Monday, September 29, 2008

Marketing for B2B vs. B2C -Same Customer but different Approach to reach

Difference between B2B ( Business to Business) Vs B2C Marketing ( Business to Consumer) Marketing can be understood by putting yourself at two different situation.
" U purchase for yourself is different from U purchase for your business ( own business or you work for other)"

Differences between B2B marketing and B2C marketing:

B2B
  • Relationship driven
  • Maximize the value of the relationship
  • Small, focused target market
  • Multi-step buying process,longer sales cycle
  • Brand identity thru personal relationship
  • Educational and awareness building activities
  • Rational buying decision based on Business Value
B2C
  • Product driven
  • Maximize the value of the transaction
  • Large target market
  • Single step buying process, shorter sales cycle
  • Brand identity through repetition and imagery
  • Merchandising and point of purchase activities
  • Emotional buying decision based on status, price,desire

Thursday, September 25, 2008

Marketing at the time financial slowdown

The Positive, Negative and Neutral side of the financial crisis on Marketing

It is very interesting to see how financial crisis, the world is facing currently will impact Marketing strategy /planning in terms of ad spends or choice of media vehicle among different verticals or organizations.

First set of people believe it will affect negatively as company are pressure to check spend across the department thereby reducing the impact on bottom line. Here marketing department will be on of the first department to see reducing spend on ads as already this set of people question the very effect of marketing spends and its contribution is increasing sales.
Second set of people believe that it will affect positively, as this financial situation see lots of M&A which company will need to communicate to the customer. In fact organizations compete more aggressively to get the share of few customers available. Organizations are compelled to think on product line extension by introducing new products to attract new customer will again need marketing to capture it.
Third set of people believe the marketing scenario will remain same. Here may be only the choise of media vehicle will change by becoming more customer focused. So spend on BTL related activities may see significant increase with decrease in ATL activities. As marketing is the prominent way to inform customer spend will be same.

Change in Marketing Approach:
Turning Suspects into Prospects into Buyers

You have to look at it on a client-by-client basis and value message is going to become a much bigger component of the overall messaging mix, said Andrew Robertson, president-CEO of BBDO Worldwide at Advertising Week's CNBC CEO Summit.
Mr. Brien, CEO of Mediabrands, said of the financial crisis: "Between natural-resource prices, the housing market, what's happening on Wall Street as well as technology and its impact on marketing, it's a more challenging environment in terms of turning suspects into prospects into buyers,"

The nature of marketing is going to be less about the vehicles we choose to target and how we use those vehicles," Mr. Brien said. "It's going to be more about the fact that we need to refine the persuasion-based activities we have all grown up with with user influence. This balance is going to challenge agency structures."

Consumer behavior

"Rightly or wrongly, the consumer trusts their peers more than they trust some of the most recognized publications," Mr. Gotlieb, CEO of Group M, said. "And because of that the communications today are not just about talking at the consumer. It's about managing their perception and trying to get them to participate in the discussion in a way that is favorable to your client. The challenge is none of us can do all of these things. What we have to get to is a single, integrated strategy that can be implemented by multiple entities. None of us has the ability to implement all of the components of that strategy."

Will financial crisis derail India's economy?

Source: Economic Times

Financing India growth would not be that much of an issue:


Deepening financial distress in the United States has affected even the most basic financial intermediation, with US authorities currently making great efforts to restore fully functioning markets.
These conditions would probably have a limited direct effect on India, but the implications for global demand could result in a moderation in exports. Moreover, heightened risk aversion could also impact pricing of assets.
Being largely a domestic economy with exports including software at 17% of GDP, India is relatively insulated in comparison with most other economies.


Though it is difficult to quantify the exact implications at this stage, a couple of points worth keeping are: (1) Indian IT companies have around a 30% exposure to financial services; (2) funding constraints could result in some uncertainty for the real estate sector; and (3) while direct exposure for Indian financial institutions is negligible there are a few firms which could be impacted at the margin.


However, a point to note is that given the deterioration in the global and domestic macro environment seen over the year, India Inc has been adapting and innovating with a clear focus on profitability. But the adverse macro environment is having an impact on growth and expansion plans with growth estimates now in the 7%-7.5% range.


Our FY09 and FY10 GDP estimates of 7.5% and 7.4% factor in single-digit investment growth from a CAGR of 17% seen during FY03 to FY08. This is basically due to the fact that investments have faced a double whammy with rising input costs on the one hand; and higher, more stringent borrowing constraints (both domestic and global) on the other.


