Essentials of Marketing and Marketing Mix

This assignment provides a comprehensive overview of the essentials of marketing, focusing on the marketing mix (4Ps) and its extension to 7Ps. It includes references to various sources such as journals, books, and online resources that discuss marketing essentials, including email marketing, human resources marketing, and destination marketing. The assignment also touches on the importance of fairness in a social and ethically oriented marketing landscape.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P.1 Key roles and responsibilities of the marketing function.....................................................1
P.2 Roles and responsibilities of marketing related to Aldi in wider context............................4
TASK 2 ...........................................................................................................................................6
P.3 Comparison between marketing mix of organizations to achiever objectives.....................6
TASK 4 .........................................................................................................................................11
P.4 Preparation and evaluation of marketing plan in Aldi........................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is the most important activity in management today. The major functions
which are performed under marketing are creating, promoting and delivering goods and services
to their end customers. There is a huge importance of marketing for every organisation to attain
sustainability in their business operations. The benefits which are gathered by organisation are
competitive advantage, improved market share, higher profitability, large number of sales,
satisfaction of different demand of customers, etc. Marketing also includes the functions of
research which helps in identification the factors which are present in business environment and
preparation of effective policies and procedures. The modern promotional tools which are used
for advertisement are social media and electronic media. Social media is the most effective and
cost efficient method which helps a wider range in comparison to other methods. Marketing
activities help in popularizing the existing products of organisation and penetration into the new
market. There is a huge influence upon the behaviour of customers through effective marketing
activities. ALDI has a large number of supermarket chains over 10000 stores in 20 countries.
The management decided to adopt effective marketing policies which help in improvement of
their sales and profitability.
In the present report, key roles and responsibilities of marketing function, roles and
responsibilities of marketing in relation to the wider organisational context as well as application
of marketing mix regarding marketing planning to achieve business objectives will be explained.
Also, basic marketing plan for ALDI will be provided here.
TASK 1
P1. Key roles and responsibilities of the marketing function
Marketing: It is considered as a management process which helps in delivering goods
and services to the end customers. It includes the combination of four elements of marketing
which help in performance of diversified activities in easier manner. Such different marketing
functions include:
 Identification, selection and development of product
 Determination of effective pricing policies which help in influencing the behaviour of
customers
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 Selection and development of distribution channels which help in supplying products and
expanding their reach towards customers
 Application of effective promotional strategy which helps in popularise the products
Marketing also includes the activities related to study and management of exchange
relationships. It is used by management of ALDI regarding creation, keeping and satisfaction of
different demands of customers. It helps in attraction of a large number of customers and clients
towards their business activities and products.
About ALDI: It is a retail market organisation which deals in large number of products
like food, beverages, sanitary articles and household goods. It has more than 10000 stores in 20
countries. The number of locations where they provide their services are 10366. It was
established on 23rd June 1913. The total number of employees which are working in ALDI in all
over the world are 162579.
ALDI Nord's has 35 regional companies which are having more than 2500 stores in
western, northern and eastern Germany.
ALDI Sud's has 32 regional companies which are having around 1600 stores in western
and southern Germany.
Roles and responsibilities of marketing function
There are many roles and responsibilities included in the marketing function. All such
roles have their different functions in the organisation. There are large number of importance is
gathered ALDI through application of the different marketing function which are mentioned
below:
 Product: It is considered as the most important offering of ALDI through which they
satisfy different demands of customers. So, it the responsibility upon management of
ALDI to make their products unique from other competitors. This helps in the
improvement of their sales figure. In this regard, manager of ALDUI has duty to
conduct research about market and identify requirement of customers.
 Price: It is the most important factor which has a direct impact on the buying behaviour
of customers. ALDI is needed to decide the prices of their products which are affordable
and right for the users. Setting right price not only helps in attraction of large number of
customers but also contributes in building a positive brand image. It is responsibility of
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the marketing department of ALDI to set varied and right prices regarding their different
offerings.
 Selling: It is the process of providing their end products to final customers. The
management needs to adopt convenient process which helps in effective distribution of
products to their end customers and influence their mind regarding purchase of product.
