Essentials of Marketing in Aldi

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
a) What is marketing..............................................................................................................1
b) Brief history of company...................................................................................................1
P1 Key Role of marketing with functional units....................................................................1
M1...........................................................................................................................................3
P2 Different organisational functional areas related with marketing.....................................3
M2...........................................................................................................................................5
D1...........................................................................................................................................5
P3 Comparative discussion of marketing mix........................................................................6
M3...........................................................................................................................................9
P4 Market plan.......................................................................................................................9
M4.........................................................................................................................................10
D2.........................................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing essentials can be described all those factors that are necessary to carrying an
effective as well as efficient promotional activities for attaining required outcomes. Different
types of marketing procedures are conducted by companies to promote particular product or
brand which helps to boost up productivity and profitability. Marketing refers to improve
goodwill of an organisation and grab more profit share in market (Baines, Fill and Page, 2013).
This report is based on ALDI which is considered as common brand of two super market chains
and deals in retailing sector. It was founded by Karl Albrecht and Theo Albrecht in the year
1913, almost 104 years ago. It has around 10,000 stores in 20 countries having an estimated
turnover of more than €50 billion along with 104,400 number of employees approximately. This
assignment will discus about key roles of marketing and their inter relation with pother
functional areas. It also includes comparative explanation of marketing mix with other
organisation. A developed market plan and it's evaluation is given below.
MAIN BODY
a) What is marketing
Marketing cam be described as an effective management process through which goods
or services move concept to the customers in proper manner. It also include to conduct more
efficient and attractive promotional activities to make people aware about brand or product and
improve sales of company in correct way. However, it involves the criteria of carrying out
market research to analyse actual needs and demands of customers in order to complete them
properly.
b) Brief history of company
The company followed in given report is ALDI which is global organisation and
established in the year around 1913. It has 104,400 staff members and 10,000 stores at global
level. They are preferring hierarchical organisational structure with top down to bottom up for
exchanging information in more appropriate manner for achieving desired goals successfully.
P1 Key Role of marketing with functional units
Marketing refers to conduct effective management of product by supplying them to
different stores in order to fulfil demands of customers in proper manner. It involves to make an
1

appropriate research to evaluate changing neds of people and demand to product at different
geographical sites which should be fulfilled properly. Moreover, promotional activities
conduction for provide information about brand to people and attract more customers for
achieving better profits. Marketing is important as it provide accurate information about actual
demand of product in market, changing trend of market and competitor's strategies hiwhc
facilitate to make changes in operations to maintain better profit share in market by ALDI.
There are various types of functions which are carried in an appropriate manner with the
help of marketing activities and create desired outcomes on regular basis. Various kinds of
procedures and tasks are conducted in an organisation to complete required goals or objectives.
Marketing has a key role to understand actual requirements of people in market and then other
functional department will perform to fulfil desired needs properly (Bowie, Paraskevas and
Mariussen, 2014). ALDI have to establish an accurate marketing team which is efficient enough
to conduct required tasks in correct way. Some of them are given below:
Promotion: - This can be explained as main function of marketing in which company
will carrying out several promotional activities to gain better outcomes on regular basis in order
top improve productivity as well as profitability. Promotional events involves advertisements,
posters, banners, pamphlets and so on that provide support to boost to up goodwill of ALDI and
grab more profit share in market.
Selling: - The term selling can be defined as to sell product to client through convincing
them by attractive and beneficial features of brand. Sometimes, previous use of goods will
provide better satisfaction to them which facilitate regular purchasing of product. ALDI can gain
actual requirements of people according to current fashion of market and render accurate service
to make them loyal for brand for a long time to gain desired profits.
Financing: - The term financing refers to funds or money which is necessary factor to
carrying out any business properly. It is necessary to invests certain amount of money to conduct
required processes to earn profit. Marketing activities also needed some funds to conduct them in
attractive manner to get desired outcomes in ALDI.
Distribution (Channel management):- This can be described as to carried out channel
management for distribution of goods in bulk so that people can buy products easily (Brassington
and Pettitt, 2013). Customers will frequently switch to another brand then it is important to make
product available for them so that they can purchase it to fulfil their needs, wants and demands
2

