Adaptation & Standardisation of Marketing Mix for Lyft in UK

This report discusses the adaptation and standardisation of marketing mix for Lyft in the UK market. It explores the marketing strategies, CBBE model, integrated communication mix, and measurement of success.

Group Management
Report-CW2

EXECUTIVE SUMMARY
There are different aspects of marketing mix for a a organisation that consist of details
related with how they have to use the adaption or standardisation techniques in the new target
market which they are willing to enter. Different integrated marketing tools can be used for the
purpose of laying down direct communication channels with the customers these are divvied
according to the nature and requirement of a organisation. The most appropriate strategy that can
be adopted by Lyft in this case of use of digital marketing strategies these are most cost effective
and can help in generation of maximum benefits. There has been a discussion based on use of
CBBE model that consist of different aspects such as brand salience, brand performance,
consumer perceptions and further consumer brand resonance. After this there is measurement of
success in which the most suitable approach that can be adopted by Lyft for the purpose of
ensuring their success in their new target market that is UK is use of ROI as it helps in
calculation based on numeric values.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................3
Adaptation &s standardisation of marketing mix............................................................................4
CBBE Model....................................................................................................................................5
Integrated communication mix & methods......................................................................................8
Measurement of success..................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11
INTRODUCTION

Strategic marketing is one of the most popular concepts that is part of every organisation
and is affecting the way they are forming different types of strategies. Lyft is a American ride-
sharing brand that is based in California. They are willing to develop applications and markets in
UK. For this present report is based on discussion of different components that are helping them
in laying their functions in different parts of UK with the help of their existing brand image in
existing countries. This ride sharing brand is having 28 percent market share after Uber in United
states and they are operating with the help of some mobile applications, fingering scooters, car
rides, food delivery services and bicycle sharing system (Bayazovna, 2020). The main aim of
this report is to understand the standardisation of marketing mix by making a critical analysis
by adopting marketing mix tools to understand the different market segments. Further there is
use of a strong marketing model to focus on different components of CBBE model in order to
understand the customer reactions & responses. There is use of integrated communication mix
and its role in launching of new products on new target markets for this basic three marketing
communication methods are select so that there can be timely reaching of the target segment of
customers. After this there is measurement of success by sales targets, profitability, market share
and return on investment with a analysis on way it can be developed in coming future period of
time after Lyft is able to establish in their new target market that is U.K by their new feature of
sharing cabs.
MAIN BODY
Adaptation &s standardisation of marketing mix
Adaptation of marketing mix: It is a concept that is related to adapting of the different concepts
that are related to changes that have to made according to the target market in which the
organisation is entering.
standardisation of marketing mix: In this concept there are no changes that are made by a
particular brand when they are targetting a new country instead they are willing to keep a
standard set of prices that can help them in establishing their functions (Tadic, Ratkic and Suput,
2017). There are no modifications made in the different elements of marketing mix such as price,
place or promotional strategies but there is a standard fixed and that is used in any new location
in which the brand is willing to enter.

For example: In lyft this brand will be adapting the individual marketing mix elements
according to international markets then they will be part of adaption of marketing mix concept.
In this they have to make changes according to market factors and existing competitors in UK.
Such as promotional marketing mix will be influenced by existing competitor strategies.
Distribution adaptation will be influenced by individual brand factor. The research will be made
by Lyft and according to that there will be management of different factors that are affecting Lyft
strategies in UK.
Marketing mix strategies of Lyft:
There are different components of marketing mix that can be used by Lyft as a part of the
their new strategies that have to be formulated in the course of their new market that is being
targeted that is UK.
Products: Lyft is offering different services such as car rides, scooters, deliver system
and bicycle sharing system. These aspects can be further used for the purpose of having higher
market share in UK this is also going to help them in competing with other existing competitors.
Lyft XL is providing rides according to number of passenger that are six, four, luxury cars,
premium black car, premium black SUV are some of the differentiation feature that are part of
Lyft. There is new launch of feature by Lyft in UK that is of sharing cabs.
Price: Prices of lyft are competitive enough but it varies according to the type of car
selected by the rider. The distance between present location and the destination is also a crucial
factor that affects the variation in estimation cost. There has to be use of price penetration
strategy in order to enter in their target country UK.
Place: Lyft is presently serving in many different locations across world such as
European Union, south and central America, Asia, Africa, New Zealand. They are also setting
vehicle requirements and list that can help them in serving different categories of services. Now
they have to adopt certain strategies to enter UK (Wardaya, 2016).
Process: The overall process is based on a person willing to enter the destination and
Present location according to there there are nearly available rides that are shown in the
application with a estimation of price This can help the customers in making a decision where
they want to continues with booking or not. In case they feel price of fare I high then they might
opt out can cancel the booking. If they continue then all the details along with drivers name,
contact details are sent and the estimated time of arrival is also shown.