To improve their sales, ALDI is needed to check timely availability of their products to
nearby stores.
 Promotion: It is the most important function which is performed by marketing
department. It includes the use of various communication tools to build healthy relation
with their customers and provide information regarding current offerings provided by
ALDI. It helps in the improvement of their market share and profitability. It helps in
popularising the good in market and attracting customers towards their products. Social
media is a modern promotional platform which is more cost efficient and having a wide
range.
 Management information system: It is considered as the most important of marketing
which helps in collection and disbursement of important information to different
departments of ALDI to complete their different tasks effectively. It includes collection
of information from the market regarding current preferences and needs of customers. It
helps the production department of ALDI to make significant changes according to their
needs and satisfy different requirements.
 Financing: To effectively perform their different functions, adequate amount of fund is
needed to finance their business operations. Sufficient financial resources helps in
application of the innovative ideas in achievement of their diversified business
objectives. Due to lack of financial resources, a large number of issues arise in the
performance of day to day operations. So, it is the duty of management of ALDI to
examine on continuous basis requirement of funds and sources to improve efficiency.
Distribution: It is one of the important activities which helps in delivering different products to
their stores. For this purpose, management of ALDI needs to establish effective distribution
channels which provide their products to customers. Timely delivery of products helps in
capturing the trust and confidence of customers regarding services.
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P.2 Roles and responsibilities of marketing related to Aldi in wider context
All the sections of the company have their own importance in firm. They are give
different responsibilities and they have to work accordingly. Main function of Aldi company is
to distributive the goods and products to customers and the can only be done when there is
proper contact with logistics department. Main ideas is to earn huge revenues and to deliver the
goods top consumer in time and earn high profits (Brooks and Simkin, 2011). Distribution is not
an easy activity and when firm wants to operate globally delivery process to deliver goods
become difficult. So to achieve the objectives, there can be proper balance between demand and
supply. To accomplish targets marketing helps the finance department.
Marketing arranges money for finance so that manager can arrange cash and find
methods to incest in various matter. Thus try can invest money in different activities required for
widening of the business. Marketing also helps the production department sop that they can
produce goods in time and give necessary information related to sale of product which helps
department. It also helps the procurement department by giving them cash which is required to
obtain necessary resources in producing goods. Marketing also assists the research and
development department by providing them new and innovative ideas of producing product. It
helps the department to think new and unique ideas related to creation of product. It also helps
other departments so that they can function efficiently and effectively. Thus firm can produce
effective product and deliver the goods to customers in time and satisfies the consumers. Hence
firm can earn more profits and can increase the market share. The relationship of marketing with
other departments of ALDI are-
 Marketing and finance – Marketing department can provide necessary data about the
cash and their investment which can help the finance department. It can provide the
information related to costs and profits of various retail products so that department can
create budget and cash required to invest in various activities. Department can create the
future plans and strategies of increasing the sales as they know the profits and the costs.
By receiving the relevant data they can manage the cash and can know the capital
requirements (Brooks and Simkin, 2012). They can also arrange source of financing and
maintain the cash flow analysis. Section can create different policies of various clients
and can demand money from them. As marketing provides data related to costs and
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profits so hence finance manager can know the profits of business and can create plans to
increases the profits of company.
 Marketing and production – Marketing department provides relevant information
regarding the sales to production. They provide the information such as needs and wants
of customers and give many ideas of creating product. So hence production manager ca
create different plans and policies to manufacture product according to requirements of
consumers (Cabrera and Williams, 2014). They apply various ideas given by marketing
manager ad hence can create unique and innovative product. So their activities and tasks
runs efficiently and effectively. Manager can create future plans and policies related to
planning of production so that all operations can run successfully and smoothly. Thus it
satisfies the consumers and can earn more profits.
 Marketing and procurement - Procurement department obtains necessary raw
materials and materials to produce the product. Hence marketing after scanning the
environment provides necessary information regarding the raw materials required to
create product (Pike, 2015). They also search for the new suppliers who can efficiently
produce the goods with various equipments. Thus procurement department can easily
manufacture good quality products with efficiently equipments and materials. Therefore
through unique tools and materials they can create products according the requirements
of customers Thus supplier can supply the products to company in time. So hence firm
can deliver the goods to customers in appropriate time and satisfies the customers. Hence
firm can earn more profits and can increases the market share. So it can maintain unique
position in front of all consumers.
