Marketing Essentials: Aldi's Marketing Plan and Strategy Report

This report provides a comprehensive analysis of Aldi's marketing strategies, beginning with an introduction to the importance of marketing in enhancing brand image and customer satisfaction. Task 1 delves into the key roles and responsibilities of the marketing function within Aldi, including brand management, campaign management, content creation, and social media monitoring, and how these roles contribute to building a strong customer base. Task 2 explores how these marketing roles relate to the wider organizational structure, examining the interplay between marketing and departments such as research and development, human resources, production, finance, and customer service. The report also examines how Aldi can improve its services. Task 3 compares the marketing mix of Aldi with another organization. Finally, Task 4 presents a detailed marketing plan for Aldi, outlining strategies for future growth and market positioning, based on the analysis of the previous tasks. The report concludes by summarizing the key findings and recommendations for Aldi's continued success.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 How roles and responsibilities of marketing relate to the wider organisational....................3
TASK 2............................................................................................................................................5
P3 Comparison of marketing mix with two organization...........................................................5
TASK 3............................................................................................................................................8
P4 Marketing plan for an organization........................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
As per current scenario, each and every business organization wants to enhance their
brand image at market. For this, marketing consider as a vital role which provide support firm to
promote their goods and services to target customers for fulfilling their requirements. This will
leads in attaining their satisfaction level. Mainly, it consider various activities such as
advertisement, promotion, public relation, demand and supply of customers and many more
(Marketing essentials, 2016). All these are important factors through which firm create values
with the purpose of capturing consumers attention. Along with this, it also consider as an
important components through which company build positive relation with number of customers.
It directly put their positive impact in increasing profitability and market share as well.
Current report discussed about ALDI, which is leading super market chain as they
operate their number of outlets in various countries. Various roles and responsibilities of
marketing function are also mentioned in this report as it helps in enhancing brand image of the
company. In addition of this, marketing mix is discussed here with the purpose of evaluating
actual performance of the company. At the last of the project, marketing plan of ALDI is also
present here.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing is a procedure through which firm create customers base by understanding
their needs and wants about company products. Mainly, one of the main aim of implementing
marketing activities is to meet consumers requirement in order to attain their satisfaction level. In
addition of this, it also provide competitive advantage to company by creating strong customers
base. In context of this, marketing department also play crucial role in promoting company
mission at market place. For attaining the same, firm should deliver quality products and services
to its target customers by identifying their wants. This will contribute in creating positive brand
image at market place as compare to its its competitors. In business organization, number of
roles and responsibilities are perform by marketing function as it assist in establishing
predetermine objectives with the purpose of accomplishing competitive place in market
(Berkowitz, 2016). As there are some roles of marketing function in ALDI which contribute in
promoting as well as delivering values and at the same time also building positive relation with
their customers. All these are as follows:
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 Defining and managing brand image: It is one of the important role of marketing
function to determine their brand image and product as well. Along with this, it also helps
in determining customers experience towards ALDI products and services. For attaining
success in market, company have to interact with their service users to understand their
views and opinion about products and services in order to provide them accordingly. Conducting management campaign for marketing initiatives: It is important for
marketing department to determine quality products and services in front of customers
(Campbell and Martin, 2015). Along with this, firm also communicate with their
customers with the purpose of understanding their perception in order to satisfy their
target customers by providing the better services. Producing marketing and promotional materials: ALDI marketing department create as
well as produce products and services to satisfy their requirement. For attaining, positive
response from customers, firm should make quality and up to date items and products to
maintain their brand values in market place. With the help of this, company enhance their
productivity level as compare to its competitors. Creating content providing (Search engine optimization): It is another role of marketing
function in which company make their own websites in which they provide all the
information about products so that customers can easily identify products as per their
needs. This will helps in inviting large number of customers and at the same time also
build their trust in relation to firm. Monitoring and managing social media: One of the main and important role of
marketing function is to managing as well as monitoring social media pages of company.
Along with this, ALDI posted about products to invite number of customers. For
attaining better response manager should manage all the online accounts on daily basis.
Through which customers easily get necessary information of the products in order to
fulfil their requirements. Producing internal communications: For attaining success at market place, it is vital for
workers of ALDI to effectively understand company culture, values, vision and priorities
as well. By this they easily communicate with their customers and understand their needs
also (Ebert and Griffin, 2015). Along with this, marketing department of ALDI is also
responsible for establishing proper communication with workers by using newsletter and
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another internet tools. It directly contribute in building positive relation with customers
and workers. Serving as media liaison: As ALDI serve their products in online platform as well. In
this they marketing department consider as a spokesperson as they provide guidance to
customers for resolving their quires about products and firm as well (Gummesson,
2011). This will invite larger number of customers. Conducting customer and market research: It is main responsibility of marketing
function to determine the target market. In this research play vital role in company
through which marketing manager easily understand customers needs and wants towards
specific good and services. One of the main advantage of this is to capture customers
attention.
 Overseeing outside vendors and agencies: Under this role, marketing is highly relate
with the selecting and managing all the agencies in order to maintain the relationship with
target customers and another providers. Along with this it also provide support to ALDI
in which they can produce quality materials with the purpose of attaining success at
market. As it also consider public relation, web providers, print vendors and many more.
