Professional Documents
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A paradigm shift in marketing within New Zealands Health and Safety Industrial distributor
Objectives
To Find out; The business and the characteristics of the industry the company is in Challenges to the traditional view of marketing Major trend and shift in marketing practice Types of Marketing in practice The importance of relationship marketing What value propositions does the business provide to its customers Business involvement in any relationship activities Main competitors in New Zealand
(known as WISNZ)
Blackwoods Protector Expresspak Packaging House & Medical Ltd
NZ Safety
APC Techsafe
Safety Source
Industrial Safety
Definition: Industrial safety is primarily a management activity which is concerned with reducing, controlling and eliminating hazards from the industries or workplace. Key contents
Work Place Training Head protection Foot protection Apparel Hand protection Signage & Site safety Manual Handling Height Safety Environmental & Hazardous Respiratory protection Fire protection Medical Hygiene
NZ Safety
Key Customers
4 Ps
Distribution Warehouse
Retail shops
Sales Reps
End Users
Supervisors
Others
Partnership agreement and interaction between NZ Safety and key customers was made at the cooperate level for the exchange of safety products for money.
Late 1900s
Paradigm shift: Customer base grew and the management started to think about how to hold on to existing customers. Business model is moving from a marketing mix focus to a relationship focus
Supervisors
Advantage: Opportunity to build relationship with more than one person in a firm. Chances are to capture more business based on more contacts and good relationship on day-to-day business Disadvantage: More people to build relationship with gets hard to evenly and equally pay attention to all at once. Lack of consistency. Hard to negotiate national contract agreement right across the business.
Retail shops
Database Marketing
Interactive Marketing
National Contracts
Network Marketing
Value Proposition
Products meets HSE Act 1992 and AS/NZS standard and compliance. Quality and market leading brands. In house manufacturing Expertise wide range of product and knowledge with best safety options and solutions. Training offers range of training programmes to assist customers with their learning and development needs. Experience Over 50years of partnership with NZs industries and workplace safety requirements Accessibility & Convenience 24 NZ safety outlets throughout New Zealand, Account managers, toll free calls and online. National contract agreement customers cost reduction, offering rebates Services ; - Equipment testing laboratory OSH regulation - Online resource - Safeline free advisory services
Main competitors
Snell Packaging and Safety Focus Safety Safeworx Limited Armour Safety RSEA Safety Plus Safety in Action BOC NZ Limited Blackwood Protector safety Equipsafety Site safe
Conclusion
This research on marketing practice has shown that industrial distributors practice a combination of transactional and relationship marketing amongst all the stakeholders. However, the driving force behind both the marketing structure, not only just for relationship marketing, is the innovation of information technology, eg. CRM, Microsoft outlook, internet etc.