Strategic Marketing Report for Cazoo: Building Brand Equity

This report provides a comprehensive strategic marketing analysis for Cazoo, focusing on its market entry strategy. It explores the adaptation of the marketing mix elements, providing justifications for standardization or adaptation. The report then applies the Customer Based Brand Equity (CBBE) model to analyze how Cazoo can build and manage a strong brand in a new market, examining brand salience, meaning, performance, and imagery. Furthermore, the report evaluates three effective integrated marketing communication (IMC) methods, such as social media marketing, mobile marketing, and advertising, for reaching target consumers. Finally, it assesses how Cazoo can measure its marketing success using Key Performance Indicators (KPIs) like Return on Investment (ROI) and sales targets, and suggests improvements for the future. The report incorporates relevant academic references to support its findings.

Strategic Marketing

INTRODUCTION
 Strategic Marketing is defined as the strategies which are being framed for effective evaluation
of the marketing process for the marketplace.
 Cazoo is a car service delivery company which assures quality services and products to the
consumers by fulfilling their demands and needs

1. Extent to which different elements of marketing mix be standardised or adapted
 Marketing mix is the model which
explains the marketing tools the
organization utilizes to pursue marketing
objectives in the target market. Marketing
mix helps in getting the detail knowledge
about the company and creates the brand
image in the market.
 The general terms of adaption and
standardisation of marketing mix are
explained below with examples –

Cazoo’s adaption of marketing mix is elaborated and
defined in detail as –
 Product - The product which the company Cazoo offers is
the cars which offers extra mileage and in which the
company would provide customer free servicing for the
first year by fulfilling their needs and wants effectively and
efficiently (Thabit and et.al., 2018).
 Price – The price of the products and services which the
Cazoo offers is done through online platforms like
Facebook, Twitter, Instagram etc where the promotion and
branding of the products is done.

CONT..
 Price - Competitive pricing would be adopted by Cazoo which will help in making the market
analysis effective and through this the company will be able to target customers in the market
in an effective manner possible (Mintz and et.al., 2021).
 Promotion – Cazoo promotes its products and services on the scale that the company offers
discounts and other packages so that large number of customers are attracted and engaged in
making the services and the products to be promoted on the large scale.

2. Apply Customer Based Brand Equity Model to build and manage strong brand in
the new market
Customer Based Brand
Equity (CBBE) shows how the brands
success directly compliments to
customers attitudes towards the brand
which the company makes. This model
consist of four main components which
are described as below –
 Brand Salience
 Brand Meaning
 Brand Performance
 Brand Imagery

 Brand Meaning
 Brand Performance
 Brand Imagery
CONT..

CBBE -
 Brand Identity – The brand Cazoo would be recognized on the scale that it will adopt diverse
advertising strategy which will help the brand name enter in the market on the scale that the
company will enhance and improve its patterns and systems so that the strategies which are being
framed are on the scale of how the company will enter into the market for promoting and branding
of its products and services effectively (Iglesias and et.al., 2020).
 Brand Meaning – The products and the services would only be identified in the market as the
brand Cazoo will update its website on which the products and services will be offered and this
would provide the customers more information and data and the core values and benefits the
customers would get on the products which would be displayed on the website.

CONT...
 Brand Responses - The brand Cazoo would respond by creating a system where customer give their
feedback and ensures by responding on time. The customers respond in a way that when they are not
satisfied with the products or the services which Cazoo offers and that does not satisfies them then there the
feedback is being considered as important on the scale of how the brand is effective on them.
 Customer Brand Resonance (Relationships) - In this, Cazoo would create a customer referral programme
by providing the benefits to the customers and would offer the customers to pay later by buying at that very
time (Cheng and et.al., 2019). This feature of the customer brand resonance would help in maintaining the
relationships which would help in making the company programmes and practices effective and efficient.

3. Apply Integrated Marketing Communication to evaluate three effective
communication methods
 Integrated Marketing Communication (IMC) is defined as the process of conveying a unified
message through various of channels for higher customer engagement for the company’s
products and services.
 Through this method, company is able to access the channels which will lead it to driving an
immense amount of customer engagement and through these channels the company will be
able to draw conclusion as to how promotion and branding of products and services is to be
done.

Three integrated marketing
communication methods that can be
constructed as most effective in reaching its
target consumers are described as follows –
 Social Media Marketing
 Mobile Marketing
 Advertising
CONT..

4. Measure the marketing success and how to improve in future
 Market success of Cazoo can be measured by Key Performance Indicators (KPI).
 KPI is the measurable value which indicates that how effectively and efficiently the company is achieving
its goals and objectives.
 Company measures success so that they can evaluate the targets which are to be reached and set further
targets to accomplish successfully.
 There are these two types of key performance indicators which help measure the marketing success of the
company and these are described as follows –