Importance of Marketing Campaign for ALDI

This report discusses the importance of marketing campaign for ALDI, a famous discount supermarket in the UK. It covers topics such as Marketing TOWS, formulation of objectives, examination of marketing mix plan, and a proposal to improve the level of customer services.

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Marketing TOWS for ALDI and explanation of marketing audits..............................................1
Formulation of 3 marketing objectives........................................................................................3
Examination of the marketing mix plan that have been proposed to achieve objectives............4
Proposal on the way in which ALDI can improve its level of customer services as a part of
marketing campaign.....................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing management can be defined as an organisational discipline which is highly
focused with the application of various types of methods that are beneficial for performing
marketing activities in systematic manner. Main purpose of it is to make sure that all tasks which
are focused with enhancement in customer engagement are performed in systematic manner so
that higher profits could be acquired (Aarikka-Stenroos and Ritala, 2017). Main aim of present
report is to determine importance of marketing campaign for an organisation. For this purpose
the enterprise which is selected is ALDI. It is one of the famous discount supermarkets of United
Kingdom. This report covers various topics such as Marketing TOWS, formulation of objectives,
examination of marketing mix plan etc. Apart from this, a proposal for the purpose of making
improvements in the level of customer services are also covered in this project.
MAIN BODY
Marketing TOWS for ALDI and explanation of marketing audits
ALDI is one of the largest retailers of United Kingdom and the marketing consultant of it
is being asked to provide 12 months marketing campaign plan which should cover different tasks
related to marketing. The tagline of it is Expressing Ourselves. In order to determine the
objectives to formulate the whole campaign TOWS analysis is required to be conducted by the
organisation. Detailed description of it is as follows:
TOWS analysis: Its full form is threats, opportunities, weaknesses and strengths which is
considered as variant of SWOT analysis. With the help of it, all the organisations may get aware
of all the positive as well as negative elements that may affect business in favourable or adverse
manner. In order to formulate the marketing campaign it is very important for ASDA to conduct
a TOWS analysis (Cegliński, 2016). With the help of it, marketing consultant of the organisation
will be able to formulate appropriate marketing objectives. It is conducted for ASDA and
detailed analysis of it is as follows:
Components Opportunities Threats
Designing new marketing
campaigns
High level of competition
Expansion in different Lack of customer engagement
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countries
Strengths SO
(Maxi – Maxi)
ST
(Maxi – Mini)Large market share
Focused with innovation
Weaknesses WO
(Mini – Maxi )
WT
(Mini - Mini)Weak positioning strategies
Limited global presence
From the above table various strengths, weaknesses, opportunities and threats of ASDA
are being identified. Analysis of all of interrelationship of all of them is as follows:
SO (Strength – Opportunity): TOWS analysis is showing that ASDA have two major
strengths which are large market share and focus on innovation. Both of them are benefiting the
organisation to execute business properly and attain competitive advantage. Two main
opportunities for the organisation are conducting a new marketing campaign and expanding
business globally. All the strengths and opportunities are facilitating the organisation to carry out
operations in systematic manner. By paying attention towards the growth options the enterprise
will be able to reach its targets such as higher profits, productivity etc. All the strengths of the
organisation will be beneficial to grab the opportunities because large market share will help it to
make sure that if a new marketing campaign will be introduced by it then it will attract clients.
While planning to expand business strength of high focus on innovation will be beneficial for it
to work on it effectively (TOWS analysis, 2020).
ST (Strength – Threats): Two major threats which are faced by ASDA are high
competition and lower customer engagement or footfall. It is very important for it to deal with
both the threats properly so that business could be operated in systematic manner. In order to
respond all of them marketing consultant of ASDA can use the strengths properly. High level of
competition could be dealt by using latest technology as the entity is highly focused with
innovation. Artificial intelligence could be used by it to attain high level of competitive
advantage and be the market leader. On the other hand, strength of large market share will be
beneficial to deal with the threat of lack of customer engagement because it can help to attract
large number of customers when an organisation has captured huge part of market. By using all
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the strengths management of the entity will be able to deal with all the threats properly (Cortez
and Johnston, 2017).
WO (Weakness – Opportunity): The TOWS analysis is showing that two main
weaknesses of ASDA are weak positioning strategies and limited global presence. In order to
deal with all the weaknesses the management of the organisation can take advantage of
opportunities as with the help of all of them the weak elements could be responded properly. For
example, the global presence of the company is limited therefore by paying attention towards the
opportunity of expanding business in different countries this weakness could be dealt. It will help
to enhance global presence of the entity. On the other hand, by designing a new marketing
campaign ALDI can strengthen its positioning strategies.
WT (Weakness – Threat): There are various weaknesses and threats of ALDI. It is very
important for the organisation to make sure that all of them are dealt properly so that business
can grow. Some of them are weak positioning strategies, limited global presence, lack of
customer engagement and high level of competition. In order to deal with all of them strategies
such as designing new market campaign and expanding business could be adopted (Ellram and
Murfield, 2019).
