Aldi's growth strategy appears to be incredibly simple.
Instead of embracing the tactics of competitors - online retail, deliveries and convenience shops - they keep prices low, open stores and advertise.
There was a 0.8% swing in market share from Morrisons to Aldi during the 12 weeks ending 4th Sept.
This enabled Aldi to leapfrog Morrisons. During this period, Morrisons was largely off air, whilst Aldi was visible all summer.
Share of voice = share of market?
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