Analysis of Lidl's advertisement strategy - Dissertation Example

The history of this international supermarket chain dates back to 1930s when the company was established as a grocery wholesaler with headquarters in Neckarsulm, Baden-Württemberg, Germany. Currently, the company is amongst the major leading grocery retailers in Europe. During the 90s, Lidl started to expand its operations across Europe stepping outside Germany for the first time; and presently, Lidl outlets can be found in the majority of the countries in Europe. The company is very well-established as a major food retailer in Europe.

As far as the discount sector is concerned, an extensive network of Lidl outlets is unmatched. The company has always believed in offering superior quality products at competitive prices to their customer base across Europe. As mentioned above, the company takes pride in providing superior quality products at a very competitive price to their customer base. The company regards themselves as the best in business, as far as the discount sector is concerned and they convey the same message through their advertisements in order to influence the buying decision of their customers.

The message that the company conveys through advertising, as can be noted on its website is, “Where quality costs less.” The company has implemented a very effective and efficient international marketing strategy of pricing their product competitively (at a lower level) and at the same time, enhancing the quality of their products and services with the sole motive of satisfying customers (Lidl, 2014b).