Current Marketing Issue Report Aldi Applies Taste Test

Question: Discuss about theCurrent Marketing Issue Reportfor Aldi Applies Taste Test. Answer: Aldi Applies Taste Test Sessions Ghose and Lowengart (2013) state that taste test or product testing sessions are increasingly being used by the marketers for influencing the customers to change their preference towards particular brands. The purpose of this report is to present the intention of identification of Aldi as an exclusive brand. This report shall help the customers in making informed decisions while purchasing a product. According to Cormack (2016), Aldi organized a blind tasting test where Fairfax Media rated a selection of their beverages, starters, desserts and easy meals. The products were sampled in competition with other unmarked products and scored on the determinants such as taste, appearance and texture. The results indicated that ten out of fourteen product categories for Aldi were placed as exclusive. The product categories termed exclusive were brioche, chocolate, yogurt, champagne and various others. From the results obtained it is evident that Aldi takes market cues especially on branding and labelling. Aldi informs the customers with a clear reference guide so that the consumers can make an informed decision. It was also found that the Aldi is trying to ensure to be better or being equivalent to the retail market leader (Cormack 2016). The lesson learnt is that the companies code of conduct must be followed while recognizing the importance of intellectual property rights. Moreover, the companies must maintain confidentiality while making innovation and investment. The marketing managers can obtain better brand marketing and positioning for its consumers by maintaining exclusivity. References Cormack, L., 2016.The blind test Aldi uses to test its branded products against the competition. [online] The Sydney Morning Herald. Available at: https://www.smh.com.au/business/consumer-affairs/aldi-blind-taste-test-compares-its-branded-products-with-the-competition-20161123-gsvmx2.html [Accessed 26 Nov. 2016]. Ghose, S. and Lowengart, O., 2013. Taste tests: Impacts of consumer perceptions and preferences on brand positioning strategies.J Target Meas Anal Mark, 10(1), pp.26-41.