A Comprehensive Marketing Report: Aldi's Strategies and Mix Analysis

This report provides a comprehensive analysis of Aldi's marketing strategies, focusing on the roles and responsibilities of the marketing function within the organization. It examines the key aspects of marketing, including market strategies, market research, product development, communication, sales support, and promotional activities. The report delves into the importance of the 7Ps of the marketing mix and their application within Aldi's framework. Furthermore, it evaluates Aldi's marketing plan for the launch of new low-fat and sugar-free beverages, considering the interrelationship between various departments such as HR, Finance, Production, R&D, IT, Sales, and Customer Care. The report highlights how these departments collaborate to achieve organizational goals, enhance business growth, and satisfy consumer demands. The analysis includes an examination of how Aldi uses market research to understand consumer preferences and tailor its products to meet those needs, ultimately aiming to provide high-quality products at competitive prices.

Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 Roles and responsibilities of marketing within the organisation...........................................3
TASK 2............................................................................................................................................5
P3 7P's of marketing mix............................................................................................................5
TASK 3............................................................................................................................................9
P4 Marketing Plan.......................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing plays vital role for the business, it is the activity in which marketing
department of enterprise focuses on promoting goods and services through various channels of
marketing like, Media, Magazines, Advertisement, Events etc. This report will analyse various
important role of marketing manager of “Aldi”, the largest retail chain of United Kingdom. The
ultimate aim of the company is to deliver high quality products at lowest possible prices in order
to satisfy needs and wants of buyers across the globe. Besides, the report will outline factors of
marketing mix which assist the marketing manager of firm in making strategies according to
market requirement. Moreover, it will evaluate the marketing plan followed by Aldi, when the
business plans to launch a new commodity according to consumers demand. Thus, the report will
evaluate the market criteria and strategies of organisation for its low fat and sugar free beverage
products which are flavoured milk and fruit juice.
TASK 1
P1 Key roles and responsibilities of marketing function.
Marketing function plays a vital role in enhancing the value of goods and services
produced by the company. In Aldi marketing department holds the major part of responsibility in
which the marketing manager is responsible for formulating strategies for product promotion in
order to increase market share, maximize profitability and satisfying consumer needs and wants
(FanLau and Zhao 2015). There are 5 major roles and responsibilities of manager towards
marketing department in order to promote the goods and services of the company. Market Strategies: The marketing manager of Aldi focuses on formulating strategies by
analysing the market requirement through various channels of distribution like, internet,
stores and different geographical area of market. The company aims at making strategies
which will target every buyer who prefer buying commodities from Aldi. Moreover, the
strategies are developed on the base of making products better in compare to rivalries in
the industry. The market strategies are the tactics made by the company to attract buyers
towards the products of the Supermarket.
 Market Research: The most important role and responsibility of marketing manager is to
conduct research to assess consumer requirement and also keep track over the marketing
strategies followed by the competitors of Aldi to gain buyers’ attention. Further, research
1

assist marketing team in understanding its consumers needs and wants so that enterprise
can implement them in its products in order to increase the demand of commodities and
to attract more and more individuals.
The manager conducts marketing research through various modes of data collection, that
is primary and secondary. In primary research, firm analyses the present demand of buyers
through door to door interview, questionnaire, survey of attitudes of individuals towards the
goods offered to them. In secondary research, Aldi evaluates the past product data in which the
marketing team focuses on the commodities which are most accepted by it’s consumers. It is
done through, newspaper, past records of supermarket, magazines etc. Development of Product: In this, the role of manager is to develop a product after
analysing the market. The main role of Team in this is to evaluate that whether the
supermarket should launch a new commodity or to enhance the sales existing ones. In
this manager shares information with all employees who assists company in producing
product according to taste and preferences of buyers (Gordon 2012). Moreover, the
marketing department sets the plan of launching and promoting commodity in targeted
and segmented market. Interaction or Communication: Interaction and communication is the major
responsibility of the marketing team because according to this Aldi sets plan of
promotional campaigns in which the team focuses on interacting with buyers through
various modes of communication. Besides, the manager makes plans according to the
budget passed by the company for promotion of that specific product therefore it is the
responsibility of department to manage all the function according to cost effective
techniques. Sales support: It is an important role, in which, marketing manager needs to establish
cooperation and coordination between activities. Functioning of this team in super market
assist the enterprise in promoting products in a way which can attract customers (Malshe
Sohi and Krush 2017). The link between sales and marketing helps the Aldi in attaining
business growth and development. Manager provides guidance over marketing strategy to
sales manager which can help them in seeking the attention of buyers during the sale of
product.
2

