Creating Value through

Marketing Mix
ALDI UK Grocery Store
Presented By:
Faryal Mughal
Maham Asif
Muhammad Asadullah
Samar Abbas
Sheikh M. Farhan

Introduction
Started their first store in 1913
There goals is to provide quality services and products at
low and affordable cost and grow its market share in UK
grocery market
They acquire products from hand picked suppliers and
sell it with their own brand name
Focus market efforts to encourage customers to shop
more from their store
Another key focus is to create their brand image by
demonstrating quality like other known brands

Agenda
Overview
Define Marketing
Marketing Mix The 4 Ps
AIDA How can it help
Above-the-line marketing
Below-the-line marketing
Conclusion

Overview
Balancing the mix
AIDA
Above-the-line promotion
Below-the-line promotion

AIDA
4 Ps

Marketing

Promotion

Marketing
The Chartered Institute of Marketing
describes the term marketing as,
The process responsible for identifying,
anticipating and satisfying consumer
requirements profitably.

Marketing Mix The 4 Ps

Often referred to as
4 Ps
Business tool use for
successful marketing
by marketers
Marketing Mix is all about right blend of
Product, Price, Place and Promotions

Marketing Mix The 4 Ps

Product Aldi offered high quality products
offering quality as known brands
Price Like Brands. Only Cheaper. Aldi provided
high quality products but in affordable price
Place Outlets are planned effectively and
expanding globally
Promotions Above-the-line and Below-the-line
promotions focusing on brand and campaigns

AIDA Marketing Effectively

Effectively proceeding any promotional activity
Combining the four components to give
maximum impact on the promotional activities
Effective model to plan techniques of
promotional activities

ALDI The AIDA Way

Action
Desire
Interest
Awareness

Effective pricing strategies to

focus market segments
Problem solving approach in
economy crunch

Gain market interest through

unique offerings
Value of money helped to generate
need in customers mind.

Promoted Brand Equality

Unique Campaigns to gain market share

Made customers
preference
Increased sales

Above-the-line Promotion
More Expensive Less Focused

Paid For Promotion

Targets Mass Audience
Focus on Branding
Involvement of Advertising Agencies
Expensive

ATL Promotion Medium

Outdoor

Print

Electronic

ALDI ATL TACTICS

Below-the-line Promotion
Less Expensive More Focused

Targeted Promotion
Focus on Customer Satisfaction
3rd Party Endorsement
Offer short-term incentives
Direct emphasis on making sales
Promoting exclusivity

Deals

Promotion

Electronic

BTL Promotion Medium

ALDI BTL TACTICS

ALDI Positioning Maps

ALDI Positioning Maps

Conclusion
Distinct Retailing Approach
Unique Marketing Mix enabled Aldi to provide
quality products at competitive prices
Like Brands and Swap & Save improved
brand image
Increased sales by 100% in 3 years
Multi-Channel promotion strategies to create
value and positive feedback.