Marketing Essentials Report: ALDI's Marketing Plan and Strategies

This report provides a comprehensive analysis of ALDI's marketing strategies. It begins with an introduction to marketing principles and then delves into a comparison of ALDI's marketing mix (7Ps) with that of ASDA, evaluating how each company applies these elements to achieve its business obje...Read More

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................6
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives...................................................6
M3 Evaluate different tactics applied by organisations to demonstrate how business objectives
can be achieved.......................................................................................................................9
TASK 3............................................................................................................................................9
P4 Produce and evaluate a basic marketing plan for an organisation....................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is consider as a set of tools and institutions which deals with creating,
analysing, communicating, offering, promoting and delivering the products and services of the
organization. Marketing is playing a vital role for every organization. Marketing is a process of
getting attention and interest of customers through company's product and service. This report
conduct on ALDI company is a famous and well established company in Germany. This
company provide groceries products according to the customer requirements. This report
identifies roles and responsibilities of marketing functions and explain how roles and
responsibilities of marketing related to the organization. This report also compares marketing
mix with other company and evaluate various characteristics which is applied by the companies
to achieve business objectives. This report also deals with the all aspects of marketing and also
develop a marketing plan so that company easily understand the situation, objective, strategies
and prepare a action plan according this.
TASK 1

TASK 2
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
7P's of Marketing Mix
7 P's of marketing mix includes Product, price, place, promotion, people, process and
physical evidence. All the 7 P's are crucial for the welfare of the organization. For the purpose of
this marketing mix activity, ALDI company marketing mix has been compared with the ASDA
company in order to evaluate various implementation of the factors of marketing mix and its
outcomes.
Marketing Mix ALDI ASDA
Product ALDI provide various range of
products with different features and
variety. It help to get the customer s
attention so that they reach the target
market. The main concern of
company to produce innovative and
high quality of products.
ASDA offer a wide range of
products like food, grocery,
entertainment and clothing. Drinks,
beauty products, household
products etc. this company also
offering financial services such as
credit card, personal loan, travel

insurance and other financial
services.
Price ALDI pricing strategies is depending
upon the customers’ convenience
level. The main concern of company
to consider customers value of
money. ALDI using practical
competitive pricing policy strategies.
ALDI produce goods as per the price
discrimination policy. Company set
low price for the kids’ products.
ASDA company set low cost price
for their customers. Company offer
low price goods and service with
high quality so customer
understand the worth of the
products and give their loyalty to
the company. Comp-any also offer
price Grantee for their customers.
Place ALDI follow two format supermarket
and local stores. It considers many
supermarkets and 11235 stores in 20
countries Most of the stores provide
24*7 hours facility. Apart from this
company offer home delivery and
online marketing.
ASDA company generally follow
two main distribution channels
such as online and offline. ASDA
has over all 600 stores in UK and
company also selling products
online “www.asda.com”. ASDA
sell their products in supercentres,
supermarket, superstores.
Promotion ALDI promotional strategies are very
influential which easily get customer
attention. ALDI use David
Beckham's celebrity for endorsement
in promotion and advertisement.
ALDI using broadcast media like
radio, television. Company also
launched “Nectar reward card “to
increase sales and build customers’
loyalty.
ASDA doing company promotion
with the help of newspapers,
televisions, radio and social media.
Company also using “by one get
one free” and also provide special
discounts and offers. Sponsorship
is also an another way of
promotion.
People ALDI employees are very expert and ASDA is a big organization.

professional who easily understand
the customers’ behaviour. 33000
employees are working in ALDI
Company provide proper training to
new employees so that employees
perform well in order to satisfy
customer needs and accomplish
organizational goal (Järvinen and
Taiminen, 2016).
Almost 145000 people are working
in company. Company offering
both online and offline training to
their employees. ASDA also giving
extra pay to their employees in
order to motivate them.
Process ALDI provide online shopping for
customers so that customers easily
“click and collect” their products.
Company offer convenient price and
delivery time slots so that customers
easily collect products. ALDI offer
various products in a different
locations and also constructing new
stores in local areas.
In process, some sets of activities
worked in order to accomplish
company demand. ASDA company
receive products from their market
supplier and then that products
collect in the stores for the selling
purpose. Company is also using
self-service machine for the
payment purpose. ASDA provide
24*7 service for their customers.
Physical Evidence ALDI using excellent marketing
strategies for the products physical
evidence. Various creative designs
and layouts of the stores. Baskets and
trolleys are consider the best quality
of products.
This is consider as a latest factor of
the marketing mix. This include
physical environment of the guests
and visitors and consider customer
experience. ASDA physical
evidence is not limited to its stores
logo, brochures and websites.

