Aldi Marketing Plan: Objectives, Strategies, and Tactical Mix

This report provides a detailed analysis and comparison of the marketing strategies employed by Aldi and Lidl, two prominent discount supermarket chains. It begins by comparing how each organization applies the elements of the marketing mix, including product, price, place, promotion, people, process, and physical evidence, highlighting the differences in their approaches to pricing policies, promotional activities, and service delivery. The report further evaluates the strategies and tactical approaches to the marketing mix, focusing on Aldi's competitive pricing strategy and its impact on customer buying decisions. Additionally, the report outlines a comprehensive marketing plan for Aldi, defining marketing objectives such as introducing new products, increasing sales, and expanding the customer base, along with segmentation, targeting, and positioning strategies. The plan includes situational analysis and tactical marketing initiatives aimed at enhancing Aldi's market presence and achieving its business goals. Desklib provides students with access to this solved assignment and many other resources.

Marketing

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
TASK 2............................................................................................................................................1
P3 Comparing ways organisations apply the marketing mix......................................................1
Evaluating strategies and tactical approaches to the marketing mix...........................................4
TASK 3............................................................................................................................................5
P4 Producing a marketing plan for an organisation that meets marketing objectives.................5
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................14
Online............................................................................................................................................15

INTRODUCTION
Marketing is important aspects which used by organization for the purpose of promoting its
products and services. For each organization it is important to have marketing strategy that allow
company to concentrate its limited resources and perform well by managing all functions and
activities (Ali, 2020). This can be explained as long term planning of business goals that
formulates by management for managing all functions and organizational task. If company is not
able to use marketing function, then it will be challenging situation to grow or run business
continuously. To understand about marketing and its importance at the workplace Aldi has been
taken that is common brand of two German family owned discount super market chains with
more than 10,000 stores in 20 countries. The management of such organization understand the
needs of their customers and provide products accordingly which supports to develop
organizational productivity. The report covers comparison of ways in which organization use
marketing mix element, and development of media plan to support market campaign.
MAIN BODY
TASK 2
P3 Comparing ways organisations apply the marketing mix.
Marketing mix is the combination of various element that used by organization for the
purpose of running their business and influencing number of customers. This is the foundation
model for each business where all task needs to be complete and manage functions. The
marketing mix is used by management for providing range of products in changing environment
and supports to develop organizational productivity (Aramburu, and Pescador, 2019). The
marketing mix between Aldi and Lidl is defined below:
Basis Meaning Aldi Lidl
Product
This means a
product or services
which is being
produces as per
customer demand
and changing
Aldi is the providing
affordable food products that
are of same quality as it
sourced products direct from
suppliers that can help to
attracts number of customers
Lidl have four different kind of
strategic business units which is
using various food products.
The brands have different
product in different segments
those includes chocolates,
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environment. and manage functions. The
products involve food,
beverages, fresh fruits,
vegetables, cloth, health &
safety, beauty products,
electronic products,
stationery, and household
good that supports to develop
organizational sales.
beverages, milk and milk
products, prepared dishes,
clothing, maxi and others that
can help to regulate the business
continuously (Sample, Hagtvedt,
and Brasel, 2020).
Price
The price is
important element
for marketing mix
and organization as
it is used to decide
the right prices of
products and
services which
supports to
develop
organisational
performance
(Borden and
Suggs, 2019).
Pricing policies or pricing
strategy helps in determining
the value of money. Keeping
this in mind Aldi follow
competitive pricing strategy
as it provides products at
cheap cost and good quality
that can help to maintain cost
planning and increase
organizational sales (Borden,
and Suggs, 2019).
Lidl generally includes
penetration pricing policy to
attract the customers. The
strength of its policies comes
from its packaging or
consumption based pricing. The
organization understand the
customer require and introduce
products by deciding lower cost
of their products that helps to
increase organizational sales.
Place This means a place
or stores should be
located at place
where targeted
customer can find
it easily.
Aldi has more than 11000
stores in 20 countries. This
produce product in bulk by
collecting from various
suppliers and operate their
stores to sale items.
Lidl has high number of
regional distribution centre to
deliver quality of products
produce across UK. The people
can by products from more than
760 stores in UK and 10000
stores across USA and Europe.
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Promotion
This mean sources
of reaching
targeted customers
by using different
channel to
communication.
Aldi make an extensive use
of social media, print media,
you tube, E-mail marketing,
and other electronic media
that can help to develop
business activities (Verworn,
2009).
Lidl runs integrated promotional
campaign whole year for
reaching targeted customers.
Other than this, social media,
newspaper, and print media is
used to promote products.
People
Having a right
people in company
who run them from
managing director
to the front line
sales staffs is very
essential.
Employees such as
management, finance
manager, marketing
management, sales
management, operation
management and others
always helps in management
by suggesting new and
innovative ideas to raise their
business.
