Meaning of B2C Marketing
• A transaction that occurs between a company
and a consumer, as opposed to a transaction
between companies known as B2B.
• Business that sells products or provides services
to end-user consumers.
• Also known as internet retailing or E-trailing
•Maximize the value of the transaction
•Large target market
•Single step buying process, shorter sales cycle
•Merchandising and point of purchase activities
•Emotional buying decision based on status, desire, or price
B2C Marketing, Why is important?
• Used as the proverbial “grease” in the engine of
consumerism for goods or services.
• Those who execute better marketing to their
consumers for goods or services with all things
being even with the offering win the vast majority
of consumer dollars.
• Educates the consumer on how to address their
need and desire fulfillments.
Capabilities and functionalities of B2C Model
1. Instantaneous communication
• It helps in quick communication between the various
participants of business systems. It also helps to reduce
“Time to Market”.
2. Global Access
• the products and services offered through the electronic
markets have global reach and give access to larger and new
• Electronic markets allows to customize or configure goods
according to user’s need .
4. Increased Availability
• Since e-commerce provide access to company’s site
24/7 so there is much greater availability of products.
• It helps in elimination the middleman, offering
simplified electronic distribution and product
differentiation based on customer choice.
• They facilitate automation of transactions between
electronic enterprises and support real time exchange
of information and thus enable collaborative
Types of B2C marketing model
Aggregator Business Model Example
B2C – Content Provider
•Known as the traditional media model, B2C marketing for this model has been
heavily based on premium prescription advertising.
•The times of India are content providers online.
B2C – Mobile Marketing
• Mobile Marketing via Short Message
Service (SMS) or Multi Message Service
(MMS) - campaigns can be sent with
video, text, and slide shows of promotions
• In-Game Mobile Marketing – Ads are
placed in MMS related games being played
by consumers. Done as product placement.
• IPad Marketing – video marketing that can
sent to a consumers PDA, IPad, and other
B2C – Social Network (SN)Marketing
• The rise of online SNs has spurred the growth of
advertising on social networks.
• Advantages to advertising on SNs include
specialization of promotions based on demographic
provided by the user.
B2C – Word of Mouth Marketing (WOM)
• B2C WOM avenues include email, weblogs, bulletin
boards, chat rooms, and instant messenger clients
, product review.
Initially thought of as a B2C
marketing tool, WOM has
been used by organizations
such as McDonalds to win
others over to their product.
Each mom blogs about their
experiences with McDonalds
and what it means to them
and their families in terms of
financially, health, and
• With the advent of digital marketing, businesses
now have numerous other tools such as mobile
marketing that focuses on text messaging, web
event marketing, and YouTube based video
marketing, which is very vast.
• The only thing we really can conclude about B2C
marketing is we are only limited by our
imaginations and technology of the time. As
technology improves so will our imagination to
find ways to brand, position, and promote
Business to business
It describes commerce transaction between
business, such as between a manufacturer and a
wholesalers or between a wholesalers or a
B2B products and services are sold from one
company to another company.
Example: Intel selling microprocessor to dell.
Business to business marketing
Business marketing is the practices of individuals or
organisation, including commercial
businesses, governments and
institutions, facilitating the sale of their products or
services to other companies or organisations that
either resell them, use them as components in
products or services they offer or use them to
support their operation.
Sectors of the B2B Market
• Government units
• Non profits
Sectors of the B2B Market
• Producers – includes all manufacturers and
service providers; buy goods to use in making
other goods or services
• Middlemen – buy goods for resale; includes all
retailers and wholesalers (distributors, vendors)
• Government – includes all federal, state, and
local governments and govt. agencies
• Nonprofit – includes charities, schools and
universities, museums, etc.
B2B Marketing Communications Methodologies
• Positioning Statement
• Developing your message
• Building a campaign plan
• Briefing an agency
• Measuring results
B2B Marketing Characteristics
• Sizes and number of Buyers.
• Geographic Market Concentration.
• Buyer Seller Relationship.
• Evaluating international business markets
Categories of B2B Customers
• Commercial enterprises
Indirect channel members and facilitators
OEMs (original equipment manufacturers)
Users = customers
• Governmental organizations
Key Features of B2B Product
• Fewer users and larger purchases
• Derived demand - esp. for raw materials and
• Fluctuating demand – 10% change in consumer
demand can lead to more than 10% change in the
demand for inputs
• Rational buying decision process– quality, ---
• Technical, perceived
• Dependability– performance and service
Major Uses of B2B Products
For additional production (e.g., components are
combined into subassemblies and become part of
the finished product)
For use in operations, but not part of the finished
• B2B markets are
generally small vertical
markets, often niche in
size, comprised of a few
prospects to maybe as
large as 1,00,000
• B2C markets are
typically large broad
markets of tens to
thousands to millions of
Size of B2B vs. B2C Markets
• B2B sales
selling sometimes from
a two-step level sales
the seller’s sales force
and a distribution sales
• B2C sales are usually
direct to the consumer
or involve a retailer. The
sales approach is a
traditional product sell
of "convincing the
consumer" they need
the product or service
Cost of a Sale
• B2B sales are "higher
usually costing from just
a few thousand dollars
to tens of millions of
• B2C sales can range in
cost from a dollar to a
few thousand dollars.
Except, for cars and
• The decision to
purchase in B2B sales is
generally driven by
need and budgets
therefore; it tends to be
a very rational decision.
• B2C purchase decisions
tend to be made based
on want more than
need or a budget and
therefore are triggered
by more emotional
• B2B sales typically have
a purchasing process
that is usually defined in
months and the sale is
complex, often taking
additional months to
• B2C sales have short
purchasing periods of
anywhere from a few
minutes (the impulse
buy), to a few days and
is a simple sale
Highway, Ahmedabad –
Infinity Benchmark, 10th
Floor, Plot G1,
Block EP & GP,
Sector V, Salt-Lake,
Kolkata – 700091.
Goldline Business Centre
Next to Chincholi Fire
(West), Mumbai – 400 064.