market – ALDI Australia

general reminder: the assessment form is( theory application analysis) This case study contains THREE QUESTIONS(some questions have two parts). ALL questions are compulsory. Question 1 (750 words) Question 1.1 (375 words) …….“pegged as a discount German supermarket’ were hard to shift and perception shifts even harder to sustain”. Explain how customers’ perception of brand influences their consumption behaviour? Refer back to the case with examples Question 1.2 (375 words) With no loyalty program to track customers every move ALDI has no way of tracking how many unique customers are coming into stores so “penetration”. Explain to Aldi how a loyalty program is related to principles of learning and why it should (or shouldn’t) be employed? Question 2 (750 words) Q2. “ Good business tells us that by embracing a complaint you prove to a customer that you care enough to address the issue start to rebuild their confidence and are on the path to win them back” “There are fence sitters lukewarms and those that dwell on the fringe of ALDI” . Your task is to: Question 3 (750 words) “It was getting harder and harder to acquire new shoppers” How can ALDI gain an understanding of the consumption behaviour of their customers? Your role as a Marketing Consultant is to discuss and answer this question posed by ALDI by referring to one internal and one external influence that you believe provides the theoretical foundation for your response. Use specific examples from the case as supporting evidence You have a STRICT word limit of a TOTAL of 750 words(+/-10%)per question.If a question has two separate parts each question then is 375 words. You must stay within the word limit. Your Similarity Index must be below 15%. (1) Identify and profile two target segments that you believe ‘dwell on the fringe of ALDI’. Use at least four segmentation bases to profile your two segments. Clearly justify your segment choices with using examples from the case (8 marks). (2) Choose ONE of your above segments and create a positioning statement based on ‘rebuild(ing) their confidence …..to win them back”. Briefly justify your choice of the positioning statement You have a STRICT word limit of a TOTAL of 750 words(+/-10%)per question.If a question has two separate parts each question then is 375 words.You must stay within the word limit.Your Similarity Index must be below 15%. (1) Identify and profile two target segments that you believe ‘dwell on the fringe of ALDI’. Use at least four segmentation bases to profile your two segments. Clearly justify your segment choices with using examples from the case (8 marks).(2) Choose ONE of your above segments and create a positioning statement based on ‘rebuild(ing) their confidence …..to win them back”. Briefly justify your choice of the positioning statement