Group Marketing Management Report and Presentation

Group marketing
management report and
presentation

Executive Summary
It is essential for any company to identify whether they should adopt standardisation technique or
adaptation technique for their business. Standardisation technique includes to use similar kind of
products and strategies for longer period of time by the company and adaptation is used when
companies change their strategies and modify their products on timely basis. According to
Morrison, they have adaptation strategies for targeting the segmented market in Scotland (for
targeting new market). CBBE model is used by the company to analyse their brand image
perceived by customers in market. There are four levels in this model. This report also cover the
concept of Integrated marketing communication (IMC) and effective methods of IMC in
Morrison to target their customers. Effective methods are adopted by the company to measure
their success like sales target, profitability level and many others.

Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Main Body.......................................................................................................................................4
Adaptation and standardisation of marketing mix......................................................................4
CBBE Model...............................................................................................................................6
Integrated communication mix and methods..............................................................................7
Measurement of success..............................................................................................................8
Conclusion.......................................................................................................................................9
REFERNCES:................................................................................................................................10
Books and Journals:..................................................................................................................10