You need to assume that you are a Marketing Consultant appointed to analyse the Promotional Strategy of Aldi, a supermarket, based in the UK and develop a promotional campaign using various advertising media.
Your role is to analyse the current promotional strategy undertaken by Aldi and describe its promotional mix by applying the promotional mix framework to conduct your analysis.
Your task also covers applying the promotional mix within the Marketing Mix to demonstrate the effectiveness of Aldi’s promotional strategy.
As part of your assessment you will explain the contribution of advertising agencies in the development of a promotional campaign whilst explaining the advantages and disadvantages of using promotional agencies.
As final part of your assessment, you will work in groups in preparing a promotional campaign for one of the products of Aldi. You will provide a rationale or reasoning for the promotional campaign, explaining why it is expected to achieve its goals.
Through the sessions and assessment your tutor will guide you to understand the theoretical models and to examine the role of promotion within the marketing mix.
Task 1: 500-word written assignment on Aldi (AC 1.1, 2.1)
You are required to write a 500-word assignment (in essay format) using appropriate academic language and applying the Promotional Mix framework to explain and assess the effectiveness of Aldi’s promotional mix strategy.
AC 1.1, 2.1
a) You have been asked to analyse the Case Study on Aldi by:-
i. Defining promotional mix (AC 1.1)
ii. Describing the elements of promotional mix (AC 1.1)
iii. Explain Aldi’s promotional mix strategy within the Marketing Mix framework (AC 2.1)
Due Date for Milestone 1 - AC 1.1 15th April 2015; AC 2.1 29th April 2015
Task 2: 500-word written assignment (AC 3.1)
Explain the ways in which advertising agencies contribute to the development of a promotional campaign.
Explain the advantages and disadvantages of using promotional agencies.