LSC UoS BA Business: 12-Month Marketing Campaign Plan for ALDI

This report provides a comprehensive marketing plan for ALDI, focusing on a 12-month campaign titled 'Expressing Ourselves.' It begins with an introduction highlighting the importance of marketing and its application to ALDI, a leading UK supermarket. The report includes a TOWS analysis to assess ALDI's internal and external environments, identifying strengths, weaknesses, opportunities, and threats. It then outlines three key marketing objectives for the campaign: increasing sales by 20%, attracting 30% international customers, and boosting customer satisfaction by 35%. A detailed marketing mix plan, encompassing product, price, place, promotion, physical evidence, people, and process, is presented. Furthermore, the report proposes strategies to enhance ALDI's customer service. The conclusion summarizes the key findings and recommendations, with references provided for further study. The assignment follows the guidelines of a BA Business course at LSC UoS, focusing on marketing management principles and practices.

Expressing ourselves –
ALDI

Table of Contents
INTRODUCTION...........................................................................................................................3
Presenting marketing TOWS.......................................................................................................3
Presenting the marketing objectives............................................................................................7
Marketing Mix plan for Aldi.......................................................................................................8
Proposal how ALDI may easily improve their customer service..............................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is that action through which company may easily promote the business
product and reach at large range of customers. In the same way, current report is also helps to
understand the importance of Marketing within business. The chosen company for this report is
ALDI which is top supermarket in UK and provide range of new services to their customers.
Therefore, report is based upon the marketing plan for ALDI for 12 months name ‘Expressing
Ourselves- ALDI’.
For that report will present TWOS analysis and explaining marketing auditing for the
company and then study presents three objectives. Further report provide marketing mix plan for
quoted firm for 12 months and then provide proposal to improve the level of customer service.
Presenting marketing TOWS
Marketing audit is a systematic review of a marketing plan as well as objective and the
current activities which are being executed in the business. So, the main aim of conducting
marketing audit is to determine the overall strength and area of improvement which may cause
damage to the overall environment of the company. Further, for marketing audit, TOWS analysis
as a model is used which determine the strength, weakness, opportunities and threat (Gürel and
Tat, 2017). Or else, this model is actually used to determine the overall internal environment of
the company. Thus, TOWS analysis of ALDI is also mention below:
External
factor
Opportunit
y
Strength
Having a brand image is
considering as a strength for
Weakness
Company should invest more in
advertising so that it will help to

the company and that is why
company should invest in
online platform. Such that E-
commerce is the biggest
opportunity for the company
because lot of people are now
start purchasing online. Thus,
it is a good opportunity for
ALDI to generate revenue by
opening online store and
making sales. Further, by
lower down the interest rate is
also consider another
opportunity for the company
in which it sells the product at
lower rate and therefore,
require low rate of input as
well.
generate sales and attract customers
too. It is so because not providing
innovative product is recognize as a
weakness. Investing in promotional
activities will also assist to grab
attention of many customers and this
turn increase financial performance
too. Further, by repositioning itself
and providing high grade products
rather than cheap products will help
to attract new customer and
increases level of customers too. In
this world, customers of UK are also
become health conscious and that is
why, they prefer to use healthy
product, so investing in health
conscious product will assist to
boost up the sales and enhance the
brand image of a company as well.
Therefore, there are many ways
through which company may
generate opportunities and enhance
sales too.

Threat Strength
In addition to this, the
technological development by
the competitor is also
considering another strength
that may lead to increase the
overall market share of the
company (Phadermrod,
Crowder and Wills, 2019).
This will assist to cope up the
overall competition market.
On the other side, sudden
fluctuating interest rate of the
country also affects the
overall financial performance
of the company in negative
manner. That is why, these all
factor affect the internal
business performance and
sometimes creates negative
impact upon business too
Weakness
The quoted firm faces a strong
competition from its and it is known
as a weakness of the business. For
example, the main rival of the firm
is Amazon, Walmart who also
provide the same product and also
uses similar promotional techniques.
Moreover, sudden change in the
government policies and taxation
also affect the business which is also
consider another threat of a business.
For instance, as company wants to
introduce a marketing campaign and
for that it has to comply with all the
legal terms, also private label brands
of ALDI can be tosses away by an
established brand. Thus, it is
consider an opportunity for the
business.

Weaknesses/ Opportunity: ALDI spend low amount in the research and development
department of the company and this in turn affect leads to not provide any innovative product to
the customers which is consider as a weakness for the company. Further, quoted firm also faces
issue of high turnover rate of employees and this in turn affect the overall brand image of the
company in negative manner (Otuyama and et.al., 2020). Along with this, more people leaving
the job and that is why, company have to spend more in training and development in order to
retain employees.
Company also need to invest more in advance technology so that it will easily perform
the business operation and save time. Such that investing in online business will lead to increase
customers but company did not comply with advance technologies and this in turn consider as a
weakness for ALDI. Company also have high inventory rate as compared to its competitor and
that is why, there is no specific records maintain by company that affect the overall brand image
of a firm in negative manner.
Strength/ opportunity: Having a brand image at international level is consider one of the
biggest strength for the company and it also have large range of outlets which reflect that it has a
strong distribution network at global level. From the last 5 years, company also have strong
financial performance because of having highly skilled and qualified people who brings ideas to
meet the demand of customers. It also has a strong presence in social media and keep updating
related to products to the customers so that it may assist to increase the sales and attract new
customer as well. In addition to this, it also has well establish IT system that helps in smooth
functioning of its internal and external business operations.

