Strategic Marketing: Adaptation and Standardisation of Marketing Mix Strategy

This presentation discusses the strategic marketing aspect of Arcadia Group, focusing on the adaptation and standardisation of marketing mix strategy. Arcadia Group is a UK-based retail business that offers clothes, shoes, and other fashion accessories. The presentation explores the development of a new premium range of clothing products, the use of value-based pricing, targeting different market segments, and the implementation of integrated marketing communication methods. It also discusses the measurement of success through sales targets, market share, profitability, and return on investment.

STRATEGIC
MARKETING

TABLE OF CONTENT
 INTRODUCTION
 MAIN BDOY
 CONCLUSION
 REFERENCES

INTRODUCTION
 Strategic marketing is the key practice by the marketing functional department of an
organisation.
 Basically, strategic marketing helps to a business for effectively promoting its brand
at the large market scale.
 This presentation discusses strategic marketing aspect of Arcadia Group.
 Basically, Arcadia group is a UK based retail business which generally offers
clothes, shoes and other fashion accessories to different customers.
 The headquarter of company is situated in London, United Kingdom.
 This presentation discusses adaption and standardisation of marketing mix strategy.

MAIN BODY
 Adaptation and standardisation of marketing mix
 There are adaption and standardisation of marketing mix is very necessary to a brand
right now, because marketing mix is the strategy that enables ventures to gain very
appropriate results in the market place.
 Marketing mix strategy
 Basically, marketing mix is the strategy of marketing which enables businesses for
systematically attract many new customers towards own brand.
 Marketing mix strategy is generally known as the 7Ps of marketing mix strategy,
because it projects six major stages of marketing which are enough to attract wide
range of customers in the market place.

CONTINUE….
 Product
 Recently the research and development team of Arcadia Group has developed a new
premium range of clothing products which will attract many new customers towards
its brand.
 On the other side, the production management has followed all major approaches of
operations management while producing this new product.
 Price
 Due to offering premium range of clothes in market place, upper management of
company has decided to use the value-based pricing strategy in its workplace,
because this strategy enables to a business for charging from customers that price
which is favourable to them as well as business.

CONTINUE….
 Place
 The Arcadia Group has planned to offer its newly developed exclusive premium range of
products different market segments of Switzerland, because most people in this nation comes
from the high-income group, and they can simply afford premium range of products and
services of Arcadia Group.
 Promotion
 Promotion is one of main Ps of marketing mix that encourage to marketing team of each
business to be very active and energetic in daily operations.
 Currently the marketing management of Arcadia Group has a specific plan of promotion while
entering in the fashion industry of Switzerland. For example; It planned to use both types of
marketing strategies, modern and traditional, because it is necessary to target all types of
customers.

CONTINUE….
 Customer brand equity model
 Customer brand equity model is the image of brand in the minds of customers and the brand
image do impact the customer decisions making regarding buying or not.
 Level 1 – The first level of building brand is brand identity in which Arcadia group creates
an awareness about their brand in the market and minds of people.
 At this stage the customers are no-t able to differentiate the brand from others in the market
and for the company it is the base for building a strong identity by increasing the visibility.
 Arcadia group identifies their unique selling point points and then conducted an in-depth
market research about their customers and mapping their purchasing journey.
 The company has already cleared this level as they are the most loved and progressive
fashion retail brand in UK.

CONTINUE….
 Level 2 – The second level of building brand is brand meaning in which the
Arcadia group communicates information about their products and services to
its customers and they want to know more about the brand.
 The brand can be communicated through either rational route or emotional
route.
 Arcadia group ensures that if their products and services or their apparels are
doing well in the market.
 The company can also measure their brand meaning by the number of products
return by the customers or the products are satisfying the need of the customers.
 By analysing these aspects they can find out the areas of improvement.

CONTINUE….
 Level 3 – the third level of building brand is brand response in which the judgement and
feelings of the customers by putting themselves at the place of customers.
 During the purchasing process or the customer journey, the customers make judgements
about the products and services of Arcadia group.
 Based on various aspects such as social media presence, customer service capabilities, the
accuracy of targeted ad campaigns, and of course, the actual product the image of the
company in the minds of customers are determined.
 The customers judge whether the brand serves high quality products and are meeting their
needs.
 The customers also makes their purchasing decision based on their feeling in the sense that
what they feel about the product or services of the brand and as per this they make the
decision to spend on that particular product or service.

