Thailand B2B Marketing & Branding Guide Book


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Based on our experience working on B2B market research in Thailand, we often see companies promoting their brands by focusing on their strengths but fail to recognize how they truly create value for their customers. A market leader may continue to develop their products, therefore, making them more and more expensive and thus failing to increase their market size. A small player may scale their product down too much and make it suitable only among niched customers.

So, we have created a guidebook to help develop marketing strategies, especially for B2B companies to create strong value propositions. Our guidebook is like a quick summary of the tasks you should go through when you have to rebrand your product or challenge a status quo to grow your business.

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Thailand B2B Marketing & Branding Guide Book

  1. 1. B2B Marketing & Branding Work Book guidebook
  2. 2. five steps toward b2b marketing & branding practice Who is the target? What is the value? WHERE IS THE OPPORTUNITIES? How to Positioning? what is the content? Learn to use customer profiling techniques Jobs-to-be-done, pain points, expected gains & constraints Discover where the market is underserved and overserved Connect opportunities with valued product features Devising marketing strategies to communicate with your target customers © Canvassco 2013 2
  3. 3. Who is your target? “Customer Profiling” © Canvassco 2013 3
  4. 4. Profile your customer describe your target Market Characteristics a. b. c. d. e. f. g. h. i. Industry segment Office/factory locations Company size (Large/Medium/Small) Who are they in the value chain? Who are their customers? Who are their suppliers? What is their key cost component? What is their Revenue Model? Who are their business partners? Key Industry Trends a. Market development stage (product life cycle) b. Growth options (market/product innovation? operational innovation? or disruptive innovation?) c. Key cost components? d. Revenue generating trends? e. What makes their business model dying/ growing? Purchasing Behaviors a. b. c. d. e. f. g. Average budget (or expenditure) Purchase frequency (if applicable) Who is the decision maker? Who are the influencers? Who are the users? Who are they buying from? and why? Where do they find information about products? Are they passive or active customers? What does it mean to us? Favorable or Constraint Conditions to current products? Put (+) for favorable or (-) for constraining next to each factor © Canvassco 2013 Favorable or Constraint Conditions to current products? Put (+) for favorable or (-) for constraining next to each factor Favorable or Constraint Conditions to current products? Put (+) for favorable or (-) for constraining next to each factor 4
  5. 5. What Value Are You Creating For Your Target Customer? “Focus on Customer Experience” © Canvassco 2013 5
  6. 6. Think as if you are a customer... ...what are the jobs to be done? What is the desired outcome? pain points? expected gains? and constraints at each step of the customer’s journey. Information Search Need Generation Why do they need the product/ service? Evaluation How do they find information? How do they evaluate suppliers? Moment of Purchase What is their purchasing process? How do they dispose of products? Disposal Create Customer Journey Map How the products/ services are delivered/ installed? How do they maintain? Aftermarket What are the desired outcomes? Desired Outcome © Canvassco 2013 Deliver/ Installation How the products/services are being used? Usage 6
  7. 7. challenge the status quo Create a value statement on how a customer would expect an improvement of their experience, minimize pain points, gain expected benefits and overcome constraints. The value statements should contain the following components: Unit of Measurement Minimize the time it takes to quickly set up the machine Direction Preferred Outcome Do Not Use Too Vague Of A Statement, such as: “faster”, “better”, “easy to use”, “reliable”, “quality”, “good service”, “trust” These statements do not give meaningful insight to a company. © Canvassco 2013 7
  8. 8. Where Are The Opportunities? “It’s all about prioritization” © Canvassco 2013 8
  9. 9. Where Are The Opportunities? Its now time to go out of the building, talk to your customers and find out the market gap. Ask customers to rate the importance and satisfaction of all the value statements using a scale 1 - 5, 5 = critically important or highly satisfied and And calculate 1 = not important at all or highly unsatisfied opportunity score Importance + (Importance - Satisfaction) = Opportunity Score the formula states that: The opportunities that are most important and least satisfied received the highest priority. © Canvassco 2013 9
  10. 10. Where is the Market Gap? The higher the scores, the more opportunity Importance Score Satisfaction Score Opportunity Score Increase the ability to regulate the calorie intake in a daily meal 9.5 6.1 12.9 Minimize the wait time for food & drink 9.7 7.5 11.9 Increase the variety of clean food to help control weight 8.1 3.1 13.1 Minimize the cost of high-end tasting menus 9.8 6.5 13.1 Increase # of trees and green areas to create natural feeling 8.0 6.5 9.5 Increase number of recipes to meet a variety of choice demand 7.0 6.2 7.8 Increase # of home-made shops to meet a variety of choice demand 7.0 5.5 8.5 Increase outdoor space to organize family oriented activities 7.5 7.3 7.7 Increase a variety of choice of drink options 9.8 9.0 10.6 Minimize the time it takes to find a parking space 7.0 3.2 10.8 Value Statement © Canvassco 2013 10
  11. 11. How To Position Your Business? “Connecting opportunities with valued product features” © Canvassco 2013 11
  12. 12. B2B Brand Essence Brand positioning statements should reflect functional, emotional and economic factors. The factors in your brand essence should take into account the opportunity score of each factor. Emotional functional Brand Positioning economic © Canvassco 2013 How the brand make customer feels? (emotional & social factors) What the product does? (jobs-to-be-done, pain reliever & gain creators) Focus on factors with high opportunity scores What the brand means to customers in time and money? (cost & value analysis) 12
  13. 13. b2b content marketing “Devising marketing strategies to communicate with your target customers” © Canvassco 2013 13
  14. 14. How to - b2b Content Marketing Choose Content Strategy • Building awareness • Moving leads along the purchase path (nurturing) • Educating buyers • Develop Content • • • Engaging with all influencers • Serving existing customers • • Generating new sales leads • • © Canvassco 2013 Cross-selling or up-selling Establishing your expertise How to evaluate products and/or services related to what your brand offers specific to your value statement What to do when a common problem solved by your solution occurs for your target customer 3 Steps to solving problem How to make sure you don’t experience pain points Distribute Content • Social Media • eNewsletters • Case Studies • Online Presentation • Research reports • Print magazine • Other Map your content to stages in the qualified lead buyer’s journey • Design a content flow for each new prospect segment • Meet the customer’s structured sales approach Infographics • • White paper • Set up your marketing tasks & platform Video • • In-person events • Meet with Sales to define a Qualified SalesLead Blogs • • Articles on Your website • Lead Nurturing 14
  15. 15. Contact Us for More Information FIND US GOOGLE MAPS ADDRESS : Canvassco in Thailand Mahatun Plaza, 14th Floor 888/143, Ploenchit Road Bangkok 10330, Thailand PHONE : +662 627 3081 FAX : +662 627 3040 EMAIL : WWW : © Canvassco 2013 15