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ALDI Misplaced

ALDI France

Issue 57 | December 2020

Background

There was a perception in France that the price of products sold by the big supermarkets could vary from region to region. ALDI had committed to a new brand positioning based on a new consumption model: smaller stores, more responsible, more local, qualitative and price oriented. Central to this was no variation of price from one ALDI to another.

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