Strategic Marketing Analysis: Nando's Romanian Market Entry

This presentation delves into strategic marketing, focusing on how Nando's can successfully enter the Romanian market. It explores whether to adapt or standardize the marketing mix elements (product, price, place, promotion, process, physical evidence, and people). The presentation examines the Customer-Based Brand Equity (CBBE) model, outlining its stages (brand salience, performance and imagery, brand response, and brand resonance) to build brand equity. It then discusses integrated marketing communication, highlighting how Nando's can leverage advertising, sales promotion, and direct marketing. Finally, the presentation covers the measurement of marketing success through key performance indicators like market share, profitability, sales targets, and return on investment, concluding that adapting the marketing mix and understanding consumer perspectives are crucial for successful market entry.

Strategic Marketing

Table Of Contents
• Introduction
• Adaptation or standardization of marketing mix
• CBBE Model
• Integrated Marketing Communication
• Measurement of Marketing Success
• Conclusion
• References

Introduction
Strategic marketing is a concept which focuses on the identifying needs and
expectation of consumers and fulfilling the same with the products and
services of the company. This presentation attempts to identify approaches
through which successful market entry could be achieved by the undertaken
business i.e. Nando's. It will be identified whether elements of marketing mix
to be adapted or standardised.

Adaptation or standardisation of marketing
mix
Standardisation: It is an approach in which an organisation offers same range
of products and services irrespective of the market.
Adaptation: The concept of adaptation attempts to cater needs and
expectation of people around the globe in an customised manner. In this
approach, various aspects of the products and services are modified to a
greater extent so to meet the expectation and needs of people.

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The elements of marketing mix are as follows:
 Product: This element refers to the products and services which are being
offered to the consumers along with consideration of the benefits which are
being offered by them.
 Price: Pricing focuses on the price which will be charged to the consumers
who wishes to avail the product or service. A business considers numerous
elements such as price of rival businesses, profit margin and cost of
production before finalising price.
 Place: This element of the marketing mix focuses on the place where
distribution of the product is to be carried out.

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• Promotion: This elements focuses on the methods which will be
undertaken by the business to effectively communicate relating to its
products and services in the market.
• Process: This section undertakes various mechanisms and procedures which
are being employed in order to produce the product.
• Physical Evidence: This elements of the marketing mix focuses on the
identifying how the products and services of the company are being
perceived in the market.
• People: Employees can be considered as one of the most crucial people in
the organisation. It is essential to make sure that capable people are being
part of the organisation.

CBBE Model
It is Customer-Based Brand Equality model used to increase the brand equity of
an organisation and to effectively enter into market with new product. This will
includes pyramid which aid in building brand equity by understanding
customer needs and implementation of appropriate strategies.

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The major components of CBBE model are as follows:
Brand Salience: This is first stage to provide information about brand and
new product to spread awareness among customers and competitors
Performance and Imagery: This is second stage where information is
provided regarding the efficiency of products that how these are beneficial for
customers and fulfil their social and psychological needs.

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Brand Response: This is the third stage which includes judgement of feelings
of consumers associated with products and services which are delivered by
company.
Brand Resonance: This is last and most crucial stage which includes building
of stronger image of their brand and products through creating loyalty among
customers.

Integrated Marketing Communication
It is simple concept which ensures that all form of communications and
messages are linked to each other. This will includes integration of different
promotional tools, so they work together with proper coordination. This
method is helpful in launching a new product or service by promoting them in
between the market.

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This method is used by Nando's restaurant to effectively enter into Romanian
market are as follows:
• Advertising: One of the common method used to communicate and
promote their products and services in between customers.
• Sales promotion: It is a process which is used by companies to influence
the buying behaviour of customers towards products.

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Direct Marketing: This is a form of advertising which is used by the
companies to communicate directly to customers through using variety of
media including e-mail, websites and brochures.