Marketing Management: ALDI's 'Express Ourselves' Campaign

This assignment focuses on the marketing management of ALDI, a retail supermarket chain. It discusses the marketing TOWS analysis, justifies marketing objectives for the 'Express Ourselves' campaign, and creates a marketing mix plan for ALDI's objectives.

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1) Construct marketing TOWS for ALDI, discussing the market audits...............................3
2) On the basis of TOWS findings justify 3 marketing objectives for the 'Express Ourselves'
marketing campaign of ALDI over 12 months.......................................................................6
3) Marketing mix plan for accomplishing objectives.............................................................7
4) Proposal on how ALDI can improve customer services as a part of Express Ourselves
marketing campaign.............................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing management can be defined as a process of planning, organising as well as
implementing several strategies, practices and policies of marketing that are designed for
creating and satisfying the demand of customers for their offerings with the motive of earning
profits (Deepak, 2019). It is mainly focused on managing the company's resources and activities
of marketing along with the tools, techniques and methods so that they can be able to achieve
objectives. The marketing management is essential for all businesses as it helps in identifying the
needs and expectations of customers and increasing offerings for the better customer satisfaction
and with the help of this they can able to reach to their potential consumers. This assignment is
based on the ALDI which is a retail supermarket chain along with the over 10000 stores in
approx. 20 nations. Marketing consultant of company have decided to run intensive marketing
campaign during 12 months with the tag line of “Expressive Ourselves”. In this report, the
marketing audit along with the TOWS analysis of company are constructed and on the basis of
these the 3 main objectives of respective campaign is also justified. Also, discuss about the
marketing mix plan of campaign for attaining specific objectives as well as lastly, prepare
proposal on how company improves customer services by this campaign.
MAIN BODY
1) Construct marketing TOWS for ALDI, discussing the market audits.
TOWS analysis is a variant of SWOT analysis that are used as a strategic planning tool
which can add value to a business and helps them to take strategic planning a one step further.
Whereas marketing audit is defined as a systematic analysis of marketing activities, objectives,
goals of ALDI supermarkets with which company will be able to analyse market opportunities
and threats along with their strengths and weaknesses (Weinstein, 2015).
Internal strength of ALDI:
 The company has low cost structure that helps in producing offerings at low cost and sell
it on low prices which makes affordable for their customers.
 ALDI has many outlets in various states which is highly supported by strong distribution
network that ensures that their products availability is easy and approachable on time.
 Company has large product portfolio which are unique and innovative in itself as well as
the social media presence is also high.

Internal weakness of ALDI:
 The cost or expenses of research and development is high that results in the high
expenses which considered as a weakness of company.
 The company has not conducted appropriate market research so that they can not make
effective decisions which can lead negative because of not satisfying the customers
demand on time (Bagozzi, 2018).
 ALDI has high employee turnover rate in comparison of their competitors which is the
weakness of company and they require more training and development expenses for
retain their employees.
External opportunities:
 Technologies may become upgraded so that the operations of company can be automated
in order to reduce.
 ALDI can open their online stores and making sales through these leads the high revenue
generation.
 Population has been rapidly increasing so the company has an opportunity to increase
their potential customers which can be targeted.
External threats:
 Technological development by the competitors of ALDI creates threats for the success of
company because customers are attracted towards the new technologies.
 Increased market competition may put pressure on reducing prices so it creates threats for
company as it could lead in loosing market shares and revenue as well.
 Taste and preferences of consumers are rapidly changing that could lead changes in
demand which creates threat for company as they require to introduce new offerings.
TOWS analysis:
It is a most effective tool that is used by ALDI in order to generate, compare as well as
choose strategies (Baker, 2016). There are mainly four strategies of this analysis such as
strength/opportunity, weakness / opportunity, strength/ threat, weakness/ threat. In order to study
about the marketing TOWS of ALDI, marketing audit can be done so that company is able to
make their own marketing audit plan by considering different areas. Such strategies are as
follows:

(Source : TOWS Analysis, 2017) Strength/opportunity: In this, company can use their strengths for exploiting the market
opportunities by conducting proper marketing audit. This strategy is termed as a Maxi-
Maxi strategy in which ALDI has high potentials for the success. In this, the company's
strength like low cost structure could be combined with the opportunity of targeting large
number of people due to the increasing population. For analysing SO strategy company
use environmental marketing audit in order to analyse external markets and formulate
appropriate strategies in order to grab opportunities by using strengths. Weakness / opportunity: In this type of strategy, a marketing consultant of ALDI would
find alternatives in order to overcome from weaknesses and grab opportunities on time.
So they need to mitigate company's weaknesses and exploit opportunities that are
considered as a Mini-Maxi strategy of marketing. In this, company may have an
opportunity to bring automation in their operations by using latest technologies for the
purpose of reducing the weak area of company's marketing related to the appropriate
market research which will help in satisfying customers requirements on time. For
analysing the WO strategy marketing consultant of ALDI use marketing organisation
audit in order to emphasise on overcoming from weaknesses and exploit market
opportunities (Mason, 2015).

 Strength/ threat: It is related to that kind of strategy in which marketing consultant of
ALDI would exploit company's strengths in order to deal with the potential threats. It is
associated with the Maxi-Mini strategy in which company's strengths are used for
minimising the threats. As ALDI'S marketing consultant more focused on product
portfolio and facilitate several new offerings rapidly so that customers are easily attracted
and make loyal towards the brand that will result in that they lead competitiveness in the
market by avoiding the threat of competition which does not impact on their prices,
revenue, market shares and sales.
 Weakness/ threat: It is termed as a least appealing strategy in which consultant would
enthusiasm by using weaknesses for dealing with threats or it can be said that this
strategy is attempting for minimising a weakness to avoid possible threat. It is termed as a
Mini-Mini strategy. In this, consultant of ALDI focus on organising training and
development programmes in order to minimise the turnover ration of employees and
trained or educated them so that company is able to avoid threat of technological
development (Du Preez, 2015). In order to compete with their competitors company
focused on educating their staff members so that they can able to develop latest
technologies easily and lead competitive position in the market.
2) On the basis of TOWS findings justify 3 marketing objectives for the 'Express Ourselves'
marketing campaign of ALDI over 12 months.
From the above findings it can be said that there are various strengths and weaknesses
that are related to ALDI on the basis of which the company functions and operates in the market
and provides its products and services to customers. The company strengths are that it has a
strong distribution network which help it in reaching to its potential market on time so that the
needs of customers can be satisfied properly. Also the company has a low cost structure which
means that it can provide goods and services to customers at reasonable rates and at high quality
which help in creating high value for customers (Al Fahad, 2015). Further due to the discounted
prices the company is able to satisfy its customers which help it in building a strong brand image
in market so that more number of customers can be attracted. However there are also weaknesses
which are identified based on TOWS of company like the company is unable to satisfy its
employees which leads to high attrition rate in workforce. This also increases company's training
and development costs when it make fresh recruits. The company also need to make more

investments in technology so that the experience of customers while shopping can be enhanced.
Following marketing objectives for 'Expressing Ourselves' campaign are:
 To increase its sales by 10% in 3 months through increased promotion of the campaign
on social media.
 To increase the retention of employees by 20% within 6 months by increasing training
and development of employees so that they can acquire the necessary skills and talents.
 To increase customer satisfaction by 25% through this campaign within the 12 months of
period by giving complete information about products to customers and increased R&D.
As the company has a strong brand image in market and offers its products and services
to customers at lower rates it can increase its sales by 10% within the specific time bound. So it
can be justify that objectives are always SMART means specific, measurable, achievable,
realistic and time bound so that achievement of these objectives can be attained effectively. The
above objectives are sets by ALDI in order to build their customer base by promoting awareness
of their products as well as lead sustainable sales and revenue through the successful marketing
campaigns of “Express Ourselves”. As the objectives of ALDI'S towards the campaign are
formed in a specific manner that are properly measurable as well as achievable in the specific
time period (Ramanathan, 2017). The company has strong financial position or portfolio and
provides effective training sessions to their employees which will reduce the employee turnover
rate and increase their retention by 20%. The company ALDI'S runs intensive marketing
campaign during the 1 year of 1st May 2020 to 30th April 2021 so that they hire marketing
assistant in order to run their campaign in a successful way so that they prepare appropriate and
SMART objectives which helps in accomplishing the goals of company.
3) Marketing mix plan for accomplishing objectives.
Marketing mix is defined as a strategic tool that can be used by the businesses in order to
promote their goods and services in the market and it is based on the concept of putting right
offerings in the right market at a right time and price. This tool is most effective to use as
marketing consultant of ALDI use this in order to know that what offerings can offer and how to
plan for the success of businesses (Tortorella, 2015). It mainly based on 4 mix such as product,
price, place, promotion etc. In addition, there are 3 more mix like people, process, physical
evidence that ensures the implementation of successful marketing strategy. With the help of
marketing mix company is able to create right and effective marketing strategies as well as

