Principles and Practices of Marketing

Principles and
practices of marketing-
ppm

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
1.1 Background related to marketing strategies of the company ...............................................3
2.0 Promotional mix and activity of ALDI.................................................................................5
TASK 2..........................................................................................................................................11
Theoretical aspects of promotional mix in company................................................................11
CONCLUSION .............................................................................................................................14
REFERENCES .............................................................................................................................15

INTRODUCTION
The background of effective principles of marketing is a form of business strategy which
provide guidance about to create and gain the customer loyalty and making difference between
product selling, manufacturing or disregard by the consumer. As it is having the similar objective
of marketing where to assembling and procuring the specific company's products and services.
To reduce the lack between customer loyalty and product providers there is a tool of 4Ps of
marketing mix such as Product, Price, place and Promotion that make understands the customer
needs and wants to provide them satisfaction(Gbadamosi, 2019).
As opting the organisation from retail industry as ALDI Company which is Germany based
multinational discount venture, they have 10,000 stores in across 20 countries with estimated the
annual revenue of 50 billion Euros. Their headquarters is in Essen, Germany and their products
and services as grocery and household essentials. The topics which will covered in this report are
first is to prepare a marketing promotional strategy in context of company through internal and
external environment concerned, Second, to explain about the marketing theories from given
models in the brief such as Push and Pull strategies, the communication process and AIDA.
TASK 1
1.1 Background related to marketing strategies of the company
ALDI is one of the largest common brand family- owned discount supermarket chain in
the Germany that has around 10000 stores in almost 20 countries with a annual turnover of the €
50 billion. It was proposed by the two brothers that are Karl and Theo Albrecht in 1946. the
company deals in the varieties of range of products that involves groceries and household
appliances. It is also the largest wine retailer in the Germany that can earn high amounts of
profits and revenues. ALDI is one of the best organisation that is working with a entitled mission
in which it describe the aspiration to set the standards for the foods and retailing so that they
can explore their market position in the North group. They basically work with the three core and
essential values that involves simplicity, reliability and responsibility. In 2001 they launch a new
slogan that involves the smarter shopping that means a good different(Salvo, 2015).
ALDI follows the approach related to target marketing for enhancing their sales and
profits by gaining the competition to differentiation the offerings by satisfy the needs and wants
of the customers. This terms helps in relating the products and services to the market and helps in

building connection with the company to the people. It also provides more opportunities to the
organisation that helps in enhancing the market share. This targeting approach can be divided
into further three aspects that can be shown below.
 Targeting- This term is related to the effective marketing plan in which company can
divides the market into different small segments that helps in gaining high profits and
revenues. In case of ALDI, they can targets the markets in the way of sex, life, age,
income, social status. As it is work with different portfolio and this term helps in easily
targeting the customers as per the needs and demands of the society(Torabinejad, Fouad
and Shabahang, 2020).
 Segmenting- In this framework company can divides the profits into the different groups
so that they can easily target the customers and society and saves the time and money. In
this ALDI can identify the features of every segment so that business may earn higher
profits and revenues. It helps in capturing the opportunity that already raised in the
market. ALDI is famous for their cloth so that it is essential for the manager to lead the
market related to groceries so that they can enhance their market share and also retain the
customers for a longer period of time. They focus on their groceries products more rather
than focus on other product portfolio this helps in increasing the likeness in the
marketplace(Alserhan, 2015).
 Positioning- It is the last aspects of this approach in which firm make the plans and
strategies to place their high position within the marketplace by7 creating the awareness
in the customers mind so that they are attrcatwed towards it and earns a high market
share. In this company can adopts the various promotional tools so that brand position is
to be strong in the market.
ALDI also adopted the application related to the product marketing in which they can
made the differentiate and creative tactics for attracting the large base of customers so that they
can earn high profits and survive in the market for a longer period of time. It also helps in
increasing the brand image of the company.