Marketing Strategy of LIDL – LIDL Marketing Strategy: LIDL is a German international discount chain, and has approximately 10,000 stores around the globe, and is located in Europe as well as its home in the United States. It is an American brand that offers a daily low-cost strategy that is designed to provide an easy shopping experience for its customers. The brand has a straightforward layout of stores.
The company is planning to transform the way people shop. The company began with an unassuming store that employed only three employees and sold 500 items and has since grown to more than 29 countries. Read Article: What Is Marketing Strategy? Definition
Did You Know About LIDL?
Company : LIDL
CEO: Christian Härtnagel
Founder: Dieter Schwarz
Year founded: 1973
Headquarters: Neckarsulm, Germany
Annual Revenue : € 57.000 billion
Profit | Net income : € 1.287 billion
Products & Services: Fruit & Veg-Fresh Meat-Fresh Fish-Bakery-Chilled-Deluxe-Eggs-Frozen-Wines-Beers & Spirits-Food Cupboard-Cleaning & Household-Health & Beauty Prodects
Competitors: Carrefour | Tesco | Walmart | Woolworths | Coles Group | Kroger | Target Corporation | Amazon | eBay | Home Depot | Ikea | Costco Wholesale | Aldi | Lowe’s Companies | Kohls | CVS Caremark | Walgreens | Boots
Lidl Fun Fact : Lidl, as part of the Schwarz Group, is one of the largest grocery retailers in Europe; it has over 3100 stores in Germany and more stores around the rest of Europe.
- To deliver outstanding customer satisfaction.
- To guarantee the market high quality and value by continuously improving and innovating our efficient processes, powered through the latest technology and our people.
- Working with business partners in long-lasting relationships that positively impact local communities.
- To ensure long-term success through investing in hiring, training, and the development of our employees.
To enhance the lives of our customers, by providing quality products at a market-leading value, whilst ensuring that customer satisfaction is at the heart of everything we do.
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Segmentation targeting and positioning in the LIDL Marketing Strategy
LIDL has classified the market with a psychological segmentation technique. It is targeted at customers who are price conscious and typically have a restricted budget for shopping, but prefer to purchase products of poor quality.
It is a sector of groceries that is enticed by the quality and brands they choose to use. LIDL is aware that this segment isn’t loyal to their brands. They are drawn to promotions for sales, promotions, or new products and products and services.
They typically contribute to short-term sales of the product, which is difficult to keep in the long run.
The Targeting technique that is used here is a non-differentiated goal strategy that aims to take over the global market. The way the product is made is the primary difference in LIDL. The low-cost pricing strategy is a viable option all over the world to attract customers.
The most popular place to shop for all groceries needed can be found at LIDL. The method used to keep prices at a minimum is a genuine EDLP. It needs the demand to be steady. It is important to have a positioning strategy that can have a significant impact on the performance of the business.
Wal-Mart is positioning itself as a bargain Product Company. It has an effective cost-per-sale strategy to increase the profitability and growth of its business. It has destroyed other stores in the mart because it offers products at a reasonable cost and customers are drawn to its price.
Other taglines used by LIDL are #LidlSurprises. The company claims that these taglines still played a significant role in the campaign to market its campaign.
ELDP is a pricing method that allows the business to charge a unabatedly low cost throughout a lengthy period. The customer benefits because it eases the process of deciding a result of the lower cost.
BCG matrix in the LIDL Marketing Strategy
The main focus of LIDL’s strategy is to make extensive use of private label products and they ensure that they are selling only top-quality items to its customers. The items that are purchased the most are private labeled items such as eggs, meat milk fresh fruits, and vegetables as well as baked items.
These items account for over 80 percent of sales. The annual taste awards are put on through The Grocer which compares the big-brand products to the private labeled versions.
The awards were to the pulled pork, Piri Piri chicken, cookies, truffles, apple juice, and smoked salmon. LIDL was also awarded the award for the Best Fresh Flower retailer award of the Year award from the Retail Industry Awards 2017.
The products are sold by the brand LIDL. of LIDL is part of the main category of the business.
Distribution in the LIDL Marketing Strategy
LIDL stores are all over the world and can be found in nearly every single store in the European Union, Switzerland, the USA, and Serbia. LIDL is the largest of the market grocery stores in New Jersey and New York. There are 59 LIDL stores in the US.
