ALDI Marketing: Roles, Responsibilities, Marketing Mix and Planning

This report provides an overview of marketing essentials with a focus on ALDI, an international supermarket chain. It examines the roles and responsibilities of marketing within ALDI, including managing the brand, conducting campaign management, producing marketing materials, managing internal communications, and conducting market research. The report details how these roles relate to the wider company context, emphasizing the importance of marketing in increasing sales and profitability. It also compares ALDI's application of the marketing mix (product, price, place, promotion, physical evidence, people, and process) for planning and achieving business goals. Furthermore, the report evaluates and produces a basic marketing plan for ALDI, highlighting the significance of distribution, financing, marketing information, pricing, promoting, and selling in achieving competitive advantage and long-term sustainability in the marketplace.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1Role and responsibilities of marketing...................................................................................1
P2 How roles and responsibilities of marketing relate to the wider company context of ALDI
.....................................................................................................................................................4
TASK 2............................................................................................................................................6
P3 Compare the way in which ALDI applied marketing mix for planning process to achieve
business goals..............................................................................................................................6
TASK 4..........................................................................................................................................10
P4. Evaluating and producing a basic marketing plan for ALDI .............................................10
CONCLUSION..............................................................................................................................12
REFERENCES ............................................................................................................................13

INTRODUCTION
Marketing is a study of exchange relationship between company and customers. Through
marketing activities company are able to understand customer's needs and wants or accordingly
develop product to satisfy them. It is a one of the premier components of an organisation
management. These all seven elements have also called marketing mix. It is a very import part of
the innovative business unit. Thus increase overall firm performance and provide long term
sustainability at market place. The process of management in which goods and services are
moved form company to clients in order to satisfy their demand and preferences (Joshi, 2012).
Management of an organisation opts best suitable strategy and arranging needs of consumers
which provide help to face competition effectively. This assignment is based on ALDI which is a
international supermarket store chain. This company run their business activities across 20
countries with overall 10000 store. ALDI established in 23 June 1913. Thus split into two part in
the year of 1960 which rename as Aldi Nord and Aldi Sud in the year of 1960. The assignment
cover marketing mix and basic marketing plan of the Aldi.
TASK 1
P1Role and responsibilities of marketing
Marketing is a activity or set of institutions and process of communicating, creating,
exchanging offerings and delivering that value of product for customers and society as whole.
Marketing essentials have include product, price, place, promotion, physical evidence, people
and process. In an organisation all functions of marketing are done by marketing department.
This department has play important role and responsibilities at wok place in order to achieve
business goals and objectives in given time frame (Khan and Adil, 2013). With the marketing
function, company should analysis their target market and customers in order provide quality of
product and services which help them to established strong positive brand image in clients mind.
Thus help to company in long term sustainability at market place. The most important work of
marketing department is increase awareness about their brand and product among their customer
in order to gain high market share. Some important role of market functions are as follows:
Managing and defining brand: In this, management of an organisation has define about
their goals, objectives, mission, vision, what firm stand for, what their current market strategy
which help to society and many more. Through this they create awareness about themselves in
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customers and whole society, so that customer knowledge are increase about firm product and
services and their brand name is friendly. Marketing manager manage this work or activities in
long period of time, so that brand name and product are easily recall by consumers.
Conducting campaign management: Marketing proactively identify goods and services
to focus on sales cycle. Company produce material, by this they able to communicate with their
customers about product and thus help them build positive firm image in whole society.
Management of an organisation conducting campaign in different location by which they able to
spread information about company in all areas (Lamb, Hair and McDaniel, 2011).
Producing marketing and promotional materials: Marketing department develop
material like business cards, letterheads, brochures, labels, forms, presentation folders,
envelopes and many more for promotional activities. By this, company promote their core
product and services and keep them up to date as those all goods and services are evolve. Thus
affected company performance and help them to achieve long term sustainability at market place.
Create content and use it at company website: One of the important role of marketing is
develop effective content and publish them on firm website and social media page or any other
mode. By this, they are able to share their message with large number of audience. It is
compulsory for marketing person to keep web content update. According to current business
environment, social media platform is largely used by customer as well as company, clients for
searching information and firm for provide data or information related to product. So that Aldi
also use this method as a promotional tools.
Internal communication: Employees also want to understand about company's mission
and vision thus help them product goods and services accordingly. Marting is responsible for
internal communication through newsletter and internet. By this, management of an organisation
has develop loyalty in staff members.
