Marketing Essentials: Comparing Marketing Mix and Producing a Marketing Plan

Marketing
Essentials
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................3
P3 Compare the marketing mix of different organisations in planning process to achieve
business objectives.................................................................................................................3
TASK 3............................................................................................................................................7
P4 Evaluating and producing a basic marketing plan for an organisation.............................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
.......................................................................................................................................................12
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INTRODUCTION
Marketing in the world of business refers to the advertising, publicity and sales
techniques perform within the organisation (Baines, Fill and Page, 2013). The marketing
activities begins after the product or service is designed, produced and is ready for sales and
delivery. All marketing efforts are focused in identifying, analysing and satisfying the customers
needs, wants and desire. Hence, all the activities are carried out in such a way that they
contribute to the success of business(generating profits) with customer satisfaction. The
organisation chosen for this report is ALDI. The company was founded by brothers Theo and
Karl Albrecht in year 1913 in Germany as the leading grocery store chain. ALDI has established
its brand image in market and is a top competitor in the global retail food industry. The report
covers following topics that are key roles and responsibilities of the marketing, how these roles
and responsibilities relate to the organisation, the way in which organisations apply the
marketing mix in the planning process to achieve its goals and producing a basic marketing plan
for an organisation.
TASK 1
(Covered in Presentation)
TASK 2
P3 Compare the marketing mix of different organisations in planning process to achieve business
objectives.
The marketing mix refers to the set of activities that a company uses to promote its
products or services in the market (LEHTINEN and MÄKINEN, 2012). The marketing mix is
commonly known as Seven P's of marketing. These seven P's are: product, price, promotion,
place, physical evidence, positioning and people. As needs, wants and desires of people changes
regularly on frequent bases, one should continually revisit these 7 P's to make sure that they are
on track in respect of market.
To understand this concept better, let's analyse marketing mix of ALDI and Sainsbury.
Basis Aldi Sainsbury
Product ALDI provides affordable food Sainsbury has a wide offering
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products to the customers that
are of the same quality as other
brand products. The company
source its products from
selected suppliers and then
branded as their own products.
Other than food products and
beverages company also deal
in fresh fruits and vegetables,
beauty products, clothes,
household goods and
electronic products.
for its customers as it looks
after developing new products
and enhancing the existing
range of products. The
company has 2 formats,
supermarkets and local
convenience store, in which
offering certain % of its own
brand products with other
basics like food, stationery,
etc.
Price The company has a strong
customer base as it is offering
cheap price products which
aren't available with the
competitors. The use of
various pricing polices such as
unit pricing strategy(using this
strategy so that customers can
easily compare), competitive
pricing(using this strategy in
case of high competition to
pass the benefit to the
customers) and loss leader
pricing(using this strategy to
bring customers to stores by
offering products at cheap
prices) to maintain its position
and brand image in the market
Sainsbury is focusing on
providing the customers 'the
value for money' and for that
maintains the quality of
products and services ensuring
customer retention. The
company is using competitive
pricing policy in selecting
strategic price points to best
take the long team market
advantage over the
competitors. Also use the price
discrimination policy to obtain
a premium price of products as
it positions itself in the high
end market.
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