The strategy of the company from the beginning was to search for the most suitable market that has smaller lease sites instead of having the ability to build and own its stores. LIDL hopes to build its distribution solid and hopes to open 40-50 stores per year.
Brand equity in the Marketing Strategy LIDL
LIDL is aiming to position its position as a store that offers the highest level of connection between quality and price and is contrary to its original strategy that it was one of those discount supermarkets with hard prices. The company is now trying to be more oriented toward customers and its original strategy of advertising its low-cost prices.
They transformed their perception of customers by launching the #LIDLSurprises marketing campaign. LIDL has increased its sales share by 4.7 percent through the use of the personal experiences of customers as its marketing materials.
The strategy of branding method has been able to improve the perception of customers as well as increase sales.
Competitive advantage in the Marketing Strategy LIDL
1) Private labels
Around 90% of the products of LIDL are under its brand. Every product goes through a distinct testing procedure to assess its flavor and taste. to reduce other costs.
There are other rules like carrying bags of your own” This policy can save time and is also a method for making the environment more sustainable.
2) Differentiated offering
They have a diverse and wide range of products available to their customers. They carry everything from essential household items like small kitchen appliances to fashionable equipment for all the family members including toys, power tools as well as home decor and gardening tools, and more.
They have formed partnerships with regional and local farms. Each LIDL product has been through quality tests and strict selection procedures. This is the point of distinction for LIDL.
4) Pricing strategy
The pricing strategy here is a penetrating price strategy. It means low prices to sell more of the products. Based on a survey conducted with 20-item basket items, LIDL is LIDL is 9 percent less in comparison to Wal-Mart across the USA (Hanbury 2017.).
One of the main reasons why LIDL has lower prices is that many of the products LIDL sells are offered under its brand, which means it can eliminate middlemen as a result of cost reduction. Another reason is that they employ only a small amount of employees at each store, so it can lower its costs on this factor.
Competitive analysis in the Marketing Strategy of LIDL
Sales of ALDI and LIDL were up by 15 percent and 10% respectively. Aldi expansion was the fastest since the beginning of January. Aldi’s market share grew by 0.8 percent, which equates to 7.6 percent, while LIDL’s share was slightly higher at 5.6 percent.
Tesco’s market share fell 0.6 percent to 27.4%, despite sales growing by 0.9 percent. Sainsbury’s dropped 0.4 points when compared to the same three months in the previous year. Its share was 15.4 percent. Aldi and Lidl saw sales rise by 15.1 percent and 10%, respectively, when compared to the same period.
The overall sales of grocery stores increased by 3.2 percent compared to the same period in the previous year, which is a slight decline from the peak attained in the summer. Amazon also launched its brick-and-mortar store, which has caused shaking across the industry of supermarkets but it is now looking like Amazon is a short-term threat to LIDL.
Customer analysis in the LIDL Marketing Strategy
It is believed the fact that LIDL, as well as ALDI, have the highest loyalty customers than the majority of the major supermarkets around the globe. The study of loyalty that was conducted by TCC Global conducted 1000 in-depth interviews with consumers and discovered that LIDL has a loyal score of +63.
The primary focus of LIDL in Europe was to meet the requirements of consumers with lower incomes and is now aiming at attracting higher-income customers with a focus on the superiority of items sold under private labels. Consumers love going to the LIDL stores due to the convenience they offer.
Promotion Strategy in the LIDL Marketing Strategy
LIDL has employed a variety of strategies to keep and increase brand recognition. LIDL employs strategies that do not only provide products at affordable costs but also aim to draw customers into the store. LIDL has implemented both a below-the-line as well as an above-the-line strategy for marketing.
The ads can be found in magazines, radio leaflets, hoardings, and billboards, for example. LIDL has introduced the Lidl app to ensure that customers are aware of the different offers offered in the store. It also offers promotions in the store, such as weekly discounts, such as 50% less or savings up to 30% off purchases, and so on.
LIDL claims that the hashtag #LIDLSurprises campaign plays an important part in its marketing strategy. it also launched a campaign called “price crunch” which was used to highlight the fact that LIDL can crunch prices on 800 products.
The integrated campaigns run throughout the year. The campaign is also accompanied by a “press release” section which assists in sharing the most important news with the general public.
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