 Promotional Events or Activities: Moreover, the team plays an active role in organising
events, conferences and seminars in which Aldi shares the information about its product
launch. This is done by the manager of supermarket to have a glance of customer reaction
towards the innovation in product. In this the company focus on collecting review of
expertise in order to promote sales for its buyers (Toon and et.al., 2016). The marketing
techniques are the tricks made by the company to attract buyers towards the products of
the Supermarket.
Thus, according to the above discussion, it becomes clear that marketing manager plays
an inevitable role in the success of an enterprise. It is because, Aldi’s marketing manager is
completely focused on gathering data over commodities which assist the organisation in meeting
consumer demand. Besides, the manager also ensures that enterprise is selling products at lowest
possible prices according to buyer’s demand P2 Roles and responsibilities of marketing within
the organisation.
Interrelationship between all the departments is an important because only marketing
department cannot help Aldi in attaining business growth there are several roles and
responsibilities of marketing which are linked with every other functional department of the firm
(Hoel 2016).
For Instance, the marketing team of super market chain analysed all the factors which can
help the company in enhancing its business growth, therefore the team evaluated that all the
products offered by Aldi. They also identify substitutes in the market which are available at
cheaper rates resulting into decreasing demand of products of Aldi. According to the research
and survey it has been found out that if the entity will launch low fat sugar free fruit juice and
flavoured milk for its health-conscious buyers than it can help the Aldi in attaining competitive
advantage. Therefore, now the focus of all the departments will be to coordinate and cooperate
with their activities in order to support the success of business. Thus, inter relationship between
marketing and all department is described below:1. Human resource Department: The major role of HR is to recruit and select quality staff
for the entity therefore it is important for marketing manager to ensure appropriate flow
of information to HR department of Aldi because after updating the HR manager will be
able to evaluate workers required to meet production targets and skilled team in
production and sales department (Hanssens and et.al., 2014). In accordance to new
3

product development, the supermarket will need skilled and capable employees who can
assist the firm in making beverages consumer friendly with cost effective strategies.2. Finance Department: Finance department plays an important role in making smooth
flow of funds in all the departments which ensures that business operations are carried
forward smoothly. Moreover, in Aldi, the team assists marketing manager in making
appropriate investment decision whereas the finance team also helps marketing team in
making sales forecast for the product development and innovation. Thus, as per the
experience of sales of product it assumes and makes estimate about the new product
which further helps marketing team in making decision regarding innovation and launch
of commodities. In accordance to sugar free low-fat beverages the finance team will
advise the company about buyer’s reaction by evaluating past records3. Production Department: It is the department which produce commodities according to
the taste and preferences of buyers therefore it seems important for marketing team
establish cooperation and coordination with production department (Hastings and
Domegan 2013). According to this marketing head of Aldi collects the data about market
demand and conveys to production manager which further estimates the choices
according past production which assist the department in making appropriate production
decision regarding new products. With the introduction of new sugar free and low-fat
beverages the production team can evaluate the loopholes in existing beverages and then
will set strategies like whether to innovate new ones or to produce different type of
flavoured milk and fruit juice as per the current taste and preferences of buyers which
will help Aldi to overcome shortcomings and to enhancing its business growth through
new foods.4. Research and development Department: This department suggest the best ideas and
strategies to marketing team which can help them in implementing product development
and innovation plan. This team in the company researches about every possible strategies
and technology which can help the departments in making easy and cost-effective
production (Helm and Gritsch 2014). Moreover, the individuals under research and
development team assist marketing manager in evaluating what commodity will be
accepted by customers. In accordance to low fat sugar free fruit juice and flavoured milk
the research department will survey about market requirement and every possible
4

