Creating Value through Marketing MixALDI UK Grocery StorePresented y!"aryal MughalMaha# Asi$Muha##ad AsadullahSa#ar A%%asSheikh M& "arhanIntroduction Started their $irst store in '(')*here goals is to +ro,ide -uality ser,ices and +roducts at lo. and a$$orda%le cost and gro. its #arket share in UK grocery #arket*hey ac-uire +roducts $ro# hand +icked su++liers and sell it .ith their o.n %rand na#e"ocus #arket e$$orts to encourage custo#ers to sho+ #ore $ro# their storeAnother key $ocus is to create their %rand i#age %y de#onstrating -uality like other kno.n %randsAgenda/,er,ie.De$ine MarketingMarketing Mix *he 0 PsAIDA 1o. can it hel+A%o,e2the2line #arketingelo.2the2line #arketingConclusion/,er,ie. alancing the #ixAIDAA%o,e2the2line +ro#otionelo.2the2line +ro#otion 4 PsMarketingAIDAPromotionMarketing*he Chartered Institute o$ Marketing descri%es the ter# #arketing as34The process responsible for identifying, anticipating and satisfying consumer requirements profitably.Marketing Mix *he 0 Ps/$ten re$erred to as 0 Psusiness tool use $or success$ul #arketing %y #arketersMarketing Mix is all a%out right %lend o$ Product3 Price3 Place and Pro#otionsMarketing Mix *he 0 PsProduct Aldi o$$ered high -uality +roducts o$$ering -uality as kno.n %randsPrice 4Like rands& /nly Chea+er5& Aldi +ro,ided high -uality +roducts %ut in a$$orda%le +ricePlace /utlets are +lanned e$$ecti,ely and ex+anding glo%allyPro#otions A%o,e2the2line and elo.2the2line +ro#otions $ocusing on %rand and ca#+aignsAIDA Marketing 6$$ecti,ely6$$ecti,ely +roceeding any +ro#otional acti,ityCo#%ining the $our co#+onents to gi,e #axi#u# i#+act on the +ro#otional acti,ities6$$ecti,e #odel to +lan techni-ues o$ +ro#otional acti,itiesALDI *he AIDA 7ay 8A.arenessPro#oted rand 6-ualityUni-ue Ca#+aigns to gain #arket shareInterestGain #arket interest through uni-ue o$$eringsValue o$ #oney hel+ed to generate need in custo#ers #ind&Desire6$$ecti,e +ricing strategies to $ocus #arket seg#entsPro%le# sol,ing a++roach in econo#y crunchActionMade custo#ers +re$erenceIncreased salesA%o,e2the2line Pro#otionMore Expensive Less ocusedPaid "or Pro#otion*argets Mass Audience"ocus on randingIn,ol,e#ent o$ Ad,ertising Agencies6x+ensi,eA*L Pro#otion Mediu#6 l e c t r o n i c6 l e c t r o n i cP r i n tP r i n t/ u t d o o r/ u t d o o rALDI A*L *AC*ICSelo.2the2line Pro#otionLess Expensive More ocused*argeted Pro#otion"ocus on Custo#er Satis$action)rd Party 6ndorse#ent/$$er short2ter# incenti,esDirect e#+hasis on #aking salesPro#oting exclusi,ity*L Pro#otion Mediu#6 l e c t r o n i c6 l e c t r o n i cP r o # o t i o nP r o # o t i o nD e a l sD e a l sALDI *L *AC*ICSALDI Positioning Ma+sALDI Positioning Ma+sConclusionDistinct 9etailing A++roachUni-ue Marketing Mix ena%led Aldi to +ro,ide -uality +roducts at co#+etiti,e +rices4Like rands5 and 4S.a+ : Sa,e5 i#+ro,ed %rand i#ageIncreased sales %y ';;< in ) yearsMulti2Channel +ro#otion strategies to create ,alue and +ositi,e $eed%ack&