Aldi marketing mix assignment

Lid’s mix focuses on providing high quality products that are cheaper alternatives to famous brands. Lid’s marketing mix therefore focuses n: Product – high quality ‘ Like Brands’. Quality. * Place – Laid outlets are expanding globally. * Promotions – Laid uses a combination of above-the-line and below-the-line promotions with a focus on its ‘ Like Brands’ and ‘ Swap & Save’ campaigns. The AID model can be used to demonstrate the aim of any promotional activity: Initiate awareness amongst customers. * Generate interest for and desire to have the product(s). * Leading to customers taking action to purchase.

Laid uses a variety of communication methods and channels to increase the impact of its promotional activity and meet the aims of AID. Balancing the mix Organizations need a balanced marketing mix to meet the needs of its customers. Lid’s focus is on offering the best possible quality products at the lowest possible prices. Every buyer for Laid, from fresh fruit and vegetables to meats and electronics, is an expert in their field. They look for products from around the world. This enables them to get the finest quality products that Laid then sells under its own brand labels.

The ‘ Like Brands’ campaign features 20 second television adverts which focus on a particular product. The adverts show a famous brand as a benchmark for quality side-by-side with an Laid brand product. They use the slogan ‘ Like Brands. Only Cheaper’. This reinforces the message that Laid products are cheaper than leading brands but equal in terms of quality. The adverts provide personality to the Laid brand. They use humor which helps to build trust and an emotional connection with target audiences. * Printed leaflets are distributed within stores (1 million copies printed per week) and also to customers living in areas surrounding stores.

These leaflets help to reinforce the ‘ Like Brands’ campaign. They also showcase products with limited availability and seasonal offers available in stores. * Newspaper adverts extend the ‘ Like Brands’ campaign and help to showcase a variety of product categories. They also communicate Lid’s ‘ Swap and Save’ message. This campaign demonstrates the amount that shoppers could save if they swapped their weekly shop to Laid. They compared Laid products to famous brands to demonstrate Lid’s value for money message. * In store posters are also used to highlight the ‘ Swap and Save’ message.

They discussed record breaking sales results. Further coverage was gained through targeting key media at specific times with seasonal promotional messages. The ‘ Swap ; Save’ campaign highlighted the savings available through shopping at Laid at times when value for money is high on the agenda. This was particularly relevant with its ‘ Back to School’ and Christmas products. Conclusion Laid has a distinct approach to retailing that has given it a competitive advantage in a crowded marketplace. Lid’s unique balance of the marketing mix enables it to provide high quality, own branded products at the lowest possible price.