Sales Promotion - Aldi

    ALDI    

Aldi was one of the first Hard Discount Retailers (HDR) in the UK and although initially struggling to gain a significant market share  again the BIG 4 they eventually found their place a competitive retailer.

Aldi Offer their ‘Super Six’ which offers a discounted selection of fruit and veg every Thursday. Sales promotions such as this usually provide a quick boost to sales which then declines but as the products selected change every week consumers are less likely to become complacent and because this is a rolling promotion knowledge and awareness of the offer will grow.

Because the offer is on healthier choice Fruit and Veg Aldi are promoting themselves as socially conscious retailer.

One of the biggest challenges that Aldi faced was to convince consumers that their products, although significantly lower in price than brand names, were just as good. How can you convince loyal brand customers to switch to own brand label? In the case of Aldi their solution was to perform blind taste testing.

On the back of the results of this they started their 'Like Brands, But Cheaper' campaign which was designed to show that lower price did not mean lower quality. They wanted the end result not only to encourage more people to shop there but to increase the loyalty amongst their existing customers. The campaign ran through a few distribution channels-- TV, radio, leaflets, newspapers and instore. This resulted in a achieving a 3% market share growth rate 0.35% higher than their target.