in proper manner. ALDI have to focus on this process and conduct it in required way. Marketing
department will provide an accurate information about requirements at different distribution
channels to supply goods in correct manner.
Product (Service management):- The term product is known as final goods which are
ready to sell for completing needs and desires of customers. In this case, marketing team will
render proper information about requirements of people along with changing trends of market. It
will helps to production section for manufacturing desired product to fulfil needs of clients.
ALDI can gain more details about preferences of citizens and complete their expectations
properly.
Pricing: - This refers to that amount of money which is paid by consumers to buy
particular product or service. It basically includes cost of manufacturing and profit of company
but it is necessary to make good affordable for customers. Marketing section of ALDI have to
provide in formation about budget of income of clients according to that product will be
produced in low cost and fulfil requirements of citizens.
Marketing Information System: - This can be explained as an effective marketing
information system which provide support to gain required information about several aspects and
maintain previous records for future purpose (Cleverley, 2017). Marketing activities can be
conducted in proper manner through analysing mandatory data and earn better profits in ALDI.
The above mentioned sections of any organisations should be carried out in an
appropriate manner to generate desired outcomes on daily routine of business. ALDI have to
focus on various functions and conduct different tasks or activities in correct way to attain
required targets properly.
M1
Marketing section of any company has several roles like research, selling, promotion etc.
which are necessary to be conduct in correct manner because they help to improve profits.
Marketing team find out actual needs, wants and preferences of customer and changing trends of
market. It will help to production section to make an appropriate product to fulfil desired
requirements of clients along with satisfaction (Clow and James, 2013).
P2 Different organisational functional areas related with marketing
There are different types of functional areas which are established by each and every
organisation to conduct various kinds of functions in proper way. It is necessary to make an
3

effective as well as efficient strategies to carried out regular tasks or activities in company to
generate desired outcomes. ALDI have to collect an accurate knowledge about present scenario
with help of marketing team and them complete required tasks.
Customer services: - The term customer service refers to product which is provided to
people for complete their basic needs, wants and demands in proper manner. It is necessary to
provide desired goods to customers as per their preferences. It will become possible with help of
marketing department as they render knowledge about actual requirements and desires of clients.
ALDI have to gain actual knowledge about demands of citizens and them manufacture correct
products to fulfil expectations of them.
Distribution: - This can be described as to supply gods in bulk to different stores or
shops in market to make them available for customers. Marketing team will provide information
about actual demand of customers on various geographical areas and them distribution can be
done in correct way. It is necessary for ALDI to supply product at right time so that citizens will
become capable to purchase it whenever required to complete their requirements.
Finance :- The term finance is relevant to money which is key factor behind any business
(Desai, 2013). Every activity or process which is carried out in company is required certain
amount of money to generate desired outputs. Marketing activities are requires funds for
conducting required events so that productivity as well as profitability of company can be
improved properly. ALDI have to manage finance of company through gaining actual
information with help of marketing team to conducting different functions.
Human resource :- This can be described as the whole work force of company. All staff
members working on different levels in an organisation are known human resource. It is
mandatory to allocate various tasks or events to employees as per their field of expertise which
facilitate to generate better outputs and they will perform interestingly. ALDI have to focus on
efficiencies of an individual while hire them for marketing department because all functions are
carried out on basis of information provided by these people.
Marketing : - The marketing refers to several kinds of promotional activities which are
carried out every small and large organisation to promote their product or brand to gain more
number of customers (Dibb and Simkin, 2013). Marketing team have to determine current trends
of market according to that they have to conduct different types of promotional events to attract
4

more clients effectively. ALDI have to conduct on marketing procedures so that they will gram
more profits share in market.
Sales :- This can be explained as to maintain sales targets through putting an accurate
efforts to complete them accordingly. Sales target are very essential to be fulfilled because it is
responsible for profits of company. Marketing team have to provide an effective training to their
members so that they can convince consumers to purchase product on regular basis. ALDI have
to focus on efficiencies of employees and conduct desired learning programs so that they will
improve their abilities and create better productivity.
Production :- The production is all about to produce required products or service to fulfil
requirements of customers. Manufacturing section of company is very essential as it prepare
goods which are sullied to market to earn desired profits (Durmaz, 2011). Marketing team
provide actual information about needs, wants, demands, taste and preferences of people
according to which production department prepare desired goods to fulfil expectations of
consumers to gain their satisfaction. ALDI have to focus on accurate data provided by marketing
tea,m and then work on them properly to get better outputs.
Research and development :- This can be defined as research and development
programs which generally carried out by marketing team to determine changing trends of market
along with actual demands of customers. It includes to conduct various types of events that helps
to collect actual data according to which required actions must be taken by ALDI to get better
outcomes.
M2
The company has several departments such as human resource, finance, distribution,
sales, marketing, research & development and many more. These sections gain an accurate
information from marketing team and according to them they will perform their tasks to create
desired outcomes on daily routine. It helps to know about present fashion of market and
preferences of clients to make correct product to fulfil their requirements properly
(Fazlollahtabar, Aghasi and Forte, 2012).
D1
The key elements of marketing are to function is conduct more effective as ell efficient
promotional activities to improve goodwill of brand at market area. They also conduct research
5

