Marketing Objectives for Tagline “Express ourselves”

This report explains about ALDI is a strong discount supermarket chain that is having 10,000 stores in approx 20 countries. It discuss about marketing plan that company is making in order to increase its sales and gain competitive positioning.

MARKETING MANAGEMENT

TABLE OF CONTENT
INTRODUCTION 1
Marketing Objectives for tagline “Express ourselves” 1
Marketing Plan 2
Conclusion 5
REFERENCES 5

INTRODUCTION
Marketing is most important process of firm that included various activities such as
identifying needs of customers and planning for ways to satisfy such needs. Marketing manager
has to effectively manage various function of company related to marketing and search
opportunities so that firm can achieve gain competitive advantages in the market. This report
explains about ALDI is a strong discount supermarket chain that is having 10,000 stores in
approx 20 countries. It discuss about marketing plan that company is making in order to increase
its sales and gain competitive positioning.
TOWS Matrix for ALDI
Tows Matrix refers as the technique which is used to examine, generate, compare and elect
business tactics to gain defined goals and objectives of organization i.e. increment of sales,
improve profit scale and expand brand image values among the public. It is strategy making
procedures which works on SWOT to find out opportunity that can apply for future strategy. The
main purpose of Tows matrix in business to match it’s internal strength with external
opportunities (so) to introduce maxi-maxi strategies which supports to gain success over the
period. ALDI is a German company which applies Tows matrix to analyse its opportunity and
strength so that easy to meet it’s objectives over the time. Tows matrix is described below:
ALDI Strengths-S
 High brand image
 Offers high quality
products
 High market presence over
15 countries around the
world.
 Maintains operating cost
low
 Wider product portfolio
 Good financial position
 High workplace diversity
Weaknesses-W
 Poor inventory
management
 Less expenditure on R&D
department
 Inability to understand
customer needs
 Poor customer services
 Limited range of products
 Low level of promotion
channel
 Misalignment between
leadership style and
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organization objectives.
Opportunities-O
 Development of
new technologies
 Increment in
customer
disposable income
 Emergence of E-
commerce and
social media
 Emergence of new
market
 Customer starts to
prefer new and
innovative goods
and services
SO Strategies
 High brand image and
development of new
technology improves
market share of company.
 Increment in customer
disposable income helps to
improve product quality.
 Emergence of new market
supports to expand
business in other country
except 15 countries.
 Diversity at workplace
supports to meet customer
preferences.
WO strategies
 Development of new
technology 0vercome
inventory management
performance.
 High income of customer
helps company to expand
high fund on R&D
department.
 By social media through
easy to understand
customers needs and their
preferences. E-commerce
improves customer
services.
 New market helps to
improve product line.
 Customer preferences and
demands helps company to
remove misalignment in
leadership style.
Threats-T
 Fewer skilled
labour in the
market
 Improving
environmental
sustainability
trends
 Continues change
ST Strategies
 High workplace diversity
overcome shortage of
skilled labour.
 High quality product
overcomes environmental
sustainability trends.
 Good financial position
overcome continuous
WT strategies
 Poor inventory
management and shortage
of skilled employees can
create threat for
organization.
 Low investment on R&D
can’t overcome threats of
environmental
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in regulatory
framework
 High level
competition from
supermarket chain
such as Tesco,
Asda, Sainsbury,
Primark and
Morrison
 Rise in inflation
rate
change in regulatory
framework.
 Product portfolio helps to
take competitive
advantage from rivals.
 Rise in inflation rate issue
overcome by low cost of
operating.
sustainability trends.
 Continuous change in
regulatory framework
causes unable to
understand customer taste.
 Limited range of products
and poor customer
services creates high level
competition for Aldi.
 Due to misalignment
between leadership and
core objectives unable to
comply with inflation
threat.
SO Strategies
Aldi has high brand image in supermarket chain which is major strength of company
where organization gets new development of technology that is golden opportunity for company
because they can upgrade brand position by offering high quality services to customer, it is not
only improves brand image but also supports to take competitive advantage from competitors.
Aldi offers high quality products which is important strength of organization. In addition,
organization gets opportunity that customers’ disposable income improves which enhance their
purchasing behaviours for expensive products.