Promotion: Promotional strategies are one of the most critical aspects that helps in
attracting of new customer’s. Lyft is presently using hoardings, print media for the purpose of
advertising their brand. But there has to be use of some more innovative strategies that can help
Lyft is expanding their Present level of functions.
People: It consist of all the stakeholder that are helping in ensuring functioning of the
organisation. In Lyft there has to be focus on their drivers as they are the most important aspects
that is going to help in ensuring higher satisfaction level of their customers.
Physical evidence: Lyft serves their customers by using a application and a dashboard to
notify their passenger as the drivers arrives and there is a estimation of cost in advance so that
there can be a decision if the person wants to continue with the ride or not.
Above discussed are the different element of marketing mix that can be used by Lyft in
order to target their market based on formation of certain strategies according to the nature and
type of their new target market that is UK.
CBBE Model
CBBE model is customer based brand equity model that is adopted for the purpose of
showing how the success of a brand can be attributed with the customer attitude towards the
brand. This model was devised by Kevom Keller and is a part of the book mighty strategic brand
management.

It is a pyramid shaped model that is used for reflecting show to form a strong foundation of
brand identity towards development of brand equity resonance.
Level 1: Brand identity:
This is the initial aspects of this model that si based on how the target segment of
customers are looking at a particular brand in term of its different position as compared to other
brands. Lyft is a brand that can build up a string identity there can be quantification of the
breadth & depth of customer awareness. For this in UK Lyft can enter by launching some
marketing campaigns to attract their target market (Tedjakusuma, and Dewi, 2018). Such as there
can launching of a social media campaign where there can be a questionnaire that can be used for
understand the customer preferences and if majority are willing to have some new change then
that can be adopted by Lyft. There will laso be launch of new feature that is sharing cab facility.
This is going to enhance their level of customer engagement and brand awareness in UK.
Level 2: Brand meaning:
This aspects of CBBE Model is to ensure that customers are becoming aware of the brand
they are willing to know more aspects related to it. They are going to have questions about style,
reliability, durability, value for money. This is divided in two categories:
 Brand performance: This aspects covers durability, reliability, functionality ad prices
related to satisfaction and customer services. If Lyft will be able to generate a small

segment of satisfied customers in initial period of 2-3 months in UK then it is going to
develop a positive customer opinion.
 Brand imagery: This aspects is meeting the psychological and social needs of
customers. This deals with the question what is the appearance of brand for its customers.
Lyft has to use of value of working towards improving lives of people with having a
worlds best transportation facility. This value has to be reflected in the way services are
designed in Lyft.
Level 3: Brand response:
In this level of CBBE model there is a scenario that feelings and judgement are very
difficult to separate and it is very personal for each individual. Once customers are able to judge
a brand in a irrelevant manner then it is very difficult to change their opinion related to it.
Another type is the value comparison that is fairly or harshly and add this to the actual
interaction and the prescribed reputation (Naka, 2017). This is a very difficult aspects as it is
very hard to quantify the feeling of customers and their level of trust. Lyft is having a approach
of prioritizing people first being more considerable for both their passengers and drivers.
Avoiding any type of dramatic claims. They are always providing authentic information related
to their services in all their promotional activities. These aspects of this brand is will help them in
UK to create a trust on their brand as they are ensuring that they are meeting their customer
expectations according to their claims.
Level 4:
Brand Resonance:
In this level of Kellers model is the resonance of customers. This factor related with the
aspects that if a customer is loyal to a brand then they will it consider it superior. There are many
elements that are relate to customers such as providing them with high value, lifetime services,
customer service. Value and products. A measure of resonance is the net promoter score that can
be related to the question of “how likely you are willing to recommend the brand to a colleague
or a friend?”. This question can be asked to their Present level of customers and passenger at the
end of every ride to get insights of their response related to it. It will help them in understand
what has gone wrong of a customer answers with No then further there can be suggestions on
improvement that can be asked to the dissatisfied passenger in order to work towards

improvement of customer satisfaction level. If a passenger answers with a Yes then it will lead to
a understand of the response of the new target market of UK.
Integrated communication mix & methods
There are different methods that can be apart of marketing communication mix and can
help in making a direct or indirect communication with their target segment of customers. In case
of Lyft this Brand is willing to enter in UK for this they have to consider certain elements that
can help in laying down channels of communication. Some of such modes of communication are
mentioned below:
Advertising:
This one of the most popular non personal form of communication. In this a organisation
can reach to large mass of audience in a very short period of time (Camilleri, 2018). It helps in
enhancement of sales and also in creation of higher awareness among their exiting and future
customer levels. Marketer in Lyft has to ensure that the right message is being conveyed in all
their advertisement. There are different options that are available in this segment for Lyft such as
television advertisements, radio, print media such as newspapers,, magazines or billboards.
There can be further use of hoardings for the purpose of advertising their launching offers and
make people aware that they have started their services in UK.
Direct marketing

