ICON College of Technology and Management

Faculty of Business and Management Studies

BTEC HND in Business

Coursework

Marketing Processes and Planning

Tutor : Dr Svitlana Shevelova

Submitted by : Roxana Valentina Ungheanu

ID No: 18968

Session: February 2023

The role of marketing and its interactions with other organisational business units have been

addressed in detail in the presentation. ALDI has been selected as the firm in the topic. ALDI

specialises in offering its customers a huge selection of high-quality and reasonably priced

groceries and household goods. The main roles and responsibilities of the marketing function

have been discussed, the marketing environment has been examined, the importance of the

interactions between marketing and other units has been explored, the use of the marketing mix

elements has been compared, the strategies and tactics of ALDI and Sainsbury have been

compared, and the external and internal environments have been reviewed. Additionally, it has

built a media plan to aid in marketing campaigns as well as marketing and strategic marketing

plans.

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Table of Contents
Introduction......................................................................................................................................4

LO1..................................................................................................................................................5

Explain the role of marketing and how it interrelates with other functiona units of an organisation

.........................................................................................................................................................5

Roles and responsibilities of marketing relate to the wider organisational context....................7

Analyse the roles and responsibilities of marketing in the context of the marketing

environment.................................................................................................................................9

Analyse the significance of interrelationships between marketing and other functional units of

the Organisation.........................................................................................................................10

Critically analyse the external and internal environment in which the marketing function

operates......................................................................................................................................11

LO2................................................................................................................................................12

Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve

overall business objectives............................................................................................................12

Strategies and Tactical Approaches for Successful Achievement of Business Objectives.......14

Recommendation.......................................................................................................................15

LO3................................................................................................................................................16

Marketing plan for ALDI that meets marketing objectives...........................................................16

Development of a marketing plan that consists of key elements of marketing planning..........16

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 Construction of a marketing plan that integrates marketing mix to reach marketing objectives

...................................................................................................................................................20

The strategic marketing plan that measures the achievement of marketing objectives within

significant performance metrics................................................................................................21

LO4................................................................................................................................................22

Media plan to support a marketing campaign for ALDI...............................................................22

Marketing plan including recommendations and rationale for chosen activities......................22

Integrated multimedia plan, addressing suitable digital and social media channels for

interaction..................................................................................................................................24

Justified integrated multimedia plan based on quantitative and qualitative criteria..................25

Conclusion.....................................................................................................................................26

References......................................................................................................................................27

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Introduction

The role of marketing and its interactions with other organisational business units will be

covered in detail in the presentation. The supermarket chain that will use for the presentation is

ALDI. The company's yearly revenue is $121.1B. In order to help readers make decisions, the

context will go over the main duties and activities of the marketing function. The context will

specifically highlight its role in obtaining market data, conducting research, and monitoring

trends. Examining elements including competition, consumer behaviour, and market trends, the

analysis will examine how marketing functions within the marketing environment. Examining

the importance of the connections between marketing and other functional units, the context will

place emphasis on the necessity of cooperation and alignment in order to achieve corporate

goals. Additionally, the presentation will contrast how businesses use the marketing mix

components to reach their overall business goals. The context will assess the marketing mix's

tactical and strategic methods, taking into account how well they contribute to overall business

success. There will be a study of effective strategies and techniques used by organisations, as

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well as how the marketing mix is applied in the marketing planning process. A comprehensive

analysis of the internal and external environments in which the marketing function operates will

be conducted, taking into account the effects of variables including market conditions, technical

developments, and internal resources. The development of a marketing plan and strategic

marketing plan will center on goal-setting, performance metric monitoring, and extended

marketing mix integration. A media strategy will also be developed, taking into account the

numerous media outlets and financial needs needed to support marketing initiatives.

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Explain the role of marketing and how it interrelates with other functiona

units of an organisation

Marketing plays a significant role in ALDI by promoting products like Nutribliss and

Vegieburst.

Together, it works on supply chain management, budgeting, sales coordination, and talent

recruiting with other functional units like operations, finance, and HR. In order to accomplish

organisational goals, this guarantees effective integration and alignment.

The key roles and responsibilities of the marketing function

Market Research and Analysis:

The marketing department at ALDI is responsible for conducting in-depth market research and

analysis to determine market potential and opportunities for Nutribliss and Vegieburst. They also

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analyse their rivals to evaluate the market's positioning and create competitive tactics. Data on

consumer preferences, trends, and desires must be gathered.

