Strategic Marketing Report: Adaptation, CBBE Model and Communication

This report provides a comprehensive analysis of strategic marketing, focusing on the adaptation and standardization of the marketing mix, and the application of the CBBE (Customer-Based Brand Equity) model. It examines how companies like Ashanti Marketing Solution Limited can adapt their marketing strategies, particularly in the context of expanding into new markets like France with web design services. The report delves into the importance of integrated communication mixes, and the methods used to measure marketing success. It also highlights the different stages of the CBBE model, which includes brand identity, brand meaning, brand responsibility, and brand resonance. The report emphasizes the significance of building a strong brand image and establishing a strong customer base through effective marketing strategies.

Strategic Marketing
CW2

INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Adaptation and standardisation of marketing mix.......................................................................4
CBBE Model...............................................................................................................................5
Integrated communication mix and method................................................................................6
Measurement of success..............................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

Executive Summary
Strategic Marketing is the process in which an entity is required to conduct different process
such as planning, implementing and many more through which company can get the opportunity
to take lead with the market. This file has a detail information adoption and standardisation of
marketing mix including CBBE model.Marketing communication process is one of the way
through which any of the company can provide information about the products of a company.
Measurement of Success has guided the organisation to determine whether goals has been
accomplished or not.

INTRODUCTION
Strategic Management has become of the essential topic within the business organisation
where proper planning is the most important thing where focus is required. In context of the file,
the chosen organisation is Ashanti marketing Solution Limited. This company is dealing in the
field of advertising of products, event solutions and many more. Currently, company is trying to
expand their business in France with new product and that is Web designing. Different topics
will be discussed in it which relates with adaptation and standardisation along with CBBE
model. There is always a requirement of communication process and that has been discussed in it
and finally market target has been achieved or not will be explained.
MAIN BODY
Adaptation and standardisation of marketing mix
Adaptation of Marketing Mix:It is explained as the process where company tries to
bring modification or changed within the product for the purpose of reaching out maximum
number of customers. This process is among that process where new process can also be
introduced for taking competitive advantage. In other words this means that kind of things which
is helpful in making an organization to modify its product in order to make it more effective
within the market. Such process is also capable of making organization uplift itself within the
market. All such advancement that is being made in order to retain an organization’s customer
and is going to lead towards increase in percentage of customer by making the product available
to all the people living in that society. The product within an organization can be made available
to various customers through lot of methods and also social media is going to play very
important role in promoting the product which is eventually going to increase awareness about it.
Marketing mix is very helpful in making an organization cover a large area within new market as
the main objective of it is to help an organization gain profit through new product launched by an
organization. This can be better through this example, an organization like Ashanti marketing
Solution Limited is planning to expand its business within the market of France where their
focus will be on Web designing (Praharaj and et. al. , 2016). This is going to make it very easy
for them to promote their product and enhance its services. Also this is going to lead towards
forming an strong platform for marketing product over websites. Attraction of customer is going
to be more because products are going to be available online. Due to increase in online shopping

in modern time it is going to increase loyalty of customers over the brand which is going to lead
towards enhancement of sales. Profit is going to increase due to rise in sales.
Standardisation of Marketing Mix: It is one of those processes where organisation
focuses that how they are needed to perform within the market for the purpose of accomplishing
their goals. The major focus in this respective strategy is that company mainly focuses on the
approach where they can reduce overall cost of the product. Only one form of marketing mix can
be used in it. But, only specific market can be covered through this respective process. Such type
of marketing mix has main purpose of reducing the cost and utilizing it in efficient manner which
is going make the organization growth within an specific place or area that has been chosen by it.
Further under this situation optimum utilization of resources can also be followed. This is going
to lead towards saving of resources and finances for future purpose. Under this one single
marketing mix can be used. Strategies are formed for following of this mix. It is going to have
an positive impact upon an organization like Ashanti marketing solutions Limited. It can be
understood into detail with the help of example which is Ashanti marketing Solution Limited
using different form of marketing strategy in France and that do not match with the strategy
which the uses within United Kingdom.
This is going to help them in understanding of the situation of market in France. Also this
is going make the organization follow optimum utilization of resources which is going to lead
towards better utilization of resources. One of the major aspects that has been covered by the
standardization is marketing strategy which is going to lead an organization choose for
standardizing of all aspects. About product experience and they can standardize all aspects in
experience of product. They can standardize component of the product or marketing.
Standardizing a product as a whole experience is included with product uniformity, customer
service, product support, marketing, pricing and its distribution. The overriding benefits of a
standardized marketing strategy are consistency throughout the world and cost savings.
Increased globalization of world businesses contributes to more similarities among
international marketplaces. This has led some companies to realize the benefits of providing a
consistent, and uniform product and marketing system around the world. One of the biggest
disadvantages of standardization is marketing strategy which has emerged from the goals over
and uniformity. Selling of similar products which gives same message globally is this can lead
to little or no differentiation for unique ideas and markets needs.
In context of Ashanti marketing Solution Limited, they are entering into the market of
France for the first time where they will focus mainly on Web designing work. It is necessary for
them to understand that company must be able to focus towards standardised marketing mix
across different segment within the same market because it is one of the process through which
they can connect with more number of customers in a very short time period which is not
necessary that it will be completed in the field of another approach. Although, company will
target limited number of customers but the main thing is that the area which they will focus will

