Aldi Edition 18 Full PDF
Aldi Edition 18 Full PDF
Aldi Edition 18 Full PDF
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MARKETING
Introduction
very little, the retail grocery market is very large. A single 0.1% is
choice over where they buy their goods and services. For an
compromising on quality.
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awareness
interest
desire
action
locations with good visibility from a main road and not too
much competition
quality products at the lowest possible prices. Every buyer for Aldi,
from fresh fruit and vegetables to meats and electronics, is an
Above-the-line promotion
expert in their field. They look for products from around the world.
This enables them to get the finest quality products that Aldi then
helps to:
help them enter the market and gain market share quickly.
Competitive pricing pricing at a slightly lower prices than
competitors.
Strategic pricing emphasising the quality or brand positioning
of a product to allow a higher price to be charged.
Competitive pricing is a key strategy for Aldi. Aldi is able to offer
quality products at low prices as it buys in great volume. The fact
that Aldi buys such large quantities of these products allows great
leverage for negotiating the best possible prices with its suppliers.
This is called economies of scale. Buying large quantities of each
product allows Aldi to pass these savings to its customers.
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Below-the-line promotion
Below-the-line promotion uses different ways to engage with
customers. These methods can be more easily targeted to
Above-the-line promotions are paid-for advertising aimed at a mass
social media
can then assess their opinions about the brand. One objective of
interactions about the high quality and low prices of Aldi products.
For example, the I Love Aldi campaign asked fans to send a virtual
win a 10 voucher. They could also win a box of Aldi chocolates for
3rd party
endorsements
Below-the-line
promotion
Public and
media
relations
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www.aldi.co.uk
Conclusion
Aldi has a distinct approach to retailing that has given it a
competitive advantage in a crowded marketplace. Aldis unique
balance of the marketing mix enables it to provide high quality,
own branded products at the lowest possible price. Aldis
innovative Like Brands and Swap & Save marketing campaigns
are improving brand perceptions. They are aiding the achievement
of Aldis marketing objectives. The campaigns have increased
Aldis sales per store by +100% over 3 years through creating
more loyal customers. Its multi-channel promotional activity is
engaging consumers and creating positive feedback.
A further below-the-line method used to highlight the quality of
Aldis products is positive 3rd party endorsements. Aldi has entered
over 1,000 of its products into awards such as Grocer Golds, Pizza
and Pasta Awards (PAPA) and the British Frozen Food Federation
Awards. In 2012 Aldi was awarded Best Supermarket by
consumer Watchdog Which? It beat competition from Marks &
Spencer and Waitrose. Further positive endorsements for products
on TV and in the press reaffirm the message that Aldi products are
of the highest quality as well as being great value for money. For
example, Aldis Christmas pudding was awarded runner-up and
Housekeeping magazine.
mix. (4 marks)
3. Analyse the factors that might affect the location of a
new Aldi store. (6 marks)
4. Evaluate how Aldi has identified a unique position
within a competitive marketplace. (8 marks)
Exam-style questions