Marketing Strategy of ALDI Supermarket

The provided assignment is a comprehensive analysis of the marketing strategy of ALDI supermarket. It covers various aspects such as demographic targeting, integrated marketing communications, strategic marketing management, digital marketing, service quality, and destination marketing. The document also includes references to relevant books and journals. The meta title and description are designed for SEO purposes on Desklib, which provides past papers and solved assignments for students.

UNIT 2 – MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Introduction to concept of marketing with its future and current trends ................................1
2. Overview of different marketing processes............................................................................2
3. Roles and responsibilities of marketing manager...................................................................2
4. Influence of marketing on other functional departments of an organisation..........................3
5. Value and importance of marketing role for Aldi...................................................................4
6. Conclusion on emphasis the significance of having effective interrelationship between
functional department..................................................................................................................4
7. Marketing Mix of Aldi with difference to other organisations in the sector..........................5
8 Produce and evaluate a basic marketing plan for the Aldi organisation..................................8
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing plays a very deep and crucial part in the setting up of the operational capabilities
of the organisation. The promotional activities that are been carried out will help in proper
assessment of the customers needs. This will help in proper assessment of the operations and
thus will lead the organisation to improve the overall performance of the organisation. This will
help in proper assessment of the services and thus will help in meeting operational requirements
of the organisation. The present report is been presented in reference to UK based retail
enterprise firm, Aldi.
The report will cover details about concepts of marketing, with different marketing
processes. The impact of marketing on other functional departments of the organisation and roles
or responsibilities of marketing managers is taken in consideration. Apart from this, role of
marketing in context of organisation and its significance is been carried out. The proper
assessment of marketing mix of the organisation and suitable marketing plan is been produced by
the marketing manager of the firm.
MAIN BODY
1. Introduction to concept of marketing with its future and current trends
Marketing can be termed as the exchange of goods and services that is been produced by the
organisation with exchange to monetary help and equity towards the firm. The major aim of
marketing or promotional services that are been carried out within a market by the organisation
is to raise awareness about the finished products and goods that manufactured by an organisation
(Camilleri, 2018). A good marketing campaign will help in improving the connectivity with the
buyers and improve sales of organisation. This will also help in creating the positive trends in
market that can be followed by other enterprises too:
Some current and future trends of the organisation that will help in improving the
marketing operations of the organisation are:
Current trends in marketing:
 Digital media based promotion: Different digital media tools and measures like
websites and social media can be taken in consideration by the organisation that will help
in improving the accessibility of the organisation to improve the sales and overall
functionality of the organisation.
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 Content based marketing processes: In this promotional process, more emphasis is
been laid on the content of the advertising rather than the product or commodity itself.
This will help in proper presentation of the features and qualities of a good or service.
Future trends in marketing
 AI based marketing: As the artificial intelligence is finding its utilization in almost
every aspect of business operation, this will help in proper assessment of the marketing
needs of a company and provide the details about a product or service to a user as per
their needs.
2. Overview of different marketing processes
Different marketing processes can be followed at the selected enterprise that will help in
carrying out the marketing processes (Chernev, 2018). It will help in meeting the operational
needs of the organisation and thus, will lead the organisation to improve their promotional
operations. Some major marketing processes that are been carried out by the organization are:
 Define opportunities and threat factors: This includes the proper planning of the
strategies that will be created at the work place and will be followed by the organisation
in case to set the goals and meeting the objectives.
 Developing the research plan: Effective market research is been carried out by the
organisation that will help in improving the sales and thus will help in identifying scope
of improvement.
 Formulating the action plan: Based on the market research and assessment of the
ongoing trends, the action plan will be developed that will help in carrying out the
operations and thus will lead the operations of the organisation to meet its operational
needs.
 Analysing the after impacts of the action plans: This will help the management of
organisation to analyse the after effect and feasibility of the measures that are been
applied in most effective way to make future enhancements.
