Indian Market Entry: Marketing Mix, CBBE Model, and Strategies

This report examines the standardization and adaptation of the marketing mix, the Customer-Based Brand Equity (CBBE) model, and integrated marketing communication methods for Ashanti Marketing Solutions Limited in the Indian market. It emphasizes the importance of adapting the marketing mix to suit the Indian market's unique characteristics, including price sensitivity and cultural factors. The CBBE model is applied to build a strong brand, focusing on brand salience, performance, imagery, consumer reactions, and resonance. The report also explores advertising, sales promotion, and public relations as key marketing communication methods. It concludes by highlighting the use of KPIs like website visitors and conversion rates to measure marketing success and improve business performance in the competitive Indian market. Desklib provides access to similar reports and solved assignments for students.

REPORT AND
PRESENTATION

EXECUTIVE SUMMARY
The main purpose of this report is to explain the standardization and adaptation of the
marketing mix, CBBE model, marketing communication methods and measures that are helpful
for improving the image of the business in the Indian market. The business can improve their
expansion with the help of monitoring their activities and developing better services for the
customers.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Adaptation and standardization of marketing mix.......................................................................4
Customer Base Brand Equity Model...........................................................................................5
Integrated marketing communications mix and different methods.............................................7
Measuring marketing success......................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is referred as the activities which are undertaken by a business in order to
promote their products and services to the customers and gain benefit in the industry. The current
report will be based on Ashanti Marketing Solutions Limited which is a market field company
offering mobilLiu, Y. and Shi, Y., 2020. Behind the scenes: Addressing dual pressures for
product standardization and adaptation in new product development in multinational
corporations. European Journal of Marketing.e app development services to businesses. This
main aim of this report is to explain the standardization and adaptation of the marketing mix for
the chosen country, CBBE model for building a strong brand in new market, concept of
integrated marketing communications with three marketing communication methods that can be
incorporated by the client and measuring market success and improvement in the future.
MAIN BODY
Adaptation and standardization of marketing mix
Standardization is considered as the uniform use of the similar marketing mix in different
countries and markets. The same strategy is replicated by a firm in this process in order to
operate in different markets and gain a significant market share in the industry. It promotes a
similar approach for organizations in the business environment that helps them to keep things
simple and operate effectively (Bala and Verma, 2018). For eg. the organizations that highly
focus on cost saving methods while expanding in different markets may adopt the
standardization strategy for a successful expansion in the market.
Adaptation means that each country has their different market mix which may be
respected by the businesses in order to improve their performance. It is designed in order to meet
the needs of the market and gain a specific market share in the industry. The businesses may plan
all the business activities in order to effectively meeting the needs of the customers. The
company adopts different strategies according to specific situations that has a positive impact on
the overall business. For eg. Beer companies, as customers of various countries may consider
different preferences towards alcoholic beverages.
Marketing Mix
It is an effective tool which is helpful in evaluating the strategy of an organization while
marketing their products and services to the customers. It helps the business to gain a better

understanding of the different aspects of marketing strategy. It consists of 4 Ps of marketing that
are as follows:
Product
Ashanti Marketing Solutions Limited provides mobile app development services to
businesses in order to improve their marketing approach and gain a better advantage in the
industry (Kim and Lee, 2020). It collects and maintains data to create better value of the
organization and increase the customer engagement towards their businesses. Adaptation is
suitable for effectively managing these systems due to its virtual nature of operation.
Price
The customers in Indian market are considered towards the prices of the products and
services that are offered to them. The business will evaluate the market conditions and the impact
of different external factors such as local government, taxes, tariffs etc. for providing the
customers with the ideal price for improving their overall engagement towards the business.
Place
Ashanti Marketing Solutions Limited will conduct their market research in order to find
the suitable place for successfully expanding in the Indian market. The prime locations in the
Indian market will be targeted by the business in order to enhance customer experience and gain
competitive advantage in the industry.
Promotion
The promotion of the unique services that are offered by the business will take place
through popular social media platforms in order to attract more clients towards the organization
(Kumar, Paul and Unnithan, 2020). The services will be promoted through positing informative
and creative content on these platforms in order to increase the engagement of the potential
customers towards buying the services.
Customer Base Brand Equity Model
The CBBE model is an effective framework that is used to show different attitudes of
customers of a company have an influence over the success of the brand. It provides the
organization with several growth opportunities that are useful for them to gain a significant
market image in the industry and develop better practices. It explains the different factors to

improve the loyalty of customers towards the business and gain a better market image in the
industry. The elements of this model are as follows:
Brand Salience
Ashanti Marketing Solutions Limited is a company that provides Mobile app
development services to other businesses for achieving growth in the market. It is a B2B
organization which provides IT support to businesses and improves their virtual image in the
industry. This organization provides a varied range of services for the businesses to enhance their
customer engagement and provide a better experience to the customers. The organization is a
marketing field company that aims at achieving higher quality of output with the help of
consistent efforts and regular developments in their business.
Brand Performance and Imagery
Brand Performance
The business provides special mobile app development services for their customers
which is helpful in gaining a higher quality of output. It is a reliable service for the customers
which will help in increasing their customer engagement and promote an effective image of their
brand in the market (Lee and Griffith, 2019). It is crucial for the business to develop an attractive
mobile app as it is convenient for people to use them. The services are provided at economical
prices for attracting more and more clients towards the organization and gain competitive
advantage in the industry.
Brand Imagery
The impact of the organization on their clients will be positive at it aims at improving
their engagement by developing their mobile apps and providing external services for better aid.
It appears as a supportive organization which helps a business to improve their marketing
strategies and gain a better advantage in the industry.
Consumer Reactions
The consumers of Ashanti Marketing Solutions Limited may consider the organization as
highly relevant to them as it focuses on improving the brand image of the customers in the
market (Venaik and Midgley, 2019). The clients may find it convenient to gain the services of
the brand as it useful in improving their productivity in the industry. They may have a positive
reaction towards the business due to the unique services that are provided by the organization to
these clients.

