Marketing Essentials Report: ALDI Marketing Mix and Planning

This report provides a comprehensive analysis of ALDI's marketing strategies, functions, and planning processes. It begins with an introduction to marketing and its importance, followed by an examination of the roles and responsibilities of the marketing function within an organization, with specific reference to ALDI. The report then delves into how these roles relate to the wider organizational context, including interactions with other departments like operations, finance, and HR. A significant portion of the report compares the marketing mix and its application to the planning processes of a business, using ALDI and Sainsbury as examples. Finally, it culminates in the evaluation of a basic marketing plan for an organization, providing insights into ALDI's approach. The report covers key marketing concepts, including packaging, transportation, financing, distribution, selling, and promotion, and their impact on business performance. The report emphasizes the importance of understanding customer needs and adapting marketing strategies accordingly, making it a valuable resource for students studying marketing essentials.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2 Roles and responsibilities relate to wider organisational context..........................................3
P3 Compare marketing mix to apply planning process of business............................................5
P4 Produce a basic marketing plan for an organisation..............................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the term of creating, publicity and delivering goods and services to
consumers and businesses. Marketing activities are not limited to products are buy in particular
store, it is conducted on broad level. Mainly, it is done by enterprises for developing a specific
way for a business to engage consumers in business operations. Now a days marketing world
becoming more and more focused on directly connecting with consumers and making the
marketing experience more personal (Bakshi and Mishra, 2014). In marketing area various
activities are done under this for creating a strong customer base that contributes it success and
growth of firm. Mostly, all marketing activities related to buying and selling of the products and
services. When individuals work under marketing section of the firm do assorted efforts to grasp
the tending of large number of people towards firm's offering. In this report selected company
ALDI, it is the common brand of two German family closely-held discount supermarket chains
with over 10000 stores in 20 countries.
In this report covers that roles and responsibilities of market function, that is relate to
wider organisational context. Compare different ways to applying marketing mix on planning
process to achieve objectives. Evaluate basic marketing plan for an organisation context.
MAIN BODY
P1 Roles and responsibilities of marketing function
Marketing function that are using to conduct business activities. These functions are
helps to understand marketing situation that are fluctuated according to external factors. These
functions are helping to operate business in effective and efficient way.
Marketing is reasoned as one of the most important functions of every organization as
this is the one which supply possibility to business entity to communicate with target audiences.
Through this, company makes its customers modify about the characteristic and utilisation of its
materials. The eventual purpose of marketing is exchange of goods and services from producers
to consumers in a way that maximizes the satisfaction of customer's neds (Brown, 2016).
Marketing is the function that helps to every organisation to helping carry out of good results and
requirements as per the customer requirement. Marketing function helps to start identifying the
customer needs and end with satisfying the customer needs. The universal function of marketing
involve buying, selling storing, transporting, financing and securing marketing information. In
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present time some marketing functions are coming that are easily help to understand marketing
activities. In marketing function including marketing planning and strategy formation. Roles and
responsibilities of using marketing functions, they are as follows -
Packaging
Along with researching in market involves that packaging of products and services. It is
searching that what is customer needs and wants. When company launch new product in market
so it is design according to customer perception because it helps to selling in the market.
Conduct market research helps to receive to feedback by the customers that will help to modify
packaging of the product (Brychkov and Domegan, 2017).
Transportation
It is addition function of marketing that are helping to transportation of goods. If business
promote new products and demand increases of new products that time fulfil of demand of
customers so transportation helping to distribute on particular place. Deliver of the products on
time that are effect of market campaigns.
Financing
For executer of all activities that are related to business, it is very essential that firm
should have adequate amount of finance. When company have not sufficient amount for conduct
business activities so they are out from market and that is effected to business. Sufficient amount
are support to business operations and contribute in growth of the business. Marketing manger of
the enterprises responsible to identify the funds require to execute various promotional activities
for achieving it set goals.
