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AGENDA

History

Product policy

Image

Markets

Market position / competitor

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

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

PRODUCT POLICY

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

IMAGE

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

OUR MARKET (INTERNATIONAL)

Country Since Subsidiaries Germany 1946 2,400 Belgium 1973 380 Netherlands 1975 405 Denmark 1977 230 France 1988 680 Luxembourg 1990 12 Spain 2002 130 Portugal 2006 5

Country Since Subsidiaries Germany 1946 1,610 Austria 1968 369 USA 1976 818 United Kingdom 1989 310 Ireland 1998 34 Slovenia 2005 29 Switzerland 2005 31 Australia 2005 150

MARKET POSITION / COMPETITOR

-

10,0

20,0

30,0

40,0

Vol

ume

bn €

Edeka-Group (Edeka, Marktkauf, Spar, Netto, Globus)

Rewe-Group (Rewe, Penny-Markt, nahkauf, Fegro/Selgros)

Schwarz-Group (Lidl, Kaufland, KaufMarkt, Handelshof)

Aldi Nord, Aldi Süd

Metro-Group (real,-, extra, Galeria Kaufhof, Metro Cash & Carry,(Wal-Mart))

Tengelmann-Group (Kaiser’s, Tengelmann, Plus, A&P Tea Company)

Top 6 food retailing in Germany (groups)

MARKET POSITION / COMPETITOR

Top 6 discounter in Germany (food and non-food)

-

5,0

10,0

15,0

20,0

25,0

30,0

Vo

lum

e b

n €

Aldi Nord, Aldi Süd Lidl (Schwarz-Group)

Plus (Tengelmann-Group) Penny (Rewe-Group)

Netto (Edeka-Group) Norma (Norma-Group)

AT LAST

Are there any further questions?

… Thanks for your attention!