Own brand

and assortment

strategy

Aldi leads the modern distribution sector in most of the countries where it is present, being one of the top players on a global level. However, in Spain it is unable to replicate the success of its model due to the occupation of its traditional position by other leading food retailers such as Mercadona and Lidl.

In this scenario, Aldi asks us to structure its portfolio of own brands under current market values and with the aim of building strong brands that allow it to exploit them beyond its own businesses.

Challenge:

Define the territory of opportunity and brand policy for Aldi Spain and improve its adaptation to the national market in order to increase the turnover of its shops. Define the assortment in strategic terms, determining breadth, depth, review mechanisms and fit with the desired positioning.

Solution:

We built a unique positioning for Aldi Spain, which empathises with the consumer by reinterpreting its founding values and defining a brand policy that accentuates its differentiation at the business model level. We put the industry at the service of the consumer, and not the other way round.

Connect. Collaborate. Grow.

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In which areas are your current challenges focused on?

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Some details to get to know you better:

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