Marketing Plan and Analysis for ALDI's 'Expressing Ourselves' Campaign

This report provides a detailed analysis of ALDI's marketing management strategies, focusing on the 'Expressing Ourselves' campaign. It begins with an introduction to marketing and marketing management, followed by a marketing audit and TOWS matrix analysis of ALDI. The report outlines marketing objectives based on the SMART criteria, including enhancing the company's digital presence, increasing sales, and boosting consumer loyalty. It then delves into the marketing mix plan, encompassing product, price, place, promotion, and people strategies. The report also emphasizes the importance of improving consumer services to enhance the campaign's effectiveness. Finally, the report provides a conclusion and references used for the analysis.

MARKETING
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Marketing audit and TOWS matrix of ALDI..............................................................................3
Marketing objectives for marketing campaign of ‘Expressing Ourselves’.................................5
Marketing mix plan for the campaign.........................................................................................6
Improving the level of consumer services for the marketing campaign.....................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is defined as the process through which company plans for making and
developing strategies for the marketing of the goods and services in which the company deals
(Deepak and Jeyakumar, 2019). Hence, the marketing management is referred to as the
managing all the activities relating to the marketing and promotion of goods and services in the
market. It is very important for the company to manage the competition as the competition
within the business world is very high and to maintain it, it is necessary for the companies to
work in effective and efficient manner.
Thus current study is directed towards the marketing plan of ALDI which is named as
‘Expressing Ourselves’. ALDI is a large chain of supermarket which was founded in the year
1946 by Theo and Karl Albrecht the current report will outline the marketing audit and the
importance of marketing audit for the marketing campaign of company. In the next part the
report will outline the marketing objectives which are being made for the company for
continuation of the marketing campaign. Further for the marketing mix plan for the campaign
will be made. In the end the improvement of the consumer services for the improvement of the
marketing campaign of ALDI.
Marketing audit and TOWS matrix of ALDI
Marketing audit is a structured process which is being used by the company in order to
know the marketing policies and strategies of different department and competitors. The
marketing audit is very important for the company to conduct as this helps the business to know
about the business environment and the changes going within the market. The business exists in
the market which is very dynamic and frequently changing and it is crucial for the company to
analyze these changes. This is necessary because of the fact that if the company will not work or
adapt the changes then it might be possible that the business may lose its competitive position.
Hence, for this purpose this is necessary for ALDI to conduct a marketing audit.
Another major reason behind the marketing audit is that this analysis helps the company
in making and defining the policies and strategies for the working of the company (Ellram and
Murfield, 2019). The major reason underlying this fact is that this marketing audit helps the
company in analysing the strategies of its competitors and this helps the company in making its
policies by keeping in mind the policies of the competitors. One more important reason for

marketing audit is that this help the company in taking the decisions relating to every aspect of
the company and it is helpful because of the reason that the decision making help the company in
directing the business on the path of success and profit (Chonko and Hunt, 2018). This audit is
very systematic as it helps the company in analysing in systematic manner of all the details and
points relating to the business and its competitors.
Also, there are many different tools and techniques which is helpful for ALDI in
conducting the marketing audit. These tools and techniques are very helpful for the business in
managing its business as these tools give a direction to the companies that in which they have to
work. The major tools available for conducting the marketing audit are like SWOT analysis,
PESTLE analysis, Porter five forces and many others. All these tools and techniques of
marketing audit assist the company in taking the decision relating to the marketing policies and
strategies.
TOWS matrix Threat
The first and foremost threat is
the competition only because
there are many companies
dealing in same industry and
this causes threat of losing the
consumers.
Another threat is the changes
taking place in the taste and
preferences of the consumers.
Opportunities
The major opportunity for the
company is to expand at the
international level so that the
business is increased to a great
extent.
Another major opportunity is
of developing and investing
the money in the digital
advancement and use of
digital marketing.
Weakness
The major weakness is of poor
employee satisfaction with the
company and its offering to
employees.
Another major weakness is
that the company is not able to
mark its presence at the global
The major threat that is high
competition is because of the
weakness of not be able to
have good international
presence in global market
(Hackley, Hackley and
Bassiouni, 2018).
Another threat of changing
The major opportunity of
expanding internationally may
be disturbed because of
weakness of company not
having global presence.
The other opportunity of
developing and investing
money might be restricted

