Roles and Responsibilities of Marketing Function in ALDI

This report covers the key roles and responsibilities of the marketing function in ALDI, a discount supermarket chain. It also explains how these roles and responsibilities relate to the wider organizational context. The report further compares the ways in which ALDI applies the marketing mix to achieve business objectives.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function for the chosen organisation.....3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context.......4
TASK 2..........................................................................................................................................................6
P3 Compare the ways in which the chosen organisation applies the marketing mix to the marketing
planning process to achieve business objectives.....................................................................................6
TASK 3........................................................................................................................................................11
P4 Produce and evaluate a basic marketing plan for the chosen organisation......................................11
REFERENCES..............................................................................................................................................15

INTRODUCTION
Marketing is defined as the set of activities and processes for developing,
communicating, exchanging and delivering offerings that have some value for clients, partners,
customers and society at large (Baker and Saren, 2016). This is the function that helps firm in
communicating value and benefits of its product to customers in an effective way. The
contribution of marketing is high in increasing sales and profit ratios of company. In the present
assignment, chosen organization is ALDI which is a discount supermarket chain headquartered
in Essen, Germany. This report covers key roles and responsibilities of marketing function and
its interlink with other departments. Apart from this marketing mix is applied to planning
process for attaining business objectives. At last marketing plan is developed for ALDI in this
project.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function
for the chosen organisation
In the competitive business market, it is highly essential for every business organization
to effectively promote its products and services in market and convey its value and benefits to
customers. The marketing concept refers to the strategy that companies execute to satisfy needs
of customers, maximize sales, increase profits and beat market competition. There are five
concepts of marketing which companies adopt and implement. These concepts includes
production, process, marketing, selling and societal marketing concept. In Cadbury, marketing
plays vital role in developing with customers. There are various roles and responsibilities of
marketing function in ALDI which are defined below:
Defining a managing brand: Marketing plays vital role in defining and managing brand of
company. It helps in creating effective brand image of firm in market. In ALDI, marketing
function helps in developing eye catching image of brand in eyes of customers that helps in
attracting them more towards firm (Desselle and et. al., 2016).

Market research: One of the key responsibility of marketing function is research which assist
company in determining market opportunities and and get better understanding regarding needs
of customers. It also assist firm in understanding strengths and weaknesses of competitors so that
effective actions can be taken for protecting business with existing competitors. By
understanding industry reports, contacting customers to survey their attitudes and needs and
analyse market data, the marketing department of ALDI conduct its own research.
Communication: Marketing department develop communication materials and plan campaigns
to promote goods and services in market. Depending on the budget availability, company
develop email marketing programs, advertising campaigns, create promotional content for firm
website and right product Publications or press release. In ALDI, marketing function helps in
developing effective Communications with customers and satisfying their needs and
requirements in more effective way (Brassington and Pettitt, 2013).
Sales support: Marketing function highly contributes in increasing sales of the company. Its main
responsibility is to promote products and services of company in market which in turn results in
increasing sales and maximizing profitability. In ALDI, marketing function plays crucial role in
communicating its products to market which supports in generating sales for product. It assist
maximizing profit ratio and attaining golas and objectives of company.
P2 Explain how roles and responsibilities of marketing relate to the
wider organisational context
Roles and responsibilities of Marketing department are interlinked with other departments of
business enterprise. Functions and activities of one department are highly linked with others. For
collecting proper information about market trends, manager of ALDI requires to conduct
research. Interrelationship of Marketing function with other department are defined below:
Human Resource Department and marketing
Human Resource Department in Marketing department are interrelated with each other as human
resource higher skilled employees for marketing department so that all its activities can be
carried out in an effective way (Dibb and Simkin., 2013). The main role of Human Resource
Department is to recruit and select skilled workforce which is able to accomplish predetermined
goals and objectives of company. ALDI, a crucial role played by Human Resource Department
for marketing by hiring skilled and Competent workforce for company so that its operations are

carry out effectively and firm is enable to promote its goods and services in more appropriate
manner.
Marketing and Finance
Marketing and Finance are considered as the essential pillars of company on which the whole
revenues and profits rely. The main role of finance department is to to prepare budgets and
allocate funds to each department it so that at all the activities can be performed successfully. It
helps in running day to day operations of company so that at its goals and objectives can be
accomplished. In ALDI, Marketing department it is interrelated with finance department as it
allocates budget to marketing for conducting its activities in proper way and attains set targets of
company (Jones and Rowle., 2011).
Marketing and production department
The main responsibility of production department is to convert raw materials into finished goods
for satisfying needs and requirements of customers. Effective products can be developed only
when company has the knowledge and understanding about needs and preferences of customers.
In ALDI, Marketing department provide information regarding market trends customer needs to
Production department which helps it in manufacturing products as per the market needs. In this
way, both departments are interlink with each other.
Sales and marketing function:
Activities of sales and marketing department are interrelated with each other. Effective
marketing is the way through which managers enable to improve sales and profits of business.
The contribution of marketing department is high in maximizing sales by attracting numerous
customers towards firm. In ALDI, marketing department use various tools and techniques that
helps in conveying value and benefits of product to customers. Effective promotion of product
by marketing department helps sales department in generating higher sales and competing their
sales target. All this will help firm in generating high profits and maintaining its sustainability in
market for longer term (Desai, 2013).

