Marketing Essentials Report: Roles, Mix, and Marketing Plan of ALDI

This report provides a comprehensive analysis of marketing essentials, focusing on the retail giant ALDI. It begins with an introduction to marketing and its significance in the modern business world, emphasizing the roles and duties of various marketing functions such as marketing information management, distribution, product, pricing, promotion, selling, and financing. The report then delves into the roles and responsibilities of marketing in relation to the organization, highlighting the importance of product development, forecasting, risk analysis, and market research. Furthermore, it explores the interconnectedness of the marketing department with other departments like Human Resource Management, Customer Service, Management, Finance, and Production. The report also includes an analysis of the marketing mix and concludes with a summary of ALDI's marketing plan, providing insights into how the company achieves its long-term goals and objectives.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION .........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and Duties of Marketing functions .........................................................................1
P2 Role and responsibility of marketing relate to the organisation ......................................4
TASK 2............................................................................................................................................7
P3 Marketing mix ..................................................................................................................7
TASK 3..........................................................................................................................................10
P4 Marketing plan ...............................................................................................................10
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is an activity or process for delivering, communicating creating and
exchanging offerings, that have value for clients, society, buyers and partners at large. It also
defines the management process and in this, they are liable to anticipate, identify and satisfy
buyer’s requirements in order to achieve higher profitability and productivity (Essential
Marketing Concepts, 2011). It is an activity through which products and services are moved to
the final clients. In the modern business world, marketing is define as a companies activities
which is associated with selling and purchasing a commodity. It includes delivering and
advertising products to every persons. Who people work in marketing functions of business try
to acquire the target audience attention by using packaging design, slogans, publicity and general
media exposure in increase buyers attraction.
This report is based on “ALDI” which is a retail store in the UK. Company has 10000
stores in 18 countries in all over the world and 25000 employees work in these stores. In this file,
various types of marketing functions and their roles and responsibilities have been determined,
along with interrelation with organisation functions. In this assignment two organiastion which
has been analysed and both are apply their 7P's in attaining their long term goals. At last, ALDI
marketing plan which has been summarised in this study.
TASK 1
P1 Roles and Duties of Marketing functions
Marketing is a business function which supports in advertising and promoting its services
and products (Marketing Functions, 2017). Their sub forms are selling, purchasing, storing,
transporting, risk management and financing etc. With the support of these an enterprise can
attract their buyers at large as well as identify purchasing behaviours. Marketing can be
determined as a planning process of promotion, pricing and distribution of commodities
(Askeland and Wright, 2013). It can help business in fulfilling needs and demands of the clients.
Marketing is a board activity which provides direct attention to purchaser and their preferences.
With the support of this method, an organisation can supply mass production with reasonable
operational value. This will also give correct information regarding buyer's purchasing behaviour
and market trends. From the same mentioned firm can fix their pricing strategies regarding to
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them in order to attract large number of the audience. Marketing function have some points
which are as follows:
Marketing information management: It is one of the important functions of marketing because
with the help of this company gets plenty of information. This is defined as managing, using and
obtaining all messages regarding buyer's wants and needs (Burke and Friedman, 2011). Role and
responsibilities of this is, to improve business performance, decision making of selling activity as
well as determined what they will sell.
( Source: Sarosh, 2017)
Distribution: It play an essentials duty in determining the various ways for buyers where they
locate, use and obtain the services and products of an enterprise. With the help of this every
buyers know company products and services in order to achieve better quality at affordable
price.
Product: It is another function and this buyers linked to buy those goods which have high value,
durability and quality etc. So, it is the main duty of manufactures to supply their commodity as
per buyers requirements and demands (Campbell and Martin, 2015). For giving high quality, an
enterprise used to supply new goods. They also make several modification in present products.
They also play their role in developing, designing, acquiring, improving and maintaining items
that meet buyers requirements.
