Wider assortment for dm

OTC pharmaceuticals, homeopathic products and Alnatura bio-products are all recent additions to the dm assortment. The fiscal year ended on 30. September for dm Magyarország Kft. and results were excellent. – We opened 15 stores last year, successfully continuing our expansion strategy and we also modernised or relocated 15 older stores – say Julia Nagy, marketing manager of dm Magyarország Kft. They introduced the constant low price concept last February, which guaranteed a constant price for promoted products for a period of four months. OTC pharmaceutical were introduced in the last quarter of 2007, which required substantial investment in equipment and training. Communication focused on the constant low price concept and the promotion of special bargains for regular customer with coupons. There was also a baby bonus program, for mothers and babies born in a specific month. Mothers received a package with 22 coupons which allow selected products and services to be purchased at a discounted price. 26 per cent of the mothers of babies born last year have joined the program. The number of OTC pharmaceuticals in their assortment is going to exceed 150 this year and homeopathic products will also be available. Alnatura bio-products form a special category of their own. Most of these are food products, but there are also some beauty care items as well. Regarding marketing, the intention of dm is to appear markedly different from its competitors. Suppliers of dm are allowed to advertise their products and promotions in dm stores. Dm continues to focus on social responsibility in its marketing policy. They donated a total of HUF 40 million to kindergartens last year, and 15 million to the trust supporting Heim Pál Gyermekkórház and the Peter Cherny Ambulance service for children a year earlier.