The employees of Lidl have
their focus over achieving the
goals of an organisation as they
appointed for marketing,
finance, operation, sales, front
desk a customer service
management (Nekmahmud,
Farkas and Hassan, 2020).
Process
The services which
organisation
provides is
important as the
customer again is
part of which they
are paying for.
Aldi keeps limited number
iof high quality products,
keeps larger barcodes for fast
identification, and long
conveyor belt for fast billing
that supports to increase
efficiency and development.
Lidl has same distribution
channel as Aldi has. They
usesuse the same strategy and
tactics to distributes their goods
to the consumer. The companies
pays high amount of money for
transferring the goods from one
place to another(Ferenczová,
and Józsa, 2018).
Physical
evidence
In this element all
services include
physical elements
The packaging quality of the
products is unique and its
online websites also supports
The packaging services are not
so attractive as compared to
Aldi. The services are invisible
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even if the figure
of what the
customer is paying
for intangible.
to select product and place
order easily.
but products are visible that
increase sales (Van Zyl, Fényes,
and Vink, 2018).
Marketing planning process
Marketing planning is the regular activity that used by organization to conduct market
analysis and come to know what kind of products and services should be introduce by
organization. Aldi is using marketing planning process by identification of marketing, analysing
needs of people, bringing new products, using marketing strategies to reach targeted customers
and developing organizational performance by selling products that can help to operate a
business regularly (Dalla Vecchia, and Peter, 2018). This planning process allows Aldi to
understand customer demand, changing demand, and provide products as well as services
accordingly which supports to develop company performance and maintain higher productivity.
Thus, marketing planning process helps to attain business goals effectively.
M3 Reviewing strategies and tactical approaches applied by organisations.
Aldi is larger size supermarket that is using marketing mix strategy or approach by
conducting research and providing products. The place and pricing strategy helps Aldi to reach
the targeted customers by opening stores at different places and using communication channel
that supports to influence number of customers and develop organizational productivity.
Different types of promotional channel such as hoardings, Youtube, digital marketing, and others
uses by selected organization for the purpose of managing business activities. This help to
develop organizational sales and performance in changing environment by offering quality of
products at reasonable prices (Eiseman, 2018). The important tactics of marketing mix is 7P's
which are uses by organization in order to manage all activities and attaining the competitive
advantages. Such as Aldi is using marketing mix to analyses the products and its situation in
market by comparing with others that help to understand how to perform business activities and
increase organisational performance in changing environment.
D2 Evaluating strategies and tactical approaches to the marketing mix.
The tactical approaches to marketing mix is product, pricing, place, promotion, people
and physical evidence that used by management of Aldi for the purpose of influencing number of
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customers and encouraging them to make buying decisions. The chosen organization is adopting
competitive pricing strategy as it offers better quality of products that provide higher satisfaction
and develop organizational performance effectively. These strategy impacts on marketing mix by
conducting market analysis and introducing products which influence people and make decision
to buy. This helps to accomplish business goals by managing all functions and activities
regularly (Fahri, and Isnaini, 2020).
TASK 3
P4 Producing a marketing plan for an organisation that meets marketing objectives.
Definition of marketing plan – According to (Jena, 2020), Market plan is the work of
setting up objectives for marketing activities where it determine scheduling the necessary steps
that needs to take for achieving business goals. For organization it is important for have effective
marketing plan and strategies which can be used to analysing demand and provide products
accordingly. Planning is primary function of management that involves thinking about resources
and activities needs to be proper organised for achieving desired goals (Ferenczová, and Józsa,
2018).
In other words, marketing planning is the road map of company for selecting target
market and satisfying the consumers. This can help to develop organizational performance by
managing all functions and activities. In relation to Aldi, management uses tactical and strategic
planning by making decision regarding product, place, price, promotion, process, people, and
physical evidence for the purpose of managing all activities and attain business goals.
Producing a detailed tactical marketing plan.
Marketing plan became an important task for each organization where it conducts analysis
and increase knowledge to offer kind of products which can help to operate a business regularly.
The tactical marketing plan is formulated by management of Aldi that is defined below:
Executive
Summary
Aldi is larger supermarket that sales range of products and services at retail
prices to their customers. The company wants to satisfy their customers by
offering better quality of products and services. The organization is
understanding demands of their customers and provide them right benefits.
For running business and managing all functions there is need to focus over
marketing functions and channel that used for purpose of influencing
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number of customers and making right business decisions. Marketing plan
includes number of above and below marketing strategies like advertising
on mass media, off street sampling, and many more. The advertising
strategy will show on creation of brand personality (Fahri and Isnaini,
2020).
The company wants to grow their business by offering new services such as
online payment and robotics delivery that uses pedestrian speed and use of
sophisticated machine that would help customers to place order and get
home delivery via robots in less period of time.
Mission/vision The mission statement of ALDI is “to provide customers with the best
prices on quality groceries”.
The vision statement of ALDI is “to provide customers with quality
products at low prices”.
Objectives /
goal
To introduce new products and services within 2024.
