Positioning Lidl: Cheap paradise or the Hell?

Are you a regular customer at Lidl? Or would you rather not be seen there? As part of the largest supermarket chain in Europe, Lidl is turning every market upside down. 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 special brand or market. Chiquita, IKEA, Nike and Red Bull have already been featured. Curious? Check out the other podcasts here:

[button text=”View other podcasts” link=”/blog/podcast” class=”btn btn-primary mb-5″]

Positioning Lidl

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 gained 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 items at Lidl is called the ‘Aisle of shame’ on the internet? No? Well, in preparation for this podcast, all three of us brought something from this place. Not our finest moment…

We look at 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? Do you have suggestions for topics 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