Product creation and Management:

The marketing team collaborates closely with the product managers to oversee every step of the

product development and management process at ALDI. They use the results of market research

to find potential for new product development. Conducting market research, getting customer

input, and adjusting product characteristics are all key tasks performed by the marketing

department. In order to maximise their market potential, they make sure that Nutribliss and

Vegieburst are in line with consumer needs and tastes.

Branding and communication:

ALDI's marketing department is tasked with developing and upholding a strong brand identity.

In order to effectively position Nutribliss and Vegieburst in the market, they establish branding

strategies for such products. The marketing team creates persuasive marketing messages,

programmes, and communication plans to promote brand recognition and distinctiveness. They

oversee marketing, PR, and promotional initiatives to successfully reach target markets and

create a favourable brand image.

Pricing and Promotion Strategies:

The marketing function at ALDI is responsible for setting competitive pricing strategies for

Nutribliss and Vegieburst. They conduct pricing analysis and market research to determine

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optimal pricing points that balance profitability and customer value. Additionally, they design

and implement sales promotions, discounts, and loyalty programs to drive customer engagement

and sales growth. The marketing team continually evaluates the effectiveness of pricing and

promotion strategies and makes adjustments as needed to achieve desired results.

The concept and role of marketing in the 21st century

Modern technology breakthroughs, shifting consumer behaviour, and the emergence of digital

platforms have all contributed to substantial changes in the notion and function of marketing.

Marketing has expanded to become a multifaceted, customer-focused discipline that goes beyond

the typical advertising and promotional activities. These days, marketing tries to provide

customers with value, forge lasting connections, and increase brand loyalty. It goes beyond

simple product advertising. Relationship marketing, in which businesses seek to engage and

interact with their target audience on a deeper level, has taken centre stage in place of

transactional marketing. Marketing attempts to provide a comprehensive and enjoyable customer

experience through personalised interactions, customised messages, and seamless customer

journeys (Altay et al., 2022). Social media and digital platforms have revolutionised marketing

tactics as well. Companies may now reach a worldwide audience, collect enormous volumes of

data, and conduct real-time analyses of customer insights. This plethora of data enables

marketers to better comprehend their target audiences, foresee their requirements, and create

customised campaigns that appeal to their tastes and aspirations. Marketing is a crucial factor in

21st-century corporate success and growth. It enables businesses to stand out in a crowded

market, build a solid brand identity, and clearly express their value offer.

Roles and responsibilities in marketing, and the competencies required to succeed

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There are several different jobs and tasks within ALDI's marketing division, all of which are

important to the success of the business. At ALDI, marketing specialists are in charge of doing

market research, examining customer behaviour, and determining target markets in order to

create successful strategies that support the organization's goals. To promote brand recognition

and boost sales, they work with cross-functional teams to develop and implement marketing

campaigns, promotional activities, and digital initiatives. To guarantee ALDI stays competitive

in the market, they also track and evaluate campaign performance, do competition analysis, and

stay current with market developments. Strategic thinking, data analysis, creativity, effective

communication, knowledge of digital marketing, and the capacity to work cooperatively in a

fast-paced, dynamic workplace are abilities necessary for success in these professions.

Market research: Conducting detailed analysis of current market trends, strong consumer

preferences, and implement of competitor strategies.

Customer behaviour analysis: Examining overall customer purchasing patterns and core

preferences to basically identify several opportunities for directing and segmentation.

Campaign development: Collaborating with strong cross-functional teams mainly helps to

create and genuinely execute marketing campaigns, implement of promotions, and digital

initiatives.

Performance tracking: Monitoring and evaluating the overall effectiveness of establishing

marketing campaigns and taking initiatives to optimize outcomes.

Competitive analysis: Assessing robust competitors' strategies, several offerings, and get into

the market positioning to inform ALDI's marketing approach.

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Skill requirements: Demonstrating important strategic thinking, strong data analysis

proficiency, implement of the creativity, open into the effective communication, in the digital

marketing knowledge, and implementation of teamwork abilities in a fast-paced environment.

How the marketing function works and interacts with other departments in

the supermarket and how it supports the wider organizational context in

terms of vision, mission, and purpose.

The marketing department of ALDI, a grocery chain, collaborates with a number of other

departments to support the overall organisational framework, which includes the company's

vision, mission, and purpose. At ALDI, marketing works closely with divisions including

operations, merchandising, and finance to guarantee alignment and accomplish agreed

objectives. In order to ensure that marketing objectives are properly linked with inventory

management and product availability, marketing first works with the operations department to

comprehend the supply chain and logistics procedures. The correct items are pushed at the right

moment thanks to this partnership, which improves consumer happiness and sales results.

