Aldi's Marketing Strategies and Plan

This report presents an analysis of Aldi's marketing strategies, focusing on its performance in carrying out day-to-day operations. It explores the importance of a marketing mix, including product, place, price, promotion, and people, in achieving competitive retail store status. The report concludes with a comprehensive marketing plan to help Aldi grow in the long run and maintain a competitive edge in the market.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of marketing functions...........................................................3
P2 Roles and responsibilities of marketing with organisational context....................................5
TASK 2............................................................................................................................................5
P3 Marketing mix with two different organisational context.....................................................5
TASK 3..........................................................................................................................................11
P4 Creating a marketing plan....................................................................................................11
CONCLUSION..............................................................................................................................13
REFRENCES.................................................................................................................................14

INTRODUCTION
Today's business environment is full of competitions so for gaining place in market it is
necessary to do marketing. It help in achieving goals and objectives of particular enterprise that
can be small or large scale. Along with this it help in generating more and more revenue as well
profit maximisation (Dibb and Simkin, 2013). Marketing essentials includes those activities
which help in promotion of goods and services. It includes advertising, promotion techniques
and several other distribution techniques. This entire process is dependent on research part
because before doing this there is requirement of identifying needs and wants of customers.
Research is done by marketing manager of the company with the motive of satisfying customers.
This assignment is based on ALDI which is retail sector organisation founded in 1913 by Karl
Albrecht and Theo Albrecht. Products serving by them are foods, beverages, sanitary articles,
households and several other. Apart from this, report explain roles and responsibilities of
marketing essentials and how they are related with working of company. Moreover the same
project will discuss about marketing mix within business. Generally marketing plan is that which
should be formed in proper manner by using marketing strategies.
TASK 1
P1 Key roles and responsibilities of marketing functions.
In an organisation different departments have their own significance. It is important that
each unit performs their duties in an appropriate manner as only than the goals and objectives of
an enterprise can be achieved. Aldi is an economic retail outlet which is known for delivering
quality products at reduced price to its customers (Wirtz, 2012). its whole enterprise is further
divided into various sections among which the marketing department plays the most crucial role.
It performs a range of functions which helps in achieving the targets and also leads to the benefit
of receiving competitive advantage in the retail industry. On broader concept the responsibilities
of marketing department along with its operation are discussed below:
Selling – This is crucial function of marketing with which revenue is generated. Through
marketing function, it is ensured that the product is introduced to the market in in a way that
maximum sales are made using the provided resources. Defining of product and service

particulars is essential as it assist in encouraging people to buy same. There are a number of
options that are present in the market through which the process of promotion can be carried out
and hence this department by doing proper auditing selects the best suitable option. The
profitability of firm depends much on which marketing tool has been adopted as it is important
that such tool is used which has the capacity of covering maximum market share. Aldi marketing
department helps the management to achieve its goals by delivering the best tool to maximise
sales (Pike, 2015).
Communicates with other business in market – In order to remain updated in the
business activities it is required that there is a continuous interaction of Aldi management with
its other associates who are present outside the business boundaries. Marketing department in
this case plays an efficient and crucial role by representing the brand to world. It communicates
with other in the industry and gather the required information so that same can be implemented
in own business scenario. This way the decisions taken are more effective and are capable of
delivering potential results to business.
Market research – In order to take profitable judgments for business it is required that the
best option for business to deal with is chosen. The officials of marketing section do the
investigation of market and identifies the potential opportunities. It helps in reducing the gap
between actual and expected results which is crucial to substitute the risk. Under this the
marketing manager also identifies the expected change that may take place in future and can
affect the function of business. It further helps in making arrangements well in advance through
which the risk of change that may take place can be reduced.
Product development – It is another important responsibility which is performed by the
marketing manager. In order to generate revenues, it is important that product is developed to an
extent that it delivers maximum satisfaction on its usage. By marketing function, it is examined
that what all features must be there in a particular commodity so that it can be examined that how
product will be competitive for other which are already existing in this field (Lamb, Hair and
McDaniel, 2011). Apart from this it is also necessary that new features are added to the existing
products so that the interest level of customers is maintained and brand value is developed over a
period of time. To promote a particular commodity, it is important that it is innovated using the
best option which is made available through using the marketing function.

