Marketing Essentials Report: Aldi's Marketing Strategies and Analysis

This report provides a comprehensive analysis of marketing essentials, focusing on key roles and responsibilities within the marketing function, the relationship between marketing and various organizational departments, and the marketing mix strategies of two companies, Aldi and Lidl. The report delves into Aldi's marketing plan, examining its strategies for product, price, place, and promotion, and its approach to achieving a competitive advantage in the market. The report also explores the importance of marketing information systems, planning, financing, pricing, distribution, selling, and product/service management. Furthermore, it highlights the interconnectedness of marketing with other departments such as production, R&D, human resources, IT, distribution, and finance, emphasizing the need for integrated strategies. The report concludes with a detailed comparison of Aldi and Lidl's marketing mix, highlighting their approaches to product, pricing, place, and promotion to cater to customer needs and gain market share.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 How marketing roles and responsibilities is related with various organizational department
.....................................................................................................................................................3
TASK 2............................................................................................................................................5
P3 Marketing mix of two companies..........................................................................................5
TASK 3............................................................................................................................................8
P4 Marketing plan for ALDI.......................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing consider as an important process through which company create as well as
exchange values with customers. It is used by marketing manager as a study to build positive
relationship with customers by satisfying their needs and wants. It includes selling, advertising,
delivering, promoting products in market with the purpose of providing satisfaction to number of
customers (Babin and Zikmund, 2015). As per American Marketing Association, marketing
define as an activities and process for creating, communicating and exchanging values for target
customers and society. It helps in increasing brand image of the company and market place and
at the same time also increasing customers base.
Current report is based on ALDI, is a leading discount supermarket chain as they
operating their business in more than 20 countries. They serve their household products to its
customers with the purpose of attaining their satisfaction level. This report discussed about key
roles and responsibilities of marketing function which may leads in increasing the chances of
attaining positive outcomes. Along with this, marketing mix, plan also discussed here with the
purpose of determining the actual performance of the company at market place.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing is key factor for each and every business organization because it helps in
creating customers needs and wants by providing them values. One of the main advantage of
using concept of marketing is to determine customer wants towards company products and
services. It helps in attaining competitive advantage from its rivals. In addition of this, it is also
consider as an tool which contribute in retaining loyal customers by delivering them quality
services (Baker, 2014). As it includes selling, public relation, distribution, market research and
many more. All these will helps in making positive brand image at market place. In this context,
there are some main roles and responsibilities of marketing function in ALDI through which they
easily develop quality services to its customers. These can be understood by following points are
as follows:
Marketing information system: It is one of the important role of marketing through
which company gather as well as collect information about the market and customers. By this,
firm can enhance their brand image at market by delivering quality products and services at
market place. In addition of this, ALDI easily identify that what are the needs of customers. Like,
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ALDI store data and information about customers choice and make their products accordingly.
This will aid in creating strong customers base within organization.
Marketing planning: It is important role of marketing manager to make as well as
prepare an effective plan by establishing clear goals and objectives. It define actual needs of the
customers in market place. With the help of this, ALDI can capture larger marker share form its
rivals and at the same time also attain set objectives in an appropriate time frame. By making an
effective market plan firm easily established competitive image at market.
Financing: One of the main role of marketing is to keep adequate funds for executing
entire activities of the company. Each and every department of the company highly depend on
proper funds because without this they fails in attaining success (Batt, 2013). Along with this, it
is main and important responsibilities of marketer to determine the sources which used by the
company to completing marketing activities. In this marketing department gather money form
loans, personal capital and many more to promote company products and services in-front of
customers.
Pricing: It is another and important role of marketing is to set right price of the product
as it is more complicated for the marketing manager. If product price is high as compare to its
quality then customers are reduce their interest and also switch. This will reduce the customer
base within the company. On the other side, if product price low or affordable then number of
customers get attracted. This will increase profitability level of the company at market place. In
context of ALDI, as they having their specific pricing strategy in which they they their product
price affordable. By this they can attain competitive advantage from its rivals.
