ALDI Marketing Report: Role, Mix, and Interdepartmental Relations

This report provides a comprehensive analysis of the marketing strategies employed by ALDI, a major supermarket chain. It begins by explaining the fundamental role of marketing within an organization, emphasizing its function in predicting and satisfying customer needs and its interrelationship with other functional units such as operations, production, finance, and R&D. The report then delves into ALDI's specific marketing roles and responsibilities, highlighting its planning, selling, and market research activities. Furthermore, it explores how ALDI utilizes the elements of the marketing mix (7Ps: product, price, place, promotion, people, process, and physical evidence) to achieve its overall business objectives, comparing its approach with that of a competitor, Asda. The report also discusses current and future marketing trends and concludes by summarizing the key findings and providing recommendations for the ALDI's marketing strategies.

Content
Introduction:
L01: Explain the role of marketing and how it interrelates whit other functional units
of an organisation
L02: Compare ways in which organisations use elements of the marketing mix (7Ps)
to achieve overall business objectives
L03: Produce a marketing plan for an organisation that meets marketing objectives
L04: Develop a media plan to support a marketing campaign for an organisation
Recommendation:
Conclusion:
Reference:

INTRODUCTION
Marketing is management process responsible for predicting and satisfaction client’s
needs. Marketing is selling Hope. Father of modern marketing Kotler (2013) said”
Marketing is an organizational function and a set of process for creating,
communicating and delivery value to customers and product “. The basic idea of
market is an exchange process to create value, the organization offer a product, or a
service and client pay money in return for product or service.
With the help of business marketing, any company can achieve success and fulfil
its aims as it provides a road map to success. Businesses use marketing aims and
objectives to control and measure the effectiveness of their business operations.
When the company thinks to promote its services and products they firstly focus on
market research and analysis it. It is very important for company to understand the
needs and preferences of its customers before implementing any new strategy.
The present report is based on role of marketing in the success of business and it
will cover interrelationship of marketing with another functional unit of an
organization.
L01: Explained marketing role and how it interrelates with another functional
unit of an organisation
To the face of the company, role of marketing is to serve material producing and the
coordination to represent the organization. The job of the people in marketing
department is to reach expectations of client’s and the investors, although creating
an overarching represent a company image in the positive way Working as the
assistant manager of ALDI, the manager of the marketing should be completely
aware of the situations of marketing according to the providing situation, of the
current marketing in which the company is operating.
This report is designed for the marketing manager of the ALDI
Overview of the organisation:
ALDI is the largest discount chain supermarket, founded in 1946 in Germany.

The supermarket provides fresh food, groceries, wine, home product and cloths, is
provide an affordable price.
Marketing department of ALDI
The department of marketing is to sell, promote and advertise the product and
service to customer. In ALDI department of marketing team is to ensure that the
products are been correctly launched in market and is maintained the consumers
need.
ALDI company deals the marketing of its product and service in market through the
publicity and branding of the products by increasing the involvement of clients.
Marketing Roles and Responsibilities in the ALDI company. Planning, selling,
distribution, researching of market, finance, communication, development of product,
promotion, etc.
Function of marketing in the organization business plays a crucial role. In ALDI
organization marketing function plays crucial role. The important marketing function,
of Aldi helps manager in analysing and determining environmental relation between
customers and competitors.
The reason of Aldi organisation to gain higher profit is by selling goods and services
in manner by satisfying the needs of targeted audience and capture its attention.
Aldi consider these prominent functions helps the organisation to increase the
knowledge of the demand and performance of the ALDI on the basis of buyer
marketing strategy.

