Marketing Mix Elements and Corporate Image

This assignment provides an overview of marketing mix elements, including product, price, promotion, and place, as well as a discussion on corporate image. It references several studies, including ones by Khan (2014), Kim and Hyun (2011), Ko et al. (2013), Lamb et al. (2011), Martensen and Mouritsen (2014), Mazak and Huemer (2015), Okewu and Iheanacho (2015), Opute et al. (2011), and Schutz et al. (2013). The assignment also includes references to online resources, such as Bhasin's Concepts of Marketing and The Marketing Mix 4P's and 7P's Explained.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Marketing function's roles and responsibilities......................................................................1
P2 Relation between marketing roles/responsibilities and organisation.....................................5
TASK 2............................................................................................................................................7
P3 Ways in which two enterprise apply their marketing mix to accomplish their organizational
goals............................................................................................................................................7
TASK 3..........................................................................................................................................11
P4 Merchandising plan..............................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is that business process by which company can promote and advertise its
goods and services within market place. This concept includes various tools and techniques
through which enterprise can determine buying behaviour of their customers. In modern world,
almost all organisations gives core attention to their merchandising department. Marketing is
known as most important function of business enterprise because it is interrelated with all
functions of corporation (Lamb, Hair and McDaniel, 2011). It is very much important for
mangers to operate merchandising activities and practices in most effective manner otherwise
they can not accomplish organisational goals and objectives. With the help of marketing
functions firm can make positive relations with all market factors. This concept helps company
in communicating with its potential customers. In involves various activities such as promotion
and advertisement by which enterprise can promote their products and services in effective
within market place. Basically, it is a process of buying and selling different goods and services.
This project report is focused on ALDI which is grocery retailer company. It have 7,000 stores in
all over the world. In this report, different roles of merchandising function has been explained in
the context of cited company, along with their interrelation with other organisational functions
(Dibb and Simkin, 2013). Different ways has been evaluated in which two companies apply their
marketing mix to achieve their desired objectives. At last, new marketing plan of ALDI has been
Produced for its better growth and development.
TASK 1
P1 Marketing function's roles and responsibilities
Marketing is that function of business enterprise which helps it in promoting and
advertising its manufactured goods and services. Its sub functions are purchasing, selling,
transporting, storing, financing and risk management. With the help of merchandising activities
organization can attract a huge number of customers and also can identify their buying
behaviour. It includes 4 Ps which are product, price, place and promotion. But due to service
provider companies these Ps has been extended which are process, people and physical evidence.
In simple words, marketing can be defined as planning procedure of distribution, promotion and
pricing of products and services which can help in fulfilling customer needs and wants (Baker,
2014). It involves those activities which transfer products from production place to consumption
1

place. Merchandising is a huge concept which gives central attention to customer and their
preferences. With the help of this approach, business enterprise can produce mass production
with less operational cost. Also, it gives accurate information about customer's buying behaviour
by which company can set its pricing policy according to that. This can help in attracting a huge
number of individuals. Marketing marketing function have gone through from several phases
which are follows as under:
(Source: Bhasin H., 2017)
Production concept: The main motto of mangers was to increase the efficiency and effectiveness
of their production department. They used to produce goods which have have high demand in
market and involves lower operational cost in their production.
Product concept: According to this concept, customer liked to purchase those products which
have high quality, value and durability. So, it was responsibility of manufacturers to produce
goods as per their requirements. For providing high quality organisation used to produce
innovative products or make some changes in existing products.
Selling concept: According to this concept, every product should be sold at some price which is
set by the product's value. Manufactures used to set their pricing policy as per the buying
behaviour of customers (Ko, Hwang and Kim, 2013).
2
Illustration 1: Concepts of marketing

Societal concept: This is modern approach which is used by the business men of today's era.
Modern entrepreneur makes their organisational strategies to consider the environmental factors
and market situations so that they can satisfy customer needs in effective manner. They get high
success in their business because they gives core attention to customer satisfaction.
Marketing concept: This is the most important concept which helps business enterprise in
maximising financial profit and minimising operational cost. This function helps company in
conducting market research through which it can identify customer needs and demands. Also, it
helps in promoting and advertising goods/services so that customer can get aware about them.
Above mentioned merchandising function can help ALDI in increasing its financial profit
and utilising available resources in appropriate manner. This brand is made up by two different
organisation. It have approx 7,000 stores in all over the world. It have strength of approx 34,000
employees. It is leading brand just because of its powerful marketing strategies and policies. This
company have turnover around 50 billion pounds. With the help of its merchandising function it
is growing very well and also have become able for global expansion (Achrol, and Kotler,
2012).