allow them to attain their goals in best possible manner. In addition, probability of attaining the
goals in it increases automatically. Further this is going make the organization set- up its brand
and make the image of the brand grow stronger all these are very important from the perspective
of achieving of goals and objectives through targeting a specific area is going to attain slight
knowledge about the market of France is going to be there. This is going to promote positivity
and marketing strategies to allow the organization expand itself within the new market. This is
also going to make the organization form a strong customer base.
CBBE Model
It is one of the model which is important for business entity because it directly contributes for
accomplishing the goals on specific time period. The CBBE Model was introduced by Keller
Model which is developed in pyramid shape which shows that how any of the business can
develop its brand image within the market. CBBE model majorly helps an organization decide
about the methods that is going to be very helpful in achieving of objectives that has been
decided by an organization. Basically there are four different stages in the pyramid of CBBE
model.Detail discussion on model in the view of Ashanti marketing Solution Limited has been
discussed below:
Brand Identity (who are you?):It is known as the primary phase where customer tries to
see the product of company and starts to distinguish with others. It is the stage where Ashanti
marketing Solution Limited must focus the most because it will help to decide the base of
pyramid. Management is required to build the image of company when nobody is aware about
the products of a company.
Brand Meaning (What are you?):Although it is the second stage but it needs to
understand that when customers of Ashanti marketing Solution Limited will become aware about
the products of a company then they will start to ask different question. In order to explain each
of the things in detail company needs to focus towards brand performance where they will tell
their customers about product, its price as well as it durability. On the other brand imagery will
be important where it will be focused that what customers must focus towards the product of a
company. If answer to all of this question can be given by Ashanti marketing Solution Limited,
then they will start to cover the market (Ladas, Kavadias and Loch, 2020).
Brand Responsibility (What are the feelings for the brand?): It is among one of the
important stage where lots of positive vibes are required for the management. In context of
Ashanti marketing Solution Limited, they are planning to expand their business to France where

lots of people will do criticism towards the product of a company. In this respective situation,
management of the company should be able to know that who they are and how they are needed
to react to any of the situation which arises in front of them.
Brand Resonance (a strong relationship):This is the stage where company has developed its
image within the market through which they can easily attract higher number of customers in
future time period. It is said that company likeAshanti marketing Solution Limited and their
customers will build strong relation till this stage. The most important thing which is needed to
be focused is that how relation between the customer can be developed. In addition, customers
also start to suggest the view of a product to different customers through which chances of
earning for company get enhanced in this particular stage.
Integrated communication mix and method
Integrated communication mix is the process by which an organization grows itself and
makes the best outcome possible of an situation to achieve an particular task. This
communication is one of the easiest things because it promotes ideas that are unique and is very
much required by an organization of any nature to grow itself. It is there to ensure all forms of
communication and messages are linked with each other in appropriate manner and have been
circulated to every employee working in an organization properly. Although integrating
marketing communication is one of the most important tools that is required to take lot of efforts
which helps in delivering many benefits. This is helpful in creating competitive advantages that
boost both profit and sales which is going to be helping customers in strengthening of
relationship and simultaneously saving time, money and stress. IMC is a very important element
that is helpful in making a customer move through lot of stages over buying process. It is helpful
for an organization over consolidating of image, developing of dialogue. Nature of relationship
that is ultimately going to be dependent upon building of bond between buyer and seller. This
bond can protect the customer from the inevitable onslaught of competition, thereby keeping the
customer for life (not just Christmas) a powerful competitive advantage. IMC is also increasing
profit through effectiveness and strong relationship. At its most basic level, a unified message
has more impact than a disjointed myriad of messages. A consistent, consolidated and crystal-
clear communication strategy has a better chance of cutting through the 'noise' of the several
hundred commercial messages which bombard individuals every day. At another level, initial
research suggests that images shared across advertising and direct mail campaigns; boost
advertising awareness, and, simultaneously, response to the mail. IMC is helpful in boosting of
sales by giving messages across all communication tools and business functions which is there to
create an revenue and increases customers in becoming aware about the product and services that
is being given by an organization to them. Also integrated is majorly focusing upon
strengthening of communication towards customers and employees both. There is certain
importance of integrated communication and they are as follows (Flores Morador, 2019).

