Meaning of B-2-B Marketing

• Also known as Industrial marketing.

• B2B Marketing is the practice of individuals, or

organizations, including commercial
businesses, governments and institutions,
facilitating the sale of their products or services
to other companies or organizations that in turn
resell them, use them as components in
products or services they offer, or use them to
support their operations.
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Raw Material
Producer Manufactur Distributor Retailer Consum
er er

B2B B2C

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 Characteristics of B2B Marketing
• Widely used to describe all products and services
used by enterprises.

• The volume of B2B transactions is much higher

than the volume of B2C transactions.

• For example, an automobile manufacturer makes

several B2B transactions such as buying tires,
glass for windshields, and rubber hoses for its
vehicles. The final transaction, a finished vehicle
sold to the consumer, is a single (B2C)
transaction.
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• Market characteristics
• Product characteristics
• Service Characteristics
• Buyer behaviour
• Channel Characteristics
• Promotional Characteristics
• Price Characteristics

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 Important criteria to run business

Special Requirement of B2B Common Ground Between B2B

Marketing Marketing and Consumer
Marketing

Creating a Personal Relationship. Understanding the Costumer

need.
Offering High Level of Service and
Support. Communicating the vital
messages about the company and
Close Targeting Through Direct its products.
Marketing.
Building the Brand.
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 Drivers of B2B

• Corporate Marketing

• Direct Marketing

• Electronic Marketing

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 Advantages of B2B
• Its is cost reduction technique for the company
so as to overcome mediator

• With advancement in technology B2B can be

done with the help of Electronic commerce.

• With the help of online auction the buyer of

industrial goods can get the product at a cheap
deal, as there are many competitors in an online
auction.

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• B2B helps in lowering the cost for selling and marketing.
It also shortens the selling cycle.

• The most important advantage of B2B is to have JIT just

in time delivery, the company can have the track of
goodS as to which place it has reached.

• With the advancement of technology each and

everyday, business transactions are carried out more
easily and effectively as well as in a faster and efficient
way.

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• By using B2B E-com, business can reengineer their
supply chain and partnership.

• B2B also offer access to following types of

information.
· Product – price, sales history etc.
· Customers – sales history and forecast.
· Suppliers - Product line and lead-time, sales
terms and conditions.
· Competitors – market share, product offerings.
· Sales and marketing – promotions.
· Supply chain process – quality, delivery time
etc.
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 Challenges of B2B Marketing
Being Everywhere
• it implies lots of cross-media, low-volume campaign all
year long rather than spending your budget on one or two
big programs. This way you can spread your budget
across time period and channels.
• Second, you need to focus your efforts where people
look – and by far, this means managing your search
engine marketing campaigns, especially on Google

Use the Right Content at the Right Time

• Not only do you need different content for each buyer
role, you need to customize content for each stage in the
buying cycle.
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 Opportunities of B2B Marketing

• Domestic companies can have good exposure in

international market.

• Adopting information and communication

technologies (ICT) to support the achievement of
existing business objectives

• Having comprehensive framework of sales

management

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 B2B Marketing Strategies
• B2B Branding
B2B Branding is different from B2C in
some crucial ways, including the need
to closely align corporate brands,
divisional brands and product/service
brands and to apply your brand
standards to material often considered
“informal” such as email and other
electronic correspondence.
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 B2B Marketing Communications Methodologies
The purpose of B2B marketing communications is to
support the organizations' sales effort and improve
company profitability. B2B marketing communications
tactics generally include advertising, public relations,
direct mail, trade show support, sales collateral, branding,
and interactive services such as website design and
search engine optimization.

 Positioning Statement
An important first step in business to business marketing
is the development of your positioning statement. This is a
statement of what you do and how you do it differently
and better and more efficiently than your competitors.
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 Developing your messages
The next step is to develop your messages. There is usually a
primary message that conveys more strongly to your customers
what you do and the benefit it offers to them, supported by a
number of secondary messages, each of which may have a
number of supporting arguments, facts and figures.

 Building a campaign plan

Whatever form your B2B marketing campaign will take, build a
comprehensive plan up front to target resources where you
believe they will deliver the best return on investment, and
make sure you have all the infrastructure in place to support
each stage of the marketing process and make sure the entire
organization is geared up to handle the inquiries appropriately.

