Iceland Foods: Strategic Marketing, Integrated Communication & Success

This report provides a detailed analysis of Iceland Foods' strategic marketing approach, covering key aspects such as the adaptation and standardization of their marketing mix, the application of the Customer-Based Brand Equity (CBBE) model, and the implementation of an integrated communication mix. It evaluates Iceland Foods' pricing strategies, product diversification, promotional activities, and distribution channels. The report further explores the CBBE model's four stages—identity, meaning, response, and relationships—to understand customer perceptions of the brand. Additionally, it discusses the importance of integrated marketing communication and the various channels used by Iceland Foods, including advertising, sales promotions, and online marketing. Finally, the report outlines the tools and tactics used to measure the company's success, such as Annual Recurring Revenue and Gross Profit Margin ratio. Desklib provides students with access to this and other solved assignments.

STRATEGIC
MARKETING

TABLE OF CONTENTS
Adaptation And Standardisation Of Marketing Mix
CBBE Model
Integrated Communication Mix And Methods
Measurement Of Success

ADAPTATION AND STANDARDISATION OF
MARKETING MIX
Standardization is the term which is used to define the price, place, product, promotion, people, physical
evidence and process of an organization which helps in promoting and selling the products and services
which are offered by the company.

Contd.
In order to evaluate the adaptation and standardization, marketing mix of
Iceland Foods have been discussed below:
Price- The company followed standardized brand pricing strategies through
which they can ensure that the products are offered at comparatively low
prices while maintaining the high quality of products standards.
Place- The stores of Iceland Foods is in may locations which helps the
company to make their products easily accessible to consumers.

Contd.
Product- Iceland Foods have diversified product portfolio and this has
supported the brand in offering variety of products, such as- frozen food,
everyday essentials, desserts, fresh fruits and vegetable and breakfast
essentials.
Promotion- Iceland Foods makes se of traditional promotional activities
where the company advertise their products through newspaper, TV, radio and
other mediums, the company has also started using online promotional tools
and social media platforms to promote their products and services at larger
extent.

CBBE MODEL
This model was proposed by Kevin Lane Keller which
is a brand equity model. This model defines the
customers opinions regarding the brand. This pyramid
consists of 4 stages which involves- identity, meaning,
response and relationships.

Contd.
Level 1: Brand identity- This is the framework's initial step, and it focuses on defining the brand's identity.
This is the brand identification stage, which establishes how customers perceive the brand and distinguishes it
from competitors.
Level 2: Brand meaning- Buyers are more interested in learning more about a brand after becoming aware of
it. This is the framework's second level. Customers believe that a brand's performance is critical to them, which
may aid in the development and maintenance of customer trust.

Contd.
Level 3: Brand response- The third stage of the brand equity model
describes how people feel about the brand. The goal of this phase is
to characterise customers' reactions to the brand based on their
interactions with it.
Level 4: Brand resonance- This is the final level of the brand
equity model, and it assists the firm in determining customer intent
and interest in the brand.

INTEGRATED COMMUNICATION MIX AND
METHODS
Integrated marketing communication is the practices which
helps an organization in integrating and coordinating their
communication channels through which they can share a clear and
consistent message with their consumers and target market.
Integrated marketing communication is important as this can be
helpful in creating long term positive impact on the brand image
through which the organization can avail benefits to higher returns
and profitability.

Contd.
Marketing communication is the approach of sharing and communicating the organizational message with
the help of marketing channels. There are various approaches of marketing communication mediums, some
of the channels or methods which will be implemented by the supermarket company, Iceland Foods have
been discussed below:
AdvertisingSales promotionInteractive/ online marketing

Contd.
Advertising- The supermarket company makes use of advertise mediums which can be
traditional or modern in order to promote the product and services.
Sales promotion- In this medium of marketing communication, the supermarket company
offers variety of free samples and discounts on bulk orders through which they can get
customer attention.
Interactive/ online marketing- With the help of using online marketing channels to
promote the products, services and offers, this will be helpful in catching customer attention.

MEASUREMENT OF SUCCESS
The tools and tactics which will be followed by Iceland Foods for measuring the success of company are
listed below:
Annual Recurring Revenue
Gross Profit Margin ratio