COHERENC
Coherence means ensuring that marketing messages are logically connected across all
organizational channels. For example, direct mail, SMS messages, and emails should all be
directing customers to do the same thing. Whether that be going to a website or telephonic
communication business with special discount. If customer’s gets confuse then they are going to
shift them to another brand. In other words these types of message circulation procedure is very
important for an business to grow itself and is also going to lead positive growth within an
organization like Ashanti marketing Solution Limited. As this is going to make the flow of
information through various methods within an organization this is going to lead towards its
upliftment in positive manner.
CONSISTENCY
All the marketing channels should reinforce the same message. This involves using a
consistent design through colours and imagination, the same tone of voice and the same call for
an action. In other words this means within an organization it is very helpful in increasing of
consistency regarding an achievement of a task. Consistency is going to be there because of
smooth flow of information. Such way of communication is going to keep a record of all internal
factors for an organization like Ashanti marketing Solution Limited because this is going to
make analysis very easy which is going to help dealing with problems that can harm the progress
of an organization.
CONTINUITY
Primary marketing message should be connected through time. The content to be sent
across different channels does not have to be identical or be on the same topic but should build
on the previous content and feature the primary marketing message. This means that all
information that is being passed it should be connected with each other because this is going to
make achieving of task much easier. Also this is going to increase consistency within
communication over the information that is going to be circulated within an organization. Such
connections makes the negative pint turn into positive in order to produce an general output

which makes the goal and objectives achievable for an organization like Ashanti marketing
Solution Limited
There are various methods that can be used to spread communication and information regarding
an brand but one of the major way to introduce an product through this mix is promotion. Under
which product is promoted for the purpose of selling it within the market. Promotion is one of
the best ways of spreading awareness upon a particular product. It is also helpful for an
organization to attract customers in France and set itself within the market. This is going to help
Ashanti marketing Solution Limited to achieve its targets in easier manner and also is going to
make communication network strong which is going to be very helpful in making a promotion of
product possible in appropriate manner (Bai and Tang, 2018). This is also going to lead towards
making network of communication strong that eventually leads to
Measurement of success
Success is that process by which an organization is able to generate image of itself within
the market. This a very positive sing as it directly leads towards establishment of an organization
within the market of France. Also make the competitors of the brand face heavy competition
within the market for them. In other word success means and place of satisfaction in which all
goals and objectives are being achieved within by an organization in smooth manner. This result
into making an organization like Ashanti marketing Solution Limited successful within a
particular market like that of France. There are various ways in which success can be measured
and they are
Profitability
This means that when an business is making money by providing its product and services
to its customer. It is related to measuring of success in a way that it leads towards increase in
popularity of an organization within the market. Also this is an very important part of an
organization as profitability helps in improving of business relations of an organization at global
level this leads towards ease in performing of business all over the world. It can be achieved by
Ashanti marketing Solution Limited through forming of those strategies which promotes more of
profit making opportunities for an organization and provides sustainability in its growth..
Number of Customers
This is considered with the large base of customers that has been formed by an
organization to grow itself. As under this a brand is having more customers with more popularity
which makes image of an organization’s product strong among the people living in an society. In
a country like France people are going to be get attracted towards an oragnization that is

providing better quality. Ashanti marketing Solution Limited is going to measure it success by
seeing the increase in amount of customers upon weekly basis. This leads toward growth of an
organization in positive manner and is also helpful in its expansion within the market of France.
Employee Satisfaction
This is one of the most important things as it focuses over organizations. It results into
maintaining strength of the employees within an organization. Such type of things is very
important for an organization as it makes employees loyal towards an organization he is working
for. If employees are kept satisfied then every task is going to be achieved in proper manner and
also in smooth way. This kind of satisfaction is very rare to be achieved by an organization. An
organization like Ashanti marketing Solution Limited is going to achieve this by follows the
rules and regulations that has been mentioned under the laws related to employees. These are
related to safety, working hours and basic necessity of employees ‘(Paschoalin Filho and et.
al.,2020) . These laws ha to be followed by an organization to gain loyalty within its employees.
CONCLUSION
From the above file it is clear that the concept of strategic marketing is going to promote
an organization towards its success. In this file CBB model is covered which explains about
various aspects related to brand and then integrated communication mix has been explained and
methods related to it has been covered. In the end success and measures related to it has been
told.

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