Expressing Ourselves: A Marketing Campaign Plan for ALDI

This report outlines a marketing campaign plan for ALDI, focusing on the tagline 'Expressing Ourselves'. It covers a marketing audit, TOWS analysis, marketing objectives, marketing mix, and recommendations for improving customer service. The report provides insights into ALDI's background, strengths, weaknesses, opportunities, and threats.

EXPRESSING OURSELVES
A TWELFTH MONTHS
MARKETING CAMPAIGN
PLAN FOR ALDI

Table of Contents
1.0 INTRODUCTION.....................................................................................................................3
1.1 Background of the company.................................................................................................3
2.0 TASK 1......................................................................................................................................3
2.1 Marketing audit.....................................................................................................................3
2.2 TOWS Analysis....................................................................................................................4
2.2 TWOS analysis for ALDI.....................................................................................................5
3.0 TASK 2......................................................................................................................................6
3.1 Marketing objectives.............................................................................................................6
3.2 Marketing objectives for ALDI.............................................................................................7
4.0 TASK 3......................................................................................................................................8
4.1 Marketing Mix......................................................................................................................8
5.0 TASK 4......................................................................................................................................9
5.1 Customer service...................................................................................................................9
5.2 Recommendation for improvement of customer services for ALDI..................................10
6.0 CONCLUSION........................................................................................................................11
7.0 REFERENCES........................................................................................................................12

1.0 INTRODUCTION
Marketing plan refer to the overall planning which is adapted by the business in respect
of targeting the market though promoting the products or services which they are dealing in
respect of sustaining the business. The main purpose of choosing the marketing plan is to take
accurate steps and actions to achieve the common goal which is attaining in business. Thus, in
short marketing plan refer to outlining the advertising and marketing efforts to outline the
upcoming year which results in sustaining growth of the business (Armstrong and et.al., 2018).
In this present report, the study is outlined through carrying the objectives relating to the tag line
of the business 'Expressing Ourselves'. It covers the following matters relating to conducting the
marketing TOWS for ALDI. It also includes the marketing objectives which is undertaken to set
the express ourself marketing campaign to be achieved for the next 12 months. It further includes
the matter relating to covering the proposals which is undertaken for improving the levels of the
customer services. At last, the report ends with the recommendations and conclusion which
reflects the overall marketing objectives of the ALDI.
1.1 Background of the company
Present report is based upon the study of the ALDI supermarket which is founded by kari
and Theo Albrecht on 1946. The products which they are offering is related to the groceries
products or other household related products. Due to carrying the renowned brand name in
market, they are operated with around 10,000 stores and also engaging in around 20 countries.
The profits which they gained through these aspects is relating to more than €50 billion. The
main objectives which the ALDI carries in the business is relating to serving the customer with
the best services and also building the loyalty among them regarding providing the accurate
products or services (Piercy, 2016). At present, they are engaged with around 32,000 employees
carrying the business worldwide and also interacting with the customer to build trust and honesty
among them.
2.0 TASK 1
2.1 Marketing audit
Marketing audit refers to the systematic approach which is used to cover the marketing
plan, objectives of the business and also the strategies which is used to achieve the common goal
in the business. Usually such audit is planned according to examining the internal and external

factors which attaining in environment and thus the strategies are to be planned to manage the
business accordingly (Marketing Audit: Definition, Uses & Examples, 2020). Thus, through the
process of marketing audit, it results in gaining major advantages in the business regarding
helping the business to adapt the right planning and adapting the strategies to gain longer terms
profits. It is important in business in respect of monitoring the marketing activity and also
recommending the company to improve the performances through adapting such strategies.
It is stated that marketing audit carries various tools and techniques which is used in
examining the accurate results for the business (Tools for conducting marketing audit, 2020). It
is stated as:
SWOT analysis: This is conducted by examining the internal strength of the business. Through
this manner, the stability and integrity of the company is determined by examining its strength
and weakness of attaining the particular task.
PESTLE analysis: In these aspects, the impact of the business is undertaken through examining
the external factors which affecting the working of the business (Turban and et.al., 2018).
Five force analysis: It results in showing the competitive environment of the business. Through
these aspects, the impact raised regarding managing the buyers, supplier and entrance of new
business at work place. It also results in showing the impact upon the business regarding
producing the same products as related to other company products.
2.2 TOWS Analysis
It refers to the simple tool which is mainly undertaken in respect of examining the
strategies option to gather information related to internal and external factors. By conducting the
external factors related to threats and opportunity, it results in helping the business to examine
the benefits which they gained from external factors (Using the TOWS Matrix, 2020). Similar,
with the case of internal factors such as strength and weakness, it results in examining the
internal working condition which is related to employees motivation or dedication towards
attaining the task within the stipulated time period.
TOWS matrix is used by the business in respect of carrying the strategic options which is
relating to examining the facts and information which is attaining in the business and also the
reviews and opportunities which is gained from the external factors.