 Marketing and research and development – Marketing department helps in searching
new and unique ideas to create product. Thus they provide relevant data regarding
unique and innovative ideas to manufacture product. They also provide data regrading the
latest technologies to create the product so that R & D department can develop new and
innovative goods (Caragher, 2016). Through this data research department can create
product according to new different ideas and also users the recent technologies so that
they can produce good quality products which are according to needs and demands of
customers. So hence it can fulfil the needs and demands of customers and can satisfies
the users.
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 Marketing and personnel – Marketing department helps the human resource department
by providing the necessary data regarding the recruitment,selection,job
description,employee assessment and training programmes. So thus human resource
department can easily recruit different employees and select many staff members
according to job requirements (Desai, 2013). They can have record of all employees
which also helps them in providing training according to need of all staff members.
Hence they provide training and human resource manager can easily monitor the
performance of all employees. So manager can organize seminars and workshops which
can provide different rewards and employees are recognized according to their
performance. It increases the motivation level of employees to perform better. This also
enhances the energy and enthusiasm level of staff members so that they can perform
efficiently and effectively. Thus all activities and tasks runs smoothly. Thus through
marketing personnel department can recruit qualified employees,monitor performance of
all staff members and can organize programmes to improve their performance.
Marketing provides relevant information to all departments of Aldi so that all activities
and tasks can run smoothly and successfully. Proper balance is maintained between all
departments and hence they can create efficient and effective plans to run successfully. Through
this they can manufacture good quality of products and can satisfy the consumers. Hence firm
can earn more profits and can increase the market share. Thus company can maintain unique
position in front of customers and can give strong competition to other firms.
TASK 2
P.3 Comparison between marketing mix of organizations to achiever objectives
Marketing mix are different activities and tasks which help in promotion of the product.
It consists of product,price,place,promotion,place,process and physical evidence. Through this
company can easily creates pricing ,distribution and other promotional strategies to market and
promote product (Dibb and Simkin, 2013). It is important that company adopts it so that firm
can accomplish all the objectives and targets. It can fulfil all needs and wants of all customers
and thus satisfies the consumers through choosing better elements of marketing mix. Thus firm
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can earn more profits and can increase market share. It can also maintain unique image in minds
if all customers and in market. Hence company can give strong competition to other firms.
Comparison between marketing mix of Aldi and Tesco are described below-
(Source: Extended Marketing Mix (7P's),2015)
Basis Aldi Tesco
Product Company provides affordable
products such as
fruits,vegetables,stationary and
household products, beauty
products etc. It provides
products at lesser cost as
compared to market. This is
the main strategy and plan of
Company offers wide range of
products in categories
including the clothing, food,
electronics and financial
services in various shops. Firm
has also sell the products
through shops and online
stores It also provides
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Illustration 1: Extended Marketing Mix (7P's)

aldi firm. It also sells the non
food items and satisfy the
products according to season
and requirements of all
consumers. it has expanded
operations globally. Thus it
can attract many customers in
limited time.
different offers with various
products such as free music
system etc. to attract more
consumers. It do not charge
low prices for different goods
but offers wide choices for
their customers. It is done to
capture more customers.
Price Company provides products at
lesser price. It uses unit pricing
in which customers can easily
compare the process and uses
market penetration in which it
charges low process for their
products to increase the market
share . It also uses competitor
pricing strategy in which it
charges lower prices than
competitors to attract more
consumers. It also uses
psychological and loss
leadership pricing strategy.
Thus it can capture many
customers.
Tesco company uses low
prices to sell different
products. Firm sell higher
quality of products at lesser
cost. It also give different
discounts and offers to various
customers which also reduce
the pricers of products It uses
economies of scale in which it
increases production by
reducing cost of product. It do
not adopts loss leadership and
psychological
pricing,competitive and unit
strategy to attract customers.
