Marketing Essentials: Aldi Marketing Plan Evaluation Report

This report delves into the marketing essentials of Aldi, examining the crucial role of the marketing function in building a strong brand image and achieving business objectives. It explores the roles and responsibilities of marketing managers, including brand management, campaign development, search engine optimization, social media monitoring, and market research. The report analyzes how Aldi's marketing function relates to its organizational context, emphasizing consumer needs, competitive analysis, innovation, and brand image. Furthermore, it evaluates how Aldi and EasyJet apply the marketing mix (product, price, place, promotion, people, and process) to fulfill their business objectives. The report concludes with a discussion of Aldi's marketing plan and its effectiveness in achieving its goals.

Marketing essentials

Table of Contents
Marketing essentials........................................................................................................................1
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
P1 Role and responsibility of marketing function.......................................................................3
P2 How roles and responsibility of marketing related with organisational context....................5
P3 Evaluate ways of different organisation apply in the marketing mix in order to plan for
fulfilling business objective.........................................................................................................7
P4 Develop or evaluate Marketing plan of company...............................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The department of marketing plays essential role for building strong image in front of target
audience. That is why marketing essentials scope is very important for the growth as well as
development for creating unique selling proposition in the minds of target audience. That is why
marketing essential is one of the fundamental soul of successful company that it wants to
delivers its offering to mass audience (Crutchfield, 2017). The essential of marketing defines
promotions as well as product and services that leads towards marketing techniques for
implementing overall marketing techniques that create long lasting impression in the form of
industry so that long period of sustainability will maintain target consumer with improvised
experience. The chosen organisation in this report is Aldi. The report aims towards key role as
well responsibilities in respect of marketing function. The report included how role and
responsibility of marketing in respect wider organisation situation. It combines of comparison
within different organisation that it apply marketing mix for the successful planning to fulfilling
business objective. It covers and produce basic marketing plan for company.
TASK
P1 Role and responsibility of marketing function
The marketing function plays essential role while promoting its business and accomplish
mission of the organization. The Aldi company mainly focus upon its marketing function as it
established unique position in the minds of consumer so maximum sale will generate to enhance
consumer experience (Fine, 2017). This will develop strong image of the company as well as
aids in coordinating all the activities for operating materials and represent own brand. This is the
important job role of marketing function in order to identify prospect consumer. the investor,
community also high light the positive image of Aldi company. The Marketing manager of Aldi
Company has to perform certain roles as well as responsibility that is given below-
 Defining and managing your brand- The ultimate role and responsibility of the
marketing manager is to established or managing own brand in front of mass
audience. This will ensue maximum sale of the company. This combines of the

marketing efforts where it is standing and where company want to reach in order to
interact with consumer, partner so that maximum sale will generate and overall
marketing objective of company gets fulfilled.
 Conducting campaign- Marketing function of Aldi roles and responsibility
covers to develop marketing campaign so that target audience proactively
recognize each goods and services while focusing upon sales generation of cycle
so that it will communicate in improving overall objective and good public image
of company (Hisrich, 2017).
 Developing marketing along promotional material-The marketing department
of Aldi generate own responsibility on creating own material for effective
promotion of the core product as well as services in order to develop more leads
towards company products.
 Search engine optimization- With the growing importance of online shopping
company marketing function deliver more focus upon developing online channel
of platform through digital marketing. The website of company must contain all
types of product range in such a way to communicate people while generating
more sales towards company product. It can be done through search engine
optimization. The roles and reasonability covers regular update regarding current
web content. So that the website of company response in very quick way to
improve business operations.
 Monitoring Social media- It is one of the major responsibility to manage or
monitoring all types of activity to maintain social media web pages of company
on regular basis (Hofacker, 2018). The online content plays important role for
attracting more purchasing behavior of target audience towards company products.
It will generate large consumer base on the digital platform.
 Internal communication- The main roles and responsibility of marketing
manager is to understand the actual core value, priority of company. The plan of
marketing is equally responsible in the form of effective communication. thrugh
newsletter or the application of intranet.

