Strategic Marketing for Ashanti Marketing Solutions Ltd.

STRATEGIC MARKETING
INDIVIDUAL
MANAGEMENT REPORT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing Mix Analysis..............................................................................................................3
Customer Based Brand Equity Model.........................................................................................6
Applying Integrated Marketing Communications Methods........................................................7
Measuring the marketing success and its improvement..............................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Strategic Marketing is a very exhaustive terms that can be associated with the different
strategies that are formulated for the purpose of accomplishment of marketing objectives and are
usually adopted in the international expansion and venture of the company. In the current report,
the expansion of Ashanti Marketing Solutions Ltd. in the educational industry of India will be
evaluated. The marketing mix analysis will be conducted i.e. whether it should be implemented
in the Standard form or in the adapted manner and the CBBE model will be evaluated. Further
the different communication methods that can be adopted will be analysed and lastly the success
measurement tools will also be evaluated accordingly.
MAIN BODY
Marketing Mix Analysis
In the process of globalisation and international expansion of the companies, the marketing
practices that should be adopted are often debated upon. The most common debates in such
instances is that whether the marketing mix elements that help in promotion of the product
should be kept in standardised manner or they should be adapted. The standardised marketing
mix indicates that the all the elements of marketing mix are implemented in the international
countries in a similar manner as they are implemented in the domestic country (Kraus and et.al.,
2016). For example, Coco Cola is one such brand that implements the standardised marketing
mix in all the international ventures in which the company operates at a global level. On the
contrary, the adapted marketing mix is developed when the international country in which brand
intends to expand has a different cultural and economical purview and hence the marketing mix
elements are modified accordingly so that the market can be targeted accordingly in a better
manner. Such adapted marketing mix helps in increasing the reach of the marketed products or
services (Larsson and Jakobsson, 2019). For example, the Nokia Company sold customised cell
phones that had built in features different for different markets depending on the social life and
usage habits etc. Although the adapted marketing mix is costlier but the results in the form of the
targeted market segments in the international markets are much higher and help in reaping the
benefits.
Since currently, the client intends to develop the educational development and integration
in the international market of Indian economy, it can be adequately ascertained that the different
models that were used to analyse the internal, external and competitive markets of India are
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different then the country to which the client belongs. Further the societal beliefs regarding the
importance of education, the technological advancement in this field, the existing competition
everything is different and hence the approach that should be adopted in the marketing should
also be different and adapted according to the norms prevalent in the Indian economy (Išoraitė,
2016). The different segments in the education sector of Indian economy need to be targeted
differently and hence adapted marketing mix can be adopted by Ashanti Marketing Solution Ltd.
in the following manner:
Elements of Marketing
Mix
Description
Product The product in itself is the enhanced access to educational
services in the Indian economy but for different segments
the outlet will be different i.e. for children, the play
schools with a fun learning approach would be necessary,
for teenagers properly structured and disciplined schools
would be the product and for youngsters, colleges with
adequate knowledge sources is the product here (Wu and
Li, 2018). Therefore in this manner the products will be
different for each segment that has been identified in the
overall educational industry of India.
Price The price factor is again differentiated o the basis of low
medium and high income parents. In Indian structure,
parents are usually the ones that bear the weight of the
education of their children throughout their life and the
child does not study on their own. Hence the income
structure of the parents helps in ascertaining that what is
the educational level and preference that they can afford
over all the available options (Jindal and et.al., 2020).
However value pricing is the best strategy that can be
adopted in the lucrative industry of educational industry
where the children can be given in return at least
something that is worth their money if not extra in value
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