Industrial Marketing

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•YUSUF DEMIR

•FRANCK DEHEGNAN

•OULEYMATOU COULIBALY

•YANNICK OZOUAKI

•MOURS PIERRE LAURENT

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 FRUINOV

Context Problem
• specialises in the processing and • Is mangoes shortage of to
distribution of fruit in syrup, unfavorable climate in india
purée or pieces.

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Interactional Marketing :

• Interactive marketing focuses on

establishing a lasting relationship with
customers. It aims to create positive
experiences with a view to
strengthening the relationship between
stakeholders.
• Examples include competitions, blogs,
chatbots and live broadcasts.
• In the Purchasing department, the aim
is to improve communication and
collaboration with all

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Transactional Marketing
• It can be defined as all the marketing actions that
encourage the act of buying. The aim is to encourage
consumers to buy a product or service.
Examples: leaflets, advertising/social networks,
emailing campaigns, etc.

• In the purchasing function, transactional marketing in

the purchasing department aims to make interactions
between buyers and suppliers simpler. But also, to
improve long-term relationships, while making the
supply chain more efficient.

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Data Base
Marketing :
• Data base marketing uses databases to
gather information about customers,
enabling companies to personalize
their marketing campaigns. Example:
cookies
• In the purchasing function, this means
having reliable data on suppliers, order
history, stocks, contracts, etc.

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 Exemple of a company

Problem: mango shortage

due to unfavorable climate
in India

• Suppliers are unable to ensure production

because the weather does not allow it
(mango)
• Sourcing policy to be put in place
• Risks: putting our customers out of
business, jeopardising the company's
image, loss of business & drop in turnover
• Departments affected: All departments

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 Interactional Marketing

RELATIONSHIP WITH THE INTERACTIONS WITH COMMUNICATION WITH THE TRANSPARENCY

SUPPLIERS (CURRENT) POTENTIAL NEW SUPPLIERS CUSTOMERS WHICH ARE
IMPACTED BY THE SHORTAGE

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Transactional Marketing
In order to avoid a loss of turnover, we would like to run a promotion
on another product.

Set up a new contract with a new supplier

Pay higher prices for mangoes in order to cover exceptional

shortfalls and avoid putting our customers out of business.

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Data Base Marketing :

ONE POSSIBLE SOLUTION IS TO LOOK AT OUR THE SECOND OPTION IS TO LOOK IN OUR TOOLS SUCH AS ERP CAN ALSO BE USED TO
MANGO ORDER HISTORY TO IDENTIFY PAST DATABASE TO SEE WHICH SUPPLIERS CAN IDENTIFY THE RECIPES AFFECTED BY THIS
SUPPLIERS. POTENTIALLY OFFER US MANGO. SHORTAGE, SO THAT WE KNOW THE EXACT
QUANTITY THAT NEEDS TO BE RESTOCKED.

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 THANKS
FOR YOUR
ATTENTION
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