Secondly, in order to create product plans, price choices, and marketing campaigns, the

marketing function collaborates closely with the merchandising division. Marketing assists the

merchandising team in choosing the most appealing items and executing efficient pricing

strategies that are in line with ALDI's value proposition by studying consumer preferences and

market trends. Additionally, ALDI's marketing division works in tandem with the finance

division to establish budgets, keep tabs on expenses, and evaluate the financial effect of

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marketing initiatives. Through this partnership, marketing campaigns are made to be economical

and to improve the organization's overall financial situation.

Analyse the significance of interrelationships between marketing and other

functional units of the organisation.

The interactions between ALDI's marketing department and other functional areas are crucial to

the success and expansion of the company as a whole. To begin with, marketing works closely

with the operations division to comprehend the logistics, inventory control, and supply chain

procedures (Katsikeas et al., 2020). Through this partnership, marketing actions are coordinated

with product availability to maximise client happiness and boost sales. Second, marketing

collaborates closely with the merchandising division to create product plans, price choices, and

marketing initiatives. This partnership makes sure that marketing campaigns are economical and

help ALDI's bottom line as a whole. Additionally, ALDI's vision, goal, and purpose are

communicated through marketing both internally and externally, enhancing the brand's

reputation and fostering consumer trust.

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Roles and responsibilities of marketing relate to the wider organisational context.

The marketing department at ALDI is essential for advancing the business's vision and goals.

They coordinate their Nutribliss and Vegieburst plans and efforts with the organisational goals,

and ensure their products meet the demands and tastes of their target market.

Driving Growth and Profitability:

Driving growth and profitability for ALDI, particularly for Nutribliss and Vegieburst, is one of

the main duties of the marketing department. The marketing team locates growth prospects and

places the products for success through market research, product creation, and effective branding

and communication. They create pricing plans that strike a balance between consumer value and

profitability, and they use promotions to boost sales and market share.

Enhancing Customer Satisfaction:

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ALDI's marketing department is committed to learning about customer preferences,

requirements, and feedback. They do market research and gather consumer feedback to ensure

Nutribliss and Vegieburst meet consumer expectations. They also strive to increase customer

happiness and loyalty through strong branding, messaging, and customer relationship

management. Customers who are happy with their purchases from ALDI are more likely to do so

in the future and tell others about them.

Supporting Cross-Functional Collaboration:

Marketing works closely with various functional groups within ALDI to ensure alignment and

synergy. They collaborate with teams from operations, finance, sales, and product management

to create and carry out successful plans. Marketing insights and market research are used to

influence product creation, pricing choices, supply chain management, and promotional efforts.

Together, the marketing function supports and strengthens other departments to meet

organisational objectives.

Analyse the roles and responsibilities of marketing in the context of the

marketing environment.

ALDI's marketing department is responsible for keeping an eye on both macro and micro

environmental elements, such as societal and cultural influences, technology developments,

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regulatory shifts, and the state of the market, to foresee market changes, spot opportunities, and

neutralize threats.

Finding Target Market Segments:

Finding and defining target market segments for Nutribliss and Vegieburst is a critical duty of

the marketing function. They carry out market research to comprehend the demands, tastes, and

demography of consumers (Altay et al., 2022). The marketing team can target certain client

groups with tailored strategies and messaging by segmenting the market. This helps to ensure

that the products appeal to and satisfy the specific needs of the target market.

Developing Marketing Strategies:

ALDI creates marketing plans to increase Nutribliss and Vegieburst's exposure, appeal, and

market share in accordance with the market climate. This includes choosing the best distribution

channels, setting price policies, creating marketing campaigns, and positioning the products in

the market.

Customer Engagement:

The marketing department is essential for establishing trusting bonds with customers, using

advertising, social media, and customer feedback systems. It considers customer input and

responds to customer issues to develop brand loyalty, positive word-of-mouth, and improve the

customer experience.

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Analyse the significance of interrelationships between marketing and other

functional units of the Organisation

Operations and marketing must work together to optimise inventory levels, assure product

availability, and streamline delivery, enabling ALDI to offer Nutribliss and Vegieburst products

while meeting client expectations.

Finance and Budgeting:

In order to effectively budget and allocate resources, marketing and finance must work together.

Finance can effectively deploy cash according to marketing's knowledge into industry trends,

rival activity, and consumer preferences. Marketing teams collaborate with finance to create

marketing budgets and monitor the return on investment (ROI) of advertising campaigns

(Darmawan and Grenier, 2021). This reciprocity makes sure that marketing campaigns are

profitable and help ALDI achieve its overall financial goals.

