12 months Marketing Campaign Plan for Aldi

This report presents a 12-month marketing campaign plan for Aldi, focusing on improving market share, brand identity, and customer satisfaction. The plan includes a marketing audit, marketing objectives, marketing mix plan, and ways to improve customer service.

12 months Marketing
Campaign Plan for Aldi

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK ..............................................................................................................................................3
Marketing audit of ALDI company.............................................................................................3
Marketing objectives...................................................................................................................6
Marketing Mix plan ....................................................................................................................8
Ways to improve the level of customer service........................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing plan is considered as framing suitable strategies related to promotions of
company's products and services in order to take competitive advantages in the target market.
Corporate organisation frame and develop suitable policies and strategies that enables
management to improve its sales turnover to by expanding product presence under target market
(Obradović, Kostić and Mitrović, 2016). This report is based on the case study of ALDI
company. Company initiated its business operations in the year 1946. Karl and Theo Albrecht
are the two founders of Aldi company. Company owns its headquarter in Essen, Germany.
Company owns its supermarket chain in more than 11000 locations across the globe. Henceforth,
this report will emphasis over TWOS analysis on ALDI company. This report will also project
three marketing objectives that can best suits the requirements of “Express Ourselves” marketing
campaign run by ALDI company. Furthermore, this report will also project about the marketing
mix plan that can best meet the requirements of objectives of the ALDI company. At the end this
report will also project the suitable proposals fr ALDI company in order to improve the level of
customer service for the company.
TASK
Marketing audit of ALDI company
Marketing audit is about to reviewing the existing marketing plan executed by corporate
organisation in order to expand the sales of company. Emphasis of the marketing plan is on
identifying the suitable are of improvement in order to expand the company's existing market
share. IN order to conduct the marketing audit TOWS analysis conducted.
TOWS Analysis
TOWS analysis is considered as a variant of SWOT analysis tool. TOWS analysis
involve threat, opportunities, weakness and strengths of ALDI company to review about
company's internal business environment.
Threat: ALDI company is among the leading supermarket chain across the globe. Company
operates its business operations in more than 11000 locations across the globe that has supported
company throughout the journey (Chang, McAleer and Wong, 2018). Apart from witnessing
such a huge success company management has also comprises witj certain threats that can be
summarised in the following ways.

 Competition in market: Retail sector is among the leading sector in UK which
comprises with more than 90 billion pound that has £ 860 billion Pound ((Lichtenthal,
Tzempelikos and Tellefsen, 2018)). Due to such a huge market share retail sector has
becomes such a high competitive market sector across the globe. Level of competition in
market is a huge aspect involves in strategy formation of ALDI company. Competition
not just comes from big retail corporates like Asda, Marks and Spencer and other big
houses but it also comes from small retail outlets in international market. Retail sector
has a unique implication as compare to other market sector as it is associated with
product segments related to regular life styles and that also make the sector more
competitive on regional market. ALDI company operate its business operations across the
globe and company management needs to face market competition in both national and
international market and also from both big and small corporate houses and retail stores.
All the above aspects has provided huge threat for the company management in respect to
loosing market share and existing customer base.
 Economic instability: Economic instability is a huge threat management of ALDI
company face. Due to so many social issues like spreading nature of corona virus and
other social issues that create instability in society. Economic instability put a negative
impact over company's presence in market as it directly influence over prices related to
all retail products. ALDI company operate its business operations across the globe so the
company management needs to deal with economic stability of all the countries in which
company owns its retail outlets. Unstable economy also leads to inflation that causes to
rising product prices which also create threat of loosing market share by addressing low
sales turnover. Inflation in economy directly impact over purchasing capacity of
company's target customers. Instability in economy at global level is among the huge
threat company management face in order to operate business operations.
Opportunities: ALDI company is a multinational retail organisation which provided various
business development opportunities to the company that can be projected in the following ways.
 Business expansion opportunities: ALDI company management has a huge business
development opportunities by expanding business in growing economies like Africa,
Asia and in other untouched retail market. Expanding retail outlets in opening stores at

such places will enable company management of ALDI company to improve the existing
market share of company (Hua, 2019).
 Re-positioning of Brand: Company management can entertain growth by re-positioning
company's brand image as an affordable retail brands. Re-positioning company's brand
image will boost the sales of company in existing market as well as all the new market
company management is planning to address.
 E-commerce: E-commerce is a huge business development opportunities corporate
organisation witnessing in current business environment. ALDI company management
already cater its services over internet with support of company's websites and other
online tools. Company management can improve the brand presence over internet by
channelising more marketing tools like social media advertisements, search engine
optimisation and other strategical tools that will expand the sales potential of company in
all its existing retail markets across the globe.
Weakness: Company management has witnessed the following weaknesses as a part of its
business operations.
 Low margins: Retail sector is such a vast business sector as the global sales turnover is £
860 billion Pound (Siemieniako and Gębarowski, 2016). Apart from high sales turnover
retail product carry low profit margins that negatively affect the profitability of retail
stores irrespective of achieving huge sales. Low profit margins also impact over growth
and development opportunities for retail companies like ALDI company.
 High employee turnover: Aldi company is witnessing high employee turnover that also
reduces the work efficiency of company's employee's. High employee turnover indicates
that the employee sustainability is a huge issue company is facing.
 Low quality control: ALDI company management focus less on quality management
system. Quality control system improves the product quality due to ineffective quality
control system many times the company's products do not match up with the expectations
of target customer's I retail market (Sander, 2019). This also causes to huge customer
compliance from company's products and services.
Strength: ALDI company is among the leading super market channel across the globe that has
provided the following strengths to company.

