MBA 7600 Wilmington University Aldi Gas Station Marketing Mix for Launch Proposal

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Business Finance

mba 7600

Wilmington University

MBA

Description

This assignment builds on the proposal you submitted eariler (attached). Using the target audience and product or service you identified in your proposal, create a marketing mix for launch. Define your product, price, place, and promotion using the criteria below. Include how you will measure success. write for your intended professional audience.

Marketing Mix Criteria:

Product/Service:
What need does the product or service satisfy for the customer?
What features does it have to meet these needs?
How and where will the customer use it?
What does it look like? Think size, colors, materials, etc.
What will it be called?
How is it differentiated versus your competitors?

Suggestions

•Review Chapters 13 and 14 in the text.
•Be sure you are clear about your target audience so you can be clear about what your product needs to do.
•Remember the personas and consider how that work can help you to be clearer about your target audience and how your product or service meets their desires.
Place

Where will buyers get your product or service?
How can you access the right distribution channels?
Do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or send samples to catalog companies?
How can you differentiate from the competition?

Suggestions

•Review Chapter 17 in the text.

•Remember to be clear about why your chosen distribution method will be acceptable or preferable to your target audience and why.

•Blanket statements like, “Younger people prefer to do their shopping online via their phones” or “People over 45 don’t spend as much time or money online” are not sufficient.
•If that blanket statement is true, you must provide relevant data to support your assertion. Assuming I have a credible reference, “In 2018, people aged 18 – 35 who purchased specialty hair care products, our target audience, spent $2B online and $3B in-store. Therefore, it is important for XYZ Company to have a robust presence both online and in-store.”
•Consider return policies if you have online only distribution. What about if you have both online and brick & mortar distribution

Price
What is the value of the product or service to the buyer?

What pricing strategy will you use?
How will your price compare with your competitors?

Suggestions

•Review Chapter 16 in the text.
•Which strategy makes the most sense for your product or service and why? (use EDLP if possible)
•If your new product or service is free, why is it free?
•If you’re offering a loyalty program for the first time, how do people earn points? How can they spend the points? Why do these criteria appeal to your target audience?
Promotion

Where and when can you get your marketing messages across to your target market?
Will you reach your audience by advertising online, in the press, on TV, on radio, or on billboards? By using direct marketing mailshots? Through PR? On the internet?
When is the best time to promote? Is there seasonality in the market? Are there any wider environmental issues that suggest or dictate the timing of your market launch or subsequent promotions?
How do your competitors do their promotions? And how does that influence your choice of promotional activity?

Suggestions

•Remember that social media is ONE tactic marketers can use to promote their products and services.
•Review Chapters 19, 20, and 21 in the text and consider how best to use those tools, or not, in you communications plan.
•Again, beware of blanket statements without including supporting information.

Reference (Kotler, P., & Keller, K. L. (2016). Marketing management. Harlow: Pearson Education Limited.)

