Introduction
Marketing is referred to as managing the profitable customer’s relationships by either attracting more customers or retaining and growing the already present customers in a business. A marketing concept is defined as the ability to understand and meet the needs of the customers. A retailer works towards satisfying the customer’s needs and wants so that he can meet his objectives and goals. The aim of marketing concepts is to understand a customer before you design or produce products for them. When a retailer satisfies the needs of a customer, there are high chances that the sales and profits will increase.
The efforts of a retailer to attract customers are becoming more competitive on daily basis. The shopkeeper is concerned with creating attention that will convince a customer to take action and purchase for some goods from shop. There is a relationship between the marketing concept and the use of AIDA concept. The acronym AIDA stands for Attention, Interest, Desire and Action. The AIDA concept presents these four steps that are applied by the retailers in convincing customers to buy their products or subscribe to their services.
Aldi deals with staple foods, sell beverages, toilet papers, and sanitary towels. It also deals with other household items that are not very expensive. Its products are commonly store brands which places Aldi as a store smaller than a supermarket and this makes it increase its sales. As a small grocery store it avoids the use of price tags.
Aldi management is fast and keen in attracting customer’s attention. The firm uses attractive and powerful words when he communicates with customers and this catches the customer’s attention. The customers’ starts asking more about the different products that the sold and this can make them discover a certain product they never expected leading to the purchase of the product. The second step is Interest. This phase concentrates more on creating a desire for a certain product.
Aldi policies attract more customers in its activities. They have a Low price policy that ensures that all the prices of their products are subsidized. The grocery shop generates a lot of profits due to their low price policy. Aldi is also in the frontline to work on its advertising policy. The firm uses social media as a platform to market itself. Newspapers and magazines are also used when it is advertising for certain products or offers and discounts to the customers.
The 3rd step in AIDA concept is desire. This stage stimulates customer’s action to buy the goods offered. The customers weigh the value of the products, examine its advantages and disadvantages from different sources and a desire may emerge which leads towards the purchase of the products and utilization of the services offered. The 4th step of AIDA is action. This occurs when the customers buys a product after undergoing the three steps. The desire will often lead to action of the customer to purchase.
The model has helped the firm to convince the customers that their satisfaction is being met therefore they take a role of buying products. Action is stimulated by the price of the products. The buyer gets thrilled by good prices for high quality products. The perishable goods have fixed price for his customers but Aldi gives a discount to the customers who buys the goods in bulk. This boosts the image of his small business and he attracts more customers to his small investment.
Aldi supply chain ensures that he is connected to all chains of the business entities that work in support of the logistics function of his business. The application of the supply chain management leads to improved customer service and a rise in performance profit generation. The top level management uses the retailing promotion strategy to advertise his goods, create good public relations with the customers, and ensure his shop is known to the public and giving sales promotion.
The AIDA concept is also supported by integrated marketing communication and the choice of promotional mix. The manager ensures that he passes messages to his customers either directly when they are at the shop or through other means. This is a good public relation strategy since he establishes a rapoo with his customers. He talks to them about the season for every product, their significance and the services that are offered. He also talks to them about the environmental concerns that must be taken care of to avoid pollution. There are bill boards that are placed at the road terminals that advertise about this grocery shop and the direction towards where his business is located.
The use of public relations as an element of the promotional mix assists the firm to evaluate the public attitudes ensures issues that are of importance to public concern and execute programs that will lead his business to gain public acceptance. Aldi ensures that the placement of products is in the right place and he offers customer education by talking with his customers directly.
In a nutshell, the use of marketing concepts is very useful to all the business people. If well utilized they lead to generation of maximum profits and boosts the image of a business. The limitation of marketing concepts is that the customers may not know all the needs that they want satisfied and the retailer is not in a position to discover those needs.
Work cited
Kotler, Philip, and Gary Armstrong. Principles of Marketing. 8th ed. Upper Saddle River, NJ: Prentice Hall, 1999.
Perrault, William D., Jr., and E. Jerome McCarthy. Basic Marketing: A Global-Managerial Approach. 13th ed. Boston: Irwin/McGraw-Hill, 1999.