Marketing Roles and Responsibilities relate for broader organisation:
Marketing function Responsibilities is to listen the needs of the customers. The
functions include the company's internal channel by creating the surveys to get the
information of the customer support and the sales team which is relevant for the
future marketing strategies. Its responsibilities are to track the change in trend and
monitor the competition. The other responsibilities is to create the value of the brand
as the brand represents the feeling of the products and services the company
shares.
Marketing team is responsible for creating the image of the business, ideas and
messages to communicate the values to the brand. The team of marketing has to
keep searching for the tools which help in marketing.
Organisation duties relating to the work environment can and should be delegated
to those people manager or leader who position is to maintain on overview of and
deal with activities from an organisation an economic perspective.
Work environment group department has group, the group working resource,
including both employer and employees department head will made representative
of different activities in a team. The tasks of the work environment group are e.g. to
initiate and monitor safety inspections, provide a link between the Department and
the Work Environment.

The role of the employee includes to perform specific task and duties for the
employers of the company in exchange for compensations by the employees (trade
unions). Employees role is to proper identify the problems of the customers and
solve the issues of the customer and satisfy the needs of the customer and the
organisation by maximizing profit.
Manger's role- Managers of marketing were responsible for the development,
implement and execution of plan for the entire department and for the organization.
The key role of manager is to attract more potential customers and retain its existing
customer.
Identified needs of clients, know about their needs requires extra communication
and sincere effort. Sometime clients do not identify the customers need, that’s why
identifying the needs helps them to make life easy. Not only satisfaction is completed
with marketing, it should also identify the needs and wants of customers.
Analysis of Market forces, most of the factors affect the marketing by both direct
and indirect manner (Hanlon 2019). To influences the marketing strategy marketing
team can analyse the affecting factors through the Porter Analysis. Porter's 5 force
analyse and identify the framework of competitive environment.
Innovation includes design and development of product: The trends of
marketing is constantly changing every moment and it should be measured by
organization would pay more attention to the present trend, client choice and present
technological innovation (Foxhall 2017)
Price and communication. Before entering product into competitive market,
organization should to take care with the price and competitors, each business has
its own values and is important to fill the demand with the clients through its
important values. When any product or service is in demand price is gone up but
should not be overpriced otherwise can reduce customer loyalty.
Marketing Current and Future Trends
The trends of the customers in market is rapidly changing. Thus, the Aldi should
examine the different marketing trends to satisfy the needs of the customers.

Functions of Marketing remain same for both B to B, and B to C, for both type of
business relation of public, direct marketing, marketing of events, digital marketing
included in marketing function (Peck, et, al 2013).
For Aldi organization its focus is to remain the coordinated with other functions in the
department with better market strategies . At Aldi all organizational function like
management, production, finance accounting, head office working together. In
respect to the B2B and the B2c activities of business the organization can be helped
on achieving the objectives of the desired business.
Marketing department role interrelated with another department in Aldi
The interrelation between different functions of the market contributes towards
development of an efficient marketing strategy that can address the wider aspects of
the management process. Establishing a suitable marketing strategy is crucial for the
business to build better relationship with their clients. It may have a positive impact
on the performance of a business. The organization may be able to understand the
varied demands of the customers with the help of this strategy. Feedback from
clients may help the business to understand these aspects in a better manner. In
Aldi all organisational functions as finance department, accounting, production,
management, head office etc. Marketing is an effective function which is useful for
the business to develop an effective image of the business among the customers.
The cooperation of different departments may be helpful for organizations to gain
better advantage in the industry and enhance their overall quality of output.
Interrelation with operation and production
The manufacturing of the product with the stage of the development of specific
products directly affect marketing department. The management may ensure adding
value to the products to fill client’s needs.The marketing team may enhance their
sales and distribution process effectively.
Interrelation of head office organizing.
Success of department depends on the people who are working. Effective
employees may help the business to improve their performance in the industry and
gain better advantage for further development.