 Low prices: ALDI supermarket chain is a part of discount stores that enables company
management to cater retail products to target customer's of company in affordable prices.
Offering products at less prices improves the brand presence in all the associated existing
markets of company.
 Product Portfolio: Product portfolio of ALDI company is wide that also comprises with
grocery, household and essentials. Company management effectively cater all the needs
of target customers with its effective product portfolio (Chung and Low, 2017). Company
offers leading brands like LiveGfree, Simple Nature, Fit and Active and other big brands
that enables the company management to achieve highest level of customer satisfactions
from its product range.
 Effective market penetration strategies: Marketing department of ALDI Company
provide huge strengths to company management by utilising effective market penetration
strategies across the glove. Company consist the retail outlets and supermarket in more
than 11000 locations across the globe due to effective market penetration strategies used
by company management.
All the above TOWS analysis guided about the internal business environment of ALDI
Company.
Marketing objectives
Management of ALDI company has initiated the marketing campaign call express
ourselves in order to increase company's sales in retail sector. With the support of this campaign
company management tried to cater the best products that can significantly meet up the
requirements of company's target customers. Objectives that can best meet up the success of this
campaign can be summarised in the following ways.
Improves Market Share: Company management aimed to improve the existing market share in
retail sector with the support of ' Express ourselves' marketing campaign. Improving the existing
market share is among the primary objectives work behind running any marketing campaigns of
corporate organisations (Keegan, Rowley and Tonge, 2017). The marketing campaign is about to
improve the brand presence of company's products in existing retail market. Company
management of ALDI Company set the objective to improve company's market share in target
market will be applicable for 12 months.

Improve brand identity: To improve the brand identity in target market is also a prime
objectives behind the 'Express Ourselves' marketing campaign launched by ALDI company.
Brand identity plays a crucial role in improving the marker percussiveness of company's
products in target market. Brand identity is an outcome of company's services and product
qualities. Marketing campaigns launch by corporate organisations is generally aims to improve
the brand image in target market and also to create a unique brand image in target market that
can enables company management to take competitive advantages in target market. Retail sector
is highly competitive market share and to improve the brand presence in target market it is
crucial to earn huge customer acceptance towards the supermarket chan and also to expand the
loyal customer base (Baker and Saren, 2016). This campaign is all about using such products that
can the best feet in the personality of an individual in retail market. Company management could
improve the market share with the help of express ourselves marketing campaign. The objective
behind the campaign to improve the brand identity company management set for the 12 months
time.
Improve customer satisfaction: Improving customer satisfaction is also a crucial objective
work behind the express ourselves marketing campaign launched by ALDI company. Customer
satisfaction play the key role in improving sales turnover of corporate organisation. Company
management segregated target customers based on the characteristics and nature that can project
about the needs and demands of target customer's and based on such social aspects company
management projected the entire campaign. Company aimed this objective with the support of
marketing campaign for the next 12 months time.
All the objectives mentioned above played key role in getting the higher success out of
the marketing campaign 'Express Ourselves'. All objectives behind the marketing campaign
effectively improved company's sales in target market.
Marketing Mix plan
Marketing mix is defined as a set of tools or tactics used to promote company's products
in target market. Marketing mix is comprises with specific factors that enables company
management to improve the brand presence in target market by targetting specifically all crucial
aspects of product success. Marketing mix comprises with elements such as product, price, place,
promotion, people, process and physical evidence. All the above mentioned elements specifies in
marketing mix potentially improves brand presence in target market. Company management of

ALDI company utilise this marketing tool in forming all strategies related to business
development and growth.
Product: All products offers by ALDI company is covered under this part of marketing mix.
Company deals in product range of grocery, household and essentials. Product range of company
is well diversified that enables company management to effectively cater all target customer's of
company. Product is among the primary aspects of business as all objectives framed by company
management in regard to operating business operations can be achieved only with the support of
company's product range. Company management of ALDI company focuses on both product
development and product up-gradation strategies (Samoggia, Bertazzoli and Ruggeri, 2019).
Company management also frame strategical partnerships with multiple brands in target market
segment in order to cater the best out of company's operations in target market. All products
offer by company is available in every outlet and supermarket chain of company so that
customers can have a wide range of product options to meet its needs and requirements.
Price: Price is also a crucial aspect involve in marketing mix. Management of ALDI company
follow the discounting strategies that has improved the product presence of ALDI company in
target market. Company management cater all its products in affordable price range so that
company can effectively cater all its potential customer base. BY providing the quality products
in affordable price range company management try to achieve all business objectives of
company. This marketing mix plan will enable company management to use the discounting
strategy for the next 12 months so that company management can expand its existing customer
base by attracting new customer's of retail sector.
Place: Place is also an important marketing mix elements involve in framing all the strategies of
the company. ALDI company has a retail outlets and supermarket chain in more than 11000
locations across the globe which enables company management to cater world wide retail
customer base with its products and services. Company will launch its marketing campaign at all
the business markets currently company is catering in order to achieve higher sales form
company's operations (.Chitty, D'Alessandro and Gray, 2019). Company management also
working on business expansion strategies in order to improve the number of business outlets and
supermarket chains. Company will also target new retail market by promoting company's
products in such market areas as well. Company management has framed a 12 months period in
order to promote all its products at all places or retail market.