With the help of marketing function, ALDI is continuously increasing its market share,
profitability, goodwill, productivity and customer trust. This department conducts market
research and determine the customer related information, then forward it to other departments so
that they can utilise this information in best manner. On the basis of market trends, business
mangers implements different strategies and policies within work place. Also, they utilise their
human and financial resource as per requirements. Marketing department have various roles and
responsibilities which are highly important for organisational growth and development. Without
this, no company can achieve their desired goals and objectives. This concept helps ALDI in
promoting its products and services in market place also, it helps in increasing corporate image.
The main roles and responsibilities of its merchandising section are follows as under:
Market research: Most important function of merchandising is to conduct market research so
that company can identify new trends, needs and demands of customer. After identifying them
ALDI can produce its products according to them. With the help of this, mangers can resolve all
market situations and problems.
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Planning: Mangers of marketing section produce and evaluate various business plan so that
company can manufacture products and services as per the requirements of customers. Also, it
helps them in estimating future budget, cost and financial profit.
Customer service: Organization can provide better services and satisfaction to customer only if it
have effective merchandising teams. By providing quality goods and services ALDI company
can make its clients happy and satisfied. Marketing managers makes various strategies through
which they can get customer response and feedback, which can help them in producing better
products and services (Opute, Dedoussis and Tzokas, 2011).
Customer satisfaction: The main objective of merchandising section is to make those business
plans which gives core attention to customer satisfaction. By providing them products and
service as per their needs and demands ALDI can become market leader, also can get
competitive advantage.
Promotion and advertisement: Merchandising department operates various activities such ad
promotion and advertisement by which ALDI promotes its products and services within market
place. These practices of marketing department helps company in attracting a huge number of
customers and increasing financial profit.
Marketing intelligence: People of this section continuously monitor market situations and
environmental factors which can affect organisational performance and growth. Also, it helps in
determining future opportunities by which ALDI can expand its business.
Communication: Marketing can be defined as process through which company can
communicate with its potential customers. With the help of merchandising, organisation can
communicate its products specification to consumers and also can get feedback from them which
is helpful for organisational growth.
Relationship management: Marketing department makes good relation between customers and
company by providing them better services and satisfaction. It implements various plans which
are in favour of customer.
Hence, these are some most importance function of marketing department which plays
significant role in attaining business goals and objectives. It helps ALDI in leading higher level
of success. It assists other departments of company so that they can operate their functions in
most effective and systematic manner. Merchandising managers produce and evaluate marketing
plan so that they can determine their future growth and development. So, it can be said that
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different functions of merchandising contributes a lot in increasing organisational productivity
and profitability with less operational cost.
P2 Relation between marketing roles/responsibilities and organisation
In modern world, marketing department is considered as integral part of every
organisations. It is huge responsibility of merchandising mangers to determine customer need
and then arrange business activities according to them. Organizations of today's era consider
current market trends as most effective source which can help them in enhancing organizational
growth and development. By conducting market research they can identify future opportunities
which can lead ALDI to higher level of success. With the help of merchandising activities and
practices cited company can build strong relations with its customers and also can satisfy them
in most effective manner. For better forth and development, this organisation needs to interrelate
its marketing section with other organisational departments. By doing this, company can operate
its all function in same direction and same procedure which will help it in maximising
organizational efficiency and effectiveness. Foremost goal of mentioned firm is to increase its
market share by providing quality products and services too its customers (Martensen and
Mouritsen, 2014).
ALDI makes its pricing policy as per the buying behaviour of its customers. Also, it
provides various offers and discounts which helps it in attracting a huge number of consumers.
Marketing department of this company gives core attention to its promotional and advertisement
activities because its helps firm in approaching new clients. Without this, ALDI can not have
broad customer base. Marketing mangers motivates their employees so that they will contribute
m ore in accomplishing desired goals and objectives of company. Merchandising section always
focus on those aspect through which it can cooperate and interrelate with other organisational
departments. Foremost functions of marketing section are follows as under:
Product development: According to market trends, merchandising department suggests company
that their existing goods are satisfying customer demands or not. In case they are not satisfying
customer demands, then marketing team can make required changes in current products and
services of company (Okewu and Iheanacho, 2015).
Forecasting: Marketing department of ALDI helps it in predicting future demands and supply of
products. It gives appropriate estimation of required goods to production department so that they
can evaluate that how much quantity of products should they produced.
