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  • Services Marketing Bc015 "Aldi & Migros": Group Members Nina, Jun, Leo, Culver, Jeanette

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    Jeanette Woo
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    This document compares and contrasts the marketing strategies of Aldi and Migros, two large grocery store chains in Europe. It outlines their images, facilities, products, pricing, and promotions. Aldi aims for a no-frills shopping experience with limited product selection sold at low prices. Migros promotes regional products and services, offers a wider variety, and uses a loyalty program. Both chains emphasize low prices through private label brands and efficient operations.

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    Aldi & Migros

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    This document compares and contrasts the marketing strategies of Aldi and Migros, two large grocery store chains in Europe. It outlines their images, facilities, products, pricing, and promotions. Aldi aims for a no-frills shopping experience with limited product selection sold at low prices. Migros promotes regional products and services, offers a wider variety, and uses a loyalty program. Both chains emphasize low prices through private label brands and efficient operations.

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    Download as PPTX, PDF, TXT or read online from Scribd
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    27 views11 pages

    Services Marketing Bc015 "Aldi & Migros": Group Members Nina, Jun, Leo, Culver, Jeanette

    Uploaded by

    Jeanette Woo
    This document compares and contrasts the marketing strategies of Aldi and Migros, two large grocery store chains in Europe. It outlines their images, facilities, products, pricing, and promotions. Aldi aims for a no-frills shopping experience with limited product selection sold at low prices. Migros promotes regional products and services, offers a wider variety, and uses a loyalty program. Both chains emphasize low prices through private label brands and efficient operations.

    Copyright:

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    of 11

    SERVICES MARKETING BC015

    “ALDI & MIGROS”

    Group Members
    Nina, Jun, Leo, Culver, Jeanette
    CONTENT

     Atmosphere & Facilities

     Image

     Product

     Price

     Promotion
    IMAGE
    ALDI MIGROS

     Aldi- Albrecht Discount  “Ein M Besser” – an M


     Offer Top Quality products at better
    consistently low prices  Promises the quality of

     Only offer products with the product and services


    biggest possible benefit and  Produces many products in
    only from expert suppliers its own industries. E.g of
    (save costs) marketing slogan:
    “Top quality at incredibly
    low prices” Aus der Region, fur die
    Region
    ATMOSPHERE & FACILITIES
    ALDI MIGROS

     Impression on big  “Aus der Region, fuer die


    discount sale Region” label
     Overview of whole  Big shelves
    market
     Big selling hall with  Big signs over aisle
    cheap products
     Not an inviting
     Inviting atmosphere
    atmosphere
    PRODUCT
    ALDI MIGROS

     Limited selection of  Wide selection of products


    products
     Very few branded
     Branded products are
    products widely available
     Cigarettes & Alcohol  No alcohol and cigarettes
    products are available products
     Fresh meat available
     Gardening equipments are
    available
    OTHER PRODUCTS & SERVICES
    ALDI MIGROS

     Tour services  Take-away services

     No Aldi products  Have their own Migros


    brand products
    • M-classic product
    • M-Budget products
    PRICE
    ALDI MIGROS
    (as Cheap as Possible) (Cheaper than Competitors)
     Sub-urban Location  Relatively Cheap (Best
     Less Staff performance ratio)
     Own Labels, House-  13% Lower priced than

    Brand main competitor


    (Markt forschungs institut Gfk)
     Low SKU (Stock
    Keeping Unit)
     Own Brand of Migros
     Reducing Profit
    PROMOTION
    ALDI MIGROS

     Always got free parking spaces  Sometimes need to pay for the
    at the location (Sub-Urban parking spaces
    Area)  Loyalty Card ‘Cumulus’
     Has signage e.g. ‘Neu’, Aldi  Has signage e.g. ‘30% und
    Preis Kracher’ and ‘Frische mehr’ and ‘Neu’
    Immer Günstig’  Need to search for the
     Big signs for discounted/new “Aktion” (Discounted Product)
    products can be located
    immediately.
    PROMOTION
    ALDI MIGROS

     Focus on it’s own  Because of the Loyalty


    product’s discount. Program, cross-
     Promoting the non- company’s discount can
    branded product. Stating happen like : Discounted
    that the non-branded tickets for shows.
    product can still have  Many channels (TV,
    good quality. Internet, Billboard, etc.)
     Not using many channels to promote their product
    to promote. (Majorly
    Brochure)
    MARKETING STRATEGIES
    ALDI MIGROS

     Not needed products at  Products spread around


    beginning the whole market
     Big baskets at cashpoint  Throughout various
    floors products can be
    found
     Offers at cashpoint
    REFERENCES
     http://www.migros.ch/DE/Ueber_die_Migros/Werte/Seit
    en/Werte.aspx
     http://de.wikipedia.org/wiki/Aldi

     http://www.migros.ch/DE/Ueber_die_Migros/Werte/Doc
    uments/mm_preis-leistung.pdf
     http://www.aldi.co.uk/

     http://www.aldifoods.com/

     http://www.aldi-suisse-tours.ch

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