Importance of Marketing Mix for Business Sustainability

This assignment emphasizes the significance of marketing mix in ensuring business sustainability. It highlights the need for coordination among departments to increase profitability and achieve business objectives. The marketing mix is unique to each company, requiring evaluation of a basic marketing plan before introducing new products. References from books, journals, and online resources are provided, demonstrating the importance of marketing research and its application in real-world scenarios.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Roles and responsibilities of marketing function of ALDI...............................................3
P2 Relation of marketing functions with different departments............................................5
TASK 2............................................................................................................................................7
P3 Marketing mix for planning process and its comparison with competitor company........7
TASK 3..........................................................................................................................................10
P4. Basic Marketing Plan for ALDI.....................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................14
.......................................................................................................................................................14

INTRODUCTION
Marketing refers to the process by which products and services are sold to the customer.
It involves four P's which coordinates in moving goods from idea to consumer. Its 4 P's are
determining price, identifying product and its development, place and promotion strategy. It is all
about identifying customers needs and satisfying them. (Baines, Fill and Page, 2013). It plays an
important role in creating value for consumers and maintain strong relationship with them to
achieve desired target. ALDI, which is a retail company headquartered in Germany deals in food,
beverages and household products has been taken for study. In this project,main roles and
responsibilities of marketing function are discussed. Further, relations of marketing with other
departments is also given. Along with this, marketing mix of the chosen organisation and its
comparison with the competitor brand is also taken for study. Along with this, marketing plan for
the company is also explained in this.
TASK 1
P1 Roles and responsibilities of marketing function of ALDI
Marketing:- Marketing is a process to identify, evaluate and satisfy customers by
achieving desired profit. It is a social process to obtain organisation and individuals needs by
exchanging and building values with customers. It involves all those activities through which
company buy and sell their goods and services. It can be done through selling, advertising and
delivering goods to consumers. In ALDI, the company can make good relationship with
customers by various marketing functions.
According to current trends, new and innovative ideas and techniques for marketing are
essential in this modern business world. With the changing business era having new technologies
will attract customers and increase brand image of the company. In context to ALDI, company
can use e-books, slide shares, videos, infographics, etc. to improve brand value (Baker and
Magnini, 2016).
As per future trends, arts and science have important role in marketing functions and its
success. It will make purchasing decision of customers complex. In ALDI, marketing is very
important, as it is essential for the company's success and future growth.
Marketing process

Opportunity analysis:- The first step in marketing process is to analyse the opportunities
in the market. Marketing information system can be very helpful in evaluating the possibilities in
the environment. In context to ALDI, the company can use marketing information system to
gather information related to market and customers.
Selection of market:- After analysing the market the second step is to select a target
market. It is the essential step in whole process. In this process the market is divided into different
segments and then best one is selected which meets the opportunities and strengths (Clow and
James, 2013). It involves different steps – market segmenting, targeting segments and product
positioning. By this way second step is completed. In context to ALDI, the company can use all
these steps to select a target market, in order to achieve desired objectives.
Developing marketing-mix:- After selecting target market the next step is to develop
marketing strategy for the particular product. An effective marketing plan is developed consisting
4 P's to satisfy customers needs and organisational goals. In context to ALDI, the company should
develop marketing programmes involving marketing mix variables, in order to generate good
response from customers.
Managing marketing efforts:- The last step is to analyse the weaknesses, strengths,
threats and opportunities of the market. An appropriate plan should be made to accomplish
desired goals. Further implementing the strategies and plans to attain marketing objectives. In
ALDI, the company should manage all marketing efforts, in order to accomplish marketing goals.
Roles and responsibilities of marketing function
Planning:- An effective marketing plan is essential to achieve desired objectives and to
satisfy customers. It must contain marketing mix variables. An effective plan or strartegy helps in
promoting product and improving brand image. In context to ALDI, the company should make
appropriate plan according to their efforts and level of production (Desai, 2013).
Designing and product development:- Product design is an important point to be
considered. Mostly customers purchase attractive designed products in comparison to ugly
designs. The company should use innovative ideas for designing product in new form which will
attract customers and increase production. In context to ALDI, the company should develop
products in attractive form to increase their sales.
Support service:- It is one of the essential function to serve customers with better
support. By providing different services like – technical services, credit facility, handling

