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:
Warranties – Specific products have their own individual warranties, Aldi has a 7-day returnable policy.
3.1.8. Returns – Aldi’s policy on returnable items is “if you aren’t completely satisfied with your purchase you may return your item to your nearest Aldi’s store for a complete refund or replacement.”

3.2. Price:
3.2.1. List Price – Aldi stores offer a cheaper alternative compared to products found within Woolworths and/or Coles. This is due to Aldi’s private labelled products
3.2.2. Discounts – Products are often in bulk packs as opposed to individual pricing, offering greater discounts for purchasing in larger quantities.
3.3. Promotion:
3.3.1. Advertising – Quite minimal and of a broadcast variety, with catalogues sent out in the mail but no FTA-TV commercials. Within store advertising is quite prominent with in-store promotions/sales.
3.3.2. Personal Selling – Limited or non-existent within Aldi, there seems to be no personal interaction between employees and consumers except on the occasion where a customer may ask for assistance.
3.3.3. Direct Marketing – The use of advertising media such as mass-media (catalogue sent out) and in-store communications (point-of-purchase, “specials” signs).
3.3.4. Online Marketing – offer an e-mailed catalogue of Aldi’s monthly specials to subscribed customers.
3.4. Placement Logistics:
3.4.1. Demand Chain Management – There is a latent demand in the discounted supermarket market since the collapse of Franklins.