Manage marketing budgets – To maintain the total cost of firm this is crucial that the
activities that are associated with the marketing are carried out with great care so that the limits
are maintained (Berkowitz, 2016). In this context the promotional team plays an important role
as they maintain balance in their expense and do proper planning before implementing the
marketing activities. Limits are set for every step that would be taken towards accomplishment
of marketing activity.
Monitoring and managing social media – In order to market the products, use of
multimedia is taken in which there are number of options such as using Facebook, advertisement
on television etc. Marketing department officials perform this function too so that maximum
customers can be reached using a medium supported with cost control techniques. Net is an
important medium to use for the promotion purpose and hence the marketing managers of Aldi
takes care that they take such decisions which can deliver the expected results to the firm.
Arrangements of events – During the course of action in business events take place in fix
intervals of time for which a series of measures needs to be taken. Marketing department
employees are responsible for the successful conduction of a promotional activity.
Listening to customer grievance – In an enterprise it is important that the different
complains and demands of clients are listen and accordingly respond is given to same. In this
context the marketing department work much and ensures that they reach to each client so that
his/her desires are fulfilled which further assist in maintaining long term connection with the
brand users.
The above discussion shows that there are a number of roles and responsibilities that are
performed by the marketing department of Aldi and by doing same
Marketing department - In a ALDI LTD company structure each person of marketing
department company structure plays a vital role which are explained below
 Vice president of marketing: The person who is the vice president of marketing
department , involved in planning and generating the marketing strategy for the ALDI
LTD company.
 Marketing manager: This person implement those strategy which were generated by
vice president like creating marketing programs , choosing medium for advertising etc.
He reports to the vice president and control rest of the marketing employees of a
company.

 Market researcher: For the ALDI LTD company , market researcher find out the detail
about the company competitors and information about the target audience. Such
information are used by the marketing manager to create programs.
 Public relation and creative service : The major breed of the marketing structure is the
public relation which help to promote the business. Whereas creative service team of an
ALDI LTD company helps in building up the image and brand in the mind of the public.
Additionally he also help the marketing manager to create a design , layout for the
product and services of a company.
Marketing mix of ALDI - It is used to determine the marketing strategy which can be
explained with the help of 4Ps(product, price place,promotion) , which are as follows:
 Product: ALDI mainly focuses on producing and supplying the high quality products
which are cheaper alternatives to other brands. The product produced by this company
are branded by there own so that they can have control over its cost and production
quality level.
 Price: Without any adjustment related to quality ALDI render lower price than its
competitors in the market. It uses unit pricing strategy specially for groceries product . In
case of stiff competition it uses economics of scale techniques ,by charging price below
its competitors.
 Place: ALDI egresses on expanding its market globally. In 18 countries it has around
8000 stores,it try to keep it store design simple taking into consideration of minimum
cost.
 Promotion:The mix of Below -the-line(BTL) and Above- the -line(ATL) promotional
strategy is used in order to promote its further growth in the market. In UK ALDI makes
large scale use of display and electronic media to promote its product in the market.
Strategic planning of ALDI: Strategic planning is one of the process of ALDI
company ,in which the company analysis and its relationship with the environment in which it
competes is being tested. It generally describe about the goals( vision&mission) of the
company .Additionally it mainly focuses on optimum utilization of resources so as to minimize
its cost.

