ALDI's 'Express Ourselves' Marketing Campaign: A Project Analysis

This project presents a comprehensive analysis of ALDI's marketing strategies, focusing on the 'Express Ourselves' campaign. It begins with a TOWS (Strengths, Weaknesses, Opportunities, Threats) analysis, incorporating marketing audits to assess the internal and external environments, including macro and task environment audits, as well as internal organizational, strategy, and functional audits. Based on these findings, the project identifies and justifies three key marketing objectives for the campaign, aiming to enhance consumer footfall, increase profitability, and boost sales volume. The project then outlines a detailed marketing mix plan, encompassing product, price, place, and promotion strategies, tailored to achieve these objectives. Finally, it proposes improvements to ALDI's customer service as an integral part of the 'Express Ourselves' campaign, ensuring a customer-centric approach to marketing.

Project
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Construct a Marketing TOWS for ALDI, explaining the Marketing Audits that you have
undertaken in doing so................................................................................................................3
2. On the basis of these findings, state and justify 3 Marketing Objectives that should be set
for the `Express Ourselves` Marketing Campaign over the 12 months period. .........................6
3. Outline and examine the Marketing Mix Plan that you propose needs to be undertaken in
order to achieve these objectives over the 12 months period......................................................7
4. Provide proposals on how ALDI can improve their levels of Customer Service as part of
their `Express Ourselves` Marketing Campaign. .......................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12
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INTRODUCTION
Marketing management is related with the planning, organising, controlling and
implementation of marketing programmes, norms, strategies designed to satisfy the consumers
needs and demands by offering products as a means of generating profitability and gaining
sustainability (Adams, Freitas and Fontana, 2019). Respective report is based on Aldi Which is
Giant family owned discount supermarket chain in UK marketplace with over 10,000 stores in
approximately 20 countries. Respective report is based on the marketing campaign of Aldi by
covering marketing management tasks with help of TOWS analysis. It includes findings of
TOWS analysis and by justifying marketing objectives that should be set for attaining their
marketing campaign. It also includes marketing mix plan in order to achieve specified goals and
objectives of organisation. Finally it includes proposals related with level of consumer service by
using 'Express ourselves' marketing campaign by respective organisation.
MAIN BODY
1. Construct a Marketing TOWS for ALDI, explaining the Marketing Audits that you have
undertaken in doing so.
For an organisation marketing activities plays very much important role as it provides
acknowledgement to consumers about organisational products and services (Becker, 2019). In
context of Aldi they come up with the marketing campaign `Express Ourselves` to access
consumers demand and priorities to serve them in proper manner. To become successful
organisation need to collect potential knowledge regarding their strength, weaknesses and many
more with the help of TOWS analysis that are as follows:
Strength:
 Market leader by offering discount pricing to consumers.
 Work in strong eco system which altered most critical parameters related with food
retailing.
 They provide high level of consumer support by providing products at affordable price.
Weaknesses:
 Due to provide products at low price organisation thrive on low margins thus heavily rely
on sales volume.
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 Discount stores are preferably place for low and medium income groups, it is rare to find
high income group people in Aldi.
Opportunities:
 The growing needs of consumers in that regards they willing to pay premium prices for
their services.
Threats:
 Aldi encounter lot of competition from the major players of retail market such as
Walmart, Best Buy and many more.
Apply TOWS Matrix:
Strength Weaknesses
Opportunities SO- By using strength of
organisation to capitalise
available opportunities.
WO- Overcome from
weaknesses to gain
opportunities.
Threats ST- Use strength to neglect
threat.
WT- Reduce weakness to
neglect threats.
SO:
 By Focusing on the consumers needs by using technological advancement and accessing
marketing trends organisation can charge higher prices that enhance profitability and
sustainability in marketplace (Cao, Duan, Y. and El Banna, 2019).
 By using their financial and strength of brand image organisation can diversify into new
product to satisfy consumers wants potentially.
WO:
 Release the new range of products that are highly innovative and attract the upper class
people by building another section specifically for respective group of people.
