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Industrial Marketing
Environment
Presented By: Bhoomi Ahuja
TABLE OF CONTENT
1.Meaning Of Industrial Marketing
Environment
2. Understanding of Industrial
Marketing Environment
3. Types of Industrial Marketing
Environment
4. Types of customers
5. Types of customer from sales
perspective
6. Types of Customer
MEANING OF INDUSTRIAL
MARKETING ENVIRONMENT
• The word Industrial Marketing is also treated as
Business-to-Business Marketing, or Business
Marketing, or Organizational Marketing.
• The business organizations, buy products and services
to satisfy many objectives like production of goods and
services, making profits, reducing costs, and, so on.
• Further, industrial marketing consists of all activities
involved in the marketing of products and services to
organizations that use products and services in the
production of consumer or industrial goods and
services, and to facilitate the operation of their
enterprises.
UNDERSTANDING OF INDUSTRIAL
MARKETING ENVIRONMENT
The understanding of the concept of industrial marketing is compulsory for industrial marketing
manager:
• To provide proper guidance and stimulation for research and development of new products;
• To exploit and develop markets for new products;
• To define the methods for promoting products to customers considering the major increase in the
cost of media advertising and personal selling;
• To innovate in distribution and other areas to keep up with changing requirements of industrial
customers doing business on a multinational basis;
• To meet stiff competition through modernized business;
• To approach problems in the modern ways.
TYPES OF INDUSTRIAL MARKETING
ENVIRONMENT
Micro Environment
Interface
• Input Supplier
• Distributors
• Facilitators
• CompetitorsPublics
• Internal Publics
• Financial Publics
• Independent Press
• Public interest group
Macro Environment
Economic component
Social component
Political component
Demographic component
Legal component
Technological component
TYPES OF INDUSTRIAL MARKETING
ENVIRONMENT
1. The Interface Level
This involves those key participants who immediately interface with an industrial firm
(buyer or seller) in facilitating production, distribution and purchase of firm’s goods and
services. Supply inputs are transformed by a company and its competitors into outputs
with added value that move on to the end markets, the move being made through the
firms interface with industrial distributors and dealers, manufacturers representatives and
the company’s own sales people.
• Input Supplier
• Distributors
• Facilitators
• Competitors
2. The Publics Level
A firms employees spend more than two thirds of
their time off the job, interacting with their families
and the community, so employees attitudes do
influence the public.
Internal Publics
Financial Publics
Independent Press
Public interest group
General Publics
MACRO ENVIRONMENT
This level of the organization is made up of components that have less specific and less
immediate implications for managing the organization effectively.
• There’s no single right way to approach a customer. All kinds of customers will visit your
website. Each of them unique and requiring a different approach.
• You can tell that a support team knows their stuff by looking at the way they approach different
customers. If they work from a single script no matter who comes to talk to them, well, they
need to do some homework.
• A team that changes their approach for different cases is the team that gets good customer
service results. They are able to handle all situations, no matter if they are pleasant or not.
• Read on to see what types of customers you can meet when handling sales cases and what you
can do to make their contact with you helpful and memorable.
TYPES OF CUSTOMERS
TYPES TO CUSTOMERS
1.Potential
customer –
The
Potential
Paul
1.New
customer –
New Neil
1.Impulsive
Customer –
Impulsive
Iggy
1.Discount
customer –
Discount
Dan
Loyal
customer –
Loyal
Larry
MAJOR TYPES OF BUSINESS BUYING
SITUATIONS
Straight Re-purchase - It is a business buying situation when buyer routinely order things without
any changes or modification.
Modified Re-purchase - It is a business buying situation when the buyer really desires to change
product requirements, costs, terms, or perhaps dealer.
New Task - It is a business buying situation when the buyer purchases a product or services for
the first time.
System Buying - It is a business buying scenario when the organization gives a single order to a
single organization for supplying a full system.
MARKET SEGMENTATION
1.Market segmentation is a marketing
concept which divides the complete market
set up into smaller subsets comprising of
consumers with a similar taste, demand
and preference.
2.A market segment is a small unit within a
large market comprising of like minded
individuals.