Unformatted Attachment Preview

ALDI EXPANSION PROPOSAL IN LAKEWOOD, NJ 1 Introduction This proposal introduces Aldi expansion opportunity in New Jersey, Lakewood city, by opening a grand one-stop-shop that provides several services in addition to the grocery, such as Gas station and Auto service facilities. Product Strategy Since the targeted market composed mostly of senior citizens, then it is imperative to craft a competitively attractive market offering that fits the needs and wants of the clients. The attractive market is a mesh of three appealing elements – product features and quality, service mix and quality, and value-based pricing (Kotler & Keller, 2016, p. 371). Gasoline and diesel are new products to be offered by Aldi, to differentiate in terms of quality. TOP TIER Detergent Gasoline and Diesel fuel to be considered as a supplier, to create significant competitive advantages. TOP TIER products quality standards are higher than the minimum NJ standards; it helps to maintain optimal engine performance, includes additives that improve cold engine start ability and provide wear protection (Top Tier, 2020). Other products and services Aldi would offer through the complete auto service facility are the following: Tire replacement and repair, brakes, mufflers & exhaust, wheel alignment, tire rotation and balance, and oil change. Based on the conducted survey, consumers in Lakewood city drive three main types of vehicles: Sedans, SUVs, and minivans, accordingly the service facility setup, workforce, size, supplies, tools, and machinery to match and fit the identified vehicles types. The core supplies to be provided by top ten market brands in order to achieve exceptional performance and fuel efficiencies. ALDI EXPANSION PROPOSAL IN LAKEWOOD, NJ 2 Goals To enter a new market, firms should carefully observe competitors' products and services, assess customers' experiences, and benefit from the needs and wants that those existing ones couldn't meet and provide (Kotler & Keller, 2016, p. 504). The market research in Lakewood and the survey on the observed communities revealed some significant concerns and problems the consumers currently are facing. The major ones related to unreasonable service charges on essential automobiles maintenance services and fuel prices; the reason is much associated with the few numbers of resellers and service facilities in the area. Another concern is that the existing retail stores lack the availability of courtesy services, such as the delivery of products for online purchases as well as customer service professionals who listen to customers' concerns, observations, ideas, and complaints. Given the concerns indicated above, Aldi's innovative and unique setup will address the customers' concerns by offering free two-hour delivery for purchases over fifteen (15) dollars and establishing a dedicated customer service center for Lakewood. The center will perform traditional customers assisting services and manages online shopping and deliveries to the endusers. To surge the attractiveness among the competitors, the branch to embraces everyday low price strategy for older adults, particularly for fuel and auto services, and benefits from its significant returns that include but not limited to low advertising costs, pricing stability, a more robust image of fairness and reliability (Kotler & Keller, 2016, p. 539). Target Audience and Geographic Area The 15,000 residents of the eight (s) adult communities in Lakewood, New Jersey, at which most of the population are senior citizens at the age of fifty-five and older (55+). ALDI EXPANSION PROPOSAL IN LAKEWOOD, NJ 3 Opportunity Highlights By this opportunity Aldi will stand out among the competitors in the area by embracing differentiation strategy, through reasonable competitive prices, services varieties, quick deliveries, better and faster response to inquiries and complaints, hence it will create memorable customer experiences and long-term loyalty relationships which can be tested, adjusted, and imitated and transferred to other future markets (Kotler & Keller, 2016, p. 399) Aldi will record new success through this expansion opportunity, as it will remarkably grow by developing committed customers, building a powerful brand, innovating new products, services, and experiences (Kotler & Keller, 2016, p.336). Challenges Anticipated logistical challenges associated with the expansion are only related to the daily provision of Gasoline and Diesel fuel and recurring supplies demands at the auto shop such as tires, brakes, and other related parts, mufflers, and oil. These items are not standard inventories at the corporate's regional warehouse in Philadelphia; therefore, the branch opening is contingent to the conclusion of the partnership agreements processes that will take between four to five months upon initiation of the process. Adjustment to the insurance policy is another matter that needs to be addressed by the legal department with the insurance company to determine the cost implications associated with the introduction of the auto shop and the gas station. ALDI EXPANSION PROPOSAL IN LAKEWOOD, NJ 4 References Kotler, P., & Keller, K. L. (2016). Marketing management. Harlow: Pearson Education Limited. Top Tier Gasoline (n.d.). Detergent Gasoline. Retrieved April 05, 2020, from https://www.toptiergas.com/toptier_detergent_gasoline/
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Explanation & Answer

Attached.

Running Head: MARKETING MIX FOR LAUNCH

Marketing Mix for Launch
Student’s Name
Institutional Affiliation

1

MARKETING MIX FOR LAUNCH

2
Product/Service

Aldi will be launching a new gas station and auto service facility which aims at providing
one-stop services such as gas refill, tire replacement and repair, brakes, mufflers and exhaust,
wheel alignment, tire rotation and balance, and oil change. The facility will have a filling station
and a bay for the other car repair services within the same facility.
The gasoline and repair services will be able to be accessed by the customers from the onestop facility (Isoraite 2016). The theme color of the facility will be blue and white for the entire
facility, and in addition to the repair services, customers will be able to access spare parts and
have them fitted in their vehicles.
The facility will be named Aldi gas station and auto service. The facility will be
differentiated from the competitors through the branding, as aforementio...


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