A marketing mix is a complex set of variables. The marketing mix of every business will be different. Aldi’s mix focuses on providing high quality products that are cheaper alternatives to famous brands. Aldi’s marketing mix therefore focuses on:
• Product – high quality ‘Like Brands’.
• Price – Aldi offers lower prices than its competitors without compromising on quality.
• Place – Aldi outlets are expanding globally.
• Promotion – Aldi uses a combination of above-the-line and below-the-line promotions with a focus on its ‘Like Brands’ and ‘Swap & Save’ campaigns.
Above-the-line promotions are paid-for advertising aimed at a mass audience. Below-the-line promotion uses different ways to engage with customers such as sponsorship and social media. These methods can be more easily targeted to specific audiences than above-the-line methods. An example of below-the-line promotion is Virgin entering a team for the first FIA Formula E Championship. The electric racing car series will take place on purpose-built street circuits in 10 cities around the world. The championship is intending to showcase electric car technology. (BBC, 05th December 2013)