Problem
Aldi is a discount supermarket chain that first opened in Australia in 2001 and has quickly grown in popularity, with 500+ Australian outlets. Aldi is more profitable than Coles or Woolworths, the two large supermarkets that dominate the Australian market.
As a discount supermarket, Aldi's prices are roughly 20-30 per cent below its Australian rivals Coles and Woolworths, and recent reports have claimed that its growing popularity with price-sensitive customers has seen its earnings before interest and tax reach around 6%, while Coles is earning 4.6% and Woolworths 5.4%. Founded in Essen, Germany, by brothers Karl and Theo Albrecht, Aldi now has nearly 10,000 stores across 18 countries, including the USA, UK, Austria, Belgium, France, Ireland, Netherlands, Poland, and Spain. It has an estimated annual turnover of over €50 billion (A$75 billion), making it one of the world's largest privately-owned companies.
However, this market position is under threat, with competition becoming more intense, and more consumers purchasing groceries online. When it comes to digital marketing, Aldi is trailing its Australian competitors, Woolworths and Coles. In addition, online giants like Amazon and Alibaba are moving towards entering the supermarket industry, leveraging digital technologies to potentially disrupt the status quo.
Aldi's board of directors acknowledges that the company needs to digitally transform its business to remain competitive in the Australian market in the long term. As part of a pitch, the board of directors have invited several digital agencies, including yours, to pitch for the transformation project. To prove yourself, you will need to conduct a mini digital marketing audit, and provide an example digital plan to showcase your planning abilities.
Task:
Conduct a mini audit of Aldi's current digital marketing and generate three insights based on your audit.
Provide an example digital plan to showcase your planning abilities.
Make sure you include an objective, a strategy, KPI/metrics, tactics and channels.