customers complaints, etc. this function can be performed. Providing after sales service will satisy
customers as well as it will encourage consumers to purchase product from the same store.In
ALDI, the manager can use these services to serve customers effectively (Rancati, Gordini and
Capatina, 2016).
Market analysis:- It refers to collecting essential information regarding customers such
as – needs, capacity to purchase, quality, etc. Analysing market will help managers in
determining consumers prefernces, tastes, etc. through which effcetive production can be done. In
context to ALDI, the marketing manager should analysis the market and consider necessary
information related to customers.
Packaging:- Packaging is one of the vital components in marketing and product
development. An appropriate packing of a product must avoid leakage, breakage, damage, etc.
Labelling is also an important point. A product must be labelled containing whole information
about product – manufacture and expiry date, batch number, ingredients, etc. In context to ALDI,
the marketing manager should label and pack their products in effective manner to attract
customers.
In addition to this other important role which the marketing function of Aldi company plays is
with Business to Business and Business to Consumer and they are explained below:
Marketing function role with Business to Business: In order to accomplish organization goal
on specified time period it s essential for the marketing function to make the research analysis
about the other business concerns. Its the major role of marketing function to identify the
strategies which the other business concern uses so as to make customers aware about there
products and services. Thus, identification of such analysis will help the Aldi company to develop
and make new strategies accordingly taking into consideration competitors stargates. Thus it will
help the marketing function of Aldi company to generate more of revenue for the company.
Marketing function role with Business to Consumers: This is the second most important role
which the marketing function of Aldi company plays so as to get to known about the changes
taking place in the needs and preferences of the customers. Marketing function plays a major role
with business to consumers as its the marketing function which helps in selling final products of
an organization to the final consumers by making an analysis of changes taking place in there
taste and preferences pattern.

P2 Relation of marketing functions with different departments
Marketing is an activity of attracting customers to capture large market. It is the process of
setting favourable image in customers mind, in order to attain desired goals. It influences
customers to purchase the products sold by a company. In context to ALDI, roles and
responsibilities of marketing function with other departments are discussed below:
Marketing and operations department:- Marketing department perform all
responsibilities related to market. It carry out different functions such as – making effective
market plan, analysing market, identifying customers needs and wants and many other activities.
It works nearly with operations department to see different activities (Dibb and Simkin, 2013). It
ensures appropriate research and strategic plans to satisfy customers and to meet their needs. It set
project deadlines related to marketing functions and production department helps in completing
these tasks. In context to Aldi,marketers will make efforts to move the products to the customer
while, operations department will develop products and check that there should be no defect in
products. It must meet the customers welfare and safety needs and should not be defective. Both
department have relationship with each other.
Marketing with Finance department:- Finance is essential for operating a department as
it is the lifeblood of business. Finance department provides assets to all departments, in order to
carry out different activities. This division prepares budgets for marketing. Finance ensures that
all operations should be carried out effectively according to their capabilities. It prepares budgets
according to their allocation. In context to Aldi marketing focus on acquiring large market and
increasing their sales. While, finance department concentrates on covering costs, cash flow
statements, and returning investments as soon as possible (Griffitts, 2016). Therefore , both
sections have interrelationship, as funds are provided through finance to attain different
objectives.
Marketing with human resource department:- Human resource plays an important role
in recruiting and selecting effective employees in an organisation. In an organisation workers are
essential as they perform different business operations which are necessary to achieve desired
goals. Marketing department needs human resources help to manage appropriate staffing and their
skills. Human resource management supports marketing in research and developing innovative
ides for production. In Aldi, it help in meeting specified target for production and generates a

competent and aspiring sales team. It have different demands for training and recruitment from
outside but it balances its responsibilities for marketing with other departments. By this way,
human resource department perform different activities for the marketing section.
Marketing and sales department:- In recent years, the relationship between sales and
marketing department has changed. It is essential for the divisions to cooperate effectively.
Marketing promotes leads and maintains relations with consumers with various strategies. It
provides knowledge and information about company and its products via movements and
promotions. It manages relations between products sold by businesses and large customers. While
the sales department creates social relation with potential customers and make efforts to attract
them towards their products and services. They determines consumers needs and provides
services according to their postulates. In context to Aldi, sales people are essential for a business
to sale their products by earning profits and for their success.
Marketing and IT department:- IT section is an essential element in marketing and
other departments, as it provides information about innovative technologies in the market.
Marketing uses information technologies in organisation systems like – data storage and
customers relations (Lane, 2015). The IT department provide projects at large level to coordinate
marketing functions. It provides various opportunities for marketing to influence people and
attract customers through different techniques and systems. Both departments work together to
carry out organisational activities, in order to achieve prescribed objectives. In Aldi, IT provide
support to effective marketing strategies and interacts with different activities of business. Both
departments have interrelationship and provides support at different levels.
In context to Aldi marketing roles and responsibilities are necessary to carry out business
operations. The manager should make appropriate plans to attain organisational goals. Further
analysing market will help in determining customers needs and wants. Prodcut designing and
development will improve organisation's production level and brand image. Effective customers
services will satisfy their needs and attract to purchase products again. So, performing different
marketing roles will increase customers and production level of the company.
Having effective relationships of marketing with different departments
will help in executing various activities in the organisation. All the
departments such as – operations, human resource management, sales and

