Aldi Marketing Campaign Plan

Expressing Ourselves`. A 12
months Marketing Campaign
Plan for Aldi

Table of Contents
Constructing a TOWS matrix and explaining marketing audits .................................................3
Justifying 3 main marketing objectives for the campaign...........................................................5
Outlining and examining marketing mix for attaining or achieving the objectives formulated
over a period of 12 months..........................................................................................................6
Providing recommendations on the ways in Which Aldi could improve its customer service in
being a part of the marketing campaign that is “Expressing Ourselves”.....................................8
REFERENCES................................................................................................................................1

Constructing a TOWS matrix and explaining marketing audits
Threat- Aldi faces intense competition in the market which causes a huge threat to its
business as it results in reduced market share and customer base. There are many players or
rivalry of Aldi like Best Buy, Walmart etc. Along with this the e-retailers or e-commerce
websites such as Amazon moving into the grocery, this also poses a potential threat for Aldi.
Opportunities- Moving for an online business and providing products as per the
specifications and preferences of customer seems as great opportunity for an enterprise.
Customer needs are growing with a high pace and so there propensity to spend, customers
shows willingness in paying premium for the services and even the discount stores could charge
higher by way of offering better and quality services (TOWS matrix of Aldi, 2018). There also
present large number of the new product range specifically in respect of niche products that
offers new type of avenues for the business. Thus, this reflects an opportunity for Aldi in
expanding its market towards different segments in accordance to the need and desire of the
customers.
Weaknesses- Discount stores of Aldi results in lower profit margins and are heavily
dependent on sales volume. Often the company is seen as indulged in an unethical practices such
as price discrimination and in treating the suppliers in a bad way for ensuring consistent margins.
Aldi requires to have high productivity level for surviving within a market (TOWS matrix of Aldi,
2018). The employees of an enterprise need to perform task in the multiple shifts and are been
paid less as compared other similar type of the jobs. This results to dissatisfaction among all
employees and leads to high attrition. Discount stores are seen as preferred shopping place
mainly for the medium and low income class groups. It seems as very rare in finding out high
income group in an organisation and it is still penetrating higher income class group despite of
being in market for more than century.
Strengths- Discount chain store such as Aldi survive due to lower prices which it is
facilitating to its customers. In such stores, most of those items are sold that the customers uses
on a routine basis at a lower price in comparison to other retailers. Discount stores of Aldi
develop a strong ecosystem that has altered the most crucial parameters with reference to food
retailing. Aldi enjoys a higher level of the customer support from customers & for its wider
range of the choices at an affordable prices. The chain is having large number of items that are

offered on the basis of rotation which is been advertised through the pamphlets (TOWS matrix of
Aldi, 2018). Aldi provides for a great savings through offering the products at lower price than
the other shopping places. Discount stores as Like Aldi derives a biggest advantage in having a
strong level of product mix. Along with this, it is having premium brands that are non-discounted
and private label brands. On the other side, strength of its product mix is been seen as highly
differentiated brands and products under each and every category of product.
Marketing audit refers to a comprehensive examination and assessment of the marketing
objectives, activities and goals. Under this study marketing audit is been done by using the tool
called pest analysis in order to analyse macro environmental factors that influences working of
the company.
Political- It relates with the government regulations and political stability within the
country that affects the functioning of the firm to a great extent. For example- high taxation
demotivate the companies such as Aldi in maximising their respective profits (Pest analysis of
Aldi, 2018). Trade barriers which the host country is having would be protecting Aldi, on the
other state, trade barriers that country is having with trade partners will leads to harm the
companies through preventing the potential exports.
Economical- This factor includes changes in foreign exchange, inflation rate, interest
rate, gross domestic product and disposable income. For instance- fall in the disposable income
results in declining purchasing power of the people which in turn affects the profitability and
revenue of Aldi.
Social- It is the factor that involves attitudes, values, belief and culture which affects
operational and marketing aspect of Aldi. With evolving lifestyle of the people, demand for the
quality and differentiated product increases which is seen as beneficial for the company's sales
and profitability (Pest analysis of Aldi, 2018). However, cultural differences and belief of the
people is different in different country so it creates complexity for the company in taking care of
all types of cultures.
Technological- It means the technological advancements and the developments which
are very essential for an entity (Pest analysis of Aldi, 2018). For example- Aldi is looking for
employing self service checkouts which helps in avoiding long queues. This would attract large
customers as they can buy even a few product with efficient check out facility.