Explain the general terms of adaptation and standardisation of the marketing mix with examples. Then demonstrate by way of critical analysis whether there is a need for your client to adapt its marketing mix according to customer specifications within different segments of the market or there is a need to offer standardised marketing mix across the different segments within the same market
Explain how your client could build a strong brand by focussing on all the different components of the CBBE Model covering all of the following:
1. Who are you? Brand Salience (Identity)
2. What are you? Brand Performance and Brand Imagery (Meaning)
3. What about you? Consumer reactions (Responses)
4. What about you and me? Consumer Brand Resonance (Relationships)
Explain the meaning of IMC and its importance in the launch of the new product. Choose any three marketing communication methods that could be construed as most effective in reaching its target customers
Explain some of the ways of measuring success eg. Sales targets, Market share, profitability, Returns on Investment etc. as well as ways it could improve in the future.
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