Segmentation Strategies for Business Markets.pptx

Segmentation strategy

1. Dr. Mukul Shrivastava Marketing (MBMK6007) 1

2. Syllabus Course Content Segment of business markets 01 Selecting target segment 02 Segmentation challenges for business market 03 B2B positioning strategies 04 Measurement of market demand 05 06 Potential for business markets 07 Sales process – Components, Metrics in a sales process

3. SYLLABUS B2B Marketing (MBMK6007) Course Learning Outcomes CO1 : Analyze business marketing environment and different factors governing B2B business domain. CO2 : Utilize organizational buying behaviour and decision-making process to create differentiation CO3 : Design appropriate Segmentation, targeting and positioning in business markets CO4 : Manage marketing-mix (4 Ps) in business-to-business domain CO5 : Apply latest trends in technology to design B2B marketing plan Dr. Mukul Shrivastava 3

4. Segment of Business Markets Business markets need to be segmented like consumer markets by benefits sought, user status, usage rate, and loyalty status. Dr. Mukul Shrivastava 4

5. Dr. Mukul Shrivastava Approaches to B2B Market Segmentation 5

6. Exercise: Bases of segmentation?? Dr. Mukul Shrivastava 6

7. Selecting B2B Target Segment Dr. Mukul Shrivastava 7

8. Target selection in B2B Segments (AR & VR devices) Dr. Mukul Shrivastava 8

9. Segmentation challenges for business market Dr. Mukul Shrivastava 9

10. Solution to B2B Segmentation challenges Dr. Mukul Shrivastava 10

11. B2B Positioning Dr. Mukul Shrivastava Brand positioning is the process of shaping a company to occupy a distinct place in the minds of its customers compared to competitors. 11

12. Positioning- JAQUAR Dr. Mukul Shrivastava A clever way to position itself in target customer’s mind that one of the largest bath brands in the country is now also foraying into lighting products. Rather than talking just about the new product line, the brand cleverly leverages the equity and top of mind association with bathroom fixtures and creates an interesting creative contradiction to drive home the point. https://youtu.be/S6Wor24fga0 12

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14. B2B Positioning Strategies Implementation Dr. Mukul Shrivastava Your Product 14

15. B2B Positioning Strategies (Positioning & Re-positioning) Dr. Mukul Shrivastava 15

16. Measurement of market demand Dr. Mukul Shrivastava 16

17. How to Measure Market Size Dr. Mukul Shrivastava A bird’s eye view using published reports and macro data wherever possible estimates are based on assessments of the size of each competitor supplying the market referred to as “bottom-up” assessment in which the researchers combine end-user data with the numbers of operators within a market to create a formula that leads to the market size. 17

18. Derived Demand Derived demand refers to demand for B2B product or service that depends on the demand for product that is used and then ultimately consumed at the B2C level. Aircraft Sales New Housing Demand Dr. Mukul Shrivastava 18

19. Potential For Business Markets Dr. Mukul Shrivastava 19

20. Potential For Business Markets Dr. Mukul Shrivastava 20

21. Sales Process Dr. Mukul Shrivastava 21

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23. Dr. Mukul Shrivastava Components of a sales process 23

24. KPI Metrices in a B2B Sales Dr. Mukul Shrivastava 24

25. KPIs to Measure Sales Performance Dr. Mukul Shrivastava 25

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27. KEY ACCOUNT MANAGEMENT Dr. Mukul Shrivastava 27

28. Key Account Management (KAM) Dr. Mukul Shrivastava Key account management (KAM) is a management process that focuses on planning and maintaining a positive relationship with a brand’s important customers. 28

29. Skill-sets of a Key Account Manager Dr. Mukul Shrivastava 29

30. CASE STUDY Wavin Plastics is part of Wavin UK, a wholly owned subsidiary of Wavin BV in the Netherlands. The wider Wavin group is one of the biggest manufacturers of plastic pipe systems and other industrial plastics products in the world. This case study is designed to discuss the business strategies which allow it to be eco-friendly and cost-effective. Dr. Mukul Shrivastava Sage Business Case : Segmenting the Market for Wavin Plastics DOI: https://doi.org/10.4135/9781473998049 30

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