The Article on Aldi Australia
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Added on 2020-02-19
The Article on Aldi Australia
Added on 2020-02-19
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Running Head: Aldi AustraliaAldi, AustraliaMarket Analysis
Aldi, Australia1Executive SummaryAldi is one of the leading brands of the Australian retail industry. It takes immense pride on holding a massive 13.2% share of the $90.2bn that people spend on groceries annually. The following article throws light on the marketing strategies followed by Aldi Australia. Currently, Aldi has marked its presence as a high quality low price store. It also claims to a checkout process which is 40% faster than its rivals. At present, television and newspaper advertisements are ensuring a growing market share. However, inclusion of membership cards and tying up withe-commerce giants like amazon is expected to help Aldi reach the likes of Woolworths and Coleswhich are its biggest competitors in the country.
Aldi, Australia2ContentsExecutive Summary.........................................................................................................................1Introduction:....................................................................................................................................2Background of the company:...........................................................................................................2The Nature of Aldi’s Marketing Strategy........................................................................................2Brand ownership..........................................................................................................................2Unmatchable speed......................................................................................................................2Aldi Testers Club.........................................................................................................................3Above the line Promotions...........................................................................................................3Below the line promotions...........................................................................................................3Strategic Marketing Options for Aldi moving forward...................................................................4Tying up with E-commerce websites...........................................................................................4Geo Radius Targeting..................................................................................................................4Membership cards........................................................................................................................4Word of mouth.............................................................................................................................4References:......................................................................................................................................5
Aldi, Australia3Introduction:Australian grocery buyers have spent over $90bn in the supermarkets in the year ending March 2017. This business is expected to grow manifolds owing to increasing population, higher number and accessibility of stores across the country and a growing efficiency of these stores. The increasing population leads to an increase in demand, higher number of stores create more brand awareness, higher accessibility of the stores lead to brand visibility and growing efficiencyof the stores lead to ease of shopping experience. In this food and retail industry, Aldi supermarkets are a leading name with over 13.2% market share that continues to grow. They have over 10,000 stores in 18 countries across the globe. It faces severe competition from Coles and Woolworths which are well established names since early 1900s. Aldi provides employment opportunities to various Australians and consistently puts efforts in supporting Australian farmers by procuring supply directly from them (Aldi, 2017).Marketing becomes an essential part for any firm to establish its presence in the country, especially in the face of increasing demand and competition. Right marketing can decide the image of the brand that people hold in their minds and what is there perception of the brand. Thisarticle throws light upon the marketing strategies used by Aldi Australia and strategies recommended for the coming years. Background of the company:Established in 1916, Aldi supermarket chain is one of the leading discount stores based out of Germany. Aldi is a common brand for two global supermarkets Aldi Sud and Aldi Nord both respectively owned by two brothers. Started as a single grocery store in Essen, this distinction between the two brands came about in 1962 and they have been legally separated since 1966. The brand currently operates over 10000 stores in 18 countries across the globe.Aldi Australia was created to fill the void in the discount supermarket business that was created by closure of Franklins. The first store was inaugurated in 2001 in the heart of the country, Sydney. Since then, the conglomerate has shown a steady grasp of 13.2% on the Australian
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