Fine art of B2B marketing

Fine art of B2B marketing, Leela Bangalore

marketing fraternity of Bangalore
service is the key - subhash menon
difficult because of it's simplicity
empahsise the aspect of service
True customer service
win-win
leave back on the table
sacrificing some returnds on the short term
Options
- price- product-service
our choice-service

diffentiate and compete
price - anybody can cut you any timeproduct - not much of say in the product designcatch up game
service- as our differentiator
ranger country - texas
a story - a company which did not buy our productcable laying project, not with a great stature
maxims - whatever happens, happens for good
thats not a good thing to do.
sell demo stock- loan the equipment-loan 2 of our engineers- no charge for flying 2 engineers
to the hilt
1994-2000 optical fibre layingno prize for guessing
nxt 6 yeras - subex won the contract
service is an attitude
q1 : soln. uppperhand serviceIBMsell the box and then sell the service
Q2: going for quick bucks
Q3:Law of averageslearn from the ride
Q4: still do it ?go and make a presentation telecom fraud. sit with him.

Speaker 2:Shridhar
Integrated marketing communications
3rd empitre, 1998, brand =comm
I would like you to put your hands together
pleasure and privilege to be here.
Learn from outside of the industryplz draw your own conclusions
33,43,53
brief for the brand\TN : market driven by slogansstrong colour schemes
streamer
colour strength durability ;;; 3 roses
case 2: absolut
case 3: VIPbye bye

touch points for a brand
B2B on phone
direct selling
Dialgoues Vs monologues
1. are you clear about ?2. Brand essence ?3. what about PR ?4. Channel parter ?5. website aligned ?6. whoz incharge of brand integration ?7. DK - deficiency of knowledge , DE- Deficiency in execution
Q1: Evets: below the line direct response cutting your cloth to the size
There are no set ways...
challengeswise voice\ invoicePR is forgotten

Speaker 3:Tally solutions
Gopal Krishana
Buildinga dominant brandvery well articulated by the preceding speaker
preamble
"DO we know where we want to reach ?"
work backwards from the customer.
3 months - 18 years

buying from influences
channel driven
who owns the vallet
HW vendor - for IT needsAuditor- best accounting solutions
what we embarked upon...
coarse corrected
buzy slide
arms length distance
evangelsicgenuine copy is bought
piracy 1:90
analgesic - headache
22,000 to 900
we did what music industry did ..
blank cassettes recording
affordability and accessability
hitting the sweet spot
state specificity900 seminars in 60 days
power of simplicity to be exemplified
keep it simple and work backwards from the customer
Q1: Trying to reach the customer fast continuous engagementkitchen ecosystem
syndicated proven research
low hanging fruit - piracy
aim was education
tactical inititatives - IT touch pointsskew- 20 % of them delivering 80 % of the solution
Feet on the street
{ period of mutual suspiciion }
partnership

Speaker 4
Shehnaz bapooji, country manager, O&M
Put together certain inferencessetting the expectation right
spot the differences
Trends-formulaic what works for B2c should work for B2b
- boring turbines to clients
- sameness to everything show human faces dont want to offend sensibilities
- fail to recognise customer as a human being
- undifferentiated everyone tries to ape the leader

strategic herdinghow do you cut eyes
be distinct and not just differentnot going into semantics
how can communication help ?
activation ideasprevalent trends
devise an economical plan
blid leading the blind
- not built overnightpassby like a ship in the night
nothing comes cheap
stifles to the creative idea
only hardsell slide
create the brand
bag of communication vehicles
b2b-proff points- F2F- time-money-more consultative-after the sales-complexity-information
RFPspersonal chemistry recommendation from outside
CRM excercisepit falls
e competitor scan
column cm coverage
fronting the media
media skills training
banal - benaal
responseattrition modellingcustomer lifetime value
B2B butterfuly
ideasimpliciyt and originalitypeople and ideasavoid excusesart of excercises

TASMAC
widening horizonsTasmacpuna specific
immodest slides

Small is beautiful and competitive formats
maverick itemsmall will never go out of fashion
Boston, martini, competitioncant be tackled, experience
experience- comb which you get after you have lost your hair
-lithe-savvy-real- connected
friendly personal
know their name - shtre...kaka shop . mom n dad shop
blazing sunToe color - nail color
super markets are well lit
socio-psycho reality
1. earthworm model2. snail3. procupine4.everyone else model
adopt one of these
1. invitation theorypassivenon reactionaryself fullfilling prophesy modelfatalistic theorypushing death
2.pro actively reactivecoccoon orientationwithdrawn marketingphiolopher marketsafety static nexus
3.snubs competitionarmory as detrrentdetente model (26th jan)
4.real time comptnreactiveproactiveguerilla
scenario paintingjapanese and indan PM
big product massificationhive offinto customer oriented units
Hi customer hi malini how are you beta ?- telecom-credit card banking
- price leverage- customer irritation managment
_ USP games , ridiculous ( respect the customer)
I cant extrapolate more..white toothpaste
-intelligence gathering- internal branding ( employee bithching around...after 8. different animal)

at home is a productat darshini is a service
got at home is worshipat church service
we sell to people
insulated arena
corruption, nepotism
everybody competes for attention
tight life styleeven God advertises
17- 71
chief catalyst, eclubrichard koch
Q1 This is directed to harishart of personal selling
Q2choice of the organisation
sw deev B2bintel components b2b
buses volvob2b- b2c
VPpepsi cokeIIMB
mgmt education is scientifictoo much process orientedart will always survive
b2b buying cycle time
massified route
1:1 - f2f1:many - conf1:too many - tv1: very many

tech product space
media does b2b spacethumpingly loud

marketing what you sell and how you sell
mouse - pc vendorchairs -
delivery mechanism is B2b but still goes to the end customer
printer - b2b
buying furniture at shopping mall does not happen
foot fall
live research
make their own rules
B2B to seed a concept
referral base
to scale up
human being business
B2B need not advtngB2C- not advntg
prognosis and promotions
advntng portion is reducing

brand must step off from TVand do something interactive panacea
B2Rbiz to robo
Ravi uppal
prakash raghavendra
china syndrome
net - robo selling to customer
reverse auction
hariuser interaces
how do you create a desire to buy in B2b
product upliftmentvolvo
brand is a thought
how do you brand b2b
liril freshness
attrition- internal branding
doctor designing - featherlite
all this while engineering the productnow time to engineer the touch points
surround sound
art of effectiveness
desire is irrational
shiva statue
semantic wordplay
90% rational 10 % irrational
toss the coinchina is red
amplify the benefit