Hence, all these are major roles of marketing functions through which ALDI easily
promote their products in front of customers. With the help of this, they can enhance their
productivity level at market place and at the same time also capture larger market share.
P2 How roles and responsibilities of marketing relate to the wider
organisational
For catering customers demand, marketing is one of the effective
concept for every single business organization whether small or big. Thus, it
is vital for manager to implement all the roles and responsibilities of
marketing within their company. As it will helps in capturing customers
attention by delivering values in market. One of the main function of
marketing is to create customers base by promoting and advertising
features of the services. It directly contribute in accomplishing set goals
and objectives in an appropriate time frame. Along with this, all the
marketing function are relate with organizational context as it contribute in
implementing all the activities of marketing through which firm make their
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positive brand image at market place (Hagan, 2011). Furthermore, marketing
also influence the customers to buy and consume company products with
the aim of satisfy their requirement. It assist in capturing customers
attention towards its services. As there are some roles of marketing which
is relate with ALDI functions and department are as follows:
 Marketing with research and development department: One of the
main role of marketing is to determine customers needs and wants in
relation of company products and services. In this research and
development is consider as an vital activity in which they understand
an effective research to evaluate the market trends and taste as well.
With the help of this, marketing manager can serve their quality
products and services according to the customers requirements (Judge
and Robbins, 2015). Along with this, for attaining positive response, they
should keep as well as maintain up to date information about company
products and customers taste as well. In context of this, ALDI can
identify those customers who are switching another company who
serve their products at cheap cost. So that, ALDI easily make their
policies accordingly and offer their quality products at affordable cost.
As this will aid in inviting larger number of customers and at the same
time also enhance their profitability level.
 Human resource department with marketing function: For executing
business activities, every department of the company required skill
and capable workers so that they can perform all the task effectively.
This will aid in maximizing sales and profitability level of the
company. As it is important duty of human resource manager to
recruit capable and talented employees who have ability to handle
customers. For this, marketing manager provide support to HR
department to find right and eligible candidates who easily make as
well as develop marketing policies to improve their performance level
at market place. With the help of this, company easily provide quality
services to its customers by understanding their needs. This will
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enhance the productivity level of the company as compare to its
competitors. As both are contribute in establishing positive brand
mage.
 Production and operation department with marketing functions: It is
one of the important role of marketing through which company
maintain their quality products within their store so that they can
easily deliver to their customers according to their requirements. In
context of ALDI, they buy raw material form suppliers in bulk manner
in which they make their quality of products is appropriate way
(Koontz, 2010). As marketing manager also determine customers taste
and preferences before producing products. With the help of this,
ALDI easily attain desirable growth at market place by delivering
better services in most effective manner. In addition of this, both
marketing and production department are interrelate with each other
as they helps in increasing positive brand image.
 Marketing with finance department: For attaining set goals and
objectives, it is important for marketing manager to keep adequate
funds. Thus, they have to make day to day activities for identifying the
financial requirement. This will helps in managing it effectively. In
this context, ALDI set finance department with the purpose of
performing all the activities in systematic manner (Malhotra, Birks and
Wills, 2013). It directly contribute in creating positive image of the
company at market place. As both marketing and financial department
are relate with each other because it contribute in reducing the
chances of arising any kind of issues.
 Customers services department with marketing functions: One of the
important role of marketing is to provide better customers services. In
this marketing manager communicate with their services users to
evaluate as well as understand needs and wants. As it consider as an
important activity through which they easily make quality products
according to its customers requirements. This will leads in improving
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the brand image of the company at market place. Along with this,
marketing department also take views and feedback from them to
modify necessary changes within their services. With the help of this,
customers get satisfy their needs and wants in effective manner.
Therefore, all these are highly relate with the organization
department as it helps in improving the performance level of the company
at market. Along with this, it is vital for firm to effectively manage all the
duties and responsibilities to make their process smooth and appropriate.
By this ALDI capture customers attention and market share as well to
enhance their goodwill. In addition of this, as per current trends marketing
department implement various policies and procedures to take right
decision towards the marketing activities. All these will helps in meeting
current market needs in an appropriate way.
TASK 2
P3 Comparison of marketing mix with two organization
Marketing mix refer to various tools which used by the company with the purpose of
attaining set objectives. Along with this, it is an effective combination of different factors which
helps in encouraging as well as influencing customers to buy company products to satisfy their
requirements (Mihart, 2012). Along with this, it is key element of marketing which implement
by the company at the time of preparing market plan. It is tool, strategy and tactics to promote
company products and services in front of market. This will helps in capturing customers
attention towards its services. With the assistance of this company easily cater customers
demand. In addition of this, one of the main advantage of using marketing mix is to aware
customers about quality products. A marketing mix may help company to take strategic decision
at the time of launching new products at market place. For effectively understand the all the
factors of marketing mix, comparison of marketing mix of two companies are as follows:
Basis ALDI
Product ALDI is retail company as they offer household products to customers as
per low cost. In this they also buy raw material from suppliers in bulk in
which they produce quality products and services according to customers
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requirements (Nguyen and Simkin, 2012)
Price Under this, ALDI use various pricing strategies in which they offer their
products as per customers demand. In addition of this, they use best
pricing strategies to set product cost affordable as every kind of
customers easily consume company products. For attaining success in
market place, ALDI should implement competitive pricing strategy by
which they offer quality services at minimum cost. This will aid in
creating strong customer base.
