Developing Integrated Marketing Communications Strategy for Aldi

This report delves into the integrated marketing communications (IMC) strategy that Aldi can implement to strengthen its market position in Australia. It begins by outlining a strategy statement focused on providing quality products at a valued price while maintaining simplicity. The report assesses Aldi's brand positioning, highlighting its current perception of low price and quality compared to competitors like Woolworths and Wesfarmers. It defines the objectives of Aldi's messaging, emphasizing improved quality and customer satisfaction. The target audience is identified as individuals setting up new households, with the aim of positively influencing their perceptions and encouraging brand loyalty and advocacy. The report suggests utilizing social media and the company website for effective communication with the target audience. Included in the appendix are examples of Facebook posts, corporate website content and TV commercials.

Running head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
Name of Student
Name of University
Author Note

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INTEGRATED MARKETING COMMUNICATIONS
Table of Contents
The background of the task........................................................................................................2
Strategy Statement.....................................................................................................................2
Product’s Brand Positioning......................................................................................................2
Objectives of the message..........................................................................................................3
Target Audience.........................................................................................................................4
What does the target audience currently feel the chosen product?............................................4
What do we want the target audience to think and feel?............................................................4
What do we want the target audience to do?..............................................................................5
How should Aldi speak to the target audience?.........................................................................5
Reference....................................................................................................................................6
Appendix....................................................................................................................................7
Facebook.................................................................................................................................7
Corporate website...................................................................................................................7
TV Commercial......................................................................................................................8

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The background of the task
The task focuses on the strategy that Aldi can adopt to develop its position in the
market of Australia. Aldi is a German supermarket chain with more than 10,000 stores in 20
different countries including Australia. The company was founded in 1913 and over the years
have grown to become the largest supermarket chain in the world. The products supplied by
the company include food, beverage, sanitary articles and household goods (Aldi.co.uk
2018). The task focuses on the strategy statement and the brand position of Aldi in the
markets of Australia by gaining an advantage over its competitors. The target audience of the
company is analysed along with the reactions they may provide to the setting up of the
organisation. The target is to focus on the development of household items of the company.
Strategy Statement
The strategy statement of Aldi needs to be catchy so that the employees can
understand their roles in the organisation. According to Cross, Belich and Rudelius (2015), a
marketing strategy statement needs to address the essential plans that need to be made so that
a competitive game plan can be formulated. Like the organisational structure, the company
statements also form a hierarchy that can help in identifying the goals of the company. In the
case of Aldi, the strategy statement of the company needs to cover three basic criteria: the
strategic objective, scope and competitive advantage. The strategic statement of Aldi is:
“To provide customers with quality products that can be valued for money while
maintaining its simplicity”.

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High quality
High price
Low price
Low quality
Woolworth
s Aldi
Wesfarmers
Wal-Mart
7-Eleven
INTEGRATED MARKETING COMMUNICATIONS
Product’s Brand Positioning
Brand positioning is essential as it helps in identifying the popularity it has in the
market based on certain attributes. The positioning of Aldi can be done by keeping in mind
the cost of the products along with the quality its sales. As observed by Alt and Iversen
(2017) Aldi need to compete with Woolworths and Wesfarmers in the market of Australia,
which can be hugely competitive for the market. Both the companies dominate the retail
supermarket chain of Australia and the perceptual map of the companies can help in
identifying the position of Aldi. The perceptual map of Aldi is on the line due to its low price
as well as low quality of products as compared with the products sold by other competitors in
the Australian market (Aldi.co.uk 2018).
Perceptual Map of Aldi
(Source: Created by author)

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Objectives of the message
The objective of the message of Aldi needs to based on the satisfaction of the
customers and the manner in which the company can gain a competitive advantage in the
market. As seen from the perceptual map, Aldi has a low reputation in the market because of
its low price and low quality. Hence, it is necessary that the objective of the strategy
statement of the company be directed towards the betterment of the quality and the
satisfaction of the customers with low prices of products (Aldi.co.uk 2018).
Target Audience
Aldi is famous for selling all types of daily household items. Therefore, the target
market of the company needs to be the people of the psychographic segment so that the
company can increase its rate of sales. The target audience can be the people of all gender,
who have set up a new house to live in. According to Craft and Hassan (2015), a set of the
target audience can help a company to manufacture products precisely for the people. In the
case of Aldi, targeting people that have recently purchased houses can help the company to
improve the quality of its products. This can provide a competitive advantage for the
company as maintaining a target audience can help Aldi to continue its business in the
competitive market of Australia.
What does the target audience currently feel the chosen product?
The responses of the target audience are analysed based on conducting a survey.
Based on the survey of the target audience it can be said that the household items of the
company are received in a positive manner. This is mainly because Australia houses various
migrants and thus, the household decoration items can help the migrants to feel more at home
(Schlegelmilch 2016). Therefore, the positive response of the target audience can help Aldi to

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improve its position in the perceptual map and remain unique in selling innovative household
items.
What do we want the target audience to think and feel?
The main aim of Aldi is to ensure that the target audience remains happy with the type
of services that are provided by Aldi. The satisfaction of the target audience can help Aldi to
continue with its business development and ensure that it can improve on its other products
so that the target market can remain loyal to the company and purchase the food and beverage
products manufactured by the company (Armstrong et al. 2015). The aim is to ensure that the
target customers promote the company and its products so that Aldi can leapfrog its
competitors in the market.
What do we want the target audience to do?
It is necessary that the target audience provide support to the company so that it can
continue with its business. As stated by Pyo (2015) customers form the main stakeholders of
a company and based on the investments made by the customers, a company can flourish in
the market. The target audience of Aldi needs to assist in promoting the company and its
products and maintain continuous support by remaining loyal.
How should Aldi speak to the target audience?
Aldi can communicate with the target audience by using social media or the official
websites. In the modern days, the application of internet and social media is essential to
remain in touch with the customers (Tanner and Raymond 2015). Aldi can send emails or
phone messages to the regular buyers of their products and advertise about any new products
in the social media.

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Reference
Aldi.co.uk. 2018. ALDI UK | Homepage. [online] Available at: https://www.aldi.co.uk/
[Accessed 8 May 2018].
Alt, J. and Iversen, T., 2017. Inequality, labor market segmentation, and preferences for
redistribution. American Journal of Political Science, 61(1), pp.21-36.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Craft, S.H. and Hassan, S.S., 2015. Global consumer market segmentation strategy decisions
and managerial assessment of performance. In Revolution in Marketing: Market Driving
Changes (pp. 26-30). Springer, Cham.
Cross, J.C., Belich, T.J. and Rudelius, W., 2015. How marketing managers use market
segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing
Science (AMS) Annual Conference (pp. 531-536). Springer, Cham.
Pyo, S., 2015. Integrating tourist market segmentation, targeting, and positioning using
association rules. Information Technology & Tourism, 15(3), pp.253-281.
Schlegelmilch, B.B., 2016. Segmenting Targeting and Positioning in Global Markets.
In Global Marketing Strategy(pp. 63-82). Springer, Cham.
Tanner, J. and Raymond, M., 2015. Principles of marketing. University of Minnesota
Libraries Publishing.

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Appendix
Facebook

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Corporate website

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TV Commercial