LSC UoS BA Business: Aldi's 'Expressing Ourselves' Marketing Campaign

This report provides a comprehensive marketing campaign plan for Aldi Supermarkets, focusing on the 'Expressing Ourselves' initiative. The report begins with an introduction to marketing management and Aldi's business context, followed by a detailed TOWS analysis, incorporating both internal strengths and weaknesses, and external opportunities and threats. Based on this analysis, three key marketing objectives are established: increasing sales, improving the customer base, and enhancing profit margins. The report then outlines a marketing mix plan, detailing strategies for product, price, place, and promotion to achieve these objectives over a 12-month period. Finally, the report proposes improvements to Aldi's customer service to further enhance the marketing campaign's effectiveness. The report also provides a strategic overview of Aldi's marketing efforts.

Expressing ourself A 12
months marketing
campaign plan for Aldi

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Construction of Marketing TOWS for the company along with marketing audits in doing so...1
As per findings, three marketing Objectives along with justification which should be set for
the organisational campaign........................................................................................................4
Outlining and examining Marketing Plan for attaining objectives over period of 12 months.. . .5
Proposals related to how company can improve their customer level services that are part of
the marketing campaign. .............................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing management is all about making decision for planning, arranging addition to
initiate marketing programmes, tactics with strategies effectively, for satisfying demands of
services or commodities of company in market (Aarikka-Stenroos and Ritala, 2017). The concept
basically deals with providing goods to audiences against the worth of price they are willing to
pay. It assist in setting goals, developing plans, organising activities and functions, putting
strategies in action addition to monitor programmes that are all related to marketing. For
understanding marketing management, Aldi Supermarkets is chosen which is family owned
supermarket chain having headquarters in Germany. The company offers variants of household
essentials addition to groceries at its different locations. Its managers have planned to run
intensive marketing campaign having tag-line of “Expressing Ourselves” between 1st May 2020
to 30th April 2021. The report constructs Marketing TOWS along with marketing audit which is
undertaken to do so. It further involves three marketing objectives that must be set on the basis of
findings for the campaign over 1 year period. Along with this, it also outlines and examines
marketing mix plan for achieving objectives. At last, a proposal is provided for improving
customer service level as part of campaign.
MAIN BODY
Construction of Marketing TOWS for the company along with marketing audits in doing so.
Introduction of organisation: Aldi supermarkets is popular brand within retail industry
that was established in 1946 in Germany. It was set by Karl as well as Theo Albert. The entity is
family owned business that runs discount supermarket chains in more than 20 countries and have
approx 1000 stores. The firm have decided to run intensive marketing campaign over 121
months and for this TOWS analysis is constructed with explanation of marketing audits:
TOWS Analysis and explanation of marketing audits
TOWS analysis is strategic planning tool that examines organisational external threats
with opportunities and then compares with internal strengths with weaknesses (TOWS Analysis
2020). With this analysis, strategies are generated, compared as well as chosen to move forward.
It is a method of strategic analysis which includes systematic addition to comprehensive
assessment of factors that are present inside and outside for determining existing competitive
position addition to potential of organisational growth. Companies generally adopt the analysis
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tool to map out strategic options they have and then select suitable strategies to gain objectives.
In case of Aldi supermarkets, marketing consultant via combining external environmental threats
and opportunities with internal business weaknesses and strengths proceeds workings for
obtaining basic strategies. While auditing the market, marketing consultant of Aldi has
performed various activities to generate the Marketing TOWS for organisation. The consultant
analysed external business environment along with internal organisational factors. The TOWS
analysis with marketing audits for Aldi are the followings:
INTERNAL FACTORS
EXTERNAL
FACTORS
Strengths (S)
 Strong customer
base
 Innovation and
automation
Weaknesses (W)
 High attrition
rate in
manpower
 Gaps in
product range
Opportunities (O)
 Setting premises in
new market
 Launching
marketing
campaign
SO
(Maxi-Maxi Strategy)
WO
(Mini-Maxi Strategy)
Threats (T)
 Intense competition
 New technologies
development
ST
(Maxi-Mini Strategy )
WT
(Mini-Mini Strategy )
Strength - Opportunity: It is the situation in which marketing consultants apply Maxi-
maxi strategy after analysing internal strengths and external threats. In association to Aldi, from
the TOWS Analysis it is analysed that the company have strength of strong customer base
addition to Innovation with automation (Cegliński, 2016). At same time, external opportunities
are, launching marketing campaign and setting premises in new market. The managers of firm
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will use the strength in order to grab opportunities such as with innovation and automation it can
set a new store in some different location where they have no market share and this will help in
expansion. So, the strengths are majorly used for working towards availing opportunities
effectively.