P2 Roles and responsibilities of marketing with organisational context.
In an organisation, various types of marketing activities are being conducted so that needs
and wants of the employees are satisfied in an effective manner. It is very necessary that the
manager is having appropriate skills and knowledge because then only they will be able to
conduct the operations in an effective manner. The marketing manager who is appointed by
management is required to take care about all the activities which is being conducted inside the
company. The staff members who are present is also required to implement all the process in a
smooth manner which will later on help them in achieving the goals and objectives of the
company and also enhancing the profits as well as profitability as well. It has also been
mentioned that the ALDI is having an effective marketing team who are performing all their
operations properly and are having effective relationship with the other departments of company
as well. The relationship has been described in detail below:
Human resource management and marketing – This has been termed as a most
effective department of every organisation because through this all the activities and functions of
the company is being conducted in a proper manner. The people who are working in this
department is given the responsibility to recruit efficient employees for the company and then
provide them appropriate training as well so that their skills and capabilities get enhanced in a
positive manner. The HR manager is the concerned person who undertakes all the activities in
their own manner and evaluates the knowledge,capability, potential and the experience of
candidates who are working in the company. In ALDI, the marketing team helps the HR team in
finding the best employee for the company and to do this, they are taking help of various kinds
of promotional tools as well.
Research and development – Marketing department needs to cooperate with research and
developed department because research team first analyse the requirements of the intended
customers to know what they actually want from the organization. ALDI is a retail store and it
offers the all kind of products for the people (Perreault, 2010). So it conduct a research to
analyse what kind of product is priority of the end user. Customer is a prime for every
organization and their satisfaction is the main essence for company so as whatever product is
required by the public will be provided by ALDI so that there is no overstocking or under
stocking problem would occur in the store.

Production development – Marketing development communicates with the production
development team so that production development team embrace the customer's preference and
purchasing behaviour then they develops the product efficiently. Marketing team the contacts
with the production team so that they can manages the work according to customer demands.
Manufacturing department – Marketing team manages a communication with manufacturing
department because marketing has a close watch on the market and if it observes any kind of
need in the marketplace then it orders to the manufacturing department. So that it can
manufacture the product according to the market requirement and there is expanses and waste
of money can be controlled.
Finance - Marketing department needs some funds in order to conduct its functions so
that it prepares budget and that budget will go the finance department. The finance is required in
each stage of marketing and that needed to be controlled in advertisement, online advertisement
by paid and organic searches, websites, etc. The funds are needed for various activities of
marketing from research to launch and commercialization of a product. So ALDI requires to
maintain its funds for several activities (Papasolomou and Melanthiou, 2012).
marketing and administration - Marketing cam be described as an important activity which is
required to be conducted by each and every organisation. There are various kinds of proportional
events that are carried by ALDI to make people aware about their product or changes applied in
goods or services. It is mandatory to promote the particular through an effective as well as
efficient marketing technique to improve sales and number of customers.
Administration refers to an essential tasks which is interrelated with almost very activity
as it provides correct direction to carry in out different types of procedures relevant various
sections of ALDI. There are several types of events which are carried out in sequence to
complete single goal of an organisation. An administration helps to indicate correct methods of
marketing to improve productivity as well as profitability of an enterprise properly.
TASK 2
P3 Marketing mix with two different organisational context.
Marketing mix are those tools and techniques through which an organisation can promote
their several goods and services. In general term it can be said that marketing mix is set of action

which assist in achieving and reaching large number of customers in better manner within
specific time period. For making perfect marketing plan there is requirement of marketing mix
which assist in having high competitive edge too. As well this help company in carrying on their
work in proper manner and also in generating high volume of profit.
Illustration 1: Elements of marketing mix
(source: DO you know your marketing mix, 2017)
This includes 7Ps product, price, place, promotion, people, physical evidence and process. It is
used many mostly all the companies because this is beneficial. Two different organisation and
their comparison is described below:-
Basis ALDI IKEA
Product ALDI is supplying several
products in markets which
help them in generating more
and more revenue in better
manner (Jones and Rowley,
2011). Quality of product is
responsibility of company that
they have to serve fine quality
of products to their customers.
If an individual is spending
their hard earned money on
something then in return they
IKEA is also one of the
famous brand in retail sector.
They also serving several
products in market place by
their offerings they are making
customers satisfying.
enterprise also decide a target
market and to whom they offer
huge goods as well and thus it
make them to have
accomplishment of their goals
and objective. Products serving

