Marketing Campaign Plan for Aldi: Expressing Ourselves (12 Months)

This report presents a comprehensive 12-month marketing campaign plan for Aldi, analyzing its strengths, weaknesses, opportunities, and threats through a TOWS matrix. It defines three key marketing objectives: increasing market share and competitive advantage, boosting profit, and building brand awareness. The report then outlines the marketing mix, including product, price, place, and promotion strategies, tailored to achieve these objectives. The product strategy focuses on Aldi's diverse range of in-house brands, while the pricing strategy emphasizes penetration and demand-based pricing. The place strategy involves expanding Aldi's global presence, and the promotion strategy highlights online marketing and the 'Expressing Ourselves' campaign. Additionally, the report recommends ways for Aldi to improve customer service within the campaign, ensuring customer satisfaction. This detailed plan aims to enhance Aldi's market position and drive sustainable growth.

Expressing Ourselves`. A 12
months Marketing Campaign
Plan for Aldi

Table of Contents
Constructing a TOWS matrix and explaining marketing audits .................................................3
Justifying 3 main marketing objectives for the campaign...........................................................5
Outlining and examining marketing mix for attaining or achieving the objectives formulated
over a period of 12 months..........................................................................................................6
Providing recommendations on the ways in Which Aldi could improve its customer service in
being a part of the marketing campaign that is “Expressing Ourselves”.....................................8
REFERENCES................................................................................................................................1

Constructing a TOWS matrix and explaining marketing audits
Threat- Aldi faces intense competition in the market which causes a huge threat to its
business as it results in reduced market share and customer base. There are many players or
rivalry of Aldi like Best Buy, Walmart etc. Along with this the e-retailers or e-commerce
websites such as Amazon moving into the grocery, this also poses a potential threat for Aldi.
Opportunities- Moving for an online business and providing products as per the
specifications and preferences of customer seems as great opportunity for an enterprise.
Customer needs are growing with a high pace and so there propensity to spend, customers
shows willingness in paying premium for the services and even the discount stores could charge
higher by way of offering better and quality services (TOWS matrix of Aldi, 2018). There also
present large number of the new product range specifically in respect of niche products that
offers new type of avenues for the business. Thus, this reflects an opportunity for Aldi in
expanding its market towards different segments in accordance to the need and desire of the
customers.
Weaknesses- Discount stores of Aldi results in lower profit margins and are heavily
dependent on sales volume. Often the company is seen as indulged in an unethical practices such
as price discrimination and in treating the suppliers in a bad way for ensuring consistent margins.
Aldi requires to have high productivity level for surviving within a market (TOWS matrix of Aldi,
2018). The employees of an enterprise need to perform task in the multiple shifts and are been
paid less as compared other similar type of the jobs. This results to dissatisfaction among all
employees and leads to high attrition. Discount stores are seen as preferred shopping place
mainly for the medium and low income class groups. It seems as very rare in finding out high
income group in an organisation and it is still penetrating higher income class group despite of
being in market for more than century.
Strengths- Discount chain store such as Aldi survive due to lower prices which it is
facilitating to its customers. In such stores, most of those items are sold that the customers uses
on a routine basis at a lower price in comparison to other retailers. Discount stores of Aldi
develop a strong ecosystem that has altered the most crucial parameters with reference to food
retailing. Aldi enjoys a higher level of the customer support from customers & for its wider
range of the choices at an affordable prices. The chain is having large number of items that are

