Marketing Communications & Branding - Essay Example

As part of analyzing the success story of ALDI, the company’s target market will be identified followed by examining the type of marketing communication tools the company is using to promote the corporate brand. After discussing the key external factors that may have affected ALDI’s brand, ways on how these factors could alter the company’s decision to select the best marketing communication tools will be tackled in details. The target market of ALDI includes people of all gender who are the price conscious, decision-maker, and purchaser of grocery products.

Regardless of sexual orientation, financial standing in life, or educational background, the target market of ALDI includes people of all ages. In order to promote the ALDI brand to its target consumers, ALDI is using a wide-range of personal and non-personal communication channels such as company website, social networking sites, and mobile advertising (Grill, 2008). With the use of the company website, ALDI regularly reminds the people that ALDI as a company is a brand that offers affordable consumer products.

This particular marketing strategy is effective in terms of keeping price conscious individuals loyal to the brand ALDI. As a result of having a positive experience with regards to the company’s product prices and the quality of customer services, it is the customers who share their personal experiences with other people. With regards to the company logo, initial ‘A’ in ALDI’s logo reminds the people that they can easily purchase a wide-range of affordable products simply by visiting the company’s store sites (ALDI, 2010 a).

(See Logo below) Establishing a strong brand is important in terms of making the ALDI’s target consumers feel more associated and stay loyal with the brand. In line with this, public news report could either help increase or decrease the reputation of a brand such that a good publicity could encourage more buyers to stay loyal with the brand