This assignment investigates the different forms of the promotional mix that has been used by ALDI, a major grocery chain in the UK that is seeking to change its image.

INTRODUCTION ALDI, in an attempt to gain an increase in market share by targeting a different clientele has embarked on a £500m campaign in the UK, building new stores and refurbishing existing ones. The purpose is to enhance their image, improve their brand reputation and essentially attract a different type of customer. For communication to be effective however there are fundamental elements as described in (fig 1.) that need to be adhered to, …

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