Marketing Report: Marketing Mix and Customer Brand Equity

This marketing report delves into the application of various marketing strategies, including the adaptation and standardization of the marketing mix, focusing on product, price, place, and promotion. It explores the Customer-Based Brand Equity (CBBE) model, examining brand salience, imagery, consumer reactions, and brand resonance. The report further analyzes integrated communication mixes and methods, such as advertising and sales promotion, and emphasizes the use of social media. The report provides insights into measuring the success of marketing campaigns through profitability, sales targets, and Return on Investment (ROI) analysis. The report references works by Libby & Emett and Omoigui, focusing on practical applications and key performance indicators.

GROUP MARKETING
MANAGEMENT REPORT AND
PRESENTATION

Table of Content
 Adaptation and standardization of marketing mix
 CBBE Model
 Integrated communication mix and methods
 Measurement of success

Adaptation and standardization of marketing mix
• Standardisation:- It refers to expansion of business using same range of product
or services along with similar pricing & promotional strategies.
• Adaptation:- It is defined as adding new features and aspects in company's
product or services in order to achieve higher customers satisfaction within new
market place.

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• Product: Hybrid cycles and part of bicycles such as breaks, hubs, headset,
bottom breaks and lights.
• Price: Differential pricing method
• Place: Company have opted for both e-commerce platforms and physical stores
located at key position to distribute their products.
• Promotion: Social media platform such as Facebook and twitter.

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• People: Employees working in Pegas.
• Process: Process utilize by Pegas.
• Physical Evidence: Double height engine room in to showcase their bicycle
models.

CBBE Model
Customer based brand equity model is
used by companies for laying a
foundation to create positive perception
of customers toward brand.

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Brand Salience- Who are you?
• Description: It refers to creating brand awareness or recognition among target
customers so that HopeTech can achieve its set goals.
Brand Imagery- What are you?
• Description:- It refers to identifying the customer's demand and then make them
aware about its product as a solution to their problem.

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Consumer reactions- What about you?
• Description: It refers to the responses that a company get as per their product's
quality, credibility and superiority.
Consumer brand resonance-What about you and me?
• Description: It refers to the relationship between a brand and its customers,
which can only be achieve when customer feels a psychological bond with it.

Integrated communication mix and methods
IMC refers to the process of integrating
various promotional tools in order to
promote company's product or services
among targeted audience in an efficient
manner.

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• Advertisement:- HopeTech can communicate about features of its hybrid cycle
using various advertisement tools such as newspaper, magazines, billboards etc.
• Sales promotion:- By hosting an sports event, company can get media attention
and word-of-mouth publicity of its bicycle which help in achieving higher market
recognition.

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• Advertisement:- HopeTech can communicate about features of its hybrid cycle
using various advertisement tools such as newspaper, magazines, billboards etc.
• Sales promotion:- By hosting an sports event, company can get media attention
and word-of-mouth publicity of its bicycle which help in achieving higher market
recognition.

Continue…
• Social media:- HopeTech can
communicate about its product using
social media tools, which help in
capturing attention of large number of
audience.