Marketing Communications Management at ALDI Group Case Study

Marketing Communications Management at ALDI Group - Case Study Example ALDI had a long-standing reputation of being a cheap discounted chain and often in West Germany, before about 1990, ALDI shops were often ridiculed as being cheap shops selling poor-quality goods. ALDI's customers were alleged to be only poor people who couldn't afford to shop elsewhere. ALDI also had a hard marketing strategy in that it refused to sell branded products and stuck to its private label products claiming that it helped to cut prices. Although ALDI is very popular in its own target segment, the company decided that a complete revamp was needed. The 500 million pound budget was aimed at improving the existing stores and building new ones. The image of the store was to be upgraded to target middle Britain while carrying specialty products was aimed to bring in upmarket customers and retaining them. Above all the image upgrade was aimed at encroaching into the market shares of its close competitors Tesco and Sainsbury. The ultimate aim was to have 217 more stores by the year 2010, totaling about 500 in the U.K alone. ALDI's strategy for marketing consisted of a TV campaign helped along by an outdoor poster activity and newspaper advertising. The common thread that binds them together is the catchphrase," Spend a little, live a lot". ALDI which embarked on this campaign had never undertaken any kind of PR activity during its past years of existence. The hard discount concept is all about keeping expenses to a minimum so the stores can undercut the main supermarkets on their limited ranges of 650 to 1 200 products, depending on the operator. ALDI's website tries to push the quality angle. It talks about quality products and wide choice "that combine with prices that never fail to astonish first-time shoppers [...] our stringent selection process enables us to offer our customers own- brand products whose quality matches that of leading brands." ALDI has also has entertained the media at one its store openings and tried to improve its visibility in the eyes of the general public through the publicity. In the US, it has used weekly inserts in the newspapers to garner public attention.

Great Literature - What Makes it so Great? Essay -- Expository Definit

Great Literature - What Makes it so Great? What is "great" literature? What makes it so great? Who decides it is great? And, most importantly, why should people read it? The answers to these four questions tell their own story, the story of the grandest works ever written. Great literature is what has stood the test of time. This time frame can be as long as many thousands of years, and as short as twenty. What is important is that the piece of literature has been thoroughly analyzed and scrutinized, studied and talked about, criticized and scoffed at--and still survives. From the essay "What is a Classic?" from Aerie Books Ltd. an excerpt reads, "They've set aside that word [classic] solely for books that have passed the test of time, that really are among the best works of their kind ever written" (Aerie Books Ltd. 295). Time is the most important factor contributing to a book's greatness. What makes great literature "great" is the feelings, emotions, and philosophical reflection that the reader experiences, long after having read the piece....

Narration essay

It was early morning, and I was driving to my vacation house. I was not really in a hurry, so I stopped at a McDonalds to grab a burger. It was a typical dingy place you often see in a quiet town, and I was the only customer. Everything was running as usual, and I was in for another 100 miles of monotonous driving through a rural countryside. And then something happened. I walked out of the joint and saw a little boy. He was about seven, and totally alone on a deserted parking lot where my car was the only one at 7 a.m.   He was thin, even skinny, and had a dreamy, absent-minded look on his face. I felt at first like leaving him alone to whatever dreams were weaving together in his mind, but then decided to find out what was going on. After all, he was just a little fellow, and it certainly was not good for him to be here together all on his own. â€Å"Are you waiting for anybody?† I asked. â€Å"No†, he replied. â€Å"Do you live here then?† â€Å"No, I was here with my Dad and Mom, and then they drove away.† â€Å"Away? Are they coming back?† He looked amazingly quiet. â€Å"They said I do not behave myself.† â€Å"How long have you been here then?† Now the little guy looked sad. â€Å"Two hours.† â€Å"Two hours?† I realized I had to take him to the police, to contact somebody in that little place to get the boy back to his normal comfortable life. But was it really that normal if his folks leave him on the road like that? Or did he misinterpret their words? While we were sitting in the police office, he told me about his family. His mom seemed like a good person in his words, but too intimidated by his father. â€Å"She never speaks her own mind if he thinks differently,† the boy said. â€Å"If she says something different, he starts yelling at her.† I did not fell a shade of bitterness in his voice. He was merely narrating a story. â€Å"Does your Dad ever beat you or your sister?† â€Å"It is just me. He slaps me across the face sometimes. He loves her. She is his daughter.† Then he gave me the first warm smile in all the time I had been speaking to him and pulled a picture out of his pocket. â€Å"Isn’t she cute?† The girl was sure lovely, very much like her brother, but with curly blond hair that turned her into a little princess. â€Å"He always brings her presents when he comes back from his trip. She has tons of toys.† I imagined to myself the unhappy lot of a child who lives with the stepfather. He probably suffered a lot, poor little thing. Well, when the parents did come a few hours ago, they were hysterically happy to find their child there. He just ran away on his own, they said. They had not the least intention of leaving him out in the cold. They were nice and loving parents. You’d think they were role models for other families. But I watched the passivity with which the guy moved into the van, and I could not shake off the feeling that something was missing from their words. They were smiling to me, to the policemen, but they seemed oblivious to the boy except the first moments of embraces. I was standing there thinking how the boy’s life will turn out in the long run. Will he ever learn to be loved? Will his relationships later be warmer than his family? I watched them drive away, then turned and walked back to my car. I tried to consider your remarks. If you have other comments, send it back and I will try to fix it as soon as possible.