Promotion: Promotion is a crucial aspect involve in marketing mix plan. Company management
will utilise various strategies such as social media marketing strategy, radio marketing, television
marketing, internet marketing and other effective marketing strategies. Company management
will promote all its products at different social media channels like Facebook, Instagram,
YouTube and other effective social networks. Management of ALDI company has also framed
strategies like search engine optimisation to promote its products (.Wang And et.al., 2019). Use
of search engine optimisation techniques also improves the brand loyalty in front of company's
target customers in the market. Company will also conduct ratting related to product quality and
utility over internet to project the customer satisfaction over internet. All the above mentioned
strategies and techniques will be utilised for promoting company's products for the next 12
months at least.
People: People play a key role in process of forming any marketing strategies related to business
development. People are denoted as all the potential customers of ALDI company in retail
market. All marketing strategies are framed as per the potential customer base of company.
Retail sector is a wide market sector comprises with all genders, religion and other social aspects
that segregates customer's. Company will target all its potential customers comprises with
existing as well as new potential customers of retail sector. Marketing strategies will target
customers for next 12 months.
Process: Company management of ALDI will follow all the effective process tom operate the
marketing functions of company. Company will also follow the process related to taking
customer feedbacks in regard to effectiveness of marketing campaign. Process of taking
feedbacks in both the ways online and offline will guide the company management to make
suitable changes on timely basis in order to improve the efficiency of marketing campaign.
Company will continue the marketing process for next 12 months.
Physical Evidence: Company management will also channelise the strategical tool such as
physical evidence in conducting marketing mix. Physical evidence is an effective marketing
strategy which enables the company management to take feedbacks from customers in regard to
company's products and service quality. This is an effective way to improve the product qualities
and service quality cater by company management.
All the above strategical elements will be utilised for the next 12 months by company
management of ALDI company.

Ways to improve the level of customer service
Company management of ALDI company can use the following techniques to improve
the quality of products and services in respect to improve the brand image of company.
Taking Regular Feedbacks: Company management can utilise the strategies of taking regular
feedbacks in regard to service quality and product quality. Taking feedbacks will guide the
company management to assess the level of customer satisfaction from company's products and
services. Taking feedbacks will also enable company management to make suitable development
in order to improve the customer satisfaction by making significant changes based on the
customer feedbacks. This is an effective strategy use by company management which will also
support the ALDI company in taking competitive advantages in the target market. Marketing
campaign call 'Express Ourselves' is all about improving customer experience from company's
products and services and this strategical tool will also improve the effectiveness of the
campaign.
Advancement of IT system: Company management can improve the level of customer service
by installing the latest information technology equipments (de Sabando and et.al., 2018). Latest
IT software will ease the company management in respect to catering efficient customer services.
This will also support the company management in respect to dealing all issues of customers in
reasonable time frame.
Proper communication: Communication play key role in catering effective customer services.
IN order to expand the reach of marketing strategies it is crucial to utilise effective
communication channels that can potentially convey all the relative aim behind the marketing
startegies and campaign. With the support of communication channels company management f
ALDI company can effectively convey all the objectives work behind the express yourself
marketing campaign. Proper communication will also support the management to address all
issues of customers.
All the above strategies can be utilised by company management in order to expand the
efficient of the marketing campaign call 'Express Yourself'.
CONCLUSION
This report has concluded the threats like economic instability and market competition in
retail sector work behind the business operations of the company. Apart from such a huge brand
ALDI company needs to face such threats related to business environment. Opportunities like

business expansion, repositioning and e-commerce that will improve the growth potential of
ALDI company. With the support of all the potential opportunities company management will be
able to cater the services more efficiently. This report has also projected weaknesses of ALDI
company like low margins, high employee turnover and low quality control. Strengths like low
prices, product portfolio and effective market penetration strategies has also projected that has
supported company management to expand the existing market share in retail sector. This report
has also concluded about suitable marketing objectives like brand value, customer loyalty in
order to improve the effectiveness of express ourselves marketing campaign. Marketing mix plan
has also projected to explore the competitive advantages for the ALDI company. This report also
concluded the ways that can support the improvement of customer service for the company.

REFERENCES
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