BA Business: Marketing Plan for ALDI's 'Expressing Ourselves' Campaign

This report presents a comprehensive marketing plan for ALDI, focusing on the 'Expressing Ourselves' campaign. It begins with an introduction to marketing concepts and ALDI's business model, followed by a TOWS analysis to identify internal strengths and weaknesses, as well as external opportunities and threats. The report then outlines specific marketing objectives, such as maximizing profit and attracting global customers. A detailed marketing mix plan, encompassing product, price, place, promotion, people, process, and physical evidence, is developed to achieve these objectives. Furthermore, the report explores strategies to improve customer service and enhance the overall customer experience. The conclusion summarizes the key findings and recommendations, providing a strategic roadmap for ALDI's marketing efforts. The report is a complete marketing plan with all the necessary details.

Expressing Ourselves-
ALDI
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Table of Contents
INTRODUCTION...........................................................................................................................3
Marketing TOWS for ALDI and explaining marketing audits....................................................3
Marketing objectives for marketing campaign............................................................................5
Marketing mix plan for achieving marketing objectives.............................................................6
Ways to improve customer service for marketing campaign.......................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing refers an action or process which consists of several functions completing by
companies in order to promote as well as sell products and services (Armstrong and et.al., 2018).
This present study of marketing campaign is based on ALDI which is the common brand of 2
family owned discount supermarket chains. It has approximate 10,000 stores in total 20
countries. It offers qualitative food as well as non-food products. This study is going to show
importance of performing marketing functions as well as making an effective use of marketing
strategy in order to develop and making a marketing campaign successful. Further, it will also
show the best marketing strategy and all elements of marketing mix such as place, people, prices
etc. It helps companies in taking competitive advantages and compare all elements with others
and allowing customers to make the best buying decision. Lastly, it discusses some effective
ways of increasing customers satisfaction with the help of marketing strategies.
Marketing TOWS for ALDI and explaining marketing audits
Marketing is one of the main important function which helps companies in taking
competitive advantages as well as accomplish all its goals. But for accomplishing goals and
making marketing campaign success it is important to analyse all internal and external factors in
order to see whether it has positive impacts on its performance or negative impacts. Some
internal factors like strengths, weaknesses, opportunities and threats. With the help of strengths it
can take external opportunities, with strengths it can remove threats (Raouf, 2019). So, the main
aim of developing TOWS analysis is to make marketing campaign “expressing
ourselves”successful.
Internal factors
External
factors
Strengths Weaknesses
Opportunities Its main strength which makes it
able to increase sales is qualitative
products at cheaper prices. With
the help of this strength it can take
external opportunity of taking
Weakness of Aldi is its target
market are only low and
medium income of group
which decreases morale of
high income of group. It can
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competitive advantages. direct impacts on its sales as
decrease sales and increase
threat of competition.
Threats It has strong brand image which
increases loyalty of customers and
it is its other strength. This
strength can allow it to remove
external threats of social factors
which is changing needs of
customers.
Its other weakness is
dissatisfied as well as
unskilled employees due to
work load. By making use of
opportunity of high
unemployment rate it can
remove its weakness.
Strengths/opportunities: High level of customer support is one of the main strength of ALDI.
One of the reason that why customers support to ALDI is high is this supermarket allow them
wide variety of products at affordable prices and all are divided in sections. It helps customers in
making the best buying decision. This strength can definitely help it out in taking external
opportunity of taking premium prices and having preference of customers. By this strength it can
also attract wider range of customers and retain them.
Weakness/opportunities: It refers those areas in which company is nit effective and want to
make changes. Poor penetration of high income groups which ahas already mentioned above is
one of the main weakness (Kulshrestha and Puri, 2017). It is rare to find high income group of
people in ALDI which somehow decreases morale of them. This weakness can directly impacts
on their ability to get opportunity related to them as it can create several barriers. One of the
main opportunity is taking competitive advantages but due to this weakness, company can not
have a strong position in the market. For being in the market and taking competitive advantages
it is important to satisfy all types and group of people otherwise it can lower brand image.