To increase 60% sales by offering range of products with 2024.
To increase the customer, base up 40% in upcoming years.
Segmentation Segmentation is the activity of dividing market in to sub groups that
supports to operate a business successfully and managing all functions. This
is important for each organization to understand market and formulate
planning that use to develop the business activities. This based on STP
which is the continuous process of dividing market and managing functions.
The STP of Aldi is defined below:
Segmentation- This has mixed segmentation as informed before. It
generally includes demographic, behavioural, geographic and
psychographic segmentation. It includes age groups, income factors, etc. In
relation to Aldi, management focused over demographic, and geographic
segment where it operates its business at different place and manage all
functions effectively (Giehl, and Wiedermann, 2018).
Targeting-The brand targets all age group customers by their different
marketing strategies for example targeting customers by attractive tag lines
while introducing new products. Aldi is large size organization that targets
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all people by offering range of products that can help to develop
organizational productivity.
Positioning - Positioning of Aldi higher in changing environment that
supports to complete task. The brand has made sure that the customer
should always remember their product at any moment like by celebrating or
having some special moments(Dalla Vecchia, and Peter, 2018)
Situational
analysis
Situational analysis refers to collection of methods that uses by management
to conduct analysis of internal and external environment. To operate a
business and conducting market analysis there is need to have proper
information about market and skills which can be used to develop
organizational productivity. The situational analysis of Aldi is explained by
using SWOT and PESTLE Analysis such as:
SWOT Analysis: This is a framework used by organization for knowing
strength, weakness, opportunities and threats. The management understand
requirement of people and sales products accordingly.
SWOT Analysis is a techniques that evaluate the internal strength and
weaknesses and external opportunities and threat of the organisation. The
purpose of swot analysis is to find out the strength and weakness that
causing success and failure of organisation target. The analysis observing
main idea of a company and identified the way to achieve it. By SWOT
analysis, a company transforms there threat in strength. The Swot analysis
of Aldi is defined below:
Strength:
 Aldi has a very diverse
market share in Great
Britain of 26.9%. and its
competitor Sainsbury.
 In the diverse number of
customer company improve
the technology by
Weaknesses:
 Company are oriented in
world wide area and 40% of
the revenue are generated
only.
 Many times for an high
product demand in store there
are shortage of product
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AUTOMATED BARCODE
STOCK SYSTEM that
improves the customer
experience .
 Company praised
employees by giving
incentive, good salary,
healthcare , pension , and
training program that
creates company goodwill.
 Having a big department
store Aldi developed there
technology that will be
beneficial for core
businesses.
situation arises.
 For worldwide store the
operating performance cannot
be occurring in all store that
create issues of product
availability (Iankova, Davies,
Archer-Brown, Marder, and
Yau, 2019).
Opportunities:
 COVID-19 situation create
lockdown in world but it
creates opportunities in
market that Aldi get the
advantage of it by proving
online grocery sale.
 Having a diverse market in
world supermarket needs
man power for there work
and Aldi create the
employment.
Threats:
 Supermarket Competitors:
In market there are many
supermarkets like Walmart,
Tesco, etc that create tough
competition for Aldi.
 Economic Recession: Falling
purchasing power and
unemployment create
economic recession in
market.
PESTLE Analysis -
PESTLE analysis: This is a framework that uses by company to analysis
environment and make right business decision. The PESTLE Analysis of
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Aldi is defined below:
Political factors: As Covid-19 occurred in whole world where lockdown
has been declared by government that impacted on sale of Aldi. Due to
increase taxes and enhance the price of products and services drop total
sales.
Economic factors: Due to Brexit and Covid rate if inflation in UK has been
increased that directly affected the Aldi organization by reducing sales in
changing environment (Koopmans, and et.al., 2018).
Social factors: Society and social trends become reason of shopping habits
criterion of people, behaviour changes and many others. Aldi is taking
business opportunity by understanding changing trend and provide products
accordingly.
Technological factors: Aldi is using new technology such as speed restrain
via robots that will help to provide fast delivery of ordered products and
services. This can be opportunity for Aldi is to offer their products at
worldwide level with the help of effective technology (Layton, 2019).
Legal factors: Aldi is online retail industry that will follow labour laws,
employment law, consumer protection act, and taxation rules as well as
other business laws that supports to run business effectively.
Environmental factors: Aldi as online retailer require will increase its
participation in CSR, minimum wastages and other aspects that would be
opportunity to accomplish business goals (Nekmahmud, Farkas, and
Hassan, 2020).
Marketing
Analysis
To operate a business there is need to conduct market analysis that supports
to arrange all resources and increase organizational sales. For this,
marketing mix is uses by management that can help to implement marketing
plan and increase sales. The marketing mix of Aldi is defined below:
Marketing mix – Aldi is planning to introduce robotics delivery and online
mode of payment due to pandemic where it use marketing mix to
accomplish business goals.
Product/services: Aldi is planning to introduce new services of robot
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