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Advertising

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by

Lina Norvaisaite

on 6 May 2014

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Transcript of Advertising

Single professionals, young couples with middle income
Eat out, order fast food or cook ready prepared meals bought from local supermarkets
Leisure activities involve gym, cinema, pubs and clubs
Search internet for information about products and services
Concerned about budget and managing debts

Current Market
Strengths and weaknesses
Leader in discount grocery market sector

Business model allows to keep the prices low

Image of poor in-store experience

High level of customer loyalty due to low prices but low level of customer satisfaction

Bad customer feedback referring to experiences with a check out processes could damage their motivation to return

What does consumer want?
Key factors for supermarket preferences:
1.Freshness of produce
2.Price
3.Quality
4.Range

Ethical, fair-trade and local consumption becoming increasingly important

Aldi to adopt a fresh image for long term success
Grocery market known for value for money

Competitive advantage- good quality and low prices due to a simplistic business approach

Main competitor- Lidl –similar background and the same target market

Market share of 2.9% in 2012 (Tesco 25.8% and Sainsbury’s 14.8%)
Communications

Strategy


Previous TV Advertising campaigns focus on value for money and comparison to well known brands

TV, newspapers, in store leaflets and posters

‘Like Aldi, like brands, only cheaper’

Advertising
Campaign
Strategy
Amanda Turner
Lina Norvaisaite
Rajvir Mangat
Customer perceptions of Aldi
Aldi: ‘rather messy’ , ‘high number of staff,
all very busy and not around to help’

Lidl : ‘clean and tidy’ , ‘nice and calm’

Customer perceptions: Aldi vs Lidl
An expert in customer service Mary Portas about Aldi:
-‘Staff useless’
- ‘I have been unable to find everything I need’
-‘Disgusting customer service’

Recommendations- Repositioning
New brand identity with a modern feel to attract new customers and create an inspiring shopping experience

Emphasise on extraordinary customer service to engage emotionally with existing shoppers and add value and impact at the point of purchase

Encourage customer loyalty by creating relationships and emotional engagement through advertising

Proposed
Strategies
1. To create a personality for Aldi by introducing new logo, design and brand icon - existing shoppers

Aldi logo: blue shows metabolism and is appetite suppressant

Orange stimulates appetite and the mind

Green is associated with food and healthy living


2. To position Aldi
as localmarket
perfect for fresh bakery
and fresh fair trade
produce- local community

3. Enhance the image of quality and position Aldi as low price and high quality brand- new customers

Target Market
Existing shoppers- creating loyalty through customer service
New customers-
focusing on the quality

Core message, brand values, tone of voice
Target audience
Local community- emphasising the fresh idea
Target audience




Aldi. (2013) All About Aldi. [Online] Available from: http://www.aldi.co.uk/uk/html/company/all_about_aldi.htm?WT.z_src=main [Accessed 11th October 2013]

AstroNutrition (2010). How Colours Affects Your Appetite. Available at: http://astronutrition.com/blog/how_colors_affect_your_appetite {Accessed on 20th October 2013]

I.R.I (2007) Consumers’ shopping wants and UK grocery retailing. Are consumer needs being met? Available at: http://www.britishbrandsgroup.org.uk/upload/File/BBG%20Needs%20research%2077.pdf [Accessed on 16th October 2013]

The Telegraph (Wednesday 30th 2013). Aldi posts big records as ‘alternative to the big four’. Available at: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10343012/Aldi-posts-record-profits-as-the-alternative-to-the-Big-Four.html [Accessed on 30th October 2013]

Jones, I. L & Saoulli, S. A (2012) Aldi: The like Brands campaign [Online] Available from: http://www.warc.com.atlas.worc.ac.uk/Content/ContentViewer.aspx?ID=52c6784e-8e94-451f-8110-dd4fe39157e6&q=Aldi+strategy&MasterContentRef=52c6784e-8e94-451f-8110-dd4fe39157e6 [Accessed 20th October 2013].

Mary Portas Online. (2012) Become a Secret Shopper Review Aldi. [Online] Available from: http://www.maryportas.com/secretshopper/aldi/ [Accessed on 23rd October 2013]

Williams, A. (Friday 2nd February 2012). Store Wars: Aldi and Lidl. The Guardian [Online] Available: http://www.guardian.co.uk/money/poll/2012/feb/03/store-wars-aldi-lidl [Accessed 21st October 2013].

The Mirror (Thursday 12th January 2012) Tesco Suffers 2.3% Sales Drop Over Christmas. The Mirror [Online] Available from: http://www.mirror.co.uk/money/city-news/tesco-suffers-23-sales-drop-171948 [Accessed on 19th September 2013]

The Consumer Classification of the United Kingdom: Groups and Types (2013). [Online] Available at : http://www.experian.co.uk/assets/business-strategies/brochures/Mosaic_UK_2009_brochure.pdf [Accessed on 20th October 2013]

Aldi. The ' Like Brands ' Campaign (2011) [Online] Available at: http://www.warc.com.atlas.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=52c6784e-8e94-451f-8110-dd4fe39157e6&q=ALDI
Accessed on 21st October 2013]















Media Strategy
Core message, brand values,tone of voice
Core message, brand values, tone of voice
Which one would you go for?
It's delicious!
References:

Striving to do the best for their customers
Friendly, approachable, down to earth
New home makers


Shopping bag letters in a 5 mile radius
Small Ad boards promoting new Aldi

Local Newspapers: So, next doors has a new conservatory...
E.g express and star - ABC1, 341,708 readership, 45 - 65+

Creates a small buzz in the surrounding area.

Spread word amongst friends


TV
PRINT
Suburban Families
Industrial
Heritage

Where do your neighbors shop?
- Promotes fresh
- community
- Quality
- Local

ITV1: 12pm-1pm and 5pm-8pm Drama, entertainment, sports, feel- good movies, current affairs and factual programmes Reaches 89% of housewives

C4: 12pm – 1pm and 4pm – 9pm

Social Media
Quality
Fun
Passion
Fresh
Value
Local
Caring
To change the low quality perception by young professionals
To be exciting, daring, and spontaneous
Cool
Vibrant
Value
Innovative
Award Winning
Where do your neighbours shop? Neighbour comparison
Sarcastic, Cheeky, funny,
Media Strategy
Meme's
Retail parks, lesuire centres, busy motorways in large cities
Started from the web
Nostalgia
Humorous
Cheeky
Playful
Cultural
Newspapers:
Sun
,
Independent
,
Guardian
Magazines:
TV AD
TV
Breakfast from Aldi
Romance, yet busy people, may not get much time to cook
To place in national news papers and magazines also
WomanTarget Market: Busy mums and housewives, aged between 25 and 54
TV times: Target Market: Women aged 25-54, read by the entire family

The Sun: 5,878,000, women purchase, men read it
The independant: 443,000, 35+
Newspapers: Daily Mail, The Telegraph, The Times
Magazines:

TV
ITV 1&2 – emmerdale, corrie, 6pm news, im a celeb, the cube, dancing on ice, dowton abbey, celeb juice, xfactor, xtrafactor, TOWIE, hells kitchen.

C4 – same as community, also dispatches, c4 news, homeland, network premieres at 6pm and 9pm
e4 - scrubs, 90210, how I met your mother

Sky 1 – modern family, simpsons, futurama, an idiot abroad

Cinema
Friends and a movie
Friends, Food, Movie in a new home
"Aldi... not quite what you expected"
Billboards
THOR
Cloudy With A Chance Of Meatballs 2
The Hobbit: 2
Anchorman: The legend continues
"Aldi, as Fresh as your neibours shopping"
Full transcript