Analysis of ALDI Australia's Marketing Strategies: A Detailed Report

This report provides an in-depth analysis of ALDI Australia's marketing strategies since its launch in the Australian market in 2001. It examines the evolution of ALDI's marketing approach, from traditional methods like print advertisements and brochures to modern digital techniques such as internet marketing, search engine optimization (SEO), chatbots, remarketing, and social media marketing. The report explores how ALDI has targeted the middle-class income group by offering low prices, and how the company has adapted its strategies to changing consumer behavior and technological advancements. It also evaluates the effectiveness of various marketing tools, including commitment-based email marketing, flyer marketing, and influencer marketing, and discusses the challenges and opportunities ALDI faces in the future, such as improving chatbot functionality and enhancing its SEO ranking. The report concludes by summarizing the key marketing strategies ALDI has employed and their impact on the company's success in the competitive Australian supermarket industry, and also provides a comprehensive list of references.

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Executive Summary
In this assignment, there will be discussion about the ALDI’s marketing strategies that they
used for capturing the Australian market. The company have over 10,000 in 20 countries and
it is the supermarket chain. ALDI has started their expansion in Australia in the year 2001.
Since 2001 they are adopting various methods for promotion and advertisement. Internet
marketing promotion tools are marked as inexpensive tools for promotion by the company.
Currently, the company is incorporating digital marketing tools, search engine optimization,
autobots, etc. These marketing tools will help the company in future also and from future
perspective, ALDI need to work on their artificial intelligence.

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Table of Contents
Introduction................................................................................................................................3
The nature of ALDI’s marketing strategy since 2001 in Australia............................................4
Successful marketing strategies for ALDI in Australia.............................................................7
Conclusion................................................................................................................................10
References................................................................................................................................11

MARKETING 3
Introduction
Marketing refers to exercises embraced by an organization to advance the purchasing or
selling of an item or service. It incorporates advertising, selling and conveying items to
buyers. Selected company for the assignment is “ALDI”. They are operating their
supermarket chain since 2001 in Australia (ALDI 2019). In this assignment, there will be a
discussion about the marketing strategy of the company which they apply in the Australian
market since 2001. Apart from this, marketing strategies which will help them to keeping
moving forward will also discussed in this assignment.

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Background to the Company
ALDI is the supermarket chain with more than 10,000 stores in 20 nations and an expected
consolidated turnover of more than €50 billion, globally (ALDI 2019). In Australia, ALDI
has more than 536 store areas and they started operating the Australian market since 2001.
ALDI's story is a story of unparalleled achievement. Headquarter of the company is situated
at Essen, Germany. ALDI began life in 1946 when Karl and Theo Albrecht took
responsibility for their mom's supermarket in the German city of Essen (ALDI 2019). From
the little commonplace store, they constructed probably the greatest retailer, which ended up
prestigious at its low costs.

MARKETING 5
Marketing Analysis
The nature of ALDI’s marketing strategy since it began
Since 2001, the company started targeting middle-class income group people in the
Australian market. ALDI was focusing on those people who desire to get groceries art low
prices. Commodity approach or product approach is adopted in this context. Under this, the
company chooses specific research to examine various viewpoints about grocery products in
the targeted market (Berman 2015). The functional approach also succours them in the
analysis of various marketing functions like selling, buying, transportation, risk-bearing,
transportation, market information, etc.
Multi-National organizations were focusing on TV and radios for advancing their image
among the group of spectators in the year 2001. ALDI distributed their first promotion in this
year to intrigue the enthusiasm of their clients. This has been noted as the fruitful wellspring
of advancement. Throughout the years, the organization utilizes both over the-line and base
the-line promoting methodologies (Zhang, Watson, Palmatier & Dant 2016).
The organization concentrated on commitment-based email advertising year 2003 onwards.
Under this, they began making the rundown of those individuals who have a functioning
profile and who register themselves or permits ALDI to send them an email. For request, the
organization sends a spring up promotion to the individuals, clients click on the spring up ad
and permit ALDI to send email to them (Katsikeas et al. 2016).
The administration of the organization chose for print ad since they fused in Australia
however in the year 2005, they were ending up increasingly cantered for the print ad. At the
time, paper and magazines were not effectively available on advanced stages (Cameron et al.
2015).

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Flyer and Brochures marketing strategy helped ALDI to fascinate a large number of buyers.
ALDI had mentioned about various discounts and new offers on their brochures (Dwivedi et
al. 2012). They started using this marketing strategy since the year 2008.
The era of internet marketing had slowly started approaching the industry since 2012. As
time goes, the general public is also started to operate the internet because of the emerging
effects of social media. Internet marketing medium provided platform to the company to
communicate their viewpoints directly to the whole world (Fitzpatrick 2015).
In 2015, The relationship between internet and marketing has started becoming emergent.
Not only ALDI but all the small scale, medium and large-scale business houses are moving
towards the internet for promoting their products. The Internet provides an inexpensive form
of marketing through which business houses can reach to their targeted audience (Low 2017).
As digital marketing trends are evolving each year, advertisers are aware of the benefits of
digital technology and remain ahead in the market. This enables ALDI to increase an
aggressive edge produce leads and improve the relationship with the customer, through
digital medium in the year 2015. The company's nostalgic brand image, advertising
messages, innovation and creativity help them to effectively utilize internet marketing
principles (Patel 2018).
Marketing techniques like digital marketing, search engine optimization, automatic
answering systems, channel integration, social media marketing, etc are start approaching
since 2019. These all are the emerging tools adopted by the ALDI as these tools works in an
efficient way. Social media provides a way to humanize brands. It also provides an
interactive way where buyer and sellers can communicate with each other (Neil 2019).