technique which can assist the enterprise in making product with low possible invest so
that it can offer it at lowest possible prices and can maximize profit and turnover.5. Informational technology Department: IT team of Aldi is responsible for
communicating information regarding advancement in technology to marketing
professional because its help the individuals to easily connect with buyers on day to
basis. For instance, online communication assist manager in establishing conveniently
interacting with consumers in identify requirements (Jobber and Ellis-Chadwick 2012).6. Sales Department: Inter-relationship between marketing and sales department is
unbreakable as it runs parallel because the sales representatives manages friendly
relationship with buyers which assist them in collecting feedback regarding the services
and products of enterprise (Malshe Sohi and Krush 2017). Moreover, it is beneficial
because it suggests the idea of making profits and enhancing business growth by
establishing innovation every time.
7. Customer care department: The most important responsibility of marketing is analysing
loopholes and then formulating strategies and tactics to deal with problems (Jung and
et.al., 2013). Therefore, it is the responsibility of marketing manager to convey the
appropriate information to customer care executives because these individuals are
answerable to buyers.
Interrelation ship between all the departments of company is important because:
1. To establish coordination and cooperation between all the business operations.
2. To establish efficient and effectiveness in employee’s performance in order to
accomplish organisational goals and objectives.
3. Inter relationship between all departments is important because it helps Aldi in serving
the best quality of services to buyers.
4. Inter-relationship between all functional units assist supermarket in time management
because all the departments work for common goal that is to attain competitive advantage
and to serve customer satisfaction.
TASK 2
P3 7P's of marketing mix
Marketing mix is the strategy which is important for Supermarket to understand the
market requirement. It is the tool used by marketing manager of Aldi to analyse various aspects
5

which plays an important role in maximizing profits and enhancing business growth (Hamzah
and Sutanto 2016). Marketing mix is important for the organisation because:
 It assists Aldi in making optimum utilisation of resources.
 It connects the link between the products offered by enterprise and market requirement
for specific commodity.
 It helps in achieving vision, mission and goals, because it aims at providing customer
satisfaction at affordable prices, accomplishing goals, promotes the motive of providing
quality of services and finally assist in attaining competitive advantage.
 This tool provides power to manager to communicate and interact with buyers and
identify loopholes which leads to new product development plan according to demand.
Thus, there are 7P's of marketing mix which assist marketing team in serving buyers satisfaction
at lowest possible prices which are as follows:
(Source: Vincent, Boomer and Bitner, 2013)
1. Product: The products of the company are of the best quality according to the consumer
expectations and also the goods and services are provided at affordable prices. Aldi keep
on innovating its commodities according to customers’ needs and wants. Moreover, the
enterprise does not only focus on selling beverages and food products but also focuses on
6
Illustration 1: 7P's of marketing mix

enhancing new product like winter head gears fresh vegetable, fruits and many more.
Further, the company buys its raw materials from the locals in order to serve best organic
items and to promote growth of domestic economy. In order to develop plan for two new
beverages that are, flavoured milk and fruit juice the marketing manager of organisation
will make strategies which can assist entity in quality product development with less
investment so that the company can offer commodities at lowest possible prices. Thus,
the low-fat sugar free beverages are in plan because the marketing team analysed that the
health-conscious buyers are shifting towards other brands, which tends to decline the
sales and demand of Aldi.
2. Price: The company has loyal consumer base because it offers quality products at lowest
possible prices comparatively than rivalries. Besides this, under the pricing decisions,
Aldi follows various tactics which determines the best price for the commodities to
obtain larger profits and satisfying customers’ needs and wants. The pricing strategies of
Aldi are as follows:
Market Penetration: This is the strategy in which the company charges low prices for
newly launched commodities and further increases price according to the demand (Steenkamp
2017).
Competitive pricing: In order to earn the loyalty of customers the company set low prices
comparatively from its rivalries which assist the Aldi in attaining competitive advantage over
new goods. For instance, for its new launch of low fat and sugar free beverages, Aldi will set
prices after analysing the pricing strategies of its rivalries for alike commodities.
Psychological pricing: This is the trick in which Aldi offers products at slightly low
prices according to the customers need. For instance, now for the beverage products, if the
competitors are offering it at $5 than Aldi will offer at $4.78.
Unit pricing: It determines cost as per unit like per litre or per kilogram which makes
easy for consumers to compare between the prices of grocery of Aldi and other companies.
Loss leader pricing: In this company sell its non-food products at lowest price according
to its grocery which helps enterprise in increasing its demand for grocery because is the pricing
tactics which assist in gaining trust of consumers.
Thus, to gain brand loyal customers the manager focuses on setting minimum price at every
location.
7