Weakness - Opportunity: Herein, Mini-Maxi strategy is applied after analysing
weaknesses of company and external opportunities. From the analysis, it is seen that Aldi has
certain weaknesses that are high attrition rare in personnels and gaps in introducing product
range. The firm can use its opportunities for mitigating the weaknesses (Chang, McAleer and
Wong, 2018). Aldi managers through delegating roles and responsibilities to the manpower
while launching campaign and position them in new stores can motivate workforce to remain
with entity. With this, this they can reduce attrition rate among workforce. At same time, by
launching new marketing campaign it can also generate ideas about the gaps in which it have to
introduce product range. Through this, organisation can mitigate its weaknesses through
grabbing the opportunities.
Strength – Threat: In this situation, Maxi-Mini Strategy is implemented by business
concerns to exploit strengths in order to overcome threats. In association to Aldi, it can overcome
the threats related to intense competition and new technological development through exploiting
strengths of innovation and automation as well as strong customer base. When marketers audit
the situation then they came up with various aspects to retain the customers through offering
products at least price which will help in making competitive position and facing fierce
competition smoothly. Along with this, they can also innovate and automate existing or new
products in order to overcome threats from new technological development. Hence, strengths and
threats are interrelated as exploitation of strengths results in overcome from threats.
Weakness/ Threat: Herein, Mini-Mini Strategy is implemented by companies to relish
using weaknesses for overcoming threats. As per the analysis, Aldi has some weaknesses that it
can use for the purpose of overcoming threats (Forkmann and et.al., 2016). In this case,
managers can overcome the threats and weaknesses through launching a campaign in which they
will make tasks for employees and motivate them with rewards which will stimulate them to
work with it only. Moreover, launching a campaign will also help in dealing with fierce
competition as well as new technologies development as the campaign will attract large
customers and will make make unique image of company that will help in overcoming from
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threats. While auditing market, marketing consultant analysed that weakness and threats can be
overcome through effective strategy.
As per findings, three marketing Objectives along with justification which should be set for the
organisational campaign
From the above findings, Aldi can set various objectives for its marketing campaign that
is “Expression Ourselves” that will be run between the duration of 12 months. Following are
some of its objectives along with justification:
To increase sales by 20% in 6 months: Sales plays essential role in success of company
and its programme. It bridges gap among potential needs and choices of customers with the
offerings of organisation to meet the needs. The objective of increasing sales by 20% in 6
months should be set by Aldi for the intensive marketing campaign of “Expressing Ourselves”. It
is because its other operations are totally dependent on sales and when it will attain success in it
then will be able to smoothly conducting various operations. Along with this, more sales through
the marketing campaign will help in generating profit and new accounts for business. Another
reason for setting the objective is when in initial duration sales objective will be achieved then
less efforts will be required in further time (Goryushkina and et.al., 2016). The objective will
also enhance capacity, capability and focus of sales team and will motivate them for initiating
new ideas to market the product.
To improve customer base by 26% in 5 months: The company has huge customer base
against competitors. It should be set for its upcoming marketing campaign because satisfying
more customers and transferring local customers as potential one will strengthen brand image of
business that will lead in gaining competitive position. Along with this, Aldi has restricted
customer base in high income segment and it should be an objective of the business to meet
demands of the segment and improve its shares in 5 months. With the objective of “Expressing
Ourselves”, it will be able to introduce its new or exiting commodities in wider market over the
12 month duration. Improved customer base also provide a support to gain popularity and
various opportunities to reach more people along with expanding base (Homburg, Jozić and
Kuehnl, 2017). It will make customer loyal and diverse other opportunities can also be grabbed
for further durations.
