Strategic Marketing: Standardization, Adaption, CBBE Model & IMC Plan

This report provides an analysis of strategic marketing principles, focusing on standardization and adaptation strategies within the context of a German marketing solutions company (AMS) expanding into the UK market. It examines the importance of balancing standardization and adaptation to achieve economies of scale while meeting local market needs. The report also delves into the Customer-Based Brand Equity (CBBE) model, explaining how to build a strong brand image and customer loyalty through brand identity, meaning, response, and resonance. Furthermore, it discusses the marketing mix (product, price, place, promotion) and integrated marketing communication (IMC) as crucial elements for launching new products and achieving a competitive advantage. The analysis considers both internal and external factors influencing business growth and market success.

STRATEGIC MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
PRESENTING THE GENERAL TERMS OF ADAPTION AND
STANDARDIZATION OF MARKETING MIX...................................................................3
PRESENTING CBBE MODEL.............................................................................................5
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Strategic marketing can be define as the process of planning and
implementing plan in order deal with the external and internal factor of business
environment. The present report is based Ashanti Marketing Solutions(AMS) is a family
service industry that is located at UK. The company has decided to expand
their business in Germany in order to grow the business as well as to provide
best advertisement quality to their targeted customer.
Furthermore, the study will discuss about the standardization and adaption of
the marketing mix so that it can increase the total sales. Along with this, it will also
analysis about CBBE model that will help the company in order to build
strong brand image by connecting the customer. Lastly, it will throw light on IMC
and how it is important for launching new product in the market. In addition, to
this, it will analysis about the ways of measuring the success of the firm in
the competitive market.
MAIN BODY
PRESENTING THE GENERAL TERMS OF ADAPTION AND
STANDARDIZATION OF MARKETING MIX
Before entering the new market every company has to analysis about the
internal and external factor before establishing the business. Along with this, the
most important factor is managing the balance between standardization as well as
adaptation. Moreover, standardization means that firm will use the same standard
of marketing mix in every country it expands. However, this strategy is adopted by
such firm that are exporting for the firsts or the organization that aims to
focus on saving the cost( Blut Teller and Floh, 2018). In simple words the firm that do
not want to use a very costly process will adapt for standardization. The
common factors that affects the standardization is globalization of the market. Such
as if ASM offered the product in global market it can sell the same goods and
services in other country. Another factor that affect the company is economies of
scale and transferable competitive advantage. While on the other hand, Adaption
means that every country has their own marketing mix. This strategy is focused on

meeting the demands and needs of the market in order to sustain in the
competitive environment. Along with this, it also means that company should
implement plan in such way that organization can accomplish it goals. As well as
it should implement the plans to meet the specific needs of the local
consumer (Brahmbhatt and Shah, 2017). The adaption strategy is better in factors in
difference between the consumer and local competitive condition and difference
between the high degree of service in the company offering.
In addition, to this, while deciding the marketing strategy company need to
emphasis about standardization and adaption strategy. Such as the ASM
company has to develop marketing mix according to the condition of the
market.
PRODUCT: In this factor the organization provide goods and product to
their customer. If company is dealing with product it has to focus on the
specific market and demands of the customer (Choi, 2018). On the other
hand, if service is provided then firm has to focus on people, processing and
information based. In addition, to this, ASM provide various services to their customer.
So ASM has to provide those services that are needed by the consumer of
Germany as this will allow to attract more and more customer as increase the brand
name in the market.
PRICE: This is very important factor that need to be taken in consideration
while making adaption strategy. Such as in this factor ASM has to focus on
internal threats that can impact the decision (Dost and et.al., 2019). Along with this,
the organization has to focus on production location as it can be major factor
for influencing the additional cost. ASM has to set the price according to
the income of the targeted customer as it will contribute in sales. However,
before making changes in price firm has to focus on the external factor such
as local government and tax. As well as to analyse about the macroeconomic
situation of the target market.
PLACE: Before entering in the new market the firm need to conduct about
the market condition as well as geographic location before launching new product.
ASM has to take into consideration about the external environment such as

economy. It is important for the company the ASM will get huge profit because
the economic development of the country is good. And the organization will be
able to run the business in long run (Keller, 2020). However, ASM has to focus on
the external factor such as life cycle position, geography, development infrastructure and
country economic development. In addition, to this, ASM should established their
store at prominent place as it will attract more and more customer.
PROMOTION:
The company has to make the strategic planning such as advertisement in
order to attract customer. Along with this, before launching the product
ASM has to investigate in the local market to identify the competition.
However, organization can make use of digital channels such as social sites and e-
mail marketing in order to enhance the promotion at local as well as
international market (Lim, 2021). Moreover, ASM can also make use of traditional method
of marketing such advertisement in paper in order to attract more and more
consumer. The promotion factor helps in increasing the sales of the firm as
well as contribute in enacting the brand image in the competitive market.
PRESENTING CBBE MODEL
This model is known as Customer based brand Equity (CBBE) that showcase the
success of company can directly influence the attitude of customer towards
the company. Moreover, this mode has been known by the another name
Keller model as it is designed by Kevin Lane Keller that is professor of
marketing. Along with this, this model is in shape of pyramid that allows
business to make strong brand image in the market as well as show case how to
manage the relation with the customer as well as increase their loyalty towards
company (Mulwa and Visser, 2020.). The concept behind making this model is that if
the company will have good brand image in the market it will attract more and
more customer. That will contribute in increasing the sales of the firm in the
competitive market. In addition, to this, while entering in new market this tool will
help ASM to build the good brand image so that it can run it business
profitability in the competitive market of Germany.