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Illustration 1: Marketing functions

Pricing: It is another important function which plays a critical role in communicating and fixing
the product and service cost. ALDI provides food products to their buyer's at affordable price in
order to increase sales and their revenue.
Promotion: It is another and main function of every organisation in order to increase their sales
as well as buyers satisfaction. They play their duty in communicating with audience regarding
the commodity to attain their desired outputs and buyers demand for the purchasing process. It is
also define as communication channel such as personal selling, advertisement, public relation
and publicity. ALDI applies all promotion mix in their store and maximise their profitability and
productivity with them.
Selling: With the help of this function, company directly communicate with their potentials
customers to determine as well as satisfy buyers requirements (Cavusgil and et. al., 2014). It is
play essential role because in this, company manufacture fix their pricing strategies as per buyers
buying behaviour and requirements.
Financing: It is define as budgeting for selling activities which is obtain necessary funds. The
main requirements of this in business operation. This function is also play essential role in giving
financial assistance to buyers so they can buy the business commodity in bulk.
Above mentioned functions of marketing can support ALDI in maximising its profit and
utilising necessary resources. With the assistance of selling functions, business can increase their
turnover around 50 billion pound. This is highly important in achieving organisation’s success
and long term goals as well as objectives effectually. From the same, company is continuously
maximising their share, goodwill, profitability, buyer’s trust and productivity in market. Under
this, company department conduct research and identify related information regarding taste and
preferences. Marketing function has different duties in growing and succeeding organisation
development. This approach supports the enterprise in promoting their commodity at
marketplace. It also helps in maximising corporate image in achieving high value. There are
several duties of marketing functions which are as follows:
Market research: One of the main function of marketing is research because in this business can
determine actual trends and buyers demands & needs (Cooper, 2013). After analysing market
research them company can produce its goods regarding customers demand. This section help
manger to solve all problem and situation which are present in market.
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Planning: Selling department's manger can produce as well as evaluate different plan. From the
same, ALDI can manufacture their items as per buyer's demands. It also support in calculating
the future cost, financial profit and budget.
Buyers services: Company can give better services in order to increase customers satisfaction at
large. So in this every buyers are happy as well as satisfied the company products. Manger of
marketing section makes several strategies through, in this they can get feedback and response of
customers.
Customer satisfaction: The main aim of above function is to make better business plan which
provides customer satisfaction. By giving them commodity as per buyers needs and demand,
company can acquire different aggressive benefits because they are market leader.
Relationship management: Under this Selling function better ling between company and their
buyers. In this business give better satisfaction to customers as per their requirements. It
formulates several plans which are is purchaser favour.
Therefore, these are several essentials functions of Selling which play important role in
achieving organisation objectives and goals. It support company in leading their growth and
success at higher level (Desai, 2013). It also help many business department, so that they can
launch their functions in an systematic and effective way. Marketing manger can evaluate as well
as produce plan which is significant for firm in determining future development and growth. So,
it can be define as various functions which contribute a lot in order to maximising profitability
and productivity of organisation with less cost.
P2 Role and responsibility of marketing relate to the organisation
Marketing department manger have many duties to determine buyers requirements and
needs. In this way they are capable to arrange different activities regarding to them. In the
modem world, an enterprise consider actual market trends. It is main ad effective source in
enhancing development and growth of an organisation. With the help of investigation company
can identify potential opportunities that meet ALDI success at large. With the support of above
function mentioned business can make their strong relation with their buyers. For better
improvement, this enterprise requires to associate its Selling functions with another department
of organisation. Buy doing this, Cited firm can operate whole functions in equal direction and
process in order to increasing effectiveness and efficiency of industry.
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Company makes its pricing strategies as per customers buying behaviours (Dibb and
Simkin, 2013). It also, gives different facilities such as discounts and other offers which is highly
attracted buyers in purchase bulk. Department of marketing can provides core attentions to their
advertisement and publicity, communication channel because it supports organisation in
approaching other audience. Without this, business can not achieve mission and vision. Foremost
marketing department functions are as follows:
Product development: Regarding to actual market trends, marketing section suggest business
that their present items are fulfilling buyers requirements or not. In this Selling department play
important role in changing its actual service and products of company.
