MKT201 Integrated Marketing Communications: ALDI Campaign Plan

This project outlines an integrated marketing communications (IMC) plan for ALDI, a global supermarket chain, focusing on increasing brand awareness, changing brand perceptions, influencing purchase intent, stimulating trial purchase, and driving brand switching. The plan targets middle-class consumers seeking value for money, utilizing a marketing communication mix comprising public relations, advertisement, social media, email marketing, and digital marketing within a $50,000 budget. The strategy includes a 6-month media schedule with specific reach, frequency, and continuity across various channels. The effectiveness of the campaign will be evaluated using formative, process, and summative evaluation methods to ensure the goals are achieved and strategies are optimized, ultimately aiming to leverage trending marketing communication methods to influence the target audience.

Integrated
Marketing
Communications
ALDI

Introduction
• ALDI is a brand of supermarket
chain in over 20 countries.
• It is a Germany based brand.
• It was founded by brothers Theo
and Karl in the year 1946 (ALDI, 2018).

Marketing Communication Objectives
• Increasing brand awareness
• Changing attitudes or brand perceptions
• Influencing purchase intent
• Stimulating trial purchase
• Driving brand switching (Belch, Belch, Kerr & Powell,
2014)

Redesigned Message
To provide assurance to
the customers that
they buy the best
quality at the lowest
possible prices
under the name of a
recognized brand.

Target Audience
• Both male and female
• Middle class people who look for the best
value for their money
• People who buy in bulk for getting
exclusive discounts (Luxton, Reid &
Mavondo, 2015)

Marketing Communication
Mix
These are specific
methods used for the
purpose of promoting
the products of the
company to targeted
Customers (Kitchen &
Burgmann, 2015).

Choice of Marketing
Communication Mix
• Public Relations
• Advertisement
• Social Media (Todorova, 2015)
• Email marketing
• Digital marketing (Fill & Turnbull, 2016)

Planned Budget
• 6 month media schedule has
been created on the basis of
media mix criteria with the
inclusion of time and
budgetary restrictions.
• The budget is restricted up
to $50000.

Reach
Channels for
communication
Description Reach
Public Relations Message
communicated
through mass
media
50% of the
population
Advertisement Advertisements
through TV,
newspapers,
printed leaflets,
etc.
Social Media Facebook, Twitter,
Instagram, etc.
90% of the
population
Email Marketing Advertising
through emails
40% of the
population
Digital Marketing Advertising on
other websites
80% of the
population

Frequency and continuity
Channels for
communication
Frequency and
Continuity
Public Relations Twice a month
Advertisement Twice a month in
newspapers and 2 ads
every hour during peak
timings.
Social Media 5 – 10 posts every day
Email Marketing Sending emails once
every week
Digital Marketing Ads visible every hour on
the most popular
websites

BUDGET ALLOCATION
Channels for
communication
Budget Allocation (in
$)
Public Relations 10000
Advertisement 25000
Social Media 6000
Email Marketing 4000
Digital Marketing 5000

Evaluation of
Campaign
• Evaluation of campaign plays an important role
for identifying the impact it has on the targeted
customers (Rao & Raju, 2015).
• Three evaluation methods namely formative
evaluation, process evaluation and summative
evaluation have been used for the evaluation of
the campaign of ALDI.

Evaluation Methods of
IMC
• Formative Evaluation – it will help in gaining knowledge of
the strategies that work assists in improving designs and
implementation of future projects. Example- log frame
matrix, questionnaire, etc. (Porcu, Del Barrio - Garcia &
Kitchen, 2017)
• Process Evaluation – measures whether the
implementation of the campaign was as planned. Example-
number of advertisements placed (Valos, Haji Habibi,
Casidy, Driesener & Maplestone, 2016).
• Summative Evaluation – considers whether the goals have
been achieved or not (Blakeman, 2018).

Conclusion
• Therefore, it can be concluded that the new
integrated marketing communication plan for
ALDI is capable of influencing the target audience
by way of making the full utilization of trending
marketing communication mix methods.
• The target market of the company consists of the
middle class group which constitutes the wide
section of the society.

References
• ALDI. 2018. Australian Made. [Online]. Available at:
https://www.aldi.com.au/en/about-aldi/australian-made/ [Accessed on: 10 June 2018].
• Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated
marketing communication perspective. McGraw-Hill Education.
• Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea
to implementation. Rowman & Littlefield.
• Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
• Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing communication: Making it
work at a strategic level. Journal of Business Strategy, 36(4), pp.34-39.
• Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication
capability and brand performance. Journal of Advertising, 44(1), pp.37-46.
• Porcu, L., Del Barrio-García, S. and Kitchen, P.J., 2017. Measuring integrated marketing
communication by taking a broad organisational approach: The firm-wide IMC
scale. European Journal of Marketing, 51(3), pp.692-718.
• Rao, Y.S. and Raju, C.N., 2015. TRENDS AND INNOVATIONS OF INTEGRATED
MARKETING COMMUNICATION MIX. Trends, Challenges & Innovations in Management-
Volume III, p.40.
• Todorova, G., 2015. Marketing communication mix. Trakia Journal of Sciences, 13(1),
pp.368-374.
• Valos, M.J., Haji Habibi, F., Casidy, R., Driesener, C.B. and Maplestone, V.L., 2016.
Exploring the integration of social media within integrated marketing communication
frameworks: Perspectives of services marketers. Marketing Intelligence &
Planning, 34(1), pp.19-40.