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B2B Marketing JUNE 2019
JUNE 2019 call us at 8510092683 or mail us at

[email protected]
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B2B Marketing

B2B Marketing JUNE 2019

1. Discuss your pricing strategies for each of the following B2B situations of MRF
for its Tyres:

 Indian Army requires to buy about 50,000 tyres for periodic replacement in its
trucks, as and when required in year 2019-20

 Ashok Leyland needs 5000 tyres, customized for its export order trucks for sub-
zero cold conditions.

 Golden Transport Company urgently needs 200 truck-tyres for its transport fleet.

2. Voltas also makes commercial refrigerators which are used by Hotels, Commercial
Kitchens, restaurants etc in addition to the air-conditioners it makes for B2C
markets. These are customized according to customer requirements and the prices
start from 5 lacs onwards. The marketing manager has to decide whether Voltas
should direct distribution or indirect distribution. Please recommend the method

Voltas should use giving reasons for the same. Also what communication tools can
Voltas use for promoting in B2B segments for these new air-conditioners?

3. Read the following Case & solve the questions given:

It is customary in almost every Business Organization, from large to small, to serve
popular beverages like tea and coffee to its employees and visitors as a daily routine. In
many organizations, it is served free, whereas in many others, on cost basis or subsidized-
price basis. In a survey conducted by Coffee Board, in recent past, it is found that coffee is
more regularly consumed in South Indian states and tea in most other parts is preferred as a
routine beverage.

In business organizations, coffee consumption, more or less, follows the geographic
pattern of consumption. However, with entry of many coffee- speciality suppliers, the
coffee is gaining popularity as a beverage, and its demand is growing rapidly. There is a
variety of coffee-serving facilities prevalent in companies for their employees, ranging
from a typical instant coffee in a kitchen managed by a vendor to departmentalized self-
service vending machines.

CoffeeBeans is a multinational coffee bars chain and has 220 outlets in major cities of
India. In a bid to expand its market, CoffeeBeans is entering in business market in a big
way. For its target B2B customers, it has designed a product-package consisting of a
hightech coffee-making robot, named ‘CoffeeCup’, bundled with bulk packs of coffee
making ingredients. This machine can serve variety of customized coffee to suit different
tastes of employees at very fast rate of 50 cups per minute.

Vivek Lal, the CoffeeCup product manager, with his team 2 PTO ET_IB_B2B_3012
Business-to-Business Marketing End-Term Examination, December, 2016- January, 2017
zeroed on Hero Motors at Delhi NCR as its first large business customer, where he
forecasts an initial sale of 200 CoffeeCup Robots and bulk ingredient-packs to serve 5000
cups per day.

Assuming any other relevant information as required, you are required to answer the
following questions:

a. How will you identify individuals in the Hero’s Buying Centre, for the different roles
being played by them? (5 Marks)

b. Comment on the expectations of each role in the buying centre, and the strategies to
be adopted by Vivek’s team to meet each of these expectations to persuade a

favorable decision. (5 Marks)

JUNE 2019 call us at 8510092683 or mail us at

[email protected]
Visit us:        

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