The Aldi Brand: Private Label Success in Australia
(5 pages of text)
Case (Pub Mat)
In 2016, ALDI Stores (Aldi) in Australia posted its first downturn in annual growth since it opened in 2001. The German discount grocery store had been on a steady climb towards a top position among competitors such as Coles Supermarkets Australia Pty. Ltd., and Woolworths Limited. Amazon Inc. and Lidl Stiftung & co. KG, another German competitor, had begun to take steps towards entering the Australian market. What can Aldi do to ensure its continued success and retain its market share?
This case is ideal for use in both undergraduate and graduate courses on marketing management, strategic management, and branding. Through completion of the case students will have learned about
- private-label branding and shadow branding;
- value creation for cost-conscious customers; and
- competing brand strategies within the same market segment.
Australia, Large, 2016
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