B2B
- 1. MARA MARTN DE VIDALES ANDREA BIENZ GEAROID DOWLING
- 2. INTRODUCTION Carbonated soft drink that is sold in more than 200 countries Coca Cola rarely deals directly with their consumers business to business marketing has played a major role The company was bought by Asa Griggs Candler in 19th century whose marketing skills led coke to world dominance.
- 3. SWOT ANALYSIS Strengths Weaknesses -Brand recognition -Health Issues -Economies of Scale -Maturity -Customer loyalty -Dropping sales -The Coca Cola system Opportunities Threats -Market less popular products -Substitutes -Introduce new products -New Entrants -Expand to healthier products -Competition
- 4. HOW CREATES VALUE TO CUSTOMERS Coca Colas customers are at the heart of everything Some initiatives to build a strong customer relationship. Excellence in marketplace execution. Customer care centres Marketing and merchandising
- 5. EXCELENCE IN MARKETPLACE EXECUTION 1. Availability 2. Affordability 3. Acceptability 4. Activaiton 5. Attitude CUSTOMER CARE CENTRES Middle-man between customers and the company Measured customer satisfaction Righ Execution Daily System MARKETING&MERCHANDISING Market analysis to develop new ideas, target on emerging countries, increase annual sales. International events and community activities Olympic Games Football European Cup World Football Cup
- 6. emotion based philosophy very particular strategy enhance the brand: sell experience (happiness, positivism) need further collaboration with customers: distributors of the product: play a role in sending message. Understand market: more fluid + more influences more easily made compelling content: new way to engage customers in conversations, creating shared value: transmitted by retailers further collaboration
- 7. COCA-COLA B2B MARKETING Lessons for B2B marketers The B2C approach
- 8. Lessons for B2B marketers: 1.Content plan aligned with corporate objective and supported by research - change in consumers behavior -deeper emotional connecting enhancer messages -create conversation 2. Chart content goals based on target audience - link consumers interests and business objectives: easily spreading story -umbrella theme 3. Develop a plan that executes your marketing strategy -guideline: how to create relevant content -continuous process
- 9. Think like B2C marketer Convince: choose product over competitors start building a BRAND strong brand recall SAFE CHOICE avoid risk aversion WHO is your buyer? What influences them? address key elements of purchase decision 1.-Stay long in mind; always-on campaigns 2.-visual and long lasting content 3--consistent content 4.-human side 5.-Know the buyers: risk averse
- 10. MARKETING MIX 1. PRODUCT 2. PRICE 3. PLACEMENT 4. PROMOTION 5. PEOPLE 6. PROCESS 7. PHYSICAL EVIDENCE
- 11. 1. PRODUCT MAXIMUM QUALITY, HIGHEST STANDARD -consumer service: correction of any negative feedback 2. PRICE AFFORDABILITY Price-quality: best price in the market Balance consumer- company profit
- 12. 3. PLACEMENT Intensive distribution system Available to quench your thirst ANYWHERE, ANYTIME Most widspread network in the world
- 13. 4. PROMOTION WORLDWIDE ACCEPTED AND AKNOWLEDEGED BRAND MEDIA How the company sends messages about product, price and placement
- 14. 5. PEOPLE 7. PHYSICAL EVIDENCE6. PROCESS Sales force: Suitable and well trained people Sell just good SERVICE: Compromise builds trust and loyalty Expectations: Reinforce brand image, stay always top of mind
- 15. Huge success in marketing and business Target specific customers Strong brand recall Perfect example of B2B behavior CONCLUSION