TASK 2
P3 Compare the ways in which the chosen organisation applies the
marketing mix to the marketing planning process to achieve business
objectives.
One of the fundamental model in marketing is the "Marketing Mix". It is mainly defined
as the set of marketing tool principally uses by company to pursue its defined marketing
objectives in the target. In simple words, it is a combination of series of factors that can be
controlled by a firm in order to influence customer purchasing pattern regarding a particular
product or service.
7P’s of Marketing ALDI LIDL
Product The Company affirm to
provide reasonable or
affordable food products data
usually made of same quality
like any other branded
product. Products of Aldi
generally sourced from
selected supplier and further
branded under their own
name as to have an adequate
control over the ultimate cost
and total production
(Zgarrick, 2015). Other than
beverages and food product,
the firm also deals feeling
fresh vegetable and fruits,
stationery, beauty and health
products, household goods,
electronic items, clothes and
soft tools. Apart from this, it
is also having a mobile virtual
It is also a supermarket chain
that gained popularity for
selling products at discounted
price. Also it has positioned
itself as "go to shop" where
customers can get mediocre
range products at reasonable
prices. It offers large variety
of products including fruits
and vegetables, frozen item,
bakery products, health
related items, baby products,
cleaning and household
goods, spirits and beers
(Desselle and Alston, 2016)..

network operator in countries
like Germany, Australia,
Netherland and Belgium.
Place: ALDI is selling its product in
more than 18 countries.
According to a source, it has
been identified that almost
every week a new store opens
in Britain. It procure all its
items or products in bulk
quantity from different
suppliers and store them at
their local warehouses (Lamb
and et. al., 2011). The
company is gaining
popularity for maintaining a
regional appearance like
placing the name of it stores
according to specific region.
For example: In Switzerland,
Aldi is well known as Aldi
Suisse. Apart from this, aims
to satisfy its customer by
selling its product online.
It operates in more than
10000 locations via 28 US
and European Countries. Its
main distribution center is
situated in U.S. The
distribution channel of Lidl is
well organized as eliminates
the concept of mediator or
middle man i.e. it believe in
doing direct dealing from the
local market. It employees
more than 315000 employees
who all are well trained and
groomed with an aim to
satisfy customers.
Price The company
gains popularity for selling
cheap price and quality
products which ultimately
results in in making their
The company gains high
competitive advantage
because of its unique strategy
called as zero waste and no
frills (Dibb and Simkin,

customer base stronger. As a
result, Aldi gives tough
competition to its available
competitors. Apart from this,
there are various other pricing
policies used by firm like
psychological pricing,
competitive pricing and unit
pricing strategy (Hauer,
2011).
2015). As per these strategy,
products are displayed in the
cartons which are actually
going to be delivered to
customer. The store also
keeps a minimum level of
required staff in order to
avoid extra cost. The
company mainly targets
middle Class Section of the
society who are little price
sensitive because of their
limited budget of spending.
The company claims to offer
such products that value their
money and provide them
satisfaction. Some of its
common pricing policy
include penetration pricing
and competitive pricing
strategy. The result of
adopting such strategies
enable firm to gain high
competitive advantage over
its competitors.
Promotion: Aldi claims to use cost saving
strategy for promoting its
product i.e. it believes in
investing very small
proportionate or negligible
The company has adopted
several promotional strategies
for seizing the attention of
customers. Apart from
focusing on providing best