3.One market segment is totally distinct
from the other segment.
4.A market segment comprises of
individuals who think on the same lines
and have similar interests.
5.The individuals from the same segment
respond in a similar way to the fluctuations
in the market.
Demographics Segmentation
Physiographic Segmentation
Behavioral Segmentation
Geographic Segmentation
Micromax, the 12th largest handset manufacturer in the world, started as an IT software company
in the year 2000 working on embedded platforms. In 2008, it entered the mobile handset business
and by 2010, it became one of the largest Indian domestic mobile handsets company by offering
unique yet affordable innovations. Through its emphasis on adapting to the changing market
dynamics, introducing feature-rich phones and smartphones that are innovative and unique,
Micromax has today 22 per cent market share in the smartphone segment in India.
The Challenge:
Perceived as a Chinese brand, Micromax was a preferred brand in the rural areas and
the same reasons was not considered desirable in the urban areas. To penetrate the
urban markets, an image correction was required and a brand strategy needed to fade
the memories of Nokia from the minds of the consumers.
• Strategy:
Micromax roped in a face that was considered elegant and
niche, Twinkle Khanna. Micromax grabbed the insight
that GEN next girls are technologically smart and stylish
and that the mobile phones have become a new fashion
accessory, so girls love to flaunt them. Thus, on the
occasion of Mothers’ Day, Micromax announced the
launch of its latest android phone – Bling that targeted
fashionable and smart women.
• Execution:
An eye catching TVC featuring Twinkle Khanna with
Akshay Kumar’s voice-over raided the commercial
breaks. The tagline ‘it twinkles’, blended well with the
brand ambassador and the whole campaign created a stir
in the audience. The print ads were designed keeping in
mind that the phone was considered to be a high profile
fashion accessory by the urban market.
Results:
The strategies helped in increasing the market share of Micromax and it penetrated deeper
in the urban markets. It became the third largest GSM mobile phone vendor in India after
Nokia and Samsung, with a market share of 6 per cent. It sold about 1 million mobiles
every month. Bling was used by most women to flaunt the feminine attitude . By offering
product differentiation with every new phone, Micromax became the largest Indian mobile
company that almost cannibalized the market leader Nokia.
Thank
You

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Industrial Marketing Environment

  • 2. TABLE OF CONTENT 1.Meaning Of Industrial Marketing Environment 2. Understanding of Industrial Marketing Environment 3. Types of Industrial Marketing Environment 4. Types of customers 5. Types of customer from sales perspective 6. Types of Customer
  • 3. MEANING OF INDUSTRIAL MARKETING ENVIRONMENT • The word Industrial Marketing is also treated as Business-to-Business Marketing, or Business Marketing, or Organizational Marketing. • The business organizations, buy products and services to satisfy many objectives like production of goods and services, making profits, reducing costs, and, so on. • Further, industrial marketing consists of all activities involved in the marketing of products and services to organizations that use products and services in the production of consumer or industrial goods and services, and to facilitate the operation of their enterprises.
  • 4. UNDERSTANDING OF INDUSTRIAL MARKETING ENVIRONMENT The understanding of the concept of industrial marketing is compulsory for industrial marketing manager: • To provide proper guidance and stimulation for research and development of new products; • To exploit and develop markets for new products; • To define the methods for promoting products to customers considering the major increase in the cost of media advertising and personal selling; • To innovate in distribution and other areas to keep up with changing requirements of industrial customers doing business on a multinational basis; • To meet stiff competition through modernized business; • To approach problems in the modern ways.