ST:
 Focus on culture change to gain competitive advantage by creating jobs.
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 Controlling cost of manufacturing of products by building relationship and establish
plants in country with lower labour cost.
WT:
 Provide best consumer services and release range of products that are highly advance to
attract high income group people.
 Widening range of product in order to capitalise supply chain for reducing manufacturing
cost.
Marketing audit:
Marketing audit covers the wide activities that required to look into by auditors in order
to gain desirable outcome before releasing campaign that are as follows:
External environment:
Macro environmental audit: Respective factor look at the external environment which directly
affect on marketing performance of organisation. It consisted the no. of factors includes the
demographic, economic, cultural factors, environmental and many more. In context of Aldi they
evaluate that to remain competitive in business environment customer service always placed as
first priority (Deepak and Jeyakumar, 2019). To enhance consumer experience they come with
campaign. They analyse that convenience, takeaway food, meal kits and ready meals are the
growing demand together with online grocery shopping. As competitors become fierce day by
day so compete in best manner required some sort of technological advancement. The another
factor pushes from side of environmental factors is rising interest of consumers in sustainability
and protection of environment. The major trend in UK market by considering sharp reduction in
Co2 footprints.
Task environment audit: Respective factor focus on factors that existed outside of organisation
and closely associated with marketing works and activities. In context of Aldi they analyse that
customer possess great power over success factor of organisation (Ellram and Murfield, 2019).
It consisted probing needs of consumers and deliverables enhance their level of satisfaction. In
that series organisation aimed to bring marketing campaign named as 'Expressing overs elves'.
Internal environment:
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In internal environment audit consisted of marketing organisational, functional and
systems audit in order to analyse organisational own capabilities to plan in systematic manner.
Marketing organisation audit: In respective factor organisation evaluate performance of their
staff or labour force to access possibilities of success. In context of Aldi they access skills and
capabilities and also provide training and development so that they can give one of their best
efforts.
Marketing strategy audit: Respective factor analyse the organisational mission and vision with
marketing goals that helps to direct efforts of employees in right path (Gaul and Baier, 2019).
The mission and vision of respective organisation is all people, wherever live should gain
opportunity to buy every day grocery at highest quality at lowest possible pricing. So after
analysing their vision they aimed to bring marketing campaign to enhance consumer experience.
From the above description it has been analyse that auditing plays very much important
role in analysing the internal and external capabilities of organisation so that proper measures
should be taken by organisation in order to remain competitive in dynamic business world
(Gregory, Ngo and Karavdic, 2019).
2. On the basis of these findings, state and justify 3 Marketing Objectives that should be set for
the `Express Ourselves` Marketing Campaign over the 12 months period.
On basis of findings the main objective of respective organisation are as follows:
 To enhance consumer foot fall by 25% in the forthcoming 5 months to gain profitability.
For a enterprise it is very much potential to analyse their own goals and objectives, in context of
Aldi with the help of their marketing campaign they can be able to attract large no. of consumer
base. The new marketing campaign which designed by organisation to enhance consumer foot
fall in the 5 months that helps in gaining sustainability and profitability. To enhance consumer
foot fall marketers need to analyse the consumer preferences and taste in order to build
organisational products and services accordingly.
 To enhance profitability by 12% in the upcoming 8 months for enhancing organisational
performance.
To obtain the organisational objectives by using the marketing campaign that deliver complete
information regarding organisational goals and objectives. With help of marketing consultants
they found that consumers are very much demanding and demand the digital technological
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advancement in their products and services. To generate profitability organisation by using
digital platform can track the consumers taste and preferences accordingly enhance the market
share positively. Respective tool also proved beneficial for organisation in enhancing consumer
experiences in order to remain competitive in marketplace.
The third marketing objective of the organisation consist of enhancing the sales volume of
organisation to gain sustainability and expansion in business activities potentially.
 To enhance sales volume by 5% in upcoming 12 months so that profitability should be
maintained in positive manner.