want better quality. Goods
offering by ALDI is
Beverages, foods, sanitary
articles, household goods etc.
by the same organisation are
home ware and ready to
assemble furniture.
Price This is the term which play
important role in business
before finalising price of
particular product. ALDI do
market research and calculate
cost occur of good while
production. These both terms
help in finalising price of
goods. Because customers are
national in nature the amount
they are spending in return of
this want proper satisfaction
from it. Same organisation is
providing quality of goods to
their customers which help in
satisfying them. Moreover, it
is easy to convert them into
their loyal customers. Price
should be like that which is
affordable by every class
people. It should not be too
much high or low.
Respective company set price
of their product according to
the cost which occur while
production (Mihart, 2012).
Price of goods offering by
IKEA is higher then ALDI all
these things are the point
through which customers are
ignoring such brands. Because
when they are getting goods in
low price no one want to spend
high amount. Satisfaction level
in buyers must be there
affiliated to price as this make
them to have more and desired
earning in market place.
Furthermore, prices are such
which assist in doing
comparability in large manner
and thus they can change their
price as per to market
condition as well.
Place Company have to chose
perfect place for their products
to sell in market. In place
major thing is customers by
IKEA is the company who is
serving their products at
worldwide level which help
them in generating high

company goods must be sell
customers as per their needs
and wants. Products of ALDI
is available in several places so
that customers can easily
approach them and purchase.
Moreover company have
several distribution strategies
and few of them are intensive,
exclusive, selective,
franchising and many more
(Desai, 2013). ALDI is such
company which providing
their services in several
regions which make customers
satisfied in great manner and
help in generating more
revenue as well profit
maximisation.
amount of revenue. Their are
some products of same brand
which is not available in every
region as well they are
charging high price compare to
ALDI. Place play crucial role
in satisfaction of the
customers. This is necessary
that product offering by
company must be in reach and
every person can buy it easily.
As well goods of the same
company is available in several
regions.
Promotion Promotion is the thing use by
company as per their products.
If organisation is brining new
product in market or doing
innovation in the existing then
they have to use this tool for
giving information about
goods to customers. Apart
from this promotion is such
techniques which help in
increasing sales of goods and
also help in generating high
IKEA also use promotion
technique for promoting their
goods and services in market.
Thus, their main motive
behind this is to generate more
and more revenue not to
satisfy their customers.
Although, they choose best
promotional technique which
is suitable for their goods and
help them in generating high
amount of profit (Nguyen and

amount of profit. Simkin, 2012). Along with this
it give information or
knowledge related to same
product.
People There are customer of ALDI to
who they are selling their
products. Same organisation is
serving several products
according to the needs and
wants of customers.
Furthermore, it has seen there
that human resource who is
involve in enterprise has a
dress code which they have to
wear this directly gives impact
in culture of company their
will be no cultural
differentiation. This is thing
which render training and
development to several
employees and thus
appropriate skills with
competitor are needed to
execute well in firm.
Thus, they have a
accountability to take on
several practices in their
working also.
This is the organisation which
doing their day to day activity
with the motive of profit
earning. Thus they deliver the
goods which they produce in
firm as well these thing lead to
have in finer administration
centric as well. Although, it is
needed to motivate or
encourage their people to work
hard in finer manner and thus
it results company in achieving
their pre determined goals and
objectives.
Physical Evidence Physical evidence is necessary
in the services offering by the
IKEA also have physical
evidence of their products in

company. Goods delivering by
ALDI have their physical
existence in market place.
Thus, these goods normally
consumable by customers and
in return to enterprise help in
generating revenue. The same
organisation bring innovation
in the products which help
them in earning high amount
of money (Lane, 2016). But
this can be possible when
customers have knowledge
about the goods and services
ALDI is offering.
market. It is requisite by
institution to have an physical
distribution of their goods at
alter places as because this
make them to supply info or
data about good to well-
defined customer and permit
people to purchase their
products and generate higher
revenue and profit
maximisation too.
Process This is the part of marketing
mix which is mainly used by
such companies who are
engaged in doing production
of several products in the
market. Process of doing
production of ALDI is
hygienic along with this they
are using quality of resources
while production. Which help
in satisfying customers needs
and wants. Help company in
generating high amount of
revenue.
This is related to production
process of particular company
which must be proper. Should
consider hygienic of customers
and also proper resources as
per the requirement. Process of
production should be proper so
their will be no over utilisation
of funds and resources.