IT section will cooperate the marketing section in compeleting all those
operations which requires their help.
TASK 2
P3 Marketing mix for planning process and its comparison with competitor company
Marketing mix:- Marketing mix are tools used by a company to achieve the target
market. It involves four wide levels which are price, place, product and promotion. It is all about
setting right product at right place and right time (Marketing Mix, 2018). It is an essential tool
which involves all the components which motivates customers to demand for the goods and
services offered by a business. A strong marketing mix brings tools in an appropriate way to
generate products demand by attracting consumers (Kongstvedt, 2012). There are 7 P's of
marketing mix – product, place, price, promotion, process, people and physical evidence. The
marketing mix of ALDI and its comparison to competitor company is explained under:
Comparison of marketing mix of ALDI with its competitor:-
Basis ALDI TESCO
Product ALDI provides low-cost food
products sourced from chosen
providers and give their own
brand name to control the
production. It sells vegetables,
fruits, stationery, beauty
products, clothes, household
products and electronic items.
It also deals in non-food
products. It sells many
products – ALDI Talk &
ALDI Mobile in other
countries like – Australia,
Belgium, Germany, etc.
TESCO deals in wide range of
products. It sells food,
beverages, bakery items, pet
products, toys, baby products,
gifts, jewellery, clothes, books,
home appliances, any many
others. It has its brand which
are – TESCO Lotus, TESCO
Bank, Finest, TESCO Value,
etc. the company sold its items
online. Its brand TESCO Bank
serves customers by providing
various financial services.
Price ALDI provides cheap prices TESCO uses cost leadership

and good quality of products
which builds strong customer
relationships. Unit pricing
strategy is used for groceries
by the company, in order to
make comparison easier for
the customers. It uses low cost
for new products to acquire the
market and earn profit.
pricing strategy. It sells
products with lower prices by
maintaining quality. It
contributes with suppliers to
improve supply chain. It make
efforts to provide best services
at cheap prices (Nguyen. and
Simkin, 2012).
Place The company has its 8000
stores and more in 18 countries
and it opens a new store in
every seven days in Britain. It
purchases products in majority
and stores in warehouse to
protect from damages, in order
to maintain their quality. It
assures minimum waste of
resources during
transportation.
It has more than 6900 stores in
11 countries. It has different
stores named – TESCO Metro,
TESCO Extra, TESCO
Express, etc. It sells various
products in its different stores.
Promotion ALDI uses electronic, display
and print media for promotion
of its stores. It informs
customers about its offer -
“Special buys” through Email
marketing. It uses various
techniques to promote its
products like - “swap and
save” to increase their brand
value and 'Like brands. Only
TESCO uses television
advertising, hoardings,
charitable programmes, etc. for
its promotion. It also provides
online services to sell its
products.

cheaper' to maintain
consumers trust for their
goods.
People In comparison to competitor
companies ALDI provides
lower consumer service. It
divides its stores in different
sections which decreases
employees requirement on
every storey (Papasolomou
and Melanthiou, 2012). It pays
best to its employees and
provides professional training
and development for new
workers.
TESCO has more than
4,80,000 workers in 11
markets all over the world.
Company motivates employees
to help and provide support to
each other and they are granted
new opportunities.
Process ALDI keeps good quality and
minimum priced brands, in
order to save customers time
and to overcome their
confusion for selecting
products.
In process, TESCO considers
following factors – service
feature, accessibility and
productions capacity level.
Physical evidence ALDI is known for its
standardisation and simple
business processes. It provides
high quality brand and cheap
products in its stores.
Physical evidence refers to the
proof of products sold to
customers. TESCO uses labels,
logos, equipments to provide
proof to consumers. Thus
marketing mix of TESCO is
completed.