of market trends to know about actual requirements and provide that information to other
sections of company. It will support ALDI to complete all the desired functions properly to get
required benefits as well.
P3 Comparative discussion of marketing mix
The marketing mix refers to a set of tools which are utilised by companies to complete
marketing objectives in correct way. It has several components such as product, price,
promotion, place, people, process and physical evidence. It is necessary to analyse about these
elements because they are responsible for overall profitability of an enterprise (Fırat, 2013). A
comparative discussion of marketing mix of ALDI with ASDA is given below:
(Source: Unit 2 Marketing Essentials Assignment, 2012)
Comparison between ALDI and ASDA
ALDI ASDA
Product  This company is reputable
brand ans provide better
quality goods to people. It
basically render several
products like Rich tea biscuits,
Little journey, Elevation,
Simply nature, Choco rice, fit
& active and Priano. They
 ASDA provide various
goods such as fresh, chilled,
and frozen food, drinks,
health and beauty products,
laundry and household
products, clothing, outdoor
and entertainment products.
This enterprise is also
6
Illustration 1: Unit 2 Marketing Essentials Assignment, 2012

provide guarantee for their
products and promise to
replace them immediately
which facilitate to retain
people to company easily. It
has almost 1350 number of
products along with new ones.
rendering certain financial
services also like travel
insurance, debit cards,
personal loans etc. they have
an effective policy to make
goods more beneficial for
people (Gertner, 2011).
Price  This firm has an effective as
well as efficient pricing
strategies. They provide wide
range of goods of regular
usage at suitable or low rates
along with maintaining quality
of products to gain more
number of loyal clients. They
have target customers
including lower middle class
and middle class section of
society and kept their desires
in mind making pricing
policies.
 This company is also focus
on low cost agenda because
many people are not able to
budget expensive products as
per their limited budget of
income. Apart from this,
they render an outstanding
value of money while
providing an appropriate
quality of food products and
other goods.
Promotion  It is an international brand
then it is necessary to balance
it's impacts on global market
along with using an effective
techniques to communicate
with desired consumers
(Hamilton, 2011). They
conduct certain humorous
campaigns that support to
 ASDA has used several
kinds of methods or
techniques such as
television, newspapers and
other media outlets to make
an effective conversation
with customers. This firm
also carried out certain
efficient tools for sales
7

prepare an emotional link with
citizens along with using
social media for promotional
purpose as well.
promotion as well which
provide support to earn more
profitability.
Place  This is very important to
supply products goods at
desired geographical areas to
gain more number of
customers along with the
current ones. ALDI has
covered global area of market
and distribute goods in certain
countries like US, UK, Italy,
Belgium, Australia, Denmark,
Austria, France, Ireland,
Hungary etc. grabbing more
market places is an essential
criteria to expand business and
achieve better growth of
company.
 The firm is basically deals in
different nations in United
Kingdom having around 525
stores approximately along
with it's online platform as
well. They have a range of
formats to maintain stores
such as super centres,
superstores, supermarkets,
ASDA Living, and Petrol
Filing Stations. In this, super
centres are considered as
huge stores that provide
extended range of food,
George and non- food etc.
People  They have an efficient impact
on customers through
providing services properly
which attract people towards
brand. Employees of ALDI are
much trained as they
understand requirements of
people in correct manner and
render an accurate service to
them.
 This organisation has almost
160,000 staff members
working as they offer on the
job and off the job
opportunity of training to
develop skills or abilities of
workers at several levels.
They have well experienced
employees to render required
service to people (Jones and
8

Rowley, 2011).
Process  They have an appropriate
procedure to focus on
feedbacks or suggestions
collected from clients and
work on them properly to
improve product or service
which facilitate to attain
satisfaction and make loyal
customers.
 They have an appropriate
process in which suppliers
and then goods are kept in
shelves in well organised
manner from where
customers can buy. People
can prefer self service while
purchasing and make
payments through machines.
Physical evidence  They have physical evidence
of maintaining an effective
shops or stores to through
modern techniques boost up
shopping experience of
people.
 It involves stores, logo,
website, brochures and
customer experience in
ASDA.
M3
There are various types of strategies which are made of company to carrying out regular
tasks of business and generate desired outcomes. Through analysing trends of market and
modified demands of consumers, it is necessary to implement more attractive features to product
for achieving satisfaction of people (Joshi, 2012). Apart from this, it is also mandatory to focus
on policies on competitors so that ALDI can take required actions towards it to maintain
profitability.
P4 Market plan
The market plan refers to an effective design in which helps to conduct marketing
procedure in more appropriate manner to get desired outcomes. This process include to analyse
various components that are relevant to marketing.
Overview of the company :- ALDI is a kind of brand of two super market chains that
deals in retailing sector. It was founded by Karl Albrecht and Theo Albrecht in the year of 1913 .
9