Forecasting: ALDI marketing function, support in predicting potentials products demand and
supply. It provides correct information of required commodity to production team. So, that they
can analysis how much product quality they should produced.
Risk analysis: It is essential for every business to determine all problems and uncertainty which
can impact potential performance (Forshier, 2012). So, mentioned firm function conduct
different programs. With the help of this they can evaluate and assess the risk and solve them by
conducting effective strategies. This will also support in discovering their area in which business
can expand its company in future.
Transportation: ALDI marketing function is also make necessary judgements according the
management of supply chain (SCM). In during the day. This approach is more significant in
every organisation. SCM support enterprise in transporting process, in this they fulfilled their
buyers needs and demands for give better items to end user. It also assist in managing scare
resource and inventory of firm.
Market research: This is the main function of Selling. In this their team conduct investigation
programs so, business can acquire appropriate information regarding demands, needs and
preferences of buyers. By acquiring accurate message about actual trends, mentioned
organisation can make to formulate effective policies. It support company in producing
commodity as per recent trend of market.
Therefore, these are important functions which helps company in implementing and
making correct strategies. Whole functions are linked each other with another section of
mentioned industry. Various departments of ALDI which can be analysed by below image:
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Human resource management (HRM): Department of marketing which support in advertising
and promoting job opportunities to person (Hauer, 2011). In this HRM can get talented and
knowledge work force. In an another words, it can assist in collecting important information
regarding talent pool. In this human resource manger can select and recruit qualified candidates
for empty post. With the assist of above function mentioned enterprise can save their important
time in analysing talent pool.
Customer Service: ALDI marketing department support in giving best services to their buyers. It
also help in completing buyers demands in order to give high satisfaction. It check the whole
items of enterprise are delivering in correct time and right place. By giving buyers satisfaction,
mentioned organisation can attain its long term goals and objectives.
Management department: This department have many role and responsibility in managing all
activities and function in an appropriate manner (Hughes, 2011). In this they implement various
kinds of policies, plans and strategies so that business values can be accomplished. Selling
section can conduct research as well as identify informations regarding market trends.
Finance department: It is an other department of the business, in this marketing department play
important role in identifying financial profit and future budget of enterprise. Manger of this
section make various plan which support under this department in evaluating requirements of
fund. It is needed in operating several practices.
Production department: Marketing department collect different information regarding product
demand and supply from market. This message is essentials for this function because it support
their team in analysing that how much commodity quantity in order to fulfilling buyers demands
and needs.
Research and development department: Market trends always acquire modification regarding
buyers performance. So it is significant for business to supply its commodity as per buyers
requirements. Without this, customers can not be satisfied as well as can not accomplish their
desirable outputs.
Moreover, with the support of all above points which is define by the marketing
department of the mentioned organisation (Hugos, 2011). These are interrelated with each other
in order to increase enterprise sales and profitability. This will support business in directing and
organising resources of organisational in equal way. So that, an industry can complete its desired
long as well as short term objectives and goals.
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TASK 2
P3 Marketing mix
One of the main approach of marketing function is marketing mix. It consider 7P's of
Selling i.e. product, place, price, process, promotion, physical evidence and people etc. For
better development and growth of an organisation which should be consider whole elements
(Marketing Mix 4Ps and 7Ps, 2011). ALDI is a grocery business in UK and they have many
branches in all the economic. This company use different effective methods in order to maximise
development and growth of an enterprise. Firm success completely depends on marketing
function. It undertakes different activities which assist in enhancing business performance
(Lipsman and et. al., 2012). Marketing mix is one of the significant which support organisation
in operating business and their performance. This methods assist ALDI in implementing
effective procedures, policies, strategies and plans in order to attaining long as well as short term
values. Various elements which can assist in guiding cited business so that, in this they can lead
their growth in high level. 7P's of marketing which help firm in analysing customers buying
behaviour.
