B2B versus B2C Marketing

B2C=Business-to-Consumer Market= businesses sell products and services to consumers for household or personal use B2B=Business-to-Business Market= businesses sell products and services to other businesses for use in their daily operations or for making other products and services

B2B Marketing
B2B marketing is the business which sells goods or provides services to other businesses. In B2B marketing, the strategies are based on pure knowledge and logic There are fewer customers and they require dependable relationships and a high level of service. Marketing tends to be done by personal selling ( one-on-one) calls to the customer. Specialized media such as trade journals, sales brochures, web sites, trade shows are used rather than traditional mass media.

B2C Marketing
B2C marketing is when a business provides goods and services to consumer market. When it comes to B2C marketing strategies, our base should be consumer oriented. You need to emphasize more on the benefits and features of the products or services you are dealing with. The B2C marketing strategies are based on emotional decisions based on the consumers as you deal with different human beings having different expectations are priorities when it comes to purchasing the products.

B2B Marketing v/s B2C Marketing

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B2B
Small/Focused Target Market Features/Functional/Education Rational.mostly Less/Selective Media Consumption Long Lead Time/Multi Step Process Long Term Relationship Create and Support Demand

B2C
Large Target Market Benefits/Symbolic/Appeal Emotionalmostly Multiple Touch Points Short Lead Time/Single Step Process Instantly Interesting Drive Demand

Idea of Marketing
Ultimate objective of marketing is to generate intent to buy the product.

Reach

Frequency

Awareness

Engagement

Experience

Intent

Marketing Plan
Know your unique position your value proposition Review your mission statement and objectives Conduct a SWOT analysis State the services you offer Define your targeted audience

Marketing Plan Cont..

Create an integrated marketing and branding plan that includes:
Web site E-mail campaigns Events Alliances Print materials Public relations efforts Personal networking and word-of-mouth

Branding Of Non Profit Organisation

Your brand is what donors and supporters remember Your brand enables donors, volunteers, sponsors and the community to immediately recognize, value and trust your organization Your brand distinguishes you from the competition Your brand gets you heard

NPOs in India
Sasha Association for Craft Producers for Crafts PAHAL for Gift Items Aadhar for Handloom & Handicraft Syamantak for Handicraft National Rural Research & Development Association ( NARAD ) for Handicraft

Benefits to NPOs through B2B marketing

Enhance your reputation through name recognition Build membership Strengthen existing donor relations and increase donations Connect with new donors for funds Raise attendance at events Generate momentum and support for the organization and its products. Networking Connect with the CSR activities of companies.

Gift Items

Handicraft

Eatables

Toys

Direct Marketing by NPOs

Direct Marketing by NPOs cont.

Direct Marketing by NPOs cont.

NPOs can : Have an online presence Promote and showcase your work, planned events, products, etc. Source human resources (volunteers and staff) Access and share good practices Publicize your appeal Voice your opinions and views Network with corporate, individuals and other NGOs

Direct Marketing by NPOs cont.

It is now possible for corporates to dialogue with NGOs that you have been searching for promote your corporate social responsibility (CSR) activities source products voice your opinions and views network with corporate, individuals and other NGOs

Direct Marketing by NPOs cont.

It is now possible for customers to identify the right volunteering opportunities reach-out to like minded persons share your experience with NGO and rate them voice your opinions and views

Advantages of NPOs over Corporates

NGOs usually are tax exempt. They can offer products at a discount since they dont have the expense of taxes, and sometimes they can offer products to buyers who pay no sales tax on the purchase. NGOs often have a volunteer staff in many roles such a artists, canvassers, attorneys. Volunteers can mean an enormous savings to the business, which is particularly important to a small nonprofit. The board of directors must by law be composed of volunteers, which can an be advantage to the company.

Competitive threats
NPOs are more vulnerable to economic crisis. Corporates have better brand equity as compared to NPOs. NPOs have limited product portfolio. They play in small numbers. They have limited funds.