level. taste and preference of the
consumer is majorly because
of the weakness that
employees are not satisfied.
And because of this low
satisfaction they do not work
in more effective and efficient
manner for analysing the
changes taking place in need
and preferences of consumers.
because of demotivated
employees. This is majorly
because of the fact that if
employees will not be
motivated then they will not
have interest in the
technological advancement.
Strength
The major strength is of high
level of consumer support.
Another major strength is of
great saving which company
has because of low prices of
product and low operating
cost.
One more strength is of good
product mix which the
company is offering to the
consumers.
The threat of high competition
can be minimised with help of
strength of saving of
company. This is majorly
because of the reason that this
saving can be employed
within the formation of
policies of reducing
competition.
Another threat of changing
consumer needs can be solved
with help of good product
mix. This is majorly because
of the fact that this variety of
product mix will help
consumer in satisfying their
needs and demands.
The major opportunity of
expanding internally is
supported by the strength of
high level of consumer
support. This is because of the
fact that the consumer will
support the company if it will
go in any other country for
expansion (Di Benedetto, C.A.
and Lindgreen, A., 2018).
The other opportunity of
investing in digital up
gradation and social media
marketing is assisted by the
great saving of the company.
This is majorly because of the
fact that this will help in
investing the saved money in
the new and advanced and
technology.

Marketing objectives for marketing campaign of ‘Expressing Ourselves’
The aim is referred to as the reason for which the company is established and is running
its operations. Behind every working there is some or the other aim and objectives for which the
company is working (Lindgreen and Di Benedetto, 2018). These aims are the ultimate reason
behind the existence of the company and its operations. But it is not at possible for the company
to attain that aim in easy manner. Hence, for this the company breaks these aims into smaller part
like objectives and missions. These objectives are the path or the directions in which the
company is directing its employees to work. Hence these objectives are treated as some
directives and guidance which the company is giving to its employees to work in the same
intended manner. This is necessary because these objectives are set in advance and these provide
a direction of working to the employees.
Thus, it is very necessary for ALDI to formulate the aims and objectives for each and
every department and especially for the marketing department. This is very necessary because of
the fact that the marketing is the crucial department within the whole business. This is majorly
because of the reason that the marketing is an essential activity in this highly competitive world
and it is crucial for ALDI to manage its marketing department. Hence for this the company is
planning for a marketing campaign named ‘Expressing Ourselves’. Also, it is very necessary for
the company to set the objectives on basis of SMART criteria.
This is majorly because of the reason that the SMART includes specific, measurable,
attainable, realistic and time bounded. The specific criteria includes the fact that the objective
need to be clear and specific and answers the W question like what, why, who, where and which.
Another criterion that is measurable and it states that the objective needs to be recordable and be
able to be tracked. Another criteria is the attainable that is the objective need to be achievable
and not vague and without any assumptions. Also, the other criterion is the realistic that is the
objective to be made must be realistic and based on true facts. In the end the objective must be
time bounded that is must have time limit that is in that it needs to be attained ( Grishina,
Volchkova and Ageeva, 2016).
Hence, in respect of this ALDI is planning for a marketing campaign named ‘Expressing
Ourselves’ and for this the objectives of the company are as follows-
 To enhance the presence of company with help of the digital platform and social media
platforms by 20 % by August 2020.

 To increase the sales of the company with the assistance of this campaign by September
2020 with 25 %.
 To increase the loyalty of the consumer with 40 % till the end of 2020.
Marketing mix plan for the campaign
The marketing mix is defined as the mix of all the elements which are required for the
decision to be taken for all the aspect related to the marketing (Lindgreen and Di Benedetto,
2018). It is very necessary for ALDI to take the decision relating to the product and services of
the company. The marketing mix of the marketing campaign of ALDI that is ‘Expressing
Ourselves’ is discussed as follows-
Product- this is referred to as the goods and services which the company deals in and
services to the consumers. This is the most important part for the success of company and for the
marketing of the goods and services. The product of ALDI includes a variety of product and
services such as food, fresh fruits and vegetables, bakery items, health and beauty products, pet
care foods, mobiles, gas station, petrol and many other related products.
Price- the price is defined as the amount of money which is charged by ALSI from its
consumers in exchange of giving the product and services. Hence, it is necessary for the
company to charge good and nominal prices so that it is not high for the consumer and they can
afford it. The pricing strategy used by ALDI is competitors pricing. This is majorly used because
of the reason that in this strategy ALDI will analyse the prices of competitors and then will fix its
prices.
Place- this is referred to as the place form where ALDI provide all its necessary goods
and services to the ultimate consumers. For this ADLI will make use of both distribution channel
consisting of a chain of intermediary and retailers. Also, in addition to this long chain the online
mode of distribution is also used by company. Under this method the consumer places the order
and then after the order is placed the company y deliver the goods and services to the consumers.
Promotion- this is the most important aspect of the marketing mix of ALDI and its
marketing campaign. This is majorly because of the fact that the competition is very high and to
meet it the major strategy useful for ALDI is promotion (Brown, Foroudi and Hafeez, 2019).
This is majorly pertaining to the fact that promotion helps the company in making the consumers
aware about all the features and utility of product. For this ALDI is mainly focusing on the social

