Comparative Analysis of Marketing Strategies: ALDI vs LIDL

This report offers a comprehensive comparative analysis of the marketing strategies employed by ALDI and LIDL. It delves into their marketing mix, examining their product offerings, pricing strategies, promotional activities, and distribution channels. The analysis explores how each company positions itself in the market, with a focus on their competitive advantages and target audiences. The report also considers the role of marketing within the broader organizational context, including interactions with human resources, information technology, sales, and finance departments. Furthermore, it discusses the importance of marketing planning and budgeting for achieving business objectives. The conclusion emphasizes the critical role of marketing in driving organizational growth and profitability. The report also includes references to relevant marketing literature.

MARKETING
ESSENTIALS

INTRODUCTION
 Marketing refers to the set of activities related with buying and
selling a product or services.
 It is considered as one of the crucial function of organisation as
it entire success and growth depends upon how effectively and
efficiently they promote or market their product or services in
the marketplace

MARKETING FUNCTION
ALDI is performing towards different marketing function are as follows:
Marketing Information system
Product and Service management
Pricing strategies
Selling
Promotion
Financing
Distribution Channel

MARKETING FUNCTION AN D ITS INTER-
RELATION
 Marketing concept is widely used by business enterprises so as to determine the
diverse needs and wants of buyers.
 It helping achieving both long and short term business objective in an effective
and efficient manner.
 The heart of every business lies in their marketing process. Its not only aid in
promoting goods and delivering it to customer who actually needs it but it also
help in managing and controlling the functionality other organizational
department as well

CONTINUE…
 Following are the roles and responsibilities of marketing in context of
different organizational department are as follows:
Human Resource Department and Marketing
 Information technology and marketing
 Sales department and marketing
 Marketing and finance department
 Research & development and Marketing

MARKETING MIX OF ALDI
Product ALDI claims to offer affordable food products
that are of same quality as other competitors
branded product.
Price They are having strong customer base because
of its cheap price and quality that they offer for
its own private label product which aren't
available with the competitors.
Promotion Promotional activity of ALDI is little
comprehensive. As the company claims to be a
cost saving strategy, they are spending
negligible amount for promoting their product in
the marketplace.
Place Currently, the companies operating in more than
20 countries with over 10,000 stores.

MARKETING MIX OF LIDL
Product The company often similar goods sold in other
supermarkets retailers in the sector.
Price LIDL gain popularity for its clever pricing strategies.
They entered the supermarket industry based on being
most valuable driven super market industry.
Place LIDL is having plethora of store in the market of US
and UK.
Promotion In UK, the company is not having any loyalty schemes
in order to seize the attention of customers as they
believe that their clever pricing strategies is enough to
attract pool of customers.

MARKETING PLAN OF ALDI
 It is essential for a business organization is to make their
marketing plan in advance and also design their strategy
accordingly.
 It is a systematic series of activities which involves
various task in order to meet their short and long term
targets.

MARKETING BUDGET

CONCLUSION
 According to the above mentioned report it can be concluded
that, marketing plays key role in organizational growth and
development in the market.
 The entire profitability ratio of company depend upon how
effectively and efficiently

REFERENCES
 Clow, K.E. and James, K.E., 2013. Essentials of marketing
research: Putting research into practice. Sage.
 Desai, S. S., 2013. An analysis of the competitive marketing
strategies of the hospitality industry in UAE. IUP Journal of
Management Research. 12(1). p.22.