Sales and customer service:

Sales and marketing teams work together to increase demand and raise awareness for Nutribliss

and Vegieburst, while sales teams turn leads into sales. Marketing provides effective collateral,

promotional materials, and consumer insights, while client service and marketing work together

to collect feedback and enhance the client experience.

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Critically analyse the external and internal environment in which the

marketing function operates

Analysis of the External Environment:

ALDI's marketing function operates in an external environment that is characterised by rivalry

from other grocery store companies, shifting consumer tastes, governmental mandates, and

prevailing economic conditions. Remaining competitive, ALDI must adjust to changing

customer trends in order to stay competitive. This requires constant monitoring of these variables

in order to spot opportunities and risks.

Internal Environment Analysis:

ALDI's internal environment influences the marketing function, with two-thirds of its items

sourced from the UK and a zero-waste strategy. However, internal elements such as

organisational design, decision-making procedures, and resource allocation can have an impact

on how well the marketing function executes its strategies. The marketing team must work

closely with other departments to maintain effective communication and goal alignment.

Opportunities and Challenges:

ALDI's marketing department has opportunities in the external environment due to the Nutribliss

and Vegieburst product lines, which are in line with the rising demand for nutritious and plant-

based food items. Additionally, ALDI's expansion throughout Europe and its goal to add more

UK outlets have enabled the marketing department to develop. However, the need to

differentiate the Nutribliss and Vegieburst brands and rising retail rivalry are obstacles.

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Competitive Advantage:

ALDI has a competitive advantage due to its "value" concept, which offers high-quality goods at

reasonable rates. The marketing department must use branding, price strategies, and promotional

strategies to communicate the value proposition to customers in order to maintain this edge.

Compare ways in which organisations use elements of the marketing mix

(7Ps) to achieve overall business objectives

Elements of ALDI Sainsbury

the

Marketing

Mix

Product Highlights the exceptional quality Offers a broad selection of goods,

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 and affordability of items like including branded and own-label

Nutribliss and Vegieburst. Focuses products, to meet the needs and tastes

on providing a small selection of of various customers (Park, 2020).

carefully chosen products. Emphasises variety and high

standards.

Price Focuses on competitive pricing, Uses a combination of aggressive

providing products at reasonable pricing and marketing incentives to

costs without sacrificing quality. draw clients. Offers reward schemes

Uses a simple strategy to transfer and price-matching assurances to

savings to customers. increase value.

Place Maintains a vast network of shops Operates a sizable network of

around Europe, including 800 in the supermarkets around the UK with an

UK. Uses a minimalist retail format emphasis on accessibility and

and carefully chooses where to put its convenience. Utilises online

stores. distribution and e-commerce

platforms.

Promotion Uses straightforward yet effective Combines TV, print, digital, and

marketing efforts to emphasise value social media advertising with other

and quality (Adams et al., 2019). multi-channel marketing techniques.

Emphasises in-store discounts and Utilises alliances, loyalty

sparingly uses print media for programmes, and special offers to

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 advertising. boost visibility.

People Emphasises efficiency while Focuses on offering top-notch

avoiding unnecessary luxuries. Staff customer service through

members are instructed to offer knowledgeable and trained staff.

prompt and accommodating service. Encourages a customer-focused

culture.

Process Processes that are streamlined and Places a focus on effective

effective, such as inventory control procedures, such as supply chain

and checkout procedures are used to management and online ordering

make shopping quick and easy. procedures, to ensure seamless

operations. Reduces the amount of

time customers have to endure.

Physical Focuses on neat, well-organized Offers a clean, aesthetically pleasing

Evidence retail designs and simple packaging. shopping atmosphere. Utilises eye-

Displays items in their original catching signs and displays.

delivery containers. Considers ideas for eco-friendly

packaging.

Analysis

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The examination of the table reveals that the marketing mix strategies used by ALDI and

Sainsbury's are distinct. While Sainsbury's places an emphasis on variety, convenience, and

customer service, ALDI places an emphasis on price, simplicity, and efficiency (Hutt and Speh,

2021). Through distinctive product offers, pricing strategies, marketing initiatives, store

locations, customer service, and effective procedures, both companies seek to fulfil their

corporate goals.

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Strategies and Tactical Approaches for Successful Achievement of Business

Objectives

Product Strategy:

Sainsbury's offers a wide range of items to cater to customer needs, while ALDI focuses on

providing high-quality, value-driven products with a constrained selection (Weng, 2020).

