B2B Marketing - 1 a. Overview of Challenges & Actions , MET Institute

7/25/2019 B2B Marketing - 1 a. Overview of Challenges & Actions , MET Institute

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B2B Marketing Challenges and

Actions

MET Institute July 25, 2010

!!"al #hadnis


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Who is the customer ?

Fewer buyers than Consumer market

Larger buyers , high buyer concentration ratio

Closer supplier customer relationship

Geographically concentrated buyers

Derived demand rom consumer markets

!roessional purchasing , "everal buying

in#uencers


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What buying decisions do $%$Customers make?

&ew business

' "etting up a new o(ce, plant , new productlaunch

"traight re'purchase

!ricing , product technology up gradation

)odi*ed re'purchase

' to modiy product speci*cations , pricing etc+


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Who participates in the $%$customer buying process?

ll individuals who share common goals andrisks rom the decision

-ngineering personnel , greatest in#uencers on

technology

!urchaser , pricing decisions

pprovers , .verall responsibility


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What are the ma/or in#uences on$%$ Customers?

$%$ marketers should concentrate on strongeconomic bene*ts to buyers

-conomic environment

.rgani0ation structure and decision makers

- 1rained materials managers

&ational accounts

Long'term contracts' !erormance evaluation

' 2ndividual actors in#uencing decisions


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3ow do $%$ Customers maketheir decisions?

!roblem recognition

!roduct speci*cations , opportunity or costreduction

4endor search , proposal screening

4endor selection

!erormance review


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)arketing ocus guides e5ectiveutili0ation o the resources

Focus area 6 )arketing , -5ective marketingtools

-vent management

"ponsorships

)arketing communications

Direct marketing vi0+ direct mailers, seminars

)arketing control , implementationevaluation

7eturn on 2nvestment measurement


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Demographic

' 2ndustry sector wise

Company si0e

Location , geography ocus

.perating variables

1echnology

8ser status , heavy, medium or light users"ervice capability , many services or ew

$asis o segmenting in $%$marketing


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!urchasing approach

-ngineering dominated, technology ocus

-9isting relationships

!urchase criteria , price ? :uality? or service?"ituational actors

"peci*c application ocus

.rder si0e

!ersonal characteristics4alues

Loyalty to buyers

$asis o segmenting in $%$marketing


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Wipro Lighting

2nstitutional 7esidential Government

;$%$< ;$%C< ;$%$3igh technology

platorm >


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8se o $rand mbassador in $%$)arketing

ccenture Performance Delivered1iger Woods as brand ambassadorIIII++used e9tensively till %BBA

' 8niHue way o building $rand in 21 business

)arketing' 8se o $rand mbassador

21 "ervices $rand building' !rint media used e9tensively or corporateadverts

' -vent sponsorship


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-vent sponsorship -5ective1ool in $%$ )arketing

"u0lon Green technology relatedprogramming

)ahindra "atyam F2F World Cup %BEB"outh rica

1ata Consultancy "ervices 1he )umbai

)arathon


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8se o 2nternet in $%$ )arketing

2nternet ' huge asset in $%$ )arketingchallenge

Creates seamless connectivity with

customers llows Direct customer interaction


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)arketing 7esearch in $%$)arketing

!redominantly :uantitative research

!rovides Data or decision making

Guides market segmentation

Creates a blue print or action

Guides in developing a sales pipeline oraction

Continuous e9ercise in opening new sectoropportunities


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2mpact o !ublic 7elations in $%$)arketing

!7 ctivity bene*ts

)edia $oth -lectronic J !rint

2nterviews with top management

1echnical rticles in business and relevantsector maga0ines

Cost e5ective process in brand building

Communicating your "8CC-"" to potentialcustomers

What we call results arebe innin s

Documents

B2B Marketing - 1 a. Overview of Challenges & Actions , MET Institute