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• Briefing an agency
A standard briefing document is usually a good idea for briefing an
agency. As well as focusing the agency on what's important to you
and your campaign, it serves as a checklist of all the important things
to consider as part of your brief. Typical elements to an agency brief
are: Your objectives, target market, target audience, product,
campaign description, your product positioning, graphical
considerations, corporate guidelines, and any other supporting
material and distribution.

• Measuring results
The real value in results measurement is in tying the marketing
campaign back to business results. After all, you’re not in the
business of developing marketing campaigns for marketing sake. So
always put metrics in place to measure your campaigns and if at all
possible, measure your impact upon your desired objectives.

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 How big is B2B marketing?
• Hutt and Speh (2001) note that "business marketers serve
the largest market of all; the dollar volume of transactions
in the industrial or business market significantly exceeds
that of the ultimate consumer market." For example, they
note that companies such as GE, DuPont and IBM spend
more than millions a day on purchases to support their
operations.

• Dwyer and Tanner (2006) say the purchases made by

companies, government agencies and institutions
"account for more than half of the economic activity in
industrialized countries such as the United States, Canada
and France."
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The fact that there is such a thing as the
Business Marketing Association speaks to the
size and credibility of the industry.

A study sponsored by the Business Marketing

Association estimated that business-to-
business marketers in the United States spend
about $85 billion a year to promote their goods
and services.

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 What's driving growth in B2B
Marketing?
• The tremendous growth and change that
business marketing is experiencing is due in
large part to three "revolutions" occurring
around the world today.

 First is the technological revolution.

 Second is the entrepreneurial revolution
 Third revolution is one occurring within
marketing itself.
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 PRANS Industries Pvt. Ltd.
Type :- Pvt. Ltd.
Headquarter :- Mumbai, India.
Key People :- Neelam, Sandeep, Prathmesh, Atul & Rameez
Industry :- Rubber

• VISION:
Our vision is to attain par excellence on standards of business conduct, suppliers,
customers, communication, planning, technology, growth and organization with
eco-friendly responsibility.
• MISSION:
To exceed our customers expectations in quality and cost through continuous
improvement & customer interaction.
SUMMARY:
• Our organization is an established strategic source both domestically and globally
for all sophisticated and hi-tech engineering applications with rubber.
• Our comprehensive range of products confirm our multi faceted strengths. We
cater to a wide spectrum of industries, Automotive sector, Defence, Railways,
Construction, Power Transmission, Mining & Engineering ind.
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Target Customers

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 Strategies of PRANS Ind. Pvt. Ltd.
• Having the best technology for making
rubber and rubber products.
• Make the annual sales plan and assign
targets.
• Timely internal audit.
• Follow-up, feedback, and re-planning.

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4Ps used by PRANS Ind. Pvt. Ltd.
• Product produced

Silicone Hoses
Black & Corrugated Hoses
Extruded Profile
Moulded Items
Power Transmission Items
Bus Duct Bellows
Expansion Joints
Pipe Wrap

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 Pricing
• Cost plus pricing – We will set the price as per the
production cost including both cost of goods and
fixed cost at our current volume, plus a certain
profit margin. payment terms well. This price
premium is particularly achievable if you support it
with a strong brand.

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 Promotion
• Rather than harping about every product
benefit to their client companies, marketers
in the B2B realm will be better off presenting
the virtues of one or two values that are
unique or create value for the clients along
with
• corporate promotion
• relationship marketing
• industrial networks

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 PLACE

• Head quarter at Mumbai.

• Having plant at Bhivandi, for low

initial cost, availability of cheap
labour, government subsidaries,
availability of power, water, facility
for the disposal of waste,
transportation.
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Opportunities for PRANS Ind. Pvt.
Ltd.
• Export opportunities.
• Targeted sectors
– Automotive sector,
– Defence,
– Railways,
– Construction,
– Power Transmission,
– Mining &
– Engineering ind.

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Challenges for PRANS Ind. Pvt.
Ltd.
• The biggest challenge is globalization.
• Rapid expanding production of China.
• Competing with international players &
domestic private and public sector enterprises.
• Substitute products manufacturing companies.

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 Future Prospects
We would be focusing on high-end customers
satisfaction.

The Company plans that initially they would be

focusing on the automobile sector; later expand it to
various other sectors like Defence, Railways,
Construction etc.

We will get into new product manufacturing like

tyres, conveyor belts etc.

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THANK YOU !!

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THANK YOU !!

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