Sainsbury's product strategy caters to a variety of customer preferences to increase their market

reach and customer happiness. ALDI's model enables efficient operations and focused product

offerings.

Pricing Policy:

ALDI's aggressive pricing policy draws budget-conscious shoppers, while Sainsbury's combines

competitive prices with marketing incentives to increase sales and keep the industry competitive.

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Pricing Policy:

ALDI's aggressive price strategy attracts shoppers on a budget, while Sainsbury's blends low

prices with marketing incentives to provide value. Both tactics help to boost sales and maintain

industry competition.

Promotional Strategy:

ALDI uses in-store promotions and advertising to highlight their value proposition, while

Sainsbury's uses TV, print, digital, and social media advertising to increase brand awareness and

consumer involvement.

Recommendation

Product Range Expansion:

Expanding their product lines to meet various customer needs can be advantageous for both

ALDI and Sainsbury's. While Sainsbury's should concentrate on expanding their selection of

healthy and sustainable options, ALDI can think about adding additional specialised and organic

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goods. Both businesses will be able to draw in and keep a larger consumer base by providing a

greater range of items.

Initiatives for Sustainability:

Sustainability should remain a top priority for ALDI and Sainsbury's marketing plans. They can

encourage sustainable purchasing methods, support regional suppliers, and draw attention to

their initiatives to cut down on packaging waste (Lee and Falahat, 2019). They can attract

customers that care about the environment and build consumer trust in their business by

highlighting their dedication to sustainability.

Digital Transformation:

ALDI and Sainsbury's should invest in e-commerce and digital marketing to improve their online

presence, provide seamless online shopping, and use social media and digital advertising to

advertise to a larger audience. Digital transformation can increase customer involvement,

broaden their market, and boost online sales.

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Review strategies and tactical approaches applied by organisations to

demonstrate how business objectives can be achieved successfully the

processing of different types of innovation within organisations.

Progressive Innovation

Making incremental changes and adjustments to current goods, procedures, or services is known

as incremental innovation. The following strategies and approaches can be used by organisations

to accomplish their goals successfully:

Strategy: Market research, analysis of client input, and ongoing improvement.

Tactics: Implementing small-scale modifications, doing the tests, and utilising agile project

management approaches are examples of tactics (Stone et al., 2020).

Extreme Innovation

Radical innovation comprises important discoveries or developments that upend established

markets or forge brand-new ones. The following methods and strategies are available for use by

organisations:

Strategy: Research and development investments, strategic collaborations, and cross-functional

teamwork.

Tactics: Prototyping, proof-of-concept testing, and early adopter initiatives are some of the

strategies.

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Innovative Disruption

When completely new goods, services, or business models are introduced, whole sectors are

radically transformed. The following strategies and methods can be used by organisations to

successfully accomplish their business objectives:

Strategy: Market disruption analysis, discovery of underserved client categories, and use of new

technology.

Techniques: Quick testing, scaling minimal viable products, and utilising digital channels for

market access.

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Marketing plan for ALDI that meets marketing objectives

Development of a marketing plan that consists of key elements of marketing

planning

Marketing plan links with organisational mission and objectives

ALDI's strategic marketing approach supports the provision of value and customer happiness

while encouraging cost-effective operations, aligning with the overarching organisational

mission, business plan, and objectives. It is concentrated on developing a distinct market position

through premium goods, aggressive pricing, and effective management of the supply chain. The

marketing strategy adds to ALDI's purpose of giving consumers access to high-quality,

reasonably priced products (ALDI, 2023). It also supports the business strategy of development

and market expansion by placing a strong emphasis on customer-centricity and superior

operations.

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Marketing objectives

To enhance the consumer base by 10% through introducing new products of Nutribliss and

Veggie burst within 7 months.

To increase the profit margin by 15% through adopting new strategies of marketing within 9

months.

To improve customer acquisition by 20% through following social media integration within 1

year.

Marketing research

ALDI is launching a new product line that includes the Nutribliss protein bar and Vegie Burst

Chips. The market research for this line is focused on identifying target consumer categories,

evaluating their needs and wants, and comprehending market trends and competitors (Stone et

al., 2020). In the UK, the demand for vegan meals and healthy chips has grown significantly in

recent years. This market area has expanded as a result of growing vegan and vegetarian

populations as well as increased health and environmental consciousness. The market for vegan

food in the UK was estimated to be worth £245 million in 2019 and is projected to reach £405

million by 2026 (Wunsch, 2023).

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Situational analysis

SWOT analysis

Strengths Weaknesses

ALDI's emphasis on cutting costs and Due to ALDI's concentration on providing a

streamlining processes enables them to small variety of items, some customers might

provide customers with affordable rates look elsewhere for a wider range of selections.

