introduce the term "hypermarket", out-of-town shopping and the brand name Cora
to Hungarian consumers.
has cooperated with Cora on communication projects since the construction work
of their first hypermarket started in February 1996. Research on shopping habits
and colour preferences of Hungarians have been devised and conducted, consumer
communication on local and national level as well as supplier communication
has been set up. A communication and media strategy has been developed and implemented
for the opening of the first hypermarket in May 1997.
resistance against the opening of the hypermarket has been defused and the opening
of the first hypermarket has been an unparalleled success (100,000 shoppers
in the first four days) and within three years Cora has become a major retail
company in Hungary.