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It’s Beginning to Look a Lot Like Aldi
If you've noticed the high-profile Christmas campaign for Aldi this year (see the two example videos below) you may be interested in this article from Yahoo which gives a few pointers as to how the company have managed to turn the recession into a major profit-making opportunity.
Whilst the major TV campaign shows that Aldi are now in a position to market themselves to directly compete with Morrisons, Sainsbury's et al, the article shows how the key to their success lies in the 'Product' aspect of the marketing mix - their profits up by an incredible 200% over the last two years. By minimising the use of big-name brands and concentrating on giving value-for-money with their own home-branded products, Aldi have given cash-conscious consumers a genuine alternative to the more established supermarkets in the UK.
It was interesting to hear from Judith McKenna (COO of Asda) at the tutor2u Business Teacher National Conference 2012 when she said that of all their competitors, Asda felt the biggest threat came from Amazon (who have launched online grocery delivery) and Aldi - who she rated highly. It looks like Aldi may indeed be the emerging force in UK grocery retailing.
The Story of the Business Teacher National Conference 2012 [2 Jul 2012]
Meet Judith McKenna (COO Asda/Walmart) at the Business Teacher National Conference 2012 [25 Jun 2012]
CSR - Responsible Jeans? Its a Blast… [22 Mar 2011]
Britain is back in recession (well, consumers think we are) [23 Feb 2011]
Online distribution channels - which retailers are still missing out? [1 Sep 2010]
Supermarkets set for a new price war? [13 Jun 2010]
Strategy Case Study - Asda Nets Netto [28 May 2010]
BUSS4 UK Recession - More Profit & More Customers - How Sainsburys Did It [25 May 2010]
Are these really Britain’s most disliked brands? [17 Feb 2010]
Seasonal Sales Forecasting [6 Dec 2009]
Providing What Customers Want? [16 Sep 2009]
Recession Bites - new food shopping habits [30 Jun 2009]
Customer service classic - the upside-down pizza [11 May 2009]
Sales promotion tactics change at Tesco and Asda [28 Feb 2009]
Price war on the way - with chocolate as the winner [13 Feb 2009]
Revealed - the Secrets of a Retailer’s Christmas Logistics [18 Dec 2008]
Is the latest supermarket “price war” just a public relations stunt? [19 Sep 2008]
Cash-strapped consumers flock to discounter Aldi [31 Aug 2008]
End of an era for supermarket retailing [10 Mar 2008]
Times up for Asda’s 4 year George Trial [5 Mar 2008]
An A to Z of UK High Street Retailers [4 Feb 2008]
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Try some of these superb starter activities for Business Studies:
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