12 Months Marketing Campaign Plan for Aldi

This document provides a 12 months marketing campaign plan for Aldi, a leading discounted chain that provides household essentials and grocery items. The plan includes a marketing audit, TOWS analysis, marketing objectives, and a marketing mix plan to achieve the objectives. The objectives include enhancing customer base, improving sales demand, and increasing profit margins. The marketing mix plan focuses on product quality, pricing strategies, promotion, and distribution channels.

'Express ourselves'.
A 12 months Marketing
Campaign Plan for Aldi

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
Marketing Tows as well as marketing audits.........................................................................2
TASK 2............................................................................................................................................5
Marketing objectives for the marketing campaign.................................................................5
TASK 3............................................................................................................................................7
Marketing mix plan to achieve objectives..............................................................................7
TASK 4............................................................................................................................................8
Proposals on the ways company can improve Customer service level..................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

EXECUTIVE SUMMARY
The report is all about Aldi Company which is leading discounted chain that provides
household essentials and grocery items across the globe. in this report, discussion is made about
marketing audit as well as TOWS analysis of the company which is planning to run and manage
an intensive marketing campaign with the mane of “Expressing Ourselves” between the duration
of 1st May 2020 to 30th April, 2021. Further, key objectives are set for the campaign ad them
marketing mix plan is examined and outlined. At last, a proposals is devised that involves some
recommendation s fr improving customer service level that are major part of campaign.
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INTRODUCTION
Marketing plan can be defined to overall business plan for attaining goals in prompt manner.
It is a considered as comprehensive document which outline entire marketing attempts and
practices of an enterprise for initiating strategies. In other words, it is well popularise as
operational document which encompasses advertising strategies for the purpose of generating
leads together with reaching set target market (Alsem, 2019 ). Effective marketing plan helps in
undertaking PR campaigns over particular duration that involves the ways through which an
organisation will measure initiative effects. It generally emphasises towards creation, timings
together with placement of particular campaigns. Moreover, it details out strategies and workings
which will be used by organisational marketers for marketing and selling the offerings to highest
level. It is adjusted as per changing requirements and based on findings from metrics which lists
out the impacts of the efforts on citizens residing in market. It list out about existing marketing
position of entity, description of marketing mix and discussion about targeted population for
attaining marketing goals. It acts as blueprint for team of company that uses it for the purpose to
gain plan objectives. The report highlights about marketing audit, TOWS analysis, marketing
objectives, marketing mix and proposal that includes certain ways in which the company cam
work to improve its customer service level.
The report is prepared by taking Aldi Company that is a German family business that has
approx 10000 stores locating in around 20 countries. Headquarters of the business are situated in
Essen, Germany. Its founders are Theo as well as Karl Albrecht. Products that are offered by the
company include grocery along with household essentials. The major mission of the entity is
related with ongoing setting standards for food in retail sector as well as expanding market
position through improving business approach. Along with this, the discounted retail chain
initiates its practices for delivering high quality commodities at reasonable prices all around the
world. The company has well expert team of more than 11234 people who work with innovation
that leads to deliver the food items to the population that is residing at long distances.
TASK 1
Marketing Tows as well as marketing audits
Marketing audit
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Marketing audit is defined as comprehensive, systematic, analysis and interpretation of
marketing environment for ascertaining weak areas as well as opportunities. Along with this, it
comprises internal together with external parameters (Lamb and Crompton, 2017). At the time of
conducting marketing audit, it is important to consider various aspects that are it must cover
entire marketing areas in which any problem exists.
In context to Aldi Company, marketing audit is important as it helps in identifying
improvement areas, determine strengths of company, setting action list for constantly moving
efforts forwards and formulating performance targets. Moreover, it determines what works in
dynamic environment and what doesn’t (Chaffey and Ellis-Chadwick, 2019). Marketing audit is
significant for businesses as it reminds the employees regarding the objectives as well as
provides sparkling inspirations. Following are some the different tools related to marketing audit
are as discussed:
TWOS Analysis: It is the marketing audit tool that companies used to audit internal
business environment to ascertain whether all marketing related activities and practices are
conducted properly or not (McDonald and Wilson, 2016). Along with this, it helps in evaluating
organisational strengths, weaknesses, threats together with opportunities for assessing the
activities and developing effective plan to carry forwards practices further.
