BA Business: Aldi Marketing Campaign Plan - Expressing Ourselves

This project provides a comprehensive marketing analysis of Aldi's 'Expressing Ourselves' campaign. It begins with a marketing audit, assessing both the internal and external environments, followed by a SWOT analysis that identifies Aldi's strengths, weaknesses, opportunities, and threats. The project outlines specific, measurable, achievable, relevant, and time-bound (SMART) marketing objectives, justifying each objective in the context of the campaign. A detailed marketing mix plan, based on the 7Ps of marketing (Product, Price, Place, Promotion, People, Process, Physical Evidence), is presented, tailored to Aldi's strategies. The project also focuses on Aldi's customer service improvements. The report concludes with references to support the analysis.

Marketing
Management

Table of Contents
TASK...............................................................................................................................................3
Audit.......................................................................................................................................3
Audit Marketing.....................................................................................................................3
Marketing objectives..............................................................................................................7
Justifying marketing objectives..............................................................................................7
Marketing Mix Plan:...............................................................................................................8
Focus of ALDI on improvement of their customer service level...........................................9
REFERNCES.................................................................................................................................12

INTRODUCTION
Marketing management is a term that is associated with various functions such as
planning, promotion, implementation and distribution of products for meeting up demands of
customers and achievement of goals of the organisation. In the present scenario, ALDI is
selected as the company it was started in the year 1946. it has approx 12000 stores located
across different parts of world (Bowen,and Sethi, , 2020). The company is conducting a
marketing campaign for ALDI for creation of awareness and increasing sales of the company.
The present report is covering various aspects such as TOWS analysis. It consist of basic
discussion about the marketing campaign “Express ourselves”. Further it includes plans of
marketing mix and various strategies that are helping company in improvement of customer
services and marketing mix that is helping in targetting their customers at right time.
TASK
Audit
Audit can be defined as a examination process of different documents, vouchers, account
and books of a company. It is done for the purpose of making a analysis of financial statements
& various disclosure that are non financial (Carlson, 2020).
Internal audit: Internal environment is helping a organisation for evaluation of internal
environment and corporate grievances. Internal audit is very helpful in gathering a detailed
understanding of control process and following with al the other functional department of the
organisation. There is assessment of various techniques that is helping in getting a understanding
of procedures of internal control. In Also also, internal audit is very helpful in making a detailed
assessment of their overall policies and procedures.
Strengths and weakness of internal audits:
Strength: If a company is willing to invest in marketing audit them it will help them in
approaching the market by having a direct form of communication. The data and information
that has been collected through this process is very helpful in formation of further strategies of
business. It is also very helpful in further focussing various marketing objectives and adverting
plan of a organisation.
Weakness: marketing audit is also very helpful in creation of a defined system that is
used for making assessment of activities that are linked with achievement of overall organisation

goals. There are various activities that are part of a marketing plan and can help in solving
various problem arsing in the marketing plan.
Reason for conducting of audits: Marketing audit is very helpful in evaluation of needs
related with organisation goals. Activities such as promotional events and marketing campaign
are very helpful in understanding of marketing objectives (Gornostaeva,, 2020).
Audit Marketing
Marketing audit can be defined as a examination & analysis of marketing objectives,
goals. It is a process that is used for analysis of ways that can help in planning of marketing
objectives. It is also a way that can help in assessment of marketing plan. It is useful for ALDI in
their SWOT analysis so that internal analysis can be done in a more appropriate manner
(Halstrick, , Schmidt,. and Henseler, 2020). For every organisation it is of most important that
they have to develop a understanding of how to sue various marketing and promotional tools to
approach their potential customers. For understand this the higher authorities of Aldi is making
use of SWOT analysis as discussed below:
Strengths
1. Aldi posses a very
strong network of
distribution as they
have large number of
outlets.
2. Aldi has a low
structure of cost that is
helping them in having
a cost advantage as
compared to their
competitors.
3. Aldi possess a very
strong financial
position that is helping
them in getting positive
Weaknesses
1. There is very high
proportion that is used
as property by ALDI
on rent basis and for it
they have to pay some
rental charges.
2. There is very low
amount of spending on
research and
development in
comparison with other
competitor of ALDI.
3. There is very high
turnover rate of
employee and there is