Conducting market and customer research: Marketing department conducting research
in order to understand customer's needs and wants or their preferences which help to company in
their production process. Research help to firm in defining their target market and opportunities
accordingly (Lehmann and Bengart, 2016). By this company also understand how services and
product are perceived at market place.
Overseeing outside vendors and agencies: Marketing is responsible for managing and
selecting vendors and agency in order to produce product and marketing material thus support
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sales. These can be include print vendors, specialists, personal relations, ad agencies and web
providers etc.
Aldi is a discounted store those provide large number of product to their customers. It is a
retail firm based in Germany. All marketing activities are revolve around product elements
which are offer by company to their buyers. In an organisation marketing have several benefits.
There are various type of marketing function that Aldi want to perform, some are details as
follows:
Distribution: Product distribution is a one of the important work completed by marketing
department. They want to analyse market and according distribute product and services. For this
they meet product with customer's needs and wants. Aldi will involve some new rules in their
showroom (Lin, Li and Wang, 2015). They arrange all product in an systematic way so that
customers are easily choose their preferences. If store are not properly manage then company
product and services are fail at market place.
Financing: Marketing activities needs finance in order to completing their task in an
effective manner and in given time frame. So that, product should not be so old and sales are
done on time. Marketing department constructing budget for all task and use money accordingly.
Most of the budget part are consume by advertisement and promotion activities. Aldi use
physical evidence process as a promotional tool. Thus increase satisfaction and purchasing
experience of the customers. With finance it will not possible any more.
Marketing information: It is a marketing department responsibilities to gather data and
information related to market thus help understand customer's preferences and needs. After this
company produce product and services accordingly. Management of an organisation organise
marketing campaigns for their customers, in this they provide necessary information about their
goods to their clients. This has provide high profits to company as they are already evaluated the
demand of consumers (Lovelock, 2015).
Pricing: it is very hard and critical aspect to determine product price for an organisation.
Management used various strategies to fix it. Aldi use flexible pricing strategies which help them
to sell large quantity of product at lower price. So that overall profitability can be affected. This
strategies help them to achieve competitive advantage at market place.
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Promoting: Advertisement is a one of the important activity cover in promotion of the
company product and services. Thus effected overall Aldi profitability and performance in order
to achieve goals and objectives in given time frame.
Selling: Marketing and selling are interlink with each others. All marketing activities are
done for increase sales. Manager of Aldi has develop plan and strategies in order to increase their
sales. It should be done, if company improve customer's satisfaction (Desai, 2013). They will
ensure that, firm offer high quality product and services which full fill clients needs and wants.
But some time, Aldi face problem in decision of costing for specific goods.
P2 How roles and responsibilities of marketing relate to the wider company context of ALDI
Marketing is a very important tools for an organisation in order to increase overall sales
and profitability. Marketing department has organised various activities with in work place like
advertisement, promotion, research and segmentation, targeting, position of market, product
development, pricing strategies, place or location identification and many more. Marketing
manager plays a dynamic role in an organisation. They have responsibility for managing all
marketing activities on the behalf of company.
Manager of Aldi is conducting research to know customers preferences, need and
market demand. This activities helps firm to develop product accordingly in order to fulfil clients
demand. It is a management responsibilities to motive employees for participate in decision-
making process of firm which help in development of innovative product. By this, they promote
creativity and innovation at work place (Clow and James, 2013). Marketing needs innovative
ideas for promoting their product and services thus increase curiosity among customers. Aldi use
various strategies and plan in order to enhance employees skills and knowledge which help them
to achieve goals in certain time period. Skilled and trained worker serve high quality services to
their customer by which firms receive positive feedback form their buyers. All these activities
are effectively completed by Aldi. For increase market share Aldi use some marketing function
which are explain as below:
Research: Aldi perform their activities with out conducting market research because
this provide necessary information which help in developing product according to customer's
needs and wants. They are able to enhance their services thus help them to achieve objectives. In
order to know what is happening at market an organisation conduct research and look into
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various different aspect of it. Through the evaluation of market they are able to create company's
task according to meet customer's needs and wants.
Transportation: Aldi transform their product form one location to another, for this they
use effective transportation system. By this, they are able to save their time and money.
Company use just in time strategies at their work place in order to manage their inward and
outward operations in effective manner. Thus reduce in their transportation cost.