After framing the business objective it is very much potential for organisation to put one of their
best efforts in enhancing the organisational profitability and sales. It can be only possible after
building the products and services as per consumer choice. In context of Aldi they analyse that
giving response to consumers very promptly proved very beneficial in enhancing consumers
experience. There are various kinds of attributes that helps in gaining desirable goals and
objectives in organisational development and enhancement in positive manner.
So it can be said that formulation of organisational objectives plays very much important
role for organisation as well as individual in order to move in definite direction. With the use of
Smart objectives organisation can be able to set each and every activity and put one of their best
efforts in organisational development and in gaining objectives potentially.
3. Outline and examine the Marketing Mix Plan that you propose needs to be undertaken in order
to achieve these objectives over the 12 months period.
Marketing mix is one of most crucial tool that helps to understand the product or services
offered by organisation in best manner before the consumers. The marketing mix plan consist of
4Ps of marketing that is product, price, place and promotions that helps in giving proper
direction to organisational goals and objectives potentially (Hua, 2019). In context of Aldi to
prepare the marketing mix plan organisation need to analyse various tools or factors that give
direction to pace in definite direction that are as follows:
Marketing Mix Plan
Marketing mix
elements
Detailed analysis
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Product For an organisation products plays very much important role, in context of
Aldi they are very much passionate in design their products in creative
manner. With help of marketing consultants organisation they check the
quality of their products so that they can give one of best experience to their
consumers. To aware about organisational products and services it is very
much essential for organisation to use marketing campaign that denote about
priority of organisation is their consumers. While people get aware about
organisational products they can be able to purchase it promptly (Iankova
and et.al., 2019).
Price Price is the amount paid by consumers in against the products purchase from
the organisation. In context of Aldi by using the marketing campaign that
believes in taking feedbacks from the consumers so that organisation can
improve in their existing products and services. By using segmentation,
targeting and positioning organisation can be able to divide consumers divide
on various basis and fix price accordingly. In context of Aldi by using
various pricing strategies such as penetration, competitive and economic
price range they target different class of individuals. In present scenario they
use competitive pricing strategy in which they set price as per their major
competitors.
Place Place is important part of marketing mix by which consumers go and buy
organisational products and services. At time of designing marketing
campaign organisation consider the place from where consumers can
purchase the products and services. If the stores of an organisation is not at
core locations and out of reach from consumers then it directly affect on their
profitability and sustainability in marketplace (Kotabe, 2020).
Promotion Promotion for an organisation is very much helpful in giving knowledge to
consumers about organisational products and services. In context of Aldi they
use no. of tools to promote the products in the competitive marketplace such
as advertisement, sales promotion, Commercials by TV, Radio and online
mode of communication in front of consumers in order to reap important
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outcomes. In context of Aldi they in their marketing campaign by using
online marketing able to reach at large no. of consumers potentially.
People People are individuals that give one of their best efforts and skills in
achieving organisational goals and objectives. In context of Aldi they by
giving training and development to their employees so that they remain
always motivated and show their potentiality in achieving business
objectives.
Process In process of organisation consist of various kinds of business operations that
helps to deliver one of best products and services to the end user (Naudé and
Sutton-Brady, 2019). In context of Aldi with the help of marketing
consultant they potentially choose the business processes by which they can
deliver their products at right time and right individual potentially.
Physical
evidence
It is the major attribute of organisation that shows organisational products
and services characteristics by which consumers can recognize their goods. In
context of Aldi for achieving the organisational objectives they need to make
some kind of prompt changes by collecting proper kind of feedbacks from
consumers so that they can satisfy consumer wants positively.
From the above marketing mix it has been analyse that for an organisation marketing mix plays
very much important role in defining the various factors that directly contribute in enhancing
consumer experience level. By using respective tool organisation as well as individual remain
confident and clear about factors that they want to achieve and strategies to achieve the same.
4. Provide proposals on how ALDI can improve their levels of Customer Service as part of their
`Express Ourselves` Marketing Campaign.
