Marketing Mix Tools for LIDL

This report focuses on the marketing plan for LIDL, a German grocery store chain. It discusses the current situation of the company, the development and implementation of marketing strategy using the STP model, and the marketing mix of LIDL. The report covers the product, place, price, promotion, people, processes, and physical evidence aspects of LIDL's marketing strategy.

Marketing Mix Tools
only 4/7Ps

EXECUTIVE SUMMARY
Marketing plan is a written document that is helpful in achieving the significant position within
the market place by launching the prominent products considering the requirement and
preferences of customers. In this context the management need to consider suitable situations
that are present in the market that impact on the target and objective of the company by
determining the suitable situation of the business. In relation with this STP model is considered
which is useful in formulating the prominent strategy for the business and 7 P’s are also
performed to identify the growth and market share of an organisation.
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Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................3
Current situation of Company.........................................................................................................3
Develop and implementation of marketing strategy........................................................................3
Marketing Mix of LIDL...................................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
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INTRODUCTION
Present report will specifically focus on the marketing plan which will help the chosen
company to improve its sales through enhancing the customer base. Company that has been
taken into consideration is LIDL, which is a German worldwide grocery store chain, situated in
Neckarsulm, Germany, that works more than 10,000 stores across Europe and the United States.
It has a place with Dieter Schwarz, who additionally claims the hypermarket chain Kaufland.
Including this, this report will consider STP model along with the marketing mix of LIDL in
order to improve the marketing related performance level at international market.
Current situation of Company
The present report is in the context of LIDL which is German Global discount Supermarket
Store and operates around 10,000 Store across Europe and US. Lidl is the prime competitors of
the German discount chainALDI in various markets considering United States as well. Lidl has
various stores in almost every member state of the European Union. In 1930Josef Schwarz
became the partner of Lidl which is a fruit wholesaler and also developed the company into the
general food wholesaler. Along with this LIDL copied the concept of ALDI and opened its first
discount store in 1973. Lidl opened its first store in UK in 1994 and grown constantly by having
around 800 stores. By 1977 LIDL chain comprises by 33 discount stores.
Despite from this the overall plan of company is to create and manage its whole work by
offering suitable job opportunities. By undertaking the prominent research it is analyze to that
the marketing plan is helpful in achieving significant goals and desired outcomes regarding the
expansion of business that it helps in achieving prominent market share and growth for company.
In addition to this the market plan considers is suitable matrix it is useful in processing suitable
marketing efforts for the company. Therefore maintaining and taking significant initiatives reach
to the enhancement of suitable elements that leads to develop the effective return on investment
on the market plan and also increase the cost of company.
Develop and implementation of marketing strategy
Marketing strategy refers to the suitable plan that is created regarding the achievement of
suitable results and outcomes that matches with the marketing objectives of the company (Datta,
Ailawadi and Van Heerde, 2017). In terms of this various task are performed by the management
in order to complete their work and for this little use few prominent techniques that leads to
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enhance share market vision consulting the alteration and modification in the target market that
helps in achieving competitive advantage. Hence execution for the marketing strategy STP
model is used in order to target the people.
Segmentation: It is helpful in determining the suitable customers in order to convince them
concerning the products and services. Considering retail sector they always try to enhance
products by considering the requirements and needs of customers in order to satisfy their buyers
and acquire New Market area (Festa and et. al., 2016). In this context LIDL develop its product
that is soft drink by considering the lifestyle of its customers and their taste and also focus it
offering to the health conscious customers by analysing their health pattern.
Targeting: It put emphasis on the significant areas to achieve and manage the market as a
whole that is useful in attracting more and more customers for it. Lidl needs to improve its target
market by exploring various market segments that is useful in describing the features of a
product. In terms of this organisation need to consider the size of its market area that is small
medium and large because the market size plays an important role in order to achieve the desired
outcomes and objectives of the market area.
Positioning: It provides the suitable map to company regarding acquiring the market area as
