Marketing Essentials: Aldi's Strategies and Practices Report

This report provides a comprehensive analysis of Aldi's marketing essentials. It begins by defining marketing and its key roles, emphasizing the importance of understanding customer needs, wants, and demands. The report delves into the key roles and responsibilities of the marketing function within Aldi, including identifying customer needs, tracking competition, brand value transmission, and innovation. It explores the impact of external environmental factors such as economic, technological, competitive, legal, social, and political aspects on Aldi's marketing activities. The report also examines Aldi's marketing strategies, including its approach to pricing, B2B, and B2C marketing, and how these strategies are adapted in different countries. The report provides an overview of Aldi's marketing process, including identifying objectives, analyzing situational outcomes, developing objectives, creating strategic development for marketing, planning, and evaluation. It also discusses current and future marketing trends and the significance of digital media. The report emphasizes the importance of effective marketing practices to gain customer trust and loyalty, and the systematic marketing strategies that have helped Aldi maintain its leading position in the market. Finally, the report examines Aldi's marketing mix and its application in the planning process. The report concludes with an evaluation of a basic marketing plan for Aldi, which includes an analysis of the company's strengths, weaknesses, opportunities, and threats.

MARKETING ESSENTAILS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of the marketing function. ................................................3
P2 Roles and responsibilities of marketing relate to the wider organization context............7
TASK 2 ......................................................................................................................................10
P3 Compare the ways in which organizations apply marketing mix to planning process. . 10
TASK 3..........................................................................................................................................13
P4 Produce and evaluate a basic marketing plan..................................................................13
CONCLUSION.............................................................................................................................16
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is a tool which is used to provide strength and recognition tot he brand. It also
helps in identifying the needs of the customers in order to provide them with better services and
products. Marketing essentials helps in recognizing the buying behavior of the customers and
this in turn helps in developing services as per the desires and expectations of the target
audience. Effective marketing practices are the one, which is acceptable by the customers an
helps in gaining their trust and loyalty. This assignment revolves round the marketing essentials
for Aldi, which is one of the largest supermarket chain of Germany, operates its business through
out the world. Aldi is holding top leading since last so many years through its systematic
marketing strategies. The company is practicing its business functions since last 100 years, the
main significance of Aldi store is that they provide goods and services their customers at
discount and relatively low prices as comparison to other departmental stores. Companies like
Aldi, deals in very competitive markets and it is very important for them to select and practice
their marketing mix strategies more carefully.
TASK 1
P1 Key roles and responsibilities of the marketing function.
Marketing: Marketing is a study of management that is used to create and satisfy all
customer's needs. Or it is an activity, process of communication that is used to attract wide range
of customers towards them. Further, Marketing is a simplest marketing tool that is used to let
people know about their company's new products or services. Through marketing company will
easily sustain or maintain their brand image in market (Armstrong, 2015). It is a concept that is
widely used in small as well as big firms in order to keep communicates and connects large
audience in order to convey the value of offered products and services by a quoted company.
Marketing essentials, is the strategy which focus only on customers in order to provide
them goods and services of standard quality. It is the technique to identify the requirements of
the customers in order to create products and services that can lay emphasis on customers mind
and help in accomplishing their satisfaction level. Marketing is a philosophy of business, which
is used to make sure the consistency and stability of the products within the customers. It is the
basis of entire business organization. Identifying and implementing needs and desires of the
customers is the core function of the market planning (Baker, 2014).

Principles of marketing are based on the basis on need, want and demands. It help in
creating healthy relationship with the consumers in order to ensure growth and success of the
business.
Needs: Needs can be termed as the general and basic requirements of the customer. Such
products who comes under the needs of the human being, not require must enhancement and
innovation, as these are the basic requirements of the individual and they going to buy it anyway.
Wants: Wants are not similar as a needs. Wants and desires of the human being keep on
changing but needs of the individual are constant. 'Wants' keeps on changing on regular basis
needs are permanent.
Demand: It can term as desires and expectation of the customers. Demand is the desires
of the consumers regarding some specific goods or services. The demand and supply strategies
used by Aldi, in their business practices is very strategical, and that's the reason why the
company is holding top position since last so many years (Byrd-Bredbenner, 2017).
NEEDS Basic and general requirements of the
individual.
WANTS These are not essential and basic requirements
and it keeps on changing on a regular basis.
DEMANDS These are desires and the expectation of the
customer.
Marketing concept with current and future trends:As the advancement and
technological developments are emerging in each and every sector of the organization, it is also
affecting its marketing patterns and strategies. As per the current trends marketing is highly
manipulated by the digital media. Future trends in the field of marketing can be looked as
attracting customers through various kind of modified and enhanced strategies like involving the
suggestions of user in to their practices; transparent customer-buyer relationship; marketing
strategies through mobile (Christopher, 2016.). As the competition is increasing day by day it is
very important for the organizations to provide goods and services of better quality to their
customers in order to gain their trust and loyalty. Organizations can ensure this by providing

