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Semiconductor industry

B2B Companies' Marketing Strategies: Beyond Traditional Advertising

Strategic Insights

— 1 min read

Business-to-business (B2B) companies often maintain a low profile when it comes to marketing, but as Jaideep Gokhale, communications director at Tetra Pak South Asia markets, notes, "the first misconception is about the product" when consumers are unaware of the company's offerings and services. To address this, B2B firms have begun to execute pull marketing strategies, creating awareness and educating end-consumers about their products and services. This can include advertising campaigns, sponsorships, and community outreach programs, as seen in the efforts of companies like Tetra Pak, Infosys, and Swiss Timing.

Key Takeaways:

  • B2B companies like Intel, Cisco, and Accenture have previously only targeted other businesses, but now have to sometimes reach out to explain their side of the story against doubts raised by activists, NGOs, policymakers, and the media.
  • Tetra Pak's "protect what's good" TV campaign has addressed consumers' concerns on the ability of its packaging to shield perishable liquid foods like milk and juices.
  • The company's cartons and packages contain 75% paper, with the rest being aluminium and polyethylene, making them 100% recyclable.
  • Infosys Foundation has started a program with the New York Academy of Sciences to coach students from poorer sections of society in science, technology, engineering, and math.
  • Swiss Timing clarified facts on its contract to provide timing and data devices at the Commonwealth Games through a full-page advertisement.
  • Business and competitive imperatives drive B2B companies to execute pull marketing strategies, where end-consumers start demanding products or services from their suppliers.
  • Companies like Punj Lloyd have a conservative B2C advertising plan to highlight their work to the general population, timing their campaigns strategically.

Statistics:

  • Indians consume more than 100 billion litres of milk every year.
  • Only 300 million litres of milk is sold in India in tetrapaks.
  • Tetra Pak's cartons and packages contain 75% paper, with the rest being aluminium and polyethylene.
  • The paper used by Tetra Pak is 100% recyclable.
  • Punj Lloyd completed the 506km Dhaj to Vijaypur pipeline in 270 days.

Sources:

  • Mint, New Delhi
  • McClatchy-Tribune Information Services (MCT)
  • NASDAQ: CSCO, NASDAQ: INFY, NASDAQ: INTC.

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