Research Paper Analysis Presentation

Group 1

ONRELEVANCE AND CREATION OF STRONG BRANDS FOR B TO B

MARKETS

What is Brand??...

A brand is a name, term, design or other feature that distinguishes one seller's product from those of others. Brands are used in business, marketing, and advertising.

B To B MarketingBusiness to business refers to business that is conducted between companies, rather than between a company and individual consumers.

The Growing Interest In B To B Brands

•B2B brands – Apple, Google, IBM, Microsoft GE, Samsung, Toyota and Mercedes Benz – in the top 10 global brands.•The second is the widely shared case of ‘Intel Inside’.

Brands: Their Relevance For B To B Customers

REASONS FOR LOW IMPORTANCE OF BRANDS IN B2B MARKETING:

Rational buying behavior. limited customer base. direct distribution. predominance of personal selling. very low to insignificant communication.

Buyer Status and Role of Brands

Buying Decisions across product categories

Conclusions of Indian Studies on Role of

Brands in Organizational Buying

Behind every strong brand is a superior product quality and service.

Strong brands get a larger share of the business.

Strong and positive brand image among all the members of the buying centre.

Customers go for strong brand of suppliers at comparable prices

Holistic brand management:-

A Tale of Two Cases

Brand SINTEX.Brand TATA STEEL(Hollow

Sections) for Construction Industry.

case 1 :- sintex Idea of innovating PLASTIC CANS to

PLASTIC WATER TANKS. Inspite of successive failures to has

sustained its brand in market. It gained its popularity by communication

mix. It reached Rs.50,000 million by 2013 which

was a great success. Instead of being known for producing

mere plastic products, it wants to be known as a ‘thinking company’.

case ii - Tata Steel:- Structura

• Tata steel tube division has been market leader for more than 45years but due to plastic tube were making inroads ,the sales growth had declined to 2%.

• Its product mix had a product category known as hollow sections ,both round and rectangles.

• Its use was very limited in India due to lack of knowledge specifications and availability of accessories.

The Brand building effect:-TATA STRUCTURA The final objective was to create demand by

enabling greater use of structura. It hired two specialists to create knowledge

and information to help the customer and consultants to promote the use of structura.

The tubes division organized a contest of designers and architects titled as “ Notions of Nation.

Another initiative of tubes division was to set up structura studios.

In 2011 structura took a decision to offer value added products for a major solar thermal project executed by an MNC in Rajasthan.

Challenges for future -TATA STRUCTURA

Generating newer ideas for value creations by using Tata structura.

Deciding whether tubes division should enter into the business of designing and provide turnkey solution .

Enabling usage of large tabular sections, manufactured by Tata steel Europe, in India.

Findings

These studies covered both multiple products and companies, besides the in-depth study of single companies. The collective findings of these studies reveal that brands are very important in B2B buying. Some specific findings of the Indian scenario are shared subsequently.

Summary

Performance and behavior are the two pillars of creating strong BRAND. “If there is no brand there is no marketing”, With increasing competition the same would be the imperative for all B2B marketers. A widely shared belief is that brands energize the organizations and also enable channelizing and focusing of the organizational energy and efforts which in short,

‘BRANDS BIND’