The Modern BritishSupermarket

THE MARKET

Modern consumers are technologically advanced and posess price and product knowledge across the major retailers, opposed to their pre--recessionary predesessors,This has created a highly volitile marketin which the brands need to embrace to survive.

Pressure from the recession-busting retailors Aldi and Lidl, the big 4 supermarkets have been in a constant price war disregarding the discount retailors secret to their sucess.

In hopes to increase sales, they employed surreptitious price labeling and marketing tactics to increase figures.

The new tech savvey consumer picked up on these new store tactics, this led to exposure of un-fair and deceptive trading resulting in a media backlash of documentries and news specials, revealing to consumers the secrets of the supermarkets.

THE BRAND

Aldi’s growth and increasing sales figuresis due to their simplistic store stratagy, limited choice and clear comunication.

discount retailers offer around a 1/4 of the choice in typical products compared to the big four brands, internally this reduces costs and creates a simple shopping experiance, leading to a more comfortable and trusting shopper.

Aldi have comfortably positioned themselves as a discount retailer, christmas 2013 they pushed affordable luxury products successfully gaining attention from affluent demographics. Unlike other discount retailers, they have combined a perfect balance of quality and price to attract a wide spectrum of consumers.

It is hard to specify the typical aldi consumer since they have gained attention in a wide audience across theUK.

This is due to the brand evolving from a discount retailor to a household name erect through winning the ‘class war’ early 2014 and proving their worth.

THE PROBLEM

Aldi have a strong foothold in the uk market with a wide audience of consumers.With plans to expand further and after the success of their first convinience store, they will begin a £600m campaign against the market leaders with plans to open at least 10 more stores in the next year.

Using convinence stores to spurhead nationwideexpansion, aldi needs to be positioned within the uk market as the leading choice of supermarkets in weekly grocery shopping to maintain the brands increasing sales figures.

Keeping in mind the return of investment expectedfrom the convinence Stores and the importance ofthem establishing a strong consumer base.

THE SOLUTION

in order to establish a solid customer base within convinenc retail, the brand must relate to their consumers meeting their needs and building a relationship spuring brand loyalty and advocacy.thus blending into the fabric of the community

with high priase from food critic, aldi offersan unbeatable smorgasbord of products within the cold meats and speciality items,comparable to deli quality food and britishmeat, the brand can utalize this spotlightand embrace the culture surrounding quality (indipendent shop compsred) food.

When a local budgens rebranded several times and expanded the shop, they decided to rethink the store’s position and diferentiate from tescoexpress 4 minutes walk,

They completly re-vamped the interior astheticsand food range, concintrating in locally sourced food popular witht he community and speicalty items that arnt avaliable at mainstreme stores.

Key Insight:consumers are adopting the German‘smart shopping’ technique, purchasing their weekly shop from more than one retailer saving money and increasing the quality of food.

BBC News- http://ow.ly/ErEQO

DELIVERABLES

To create a comfortable shopping experianceand lanch the new convinence stores I planto pair an ad campaign alongside a store facelift to complement the overall art direction.

Main Deliverables:TV, Pr, Ambient, Store design

Secondary Deliverables:Direct Mail, Print, Endorsement.

Aldi’s current store design is highly effectivly yet lacks asthetic comfort, when looking to increase store visits, the store must create an enjoyable shopping experiance to increase return visitors,

Basing the store on a theme relatable to the consumer maintaining the simple layout yetmaximising the presentation of the products..

In response to the uk’s love and loyalty to the brand, they need to maintainthe level of entertainment the current communications posess’.

For consumers to trust and convert more of their full weekly shop to Aldi, they need to find relatable ground for Aldi to fit their lifestyle.

RESPONSE

Desired Response.The campaigns sole purpose is tolanch and position Aldi as the go-tosupermarket.

Think: Aldi is Britains no1 supermarketFeel: Trusting and comfertable whenever interacting with the brand.Do: Convert to aldi for the majority of their weekly shop.