Aldi's Marketing: Roles, Responsibilities, and Marketing Mix Analysis

This report provides a comprehensive analysis of marketing essentials, focusing on the roles and responsibilities of marketing functions within an organization, particularly in the context of Aldi. It explores key aspects such as marketing research, product plan development, promotion, sales, customer service, and public relations. The report further analyzes the marketing environment, including the formulation of marketing plans, information systems management, market audits, segmentation strategies, and the impact of globalization. It details Aldi's specific marketing roles in strategy development, market research, product development, communication, and sales maintenance, highlighting the integration with HRM, finance, production, sales, and R&D. Additionally, the report includes a comparison of Aldi's and Sainsbury's marketing mix, focusing on product and price strategies, underlining the importance of the 7 P's in achieving business goals. Desklib provides access to this and other solved assignments for students.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of Marketing Function ................................................................1
M1 Analysing the roles as well as responsibility of marketing in terms of marketing
environment.................................................................................................................................3
P2. Roles and responsibilities of the Marketing at Aldi..............................................................4
P3 : Marketing Mix of Aldi ........................................................................................................5
TASK 3............................................................................................................................................7
P.4. Produce and evaluate a basic marketing plan for the Aldi...................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the essential tool that helps organisation in communicating their objectives
to consumer and promoting is goods as well as services. Marketing is defined as the business
activity conducted for selling and promoting goods and services. It is also considered as the
procedure for developing, communicating and delivering such services and goods to consumer
which provides them satisfaction. Marketing procedures is concerned with developing
understanding about the consumer needs, gaining knowledge about market, creating profitable
relationship and providing value to the client. Market is essential as it assists business entity in
generating brand awareness.
The project is concerned with identifying the role as well as responsibility of marketing
function in context of Aldi company. The report will also present the comparison between
marketing mix and planning process of two different organisations.
TASK 1
P1 Roles and responsibilities of Marketing Function
Marketing function is refers to as the role of enterprise which assist organisation in
identifying band sourcing potential successful goods for market. It also supports firm in
promoting goods as well as services. Marketing comprises sales support system, market research,
strategies, distribution system, financial system etc. Marketing function is accountable for
supporting firm in achieving marketing objectives and assisting firm in fostering growth. It has
several roles to play in driving organisation towards success (Wilson, McCabe and Smith,
2018.) The objective of Aldi is to increase its market share and gain customer loyalty. Some
major and important Roles as well as responsibilities of marketing function are:
Marketing research-The role of marketing function is to facilitate market research and recognise
the needs as well as demands of consumer in the market. The responsibility of marketing
function is to assist Cited venture in developing and enhancing brand image. Its role is to provide
complete, reliable and accurate data related to market.
Product plan development procedure-The role of marketing team is to coordinate and support
operational and production team in designing the products or services according to the needs of
customers. The marketing function is responsible for introducing new product in the market.
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Promotion- Role of marking function is to launch and select the market for launching new
product. It is responsible for choosing appropriate and effective media for promoting goods as
well as services and generating brand awareness.
Sales- The marketing function is accountable for developing the appropriate strategy for
increasing the sales of particular product. Role of marketing function is to identify gaps in the
range of products for determining opportunities for enterprise.
Customer service-Marketing includes packaging the goods in effective manner in order to attract
customer. The roles of marketing function is top design logos considering the nature or buying
behaviour of consumer.
Public relations- The role of the marketing function is to support firm in developing as well as
maintaining healthy relationship with buyer and suppliers. They are also accountable for
providing suitable service to customer and developing relationship with them (Spyropoulou,
Katsikeas, Skarmeas and Morgan, 2018)
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Illustration 1: Marketing Function
Source:(Marketing Function, 2017)

M1 Analysing the roles as well as responsibility of marketing in terms of marketing environment
The marketing includes various activities such as planning and implementation of
different marketing concepts. The various concepts of market are promotion , pricing,
distribution, etc. The role and responsibility of marketing function are:
Formulation of marketing plan and strategy-The important role of marketing is to develop
suitable market plans and strategies in order to help cited venture in accomplishing its goals and
objective (Bona,2018)Responsibility of marketing is to identify the need and demands of people.