TASK 3
P4 Creating a marketing plan.
Marketing plan is that which assist an organisation in doing promotion of their goods and
services in better manner. As well proper planning help in achieving gaols and objective in better
manner and also in generating more revenue. Marketing plan is prepared after doing research and
keeping policies in mind. Explanation of this plan is given below:-
Overview of company- ALDI is the popular and most famous retail sector organisation
which is serving several companies like China, Poland, United Kingdom, United State, Denmark
and many other. Its headquarter is in Essen, Germany (Aldi Nord) and Mulheim Germany (Aldi
Sud). There are approximately 104,400 employees in Aldi Sud and 58179 in Aldi Nord. With
their products they are satisfying customers and converting them into their loyal.
Mission and vision of company- Vision is that which is futuristic and related to
satisfying needs and wants of customers in proper manner. As well vision of Aldi is to fulfil
requirement of customers by their better quality products (Swenson, Rhoads and Whitlark,
2014). In simple term Vision is futuristic and mission is related to present situations. Major
mission of Aldi is to become most popular at worldwide level and making customers satisfy with
maintaining quality of their offerings.
Target market segmentation- This is that in which customers are divided into several
segments such as geographic, demographic, behavioural and psychological. Benefit of doing
segmentation is to focus on customers of each and every category as well segmentation is on the
basis of taste, age preferences, need and wants, income, culture and many more things. Setting
target is important so that every employees have some accountability of doing work or if their
any mistake then a particular person will be liable for this.
Situational analysis- Situation can be internal and external so company have to analyse
this in proper manner. Thus, they can carry out their work in proper manner as power the present
situation. Business environment is dynamic in nature which can be modify on regular basis
because of this many situations arises which gives positive and negative both impacts. Generally
situational analysis is important and necessary for company is satisfy customer and also in
generating more and more revenue.

Identification of marketing strategy- Every organisation form marketing strategy and it
is important for promotion and advertisement of goods and services. As per the situations and
circumstances company form their strategy which is important even organisation can use
marketing strategy in better manner. This play important role in stability of the company.
Although, strategy formulation is very important so it must be done by the professional person.
Budget Formulation- Finance is the backbone of business without this no company can
survive in market for long duration. Budget is important for company so it must be formed in
proper manner each department require funds for meeting their day to day activity . This is
something which need proper attention as well formed with care. Although, it is work of top
level department in organisation and they can hire professional also for budget formation.
Particulars 1st year
Capital 6000
Investments 21000
Total 27000
Marketing expenditures
Promotion 2500
Sales 5500
Marketing 1800
Internet Marketing 2000
Networking 15500
Printing 500
Advertising 1700

Total 29500
Allocation of resources- This is work of manager in the organisation as well several
resources is needed for doing marketing activity and operations. These can be technical,
physical, human and several more. Although there should be proper allocation of resources so
company can meet their day to day activity in best manner. Along with this it must be kept in
mind that there will be no wastage to resources (Hsu, 2011).
Implementation of plan- last step of marketing plan is implementation in which entire
planning is executed. Information related to this is given to each and every member working in
the organisation. If data or information is given to particular person then it will help them in
carrying out their work in effective manner. For this process there is requirement of
communication pathway that can be notice board, E- Mails, messages and sever other.
CONCLUSION
After going through the above discussion this has been summarised that marketing is a
crucial department of an enterprise and it performs a range of functions which assist in carrying
out the day to day operations of Aldi. It has a major role in the productivity of referred enterprise
and hence leading towards competitive retail store in market by performing the marketing
department functions with care. Thereafter, the concept of marketing mix was studied in detail
which show how Aldi has to be careful while taking decision regarding the important areas like
product place etc. Finally, the report concluded with a marketing plan which can help Aldi to
grow in the long run and achieve the competitive advantage.

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Online
DO YOU KNOW YOUR MARKETING MIX?, 2017. [Online]. Available through:
<https://www.ondemandcmo.com/blog/know-marketing-mix/>.