Marketing Essentials: The Role of Marketing Mix and Marketing Planning in Achieving Business Objectives

This document discusses the key roles and responsibilities of the marketing department, the marketing mix elements, and how different organizations apply them to achieve business objectives. It also explores the process of producing and evaluating a basic marketing plan for an organization. The focus is on Lidl, a German-based supermarket chain, and its marketing strategies.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in PPT...........................................................................................................................3
TASK 2............................................................................................................................................3
Compare the ways in which different organisations apply the marketing mix to the marketing
planning to achieve business objectives......................................................................................3
Produce and evaluate a basic marketing plan for an organisation..............................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing mix is a set of marketing tools. That is use by an organisation to accomplish
the its marketing goals or objectives (Lanier, 2017). It is a foundation model for businesses. The
marketing mix is centred around product, price, place and promotion. In marketing the managers
of organisation is develop the strengths and develop the smooth working environment for
achieve the goals. Marketing concept is a strategy based process in which an organisation
implement strategy to fulfil the customers requirements, enhance the sales and increase the
profit. In this file explain the things in the relation of Lidl. Lidl is a German based company and
its headquarter in Neckarsulam. Lidl is a big supermarket chain which doing business across
Europe and also United States. In this file cover these topics marketing mix, marketing concepts,
interrelation between marketing or other department, roles and responsibilities of marketing
function and sostac analysis (Lanier.P.2017).
TASK 1
Covered in PPT
TASK 2
Compare the ways in which different organisations apply the marketing mix to the marketing
planning to achieve business objectives.
Marketing mix elements Lidl ALDI
Product The Lidl is a German company
and it offer products
internationally. It provide
groceries , vegetables, fruits,
eggs , frozen items, health
related items and pet and baby
products or the products of
Lidl is appreciated in world
because of its quality and
delivery.
ALDI main focus on serving
quality products and company
is doing special efforts so that
product quality will maintain
forever. ALDI providing
variety of products like
groceries products, natural
products. Some specila
products are choco rice, priano
and fit and active. Aldi has a
1350 products stock which

satisfy customer needs .
Price The pricing strategy of the Lidl
is very innovative , no-frills
and also zero – waste. And,
decided to demonstrate the
products in product cartons
because all the products are
directly received in cartons by
the customers and when the
cartons become empty then it
will again refill by another
product. Lidl mainly focus on
the middle class people so that
so that they get quality of
product at minimum cost.
It follows the competitive
pricing strategy. ALDI
company main concern to
provide good quality products
at low cost so that company
easily target lower and middle
class customers. Company
plan a simple pricing strategies
and pricing policies so that it
suitable for all the society
people.
place Its store is located in ten
thousand locations around the
world. They are effectively
control or maintain their stores
with efficient or latest
technology.
ALDI has more than 11235
stores and which is operating
in more than 20 countries. Its
major business in Germany
and,. In Germany, ALDI has
4146 stores. It has own website
for online shopping.
Promotion Lidl adopted many
promotional activities to create
and manage products brand
visibility in the market. Lidl
applied both “above the the
line”and “below the line”
promotional activities. Lidl
using print media, television,
It chooses the marketing
strategy is very carefully. It is
align with advertisement
campaign with digital
marketing. It is uses print
media, tv ads, mobile ads,
newspaper, billboards, stores
posters other social media

radio, magazines and
billboards for promotion
purpose.
Platforms Like Facebook,
Twitter for promotion.
Physical facilities Lidl have a clean or modern
brand store layout. They have
a clear logo which is on all
wares and stores. And the
products are same as appear
online or in advertisement.
Lots of supermarket and stores
are open for the shopping.
It sells a wide range of
product. It provide online
shopping by own website for
customers with a good home
delivery system (Larson,
2018).
People Total number of employees
which are working in Lidl
company are 315000.
all employees are talented
knowledgeable and skilled.
Its major strength is 33,000
employees in company. ALDI
is follows the competitive
payment policy for employees.
And give rewards for boosting
the employee performance.
Process Company provide good quality
customer service. It has
efficient standardised sale
process. The Lidl offers
premium products which is
established luxury shopping
experience.
Company running many stores
and supermarkets in local and
urban market. and supermarket
of ALDI is divided in floors
for separate sections of
groceries, health ,clothing,
gifts or other products.
Produce and evaluate a basic marketing plan for an organisation.
With the help of Marketing plan company prepare a document which outlines the
marketing or advertising strategies that is establish or implement by an organisation for generate
leads or reach its target market. Marketing plan is helps to reach their customer or deliver their

