Marketing Management Report: CBBE Model, IMC & Measuring Success

This report provides an overview of marketing management, focusing on the adaptation and standardization of the marketing mix within segmented markets. It explores the Customer-Based Brand Equity (CBBE) model, detailing its four levels (brand identity, brand meaning, brand response, and brand resonance) and their application to Morrison. The report also discusses integrated marketing communication (IMC) strategies, including social media and public relations, and methods for measuring success, such as sales targets. The conclusion emphasizes the importance of aligning marketing strategies with customer needs and utilizing the CBBE model and IMC for effective brand management and achieving business goals. Desklib provides past papers and solved assignments for students.

Group marketing management
report and presentation

Table of Content
 Introduction
 Adaptation and standardisation of marketing mix
 CBBE Model
 Integrated communication mix and methods
 Measurement of success
 CONCLUSION
 REFERENCES

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.

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. 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.

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On the other hand, adaptation is term which is used for adopting different ways and techniques
for the productions and other functional activities in an organisation. 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.

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Need of adaptation for different segments of market in Morrison-
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. 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.

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. 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.

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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. 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.

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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. 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 mind-sets 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. 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.

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.

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Social media communication- Most of the customers of Morrison use social media to collect
any information regarding their brand. 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. 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.

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. 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 can measure their success in positive points.

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.

References
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.

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