Moreover, the model is in the form of pyramid that will present the four
fundamental and common question that will be asked by the customer while
launching new product or services (Pham, 2019). However, for accomplishing the success
firm has to follow all this four step.
The first stage is to identify who you are this also known step BRAND
IDENTITY. The goal of each organization is to increase its brand image so that
it can generate revenue. So ASM has to stand out in the market by providing
unique and different product and services (Pomering, 2017). Along with this, the
company has to make sure that customer are aware about the product. However,
ASM can promote its product by using various promotional ways such as digital
marketing in order to increase the brand name in new market. In addition, to this,
firm has to conduct a market research so that it can understand the taste and
preference of the customer or to identify the different market segments in the
market (Rocha and et.al., 2018). Moreover, this step will allow ASM to identify that
whether customer will be able to perceive the brand and will know the market
condition. As well as it will help firm to find out the best promotional channel.
BRAND MEANING:
This is second stage this firm has to communicate the main aim of the
brand to their customer. Along with this, it has to focus on the performance of
the company. Such as performance will define about how well the
goods and services are meeting the demand of the customer. ASM has to
focus on 5 factors such as feature of the product, price and design of
the product as well as durability in order to increase attract the customer. Along
with this, imagery refers to how well the brand has satisfy the social as well as
physiological needs of customer (Thabit and Raewf, 2018). Thus, ASM has to make
the products that is according to the needs of the customer as it will result
in increasing the brand loyalty of the firm. According to this model customer
experience towards brand contribute in increasing or decreasing the brand image.
BRAND RESPONSE
This is third step in this customer will response towards brand it can be negative as
well as positive. The negative comments will decrease the brand image while

the positive response will increase the brand reputation. Along with the
response of customer will be categorize in tow part such as judgement and
feelings. In the case of judgement customer will think will judge the product
on the basis of quality if it is good then the brand image will be
increased. While on the other hand if quality is not good the customer has
to improve or invest in the production. Along with this, the customer will judge
the product on the basis of credibility that will include three factors such
as expertise, innovation and trustworthiness. However, ASM can conduct research or
take feedback form the customer in order to improve the quality as well as
credibility of goods and services (Wang and et.al., 2022). In addition to this, the
customer will judge the product on how relevant the product such as if the
good is able to fulfil the needs of the customer it will directly contribute
towards increasing the brand name. For accomplishing the success of brand
ASM has to identify the needs of the customer as well as communicate with
them. Furthermore, the customer will judge the product on the basis of
superiority such as how good the company product as compare to
competitors. Thus, all this factor affect the brand as well as can create positive
and negative impact on the firm. Furthermore, the customer also respond towards
the brand on the basis of their feeling such as fun, security, social approval
and excitement. If all this feeling are fulfilled then it will enhance the brand name.
BRAND RESONANCE
This is the last stage of the equity pyramid it is one of the most desirable as
well as difficult level to reach. This level can only be accomplished by fulfilling the
physiological and social needs of the customer. Keller has divide the
resonance into four part such as behavioural loyalty that a includes repeated as
well as regular purchase by customer (Yousaf Amin and Gupta, 2017). Another part is
attitudinal attachment that is response of the consumer towards the brand that
can be both good and bad. However, it can be measured by special purchase made
by the audience. The last part is sense of community as well as active enginemen
that is strongest example of brand loyalty. Thus ASM has to keep their customer

satisfied in order to reach this level as well as to increase the overall brand image
of the firm.
Integrated communication mix and methods
Integrated marketing communication is about to design and develop the idea that can
sustain throughout the marketing process (Marzuki, 2021). This is about to create a message
through singular message which can further a direction to the marketing campaign of company.
This is about to connect all aspect of marketing communication while designing the appropriate
marketing campaign to deliver business campaign. AMS Company also follow the practice of
integrated marketing communication to design and develop the bets suitable marketing campaign
for all different client of the organisation. This entire practice of marketing is about to design an
appropriate campaign that can support the organisation to practice an efficient marketing idea.
AMS Company also follow this practice while designing the bets suitable marketing idea for all
its various stakeholders. Integrated communication mix is a very professional approach that roam
the entire marketing idea around. In business terminology the role of communication mix is
significant to channelise and deliver the marketing campaign. This idea of marketing allow the
organisation to fragment the mass market. IN order to ensure the high level of success of
marketing fragmentation of mass market is necessary. This favour the organisation to expand the
marketing campaign of company at a all different level. This lead to massive success of the
entire marketing campaign. Media fragmentation is also included in the integrated
communication mix (Kurniawan, Shall and Meidian 2021). This involves utilising the different
media platforms or channels to execute the marketing idea. This is a very relevant factor or
element associated with marketing campaign of company to utilise all different media platforms
in the best way possible.
Explosion of new technologies is also important in process to utilise the integrated
communication mix practice. Utilising technologies is necessary to deliver the high level of
success in marketing practices adopted by the company. This whole practice of marketing
support the business to execute the role of new and advanced level of technologies to deliver the
marketing practice in business. AMS Company provide the service related to the marketing
ideas and campaign that can attract to the majority of customer base of company. The integrated
communication mix as a concept try to shift the power from manufacturer to customer of the
company. This concept further shift to the advertisement cost from advertising to other form of