WO strategies
Organization has poor inventory management which is major weakness but it can overcome by
new technology because it helps to give new technology so that they can keep control on
inventory cost as result easy to save extra cost which they have to invest. Aldi expenditures
fewer funds on R&D department because customer like to buy only those which has high quality
and available at lower cost (Bruhn, Meffert and Hadwich, 2019). However, increment in
disposable income of customer is a best opportunity because now company can invest more
funds to get innovative product. even customer also able to buy expensive products without
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concerning about cost.
ST Strategies
The shortage of skilled labour in market can give challenge to company but it has high diversity
at workplace. so organization can easy to overcome threats and gets highly skilled talent who is
more creative nature (Slonaker, 2016). By the opportunity organization can get innovative
working environment and gains higher profitability. Organization has good brand presence over
15 countries worldwide which helps to attract customer and supports to overcome level of
competition. The reason behind is that organization is famous as affordable super market chain
which assist to win market competition. Apart from this, new technology supports organization
to improve customer services in return easy to generate high revenue.
WT strategies
Organization has poor inventory performance but organization can’t improve because skilled
labour is fewer in market. So it can become major threat for company because they can’t recruit
such kind employee who supports to reduces inventory cost (Hyder, 2016). Aldi has limited
range of product and poor customer services as well which encompasses into weakness. So,
organization can’t compete with big four competitors like Asda, Sainsbury, Tesco and Morrison.
Thus, these companies can become big threat for organization.
Marketing Objectives for Tagline “Express ourselves”
From the above analysis of firm weaknesses and threats it can be stated that it can has to find
various ways to remove its weakness and protect itself from various external threats such as
competition (Wilson, 2017). It is necessary for growth and survive of company in retail industry
so firm in order to remove its weakness and to gain competitive advantages has set specific goals
and objective to be achieved within period of 1th May 2020 to 30th April 2021. Various
objectives and goals set by ALDI to effectively managed activities of marketing and increases its
sales are as follows:
To increase its market share by 15% within 12 month
Company is planning to increase its market share by launching new products and services
in order to attract present as well as new customers to prefer ALDI products over other
competitors in the market. It has also introduced new tagline to attract large number of customers
namely “Express ourselves” that means company is trying to reset its positioning and brand
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image of firm in mind of customers by enhancing its quality and features of existing products.
At the same time planning to launch organic products to meet needs of people that are highly
concerned about their health and safety (Armstrong and et.al., 2018). Therefore firm by
launching new products range and adding new features in existing products is able to satisfy
needs of people and increase its market share. ALDI has also think to use social media in order
to attract and influence number of people as most of individual spend time using social media.
Thus, by use of such innovative technologies company is able to enhances its market share by
attracting new as well as existing customers.
To increase sales by 20% within a period of 12 month by improving customers satisfaction
and loyalty
Another objective of marketing management is to provide better customers satisfaction
and to develop and retain customer’s loyalty so that people prefer ALDI in comparison to other
companies. Marketing management is planning to provide customers satisfaction by continuous
presence in social sites so that it can easily connect with people and understand their problem or
what they have feel while using products. Therefore by using such feedback helps in improving
level of satisfaction and building trust among people. Loyalty programs and card are also used
to provide special discount offer to people that are mostly purchase products and services of
ALDI. Thus, it helps in retention and satisfaction of customers beyond their expectancy as ALDI
provides qualitative products at reasonable rates (Chang, Wang and Arnett, 2018). Through such
way company is express what is ALDI and what are the services and products that ait provides in
order to meet needs and demand of customers.
To improve market research and use of innovative technologies to meet demand of
customers by 2021
Company another objective is to improve its market research so that it can easily and
effectively identify needs and demand of customers. ALDI has planned to invest more in
research and development demand so that changing needs and trends of people can be satisfied
and it can gain competitive advantages. Firm by investing in R&D and using innovative is able
to more reduces cost of production and bring economic of scale, enhances quality of products
thus able to meet need of customers and increase its sales and profit margin of company.
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Marketing Plan
Marketing mix plans refers to the various tools such as price, place, promotion and
physical distribution that attract people to make purchase of firm products and services.
Therefore on basis of above objectives of firm marketing Mix plan of ALDI is as follows:
Marketing Mix
Marketing strategy for product:
As per marketing research it has been found that people are highly conserved about their
health and safety due to increasing diseases in the environment (Cornwell and Kwon, 2019).
