Minimalist design

(Aldi's advertising)

Subtly, this Aldi advertising brings the most important content to the forefront and minimize distractions for the user. Nowadays, it is generally accepted that if an advert has too much content, the viewer of this advert will be confused about where to look and the message of the campaign will never reach their objectives being in consequence, disastrous and unsuccessful. In terms of focus the attention, a great minimalist design reaches the attention clearly and focuses the viewer mind onto the content. This advert is very good for be located into press media. The simplicity of the product’s imagery grabs the attention and makes the viewer read what the copy says below. It is just perfect for press.

The mix of a white-and-strong colour design used for this ad, for instance, is used to arouse the user’s attention. The colour itself has the utility of stand out. White space is practically synonymous with minimalism.

01/08/10 Some Aldi's Advertising

29/07/10 UK Supermarket Chains

List of current UK supermarket chains
(Reference : Wikipedia)

Supermarket	Information
ASCO	New UK supermarket, opened first branch october 2009
Aldi	German owned no frills supermarket.
Asda	American owned, by Wal-Mart.
Booths
Budgens
Centra	Irish chain with supermarkets in Northern Ireland.
Co-op,* and 'The co-operative'	A brand used by over 30 retail co-operatives, including: The Co-operative Group (the largest) Midcounties Co-operative Scotmid Anglia Regional Co-operative Society see also The Co-operative Group#List of corporate members
Costco	This is a warehouse club and predominantly a wholesaler, but 30% of UK sales are to individuals.
Costcutter	A symbol group and a convenience store.
Dunnes Stores	Cork-based company with stores in the UK, concentrated in Ireland.
Eurospar	Introduced in 2009 in the UK.
Farmfoods	Scottish based frozen food specialist.
Filco Foods	Welsh Based supermarket founded in Llantwit Major in 1956.
Happy Shopper	Value branded foods and goods.
Heron Foods	A frozen food specialist.
Iceland (supermarket)	Indirectly controlled by Baugur Group of Iceland.
Lidl	German owned no frills supermarket.
Londis	A symbol group and a convenience store.
Mace
Makro	Wholesaler for businesses and has a large non-food section.
Marks and Spencer	UK's largest clothing retailer.
Mills Group	Convenience store.
Morrisons
Netto	A Danish owned no frills supermarket.
Nisa-Today's	A retailers' co-operative and a symbol group.
One Stop	Owned by Tesco.
Prestige Food and Drink	Superstores as well as 'Local' and 'Central' sites.
Premier Stores	A Booker Cash & Carry plc symbol group and convenience store.
Sainsbury's	Superstores as well as 'Local' and 'Central' sites.
Shoprite (Isle of Man)
Somerfield	Purchase agreed by the Co-operative Group on 16 July, 2008 for £1.56 b[3].
SuperValu	Irish chain with supermarkets in Northern Ireland.
SPAR	A symbol group.
Tesco	Including 'Extra', 'Superstores', 'Metro', 'Express' and 'Homeplus' outlets. Also the UK's largest non-food retailer.
Waitrose	Part of the John Lewis partnership.
Whole Foods Market	An organic supermarket with one store in London, plus owns several Fresh & Wild stores in the South-East.

28/07/10 Aldi in the USA

25/07/10 Target Audience

In marketing and advertising, a target audience, or target group is the primary group of people that something, usually an advertising campaign, is aimed at appealing to. A target audience can be people of a certain age group, gender, marital status, etc. (ex: teenagers, females, single people, etc.) A certain combination, like men from twenty to thirty is often a target audience. Other groups, although not the main focus, may also be interested. Discovering the appropriate target market(s) to market a product or service to is one of the most important stages involved with market research. Without knowing the target audience, a company's advertising and the selling efforts can become difficult and very expensive.

Reference: Wikipedia

22/07/10 Aldi's World

The Aldi brand around the Europe:

Geographic distribution (Reference: Wikipedia)

A map of the countries in Europe where Aldi operates, red: Aldi Süd, dark blue: Aldi Nord.

Country	Name	Aldi group	Since	Outlets
Germany	Aldi	Nord	1946	2,400
	Aldi	Süd	1946	1,720 [4]
Australia	Aldi	Süd	2001	200 [5]
Austria	Hofer	Süd	1968	410 [4]
Belgium	Aldi	Nord	1973	380
Denmark	Aldi	Nord	1977	244
France	Aldi	Nord	1988	680
Greece	Aldi	Süd	2008	25 [6]
Hungary	Aldi	Süd	2008	50 [7]
Ireland	Aldi	Süd	1998	70
Luxembourg	Aldi	Nord	1990	12
Netherlands	Aldi	Nord	1975	406
Poland	Aldi	Nord	2008	22
Portugal	Aldi	Nord	2006	13
Romania [8]	Aldi	—	2007	—
Slovenia	Hofer	Süd	2005	40 [4]
Spain	Aldi	Nord	2002	130
Switzerland	Aldi Suisse	Süd	2005	100 [4]
United Kingdom	Aldi	Süd	1989	396 [9][10]
USA	Aldi	Süd	1976	1000 [11]
total number of Aldi Nord stores				4,287
total number of Aldi Süd stores				3,923
total number of all Aldi stores				8,210

20/07/10 Aldi's Competitors

In the Poster Session, four students of PR have told how to improve Aldi Stores. Also, they have discussed and analyzed the discounter supermarket competitors.




Strenghts - 1. Cheap, Quality German Products.
2. Known for good quality.
3. Cheap a large range of products.
4. Good offers and products from different countries.

Weaknesses - 1. Corporate ID-Chavy.
2. Internal Comms - Staff Knowledge.
3. Staff.
4. Not so much variety.


Strenghts - 1. Affordable.
2. Variety of products.
3. Affordable.
4. Good prices and variated products.

Weaknesses - 1. Quality or fresh food is not that good.
2. Bad internal comms.
3. Not many stores.
4. Less stroes than other supermarkets, smart prices it is not so good.


Strenghts - 1. Good Quality.
2. Large range of products available.
3. International. They have variety of products.
4. Try to be ecofriendly.

Weaknesses - 1. More expensive than other supermarkets.
2. Expensive.
3. Fresh vegetables go off quickly.
4. Not enough tills open - often have to que to pay.



Strenghts - 1. Various shop dispatched everywhere.
2. Good quality and fair trade products.
3. Ethical.
4. A good convinient store.

Weaknesses - 1. Variety of products.
2. Expensive than other supermarkets and little shelves.
3. Corporate identity seems a bit cheap but it is not that bad.
4. Expensive and bad range of products since converted from Spar.


How to improve Aldi Stores:

1. Better services to customers and better quality products.
2. Aldi have to improve quality in order to be as Tesco prices and it will improve the idea people's have of this brand.
3. Try to market it as shighty less cheap! :)
4. Improve the brand image by going green and organic.