Marketing Mix Analysis and Comparison: Aldi and Toyota

This report provides a comprehensive analysis of the marketing strategies employed by two distinct businesses: Aldi and Toyota. The introduction establishes the fundamental concept of marketing and its significance in achieving business objectives. The report then delves into the marketing mix of Aldi, examining its product offerings, pricing strategies, distribution channels (place), promotional activities, and the roles of people, processes, and physical evidence within its operations. Similarly, the marketing mix of Toyota is explored, covering its diverse product range, pricing approaches, distribution networks, promotional methods, and the importance of people, processes, and physical evidence in its automotive business. The report concludes by comparing the marketing approaches of Aldi and Toyota, highlighting key differences in their strategies, such as employee numbers and branding, and emphasizing the importance of marketing for business success. References from various marketing and business journals are included.

Marketing Essentials

Contents
 Introduction
 Activity 1- Marketing mix of Aldi
 Activity 2- Marketing mix of Toyota
 Conclusion
 References

Introduction
The concept of marketing starts with the determination of
consumer wants and ends with satisfy those wants. To achieve
the business objective the companies take help from various
departments such as HR, finance, production, and marketing.
The marketing is the essential concept as it helps the business
in selling and promoting the product or service for
accomplishing competitiveness from the competitors.

About Aldi
ALDI is a brand of two German families
running a supermarket chain. It was
recognized in July 1946 by the founder of
Karl and Theo Albrecht. The market runs
more than10, 000 stores in 20 countries
having sales turnover of more than $50
billion. Later on the business was separated
into two groups in 1960 as Aldi Nord its
headquartered is in Essen and Aldi Sud
headquarter in Mulhemin. By 1962 the name
ALDI was having the abbreviation of
Albrecht Diskont. The products of the
business are grocery and household
essentials.

Marketing mix
The marketing mix defined as a
tool or set of action that is used by
the organization for achieving the
marketing objective in the target
market. The marketing mix is the
composition of 4p’s which
involves product, price, place and
promotion with this three
elements are also included people,
process and physical evidence
which is also called as 7Ps of
marketing mix.

Marketing mix of Aldi
 Product- The Aldi provides affordable foods products and
beverages with the same quality of the other brand products. It also
offers Fresh fruits and vegetables, Health and beauty products,
Clothes, Stationery, Electronic products, Household goods and Soft
tools etc. the Aldi also have virtual mobile network operator by the
name of Aldi Talk and Aldi mobile.
 Price- In consumer market there exist strong competitions
where Aldi determines the customer’s needs and wants and satisfy
through applying pricing strategies. The Aldi offers the products at
lower prices which has strong customer base. The company uses
various pricing strategies such as unit pricing for groceries so that
customers can compare easily.

Continue…
 Place- The Aldi has more than 8000 stores in 18 countries
like Switzerland, Spain, Poland, Netherlands, etc keeping store
layout to have minimum cost for customers. The products are
procured from various suppliers in bulk and stored in warehouse.
The product is sold by using online website and retail store which
provides product directly to the customer.
 Promotion – Aldi is an international brand which maintains
its impact on global area by using various methods of
communication. For promoting the product it uses promotional
strategy of above the line and below the line. The Aldi offers ‘super
buys’ to the consumers by news letter known as ‘Aldi informs’ till
the stock availability through direct mail or newspaper.

Continue…
 People- The Aldi has proper store layout where the products
are separated into proper sections which requires less number of
employees as customer makes selection according to their
preferences which requires the less assistance from the employees.
 Process- The Aldi keeps limited product of high quality
having nominal price which reduce the selection time and prevents
the customer from confusion in making choice of product. It has
large barcode for quick identification of the product.
 Physical evidence- The business process, standardization
and global pricing is simple in Aldi. In the store 85% of the stock is
from home brand and rest is from recognized brands. The products
are sold in distinct packaging for easy identification on shelves.

About Toyota
The Toyota is multinational
Japanese automotive
manufacturing company in Japan.
The company headquarter is
situated in Toyota, Aichi, Japan. It
was founded in 28 August, 1937
by Kiichiro Toyoda. The products
provided are automobiles, luxury
and commercial vehicles, engines,
robots etc. the services are
banking, leasing and financing
serving area to worldwide

Marketing mix of Toyota
 Product- The products in which Toyota deals are
automobiles, Lexus automobiles, accessories, welcab series, spare
parts and marine products. It provides efficient with high quality
vehicles. It invests in innovation and technologies for improving the
customer experience and keeping market supplied well with safe and
better vehicles.
 Price- It sells affordable, comfortable and fuel-efficient
vehicles by offering comfort and luxury. The people’s purchasing
power is reflected. For entering into a market the company makes the
clear understanding by determining the product and pricing they
want to sell.

Continue…
 Place- The cars are distributed through dealerships and
retailers are also considered as part of the company as they mostly buy
and sell accessories and spare parts. In dealership majority auto sales
happen.
 Promotion – The Toyota is highly recognized brand in terms
of promotion which goes all out and wins. The company constantly
devises and executes various promotional strategies for product sell.
For promoting product it makes the use of ‘Toyota messages’. It also
makes the use of electronic media, Print and display media. It also
advertised its product on television and radio, use of social platform
involving You Tube, Twitter, Facebook and takes part in trade
exhibitions and events.

Continue…
 People- The people are the essential factor for the company
running. The company makes huge investment in the training and
development of workforce for developing talent. It provides great
salary to employees but the working environment is challenging as the
employees are forced to solve he company problems by thinking and
creating solutions.
 Process- It uses the lean manufacturing approach for
managing the waste. The company is conflicting from the people and
ideas that waste he material, time and other resources. Various
company stop celebrating their success after achieving dominance but
Toyota has a different mindset that states for working excellent today
need working tomorrow even better for more success and growth.