(Rosenblum, 2022). It is brand awareness and commitment to the

Their wide selection of private-label products company may be substantially weaker than

gives them control over price, distinction, and those of some competitors.

quality.

Opportunities Threats

ALDI has the chance to increase its market Other bargain stores, supermarkets, and

share by entering unexplored areas of the internet marketplaces fiercely compete with

world. ALDI.

ALDI may increase the variety of items it Sales and profitability at ALDI might be

offers in this market by taking advantage of impacted by inflation, economic downturns,

the rising demand for wholesome and organic or modifications in customer purchasing

goods. habits.

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PESTLE analysis

Although ALDI operates in a politically stable regulatory environment, shifting trade agreements

and regulations might have an impact on its supply network and import/export procedures.

Consumers who are cost conscious and have a strong emphasis on cost leadership are

advantageous to ALDI economically. Social aspects underline the rising desire for wholesome

and environmentally friendly goods, which ALDI can provide with its private label selection.

ALDI has embraced digitization technology to improve its client experience and operational

effectiveness (Walton, 2020). Compliance with employment rules and food safety requirements

are legal considerations. Environmental considerations highlight ALDI's dedication to

environmental responsibility, waste minimization, and energy-efficient operations.

5C Analysis

The following elements are looked at in the 5C study of ALDI's new goods, including the Nutri

Bliss protein bar and Vegie Burst Chips.

Customers: ALDI caters to the rising demand for plant-based snacks by focusing on health-

conscious shoppers looking for vegan and nutritional choices.

Company: ALDI enjoys a competitive edge in product development, price, and distribution

because of its solid brand recognition and effective supply chain management.

Competitors: In the market for vegan cuisine and healthy chips, ALDI must differentiate itself

through marketing tactics against both known and up-and-coming businesses (Goldman et al.,

2021).

Collaborators: ALDI maintains ties with distributors to ensure efficient product placement and

works with suppliers to guarantee the availability of high-quality ingredients.

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Climate: ALDI's goods are in line with consumers' growing interest in wellness, environmental

responsibility, and plant-based substitutes, which is fostering a positive market environment for

their new items.

Competitor analysis

ALDI's competitors are divided into a number of important players, according to the study.

Traditional supermarkets with a large selection of goods and well-known brands, including

Tesco, Sainsbury's, and Asda, compete with it. Discount businesses with aggressive price

policies, like Lidl and Poundland, are a danger. Competitors include online retailers taking

advantage of the expanding online grocery buying trend, such as Amazon and Ocado.

Nevertheless, ALDI's emphasis on cost leadership, effective operations, and its own private label

strategy provide it with an edge in the market and draw in customers who are price-conscious

and looking for good value.

Construction of a marketing plan that integrates marketing mix to reach

marketing objectives

Marketing strategies applied to the marketing mix

The 4Ps must be taken into account when creating marketing plans for ALDI's new goods to be

used with the broader marketing mix. ALDI concentrates on creating premium and reasonably

priced options for new items, such as Nutribliss protein bars and Vegie Burst Chips. Through

specific advertisements, in-store promotions, and digital marketing, they make sure these goods

are offered in their physical shops and on their websites.

Budget

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 Particulars Price (£)

Market research 15,000

Product design 30,000

Promotion 26,000

Staff training 14,000

Total 85,000

The strategic marketing plan that measures the achievement of marketing

objectives within significant performance metrics

Utilising indicators such as Return on Marketing Investment (ROMI) and Customer Lifetime

Value (CLV), management and monitoring methods may be put into place to guarantee the

accomplishment of objectives. By comparing the income made and the expenditures invested,

ROMI monitors the ROI of marketing initiatives (Krizanova et al., 2019). CLV evaluates a

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customer's lifetime value by looking at their purchasing habits and revenue contribution.

Businesses may assess the effectiveness of marketing efforts, optimise the distribution of

resources, and make data-driven choices to maximise profitability and develop customer

connections, assuring the accomplishment of marketing objectives, by routinely monitoring

ROMI and CLV.

Tactical marketing plan that integrates the extended marketing mix to

achieve marketing objectives

Product strategy

In order to appeal to consumers who are health-conscious, ALDI will roll out the Nutribliss

Protein Bar and Vegie Burst Chips as premiums, high-quality and plant-based snack options. The

marketing will highlight the nutritional advantages, distinctive flavours, and environmentally

conscious packaging of the items to set them apart from rival brands.