offered on the basis of rotation which is been advertised through the pamphlets (TOWS matrix of
Aldi, 2018). Aldi provides for a great savings through offering the products at lower price than
the other shopping places. Discount stores as Like Aldi derives a biggest advantage in having a
strong level of product mix. Along with this, it is having premium brands that are non-discounted
and private label brands. On the other side, strength of its product mix is been seen as highly
differentiated brands and products under each and every category of product.
Marketing audit refers to a comprehensive examination and assessment of the marketing
objectives, activities and goals. Under this study marketing audit is been done by using the tool
called pest analysis in order to analyse macro environmental factors that influences working of
the company.
Political- It relates with the government regulations and political stability within the
country that affects the functioning of the firm to a great extent. For example- high taxation
demotivate the companies such as Aldi in maximising their respective profits (Pest analysis of
Aldi, 2018). Trade barriers which the host country is having would be protecting Aldi, on the
other state, trade barriers that country is having with trade partners will leads to harm the
companies through preventing the potential exports.
Economical- This factor includes changes in foreign exchange, inflation rate, interest
rate, gross domestic product and disposable income. For instance- fall in the disposable income
results in declining purchasing power of the people which in turn affects the profitability and
revenue of Aldi.
Social- It is the factor that involves attitudes, values, belief and culture which affects
operational and marketing aspect of Aldi. With evolving lifestyle of the people, demand for the
quality and differentiated product increases which is seen as beneficial for the company's sales
and profitability (Pest analysis of Aldi, 2018). However, cultural differences and belief of the
people is different in different country so it creates complexity for the company in taking care of
all types of cultures.
Technological- It means the technological advancements and the developments which
are very essential for an entity (Pest analysis of Aldi, 2018). For example- Aldi is looking for
employing self service checkouts which helps in avoiding long queues. This would attract large
customers as they can buy even a few product with efficient check out facility.

Justifying 3 main marketing objectives for the campaign
Identifying marketing objectives reflects as reviewing various options that the company
is having in order to make effective strategies On the basis of the above findings it has been
rep[resented that the 3 main objectives that the company would attain by way of this campaign
are as follows-
Increasing market share and competitive advantge- For increasing the market share into
the new area, company will be focusing on expanding its footprint in the current market by
attaining competitive edge and maintaining healthy relationship with the customers (Teichert and
et.al., 2018). Through the campaign relating to Expressing ourselves, Aldi would have to come
up with innovative products so that more and more customers will be attracted towards the
product and this results to achieving increase in the market share of the firm. Moreover, for
gaining a large market share, company will develop effective strategies regarding satisfying the
customers need by way of producing the goods as per the specification and the preferences of
the customers. By increasing an engagement of the customers by taking their reviews and
feedback on the social media could also act as the vital element in increasing the market share in
growing world. Developing the referral programs in relation to customer helps in increasing the
market share by using word of mouth advertising.
Increasing profit- As the profits of the company are low and declining in accordance to
the SWOT analysis made so it acts as the main marketing objective that Aldi should strive for.
For achieving this objective company should focus on reducing or cutting down expenses and the
overheads along with selling of more and more products that contains a greater profit margins.
By making investment in the projects or the products that seems to be highly profitable for the
company in the future periods. An enterprise would be focusing on improving its negotiation
skills in purchasing the raw materials from suppliers at a lower price, producing low cost
products by making optimum use of the resources and selling the goods at higher price helps in
ascertainment of increased profits (Rossiter, Percy and Bergkvist, 2018). By focusing on making
the sales from start that includes using cost effective method like going online for growing the
business, attracting five star ratings by getting the brand mentioned by media and the bloggers.
Building awareness of the Brand- It is the marketing objectives that indicates expanding
reach and making people aware about the brand. Aldi by way of this campaign must look for
building its presence by promoting its product through advertising on television, hoardings,

