Aldi Marketing
Group Assignment: Application of Marketing Topic
Topic: Integrated Marketing Communication – Advertising and Public Relations
Company: Aldi
1.0 - Background of the Company
2.0 – Target Markets 2.1 – Analysis 2.2 – Targeting 2.3 – Strategy
3.0 – Marketing Mix 3.1 – Product 3.1.1 – Variety 3.1.2 – Quality 3.1.3 – Features 3.1.4 – Brand name 3.1.5 – Packaging 3.1.6 – Sizes 3.1.7 – Warranties
3.1.8 – Returns 3.2 – Price
3.2.1 – List Price
3.2.2 – Discounts 3.3 – Promotion
3.3.1 – Advertising
3.3.2 – Personal Selling
3.3.3 – Direct Marketing
3.3.4 – Online Marketing
3.4 – Placement Logistics
3.4.1 – Demand Chain Management
3.4.2 – Logistics Management
3.4.3 – Channel Management
4.0 – Issue 1: Public Relations 4.1 – Analysis of Issue 1
5.0 – Issue 2: Wrong Response Sought 5.1 – Analysis of Issue 2
6.0 – Issue 3: Choice of Media 6.1 – Analysis of Issue 3
7.0 – Conclusion
8.0 – Reference List
1.0 - Background of the Company
Aldi is a discount supermarket chain that originated in Germany in 1913. In Australia, the first Aldi store opened in Sydney in January 2001. In just under eight years, Aldi now have over 200 stores operating successfully across New South Wales, ACT, Queensland, and Victoria.
Aldi’s success has come from the ability to cut costs in every way possible. Such costs may include the extra freight of free bags, packers and the acceptance of cheques. Compared with Coles and Woolworths, these costs get passed onto the consumer whether they use them or not, but Aldi have created a more user friendly market that cuts costs wherever they can, to save these costs being passed onto the consumer. (Brandes 2008, p27)
Aldi have also driven the growth of private-label brands in Australia and have been more successful than Coles and Woolworths in gaining consumer acceptance of these products. Aldi’s private-label brands account for approximately 95% of floor stock and according to Dillon (2009) have both
Topic: Integrated Marketing Communication – Advertising and Public Relations
Company: Aldi
1.0 - Background of the Company
2.0 – Target Markets 2.1 – Analysis 2.2 – Targeting 2.3 – Strategy
3.0 – Marketing Mix 3.1 – Product 3.1.1 – Variety 3.1.2 – Quality 3.1.3 – Features 3.1.4 – Brand name 3.1.5 – Packaging 3.1.6 – Sizes 3.1.7 – Warranties
3.1.8 – Returns 3.2 – Price
3.2.1 – List Price
3.2.2 – Discounts 3.3 – Promotion
3.3.1 – Advertising
3.3.2 – Personal Selling
3.3.3 – Direct Marketing
3.3.4 – Online Marketing
3.4 – Placement Logistics
3.4.1 – Demand Chain Management
3.4.2 – Logistics Management
3.4.3 – Channel Management
4.0 – Issue 1: Public Relations 4.1 – Analysis of Issue 1
5.0 – Issue 2: Wrong Response Sought 5.1 – Analysis of Issue 2
6.0 – Issue 3: Choice of Media 6.1 – Analysis of Issue 3
7.0 – Conclusion
8.0 – Reference List
1.0 - Background of the Company
Aldi is a discount supermarket chain that originated in Germany in 1913. In Australia, the first Aldi store opened in Sydney in January 2001. In just under eight years, Aldi now have over 200 stores operating successfully across New South Wales, ACT, Queensland, and Victoria.
Aldi’s success has come from the ability to cut costs in every way possible. Such costs may include the extra freight of free bags, packers and the acceptance of cheques. Compared with Coles and Woolworths, these costs get passed onto the consumer whether they use them or not, but Aldi have created a more user friendly market that cuts costs wherever they can, to save these costs being passed onto the consumer. (Brandes 2008, p27)
Aldi have also driven the growth of private-label brands in Australia and have been more successful than Coles and Woolworths in gaining consumer acceptance of these products. Aldi’s private-label brands account for approximately 95% of floor stock and according to Dillon (2009) have both