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Promotional Mix and Brand Awareness
Edlira PllanaFjolla Hajdari
Ardian SpancaEnes Ibrahimi
Lavdim Hyseni
The project contains four parts:
1st – Company Background
2nd and 3rd - Theoretical overviews of
promotion and branding
4th - Implementing the theory to Aldi case
Structure
“The company does not invest a lot of effort in product promotion which damages its opportunities in the
market”
Problem Statement
Primary Data – Questionnaire
Secondary Data – Internet, Lectures and literatures from IBCM
Methodology
Established 2003 in Mitrovica(Frasher)
The company has 12 employees
Aldi does B2B and B2C business(Mitrovica
Region)
Competitors: Rugove, Magic Ice, Ajka, Koral,
Elkos, etc
Description and Company Background
Advertising
Personal selling
Direct marketing
Internet promotion
Sales promotion
Publicity
Promotional mix for Aldi
Resource of availability and the cost of
promotional tools
Market size and concentration
Customer information needs
Product characteristics
Considerations for the mix
Advertising-cheap, wide range, quick, but not flexible, not personal and no feedback
Personal selling-interactive, provides a lot info., clarity, but the process is slow and costly
Direct marketing-interactive, builds relationships, measurable-but if conducted wrong it may annoy the customers
Advantages and Disadvantages
Internet promotion- cheap, easy measurable, good for conversation establishment, prices and catalogues easy to find, but the disadvantage is that the customer has to do all the work by himself in terms of choosing the product.
Sales promotion-gives discounts, gifts and rare offers, but this might compromise the brand or the image of the promoted product.
Publicity-free off charge, but no control over it.
Advantages and Disadvantages
Advertising
Sales Promotion
Internet promotion
Suitable mix for Aldi
The final analysis of the elements of the
promotional mix gave the combination
that would be the most cheapest, most
effective and the least time-consuming.
Suitable mix for Aldi
“Name, term, sign, symbol or design that identifies goods/services and distinguishes them from competitors
-Name- -Package- -Design= BRAND
Brand awareness- General overview
Quality is determined by brand (name, image) not its own quality
Two factors influencing the brand equity:◦ Brand awareness◦ Brand image
Brand rejection, brand non- recognition, brand recognition, brand preference and brand loyalty are five stages of brand awareness.
Why is branding important?
Important tool to promote commodity-related products
It is crucial to differentiate from other competitors depending in very few factors
A survey was designed◦ Participated by 30 random persons◦ Included general information section and◦ Brand awareness information section.
How is brand awareness received by potential customers of ALDI?
The Brand Awareness surveyGeneral Information
Their status
Education and Occupation
Family income and price sensitive
Brand Awareness section
Price and Package satisfaction
Would they recommend ALDI products to others?
Guidelines in the project task was to take a company and connect it to Mitrovica's image and how it's reputation affects the image of Mitrovica.
Develop an improvement strategy for Aldi by improving the promotional mix and rising the awareness of the brand by using the valid theories.
The impact of Aldi on Mitrovica’s image
Improve the brand and create a perception that every time a customer thinks of Mitrovica, the first association would be the Aldi company.
If would be able to adopt the suggestion the strategy could have positive outcomes and desired goals would be completed.
The impact of Aldi on Mitrovica’s image
The modification of the logo of Aldi Company
It would boost the recognition of domestic product.
Suggested promotional mix and branding advice
To influence the Mitrovica image positively.
The impact of Aldi on Mitrovica’s image
The promotional mix: advertising, sales promotion, internet promotion.
Aware of the company, brand not built well, needs improvement.
Connecting to Mitrovica’s image by promoting domestic production and altering logo.
Conclusion