promotion. All this allows the business to delegate the right factors and features that can support
to the overall success and growth of the marketing practice in favour of the business.
Advertising: is the bets suitable method of marketing communication. This technique is to
present the entire marketing idea in the most presentable manner. This entire practice is about to
drive the marketing campaign (Prasandya and Pratama, 2018). The organisation utilise different
methods and techniques that will support the company to design the right suitable marketing
campaign for the target customers. This method is a professional technique to communicate the
business idea to all potential customers of the business.
Event and experiences: is another suitable method of communication mix which AMS
Company utilise. This involves conducting events to promote the products and services of the
organisation. This method is a very convenient way to reach out to the target customers. Event
and experience support the organisation for executing the promotional campaign in the best way
possible.
Public relation and publicity: is also a crucial mode of supporting the business objectives
through marketing and promotion. This technique is about to support the business growth and
development possibilities in the most suitable manner. Public relation is one of the core objective
related to communication mix (Fernandes, 2019).
Measurement of success
 Sales target is one of the core method to measure the success of the business.
 This involves setting up the target for sales in company and in the end of the financial
year this is about to measure the fact that at what level the organisation is capable enough
to meet its sales target.
 This technique is a very efficient process to measure the efficiency of the marketing
campaign launch by the AMS Company.
 Every year company decide its sales target that is further tried to achieve through the
effective marketing and pronominal campaign of company.
 Market share is another suitable method to measure the success of the marketing
campaign launch by the company (Hair Jr and Sarstedt, 2021).
 This involves measuring the increase in market share achieve by the organisation.
 Measurement of the market share and the relevant increase in same allow and support the
business to measure the efficiency of the marketing campaign launch by the company.

 The aim of the marketing is to improve the market share of company in respective target
market.
 Marketing is deigned in such manner that the organisation get to boost its existing ales
target and further to achieve growth in the same.
 Profitability is another suitable indicator that AMS Company usage to measure the sic
cess of the whole campaign.
 On the basis of the percentage of rise in the profit margin company assesses and measure
the success of the campaign.
 Profits are the very strong indicator for all type of marketing ideas that will further lead
the business to explore the best suitable marketing campaign.
 With the use of net profit margin and gross profit margin the AMS Company
organisation monitor the success of the marketing campaign that is launched by the
business.
 Return on investment is also derived as a suitable technique or method to identify the
potential success of the marketing campaign launch by the company.
 This technique allows the organisation to measure the success with the return derive over
the investment is made in the business.
 It can indicate that all; the above stated techniques and methods are the prominent
technique to measure the overall success of marketing campaign launch by the business.
 The factors demonstrate above are the key performance indicators related to the
marketing campaign that is launched by the business.
 Along with these company can use its own standard to measure performance.
CONCLUSION
From the above report it has been concluded that strategic marketing include
planning and implementing the strategy in order to promote their product. As well
as to increase the growth of the firm in the competitive market. Along with

this, the report has summarized about the ASM company that is trying to
expand their business in market of Germany. Along with this, the report has
also analysis about the strategy of standardization as well as adaption that
basically means to adopt the same marketing mix if selling product globally or
adapting new marketing techniques if the company is new. In addition, to this,
the report has examined the importance of Keller Model in increasing the brand
image in the competitive market. However, according to this model organization has
to follow an equity pyramid. Lastly, it has thrown light on the success measure
ways such as sales that company use to analysis the productivity.

REFERENCES
Books and journals
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machine learning applications. Journal of Digital Convergence. 16(10). pp.205-212.
Dost, F.and et.al., 2019. Seeding as part of the marketing mix: word-of-mouth program
interactions for fast-moving consumer goods. Journal of Marketing. 83(2). pp.62-81.
Fernandes, M. A., 2019. Accountability in marketing: the impact of marketing automation
processes in the measurement of marketing activity performance (Doctoral dissertation).
Hair Jr, J. F. and Sarstedt, M., 2021. Data, measurement, and causal inferences in machine
learning: opportunities and challenges for marketing. Journal of Marketing Theory and
Practice. 29(1). pp.65-77.
Keller, K. L., 2020. Leveraging secondary associations to build brand equity: Theoretical
perspectives and practical applications. International Journal of Advertising. 39(4). pp.448-465.
Kurniawan, R., Shall, R. and Meidian, W. T., 2021. The Effect of Communication Mix on
Customer Purchase Decision (Survey on Ajimaru Ramen Bandung). Psychology and Education
Journal. 58(1). pp.6108-6118.
Lim, W. M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
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