Aldi Essay

Powerful Essays
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
…show more content…
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

You May Also Find These Documents Helpful

  • Good Essays

    Established in 1913 in Germany, ALDI operates what are known in the grocery business as "limited-assortment" stores or "hard discounters." ALDI has taken this retail concept, which features low overhead and scanty selection, to its leanest, meanest extreme. Unlike the vast majority of supermarket chains, ALDI store carries about 1,400 regularly-stocked items, including fresh meat, and, in certain locations, beer and wine, of which nearly all are ALDI, select brands. Though the original ALDI concept has been modified somewhat to accommodate the ever-changing tastes and preferences, the core concept and philosophy remains: “Incredible Value Every Day.”…

    • 774 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    In my statement I went on to provide evidence of some of the external factors effecting ALDI such as the competition of being in such a crowded market place and the effect of political and social instability in other trading countries. What this feedback has helped me achieve is that I could have went on to analyse additional factors such as the economic factors of the attraction of the budget supermarket and what the competition has done in this economic downturn in order to counteract ALDI’s success, One key thing I also forgot to mention is the boom of online shopping which I could of went on to…

    • 771 Words
    • 2 Pages
    Satisfactory Essays
  • Best Essays

    Mark 1012 Report

    • 1637 Words
    • 7 Pages

    References: Aldi 2013, Aldi, viewed 3 April 2013, 2013, Armstrong, G., Adam, S., Denize, S., Kotler, P. 2012, Principles of Marketing, Pearson Australia Group Pty Ltd, Australia. Australian Competition & Consumer Commission 2008, Report of the ACCC Inquiry into the Competitiveness of Retail Prices, ACCC, Canberra. Australian Food and Grocery Council & A.T. Kearney Australia, 2011, 2020: Industry at a Crossroad, AFGC, Kingston. Bonn, I. 2006, ‘Aldi in Australia’, Strategic Management: An Integrated Approach, eds C.W.L Hill & G.R. Jones, John Wiley & Sons, QLD, pp. c1-c11. Choice 2009, Choice, viewed 2 April 2013, Dibb, S. & Lyndon, S. 1996, The Market Segmentation Workbook, Thomson Learning, United Kingdom. Kumar, N. & Steenkamp, J.E.M. 2007, Private Label Strategy, Harvard Business School Press, America. Krieger, E 2011, Smart Company, viewed 2 April 2013, Smith, R.L. 2006, ‘The Australian grocery industry: a competition perspective’, The Journal of Agricultural and Resource Economics, vol. 50, no. 1, pp. 33-50. Woolworths Supermarkets 2013, Woolworths Supermarkets, viewed 3 April 2013, The Nielsen Company 2010, The Nielson Company, USA, viewed 4 April 2013, The Nielsen Company 2011, The Rise of the Value-Conscious Shopper: A Nielsen Global Private Label Report, The Nielsen Company, USA, viewed 3 April 2013, Thomson, J. 2009, Smart Company, viewed 3 April 2013,…

    • 1637 Words
    • 7 Pages
    Best Essays
  • Better Essays

    Aldi is a supermarket company with over 32,000 employees in the UK alone but they are a nationwide store. The reason vacancy occurs are similar to New Look, people may not like the hours which can be mostly weekends and no set days which could be a problem for families that are wanting weekends together. There are many reports of old employees complaining that the targets are too high and the environment is too stressful and fast-paced for them so if someone is older they may not like this…

    • 2016 Words
    • 9 Pages
    Better Essays
  • Satisfactory Essays

    You have been asked by the Buying Director to visit a local Aldi store and critique the Crisps, Snacks & Nuts fixture.…

    • 311 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    The U.K. grocery market is highly diverse, with a wide range of formats, from convenience stores to hypermarkets, warehouse clubs and online stores. The market is currently led by five grocers (Tesco, Sainsbury, Wal-Mart‘s Asda, Morrisons and Cooperative Group), accounting for almost 55% of grocery retail banner sales, while the remaining 45% is attributed to hundreds of outlets scattered throughout the country (Planet Retail). Over the years, large players have continued to expand, both in terms of size, product range and services, increasingly taking market share from their smaller competitors.…

