Marketing Management: Campaign Strategy for ALDI

This document discusses the marketing campaign strategy for ALDI, a Germany grocery store known for its low prices. It includes a SWOT analysis, marketing objectives, and an overview of the marketing mix. The campaign aims to increase sales, strengthen customer relationships, create brand awareness, and improve profitability.

Marketing management

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
SWOT..........................................................................................................................................3
Marketing Objective of The Campaign with Justification..........................................................6
Marketing mix.............................................................................................................................7
Customer services improvement..................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing management is the more the organizational discipline which have the major level of
focus on the practice level of implications regarding marketing orientation along with techniques
and methods (Mustak and et.al 2016). This is more level of guidance the marketing plans od
company through the use of the accurate level of marketing knowledge which is usually in more
level to be obtained through research and survey with implication of systematics approach.
ALDI, is the Germany grocery stores which is having low prices among the thousand
location around the continents of north America and Europe. The company have the made the
level of decision to have the proper implementation marketing campaign plan in order to me
more level of intensive strategy implications. In this report there will be proper implementation
of the strategy and implication of objective after having the appropriate environmental analysis.
MAIN BODY
SWOT
The company have been known as the group of the discount markets as there is 10000
supermarket’s which is across the developing in 20 countries for the range of its discounted
along with low priced products (Madura, 2020). This have the clear level of inclusion
differentiated wines, groceries, special buys along with everyday collections and garden
products.
The company has the implication of the SWOT analysis which is ben ALDI mangers in
more way to have the situational analysis of the company. This is considered to be important
technique in order to have the understanding the present Strengths (S), Weakness (W),
Opportunities (O) & Threats (T) ALDI is facing in its current business environment.
As the core objective to have the SWOT matrix is to have the identification of the
strategies hats the company can have in more level of exploitation od the external business
opportunities along with countering threats building on the protecting ALDI strengths, and
eradicate its weaknesses.
Strengths (S)
 The company have the large level of business outlets which is been supported by the
strong level of business distributions in order to have the easy availability of the product
can be there.
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 The company have the implication of low-cost structure which helps the company in
order to produce at low rate to gain more level of competitive advantages.
 The ALDI have the stronger level of dealer which have the clear focus on the promoting
the level of company products and training to the skill person to increase the sales and
profit margin.
Firm have the stronger business positions with consecutive level of profit over last 5 years
which have resulted in accumulation of profit reserves for future capital expenditure
(Christopher, 2016).
 The strong level of ecosystems due to its discount chain stores which is making it more
convenience in terms of shopping multiple locations, the assortment of merchandise and
low waiting time for customers.
 The company is trying to have the respective level of entrance into the new markets
with new products for this they have taken more level of initiative.
Weakness (W)
 The company is spending more than average on having effective level of research and
development and expenditure as there is less level of players for having significant
impacts for innovative proper duct in market.
 There are high days inventories which is building up the company to have the inventory
in more of way of adding unnecessary cost of the business.
 The company is facing the souse of diverse workforces in which they are level of
difficulty as per the racial backgrounds in order to have adjusting the workplaces leading
the loss of talent.
 The employee was also facing the issues of the poor satisfaction of employees due to
the working in multiple shifts to have higher level of productivity.
 Lacks of digital marketing as the company don’t have the presence on the three famous
platform which are such as Facebook, Twitter and Instagram. As this is higher levels of
helpful in customer engagement with low customer response time.
Opportunities (O)
 The company have the basic level of opportunities in having the technological
development which provides an opportunity to have the differentiated marketing and
pricing strategy into the new market segment. This is helpful in prevailing the firm to
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have its loyal customers with great services which will be luring the new customers
through value the oriented population.
Increase in the level of advertising to have the drive home advantages in developing the new
technology in order to gain the market share for the new product category (Armstrong and et.al.,
2018).
 Retail is needed to have the major investment in more advertising to beat competition in
more appropriate manner.
 The company should pay major attention in reposition the products as one of affordable
brand in order to boost up the business
Threats (T)
 The more increase level of isolationism at the international level in impacting the sales
at international level.
 The more increase in day to day advance technologies by the market disrupter or the
competitive firm can be result in more level of serious threat for the adaptability at future
terms.
 The more intense level of competition and more need for the stable profitability have the
resulted in increased level of pressure on the increasing the level of sales.
 The company is facing more level of composition form the players such as the Walmart,
best buy. In addition to that’s company amazon have entered into the grocery at online
level have also forced the potential level of threat to them in more significant manner.
TOWS MATRIX Strengths (S) Weakness (W)
Opportunities (O) (SO) (WO)
Technological development in
order to have the development
of stringer business
ecosystem.
In addition to that’s strong
business position in company
will be helpful in business
expansion of new product into
To have the effective
investments of research and
developments on the
increasing the level of
advertising.