 Media liaison- This case cover in case of company cited on media, and attached
with marketing function react as ultimate spokesperson that leads towards
appropriate guidance to resolve all types of media queries.
 Market research- This is most crucial role as well as responsibility in which
proper market research must be executed in order to define actual target market as
well as potential opportunity that aids in understanding at what level of good and
services to be perceived (Kruja, 2018).
 Overseeing outside agency and vendors- The role of marketing function is
mainly responsible for recognizing, selecting or managing all types of external
agency or vendor that develop own content for marketing support. It will combines
of roles like agencies advertisement, PR agencies, marketing specialist as well as
web provider etc.
P2 How roles and responsibility of marketing related with organisational context.
The ultimate role played in context marketing department for the company while
promoting or advertisement of organisational product for strong establishment of good image of
company in front of audience (Holbrook, 2018). The Aldi use this as an effective marketing tool
in order to penetrate market and increase general awareness about product and services about the
brand of Aldi company. Here are some key roles and responsibility of marketing function that is
associated with the organisational context of Aldi-
 Awareness of consumer needs-It is essential for the marketing department of
Aldi to keep on modifying strategies or establishing in such a way so that they can
fulfil demands of consume by getting closer to them. In the internal process of
Aldi, it conduct a survey for collection of data from the team of sales as well as
consumer support. On the process of externally it collect information or mange all
types of action related with the actions. This will help to build connection with the
consumer in order to create strategy for company growth.
 Track of trends while checking competition- Through overall monitoring of
trends of marketing in order to examine high level of competition this will leads
towards building connection among Aldi products and generate more sale. This
will aid company in identifying needs and current trends related with competitive

marketing concept. This will ensure proper guidance while operating in the
business operations. There is a great relationship of marketing with others
department such as production, finance, operation, human resource etc as there is
no means of production it product it is not purchase by consumer as it can only
done by the marketing department. . It will recognise strategies of competitors
that they are using for establishing strong image and Aldi can also modify it
accordingly. This will help in developing more effective promotional strategies
and develop own unique selling proposition of Aldi company.
 Innovation- The marketing department of Aldi need to keep on regular update
upon concept of innovation in order to fulfil marketing requirement so that
company can easily develop new or innovating strategy in respect of effective
technique of promoting actual goods and services so that they can increase large
number of consumer base (Lancaster, 2017). It will automatically will generate
more innovative solution concept of marketing business problem.
 Transmitting working brand image- The department of marketing is equally
responsible for establishing strong image of the brand value of Aldi company.
This will leads towards creation of different advertisement image design or
portfolio in order to match or accomplish goal of marketing.
 Promotion of services- In context of organisation the current scenario combines
of advertisement in order to improve effective communication channel so the
significant problems can be address while performing roles and responsibility of
marketing department. Aldi deliver online promotional services to their product
range online on the company website.
 Marketing communication- The marketing communication is not directly linked
with the marketing department of Aldi but it will gives the feedback of Aldi
through the external environment of company itself. That is why each and every
time the employee of Aldi company delivers positive form of feedback which
push their limit in accomplishing long term goal of the company (Netzer, 2017).
 Enhance liability- The means of enhancing liability covers diversifies product
offering as per the difference occur in the period of short time. This will develop
by managing short period of time consumer satisfaction on the basis of effective

strategy on time while controlling action in the form of qualitative services.
Through this Aldi improve its packaging services with different product range.
 Quality of services and products- The product range quality of Aldi company is
successfully depend upon organisation situation. That is why company need to
evaluate ratio of quality standard. This shows optimum satisfaction or
commitment towards company products in order to raise sale. The Aldi must need
to identify requirement related with organisation context. It will ensure
understandings of market demand or market place so that each requirement gets
fulfil by the company in more effective way.
P3 Evaluate ways of different organisation apply in the marketing mix in order to plan for
fulfilling business objective.
Marketing mix tool Aldi EasyJet
Product The company mainly deals
with the providing product
offering of retail segment
mainly in the segment of
grocery in order to fulfil
demand of market as well
potential consumer that
fulfil overall business
objective (Pantano, 2018).
This is one the leading
company of the British
multinational in the cost of
low price in the respect of
airline. It mainly deals in the
domestic as well as
international market that
covers more 30 countries.
The company mainly focus
upon airlines industry.
Price The company adopted
mainly strategy of the
penetration pricing so that
can successfully maintain
penetration level of market.
The company mainly target
more consumer level so that
company can generate more
profit at the high of
The company focus upon
adopting the premium
pricing strategy. The
EasyJet need to examine or
maintain the level status
symbol that aims towards
premium prices of their
target consumer. The pricing
strategy of EasyJet also aids

