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B2B Marketing
Ujjwal Phadnis
The Opportunity
India growing as a manufacturing base for precision
products
across industries
Cost pressures and offset requirements guarantee a
long term
opportunity
High cost of switching for customers
Large & growing market: The global market for
Three streams
Market
Automotive
Aerospac
e
Automation Solutio
Medical
Domestic
guides
Marketing
strategy
Developing a marketing
database system
Organized collection of data of customers /
prospects
Action for lead generation, sale , customer
relationship
Example - Banking Industry , Complete customer
profile for sale of multiple products
Great asset for any marketing communication
Tracks customer history, past purchase patterns
Creating a Marketing data base, exhaustive process
Successful
only
when
integrated
with
marketing communication and sales
support
functions,
HR,
Technology
development, administration
The Boston Consulting Group Model
Volume industry construction
Stalemated industry steel
Fragmented industry
- small and medium
sized business
Specialized industry - Industrial gears .
Sensitive
business
and
negotiation
implementation
Challenge is to successfully handle the
change inline with policy
Diplomacy
Mediations from top management
Closing of business relationships
Some
amount
of
channel
constructive for business
conflict
is
Construction
equipment
business
- Premium Product policy , reliability
Extensive and best-in-class dealership, focus
on training , servicing and motivating dealers
Superior service , replacement parts available
across the world, competitive advantage
requiring extensive investment
Superior parts management , high margin
business
Premium pricing , communicate leadership
Full line product portfolio , one stop shop
Financing the customer , to negate high