For example, ALDI also have strong product portfolio that reflect it provide range of
products at low rate as compared to customers and that is why, it has strong customer base as
well. Along with this, it also provides good and best quality of products which in turn assist to
grab attention of many customers towards it.
Presenting the marketing objectives
ALDI wants to introduce new Marketing Campaign during the period of 1st May 2020 to
30th April 2021, name ‘Expressing Ourselves’. Thus, for that it’s three main objectives are as
mention below:
 To enhance the sales up to 20% within 12 month by using Marketing campaign. This
objective is directly link with the campaign because this campaign will be introduce in
order to promote the existing products so that customer will know about the offerings and
this in turn enhance the current sales of company (Kotabe, 2020). Therefore, through
marketing campaign, ALDI will promote the products by developing direct interaction
with customers in which they introduce about offers, prices so that it will let other know
about the existing offer.
 Another objective for this Marketing Plan is to attract 30% international customers within
12 months. This is further justifies that the marketing campaign is also perform at digital
platform, where company will easily interact with new customers and aware about the
offers provided by an organization. Further, it is also analyzed that by offering products
online will also assist to attract range of customers and directly boost the sales and
financial performance of a company too.

 Another objective is to implement the marketing campaign in order to increase the
customer satisfaction up to 35% within 12 months so that customers will easily purchase
the products which in turn assist to enhance current sales (Tong, Luo and Xu, 2020).
Further, this objective is also justifies that by providing the best products at low rates as
compared to market will be aid to increase the brand image and financial performance of
a company.
Therefore, the main aim of this report is to implement the marketing campaign which in turn
assists to reach range of customers so that ALDI may express itself and meet the demand of
customers too (Išoraitė, 2020). Further, it is also analyzed that in order to meet the aim,
company have to make some smart objectives which help to meet lead the brand image at
international level. Along with this, these smart objective company try to make successful the
marketing campaign and also assist to enhance customer satisfaction as well.
Marketing Mix plan for Aldi
Marketing mix plan is considering a crucial tool which assist to understand which type of
products did company sell and how to plan for a successful product offering. It considers of 7 P’s
which determine the strategy which company set. In the same, in order to introduce marketing
campaign name ‘expressing ourselves’ ALDI also uses marketing mix plan consist of 7P’s which
are as mention below:
Product: ALDI provides high quality of products such that baby products, fresh food,
fruit, non- vegetarian product, wine beers, home goods. Company also takes special care to their
products and also offer range of new products such that rich tea. Apart from this, company is
also so sure about the product such that it also guarantees to replace and refund money if
customers find it unsatisfactory (Hälsig, 2020). Further, ALDI also provide season based

products which in turn attract the range of customers towards it. Thus, it reflects that company
have good product portfolio that grab attention of many customers towards it.
Price: The customer market is so competitive and that is why, it is essential for the firm
to satisfy the need of customers. Therefore, ALDI uses competitive pricing strategies which
helps to sell its product at lower rate as compared to the rivals. Further, quoted firm also buys in
bulk and also added leverage in negotiating the best possible ones (Marketing mix of ALDI,
2019). Thus, it helps to generating better revenue and sustain brand image of the company as
well. The target market of company are lower and middle class people who bargain related to
products and that is why, company offer low rate after comparing its own prices with the rivals.
Place: Currently the company is deal at different location, such that it has more than
thousands of its outlets in United States, UK, Switzerland, Spain etc. On the other side, the
quoted firm describe itself as a no- frills outlet that display products at discounted price. Such
that it also keep its all outlets simple and sell the product at cut down price too (Donndelinger
and Ferguson, 2020). Though the outlet of Aldi are also open after several facts and it also focus
to have the location which have good visibility and minimum population count i.e. only 30
thousand people. In the same way, in order to introduce new marketing campaign, ALDI
consider accessibility as an important factor so that range of people may reach at stores and
purchase their favorite products too. Hence, through this key element, ALDI ensure the
availability of adequate parking spaces so that customers are not harassed and enjoy their
shopping too.
Promotion: ALDI uses different promotion tool which in turn assist to raise the overall
brand image and also assist to boost the sales. In the same , in order to conducting marketing