it offers suitable position that offers a suitable marketing strategy to their potential customers. In
relation with this company describe prominent marketing strategy that is helpful for the LIDL to
analyse its position within the market. In terms of this the interaction of customers plays an
important role to enhance the market size and also provide significant position map by
determining the current position of the company (Wu and Li, 2018).
Marketing Mix of LIDL
 Product: Lidl offers new organic product and vegetable, meat, fish, bread shop, solidified
food, wellbeing and excellence items, cleaning and family unit items, pet food, infant
food, child human services and some more! It is focused on acceptable quality and
privately sourced items. For instance, in the UK, 70% of Lidl items are provided by
British ranchers and providers.On the other hand, company is also looking forward to
launch a new product soft drink, after considering the different analysis company has
reached to a solution which was not only helped its customers to feel energetic but it will
also help them in changing their regular taste.
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 Place: Over the years, Lidlconsists with various territorial conveyance places to convey
quality produce over the UK. Clients can shop from more than 760 Lidl stores in the UK,
3100 in Germany, and more than 10,000 stores across Europe and the USA. Lidl is
additionally expected to dispatch an online conveyance framework soon. This will surely
enable the organization to contend with the opponents all the more successfully.
Moreover, this ought to likewise assist clients with maintaining a strategic distance from
long lines at the checkouts (Pogorelova and et. al., 2016). This has helped firm from
reducing long halls along with the waiting lines for their customers.
 Price: The pricing strategy which has been followed by LIDL is selling different range of
products like food and all at low prices because company has targeted customers with
low and middle-income. This has helped company in reaching to the success level in
much effective and efficient manner. Including this, LIDLspecifically managers through
offering customers with penetrated prices because of itsprivate label brands.
 Promotion: LIDL has already taken into consideration of digital marketing as their
promotional strategy in order to grab the customer base from all over the world. This is
where, company specifically develops promotional campaigns, advertisements, and use
them different social media sites where most of the individuals or the public is present for
better communication (Pomering, 2017).
 People: Around 3,15,000 employees that LIDL has at current moment, who specifically
delivers their best performance with the help of different skills and attributes in order to
serve the best experience to potential customers of this company. This has not only
helped company in reaching to the success level but it has also given competitive
advantages and different range of opportunities for Business expansion among different
areas of United Kingdom
 Processes: Delivery of service done by LIDL through different ways like Hyper or
supermarkets, online distribution channels, home delivery and so on. With the help of
this, LIDL has gained customer loyalty, through offering customers with the best quality
product that consists of low prices. Through this, company has reached to next level al-
hind comes under four big supermarkets of United Kingdom. Also, as company is going
to launch its new product which is soft drink it will be distributed among customers with
the help of online website, supermarket and many other channels as well (Shaw, 2016).
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 Physical evidence: Lidl specifically delivers its items in unmistakable shading bundling
that effectively recognizable on shelves. These are put on extraordinary racks gave by the
organization, which additionally have unique shading and structure (Liu and et. al.,
2017). This makes it simpler for clients to find such shelves in occupied retail locations.
This specifically makes company much more identifiable at a supermarket where most of
the companies’ rivals are also doing their business.
CONCLUSION
With the help of above mentioned report, it can easily be said that developing an effective
marketing strategy can help an organization like LIDL to engage its customers in much effective
and in efficient manner. It is must for a business company to come up with unique marketing
strategy at the time of launching a new product as it will not only help company in in improving
the customer base but it will also help in giving competition to the rivals.
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REFERENCES
Books and Journals
Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing. 81(3). pp.1-20.
Festa, G and et. al., 2016. The (r) evolution of wine marketing mix: From the 4Ps to the
4Es. Journal of Business Research. 69(5). pp.1550-1555.
Liu, Y and et. al., 2017. The effects of products’ aesthetic design on demand and marketing-mix
effectiveness: The role of segment prototypicality and brand consistency. Journal of
Marketing. 81(1). pp.83-102.
Pogorelova, E and et. al., 2016. Marketing Mix for E-commerce. International journal of
environmental & science education. 11(14). pp.6744-6759.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian Marketing
Journal (AMJ). 25(2). pp.157-165.
Shaw, S., 2016. Airline marketing and management. Routledge.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
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