Management of marketing information system-The role of the marketing is to create effective
marketing information system. As this activity will assist business entity in planning, execution
and controlling of strategies developed for facilitating marketing activities. Marketing function is
responsible for management of this system (Bernstein, 2018.)
Conducting market audit-Role of marketing function is to analyse the market condition. It is
accountable for reliability and accuracy of the data collected. Marketing function is also
responsible for providing appropriate response to the situation. Role of marketing function is to
identify the new improvement in marketing environment. The responsibility of marketing
Function is to assist Cited Venture in providing constructive and appropriate response to
enhancement of product or services. Role of marketing function is to analyse the major changes
in market environment such latest market trends, changes in technology, socio-cultural forces,
etc.
Market segmentation- In present scenario, increase in globalisation and volatile nature of
market, enterprise needs to position their goods at right place at the right time. The role of
marketing function is to assist organisation in selecting the suitable market for positioning their
product and services. It also supports firm in identifying the target customer group (Kasemsap,
2018)
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P2. Roles and responsibilities of the Marketing at Aldi.
The marketing plays a very crucial and important role in the management of the company
like Aldi. As the organisation works in the retail sector, it is very necessary for the company to
carry out the effective marketing of its products and services that will help the company to gain a
better share in the market (Burgess, 2016). The marketing will not only help the Aldi to promote
its products and services but also to identify the needs and requirements of the customers. This
will enable the company to have an idea that will help Aldi to develop better products and
services for its customers. Following are the roles and responsibilities that will be undertaken by
the marketing department of the Aldi will be:
 Making strategies: The marketing department will make the marketing strategy for the
company that will help the company to gain a better insight of the necessary measures the
company need to take in order to increase the market share and carry out the various
functions. It will help the company to identify the better market positions and reach the
wider number of customers (Rezaei, Wee and Valaei, 2017). The strategic planning helps
the company to manage its operations so that the company can make the modification if
required by the company in the operations and functions of the company. Also, this will
help the Aldi to make the suitable use of the resources available.
 Market research: The marketing department of Aldi will conduct a market research
which will help the company to gain a better idea of the needs and requirements, needs or
demands of the customers or the buyers of the Aldi. Besides this, the market research will
help the company to identify its strength and weaknesses in its system (Lusch and Vargo,
2014). This will allow the company to make the necessary changes in its operations and
make plans to carry out the functions. Apart from this, it will provide the Aldi a brief idea
of its competitors and their measures that can affect the company's market share.
 Product Development: Based on the data received from the market analysis, the
marketing department can guide the production department of Aldi to develop a product
or the service that can meet the customer's requirement in most suitable and appropriate
manner (Lister, 2017). This will help, Aldi to launch the suitable products that will help
the company to satisfy the demands and needs of the customers and gain a better loyalty
and market share. It is the responsibility of marketing department to provide the precise
information for the better development of the product or services.

 Communication: The marketing will also play a very crucial role in the management of
the communication process at Aldi. The marketing department will not only provide the
details of the customer's requirement and demands to the production or manufacturing
unit, but also coordinate with the other departments like sales, finance etc. to have a
better share of knowledge and carry out the operations in the country. Besides this, they
will act as a channel between the customer's and the company by taking feedbacks and
reviews about product or service (Schaefer, 2015). They will also use the various
mediums like TV commercials, social media campaigns and print media to have a better
idea about the requirements and demands of customers, and make them aware about a
new product or service by Aldi.
 Maintaining the sales: The marketing department of the Aldi will taker the suitable
measures to carry out the sales of the products or services that will be developed by the
company. Many times, they will help the sales department by organising the event,
developing an advertisement campaign or providing the coupon or offers to promote the
sales of the products or the services by Aldi. Besides this, they will take the orders and
provide the sales department with the idea to carry out or stop the production and sales of
the company (Lister, 2017).
Besides this, the marketing will lay a deep impact on the other sections or department of
the company such as:
 HRM: the marketing department of the Aldi will look after the help of HR department
for the efficient running of the marketing operations of the company. They will ask the
HR department to recruit and train more employee's in order to meet their marketing
goals.