  • 5. TYPES OF INDUSTRIAL MARKETING ENVIRONMENT Micro Environment Interface • Input Supplier • Distributors • Facilitators • CompetitorsPublics • Internal Publics • Financial Publics • Independent Press • Public interest group Macro Environment Economic component Social component Political component Demographic component Legal component Technological component
  • 6. TYPES OF INDUSTRIAL MARKETING ENVIRONMENT 1. The Interface Level This involves those key participants who immediately interface with an industrial firm (buyer or seller) in facilitating production, distribution and purchase of firm’s goods and services. Supply inputs are transformed by a company and its competitors into outputs with added value that move on to the end markets, the move being made through the firms interface with industrial distributors and dealers, manufacturers representatives and the company’s own sales people. • Input Supplier • Distributors • Facilitators • Competitors
  • 7. 2. The Publics Level A firms employees spend more than two thirds of their time off the job, interacting with their families and the community, so employees attitudes do influence the public. Internal Publics Financial Publics Independent Press Public interest group General Publics
  • 8. MACRO ENVIRONMENT This level of the organization is made up of components that have less specific and less immediate implications for managing the organization effectively.
  • 9. • There’s no single right way to approach a customer. All kinds of customers will visit your website. Each of them unique and requiring a different approach. • You can tell that a support team knows their stuff by looking at the way they approach different customers. If they work from a single script no matter who comes to talk to them, well, they need to do some homework. • A team that changes their approach for different cases is the team that gets good customer service results. They are able to handle all situations, no matter if they are pleasant or not. • Read on to see what types of customers you can meet when handling sales cases and what you can do to make their contact with you helpful and memorable. TYPES OF CUSTOMERS
  • 10. TYPES TO CUSTOMERS 1.Potential customer – The Potential Paul 1.New customer – New Neil 1.Impulsive Customer – Impulsive Iggy 1.Discount customer – Discount Dan Loyal customer – Loyal Larry
  • 11. MAJOR TYPES OF BUSINESS BUYING SITUATIONS Straight Re-purchase - It is a business buying situation when buyer routinely order things without any changes or modification. Modified Re-purchase - It is a business buying situation when the buyer really desires to change product requirements, costs, terms, or perhaps dealer. New Task - It is a business buying situation when the buyer purchases a product or services for the first time. System Buying - It is a business buying scenario when the organization gives a single order to a single organization for supplying a full system.
  • 12. MARKET SEGMENTATION 1.Market segmentation is a marketing concept which divides the complete market set up into smaller subsets comprising of consumers with a similar taste, demand and preference. 2.A market segment is a small unit within a large market comprising of like minded individuals. 3.One market segment is totally distinct from the other segment. 4.A market segment comprises of individuals who think on the same lines and have similar interests. 5.The individuals from the same segment respond in a similar way to the fluctuations in the market.
  • 13.
  • 18. Micromax, the 12th largest handset manufacturer in the world, started as an IT software company in the year 2000 working on embedded platforms. In 2008, it entered the mobile handset business and by 2010, it became one of the largest Indian domestic mobile handsets company by offering unique yet affordable innovations. Through its emphasis on adapting to the changing market dynamics, introducing feature-rich phones and smartphones that are innovative and unique, Micromax has today 22 per cent market share in the smartphone segment in India. The Challenge: Perceived as a Chinese brand, Micromax was a preferred brand in the rural areas and the same reasons was not considered desirable in the urban areas. To penetrate the urban markets, an image correction was required and a brand strategy needed to fade the memories of Nokia from the minds of the consumers.
  • 19. • Strategy: Micromax roped in a face that was considered elegant and niche, Twinkle Khanna. Micromax grabbed the insight that GEN next girls are technologically smart and stylish and that the mobile phones have become a new fashion accessory, so girls love to flaunt them. Thus, on the occasion of Mothers’ Day, Micromax announced the launch of its latest android phone – Bling that targeted fashionable and smart women. • Execution: An eye catching TVC featuring Twinkle Khanna with Akshay Kumar’s voice-over raided the commercial breaks. The tagline ‘it twinkles’, blended well with the brand ambassador and the whole campaign created a stir in the audience. The print ads were designed keeping in mind that the phone was considered to be a high profile fashion accessory by the urban market.
  • 20. Results: The strategies helped in increasing the market share of Micromax and it penetrated deeper in the urban markets. It became the third largest GSM mobile phone vendor in India after Nokia and Samsung, with a market share of 6 per cent. It sold about 1 million mobiles every month. Bling was used by most women to flaunt the feminine attitude . By offering product differentiation with every new phone, Micromax became the largest Indian mobile company that almost cannibalized the market leader Nokia.