amount for promoting its
products in the market. Infact,
in Germany it is not keeping
a marketing department for
advertising its goods or
services. All it offers are
some Swap and Save & Super
Buys that seizes the attention
of customer. Although in
countries like Australia,
United Kingdom and United
States, company is making
large use of electronic,
display and print media to
advertise its stores
(Papasolomou and
Melanthiou., 2012).
quality product at affordable
prices, Lidl also laid stress on
bringing the consumer inside
a store so that he/she can
actually buy (Jones and
Rowley, 2011). Some of its
popular channel of promotion
include newspapers,
magazines, leaflets,
television, ad campaigns and
hoardings. Along with this, it
also believe in taking the
advantage of digital
marketing in sending SMS to
regular customer and keep
them updating about latest
offers.
People: The firms lacks in providing
lower customer service
because their employees do
not assist its consumers in
selecting product. This is
probably because Aldi has
kindly design store layout
where everything is classified
or divided into proper section
which ultimately minimizes
the requirement of number
of employees on every floor.
This ironically gives high
At Lidl, employees are
getting attractive salary for
their hard work whilst on the
job. However
their performances are
evaluated on the basis of
number of items scanned
during the whole day. High
training standards are set only
to ensure one can scan
maximum number of product
fastly and conveniently that
ultimately results in meeting

competitive edge to the firm
over its others competitors as
Aldi become more focused on
giving training to its
employees and making them
more effective and efficient.
customer needs (Lamb and
McDaniel, 2011).
Process: As the firm has designed its
store layout in a very
thoughtful manner which
results in finding product
easily or in less time. Also the
company focused on keeping
limited number of products
that are made of high quality
and selling it at reasonable
rate. Along with this, its
products usually have large
barcodes which help their
employees in quick
identification and fast billing
(Perreault., 2010).
The primary process of
company is mainly emphasize
on buying and selling as
much as good as possible at
an affordable price.
Involvement of customer in
any of their procedure is
minimal. Everything in the
store is placed or kept in a
well-organized manner that
makes easier for consumer to
look after products without
creating much chaos.
Physical Evidence: The company gained
popularity all across the
world for its global pricing,
standardization and business
processes. Nearly about
85%of its total stock are sold
under its own private label
and rest all from well famous
Traditional and linear laid out
manner of Lidl gives them
high competitive advantage
over its competitors. This
help customers in finding
goods in easiest manner. Also
because of its Yellow and
Blue brand logo colors, it

brands. Its strategy of keeping
everyday low prices remains
same even at global level
which results in giving them
high competitive advantage
over their competitors.
become easier for customer to
recognize and find it
throughout their surrounding
areas (Malhotra and Birks,
2012).
TASK 3
P4 Produce and evaluate a basic marketing plan for the chosen
organisation.
Marketing plan: It refers to the formal document that provides direction to marketing manager of
firm for their future course of action. It includes all the information that helps firm in promoting
its product effectively (Rossi and McCulloch., 2012).
Company overview:
ALDI is one of the well known multinational supermarket chain which is operated in around 20
countries. The company is headquartered in Essen, Germany and it is operated more than 10,000
stores at different places. It was established in year 1946 by Karl Albrecht and Theo Albrecht.
The company wants to introduce new service for customers which makes it easy for them to
made payments of their purchases without wasting their time. This will helps company in
attracting more number of customers towards firm.
Mission: The mission statement of ALDI is “ To satisfy needs of customers by providing them
high quality products.”
Vision: the vision statement of ALDI is “to be a leading discount supermarket chain in all over
the world and gain high loyalty of customers”.
Objectives:
 To increase sales of products by 20% in next 2 years.
 To maximize market share from 15% by year 2021.
STP:

Segmentation: It refers to the process of dividing market into homogenous subgroups. ALDI
divides its market on the basis of behavioural segmentation.
Target group: The target group of ALD includes household and individuals.
Positioning: ALDI positioned itself strongly in Germany. Its unique selling point is spend a little,
live a lot. Firm sale high quality products at affordable prices which creates good brand image
of company in market.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 5000 8000 10000 14000 18000
Investment 15000 25000 30000 14000
Total 5000 23000 35000 44000 32000
Marketing outlay
Promotion 6000 3000 4000 3000 3000
sales publicity 2000 2000 3000 2000 2000
Direct selling 4000 2000 5000 4000 4000
Total 12000 7000 12000 9000 9000

Monitoring and control: After preparing the overall plan, it is the responsibility of marketing
manager of ALDI to implement it successfully and monitor and control all the activities in order
to ensure that all activities are done in right way. Firm also take corrective measures if required
(Silver and et. al., 2012).
CONCLUSION
As per the above mentioned report, it has been concluded that marketing plays crucial
role in success and growth of organization. It helps firm in generating high sales and profit ratios
and attaining pre set goals and objectives of company. There are various a key roles and
responsibilities of marketing including promoting and maintaining brand image, communication
etc. Different departments within firm are interlinked with marketing department and work
collectively to attain objectives of company. Marketing mix includes set of marketing tools
which are used by company for perusing its market objectives. Marketing plan is a blue print that
depicts about future course of actions that are going to be taken by firm. Successful
implementation of plan helps in attaining goals and objectives of company.

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