View
218
Download
0
Embed Size (px)
Citation preview
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
1/31
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
2/31
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
3/31
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
4/31
Meaning of B2C Marketing
A transaction that occurs between a company
and a consumer, as opposed to a transactionbetween companies known as B2B.
Business that sells products or provides servicesto end-user consumers.
Also known as internet retailing or E-trailing
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
5/31
B2C
Product driven
Maximize the value of the transaction
Large target marketSingle step buying process, shorter sales cycle
Merchandising and point of purchase activities
Emotional buying decision based on status, desire, or price
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
6/31
B2C Marketing, Why is important?
Used as the proverbial grease in the engine of
consumerism for goods or services.
Those who execute better marketing to their
consumers for goods or services with all things
being even with the offering win the vast majority
of consumer dollars.
Educates the consumer on how to address theirneed and desire fulfillments.
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
7/31
Capabilities and functionalities of B2C Model
1. Instantaneous communication
It helps in quick communication between the various
participants of business systems. It also helps to reduce
Time to Market.
2. Global Access
the products and services offered through the electronic
markets have global reach and give access to larger and new
markets.
3. Customization
Electronic markets allows to customize or configure goods
according to users need .
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
8/31
4. Increased Availability
Since e-commerce provide access to companys site24/7 so there is much greater availability of products.
5. De-intermediation
It helps in elimination the middleman, offering
simplified electronic distribution and product
differentiation based on customer choice.
6. Collaboration
They facilitate automation of transactions betweenelectronic enterprises and support real time exchange
of information and thus enable collaborative
processing.
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
9/31
Types of B2C marketing model
Aggregator Business Model Example
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
10/31
B2C Content Provider
Known as the traditional media model, B2C marketing for this model has been
heavily based on premium prescription advertising.
The times of India are content providers online.
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
11/31
B2C Mobile Marketing
Mobile Marketing via Short Message
Service (SMS) or Multi Message Service
(MMS) - campaigns can be sent with video,
text, and slide shows of promotions In-Game Mobile Marketing Ads are
placed in MMS related games being played
by consumers. Done as product placement.
IPad Marketing video marketing that can
sent to a consumers PDA, IPad, and other
mobile device
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
12/31
B2C Social Network (SN)Marketing
The rise of online SNs has spurred the growth of
advertising on social networks.
Advantages to advertising on SNs include
specialization of promotions based on demographic
information
provided by the user.
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
13/31
B2C Word of Mouth Marketing (WOM)
B2C WOM avenues include email, weblogs, bulletin
boards, chat rooms, and instant messenger clients ,
product review.
Initially thought of as a B2C
marketing tool, WOM has
been used by organizationssuch as McDonalds to win
others over to their product.
Each mom blogs about their
experiences with McDonaldsand what it means to them
and their families in terms of
financially, health, and
overall satisfaction.
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
14/31
B2C conclusion
With the advent of digital marketing, businessesnow have numerous other tools such as mobilemarketing that focuses on text messaging, webevent marketing, and YouTube based videomarketing, which is very vast.
The only thing we really can conclude about B2Cmarketing is we are only limited by ourimaginations and technology of the time. Astechnology improves so will our imagination to
find ways to brand, position, and promoteproducts.
i b i
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
15/31
Business to business
It describes commerce transaction betweenbusiness, such as between a manufacturer and a
wholesalers or between a wholesalers or a
retailers.
B2B products and services are sold from one
company to another company.
Example: Intel selling microprocessor to dell.
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
16/31
Business to business marketing
Business marketing is the practices of individuals or
organisation, including commercial businesses,governments and institutions, facilitating the sale
of their products or services to other companies or
organisations that either resell them, use them as
components in products or services they offer or
use them to support their operation.
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
17/31
Sectors of the B2B Market
Producers
Middlemen
Government units
Non profits
f h k
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
18/31
Sectors of the B2B Market
Producers includes all manufacturers andservice providers; buy goods to use in makingother goods or services
Middlemen buy goods for resale; includes allretailers and wholesalers (distributors, vendors)
Government includes all federal, state, andlocal governments and govt. agencies
Nonprofit includes charities, schools anduniversities, museums, etc.
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
19/31
B2B Marketing Communications Methodologies
Positioning Statement
Developing your message Building a campaign plan
Briefing an agency
Measuring results
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
20/31
B2B Marketing Characteristics
Sizes and number of Buyers.
Geographic Market Concentration.
Buyer Seller Relationship. Evaluating international business markets
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
21/31
Categories of B2B Customers
Commercial enterprises
Indirect channel members and facilitators
OEMs (original equipment manufacturers)Users = customers
Governmental organizations
Institutions
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
22/31
Key Features of B2B Product
Fewer users and larger purchases
Derived demand - esp. for raw materials andcomponents
Fluctuating demand 10% change in consumerdemand can lead to more than 10% change in thedemand for inputs
Rational buying decision process quality, ---
Technical, perceived
Dependability performance and service
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
23/31
Major Uses of B2B Products
For additional production (e.g., components arecombined into subassemblies and become part ofthe finished product)
For use in operations, but not part of the finishedproduct
For resale
Diff b B2B & B2C k i
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
24/31
Difference between B2B & B2C marketing
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
25/31
B2B markets are
generally small vertical
markets, often niche insize, comprised of a few
thousand sales
prospects to maybe as
large as 1,00,000prospects.
B2C markets are
typically large broad
markets of tens tothousands to millions of
sales prospects.
Size of B2B vs. B2C Markets
S l P
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
26/31
Sales Process
B2B sales
require consultative
selling sometimes from
a two-step level salesorganization including
the sellers sales force
and a distribution sales
force.
B2C sales are usually
direct to the consumer
or involve a retailer. The
sales approach is atraditional product sell
of "convincing the
consumer" they need
the product or servicebeing sold.
C t f S l
http://www.mymarketingdept.com/Customer-Centric-Marketing/http://www.mymarketingdept.com/Customer-Centric-Marketing/7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
27/31
Cost of a Sale
B2B sales are "higher
ticket" purchases
usually costing from just
a few thousand dollarsto tens of millions of
dollars.
B2C sales can range in
cost from a dollar to a
few thousand dollars.
Except, for cars andhomes.
P h D i i
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
28/31
Purchase Decision
The decision to
purchase in B2B sales is
generally driven by
need and budgetstherefore; it tends to be
a very rational decision.
B2C purchase decisions
tend to be made based
on want more than
need or a budget andtherefore are triggered
by more emotional
decision.
Purchasing Process
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
29/31
Purchasing Process
B2B sales typically have
a purchasing process
that is usually defined in
months and the sale iscomplex, often taking
additional months to
complete.
B2C sales have short
purchasing periods of
anywhere from a few
minutes (the impulsebuy), to a few days and
is a simple sale
consummated
immediately.
C O i
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
30/31
Campus Overview
907/A Uvarshad,
Gandhinagar
Highway, Ahmedabad
382422.
Ahmedabad Kolkata
Infinity Benchmark, 10th
Floor, Plot G1,
Block EP & GP,
Sector V, Salt-Lake,
Kolkata 700091.
Mumbai
Goldline Business Centre
Linkway Estate,
Next to Chincholi Fire
Brigade, Malad (West),
Mumbai 400 064.
7/28/2019 B2B Marketing Presentation - Unitedworld School of Business
31/31
THANK YOU