Pricing strategy

ALDI will employ a pricing approach that is just a little cheaper than major competitors, to

entice budget-conscious customers (mckinsey, 2023). In order to attract first-time and return

purchases, the business will also provide introductory discounts and package deals.

Promotion strategy

The use of social media, online advertisements, store displays, and influencer marketing to

advertise is part of a multi-channel promotion strategy. To promote the items and raise brand

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recognition, collaboration with fitness and health influencers will be pursued. In order to interact

with the target audience, online competitions and giveaways will also be held.

Place strategy

ALDI will position prominent shelves throughout their stores to maximise awareness. The online

grocery stores operated by third parties and ALDI's website will be included to the distribution

channels. Increased distribution will result from cooperation with neighbourhood fitness centres

and natural food stores.

People strategy

The store workers will receive thorough training in order to improve their understanding of

products and how to serve customers (Rosenblum, 2022). Additionally, promotional

representatives will be chosen and educated to interact with customers and demonstrate products

in-store.

Process strategy

ALDI will optimise the supply chain to guarantee a quick and effective delivery of goods to

retailers. Feedback from consumers loops will be put into place to collect information for

ongoing product and service development.

Physical evidence

The health advantages and environmental responsibility of the products will be emphasised

through the design of enticing and educational packaging. In order to draw customers in, eye-

catching storefront signs and displays will also be made.

Budget allocation

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Market research will receive £15,000; the design of the product will receive £30,000; marketing

will receive £26,000 (including influencers marketing); and training for staff will receive

£14,000.

Performance metrics

ALDI will calculate the Return on Marketing Investment (ROMI), to evaluate the success of

marketing initiatives. Monitoring client Lifetime Value (CLV) can be used to determine a client

acquisition's long-term profitability. In order to evaluate progress towards goals, sales volume,

new client rate, and share of the market will also be tracked (Krizanova et al., 2019).

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Media plan to support a marketing campaign for ALDI

Marketing plan including recommendations and rationale for chosen activities

Media budget

Factors Price (£)

Price for improving digital presence 18,000

Starting advertisement process on various sites 12,000

Indexes 4,000

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 Marketing through youtube channels 6,000

Manufacturing creative contents 10,000

Interpretation and developments 15,000

Enhancing website infrastructure 10,000

Sub Total 75,000

Recommendations of activities

Targeted Digital Advertising: Set aside a percentage of the budget for online advertising that is

specifically aimed at potential clients on social media channels and on websites like Google

advertising. In order to improve reach and conversion rates, use segmenting the audience and

keyword optimisation.

Influencer marketing: Campaigns using influencers in marketing to market ALDI's new goods,

work with appropriate celebrities or micro-influencers in the health and wellness industry

(mckinsey, 2023). Their recommendations may help a brand become more well-known, gain

more trust, and draw in new clients.

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Social media engagement: Invest in organic social media initiatives to communicate with

current and new consumers through social media. Post interesting material often, answer

consumer questions, and implement interactive campaigns to promote brand loyalty and user-

generated content.

Customer loyalty programs: Development of Customer Loyalty Programmes and Referral

Incentives: Create a customer loyalty programme to reward loyal customers and promote

recommendations. Offer special deals, prizes, or individualised advice to improve client

recruitment and retention.

Email marketing: Utilise targeted email marketing initiatives to encourage repeat business from

current clients. In order to increase interaction and spur revenue development, personalise the

material depending on the tastes, purchasing patterns, and behaviour of the audience (Ward,

2020).

The rationale for selected activities

Specific reach is made possible by digital advertising, guaranteeing that the proper audience

receives marketing messages at the right moment. ALDI can successfully contact potential

clients who are interested in health-related items by using networks like Google Ads and social

media channels. This increases the likelihood of driving conversions and raises the profit margin.

The use of influencer marketing to increase brand recognition and credibility has been found to

be effective. ALDI's message may be amplified by collaborating with influencers or smaller

influencers in the field of wellness and health, taking advantage of their established following

and credibility (Rosenblum, 2022). This strategy can increase the customer base, draw in new

clients, and have a favourable effect on client acquisition. Additionally, email marketing offers a

focused strategy for nurturing current clients, encouraging repurchases, and making tailored

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suggestions. Engagement on social media is essential for developing client connections and

loyalty. ALDI can communicate with current and new consumers, answer their questions, and

create a community around the brand by being active on social media sites.

Campaign objectives

The marketing campaign's main goals are to raise consumer awareness for ALDI's new product

range, which includes the Nutribliss Protein Bar and Vegetable Burst Chips, encourage product

testing, and ultimately improve sales. The ad attempts to connect with consumers who are

concerned about their health and the environment and are looking for plant-based snacking

options.

