Thun, a drinking bottle, a snack box or a back bag decorated with the characters Rumcajs, Manka and Cipísk. Bob and Bobek plushies will also be available. "Our aim is to make the children's return to school more enjoyable. We know that children's world is a playful one, so we wanted to offer them quality and fabulous school equipment that will not only be practical, but will also delight," adds Eliška Froschová Stehlíková, spokesperson for Lidl Czech Republic.
Source: LidlIn addition, Lidl is offering a wide selection of school supplies, from backpacks to stationery and art supplies to children's clothing, all at bargain prices throughout August as part of the "Back to the Classroom" event.
Traditionally, discount chains such as KiK and Pepco are also responding to the back-to-school season by offering not only school supplies, but also clothes, shoes and lunch boxes. Pepco, for example, has also launched a licensed line featuring Paw Patrol or Spongebob. Lego is also appealing for back-to-school essentials in its current campaign.
Source: mediaguru.cz