PEST Analysis: it is another marketing audit tool that is basically used for auditing
external business factors which have huge potentials to impact and influence procedures and
operations related to marketing (Christopher, 2016). It is majorly opted by businesses for
understanding market decline addition to growth, future potentials together with current business
position.
From the above discussed marketing audit tool, managers of Aldi uses TWOS analysis so
that it can evaluate its internal potentials and make effective strategies for further improvements.
TWOS Analysis
It is one of important tool for strategic analysis that managers uses for studying
environment of business along with pertaining circumstances. Similarly, TOWS matrix is the
tool that helps in analysing, comparing and choosing suitable strategies to meet overall
determined objectives such as enhancing brand values, higher sales and increased revenues
(Baker and Hart, 2016). Moreover, it is considered as technique to generate and select strategies.
By using the both, marketing consultants of Aldi have identified positive as well as negative
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factors that have huge chances to impact the business in either adverse manner or in suitable
ways. For formulating marketing campaign, it is necessary to conduct TOWS analysis for the
company. In this regards, marketing consultant of Aldi have conducted TOWS Analysis that is
underneath:
Factors
Strengths
 Wider market share
 Emphasis on
innovation
Weaknesses
 Limited worldwide
presence
 Feeble positioning
strategies
Opportunities
 Expansion in distinct
nations.
 Devising new and
powerful marketing
campaign
S-O Strategy W-O Strategy
Threats
 Fierce competition
 Limited engagement of
customers
S-T Strategy W-T Strategy
As per above matrix, strengths, threats, weakness and opportunities of Asda are
identified. Following are the interrelations among all:
S-O Strategy: According to TWOS Analysis, it is identified that the company has two
main strengths that are emphasis on innovation as well as wider market share. At same time,
opportunities of the company are business expansion in different nations and devising marketing
campaign. With these, the company enjoys implementation of all practices in proper and
systematic manner for achieving success (Luque Martínez, Doña Toledo and Faraoni, 2019).
When marketing consultants of Aldi will focus on the growth and development then they will be
able to achieve success high revenues, sales demand and so on. By applying all its strengths, the
company will be able to exploit opportunities effectively. For example, when a new marketing
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campaign will be devised then it can grab attention of mass population and have official presence
in other nation too through its innovation.
W-O Strategy: As per the analysis, it is identified that the company has some weakness
also. The two identified weaknesses of Aldi are limited worldwide presence and weak strategies
to position in market. To overcome these weaknesses, marketing consultations can use the
opportunities to respond effectively (Sarsby, 2016). For instance, Aldi has limited existence in
international world and has opportunity to for business expansion in distinct countries which will
help in dealing with the weakness and to improve existence. At same time, new marketing
campaign will assist the entity to strength its current strategies and achieve desired positions.
S-T Strategy: It has been analysed from the TOWS analysis that the threats related to
Aldi are fierce competition and limited customer engagement (Conder, 2018). The marketing
consultants must focus to deal with the threats through using strengths in systematic ways. For
responding the threats, managers must use strengths effectively. For example, administrators can
deal with the fierce competition through implementing updated technology and innovation which
will result in gaining leading position. Similarly, large market share can help in dealing with the
threat related to lack of customer engagement. With the help of all the strengths, Aldi manager
scan effectively deal with the pertaining threats.
W-T Strategy: All companies face some of other weakness and threats too. Aldi is no
different. It is essential for marketing consultants of Aldi to focus on overcoming the situation
and attain successful results. In this regards, a new marketing campaign can be designed and
business can be expanded in various other locations.
TASK 2
Marketing objectives for the marketing campaign
Marketing objectives are defined to set of goals that are set by an entity at the time of promoting
commodities to potential consumers that must be achieved in particular time frame. It is
important for an organisation to have objectives as they act as guider and provide direction to
business (Wilson, 2018). Along with this, objectives are used for devising suitable strategies as
well as actionable tasks. Moreover, objectives provide focus to managers of Aldi so that it can
highlight key development areas along with work efficiently for achievements.
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SMART principles are the ways that brings structure along with trackability in the
objectives. In present era, all businesses set their objectives in SMART manner. For Aldi, it is
necessary for it to have objectives based on the principle as it will clarify the ideas, emphasis
towards efforts, utilise the time along with resources productively and enhance possibilities to
achieve what they wants in upcoming duration. As per the findings, three marketing objectives
on the basis of SMART principle which must be set by marketing consultants of Aldi for the
“Express Ourselves” over 12 months duration are the followings:
 To enhance customer base by 30% within coming 8 months though suitable actions.
