Dissertation Research Proposal on “The Strategy and Importance of Pricing in Marketing Management- Aldi Case Study

Research Proposal
Dissertation Research Proposal on “The Strategy and Importance of Pricing in Marketing
Management- Aldi Case Study"
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Research Proposal
Table of Contents
Research Rational....................................................................................................................3
Research Objectives.................................................................................................................3
Literature Review....................................................................................................................3
Research Methodology............................................................................................................4
References.................................................................................................................................6
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Research Proposal
Research Rationale
Pricing plays an important role in defining the success or failure of a product. Many
marketers often do not take the product pricing into account when carrying out their
marketing campaigns and activities, hence, undermining its importance. Product pricing is a
lot more than just a tool to lure in customers, rather it is essential to decide the marketing
structure of the product. This research will consider the role of pricing in marketing
management by analysing the case of British retailer Aldi and how it has taken up its
marketing approaches with respect to the pricing in its stores.
Research Objectives
Pricing is an essential component of marketing, and this research is based around finding its
importance in the marketing of the products. The research will aim to achieve the following
objectives:
 To understand how pricing is an essential tool in the marketing of Aldi
 To understand the effects of pricing in the marketing and subsequently in the profits
of Aldi
 To understand the ideal pricing approaches in marketing management
 To understand the importance of a well-priced product in an environment as
competitive as Aldi and the subsequent gain in competitive advantage.
Literature Review
Product pricing plays an essential role in the life cycle of the product and that of the
company. Pricing is defined as the process of identifying the relevant costs that have gone
into the making of the product and subsequently the profit that the organization is supposed
to gain out of it (Toni, Milan, Saciloto, & Larentis, 2017). Pricing is essential since it gives
the marketer a good enough insight into the future of the product to think of ideal ways to
promote it to the customers without sounding too fancy. Aldi is a UK based multinational
retailer which is known for its exceptional good quality products sold at decent and
affordable prices (Griffin, 2019). Aldi has a huge variety of products such as clothes,
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