Strategic Marketing

This presentation covers topics such as adaptation and standardization of marketing mix, CBBE model, integrated marketing communication, and measurement of success in strategic marketing. It discusses the strategies used by Bristol Cars Limited in terms of product, price, place, promotion, people, process, and physical evidence. It also explains the stages of the CBBE model and the methods of integrated marketing communication. Additionally, it explores various methods of measuring success in strategic marketing.

Strategic Marketing

Table of content
• Adaptation and standardization of marketing mix
• CBBE model
• Integrated marketing communication
• Measurement of success

Adaptation and standardization of marketing mix
• Standardisation: This is referred to the strategy where a firm expands its business operations
using its existing products and services. Under this, the firm implements similar pricing as
well as promotional strategies
• Adaptation: This method requires a company to develop a whole range of unique products
and services in a way that it attracts more customers and satisfy the needs in a better manner.

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• Product: The product strategy used by Bristol Cars is adaptation, and the offering is
“Driverless Car”.
• Price: Premium pricing strategy is being adopted by Bristol Cars Limited
• Place: The firm would be using online channels as a distribution method along with offline
showrooms.
• Promotion: Alongside standard methods like social media, company would use exclusive
preview of Driverless Car as an effective promotional tool

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• People: Bristol Cars Limited would hire new employees to serve new customers
• Process: Artificial Intelligence and automation technology would play a vital role for Bristol
Cars Limited in its manufacturing and distribution process(
• Physical Evidence: Driverless Car in terms of Style, Design and features, Driverless Car is
aimed at enhancing safety of its customers

CBBE model
Customer-Based Brand Equity Model is
targeted at building a strong public image
in the market and build a positive
perception. The stages of CBBE Model
helps the firm to fulfil the criteria
required to build a better perspective in
front of customers.

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The stages of CBBE model are:
• Brand Identity: This stage needs the firm to introduce itself in the market. The firm needs to
explain the benefits of its Driverless Cars to the customers of Argentina in a way that it gets
maximum attention.
• Brand Meaning: This requires the firm to communicate its operations to the public. This
requires the company to expose its operations, usage of technology and equipment’s, training
it provides to the staff and so forth.

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• Brand Response: The third stage undertakes customers response after using the product of
the firm.
• Brand Resonance: Few companies reaches to this stage where they become well established
in the marketplace.

Integrated marketing communication
Integrated Marketing Communication is a
method used by firms to integrate the
communication and promotional methods to
convey the messages to the people

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The methods that could be used by Bristol Cars Limited are:
• Social Media: It is an effective method to reach wider audience in the most effective way.
• Sponsorship: The firm could sponsor various football clubs of Argentina in order to connect
with the culture of the country and to develop better relationships with the customers.

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• Direct Marketing: This requires the firm to
directly communicate with the customers by
emails, push notifications, direct messaging,
etc.

Measurement of success
To better manage the product and the operations, it is imperative that Bristol Cars Limited
measure its success in different ways which allow it to formulate strategies to attain success in a
long term perspective.

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Various methods are:
• Sales Target: It is essential for the firm to develop an effective sales target to measure the
success in a quantitative form effectively by these sales.
• Profitability: This refers to measure the success by measuring the profit targets for the
product.

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• Return on Investment: Another effective way for the firm would be to measure the success
using ROI. It allows the company to measure success by determining the return gained after
the cost is covered.

References
• Banerjee, S.B., 2017. Corporate environmentalism and the greening of strategic marketing:
Implications for marketing theory and practice. In Greener Marketing (pp. 16-40).
Routledge.
• West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive
advantage. Oxford University Press, USA.

Thank you