Integrated Marketing Communications

This article discusses Aldi's IMC practices and analysis of current advertisement. It covers segmentation and persuasion analysis of Aldi. The article also includes a table of contents and references. Subject: Marketing, Course Code: MKT101, University: Not mentioned

Running head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
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INTEGRATED MARKETING COMMUNICATIONS
Table of Contents
Identification and Analysis..............................................................................................................2
Segmentation................................................................................................................................2
Persuasion Analysis of Aldi.........................................................................................................3
Analysis of Current Advertisement..............................................................................................4
Current IMC practices..................................................................................................................5
References........................................................................................................................................7

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Identification and Analysis
Aldi wants that there should be proper segmentation of the market to be done in order to create
value for the segments. The market segment which is to be created needs thorough analysis in
order to understand the perception and the mindset of the customers. So Aldi will have to
analyze the Roy Morgan value segment approach in order to understand the target audience and
the market effectively (Walvis 2012). Aldi also want their existing and new produces to be
effectively promoted within the retail sector of Australia.
Segmentation
The segmentation of the market is done best with the help of the tool known as Roy
Morgan value segment. The segmentation is defined as the segmentation of the market into
groups or sub groups by which any organization could be able to ensure that they can be able to
target the audience in a proper way (Zentes Morschett and Schramm-Klein 2017). The Roy
Morgan value segment is useful in analyzing precisely that who are the target audience, what are
their status, the habits and the perceptions of the customers in terms of buying which is useful in
predicting the future behavior of the clients (Hamlin et al. 2012). In Roy Morgan value segment
there are some drivers which helps in making the market to be targeted comprehensively and
easily by Aldi (Zentes Morschett and Schramm-Klein 2017). The segmentation of Aldi as the
brand has been outlined below with the help of the Roy Morgan value segment.

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(Source: Lehner and Halliday 2014).
(Source: Hamlin Lindsay and Insch 2012).

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Basic Needs- The basic need for the customers would be getting of the high quality
products and services from Aldi which develops value for them (Fritz Schoenmueller and Bruhn
2017). Aldi is much more comfortable with the customers due to their affordable pricing they
develops with their products adds value.
A fairer deal- Aldi provides healthier and eco friendly products which helps in providing
security to their families and friends in the best possible way. They have been maintaining the
highest standards of business ethics and fair labour standards so as to avoid criticism and for
making the work life easier for the employees of the company (Hamlin Lindsay and Insch 2012).
Traditional Family Life- The products of Aldi has been useful in winning respect and
trust from the customers and the employees with their outstanding service they provide to them.
Conventional Family Life-The products of Aldi satisfies the needs and demands of the
households.
Something better- Aldi want the products to be developed so that it should be able to
compete within the retail market (Keller et al. 2016).
Real Conservatism- Aldi wants the products which are reached at the customers with low
prices and have good returns for the shareholders (Hamlin Lindsay and Insch 2012).
Young Optimism- Aldi want the products to be targeted for the
young with fun living, innovative and healthy products to be delivered it
to the customers (Keller et al. 2016).
Visible Achievement- Aldi with their innovation in their product range and convenient
and reliable services achieved their objectives properly (Hamlin Lindsay and Insch 2012).

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Socially Aware- Aldi needs to use the green technology for the development of eco
friendly products for making the society aware of the cheap quality products (Fritz
Schoenmueller and Bruhn 2017).
Persuasion Analysis of Aldi
There are seven tools for the persuasion analysis of the brand Aldi and they are explained
below
Reduction- Aldi believes in providing simplicity and clarity in their products which they
deliver. They offer simple and most common products in the market which is easily used and
meet the requirements of the target market (Fritz Schoenmueller and Bruhn 2017).
Tunneling- Aldi which is having a strong target audience always want to maintain
consistency with their target audience. This is possible only if they can be able to add value to
them. They add value to them with smart shopping experience to be provided for them. They
also provide products at the cheapest of process with the huge amount of discounts given to them
(Zentes Morschett and Schramm-Klein 2017).
Tailoring- Aldi try to source the products locally and provided highest discounts on their
own brand line. They also have the online presence by which customization in their orders could
be made and customer satisfaction is highly achieved by them (Zentes Morschett and Schramm-
Klein 2017).

