Expressing Ourselves: A Marketing Campaign Plan for ALDI

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.