Growth would have been lower were it not for the buoyant savings, productivity gains, healthier balance sheets and the possibility of monetary easing next year. In addition, a sustained fall in commodity prices bodes well for inflation, rates and the fisc.


While the impact on growth and exports can be quantified, the impact on currency and capital flows is not as clear. The reason is that despite India being a domestic-driven economy with strong macro fundamentals, in times of an increase in risk aversion, countries with twin deficits, inflation and political challenges tend to be viewed with caution.


Moreover, a lot would also depend on monetary policy responses (both of the Fed and the RBI) as asset reallocation could result in inducing capital flows to those countries where interest rates are higher.
The panic over the health of the US financial system has caused severe de-leveraging of balance sheets with firms and investors rushing to convert assets into cash to reduce risk and to preserve operating capital. The process is likely to continue and will impact economies/corporates who access international capital.
De-leveraging and the increase in risk aversion could result in higher spreads thus increasing recourse to domestic sources of funding. However, we believe that financing the India growth story would not be that much of an issue given the buoyancy in deposits, high savings and levers available with the RBI to inject liquidity.
Recent steps taken such as increasing the attractiveness of NRI deposits, and providing additional liquidity support via the LAF window to alleviate the liquidity shortage are encouraging. We believe that we could see the RBI becoming more active in the coming months.


Possible measures include (1) further relaxation of norms on the capital account, both NRI and ECB guidelines, (2) a likely cut in the SLR given the continued buoyancy in both credit and deposits and consequent demand for government securities to meet statutory requirements, and (3) a possibility of keeping rates on hold given lower commodity prices and stabilising inflationary expectations.

India should push ahead with hiking prices of domestic fuels:


India’s annual GDP growth accelerated to 9.3% in the three years to 2007-08 owing mainly to three key drivers: (1) greater impact and acknowledgement of favourable structural factors; (2) strong global cyclical growth uplift; and (3) exceptionally easy global liquidity conditions and heightened risk appetite that caused a surge in capital inflows into emerging economies, including India.
The structural factors driving India’s economic rise remain well entrenched and thus safeguard the attractive medium-term outlook. However, the other two factors have reversed course, and will undoubtedly extract a price for the excesses of recent years.
Growth will slow down this year and next, led by deceleration in investment spending, and some rolling over in consumption. GDP growth will moderate to a touch over 7% next year, not a bad outcome considering the global backdrop and the domestic constraints, but lower than the sustained 9% or so several businesses and investors had unrealistically assumed.
The impact of the global mayhem will be transmitted via softening external demand and lower capital inflows, especially portfolio investment. The reversal in foreign capital inflows, which is already playing out, will affect local money market liquidity and the rupee.
Policymakers here are well positioned to cushion the adverse impact, owing mainly to the sensible approach by the former Reserve Bank governor Y V Reddy, which also sets the stage for greater liberalisation now. The policy response in the coming months will be a reverse of what happened over the last 2-3 years when the RBI was faced with surging capital inflows, and had to hike the cash reserve ratio (CRR) and check rupee’s appreciation.
Now, the worsening balance of payments will adversely affect local money market liquidity, and also put pressure on the rupee to weaken. Interest rates for non-resident Indians have already been increased, and will likely to be increased further. Also, policymakers will ease the restrictions on capital inflows to ease dollar supply, though it will now be far more expensive for firms to borrow internationally.
Intervention in the foreign exchange market to check rupee’s weakness will tighten local liquidity, which in turn will set the stage for unwinding of securities issued under the market stabilisation scheme, and for cuts in CRR. Real interest rates are pretty high (ignore those who were screaming for rate cuts some time back but now argue that real rates are too low!) Expectations of lower inflation will also prompt significant reversal in interest rates.
Given the local constraints and the global backdrop, last week’s quasi and temporary cut in the statutory liquidity ratio (SLR) was perhaps the only workable option, especially since the central bank cannot cut CRR just yet.
Still, it also shows the ad-hocism in policymaking due to, among other things, exceptional and adverse global factors, the need to check rupee depreciation and the fiscal bleeding that is forcing banks to lend to the state oil companies. Indian policymakers cannot control global factors, but they should push ahead with increasing local prices of some fuels, so as to check the fiscal mess.
The greatest challenge for policymakers will be to deflect bad advice, and there has been plenty going around in recent years. It is ironic that those who were rooting for a free-floating rupee when it was under pressure to appreciate appear to have done a convenient about-face and are now making the case for greater intervention by the RBI to prevent rupee weakness! It is worth remembering that currency flexibility is part of the solution, not part of the problem.