 Finance: The finance department of the Aldi will look after the cooperation of the
marketing department of the company in order to have a check on the efficient running of
the marketing operations and decides the expenses and profit from the marketing
campaign.
 Production: the Marketing department will work with the production department and
will tell them to develop the product or services as per the requirements and demands of
the customers.
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 Sales: They will also work with the sales department to identify the amount of the unit
sold by the company.
 Research and development: The marketing department will coordinate with the R&D of
Aldi in order to develop some innovative and effective products or services by the
company.
P3 : Marketing Mix of Aldi
Marketing Mix is very simple and easy approach in the marketing function of an
organisation, It refers to the right placement of the right element at right time and at the right
price. Various organisation such as the Aldi apply the tools of marketing mix within their
planning process for the effective achievement business goals and objectives. Marketing mix
approach helps every type of business to design an effective marketing plan in order to attract
customers and increase the sales of a product or service(Datta,Ailawadi and Heerde,2017).di
focus on each and every element or factor of marketing mix in order to promote their products
through impressive marketing strategies. Marketing Mix includes 7 P's which are main elements
of this approach. The elements of Marketing mix or 7 P's are described as below -
 Comparison of the marketing mix of Aldi and Sainsbury
 Product – The main element or component of marketing is the “Product” which needs to
be promoted. The Marketing mix theory states that the product produced should fit the
activity or justify the need of the consumer. It should satisfy the consumer by working as
expected by them. The Aldi focuses on manufacturing effective products which are
important for the consumers and can fulfil their needs. This helps the company to
increase sales and avoid wastage of the produced products. On the other hand there are
different products served by the Sainsbury at 2 formats that are supermarkets and local
convenience. They offer more than 30000 products from which 20% of their own brand.
 Price – The theory states that the product of an organisation should be priced according to
its satisfaction level which means the product should represent good value for money.
This does not mean that the product should be cheap, customers should not hesitate to
pay the price while purchasing it. The Aldi considering this factor focus on effective
pricing of its products ensuring that product is justifying the price. On the other hand
Sainsbury focus on the competitive pricing policy which helps them to attract and retain
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large number of customers. With that they also focus on the discrimination pricing. Other
than that they keep their price low at the different range of kids products.
 Place – It is important to make sure that the consumer can easily find and access the
products or services of the company. The products should be available to the consumer at
areas which are easy for the consumer to shop at. Aldi have multiple stores in overall UK
and also have online website for the consumer to access as well as purchase the products
easily(Patil and Bach,2017). Sainsbury’s has 598 supermarkets and 714 convenience
stores out of which 45 stores operate 24*7 and the rest of them are open till mid-night on
Fridays. On the otter hand at present, it has 13 RDCs (Regional distribution centers), 2
NDCs (National distribution centers) these are for slow-moving goods, 2 store houses
dedicated to frozen food category and few depots
 Promotion – The promotion includes various marketing tools such as sales promotion,
advertising, PR, Personal selling, Social media and other marketing tools which are
important for communicating the information of a product to the consumer. Aldi has an
impressive marketing and promotion strategy which uses all the tools such as media
advertising, promotional campaign, discounts etc for promoting their products and
increase the sales of a new product launched. On the other hand Sainsbury focus on both
of the marketing that ATL and BTL. When it comes to ATL, they use different digital
marketing techniques such as social media promotion on Facebook, Twitter, Instagram,
search engine optimisation, pay per click etc. when it comes to the BTL, they implement
database marketing, sales promotion etc.
 People – Each and every organisation is dependent on the people or employees working
at each an every level of the company, from the front staff to the managing directors. The
people working in Aldi are very important for the organisational operations to be
effective and efficient as well as achieving the business goals or objectives. The
employees of Aldi plays a very important role from the production to the sale of various
products of the company. On the other hand Sainsbury have well trained expert and
professional which work for the organisation and know the sensitivity of the customer
behaviour. With that firm keep their primary focus on the customers and want to cater the
needs and wants of the customers.
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 Processes – The customer is also affected by the service of delivery, the products must be
delivered in an effective way or services of an organisation to deliver the products must
be impressive in order to satisfy and improve the shopping experience of the customer.