CONTINUE…
 Integrated communication mix and methods
 Three main methods of integrated marketing communication mix has been described below
for the company.
 Personal selling
 This is the first and most valuable method of IMC which can be considered by the marketing
management of Arcadia Group while launching its new premium range of clothes.
 Basically, this method is currently used by many of businesses, and it is considered as most
common method marketing communication as well.
 In this situation, after entering in the new market segments of Switzerland, marketing team
and sales department have to take steps towards selling new product of company personally
to customers.

CONTINUE….
 Advertising
 Advertising is another key way of marketing communication, and this why
currently many of organisation and companies use advertising as the method of
IMC, and after using this method in own workplace, they are taking huge
advantage in the market place.
 Currently marketing team of company have to make some informative and
attractive video and photo advertisement for running them on different platforms,
like; TV, poster, social media, newspapers, etc.
 At the end, this business will be able to aware many local people of Switzerland
for buying Arcadia Group’s newly developed premium range of clothes.

CONTINUE….
 Public relations
 Many business and marketing experts consider public relations also as the method
of integrated marketing communication, so the marketing manager of company
have to use this method also in its workplace.
 Basically, marketing team of company have to take steps towards maintaining an
effective relationship with various local people in the market segment of
Switzerland, because it is very important in order inform them about own new
product of fashion.
 This method of IMC will also give an effective contribution in Arcadia Group
while launching its new product in new market segments.

CONTINUE….
 Measurement of success
 Measurement of success is also a very important task to a business for improving its levels
of customer service in the market place.
 Some key techniques or ways of measuring success has been discussed below;
 Sales targets
 Analysis of sales targets is the best way in the terms of measuring success of own brand in
market place.
 Basically, when Arcadia Group will be launched its new product in new market place, then
it has required to analyse its existing sales records for ensuring that people are buying that
new product or not at the large scale, so this way is very helpful in measuring success.

CONTINUE….
 Market share
 Analysis of market share is also an effective way to the business, because if
company will be succeeded in increasing its market share in global fashion
industry after launching its product in Switzerland, then it will be able to know
that its process of launching new product has been succeeded.
 Profitability
 Analysis of profitability is also an effective way or method for measuring own
success of business in the market place.
 Basically, when business will be launched own new product, then it needs to
check its profitability index to ensure it has increased as compare to previous
index or not.

CONTINUE….
 Return on Investment
 Return on investment also needs to be considered after launching own
premium range of clothes in retail market segments of Switzerland, because
this is also a very productive way of measuring success of own business
operations.

CONCLUSION
 It can be concluded that upper management of each business
have to make its marketing function something strategic,
because it is very necessary in order to properly stand against
many existing competitors of the market.
 There is no venture can gain better outcomes from its business
expansion process without strategic marketing.
 The management of Arcadia Group have to order is marketing
department for giving higher priority to only modern
strategies of marketing, because these are very useful to gain
huge competitive advantage and excellent profit margins in
current highly competitive market place.

REFERENCES
 Books & Journals
 Ritch, E. L., 2018. Fashion Brand Management: Fashioning Value Through CSR.
In Fashion and Textiles: Breakthroughs in Research and Practice. (pp. 408-440). IGI
Global.
 Khatri, I., 2016. Tourism Destination Marketing: Case Study of Lumbini Nepal.
(Master's thesis, Nord universitet).
 Arslan, B. and Oz, A., 2017. The Effect of Retro-Looking Products Oriented
Consumer Attitude on Brand Loyalty. PressAcademia Procedia. 4(1). pp.158-170.
 Cohan, P. S., 2019. Coordinating Processes. In Scaling Your Startup. (pp. 201-228).
Apress, Berkeley, CA.
 Scola, Z., 2019. Examining the Impact of Nostalgic Feelings on Sport Consumer
Preferences Towards Team Apparel. (Doctoral dissertation, University of Kansas).