campaign within 12 months, quoted firm uses different promotional tool which assist to let
people know about the campaign i.e. ‘express ourselves’ Moreover, currently the company uses
digital marketing platform especially social media which in turn assist to reach at large range of
customers (Cuckle, 2020). Similarly if ALDI uses this method for conducting marketing plan
then this will assist to raise brand image and increase the performance of a company as well.
Physical evidence: ALDI is globally known for its simple business process and its
pricing strategy, so company have 85% of its stock are belongs to home products and rest of the
items are from well recognized brands. Not only this, company also provide 30% cheaper
products and also keep every day, low prices at global level so that customer may easily enjoy
the products. As the facts and figures, it is also analyzed that it is the only store which maintain
same prices in its groceries throughout the world and this assist to sustain the brand image at
international level (Mohammad and Rula, 2020). In the same way, in order to introduce a
marketing campaign in May, ALDI a add this as a physical evidence which assist to boost the
sales and grab attention of many customers towards it.
Process: ALDI is actually well known for its simple process and therefore, due to having
its sheer layout, customers may easily find out products on their own which in turn reduce the
number of employees that quoted from needs to assist customers. On the other side, it also have
limited number of high quality products and price which aid not to get confused and also reduce
selection time as well. Along with this, it also have larger barcodes which quickly identifies and
increase billing process too. So, in marketing campaign, ALDI may also display this quality
which assist to attract range of customers.

People: The customer base of ALDI is not so strong because off its low number of
employees. That is why, whenever firm put its new store it has to make sure that it layout is
divided in proper section so that it customer will not get confused. Or else, it must have to hire
employees in billing counters who may easily scan the product and free their customers. Overall,
this in turn assist to boost up sales and also pay their employees high than its rivals or may also
provide effective training session with regards to customer service.
Proposal how ALDI may easily improve their customer service
Customer services are the key aspect of every organization and providing best customer
service will also assist to boost up sales. In the same way, due to not having enough number of
employees in its working place, ALDI should also develop best customer service so that it may
attract range of new customers towards it. Some of the strategies to improve customer service are
as mention below:
Seek feedback: This strategy is considering one of the best service that helps to
understand the need and experience of customers. Thus ALDI may also use this strategy and may
ask customer to share their feedback through telephone, question etc. This strategy will assist to
know all good, bad experience when attracting with a brand. So this provides a real insights into
and areas of development (Išoraitė, 2020). It is also analyzed that connecting with customers in
order to gather feedback has also another profit such that it makes customer feel that company
value them and are willing to resolve their issue. So, this strategy will assist to establish trust,
prevent company for getting any negative comment from them.
Strengthen customer service: Another strategy which also assist to enhance the
customer service in which company may hire right professional who possess right skill so that

they provide training to the employees of company. During training session, the trainer may help
to enhance communication skills because this skill is considering one of the best way to convey
what they mean in a positive way. Appreciate good work of employees with regards to customer
service will also help to motivate employees to perform good work.
By using CRM platform: Most of the company face struggle in order to establish
effective coordination among team and it also lead to customer dissatisfaction. Thus, in order to
improve the issue, most of the company uses CRM platform and therefore, ALDI should also use
the same in order to provide high customer service to their customers (Tong, Luo and Xu, 2020).
Further, by implementing CRM software within a firm also provide many benefits such that it
provide insights about the customers which will help to understand the need, and then provide a
personalize experience to them as well.
Moreover, this strategy also improves customer interaction as well as engagement which
in turn maintain long term relationship with them. These CRM platform are easily accessible on
different devices and that is why, it is easy for company to provide assistance to their customers
from anywhere around the world.
Leverage Multi-channel service: It is analyzed that most of the company consistently
focus upon to providing best customer service to their customers and that is why, they need to
choose omnichannel communication options. But providing best multi-channel servicing is
consider one of the best way through which they grab attention of many customers. Such that
using mobile phones, people expect good support from their favorite brands and at that time,
company have to get ready to provide proper attention to their customer. Beside this, social
media is also considering another good platform where company may easily solve queries of

their customers and provide proper assistance (4 Best customer service strategy, 2020). It is also
evaluating that by using Facebook, Twitter company actually minimize the gap between
company and a customer, also by improving response time on social media queries and provide
best solution is also help to assist customer.
Overall, it is analyzed that ALDI may also use these strategies through which it may
easily strengthen their customer service and also attract range off new customers toward it.
Further, among all, social media is consider the best too, in which company may solve range of
queries without wasting enough time and in this way, customer also feel that they are value for
the firm. Hence, this will also create positive impact upon customers and force people to visit
again and again in order to improve the overall financial performance of a firm within next 12
months.
CONCLUSION
By summing up above report it has been concluded that marketing plays an essential role
in the success of every company. In the same way, current report also concluded that by using
TOWS as a marketing audit tool helps to analyze the strength, weakness, opportunity and threat
of ALDI so that it will easily identify the area of improvement in its near future. Further, report
also justifies three main marketing objective, i.e. to increase sales up to 20% within next 12
month, to increases customer satisfaction up to 30% within next 12 months, also attract 30%
customers through marketing campaign within next 12 months. Also, report concluded that by
using marketing mix, company determine the marketing abilities and it also provide different
customer service which can be applied by ALDI in order to grab attention of many customers
towards it.

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