One of the important objectives that should be set by marketing consultants of Aldi for
the marketing campaign is enhancing customer numbers. When the company will be able to
work as per the objective then it will be able to make various improvements in its profit
numbers. For attaining the marketing objective, it is essential for all manpower of Aldi to
properly address queries of all customers and attend them properly. With this, the entity has
huge chances of attaining the objective in determined time frame.
 To improve sales demand by 10% in 12 months by following some procedures.
It is important for the Aldi company to have the marketing objective related to improving
sales demand which will enhance its overall goodwill and position in market. To attain the
objective, the marketing team of the company is required to work as per directions that are
provided by the leaders and top managers. At same time, it is also important to implement
various marketing strategies that are relationship marketing, e-mail marketing and many
more so that information about the campaign and offered products are provided to customers
that are sitting at distant places and are stimulated to make purchase (Chan and Yuen, 2019).
Through it, higher sales can be made and the objective will be attained in particular duration.
 To increase margins of profits by 18% till coming 8 months by using digital techniques.
In context to the marketing campaign, Aldi must have objective of increasing its profits
that will improve its entire performance. For this regards, marketing consultants should promote
the business and its products in innovative and attractive manner in the campaign. Moreover, the
managers should also opt digital technologies like search engine optimisation and Artificial
Intelligence that will assist to tap mass population and selling products in mass quantity that will
help in gaining huge revenues.
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TASK 3
Marketing mix plan to achieve objectives
Marketing mix is defined to combination of certain factors which are controlled by
enterprises or the purpose of influencing consumers to make purchase of commodities (Wu and
Li, 2018). Its main elements are combined properly for attaining satisfaction from the viewpoints
of customers. In any business, marketing mix is majorly used for maximising chances to attain
steady as well as continual success in all the practices along with operations. In context to Aldi,
managers uses marketing mix for the purpose of clean mix creation, enhancing portfolio of
commodities, guides to organisational improvements and differentiation from other entities. As
marketing consultants of Aldi are planning for a new marketing campaign to achieve distinct
goals, so it is essential to them to make some alterations in existing marketing mix elements.
Following are the elements and marketing mix plan for the company:
Product: Product is characterised as all the physical items that are offered by any
enterprise for selling purpose (Pomering, 2017). The products of Aldi are grocery as well as
household essentials. At the time of designing marketing campaign, marketing consultants must
ensure that all its products that are offered in market should be of high quality. Moreover, the
campaign should increase awareness about its all products which will stimulate target audiences
to buy them and this will lead to attaining objectives on time.
Price: Price is stated to the amount of money that is required by customers to avail any
product of company (Kubacki and Et. Al., 2017). In this context, companies set suitable pricing
strategies after recognising demands of customers for the prices related to particular product. In
the marketing campaign that is “Expressing Ourselves”, it is essential for Aldi to opt effective
pricing strategies for the products. At present, competitive pricing strategy is used to its products.
However, to attract maximum population, the entity can use penetration pricing strategy in which
initial prices will be low and this will enhance saes demand for products.
Place: In general, place is said to the location at which products are acquired by customers
in market (Ramón and López, 2016). At present, Aldi has stores in more than 20 countries. It is
important for Aldi to ensure that its marketing campaigns provide information about the
locations from which the targeted audience can acquire its offerings. Its stores must be easy to
reach for the customers and this will help increasing customer base and profits.
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Promotion: Promotion is defined to any type of communication practice that is undertaken
for the purpose of attracting wide customers towards offerings (Fill and Turnbull, 2016). As Aldi
is global brand and for maintaining goodwill in global arena, various types of promotional
activities are opted by its marketers. Some are sales promotion, public relations and hence forth.
In context to promoting marketing campaign, the marketing consultants are planning to use
various strategies that are relationship marketing, social media marketing and direct marketing
that will attract wide customers and increase sales demand too.
People: The human capital that work very hard and make huge contribution in
achievement of objectives are said to people (Tuten and Solomon, 2017). There are more than
11200 people with Aldi who work in different teams and department so that all the marketing
objectives are attained on time. In context to marketing campaign, all people shares various
viewpoints and thought that will make the campaign successful and all set objectives will be
attained within predetermined durations.