Distribution
This aspects covers the process of transfer the goods from warehouse to final target
consumers. Several distribution methods and channel are there which ALDI can use for the
distribution of its products. Cost effective channels increase profits of firm and ensure timely
delivery of products. Effective distribution helps to satisfying the consumers and provides
competitive benefit to firm.
Selling
Under this function it is very important for any company, ALDI also use this function
because it helps to earn revenues. This consist a way to hand over the final product in hand of
customers. With the help of different types of distribution channels are selling to products on
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time. Number of distribution channels are there that can be used by form but it is very essential
that cost effective channels should be used by company as this helps in decreasing the final price
of product.
Promotion
This is illustrated as the midpoint function performed by the marketing department of a
business entity. In this, various strategies are developed and assorted actions are taken by
company to are the consumers aware about company's product. In the business direct to entity in
right mode that are using effectively way for promotion. In promotion including tools are sales
promotion, trade shows, personal selling, advertising and many more (Durham, 2018). One of
the main reason by enterprises remains to make more customers inform about its offering and
influence them to buy the same.
P2 Roles and responsibilities relate to wider organisational context
Marketing concept on broad level consist various activities that are carry out as a result
that create and keep a large number of customers for long time. It is believe that ALDI must
assess the need of their consumers first and foremost. According to needs, companies can make
decisions in order to satisfy their consumers' needs, better than their competition. The main
motive of the marketing is that influence of the consumers in more numbers for purchase
companies products. This also make manager inform about the strategies use of its competitors
and this support company in formulate better policies then its rivals (Withanawasam, 2015).
Further actions and decisions taken by marketing department affect the various other function of
enterprises. Relation of marketing department of other function of entity is given in following
points -
Marketing department with operation department – In the corporation marketing and operation
is most important part. There is a connection between both department because each are related.
In the organisation marketing department helping to carry out different types results that are
helping to know market activities. This marketing department along with its function helps to
collect information from market place. After that operation department work to on this
information. These information helping to know customer interest and needs. So from this aspect
marketing department and operation department bot are interrelated to each other.
Marketing department with finance department – Finance is back bone of any organisation
because any business not survive without fund. It is basic need and without it company do not
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execute any plan. Company growth are depending on and finance department important as well
as marketing department. When marketing department conduct any activities that is helping to
finance department because when marketing department wants to execute of any plan so they
needs finance. Manager of finance department are predicated of marketing activities and on the
basis of prepare budget of related different departments (Engemann and Henderson, 2014).
These budgets are helping to understand activities and along with properly execute of plan to
getting actual output.
Research and development department with marketing function – Activities of market are
based on research and development department. Both departments are conducting activities with
the help of each other. Research and development department are taking action in market and
search those segments are related to the business. Also search those applications are helping to
marketing department to promote to product. With the help of R&D department know to
customer needs and satisfaction and according to this launch product and also designing
packaging of the product.
Marketing and sales function – Sales function of the company directly effected to the marketing
functions. When company wants to selling any product that time marketing functions are plays
important role because from starting to ending they are guidance of the sales department.
Activities of marketing department are support to sales manager in achieve to company goals and
objectives that re related to the particular product. When marketing functions are helping so as a
result coming out that number of consumers are increase and directly addition in effectiveness of
sales product. In the other words, department of marketing to provide several services that are
supporting to sales department to achieve the set targets (Tsui, Karam, and Bernal, 2016). It is
directly effected to net profit that is obtain by the company for survival in long term in the
market.
IT department with marketing function -It department works to when new technology are
comes in market so this department identify these techniques. It is collect fully information about
that and supply information to the heads. They searching that how to this helping for company to
launches the product and also for production. These are supporting to market department to carry
out various promotional activities to make large number of consumers and attract to customer for
products. Technology helps to marketing manager to collect and store information and effect to
marketing activities in positive way.
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Human resources department with marketing function – In any organisation is employees of
the company is main assets. They are provides to support to the organisation for proper
management. HR department of any companies are recruiting of employees on right time
because time to time company needs to talented people so for this need to hired skill candidate.
