Submitted by: Group :

Zebdji Nesrine 8
Kentour Amira Option:
Kelouche Karima Marketing
Ghezali Hajer
 Plan:

Introduction

1. Definition of B2B
marketing.
2. Definition of marketing
mix.
3. Elements of industrial
marketing mix.
 4. Differences between industrial
and consumer marketing.

Case study: Hewlett Packard

Products (HP)

Conclusion
the companies that sell
goods and services to
business firms need to
understand their needs
and try to create value
with the right products .
Industrial marketing or B2B
marketing can be defined as the
creation and management of
mutually beneficial relationships
between organizational
suppliers and organizational
customers.
It is the marketing of products, technical
services, equipments, components,
consumable supplies, raw or processed
materials to:
 commercial enterprises;
Institutuions; and
Government.
 The marketing mix is generally
accepted as the use and
specification of the 4 P’s describing
the strategic position of a product in
the market place.

 The 4 P’s of the marketing mix are

referring to:
1- Product: Involves planning, developing
and producing the right types of products
and services to be marketed by the
organization.
Industrial products conercn the specific
attributes designed into a product, its
packaging, warranties, adjunct services,
customer training and installation. They
represent the core elements of the mix in
industrial markets.
2- Price: The price is the amount a
customer pays for a product. It is
determined by a number of factors .

Pricing in industrial marketing mix involves

establishing terms of sales discountsn trade-
ins, rebates, bidding strategies, and possibly
financing.

3-Promotion : Promotion deals with

informing and persuading the organizational
customers regarding the firm's product
Promotional concerns include: personal
selling, sales management, trade advertising,
free samples, trade shows, demonstrations,
direct mail, campaigns and publicity. These
are the communication components of the
industrial mix.

4-Place : Place represents the location where

a product can be purchased. It is often
referred to as the distribution channel.

Distribution decisions in industrial markets

are: middle men, market coverage, delivery
time,inventory policies, logistics and supply
chain management.
Elements of Industrial Consumer
Marketing Mix marketing marketing

1- Product Product Based on consumer

positionning is insights
based on functions’
features

2- Pricing it is geared to It is fixed apart from

customer needs and promotional
competitive discounts.
situation. Prices
fluctuate
3- Promotion Used for Extensively used
awarness rather to create demand
than sales and brand
differentiation

4- Distribution Fairely extensive, Wholesalers,

channel use of direct sales retailers and direct
force for large sales via internet
customers agents are dominant
and wholesalers for modes.
small customers
 Introduction to HP:
:Founders :William Hewlett and Dave
Packard in the year 1939 in USA.
First product: Audio oscillator.
First customers: Walt DisneyStudios.
One of the largest IT companies in USA.
It is the 6th largest software company in
the world.
1- Products:
Personal computers and laptops.
Printers.
Digital cameras.
Televisions.
Scanners.
Storage.
Computer monitors.
Personal digital assistance.
Servers.
2- Price:
Discount and allowance pricing:
* Quantity discount: price reduction to buyers
of large volumes
* Functional discount: price reduction to
channel members.
Segment pricing:
*customer segment: household and industrial
customers pay different prices for the same
product.
*Product from pricing: different versions of
the same product priced differently because of
different features.
3- Promotion:
through
advertisments.
Channel road shows.
Pilot programs introduced to schools and
college.
Holiday rebate program.
Storage.
Incentive schemes.
4- Place:
The worldwide
USA.
Europe.
Asia .
Africa .
The determination of a marketing mix is an
important decision that helps develop a
product that will not only satisfy the needs
of organizational customers within the
target markets, but simultaneously to
maximize the performance of the
organization as well.