Aldi Essay

MARKETING COMMUNICATIONS

TABLE OF CONTENTS

Purpose of Aldi’s Campaign 3

Intentions of Aldi’s Campaign 3

Marketing Communication Methods Used By ALDI 4

Aldi’s Integrated Marketing Communication Wheel – Fig. 1.1 4

Segment of Consumer Market Aldi is Seeking to Attract 6

Proposed Integrated Marketing Communication Wheel for Aldi– Fig. 1.2 8

Poster for conveying the essential messages of ALDI’s campaign – Fig. 1.3 9

Alternative Marketing Communication Methods – Aldi 11

Aldi’s Alternative Marketing Communication Wheel – Fig. 1.4 12

Changes Aldi are Making in the Marketing Mix 13

References 16

Bibliography 17
Purpose of Aldi’s Campaign
One of Aldi’s main purposes in their campaign is they want to appeal to middle Britain by refurbishing and building new stores and closing those that does not fit its new image, as it was stated in the case that “hoping customers will be pleasantly surprised and come back for more”.
This new market segment Aldi would be attracting would be partially from their competitors as stated by the regional managing director “Tesco customers are high on the Aldi target list and the new store has been designed with this C1/C2 customer demographic in mind”.
In addition Aldi’s campaign aims at planning on retaining their current customer base with their discount offer and tagline “Spend a Little Live a Lot”.
Another main purpose of Aldi’s campaign is to start getting things right, something that they haven’t been able to do in the past decade.
Transforming the appearance of the displays, by improving the range and quality of the store layout, design and decor.

Intentions of Aldi’s