3. Roles and responsibilities of marketing manager
The marketing manager of the organisation has a high level of functionality that will help in
improving the promotional facilities and carrying up of the marketing facilities that will help in
improving overall performance of the organisation(Hassan and Dadwal, 2018). They will look
after the maintaining of brand image and will see through the effective planning of operations
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which are been carried out at the organisation. This will help in setting the strategies that will
permutate the functioning of selected retail business organisation. Some major roles and
responsibilities that are carried upon are:
Responsibilities of marketing manager
 To develop proper and effective marketing plan.
 To identify the new potential market for organisational growth.
 Carrying out the promotional and launching campaign for products and services.
 Identifying the scope of improvement and suggesting suitable changes in order to sustain
the overall operations of the organisation.
Role of marketing manager within an enterprise:
 To promote the services and products developed by the organisation.
 Enhance the sales and revenue generation.
 Maintaining the promotional activities that are carried out at the workplace.
 Setting up the proper brand image of the organisation.
4. Influence of marketing on other functional departments of an organisation
The marketing department lays a significant impact on the other operational departments of
the selected retail enterprises that will help in leading the improvement of services and gaining a
good market share for the business enterprise (Martell, 2018). It will also help in executing the
operations related to promotion or development of a new product or service by retail enterprise.
The effective relation of the marketing department with other functional parts of an organisation
is:
Marketing and HRM: The marketing manager will ask The HR department of a firm to
develop effective and suitable planning of the promotional campaign. They will guide the HR
department of the organisation to recruit effective work force, skilled enough to part in a
promotional campaign for the enterprises.
Marketing and Finance: The marketing department will also look after the help and
coordination with the finance department of the retail enterprises that will help in proper
sanctioning of budget for the promotional activities and marketing campaign to be carried out by
the organisation.
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Marketing and manufacturing: The marketing manager will look after the proper assessment
of the ongoing market trends and will lead to the development of innovative and advance
products as per the needs and requirements of their customers. This will also help in improving
their product quality and enhances customer satisfaction level.
Marketing and logistics: Marketing department of selected retail enterprise will see through the
providing of raw material and other equipment’s from the logistics department of the company
and thus, will help in improving the overall functionality.
Marketing and sales: The promotional department of the selected retail enterprise will be in
constant contact with the sales. More effective the marketing campaign for the organisation, the
higher the sales and revenue generation for the selected enterprises.
5. Value and importance of marketing role for Aldi
The marketing or promotional measures that are been undertaken by the organisation will
help in carrying out of the operations and thus will lead the enterprises. To improve the sales and
carrying out of promotional campaign for the selected retail organisation. Aldi will look after
proper assessment of the promotional measures that will help in meeting the needs and
requirements of their customers (Parsons and Lepkowska-White, 2018). The marketing
operations followed by Aldi will not only help in improving the awareness of their customers
towards the services and products that are been carried out at the organisations that will help in
improving the services and handling the needs and requirements of their buyers.
The marketing is also important for the organisation in order to sustain a brand image of the
company in a market. This will help the organisation to have a good accessibility to the
operational measures that bis been carried out within the firm and hence improves overall
performance to a greater extent. Then organisation is required to look after the operational needs
of the advertising process that will hep in setting up of the targeted goals and ensures their
achievement in best possible way. Aldi, being a major emerging retail enterprise will help in
proper evaluation of the services and thus will lead the proper rise in satisfaction level of their
customers.
6. Conclusion on emphasis the significance of having effective interrelationship between
functional department
The marketing department of Aldi will be interacting with its other department’s in order to
carry out the effective operational planning of the operations and thus, it helps in enhancing the
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overall performance of the organisation to greater extent. This will lead the organisation to plan
its marketing and other operational strategies in best and most effective manner (Pooler , 2018).
This will help in carrying the functional needs and operational capabilities of the organisation in
most effective manner.