In past years, every enterprise are used only 4 marketing elements such as price, place,
promotion and product. And another 3 components which is define service elements such as
physical evidence, process and people. These are support both kinds of companies which provide
product and service at the large level.
There are 2 different companies one is ALDI and second one is CADBURY. Both
business are very popular in their filed and give better product quality to its target and potential
buyers in order to fulfil customers requirements. Both are attain long as well long term objectives
and goals in an effective and efficient manner. By using 7P's in various way so in this businesses
are completely different from each and every (Malhotra and et. al., 2013). Marketing mix
application in two organisation are as follows:
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Illustration 2: 7P's of Marketing Mix
(Source: The Marketing Mix 4P’s and 7P’s Explained, 2017)
Basis ALDI CADBURY
PRODUCT This business is one of the
grocery store in all over the
world. They provide better
quality product and service to
their clients in order to fulfil
their satisfaction. They also
offer various facilities such as
discounts and other sales
offers. It is very supportive in
giving coking recipes. They
also have online purchasing
site which assist it in
managing buyers difficulties
and issues.
It is a multinational
confectionery product brand in
all the economic. They mainly
produce desserts, chocolate
bars, ice-creams, biscuits and
other items in their store. They
sale their goods according to
the occasions and seasons.
They apply demographical
market segmentation in
achieve high productivity and
profitability. It produce
different varieties in their
chocolate to various persons.
PRICE ALDI use premium strategies CADBURY try to expand their
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in their product price sop it is
very attractive. In this large
number of the customers can
attract easily (Marshall and
Johnston, 2011). They offers
various services in their
grocery product discounts.
Main target group is middle
and lower level person.
Mentioned company
manufacture its commodity on
affordable prices. Their
product price is 10 pounds.
business in another locations
so in this they provide their
products at less cost. They
decide their goods price
according to demand and
supply of the product. They are
capable to modify their pricing
strategies as per challengers
policies as well as products
demand. From the same they
attract large number of the
buyers. The main price of their
chocolates is 5 pounds.
PLACE It is a multinational company
and they have 7000 stores in
all economy. They also
operates their additional
business activities in 18
countries in order to develop
their business expansion.
On the other part, mentioned
organisation is also operates
their additional business in
worldwide. For better
development and success of
the business. They will cover
urban as well as rural locations
(Mihart, 2012). They sell their
products at the reasonable
price. So in this middle and
lower class group are happy as
well as they purchase product
in bulk.
PROMOTION ALDI company have not
amount and they will not
spend more quantity on
communication mix. It
Cited enterprise is a successful
and leading organisation of this
field. In this they provides core
attentions to its Selling
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includes promotion,
advertisement, sales promotion
and public relation etc. So it is
highest company drawback
(Nguyen and Simkin, 2012).
activities. It considers
advertisement and promotion.
So in this they promotes their
goods in all around. So in this
they can attract large number
of the clients in an effective
and efficient manner.
Process ALDI is a multinational
grocery company and they
provide core attention to
delivering and production
process . So that business can
produce their quality products
and services to buyers in order
to fulfil customers satisfaction.
They apply hygienic process in
chocolates making activity. So
that all confectionery goods
will not imp[act buyers health.
PEOPLE Mentioned company gives
their core attention to their
potentials and target audience.
It gives better product quality
so in this they can fulfil their
buyers satisfaction. They also
give different rewards such as
fair remuneration, bonus to its
workers for giving them high
fulfilment.
They are also provide core
significant to its potentials and
target buyers because they are
important part of the every
business (Papasolomou and
Melanthiou, 2012). Who can
lead business success and
growth in a high level are
called stakeholders.
PHYSICAL EVIDENCE Mentioned company has their
own physical evidence in 18
(Approx) Countries.
Physical evidence of this
company has in more than 200
states.
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