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Risk analysis: It is very much important for company to identify all those risks and problems
which can affect its future performance. So, marketing department of ALDI Conducts various
programs in which they assess and evaluate market risk and resolve them by making effective
strategies. Also, this function of merchandising mangers helps in discovering those areas in
which ALDI can explore its business in future.
Transportation: Merchandising department of ALDI have to make important decisions
regarding supply chain management. In present type, this concept have become most important
part of every business enterprise. Supply chain management helps ALDI in transporting its
different products and services to end users so that their needs can be fulfilled. Also, it helps in
managing inventory and scare resources of company.
Market research: This is the core function of marketing department. In this merchandising team
conduct research program so that company can get accurate information about different needs,
demands and preferences of customers. By getting exact information about market trends, ALDI
company can make and implement effective strategies which will assist it in producing products
as per the market trends. This type of information is beneficial for not only merchandising
department but also for over all organization (Brown, Sturgeon and Cole, 2013).
Hence, these are some most vital function of marketing department which assists ALDI
in making and implementing appropriate strategies. All these functions are interrelated with
other departments of Cited firm. Different sections of ALDI can be determined by below
mentioned image:
Human resource management: Marketing department helps in promoting and advertising Job
ads so that human resource department can get most qualified and talented work force. In simple
words, it helps in gathering required data about talent pool so that, HR managers can easily
recruit and select suitable employees for vacant positions within work force. With the help of
marketing function ALDI can save time of identifying talent pool.
Customer service: Merchandising function of ALDI helps in providing customer service and
also helps in fulfilling client's demands so that they can get satisfied. It ensures that all products
and services of organization are delivering in right manner. By proving better customer
satisfaction, cited company can achieve its all goals and objectives.
Management department: The main function of administration section is to formulate different
strategies, policies and plans so that goals and objectives of ALDI can be accomplished in
6

effective and systematic manner. Marketing department conducts market research and identify
market information which it forwards to management team so that they can make business
policies and strategies according to them.
Finance and accounting department: With the help of merchandising department company can
identify its daily operational cost which can help finance department in estimating future budget
and financial profit of organisation. Marketing mangers makes various business plan which
assists finance section in evaluating the need of capital which will be required in operating
different activities and practices of business plan.
Production department: Merchandising department gather the all information about supply and
demand of products from market place. This information is very much important for production
section because it assists production team in determining that how much quantity of goods they
should produce for fulfilling customer demands (Mazak and Huemer, 2015).
Research and development department: Trends of market always get change according to the
customer preferences. So, it is very much important for ALDI to produce its products and
services as per their requirements otherwise it can not satisfy its customers and also can not
accomplish its desired results. R&D section gets market information from merchandising team
because it conducts various market research which is helpful in identifying customer needs,
demand sand preferences. With the help of this kind of information R&D department can
improve and develop its current methods and procedure which can help ALDI in incresing its
profitability and productivity.
Moreover, with the help of above mentioned points it can be determine that marketing
function of ALDI is interrelated with its all departments. This interrelation can assists company
in organising and directing organisational resources in same direction so that. firm can
accomplish its desired goals and objectives.
TASK 2
P3 Ways in which two enterprise apply their marketing mix to accomplish their organizational
goals
The most important concept of merchandising is marketing mix which consists of 7 Ps
which are product, price, place, promotion, process, people and physical evidence. For better
growth and development business enterprise should consider all these elements before taking any
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important decisions. ALDI is a leading Grocery company and it have its branches in all over the
world. It is a leading brand because it use various effective tools and techniques to increase its
organisational growth and development. Over all success of this company totally depends upon
its marketing department. It undertakes a huge number of activities which can help cited
company in enhancing its performance (Khan, 2014). The most important concept of
merchandising is marketing mix which helps enterprise in operating its business operations. This
approach helps cited firm in formulating effective plans, procedures, strategies and policies
which is highly important to achieve long term goals and objectives. Different elements of
merchandising mix helps in guiding mentioned organisation so that it can lead to higher level of
growth. 7 Ps of this concept also helps company in identifying buying behaviour of customers.
(Source: The Marketing Mix 4P’s and 7P’s Explained, 2017)
In previous years, business organisations used to give importance to only four elements
product, price, promotion and place. But to consider service provider companies, merchandising
experts made some changes in marketing mix concept and add on three additional Ps which are
process, people and physical evidence. These new elements of merchandising mix helps both
product and service provider companies (Chikweche and Fletcher, 2012).