Place Company try to keep the
layout of the storer as simpler
and attractive to consumers
and users environment friendly
tools in various stores. It is
done to charge lower cost from
Company mainly uses online
and offline source to distribute
the product. It has expanded
operations through opening of
different shops such as Tesco
express, Tesco metro, Tesco
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the consumers. Firm do less
wastage of resources through
proper transportation of goods
and use of environment
friendly techniques. It also
users the online media through
which it can sell the products.
compact etc. For increasing the
convenience of consumers
company can open smaller
stores also to attract more
consumers. It do not focus on
the appearance of shop to
capture more consumers. Firm
also uses the online source in
which it has various websites
to attract many users.
Promotion Company uses different
methods to promote the
product. It uses Email
marketing and newspapers to
promote the products. Firm
offers various offers such as
swap and save to attract more
consumers. Firm provides
various different such as super
boys in newspapers which are
delivered to customers every
week. In Email also firm uses
different offers such as Special
buys to attract more
consumers. Thus it creates
trust among all consumers. It
do not give different discounts
to consumers.
Company mainly uses
advertisements and other
promotional events such as
sponsorship and charitable
events to promote products. It
also offers different discounts
such as buy one get one free
and others to capture more
consumers. It uses clubcard
services in which it provides
discount offers in which
charges lower prices from all
consumers. Its main strategy
to charge low prices through
various offers of discounts.
Process In this there are less employees
who can attend may customers
In this company appoints
trained and competent
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properly. It uses less high
quality priced brands and bar
codes are there is each product
so that customers can Easterly
identify the product. There is a
belt fir fast bilking of
consumers It results in less
confusion among all
customers.
employees who can attend the
customers in a proper manner.
By selecting the qualified
employees they can solve all
problems and issues of all
customers efficiently and
effectively. Thus it can capture
more customers. This results in
increasing the happiness and
satisfaction of all consumers.
People In this company provides
training and high salary to the
employees so that they can
performer efficiently and
effectively. Workers can sit on
desks and do billing work
through the computer which
increases their efficiency of
work . It results in increasing
of sale of firm. Thus it can
capture more consumers.
Company selects highly
competent employees so that
they can work properly. They
can make use of different
programmes such as buy as
you earn and other offers
which can attract workers.
Workers are highly rewarded
and highly paid for their
contribution. It results in
increasing satisfaction of all
consumers. It can increase the
profits and market share.
Physical evidence In this company uses
standardised process and
techniques to promote and sell
the product. It mostly uses
items of its own country and
charges lower prices of
products . It is done to attract
It keep the stores can to
maintain hygiene for
customers who visit the stores.
there are categorised products
so that all consumers can
easily search the products.
Firm keep the websites clear
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more consumers. Thus
company can earn more profits
and can increase the market
share.
and simple so that consumer
can easily understand them. It
provides convenience to all
consumers to purchase the
products from company.
TASK 4
P.4 Preparation and evaluation of marketing plan in Aldi
Marketing plan is document in which all strategies and policies of company to promote
the product are mentioned (Essentials, 2015). It can be changed according to different trends in
environment. Plan includes objectives,SWOT strategy(Strength,weakness,opportunity and
threat),pestle analysis,porter's 5 forces model, competitors,strategies and budget.
Business objectives –
Objective of Aldi company are-
 Main objective is to increase the 5% market share and to enhance customer loyalty in 2
years.
SWOT Analysis-
Strength Weakness Opportunity Threat
 Company can
offer products
at affordable
pricers then
only it can
increase the
market share. It
provides high
quality
products so
that it can
satisfy the
 There are many
stores which
are located in
many countries
so hence it
cannot impact
globally. It
cannot capture
customers in
different
countries. To
increases the
 Company has
to put more
emphasis on
advertising and
other
promotional
methods to
increase the
sales. By
investing in
promotional
activities firm
 It cannot fulfil
all needs and
requirements
of all
customers.
Hence it results
in less market
share and
lower sales.
 It cannot create
pricing strategy
to beat the
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customers.