Strengths/threats: One of the other strength which ALDI has is its discounted products. This
strength help it out in increasing sales. It also helps it out in improving image in the eyes of
people. In the retailer sector of the UK, it is stated that other retailers are facing several
problems. One of the main problem is continuous changes in needs of customers, fulfilling their
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needs by developing products accordingly. Other threat is to retain customers with the company
and make them able to not to switch shop. But in the context of ALDI, it is stated that it is one of
the best discounted store by which it attracts several customers as compare to others as well as
retain them So, it can be said that this strength ultimately helps it out in reducing threat of
retaining potential customers with the company for the long run.
Weakness/threats: ALDI has several strength but still it requires to improve some areas in order
to make a positive, strong image, becoming the market leader and taking competitive advantages.
One of the main weakness which is creating several problems is dissatisfied employees. It is
stated that due to longer working hours because of work load and having only few skilled
workforce, they have to work in a multiple shifts. Due to this they become frustrated and cannot
concentrate on their work as well as social life. It affects their both life. One of the main problem
in retail sector is attracting skilled workforce and retain them, Due to this weakness it does not
have a good image in the context of employees (Patti and et.al., 2017). So, it faces more
problems in attracting skilled workforce as no one prefer to work with it because of its image.
So, it can be said that this weakness is increasing this threat as compare to others.
Marketing objectives for marketing campaign
Before planning of marketing and developing a marketing campaign “expressing
ourselves” it is important for ALDI to develop some objectives. All these objectives can help it
out in accomplishing the main aim and vision. Some marketing objectives which guides it and
work as like motivation include:
 To maximize profit by 25% within 1 year.
 To attract global customers and retain them by using marketing strategies.
 To become the market leader within 2 year.
1. Maximize profit by 25%
Increasing profit is one of the main aim and marketing objective of all private companies.
It is one of the main popular retailer of the UK. There is a high competition in this sector because
there are several other popular stores in the UK. There are several people who go to different
stores as they trust and are regular customers of them. Numbers of stores can limit profit. So, it is
one of the main objective of ALDI to maximize profit by attracting customers. For this objective
it will have to make an effective use of marketing strategies and all those things which can
satisfy needs of customers (Chaffey and Ellis-Chadwick, 2019). One of the main strength of this
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retailer which can help it out in increasing profit is discounted store and qualitative products as
discounted prices. Within one year it wants to increase at-least 25% profit as compare to last year
which can also help it out in analysing effectiveness of its marketing campaign.
2. To attract global customers with effective marketing strategies
It is stated that, ALDI wants to develop an effective marketing campaign. For making, it
successful it is important to make several effective strategies and measure its effectiveness. One
of the best ways to measure and analyse effectiveness of marketing campaign is to compare sales
and increasing number of customers as compare to previous year. Most of its stores are in the
UK. It wants to attract global customers and make its image in international market as well. With
the help of using marketing mix and using digital marketing, it can attract wider range of global
customers. By making use of social media and other platforms, it can make aware to people
about quality of its products and affordable prices. IT does not required to meet people face to
face and directly as digital marketing allow it's to reach global market and accomplish
determined objectives.
3. To become the market leader in the UK retail market
It is already stated that competition is high in the retail sector and becoming the market
leader is quite tough but with the help of an effective marketing campaign and using strategies,
ALDI can make itself able to accomplish this goal. This is one of the main vision and aim of this
retailer By accomplishing this marketing objectives it can also complete its vision. Customers
and employees are the key of the success as employees are the one who perform all activities and
help company in accomplishing their goals. But it can happen only when they are motivated and
loyal towards the company. So, by motivating employees and providing all facilities to them it
can accomplish this goal. On the other hand, customers are also known as the key of the success.
So, company needs to perform marketing functions. By focusing on promotional activities and
make them aware about all features and make them know that why products of ALDI are best, it
can accomplish this objective within 2 years (Armstrong and et.al., 2018).
