Aldi changes in the relentless competition of the discounters, its strategy and wants to defend its supremacy. For the customer there is a barrage of misleading offers.
eat – The price of war with the discounters in the next round and Aldi submits crucial. The popular supermarket now reduced in the period from 13. up to the age of 18. May with the cream cheese by Philadelphia brand product by 42 per cent. The calculus is. It fits perfectly in the new Aldi strategy.
Aldi price fall: behind the new strategy of Aldi
The extreme price means a decrease of Aldi in the Figures that the brands of cheese in all branches of Aldi Nord for only 85 cents. In comparison to the Original price (MSRP) of 1.49 Euro Aldi reduces the product thus, to 64 cents, or 42 percent. The reason for this price fall competition is cheer fight with the other disco about with Lidl. This is always harder and requires, therefore, special incentives to convince the customers of one’s own offer. Not for nothing is the industry trade journal Lebensmittel Zeitung a “fierce dispute over the price of sovereignty in the Discount business”. In the case of milk products, this can lead to reductions of 50 percent.
by Contrast, it was in the past years, in the discount Race a fairly quiet remained. The food trade was “held in the past few years relatively back with price wars, because the dealer had to put a lot of money in the digital Transformation and the revaluation of your shops,” says trade expert Boris planner, the website Chip. Since the beginning of this year, but then the turning point: Aldi changed its pricing strategy completely.
Aldi in discounters, competition on top of it: “All the others follow almost slavishly”
For the discounters, this aggressive strategy is inevitable. “Aldi will defend its core brand That the customer can trust to get anywhere else a better Deal,” emphasizes planner the importance of these deals for Aldi. Especially Lidl and Kaufland put Aldi with their Offerings again and again, under pressure, and are the main well in the future competitors.
Matthias Queck from the analyst group Retailytics see Aldi in this competition but still in a special Position: “Aldi is the price of the entry-level segment remains unchallenged as the grocer, defined with its own brands, the price limit, and all the others follow almost slavishly to these specifications.” Therefore, the industry is expected to connoisseur planner in the future, a “battle” between these food chains, “which will not be over so quickly”. This should please customers.
Not an Aldi has been happy recently, however, a customer about a product of the discounter. It is now being investigated even in the laboratory.