this company has several products like food, beverages, sanitary articles, house hold goods and
many more. It is serving products at global level having work force of around 104,400 working
within an organisation in different branches of same enterprises.
Vision and mission of the company :- The vision statement of ALDI is to revolutionize
the grocery industry along with an unique business model. Mission of this company is to
provide top quality of products at incredibly low prices which can be affordable for customers
with factor of guarantee (Khan and Adil, 2013).
Market segmentation :- This is all about to make segments of target customers from a
population of people. It includes those clients who are desired ones for product of an
organisation. The existing, regular and potential consumers of ALDI are considered into market
segmentation of an enterprise.
Target market :- This can be described that particular group of customers who buy
products of ALDI ion regular routine. These people are responsible for present productivity as
well as profitability of an organisation. Basically, this company several goods of daily use then
they have target customers including children, youngsters and old age citizens as well.
Marketing objectives :- The major goal of marketing us to improve goodwill of
company and grab more market share to earn better profits. It helps to improve shareholder
values for along period of time. It includes the aim of attract new customers along with retaining
the current ones to become strong competitor at market place and gain better profitability.
M4
Marketing plan refers to design of several activities which are included in this process to
conduct required events in correct way to get better outcomes. It basically includes mission &
vision of company, target customers, market segmentation, objectives etc. which are necessary to
be determined and complete them in an appropriate manner to get desired results in terms of
profits.
D2
Marketing mix refers to several factors such as product, price, promotion, place, people,
process and physical evidence which are required to be analyse and evaluated properly. This will
helps to make market plan of ALDI to focus on target clients and prepare effective strategies to
complete desired objectives to gain better profits.
10

CONCLUSION
The above report had concluded that marketing essentials can be described all those
factors that are necessary to carrying an effective as well as efficient promotional activities for
attaining required outcomes. Marketing has a key role to understand actual requirements of
people in market and then other functional department will perform to fulfil desired needs
properly. The marketing mix refers to a set of tools which are utilised by companies to complete
marketing objectives in correct way. The market plan refers to an effective design in which helps
to conduct marketing procedure in more appropriate manner to get desired outcomes.
REFERENCES
Books and journals
Baines, P., Fill, C. and Page, K., 2013.Essentials of marketing. Oxford University Press.
Bowie, D., Paraskevas, A. and Mariussen, A., 2014. Technology-driven online marketing
performance measurement: lessons from affiliate marketing. International Journal of
Online Marketing (IJOM). 4(4). pp.1-16.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Cleverley, W. O., 2017. Essentials of health care finance. Jones & Bartlett Learning.
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Durmaz, Y., 2011. A theoretical approach to the concept of advertising in marketing.
International Journal Economic Research.[23 Januari 2015].
Fazlollahtabar, H., Aghasi, E. and Forte, P., 2012. Bi-objective two-stage decision-making
process for service marketing. International Journal of Strategic Decision Sciences
(IJSDS). 3(3). pp.24-39.
Fırat, A. F., 2013. Marketing: culture institutionalized. Journal of Macromarketing. 33(1). pp.78-
82.
Gertner, D., 2011. A (tentative) meta-analysis of the ‘place marketing’and ‘place
branding’literature. Journal of Brand Management. 19(2). pp.112-131.
Hamilton, C., 2011. Cengage Advantage Books: Essentials of Public Speaking. Cengage
Learning.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal, 29(1). pp.25-36.
Joshi, M., 2012. Essentials of marketing. Bookboon.
Khan, M. N. and Adil, M., 2013. Data analysis techniques in service quality literature: Essentials
and advances. Serbian Journal of Management. 8(1). pp.95-112.
Online
11

Definition of 'Marketing Mix'. 2018. [Online]. Available through:
<https://economictimes.indiatimes.com/definition/marketing-mix>
Unit 2 Marketing Essentials Assignment. 2012. [Online]. Available through:
<https://www.locusassignments.com/solution/unit-2-marketing-essentials-assignment-
solution>
12