Marketing Essentials (Part 1): Aldi's Marketing Framework Analysis

This presentation provides a comprehensive overview of Aldi's marketing essentials. It begins with an introduction to marketing, defining its core concepts and exploring the marketing process. The presentation delves into the comprehensive model of the marketing process, roles and responsibilities of marketing within the organization, and how the marketing landscape is changing, including the impact of the digital age. It then discusses the marketing mix (product, price, place, and promotion), and differentiates between B2B and B2C marketing approaches. Furthermore, the presentation examines the interrelationship between marketing and other functional units, such as finance, production, research and development, and personnel, highlighting how these departments collaborate to achieve organizational goals. The presentation concludes by emphasizing the importance of marketing in satisfying customer needs and the value of market research in understanding customer preferences. References from various marketing resources are also included.

Marketing Essential
(Part 1)

Table of Contents• Introduction
• Marketing
• Concept of Marketing
• Comprehensive Model of Marketing Process
• Roles and Responsibilities of marketing
• Changing Marketing Landscape
• Marketing Mix
• Marketing B2B vs B2C
• Interrelationship of marketing with other functional unit

INTRODUCTION
Marketing refers to the study
and management of the relationships
so that the customers can be satisfied
by way of exchanging values. In this
presentation the organization that is
taken into consideration is Aldi, which
is supermarket chain having stores in
more than 20 countries.

Definitions of Marketing
According of American Marketing Association, Marketing is
referred to as an activity, set of institutions and a process of
creating, delivering, communicating the values to the customers,
clients, society at large by exchanging offerings.

Concept of Marketing
The concept of marketing is
philosophy that focuses upon
identifying the need and wants of the
customers so that their needs can be
identified. Various concepts that are
taken into consideration by the
organisation includes are given below.

Comprehensive Model of
Marketing Process
Marketing process includes various ways with the help of which value
can be created for the customers. The marketing process includes
following steps:
Understand the marketplace and customer needs and want
Design a customer-driven marketing strategy
Construct an integrated marketing program that delivers superior value
Build profitable relationships and create customers delight

Roles and Responsibilities
of marketing
Market Research: Marketing department undertake the research
for the taste and preference of the customers as on the basis of
which innovation can be introduced in the products and services.
Strategic planning: The marketing department have
understanding of the external environment due to which they can
efficiently guide the management of Aldi in formulating various
strategies so that the resources can be efficiently be utilised as per
the changing marketing conditions.

Changing Marketing
Landscape
Digital Age: In the Information age customers have better knowledge of
various aspects due to which the Aldi has to be conscious about their
offerings.

Marketing Mix
Marketing mix is the set of activity which includes various actions,
activities and tactics that can be used by the company for promoting their
brand and offerings in the market. The marketing mix includes four P's such
as- product, price, place, promotion.

Marketing B2B vs B2C
Basis B2B B2C
Meaning In B2B, the transactions take
place between two business
organisations where customers
are not involved.
While in this the transaction takes
place between final consumers
and the businesses.
Complexity They are complex in nature as
more buyers are involved in this
due to which diverse marketing
strategies need to be formulated.
This is less complex as direct
customers are catered due to
which simple and constant
marketing strategies can be
adopted.

Interrelationship of marketing
with other functional unit
The interrelationship among various functions of the organization
facilitate effective utilization of the resources as all the departments are
interconnected. It supports implementation of various plans and strategies
within the organization so that the objectives can effectively be achieved.

Marketing and Finance
Marketing and finance department of Aldi work with each
other such as:
 provides budget to finance department
 determines various sources of funds