2.2 TWOS analysis for ALDI
Opportunities
Strength
 The major strength
which is gained to
ALDI is relating to
increasing the sales by
19.8% in comparison
to the other chain of
supermarket (Hill,
2017).
 The reputation of the
company is enhanced
through raising the
quality products and
providing to the
customer within the set
time period.
 Due to dealing in
intellectual property
rights, they carry the
rights related to patent
and trademark in the
business.
Weakness
 The weak point which
is attained in the
business is relating to
failure in attracting the
customer towards the
services. As it is stated
that ALDI is offering
the major discount to
the customer to retain
their interest but still
had to impose high
prices on the products
to maintain their sales
and profits in right
manner (Steenkamp,
2017).
 Instead of having the
high sales growth in
2017, still they are not
managing their
operational activity in
better way as TESCO,
Sainsbury, ASDA and
Morrisons.
Opportunity which they gained
through this perspective is
relating to enhancing the
customer needs by targeting
the new market segment.
Opportunity which they gained
through this perspective is that
customer is attracted if they
find offer or scheme on
particular products which are

satisfying their daily needs. In
such aspects, they charge extra
prices but provide discount on
some other products. Through
this manner, the money is
invested in particular services
and customer are retained for
longer time period.
Threats Through carrying the
renowned brand image in
market, the threats which is
raised in business is relating to
facing tough competition in
market (Hill and Hill, 2017).
Thus, by adapting the
innovative marketing
technology to retain the
customer needs, the threats can
be reduces in respect of
satisfying the customer interest
in providing the quality and
unique services.
By examining the weakness,
the threat is raised in respect of
not managing the quality
control or not following the
government rules and
regulation during expanding
the business in different
countries. In such manner, the
threats is examined by
providing more quality
products by different
companies as comparison to
ALDI.
3.0 TASK 2
3.1 Marketing objectives
It is defines as the term which is relating to setting the accurate goal and mission which is
undertaken by the business in relation to satisfying the customer needs and interest towards the
business. Such objectives are to be prepared in respect of targeting to achieve such goal within
the stipulated time frame (Menary, 2018). Thus, it refers to the short term gain which is planned
by the company in respect of achieving the longer gain to the business.

In context of examining the view point of the business regarding understanding the
importances of having objectives, it results in increasing sales in the business. It also enhances
the customer loyalty through providing the quality products within the set time period
(Chamoux, 2019). The importances of setting the objectives in business is relating to motivating
the employees to attain the task within the stipulated time period and also bring creativity and
innovative ideas at work place. In relation to applying the SMART principles in business, it is
further classified into:
 Specific: The goal which is to be achieved must be clear and specific.
 Measurable: After setting the goal, the objective must be meaningful and also determines
various ways to be fell motivated and focused towards the target.
 Achievable: The goals which is set must be attainable and also the carry the abilities to
achieve such goals within the set possibilities (El Sayad, 2016).
 Relevant: It is stated that the goals which is set must be relevant and useful for the
research. Thus, the results and data which is interpreted must provide relevant results.
 Time bound: The objectives which is set must carry the time boundation. So, that it is to
be achieved within the set time period.
3.2 Marketing objectives for ALDI
The marketing objectives which is set for ALDI, to be achieved within the 12 months is
relating to:
1. To increase the sales of ALDI by 25% at the end of the year 2020.
2. To increase the market share by 50% till the time period of January 2021.
3. To increase the users of the digital marketing by the period of 3 months starting from
May 2020.
The first objectives which is to be achieved through using the tag line for marketing is
relating to expressing ourself. By using the innovating promotional strategy to retain the interest
of customer towards the business is resulting in increasing sales in the business. The second
objectives which is prepared by undertaking the set goal with the time period is to be undertaken
through increasing the capability of the buyers to prefer the products (Villani, 2018). Through
this manner, the market share is increased and also resulting in increasing the reputation and
goodwill of the business. The third perspective which is resulting to increasing the usage of
digital marketing through ordering the products online. As by expressing ourself in respect of

