Promotional Mix and Brand

Awareness
Edlira Pllana
Fjolla Hajdari
Ardian Spanca
Enes Ibrahimi
Lavdim Hyseni

Structure

The project contains four parts:

1st

Company Background

2nd and 3rd - Theoretical overviews of

promotion and branding
4th - Implementing the theory to Aldi case

Problem Statement

The company does not invest a lot of

effort in product promotion which
damages its opportunities in the
market

Methodology

Primary

Data Questionnaire

Secondary

Data Internet, Lectures

and literatures from IBCM

Description and Company

Background

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

Promotional mix for Aldi

Advertising

Personal selling

Direct marketing

Internet promotion

Sales promotion

Publicity

Considerations for the mix

Resource of availability and the cost of

promotional tools

Market size and concentration

Customer information needs

Product characteristics

Advantages and Disadvantages

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.

Suitable mix for Aldi

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.

Brand awareness- General

overview
Name, term, sign, symbol or design that
identifies goods/services and distinguishes
them from competitors
-Name -Package -Design= BRAND

Why is branding
important?
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.

How is brand awareness received

by potential customers of ALDI?
Important tool to promote commodityrelated 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.

The Brand Awareness survey

General 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?

The impact of Aldi on Mitrovicas

image

Guidelines in the project task was to take

acompany and connect it to Mitrovica's
image and how it's reputation affects the
image ofMitrovica.

Develop animprovement strategy for Aldi

by improving the promotional mix and rising
the awareness of thebrand by using the
valid theories.

The impact of Aldi on Mitrovicas

image

Improve the brand and create a perception

that every time a customer thinks of
Mitrovica, the first association wouldbe 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 Mitrovicas

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.

Conclusion

The promotional mix: advertising, sales

promotion, internet promotion.

Aware of the company, brand not built well,

needs improvement.

Connecting to Mitrovicas image by

promoting domestic production and altering
logo.