Strategic Marketing Report: John Lewis, CBBE Model, and IMC Strategies

This report delves into strategic marketing, exploring key concepts and techniques used by companies to differentiate themselves in the market. It begins with an introduction to strategic marketing and its importance, followed by an examination of the different elements of the marketing mix, including product, price, place, and promotion, using John Lewis as a case study. The report then applies the Customer-Based Brand Equity (CBBE) model, outlining the steps involved in building a strong brand image. Furthermore, it explains the concept of integrated marketing communication (IMC) and its significance, highlighting its benefits for business expansion. Finally, the report presents tools to measure marketing success, including revenue analysis, and concludes with a summary of the key findings and their implications for business growth and profitability.

Strategic
Marketing

Table of Content
 Introduction
 Different elements of marketing mix
 Application of CBBE model
 Concept of integrated marketing communication
 Tools to measure marketing success
 Conclusion
 References

Introduction
Strategic marketing can be defined as one of the most
effective technique which is mainly used by the
companies so as to differentiate the products of their
company with that of their competitors. This is also
considered as very effective in improving the strength of
the company as well. This can be used by the companies
to take advantage of opportunities which will be arise in
future in the new as well as existing markets.

Different elements of marketing mix
Marketing mix is very effective method and technique that
can be used for developing and making effectual schemes
and policies regarding various factors such as product,
price, place, promotion, process and physical evidence
Marketing mix is formulated and developed by
administration of John lewis which are offering deodorant
with the chocolate fragrance for young generation. There
are various elements which are described as under:

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Product – John lewis introducing deodorant product with
chocolate fragrance in the market of US. They are target
young generation of John lewis organisation which help
in increasing success and growth in the large market
place.
Price – This is essential factor which required to be
identified by administration after evaluating and
analysing the buying behaviour of customers and also
spending with the level.

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Place – This will includes that product where
they are introducing their deodorant product
with chocolate fragrance
Promotion – This is that stage of process that
assist in carrying their awareness among
customers regarding their various offers and
discounts in the large market place

Application of CBBE model
CBBE model: It can be defined as an effective model which
is helping the company by providing them opportunities to
build a strong brand image in the marketplace. It is also being
called as customer based brand equity model which is given
by Kevin Lane Keller. It is very essential for the company to
think about the customers and the type of products they like
because then only they will be able to apply this model in a
proper manner and achieve positive results as well.

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The various steps which are implemented to build strong brand
image in U.S are defined below:
Step 1 Brand Identity- Who are you?
This is the first step which is being undertaken by the
management of John Lewis to generate awareness about the
kind of product they are launching in the market of U.S.
Step 2 Brand meaning- What are you?
In this step, description is being rendered about what the brand
means and what it stands for.

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Step 3 Brand responses- What d I think or Feel, About
You?
In this, those kinds of activities will include through which the
response of the customers towards the brand can be noticed.
Step 4 Brand Resonance- How much of a connection
would like to have with you?
This is the most effective part of the company where all the
other company also wants reach. Now after this they will be
able to keep a good connection with the customers in the
market

Concept of integrated marketing
communication
Integrated marketing communication
Integrated marketing communication can be defined as to
interacting with effective motto or phrase to their staff
members that can be used as core message. This is applied
and implementing an effective strategy where
communication and marketing are totally connected with
each other for achieving their desired results in proper
manner.

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Importance of integrated marketing communication:IMC is
important and effective for John lewis so through this
they can expand their business operation and functions
in different countries. This is very beneficial for an
organisation so they are providing various advantages
such as appropriate outcome, cost saving, customer
preferences, creative consistency and some other.

Tools to measure marketing success
Year Revenue
2013 7411
2014 7467
2015 8307
2016 9724
2017 10787
05/07/1905 06/07/1905 07/07/1905 08/07/1905 09/07/1905
0
2000
4000
6000
8000
10000
12000
7411 7467
8307
9724
10787
Revenue
Linear (Revenue)