templates etc. regarding its discount stores. Providing attractive offers and using branded
packaging is also a big measure that helps in building presence of brand in new markets and in
existing markets. By creating a presence on the social media through creating a website or page
is also one of an effective method that helps in building the brand image of the company at a
large platform where large customers are present (Key and Czaplewski, 2017). This would also
helps the firm in creating a larger customer base and in enhancing the brand reputation of the
company on online platform across the world.
Outlining and examining marketing mix for attaining or achieving the objectives formulated over
a period of 12 months
Product- Through Expressing Ourselves campaign, Aldi would be presenting information
relating to its products so that awareness among the people could be achieved regarding the
goods that the company is offering. It offers a wide range of the different food products with in-
house brands such as Rich tea biscuits, Elevation, Little journey, Choco rice, Priano etc. It is
having stock of around 1350 products comprising of the new items such as Friendly farms with
Lowfeit Kefir, Whole milk Yogurt etc (Blut, Teller and Floh, 2018). Such differentiated and
quality products helps the company in gaining high market share which in turn increases revenue
or sales of the firm that leads to attaining higher profitability for the firm. By facilitating wider
choice to the customers helps in gaining loyalty of the customers towards the product and in
increasing the overall market share of the firm.
Price- Aldi will be using penetration and demand based pricing strategy in order to
induce customers fro buying the quality products at low and affordable prices. Under penetration
pricing strategy, company seems to keep its price lower so that average and low income people
could also afford to buy the products of the company. Moreover, with respect to demand based
pricing strategy, Aldi would set prices after inquiring and determining wants and needs of the
consumers and in taking corrective steps for meeting the preferences of the customers in an
effective manner. Thus, it is been determined in offering the products particularly of the routine
usage at the lower prices without compromising the quality for increasing the market share,
profits and well known presence worldwide (Datta, Ailawadi and Van Heerde, 2017). As the
firm faces a stiff competition from its competitors, competitive pricing strategy would be used by
it which enables in selling the products at lower prices as compared to the rival products.

Place- For capturing a large proportion of the market share, Aldi will expand and spread
its business over other parts of the world. This assist the firm in creating brand awareness in most
of the countries and leads to increase in profitability. Aldi is having approx 10360 outlets in
around 20 countries such as United Kingdom, United states, Switzerland, Netherlands, Italy,
Australia, Germany etc. Moreover, it could expand its business into India, Bulgaria, South
Africa, Spain etc. which would helps the company in increasing its market share globally and
this also results in building a presence of business on a global level (Stead and Hastings, 2018).
It will also seeks for widening its distribution network which directly helps Aldi in achieving
smooth supply of its goods to the customers and meeting the demand their demand on time so
that they might not switch to any other rivalry brand.
Promotion- It is the most important marketing mix in which the company should make
huge amount of investment for achieving or reaching to its marketing objectives effectively and
efficiently. In order create brand awareness on global arena, Aldi will be using online marketing
strategies, campaign and promotional tool by targetting a mass audience. This helps the company
in improving its brand recognition across the world. By way of its new campaign that is named
as “Expressing Ourselves” Aldi can promote its product in an effective way so that interest of the
customers could be gained in purchasing or buying the product of the firm which assist in
capturing a wide market share. Through using sales promotional tool that is offering discounts to
the customers also acts as the useful strategy in increasing the sales that results to larger profits.
This strategy attracts existing as well as the new customers towards the brand which enhance the
market proportion of Aldi in comparison to its competitors within an industry and Aldi enables
in the attaining competitive edge over its rivalry.
People- In context of this, Aldi will be working with its sales representatives that plays a
key role in marketing efforts for attaining higher market share. These representative would helps
in providing training to the sales team for showing respect and dignity to customers by taking
into account their specifications and preferences. Aldi will appoint for more and more people in
respect to its service department in which they are been contracted by the customers in case any
kind of issue is faced by customers with regards to company's product. This department will be
guiding its customers through a process of getting an issue resolved (Francis, 2018). Company is
having people who are works with their suppliers in obtaining the raw material that plays a
crucial role in improving and maintaining quality of final product produced. Aldi also has the

people who works at the retail stores who helps customers in making decisions about selecting
the best or suitable product which fulfils their needs.
Process- In meeting the needs of the customers on quick and faster basis, Aldi will be
using various equipments and automation processes. Aldi will the computers for handling it
several processes that helps in increasing efficiency and a timely delivery to the customers. The
company will be constantly looking foe adopting new ways in innovating and improving
processes in context of cost and efficiency. Saving cost eventually results to the lower price of an
entity's product which increases its market share and in turn profitability.
Physical evidence- Presently, Aldi sells the product in distinct color packaging which
easily identifies on the retail shelves. These are been placed on the special shelves facilitated by
company that have distinct design and the color. It makes easier for the customers in locating
such shelves within the busy retail stores. Aldi will opt for search engine optimization technique
for improving its network on online website which is user friendly and allows the customers in
viewing their products in the higher quality images taken from several angles (Pearson and
Villanti, 2018). In terms of physical evidence, Aldi will be collecting timely feedback from
customers in relation to packaging so that it could make the changes accordingly. Company
seeks for setting up their own outlets in which it facilitates a friendly environment for
encouraging customers in purchasing their products.
Providing recommendations on the ways in Which Aldi could improve its customer service in
being a part of the marketing campaign that is “Expressing Ourselves”
There are various strategies that Aldi should adopt by way of its new campaign for
improving level of its customer services that are as follows-
Seeking feedback of the customers- For providing excellent level of customer service, it
is important for the company to understand experiences, needs and demands of their customers.
Aldi should ensure in providing multiple ways to the customers in sharing their views and
opinions regarding an entity's product. The firm through this campaign should connect with its
customers in collecting feedback by making them feel as valued and in resolving their issues
respective issues. This helps in establishing the trust between company and the customers which
in turn builds better or healthy relations with the customers so that level of the customer services
resulted as improved.

