Aldi Essay

1. Introduction

ALDi is a global discount retailer supermarket chain based in Germany with its goal ‘To provide our customers with the products they buy regularly and ensure that those products are of the highest possible quality at guaranteed low prices.’

ALDi specializes and sells their own-branded products rather than other branded labels. ALDi also stocks non-food product range such as clothes, electronic products and household goods etc. According to The Telegraphy (2015), reported that there are currently 560 stores in the UK and they are going to expend more 70 new stores in the market to raise its market share within the UK grocery market.

2.1 Effectiveness of ALDi’s Marketing Communication Strategy

In order to evaluate how effective

3. Marketing Communications mix

3.1. Communications tools and categories of media

ALDi has promoted its brand by deliver the message successfully to achieve an effective communication in different tools to increase brand recognition and awareness.

In terms of paid media, above-the-line promotions of advertising across in the broadcast such as radio and TV commercial in The ‘Like Brands’ campaign, print adverts such as on newspaper and magazine. Leaflets are also distributed within the stores and around customers living areas, outdoors adverts such as billboard, transports (see fig.1), poster and creative ambient has being used to attract audiences’ attention (see fig.2). There are digital advert of banner and click-in search as well.

Fig.1. ALDi “SCAN ON”(2014)

Fig.2. ALDi “Egg Heads” (2010)

Besides, in terms of owned media, ALDi has its own social media in below-the-line promotions such as Facebook, Twitter and mobile apps to announce latest news of offers and sales to encourage two-way communication. YouTube channel to post its TV adverts, event shots and recipes by using their products. ALDi has also become the first official supermarket made sponsorship for the British Olympics team as a functional match to show that ALDi provides healthy and fresh foods for the athletes. Direct marketing of sending direct mail and e-mail marketing to customers existed as