The Aldi focus on providing effective after sale services to the customer so that they
build good business relationship with their company. On the other hand, Sainsbury have
made their system as online shopping which states that click and collect. This have been
made at their every convenient store. It has also made changes in its pricing and
allocation of delivery slots which has raised its order numbers and has instilled customer
loyalty.
 Physical evidence – Each and every services provided by an organisation consist some or
the other physical elements, Aldi focus on providing physical evidence of the any
purchase made by the customer, even if they are paying for an intangible thing the
customer are provided some physical evidence of the product purchased (Kraak and
et.al,2017). On the other hand, Sainsbury have been using effective strategy in order to
market their products and services. They have made their different style of layout of their
stores which is according to the needs and wants of the customers. With that they have
keep such trolleys and basket in such a way and have good quality which helps the
customer to have very good shopping experience. .
TASK 3
P.4. Produce and evaluate a basic marketing plan for the Aldi
Marketing is a most Essential part for Aldi firm. You are required to determine which consumer
is your target and also exercise how will you reach to your customer and win them. You have to
make sure that your customer must be happy with your product and services. And you are
needed to keep examining and developing everything you do in your marketing plan to stay
forward in the competition. It provides you that strategy in which you can make target your
customer for selected product and make a profitable relation with your customers to get enough
success of Aldi. A proper marketing plan provides you to be able to reach to your targeted
customers and dramatically improve success of your organisation. Executive summery: This is the approach in which you would introduce your whole
marketing plan in this summery. In this section summarize each and ever phase of your
marketing plan such as advertisement, marketing preferred area, marketing tools and
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techniques etc. from this you and your employee and marketing advisor let know about to
your targeted marketing plan(Akbar, Omar and Wadood, 2017). Target customer: This phase reveal about to the targeted customer to whom you wan to
sell your products and services. It describes about to your demographic profile such as
age, gender etc. for whom you are developing your product and how much age of
customers you are going to target as well (Posavac and Posavac, 2017). For clearly
recognise customer will define your customer would assist you to effective advertising of
your products and speak confidently in front of your customer while showing the
products' information. Customer target helps organisation to achieve its goals and targets
effectively. Pricing and positioning strategy: In the appropriate marketing plan, you're pricing and
positioning of strategy must be clear and efficient and easily understandable to your
customers. If you want to become your company as a premium brand then you must
ensure that your product pricing ought not too low because low pricing make negative
effect on customer and most of the customer do not purchase cheap price product and
services (Pappas, 2017). Your product pricing must be supportive to represent Alsi as a
premium brand. Keeping pricing according to the market situation helps management to
achieve the customers goals effectively and it also helps management to achieve their
goals and targets effectively. Distribution plan: Your distribution plan must be clear and effective in order to reach it
to each your targeted customers. It should be clear that your how world you serve your
product whether by online selling process or from distributors or other retailers. It must
be ensured to which process you will apply to your product distribution in the market that
will assist to your customer to reach to your product in effortless way. Distribution plan
helps organisation to produce the product in market to achieve the personal goals and
targets effectively (Iancu and Maier, 2017).
 Effective advertising: Advertising play a vital role in terms of let everyone know about to
your product and services and about your brand as well. In the marketing plan an
effective marketing must be done before product distribution to let your targeted
customers know about to new product and services. You can add some process such as
television adds, online marketing, social medial marketing, newspapers marketing etc.
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Provides you better to promote your products and Aldi brand as well. Effective
advertising also helps organisation to accomplish its goals and targets effectively and
efficiently.
CONCLUSION
The report has successfully explained the roles and responsibilities of marketing function. It has
demonstrated the way roles and responsibilities are related to the broad business context in Aldi.
It has been concluded from the study that marketing is important business activity. As marketing
operation helps firm in communicating their objectives to customers and achieving success. The
assignment has developed the effective marketing plan for Aldi. It has been identified from the
report that effective marketing plan is that which contains all 7 elements of marketing mix. It has
been suggested to manager in Aldi organisation that he should develop marketing plans and
strategies considering the customer buying behaviours. The project has recommended Aldi
company that it should focus on developing innovative products. As this activity will help cited
venture in attracting more number of Customers.
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