Indian growth rates should continue to attract:


The short answer is no, since domestic drivers of growth are robust and varied. But the element of panic and herd reactions make crises uncertain creatures.
Whatever the earlier errors, policy reactions to the crisis itself have been largely correct, injecting liquidity, at a price, to prevent freezing of markets, helping institutions, such as Fanny Mae, Freddie Mac and AIG, whose collapse would have large externalities, but letting the shareholders and management suffer.
Concerted action by a number of central banks to pump in liquidity is another good sign of global stakes in the financial system and a readiness to prevent its collapse. Liquidity injections need not be inflationary, they substitute for a drying up of systemic liquidity and can be withdrawn as the latter revives.
Plans to help banks clean out illiquid assets and restrictions on short selling to restrict attacks on vulnerable stocks may end the uncertainty about who is next. Tackling the root cause may prevent periodic eruptions from the festering sores of the subprime crisis.
Policy has to be interventionist in such a crisis to minimise contagion and collapse. Tightening regulatory loopholes that helped create excessive financial leverage must follow, but later. Since taxpayer money is going to investment banks, they must accept tighter regulation.
They can only survive as regular banks. Incentives must be redesigned, current huge bonuses in good times and limited liability in bad encourage risk-taking. A premium could be paid in good times to finance the risk of future bailouts.
Since Indian banks are healthy, with little exposure to the derivatives and institutions at risk, they will be all right. Fall in global commodity prices will help reduce imported inflation and allow policy to revive growth. There will be a drying of international liquidity and outflow from troubled FPIs.
But Indian growth rates are one of the few bright spots in a dismal situation, and should continue to attract robust long-term investments. Excessive FPI inflows were a problem for policy in the past year. The reversal is still minor compared to past accumulations. So there should not be any hesitation to allow some reduction in forex reserves. The cost of carrying reserves and of sterilisation will be reduced.
Selling the dollar when the rupee is low makes good profit for the Reserve Bank. As long as inflation is still high excessive rupee depreciation should be prevented.
The liquidity withdrawn by dollar sale can be countered by unwinding MSS balances and reducing CRR. The latter will reduce bank costs, and allow domestic credit to compensate to some extent for the drying of international credit. Domestic savings are high enough to finance investment, with whatever external help remains.
Sectors most at risk are those that have dealings with troubled financial companies. Some Indian professionals will loose jobs. But quick restructuring makes these losses short-lived. Talent becomes available to go into areas where it is scarce.
A deeper global recession may not adversely affect the outsourcing business, despite the loss of some big clients, because of the search for cheaper alternatives. Air travel loses some of its frequent flyers but gains from lower fuel prices. There are always pluses and minuses, it is up to us to build on the pluses and provide an alternative growth pole for the world.
The problem is the increasing indebtedness of the United States government. But at least in the short-term, surpluses of other countries should continue to shore it up, because of the latter’s stake in the global system. Gradual adjustment away from the dollar towards a less unipolar and therefore more robust global system will, however, continue.

'Packaging' becoming significant marketing tool

Amid a market lull and rising inflation, ‘packaging’ is used as a significant marketing tool to draw the attention of customers.
Attractive packaging of products seems to create superior mind share amongst the target audience and hence is regarded as an integral part of the business.
Currently, majority of the companies outsource their packaging requirements. But according to industry experts this will not be the case in future.
According to them, there are many companies which at present have dedicated department for the same and are also taking assistance of qualified professionals to help them cater their target groups.
Packaging refers to all materials and products used for the containment, protection, handling, delivery and presentation of goods from the producer to the end-user.
According to Lovy Khosla, Managing Director, Elvy Lifestyle, companies and retailers are working more closely than ever to create products designed for contemporary lifestyles, based on the latest technology.
This has resulted in an explosion in the market, a market in which packaging is playing an increasingly important role.

Technological advancements and customer outlook have been the driving force behind the change in packaging style of products in the recent past.