implement those strategies in a most appropriate manner that results in the high awareness of
products along with the sales, profit and customer satisfaction. The marketing mix of ALDI
Supermarket are discussed as below:
Basis Definition ALDI Supermarkets
Product It is defined as a goods and
services that are produced for the
purpose of making sales and it
involves features, performance,
competition, design as well as
manufacturing issues.
The company offers a wide range of products
to their customers which includes bakery,
fresh food, drinks, pet care, health and
beauty, households etc. It sells good number
of their own private label brands with their
offerings.
Price It shows the worth of products
and services which includes many
factors like cost, supply chain,
competition, pricing strategy,
consumer demographics etc. that
need to be considered while
deciding the price of products.
The company ALDI is famous for
discounting pricing that facilitates better
value and superior quality. So the prices of
their products are low or cheap as compared
to their rivals which are economic and easily
affordable by all people of society
(Cacciolatti, 2016).
Place It refers to the physical location
where goods and services are
offered to the customers for
selling purpose. Some of the
factors of place mix are retail or
wholesale channel, geography,
web sites, distribution etc.
ALDI has more than 10000 stores across the
world in approximate 20 countries as
customers can visit its nearest stores or shop
online. Customers can also choose Collect-
plus option for delivery and collect orders
from chosen collection points in UK within
the 3-5 working days of orders that being
proceed.
Promotion It is mainly used for promoting
the offerings of businesses to their
customers and make them aware
about the details of specific
products. By using media, word
ALDI promotes their offerings by organising
campaigns by using effective and attractive
tag line such as “Express ourselves” which
will help in gaining more customer
satisfaction and awareness that lead to the

of mouth, social media
campaigns, contests,
advertisement, direct marketing
and so on.
high sales of products. Along with this, they
can use social media marketing,
advertisements, public relation, newspapers,
sales promotion etc. to promote their products
to the large customer base.
Process It is a system of company in
which they facilitates their
services, collect payments, pay all
expenses and so on activities that
are associated with this (Stead,
2018).
ALDI use sheer layouts that makes the
finding of products very easy so that
customers choose products on their own basis
that decreases the number of workers of
company in order to assist their customers.
Also, the company keeps less number of
better quality and nominal pricing brands
which prevents customers from getting
confused as well as lead to the less time of
selection.
People It is defined as an individual or
team members that supports
businesses to grow and success as
they are marketers, consultant,
customer service, service
providers etc.
People of ALDI has low customer services as
their employees are not involved in the
product selection because they divided their
stores layout in a very thoughtful way so
employees requirement is less at the floor of
supermarkets. For billing and payments
employees are seated that makes their method
easy by scanning their products.
Physical
evidence
It is considered as an evidence of
products and services or brand
within the market that creates
perception or presence of
company in the minds of
customers.
Mainly, their retail stores and outlets are
considered as a physical evidence along with
the bags, invoices etc. and customers are
provided by these things as an evidence of
purchasing and payments.