With the help of these employees accomplish of business objectives and goals. Marketing
department finalise the main feature and products that are need to the company. After knowing
that according to HR department set training programs for new employees.
P3 Compare marketing mix to apply planning process of business
Marketing mix is a concept of that are consist to majors components that are helping to
conduct marketing activities. These are known as product, place, place and promotion. In the
present scenario every organisation taking help to these concepts for achieving objectives and
goals (Kayabasi and Mtetwa, 2016). Element of the marketing mix but all the organisations are
according to strategy apply in. There is marketing mix of ALDI and sainsbury which are definite
and making comparison between both organisation.
Basis ALDI Sainsbury
Price They are providing proper price
commodity. Usually choose
perception evaluation strategy
through which they change state
able to contend into market world
becoming. Their prices paradigm on
every group single which enable
them to generate more and more
revenue and support in derivation
growth and improvement.
Sainsbury is the 2nd largest retail
subdivision in the world which
specify that their products prices
are ordinarily high as compared to
others. Fundamentally they trade in
luxury group of products and
services which enable in create
more and more profit so that better
explanation results could become
possible for continue into keen
competitive market world.
Product ALDI demand to supply low-priced
food items that are of the same
quality as other branded products.
The goods selling at ALDI's are
It is a largest super market chain in
the united kingdom which supply
products on appropriate rate and
they are deal in each and every
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origin from chosen suppliers and are
then proprietary as their own to
have a control over the production
and finally the cost, which is the
single reason that modify ALDI to
value its products lower than other
supermarkets. This provides an
overview in the marketing mix
commodity strategy of ALDI.
types of products. They are provide
good quality of the products and
facilitate better result to customers.
Promotion ALDI promote activities under
marketing mix strategy. They are
invested negligible amount for
promotion and does not keep
marketing department in Germany.
For promotion in US, UK and
Australia markets ALDI makes
extensive use of print, electronic
and display media to promote its
stores (Manion and Widder, 2017).
ALDI also makes an extensive use
of email marketing where it informs
all its customers about special buys
and new product.
They are focus mostly on social
media to promote products. They
are targeted only particular area of
consumers. Although, their
promotional quite weak compared
to ALDI which need to improve in
define time frame otherwise a big
harm lead to suffer in form of
losing market share.
People Employees are plays important role
in marketing process as these are the
people who manufacture products
and supply services to the
consumers. It is very crucial for
company to hire proficient people
and provide training to them so that
One of the primary dimension of
Sainsbury is that it has a manpower
of well disciplined occupational
group and experts and all have a big
perceptive about the action of user.
Firm ever given its first orientation
to its customers, supply education
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they fulfil the specific requirements
of consumers. When an enterprises
employ the individuals who have
trust in what organization produce
and offers then in that case worker
do their best. They give their view,
support and thoughts that is
valuable for the company growth.
This function as internal
competitive benefit for organisation
and mostly effect the enterprises
market position. Proficient
employees of ALDI help company
in production so that they provide
best services as per the demand of
the customer.
to its workers so firm can
accomplish fixed goals and
objectives. Activity help in evolve
ability of staff members which
assist them in execute their roles
and duty in impressive way.
Process Process is the system which is used
by company to deliver the product
and services to customers. So it is
very necessary that organisation
have standard operation to produce
products with minimum cost. It is
essential for business to have a
effectual pay system, sales funnel
and pay system so that the firm
work effectively and efficiently
(Mekonnen, 2018). The proper
distribution system of ALDI help
company to deliver the standard
quality of products and services at a
given time periods. They keep less
Sainsbury content its products to its
customers online which intensify
their expedient as now they can
sound and roll up the products they
want. Organization present a
fluctuation in its rating policy
which help in raise customer's
fidelity.
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number of standard, nominally
brands price so customer will
confused this reduced the selection
time.
Physical evidence ALDI group today operate more
than 10000 stores in more than 20
countries. Total firm has a whole
existence and have big number of
grocery store in which it stores 85%
stock of own brand and rest other
branded products. Low-level cost of
its products support firm in create
and keep a large customers base
(Marketing mix of ALDI. 2018).