Marketing mix plan for achieving marketing objectives
ALDI is a discount supermarket chains with having 10,000 stores in 20 countries. Retail
industry of UK is increasing day by day. One of the main reason of competition is advanced
technology and marketing strategy. Competition is increasing which puts pressure on ALDI and
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other retailers such as Tesco, Sainsbury and others. For being in a competition, different retailers
make an effective use of different marketing strategies. Marketing mix is one of the best way of
analysing own brand and compare all main elements of marketing mix with others and make
appropriate changes. It is considered a significant role player in the marketing.
With the help of marketing mix, ALDI can be in the competition and can take
competitive advantages. Marketing mix include 7 p's elements which can not only help company
but also help customers to make buying decision by comparing it with others. All elements of
marketing mix as compare to others are:
Products: It provides qualitative and branded food products. It offers fresh fruit,
vegetables. Rather, food products, it also offers non-food products items such as: health and
beauty products, electronic products, clothes, stationery etc. The main aim of providing all these
products at one place is to increase customers' experience. When customers get all products at
one place than it saves their time which increase their satisfaction and increase loyalty
(Hollensen, 2018).
Prices: In the case of ALDI, it is stated that it has a strong customer base because it
provides qualitative products at affordable or cheap prices as compare to others. It has several
pricing strategy as per the market condition and products such as: Unit pricing strategy for
groceries which allow customers to compare prices with other and make the buying decision.
Market penetration strategy in which it charges low prices for its new products in order to enter
in the market and gain share in an efficient manner. Competitive pricing strategy which it
applies at the time of high competition in which prices of its products are (below) than
competitors with the main aim of being in a competition. Loss leader pricing in which it offers
non-food products at affordable or cheap prices.
Place: It has approximate 10,000 stores in 20 countries. It keeps its tore layout easy in
order to have minimum costs for customers. It gets products from several suppliers and store
them at local warehouse with the main aim to maintain quality. Customers can get and buy
products from its stores as well online. It also tries to maintain a regional appearance and names
its store accordingly.
Promotion: There are several promotional strategies which it apply. It mainly focuses on
making use of those strategies which are cost effective. it offers super buys offers which
customers can get only till stocks last and changes every week (Wu and Li, 2018). These changes
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are being communicated to customers and make them aware about each and every change. In
some other locations like Australian markets, UK, US, it makes use of display media, print and
electronic way of modes to promote its stores. E-mail marketing is also one of the best strategy
for it as it helped it out in attracting customers to the great extent. Its main aim of using all
different strategies is to make its campaign express ourselves and Special buys successful.
People: It is somehow not effective than its competitors. It is stated that customer
services of this retailer is lower because its employees do not assist customers in the best product
selection. But now it has invested in layout in which all products are divided into sections which
does not require employees for products selection. It has employees for billing counters which
makes quicker scanning process of products. It ultimately helps it out in increasing sales as
customers do not haver to wait and be in the queue for longer hours.
Process: Sheer layout of this retailer is the best strategy and process which helps it out
and customers to find products easily It also keeps limited number of high quality, nominal
prices in order to prevent its customers from getting confused. It reduces their selection time. It
also has barcode facility which also helps customers in selection of products and quick
identification.
Physical Evidence: It has simplest business process, standardization as well as global
pricing. Its products are both home brands and well recognized brand. Its almost 30% products
are cheaper. So, it can be said that it is the only store which has same prices throughout the world
for groceries (Thabit and Raewf, 2018).
So, from the above discussed all elements of marketing mix, it can be said that its all
elements are effective. It just needs to make changes in its people as it does not have skilled
workforce. By concentrating on recruitment and selection process and by motivating all
employees, it can attract skilled workforce which can help it out in accomplishing its marketing
objectives and making its campaign successful.
Ways to improve customer service for marketing campaign
Customers are one of the main important element and key of the success of an
organization. When customers are satisfied than they promote company's products on their own
basis by words of mouth. By doing this company can increase sales and number of customers.
