Group Management: Marketing Mix Adaptation and CBBE Model Analysis

This group management report delves into the adaptation and standardization of the marketing mix, particularly in the context of TESCO's expansion strategies. It explores the Customer-Based Brand Equity (CBBE) model, explaining its levels from brand identity to brand resonance, and how it can be applied to build a strong brand in new target markets. The report further discusses integrated communication mixes and methods, including direct marketing, advertising, and personal selling, to create seamless customer experiences. Methods for measuring the success of these strategies, such as sales targets, market share, profitability, and return on investment, are also outlined. The report concludes by emphasizing the need for diverse marketing tactics to achieve higher sales in new market segments.

Group Management Report CW2

Table of Contents
 Introduction
 Adaptation and standardization of marketing mix:
 CBBE Model
 Integrated communication mix and methods
 Measurement of success:
 Conclusion
 References

Executive summary:
Marketing is a board segment of every customers that includes the different
elements of Marketing mix that has to be used according to the changing
marketing scenario. There is application of customer based brand equity model
that leads to building up of a Strong brand in the new target market.

Introduction
There are different element of marketing mix that are Valued further there is
analysis of marketing mix techniques in context with TESCO and their present
expansion strategies, further there is application of CBBE model that is used for
the purpose of managing the brand (Smilansky, 2017)

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Promotion: TESCO can focus on use of promotion technique by development of
desire among customers.
Pricing: TESCO can use cost leadership strategy in order to use it for the purpose
of expansion of their image of affordable super market brand.

CBBE Model
CBBE model is developed by Marketing professor Keller on
his published strategic brand management. It is pyramid
shaped model that is reflecting the way a strong foundation
can be build so that there can be a positive relations between
customers and the brand. For this there are different levels of
the brand that are to be understood as mentioned below

CBBE Model
Level 1: Brand identity:
It is a approach in which the customers are looking beyond the brand and willing to
explore the way buyers are associated with the particular brand name.
Level 2: Brand meaning:
It is the basic meaning of the brand that is of the customers

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Brand managing:
When the customers are aware of the product they are questioning about its look, style,
durability, reliability, money and customer experience (Hyder, 2016). This aspects is
divided in two parts that is brand performance: it covers reliability, functionality and
durability of the product.
Brand imagery: In this aspects TECSO has to ensure that the brand is meeting the social
and psychological needs of their customers.

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Level: 3: Brand response:
In this aspects there is analysis of the feelings and judgment of the customers.
Whether they are loyal towards the brand or not.
Level 4: Brand resonance:
There are many aspects that are resonate with the customers such as lifetime
experience of the products and value.

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Level: 3: Brand response: TESCO has been able to achieve higher success ratio in their
existing locations by focussing on their tag-line that says “every little helps” strap
line, the success is focussing for stagnation in the process of customer engagement.

Integrated communication mix and
methods
Integrated marketing is basic approach that is used for creation of a seamless experience for
customers so that there can be a interaction channel that can be established with the
target segment of customers.
Direct marketing: It is a approach that will be used by TESCO in which there will be
establishment of direct communication channels with their customers.

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Adverting: Adverting is a technique that will lead top creation of a long term
impact on the customers.
Personal selling: In this approach TESCO can make use of techniques of personal
selling where there can be focus on use of some sales person across their
physical locations so that people can be individually influenced to focus on
purchase of products.