Marketing Essentials Report: Aldi and Tesco Marketing Mix Analysis

This report provides a detailed comparative analysis of the marketing mix strategies employed by Aldi and Tesco, two prominent players in the supermarket industry. The report examines the 7Ps of marketing—product, price, place, promotion, physical evidence, people, and process—to highlight the key differences and similarities in their approaches. It delves into product offerings, pricing strategies, distribution channels, promotional activities, physical store environments, employee management, and operational processes. The analysis includes a comparison of product variety, pricing policies, store locations, advertising methods, customer service, and operational efficiencies. The report concludes with an evaluation of each company's marketing plan, assessing their strengths and weaknesses and offering insights into their competitive positioning within the market. It emphasizes how Aldi and Tesco leverage these elements to gain a competitive edge and meet customer demands.

MARKETING
ESSENTIALS

Marketing Mix refers to the essential
components within the marketing structure
of a company that helps the business firm
to gain competitive edge within the market
environment.
Marketing Mix

ALDI TESCO
Aldi provides a large variety of
products and services to its
customers. The company believes in
providing quality goods and services
in order to raise the customer
satisfaction of the consumers. The
company caters food-based
products, home appliances,
cocktails and drinks, baby products,
etc. The respective company has a
line-up of more than 1350 products
and services to offer within the
market (Veličković and Đuričanin,
2020).
Tesco focuses upon catering
numerous types of diverse products
in order to provide maximum
qualitative offerings to the
customer. The respective company
delivers products within food and
confectionary section, beverages,
clothing and apparel, home
appliances and products, technical
products and services etc. It also
provides substitute products and
services for every line up product
within the enterprise.
Product comparison between
Aldi and Tesco

ALDI TESCO
The supermarket industry is extremely
competitive in nature. Moreover there are
numerous competitors of Aldi which provides
affordable and reasonable prices to their
customers. Hence, the company believes in
providing lower prices to the customers in
order to enhance the quality of the customers
and retain them for a longer period of time.
Tesco has incorporated cost leadership policy
and caters it products and services at
extremely cheap prices in order to benefit
from the economies of scale and achieve
profitability as well.
Price comparison between
Aldiand Tesco

ALDI TESCO
The company has various physical stores
in multiple cities in order to make the
products and services accessible to all
the lines of customers. The company
provides spacious parking to their
customers in order to make the shopping
more easily for them.
Tesco has over thousands of stores
across the globe. The company also run
its operations through online stores and
websites in order to meet the
requirements of the customers as per
their own derivatives.
Place comparison between Aldi
and Tesco

ALDI TESCO
Aldi capitalises upon above the line as
well as below the line strategies within
marketing sector in order to increase its
brand awareness and promote its
offerings in the industry. The company
aims at capturing mass attention and in
order to do the same it depends upon
various marketing tactics such as social
media optimisation, online marketing,
content marketing etc.
The advertisement line up of Tesco is
extremely creative and innovative in
nature which allows the company to
achieve competitive benefits and
advantages within the market
environment (Gumparthi and Srivastava,
2020). It provides much-needed
competition to their rivals as well.
Promotion comparison between
Aldi and Tesco

ALDI TESCO
The physical outlets of Aldi across the
world acts as the physical evidence for its
existence within the market. Moreover, the
payment slips and mechanism optimised
by the company can also be taken into
consideration in order to facilitate as
physical evidence of the same.
Tesco has incorporated brilliant designing
of its logo, packaging and labelling
attributes in order to facilitate distinguish
characteristics of the firm within the
market. The company has a large number
of off-line as well as online stores that can
be termed as the physical evidence for the
same
Physical evidence comparison
between Aldi and Tesco

ALDI TESCO
The employee retention of Aldi is quite
satisfactory. The company has an adequate
supply of workforce which is extremely
optimistic to serve its duties and task in best
possible manner.
Tesco has incorporated a systematic and
organised workforce management process
through which it can achieve its desired
business outcomes in effective manner.
People comparison between
Aldi and Tesco

ALDI TESCO
The company has adopted a functional
management system wherein every
department is provided with distinguished
roles and responsibility in order to
enhance the efficiency of operations and
achieve the desired outcomes in an
appropriate manner.
Tesco upon the concept of bulk
manufacturing in order to ensure that it is
optimum utilisation of resources provided
with the company in an appropriate and
organised manner.
Process comparison between
Aldi and Tesco

It can be stated that Aldi is striving to dominate
and acquire a prominent position in the market.
Tesco is one of the most celebrated and leading
firms within the market and this helps the
company to emerge as one of the Industry
leaders within the supermarket chain sector. It
can said that Aldi’s marketing plan is quite
effective in nature but it will have to facilitate
some much needed modification on a constant
basis in order to match up to Tesco’s business
practices and provide a tough competition to
the same.
Evaluation

 Veličković, J. and Đuričanin, J., 2020. The
role and importance of product in the
marketing concept of bank. Bizinfo
(Blace), 11(2), pp.93-103.
 Gumparthi, V.P. and Srivastava, M., 2020.
Management Essentials: A Recipe for
Business Success. South Asian Journal of
Management, 27(2), pp.232-235.
References