Industrial

Management
MARKETING AKILA RAMANAYAKA

Specialized lubricants

Only B2B

OEM ties

Market

Products

Buyer Behavior

Needs & Wants

Channel

Promotions

Pricing

Industrial Demand >

Derived Demand

OEM (Original Equipment

Manufacturer)

Pratt & Whitne

GE Aviation,

Rolls-Royce

Safran

Buyer Roles

Users (Technician)

Initiators (Engineering Department

Head)

Influencers (Consultants)

Deciders (Head of Finance)

Gate Keepers (Procument Specialist)

Customer Service
Elements

Pre Sales

During Sales / Implementation

Post Sales

Buyer Seller Relationship

Seller stereotypes

Reputation of the company

Buyer-Seller Interactions
Compatible Incompatib
Style
le Style
Compatible
Content

Ideal / Successful
transaction

Inefficient
Transaction

Incompatible
Content

Inefficient
Transaction

No Transaction

Relationship Spectrum

Negotiation

Product life cycle

Session II

High tech marketing

Technology Adoption Life Cycle

High-Tech Marketing Strategy

Target a niche market

Plan whole product properties

Develop partnerships

Unique positioning strategy

Effective communication strategy

Multi-Channel distribution strategy

Skimming pricing strategy

Channels

Direct Channels

Company sales force, Direct marketing

Indirect Channels

Industrial Distributors/Dealers

General Line Distributors

Specialized Distributors

Combination House

Manufacturers Representatives

Value Added resellers (VARs)

Brokers

Commission Merchants

Pricing Strategies
1. Competitive Bidding

Closed / Sealed

Open

Probabilistic Bidding

Pricing objective is profit maximization

Lowest price bidder will get the order

E(A) = P(A) x T(A), A-Bid Price, E(A)- Expected profit

@ A, P(A)-Probability of winning, T(A) Profit if bid A
is accepted

2. New product pricing strategy

3. Pricing Across Product Life Cycle (PLC)

Introduction stage

Maturity stage

Decline stage

Pricing Policies

Price List

Net Price

Types of Discount

Trade

Volume

Cash

Geographical Pricing

Ex-Factory pricing

F.O.R. / F.O.B / C.I.F

Leasing

Financial Lease

Operating Lease

Wet Lease

Conveyance Type lease

Leveraged Lease

Sale & Leaseback

Partial Payout lease

Ballon Lease

Swap Lease

Cross boarder Lease

Wrap Lease

Growth-Share Matrix

GE Business Screen

ADL Matrix

Analysis Tools

PESTLE

SWOT

Consumer Insights

Focused Groups

Controlled Groups

Ghost Shoppers

Product Trials

Skill to Work

Akila Ramanayaka
Skill To Work
0777537734 | akila.irantha@gmail.com