effective services to their customers, for creating effective and systematic marketing strategies it
is very essential for the organizations to develop their working, bu keeping both external and
internal environmental forces in mind. Marketing essentials, is the strategy which focus only on
customers in order to provide them goods and services of standard quality. It is the technique to
identify the requirements of the customers in order to create products and services that can lay
emphasis on customers mind and help in accomplishing their satisfaction level (Kiseleva, 2017).
An overview of marketing process:
 Identification of the objectives
 Analyzing the situational outcomes
 Development of objectives
 Creating strategic development for marketing
 Planning and evaluating For attracting attention of the customers.
Effects of external environment on marketing activity of Aldi: In Aldi, the external
forces that effects the marketing activity of the organization are, demographic, technical,
political, legal, social, competitive and economical aspect of the organization (Elenkov, 2014).
Aldi is one of the most popular chain of supermarket, founded by Karl and Theo
Albrecht. Aldi is Germany based chain of supermarket with around 10,000 stores in
approximately 18 countries.
Economic Environment:The organizational heads of the Aldi, use economic
environment as a key factor to determine the demand, during the time of recession, many
conventional marketing strategies used by Aldi, has took a drastic turn, in order to maintain its
rate of exchange in global markets.
Technological Environment:Aldi is practicing its business for more than 100 years now,
these days the competitive market is highly dominated by technical advancements, so as to keep
up with the merging technologies, the owners of the Aldi must support significant use of
technologies into their working in order to maintain their current position in the market.
Competition:Lidl is one of the major rival of Aldi, these both firms are based on the
Germany as the competition is increasing it is very important for the organizations like Aldi to
develop their position in the market. Organizations like Aldi, are much aware of their possible
competitors in order to maintain their position in the market.

Lidl and Aldi are two major and most prominent rivals of retail industry.
Legal, Social and Political Environment: Aldi, is the retail industry and operated its
business function in around 18 countries, so the company is dominated by the political forces of
various counties, variations in legal norms bring changes in opportunities of marketing.
Roles and Responsibilities of Marketing Functions in Aldi:
Identifying the needs of the customers: Aldi is the supermarket chain, so it is very
important for the organization to identify the needs and desires of their core customers to meet
their satisfaction level. The various team leaders of the Aldi must make sure that products and
goods of all the premium quality are available at store in order to provide satisfaction to their
clients (Boonpradub, 2015).
Tracking and Monitoring Competition:It helps in gaining information about the level
and standards of the company. Such techniques helps Aldi to identify their strength and
weaknesses.
Transmitting values of Brand: It is the most precious assets of any organization. The
main function of marketing manager is to identify the needs of the customers and to design their
product as per the requirements.
Marketing managers of Aldi, are highly skilled and they give their full potential to
maintain the top leading position of the Aldi in their sector.
Innovation: Offering goods and services of premium quality is very essential for the
organizations like Aldi, as the competition is increasing, there are various number of substitutes
are available for the customers. In such situation it is very important for Aldi to bring some
innovations and creativity into their products. This will help in providing some unique identity to
their products in the competitive market (Abdul-Hamid, 2017).
Aldi, is the chain of supermarket practicing its business function in more than 18
countries with approximately 10,000 stores.
Aldi is holding top leading since last so many years through its systematic marketing
strategies. The company is practicing its business functions since last 100 years, the main
significance of Aldi store is that they provide goods and services their customers at discount
and relatively low prices as comparison to other departmental stores.
As per some reports it has been seen that, Aldi never used an external strategies for
advertising their products and services. The organizational heads of the Aldi mention; Aldi is

