Branding in B2B Markets

4771 words 20 pages
MANAGEMENT DEVELOPMENT INSTITUTE - GURGAON
Post-Graduate Programme in Management (PGPM): 2011-13 (PGPM 2011-2013 Batch) Term: V (Sep 2012 – Dec 2012)

Business Marketing
Submission Date: th 20 Nov 2012

Term Paper

PGPM 2011-13
A Term Paper on

“Branding in B2B Markets”
Submitted to Prof. Vinod Kalia

Submission Date: 20th November 2012

Contents
Business to Business (B2B) Branding: An Introduction ........................................................................... 2 Customer Value Proposition in Business Markets .................................................................................. 3 Brand Equity in Business
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3|Page

Resonating focus: This approach acknowledges that the managers who make purchase decisions have major, ever-increasing levels of responsibility and often are pressed for time. Suppliers can provide such a customer value proposition by making their offerings superior on the few elements that matter most to target customers Value Proposition All Benefits Favorable points of difference All favorable points of difference a market offering has relative to the next best alternative “Why should our firm purchase your offering instead of your competitor’s?” Knowledge of own market offering and next best alternative Resonating Focus The one or two points of difference (and, perhaps, a point of parity) whose improvement will deliver the greatest value to the customer for the foreseeable future “What is most worthwhile for our firm to keep in mind about your offering?” Knowledge of how own market offering delivers superior value to customers, compared with next best alternative Requires customer value research

Consists of:

All benefits customers receive from a market offering

Answers the Customer Question:

“Why should our firm purchase your offering?” Knowledge of own market offering

Requires:

Has the potential Benefit assertion pitfall: Source: Anderson et al (2006, p.93)

Value presumption

Which Alternative conveys value best to Customers? Suppliers use

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