Business- to-Business Marketing_v1_2MOD.pdf - Business...

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Business- 2-Business Marketing SHAILENDRA MATHUR
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Key Learnings – from Previous Class from Previous Class SHAILENDRA MATHUR
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AGENDA Types of Industrial Customers Classification of Products Classification Vs Marketing - Type 1 / Type 2 / Type 3 Purchaser Unique Characteristics -Commercial/Govt/Inst Business Environment Effecting B2B Q&A THP
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Types of Customers Commercial Customers Distributors – Solder Paste, Electronic components, Pick & Place Component mounters OEMs – Maruti Suzuki – Samsung Mobiles, VIVO, OPPO User – Hand Tools, Component Testers, Management Consulting Government Companies & Institutes BEL – What do they make Electronic voting machines, Voter-verified paper audit trail, Traffic signals., Radars, Battle Field Surveillance Radar. Telecommunications, Opto- electronics. Institutions Hospitals, Colleges, Business Centers
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IMPORTANT here is the Value Addition STAGE. Constituents Critical for Formulation & Adaptation of Marketing Strategy Eg.VIVO - Camera Unit Vs Packaging WHERE IS THE PRODUCT REQUIRED DEFINES EG. Material or Part – BOM , SOLDER EG Capital Item – Pick & Place Machine – CAPEX EG Supplies & Services – Facilitators – Air Conditioner, Security, Facility Mgmt
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CLASSIFICATION VS MAKETING STRATEGY Material or Part – BOM , SOLDER LARGE QTY CUSTOMIZED – SOLDER. ISRO - N2 PASTE PRODUCT ENGINEERING, R& - BUYER INTERACTION CO DEVELOPMENT DIRECT FROM OEM TO CUSTOMER HIGHER PROFIT LIMITED SUPPLIERS. CLOSED BID SYSTEM MARKETING STRATEGY ?? INFLUENCER – INTERNAL COACH IS THE KEY TRADE ADVERTISEMENT / DIRECT PRESENTATIONS VS REQUIREMENT STANDARD PRODUCT – PRICE VS PERFORMANCE, DELIVERY, DEPENDABILITY OF SUPPLY CUSTOM PRODUCT – QUALITY & PERFORMANCE, DELIVERY, FINANCIAL STATUS OF CO, POST SALES SUPPORT CRITICAL.
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CLASSIFICATION VS MAKETING STRATEGY EG Capital Item – Pick & Place Machine – CAPEX CAPITAL INTENSIVE – US$ 200 – US$ 1M (7 Cr INR) INSTALLATION, ACCESSORIES, AFTER SALES INCLUDED SAMSUNG BUYS PANASONIC FOR PRODUCING GALAXY, S SERIES ACCESSORIES, LIGHT EQUIP – VISION EQUIPMENTS, TEST JIGS, FUNCTIONAL TEST SYSTEMS FOR MOBILE PHONES CARRIER BASE FOR EACH MOBILE – ACCESSORIES LEASED MACHINES – MYCRONIC SWITZERLAND MARKETING STRATEGY?? EXTENSIVE TECHNICAL, COMMERCIAL , FINANCIAL INTERACTION INPUTS PLEASE… FOR THE PICK & PLACE MACHINE MULTIPLE MONTH NEGOTIATION./ CXO LEVELS/ CUSTOM MADE. EXTENSIVE AGREEMENTS – TATA SOLAR POWER LESS COSTLY CAPITAL EQUIPMENT - SOLDER – COLLECTIVE PUSH WITH OEM+DISTRIBUTOR TRADE SHOWS, SEMINARS, TARGET END SPECIFIC CUSTOMER MARKETING
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CLASSIFICATION VS MAKETING STRATEGY EG Supplies & Services – Facilitators – Air Conditioning, Security, Facility Mgmt, Food and supplies OPERATING……………. FOOD & SUPPLIES MAINTENANCE……… AIR CONDITIONING SYSTEMS REPAIR………………….. REPAIR & CALIBRATION OF TEST BENCHES
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