b2b marketing presentation - unitedworld school of business

7/28/2019 B2B Marketing Presentation - Unitedworld School of Business

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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


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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


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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.


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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 .


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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.


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Types of B2C marketing model

Aggregator Business Model Example


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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.


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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


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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.


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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.


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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


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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.


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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.


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Sectors of the B2B Market

Producers

Middlemen

Government units

Non profits

f h k


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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.


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B2B Marketing Communications Methodologies

Positioning Statement

Developing your message Building a campaign plan

Briefing an agency

Measuring results


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B2B Marketing Characteristics

Sizes and number of Buyers.

Geographic Market Concentration.

Buyer Seller Relationship. Evaluating international business markets


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Categories of B2B Customers

Commercial enterprises

Indirect channel members and facilitators

OEMs (original equipment manufacturers)Users = customers

Governmental organizations

Institutions


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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


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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


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Difference between B2B & B2C marketing


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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


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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/


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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


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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


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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


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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.


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THANK YOU

b2b marketing presentation - unitedworld school of business

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