The opportunity to have
increase in advertising will be
helpful in having the positive
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new market. impacts over digital marketing
Threats (T) (ST) (WT)
The lost cost structure of the
company will reduce the level
of risk more increase level of
isolationism.
the issues of the poor
satisfaction of employees will
make the company more
unstable to face the intense
level of competition for
need of the stable profitability.
Marketing Objective of The Campaign with Justification
From the above finding it can be clearly stating that’s there is the need of having the appropriate
level of marketing strategy in relation to have the increase in the impact of the digitals
advertising among the customer which will be directly impacting of firm profitability in more
appropriate manner. So that’s the company have made the basic level of decision to have their
launching of marketing campaign for the time period of 1 years which is having tagline of
expresses yourself.
The marketing objective of the campaign will be such as
 To increase the level of sales of new product category by 25% in the upcoming years.
 To strengthen customer relationship by providing the improve product and quality
service.
 To create more level of brand awareness among the customer by increase level of digital
marketing.
 To increase the profit by 20% by raising more level of brand engagements.
Justification
As per the consideration of the fist objective of the company is in order to have increase
in level of sale of new product category by targeting the new market. As the company in have the
extreme level of innovation and creativity (Bowie and et.al.,2016). The company have the
extreme level of investments in research and developments in targeting the new markets for
developing new product to gains kore level of competitive advantage against the competitors. So
the main aims of campaign is to increase the level of sales by 25%.
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Thorough the development of this campaign which is introducing the tagline of
expressing yourself, there is basics idea to have the strengthen customer relationship by
providing the improve product and quality service. As ADLI is having the basic idea that’s
with improving the quality of goods will be helpful in accommodating new buyer to
company. On the other hand, the company will be ready to provide after service to customer
along with accepting feedback and criticism which will be helpful in improvisation and
growth of firm.
The third objectivize is regrading creating more level of brand awareness among the customer by
increased level of digital marketing (Chernev, 2018). As per the analysis, it has been determined
that’s the company is lacking to have the development of advance technologies. The company is
facing intense competition form the players such as the Walmart, best buy. So, the company is
planning to have the implication digital marketing as increasing company brand awareness as the
company don’t have the presence on the three famous platform which are such as Facebook,
Twitter and Instagram. As this is higher levels of helpful in customer engagement with low
customer response time.
The company have the ultimatum goals to increase in level of profitability, so this
business campaign express yourself will helpful in increasing the level of profitability with
attaining parallel results is to create the right marketing strategies. This is essential to have
the social marketing business to create the personnel connection with the respective
audience.
Marketing mix
Marketing mix is considered to be the mix evident to have the improving there the level over
overworking of the organization. The marketing mix in considered is considered to be
important aspect of business which helps in level of maximization as company chances of
achieving steady along with continual success in level of operation. This is also helping in
level of endurances for company to have remaining the responsible to its customers to the
product claims.
Product
In this campaign, the companies will have the claims to have the providence the affordable level
of products along with same quality and customer satisfaction in perfect manner. The company
have the strength of the strong dealer and selected suppliers as to have control over the
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production (Haider and et.al.,2017). This is will be sole reason that’s the Adli to the price the
producers which is lowered as compared to supermarkets. The company will have the applicable
as the ALDI also have the stock as Fresh fruits and vegetables, Health and beauty products,
Clothes, Stationery, Electronic products, Household goods and Soft tools. It does not change its
food products but keeps on experimenting with non-food items.
Price
The company have the strong level of the customer base as the company is able to have the
cheap prices along with quality as it is offering their own brand products which are not
available to the more level of competitors. The company will have the uses unit pricing
strategy for the groceries as that’s the customer can have the easy level of comparison in
more perfect manner. The business will have implementation of price penetrating strategy so
that’s there can be entry in market in perfect manner. As compare to implication of
competitive pricing which is necessary for high competition along with making use of the
economies of scale. There will be also the major part Psychological Pricing have the minor
difference in mind of customer.
Place
As the company have more than there 10000 supermarket’s which is across the developing
in 20 countries for the range of its discounted along with low priced products. This have the
clear level of inclusion differentiated wines, groceries, special buys along with everyday
collections and garden products. The store has the simple layout to have minimum cost for
customers as there all the products in bulk from the various suppliers in order to have product
quality to be maintained. This have the Esurance over minimizing their waste disposal. the
campaign will be helpful in maintain there more level of regains appearances as all their
tome ensuring the quality of products in maintained in core perfect manner.
Promotion
The marketing mix is considered to be more level of compressive strategies as the claiming the
cost saving Aldi investing the negligible amount are well communicated to the customers. The
company will make the extensive her use of digital marketing strategies to have the promotional
of products with the use of print, electronic which will have the clear inclusion of display modes
in order to have the promotion its stores. Through this campaign, there will be more level of
email marketing in order to have the informing the customer to have the special buys as the
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promotional strategies (Deepak and Jeyakumar, 2019). The promotional techniques which can be
such as
‘Swap and Save’ to make customers switch to their brand from competitor’s brand along
with ‘Like brands. Only cheaper’ to build customer trust in its products.
