Middlesex University , BA Marketing

LIDL Integrated Marketing Campaign

MKT2232 Branding and Integrated Marketing Communications
Module leader: Moustafa Battor

Students | Name | Student Number | | Nils Wurl | M00367256 | | Mihaela Palca | M00378081 | | Maedh Marsha Zambrano | M00384704 | | Sara-Sofia Broberg | M00373321 |

Seminar tutor | Dinesh Nanayakkara | Time | Monday | 1pm to 2pm |

Content

1. Introduction 3

2. Situational Analysis 4
2.1 PEST Analysis
2.2 SWOT Analysis
2.3 Current IMC Analysis
2.4 Competitors Analysis

3. Marketing Strategies 9
3.1 Marketing strategies
3.2 Target Market
3.3 Campaign Objectives

4. Campaign 11 5.1 Theme,
(Verdict & SAS, 2012)

2.1.4 Technological

The increase in online activity and the booming smartphone industry are driving more and more consumers to shop online. The convenience also has a major effect on consumer’s buyer behavior. (Verdict & SAS, 2012)

2.2 SWOT

2.2.1 Strengths

Among the most important strengths of LIDL UK are its low pricing strategy which attracts many consumers (always offers the lowest price on the market). Another identified strength is the good location of stores (near housing areas, good transport connections, good parking facilities). Lidl has a fast reaction to changes in the market. Furthermore, Lidl offers 200 branded products apart from the 1400 own-branded which differentiates it from its competitor Aldi, having just 1200 all being own-branded.

2.2.2 Weaknesses

One of the main weaknesses of Lidl is having just 580 stores across the UK, which is a small number compared to Tesco’s 3054 stores or Sainsbury’s 1063 stores. In other words, people are more likely to visit its competitors because they may be located at proximity or are more visible due to the amount of stores. Another weakness is the low customer loyalty. People may come occasionally to Lidl to buy just the basic products they need at home or they may visit the store if they are passing nearby.

In addition, many discounters including Lidl are still resisting establishing an online presence, which could affect their position in the future, as the