Marketing Analysis of Lidl Supermarket

Running head: MARKETING ANALYSIS OF LIDL SUPERMARKET
Marketing analysis of Lidl supermarket
Name of the Student
Name of the University
Author’s Note

1MARKETING ANALYSIS OF LIDL SUPERMARKET
Background
The KG is a German accent pronunciation and is well known as German-based globally
recognized supermarket within the region of the UK. This supermarket is located in Neckarsulm
in the region of Germany. The supermarket chain operates and functions about 10,000 stores
across the region of Europe and the United-States. The owner of the supermarket chain is known
as Dieter Schwarz, who is also the owner of the store chains such as Handelshof and
hypermarket Kaufland. It started in the era of 1930 the first store that took place in UK,
Germany. It started with a small segment of grocery store operating on a wholesale basis. It is
now one of the largest grocery retailer in the region of Europe. The first store that came into
existence in UK was in 1973 and it expanded as such that by the 1980 it started to come into
consumer’s interest. It was during the era of 1990, that the supermarket chain Lidl started to
focus on the sub-branches of the store and intend to open many multiple branches outside the
Germany, as such they have a market penetration with the Europe. Later, in the era of 1994 that
the supermarket chain first opened its store in the UK and it came into business as such that now
they were having a number of stores around the store. About 700 stores were present. The 700
stores were located in an about twelve different regional areas across the Great Britain
(www.lidl.com, 2019). The company claimed that thanks to the consumer market, the business
they provided for which the supermarket was able to open a number of stores in UK. Because of
the growth in the market the supermarket understood the business prospects that are in favor and
target much of the consumers with the pricing strategy. The supermarket chain is mostly famous
because of the low price segment of the product that the supermarket offers. Lidl market claims
to provide high quality products with a minimum of low price. The layout of the supermarket is
arranged in a manner that pleases the interest of the consumers. Lidl states that they follow a less

2MARKETING ANALYSIS OF LIDL SUPERMARKET
complex chain of business process that that allow them to serve quality products at a minimum
time to the end consumers (Lidl.co.uk, 2019).
1970- The first store was opened in Germany in 1973, utilizing the three individuals as well as
stocking 500 product offerings. By the year 1979 the business firm was successful to open more
six stores.
1980- The business firm was successful in opening about 300 store crosswise over the Germany.
Each of the store was utilizing seven of the individuals and the total product offering estimated
was about 900 product.
1990- The business unit started to launch new store outside the region of Germany, beginning at
the France, and in the year of 1994 the business firm opened its very first UK based store.
2000- The business firm was able to position itself in the UK market and was stable enough to
operate.
At present the business firm claim to have an estimation of about 600+ stores located in different
areas of the UK. Their main business strategy comprises forming a good relationship with the
locale supplier chai. Speaking about today, the supermarket Lidl has about 10,500 stores located
in about 29 different countries.

3MARKETING ANALYSIS OF LIDL SUPERMARKET
Task 1:
Promotional Mix strategy of LIDL
This part of the paper discuss the promotional mix strategy of Lidl supermarket. The sole
purpose is to evaluate each of the 4P’s, namely they are product, price, place, promotion
strategies of Lidl. Lidl supermarket is a German based, discount supermarket chain in the UK
that provides a couple of products that varies from day to day needs (Werner et al. 2017).
Marketing mix of Lidl (4Ps of Lidl)
A proper and thorough analysis has been made on the marketing mix of the supermarket
chain Lidl, the analysis serves to provide the below mentioned key facts, they are as follows:
Lidl supermarket offers customers a number of consumer cheap products. New sustenance, bread
kitchen, drinks, family, wellbeing and excellence, pet consideration, and entire nourishments are
a portion of the key item classes in Lidl. The organization moves an extremely decent number of
its private mark brands (Lidl Stores Limited, 2017). The marketing strategy operates on product,
place, price and promotion.
Product:
Lidl offers clients a wide scope of items. Crisp sustenance, pastry shop, drinks, the family unit,
wellbeing and excellence, pet consideration, and entire nourishments are some of the quality
products that are served by the Lidl supermarket. The organization operates on a number of
products that has its own brand name and goodwill. The business firm claims to work with
quality supply chain to ensure that the quality products are being obtained by the required
consumers.

4MARKETING ANALYSIS OF LIDL SUPERMARKET
Price:
Lidl is renowned as a discounter. It moves items that are both extraordinary esteem and amazing
(Lidl Stores Limited, 2017). It has a solid, steadfast client base. A mix of both shoddy cost and
nature of the items has helped the organization accomplish client reliability. Lidl makes
utilization of various estimating systems. For instance, it frequently utilizes mental evaluating.
Along these lines, it costs a considerable lot of its items cleverly, for example, £2.99, rather than
£3.00. This distinction of £0.1 pence regularly impacts decidedly on client brain research and
basic leadership.
Place:
The Lidl supermarket has more than 700 stores in the UK and excess of 1,600 stores crosswise
over 35 states in the USA (Lidl Stores Limited, 2018). The consumer market of the UK has the
opportunity to shop online through the Lidl official website or visit the local store. The
consumers of the has the opportunity to order any particular product at any particular store
present in UK and the business firm state to fulfil the demand within 3-5 working days after the
prior approval of their request.
Promotion:
Lidl supermarket implements various marketing strategies that are formulated keeping in mind
the UK citizens such as deals advancements, publicizing, and smart advertising. It regularly
promotes on TV and papers to connect with the clients, especially, the US, UK and Australian
markets. It additionally utilizes PR and has started some activities concerning corporate social
obligation. The UK based Lidl supermarket, the supermarket chain Lidl incorporated with the
Teenage Cancer Trust to ensure that the youngster should not deal with scarcity and feel lack of
basic need and requirements (Lidl Stores Limited, 2017).

5MARKETING ANALYSIS OF LIDL SUPERMARKET
LIDL brands: (Wilshaw et al. 2018)

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