ADLI is planning to launch organic products so that it can meet need and requirements of people
that are conserved about their health and want to have hygiene and organic products. Therefore,
company by conducting marketing research is able to know about unsatisfied need and want and
able to plans effective strategies to attract customers to make purchase. Various strategies are
formulated by company so that people prefer products of ALDI over other competitors such as
effective pricing and quality of products and services. As company has plan to use tagline is
“Express ourselves” that means company want continuous feedback from customers about its
quality of products and services render to customers. Thus it can find ways to improves itself in
terms of quality of product or services render or place where products and services available to
customers. Another strategy is to expand market share by adding new product range such organic
products to satisfy needs of unsatisfied customers. Thus all such marketing strategies and plans
help ALDI in its growth and success.
Pricing
As we all know that ALDI is one of the best known company that provides products at
reasonable rates so every people can easily purchase and choose ALDI over other competitors
(Wali, Uduma and Wright, 2016). Market research conducted by ALDI also explained that
disposable income of people is reduced in UK so people like to buy products and services that
are affordable rates. Therefore low pricing helps in increasing sales and meeting needs of
customers.
Positioning or place strategy:
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It has gain differentiate positioning by setting low price for its products thus attracting large
number of people to purchase and helps in increasing sales volume and profit margin of firm..
ALDI is planning to use social media to attract wide number of people to get aware about quality
of products and various after sales services, discounts offers that firm offers to its customers
(Cao, Duan and El Banna, 2019). Therefore customers can easily identify ALDI over other
competitors as it is well known for discount providers thus attract number of people of UK to
make purchase thus promote growth and success of business
Promotional strategy:
Price is one of the best promotional techniques that is used by ALDI to promote people to
choose ALDI as it offers qualitative products at reasonable rates. Social media and hoarding and
boarding are some of the other medium that are used by company to promote its products and
services to customers. Well established and better infrastructure facilities helps in promotion of
products and services to customers as they can easily get most their products at one stores.
Physical Distribution plan:
Company is planning to provide products through its supermarket retailer chain across
various countries so that customers can easily come and make purchase. People can also
purchase product through online or its website thus while staying at home products are deliver at
their doorsteps (Palmer and Truong, 2019). Technology updation and online shopping are some
other demands of customers as mostly people like to purchase products that can be easily deliver
at their door steps that does not have to make additional efforts to go and purchase product from
stores.
Process:
Function and operation of firm are effective because of highly skilled employees that
render qualitative services to customers. It has various stores and continuous presence in online
so that customer can easily connected with company and meet their needs (Tafesse and
Skallerud, 2017). Such presence and effective operation of various activities helps firm in
meeting needs of large number of people within limited time and cost.
People:
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Employees of firm are high skilled, knowledgeable so that they can effective work for
growth and success o company. Manager of ALDI motivate and influence people to work
effectively by coordinating individual goals with organisational goals (Rindfleisch and Malter,
2019). Therefore employees work together for common objective and they also helps in
promotion of brand image as they are highly satisfied with the operation of organisation.
Firm has used 7p’s of marketing mix such as offered wide varieties and standardise and
qualitative products at reasonable rates, place of product is also well defined, effective pricing is
best promotional strategy used by company (Luiz, 2016). Therefore marketing mix helps
company gaining competitive advantages and increasing its profitability.
To improve their level of customer services by the “Express Ourselves” marketing campaign
The main goal of the marketing campaign is to enhance brand awareness in people and
builds their trust on brand. Express ourselves is the main theme of campaign which is given to
put pressure on customer that they understand value of brand and it’s products. Organization has
main purpose to execute campaign strategy is that to improved customer services. Aldi adapts
various strategy to improves customer services such as customer loyalty program, CSR, club
cards and others. there are several strategies which adapts by organization. These are described
below:
Club Card strategy
Aldi can offer club card to customer which is adopted by organization. The main goal of
the strategy to retain customer prolong time within organization so that easy to gain sustainable
profit from them. Club card means when a customer buys large quantity of product or purchase
regular basis then it is issued by retailer to customer which permits card holder to get discount on
purchases. The procedure of club card is very simple such as initially employee looks up club
price by the help of computer then club card is scanned by computer scanner. Thus, customer get
discount on their purchasing commodities. The club card schemes can help to keep customer
happy and builds trust of customer on company and its services. This strategy can involve in
marketing campaign that can support company to improve customer services.