It is also a communication channel that consist of making direct interaction with the end
users with a objective of promotion of a product or a service and further communicating with a
buyer to make a purchase. It is a very effective tool as it helps a sales person in making a direct
communication with a buyers and further resolving all issues that are faced by a passenger. There
can be use of certain elements by Lyft such as personalised mails, text messages, brochures in
order to approach the prospective customers (Oluwafemi and Adebiyi, 2018). Mobile marketing
is also a part of direct communication in which there is direct communication with the customers
with help of mobile by sending personalised text messages. It is one of the most cost effective
methods of making direct communication.
Social media marketing:
with the advent of internet there is social media have become on the most popular
platforms that are used by organisations for the purpose of achievement of higher brand
awareness. There are different social media channels that can be used for the purpose of
attracting customers. There can be use of some social media applications such as Facebook,
Instagram for the purpose of targetting large base of customers and approaching them at once.
With the changing times digital media usage and its application has enhanced and it is leading to
a wider reach of the target market.
Measurement of success
For the purpose of tracking Whether the set objectives have been achieved by a
organisation or not there is need to understand some of the methods that can be adopted for the
purpose of making a check whether the set objectives have been achieved or not. For this there
are certain methods that have been developed to to measure the level of success. Some of these
methods that can be used by Lyft in order to make a detail assessment as mentioned below:
Return on investment: This is a method that can be used for the purpose of understand
the return that is on the investment that is made by a organisation. Lyft can also use this method
for the purpose of understand what are the possible returns. In this there is observing of sales
growth by deducting of the average sales growth and marketing cost all this has to be divided by
marketing cost in order to calculate the level of ROI for Lyft. This method will provide exact

numeric value to understand what has been baisc return that is on the overall investment that has
been done by Lyft in the promotional activities in the course of launching their brand in UK.
Conversion rate: This is also a method that can be used for the purpose of measuring the
number of people who are converted into customers. This criteria is same for the individual
customers. In lyft this method can be adopted for the objective of making a calculation of the
conversion rate with the bounce rate and this information will reveal about the quality of
engagement on the website (Thaichonand Quach, 2016). There will be use of certain marketing
tools such social media marketing for the purpose of approaching customers. In Lyft this can
further help in understanding the way in which the rate at which the number of people who are
visiting their site are actually converted into customer.
Sakes targets:
Profitability: This factor measure the profit earned according to firms investment level in
their total assets. The calculation is based on net income divided by total assets. The higher
percentage will result in higher growth. In Lyft this factor will help in assessing the high or low
profitability after a specific period of time when the country is successfully functioning in their
new market that is U.K
Market share: It denotes to quantification of impact of strategies and execution on
business results. This is a external metrics that can be used for understand the level of
competitiveness of a particular brand in the market. In Lyft this will help in understand the as
percent of total sales over a period and then diving the total sales of industry spared across a
particular time period. This help in having a idea about the size of a organisation as compared to
other competitors.
Above discussed are some of the Criteria that can be used by Lyft for the purpose of
assessing its viability in the context of their new target market. This is also going to help them in
making a detail assessment whether the decision is profitable for this brand in long run or not. If
the profitability ratio does not grow or there is no better return on investment then it will result in
loss or this brand that is not a viable situation and this denotes that decision made was nit right
according to the chosen target market.

CONCLUSION
From the above discussed scenario, it can be said that there are different elements of a
marketing mix that are designed according to the standardisation or adaption of the marketing
mix by a organisation. It is a very popular method in which the analysis is made by the client to
adapt its activities according to customer expectations. Further this helps in segmenting the target
market. CBBE model is very helpful in building of a strong brand equity that is going to help a
organisation in getting insights about four major components that is brand salience, brand
performance , consumer perceptions and understand the customer resonance relationships.
Further there are different types of marketing communication methods that can be used by a
organisation for laying down communication channels with their present & prospective customer
base. Based on these factors lastly there is measurement of success by use of tools such as
profitability, ROI, sales target in order to form their future development strategies.

REFERENCES
Books & Journals
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strategy on social networks: case study of presidential candidates Donald Trump and
Hillary Clinton. Economic and Social Development: Book of Proceedings, pp.372-380.
Wardaya, M., 2016. Marketing communication strategy through social media to increase
children book sales.
Tedjakusuma, A.P. and Dewi, H.P., 2018, March. Indonesian tourism marketing communication
strategy through LionMag in-flight magazine. In 15th International Symposium on
Management (INSYMA 2018). Atlantis press.
Naka, T., 2017. Marketing Communication Strategy for Promoting Tourism in the Upper
Southern Region. Journal of MCU Peace Studies, 5(3), pp.290-304.
Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing, tourism
economics and the airline product (pp. 85-103). Springer, Cham.
Oluwafemi, O.J. and Adebiyi, S.O., 2018. Customer Loyalty and Integrated Marketing
Communications among Subscribers of Telecommunication Firms in Lagos Metropolis,
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Thaichon, P. and Quach, T.N., 2016. Integrated marketing communications and their effects on
customer switching intention. Journal of relationship marketing, 15(1-2), pp.1-16.
Online:
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