Interrelation whit finance and accounting
The financial statements and records with transaction of different expenses and
income of the business may be clearly recorded in order to provide effectiveness to
the business environment.
Interrelation with R&D and Engineering
R&D of the organisation is doing may analyse the market effectively and develop
effective plans for improving the overall success of the business in the competitive
business environment successfully.
Process of marketing
It includes several operations and process which are linked with the imitation of
different areas and concepts which are crucial for the business to achieve success in
the competitive business environment.
The marketing function may provide due diligence to the different factors which are
crucial for the businesses to grow in the industry (Smith 2016).
Product Price
ALDI market department Cost of ALDI is
affordable,
Is requested to design the product is value for
money and
for client’s needs. competitive
price.
Promotion Place
ALDI gave them voucher, discount, ALDI placing items in
Also, promotion on sales. right place to be easy
for clients to reach them

L02: Compare ways in which organisations use elements of the marketing mix
(7Ps) to achieve overall business objectives.
Talking about marketing mix, it is one of the most effective tool which can be
used by company to decide about how to market products or services. Basically, it
involves multiple areas of focus as part of comprehensive marketing plan which
involves different elements such as promotion, place, product, pricing and
packaging, process and people (Foxall2017). With the help of marketing mix,
manager of Aldi can easily able to offer customer the right product at the right place
and at the right price for the right price to its clients. Among all pricing is an effective
element which needs to be taken into consideration as it add successfully the brand
value if chosen correctly.
ASDA is one of the most noticeable competitors of ALDI.
Asda overview
This supermarket was founded in 1960 in Yorkshire, Asda is one of Britain’s leading
retailers, today Asda have supermarket, superstore, supercentre, living stores, petrol
filling station and depots across UK.
Business organizations apply many tactics for achieve their objectives and
goals. In order to be successful in the business Each department of the company
must maintain a particular strategic plan to obtain the accurate results and gain
competitive advantage in the market. (Foxall2017).
With the help of tool like marketing mix Supermarket like Aldi and Asda
maintain the 7ps to reach the potential customers and also make customers satisfied
by offering them products or services as per their tastes and preferences. Not only
this by using this tool, companies can easily able to keep them as loyal client for long
terms.
The major benefit of using this method in the company, the company can
easily able to manage and allocate an effective budget. By using this method as a
sword any business like Aldi and Asda can add a lot of more value to its brand, and
can able to establish effective insights on future trends. Not only this, they can also
manage data quality and decide about what more improvement is needed in the
strategies used by them in terms of channels, distribution, systems and processes.

As we all know that nowadays customer always feel happy when they get any offer,
discount or membership cards with benefits. With the implementation of marketing
mix, the company can easily able to determine about which marketing strategy is
right for the firm.
PRODU
CT
Basically it is an item
or any service which
is designed by the
company to improve
the customer
satisfaction level and
satisfy the wants of
each target audience.
Aldi is one of the top
supermarkets got
79%in sale. Is serve
groceries frozen
items, cloths, home
decor. Aldi always
ensure to offer the
best quality with
affordable price.
Asda caries more
than 35.000 product
lines, 60% is food and
beverage items fruits,
dairy product, bakery,
superstore,
household, cloths.
Supercentre Asda
also got petrol station.
PRICE
The pricing strategy
used by company
reflects what
consumers are willing
to pay for products or
services (Drummond,
et at 2007). By using
market research
method the marketing
manager needs to
consider costs for
particular products.
Aldi has maintained
low price discounted
from production to
shales. Aldi doesn’t
have brand it items
that’s why price is
low.
Asda always wanted
customer retention,
and they try to
maintain the quality
product and services
at effective pricing
strategy which can
easily match the
needs of customers.
PLACE
Place strategy is all
about Where the
product should be
placed seen and
convenient for target
audience.
Aldi supermarket got
over 10.000 stores in
20 countries
worldwide.
Asda UK company
operate global as well
only in UK have
633location in 440
cities in England,
North Ireland,
Scotland, Wales.

