Lidl Positioning: Cheap paradise or the Hell?

Are you a regular customer at Lidl? Or do you prefer not to be seen there? As part of the largest supermarket chain in Europe, Lidl is shaking up every market. The best in fruits and vegetables and, according to many, cheaper than Albert Heijn. But is that really true? We discuss Lidl’s brand strategy and answer the question: Cheap paradise or Hell?

Listen to this podcast on:

• Spotify
• Apple Podcast
• Youtube

Every two weeks a new episode about positioning with an analysis of a remarkable brand or market. Chiquita, IKEA, Nike and Red Bull have already been covered. Curious? Check out the other podcasts here:

Lidl Positioning

Today we discuss the positioning of this German retailer, part of the Schwarz Group. This group is one of the largest employers with approximately 600,000 employees. Lidl has secured a top position in the landscape over the past years and is the largest supermarket in Europe. We look at Lidl’s successes, but also at the hidden (brand) strategies and the ways consumers are being fooled.

Did you know that the grab bin with DIY tools at Lidl is called the ‘Aisle of shame’ on the internet? No? Well, in preparation for this podcast, all three of us took something from this spot. Not our finest moment…

We examine Lidl’s marketing strategy and discuss what you as a listener can learn from this positioning. We also openly wonder what Lidl’s future plans are and how they can keep producing and selling so cheaply. Is it only about economies of scale, or is there actually a very cunning vision behind this brand?

Don’t be a Penguin

Want to contribute to our show? Have suggestions for themes or questions for Ties and Tal about marketing and positioning? Send them to [email protected] or leave a message or comment wherever you watch or listen. Thanks for watching and see you next time!

Want it shorter but still fun?
TIKTOK: https://www.tiktok.com/@merkelijkheid
INSTAGRAM: https://www.instagram.com/merkelijkheid/?hl=en