The coordination between different operational departments of the organisation will lead the
organisation to place a proper and effective strategy that supports the organisation to improve its
product or service quality. Also, it can be said that the proper identification of the customers
needs and providing suitable products accordingly.
7. Marketing Mix of Aldi with difference to other organisations in the sector
As marketing is a prominent aspect of an organization, Aldi will lay a great emphasis on
its effectiveness and thus will help in meeting the operational and functionality of the
organization that will lead the organization to improve the overall sales of the organization
(Sinha, 2018). A good and effective marketing mix can be followed by selected retail enterprise
which will improve the overall operational capability of the organization to produce high quality
goods and services and will lead Aldi to have high performance level. The proper evaluation of
the marketing mix will help in meeting the functional needs of the enterprise and carrying out the
promotional activities.
Marketing mix approach and comparison between the ALDI and Sainsbury
Product: Being a retail enterprise, Aldi requires providing suitable and high quality food
and clothing products on an affordable rate that will help in improving the sales and overall
profitability of the organization. The pool of selected and trusted suppliers and then placing its
own branding are few of the effective measures that will lead the organization to produce high
quality and reasonable priced products (Teixeira, Barbosa and Pinto, 2019). Aldi is providing the
best quality of fresh food products such as vegetables, fruits and clothes and electronic items etc.
On the other hand, Sainsbury's has wide range of product that offering to their customers
under its marketing mix product strategy. They are mainly focused towards the innovation and
quality management because it also looks developing and enhancing the new products and
services. Sainsbury's has 2 formats, local convenience and super market or many store offering
more than 30,000 product.
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Price: The price strategy of Aldi is its biggest advantage. It has a strong customer base due to its
effective pricing policies and providing high quality products on low rates. The strategic pricing
like keeping competitive rates, unit pricing and psychological discounts are few major factors
that will impact the revenue of Aldi. This organization has a strong customer base because the
price and quality of product that offers for their own brand products. They also following the
strategies such as unit pricing strategy.
This is strategy uses for groceries so that consumer can easily comparison between the
different products and services. It also changes the low prices of new products so that they easily
enter in marketplace and share the information quickly to the people. In case of high
competition, it will increase the price of products and making use of its economies purchasing
scale. It is also considering a difference in the prices and also make a huge difference in the mind
of consumers. Aldi has managed their product in proper manner such as $3.78 instead of $5.
On the other hand, Sainsbury price strategy is based on the customers values for money
thus, maintain the quality of products and services. It practices for managing the competitive
pricing instead of price cutting (Titus, 2018). This organization makes a good use of price policy
as per the positioning of products. Sainsbury's range of price is very low and providing the
excellent quality of products.
Place- Aldi has more than 8000 store in the 18 countries and many new store open in every
week. This organization is established the simple layout in the minimum costs. It produces all the
products in the bulk from the various suppliers and local stores. Aldi always try to maintain their
regional appearance so that many customers attracts towards the stores.
On the other hand, Sainsbury's has opened 598 supermarkets and 715 convenience stores
in UK. There are 45 stores operates in 24 hours and rest of store open till mid night. This
organization is also offering the online services to the customer and many people can buy the
product through website.
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Promotion- Aldi is using the promotion activities through the marketing mix strategy. It is
applied the cost saving strategy in the product. This firm is mainly invests negligible amount for
the purpose of promotions. It also offers the “ super Buys” Which available on every weeks.
They are used the different promotion medium such as display media, use of printout, electronic
ways. It makes an extensive use of email marketing.
On the other hand, Sainsbury's uses of ATL and BTL as a promotion strategies to attract
the customer attention towards the brand image. ATL can be used as broadcast media such as
radio, television and other communication channel for the purpose of promotions. Therefore,
BTL also uses as promotion that help for increasing sales in marketplace. This organization is
also used the database marketing and packaging to build a loyalty and trust. In this way,
organization always helps to their customers and earn lot of money (Turban and et.al., 2018).
