Analysis of Aldi's Marketing Mix for Sugar-Free Brownies: A Report

This report provides an analysis of Aldi's marketing mix, focusing on the launch of sugar-free brownies. It examines the four key elements: product, place, promotion, and price. The product analysis highlights the innovation of sugar-free brownies to cater to health-conscious consumers and maintain brand image. The place component discusses the expansion and strategic placement within Aldi stores. Promotion strategies include digital media, in-store promotions, and pamphlets to create awareness. The pricing strategy focuses on setting nominal prices to penetrate the market and encourage repeat purchases. The report concludes by emphasizing the effectiveness of the marketing mix in achieving organizational objectives and ensuring sustainable functioning. The report is contributed by a student and is available on Desklib, a platform offering AI-based study tools.

Marketing mix encompasses the use of suitable
technique as well as action which significantly
promote the offerings of the particular brand. It is
generally used before launching the innovative or
modified product in the particular geographical
area.
This simply gives the edge to Aldi store while
managing its brand image and gaining vital position.
Place: Aldi group has diversified its business in
approximately twenty countries and has roughly eight
thousand brick and mortar retail outlet from where it
effectively serves the customer and maintain its
position. Initially to check the response of customer the
company has introduced the sugar free cookies in
countries like Germany and UK where it experiences
the sound customer base. After analysing the response
whole production process will be carried out in
different geographical region successfully.
Promotion: This element of the marketing mix helps
the company to spread awareness amongst market
about the presence new offerings in order to instigate
the response of customer. To promote the sugar free
brownies company uses the digital media that involve
the use of social media and website. Along with that in
physical store pamphlet and banners are effectively
used to encourages the customer to suitably place the
order in bakery section.
Therefore, marketing mix helps to place the product
effectively by setting out diverse parameters such as
price which can motivate customer and become repeat
buyer from the first time buyer. It further ensures the
sustainable functioning by formulating effectively
strategy to attain the feasible objectives of an
organisation.
Aldi being a renowned brand understand the
essence to anticipate the changing or dynamic
pattern in order to bring the prominent changes. So
the company has introduced new product that is
sugar free brownies for which four essential P's are
discussed below:
Product: Aldi company is well known for its
quality offering that are delivered to the customer at
reasonable prices. So the company has made effort
to specially launch its own 'sugar free brownies' in
the bakery section to cater the changing need of the
customer.
As most of the people have become health conscious
due to which they need to compromise their liking.
This led the company to bring innovation in order to
add the natural sweeteners and health component in
order to retain the existing and potential customer
through long term perspective.
Price: With the perspective to float the new offering
of company and penetrate their operations within
mass market the company will justify the brand
image by setting nominal prices of the cookies. This
can sharply rise the revenue of company as instead
of just satisfying the current needs efforts are made
to cater the future needs of the customer.
Marketing Mix
INTRODUCTION