Marketing Essentials: Aldi's Marketing Mix and Planning Report

This report provides a comprehensive analysis of Aldi's marketing strategies, focusing on the responsibilities and roles of marketing within the organization. It delves into the importance of marketing in promoting products and fulfilling consumer needs, with a specific emphasis on Aldi's approach to product development, marketing research, and promotional activities. The report explores the marketing mix, including product, price, place, and promotions, in the context of Aldi's marketing planning process. It examines Aldi's strategies for maintaining a strong customer base through high-quality products at competitive prices. The report also discusses the significance of communication, marketing information systems, and market segmentation in achieving organizational goals and adapting to the changing market dynamics. Furthermore, it evaluates Aldi's marketing plan, considering factors like marketing strategies, research, product development, and communication, while also highlighting the company's use of various marketing tools to promote its products and services effectively.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 responsibilities and role of marketing....................................................................................1
M1 Analysis role and responsibility of marketing .....................................................................2
P2 responsibilities and role of marketing at Aldi........................................................................3
TASK 2............................................................................................................................................5
P3 Marketing mix to the marketing planning process of Aldi....................................................5
TASK 3............................................................................................................................................6
P4 Evaluate marketing plan for Aldi...........................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is important process of every organization that would be helpful for exploring
their product in market. It is a crucial part of company to promote their product in market and
can fulfil the need of consumers. It is a part of business which helps to advertise their product
through online marketing. It is very easy process to communicate to other people and it provides
the best quality services to customer. It is the best platform to understand the requirement of
customer and then fulfil the need of customer. In this way, they are creating an effective
relationship between employee and customer. It is an effective way to generate value in market
and create a new strategy for development.
This report will identify the actual role of marketing in business process and along with
the responsibility towards business operations. It will also identify the functionality of Aldi in
business market and how they will deal with the international market. It will also provide
difference between marketing planning and marketing mix. This is two different business
approaches used in organization.
TASK 1
P1. Responsibilities and role of marketing
Marketing is an important part of business or organization as all business requires
effective marketing strategy for growth and development. It is the best way to promote their
product in market because most of the organisations are using marketing approaches for
advertising new product in a market (Mahmoud, Blankson and Hinson, 2017). It will support the
business to provide information related to products and services. They are very helpful for
achieving the goals and targets. The main function of marketing is to provide information
through internet therefore, different organization has own commerce site to share detail related
particular product.
Aldi is a multinational company to increasing their productivity in market. They will provide an
effective services and fulfil the main objective of organization. Aldi has many responsibilities to
control the business operation in effectively and efficiency.
 Marketing research-Marketing is an approach to performing a various function to
research on marketplace to identify the requirement of customer. Aldi is a leading brand
and most of the customer are attracted because they have a brand role in market. In this
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way, the customer are interacted and purchased product. They will provide a correct data
related to their price, brand quality and manufacturing, production all information is
provided.
 Product plan development-The main role of marketing team to control the product
details therefore, they are build a strong relationship between client and company. They
were designing a new product according to the customer need (Saurage-Altenloh and
Haan, 2015). This is the main role of marketing team to manage the detail and control the
whole management system.
 Promotions-They are launch a new product in market because the technology has been
change so it is very beneficial for organization to increasing their productivity in market.
Marketing team is using a company website to update the information related new
product and sharing the information in very effective manner (Onyemah and Akpa,
2016). Aldi is shared the detail in very proper manner therefore, customer are directly
interacted to the website.
 Sales- Sales team is creating an effective strategy that are helpful for development. They
will determine gap in between product and enterprise. They are provided many attractive
offer for the customer in which it is increasing the productivity in market. They are
designing an effective logo in very proper manner. They will maintain the relationship
between buyer and supplier (Inoue and Kent, 2014). They are providing a suitable
information and services to customer. Sales team is planning a new approach for growth
and development. Aldi is good organization to manage their customer in proper way.
They will provide the best services in effectively. They will promote their product in
marketplace.
M1. Roles and responsibilities of marketing relate to the wider organisational context
The marketing is very essential part of every organization and they will perform many
activities and function for business development. It is very important for promotion and
distribution the product in market. There are different responsibilities and role are follows:
Marketing strategy and planning- it is very important part of company to planning a
new strategy in order to organization achieved their targets and goals. In this way, they will
identify the requirement of customer and then according to demand they will change their
strategies and planning.
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Marketing information system- they will provide an effective marketing information
therefore, the customer is directly interacted to the organizational through their official website.
Business planning is important to control and manage the business operation in proper manner.
The whole marketing activity is controlled by management because they will collect information
and identifying actual business requirement in very effectively and efficiently.