holding top leading since last so many years through its systematic marketing strategies. The
company is practicing its business functions since last 100 years, the main significance of Aldi
store is that they provide goods and services their customers at discount and relatively low
prices as comparison to other departmental stores that, 'we believe in providing good and
service of standard quality at relatively low prices' (Jaworski, 2017).
In different countries, Aldi uses various kinds of marketing strategies. Like in United
States, newspaper advertisements, print media, social media, internet and television as a source
of marketing their goods and services while on other hand in Britain Aldi started using such
techniques for promoting their offering in 2005. Aldi stores are very famous in Belgium, because
of their effective and attractive marketing strategies. The prices of the goods and commodities of
Aldi are relatively low from various departmental stores, and that helps it in maintaining its
sustainable position in the market. Organizational heads of the Aldi, mentioned that they believe
in providing quality of goods and services at lower price as comparison to the other. Pricing is
the main aspect of any marketing strategy as it helps in determining the behavioral aspect of the
consumer.
B2B, Business to Business, is the situation where one business organization develops
trading agreement with the another business organization. Aldi, is the common brand for two
chains of the discount supermarket. B2B is a business that usually takes place when business
sources material for the process of production; due to operational reasons; for re selling goods
and services of one another. Aldi, is one of the most prominent and leading chain of
supermarkets across the world.
B2C, Business to Consumer, it is the direct communication of customers with the
organizations. Customers are the end users of the product and the commodity, the companies
that believe in selling its products directly to their customers are the one who follow business to
consumers business model, like Aldi. B2B and B2C are totally different concepts but there are
several of people who gets confused with these both different concepts.
P2 Roles and responsibilities of marketing relate to the wider organization context.
Marketing is a philosophy of business, which is used to make sure the consistency and
stability of the products within the customers. It is the basis of entire business organization.
Identifying and implementing needs and desires of the customers is the core function of the
market planning. It is the essential process to provide growth and development of the

organization. Marketing strategies are the tools and policies to implement efficient and
successive business strategies. Good marketing strategies helps in generating growth and
development of the organization. In helps the organizations to create their brand image and
understand their significance in selling goods and services.
Marketing as a business function: Following are the purpose of marketing as a business
function:
Buying: It is the crucial function of each and every business organization. The heads of
the different departments purchase goods and commodities from others in order to maintain
inventories, stock and for the purpose of selling. The concept of buying and selling are
interconnected with each-other. These two functions helps in increasing the efficiency and
productivity of the organization and this is directly link with company's production department.
Such that if the production level increases it directly affect buying power of customers
(Elenkov, 2014).
Selling: This is the prime motive of each and every business organization whether it is
small or big, selling is the process of releasing goods and services of premium quality to their
customers in order to meet their desires and outcomes. This function directly link with
company's marketing and selling department such that after production, company's selling and
marketing department will sell its product in market in order to enhance company's sales.
It is the process where products are ready to come out in the market for customers.
Distributing goods and services among customers is termed as selling. Organizations tends to
earn profit through it. It the prime and most important function of any business organization.
Aldi, deals with variety of products as it is the chain of supermarket they comprise of large and
various kinds of products and commodities (Solomon, 2014).
Transportation: It is consider as one of the major function of the organization as goods
and commodities are send to one place from another by various means of transportation.
Sound facility of transportation is very important for the organization as it helps in
dispersal of goods in various regions of areas. Transportation is divided into three main
categories: by air; by land and by water. Aldi practice its business in around 18 countries it is
very crucial for the organization to keep its transportation facility sound.

Storing: It is the process of storing goods and commodities between the phase of
production and consumption. In Aldi, the warehouses and inventories are well managed by their
heads in order to prevent spoilage and damage of goods and products.
Branding: Aldi, is one of the most famous chain of supermarket across the world. It
operates its business function in more than 18 countries with approximately 10,000 stores. The
branding and the marketing strategies of the organization are very effective as it helps in
maintaining its sustainable position in the market. Aldi is Germany based organization and its
major rival is Lidl, both organizations deals in the same sector and branding and marketing
strategies of both the organizations are relatively same. It is very important for the organizations
like Aldi, to maintain their sustainability and uniformity in the standard of their products. As per
the grading of the 2014, Aldi is one of the top leading brand of supermarket as it provides
quality of services at relatively lower prices and it helps in gaining the trust and loyalty of the
customers.
Price: It is the most important aspect of any marketing strategies. The prices of the goods
and commodities of Aldi are relatively low from various departmental stores, and that helps it in
maintaining its sustainable position in the market. HR department of a company decide price of a
products. Organizational heads of the Aldi, mentioned that they believe in providing quality of
goods and services at lower price as comparison to the other. Pricing is the main aspect of any
marketing strategy as it helps in determining the behavioral aspect of the consumer. Deciding the
price of the goods and services is very time consuming process, the main concentration is on the
target audience, for which class of the social group the product is get designed plays the
important role in deciding its cost (Vasudevan 2014).
Advertisements: It is the most crucial aspect of marketing management strategies.
Systematic advertisements can lead to provide better approach to the products. Advertisements
strategies used by Aldi varies from country to country. They use different type of policies to
promote their brand in various regions of the country.
Marketing functions are interrelated with each and every aspect of the organization.
Sales,human resource, accounting, financing and operational department. Such that marketing
department of Aldi realizes needs of a company and further they let know production department
about basic needs so that they produce only those products. After it HR department of a
company will decide prices and then sales section of a company will sell those products into