 It has expanded
its operations
in many
countries .
Through this it
can increase
market share
and can capture
more
customers.
market share
firm has to
produce unique
and innovative
products to
customers.
 People think
that it provides
cheap quality
products at
lower prices
so hence it
results in
reducing of
customer
loyalty.
can increase
the market
share .
 Company can
adopt recent
technologies so
that firm can
produce unique
and innovative
products to
attract more
consumers. It
is important to
increase the
market share
and to gain
customer
loyalty.
competitors so
it results in
lower market
share of firm.
Hence it cannot
gather many
customers.
Pestel Analysis – It incudes all factors which can affect company. They are- Political factors – There are conflicts arises in different countries. Company store are
situated in countries where there are no war and thus there are no conflicts in these
countries. So hence it has no threat of conflicts and firm can easily carry the operations
and activities (Fan, 2012). Thus it can run successfully and smoothly. Economic – Inflation arises in the country so hence people have less savings and money
to purchase the products. It can reduce the demand of products. But company provides all
products at discount so hence customers get cheaper products. So inflation has positive
impact on Aldi company. Social – According to demands of the employees company can provide higher wages to
all members. It increase the standard of living of workers as they get good quality
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products and clothing. So it benefits the society (Nguyen and Simkin, 2012). Thus it can
capture more customers. Technological – Company has to adopt the latest technology to attract more consumers.
Customers expect self services so hence company has to provide efficient services to
satisfy the customers. Environmental factors - Organization use plastic bags and recycled materials in
manufacture various products (Illing and Anders, 2016). Hence they maintain good
image in front of all customers.
 Legal – Aldi company has falsely represented the sales of some products such as herbs
son hence there are legal disputes in company. Firm cannot operate all activities and
tasks. It can reduce the sales of company.
STP (Segmentation,positioning and targeting)
Company has launched new product that is shampoo in market. So its STP strategy is-
 STP strategy - Segmentation is dividing population according to some common
characteristic. It segments population on basis of consumers such as size, organization
structure and our purchasing style. So organization provides products according to needs
of different consumers. It is dome so that company can sell the product to particular
section of population and can fulfil needs and requirements of customers. Thus it can
easily satisfies them. Company basically targets to youth people as generally shampoo is
used by young people. It has to deliver the product according to objectives and goals of
firm. Organization has to deliver good quality products to different people. In targeting
company has necessary resources which can match the customers preference and choice.
Then only firm can satisfies needs and requirements of people. Lastly positioning which
is the image and perception of brand of company in mind of all consumers. Organization
uses price and quality strategy in which it delivers low prices products and good quality
products. Goods are according to needs and requirements of all people. So hence it can
attract many consumers (Kongstvedt, 2012). Thus it can maintain good image in front of
all consumers and market. Hence results in increasing of profits and market share.
Competitors -
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Aldi major competitors Tesco, Lidl,Marks and Spencer. It has to make unique strategies to beat
these rivals.
Strategies -
Main strategy of Aldi company is to emphasis on pricing strategy. It uses price penetration
strategy in which lower prices are charged for all products (Lamb,Hair and McDanielLane,
2016). Through this form can increase market share and increase market loyalty.
Budget -
It has a budget of 90000 crore. So Aldi can spend 10000 on manufacturing activities,20000 on
production,20000 on operations, 10000 on distribution and 30000 on research and promotion.
CONCLUSION
These days marketing is the field which helps company to grow and expand. Under this
report it is discussed that marketing department helps to provide knowledge about various
products and services to public. In organisation there are many activities which are related to
each other. It is important for marketing manager to know about changes taking place in
environment so that they can deliver to other departments and appropriate operations can be
planned. In this report, different ways of marketing mix to achieve organisational goals and
targets are discussed (Mitchell, 2012). These methods vary as per organisation. There is
requirement of proper planning to apply marketing tools. This plan has impact on operations of
company and there are possibilities that manger has to change its decision. There is requirement
to review the implementation of plans and proper feedback must be taken. In case of negative
results corrective measures must be adopted. In this marketing manger has vital role to analyse
the resources and apply them in most appropriate manner.
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