providing high rated security results in securing the customer information and also enhancing the
user reviews in larger way.
4.0 TASK 3
4.1 Marketing Mix
It refers to the combination of various set of action which is undertaken by the company
to control the needs and demands of the customer through preferring the company products. It is
some kind of the business tactics which is applied by the business in respect of using various
promotional tool to promote the business at larger scale (Coleman, 2018).
The marketing mix is used in business in context of managing or arranging the elements
to examine their overall marketing strategy and sustaining their position in market. As business
is undertaking their marketing campaign in respect of expressing ourself, thus marketing mix
helps in examining the overall element to enhances the main objectives of the ALDI (Strategy,
2019). To undertake the marketing mix, it requires adequate planning, understanding the matters
and also consulting with other people before applying any such aspects in the business for longer
term gain. It is stated that marketing mix is covered with the 7'P of marketing such as products,
price, place, promotion, people, process and physical environment. Thus, it further divided into
following aspects such as: Product: It refers to the particular products which satisfied the needs of the people
through providing the quality products or dealing in timely deliver of services. In context
of ALDI, they serve the customer to the wider range of services or products such as fresh
foods or bakery related items or household products (ALDI Marketing Mix Web, 2020).
Thus, in respect of retaining the customer interest, they serve their own label products
which results in high rated quality and also deal in eco friendly related products. Place: It is very important in the marketing mix, as it refers to the physical stores where
people personally visit and purchase the products. Usually, the integrity and stability of
the business is determined through viewing the physical stores of the company. In respect
of ALDI, it is stated that the place which is usually refers to the customer where they can
purchase the company products (Bajer, 2017). It is stated that ALDI had around 840
stores in UK and carrying 1900 stores across 35 states. Due to examining the most
demands of the customer regarding getting the products easily, ALDI dealing in

establishing their stores in the mid of the places. Through these aspects, it is easily
reachable by any person. Promotion: Through the process of promotion of business in market, it results in
enhancing the brand image of the company and also attracting the customer towards the
business. Usually companies had various options to choose the mode to promote the
business such as advertising, sales promotion, personal interaction and many more. In
respect of matter related to ALDI, it is stated that the ALDI mainly uses the innovative
ideas and concept to promote the business through advertising (DeSmet, 2018). Through
these aspects, they able to interact with customers and also take the feedback once, they
avail the services. In few aspects, ALDI also uses the sales promotional tool, to cut off its
prices though expressing themselves in better manner. Price: It is stated that the prices which is imposed by the company upon the customer on
preferring the particular products or services. The fluctuation in prices results in affecting
the interest of the customer regarding preferring such products or not. In case of ALDI,
they mainly use the penetration pricing strategy in which they set low pricing in the
initial period and once the products are growing with its demand, they imposed high
prices for the particular products (Laffy and Walters, 2016). Through this manner, they
attract the customer towards the business and also build the customer loyalty through
providing the quality products.
 People: It refers to the person who are working under the business to promote the
business or also using the techniques to resolve the customer issues in right way. In
respect of ALDI, people of ALDI work under the sales team in which they are adapting
various efforts to enhances their marketing techniques. This can be achieved through
recruiting the efficient person which provide the effective training to the employee and
also guide them to achieve goal in the set time period. Customer is happy if their views
are resolved and also they are guided in right manner.
5.0 TASK 4
5.1 Customer service
Customer services are one of the most important part in the business and thus every
business use the different tactics to retain the interest of the customer towards the business for

longer way. Through providing the effective customer services, it results in building the strong
connectivity with the customer and also helps business to grow at global level (Richardson,
2019). In context of business, every company keep the separate department which is stated as
customer services. They are properly trained and guided to interact with customer and resolve
their issues which they are facing after availing the company products.
The importances of the customer services in the business is relating to building the
customer loyalty through providing the quality products. Customer is important in business, as
through their money or feedback, the dependency and stability of the company is determined. In
respect of ALDI, to provide effective customer service resulting in gaining longer term
advantages to the business (Szmigin and Piacentini, 2018). By increasing sales in the business
resulting in producing more products and in return delivering quality services to customer. In
respect of undertaking the tag line relating to expressing ourself, customer services play the
major role regarding presenting the strength and benefits of the company and also resoles the
customer issues which they are facing regarding preferring the products.
5.2 Recommendation for improvement of customer services for ALDI
As ALDI is famous for its marketing strategies and thus, various aspects are to be
recommended to the employees regarding improving the services which they are providing to the
customer such as:
 Customer are attracted if their problems are listened and resoled within the stipulated
time, thus in such aspects, employees had to enhanced their listening skills. Through this
manner, they actively listen to their customer and then provide suggestion to resolve their
issues.
 It is necessary that employees must work on their languages, as the tag line which is
using to promote the business is relating to expressing ourself, thus, the employees must
clear with the company products or services (Langham, 2018). So, that they can guide the
customer in right directions.
 Customer services are improved in respect of measuring and analysing the feedback
which is given by the customer once they avail the products. Through responding the
feedback in right manner or resolving their issues within less time period, it results in
retaining the customer interest towards the services for longer way (Rekettye, 2019).