Target audience

The campaign will target consumers between the ages of 18 and 45 who are concerned about

their health, including fitness fanatics, vegans, vegetarians, and anyone looking for sustainable

and wholesome snack options. The intended audience is technologically literate and active on

social media (Walton, 2020).

Media selection and rationale

Social media advertising

Twitter, Instagram, and Facebook will be used as leveraged social media channels to effectively

reach the target demographic. The items' sustainable qualities and health advantages will be

highlighted through sponsored postings, arresting images, and interesting content. Social media

is affordable and enables accurate targeting based on preferences and demographics.

Influencer marketing

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Brand awareness will be increased through working with fitness and health bloggers, vegan

activists, and eco-conscious lifestyle bloggers. Influencers will produce sponsored content and

share their good experiences with goods with their followers to build credibility and trust.

Online display advertising

Banner advertisements on blogs that are concerned with the environment, vegan forums, and

health and fitness websites might further target the right demographic. The emphasis of these

advertisements will be on Nutribliss and Vegie Burst as delectable plant-based substitutes for

conventional snacking.

Instore promotion

Point-of-sale displays and interaction stands will be set up at ALDI stores at order to entice

customers to try the new items (ALDI, 2023). In order to educate shoppers about the nutritional

advantages and environmentally friendly packaging, informative pamphlets and samples will be

available.

Local events and sponsorships

ALDI will take part in regional health and fitness fairs, as well as vegan and ecological expos to

promote its products. Sponsorships of pertinent events will promote community involvement and

show how committed ALDI is to sustainability and healthy living.

Campaign timeline

The campaign will run for a period of 6 months, with the first 3 months being devoted to raising

awareness and encouraging product trials, and the latter 3 months being devoted to persistent

attempts to maintain traction and boost sales.

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Evaluation

Key performance indicators (KPIs) will be watched in order to judge how well the campaign

performed. These include traffic to the website, discount redemptions, sales numbers, and social

media interaction metrics (Ward, 2020). Evaluation on a regular basis will help pinpoint areas for

improvement and direct optimisations for the best outcomes.

Integrated multimedia plan, addressing suitable digital and social media

channels for interaction

Regarding efficient communication, ALDI's comprehensive multimedia approach combines

digital, offline, and social media platforms.

Digital channels: Use Google Ads, display advertisements, and social media promotion on

digital channels to target and connect with the intended audience. Platforms like Facebook,

Instagram, and youtube are included here for appealing visual content and advertising.

Offline Channels: Use conventional marketing strategies to target specific populations and

geographic areas, such as print ads in publications like newspapers and magazines and mailing

campaigns (Forbes, 2021).

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Social media marketing: Develop a strong online presence across social media channels,

including Twitter, Facebook, Instagram, and linkedin. Run interactive marketing, reply to client

inquiries, and upload interesting material frequently to encourage brand loyalty and engagement.

Justified integrated multimedia plan based on quantitative and qualitative criteria

ALDI's multi-media strategy is supported by both quantitative and qualitative standards.

Through focusing on certain audience groups through digital advertising, physical channels, and

social media, the approach quantitatively tries to maximise ROI. The efficacy of the plan in

generating sales and boosting profitability may be assessed by monitoring measures like

conversion rates, client acquisition expenses, and revenue growth. In terms of quality, the

strategy places a focus on fostering brand recognition, engagement, and client loyalty via

interactive social media promotions and tailored content (Wunsch, 2023). The strategy may be

evaluated for its capacity to improve the customer experience and build brand perception by

keeping an eye on qualitative indicators like feedback from consumers, social media feelings,

and brand reputation.

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Conclusion

The presentation's focus has been expanded to include the function of marketing and its

interactions with other organisational business units. The primary duties of the marketing

function have been covered, with emphasis on its engagement in market research, trend

monitoring, and trend analysis. The examination has mainly looked at how marketing functions

within the marketing environment, taking into account customer behaviour, competition, and

market changes. Collaboration is essential, and the significance of the ties between marketing

and other functional divisions has been addressed. The context has been compared how different

organisations employ the marketing mix to meet their goals. The marketing mix's tactical and

strategic methods have been assessed. Successful techniques and the use of the marketing mix in

the marketing planning process have been studied. Critical analysis has been done of the internal

and external environments that affect the marketing function. Plans for marketing and media

have been made while taking objectives, kpis, and financial constraints into account.

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Page 44 of 47
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