Distribution: For attaining success at market place, it is important for business
organization to select an effective distribution channel for delivering their products and services
to its customers. In context of this, it is also vital for owner of the company to make an effective
ideas to distribute their products in over the world to attain success in market. As ADLI serve
their products through various outlets and stores (Chinn, 2017). For attaining growth in market,
they use online platform to serve their products and services to larger number of customers.
Selling: It is highly relate with marketing as both are complementary in which marketing
create public awareness towards products which may contribute in increasing overall sales of the
company. As it also helps in building relationship with customers. In addition of this, marketing
function also help sales team to create customers demand. In context of ALDI, they purchase
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products in bulk form suppliers and directly sold customers by identifying their needs and wants.
As it helps capturing market share form its rivals.
Product and service management: It is also an important marketing function which
provide valuable and quality products and services to its customers. In this marketer, provide
information to customers about products features and quality. This will create customers base by
which they easily capture large market share form its rivals.
P2 How marketing roles and responsibilities is related with various organizational department
As per today's scenario, marketing is core concept for business organization through
which firm create customers demand for providing them better satisfaction. Mainly, it define
various aspects such as promotion, advertisement, selling, distributing values to customers with
the purpose of establishing competitive position at market place. Along with this, marketing
functions are also related with organizational department in which they can improve their
performance (Desai, 2013). As all these will aid in accomplishing set goals and objectives in an
effective time frame. As there are some role of organizational department are as follows:
Production and marketing function: Manufacturing department play vital role in
producing quality products and services to its customers with the purpose of attaining better
success at market place. In this, marketing manager is responsible for evaluating market trends
and customers taste before implementing product process which may helps in fulfilling
customers requirements. For attaining the same, they should implement the process of marketing
with the purpose of creating values for customers in order to attain competitive advantage at
market place. In context of ALDI, they conduct an effective market research to invite larger
number of customers towards its products and service. This will aid in capturing larger market
share form its rivals.
Research and development with marketing department: Under this, it is vital for R&D
division to evaluate the future capabilities of the company as they collect relevant information of
the customers taste and preferences in order to make necessary changes within the product line.
As business organization also update all the information towards the target audience (Diana,
2013). With the helps of this, ALDI determine competitors strategies and product cost to make
their quality products and services. In addition of this, they also set their products price
affordable as compare to its competitors. This will aid in inviting large number of customers
towards its products and services.
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Human resource management with marketing function: Every business organization
required skilled and talented workers who have ability to handle their customers effectively.
With the help of this company easily increase their sales and profitability as well. In this
marketing department provide support to HR for inviting capable workers so that they easily
change their policies for attaining better success at market place. In context of ALDI, they hire
skilled employees to manage entire activities of marketing department in order to enhance
productivity level (Durand and Barlow, 2012). Along with this, capable workers put their efforts
for attaining competitive advantage at market place.
IT department with marketing function: As every single company set IT department for
storing as well as managing all the information of company and customers as well. In this
marketing section also provide data to maintain the process of production effective. In addition
of this, it also helps in grabbing customers base by capturing their interest toward its products
and services. This will directly contribute in in enhancing the productivity level at market place
by increase public awareness.
Distribution with marketing department: It is important for ALDI, to deliver their
products to end customers with more effectiveness. For attaining customers satisfaction company
should use effective distribution channel to serve their products one place to another for
increasing profitability level of the company. As it reduce the chances of any kind of damages of
raw material. In this marketing manager also play vital role in understanding customers
convenience for provide them same. This will contribute in attaining competitive advantage
from its rivals and at the same time also cater customers demands.
Finance department with marketing function: Fund is one of the important aspect for
business organization because it helps in executing all the business activities in effective manner.