PROMO
TION
To let people, know
about the product and
services. This can be
possible whit
advertising direct
marketing, promotion
offers.
Aldi use a
combination of above
the line and below the
line promotions with a
focus on its like
Brands and swap
&save campaigns,
organisation need a
balanced market mix
to meet the needs of
the customers
Asda use as
promotion TV,
newspaper and other
media to
communicate with
clients. In Asda is
uses different
technique of sales
promotions as well,
price reduction, buy
one get one free,
sponsorship.
PROCES
S
The process is all
about delivering the
product or services to
the customers with
maintaining a good
standard to create a
smooth and customer
friendly journey.
Aldi makes product
finding very easy and
clients normally select
the product on their
own. Aldi needs to
assist the customers,
because number of
employees is
reduced.
All stages of
operational process
focus on maintaining
a high-quality level
and standard of the
produces from
procurement to the
final sale of the
product
PEOPLE
People are the sales
person and the other
staff members, who
are involved in total
process of marketing.
In Aldi supermarket
customer service is
lower this because
has very thoughtfully
put store lay out
where everything is
divided intro proper
section which reduce
numbers of
employees need in
each floor
Progressive people
management system
and process have
allowed Asda to keep
its workforce
motivated and happy,
which reflect in
client’s satisfaction.
The final sale at the
store is also clearly
defined for the
employees and

customers both.
PHYSIC
AL
EVIDAN
CE
It is all about
providing safe and
positive working
environment where
the product or service
is delivered to the
customers in effective
manner, the branding,
packing, staff
behaviour included in
it
The company is
globally renowned for
simplest process of
business
standardization and
global price 85%is
items from home
brand and rest
products are from well
recognized brands.
The store atmosphere
makes the customers
feel relaxed and
comfortable, so that
they can interact with
and enjoy product
offering by Asda at
ease. The logo for the
company is simple,
easily for
recognizable.
Business objective and smart objectives
The major goal of aldi Is to provide their customers with the product they buy
on regular basis as per their convenience, taste and preferences and ensure that
products are the highest possible quality at guaranteed low and reasonable prices.
Aldi’s strategy focuses on providing high quality products at the low prices. The key
element of the low price is exclusive brand product, limited range, focuses, price
change policy, with leading manufacturers to produce own brand goods. Asda aims
is to be value retailer for surprise the client’s expectation in term of product price.
Another objective for Asda is to have source of products locally, therefore, to provide
customers, fresh food with good quality and play the role in the local community,
that’s mean the product from regional supermarket is made in the region o grown in
the region.
Both supermarkets Aldi and Asda can maintain the 7P marketing mix to achieve the
goal and make customer more satisfied also to keeping then for long time terms.
Aldi and Asda they can improve them product offering more value to own product
brand if they concentrate more to work in their marketing mix.
L03: Produce a marketing plan for an organisation that meets marketing
objectives.

Executive summary of a business plan is designed to capture the readers attention
and briefly explain your business, the problem to solving, the target audience and the
key financial information. Before set a market plans the marketers take in
consideration some element alert that can affect their plan. Aldi is considering to
introduce new luxury food item brand store, in the international business
environment for gaining better advantage in the industry. After the completion of
strategic development the business will require a time period of oner year with a
budget to be estimated at is £30milion.
Aldi overview
Aldi is one of the most popular super market chains in the UK retail industry having a
significant market share among their competitors. It has a wide network of customers
and suppliers which are loyal to the brand and have a major interest in the business
activities and processes of the organization. The company is considered to be huge
having a good image among their customers which is crucial for them to achieve
success in the industry.
Vision and Mission of Aldi
The mission of Aldi is to provide high quality food products and services to the
customers and expanding their business operations in several nations which are a
potential market for the business for achieving success. Aldi focuses on value and
trust with their customers by consistently taking effective decisions for the overall
development of the business.
The vision of Aldi is to movitate Australian shoppers to have access of the best
quality of products at lower prices from their stores. Aldi vision is to gain competitive
advantagte in the industry with the help of their consistent efforts in the industry.
Smart objective of Aldi are developed in order to meet their objects, the organization
has been able to make several changes in their strategic decisions.
Smart objective of Aldi