3. Place: The company is selling its goods and services across the globe and holds
approximately 8000 stores in 18 countries which state that enterprise is juggling to make
easy availability of its commodities. Further, to avoid scarcity of commodities and to
minimize the cost of transportation enterprise buys raw materials from suppliers and
keeps the store the stock in local warehouses. Besides, in order to make easy recognition
of every store the business name them like, Aldi mobile, Aldi Suisse and many more. In
accordance to two new beverages the company will focus on making beverages available
at every store also it will focus on making this available at some common restaurants.
4. Promotion: The promotion tactics of Aldi are based on the market requirements in which
marketing manager analyses the market demand and then strategies the tactics
accordingly. Generally, the main motive of marketing team is to plan activities which are
cost saving and consumer friendly (Liu and et.al., 2017). Moreover, the company
launches eye catching schemes for products in which Aldi offers discount at some
specified products for limited periods which is communicated to buyers through various
modes of media and internet like Television, Radio, Websites, Newspapers, social media
marketing etc. In addition, in order to attract more and more Aldi also makes use of
electronic gadgets and display media to promote its store and commodities.
In accordance to low fat sugar free beverages the team is planning to launch product by
mixing two strategies which are Above the line and Below the line because it provides
opportunities Swipe and Save in which customers can switch to other brands easily. In addition
to this, by this strategy firm will provide consumers, the chance to like brands after making
comparison between process which will assist buyer in developing trust for newly launched
beverages.
5. Process: Business process of Super market is systematically organised in which every
individual has its own defined responsibilities. The company has its own management
system related to every possible issue which can interrupt business operations. The
management has its own time policies, defined duties and working hours which assist all
department in performing accordingly to their job without overlapping work. In order to
serve customer satisfaction, Aldi has employee of every department in its stores like,
customer care executives, sales representative, cashiers, general manager, manager etc.
8

6. People: The staff member of Aldi are friendly with customers and shares every necessary
detail about the product which enhance the mind set of individuals. Moreover, the
enterprise focus on recruiting skilled staff which can satisfy the queries of buyers
regarding product (Dagevos 2016). Further, the company organise regular training and
development plan I n which the staff is guided the terms which states that customers are
asset to the firm and employees are liable to treat them in appropriate manner. Besides,
the new employee of the enterprise go through specialised session in which individuals
are coached or trained to perform effectively and efficiently.
7. Physical Evidence: It is leading supermarket chain of UK selling its goods and services
across the glove and serving customer satisfaction since ages. The company has complied
with every regulation and delivering standardized products at global pricing policy.
Further, it the products of company are of its own brand and at 30% cheaper prices
according to all the supermarket companies. Hence, it is the only store in UK which sells
grocery at stable prices without discrimination.
Tactics used Aldi to accomplish business objectives are as follows:
 Attractive catching packaging of products assist the Aldi in attaining goals and
objectives.
 Targeting market groups according to their taste and preferences is the tactic used by
supermarket to enhance its business growth.
 Schemes and discounts for limited period assist Aldi in boosting sales which further
enhance the business growth.
 Innovating products according to market fluctuation is the trick used by Aldi.
 Setting prices relatively low in comparison to competitors assist the business in
accomplishing its goals and objectives (Hisrich and Ramadani 2017).
TASK 3
P4 Marketing Plan
In case, when Aldi plans to launch new product or focus at innovating existing ones, the
employees focus on following marketing plan which covers all the possible criteria which plays
an important role (da Silva and Las Casas 2017). The steps of marketing plan are stepwise linked
to each other. Marketing plan of Aldi regarding new beverage development is as follows:
9

