Marketing Essentials Activity 2: Aldi Marketing Mix Report

This report analyzes Aldi's marketing mix, focusing on the 7Ps framework (Product, Price, Place, Promotion, People, Process, and Physical Evidence). It begins with an introduction to marketing and its role in enhancing organizational productivity, especially in international and domestic contexts. The core of the report examines Aldi's marketing strategies, comparing them with Tesco across each of the 7Ps. The analysis covers product offerings, pricing strategies (including Aldi's low-cost leadership), distribution channels, promotional activities, physical evidence, employee management, and operational processes. The report highlights Aldi's responses to contemporary challenges such as the COVID-19 pandemic. The conclusion emphasizes the importance of the marketing department and the marketing mix as tools for achieving business objectives, enhancing brand awareness, and positioning in a dynamic market environment. The report also includes references to relevant marketing literature.

MARKETING ESSENTIALS
ACTIVITY 2

Table of Contents
 INTRODUCTION
 Marketing mix
 Conclusion
 References

INTRODUCTION
 Marketing is related to promotion activities that are
undertaken by organisations for the purpose of
enhancing their productivity. Marketing is used across
organisations for the process of operating at
international and domestic level and further promoting
their brand image. Present report is based on analysing
the Different techniques that are used by working as a
training marketing manager in Aldi.).

Marketing Mix 7P's
 Marketing mix includes a combination of various seven elements that are part of marketing
mix and can help in achievement of the objectives of marketing strategy. Below mentioned is
marketing mix conducted on TESCO and one of its competitors ALDI:

Marketing product
 TESCO
 TESCO is one of the well now retail brands that was founded by Jack Cohen in year 1934. It includes various
product ranges that is electronics clothing, financial services, food and so on.
 ALDI
 It is linked majorly with retail sector products that are spread across a wide variety. They are having a range
starting from basic necessity, survival products and to luxurious product range that can help them in fulfilment
of the satisfaction of the customer needs in this COVID scenario where there has been a sit of people towards
more necessity products.

Price
 Price
 TESCO is having lot of advantages in terms of enhancing the cost effectiveness
because of the established brand image they are relying on the volume of sales for
the purpose of maintaining their present profitability level.
 ALDI is focussing on using low cost leadership as one of the effective strategies
for the purpose of enhancement of their market positioning. At same time they are
facing some of the issues that are associated to quality of products.

PLACE
 Headquarter of TESCO is situated in England. They are having
presence across various locations that are helping them in having
wide reach across different locations and different customer
segments.
 ALDI :There are approximately 8000 stores of ALDI that are
present in 18 different countries. They are having organised stores
and it is preparing and helping customers in having higher
customer awareness.

Promotion
 Promotion
 TESCO is a retail brand that is also having
presence on both offline and online mediums.
 Aldi: SWAP is one of the well known campaigns
of ALDI that has helped them in achievement of
required competitive advantage

Physical evidence
 Physical evidence
 TESCO is offering higher quality products that
are leading towards maintaining the customer
expansion level up to required limits.
 Aldi has made collaborations with different
brands and their Stores include some products
from various renowned brands.

People
 People
 TESCO is having advantage of better pay scale that is leading to a
cost advantage in terms of lower employee turnover and is also
helping them to retain talent in organisation.
 There is dissatisfaction among employees because of lower pay as
compared to similar brands. For this Aldi ahs to work on
improving their basic pay rates as per different job positions.

Process
 Process
 Their major aim is to maintain a proper supply chain process to ensure timely
delivery of products to customers.
 The layout of stores is in such a way that it is easy and convenient for its
customers. Apart from this ALDI is presently working on home delivery
channels to ensure timely delivery of their online orders.

Conclusion
 From the above assessment it can be concluded that marketing department is one of the most significant aspects that can help in achievement of laid
business objectives. Marketing mix is a very supportive tool in evaluating the marketing plan based on seven important elements of marketing mix. It
can lead to analysing the way different strategies can contribute towards achieving the higher brand awareness and effective brand positioning in the
dynamic external environment.