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Lidl- Integrated Marketing Campaign

In: Business and Management

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Middlesex University , BA Marketing

LIDL Integrated Marketing Campaign

MKT2232 Branding and Integrated Marketing Communications
Module leader: Moustafa Battor

Students | Name | Student Number | | Nils Wurl | M00367256 | | Mihaela Palca | M00378081 | | Maedh Marsha Zambrano | M00384704 | | Sara-Sofia Broberg | M00373321 |

Seminar tutor | Dinesh Nanayakkara | Time | Monday | 1pm to 2pm |

Content

1. Introduction 3

2. Situational Analysis 4
2.1 PEST Analysis
2.2 SWOT Analysis
2.3 Current IMC Analysis
2.4 Competitors Analysis

3. Marketing Strategies 9
3.1 Marketing strategies
3.2 Target Market
3.3 Campaign Objectives

4. Campaign 11 5.1 Theme, Message and Brand Values 5.2 Promotional Tools 5.3 Campaign Budget 5.4 Schedule 5.5 Evaluation

5. Appendices 17
6. References 23
1. Introduction
Lidl was founded in Germany as a grocery wholesaler in 1930. Its first shop in the UK opened in1994 and has grown to over 500 shops.

This report outlines Lidl’s Integrated Marketing Communications (IMC) plan to raise brand awareness, customer satisfaction and to increase the company’s market share. It is also the start for a new era by introducing an online shopping service which is absolutely crucial to stay competitive in the UK’s grocery industry. Furthermore, by extending Lidl’s Deluxe range the company is responding to the shift in buyer behaviour where more and more middle income shoppers are going to Discounter because of the current economical situation.

This report is divided to three parts. The first part shows the PEST, SWOT, Competitors analysis and an overview of Lidl’s current IMC strategy which reflect the company’s current situation. In the second part, this paper outlines the marketing strategies and the...

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