M3 Evaluate different tactics applied by organisations to demonstrate how business objectives
can be achieved
Various marketing tactics are used by the different organization to create its value in the
market place. These marketing tactics are helpful to attract customers and also improve brand
image in front of customers. In case of ALDI it has been analysed that the marketing tactics of
the ALDI is mainly concentrate on traditional marketing and online and local marketing.
Company also doing business through social media and full fill all the requirements of the
customers. Company need to more focus on the digital marketing so that company can generate
more profit. Company also can use different marketing strategies such as relationship marketing,
diversity marketing, internet marketing (Dubey and et. al., 2017).
TASK 3
P4 Produce and evaluate a basic marketing plan for an organisation.
Development of Marketing Plan
Marketing is a process of promoting and selling products to customers. Marketing
consider many activities such as planning, executing, promoting, selling, distributing company
products in order to get the satisfaction level of customers.
Overview of the company
ALDI is a large organization that provide groceries items in good quality. ALDI launch
new product. This organic product is very environment friendly and good for health. Company
employees worked hard to know what the customers exact want. Company use all the organic
and natural ingredients in herbal tea so that customers can get natural ingredients in their regular
diet. With the help of SOSTAC Model, company can evaluate the marketing plan (McDONALD,
2016).
Situation
SWOT – Company use SWOT analysis so that ALDI company easily understand the strength,
weakness, opportunities and threats as per the market situation.
Strength Weakness
 Company diversified their business and
increase market share.
 Face risk from brand switching.
 Competition is increasing fast in

 Variety of products with pocket
friendly price.
 Company providing wholesale and
retail banking facility
 Company offer many discounts and
coupons for the customers.
retailing field.
 Opportunities Threats
 Company market share growing rapidly
 international marketing by online
platforms.
 Technological advancement.
 Lots of competition in retailing
industry.
Objective – There are many objectives which company set for the development of new product.
Company set various criteria for their product to achieve their common objectives.
 Measurable – ALDI company proper measure market situation for their new launched
product. Company measure all the aspects of the market like customer need and customer
expectations about the product.
 Realistic – company mainly focus on the realistic marketing situation. As per the new
product requirements company consider realistic demand of the product.
Strategies – ALDI following many strategies related to the new product market growth and
development. Some strategies are given below-
 Segmentation -In this strategy, company divide target market in to a small category. In
marketing segmentation strategies company distribute similar categories of customers as
per their interest, needs and location (ankova and et. al., 2019).
 Targeting -In this marketing strategy. ALDI targeted all age groups. Company launched
herbal tea so the target market of this product is consider all the age group audience who
like herbal products.
 Positioning – In this strategy, ALDI launched new product that is herbal tea. There are
some many benefits of herbal tea such as good for health and good for skin and hair.

These benefits increase the position of product in the market and give advantage to the
customers.
Tactics -Marketing includes number of activities related to the products and services which is
performing as per the marketing environment and situations. With the help of these marketing
Tactics ALDI company develop newly launched product. Company implement 4 P's to analyse
the and evaluate new product (Herbal Tea) market situation.
 Product – Marketing department plan and design products as per the customer’s needs
and also focus on customers’ requirements so that marketing department make
appropriate changes according to the customers’ choices and launched organic and herbal
tea.
 Price – Marketing department set price as per the customers’ continence level so that
customers easily buy ALDI company products (Luthra, S. and et.al., 2016).
 Place – Company mainly focus on market place where company easily deal with all the
customers and clients.
 Promotion – Company continuously promoting new product so that their sell increase
and company earn more profit (de Guimarães And et.al., 2018).
Action Plan – ALDI prepared a action plan as per the new product new and requirements.
Company prepare a budge so that ALDI company easily analysed all the financial status of the
new products. In budget, company easily measure and evaluate that how much cost that new
product takes in production and other marketing activities.
Budget
Marketing Workforces 100000
Hiring Workforces 120000
Marketing Equipments 130000
Manpower 11000

Controlling and Monitoring – With the help of controlling and monitoring activities, ALDI
easily monitor all the aspects which is required for the development of a new product. There are
few controlling and monitoring activities which mentioned below-
 KPI – Key performance Indicator is a crucial indicator which indicate the performance
and outcomes. This strategy mainly focus on those factors what is most important (Luthra
and et.al., 2017).
 Benchmarking – It is a process in which company easily measure the performance of the
new product. Company is developing new product so that it will create benchmark in the
market (Davcik and Sharma, 2016).
CONCLUSION
It is concluded from the above report that the key role of the marketing function playing
crucial part in the organization. Marketing roles and responsibilities also responsible for the
marketing environment. Marketing function is interrelated with other departments like finance,
human resource and IT. All the department connected with marketing functions and perform
their roles and responsibilities in an effective manner. With the help of 7 P's ALDI company
easily analyse and evaluate the marketing situation and the comparison with ASDA company
show that how company achieve business objectives. ALDI launched a new product and prepare
a marketing plan so that new product easily improves their market.

REFERENCES
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