Report on Marketing Mix Adaptation, Brand Equity, and IMC for India

This report and presentation provides a detailed analysis of marketing strategies for the Indian market, specifically focusing on Ashanti Marketing Solutions. It explores the extent to which the marketing mix elements should be standardized or adapted, emphasizing product demonstration and unique features. The report then applies the Customer-Based Brand Equity model, outlining strategies for building brand identity, meaning, response, and resonance. Furthermore, it examines Integrated Marketing Communications (IMC) and evaluates the effectiveness of advertising, sales promotion, and public relations within the Indian context. The report concludes by assessing methods for measuring marketing success, such as website engagement and conversion rates, and suggests future improvements.

REPORT AND
PRESENTATION

Table of Contents
 INTRODUCTION
 To what extent should the different elements of the marketing mix be standardised or adapted for
Indian market.
 Applying the Customer Based Brand Equity model
 Applying the concept of integrated marketing communications (IMC) critically evaluate three
effective marketing communication methods
 Critically assess how your company could measure its marketing success in this market and how it
could improve in the future
 CONCLUSION
 REFERENCES

INTRODUCTION
 The current presentation justifies the extent to which the elements of the marketing mix should be
standardised and adopted by Ashanti marketing solutions limited in Indian market.
 It outlines the customer based brand equity model and critically analyse how the brand may be
built and managed in the new market.
 It explains the concept of integrated marketing communications and effective marketing
communication methods to incorporate within this market.

To what extent should the different elements of the marketing mix
be standardised or adapted for Indian market
 Product-
 In order to bring new service that is Mobile app development, a
proper and effective demonstration of the service may be done.
 The customer in the Indian market focus on what the service can
do for them and how its better than other alternatives.
 The features should be unique and latest in the current market and
the organizations may adopt this element at a high extent to add
value to the existing products/services for the new country/market.

Applying the Customer Based Brand Equity model
 Brand Identity- The organization can build a strong identity of the
brand by telling people about the brand.
 Brand Meaning- It is the second step for Ashanti organization to
provide more information about their mobile app development service
in the Indian market.
 Brand Response- Meeting the customer expectations is the key to
success for any brand.
 Brand Resonance- At this stage it can indulge more customers in the
brand and its activities like online groups, social media and public
events.

Applying the concept of integrated marketing communications (IMC)
critically evaluate three effective marketing communication methods
 Advertising- It is one of the most effective ways of brand promotion which can help
the organization to reach out to a large audience in the least time possible.
 Sales Promotion- The organization can take care of special promotional strategies to
attract customers. It can start with discounted coupons, membership policies, special services and
attach free services along with the main services.
 Public relation- This is the most genuine and honest form of marketing communication
as it comes from a genuine source.

Critically assess how your company could
measure its marketing success in this market
and how it could improve in the future
 Website Engagement- Website information can
track several important information of the customers
and market demands. Web visitors from social media
and other links can be tracked to see the no. of
referrals and the frequency graph over the time.
 Conversion Rate- It is the percentage of visitors
who completed the desired activity. These activities
include form filling, participation in events and
signing up for purchasing a service.

CONCLUSION
 It can be concluded that different elements of marketing mix can be standardised and adopted by
the organization for a successful entry in the Indian market.
 Customer based brand equity model and its elements can be considered for a planned launch of its
new service in the market.
 The concept of integrated marketing- communication and effective marketing-communication
methods can be used to incorporate within the market.

REFERENCES
 Bekimbetova, G., Erkinov, S. and Rakhimov, U., 2021. The role of the branding and integrated
marketing communications to consumer perception. InterConf, pp.113-126.
 Civelek, M. and et.al., 2021. Marketing communication tools and their influence on marketing
innovation: Evidence from Slovakian SMEs. Management & Marketing, 16(3). pp.210-227.
 Mix, A.P.M., 2022. BAB III MARKETING MIX. Manajemen Pemasaran Hasil Pengelolaan Bank
Sampah Melalui E-commerce. p.81.