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.