question archive Background: During the first part of this course, we examined the relationships that influence the B2B marketing environment
Background: During the first part of this course, we examined the relationships that influence the B2B marketing environment
Subject:MarketingPrice: Bought3
Background:
During the first part of this course, we examined the relationships that influence the B2B
marketing environment. We doo this in order to better understand the special and unique challenges a marketer will encounter in the pursuit of marketing opportunities with new and existing B2B customers.
Read the case below and complete the assignment using the lecture notes, as well as examples discussed in class. You may want to use Ch. 5 & 8 as your foundation.
Additionally, consider some of the keys we have focused on during in-class discussions.
Case:
You are the co-founder of a company which has a product or service or hybrid (your choice) which you're launching into the Canadian market. You and your co-founders must represent the following groups.
Operations (manufacturing, execution, supply chain, procurement, customer service, logistics, finance)
Marketing (category insight, launch strategies, channel management, advertising)
Sales (account manager, sales management, forecasting)
Customer (individual/group who will hopefully purchase your offer)
You have an annual budget of $200,000 which you have generated equally between personal deposits, friends & family and investors. Spend wisely.
You can choose an existing product or make up a new one.
Action:
Using the knowledge, we have learned YTD (Year-To-Date), present a business plan which addresses the requirements for a successful launch.
It is recommended that each member of the team assume the role of a leader for each cross-functional team.
Keeping in mind what we learned in Chapter 5 as it relates to the "deeper differences in organizational subcultures", RACI charts (responsibility assignments matrix) might be helpful.
Designate one team member to be the lead or CE0
A part of this assignment is learning how to work with other people with different
personalities. I highly recommend assigning roles to people based on their skills and interests. Provide support where needed.
Result:
The end goal is to present a JBP (Joint Business Plan) which takes the customer's objectives into consideration in the development of a customized B2B marketing offer.
The JBP can incorporate the partnership of a 'crazy customer'/'lead user' to help drive
the objectives.
The JBP should include the steps to launch, the benefits to the customer, and the overall
channel benefit.
Consider both the short and long term plans for your business.
Some points to consider:
o How do the vendor/customer brand identities align?
o What is the brand positioning as it relates to the customer? o WIIFM "What's In It For Me" as it relates to the customer?
Guidelines:
On your written report detail which team member has tackled each role...there are 4 roles...if you have to subdivide roles, please detail specifically what each of you tackled.
Use correct spelling, grammar, and syntax. If English is not your strong point, find someone who will proofread your report for you.
Complete the assignment as a group. However, do not hesitate to contact me if you would like further guidance. I need to know group members via email by Nov. 9
Be bold! Be creative! Stand out in your content! But, be realistic.
This is worth 20% towards your final mark via the following breakdown:
50% for submission (10% of final mark)
50% for presentation (10% of final mark)
What to consider? These are thought starters, not questions to answer.
What is the product / service?
Who is the B2B customer / client?
How does this B2B customer support a broader channel plan?
Why do they need you? Why do you need them?
What does your product / service offer them which they need?
How will you launch with them?
What platforms will you use? (digital, social, podcast, TV, Facebook, LinkedIn newspaper, flyers, etc etc)
Will you be a disruptive innovation? How will you sustain your innovation?
Are you operating in a growing category?
How will COVID impact your plan? How can you take advantage of the COVID situation?
• What is your plan to launch and how does it tie into the goals of the customer partner? o i.e. what are they about and how can you help accelerate their message by using your product / service?
• What are you going to do / offer as a product / service and what does the customer have to do to get this offer?
• Remember the concept of "high value, low cost" when offering a benefit to your B2B partner
o First to market
o Launch partner
o Exclusive rights
o Support customer causes
o Sweat equity
• Is your product value, branded or premium? Is your customer value, branded or premium?
this (my model)
1. Marketing (, channel management, advertising) about electric bike