Cell Phones Banned at School Essay - 823 Words

People all around the world have many electronic devices, and there are abundant amounts of freedom that come with them. There are so many different technologies to choose from, but one that seems to be quite common among people of all ages, are cell phones. Such technology is great for many uses, but it is not always appropriate in certain settings. The principal at my school has adopted a new policy that bans the use of cell phones during school hours. I support my principal’s decision. Cell phones can be distractions in many ways to students during school. They can cause conflicts between fellow students and between students and teachers. Allowing cell phones during school hours also basically gives students permission to not pay†¦show more content†¦So why would they want to listen to a teacher talk if they can talk about something they actually want to talk about just as easily? When students are paying attention to their cell phones instead of the teacher, the ir grades will eventually go down, and it will be harder for them to get jobs later in life. Cell phones during school hours could really destroy the learning environment and many other opportunities. Bullying is something that could become a problem if cell phones were allowed during school hours. For example, in the locker room, while students were changing in or out of gym clothes another student could take a rude or unnecessary picture. Those types of things really hurt. Using a feature on cell phones called texting, students can send mean or hateful things to each other during the day, and hurt many other people’s feelings. One more way that bullying could arise from allowing cell phone use during school hours is by students stealing other student’s phones. Phones could be stolen off desks or from lockers; also a student could walk right up to another and take their phone away. There is already enough bullying throughout schools, and there is no need to add one more way for bullying to happen. School is supposed to be a place where students can come and feel comfortable and be themselves, but bullying does not make school a happy place. Finally, by allowing cell phone use during schoolShow MoreRelatedCell Phones Banned at Schools623 Words   |  3 PagesA new set of school legislation has been put in place regarding cell phones in various parts of the country. These laws state that the use of cell phones is prohibited for students during the school day. This new rule was set due to schools having problems with students misusing cell phones in school, forcing the hand of the principal to ban them. There are many viewpoints for and against this new rule. I plan on showing you one side of the argument. I believe that students should not be permittedRead MoreCell Phones Should Be Banned in Schools Essay527 Words   |  3 PagesPeople in many schools regularly sneak around on their cell phones, trying to hide them from teachers or administrators. Cell phones were originally against school rules. Honestly it makes a lot of since for students not to be able to use their cell phones during school hours. Cell phones should be banned in schools because they distract students, allow cheating in Schools, and they can be dangerous. Cell phones distract students in school. Whenever people text in class it gets other people’sRead MoreCell Phones Should Not Be Banned from School Property693 Words   |  3 Pageslocal high school in the United States, they will be sure to see teenage students with their cellular telephones in hand. One may say the use of cell phones should be banned on school property, however there are many instances in which that may not be the best idea. Parents need to know that their children are safe and those children need a way in which to contact their parents if an emergency arises. If their child is not permitted to have their cellular telephone with them at school, the parentRead MoreEssay on Cell Phone Use in Schools Should Not be Banned1401 Words   |  6 Pagesstudents be able to use cell phones during class periods? This is a question a lot of students and parents have asked themselves. The invention of cell phones started a debate for many schools. Many schools accept the use of cell phones but experience a lot of frustration over them. There are many reasons for and against the use of cell phones in schools. People who support cell phone use in schools are usually teenagers. People who disagree with cell phone use in schools are usually teachersRead MoreEssay On Personal Technology1246 Words   |  5 PagesIn the standard middle school to high school classroom, anyone can walk in a room and see the glare of cell phones sitting on desks, students looking down in their lap, or earbuds coming from every student’s ears. Is this use of personal technology in classrooms benefitting our students? Due to the rising use of technology in the classroom some may argue that the student’s own technology can bring educational benefits, while others only see them as a distraction in classrooms. Being a student fromRead MoreAn Argument Essay on the Use of Cell Phones in Public Places1105 Words   |  4 Pagesthe cellular telephone. Every individual with a cell phone has the ability to call any person, place, or agency at anytim e as long as the individual is within the service providers coverage area. The prevalence of cell phone owners has increased the use of cell phones in public places, such as schools, restaurants, and theaters, and their use in public is associated with both positive and negative implications. Some argue cell phones should be banned from public places because they are a social distractionRead MoreCell Phones Should Not Be Banned1222 Words   |  5 PagesCell phones can definitely be educational tools in school What’s are everybody’s opinion on cell phones during school? Why should or shouldn’t they be allowed? I’ve always used mine as a helpful tool. I’ve heard many different sides of this debate, mostly they have been positive. I’ve used mine for reading a book in study hall and playing a game to benefit for a vocabulary test. Cell phones are educational tools and should not be banned. This is a debate that can go both ways. Lots of bigger schoolsRead MoreEssay on Banning Cell Phones in School507 Words   |  3 PagesRecently, the principal of my school has banned the use of cell phones during school hours. I agree with this policy because students could use their cell phones to cheat on tests, quizzes, or any other independent work. Another reason that I agree with this policy is, the students won’t be paying attention to the teacher if they are texting somebody else. The final reason is, cell phones are a distraction to other students who are trying to learn. Cells phones can be a huge problem later in lifeRead MoreBanning Cell Phones in Schools Essay example571 Words   |  3 PagesCell phones shouldn’t be allowed in school I agree with the principal on the issue of cell phones being banned from school during school hours. I agree because during school one should be there to learn not to text or talk with their friends. Cell phones are distract ing, disrespectful, and distracting in the school environment. Cell phones are distracting because they ring, beep, vibrate, or play a song, which will cause you to move or laugh. On the other hand, if it is your phone then youRead MoreMobile Phones Should Be Banned from School946 Words   |  4 Pagesover the age of thirteen carries a mobile phone, many school systems have banned or want to ban these items from school grounds. Why? The one says it is due to the ‘potential problems’, such as texting during class and the use of social media. Others say it is because they interrupt the learning environment. Whatever the reason is the school gives us, should mobile phones be banned in schools? In daily life almost everyone now is reliable of their mobile phones. It is the wonderful technology for communication