product or service. Lidl company is a supermarket chain that provide groceries and other house
hold products globally.
The company is sells various products like vegetables, fruits, organic products and frozen items,
health care and house related products etc.
The Lidl is establish a marketing plan for new product launch. It has new product idea for
market on the basis of their customers need or requirement. It launches a new bakery product
that is biscuits. It is produced for all the age group people. The new product is helps to company
in the order of enhancing the growth or sale (Cooper, 2020).
Situation
SWOT Analysis
strength weaknesses
 Lidle offer low price for their
customers.
 Customer satisfaction is the main
strength of Lidl.
 Lidle launched private labels brands it
becomes under top selling category.
 Follow effective operational plan and
strategies.
 Main weakness for the Lidl product is
inability to penetrate effectively in
foreign markets.
 Fellow unethical businesses practices
 Lack of proper pricing planning.
opportunities Threats
 There is opportunity for new product
that is changing in lifestyle.
 Entering in new market with new
product.
 There is opportunity of Expansion of
the product line. This is open a new set
of opportunity and it helps to
differentiate from competitors.
 There is intense competition from other
rivals. That rivals are serious threat for
Lidl.
 Image of low quality producys.
Objectives

There is the company has two objectives
1. Fist objective is increase their product sale or customer.
2. Enhance the brand value or improve the image.
Strategies
Segmentation -
Lidl is offering groceries and house hold products. The company establish a segment for
target area. It is design a product according their segment. Lidl is launching a bakery biscuits for
the customers. This product cover the market and enhance the sales or growth of company in
positive manner (Berkowitz, 2016).
Targetting -
When segmentation of the products is done the next company targeting all groups of
products. The new product is covering all age group that have a wide range in this product. It is
useful for all age groups people. This product is difference from other products in taste and
quality. This segment is targetting them who is like bakery biscuits.
Positioning -
Positioning of new product is really necessary. The new product which Lidi offering is
bakery Biscuits so company need to set its demand and position in market. It is a new product of
this type or it is create a good market opportunity. Lidl market position is very high so company
need to maintain their position in market and also manage quality of new product so that
product is also improving their position.
Tactics
in tactics there is 4p's for new product:
Product -
Lidl is a supermarket chains which offer house holds products. It is in demand because of
their various categories of products and its quality materials. Lidls tartan product is very unique.
It has worldwide selling points or stores. Its new product is bakery biscuits for each and every
age group level according to customer taste.
Place -
Lidl is doing business internationally online and offline . It has many global franchise and
branded stores and supermarkets. Lidl has big market for their new product. And also have a

various media houses and distribution channels so that customers can easily purchase company
products.
Price -
Lidl is following a suitable and simple pricing strategy. The brand has good position in
market. Price of new product is set as per the customers continence level so that customer easily
purchase and use that product. Lidl is following low pricing policy so that local and middle class
people easily purchase.
Promotion -
Lidl is using various form of channels and media for promotional purpose. Company
using newspaper, magazines,bill boards, television and radio for promotion. For promote new
product that is bakery biscuits company using newspaper and television mainly.
Action Plan:
Budget
field Budget in pounds
marketing 1 lacs
workforce 1 lacs
Hire employee 1 lacs
Equipments 2 lacs
Controlling
There is various methods of controlling or monitoring new product. That is kpi or
benchmarking. KPI is stands for key performance indicator in this monitor the new product
position, and how to apply the new strategies for new product. Benchmarking is a comparing
business processes. In which compare the company performance from previous performance.
Last year the growth rate was 10% but at present time that is 15%.

CONCLUSION
Above mention the report there is explain about the key roles and responsibilities of
marketing department in the interrelation of other organisational department. And cover the all
7p's of marketing mix, and there is use a analysis method that sostac in which analyse the
situation, objective, strategies, tactics, action plan, controlling for new product is done in relation
of Lidl.
REFERENCES
Books and journals
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management.
Berkowitz, E.N., 2016. Essentials of health care marketing. Jones & Bartlett Learning.
Charlesworth, A., 2020. Absolute Essentials of Digital Marketing. Routledge.
Cooper, C., 2020. Essentials of tourism. SAGE Publications Limited.
Gupta, C.B. and Nair, R., 2020.Marketing Management, CB Gupta & N. Rajan Nair. Sultan
Chand & Sons.
Lanier, P. and Lanier, M., 2017. Marketing Essentials for Independent Lodgings. Business
Expert Press.
Larson, J. and Draper, S., 2018. Digital marketing essentials. Publishing by Edify.
Nirschl, M. and Steinberg, L., 2018. Einstieg in das Influencer Marketing. Springer Fachmedien
Wiesbaden.

Pricilla, D., 2019. The Marketing Essentials. Pdf.
Proctor, T., 2020. Absolute Essentials of Strategic Marketing: A Research Overview. Routledge.
Purvis, J., 2016. Human resources marketing and recruiting: Essentials of digital recruiting.
Stanford, D., 2017. Destination Marketing Essentials, S. Pike, Routledge, Abingdon (2016), 344
pp.,(Pbk.),£ 36.99, ISBN: 9781138912908.