In order to conduct the TOWS analysis marketing environment audit is being used which
is as follows:
Marketing environment audit: This audit is mainly used for the purpose of analysing
objectives, activities, objectives and environment of an organisation which is related to
marketing in comprehensive and systematic manner. While conducting TOWS analysis this audit
is being used so that accurate and appropriate information regarding ALDI could be gathered.
Formulation of 3 marketing objectives
 To increase customer foot fall by 20% in upcoming 5 months to increase number of
customers.
For businesses such as Supermarkets it is very important to have higher foot fall so that
all the business goals could be accomplished. A new marketing campaign is being designed by
ALDI therefore the consultant has formed and objective for the same which is making increment
in the customer foot fall in upcoming 5 months. If this goals will be accomplished then total
income of the entity could also be increased. In order to attain it all the sale force will be required
to make sure that they attend each and every customer properly and try to respond appropriately
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to their queries. With the help of it number of total customers could be increased by ALDI
(Hackley, Hackley and Bassiouni, 2018).
 To enhance sales by 5% in forthcoming 12 months so that revenues could be increased.
Another objective for the marketing campaign is making improvement in sales so that
total revenues of the entity could be increased. It will aware customers regarding different
products and services that are sold by ALDI which will help the entity to increase sales. When
this aim will be achieved then the enterprise will be able to attain growth and development.
There are various steps which will be taken by ALDI for the purpose of accomplishment of this
objective. These are making sure that all the employees are working properly according to the
guidance of leaders. Marketing campaign will spread detailed information about all the products
that are being sold by ALDI in the market. With the help of its, awareness regarding all the items
will be increased and it will result in higher sales for the organisation.
 To increase the profitability by 12% in next 8 months to enhance performance of
business.
The third objective behind designing of marketing campaign is increment in profits so
that overall performance of ALDI could be improved. Marketing consultant have decided to use
digital technologies to market all the goods that are sold by the organisation as it will help to
reach maximum number of targeted audiences. With the help of it, possibility of generating
higher profits could be increased because when digital platforms will be used for marketing
purpose then it will help the firm to target large number of individuals. Marketing campaign will
also be beneficial for the enterprise improve performance because when end number of buyers
will buy its goods then profits will be increased. Higher profitability will result in good
performance of whole organisation (Homburg, Jozić and Kuehnl, 2017).
Examination of the marketing mix plan that have been proposed to achieve objectives
Marketing mix: It can be defined as the combination of different elements which are
related to the marketing of all the products and services which are sold by an organisation in the
market. Several components of it are product, price, place, promotion, people, process and
physical evidence. As ALDI have planned to design a new marketing campaign for the
attainment of different objectives therefore the organisation will be required to alter all the
elements of marketing mix (Järvinen and Taiminen, 2016). A plan for all of them which is being
proposed to attain the goals is as follows:
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Marketing Mix Plan
Marketing mix
elements
Detailed analysis
Product All the items which are sold by an organisation are considered as the
products. While designing a new marketing campaign it will be very
important for marketing consultant of ALDI to make sure that all the
products that will be offered to the clients have good quality. It is essential
for all the marketers to use the campaign to aware targeted audiences
regarding all the products and services which are offered by ALDI to them. It
will be beneficial to achieve the objectives of increased profits, sales and foot
fall. When large number of customers will get aware of all the goods sold by
the organisation then they will visit the stores and it will result in attainment
of goals of entity (Krasyuk and et.al., 2017).
Price It is the amount which is charged from customers for the item which is
bought by them. As a new marketing campaign will be designed by ALDI
therefore it is very important for the markers to make sure that they use
effective pricing policies for all the products and services. While trying to
market the items the marketing consultant is also responsible to aware all the
targeted clients regarding prices of all of them. There are various types of
pricing strategies such as penetration, competitive, economic etc. Currently
competitive strategy is used to set price for all its products and in future
penetration could be used by it. By using it the entity will set lower price for
all its products at initial level to achieve objective of increased footfall and in
future prices could be enhanced with the demand of them in the market.
Place Place is the location where customers go and buy the products. While
designing the marketing campaign ALDI will be required to make sure that
its stores are easy to reach for all the customers. By paying attention towards
this element the organisation will be able to achieve the objectives of higher
sales and profits with increased number of customers. If the stores are not
easy to reach for the customers then it may result in lower engagement level
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of them in operational activities (Kumar, 2016).
Promotion It refers to the activities which are performed by entities to attract large
number of customers. The several methods which are used by ALDI for this
purpose are advertisement, sales promotion. TV commercials etc. In order to
achieve the objective of higher customer foot fall ALDI have planned to
perform activities of online marketing. It will help to reach maximum number
of individuals so that sales could be improved.