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Through these approaches the company had incorporated various marketing strategies since
2001.

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Strategies marketing options for ALDI to moving forward
In this section, there will be a discussion about the successful marketing strategy of the
company. Currently, the company is conducting a successful marketing strategy and in order
to stay ahead in the future, they need to make further improvement in these strategies. Below
are the current strategies which are adopted by the company with methods through them they
can conduct successful operations in the future also:
Chatbots are extraordinary innovation enhancements since they help the organization and
client in sparing their valuable time. ALDI's chatbots are at present leading activities like to
advance call of individuals to partners, noting general questions of the individuals and at
whatever point individuals scan for things then autoboots keep that search with them and sort
out the landing page of clients as indicated by that (Patel 2018). Later on, they have to fix real
trouble from the chatbot. As of now, individuals are confronting trouble when chatbots turned
out to be not able answer the inquiry of individuals. For this situation, chatbots forward the
visit or call to the operators and individuals need to sit tight online for 3-4mintues (Neil
2019). This makes them baffled and individuals pick to hang the call or talk. The innovative
work group of the organization requires to deal with this parameter successfully
(Jayawardhena, Morrell & Stride 2016).
Google's algorithm has a massive brand bias, so as a major brand. SEO works to make the
ranking of the website comes on top. In Australia, ALDI faces major competition from
Woolworths and Coles. So, whenever anyone searches with the keyword supermarket, the
website of rivals also pops-up. Currently, ALDI’s website ranking at 3rd position (Australian
context) (Low 2017). In order to improve the algorithm in the future, the company needs to
make its ranking more improved.

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Remarketing represents any tactics that endeavours to connect with potential clients.
Retargeting refers to a particular advertising technique that utilizations cookies and show
advertisements according to the search history of the people. In 2019, these ideas are
exceptionally significant, use by the ALDI. In the future, remarketing tactics require to be
transformed into a new way (ALDI 2019). For example, "X" visits to the official ALDI
website for product search and then left the website. Remarketing search should conclude
results and next time whenever "X" visits to the website it should show relevant content to
them.
According to statics, there are now 3.2 billion people who are active on social media globally.
The company is taking the opportunity by conducting marketing procedures through social
media. Through social media, the company can also outperform the majority of its
competitors like Woolworths, Coles, etc. The current status is that the company have over
290,000 like on their Facebook page (ALDI 2019). On the other hand, management is
properly managing its online community (Berman 2015). For insistence: whether they receive
positive or negative comment they respond to it directly in respectful. They only require to
maintain this kind of reliability for future also.
Influencer marketing enables the ALDI for mouth-to-mouth publicity. For example, ALDI
search for the people who have a high number of following over the social media, these
people are called an influencer. They search these people on major platforms like YouTube,
Instagram, Facebook, etc (Neil 2019). Now, these influencers promote new products, services
and offers of the company on their social account. As per the future prospective, B2B
marketers business is growing rapidly. The company needs to find out potential influencers
among their targeted audience for promoting their brand in the foreign market (Erevelles,
Fukawa & Swayne 2016).

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Conclusion
It has been concluded that the marketing strategies of the company have kept changing since
2001. These marketing strategies primarily focused on showing that Aldi brands are of
equivalent quality to entrenched brands. In the year 2001, the company focused on promoting
the brand over the television and radios because at that in Australia there was huge scope for
promotion over the television. After that, they started focusing on email promotions, print
advertisement, internet marketing, digital marketing, etc. Currently, the company is
completely utilizing different means of promotion. Chatbots, SEO, remarketing, social media,
etc are the ongoing promotion strategy of the company.

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References
ALDI, 2019, ALDI official, viewed on 31 August 2019, <https://www.aldi.com.au/>
Berman, B 2015, ‘How to compete effectively against low-cost competitors’, Business
Horizons, vol. 58, no. 1, pp.87-97.
Berman, R & Katona, Z 2013, ‘The role of search engine optimization in search
marketing’, Marketing Science, vol. 32, no. 4, pp. 641 -651.
Cameron, AJ, Sayers, SJ, Sacks, G & Thornton, LE 2015, ‘Do the foods advertised in
Australian supermarket catalogues reflect national dietary guidelines’, Health promotion
international, vol. 32, no. 1, pp.113-121.
Dwivedi, A, Merrilees, B, Miller, D & Herington, C 2012, ‘Brand, value and relationship
equities and loyalty-intentions in the Australian supermarket industry,’ Journal of Retailing
and Consumer Services, vol. 19, no. 5, pp. 526-536.
Erevelles, S, Fukawa, N & Swayne, L 2016, ‘Big Data consumer analytics and the
transformation of marketing’, Journal of Business Research, vol. 69, no.2, pp. 897-904.
Fitzpatrick, B 2015, A review of ALDI’s online marketing strategy, viewed on 31 August
2019, <https://www.growthmanifesto.com/case-study-aldi/>
Jayawardhena, C, Morrell, K & Stride, C 2016, ‘Ethical consumption behaviours in
supermarket shoppers: determinants and marketing implications’, Journal of Marketing
Management, vol. 32, no. 4, pp. 777-805.
Katsikeas, C, Morgan, N, Leonidou, L & Hult, G 2016, ‘Assessing performance outcomes in
marketing’, Journal of Marketing, vol. 80, no.2, pp.1-20.