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Contemporary Issues in Marketing Cooperative Purchasing: Old vs New. Zack Leung 100185479 MRKT 4177. Agenda. Concept of Cooperative Purchasing Business to Business Model B2B Model Findings B2C Model Transformation B2C Model Findings What’s in it for Business and Consumers Conclusion.

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Presentation Transcript
agenda
Agenda
  • Concept of Cooperative Purchasing
  • Business to Business Model
  • B2B Model Findings
  • B2C Model Transformation
  • B2C Model Findings
  • What’s in it for Business and Consumers
  • Conclusion
cooperative purchasing
Cooperative Purchasing
  • “...operational, tactical, and/or strategic cooperation between two or more organization in one or more steps of purchasing process by pooling and/or sharing their volumes, information and/or resources.” –P.F. Johnson
  • B2B and B2C
  • Formally and Informally
    • Business Co-op
    • Cooperative Purchasing Companies
    • Friends and Families
b2b model
B2B Model
  • 3 Rules why companies purchase cooperatively

1) Servicing at Cost

      • Road 13 Vineyard: Bottles

2)Cooperative Advantage

      • Ocean Spray: Added Value

3)Knowledge Sharing

      • United Service Community Co-op: Consulting

Biz 1

Supplier

Biz 2

Co-op Company

Biz 3

b2b findings
B2B Findings
  • Cost Minimization
    • Low profits (B2B Coop Companies)
  • Speed
    • Getting confirmation
  • Technology
    • Better Deals
      • Suppliers offer fixed terms
      • Big Box Stores: Staples, Walmart, Costco
transformation
Transformation
  • B2C
  • Groupon (2008)
  • TeamBuy.ca (2010)
      • Dragon’s Den (2:07) http://www.youtube.com/watch?v=A4Opn3QxJK4

Co-op Company

Supplier

Consumers

b2c model findings
B2C Model: Findings
  • Effective use of marketing features
    • Internet Based Websites
    • Viral Marketing: Social Media & Emails
    • Layout of Website
    • Interactive Comment System
    • Simple Sign Up and Check Out
    • Sense of Urgency
      • One deal per day
      • Count down timer
b2c what s in it for
B2C: What’s in it for...
  • Consumers
    • Price Reduction
      • $14 voucher worth $35 @ Contemporary Cuisine Restaurant
    • Chance to explore
b2c what s in it for1
B2C: What’s in it for...
  • Businesses
  • GrouponStats:
    • 16 million
    • hip and active college or university students
    • 68% are ages of 18-34
    • 50% Bachelor degree
    • 75% work full time
    • $100,000+ annual income
  • Inexpensive Marketing
    • Promoting
    • Building client base
    • Guaranteed returns*
conclusion
Conclusion
  • Transformed b2c model outshone the b2b
    • Growing more rapidly
    • Effective use of marketing
      • Especially Viral Marketing (P2P)
    • Opened a New Market
      • Risk Free Promotion
    • Win-Win Situation
thank you
Thank You
  • Questions or Comments?
  • Do you think business owners should worry about their current customers taking advantage of their deal if they get featured on these websites?