Increased number of customers directly increase sales as well as profit. It can happen only when
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company has effective strategies in order to make its marketing campaign successful. Some
strategies by which ALDI can improve customers service include:
Use of social media
Social media is one of the main element which are being used by several companies in
order to make marketing functions and promotion effective. Social media has made companies
able to promote its services and deliver products as well. BY making an effective use of some
social media platforms like Instagram, Facebook and others, it can make aware to people about
features and new products. People use social media and internet to the great extent and almost
informations they get from these platforms (Kumar, 2018). So, by making an effective use of all
these platforms it cannot only make them aware but can attract global customers. When
customers get all informations in a detailed manner via social media and also get online products
than it saves their time and cost. It increases their satisfaction level.
Solve problems quickly
Customers face several problems while making a decision of buying products and after
purchasing products. So, company needs to provide an effective customers services to customers
and solve their all types of queries. For example: ALDI provide electronic items to customers but
some customers may face problems to operate them. They do not have proper knowledge to
operate them so, by providing them post sale services and all detailed informations about how to
operate them and ways to maintain them and solving all problems quickly, company can increase
customers services. When customers feel that companies are taking into a consideration and
trying hard to solve their problems than it increases value and make them loyal towards the
company. They are more likely to retain with the company for the long run. So, it can be said
that by providing customers services 24*7 with the help of internet, they can increase customers
services.
Additional benefits
Customers prefer to get additional services with their products. When they receive some
types of gifts and special discounts then they are more likely to be with the company. By
providing additional benefits like vouchers discounts to potential customers, regular customers
and new customers. It also increases their satisfaction and experience. By making an effective
use of social media as saying that buy one get one free, limited offer hurry up, buy products
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within 1 hour online, free shipping and like this company cannot only increase customers
experience but can also promote their online services (Olasanmi, 2019).
So, from the above it can be said that all these services by making use of social media
and internet, ALDI can develop its marketing campaign and accomplish all goals.
CONCLUSION
From the above study it has been summarized that marketing strategies played a vital role
in accomplishing goals as well as taking competitive advantages. For being in the competition,
marketing strategies such as marketing mix, ways of increasing customers' satisfaction and
others helped companies in attracting wider range of customers. There are several ways and
elements by which customers can retain with the company for the long run. This study has also
shown, some different ways by which companies and retailers can increase customers
satisfaction and make a strong position in the market. Further, this study has discussed TOWS
analysis model which helps company in analysing its own strengths, weaknesses and relation
with opportunities and threats. By making an effective relationship, it can make changes in its
strategies accordingly. Setting marketing objectives also played a vital role as it allowed
companies to perform in a manner. It also helped them as a guide to perform in a way which
helped it out to attract customers, improve brand image and take competitive advantages.
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REFERENCES
Books and journals
Armstrong, G.M. and et.al., 2018. Marketing: an introduction. Pearson UK.
Armstrong, G.M. and et.al., 2018. Marketing: an introduction. Pearson UK.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Hollensen, S., 2018. Marketing-Strategie und Marketing-Mix. In Einführung in das Bildungs-
und Kulturmanagement (pp. 31-44). Ziel-Zentrum für interdisziplinäres
erfarungsorientiertes Lernen GmbH.
Kulshrestha, S. and Puri, P., 2017. Tows Analysis for Strategic Choice of Business Opportunity
and Sustainable Growth of Small Businesses. PACIFIC BUSINESS REVIEW
INTERNATIONAL. 10(5). pp.144-152.
Kumar, V.S., 2018. The Relationship Between Customers Satisfaction and Customer Loyalty in
Commercial Vehicle Industry in India. International Journal of Management and
International Business Studies. 8(1). pp.11-22.
Olasanmi, O.O., 2019. Online Shopping and Customers’ Satisfaction in Lagos State, Nigeria.
American Journal of Industrial and Business Management. 9(06). p.1446.
Patti, C.H. and et.al., 2017. Improving integrated marketing communications practices: A
comparison of objectives and results. Journal of marketing communications. 23(4).
pp.351-370.
Raouf, A.P.D.R.A., 2019. Self-marketing by building personale brand using (TOWS) Analysis
as suggested model. Tikrit Journal of Administration and Economics Sciences.
15(Special Issue). pp.53-63.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case study.
International Journal of Social Sciences & Educational Studies. 4(4).
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
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