Marketing Management Report: Adaptation, CBBE, IMC, Morrison's Success

This report provides an analysis of marketing management strategies, focusing on the adaptation and standardisation techniques employed by companies, particularly Morrison, in targeting segmented markets like Scotland. It explores the Customer-Based Brand Equity (CBBE) model, examining ho...Read More

Group marketing
management report and
presentation

Executive Summary
It is essential for any company to identify whether they should adopt standardisation technique or
adaptation technique for their business. Standardisation technique includes to use similar kind of
products and strategies for longer period of time by the company and adaptation is used when
companies change their strategies and modify their products on timely basis. According to
Morrison, they have adaptation strategies for targeting the segmented market in Scotland (for
targeting new market). CBBE model is used by the company to analyse their brand image
perceived by customers in market. There are four levels in this model. This report also cover the
concept of Integrated marketing communication (IMC) and effective methods of IMC in
Morrison to target their customers. Effective methods are adopted by the company to measure
their success like sales target, profitability level and many others.

Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Main Body.......................................................................................................................................4
Adaptation and standardisation of marketing mix......................................................................4
CBBE Model...............................................................................................................................6
Integrated communication mix and methods..............................................................................7
Measurement of success..............................................................................................................8
Conclusion.......................................................................................................................................9
REFERNCES:................................................................................................................................10
Books and Journals:..................................................................................................................10

Introduction
Marketing management are the activities which are performed to manage all marketing
factors which impact upon company like analysing behaviour of customers, analysing all
external factors and their impacts upon company and many others. Customer-based brand equity
(CBBE) model is used for identifying the customer's impact upon brand success of a company.
In simple words it tell how customers behave toward the brand which get success to develop a
strong reputation in market. Integrated marketing communication is the process of conveying
message to customers which help them to develop their awareness about the product and
services. Morrison is an retailing multinational company which is headquartered in Bradford,
UK. It is founded in 1899 by William Morrison. The following file covers concept of adaptation
and standardised for the chosen country, CBBE model in new country, concept of IMC and
analysing three effective marketing communication methods and the method of measuring
success in market.
Main Body
Adaptation and standardisation of marketing mix
Standardisation is the process where companies follow similar procedure of production
and similar strategies for growth for longer period of time in all countries (Venaik and Midgley,
2019). For example if there is company who adopt exporting method to enter the new country
since last many years and without any adopting any new change then they are following
standardisation way to enter new market. In context of marketing mix in case the company sell
similar products for longer period of time without any modification in their features, prices,
availability systems and promotional tools them they are adopting standardisation technique for
their marketing mix.
On the other hand, adaptation is term term which is used for adopting different ways and
techniques for the productions and other functional activities in an organisation (Ahlfors and
Fang, 2017). For example, Morrison is having product line by introducing new variety of
products in their organisation. They focus on current trends of marketing for adopting most
recent trend to satisfy their customers. The features and characteristics of products changes
according to time, they also changes prices and they focus to start new stores at new places.
Morrison adopt different ways of promotional tools and maintain their effectiveness by providing

up to the date information about the company and the product in their promotions. This is called
adaptation in marketing mix of a company.
Need of adaptation for different segments of market in Morrisons-
Market segmentation is the process of dividing markets into smaller parts which helps the
company to identify the groups which is effective for them to choose their targeted markets.
Morrison have different segments in market which is explained below with the need of
adaptation marketing mix in those segments-
Demographic segmentation- Here customers are divided on the basis of age, gender,
occupation and many others (Wieland, 2018). According to Morrison, in Scotland, they
segmented their market for the age group of 16-28, 29- 48 and 48 and above which consist of
different age group people. For the age group of 16-28 and 29-48 they supposed to adopt
products rapidly because this young generation of 16-28 year old customers are more attractive
toward new product line. Hence, Morrison suppose to introduce new product line especially in
beverages for this selected age group. Whereas 48 and above year customers are not so interested
to adopt new changes rapidly. They prefer to stick with one kind of product and services which
suits them for a longer period of time but in case Morrison changes their products then also they
adopt new changes but they could not demand from their side for new changes.
Behavioural segmentation- Here, market id divided on the basis of customers behaviour
like spending habits, loyalty to brands and many others. In context to Morrison, their loyal
customers show their loyalty because of their product variations and the quality of new products.
Here, company gain more loyal customers and influence them to purchase more from their stores
by offering them various kind of products with different prices and they even influence the
purchasing habits of customers by allowing discounts on their products.
Geographical segmentation- This segmentation is related to dividing market on the
basis of country, region and many others. There are only few stores of Morrison in Scotland. For
achieving customers satisfaction they prefer to open more stores in different locations of
Scotland where their customers have more demands for their products.
Psycho graphical segmentation- Here, market is divided on the basis of personality
traits, life goals, values, belief, lifestyle and many others. According to Scotland customers they
prefer to have high standard of living and they spend their income accordingly so that their life
standards will get improved on regular basis. For this they prefer to adopt changes in quality and