Without this, firm fails in implementing business activities in systematic manner. In addition of
this, manager also play vital role making systematic budget for determining needs of marketing
department (Forrester, 2010). With the help of this company easily produce quality products and
services to its target customers with the purpose of attaining their satisfaction level.
Hence, all the organizational department is highly linked with marketing function as it
helps in developing positive brand image at market place. As all these will aid in capturing larger
market share from its rivals by delivering unique and quality services to its customers. This will
enhance the market share as compare to competitors. Thus, it can be stated that marketing
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functions are relate with organisational department as it helps in attaining set goals and
objectives in an appropriate way.
TASK 2
P3 Marketing mix of two companies
Marketing mix is a tool which includes different elements in which company easily their
products at market place. This will helps in establishing competitive image and at the same time
also capture larger market share form its rivals. Along with this, it is a combination of various
factors through which firm can influence customers towards the company products. By this
company create strong base of loyalty customers (Gummesson, 2011). In context of this, ALDI
also use marketing mix as a tool which contribute in attaining success at market. As all the
components of marketing mix of ALDI with another company are as follows:
Basis ALDI LIDL
Product ALDI serve household products to
its customers at affordable cost.
This will cater customers needs
and wants. Along with this, ALDI
sold their products for specific
suppliers at affordable cost this
will leads in creating customers
base. As company focus on
serving qualitative product in
order to get higher satisfaction
level. Mainly they serve household
products to customers.
LIDL serve their products in market
place. For attaining competitive
advantage company offer their
products at cheap rates which may
helps in inviting larger market share
form its rivals (Jones and Rowley,
2011).
Price As the market is very competitive
as the customers are define their
best choice towards its product and
services. For attaining better
success at market place, ALDI use
suitable pricing strategies to set
LIDL use effective pricing
strategies to set their product price
more effective in order to attain set
goals and objectives of market. As
they set product cost is cheap with
quality which helps in inviting
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their product price more
affordable. Along with this, the
main target of ALDI is middle,
lower class customers in which
they can set their product price
accordingly (KAUR, 2015). In
addition of this, competitive
pricing policy also provide support
to company to sale their products
appropriate as compare to its
competitors. This will enhance
their profitability level by creating
customers demand.
larger number of customers.
Place ALDI is supermarket as they
operate their business in over the
world. As company having more
than 8000 outlets in which they
serve their quality services in over
the world. Along with this,
company purchase products in
bulk in which they easily serve
better quality to customers at right
time. This will aid capturing larger
market share form its rivals. In
addition of this, ALDI also use
online presence in which
customers are easily check
products information.
LIDL has various outlets which
cover different location in UK.
Along with this, they also includes
various distribution channels for
selling their products and services at
market place (Mitchell, 2012). It
help in increasing profitability level
of the company at market place.
Promotion It is one of the important factor for
business organization to increase
LIDL does not use any kind of
promotional programs because they
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public awareness towards
company products and services.
As a international brand, ALDI
use various methods to
communicate with their customers
to provide them information to
their customers about its products.
As ALDI use above the line and
below the line marketing strategies
to increase their profitability level
at market place (Ogunmokun and
Tang, 2012). Along with this, they
also use TV, radio, magazines,
billboards, newspaper and many
more to promote their products in
market place. For attaining as well
as grabbing customers attention,
company also use online platform
to make their brand popular in
market.
believe in offering products at lower
cost. This will helps in inviting
larger number of customers towards
company products and services. As
they use low pricing strategy to
create string customer base.
People Workers of ALDI is not provide
support to customers at the time of
selecting products through which
customers are disappointed with
company products. As, ALDI
needs to provide better training
and development programs to their
employees so that they effectively
handle all the customers and also
provide them better services as per
their needs and wants
LIDL has skilled and talented
workers as they easily perform their
task and at the same time also
handle their customers effectively.
With the help of this they easily
increase their profitability.
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(Papasolomou and Melanthiou, Y.,
2012). This will aid in improving
performance level of the company.