Consumer Brand Resonance
Ashanti Marketing Solutions Limited will develop positive brand resonance in the Indian
market due to the specialized and quality services that are provided by the organization to their
consumers. Due to these aspects they are tended to become loyal customers of the company that
have a good market image in the industry.
Integrated marketing communications mix and different methods
The integrated marketing communication is an effective concept that explains the clear
and consistent message of the company to the customers through different communication
channels. The different media channels will be used by the business to deliver their messages to
the consumers and develop an effective image among their about the services that are offered by
the company. These tools are used by the organization in a way in order to provide maximum
benefits and incur the minimum costs for the business in the market. These tools are as follows:
Advertising
This communication tool includes the non-personal advertisements of the products and
services with help of identified sponsors or public figures. It is a beneficial tool for organization
to build an effective image among the customers and increase their engagement towards the
services that are offered by the business (Liu and Shi, 2020). The different forms of media are
used in this process such as broadcasting, print, electronic, network etc. which can enhance the
reach of the business among the potential clients and amplify its output. It can be useful for the
business to reach the geographically dispersed customers and have a positive impact on their
buying behaviour towards the organization.
Sales Promotion
Ashanti Marketing Solutions Limited can incorporate this marketing method in their
business which can help them to provide them with a variety of short term incentives to the
consumers. It can encourage the customers to take tests or trials of the services that are provided
by the business to them in order to enhance their overall quality of service. Better discounts and
offers may be provided by the business under this method which can be useful to gain the
interest of the customers towards buying the services and becoming permanent consumers of the
business. These offers may help the organization to attract more consumers towards the business
and improve their overall engagement towards the practices that are conducted by the Ashanti
Marketing Solutions Limited .

Public Relation
This method is considered as a two way communication process that is designed in
order to develop and maintain better relationships with the customers. It helps in monitoring the
feedbacks that are provided by the customers and prepare effective strategies according to the
consumer needs (Rust, 2020). It is beneficial for the business to make effective changes in their
current approach towards the business and develop a higher quality of output in the industry. It is
helpful for the organization to provide the maximum benefits to their clients and gain their trust
towards the business practices.
Measuring marketing success
The organization may be able to measure their success with the help of several KPIs
which are designed in order to monitor the performance of the businesses in the market. These
KPI tools can provide a better idea to the organization about the response of the customers
towards the business activities and its promotion in the market. These tools are crucial for the
organization in order to improve their productivity and gain better recognition in the competitive
business environment. These are as follows:
Website Visitors
The number potential customers who are visiting to the official website of the
organization explains the interest of people towards services that are provided by the
organization. It can be an effective method for the business to track the regular activities of these
users and prepare effective strategies for targeting them appropriately (Mandler and et.al., 2021).
It is appropriate tool for measuring the popularity of the organization in the market and gain a
better understanding of the preferences of the customers. These visitors may give the
organization the idea of the people to which the brand is known and what impact it has on their
buying behaviour.
Conversion Rate
The conversion rate is an effective KPI tool which explains the percentage of the visitors
who are converted into the permanent customers if the business. It can provide the knowledge of
the success which is achieved by the business in attracting leads towards their organization and
converting them to their customers. The potential customers might conduct certain actions like
purchasing services or completing an online form which will tell the business about the
engagement of these customers towards Ashanti Marketing Solutions Limited.

The organization can prepare effective strategies by monitoring these aspects and make
effective changes in their system which will help them to succeed in the future (Morgan and
et.al., 2019). It is an effective way to develop the success of the organization in the Indian market
and gain the trust of the customers towards the services that are provided by the4 organization.
Ashanti Marketing Solutions Limited may evaluate the needs and wants of the customers and
develop better services for improving their satisfaction.
CONCLUSION
According to the above report it has been concluded that the adaptation approach of the
business to expand in the Indian market is beneficial to develop better practices according to the
needs of the market. The organization have been able to build better market image in the new
global market due to their unique mobile app development services for their clients. Different
communication methods have been effective for the business to connect with their consumers
and gain better competitive advantage. By measuring their market success with the help of
specific tools, the business is able to enhance their performance in the industry.

REFERENCES
Books and journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Kim, S.H. and Lee, S.A., 2020. The role of marketing communication mix on Korean customers'
coffee shop brand evaluations. Journal of Hospitality and Tourism Insights.
Kumar, A., Paul, J. and Unnithan, A.B., 2020. ‘Masstige’marketing: A review, synthesis and
research agenda. Journal of Business Research. 113. pp.384-398.
Lee, H.S. and Griffith, D.A., 2019. The balancing of country-based interaction orientation and
marketing strategy implementation adaptation/standardization for profit growth in
multinational corporations. Journal of International Marketing. 27(2). pp.22-37.
Liu, Y. and Shi, Y., 2020. Behind the scenes: Addressing dual pressures for product
standardization and adaptation in new product development in multinational
corporations. European Journal of Marketing.
Mandler, T. and et.al., 2021. Performance consequences of marketing standardization/adaptation:
A systematic literature review and future research agenda. Journal of Business
Research. 125. pp.416-435.
Morgan, N.A. and et.al., 2019. Research in marketing strategy. Journal of the Academy of
Marketing Science. 47(1). pp.4-29.
Rust, R.T., 2020. The future of marketing. International Journal of Research in
Marketing. 37(1). pp.15-26.
Venaik, S. and Midgley, D.F., 2019. Archetypes of marketing mix standardization-adaptation in
MNC subsidiaries: Fit and equifinality as complementary explanations of
performance. European Journal of Marketing.