Why Lidl must change their image

Any German company remind us of quality, exclusivity... in general, good looking at the public's eyes. However, what is the first thing that come to our minds when hearing about Lidl? Poor quality, messy, low attattractive... Why does this happen? Clearly the image of the company is not good.

Lidl is currently trying to change its image, improving every store, working on its ads and providing better products. How do we change this? 

Firstly, change the logo of the company, those too bright colors make it look like a bad quality brand. 

Comparing it to Mercadona we can easily notice the differences. Mercadona's logo give us the feeling of confidence and trust. Furthermore, if we compare the slogans of both brands we can also see the differences. Mercadona's "Supermarkets of confidence" has nothing to do with Lidl's "Quality is not expensive" We certainly know that people don't care much about paying more for quality and customers associate low prices with low quality.

Finally, change the facilities. A supermarket must look cleaned and organized in order to provide a good atmosphere to buy. Lidl has to compete with great supermarkets such as Mercadona, Carrefour, Dia... so they must work hard on their marketing plans to live up to there other brands.

Zara's marketing secret

Zara offers a lot of important lessons about Marketing and Communication to other professionals of other companies. The most important lesson is to get to the public without making any noise. The fact is that Zara's marketing is not based on ads to get people's attention, it handles a silent marketing ad it only spends 0,3€ of its benefits on the promotion.
Zara's marketing secret is this one:

1. Build stores in strategic places in order to provide clients an easy access. Furthermore, they usually use emblematic places to call the attention of the customers.

2. There are never famour models on the promotion. They don't want the brand to be an image of a famous face. Therefore it provides good opportunities for new models that want to introduce themselves in the fashion world.

3. The clothes are always situated in places where the customer can easily see them in order to provide an easy purchase.

4. And last but not least, Zara does not want to impose its ideas of fashiom, instead they search for fashion in the streets.

Inditex company was raised by Amancio Ortega, who managed to take advantage of the circunstances to create the company which nowadays one of the most successful companies in the world.

Zara in Tokyo

Zara in Sydney

MARKETING’S ROLE IN THE U.S. PRESIDENTIAL CAMPAIGN

In the electoral campaign, what is more important we may ask the program or the image? U.S electoral campaigns have become a great example of how to use marketing tools in order to highlight the image of a politician over his message.

I will focus in Barack Obama’s campaign in which marketing created a logo: an “O”

Personally, this logo selected for the campaign instills me a sense of simplicity and transparency. We can see in the image a sun rising which metaphorically talking can mean a new beginning. This probably helped Obama in his campaign to convince citizens that with his win, new things would come up.

In addition, with his promotion of “Yes, we can”, Obama would transmit optimism and the citizens will of participating in his project. He would also talk directly for the youngest to encourage them into participating in the campaign and convincing them that a new time was coming. It has been a great distribution of Obama’s ideas.

http://www.youtube.com/watch?v=SsV2O4fCgjk

Regarding to the money, to create the brand “Obama” with little contributions there was a cost of 600$ millions. This would have been very criticized if the money would come from financial federal.

In conclusion, OBAMA=MARKETING. We can see that a good application of marketing means power and success.