(Source: Mac, 2015)
 Goal Setting: In first step supermarket will set its goals according to its visions, mission
statements and values which will assist the employee throughout the marketing plan of
product development.
Mission “to become the leader of super market chains across the globe in merchandising heath,
food, beauty and personal care products”.
Vision “To deliver quality products at lowest possible prices in serve customer satisfaction”.
Values “Consistency, Reliability, Responsibility and consistency”.
The goals of development plan will be according to defined values of Aldi which are
designed in a manner to serve customer satisfaction by analysing taste and preferences of buyers.
According to low fat and sugar free fruit juice and flavoured milk Aldi will first aim at guiding
10
Illustration 2: Marketing Planning process

its employee the ultimate values which should not be harmed in any case. Further the manager
will organise training and development session in which staff member will be guided about the
market requirement of health-conscious buyers on the basis of which one goal will be set by
management for all the departments of the enterprise (Meyer 2016.). Besides, the departments
will be instructed to follow mandatory corporate objectives that is strategies which helps the firm
in attaining goals. Analysing Current Situation: Conducting market plan involves the major criteria of
analysing the current market situation which will assist manager in evaluating the
requirement through marketing audit, market analysis and Swot analysis. Further,
marketing audit will help the enterprise in recognising that the innovation is required or
not by comparing it to products, resources, market share and rivalries. Besides, the
market analysis will help Aldi in making decision regarding implementation plan of
innovating beverages by evaluating the demand of consumers of different market. After
identifying the demand and needs the manager of supermarket will analyse its internal
strength and weakness through Swot analysis in order to avoid further loopholes in
implementation plan.
Strengths: The major strength of Aldi lies in its pricing strategy which emphasize to offering
products at lowest possible price according to competitors. Moreover, it offers the best quality
foods and gave strong presence in Germany with many brand loyal consumers. Therefore,
offering new health conscious products will surely assist the enterprise in achieving success.
Weaknesses: The major weakness of supermarket is that, it does not focus much on advertising
its products and also offers limited food products which also decrease the demand for other food
products
Opportunities: The demand of Aldi products can be increased by improvising customer services
and investing in advertising because it will assist the supermarket in making customers aware
about its products. For instance, talking about the development plan sugar free low-fat beverages
are A class idea but only when the company will advertise the benefits of these drinks.
Threats: Increasing competition is the biggest threat to Aldi.
 Creating market strategy: Formulating marketing strategy and objectives in a way
which can assist in attaining ultimate goals of firm. It is done through various process like
usage of marketing function and corporate objectives. Strategizing market conditions also
11

includes the policies and rules of the organisation. Therefore, when making plans of
development the marketing manager of Aldi evaluates that the plan is in the budgets of
the enterprise because in between investment over any task of business reduces the
flexibility of budget which further impact the smooth functioning of business operations.
Thus, for making innovation in beverages the departments identifies the techniques which
can lead to cost efficiency. It helps Aldi in forecasting results for the product launch and
moreover assist in making alternative plans to boost the sales of commodity.
 Allocating resources and reviewing: It helps in analysing overall marketing budget in
order to support the promotion of innovated commodities. Hence, in the last step of
marketing plan the Aldi will allocate resources according to marketing budget and will
further make detailed action plan keeping in mind all the steps of marketing plan (Goffin
and et.al., 2017). In order to accomplish organisational goals and objectives.
CONCLUSION
The report summarized that, marketings plays a vital role in accomplishing business
goals and objectives. The report has analysed various roles and responsibilities of marketing in
Aldi. The largest supermarket chain of UK delivering customers satisfaction since ages. The
report evaluated that the company is very determined to its vision and mission and for that it
focus on following every marketing tactic which can enhance the business growth and
development. Further, it outlined the 7 p's of marketing mix which are used by the company to
determined several strategies related to pricing, place, promotion etc. Moreover. It identified the
market plan which is necessary to implement before the action plan of any product development.
Hence, the report concluded that, it is necessary to implement marketing techniques in order to
make stable growth and development of an organisation. Henceforth, the report stated that
following the marketing practices helps in enhancing the values in which Aldi offers the best
quality products at lowest prices in order to serve customer satisfaction.
12

