Marketing Essentials: Comprehensive Aldi Marketing Analysis

This presentation offers a detailed exploration of marketing fundamentals, using the supermarket chain Aldi as a central case study. It begins with an introduction to marketing, defining its core concepts and providing a comprehensive model of the marketing process, outlining the steps from understanding customer needs to capturing value. The presentation then delves into the roles and responsibilities of marketing departments, emphasizing market research and strategic planning. It also examines the changing marketing landscape, including the impact of digital and mobile communication. A significant portion is dedicated to the marketing mix, including the traditional 4Ps and the extended 7Ps, followed by a comparative analysis of B2B and B2C marketing strategies. The presentation concludes by highlighting the interrelationship between marketing and other functional units like finance, production, R&D, and HR, emphasizing their collaborative roles in achieving organizational objectives. References to relevant marketing literature are provided. This presentation is a valuable resource for students studying marketing, providing a practical understanding of marketing concepts and their application in a real-world business context.

Marketing Essential
(Part 1)

Table of Contents
• Introduction
• Marketing
• Concept of Marketing
• Comprehensive Model of Marketing Process
• Roles and Responsibilities of marketing
• Changing Marketing Landscape
• Marketing Mix
• Marketing B2B vs B2C
• Interrelationship of marketing with other functional unit
• Evaluation of Interrelationship
• Conclusion
• References

INTRODUCTION
Marketing refers to the study and
management of the relationships
so that the customers can be
satisfied by way of exchanging
values. In this presentation the
organisation that is taken into
consideration is Aldi, which is
supermarket chain having stores
in more than 20 countries.

Definitions of Marketing
According of American Marketing Association, Marketing is
referred to as an activity, set of institutions and a process of creating,
delivering, communicating the values to the customers, clients,
society at large by exchanging offerings.
According to Charted Institute of Marketing, Marketing is defined
as a process of management that is responsible for satisfying the
requirements of the customers by identifying, anticipating and
satisfying their needs and wants.

Concept of Marketing
The concept of marketing is
philosophy that focuses upon
identifying the need and wants of
the customers so that their needs
can be identified. Various concepts
that are taken into consideration by
the organisation includes are given
below.

Comprehensive Model of
Marketing Process
Marketing process includes various ways with the help of which value
can be created for the customers. The marketing process includes
following steps:
Understand the marketplace and customer needs and want
Design a customer-driven marketing strategy
Construct an integrated marketing program that delivers superior value
Build profitable relationships and create customers delight
Capture value from customers and create profits, customer equality

Roles and Responsibilities of
marketing
Market Research: Marketing department undertake the research
for the taste and preference of the customers as on the basis of
which innovation can be introduced in the products and services.
Strategic planning: The marketing department have
understanding of the external environment due to which they can
efficiently guide the management of Aldi in formulating various
strategies so that the resources can be efficiently be utilised as per
the changing marketing conditions.

Changing Marketing Landscape
Digital Age: In the Information age customers have better knowledge of
various aspects due to which the Aldi has to be conscious about their
offerings.
Mobile communication: The medium of communication has changed as
Aldi communicate their offers through messages on the mobile of the
customers.

Marketing Mix
Marketing mix is the set of activity which includes various actions,
activities and tactics that can be used by the company for promoting their
brand and offerings in the market. The marketing mix includes four P's such
as- product, price, place, promotion. But with the growing demand and
needs of the executioners the organisations need to consider several other
P's such as people, process and physical evidence.

Marketing B2B vs B2C
Basis B2B B2C
Meaning In B2B, the transactions take
place between two business
organisations where customers
are not involved.
While in this the transaction takes
place between final consumers
and the businesses.
Complexity They are complex in nature as
more buyers are involved in this
due to which diverse marketing
strategies need to be formulated.
This is less complex as direct
customers are catered due to
which simple and constant
marketing strategies can be
adopted.

Interrelationship of marketing
with other functional unit
The interrelationship among various functions of the organisation
facilitate effective utilisation of the resources as all the departments are
interconnected. It supports implementation of various plans and
strategies within the organisation so that the objectives can effectively
be achieved.

Marketing and Finance
Marketing and finance department of Aldi work with each other,
where marketing department provides budget to finance
department so that the needs and wants of the customers can
easily be satisfied. While the finance department determines
various sources of funds with the help of which they can arrange
sufficient funds.