To enhance profit margin by 25% in 3 months: High profit margins show better
financial position and performance of entity. It states the quantity in which revenues are flowing
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to bottom line. For the marketing campaign of “Expressing Ourselves”, Aldi should set the
objective to enhance profit margins by 25% in 3 months as it will provide a roadmap to drive in
campaign in effective mode. When it will set high financial target for upcoming duration then it
can keep its costs in control and also maintain revenues. Moreover, setting objective for profit
also help in setting appropriate strategies for the commodities to be introduced and offered in the
campaign that will provide right path to work. Together with it, it will also assist in controlling
various costs and setting performance benchmarks that will ensure that the campaign will gain
success in upcoming duration (Illiashenko and Strielkowski, 2016).
Outlining and examining Marketing Plan for attaining objectives over period of 12 months.
Marketing mix plan is all about offering products in successful manner to targetted
audience. In this plan, major strategies are set by businesses that will help in working towards
attainment of the determined objectives. Following is the elements of marketing mix plan that
needs to be undertaken by marketing consultant of Aldi so to achieve the above mentioned
objectives over 12 month period:
Product: It is the offering of company in market. Aldi offers qualitative commodities to
potential audiences. Its managers takes special care for maintaining quality of the products. It
stocks fresh vegetables, fruits and quality of household essentials, stationery, clothes, cosmetics
and various others (Järvinen and Taiminen, 2016). In the marketing campaign of “Expressing
Ourselves”, the managers will make attempts to promote and sell all its products in attractive
manner which will help in increasing sales and achieving profits. In addition, it will also remove
the unprofitable products and will focus on promotions of those commodities that have huge
position in the market. When more number of products will be offered in market, they they will
attract huge customers, increase sales and improve profit margins. So, with the help of this all the
set objectives will be attained on set durations.
Price: It refers to quantity of payment which are paid by another party against acquiring
units of commodities. It is the value which companies put to their offerings. Effective pricing
strategy determines accomplishment of objectives before deadlines. Aldi has huge and strong
customer base because of reasonable prices along with offering own brand commodities that are
not available with rivals (Kireev and et.al., 2016). In the marketing campaign, some slight
changes will be done in the pricing strategy of Aldi products so that its prioritise objectives will
be achieved. The company will use market penetration strategy so that it can enter into new
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market of higher income segment by charging relative high prices and gain market shares
quickly. Along with this, it will also use psychological pricing by making some minor
differences in the product pricing which will make huge differences in mindset of customers and
this will attract large customers and huge profits. With this, all its objectives related to customer
base, profit margin and sales will be attained in the determined durations.
Place: It is the location wherein productions are offered to customers. Aldi has around
1000 stores in diverse number of countries. Its store layout are simple and attractive. The
company procures bulk from multiple vendors or suppliers and then store them in warehouses
along with ensure to maintain quality of all commodities (Krasyuk and et.al., 2017). In case with
marketing campaign, it will be organised in its stores that have official presence and will
maintain regional appearance. They will also promote and sell the commodities on various online
sites in which customers will make purchase from their homes and will also get products at their
doorstep that will increase customer base, sales volumes as well as margins of profits to huge
extent.
Promotion: It is the marketing communication through which target audiences are
informed and persuaded for purchasing products. It is performed for increasing awareness,
generating sales, building interest along with brand loyalty. Within the marketing campaign,
marketing consultant will use existing communication methods for communicating about the
intensive campaign to wide located customers. For this, it will adopt above the line addition to
below the line promotional strategies for purpose to lure huge customers and improving sales.
Moreover, various slogans, leaflets are also prepared for promotion for campaign which will be
shown through television and posters that will result in mass attraction of customer base and
improvisation in sales volume that will lead in attainment of objectives over 12 months.
Physical evidence: It is the element that are incorporated in product for making them
tangible along with measurable (Kumar, 2016). With this, brand is positioned and assist in
targetting right types of audiences. In “Expressing Ourselves”, Aldi mangers will provide
suitable ambiance and comfortable store layout that will boost sales volumes of commodities and
margins of profit for the commodities that will be offered in it. This will help managers of the
company to attain the set objectives fro the campaign over 12 months period.
People: It refers to the individuals which are tasked to support commodities as capacities
or service providers. People are the one who makes relations with customers, provides them
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products and overall experiences. In context to the marketing campaign, marketing consultant
will hire new candidates and will also train existing and new ones for undertaking roles to
achieve success. They will make make effective teams including promotion team, sales team,
customer service team and so on that will focus on implementing actions and achieving
respective objectives. When all these perform activities in coordination then all the determined
objectives will be gained in determined duration.