Tuesday, September 23, 2008

Indian Search Engine marketers look to double business by 2010

Google’s decision to stop giving commission to the agencies in the UK — 3-11 per cent of the digital campaign value — from January 1, 2009, may double the revenue of search engine marketing (SEM) companies in India, as agencies consider offshoring to maintain margins.
An IAMAI (Internet and Mobile Association of India) and IMRB (Indian Market Research Bureau) report pegs the total market revenue of the SEM industry in India at around Rs 500 crore in 2007-08. This is expected to increase to around Rs 1,000 crore by 2009-2010.
SEM spends exceed that of the TV in the UK, and a similar pattern is expected to emerge in other parts of the world. One third of the SEM revenue in India is contributed by domestic clients, while the rest by international ones.
There has been a decrease in the management of in-house organic SEO (search engine optimisation). In 2006, 84 per cent of SEO was managed in-house, while in 2007 it dropped to 79 per cent. Advertisers are now hiring SEM agencies to optimise their website so that it comes up in the first few searches.
Rising cost per click is also leading to increased outsourcing. In the increasing cost environment, advertising agencies are supposed to move more work to India. Typically, 30-100 projects per year are undertaken by SEM outsourcing organisations.
According to a 2007 I-Cube report, of the 250 million urban populace, 77 million speak English. Around 20 per cent of the business of Communicate 2 comes from offshore activities.
Compared to the Philippines, South Africa and China major competitors to India in outsourcing, SEM business is higher for India. The Indian workforce’s endorsements from Google helps.
Indian SEM companies earn bigger revenues from outsourcing. Thakkar of KPMG says: “Profit earned on domestic billing is just one-fourth of global client billing.”
Attracting talent is a big challenge. Lack of awareness of the opportunities in the field is the biggest challenge facing the industry. Professionals could make great careers in SEM, but many are not aware of SEM as a career option. Vivek Bhargava, MD, Communicate 2, says: “I think the SEM salary would be 2-3 times higher.”

India marketing scenario-Cost sensitive/ Value for Money

Indain economy and marketplace are undergoing rapid changes and transformation. A large number of reasons like Globalization, growing Indian middle class,international competition etc could be attributed to these changes.

The other reason for these changes in the Indian Market Scenario is the technological change. This is an important factor because the technological competitiveness is making, not only the Indian market, but also the global marketplace cutthroat.

In the Indian Marketing Scenario, the market success goes to those companies that are best matched to the current environmental imperatives. Those companies that can deliver what the people want and can delight the Indian customers are the market leaders.

Everybody know Indian people are cost sensitive, so anyone, in any space be it B2B or B2C, who gives better value for money will succeed. But it is the Marketing which need to properly convey these value proposition to the right customer.

Today the companies are operating in such a marketplace where survival of the fittest is the law. In order to win, the companies are coming out with various new and evolving strategies because the Indian market is also changing very fast. It is to capture the Indian market, that the Indian and the Multi National Companies are using all of their resources.

The Indian Marketing Scenario is one of the biggest consumer markets and that is precisely the reason why India has attracted several MNC’s. These large Multi National Companies have realized that to succeed in the Indian market-place they need to hire Indian representative who are much more aware of the Indian economic, political, legal and social realities. In the Indian Marketing Scenario, it is the MADE FOR INDIA marketing strategies that work.

Monday, September 22, 2008

The Importance of Marketing

Business has only two functions - marketing and innovation
-Milan Kundera

You may have heard the old adage, "If you build a better mousetrap, the marketwill beat a path to your door." But the truth is that the best products don't always win in the marketplace. For example, in the personal computer world Apple's® operating system is widely regarded as easier to use and more stable than that of the market leader, Microsoft®.
Marketing strategies and tactics can be the difference in the success of roughly equal products and services. That's what made the difference for John Bello and Tom Schwalm who founded South Beach Beverage Co., better known as SoBe®, in 1995. Like its main competitors, Snapple® and AriZona®, SoBe is bottled sugar water—albeit all-natural sugar water with great packaging, great graphics, great flavors, some good ingredients, and funny slogans. It all adds up to huge marketing appeal. While a great concept, SoBe achieved marketplace success because of the constant emphasis SoBe leadership placed on executing the SoBe marketing plan and the effectiveness of its sales force. SoBe's sustainable competitive advantage was its superior and consistent sales effort.
The marketing and sales effort for SoBe achieved some dramatic results: in 2000, after just five years, the founders sold the company to PepsiCo for $370 million. A nine-figure sales price may not be in your future plans, but you can apply the same basic strategies and tactics to your business to achieve your vision and goals.
Your Strategy

Whether your strategy to grow your business calls for you to focus on your current market or to attract customers in a new market, you have to base your marketing decisions on careful research and analysis.

Welcome to The Marketing Thinker's Blog

Hi!!!!!!

This Blog is created to share my years of marketing experience as well as best marketing resources available anywhere which I come across. Also I invite all the marketing thinkers to share their views on Marketing and Branding techniques and covers both above the line (ATL) and below the line (BTL) activities.