quantity of products which they use on regular basis. Hence, Morrison prefer to offer them large
variety of products and introduce new products every year for gaining the trust of the custiomers
on the basis of their psychological traits.
CBBE Model
Customer Based Branding Equity (CBBE) model is pyramid like structure which is helps in
identifying how to achieve customers satisfaction in the market which further helps in creating
better brand image for the company (Tasci, 2018). It consist of understanding about the
customers and applying strategies accordingly. The CBBE model for Morrison is explained
below-
Level 1- Brand Identity
It is the base of CBBE pyramid which is considered as very important for any company.
Here customers are unaware about the brand name or have a little knowledge about the brand.
Customers prefer to create brand image according to whatever they hear in the market.
Therefore, Morrison must adopt effective promotional techniques in Scotland to start developing
a good brand image in their customer's eyes. They can adopt ad campaigns and websites to
promote their brand at initial level. For making the base of their brand image they even choose to
provide free samples of their offered products so that the customers of Scotland will identify by
them self that whether they choose Morrison to buy household products or not.
Level 2- Brand Meaning
After development of customer awareness about the brand, then customers get interested
to know more about the brand like what type of products it offer at what prices, reliability,
duration, looks and styles and many others. This level consist of split in two different types
which is explained below-
Brand Performance- It cover price of product, product functioning, durability,
reliability and many others (Ande and et. al., 2017). In context of Morrison, they prefer to
explain their customers about various variations of prices of their products according to the
quality and quantity. They also prefer to tell them the benefits of purchasing products from their
stores instead of choosing other store.
Brand Imagery- It meets the customers psychological and social needs. Here, companies
try to focus on main factor which is effective to attract more customers. Morrison mainly focus

on quality of their products and services. They provide guarantee to their customers that they will
be satisfied by the quality and services in the stores.
Level 3- Brand Response
This is the stage where the companies are supposed to identify the feeling and
judgements of their customers after explaining them all features and benefits of business (Kotsi,
Pike and Gottlieb, 2018). In context to Morrison, they perceive different perceptions from their
customers. Some customers prefer to buy products from them and other may neglect to buy their
products and services due to their different mindsets which they created for Morrison. They
respond politely and accept the reality of their weakness in the market.
Level 4- Brand Resonance
This is the top most level of CBBE model which consist to gain the trust of loyal
customers for the company (Bandyopadhyay, 2019). Here, customers totally prefer to buy
products from Morrison. They consider it superior and does not prefer to switch to other brand.
This is the stage where their customers prefer others like their family members, friends and
others to buy products from Morrison. Here, customers are active to participate in social media,
online forum and many other events related to Morrison. It is essential for Morrison to maintain
good relationship with their customers at this level.
Integrated communication mix and methods
ICM is the way of communicating to customers so that they get aware about the product
features, prices, where they can find the product and many others. In other words IMC help the
company to maintain a good relation with their customers by conveying messages to their
customers about the product on regular basis to achieve maximum customers satisfaction. In
context of launching new product, IMC is very essential factor to consider (Mensah, 2020). In
Morrison, in case they launch their new product like furniture to their customers then IMC will
help them to reach their customers and convey them the message like benefits of their furniture
over other brand furniture. IMC help them to aware their targeted customers that how their
product is effective and how customers can use the product. There are various marketing
communication techniques which is used by Morrison to reach their customers and some are
explained below-
Social media communication- Most of the customers of Morrison use social media to
collect any information regarding their brand (Bruhn and Schnebelen, 2017). For example in

