3.

B2B Marketing Research Project and Presentation (Weightage - 20 %)

Evaluation Objective –

1. Students will be able to demonstrate the strategies with respect to managing business
markets for given the Product Category and marketing strategies for the Product/service
2. Analyze the qualitative and quantitative business data in critical business situations while
managing business offerings and markets, competition, technologies, substitutes,
regulators and regulations, external environment and draw inferences for better decision
making for effective managerial implication
3. Students will be able to Evaluate and synthesize the alternatives for making strategic
choices (With respect to Market- Buyer Behavior, Relationship Strategies, Product
Planning, Promotion, Industrial distribution and logistics, Technical sales, Vendor
analysis, ) to achieve organizational objectives.
4. Students will able to create the strategic framework for creating sustainable
competitive advantage for the organization in complex business environment.

Description -

In line with PIBM SCPS Model, Group of 4-5 students will work on the project at the end of the
semester. Each group will work on the assigned business product category dealing with business
markets. Group shall prepare a report based on the secondary research and prepare the
presentation on “B2B Marketing Practices” by the Organizations producing the assigned
category of the products.

Students may select any one company from the industry of the product allocated and complete
the project for the same company.

The presentation shall be prepared based on the information collected from the different primary
and secondary data sources and to be critically analyzed.

Interim Review 1: 8th April, 2020 - Section 1 to Sec 5 - Company selcted also tobe mentioned

Interim Review 2: 15th April, 2020 - Section 6 to Sec 7

Final Submission Deadline: 21-April-2020

Note: Interim review dates may vary for different section but it will be starting date of the
reviews.

The research and presentation should consist below mentioned contents.

Research Project and Presentation Contents –

Section 1. History of the Company - Milestones

Section 2. Strategy - Vision, mission, goals and objectives and of the organization and strategy.

Section 3. Marketing Environment Scanning (PESTEL Analysis – Macro)

Section 4. Industry Analysis – Application of M. Porters’ five force model

Section 5. Internal Analysis - Core competencies and competitive advantage. Capacity and its
utilization.

Section 6. Marketing Strategy – Segmentation, Targeting and Positioning (STP) of Business

Markets

Section 7. Marketing Mix of the Company

a. Product – Portfolio Analysis – Range of products, level of standardization and customization,

PLC and strategies, technology adoption, NPD, innovations, substitution, Service element.

b. Pricing strategies – Proposal (Technical and commercial), Bidding, RFP, RFQ, Tender, RFT,
RFI, Contracts, leasing, Negotiations, Commercial and legal frameworks

c. Promotion – Communication Strategy, IMC, Trade Shows, Exhibitions, Catalogues, Samples,

Public Relations, Advertising, Internet and social media marketing, content based Virtual
Presence Management, Communication strategy of the organization

d. Distribution Channel – Channel flow and strategies, Direct and / or Indirect Channel, E-
commerce platform, Omni channel, Logistics and supply chain management in the organization,

e. Services Management
f. Personal selling and Key Account Management (KAM) –Selling process and KAM Process,
customer relationship management (CRM), Process Automation, Marketing Intelligence.

g. International Business Markets – Managing International markets, Marketing mix, trade norms
and regulations, export markets served by the organization if any

h. Purchase / Buying function - Decision Making Unit (DMU) in the organization, vendor
evaluation and vendor selection, purchase policy

Section 8. Marketing to Government Markets.

Section 9. Opportunities and challenges for the organization.

Section 10. Observations, Findings, Suggestions and Conclusion

Learning Outcomes –

1. Students will be able to understand the nature of Business for Assigned category.
2. Students will understand the product’s utilities and applications.
3. Students will analyze the external environment of the business applying PESTEL
4. Students will apply the five force model to analyze the industry.
5. Students will design the Marketing strategy (STP) and create marketing Mix.
6. Students will map the market in terms of segments, size, demand, market share,
competitors market share, industry standing

Competencies to be developed –

1. Critical thinking
2. Problem Solving
3. Decision making
4. Domain Knowledge and Business Acumen
5. Data Analysis.
6. Presentation and communication

Group Presentations will be held from 25th April 2020. Schedule of the same will be
communicated in advance.