Aldi in Australia 3

Topics: Marketing, Brand, Procter & Gamble Pages: 4 (1462 words) Published: November 19, 2010
Aldi in Australia
Kwan Chun Tai Christopher HIH0235
Aldi in Australia
Aldi have most of its product made in Australia and many of its house-brand products are produced by well-known brand manufacturers. Aldi focuses on its own brands to remain independent, enabling it to avoid the high marketing costs often associated with national brands and to set its own price, product and quality policies. Minimising costs at all levels in the value chain is the key to Aldi’s business strategy. Marketing is another area where Aldi saves costs. Aldi has no marketing department and its marketing budget is about 0.3 percent of the total revenue. Advertising is minimal, relying on catalogues, local press advertising and Web updates. It focuses on product-oriented messages, predominantly about price and new’ surprise buys’. Aldi usually does not employ advertising agencies and does not spend money on market research. Aldi forgoes one-stop shopping, there is no pharmacy or a bank or DVD rental or check-cashing or cooked - and almost no food in the supermarket and big brand name difference between box stores. Similarly, no coupons, no sales, no membership card. However, 50 per cent lower prices than traditional supermarkets, according to chain their own marketing staff. Aldi is not fancy. This concept is back to the basics. Brand name sometimes used, but is generally believed that one-time special purchase. Nevertheless, the company claims Ninety per cent of customers to find their average weekly shopping list in their stores. Aldi also reduce the cost of shop only in the most popular shopping time, usually from 9 am to 7 pm Monday to Saturday, ten o'clock to six p.m., Sunday. Low staffing, three to five employees, including cashiers and a manager and assistant manager on duty time in each store. In the interest of efficiency, there are multiple packet scanning UPC bar code checker can not watch them and supply-side code. Check the time is also expensive to consumers and bad...
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