B2B – MARKETING

NTPC & AV Engineers

Submitted to – Prof. Sandeep Puri

Submitted by:-

Anuvrat Garg 19067

Kshitij Sethi 19075
Shazar Khan 19109
Tanya 19299
One Company is the Supplier for which you are the B2B Marketing
Manager and the other Company is your Prospect with which you
want to do business with. The companies selected are NTPC and
AV engineers where the former is regarded as the prospect
company and the latter would be the supplier company:-

A1. In order to understand the corporate values and strategies that

both the company follows which is needed to propose a deal
between AV engineers and NTPC effectively, we shall look upon the
following growth pattern of both the companies and they are as
follows-
Corporate and Business Level Strategy of NTPC-
NTPC the top power company of India with a commissioned capacity of
62,110 MW. It feeds a fourth of India's electricity needs or as they say
"NTPC lights up every fourth bulb in the country". It is one of the most
efficient power companies in India, having operations that match global
standards.

Commensurate with the country's growth challenges, NTPC has

embarked upon an ambitious plan to attain a total installed capacity of
130 GW by 2032. Towards this goal, NTPC has adopted a multi prong
strategy which includes Greenfield projects, Brownfield projects, joint
ventures and acquisition of existing plants route. Besides, the
corporation has also adopted the diversification strategy in related
business areas such as coal mining, power trading, and manufacturing
etc. to ensure robust growth of the company.

Corporate values of AV engineers-

People
At AV Engineers, we recognize the value of our people and continually
strive to develop human resources. We recruit knowledgeable and highly
skilled professionals while providing opportunities in training and self-
development.

Commitment
AV Engineer’s commitment to deliver quality projects and services has
resulted in the company’s acceptance as one of the leading engineering
firms in the country. Our well-defined understanding of client
specifications and their requirement for a timely delivery, has served as
the principal foundation for our acceptance as an industry leader.

Integrity
Over the years, we have gained a reputation for integrity and trust from
our customers. Our commitment and drive for success has built a solid
base of satisfied customers who continue to use our services time and
again.

Adaptability & Flexibility

Understanding our clients has given us the opportunity to adopt various
engineering requirements to meet project demand. All of our projects are
custom built and tailored to meet specific requirements; this adaptability
and flexibility are key factors that have encouraged our clients to return
to AV Engineers for their most important projects.

Trust
With decades of Tool Room and engineering expertise under our belt,
AV Engineers has earned the trust and support of clients. With
recognition from both customers and peers, we are confident in our
ability to deliver superior products in accordance with customer
requirement.

Customer Satisfaction
At AV Engineers our work is never complete without the final nod of
approval from our clients. Our work is processed through stringent
quality control measures and only after tedious inspection and tests the
project is handed over to the client. We are committed to our clients’
approval and our work is not complete until all specifications have been
met.
As NTPC believes to outsource the supply of industrial parts for their
number of projects as they believe in expertise benefits and so it would
be a cracker of a deal for AV engineers as well as the company commits
to provide high quality parts at realistic prices.

A2. JD of Key Account Manager (B2B):

 Developing a solid and trusting relationship between major key
clients and company
 Resolving key client issues and complaints
 Developing a complete understanding of key account needs
 Anticipating key account changes and improvements
 Managing communications between key clients and internal teams
 Managing account team assigned to each client
 Strategic planning to improve client results
 Negotiating contracts with the client and establishing a timeline of
performance
 Establishing and overseeing internal budgets with the company
and external budgets with the client
 Working with design, sales team, creative, advertising, managers,
marketing, and team members from other departments dedicated to
the same client account to ensure the highest quality of materials
are being produced and all client needs met
 Collaborating with the sales team to maximize profit by up-selling
or cross-selling
 Planning and presenting reports on account progress, goals, and
quarterly initiatives to share with team members, stakeholders, and
possible use in future case studies or company training
 Meeting all client needs and deliverables according to proposed
timelines
  Analysing client data to provide customer relationship
management
 Expanding relationships and bringing in new clients

A3. Product segment of AV engineers that would be suitable for NTPC

for upcoming expansion project of manufacturing of equipment for power
plant will be assembling parts for the pipeline system required for the
expansion.
For this the company can make a proposal to get a tender from NTPC
for supplying of pipes and metal joints that are being manufactured by
the company.
Specific variety of pipes would be usable for this project and that will be
goblin Pipe which is made of stainless steel with an option of 2T
thickness of steel which would a perfect material for NTPC’s equipment
manufacturing of power plant unit setup.
Also the company may provide metal joints of HJ-1 for assembling of
pipes. These joints are of supreme material to join the goblin pipes and
other equipment in the pipeline.
The above category materials comes under the premium brand of AV
engineers and provide 10 percent more durability and performance
efficiency than its main rivals.
Also these joints and pipes are easy to install and to dismantle so it
comes flexible when the place of installation change in future, if it
happens.

A4. Pricing Strategy: For AV Eng. I would like follow Cost Plus
Pricing.
As AV Eng. is a company which manufactures machinery parts and
other equipment’s that was used by different industry sectors. The
company manufactured the products like CNC Machined Turned
Components, Jigs and Fixtures, Fabricated Pallets, Gravity Conveyors,
Assy. Conveyors & Conveyor rollers, etc. and many more, which plays a
crucial role in the entire value chain in almost every industry. Therefore,
it needs to meet a stringent quality standard to facilitate the operations
strategically within the entire supply chain. Therefore, to manufacture
such type of products a strategic cost has been incurred at various level.
By adding together the direct material cost, direct labour cost, and
overhead costs for a product, and add to it a mark-up percentage, we
derive the price of the product. The company applies a standard 30%
mark-up to all of its products.
The foremost reason for choosing this cost plus pricing strategy is that it
is assured of having its costs reimbursed and of making a profit.
Moreover, it also ensures a steady and consistent rate of profit
generation.

A5. Kind of communication strategy (advertisement etc) you will

consider:
1) Trade Shows
This is the best platform for the companies to showcase their
products to other industry players and advertise their technical
know-how.
AV engg is an Engineering company and Material Handling firm
who manufactures machinery parts and other equipment for
various industries like Automobile, Engineering, Pharma and food.
With the help of trade shows they can advertise their technical and
innovative products to other segments also.

2) Sample Products
Sample have the great importance in B2B markets. The products
in B2B market are highly money oriented.
AV Engg should have to give their products as sample to new
customer segment as by giving sample the customer could make
or break the deal and the results will have long term implications.

3) Email Marketing
 AV Engg should target customers through direct email marketing
by explaining the technicality of their products, offer extra
discounts or a new merch their company is offering. Direct email
marketing will help the company to generate leads which will later
may turn into their customers

4) Industry publications and websites

Av Eng. can also advertise their products in relevant publications
and magazines which are having great reach within the industry.
They can also prefer to choose advertising model and affiliate
model for advertising on different relevant ecommerce platforms.
Business listing on the platforms such as Google, Indiamart,
Justdial, etc. can also be the viable option.

5) Social media promotions

Promotions on social media will also be a viable way for AV Engg
to promote their products as according to a study 60% of b2b
buyers check the social media platform of companies before
purchasing the product. It will also help the company to target
specific business groups through social media by using filters and
other digital tools. By advertising products on social media will not
increase visibility for product but start a business conversation
between two parties.