Strengthening team of customer service- For improving customer service, building
strong team is necessary as it helps in strengthening service performance. This could be done
with hiring and training so Aldi should organize for training sessions in improving skills of the
team that involves patience & empathy, better communication skills, knowledge etc. A
representative of customer support service has the responsibility in dealing with different kinds
of the customers so they should deal with them professionally and patiently (Siering, Deokar
and Janze, 2018). They should convey or communicate with customers in positive way and
should strive for a never ending conversations in the way that leaves the customer as satisfied.
Aldi should ensure that its representative must have a complete knowledge of the service,
products and the pricing plans so that they could provide correct information to the customers
that in turn improves customer support service level.
Using CRM platforms- Aldi by way of its new campaign that is Expressing ourselves
should streamline its workforce by making use of Smart CRM strategies or systems. It enables in
ensuring higher level of the customer service standards. It provides for an useful insights about
customers that could help in understanding needs of each and every customer, selling faster and
facilitating personalized experience. It improves engagement and an interaction of the customers
in building lifelong relationships and also helps in making the sales team working more closely
with eliminating chances of ambiguity (Stead and Hastings, 2018). Through this company could
be able to provide access to the customers for which they were been promised that leads to
customer satisfaction. Most of the CRM platforms are seen as accessible on the multiple devices
like desktops, mobile devices and laptops that assist the customers at anytime and anywhere
across the globe.
Leveraging multi channel services- Company should purchase from the brands that
offers a consistent service to customers across the multiple channels fro providing an omni-
channel communication. Firm should help customers in switching between the multiple channels
for getting quality service consistently (Francis, 2018). This boosts brand reputation and the
credibility of an enterprise. Some of the best multi-channel services that should be provided to
customers includes mobile services, social media and the self service which improves the level
of customer service.

REFERENCES
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of Retailing. 94(2). pp.113-135.
Datta, H., Ailawadi, K. L. and Van Heerde, H. J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing. 81(3). pp.1-20.
Francis, A. K. K., 2018. Customized CRM Solution for Improving Product Sales and Customer
Support.
Key, T. M. and Czaplewski, A. J., 2017. Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons. 60(3). pp.325-333.
Pearson, J. L. and Villanti, A. C., 2018. Commentary Title: Recommendations for linking client
data with clinic services to improve our ability to make inferences. Addiction (Abingdon,
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Rossiter, J. R., Percy, L. and Bergkvist, L., 2018. Marketing communications: Objectives,
strategy, tactics. Sage.
Siering, M., Deokar, A. V. and Janze, C., 2018. Disentangling consumer recommendations:
Explaining and predicting airline recommendations based on online reviews. Decision
Support Systems. 107. pp.52-63.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing(pp. 29-43). Psychology Press.
Teichert, T. and et.al., 2018. How to implement informational and emotional appeals in print
advertisements: A framework for choosing ad appeals based on advertisers' objectives and
targeted demographics. Journal of Advertising Research. 58(3). pp.363-379.
Online
Pest analysis of Aldi. 2018. [Online]. Available through: <https://www.essay48.com/term-
paper/13672-ALDI-Pestel-Analysis>
TOWS matrix of Aldi. 2018. [Online]. Available through: <https://www.marketing91.com/swot-
analysis-of-aldi/>
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