Strategic Marketing: Elements, Brand Equity, and Communication

This presentation covers the different elements of marketing mix, application of customer based brand equity model, and integrated marketing communication. It also discusses how to measure marketing success and ways to improve it in the future. The case study focuses on Tesco's entry into the Australian market.

Strategic Marketing

Table of content
 Introduction
 Different elements of marketing mix
 Application of customer based equity model
 Application of integrated marketing communication
 How client can measure marketing success and how to improve it
in future
 Conclusion
 References

INTRODUCTION
 The study will cover the elements of marketing mix which are
price, place, promotion and product. It will also highlight the
various stages of customer based brand equity model. And how
the success of a company in new market can be measured has
also been discussed. In order to do so Tesco company has been
taken in a study which is planning to enter the new market i.e,
Australia.

Different elements of marketing mix

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 Product :
 • Tesco company provides a wide range of products such as
clothing, health and beauty products, home electrical, toys,
entertainment and books, home appliances, DIY and car
accessories.
 • Tesco also operates in banking sector thus providing bank
products such as credit cards, personal loans, mortgages and
savings. The company should enter the Australia market with
same products and services.

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 Price :
 • The company should make use of cost leadership strategy.
As the company is entering the new market this strategy will help
company to gain the large share in market and attract large
number of customers.
 • As the company has the marketing message “ Every little
help”. Therefore company should enter the new market with the
same concept.

Application of customer based brand equity model :
 • Keller has divided the model into four stages. The model
helps in quantifying depth and breadth of the awareness among
customer about brands.
 • This model helps business to create a foundation for
taking the positive attitude of brand and to gain the attitude and
loyalty of customers.

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 Level One : Salience
 It helps the brand to look from the customer point of view. It will
help to know about the company means brand identity.
 Level two : Performance and Imagery
 • This step will help Tesco to know better about its
reputation. Performance involves the measurement of factors
such as customer satisfaction and customer service.
 • While Imagery is concerned with how the customer needs
are met socially as well as psychologically. It will help in
analysing the brand meaning

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 Level three : Judgement and feelings
 • Judgement and feeling take a personal opinion (brand
response) of how the customer think or feel about brand.
 • It can be broken into four steps i.e., actual or perceived,
by measuring customer trust, by judgement of products with each
individual circumstances and lastly customer decision by
comparing one brand with other.
 Level four : Resonance
 • The customer become loyal to one brand if they think that
the particular brand is superior to other brand. This step will also
helps the client to know what connection can be between the
company and client.
 • This is the step by step model which will help client. The
steps can be achieved by the help of potential as well as existing
customers

Application of integrated marketing communication
 Three marketing communication method which can be used for
new market
 Digital marketing :
 • Tesco can be introduced in Australia market by this
method of communication. It can be performed by using youtube,
website, facebook and other social media platforms. As now a
days many people are active on social media
 • It will help to spread the message to a large number of
customers.
 • Client can use this method in order to create a brand
awareness among the customers. The promotional mails or phone
calls can be used in order to reach to customers.
 Personal selling :

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 Personal selling :
 • Second effective method of marketing communication is
personal selling. It involves the process of selling product directly
to the customer by sales representative.
 • It will help the customer to know about the product in
detail and ask their queries
 Advertising :
 • Television advertisements, post on social media can also
be used. Print advertising can also be used.

Client can measure marketing success by :
 • Sales target : Client can measure the success through
analysing that is the sales target which has been set is met or not.
 • Market share : Whether the Tesco has achieved a share in
market or not. It will help the company to know about the
position it has gain in a market.
 • Profitability : Profitability can be considered as one of the
important measure of success. Simply a Tesco in new market can
see that whether the company is successful in generating profit or
not.
 • Returns on investment : It will help client to evaluate that
whether the amount which is put in the project has resulted in
profit or not.

Ways to improve it in future :
 • In order to increase market share good customer relation
can be build, right people with adequate knowledge and skills can
be hired
 • Sales of a company can be increased by giving proper
training to sales team.

CONCLUSION
 The study helps in understanding about various marketing
elements such as price, place, promotion and products. The use of
customer based brand equity model will help the company to
know about the its value from the customer point of view.
 The models help in analyzing the brand image means what
position brand holds in a market which helps the company to
make proper strategies for the area in which the company is
weak. The companies can also use various communication
method in order to successfully promote its product and services
to the customers.

REFERENCES
Books and Journals
 Chernev, A., 2018. Strategic marketing management. Cerebellum
Press.
 Çifci, S and et.al., 2016. A cross validation of Consumer-Based
Brand Equity models: Driving customer equity in retail brands.
Journal of Business Research, 69(9). pp.3740-3747.
 Dileep, M.R. and Mathew, V., 2017. Marketing of Tourism
Industry: Enhancing Services through Marketing Mix Elements.
In Strategic Marketing Management and Tactics in the Service
Industry. (pp. 304-329). IGI Global.
 Van Grinsven, B. and Das, E., 2016. Logo design in marketing
communications: Brand logo complexity moderates exposure
effects on brand recognition and brand attitude. Journal of
marketing communications, 22(3). pp.256-270.