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The Evolution of ALDI: Quality and Affordability in Grocery Retailing

Explore the rich history of ALDI, from its humble beginnings in 1913 with the first grocery shop in Essen to its rise as a leading discount retailer. Founded by Karl and Theo Albrecht, ALDI transformed its business model, prioritizing quality and competitive pricing. With a focus on own-brand products and a consistent shopping experience across locations, ALDI has become synonymous with value. Today, it is a major player in both national and international markets, serving millions of customers while continuously adapting to consumer needs.

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The Evolution of ALDI: Quality and Affordability in Grocery Retailing

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Presentation Transcript

  1. WELCOME

  2. AGENDA • History • Product policy • Image • Markets • Market position / competitor

  3. HISTORY 1913 – 1945: 1945 – 1960 1960 - today • - The Mother of Karl and Theo Albrecht opened first grocery shop • in Essen • - Karl and Theo Albrecht taken over the shop • - “Albrecht Lebensmittel” expanded up to 13 branches • - “Albrecht Lebensmittel” renamed in ALDI for “Albrecht Discount” • - The concern is separated in two companies • - The companies are still growing

  4. PRODUCT POLICY • Sale of own brands • Basic product range / no competitive articles • Every week: special offers (food and non-food) • Same arrangement of products in all markets

  5. PRODUCT POLICY

  6. IMAGE • Up to the 80s ALDI was only a supplier of cheap products. • Since then the product quality is constantly rising: • ALDI becomes a class of its own • ALDI’s principle: • “quality is on the top, prices are on the bottem” • ALDI sales management refers to all customer groups

  7. IMAGE

  8. OUR MARKET (NATIONAL) primary market: Germany separated in „ALDI-Nord“ and „ALDI-Süd“ along the “ALDI-equator” total market coverage 3 of 4 households buy at ALDI

  9. OUR MARKET (INTERNATIONAL)

  10. MARKET POSITION / COMPETITOR Top 6 food retailing in Germany (groups)

  11. MARKET POSITION / COMPETITOR Top 6 discounter in Germany (food and non-food)

  12. AT LAST Are there any further questions? … Thanks for your attention!

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