market. Further, finance and accounts department will check whether the offered products will
be helps to maximizes profit or not.
Human Resource Department: In the terms of marketing, HR department of Aldi will
recruit best candidates by selection procedure and after recruiting, they train them in order to feel
comfortable and raise their efficiency to attain all defined goals of a company. HR department
also helps to assign budget to each department and further reduces the cost of mistakes. They
even fire those candidates who doest not help in the productivity of a company.
Administration department: This department of a quoted company will helps to assign
budget for marketing products and also monitor all department will function in well mannered or
not. This also provide administration planning, leadership and also evaluate performance of all
departments and convey to HR department (Jaworski, 2017).
Research and development department: This department of Aldi will helps to innovate
new products by analysing the needs of customers and also makes changes in their existing
products. After realizing needs of customers, they tells to production department to produce
those products and then marketing and sales department of a company will promote these in
market by using various marketing tools.
In these ways, all these department are inter-linked with each other and produces
products and services in accordance with customers needs.
Roles and responsibilities: Marketing department of Aldi, is surrounded by following
roles and responsibilities:
 Developing a plan for marketing
 Acquiring the most effective method
 Developing an effective strategy to gain the attention of the customers
 Identifying the appropriate segments of the market.
Such roles and responsibilities, will help Aldi, to create certain and long term image in the mind
of their most prominent customers. Marketing department also lay emphasis on the working of
all the departments of the organization. If the marketing manager chose wrong plans and policies
for conducting functions of marketing it lay effect on whole working of the organization.

TASK 2
P3 Compare the ways in which organizations apply marketing mix to planning process.
Marketing mix is significant in order to allow business to meet their aims and objectives.
Each and every element that is present in marketing mix is interrelated to the other element of
the marketing mix.
Applications of 7Ps marketing mix to Aldi:
Product: Aldi provides variety of products to their customers like food, beverages,
drinks and many more. By using 7Ps marketing strategy rather than using traditional method of
marketing mix,helps Aldi to create the develop the product, so that in can provide goods and
services of standard quality to their customers,through this element of 7Ps marketing mix, Aldi
usually offer their goods and services at standard quality.
Aldi is one of the largest chain of supermarket, their provide goods and service of very
high quality to their customers.
Place: It lay stress on creating and providing correct product to the correct range of
audience. In order to provide quality of the product to their customers Aldi, as it deals in more
than 18 countries it uses very significant approaches to handle its demand and sales operations.
Aldi is very old and yet very advances organisation and that's the reason why it uses approaches
of extended marketing mix rather than traditional marketing mix (Galmer, 2017).
Price: It is very important approach to decide the cost of the commodity. Developing
products of goods quality is not enough for the organization, they have to set a effective price for
it, which help in attracting attention of the customers. By following the approaches of extended
marketing mix, Aldi tends to keep the price of its products very low in comparison to the other
retail supermarket stores.
Promotion: For selling goods and service sin the competitive market,promotion is very
important strategy as it lay emphasis on enhancing the changes to sell the product. Aldi uses
various kind of strategies to enhance their popularity within the customers through social media,
radio, newspaper and various means of promotion.
People: For maintaining, sustainable position in the market it is very important for the
organization to keep their employees motivated, because they are the one who are going to
interact with employees directly. As per the approaches of the extended marketing mix, each and

every employee of the Aldi, is treated with full respect and honor, in order to provide them
motivation towards their work.
Packaging: Aldi is a chain of supermarket, so it is very important for them to keep
appropriate packaging of their goods and services. Systematic packaging helps in attracting
customers by providing better visualization, organizational heads of Aldi, are very much aware
of this fact and they provide proper and appropriate packing to their goods and commodities.
Positioning: By following the approaches of extended marketing mix rather then
traditional method of marketing mix Aldi is successful in maintaining its position in the
competitive market. Gaining trust and loyalty of the customers and for ensuring advantage in the
competitive grounds of the business, it is very important to maintain the sustainable position of
the market. Aldi uses strategy to keep their price low, for attracting the customers (Jiménez-
Jiménez,2015).
Comparison sheet of Marketing mix of Aldi from TESCO
Comparison Basis Aldi TESCO
Price follow competitive price strategy. Follow low price strategy to
attract customers.
People Target mass audience, middle class
section of society.
Have products of all age group
of peoples
Place Has a chain of supermarket that spread
at global level.
Stores are spread at worldwide
level (TESCO Marketing mix,
2018).
Products Offer brands product with best quality
such as fresh meat, friendly farms low
fat kefir etc.
Provide brand product which
includes grocery item, clothes
etc.
Promotions Social media is the main promotional
tool and offer seasonal offers.
Online system and uses
discounts, coupons, sponsors
charitable events etc.
Process Employees of a company are more
efficient as they takes less time of
Achieves employing
competent staff and paying