Group Management Report CW2

This presentation discusses the adaptation and standardization of marketing mix, the CBBE model, integrated communication mix and methods, and the measurement of success. It focuses on TESCO and their expansion strategies, as well as the application of the CBBE model for brand management. The presentation also explores the concept of integrated marketing and various measurement techniques for success. Overall, it provides insights into effective marketing tactics for achieving higher sales in new target market segments.

Group Management Report CW2

Table of Contents
 Introduction
 Adaptation and standardization of marketing mix:
 CBBE Model
 Integrated communication mix and methods
 Measurement of success:
 Conclusion
 References

Executive summary:
Marketing is a board segment of every customers that includes the different
elements of Marketing mix that has to be used according to the changing
marketing scenario. There is application of customer based brand equity model
that leads to building up of a Strong brand in the new target market.

Introduction
There are different element of marketing mix that are Valued further there is
analysis of marketing mix techniques in context with TESCO and their present
expansion strategies, further there is application of CBBE model that is used for
the purpose of managing the brand (Smilansky, 2017)

Continue
Promotion: TESCO can focus on use of promotion technique by development of
desire among customers.
Pricing: TESCO can use cost leadership strategy in order to use it for the purpose
of expansion of their image of affordable super market brand.

CBBE Model
CBBE model is developed by Marketing professor Keller on
his published strategic brand management. It is pyramid
shaped model that is reflecting the way a strong foundation
can be build so that there can be a positive relations between
customers and the brand. For this there are different levels of
the brand that are to be understood as mentioned below

CBBE Model
Level 1: Brand identity:
It is a approach in which the customers are looking beyond the brand and willing to
explore the way buyers are associated with the particular brand name.
Level 2: Brand meaning:
It is the basic meaning of the brand that is of the customers

Continue
Brand managing:
When the customers are aware of the product they are questioning about its look, style,
durability, reliability, money and customer experience (Hyder, 2016). This aspects is
divided in two parts that is brand performance: it covers reliability, functionality and
durability of the product.
Brand imagery: In this aspects TECSO has to ensure that the brand is meeting the social
and psychological needs of their customers.

Continue
Level: 3: Brand response:
In this aspects there is analysis of the feelings and judgment of the customers.
Whether they are loyal towards the brand or not.
Level 4: Brand resonance:
There are many aspects that are resonate with the customers such as lifetime
experience of the products and value.

Continue
Level: 3: Brand response: TESCO has been able to achieve higher success ratio in their
existing locations by focussing on their tag-line that says “every little helps” strap
line, the success is focussing for stagnation in the process of customer engagement.

Integrated communication mix and
methods
Integrated marketing is basic approach that is used for creation of a seamless experience for
customers so that there can be a interaction channel that can be established with the
target segment of customers.
Direct marketing: It is a approach that will be used by TESCO in which there will be
establishment of direct communication channels with their customers.

Continue
Adverting: Adverting is a technique that will lead top creation of a long term
impact on the customers.
Personal selling: In this approach TESCO can make use of techniques of personal
selling where there can be focus on use of some sales person across their
physical locations so that people can be individually influenced to focus on
purchase of products.

Measurement of success:
There are some of the methods that can be used in order to calculate the present
level of target has been achieved by TESCO or not. For this there are some of
the measurement techniques that are mentioned below:
Sales targets
Market share
Profitability
Return on Investment

Conclusion
From the above discussed different aspect it can be said that there is need of
different scenario for the purpose of making a detailed revelation of the way
different marketing tactics can be formed in a organization in order to achieve
higher sales in the new target market segments.

References
Cronin, J., 2016. Teach students to communicate a brand story with transmedia
storytelling. Journal of Research in Interactive Marketing.
Guthrie, J.F., 2017. Integrating behavioral economics into nutrition education
research and practice. Journal of nutrition education and behavior, 49(8),
pp.700-705.
Hyder, S., 2016. The zen of social media marketing: An easier way to build
credibility, generate buzz, and increase revenue. BenBella Books, Inc..