case they want to found that whether new product is launched by he company or not then they
use social media like Instagram and Facebook to check their most recent uploaded image to
aware them self. Hence, Morrison use social media methods to communicate with their
customers effectively.
Public relation activities- This are the activities which is used to build a strong
relationship with customers (Kim and Lee, 2020). In context to Morrison, they provide good
services to their customers at stores by helping them to find the product which they want to
purchase and also aware them about the usage and quality of product. They also have customer
service department where they solve all the quarries and complaints of customers as soon as
possible.
TV advertisements- Advertising the product and brand on TV will help to gain the
attention of housewives and retirees who are less active in their social life. It is most effective
communication type between customers and companies because here they aware the large
number of customers at a single time.
Measurement of success
It is essential for every company to measure their performance that whether they are
working according to achieve their set goals or not (Göksün and Gürsoy, 2019). There are
various ways to measure success in Morrison which are explained below-
Sales target- They set a target on their sales that how much they need to occupy sales
amount in a particular time. For example they set target to sell 2 million units of their products
within 2 months then for measuring success they will check results after two months that they
actually completed their target or not. In case they sell equal or more then 2 million units within
two months they they can measure their success in positive points.
Profitability- This is the most common method used to measure success (Flatt,
Blasimme and Vayena, 2017). Morrison set target to achieve a particular amount of profit within
one year and they also work to achieve this target. After one financial year when they prepare
their financial statements then they can focus on their financial statements especially on profit
and loss account. In case his statement shows more profit then loses and have equal or more
amount in profit section as compared to their estimated profit amount then Morrison is successful
to achieve the target.

Conclusion
It is concluded from the above report that analysing the requirement of adaptation and
standardisation of marketing mix within segmented market are most essential to work according
to satisfy the customers. CBBE Model is used to identify what customers are perceiving about
the brand image of a company. There are four level in this model. Integrated communication
marketing is used to convey messages to customers about the product and services on regular
basis. There are various ways for IMC like social media communication, TV adds and etc.
Success of a company can be measured through their sales target, profitability and many others.

REFERNCES:
Books and Journals:
Ahlfors, U.R. and Fang, M., 2017. Language in globalised interactive business: adaptation vs.
standardisation. International Journal of Electronic Business, 13(2-3), pp.143-162.
Ande, R.A. and et. al., 2017. Brand resonance score for CBBE model: an application in financial
services. Benchmarking: An International Journal.
Bandyopadhyay, A., 2019. Validating and assessing Keller's CBBE model for purchasing
regional wine (Doctoral dissertation, Deakin University).
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental
to a customer-centric perspective. European journal of marketing.
Flatt, J.W., Blasimme, A. and Vayena, E., 2017. Improving the measurement of scientific
success by reporting a self-citation index. Publications, 5(3), p.20.
Göksün, D.O. and Gürsoy, G., 2019. Comparing success and engagement in gamified learning
experiences via Kahoot and Quizizz. Computers & Education, 135, pp.15-29.
Kim, S.H. and Lee, S.A., 2020. The role of marketing communication mix on Korean customers'
coffee shop brand evaluations. Journal of Hospitality and Tourism Insights.
Kotsi, F., Pike, S. and Gottlieb, U., 2018. Consumer-based brand equity (CBBE) in the context
of an international stopover destination: Perceptions of Dubai in France and
Australia. Tourism Management, 69, pp.297-306.
Mensah, N.O., 2020. Examining the Factors and Constraints Influencing the Choice of
Marketing Communication Mix Elements in Rural and Community Banks (RCB’s) in
Ghana.
Tasci, A.D., 2018. Testing the cross-brand and cross-market validity of a consumer-based brand
equity (CBBE) model for destination brands. Tourism management, 65, pp.143-159.
Venaik, S. and Midgley, D.F., 2019. Archetypes of marketing mix standardization-adaptation in
MNC subsidiaries: Fit and equifinality as complementary explanations of
performance. European Journal of Marketing.
Wieland, J., 2018. SME Marketing mix standardization in the B2B market. Journal of
Management Policy and Practice, 19(1), pp.45-55.