For an organisation it is very much potential to build effective kind of marketing
campaign for improving the consumers level of experience (Roberts, Kayande and Stremersch,
2019). The marketing consultant of Aldi by designing marketing campaign 'Express Ourselves'
that rely on consideration of all wants of consumers in order to serve them in better manner.
With the help of proposal they can be able to design the marketing campaign in potential manner
by considering the important attributes that are as follows:
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Proposal
Strategies Details
Identifying needs of
customers
For an organisation it is very much potential to analyse the consumers
needs and wants as it is responsibility of marketers to take feedbacks
from consumers in order to serve them properly. By considering the
respective strategy with the help of marketing consultant they planned
to improve the level of consumer satisfaction in potential manner.
While after taking feedbacks from consumers organisation can be able
to improve the results potentially.
Taking timely
feedbacks
For an enterprise it is crucial to collect necessary feedbacks from their
consumers on continuous basis so that organisation can collect and
identify the consumer wants and put one of their best efforts in gaining
desirable outcomes (Sander, 2019). At time of designing and
implementing the marketing campaign consultant in organisation should
be accountable for taking reviews from them so that they effectively
build in proper manner. With help of feedbacks organisation can be able
to rectify in their internal processes to remain competitive in
marketplace.
Staff training To serve consumers in proper manner,staff plays very much important
role. In context of Aldi they by accessing employees skills and
capabilities give work accordingly so that people can perform task in
proper manner. To perform the challenging task and improve technical
knowledge organisation provide training and development that not only
proved beneficial in their career growth but also in overall development
in order to remain competitive in marketplace.
Rewarding loyal
customers
To enhance consumer loyalty it is very much potential for organisation
to reward them in positive manner (Thies, 2019). In context of Aldi
they provide benefits such as coupons, discounts and other kind of
benefits so that they purchase products from them. By using their
marketing campaign they collect feedbacks from consumers and track
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their wants potentially so that organisation can put one of their best
efforts in organisational development and enhancement. So all are the
potential ways to enhance satisfaction of consumers so that potential
outcomes should be achieve.
Resolving all the
queries of customers
Resolving consumer queries plays very much crucial role in that regards
organisational employees and their participation is very important. In
context of Aldi they by taking reviews while they avail services and
record them so that can easily pay attention on them. In that series they
by using marketing campaign 'Express Ourselves' potentially focus on
the queries of their consumers and strategies to enhance them positively.
In competitive world consumers are one of best assets of organisation
and consideration on their needs is potential in gaining organisational
goals and objectives (Wang and et.al., 2019).
Paying attention
towards customer
relationship
management
Customer relationship management plays very much important role in
accessing the consumers needs and provide products and services to
them accordingly. In context of Aldi they are potentially concern for
satisfying their wants by using the marketing campaign known as
'Express Ourselves' that helps in enhance consumer base, profitability
and organisational revenue that plays very much important role in
organisational development and enhancement. CRM is very much
important term for organisation as it helps to beat the competitors
From the above discussion it has been analyse that for an organisation consumers plays
very much important role, in that regards giving them demanded products and services essential
for them. With the help of various efforts that mentioned above organisation can be able to
define their consumers properly and build products as per their will. For giving pleasant
experience to consumers various marketing campaign contributes a lot.
CONCLUSION
From the above report it has been concluded that for an organisation it is very much
potential to always look for opportunities that helps in enhancing the experience of consumers.
With the help of marketing objectives and campaign organisation can be able to direct their
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objectives in the right direction. With the help of marketing mix plan organisation can be able to
give one of their best efforts as per set goals and objectives. It has been evaluated that customer
service matters a lot for organisation and to enhance experiences of consumers organisation have
to conduct research and development to evaluate taste and preferences of consumers in order to
gain desirable outcomes. By using the social media practices organisation can be able to give one
of their products and services to end user.
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REFERENCES
Books and journals:
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Best Marketing Journals. Edward Elgar Publishing.
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GmbH.
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