Place ALDI operate more than 8000 stores in various countries. In this they
cover all most areas by delivering good services to number of customers
in market place. In addition of this, they also use online platform to reach
various customers and meet with demand so that consumers are easily
buy company products. With the help of this company capture larger
market share.
Promotion For increasing public awareness, ALDI use various tools and factors
such as magazines, radio, TV, newspaper and many more to provide
information to customers so that they easily fulfil their requirements. In
addition of this, they also social media to offer their services and at the
same time also make their brand image popular.
People Workers of ALDI is talented as they easily perform their activities.
Along with this, they easily handle their target customers for providing
them better services. This will leads in improving brand image of the
company at market place.
Process For delivering quality services, ALDI make their production process
more effective with the purpose of producing quality services. Along
with this, they having barcodes in which customers are easily understand
their needs and wants (Peter and Donnelly, 2012).
Physical evidence It refer to the company outlets in which they make their stores attractive
which may helps in inviting larger number of cust0omers towards its
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products.
TASK 3
P4 Marketing plan for an organization
Marketing plan refer to a blueprint which define outlines of the advertising and marketing
activities for future aspects. As it also determine the company mission, objectives, goals and
many more to attain set marketing goals and objectives in an appropriate way. With the help of
this, marketing manager easily develop as well as produce quality products to meet customers
needs with the purpose of attaining their satisfaction level. Along with this, marketing plan also
provide guidelines to firm to attain set goals and objectives. It helps in evaluating actual
performance of the company at market place (Pike, 2015). One of the main advantage of
preparing marketing plan is to accomplishing positive brand image of the firm so that number of
customers get attracted and consume its services. It leads in increasing strong customers and at
the same time also enhance profitability level. For understanding marketing plan of ALDI, there
are some major points are as follows:
Executive summary: Marketing plan consider as a important aspect for business organisation.
As it includes various activities to execute plan with the purpose of attaining success at market
place. It define company mission, vision, STP approach, marketing mix, marketing strategy and
many more which implement by ALDI within their activities to attain success.
Overview of company: ALDI is famous super market chain which serve grocery products to
larger number of customers as per their needs and wants. AS company operate their stores in
various countries with the purpose of attaining profitability level. Along with this, it also start in
1913 to operate their stores for grabbing customers attention towards company products and
services.
Vision of ALDI: The main vision statement of ALDI is to be a leading company at international
market by providing high quality products.
Mission of ALDI: To provide values and quality grocery products to target customers at low cost
is main mission of ALDI.
SWOT analysis:
Strength Weaknesses
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 ALDI is discount store as they offer
quality products as per low cost.
 Strong ecosystem is also a strong factor
for ALDI in market.
 High level of customers support also
helps in increasing profitability level
(Puddle, 2015).
 Low margins is one of the big
weakness.
 Low employee satisfactions reduce the
quality products of the company.
Opportunities Threats
 Taste for customers may helps in
increasing profitability level because
customers are willing to pay premium
price for the product.
 Company also tries to expand their
business activities in another location
by offering new product categories in
market.
 High competition in retail market is
threat for ALDI.
 ALDI fails in looking for complete
shopping experience.
STP approach: Segmentation: As a famous brand, ALDI looking for those customers who buy grocery
products and services on daily basis. Targeting: Under this, company serve their products to various customers in market
place. As they target household products to cater customers demand in effective way. Positioning: ALDI offer their services from their private labels as they placed in
Germany in which they serve their quality products and services at international market
as well.
Marketing mix of ALDI: Product: ALDI serve grocery products to number of customers at affordable cost for
fulfilling their needs and wants (Raj, Walters and Rashid, 2012). Price: As company set their product price competitive which may helps in inviting larger
number of customers towards its products and services.
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 Place: ALDI operate their stores more than 20 countries in which they make they outlets
more attractive and convenient for customers. This may leads in increasing profitability
level at market place. Promotion: ALDI spend less funds for promoting their products because they use pricing
strategies to set their product cost competitive which may contribute in capturing
customers attention.
Marketing strategy: For attaining success it is also vital for ALDI to use effective marketing
strategy to make their image popular at market place. In this context company use relationship
strategy through which they build positive and healthy relation with target customers by
delivering them quality services.
Marketing budget: IT is one of the important activity for business organization to determine all
the income and expenditure. This will aid in identifying actual profit and loss of the firm at
market place. As it is consider as a vital part of entire plan which may helps in attaining set goals
and objectives.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Initial money 50000 14500 15000 25000
Investment 19500 13200 12000
Total 50000 34000 28200 37000
Marketing
expenditures
Advertisement 6500 5200 6000 6200
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