2. In Netherlands, Aldi Biscuits are doing
GOOD...
7,4%
MARKET SHARES
IN THE DUTCH
BISCUITS
& SNACKS
INDUSTRY
AVAILABLE IN
496
STORES
ACROSS THE
COUNTRY
4
AWESOME
BRANDS FOR
EVERYONE
BUDGET
FRIENDLY
QUALITY
TASTY
3. …But they are doing
BETTER
INTERNATIONAL GROUPS National companies!
LEADERS ON THE MARKET
(+30% industry market shares)
WELL-KNOWNGLOBALBRANDS
AGGRESSIVE MARKETING
PART OF DUTCH HERITAGE
Many have a 100 years of history
FAMILIARBRANDSBETTER MARKET UNDERSTANDING
6. “Aldi strives everyday to bring you high
quality biscuits at the best price”
WHO ?LOW-
MIDDLE
CLASS
UNINTENDED
FOR
STUDENTS &
SENIORS
LIVING
IN CITIES
NOT
CONCERNED
WITH BRANDS
NOR SERVICESMAINLY
WOMEN
LOOKING
FOR THE BEST
PRICES ON
THE MARKET
18-49
adults
13. 5 min to 10 min -
PROMOTES NUTRITION
WITH TASTING
LESSONS IN SCHOOLS
PIERRE WIND
DUTCH CHEF FAMOUS
FOR HIS COOKING
PROGRAM
20 videos, upload every week
Dessert recipes with Aldi Biscuits
KNOWN FOR HIS
HYPERACTIVE
PERSONALITY
FAMKE JANSSEN
INTERNATIONAL DUTCH
ACTRESS AND FORMER
FASHION MODEL
ENGAGED IN VARIOUS
NGO
VEGETARIAN, SHE
CARES ABOUT
HEALTHY EATING AND
NUTRITION
14. ALDI KOEKKIE
BREAKS
For mothers and children
RAISE AWARENESS
LET PEOPLE DISCOVER ABOUT YOUR PRODUCTS
CHANGE PERCEPTION
ALDI BISCUITS = FAMILY-FRIENDLY & INEXPENSIVE
15. ALDI VENDING
MACHINE
6-70 years old, large audience
Increase brand
engagement & drive
consumer trial in a new
and exciting way
16. For adults 18-49 years old
POP-UP STORE
Co-branding with Douwe Egberts
BUZZ
Brand Image
New customers
Increased NOTORIETY
POSITIVE IMAGE
Focus on the Taste
Overcome negative perception
17. A strategy of Brand Image
ORGANIC AND GLUTEN FREE SEGMENT
RADIO
DIGITAL
SPECIAL CORNERS
TV SPOTS
LONG
TERM
POP-UP
DISTRIBUTION
CORNERS
LOW PRICES
THROUGH
LOCAL
SUPPLIERS
GLUTEN
–
FREE
P
R
O
D
U
C
T
promotion
PLACES
P
R
I
C
E