    • 134 Words
    • 1 Page
    Satisfactory Essays
  • Good Essays

    | -Current move towards ‘own/value’ brands, especially within Waitrose risks contradicting their value of high quality-Mitigated by consumers’ ability to still purchase premium products – actually, this strategy will attract new customers to JLP – however,…

    • 1754 Words
    • 8 Pages
    Good Essays
  • Good Essays

    On the flip side of Trader Joes, is Aldi. At Aldi grocery shopping feels like it is a grim and necessary duty, which is carried out by responsible adults seeking the best prices. Who are not concerned about the have the “name brand” food items in their cupboards. At Aldi, you must pay a 25-cent deposit for a basket in the parking lot before you even enter the store. You are also responsible for paying for bags and bagging your own groceries. They carried brands such as: “Savoritz”, “Fit & Easy” and “Happy Farms.” These brands are only found at Aldi’s and shoppers wouldn’t even know they existed unless they shopped at Aldi’s. Also at Aldi’s, you don’t really get any help from the workers. What you see is what you get. They cashiers…

    • 468 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Ans. $-Store and Aldi are service a totally different segment of the customers and this niche market. Nevertheless, they will surely take customers from Reed, mainly the customers who are on the lower margin and could become very price sensitive and fall back to the $-Store and Aldi. In other words, the threat is not they significant.…

    • 476 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    food waste

    • 538 Words
    • 3 Pages

    Fresh vegetables, ready-to-cook meals, and cheap meat is what a modern consumer’s supposed grocery list comprises of! Dump it all into your fridge full of deals, discount offers and feel happy. This is how the shop keeper gets a loyal customer. At the end o the story, it’s the food industry’s creed that the customer is always right…..…

    • 538 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    It is not enough anymore for a store to just look good from a merchandising or display standpoint. Who can afford to spend quantum amounts of time or money on improving a store 's look without being assured of a healthy return on investment? Today, a store not only must perform by exciting and encouraging the customer to buy, but from the retailer 's point of view, it must perform profitably.…

    • 2034 Words
    • 9 Pages
    Powerful Essays
  • Powerful Essays

    Green Grocer

    • 3585 Words
    • 15 Pages

    Recently West End has seen the introduction of Aldi, which many customers are now using as their main source of groceries. This has not impacted The Green Grocer greatly, as the range of products the store carries is quite unique.…

    • 3585 Words
    • 15 Pages
    Powerful Essays
  • Good Essays

    work

    • 4395 Words
    • 18 Pages

    According to a 2002 survey conducted by the German market research institute Forsa, 95% of blue-collar workers, 88% of white-collar workers, 84% of public servants, and 80% of self-employed Germans shop at Aldi.[6] One of Aldi's direct competitors, both nationally and internationally, is Lidl The earliest roots of the company trace back to 1913, when the mother of Karl and Theo Albrecht opened a small store in a suburb of Essen. Their father was employed as a miner and later as a baker’s assistant. Karl Albrecht was born in 1920, Theo Albrecht in 1922. Theo Albrecht completed an apprenticeship in his mother’s…

    • 4395 Words
    • 18 Pages
    Good Essays
  • Powerful Essays

    coffee shop

    • 1827 Words
    • 8 Pages

    Store design that will be both visually attractive to customers, and designed for fast and efficient operations.…

    • 1827 Words
    • 8 Pages
    Powerful Essays
  • Best Essays

    Global Business Case Study

    • 1923 Words
    • 8 Pages

    This report will discuss the nature of ALDI, investigate the classification of ALDI, outline the responsibilities ALDI has to its stakeholders and explore the internal and external influences that have contributed to ALDI achieving business success within Australia. It will also evaluate the expansion of ALDI into Australia and give a recommendation of strategies that would be appropriate for ALDI to ensure future growth.…

    • 1923 Words
    • 8 Pages
    Best Essays

Related Topics