Process ALDI is famous supermarket
chain as they make their
production process is effective in
which customers are easily select
their products as per their needs
and wants. In this context they also
having larger barcodes through
which customers are easily
identifying services.
Under this, LIDL buy products in
bulk in which they directly sold
their products to customers at
affordable cost. This will contribute
in satisfying them by reducing any
kind of issues.
Physical evidence As company operate their business
at global level in which they set
their attractive outlets to invite
number customers in front of firm
items. With the help of this they
enhance their productivity level at
market place.
LIDL has various traditional and
linear outlets through which
customers are easily fine their
products. Along with this they also
make their stores more attractive as
compare to its rivals which assist in
increasing the rand image in front of
customers (Perreault, 2010).
TASK 3
P4 Marketing plan for ALDI
Marketing plan refer to the blueprint which is important for business organization to set
clear goals and objectives. With the help of this, marketing manager set their products as per
customers needs wants. One of the main advantage of preparing marketing plan is to attain
growth level at market place by capturing market share form its rivals (Purvis, 2016). It includes
various activities which may helps in determining the actual position of the firm at market place.
As all these can be understood by following points:
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Overview of the firm: ALDI is biggest supermarket chain which operate more than 1000 stores
in various countries. It was founded in 1913 and its headquarter is in Germany. Mainly, it
provide household products to number of customers as per affordable cost.
Mission: The main mission of this company is to serve quality products to its customers as per
customers needs and wants at affordable cost.
Vision: To be a leading retail company is main vision of ADLI through which they easily cater
customers demand (Rudden, 2016).
SWOT analysis
Strength Weakness
 Strong image in Germany
 ALDI offer quality products at
discounted rate in market.
 Low operating cost
 High competition in marketplace.
 Less customers base is also weakness.
Opportunities Threats
 Required to expand their business
activities at international market.
 They also invest money on promotional
activities to promote their business.
 LIDL is biggest competitors in market
place.
 Risk associated with suppliers is also
weakness.
STP
 Segmentation: ALDI looking those customers who wants to purchase grocery products in
market place.
 Targetting: ALDI target household market to offer quality products and services to
increase their market share (Swenson, Rhoads and Whitlark, 2014).
 Positioning: As a private labels as they operate their business art international market
with the purpose of attaining desirable results.
Marketing mix:
 Product: ALDI serve household products and services at low cost which may leads in
increasing profitability level at market place.
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 Price: ALDI having strong loyalty customers base as they offer quality services at chap
cost as it helps in enchaining brand image.
 Place: ALDI operate various stores in more than 20 countries with the purpose of catering
customers needs and demand.
 Promotion: ALDI invest money in their promotional activities to increasing customer
base by aware people toward the company products. As they use print media,
advertisement for promoting their business.
Monitoring and controlling: Under this stage, manager of the company tries to implement all
the activities for attaining desirable results. They also make some necessary changes for
improving overall performance of the company at market place (Walliman, 2015). With the help
of this, ALDI make their brand image more popular by serving unique and quality products to
target market by considering all the trends. In addition of this, marketing manager also take right
decision to carry out proper action plan to eliminating any kind of issues. This will helps in
attaining set goals and objectives in an appropriate manner.
CONCLUSION
From the above mentioned assignment, it can be summarised that marketing play vital
role in increasing brand image of the company at market place. It also helps in aware customers
towards company products and services with the purpose of attaining success. Various roles and
responsibilities of marketing functions is play crucial role in developing as well as managing
marketing activities of the company. Along with this, marketing essential provide support to
business organization and its department to make their brand more popular by delivering quality
products and services to target customers by understanding their needs and wants. Marketing mix
and plan is also summarised in this project as it determine actual performance of the company at
market as compare to its rivals. This will prepare by the marketing manager for evaluating the
current position of the firm. All this contribute in capturing larger marker share form its rivals.
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