Risk assessment: Market are uncertain, so company faces various type of internal and
external risk. This affect their performance and employees productivity in order to achieve goals
and objectives in given time frame. Risk create difficult situation where as company face
negative growth (Cleverley, 2017). Manager of Aldi grab strong result by analysing all risk
factor with in at work place. They will carry flexibility in their performance in order to obstruct
the risk.
Quality of product and services: Aldi provide product as well as service to their buyers,
so they will focus on both elements of quality. It is a very important element that determine
success of an organisation in long time period Aldi use total quality management strategy at
work place in order to produce or ensure quality of their product as well as services. Aldi has
achieved strong positions at market place because theynever compromise with their quality.
They will maintain quality standards at their store on the basis of location and customers
preferences.
Product development: Most of the companies have separate research and development
department. Thus conducting research at their department and produce new innovative product in
order to meet consumers preferences and demand. Company invest lost of money in their R&D
department which provide competitive advantage to company at market place.
Human resources: HR manager of Aldi organise training and development program at
their work place thus enhance employees skills and knowledge (Brassington and Pettitt, 2013).
This help in increasing workers productivity. They hire professional candidate for marketing
department. By this, firm are able to increase their sales and overall profitability in long period of
time.
Customers services: According to market scenario, effective after sale services has build
positive brand image in customer's mind, and company are able to achieve their goals and
objectives in an effective manner. Aldi is concentrating on their clients demand and accordingly
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they develop marketing campaign and trends. With the help of this company is able to provide
higher satisfaction to their buyers.
Administration: Management of Aldi prepare some policies which are followed by each
and every staff member. Marketing manager has also implement some rule and regulations those
are followed by only employees of marketing department But administration rule are applicable
on all department employees. Mostly they are general in nature (Bowie, Paraskevas and
Mariussen, 2014). Strong administration policies also affect company performance as well as
their profitability in a positive way.
 Finance: There are better collaboration and cooperation can be found between finance
and marketing department. Finance manager always ensure about the adequate funds for
the purpose of effective marketing and advertisements. Marketing department take
support from finance to adopt the best promotional tools and techniques so that they can
build brand image among competitors.
 Production: Marketing team consider the new trends and fashion with the help of
conducting research so that better goods and services can be developed. They provide
necessary information to the production department regarding customer choices, taste,
preferences and demands which support in producing better quality of goods or services
and increase sales volume.
 Information technology: Marketing department also cope up with information
technology that facilitates in creating more customers awareness. IT department
maintains the data and record them safely for making adequate decisions so that goals can
be accomplished. They also consider the digital marketing to generate demands and
create awareness among target audiences.
 Research and development: It play vital role in creating innovative products and
services. Marketing is also depends on the new innovations and creatives of items that
can be possible through research and development department. They try to generate
effective goods and services by conducting research and analyse demands of customers
with effective manner.
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TASK 2
P3 Compare the way in which ALDI applied marketing mix for planning process to achieve
business goals
Every organisation use marketing mix tools for promoting its products and services as in
this consider various elements that known as 4ps and 7ps. These are applied while making any
kinds of strategies and actions plan for making better organisation and create positions in the
market. Company consider this for taking corrective actions regarding producing of goods and
services for satisfying customers and their desired needs in better ways (Bowie, Paraskevas and
Mariussen, 2014). Marketers also focus on finding best alternative way to promote the product at
the market place by using suitable tools or techniques as in this, they gathered data and
information by conducting survey or research procedures so that particular demand and need of
customers can be analysed. It also helps analysing the market trends, competitors and desired
customers so that effective goods can be produced and good market image can be created among
competitors. Aldi firm is a supermarket store where number of customers visit and buy products
from there. They concentrate on making appropriate strategies as well as adopt several marketing
tool for creating awareness among target audiences. They also focus on making appropriate
strategies and plans so that number of customers can be attracted towards organisation.
Comparison of Aldi and IKEA who adopt different marketing mix tools for promoting particular
goods or services as well as achieve business goals and objectives in effective ways. These are
given below :
Marketing mix
tools
ALDI IKEA
Product This firm is famous for providing
various types of goods and services as
they offer food products at reasonable
price to the people for satisfying their
needs or wants (Brassington and
Pettitt, 2013) . In this includes the
varieties such as fresh fruits,
vegetables, health and beauty
It is consider various products
and services as it is leading a
global retail chain store in the
world. They deals in several
types of products such as baby
products, outdoor furnitures,
bathroom stages, beds, chairs,
desks, mirrors, cooking items,
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products, cloths, house holds products,
clothes, stationery, electronic items
and soft tools at minimum costs in the
market.
decoration, clothes storage and
safety products to satisfy
customers desired expectation
and common needs.