competitive environment
while fulfilling business
activity (Puthussery, 2020).
in improving target segment
from the middle to upper
class so that they can run
more high level of profit.
The margin of company will
enlarge highest profit level
attached with the company
profit.
Place The place combines of
delivery methodology that
ensure high level of product
availability in all parts of
country. The company
facilitates the use of internet
as well as catalogues so that
direct marketing. The staff
of sales department aims
towards utilisation of the
intermediaries in the format
of franchise, partner as well
as agents so that each
product will be deliver on
time.
They adopted holistic
approach for their
distribution of their services.
So that company can fulfil
the demand of market. The
entity adopted opts in
respective of selective
distribution of their effective
selective distribution
strategies. The company
mainly focus the
authorization dealership for
the airlines.
Promotion The company mainly focus
upon public relation for the
increasing sale of company.
This one of the effective
tool in order to win the trust
of stakeholder. Direct
marketing sale enhance
consumer services in order
Company adopted major
strategies in form of
advertisement, public,
personal selling etc are
techniques that improve the
relation to record the
relation of people.

to promote product and
services in market (Tarka,
2017).
People The ultimate aim of
company to enhance the sale
as well as large market
coverage so that they will
achieve and support the
employee as well as
manager in order to reach
mass audience.
People combines of
members that is associated
with company product and
services. This is the most
important element of
employee related with the
innovation in respected
company improvement.
Process It is not associated with the
fascinating of consumer
enhancement but the
process that is essential for
the product availability.
The company focus on
simplicity to deliver
sophistication with the help
of their simplified process. It
always try to deliver
systematic approach in the
process while owning
company.
Physical evidence The power of the evidence
is more for the successful
completion of
organisational objective. It
will ensure physical
evidence in more appealing
way to attract more
consumer. This will leads
towards logo generation of
the company.
The physical evidence
combines of appealing
format of logo that create
unique position in the minds
of consumer. This will
facilitates ambiance,
pleasant and always try to
deliver premium experience
to consumer that aids in
maintaining influencing
brand image with the model
of sophistication.

P4 Develop or evaluate Marketing plan of company.
The marketing plan of Aldi company provides its proper direction towards the successful
completion of marketing goal. The fundamental marketing plan for Aldi can be developed
with the aid of performing specific task-
The company need to create its appropriate understanding in respect of potential
consumer. As with the growing competition level, Aldi has execute proper estimated research of
market on vey clear pitcher mode of company. After that company must examine or
understanding of marketing objective in respect of company product and service range. The most
important question while developing marketing plan is whether consumer will use it services or
not. This will be figure out on the basis of initial stage. After that Aldi has to figure out unique
feature or services in their product range from its competitors. For successful sustainable
marketing plan while adopting final plan to be implemented in the market. The organisation will
leads organisation identification of the company competitors. so that it will leads towards perfect
establishing of target consumer. The marketing plan of Aldi must involve seven P in their
development plan so that it will improvised its own competence in product, price, place,
promotion, people, process, physical evidence etc. All these seven P are discuss above and need
to be complete examine to attract target audience and create more sales of company.
The perfect marketing plan company need to focus upon competitors analysis so that
company can increase their knowledge about current or existing market trend along with pros
and cons of competitive market (Brooksbank, 2018) . This will leads towards evaluation of the
marketing research leads towards developing more effective strategies to improve good public
image so the actual needs as well as requirement of market. In the propose to manage funding of
marketing plan budget estimation must be pre established for the proper flow of the marketing
plan activities. The budget estimation of the marketing operations will aids in accomplishing the
overall marketing efforts and aim of company. This will leads towards appropriate direction with
the specific use within established timeline. After that effective channel must be develop for the
operation of marketing activities. The Aldi has to create own effective marketing channels so
that they can increase more loyal consumer towards company product range offerings and
enhance its experience for more purchasing habit of their product as they successfully deliver
unique selling proposition that automatically raise the consumer base. The company must upon

the digital media channel in order to advertise more marketing plan while effective mode of
online marketing plan so that large number of consumer engagement will take place. At end
company need to evaluate its regular effective marketing plan so that they easily update their
modify by emergent involvement of current trend in marketing plan in comparison from its
competitors.
CONCLUSION
From the above report it has been concluded that it successfully define that role of
marketing essential or function that build interrelationship in more effective way so that
organisational function can aids in achieving organisational goal. The set pattern of seven
marketing mix ensure successful comparison of the business operation of company in order
to accomplish its business and marketing goal. The development of marketing plan must be
properly evaluate on the regular basis by adopting current trends.

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