results.
4. They have labour force
that is very strong.
5. Aldi poses a presence
on various social media
platforms.
low motivation and
morale of employees.
4. There has been
liquidity problems in
case of quick ratio that
is problem related tp
current assets are low
as compared to current
liabilities which is
leading to facing of
cash problems.
Opportunities
1. Internet users are
growing so e-
commerce is also
gaining popularity
among users.
2. There has been
enhancement of people
using social media as a
tool.
3. Disposable income of
households is
increasing that is
helping consumer in
increasing their
spending
4. There has been growth
observed in
environment friendly
products.
SO Strategies
 (S1, S3 and O3)
Enhancement of
marketing strategies for
attracting of customers.
 (S2, S4 and O4)
Development of
products that are
environment friendly.
 (S2 and O3), Market is
willing to offer
products at discounts
that can help in
enhancement of sales.
 (S5, O2 and O3) With
the use of social media
as a marketing tool it
can help in attracting of
customers from their
digital presence.
WO Strategies
 Finance ownership can
be of property by
acquisition at low
interest rates for
increasing the
ownership of rented
property (W1, O5).
 Increase in payrolls can
be there for by
providing incentive
packages & benefits to
their employees for
improvement of
employee morale(W3,
O3).

5. Interest rates have been
low that is providing a
opportunity of
investment in case of
large projects.
Threats
 There is a increased
threats of various new
entries in industry
which Aldi is dealing.
 Exchange rates have
been devalued.
 There has been hike in
fuel prices that is
making raw materials
very expensive.
 Overall competition in
this industry is
increasing at a very fast
rate.
 There is very low rate
of substitution.
ST strategies
 (S1, T1) Use of a
distribution network
for reaching to more
customers (Al-Surmi,
Cao and Duan, 2020).
 Use of the financial
position for investing
in intellectual property
rights so that there can
be more
competitiveness of this
brand (S3,T4).
 Use of more innovation
for funding alternative
that can help in
establishment of cost
effectiveness(S4, O3).
WT Strategies
 increasing of spending
on functions such as R
& D for increasing
overall competitiveness
of the organisation(W2,
T4).
 Providing various
incentives and a
working environment
for retaining of
talent(W3, T4).

Marketing objectives
The overall objectives of a marketing campaign “Express ourselves” for a period of
12months by ALDI as discussed below:
 For increasing of sales by 10% in coming time period of six months by creation of more
awareness of their products & services across globe.
 Enhancement of overall profits by 5% in coming period of 8 months to build a strong
brand image.
 For creation of product differentiation to get a competitive advantage in coming time
period of one year.
Justifying marketing objectives
 To increasing 10 percent sales in coming time period of six months by creation of
products across globe:
Main objective for conducting the marketing campaign “Express ourselves” for educating their
customers about Companies offering in the market (Kotabe, 2020). Higher management in
ALDI can use various application of social media such as Instagram, you tube, Facebook so that
hey are bale to reach large number of customers who are present at global level.
 Enhancement of overall profits by 5% in coming period of 8 months to build a strong
brand image:
Objective of the marketing campaign is to develop a mindset that is positive for ALDI. It can
help in achievement of various social media platforms (Mohamad, 2020). If brand is able to
create a influential position it will help in development of brand image in the market. Market
share of the organisation will also increase.
 For creation of product differentiation to get a competitive advantage in coming time
period of one year.
Marketing campaign can be organised for creation of brand value in market. There is a
requirement for development of high commitment of customers (Musarra, and Morgan, , 2020).
It will help in building of customer trust. ALDI has the opportunity for getting a competitive
advantage and assisting higher management in creating a leading position in market.

