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INTRODUCTION ALDI in an attempt to gain an increase in market share by targeting a different clientele has embarked on a campaign in the UK building new stores and refurbishing existing ones The purpose is to enhance their image improve their brand reputation and essentially attract a different type of customer For communication to be effective however there are fundamental elements as described in fig 1 that need to be adhered to which focuses on the sender and receiver and how messages are dealt with Fig 1 Model of the communication process Source Blythe 2003 p2 ALDIS INTENTIONS The intention of the company in general is to - Double their market share - Update their design - Close outlets that do not suit their purpose - Increase their range of products - Change the boxy interior - Save time for the customer In order to achieve these objectives the company has adopted an image overhaul strategy which is broken into three parts - Above the line TV campaign - Improving quality and range - Improving store design layout and decor The overall strategy has focused on different aspects of marketing communications consisting of an above the line TV campaign supported by an outdoor poster activity and newspaper advertising It also includes public relations through invitations to The Grocer for the opening of their new store together with sales promotion for which they are already noted Primarily the company is adopting an AIDA Awareness Interest Desire and Action model of response which focuses on seeking a cognitive affective or behavioural response as described in detail in fig 2 AIDA MODEL IN ACTION Fig 2 Source Wright 1999 p 279 Above the Line advertising Advertising creates awareness informs educates reinforces and
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