Promotional Mix and Brand Awareness

Edlira PllanaFjolla Hajdari

Ardian SpancaEnes Ibrahimi

Lavdim Hyseni

The project contains four parts:

1st – Company Background

2nd and 3rd - Theoretical overviews of

promotion and branding

4th - Implementing the theory to Aldi case

Structure

“The company does not invest a lot of effort in product promotion which damages its opportunities in the

market”

Problem Statement

Primary Data – Questionnaire

Secondary Data – Internet, Lectures and literatures from IBCM

Methodology

Established 2003 in Mitrovica(Frasher)

The company has 12 employees

Aldi does B2B and B2C business(Mitrovica

Region)

Competitors: Rugove, Magic Ice, Ajka, Koral,

Elkos, etc

Description and Company Background

Advertising

Personal selling

Direct marketing

Internet promotion

Sales promotion

Publicity

Promotional mix for Aldi

Resource of availability and the cost of

promotional tools

Market size and concentration

Customer information needs

Product characteristics

Considerations for the mix

Advertising-cheap, wide range, quick, but not flexible, not personal and no feedback

Personal selling-interactive, provides a lot info., clarity, but the process is slow and costly

Direct marketing-interactive, builds relationships, measurable-but if conducted wrong it may annoy the customers

Advantages and Disadvantages

Internet promotion- cheap, easy measurable, good for conversation establishment, prices and catalogues easy to find, but the disadvantage is that the customer has to do all the work by himself in terms of choosing the product.

Sales promotion-gives discounts, gifts and rare offers, but this might compromise the brand or the image of the promoted product.

Publicity-free off charge, but no control over it.

Advantages and Disadvantages

Advertising

Sales Promotion

Internet promotion

Suitable mix for Aldi

The final analysis of the elements of the

promotional mix gave the combination

that would be the most cheapest, most

effective and the least time-consuming.

Suitable mix for Aldi

“Name, term, sign, symbol or design that identifies goods/services and distinguishes them from competitors

-Name- -Package- -Design= BRAND

Brand awareness- General overview

Quality is determined by brand (name, image) not its own quality

Two factors influencing the brand equity:◦ Brand awareness◦ Brand image

Brand rejection, brand non- recognition, brand recognition, brand preference and brand loyalty are five stages of brand awareness.

Why is branding important?

Important tool to promote commodity-related products

It is crucial to differentiate from other competitors depending in very few factors

A survey was designed◦ Participated by 30 random persons◦ Included general information section and◦ Brand awareness information section.

How is brand awareness received by potential customers of ALDI?

The Brand Awareness surveyGeneral Information

Their status

Education and Occupation

Family income and price sensitive

Brand Awareness section

Price and Package satisfaction

Would they recommend ALDI products to others?

Guidelines in the project task was to take a company and connect it to Mitrovica's image and how it's reputation affects the image of Mitrovica.

Develop an improvement strategy for Aldi by improving the promotional mix and rising the awareness of the brand by using the valid theories.

The impact of Aldi on Mitrovica’s image

Improve the brand and create a perception that every time a customer thinks of Mitrovica, the first association would be the Aldi company.

If would be able to adopt the suggestion the strategy could have positive outcomes and desired goals would be completed.

The impact of Aldi on Mitrovica’s image

The modification of the logo of Aldi Company

It would boost the recognition of domestic product.

Suggested promotional mix and branding advice

To influence the Mitrovica image positively.

The impact of Aldi on Mitrovica’s image

The promotional mix: advertising, sales promotion, internet promotion.

Aware of the company, brand not built well, needs improvement.

Connecting to Mitrovica’s image by promoting domestic production and altering logo.

Conclusion