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ALDI PPT
- 2. In Netherlands, Aldi Biscuits are doing GOOD... 7,4% MARKET SHARES IN THE DUTCH BISCUITS & SNACKS INDUSTRY AVAILABLE IN 496 STORES ACROSS THE COUNTRY 4 AWESOME BRANDS FOR EVERYONE BUDGET FRIENDLY QUALITY TASTY
- 3. …But they are doing BETTER INTERNATIONAL GROUPS National companies! LEADERS ON THE MARKET (+30% industry market shares) WELL-KNOWNGLOBALBRANDS AGGRESSIVE MARKETING PART OF DUTCH HERITAGE Many have a 100 years of history FAMILIARBRANDSBETTER MARKET UNDERSTANDING
- 6. “Aldi strives everyday to bring you high quality biscuits at the best price” WHO ?LOW- MIDDLE CLASS UNINTENDED FOR STUDENTS & SENIORS LIVING IN CITIES NOT CONCERNED WITH BRANDS NOR SERVICESMAINLY WOMEN LOOKING FOR THE BEST PRICES ON THE MARKET 18-49 adults
- 7. mix media TO ALTER PERCEPTIONS RADIO PRESS TV INTERNET BUZZ PR STREET MARKETING ABOVE THE LINE BELOW THE LINE
- 8. TELEVISION TARGET : 18 – 49 y-o VALUE & POSITIVE IMAGE 15-SECONDS COMMERCIAL ON TERRESTRIAL TV 4 WEEKS, BETWEEN 8PM AND 10PM IN SEPTEMBER REACH MASSIVELY, ESPECIALLY TARGETED AUDIENCE HUMORISTIC CONTENT TO REINFORCE POSITIONING
- 9. 15-seconds commercial DuraMon: 4 weeks NEWSPAPERS REACHES A LARGE RANGE AUDIENCE IN A SINGLE DAY CONTRAST BETWEEN LIGHT TONE ADVERTISEMENT AND SERIOUSNESS OF CONTENT 5 ISSUES IN 12 NEWSPAPERS ½ PAGE COLOR AD TARGET: 18-49 YEARS OLD DAILY NEWSPAPER = DAILY GOODS
- 10. BUS SHELTERS REINFORCE THE MESSAGE DELIVERED BY OTHER MEDIA REACH LARGE AUDIENCE TARGET: 6-49 YEARS OLD TARGET GEOGRAPHICALLY 1,500 PANELS OVER 3 WEEKS NEAR SCHOOLS AND CITY CENTRES
- 11. RADIO USED FOR SEASONAL PROMOTIONS ENGAGE PEOPLE TO TAKE ACTION ALSO USED FOR EVENT PROMOTION 30 SECONDS SPOT FOR 20 DAYS DURING DRIVE TIME : 7 AM-10 AM TARGET 25-49 y-o SUPPORT OTHER MEDIA TO RAISE AWARENESS FASTER
- 13. 5 min to 10 min - PROMOTES NUTRITION WITH TASTING LESSONS IN SCHOOLS PIERRE WIND DUTCH CHEF FAMOUS FOR HIS COOKING PROGRAM 20 videos, upload every week Dessert recipes with Aldi Biscuits KNOWN FOR HIS HYPERACTIVE PERSONALITY FAMKE JANSSEN INTERNATIONAL DUTCH ACTRESS AND FORMER FASHION MODEL ENGAGED IN VARIOUS NGO VEGETARIAN, SHE CARES ABOUT HEALTHY EATING AND NUTRITION
- 14. ALDI KOEKKIE BREAKS For mothers and children RAISE AWARENESS LET PEOPLE DISCOVER ABOUT YOUR PRODUCTS CHANGE PERCEPTION ALDI BISCUITS = FAMILY-FRIENDLY & INEXPENSIVE
- 15. ALDI VENDING MACHINE 6-70 years old, large audience Increase brand engagement & drive consumer trial in a new and exciting way
- 16. For adults 18-49 years old POP-UP STORE Co-branding with Douwe Egberts BUZZ Brand Image New customers Increased NOTORIETY POSITIVE IMAGE Focus on the Taste Overcome negative perception
- 17. A strategy of Brand Image ORGANIC AND GLUTEN FREE SEGMENT RADIO DIGITAL SPECIAL CORNERS TV SPOTS LONG TERM POP-UP DISTRIBUTION CORNERS LOW PRICES THROUGH LOCAL SUPPLIERS GLUTEN – FREE P R O D U C T promotion PLACES P R I C E
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