People
The company have the lower customer service in more away than it competitors as the
employees which is not having the assistance customers in more level of product selection.
This is because that’s the firm have very thoughtfully in order to store layout in which
everything is been divided into having proper selection which have the reduction to the
number of employers on the floor which ever in needed. The stores employees which are at
the billing counters to have the quicker scanning the products. The company have to pays its
employee have the higher than its competitors along with providing on level of job training
to new employees.
Process
The company is more level to sheer out layout which makes product to have finding very
easy as the customer are generally to have selection the products on their own reach which
have reducing to have the number of employees which is need more level of assistances to
the respective customers. The company keeps the limited level of high quality which is
nominally priced to have preventing customers in order to getting the turn reducing selection
time. In addition to that as firm have their products have the larger level of barcodes with
quick identification along broader -longer conveyor in best of fast billing. This campaign will
be helpful in making the business more perfect.
Physical evidence
This is globally in more renowned for the simplest business process, standardization along with
global pricing (Kotler and et.al.,2018). The company providing more level of cheaper products
along with keeping their everyday lower prices at the same global level. So this marketing
campaign will be applicable to achieving all the business objective to have ensuring the business
in perspective manner.
Customer services improvement
Customer services is considered to the golden business in order to have the successful
manner which is more important time for the business in order to have the offering the
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greater level of customer service today. Customer services is more crucial for having the
growth of business which is product and services-oriented company. As the ALDI have the
organising the campaign helps to have proper optimization which is regrading to make the
campaign more level successful. There is more level of integration in more terms which can
be such as the implication of various strategies which is helpful developing so that there is
more level of achievement. So, the strategies are-
 Counting of first impression
The first impressions are regarding her customer is receiving the set level of stages
for the customer experiences in perfect manner. The first level of impression of the
marketing campaign can have the coming up from the different level of phone calls
along with emails or visiting the parts of business in respective store. The marketing
managers should have the proper level of assurances with the implementors of best
foot forwards which will helps to successful campaigning.
 Don’t have the digital dive
The company should have the implementations of proper level of digital marketing
strategy for the advertisement but should have the clear implication regarding the
basis of email marketing in which they should be more sure to have the confident
level of email marketing’s which will be able to have the proper level of pick up the
phone call to be returned in effective manner.
 Treat customers in perfect manners
As in the business, it is very clear, what goes around is what comes around. So, the
company marketing team should have the effective level of development in more
manner of treating their customers with the same level of respect and courtesy which
will be helpful for the two have the effective encounter in more perfect manner. In
order to that the customer, the company should have provender of effective training to
the staff member in order gains more level of popularity in effective manner.
 Be proactive
The marketing terms of the casing should have tuber proper level of assistance to the customer
with understaffs the respective needs and current level of market trends in effective manner
(Keegan., 2017).In addition to that as firm have their products have the larger level of barcodes
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with quick identification along broader -longer conveyor in best of fast billing. This campaign
will be helpful in making the business more perfect.
 Proper feedbacks
The campaign should have the measuring of the effective teams which will
responsible to attracts more level of customers and creating more brand engagements.
Always smile when responding, this will ensure that your tone comes across as
pleasant and helpful. The promotional techniques which can be such to make
customers switch to their brand from competitor’s brand along with ‘Like brands.
Only cheaper’ to build customer trust in its products.
CONCLUSION
From the above report, it can be concluded that company have the made the level of decision to
have the proper implementation marketing campaign plan in order to me more level of intensive
strategy implications. Technological development in order to have the development of stringer
business ecosystem. This is essential to have the social marketing business to create the
personnel connection with the respective audience. The campaign will be helpful in maintain
there more level of regains appearances as all their tome ensuring the quality of products in
maintained in core perfect manner. The company keeps the limited level of high quality which is
nominally priced to have preventing customers getting the turn reducing selection. The company
should have provender of effective training to the staff member in order gains more level of
popularity in effective manner.
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REFERENCES
Books and Journals
Online
Keegan, W.J., 2017. Global marketing management. Pearson India.
Kotler, P and et.al.,2018. Marketing management: an Asian perspective. Pearson.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Haider, A.A. and et.al.,2017. Marketing Management. Head, B, p.22.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Taylor &
Francis.
Armstrong, G.M and et.al., 2018. Marketing: an introduction. Pearson UK.
Christopher, M., 2016. Logistics & supply chain management. Pearson UK.
Madura, J., 2020. International financial management. Cengage Learning.
Mustak, M and et.al 2016. Customer participation management. Journal of Service Management.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126.
Lasserre, P., 2017. Global strategic management. Macmillan International Higher Education.
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