Process: It covers direct addition to indirect activities which delivers value in market. All
the procedures which are involved to deliver organisational offerings to customers are termed as
process (Lambert and Enz, 2017). For the marketing campaign, Aldi managers has designed a
sheer layout in which different segments will be made for the products that will be ease for
customers to find suitable one in limited time and requires minimum assistance of employees.
Along with this, it will also create bar codes for products that will help in quickly identifying
them and making fast billing. This process has wide chances of strengthening customer base
along with enhancing sales volume also that will be the results of objective attainment.
Proposals related to how company can improve their customer level services that are part of the
marketing campaign.
Proposals for how Aldi can improvise customer service level as part of marketing campaign that
is “Expressing Ourselves”.
Customer service level are the different stages in which entities focuses on delivering
professional, high quality and assistance services to met requirements of all the audiences
effectively. An entity is required to focus on wide aspects for strengthening or improving
customer service levels that are part of the business. These service levels assist to retain
customers along with extracting huge values from them. Through delivering top-notch services,
organisational managers recoup acquisition costs as well as cultivates loyal followings from
audiences. By hiring talents and skills, marketing consultant can provide quality of customer
service levels to the refereed customers. Moreover, following are some of ways in which
customer service levels can be improved by Aldi that are part of the marketing campaign:
Level 1: Unacceptable level: It is the customer service level in which offered services are nor
up to the mark or customers are disappointed with offerings. In this level, customers feels that
they are provided bad services at any level. To improve it in “Expressing Ourselves”,
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management of Aldi needs to look at all the touchpoints, strengthen customer interactions,
enhancing strategies and works on the feedbacks that are provided by customers (Salo, 2017) .
When major changes are made by the entity in the existing strategies as per the feedbacks then
they will be able to improve the customer service level at huge extent.
Level 2: Basic Level: The another customer service level in which customers have perceptions
related to offered commodities at minimum standards. In context to the marketing campaign,
marketing consultant of Aldi can improve the level through creating memorable experiences,
providing rewards and additional discounts to potential customers and offering various support.
Along with this, adopting of relationship marketing strategy will also help on improving it as
with this all the choices and interest are analysed so that workings are done by company to
improve the all. When the set activities are implemented then there will be huge chances of
improving the customer service level (Skorobogatykh and et.al., 2016).
Level 3: Good Level: The service level of customers in which they are satisfied with the
offered commodities by entity. For improving the level, Aldi administrators should respond
quickly on feedbacks and leverage omni channels to provide quality of items with multi
channels. Furthermore, when some changes are made in distribution system then customers
perceives satisfactions from commodities which will result in improving good customer service
level that is major part of “Expressing Ourselves”.
Level 4: World Class level: Level of customer service that attains big jump from belong
satisfactory aspect. It is the level which exceeds expectations of customers along with builds
loyalty among them. Potential clients have wide preferences for offered products and perceives
the company as great. In context to the Aldi, the service level can be improve through designing
customer valuables along with making comparison of them with the other companies have
already initiated similar marketing campaign. Furthermore, with adoption of differentiation
marketing strategy, commodities which are totally different and unique are offered in the
marketing campaign will result in improving it.
Level 5: Trademark level: Customer service level in which the entity is considered as
industrial benchmark for various great services and commodities. It is major part of a marketing
campaign as the customers generally compares the entity and the campaign with others. In case
with marketing campaign of Aldi, the service levels can be improve through adopting CRM
platforms so that the working of all employees will be analysed and standards will be set to
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deliver high level services (Yang and Gabrielsson, 2017).
With the help of above mentioned aspects, managers of Aldi can improve customer service
level which are major part of its marketing campaign which is “Expressing Ourselves” for
duration of 12 months.
CONCLUSION
The business report concludes that management of marketing is about setting goals,
developing plans, organising activities and functions, putting strategies in action addition to
monitoring programmes that are all related to marketing. With TOWS analysis, strategies are
generated, compared as well as chosen to move forward. Marketing objectives provides path to
work towards successful aspects. Marketing mix plan describes about the ways company uses its
elements to achieve objectives. There are numerous ways in which different customer service
level are improved using distinct aspects that are main parts of organisational activities and
events.
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Online:
TOWS Analysis. 2020. [Online]. Available through: <https://tradebrains.in/tows-matrix/>
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