I had a pleasure of taking up a guest lecture at XIMB on B2B marketing and Ingredient branding

1. Rishi Sharma AVP & Head Digital Marketing
July 17th 2020
B2B Marketing
&
Beyond…

2. The Next 45 Mins…
Genesis
Evolution
Transformation
New Models
B2BC Marketing
Future

4. What is Commodity? Ancient Days Commodity used to earn
premium because of it’s Origin…
Basara Pearls
Emeralds of Panna
Diamonds of Golkonda
Persian Carpets
Chinese Silk
Assam Tea
Ethiopian Coffee
Cocoa of Central America
Cuban Cigar
Belgian Beer
Scotch Whisky
French Wines
Paithani Saree
Banaras Silk
To name a few…

5. The Evolution of Commodity
Trade…
8000 ~ 4000 BCE 3000 ~ 1000 BCE 700 ~ 1500 CE 1500 ~ 1800 CE
Trading Routes, Voyages
&Ports
International trade on
the rise
Civilization on the Rise
Matured Trading System, Important Inventions
Evolution of Stock Exchange

6. Commodity current context?
• Commodities are natural resources and foods that come from the earth.
• A commodity is a basic good used in commerce
• These are interchangeable with other goods of the same type.
• Often used as inputs in the production of other goods or services.
• They're items for which a demand exists, but no qualitative difference across
a marketplace.
• In commodity-goods markets, price is usually the only differentiator.
In commodity-goods markets, price is usually the only differentiator
Commodity à Commoditized
Commodities are classified into four types:
- Metals: Silver, Gold, Platinum, and
Copper
- Energy: Crude oil, Natural gas, Gasoline,
and Heating oil
- Agriculture: Corn, Beans, Rice, Wheat,
etc.,
- Livestock and Meat: Eggs, Pork, Cattle,
etc.,

7. Even the
manufacturing
produces
Commodity…
When the quality of a given commodity is essentially
uniform across producers.
• Polyester
• Battery
• Filtered Water
• Cement
• Wires
• Adhesive
• Glass
• Nylon
• Pipes
• Wires
• Paints
- Technology & processes at parity
- Similar Markets, application
- Trends & Demands

8. When markets get
saturated with
products that don’t
stand for anything,
there’s only one choice
to pivot or perish.

9. Value Creation
Tangible Product Offering, Innovation/Patent, Quality, Consistency in
quality, Product Customization
Value Delivery
After Sales Service, Extended Warranty, Guaranteed Return/Exchange,
Un-interrupted Delivery, Tech Support
Commodity Branding à Customer Value Proposition
Unmatched Quality and
highly differentiated
Innovation
Unmatched Quality, Highly
differentiated Product with
Ultimate Service Standards
Low on Product
Differentiation & Service
Low on Product
Differentiation & But very
high service standards
Packaged Food Service based brands
Patented
Innovation Essential
Raw
Material

10. Marketing Models
Producer Business
Retail
Consumer
Product
B2B Transactions
B2B2C Transactions B2C Transactions

11. Words that come to
your mind when you
see these brands…
Quality
Assurance
Trust
Packaging
Peace of Mind
Customization
Application
Service
Dependability
A Few Examples…
B2C B2BB2B2C

12. What is
B2B
Brand..
• B2B brand refers to ”Identity” of a product or service that appeals to businesses
and organizations
• The Brand attributes or the USP that influence business purchase decisions
• It’s a primary TG is the corporate decision makers & key stakeholders.
• Implication on B2B brands marketing:
• This makes for a complex and sometimes challenging landscape,
• Making relevant, personalized information very important
Audience à B2B B2C
Purchase Motivation
Customers are driven by
logic, Proposition, Business
need, Service etc.
Need gap, Purpose,
Emotional, impulse, self
driven,
personality/lifestyle linked
Purchase Drivers
Customers want to be
educated
Customers appreciate
education but don’t
always need it to make a
purchase decision.
Building Customer Value Proposition and marketing the same is B2B marketing
What is
the
Difference

13. Fundamentals of B2BC Marketing
- When a Producer (B1) sells its output as a brand with a USP that is perceived by a consumer as a strong attribute for purchase decision
- To another business (B2) and when the B2 uses it as a strong RTB in its brand (Host brand) to sell it to consumer that helps him distinguish the
brand from the competition and helps attract premium,
- Then, B1 Brand is called an ingredient brand
Augmented Value: Advantage to the host, Host brand
Exclusive and unique
Protected Value: Shared advantage, Segment Exclusive
Expected Value: Host Incomplete without this Ingredient,
Ingredient Brand Strong
Ingredient
Brand
HOST BRAND
Post Covid Brand Equity
Pause
Equity&BrandPerformance Time Period
Activities Brands undertook to
influence Consumer and
Customer (Transparency, process
etc.)

14. 14
About the Company
Birla Cellulose is the world’s largest producer of Viscose Staple Fibre, a flourishing business for the Aditya Birla Group, a US $48 .3billion
corporation in the League of Fortune 500 Companies.
With a legacy spanning over 7 decades, Birla Cellulose is all about a range of state-of-the-art innovations to produce 100% natural fibres
that are completely biodegradable and leave no trace residue in soil. Our unique integrated business model spans the entire value chain,
from plantation to fibre to lifestyle.

15. 15
B2B2C Marketing: LIVA
ConsumerInput
Spinning Weaving Processing Garmenting Brand Retail
Input
Chat Bot Story Telling
Designer Connect
Active chatBot on FB
messenger & website
Liva fashion diary – A
curated fashion content
hub for consumers
Engaging fashion designers at
all levels through Protege,
FDCI, Studio & Liva online
Influencers
A strong active social media
ecosystem with bloggers,
influencers & stylists
Co-marketing
Brand Partners
promotion to induce
trials
Category Linkage
Establishing connect with
key categories 1. Kurti 2.
Saree 3. Stole 4. Tops etc.
Campaigns
Digitally connect with
audience & maximise the
reach
InsyncwithtrendsinDigitalMarketing:

16. Demand based B2B Marketing Stack & Technology…

17. Thank You!