Marketing segments- Nowadays, the volatile and globalisation is increasing in market so
that it is very important to organization to increase their productivity in market. The main role of
organization to selecting a proper strategies and planning (Duarte Alonso, 2016). In this way,
Aldi is provided the best quality of services and planning It also supports to determine the target
of customer. Aldi should be adding more features in their marketing plan to increasing their
profitability in market. They will select a special type of quality so that customers are directly
linked with organization. In this way, they are build a trust between employee and customer.
Marketing audit- Marketing is special features to analysis the whole market condition in
which it identifies role and responsibilities of strategy. It is provided a different type of services
for customer. This is special function to control critical situation when they are occurred in
market (Mathiyazhagan, Datta, Singla and Krishnamoorthi, 2018). The basic role is enhanced
their product quality and improving their services in time to time. They are doing major changes
in their services because in modern technology has been expanding all over world. In this way,
most of the companies are using new approaches to increasing their business in proper manner.
The major changes occur in business environment such as social culture, Legal environment,
Economic environment, technological environment etc.
P2 responsibilities and role of marketing at Aldi
Marketing is very essential part in organization to maintain the requirement of customer
through this platform. In Aldi, they will maintain their retail business in proper ways. It is
essential for company to increasing their product value in market through marketing planning. In
this way, it will help to gain a profitability in share market. It is not only promoting their product
but also understand the requirement of customer therefore, they will fulfil the need of client.
There are some roles and responsibilities that will manage by Aldi management system as
follows:
Marketing strategies- this marketing strategy is making an efficient planning to measure
all need of customer and then provide better quality of services. It will increase their share values
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in market. They are launch a new product according to customer requirement so that it will
increase wide number of people to attracted. This strategies will to control the whole business
operations and utility. In most of the cases, they will modify the product according to customer
because client demand has been changed.
Marketing research- In Aldi, the marketing sector will organize effective research that
will help for organization to increase their productivity and profitability (Burmann, Riley,
Halaszovich and Schade, 2017). The buyer demand has been change so that it is very important
for company to identify the requirement of customer. However, the effective research will
determine the actual weakness and strength of management. In this way, the company will
change their system and operations according to market requirement. Apart from that, Aldi will
provide the opinion of their competitors and also identify that how they will affect the share
value in market.
Product development- the marketing department will communicate with production team
to provide a correct information related raw material and this will help to develop an effective
product. It is very important for marketing team to provide the correct information to customer
related product and services (Ebrahimi, Wei and Rad, 2015). The production department will
understand the need of customer and manufacturing a new product in market.
Communication- The communication is important part of organization to understand the
need of customer and it will directly interacted with another department (Duarte Alonso, 2016).
It is creating a bridge between one department to another share the important information
through communication. Marketing team will coordinate with production and manufacturing
department to manage the product detail such as product ingredient, manufacturing date, raw
material information etc (Mathiyazhagan, Datta, Singla and Krishnamoorthi, 2018). They will
share information to customer through digital marketing. They will also coordinate with other
department like sales team, finance team etc. they can be used different medium to advertisement
the product in market through television, Internet, social media. In this way, the customer is
aware about the product that are launch in market.
The marketing team of Aldi to identify the requirement of product and services in market and
then according to customer, they will launch a new product. They are selling their product
through marketing campaign, Advertisements and time to time they will offer many schemes or
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voucher help to promote their product in market. In Aldi, they are taking an order for particular
product contacted to manufacturing department for development.
TASK 2
P3 Marketing mix to the marketing planning process of Aldi
Aldi company was started by two brothers Theo Albrecht and Karl Albrecht in 1946. Its head
office is situated in Germany. It is a supermarket chain company. ALDI is a company and this
name comes from Albrecht Discount (Walsh, Lindridge, Mitchell, Deseniss and Lippold, 2016).
It has basically two groups ALDI NORD and ALDI SUD. Marketing mix of every company
contains complex set of variable products. This company is focuses on its marketing mix by
providing high quality products at cheaper rate. Its marketing mix are as :-
1. Product – it provides affordable food products that are same quality as other branded
products. It also provides other than food products like health and beauty products,
stationery, household goods, clothes, electronic products and soft tools (Onyemah and
Akpa, 2016). In Germany it is the largest retailer in Wine producing. Aldi has
approximately 1350 products with new items. The products which sale by it are to the
selected buyers and then it will make a brand.
2. Price – it has a strong customer base company because its products sell at high quality
and cheap price. It gives several offers to its customers which is not given by its
competitors. So it is a benefit for this company (Cahill, 2017). The customer will buy a
product through online market and not hesitated to pay the amount. The main objective of
Aldi to provide an effective product and services in which the price of product is
justified.
3. Place – It is very important for organization to provide the services in nearby area so that
it is affordable for customer to easily find out the accurate place. The main objective of
organization to giving the best product services in nearby shop. Aldi has many stores in
UK to buy a product in very efficiently. They will also provide online e-commerce site to
purchased a product in very easily.