media advertising because this is the most common and latest technique of promoting the goods
and services.
People- this is also an important aspect of the marketing mix because without people no
work can be completed within the company (Adams, Freitas and Fontana, 2019). Hence, this is
the most important thing to be taken care of. It is so because of the fact that if the people within
ALDI will not be managed in proper manner then the working will not take place in effective
manner. Hence, for the success it is necessary for ALDI to take care of the people and all the
employees within the company.
Process- this is referred to as the process which is being followed within the company for
making its operation successful. The process includes the standardised and non- standardised
process for making the operations of the company successful. The process of ALDI includes the
use of good quality raw material and ingredients in the making of the goods and services. This is
necessary because of the fact that this includes the standardised process of making the goods and
services of company.
Physical evidence- this is defined as the intangible substance within the business and
which assist the company in managing its ambiance and atmosphere within the workplace. The
physical evidence includes the environment and the ambiance which is being created by the
company in order to manage its working. This is necessary to be maintained because if the
physical evidence is not created in effective manner then the consumers will not like it.
Thus, in the end it is concluded that for the success of marketing campaign of ALDI that
is ‘Expressing Ourselves’ it is necessary that the company is ready to take good and effective
decision relating to the whole product mix. This is necessary because of the reason that if these
decisions are taken in effective manner then the company will definitely get success in its
operations.
Improving the level of consumer services for the marketing campaign
For the success of the company the most important thing is that the consumers are
satisfied with the services and products of the company. Hence, for this it is essential for the
companies to keep the consumer satisfied with the goods and services being offered by the
company (da Silva and Las Casas, 2018). Hence for this the most important thing for ALDI to
take care is of consumer services. The consumer services are referred to as the additional
services which the company provides to the consumers in addition to the goods and services. The

consumer service is important for the success of the marketing campaign of ALDI because if the
services will be provided in effective manner then the consumer will be satisfied and will be
loyal to the company. Hence, this will increase the loyalty of consumer towards the product and
services of the company (Wagner and Eggert, 2016).
Thus, this will increase the number of consumer because if the consume will be loyal
then they will not switch over to other brand. Also, if the consumers will be loyal then they will
try to promote the goods and services on their own and this will increase the number of
consumers. Another major importance of consumer service is that this will also increase the
goodwill of the company within the market. This is majorly because of the reason that when the
consumer will be provided with good services then they will try to promote it and this will
increase the goodwill of the company within the highly competitive market.
Hence, this will provide a competitive advantage to ALDI as they will have good market
position and this will increase its sales and in turn this will increase the income of the company.
Another major importance for the good consumer service is that the company will gain the
benefit of word to word mouth publicity which the satisfied and loyal consumers do. Thus, this
also helps ALDI in increasing the number of new consumers. Also, these consumer services help
the company in retaining the existing consumers by giving them extra privileges and benefits.
Improving the consumer services
The first and foremost measure for improvement is to set some measurable and
achievable target for the increasing the consumer services. This is majorly because of the fact
that these goals and objectives will provide a direction to the employees within ALDI to work in
the fulfilment of consumer needs and make them satisfied.
Another major way of improving the customer service is that they must take regular
feedback from the consumer as how they experience at time of consuming the goods and
services of ALDI. This is necessary because of the fact that this feedback will help company in
knowing its actual position and this will also assist ALDI in making necessary and relevant
changes within the company as per the feedback of consumers.
Another measure for improving the consumer service is that company must also hire a
good researcher who will assist the company in finding all the necessary changes which are
taking place within the environment. This is necessary because if ALDI will not take care of the

changes taking place in respect to consumer needs then how it will be providing them to the
consumers.
Hence, in the end it is said that the proper management of consumer service is needed as this will
increase the business of company and will promote the business to higher level. Hence, for ALDI
it is necessary to apply all the necessary improvement areas provided above.
CONCLUSION
In the end it is concluded that the managing the marketing of the company is very
necessary and crucial. This is majorly because of the reason that if the company will not manage
its marketing strategy then it might be possible that the company is not going to get success.
Hence, the report stated that the for managing good marketing strategy the most important thing
is conducting marketing audit with help of TOWS because this will help the company in
managing all the changes taking place in the business environment. Further the discussion took
place on the making of marketing objective and its importance and relevance of SMART
objectives. Next this demonstrated the marketing mix including all the 7 Ps of marketing. In the
end the relevance of the consumer services and the improvement of the consumer service for the
success of the company were discussed.

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