Customer Loyalty Program
It is another strategy which Aldi can follow in marketing campaign because it has
purpose to build customer loyalty on brand so that they purchase overall products from company
and shows their loyalty for company. In the program involves those customers who purchase
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companies’ product on regular basis rather than to switch other shops then organization shows
greatness of customers and gives vote of thanks. In addition. Company encourages customer to
give their suggestion about products and their services so that they can improve it. Aldi can
organize this program which can help to segment loyal customer and can retain them prolong
time by giving respect. Even this program is not only help to build loyalty o customer on brand
but also raises good will of company in business market. So, organization can use this strategy to
create customer loyalty on brand and its product.
Improve technical skills
It is also good option to improve level of customer services. The reason behind is that
when organization has highly skilled employees along with technology then they can improve
quality of services and product as well. When employees have high technical skills then can
operate any type of technology either existing technology or emerging technology. So, Aldi can
involve this strategy in marketing campaign. It is not only supported to improve customer
satisfaction but also leads competitive advantage. If organization improves technical skills
becomes easy to deliver high level services to customer and can win competition market as result
can enhance market share of products in global market.
Customer relationship management (CRM)
It is a management which handles overall quarries and complaints of customers and
builds good relation by resolving their issues for products and services. In addition, CRM
encourages customers to give their suggestion about company’s products and services so that can
improve quality of its services (Soltani and Navimipour, 2016). CRM has aim to establishes
good relationship between customer and company and improves performance of business as
well. ALDI unable to understand needs and preferences of customers due to poor customer
services. By the CRM strategy organization can understand about customer’s psychological
behaviour and can offer desirable product which they expect. Apart from this, company can
gather feedbacks of the customer by the help of CRM and can recruit technical skilled employees
within workplace who can lead creativity in product and its services. So, CRM is also an
alternative option which company can involve in marketing campaign. It can assist company to
improve level of services for customer and can raise brand presence in global market.
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Conclusion
From the above report it can be concluded that Marketing management is an important
process that helps in influencing and identifying needs of customers to increase sales and profit
margin of firm. It can also be illustrated from above report that ADLI is able to gain competitive
positioning by using differentiate pricing strategies thus meeting needs and demand of customers
in effective manner. At last it can be explained that tagline used by company also plays essential
role in influencing people to purchase products of ALDI.
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REFERENCES
Books and Journals
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Bruhn, M., Meffert, H. and Hadwich, K., 2019. Strategisches Dienstleistungsmarketing.
In Handbuch Dienstleistungsmarketing (pp. 209-338). Springer Gabler, Wiesbaden.
Cao, G., Duan, Y. and El Banna, A., 2019. A dynamic capability view of marketing analytics:
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Chang, Y., Wang, X. and Arnett, D. B., 2018. Enhancing firm performance: The role of brand
orientation in business-to-business marketing. Industrial Marketing Management, 72.
pp.17-25.
Cornwell, T. B. and Kwon, Y., 2019. Sponsorship-linked marketing: research surpluses and
shortages. Journal of the Academy of Marketing Science, pp.1-23.
Huang, J., 2016, February. Cloud services platform based on big data analytics and its
application in livestock management and marketing. In The fourth International
Conference on Information Science and Cloud Computing (Vol. 264, p. 063). SISSA
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Hyder, S., 2016. The zen of social media marketing: An easier way to build credibility, generate
buzz, and increase revenue. BenBella Books, Inc..
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Palmer, M. and Truong, Y., 2019. Introduction to the special issue on the nature of industrial
marketing work. Industrial Marketing Management, 80. pp.228-232.
Rindfleisch, A. and Malter, A .J. eds., 2019. Marketing in a digital world. Emerald Group
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Slonaker, J., 2016. Wheel design optimization for locomotion in granular beds using resistive
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systematic review of the state of the art literature and recommendations for future
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Tafesse, W. and Skallerud, K., 2017. A systematic review of the trade show marketing literature:
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Wilson, R. M., 2017. Marketing Controllership. Routledge.
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