Marketing Communication Present a Ion

8/2/2019 Marketing Communication Present a Ion

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MarketingCommunications

In


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B2B

B2B market different from consumer market.

Major impact by Buyer behaviour element.

Involve more complexities.


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Role Of Marketing

Communications in B2B Differentiate

Reinforce

Inform

Persuade


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Fundamental strategies

in B2B

Pull strategies

Push strategies

Profile strategies


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Pull strategies

Directed at end-user consumers.

Stimulate expectation that offer will be

available upon enquiry ,experiment , repeat

purchase.

Target audience : End-user consumers.

Communication focus: Product/service.

Communication goal: Purchase.


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Push Strategies

Involve value addition activities.

Designed to encourage resale to other network

members, contribute to achievement of ownobjectives.

Target audience : Channel intermediaries .

Communication focus: Product/service.

Communication goal: Developing relationships.


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Profile Strategies

Focus upon stakeholders need.

Organizations corporate promotional goals

are developed.

Target audience : stakeholders .

Communication focus : organization .Communication goal: Build reputation.


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Communication Facets

Frequency:

Amount of contact between members of the

performance network needs to be assessed.

Too much information have dysfunctional effect,too little information can insecure opportunities

In consequence it is important to identify thecurrent volume of information.


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Direction:

refer to vertical and horizontal movement of

communication with a network.

communication can be bidirectional.

relative power position of company, producer and

seller should understand before make

communication plan.


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Modality:

refer to method used to transferinformation.

formal communication: meeting,

written reports. Informal communication: conversation,

word of mouth.


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Content: refer to what is said and divided into direct

and indirect. Direct strategy: change behavior by specific

request

Indirect strategy: try to change a receivers'beliefs by take form of an informationexchange.


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Channel Structures

Structure: refer to nature of exchange relationship,

relational exchange have long term perspective,

high interdependent and joint decision making.

Climate: measure trust of goal compatibility in

organization climate

Power: showed that power condition within a channel

can be symmetrical( with power balanced between

members) or asymmetrical (with power imbalance).


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Communication Strategy

-Collaborative :high frequency

bidirectional flowinformal modes

indirect content

in channel condition of relational structure

supportive climate

symmetrical power


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Communication Strategy

-Autonomous:

lower frequency

unidirectional flowformal codes

direct content

channel condition of market structureunsupportive climate

asymmetrical


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The B2B Communication Mix

The B2B communication mix is very

different from that in consumer markets

The nature of communication in B2B is

very personal, often face to face

interaction


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B2B Promotional Mix Tools

Advertising Advertising is a non-personal form of mass communication

with a high degree of design and delivery control

Apart from increasing use of online advertisement, the mostimportant form is print advertisement in trade journals andnewspapers.

The most important role of advertisement in this context isto develop name awareness, inform and remind

However, in B2B communication, advertising is not the mostimportant way of communicating and therefore is not theprimary tool of the communication mix


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Direct Marketing:

Telemarketing : supports the sale force, facilitates

customer enquires and making appointments.

Direct mail : Personally addressed advertising

material sent through the postal system.

the importance of this kind of communication is

slowly weakening, being replaced by the use of

the internet and e-commerce practices.


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sales promotions

Buying allowance- reward for specific orders, can encourage

new stores to try the manufactures products

Count and recount reward for each case shifted into theresellers store from storage

Buy back allowances reward for the purchases made after thetermination of a count recount scheme

Promotional allowances reward for product purchases


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Public relations

In an environment where advertising is relativelyineffective, the importance of PR should not beunderestimated whereas PR provides credibilityawareness and richness to an organisationscommunications

Types of Public Relations : press releases, pressconferences, interviews, events, lobbying.


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Dulux Example

In an effort to consolidate its position as market

leader, Dulux used a trade based promotion

targeted decorators rather than contractors

sales promotion instrument was a scratchcard

distributed through 1.200 trade outlets

cash prize fund of 2 million pounds

The scratchcard was placed inside cans of white

paint so that the benefit went to the decorator


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Digital B2B

Improves the distribution channel,communication medium between and withinorganization/s leading to improve theproductivity.

Provides a good measure of the effectiveness ofthe marketing activity due to its accuracy of theinformation provided.

Helps in improving the quality of b2brelationship.


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Digital B2B

Now a day a range of digital media are now

used to enhance b2b relationships. In

addition to internet, websites and email

activities organizations are using new digital

marketing tools such as corporate blogging,

video conferencing and CRM.


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eCommerce Builds brand name and awareness amongst

the target audience.

This would involve both offline and

online communication.

Derive site traffic and encourage site

visitor


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eCommerceeCommerce (use of electronic media and internet

for marketing communication) has drasticallychanged the face of marketing tool in last coupleof decades. Strategy, functions and importance

of launching a new ecommerce website forconsumer as well as other collaboratedorganizations:-

eCommerce saves transaction time, lowers costand can shorten the time period between theorder and delivery.


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Internet and Web Communications in

Business-to-Business Marketing

The web primarily perform two functions

in B2B context...

Facilitating product sales & channelfunctions.

Communication with customers andchannel members.


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B2B website Functions

Recognize & understand their problems.

Collect & compare information aboutalternative solutions & costs.

Collect & compare information aboutalternative suppliers,partners & delivery ofvalue.

Provide access to training manuals,usermanuals & trouble shooting guides for useduring installation,testing & product use.


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Conclusion

Organisations are involved in buying of

products & only in last situation are

consumers at all involved.

B2B communications strategies need to be

carefully , purposefully tailored by focusing

upon nature , environment of organisations.


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References

Fill,Chris & Fill,Karen.E ( 2005) Business to

Business Marketing.Essex:Prentice Hall.

Fill,Chris(2009). Marketing

Communications.Essex:Prentice Hall.


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Thank You For Attention

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Marketing Communication Present a Ion