 ALDI can improve the customer services through undertaking the concept 'express
ourself in respect of improving the technical skills. In this, they promote the company
through providing more security to the customer information which they shared during
ordering the company products online.
 Customer are attracted if they find that their services are improved and also getting extra
monetary rewards in combination of the products which they ordered. Through this
manner, they communicate with the customer regarding promoting the marketing tag line
regarding expressing ourself in new manner (Glauner, 2016). The positive impact lies in
respect of building the strong connectivity with the customer and also enhancing their
interest in longer way.
6.0 CONCLUSION
From the above study, the report concludes the matters relating to the conducting the
marketing plan for the strategies which is adapted by the business in respect of promoting the
concept in market. The report is based upon the ALDI which is the discounted chain of
supermarket in UK carrying wider range of products or dealing in larger number of services. In
this report, the discussion is based upon the marketing campaign which they are carried out
relating to Expressing ourself in which they promote the services through increasing sales,
innovative concept adapted in digital marketing or providing better customer services. Through
these aspects, it results in increasing sales and also retaining the customer interest towards the
business for longer way. It is stated that marketing plan is undertaken in which the objectives is
to be achieved through carrying the 5'P. As it is also concluded that the customer services are
useful in business and also to apply various innovative ideas to enhances the customer interest in
longer time period. Various aspects are also recommended to the ALDI in respect of improving
the customer services in better perspective.

7.0 REFERENCES
Books and Journals
Armstrong, G. M. and et.al., 2018. Marketing: an introduction. Pearson UK.
Bajer, J., 2017. Food Glorious Food: an investigation into the processes of learning, network
building and articulation of expectations at The Food Assembly in London, UK. Master
Thesis Series in Environmental Studies and Sustainability Science.
Chamoux, J. P. ed., 2019. The Digital Era 2: Political Economy Revisited. John Wiley & Sons.
Coleman, D., 2018. Building Brand Experiences: A Practical Guide to Retaining Brand
Relevance. Kogan Page Publishers.
DeSmet, B., 2018. Supply chain strategy and financial metrics: The supply chain triangle of
service, cost and cash. Kogan Page Publishers.
El Sayad, S. M. M. M., 2016. Management accounting and supply chains: actions, concerns, and
networks (Doctoral dissertation, University of Glasgow).
Glauner, F., 2016. Future viability, business models and values. CSR, Sustainability, Ethics &
Governance.
Hill, A. and Hill, T., 2017. Essential operations management. Macmillan International Higher
Education.
Hill, T., 2017. Operations strategy: design, implementation and delivery. Macmillan
International Higher Education.
Laffy, D. and Walters, D., 2016. Managing retail productivity and profitability. Springer.
Langham, T., 2018. Reputation Management: The Future of Corporate Communications and
Public Relations. Emerald Group Publishing.
Menary, J., 2018. Innovation in the UK fresh produce industry: sources, barriers and innovative
capacity (Doctoral dissertation, University of Warwick).
Piercy, N. F., 2016. Market-led strategic change: Transforming the process of going to market.
Taylor & Francis.
Rekettye, G., 2019. Value Creation 4.0. Marketing Products in the 21st Century.
Richardson, N., 2019. Sustainable Marketing Planning. Routledge.
Steenkamp, J. B., 2017. Global brand strategy: World-wise marketing in the age of branding.
Springer.
Strategy, B., 2019. Business Strategy.
Szmigin, I. and Piacentini, M., 2018. Consumer behaviour. Oxford University Press.
Turban, E. and et.al., 2018. EC Strategy, Globalization, SMEs, and Implementation.
In Electronic Commerce 2018. (pp. 537-572). Springer, Cham.
Villani, I., 2018. Transform Customer Experience: How to achieve customer success and create
exceptional CX. John Wiley & Sons.
Online
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