There are two different organisations ALDI and CADBURY which are highly popular
business enterprises. Both organizations achieve their goals and objectives by using marketing
8
Illustration 2: Elements of marketing mix

mix concept in different ways. Both companies are totally different form each other. Application
of merchandising mix in two different ways is follows as under:
Marketing Mix ALDI CADBURY
Product ALDI is one of the leading
grocery store of world. It
attracts huge number of
customers by providing them
sales offers and discounts.
Also, it is very helpful in
providing cooking recipes. It
have online shopping site
which helps it in handling
customers problems and
difficulties (Huang and
Sarigöllü, 2014).
CADBURY is multinational
confectionery brand, which
produce chocolate bars,
biscuits, desserts, ice cream
and other food items. It sale its
products according to the
seasons and occasions. It
segment its market to consider
demographical area. It produce
chocolates for all kind of
people.
Price This organisation use premium
pricing policy to attract a huge
number of customers. It
provides various sales offers
and discounts on grocery item
so that they can be affordable
for rich as well as poor people.
ALDI manufacture its products
with less operational cost so
that it can sale its goods on
low prices. Its product prices
starts from 10 pounds.
On the other side, CADBURY
decides its product price
according to the product's
quality and quantity. It change
its pricing policy as per its
competitor's pricing policy and
product's demand. For
attracting a huge number of
customer it provides its
chocolates on 5 pounds.
Place ALDI is a multinational
organisations and it have
approx around 7,000 stores in
On the other side, CADBURY
is also operates worldwide. For
better growth and development
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all over the world. It operates
its business activities in more
than 18 countries.
it covers rural as well as urban
areas. It sale its products on
lower price so that poor people
can also purchase its
chocolates and other
confectionery items.
Promotion ALDI organization do not
spend much amount on
promotional and advertisement
activities, which is biggest
drawback of this company.
CADBURY company is a
leading and successful
enterprise of this era because it
gives core attention to its
marketing activities such as
promotion and advertisement.
It promotes its products
worldwide so that it can attract
people of all countries.
Process ALDI gives core attention to
its production process and
delivering process so that its
can produce quality products
and can provide better
satisfaction to customers (Kim
and Hyun, 2011).
On the other side, CADBURY
organisation makes chocolates
with hygienic process so that
its product will not affect
customer's health.
People ALDI organisation gives its
core attention to its
stakeholders. It provides
quality products so that it can
satisfy its customers and also
provides reward system to its
employees for providing them
high satisfaction.
This organization also gives
core importance to its
stakeholders because they are
the only key people who can
lead company to high level of
success.
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Physical evidence ALDI have its physical
evidence in approx 18
countries.
On the other side, this
company have physical
evidence in more then 200
countries.
TASK 3
P4 Merchandising plan
Marketing plan is that blueprint of organization which represents its strengths,
weaknesses, threats, weaknesses, strategies, polices, budget, goals and objectives. Company
should make its plan according to different needs and demands of customers. Business plan of
ALDI is follows as under:
Executive summary: The main objective of making business plan is to achieve marketing goals
of organisation. It is considered as most important part of every organization. It includes all
strategies, procedures, strengths and weaknesses of company which can help it in accomplishing
desired results. ALDI also wants to create a new merchandising plan so that it can achieve its
goals and objectives in most effective manner (Hollensen, 2015).
Company information: ALDI is leading Grocery retailer which manufactures various grocery
items. It is large scale company and it have more then 7,000 stores globally. It run its business
activities and practices in more than 18 counties which represents its large market size. This
company was founded in 1946. This enterprise wants to produce new marketing plan so that it
can compete its market competitors and also can increase its market shares.
Situational analysis: With the help of this organisation can evaluate its different strengths,
weaknesses, opportunities and threats. For evaluating its various strong and weak points it can
take help of SWOT analysis.
Strengths:
 This organisation have huge market presence because it provides quality products and
services to its customers.
 It is known as world's third leading grocery company.
 It have broad customer base because it provides various offers and discounts to its
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customers (Schutz, Rezg and Léger, 2013).
Weaknesses:
 The biggest weakness is that its have less presence in international market as compare to
other grocery companies.
 It have poor corporate image because its do no perform corporate social responsibilities.
 This organisation have a poor technical background.
Opportunities:
 By expanding its business international market ALDI can attract a huge number of
customers.
 This company can take help of technical support and can sale its products online.
Threats:
 Contentious changes in political and legal policies can affect business operations of this
company.