People- Aldi has lower customer service than the other competitors such as Sainsbury's. They do
not assist the customer to purchase the product and selection process. Aldi has established the
store layout where everything is divided into perfect sections which reduced the employee's need
on the stores. Unlike, others stores employees are seated at the billing counter which makes easy
for quickly scanning the products.
On the other hand, Sainsbury's has hired the expert and well trained people who are
aware about the customer behavior as well as sensitivity. This organization is mainly targeting
the potential customer those who are giving more presences to the new employees. It is recently
launched the level 2 Craft skills for the bakers and fishmongers.
Process- Aldi by using sheer layout that easy for people to find out the production selection. It is
generally select the best product on the basis of need and requirement. AlDI keep protected and
store the limited number of high quality, It has larger bar-codes for quickly identification and
broader longer conveyor belt for fast billing.
Sainsbury's has made online website shopping for customers. It is very convenient for
customer to click or collect the services. In this way, it has large comparison between the pricing
and delivery slots. Sainsbury's has established the new store formats to address the changing the
need and requirement of consumers.
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Physical evidence- ALDI is basically the renowned business, global pricing ans process to
manage the entire operations and functions. There are 85 % of stock at its local stores where the
product from the own brand and other rest are from another brand. It also provided 30 % cheaper
products. It also decreases the price of product at every day. It is only maintain the same prices
related the groceries items all over the world.
Sainsbury's has excellent strategy and also maintain the products in proper manner by
using the physical evidence. It has variety of store layout and design according to the
requirement of consumers. It is impressive shelves and make convenient of the purpose of
shopping.
8 Produce and evaluate a basic marketing plan for the Aldi organisation
Executive Summary
Aldi is the first established supermarket after opening its first store in 1913, It is one of the
most reputable retailer in the global business in market. The vision of Aldi is to provide the
best quality of product and services. It also ensures that all the products are the highest quality
at the lower prices. Marketing and other promotional activities will help in improving the sales
and carrying out of services and thus will help in proper assessment of the operations that will
help in proper evaluation of services and thus will help in carrying out of services that will
help in carrying out of the promotional measures by the organisation. The report will cover the
concept of marketing with roles and responsibilities of a marketing manager and effective
marketing plan is presented that will help in analysing the performance of an organisation.
Internal and external assessment
Strength:
 Good market presence and share that helps in carrying out of the revenues of the
organization.
 The providing of innovative and low cast products will help in improving the sales and
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growth of the organization.
Weaknesses:
 Non organized business structure that leads to failing of the system and caused the
failing of the system by the organization.
Opportunities:
 Aldi can expand its operations within the organization in an effective way. This will
help in carrying out of the retail functions effectively.
Threat:
 Increase in the competition on the international level is the biggest threat factor of the
organisation.
Marketing Objective
The objective of AlDI is to increase their business all over the world. It also uses the different
element to the marketing plan of AlDI for the purpose of analysis its global situations. In this
way, it also recognising the productivity in marketing. It includes the relevant information
collect and gather on the basis of situational analysis and product life cycle. Aldi main
marketing objective is growing the market share within the UK grocery marketplace. There are
many customers spend around £20 billion per year in other stores.
Competitive Gap
Political: The events like brexit will influence the policy making and other operation of the
organization leading to rise in competition.
Economic: The difference in the GDP's and other operations will influence the proper planning
of the operations in an effective way.
Social: the demo graphical and cultural factors and potentiality to meet them is the crucial
factor that can impact the performance of the organization.
Technological: usage of the latest technologies will provide the competitive advantage to the
organization and helps in its growth.
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4P's Marketing mix
This is the best places for customer to find out the product on the basis of need and requirement.