People All the individuals working within the organisation are the people who
contribute in growth of business. In order to achieve the marketing objectives
of increased foot fall, sales and profitability ALDI have decided to provide
training to sales force so that they can understand needs of customers. On the
other hand, marketing consultant have also decided to provide additional
incentives to staff if they work productively and attend clients properly.
Process All the procedures which are followed to perform operations are considered
as the part of this element of marketing mix. As a new marketing campaign is
being designed by ALDI therefore the marketing consultant have decided to
make some changes in process of business execution. It has been planned that
computers will be used across to handle different procedures. With the help
of it efficiency will be increased along with timely deliveries to the
customers. It will also help to achieve the objective of higher profits as on
time delivery may help to enhance revenues along with profitability (Lambert
and Enz, 2017).
Physical
evidence
It is the element which provides characteristic of differentiation to the
products and services which are sold by an organisation. In order to achieve
the marketing objectives of higher profits, sales and customer foot fall
marketing consultant of ALDI have decided to make appropriate changes in
it. The organisation will collect feedback from targeted audience regarding
packaging so that it could be improved and sales could be enhanced.
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Proposal on the way in which ALDI can improve its level of customer services as a part of
marketing campaign
For all the organisations it is very important to make sure that effective marketing
campaigns are designed so that level of customer services could be improved. Marketing
consultant of ALDI have designed a new campaign therefore it is essential to develop a proposal
to improve level of customer services. Detailed proposal for same purpose is as follows:
Proposal
Strategies Details
Identifying needs
of customers
In order to improve level of satisfaction of customers ALDI have decided
to identify the needs of clients with the help of new marketing campaign.
With the help of it, all the products and services or changes in them that
are required by targeted audience will be made. It will be beneficial for
the enterprise to enhance their satisfaction level as they will get all those
items that are required by them with high quality (Salo, 2017).
Taking timely
feedbacks
For all the entities it is essential to take feedback from customers on
regular basis so that their issues could be identified and modifications in
organisational procedures could be made. While designing the marketing
campaign the consultant have decided to take proper feedbacks from the
targeted audiences. Afterwards, effective changes will be made
accordingly for the purpose of improving level of customer satisfaction.
This step will be beneficial for ALDI to meet the objectives of marketing
campaign as it will help to make modifications in services which are
rendered to the clients.
Staff training In order to attain success it is very important for all the entities to train
staff so that they can work productively. It can help to deliver best
services to the customers and enhance their satisfaction. While designing
the marketing mix plan marketing consultant of ALDI have decided to
conduct appropriate training programs for staff so that all the employees
can work productively. With the help of this strategy organisation will be
able fulfil all requirements of clients, visiting stores and resolve all their
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queries as staff will be trained to communicate with them properly
(Wagner and Eggert, 2016).
Rewarding loyal
customers
It is one of the effective step which is being proposed by ALDI to take in
future for the purpose of improving customer satisfaction level. The
marketing consultant have decided to reward all the brand loyal clients
who are buying products from supermarkets of ALDI. They will be
rewarded with discount coupons or other bonus cards which could be
redeemed by them in future whenever they require it.
Resolving all the
queries of
customers
In order to achieve all the objectives which are related to marketing
campaign ALDI is planning to make sure that all the queries which will be
made by customers in stores will be resolved quickly. By paying attention
towards this strategy the marketing consultant have planned to improve
the level of customer satisfaction. When all their concerns will be
resolved properly then it will help to increase their level of service (Ying-
Ping and Hu, 2016).
Paying attention
towards customer
relationship
management
It is one of the major steps which will be taken by ALDI for the purpose
of improve level of customer satisfaction. The top level executives have
decided to improve CRM by formulating new strategies. Focus upon it
will be beneficial for the attainment of objectives which are related to
marketing campaign. These are higher customer foot fall, profitability and
revenues. By managing all the relations properly with clients the
enterprise will be able to increase their level of satisfaction.
Marketing consultant of ALDI have decided to take all the above described steps to
improve level of customer satisfaction. By paying attention towards all of them the organisation
will be able to meet the objectives of marketing campaign. These are higher foot fall, revenues
and profits (Ziemba, Jankowski and Wątróbski, 2018). The whole proposal is focused with the
improvement of level of customer satisfaction so that the consumer base of the entity could be
strengthen for further growth.
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CONCLUSION
From the above project report it has been concluded that marketing management is the
process of making proper alteration in marketing related activities to enhance performance of
business. While designing a new campaign to market products and services it is essential for
companies to conduct TOWS by using marketing audit. Apart from this, specific objectives are
also required to be formulated along with marketing mix plan to achieve them. Additionally,
ways to improve customer satisfaction level are also required to be identified.
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REFERENCES
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prospective analysis. Industrial Marketing Management. 66. pp.90-102.
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potential. Industrial Marketing Management. 62. pp.1-16.
Salo, J., 2017. Social media research in the industrial marketing field: Review of literature and
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