Marketing Mix Plan:
Marketing mix is a tool that can be used by companies for selling of their product and
services in their target market (Pachamanova, Lo, . and Gülpınar, 2020). It consist of various
strategies & tactics that can be adopted for creation of awarenesses amongst their target set of
customers. Marketing mix has seven elements such as product, price, place, promotion, people,
product and physical evidence. All these Elements together are helping managers in development
of a effective position for earning of profitability in the organisation. ALDI is using marketing
mix tool with there tag line “Express ourselves” This Wil be helping in reaching the target
segment of customers for improvement of theirs ales performance. 7P's of marketing is discussed
below:
Product: This is most basic thing in which a organisation is dealing for satisfaction of
there customer requirements (Pegan, Vianelli, and de Luca, , 2020). For gaining of a success of
a product it is very important to go with trend. ALDI is offering various products such as fruits,
wine, tea and all grocery products. It is helping them in achievement of objectives of marketing
campaign so that quality of product can be maintained in the provided time frame.
Price: It is the monetary value that is being paid by customer for particular product. It is
very important for a organisation to make a detailed analysis of their competitors before
decreasing prices of the products, as price is the most essential factors that attract a customers
towards a particular brand. ALDI introduces many offer timely basis which helps them in
increasing their sales and generation of higher profits (Samiee, 2020).
Place: It is the location from where customer can get their products access very easily. E
commerce is being used as a technique for reaching to maximum number of customers at a given
point of time by Aldi. They are also making suer that their customers can find adequate number
of sores type fulfil their overall requirements. There has been more focus on having adequate
parking facility, ambience of store very simple and soothing for their customers. Addition to it
they are also believing in launching more number of stores and presently there are approximately
11 thousand stores of ALDI present in different parts of world.

Promotion: It is a process that is used for creation of awareness and making people
educated for various product and services in which organisation is dealing into. ALDI is using
different social media application such as LinkedIn, YouTube for the purpose of attracting more
customers. Company is also willing to conducts various advertising campaigns to reach large
number of customers for enhancement of their sales (Vesalainen, Rajala and Wincent 2020).
The present marketing campaign is also a part of their overall promotional strategy that is also
focussing on use of digital media tools according to prevailing marketing trends.
Process: Layout of stores of ALDI is easy and the process that is sued for making the
product available to their customers is also very smooth. There are adequate number of
employees employed at each level of the process since the initial stages which is helping the
products in reaching to their customers in minimum possible time. Overall lead time that is the
time between placing of order and final reaching of product to customers has to be reduced so
that customers are not willing to switch to any other brand who are offering similar category of
products.
Physical evidence: ALDI is a store that is offering products at their physical location and
stores. Apart from this with with in technology they have been able to increase their presence to
e commerce platforms so that their customers can order at anytime and from anywhere they are
willing to order.
People: ALDI is proving lot of opportunities for their employees as part of their
stakeholder groups in terms of giving them training that can help in reduction of employee
turnover rate. They also make suer that needs of their customers are taken care and products &
services are developed according to their changing preferences and demands (Wright, 2020).
From above discussed points it can be said that marketing mix is very helpful for a
organisation in putting of right products at right time for right number of customers. It is
assisting company in attainment of business objectives.
Focus of ALDI on improvement of their customer service level
There are some ways that can be adopted by ALDI for improvement of their customer service
level as discussed below:
Training their employees: ALDI can work on improvement of their customer services
by providing training to employees so that their overall knowledge can be increased. It is a

process that is helpful in making the employees train on how to work and behave with their
customers. There is also a particular manner that can be sued for the purpose of solving curies of
customers. It will further lead to creation of a situation in which ALDI will have a trained and
skilled workforce.
Use of Advanced technology: Technology is playing a role in affecting buying
behaviour of their customers for their brand. For improvement of customer service it is the
responsibility of higher authorities in ALDI to use the upgrade technology is that company is
able to move along with the trends and technology that are being adopted by their competitors.
These techniques is helping ALDI in formation of a loyal base of customers which is providing
them a competitive advantage to survive in market for a longer duration of time.
Customer feedback: For analysing the type of service provided to customers and
understand the level of satisfaction reached by them it is very important to be aware of what are
the changing requirement of these customers. It is helpful in making a detailed analysis of
whether customer have any complaints or their satisfaction level is not reached then reasons
behind . What is overall scope and area of improvement that organisation has to work on. These
are some of very important aspects that have to be taken care of by a organization while they are
planning to expand their market share.
If above discussed tools are being adopted by any organisation then it is very helpful for
ALDI in improvement of the quality of services that are being provided to their present and
prospective customers.

CONCLUSION
From the discussed topics it can be said that marketing campaign are the tools that can be
used as attractive strategies for enhancement of sales by organisation. Marketing audit is very
helpful in identification of factors for achievement of various laid objectives in the stipulated
period of time by the marketing department of a organisation. There is a requirement for every
organisation to conduct timely a detailed analysis of overall strength, weakness, threats and
opportunities of a business. TOWS analysis is also a tool that is related with formulation of
some strategies that can be used for identification of target markets and various opportunity and
threats that are present for a particular organisation. .

REFERNCES
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