It is often referred to as the marketing mix and also involves for creating a unique blend of
correct product sold in the marketplace. The marketing mix is basically set of every business to
maintain their quality, cost and services (Yilmaz, 2018). Product- Aldi is mainly focused towards the product quality and services because
consumer demand will be changed on the basis of market values and shares. Price- Aldi offering the lower prices than other competitors and without compromising
on their quality and services. Place- Aldi has expanding their business across the world. Aldi has more than 8000
store in the 18 countries and many new store open in every week. This organization is
established the simple layout in the minimum costs. Promotion- Aldi uses a combination of below line promotions and above line
promotions. It is mainly focused on the brand awareness and marketing campaigns.

Situational analysis
The market size of AlDI is increasing rapidly in global marketplace because it can use the
different strategies and technique to improve their product quality and services. According the
retailer business, it found that it has increases from $ 122.3mm to $ 1127.3mm during 2012 to
2017. ALDI is interconnected with the other retailers and distributors to emphasis in the form of
promotions through email marketing and other platforms.
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STP Segmentation- This process will help for Aldi to divided the market according to the
customer behaviour as well as demographic. This organization is providing the product
on the basis of different age groups such as adults, kinds and old people. This will help
for customer to select the best product and purchased on the market. Targeting- ALDI is targeting the potential customer those who are interested towards
the supermarket. They also provided all type of products on the basis of age group from
10- 50 years old. Positioning- ALDI uses differentiate theory and strategy that help for increasing the
business process. It is also responsible for organization to promote their business,
products through the marketing campaign. In this way, many customers are aware
about the product and services.
Budget
Financial budget can be representing the ALDI strategy for controlling and managing the cash
flow, expenses and income of people. The entire budget of ALDI Supermarket $ 134.78 billion
to $283.99 from 2010 to 2016. AlDI always calculates their overall budget to maintain their
expenses on the new product development.
The overall budget for the marketing is £3 million. It 30% will be used on TV commercials, 5%
on radio advertising and 5% for print media. The 15% will be used for the vouchers and
discounts for sales promotion.
Execution and Evaluation
ALDI can be executing the plan of marketing to identify the need and requirement of business
process. They offering variety of services to the customers and also connect with their customer
by using digital technology such as email marketing, social media networking and other
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platforms. This will help in providing effective success to carry out the marketing operations by
the retail organisation.
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REFERENCES
Books and Journals
Camilleri, M.A., 2018. Integrated Marketing Communications. In Travel marketing, tourism
economics and the airline product(pp. 85-103). Springer, Cham.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Hassan, A. and Dadwal, S.S., 2018. Search Engine Marketing: An Outlining of Conceptualization
and Strategic Application. In Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications (pp. 843-858). IGI Global.
Martell, D.A., 2018. Marketing Information and New Technology. In Management Information
Systems: The Technology Challenge (pp. 161-181). Routledge.
Parsons, A.L. and Lepkowska-White, E., 2018. Social media marketing management: A
conceptual framework. Journal of Internet Commerce. 17(2). pp.81-95.
Pooler, J.A., 2018. Demographic targeting: the essential role of population groups in retail
marketing. Routledge.
Sinha, B., 2018. Strategic Marketing Management: Why to study?. NOLEGEIN-Journal of
Leadership & Strategic Management. pp.30-34.
Teixeira, S.F., Barbosa, B. and Pinto, H., 2019. How Do Entrepreneurs See Digital Marketing?:
Evidence From Portugal. In Entrepreneurial Orientation and Opportunities for Global
Economic Growth (pp. 1-19). IGI Global.
Titus, P.A., 2018. Exploring creative marketing thought: Divergent ideation processes and
outcomes. Psychology & Marketing. 35(3). pp.237-248.
Turban, E. and et.al., 2018. Marketing and advertising in e-commerce. In Electronic Commerce
2018 (pp. 361-401). Springer, Cham.
Yilmaz, I., 2018. Service quality and marketing. In The Routledge Handbook of Destination
Marketing (pp. 92-99). Routledge.
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