Group Marketing Management Report and Presentation

Group marketing management
report and presentation

Table of Content
 Introduction
 Adaptation and standardisation of marketing mix
 CBBE Model
 Integrated communication mix and methods
 Measurement of success
 CONCLUSION
 REFERENCES

Introduction
Marketing management are the activities which are performed to manage all marketing factors which
impact upon company like analysing behaviour of customers, analysing all external factors and their
impacts upon company and many others. Customer-based brand equity (CBBE) model is used for
identifying the customer's impact upon brand success of a company. In simple words it tell how
customers behave toward the brand which get success to develop a strong reputation in market.
Integrated marketing communication is the process of conveying message to customers which help
them to develop their awareness about the product and services.

Adaptation and standardisation of
marketing mix
Standardisation is the process where companies follow similar procedure of production and
similar strategies for growth for longer period of time in all countries. For example if there is
company who adopt exporting method to enter the new country since last many years and
without any adopting any new change then they are following standardisation way to enter
new market. In context of marketing mix in case the company sell similar products for longer
period of time without any modification in their features, prices, availability systems and
promotional tools them they are adopting standardisation technique for their marketing mix.

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