4. Promotions – In Aldi, they are uses many marketing tool to promoted their product like
advertisement, Social media marketing, sales promotions and personal selling these are
very important tool are useful for promotions. These are effective medium to
communicated with customer and organization. They will use different marketing
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strategies and planning to promoting the product such as voucher, social media marketing
etc. In this way, it increasing the productivity in market.
5. People – the company is depended upon their employee and staff member because they
will contribute for growth of development. They are play important role to managing
business operation in which each employee has some specific role to achieve their
objective and goals (Hanks and Mattila, 2016). The staff member is managed by
managing director in which they will control the whole management and creating an
effective relationship between employee and company.
6. Process – It is very important part of company to provide an effective delivery services
and that are fulfilled the requirement of customer. It will improve the delivery services so
that the customer is impressive to their services. Aldi, it is focus on to improving the
quality of services in effectively. They will establish an effective relationship with
customer.
7. Physical Evidence – Aldi should focus on establishing well design buildings and stores
which can attract more and more customer. The stores should includes well trained staff,
impressive infrastructure, various facilities such as store divisions, parking facilities etc.
It can help the company to provide a good shopping experience to their customers.
TASK 3
P4 Evaluate marketing plan for Aldi
One of the most essential part of Aldi firm is marketing. There is no need to say that how
important marketing for any firm to lead in the market. The main goal of a firm is to make
available the good s and services to the consumers (Quandt, Grzywacz, Trejo and Arcury, 2014).
So the consumers are the main target of any firm. Its primary duty of a firm to target their
consumers and this can be done only by providing the good quality and services to their
consumers. One of the most important service-dominant for marketing is delivery service. A
consumer gets too happy when a service id delivered to him in time. All possible efforts should
be made by the organisation to attract the consumers and its must be a profitable relationship
with the consumers. They are the only pillar who can accelerate business to its successful point.
Executive summery- This approach is made for the whole marketing plan where all the
essentials measures are summarized for the better marketing target. This phase of marketing plan
include the parameters like advertisement, marketing locations, marketing tools, techniques,
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strategies, etc. Nowadays the advertisement department is one the most informative part for an
organisation because they can target the consumers easily. The targeting process of consumers
will depend upon the smart strategies made by Aldi firm. More targeted consumers can be
identified by this planned summary.
Target customer-As it is mentioned above that the consumer target is important but there may
be also classified selection of the consumers. There must be the demographic selection of the
consumers like age, gender (Ryu, Ryu and Hwang, 2016). For example if a cosmetic product is
launched to the market and it is promoted to the male customers, no one can expect the good
response for that very product. It is very important to choose the right customers with the right
products and services for a successful business.
Pricing and positioning strategy-Pricing of the product is one of the most concerning point for
the consumers. Adoptable price for the consumers can make your marketing strategy at a good
positions. It is clear that goods and services of Aldi can only be bought with the help of money
so it must be affordable for the customers. One of the common customer's physiology is that the
goods with low price are not good in quality so the customers ignore the goods with the low
prices. The prices of the goods may be at least up to the market competitions level so that the
trust of the customers can be maintained regarding the products. The price should be supportive
to the market to make Aldi a premium brand.
Distribution plan- The targeted customers must have the clear and transparent distribution plan
of the following products launched in the market. The categorization of the different products
must be clear so that they can get the products according to their need and preferences.
Distribution plan may only work effectively if the products are made available to the customers
according the demographic and geographic conditions (Mathiyazhagan, Datta, Singla and
Krishnamoorthi, 2018). If distribution is done randomly it would be effortless even after making
efforts. Production of the firm will depend on the better distribution of the goods to the
customers.
Effective advertising- it is the best medium to exploring their product in market. In this way,
every person know about the product and their quality and brand value. It is very effective way
to distributed their product in market and it can be achieve their goals and targets. The
organization should add some important features like newspaper marketing and social media
marketing etc. they will always use different method to promote the product in marketplace. Aldi
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is very largest brand in United Kingdom and every one know about their product so that it very
easy for customer to determine the right product at right place. Advertisement is the best part to
share the product detail through this medium and every persons are using television.
CONCLUSION
In this report, It is determines the role and responsibilities of business operation through
marketing strategies. As per discussion, it concluded that when there are different type of
marketing strategies are useful for business development. Marketing is the best approaches to
understand the requirements of customer and then fulfil need of client. In this report, they will
use marketing mix model applicable to manage the management system. This is very helpful for
coordinating between employee and company. Aldi should be conducted an effective marketing
plans to achieve their goals and target. They are using various type elements applicable is known
as marketing mix. They are mainly focused on to innovation for new ideas for development.
Manager should be adding new features in their product so that the customer is attracted to
product. They are always launched a new product in market to establish their business in all over
world.
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