Simple Mills

Anna Gardeen, Sammy Lewandowski, Macie

Fisk, Michelle Morales Parra

 TABLE OF CONTENTS

01 Customer Profile
and Planning Sheet 02 Competitive
Analysis 03 Customer Benefit
Plan

04 Visuals 05 Recommendations
and Suggestions
Customer
Profile and
Planning
Sheet
 Simple Mills Overview
Who we are: A clean-label, health-focused snack and
baking product company based in Chicago.
Product line: Almond flour crackers, cookies, baking
mixes – all gluten-free, grain-free, and low-sugar.
Mission: Make eating clean easier for health-conscious
consumers.
Proven success: Products sold in Whole Foods, Target,
Costco, and Amazon.
 ALDI Overview (Buyer)

- Who they are: A top grocery retailer known for high-quality,

affordable products.
- Key decision-makers: Category Managers, influenced by Regional
Managers and Marketing/Supply Chain teams.
- Buyer’s style: Analytical, data-driven, focused on balancing cost
and quality.
 Sales Goals and Key Selling Points
Sales Goal

- Secure placement of Simple Mills’ products in ALDI’s snack or baking categories.

- Start with a regional rollout and expand nationally after proven success.

Key Selling Points

- Consumer demand: Growing interest in healthier, clean-label products.

- Price alignment: Flexible pricing options, such as smaller pack sizes or promotions.
- Proven performance: Success at other major retailers backed by sales data.
- Operational fit: Reliable supply chain to meet ALDI’s stocking and distribution needs.
 Closing the Sale
Anticipated Objections & Responses

- Pricing concerns: Offer cost analysis showing value and affordability.

- Consumer demand skepticism: Provide market data and testimonials.
- Supply chain worries: Share logistics plans to guarantee reliability.

Closing the Sale

- Use a flexible approach:

- Hard close: “If we meet your pricing and logistics needs, can we start a regional
test?”
- Soft close: “Do our products align with your snack strategy? Can we discuss
next steps?”
Competitive
Analysis
 Competition Factors
- Competitors of Simple Mills
- Bob’s Red Mill
- KIND Snacks
- LiveGfree
- Features, Advantages, and Benefits (FAB) of Simple Mills for ALDI
- F: clean-label, unique formulas, and national distribution
- A: affordable pricing, and conveniently meeting dietary needs
- B: premium placement in the market, strong compliance with
diverse dietary needs, and elevated branding
- Consumer Needs Being Fulfilled By Simple Mills
- wide range of dietary needs met
- affordable and health-conscious
- high-quality products for consumers
 SWOT Analysis For ALDI
- Strengths: value-based market positioning, strong brand equity in health food
industry
- Weaknesses: potential overlap with other private-label competitions, and higher
production costs due to premium ingredients
- Opportunities: high distribution visibility and volume, a younger, health-conscious
consumer base, and the growing demand for allergen-free, clean-label products
- Threats: limited shelf space restrictions, and aggressive pricing competition from
other brands

- Competitive Positioning Of Simple Mills At ALDI

- positioned as a premium, clean-label brand
- balances quality and value effectively
- differentiates itself through being cost conscious and having a high
compliance to dietary needs
Customer
Benefit
Plan
 Benefit Plan
Benefits: Advantages:
● Natural Ingredients: All products are
● Transparency: At Simple Mills,
non-GMO, organic, gluten-free, and free
ingredients are sourced and
from artificial additives, preservatives,
production methods are
and refined sugars.
transparent, building consumer
● Allergen-Friendly: Offers gluten-free,
trust.
dairy-free, and soy-free options to cater ● Health-Conscious Appeal:
to people with food sensitivities.
Consists of clean, nutritious
● Responsibly Sourced: Uses
ingredients suitable for those on
high-quality ingredients like almond
flour, coconut flour, and organic seeds.
paleo, keto, and gluten-free diets.
● Health-Conscious and Delicious: ● Unique Market Position: Free of
Products are wholesome, nutritious, and sugar, artificial flavors, and
flavorful. preservatives.
● Product Variety: Includes crackers, ● Taste and Quality: Provides a
baking mixes, cookies, and frostings, tasty and nutritious snack
giving customers versatile choices. alternative without sacrificing
● Customer-Centric: Focused on quality.
meeting diverse dietary needs and
preferences.
 Advantages for Aldi & Consumers
Aldi: Consumer:
● Meets a growing demand in ● Simple Mills offers a healthier alternative
product to traditional snacks
● Helps Increase customer volume ● Products are low in refined sugars and free
● Enhance Its reputation as an from artificial additives.
industry leader with high-quality, ● The brand caters to various dietary
allergen-friendly products that preferences and restrictions, providing
align with current food trends exceptional dietary flexibility.
● Helps attract customers who may ● gives consumers confidence in their
prefer branded options over choices.
generic ones.
● The products combine health benefits
● helps Aldi remain competitive by
with great taste.
staying ahead of market trends and
● Consumers can enjoy delicious options
consumer expectations.
like crackers, cookies, and baking mixes.
 Aldi marketing Simple Mills
● In Store Displays
● Point of Sale
● Samples
● Deals
● Social Media
-Recipe content
-”Don’t walk, Run to Aldi!”
-Influencer review
-Day in my life videos
● WOM
● In-store magazines
Visuals
Visuals
Recommendations
and Suggestions
 Recommendations for Aldi Deal
Aldi’s Customer Focus:

● Affordability: Aldi offers competitive prices while maintaining a streamlined

shopping experience.
● Quality: The brand ensures high-quality products across a wide range of
categories.
● Health & Allergen-Free Options: Aldi provides a variety of healthy and
allergen-free products to meet the diverse dietary needs of its customers.
 Recommendations for Aldi Deal
Regional Test Placement Strategy:

● Flexible Pricing Options: Tailored pricing to suit regional markets.

● Smaller Order Sizes: Adaptable order quantities to support local demand.
● Promotional Discounts: Strategic promotions to attract and retain
customers.
● Market Insights: Leverage market trends, consumer demand, and success
stories from other grocery stores to drive performance.
 Recommendations for Aldi Deal
Marketing Tactics for Simple Mills at Aldi:

● End Cap Displays: Feature Simple Mills products prominently on end caps to
maximize visibility and attract customer attention.
● In-Store Samples: Offer product samples to engage shoppers, encourage trial,
and drive purchases.
 Recommendations for Simple Mills
Social Media Strategy for Simple Mills:

● Target Audience: Expand Simple Mills' social media reach to engage a younger,
health-conscious audience.
● Platforms: Focus on high-impact platforms like Instagram, TikTok, and YouTube
to share engaging, health-focused content and product promotions.
Thank You!!