REFERENCES
Books and journals
da Silva, E. C. and Las Casas, A. L., 2017. Sports Marketing Plan: An Alternative Framework
for Sports Club. International Journal of Marketing Studies. 9(4). p.15.
Dagevos, H., 2016. 15 Beyond the Marketing Mix: Modern Food Marketing and the Future of
Organic Food Consumption. The crisis of food brands: Sustaining safe, innovative and
competitive food supply. p.255.
Fan, S., Lau, R. Y. and Zhao, J. L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research. 2(1). pp. 28-32.
Goffin, J.R., and et.al., 2017. Use of a marketing plan for recruitment to a lung cancer screening
study.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ). 20(2). pp. 122-126.
Hamzah, S. B. and Sutanto, J. E., 2016. The Role of Marketing Mix (7P) for Consumer Buying
Decision Pastry Cake in Malang City.
Hanssens, D. M. and et.al., 2014. Consumer attitude metrics for guiding marketing mix
decisions. Marketing Science. 33(4). pp. 534-550.
Hastings, G. and Domegan, C., 2013. Social marketing: From tunes to symphonies. Routledge.
Helm, R. and Gritsch, S., 2014. Examining the influence of uncertainty on marketing mix
strategy elements in emerging business to business export-markets. International
Business Review. 23(2). pp. 418-428.
Hisrich, R. D. and Ramadani, V., 2017. Entrepreneurial Marketing Mix. In Effective
Entrepreneurial Management. Springer International Publishing. (pp. 75-99).
Hoel, R. F., 2016. Marketing Functions Performed by Dealers in Stolen Property. In Proceedings
of the 1979 Academy of Marketing Science (AMS) Annual Conference. Springer
International Publishing. (pp. 269-271).
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Jung, S. E. and et.al., 2013. Formative Assessment using Social Marketing Principles to Identify
Rural Older Oklahomans’ Perspectives of Health. Journal of Nutrition Education and
Behavior. 45(4). pp. S32-S39.
Liu, Y., and et.al., 2017. The Effects of Products’ Aesthetic Design on Demand and Marketing-
Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency.
American Marketing Association.
Malshe, A., Sohi, R. and Krush, M., 2017. A Motley Pattern of Sales-marketing Integration.
In the Customer is NOT, Always Right? Marketing Orientationsin a Dynamic Business
World. Springer, Cham. (pp. 718-720).
Meyer, P.H., 2016. A Parish Guide to the Use of Creative Problem Solving in Marketing Plan
Development.
13

Steenkamp, J. B., 2017. Global Marketing Mix Decisions: Global Integration, Not
Standardization. In Global Brand Strategy. Palgrave Macmillan UK. (pp. 75-109).
Toon, M. A., and et.al., 2016. Processes and integration in the interaction of purchasing and
marketing: Considering synergy and symbiosis. Industrial Marketing Management. 52.
pp.74-81.
Online
Mac D. 2015. Marketing Planning, [Online]. Available through:
<https://www.tutor2u.net/business/reference/marketing-planning-overview>. [Accessed
on 15th September 2017].
Vincent V. V. Boomer and Bitner, 2013, Service Marketing Mix (7P's). [Online]. Available
through: <https://www.toolshero.com/marketing/service-marketing-mix-7ps/>. [Accessed
on 15th September 2017].
14