TASK 3
P4. Basic Marketing Plan for ALDI
Marketing plan is a formal and legal document of marketing strategy which is framed by
top managers of an organisation. It provides information related to introducing Innovative product
in an organisation. At the time of launching new products and services there is requirement of
various resources. This plan is frames for successful execution of firm's goals (Pappas, 2017).
In this marketing plan of ALDI, strategic objectives, SWOT analysis, vision, mission etc.
are discussed. Marketing plan for launching “Fusion Juice” is as follows:-
Executive summary:- An effective marketing plan is essential to determine information
related to launching new products in the market. It involves vision and mission, planning
objectives, etc. Essential requirement of this plan is to make necessary changes as per future and
current trens in the marketing.
Overview of an Organisation: ALDI is a type of private company which is one of the top
major trade name in retail industry. It was established in 1946 by Karl Albrecht. Its headquarter is
located in Essen, Germany. It deals in household goods, sanitary articles, food and beverage etc.
There are different competitors of ALDI such as IDEL, Amazon, TESCO, Walmart etc.
Mission & vision: Mission of ALDI is to distribution of health and personal care item and
provide high quality of products at low prices to their customers. Vision of ALDI is to modify the
grocery store with an innovative business framework.
Strategic objectives- Strategic objectives of ALDI can be determine with the help of
SMART Objectives. While launching “Fusion Juice”, objective of managers of ALDI is to
increase sales by 15% within 12 months. This objective can be understood by SMART technique.
These are specific and measurable in terms of money, achievable, reliable and time bound.
STP: STP stands for segmentation, target, position. Segmentation means dividing the entire population in different age groups. This is
relevant and important to deliver product according to demand. In “Fusion Juice”
segmentation can be done on the basis of behavioural element (Pike, 2016). Targeting means to intention at targeting of consumers. In case of “Fusion Juice” targets
consumers are health conscious. This product contains the mixture of different fruits with
calcium, fibre, vitamins, minerals etc.

 Positioning means strategies developed in order to market goods and services in front of
customers. It must be effective because this shows direct image in mind of customer
related to product. Personal selling and direct marketing are best tools through which
“Fusion Juice” can be advertise among customers.
SWOT analysis:
Strength Weakness
Products of ALDI are cost effective offers low
prices of goods and services in order to attract
consumers and increase sales.
ALDI is successfully operated in different
countries worldwide.
It provide quality products and offer discount to
get support of large number of customers.
Successful products of ALDI are household
goods, food and beverage.
It is relatively small with compare to other
private retail sectors.
It provide post customer services and believe
only in one structure.
There is a very few member find in ALDI who
belongs from high income level groups.
There is a minimum profit of ALDI due to
offering discount on products.
Opportunities Threats
There are more customers engaged with ALDI
which increase its sales.
ALDI establish better relationship with branded
producer (Pike, 2015).
Products of ALDI are spread in international
market.
There is very huge competition in pricing
strategy.
Price of products are low. So, sometimes it has
to be consider as low quality.
Large number of competitors may distract the
customers of ALDI.
Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 5000 10600 6400 12400 8600

Investment 8000 25000 28000 8500
Total 5000 18600 31400 40400 17100
Marketing outlay
Promotion 3600 3300 5400 3200 4000
Sales publicity 2700 1600 2400 3000 1100
Direct selling 4300 2500 4600 2400 3850
Total 10600 6400 12400 8600 8950
Monitoring and controlling: From the above discussion it has been clear that managing
director of ALDI have to set a budget of 10600 in first year. Which has been carried forward as
initial investment in next year. There are different kinds of expenses incurred in launching of
“Fusion Juice” such as promotion, publicity, direct selling etc. Monitoring and controlling is the
next step of creating budget. As per marketing budget of ALDI, it is responsibility of maintain
cost and achieve huge profits (Purvis, 2015). In case, cost is more than the expected budget, then
it indicate negative sign in business activities and vice versa. Targets can be accomplish by proper
planning, analysing and controlling the cost of production and other expenses.
CONCLUSION
From the above mentioned report, it has been conclude that there are different roles and
responsibilities of marketing function which helps to increase sales and promote goods and
services of an organisation after identifying needs of potential customers. It is essential for
marketing department to make coordination with all other departments of a firm because it helps
to increase profitability and sustainability of a firm for long run. Marketing mix of every firm is
different with each other which helps to achieve their business objectives. Before introducing a
new product company has to evaluate a basic marketing plan for aware to customers about their
innovative product.

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