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Suggestion- Aldi have the proper management team and highly skilled employees who
will be providing effective advice and decisions at the right time when Aldi could not be able to
compete and if there is decline in the sales performance (Steenkamp 2017).
Self Monitoring- Aldi should be monitoring the performance of the employees and the
employee perceptions by reviewing their feedbacks on internet (Steenkamp 2017).
Surveillance- Aldi should be able to observe the sales statistics and the annual reports for
the analysis of the performance of the company over the last decade or so. They should be
observing the behavioral patterns and analyzing the retail industry trends for gaining knowledge
on the mindset of the customers (Walvis 2012).
Conditioning-Aldi provides huge discounts whole year to reinforce the positive behavior
of the customers and enhances the brand image (Walvis 2012).
Analysis of Current Advertisement
Printed catalogues- The printed catalogues are located at their stores and they show the
Special buys which are cheaper as compared with the competitors (Steenkamp 2017).
POS Displays- The organization also uses the POS displays which include the signage for
the current swap and saving the campaign and the special promotions to be introduced (Keller
Dekimpe and Geyskens 2016).
Ad Campaigns- Aldi also introduced ad campaigns in order to communicate and engage
with the customers and for selling their new products (Steenkamp 2017).

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Social Networking Sites- Aldi is very much active on different social networking sites
such as Facebook, Twitter and Instagram page. They constantly replied on the stock availability
on their Facebook page (Zentes and Morschett 2013).
Current IMC practices
(Source: Keller Dekimpe and Geyskens 2016)
The integrated marketing mix is defined as the integration of the marketing or the
promotional tools which is used by any organization in order to promote their products as well
for achieving the marketing objectives (Lehner and Halliday 2014). So the IMC practices of Aldi
has been outlined below
Advertisement- Aldi is now advertising on TV for the promotion of their new and
existing products with the new outlook and catchy lines for attracting the customers. Aldi uses 20
seconds of advertising on TV (Steenkamp 2017). They also use humour in order to connect with
their customers emotionally with the target audiences.

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Personal Selling- Aldi encourages the customers to use their own shopping bags and
make them use their shopping bags when they come for shopping in Aldi stores (Fritz
Schoenmueller and Bruhn 2017). They promote in their own website which helps them selling
their products personally.
Sales Promotion- Aldi is considered as the discounted retail chain. They provide huge
amount of discounts per year on their products helps in attracting and engaging customers on a
constant basis (Zentes and Morschett 2013).
Direct marketing- Aldi uses direct emails and sent this to the customers. For example,
they convey the ‘Swap and Save’ text and the seasonal messages to the customers (Walvis 2012).
Public Relations-Aldi donates $2 from a 12 packs of 600ML water to the ‘’one voice’’
charity. Aldi should always be supporting the equal life for the children living in Australia (Fritz
Schoenmueller and Bruhn 2017). Aldi also uses the headline water ‘’Equals life for Australian
Kids’’.

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References
Fritz, K., Schoenmueller, V. and Bruhn, M., 2017. Authenticity in branding–exploring
antecedents and consequences of brand authenticity. European Journal of Marketing, 51(2),
pp.324-348.
Hamlin, R.P., Lindsay, S. and Insch, A., 2012. Retailer branding of consumer sales promotions.
A major development in food marketing?. Appetite, 58(1), pp.256-264.
Keller, K.O., Dekimpe, M.G. and Geyskens, I., 2016. Let your banner wave? Antecedents and
performance implications of retailers’ private-label branding strategies. Journal of Marketing,
80(4), pp.1-19.
Lehner, M. and Halliday, S.V., 2014. Branding sustainability: Opportunity and risk behind a
brand-based approach to sustainable markets. Ephemera, 14(1), p.13.
Steenkamp, J.B., 2017. Global Brand Strategy: World-wise Marketing in the Age of Branding.
Springer.
Walvis, T., 2012. Branding with Brains: The science of getting customers to choose your
company. Pearson UK.
Zentes, J. and Morschett, D., 2013. Retail Branding–Concept, Effects and its. Strategic
Management: A European Approach, p.161.
Zentes, J., Morschett, D. and Schramm-Klein, H., 2017. Retail Branding and Positioning. In
Strategic Retail Management (pp. 185-206). Springer Gabler, Wiesbaden.