Company use an effective strategy
to promote its product by use the
concept of physical evidence. Firm
has a unique layouts and design of
store as per the requirements of
customers. Further firm use quality
baskets and trolleys which add a
positive note in shopping
experience of customers.
Place Beginning more than super market
in London and other parts of the
world which make simplicity to buy
commodity from dissent places.
This thought process always assist
them to scope wide range of
customers so that better and
effective delivery of products
become possible which modify in
exploit their expiation level.
Sainsbury is biggest wholesale
division in the world as they also
have more number of stores but not
as much as ALDI. They normally
mark high financial gain customers
which limit them to open more
amount of stores at each and every
favourable locating. This might be
hold as one of a weakness for
Sainsbury.
P4 Produce a basic marketing plan for an organisation
Marketing plan refers to a primary or essential requirement for accomplishment of
business objectives and goals. It described what have to be achieved in definite period of time
and entails effective strategies for achievement of the same (Pike, 2015). In context, with ALDI
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before designing and appropriate plan its managers are require to consider following essentials
aspect-
Overview of ALDI – ALDI is consider the world largest as well as leading retailer companies of
UK. It has business operations in 1946 by Karl Albrecht and Theo Albrecht and several products
like food, beverage, house hold goods and more. Currently it has near about 10000 store in more
then 20 countries.
Vision of ALDI – vision require predetermined statement which is entails the over all motive of
business organisational. In this regard, main vision of ALDI is “the highest quality- the lowest
price”. It shows that this company seek to become market leader by offering products on least
price.
Mission of ALDI – this statement is also consider as an important aspects of which clarifies the
main objective of business or short term plan. The major mission of ALDI is based on three main
core values simplicity, Employees are plays important role in marketing process as these are the
people who manufacture products and supply services to the consumers (Pooler, 2018). It is
very crucial for company to hire proficient people and provide training to them so that they
fulfil the specific requirements of consumers. When an enterprises employ the individuals who
have trust in what organization produce and offers then in that case worker do their best. They
give their view, support and thoughts that is valuable for the company growth. This function as
internal competitive benefit for organisation and mostly effect the enterprises market position.
Proficient employees of ALDI help company in production so that they provide best services as
per the demand of the customer.ponsibility and reliability. It wants to offer least quality of
product at market place.
Strengths -
 they are provide good quality of the products
 They are provide low cost on the quality that are offer on quality products. On affordable prices provide quality products.
Weakness
 Promotional activities are not conducting in effective way In the comparison of other store is is not effective
Opportunities
 For obtaining more customer they are conducting promotion campaigns in effective way.
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 They are explained business activities for economic growth.
Threats
 Firms are facing problems in retails sector. High and extensive competition.
Marketing strategy – it refers to a structure that entails techniques by which ALDI can
accomplish all mentioned objectives and goals in constrained time frame.
Implementation – in order to achieve set objectives of procedure. It is essential to execute entire
strategies in a proper manner. Therefore, for implementation of marketing plan managers of
ALDI are needed to give proper training to workers so that support of them can be gained
(Strang, 2014).
Evaluation – marketing plan helps, ALDI in giving information to employees in what manner
they have to perform so that objectives of business can be achieved in a proper way this types of
plan states current mission, vision as well as future objectives of objectives. Along with by using
swot analysis, managers can identify weaknesses and formulate strategies to reduce the same
Marketing budget -
Particulars First year Second year Third year Fourth year Fifth year
Initial money 5000 8000 10000 13000 15000
investment 2000 3000 5000 7000 9000
total 7000 11000 15000 20000 24000
Marketing outlay
Promotion 4000 7000 8000 10000 14000
Sales publicity 5000 6000 10000 11000 13000
total 9000 13000 18000 21000 27000
CONCLUSION
From the above report it is concluded that marketing essentials are important element of
any organisation. This is known as one of the significant department of every enterprises. And
main the reason is execute promotional activities of the product, that are helping to marketing
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