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Welcome to Lectures on B2B- Business to Business marketing. First Lecture: Introduction India Emerging as an Industrial Super Power Challenges for Marketing & Sales Executives Prof. V. K. Chhabra. CONTENTS & COVERAGE. What Distinguishes B2B from B2C?
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Welcome to LecturesonB2B- Business to Business marketing First Lecture: Introduction India Emerging as an Industrial Super Power Challenges for Marketing & Sales Executives Prof. V. K. Chhabra
CONTENTS & COVERAGE • What Distinguishes B2B from B2C? • Introduction toconsultancy group of Tatas • Tatas most diversified industrial group • Otherindustrial groups and selected companies • Rapid Fire Question-Answer Session On Indian Economy • Globalization of Indian Economy
CONTENTS & COVERAGE • Product segmentation : Industrial marketing • Manufacturing sector: Broad product Classification • Modular approach to business plan for B2B • B2B business plan: 10 Ps • Major thrust sectors of investment in India
What is B2B: “Goods and services sold for any use other than personal consumption” (It is not the nature of the product, it is the reason for thetransaction.) What Distinguishes B2B from B2C?
TSMG : Leading Management Consulting Firm( Need based consulting support )
TSMG: Corporate strategy planner & solution provider • Clients • Large industrial houses • Private/ public sector firms • MNC s • Financial bodies • Ministries, etc • Portfolio • Identification of projectidea • Industry analysis & sales forecasting • Formulation of business plan • Macro/micro economic studies Products Consumer durables, Industrial products, Service sector, Infrastructure projects
Tata Group: Largest & most diversified industrial group Tata Group is the India’s most respected and professionally managed private sector industrial empire. Annual turnover $55 billion(Rs2,31,000crs) Employs 3.50 lakh people world wide Encompasses seven business sectors amongst 98 Companies • Engineering and automotive (Tata motors, Voltas) • Materials (Tata Steel) • IT & Communication (TCS, Tata Indicom ,etc) • Chemicals (Tata Chemicals, Rallis,etc) • Energy( Tata Powers) • Consumer products (Titan, Tanishiq, Tata Tea, etc) • Services( Taj Hotels, Croma, West Side, Star Bazaar etc)
Selected Reputed Indian Firms Groups/ Firms( Figures are turnover for 2007-08) • L
Rapid Fire Question-Answer Session On Indian Economy • Pre and post liberalization era of Indian economy • Contribution in GDP from service, industry and agriculture • India and china on high growth path of economy against negative growth in the developed countries( financial tsunami)- see table • What do you understand by Globalization of the Indian economy- see table • Which are the basic industries of India • Which are the new age industries
Globalization of Indian Economy • Shifting focus from domestic • market to exports • Mergers and Acquisition • Focus on value added products • Targeting untapped markets • Import of latest technology • & global cost competitiveness • Greater inflow of FDI • Focus on SEZ Globalization of Indian Economy
B2B inManufacturing sector( Broad Classification) • Mining (coal, iron ore, bauxite, crude oil, etc) • Ferrous and non ferrous industries (steel, aluminum, copper, zinc, alloys, etc) • Capital goods and engineering industries ( industrial machinery, machine tools, hand tools, turbines, material handling equipment, etc) • Automobiles and components( commercial vehicles, cars, buses, two wheelers, etc) • Textile industry( raw materials, cloth, garments, etc)
B2B Manufacturing sector: Broad Classification • Chemical industry (including petroleum products, etc) • Paper & paper products • Cement and cement products • Pharmaceuticals • Consumer durables and entertainment electronics (television, refrigerators, washing machines, air conditioners, etc) • FMCG products( soaps, detergents, shampoos, tooth paste, etc) • Food industries (sugar, tea, milk products, processed fruits & vegetables, etc)
Business Plan Mix of B2B: 10 Ps • Promoters/ partners: Background, vision, mission, credibility, global exposure, etc • Planning: Short, medium and long term planning in terms of market opportunities, investments, risk, etc • Product: Classification/segmentation, quality, features, servicing, brands etc • People: Type of customers, purchasing power, consumer decision making process & behavior, etc • Place: Market trends, future growth, competition, regional segmentation, channels of distribution, number of intermediaries, inventories etc)
Business Plan Mix of B2B: 10 Ps • Pricing: price range and levels, fixed/ negotiated, discounts, terms& conditions for payments, credit facilities, etc • Promotion: personal selling, advertising, sales promotion, direct marketing & public relations/ publicity • Positioning: In the competitive environment and multi brand positioning is important • Profits: Corporate goals, sales & profitability analysis • Packaging: For consumer products it functions as promotional measure whereas for industrial products safety and protection
Major thrust areas of investment in India • Automobiles, auto components and engineering goods • Textiles and garments • Pharmaceuticals, chemicals and petroleum based products • Consumer durables & FMCG • Electronics, computers & Information Technology • Telecommunication • Processed food products • Retailing, insurance, banking, tourism & hospitality, real estate, etc • Infrastructure( power, ports, airports, roads, railways, SEZ, etc)