Process: It refers to the mechanisms that arise while customers and businesses interacts
with each other (Hüttner, 2018). In case with Aldi, various changes are made in the procedures
of executing activities and practices of business so that achievements are acquired in the
marketing campaign. The marketing consultants have decided to use tracking systems so that all
the activities performed by workforce are tracked and necessary modifications are done on time.
This will help in making delivery on time and hence, all the set objectives will be achieved
within stipulated duration.
Physical evidence: Physical evidence is defined as the material objects that involves some
characteristics of the offerings (Alsem, 2019). It is seen that Aldi sells its commodities in
different colour packaging which a consumer easily identifies in shelves of the stores. Along
with this, it also uses online websites which allows consumers to view commodities in images
through various angles. Within the marketing campaign, slight changes will be made by the
company fir improving sales demands, attracting wide customers and making more revenues.
TASK 4
Proposals on the ways company can improve Customer service level.
Proposal for the ways managers of Aldi can make improvements in the customer service
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level that are part of the marketing campaign that is “ Expressing Ourselves”
Customer services are termed to direct as well as one on one communication among
consumer making purchase to that of representatives of business (Bolumole, Grawe and
Daugherty, 2016). It is seen that customer service along with business success are co-dependent
and it is important for the company to emphasis towards delivering excellent services. Moreover,
customer service is the manner in which organisations serves customers that directly reflects
values of brand. It plays important role in business as it improves values and goodwill of
company. When effective services are delivered to customers on time then it more number of
population are attracted towards it and this strengthens its position in dynamic business
environment. Customer services are important for Aldi as it emphasis towards brand awareness,
solving problems, maintaining reputation, focusing on retention on customers, handling
feedbacks together with complaints and enhancing turnover. In present era, all countries wants
their customers are satisfied at all levels and for this, they are implementing various actions and
practices that helps them to achieve successful results (Wirtz and Lovelock, 2016). Following are
some of the recommendations to the Aldi so that it can improve different level of customer
services that are part of its marketing campaign:
Unacceptable level: It is first level within consumer service in which consumers thinks that they
are provided bad services and they do not accept them (Chaffey and Smith, 2017). At this level,
other companies such as Tesco, Penny market, Walmart and Schwarz Gruppe uses e-mail
marketing wherein they asks questions to large consumers and as per collected responses they
makes necessary changes. Do, it is recommended to marketing consultants of Aldi that they
should adopt the strategy so to collect insights for the unacceptable service level and make
required modifications. Moreover, collecting customer feedbacks will help in building
trustworthy relations in order to eliminate negative reviews together with providing positive
services.
Basic Level: It is another customer service level in which offered services are at minimum
standards (Santouridis and Veraki, 2017). In this, limited practices are executed by companies to
complete operations. It is improved by other companies through understanding ways in which
customers wants to be served and this is done with relationship marketing. So, managers of Aldi
are highly recommended to adopt relationship marketing strategy for emphasising on perceptions
about product offerings and prices. This will help in improving workings towards prices and
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offerings that are home essential and many more on time with the marketing campaign.
World class level: This type of customer service level is related to satisfactory services. Herein,
customers favour the offerings and have huge satisfactions from the services that are provided to
customers (Bruhn and Schnebelen, 2017). To improve the service level, marketers are
recommended to create valuables and the compare them with other entities. Along with this,
differentiation strategy is best to improve the service level for the products that Aldi managers
are thinking to offer in campaign.
Trademark level: In this customer service level, customers makes comparison of the offerings
and services with other businesses (Van Den Berg and Braun, 2017). As per market population,
companies are considered as industrial benchmark for delivering excellent services. Within the
marketing campaign, Aldi managers require minimum modifications. Moreover, marketing
consultants are recommended to use CRM platform to ensure all manpower works in determined
criteria so that higher standards are established for the customer services.
As per the above proposal, it is highly recommended that all people that are part of
marketing campaign must adopt the above mentioned aspects. Along with this, they can also
analyse the ways in which other companies worked to meet or improve customer service level.
This will help them at huge extent and to grab attention of wide customers as well as satisfying
needs for different products on time.
CONCLUSION
As per the above discussion, it has been concluded that marketing audit assist companies to
evaluate and analyse all the goals, activities as well as activities related to marketing. It is
conducted by an organisation at different marketing stages. TOWS Analysis involves systematic
together with comprehensive assessment of various factors which determines existing position as
well as growth potentials of enterprise. Marketing objectives are termed as the set strategy for
achieving overall objectives of company. Marketing mix plan engrosses various elements that
help in achieving set objectives through different ways.
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