Price Aldi brand has strong image as it has
base of consumers because they sell
various products or services at
reasonable price by using best pricing
strategies as well as minimise costs
factors so that number of customers
can be attracted towards organisation
and buy products as per their needs
(Cleverley, 2017). Aldi consider unit
pricing strategies, market penetration,
competitive pricing psychological and
loss leaders pricing which are useful in
increasing revenues as well as
generate more profits within the firm.
Company can achieve its goals or
objectives by satisfying customers and
create loyalty towards organisation.
At present, there are several
competitors of IKEA so it is
beating with number of retail
chain at the international level as
well as local supermarket stores.
In this consider visions, business
ideas and concept for lower
pricing of goods and services.
They also make appropriate
pricing strategies by controlling
on costs and operational details.
The most strategies are
competitors based and market
penetration which applied by this
firm.
Place There are several places across the
country where Aldi exist as it has
around 8000 stores in the 18 countries
for reaching at potentials customers.
They make strategies to find desired
clients and provide them specific
products as per their demand (Clow
and James, 2013) . They focus on
making strategies of business
It consider effective places and
distribution strategies for
reaching at potentials buyers
which is important part of
marketing mix. They follow
global distribution network
because it centres are more than
50 countries. It also focus on
supply chain method for
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expansions so that huge audiences will
be attracted and can easily reach at
store for buying goods. Aldi use
warehouses and online presence for
storing products.
overcoming transportations costs
in appropriate manner.
Promotions They use comprehensive marketing
strategies in which promotional tools
consider. Aldi firm promote their
products and services by using several
tools or techniques for the purpose of
creating market awareness among
customers regarding new items in
effective manner (Desai, 2013)
(Durmaz, 2011) . In this includes print
media, magazine, internet, commercial
ads electronic as well as display media
for creating knowingness so that more
customers can be attracted.
IKEA firm also focus on specific
marketing tools for creating
awareness among targeted
people. It must be required to
provide proper information about
goods by using effective
techniques or methods such as
TV, Prints, billboards or
hoardings, online ads and many
more etc.
People This store has very poor customers
services so they required to adopt the
strategies regarding allocation of work
among employees for treating every
consumer in appropriate manner.
They focus on providing better
environment to the customers and
employees by using best culture
that are based on togetherness,
enthusiasm and fun within an
organisation.
Process This is another important marketing
mix tool as company try to select and
manage the suitable way for
manufacturing and promoting goods
or services. They usually keeps limited
numbers of items which are at
They follow different procedures
at working place as it produce
around 44 production units at
various countries. They use better
process for production which is
beneficial for creating clean
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reasonable costs (Fazlollahtabar,
Aghasi and Forte, 2012) . Therefore,
customers can get their desired
products without getting confusions. It
is beneficial for reducing selections
time for buying any goods and
services.
environment, unique supply chain
as well as inventory management
techniques. This firm also focus
on producing best quality of
goods by managing resources and
proper control on the costs.
Physical evidence Aldi firm is global retailer store and
they sell number of items at the
market place. There are various stores
of Aldi which consist as the home
brand as well as recognised brand.
They provides best quality of items at
cheap rate or lower price.
IKEA organisation has
approximately 350 stores at
several countries. Therefore, they
focus on providing more
experience regarding shopping to
the people. They consider the
customers welfare so that use of
arrow within firm for the purpose
of providing guidelines to
achieve set goals or objectives. It
has baby handling area,
restaurants, parking area,
smoking zone and many more for
satisfy customers.
Marketing planning process :
Aldi firm generally make appropriate plan for getting success as it must be required to
make efficient and effective organisation. Systematic planning is an essentials for developing the
business and its operations (Fırat, 2013). In this company take decisions regarding selling of
goods and services. They also concern the appropriate strategies or tools for promoting the brand
at the market place. There are some procedures which is followed by the ALDI firm for effective
marketing plan such as : Analyse the market : It is a first step which is very important as in this consider the
scanning of environment. Marketers conduct market survey or research for study in
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