 Increment in rivalry firms TECO, Morrisons and ASDA are leading competitors of this
company.
Hence, these are some major points which should be consider my marketing managers
while producing merchandising plan. By evaluating its strong and weak points this enterprise can
make effective strategies which can help it in accomplishing its desired goals (Fernández-
Guerrero, Revuelto-Taboada and Simón-Moya, 2012).
Objectives: The Major objectives of ALDI are follows as under: Corporate objectives: This company wants to increase its efficiency and effectiveness.
Also, it wants to provide better satisfaction to its customers. Marketing objectives: For better growth and development, this organisation wants to
increase its market share by 5% within 2 years.
Marketing Strategies: In involves those schemes which help company in achieving its
predetermined goals and objectives. There are three major strategies through which it can get its
desired results, these are follows as under:
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 Segmentation: For better growth and development, this company wants to segment its
market according to demographical, geographical and sociographic-al aspects. Targeting: This company will target women which are engaged in household. Positioning: This company wants high position in market place. For that it can provide
quality products to customers and also can perform corporate social responsibilities.
Marketing budget:
Marketing Budget
Particulars 1st Year 2nd Year
Initial money 5000 8000
Investment 15000 12000
Total 20000 20000
Marketing expenditures 5000 10000
Advertisement 5000 5000
Sales promotion 5000 5000
Direct marketing 5000 7000
Digital marketing 10000 3000
Total 30000 30000
Control: After making marketing plan, it is very much important for business enterprise to
evaluate progress of over all plan. In simple words, For evaluating organisational growth and
development it is highly important for merchandising team to monitor and control business plan.
For this, they can evaluate satisfaction level of customers. Also, they can compare financial
statement of last year with present year (Jones and Penaluna, 2013). By determining these
aspects, organisational can identify that business plan is going in right direction or not. In case,
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plan is not operating well then marketing mangers can make required changes in this
merchandising plan.
CONCLUSION
By evaluating this project report, it has been evaluated that marketing involves various
activities and practices through which business organisation can promote and advertise their
products and services in market place. By promoting and advertising goods, company can give
their full specifications to customers. Merchandising department conducts market research to
identify different needs and demands of customers. This can help enterprise in producing quality
products and services which can make its clients satisfied. In modern world, all organisations are
becoming customer oriented because at present time consumers have become more demanding.
It is responsibility of business managers to produce their goods and services according to their
clients otherwise, they can not achieve organisational goals and objectives in effective manner.
This project report is based on ALDI which is a multi9national grocery company. In this report,
roles and responsibilities of marketing function has been explained which can help cited
company in making better merchandising decisions. Also, their interrelation with other
organisational functions has been evaluated. At last, new business plan of this company has been
produced so that it can identify its all strengths and weakness, can make future strategies and
policies according to them.
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REFERENCES
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(BOP): from theoretical considerations to practical realities. Journal of Consumer
Marketing. 29(7). pp.507-520.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Fernández-Guerrero, R., Revuelto-Taboada, L. and Simón-Moya, V., 2012. The business plan as
a project: an evaluation of its predictive capability for business success. The Service
Industries Journal. 32(15). pp.2399-2420.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviours (pp.
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Jones, C. and Penaluna, A., 2013. Moving beyond the business plan in enterprise education.
Education+ Training. 55(8/9). pp.804-814.
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review paper).
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Ko, E., Hwang, Y.K. and Kim, E.Y., 2013. Green marketing'functions in building corporate
image in the retail setting. Journal of Business Research. 66(10). pp.1709-1715.
Lamb, C.W., Hair, J.F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Martensen, A. and Mouritsen, J., 2014. Prioritising investments in marketing activities to
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Mazak, A. and Huemer, C., 2015, July. From business functions to control functions:
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Okewu, J. and Iheanacho, A.C., 2015. Profitability of Goat Marketing in Benue State, Nigeria: A
Study of Selected Local Government Areas.
Opute, A.P., Dedoussis, E. and Tzokas, N., 2011. building blocks of accounting-marketing
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Schutz, J., Rezg, N. and Léger, J.B., 2013. An integrated strategy for efficient business plan and
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Manufacturing, pp.1-11.
Online
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Bhasin H., Concepts Of Marketing 2017. [Online]. Available through:
<https://www.marketing91.com/concepts-of-marketing/>. [Accessed on 23rd September
2017].
The Marketing Mix 4P’s and 7P’s Explained. 2017. [Online]. Available through:
<http://marketingmix.co.uk/>. [Accessed on 23rd September 2017].
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