4) Proposal on how ALDI can improve customer services as a part of Express Ourselves
marketing campaign.
There are several things that should be considered by the company ALDI Supermarket in
order to increase their customer services or experience with respect of their marketing campaign
as well. Numerous skills are also important for the marketing consultant to provide better
services to their customers such includes attentiveness, patience, ability to communicate, time
management skills etc. that is required for the successful management of marketing campaign.
Some of the proposals or recommendations are as follows:
Use CRM platform: As most of the companies struggle while establishing coordination
among different teams that often lead towards the customer satisfaction. For solving this issue,
company using smart CRM platform in order to ensure that all members is on the same page that
is essential for ALDI to establish high customer service standards. It helps in more customer
interaction, engagement as well as develop long term relationship with customers (Kerin, 2015).
Provide strength to the customer service team: If company can develop their team
members of customer service providers then they can able to strengthen their service
performance. So, the marketing consultant of ALDI Supermarket needs to recruit skilled and
talented professionals along with the appropriate skills for managing the marketing campaign
related to Express Ourselves. Also they requires patience, empathy, right knowledge, better
communication skills etc. so that they can able to gain better customers services and
performance.
Seek customer feedbacks: In order to facilitate better customer experience as a part of
marketing campaign of ALDI Supermarket the marketing consultant require to understand the
gain and painful points along with their requirements. Consultant facilitate customers with
different ways in order to share their feedbacks such as telephone, emails, surveys etc. Also, they
can develop complaint system that will enables customers to raise their problems or complaints.
This type of strategy helps customers to feel that company value them and solve their issues
timely which can assist to build trust and able to prevent negative reviews of company on social
media (Kotler, 2018).
Leverage multi channel servicing: Most of the population prefer to purchase from that
brand which offers consistent customer services over the multiple channels. So the marketing
consultant of ALDI should enable customers to switch between the multiple channels yet

satisfying or enjoying a consistent quality of company's services. It can help in boosting the
ALDI'S credibility and reputation in the market. There are numerous practices that are used by
the consultant in order to organise marketing campaign effectively and facilitate better customer
services which includes social media, mobile devices, self service etc.
Some of the other tips also that can be used for increasing the customer services of ALDI
regarding marketing campaign of Express Ourselves. Such as follows:
 In order to gain better market image the consultant and team members requires to show
some care so that they can trust on company and make loyal.
 In order to retain employees the consultant need to facilitate appropriate training session
so that they can able to enhance their skills and knowledge and reduce employee turnover
ratio.
 They can develop their own loyalty program in order to show employees their
appreciation as well as respect for being loyal towards their brand.
CONCLUSION
It has been concluded from the above discussion that marketing management is essential
for the organisation in order to promote their awareness and build large base of customers to sale
their products and services. As the marketing consultant prepares a marketing campaign plan for
a company by following several strategies, tools, practices of effective marketing management.
Also, done the TOWS analysis of company in order to know about their internal and external
strengths and weaknesses and grab opportunities by avoiding threats by appropriately doing
marketing audit like organisation audit. On the behalf of TOWS findings consultant formulate
and justify their campaign objectives and prepare a systematic marketing mix plan for achieving
these objectives. Lastly, design a proposals for recommending the improvement strategies of
their customer services as a part of their campaign.

REFERENCES
Books & Journals
Al Fahad, A. and et. al., 2015. Marketing audit: A systematic and comprehensive marketing
examination. International journal of scientific & Technology research, pp.215-221.
Bagozzi, R.P. And et. al., 2018. Marketing-Management. Walter de Gruyter GmbH & Co KG.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Cacciolatti, L. and Lee, S.H., 2016. Revisiting the relationship between marketing capabilities
and firm performance: The moderating role of market orientation, marketing strategy
and organisational power. Journal of Business Research .69(12). pp.5597-5610.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Du Preez, R. and Bendixen, M.T., 2015. The impact of internal brand management on employee
job satisfaction, brand commitment and intention to stay. International Journal of Bank
Marketing.
Kerin, R. and Hartley, S., 2015. Marketing: the core. McGraw-Hill.Morgan, N.A and et. al.,
2019. Research in marketing strategy. Journal of the Academy of Marketing
Science .47(1). pp.4-29.
Kotler, P. and et. al., 2018. Marketing management: an Asian perspective. Pearson.
Mason, K., Kjellberg, H. and Hagberg, J., 2015. Exploring the performativity of marketing:
theories, practices and devices.
Ramanathan, U. and et. al., 2017. Role of social media in retail network operations and
marketing to enhance customer satisfaction. International Journal of Operations &
Production Management .37(1). pp.105-123.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing(pp. 29-43). Psychology Press.
Tortorella, G.L. and et. al., 2015. Learning organisation and human resources management
practices: an exploratory research in medium-sized enterprises undergoing a lean
implementation. International Journal of Production Research .53(13). pp.3989-4000.
Weinstein, A. and Pohlman, R.A., 2015. Customer value: a new paradigm for marketing
management. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual
Conference (pp. 132-133). Springer, Cham.