0000004840-0000004421-Summer Project-201114-Raghav Gupta-2011-13

7/28/2019 0000004840-0000004421-Summer Project-201114-Raghav Gupta-2011-13

1/29

Understanding B2B Marketing

in the Media IndustrySummer Internship Project

Submitted By:Raghav Gupta201114

Company Supervisors:

Mr. Nishad Mahendru

Mr. Ramesh Purohit

Mr. Vallabh Kalgaonkar

Faculty Mentor:

Prof. Neeraj Kumar


2/29

CERTIFICATE

This is to certify that Mr. Raghav Gupta Roll No.201114 has completed his/her

summer internship at Pure Media, New Delhiand has submitted this project report

entitled Understanding B2B Marketing in the Media Industry towards part fulfilment

of the requirements for the award of the Post Graduate Diploma in Management

(FMG--20) 2011-2013.

This Report is the result of his own work and to the best of my knowledge no part of

it has earlier comprised any other report, monograph, dissertation or book. This

project was carried out under my overall supervision.

Date:

Place:

Internal Faculty Guide

Page 2


3/29

Page 3


4/29

Acknowledgement

I take this opportunity to thank Mr. Nishad Mahendru, Co-Founder & ManagingPartnerMr. Ramesh Purohit, Head- Client Servicing and Mr. Vallabh Kalgaonkar,Head, Business Development, Pure Media (Delhi) for providing me with anopportunity of doing a project in Indias 1 st B2B Media Agency and guiding me in myendeavour.

I would like to express my sincere gratitude towards the Marketing team of PureMedia especially to Mr. Sudhanshu Sharma, Brand Manager, Pure Media. Thisproject could not have been possible without their cooperation and valuable inputs.

I would also like to thank all the participants of this research. Without their valuableresponses and inputs, the analyses would not have been possible. Also thanks toqualtrics.com for allowing great tools to make and analyse surveys online.

I am highly obliged to Prof. Neeraj Kumar, FORE School of Management , for hissupport throughout the project period. I am also gratified by the valuable inputsreceived from other faculty members of my institute, which helped alleviate thisproject knowledge.

Raghav Gupta

Page 4


5/29

TABLE OF CONTENTS

Chapter Page Number

Executive Summary 6

Introduction 7

Objective 12

Study design 12

Methodology 13

Findings 16

Recommendations 24

Limitations 25

Bibliography 26

Appendix I : Questionnaire 27

Page 5


6/29

Executive Summary

Pure Media is Indias first B2B Media Agency. The company plans and organisesB2B promotions for its clients.

The list of clients for Pure Media is long and impressive. The list includes, big playerslike Star Television network, UTV, Reliance (Big Magic), Zee in television,Hindustan, Forbes India, Dainik Jagran in print media and Big FM, My FM in radio toname a few.

Through this study I have tried to get a clear understanding of the B2B marketingindustry in media. To accomplish the study a personal survey was done. Around 10media companies were visited or approached and surveyed 32 respondents incompanies across Delhi/NCR and Mumbai. In support of the survey, personal dataand feedbacks were collected at various activations to analyse the reach of theactivity. By using interviews and observational analyses different issues and

objectives were assessed, which are

To understand the B2B Marketing for Media brands across all platforms suchas, Print, TV, Radio, Digital, OOH ( Out of Home) & Mobile.

To understand the reach of various media marketing mediums vis a vis costspent thereby.

To measure the effectiveness of various media marketing activities such asActivations, In office media properties, Digital Marketing etc.

To evaluate the ROI delivered to the client vis a vis money spent.

The study presented with some interesting insights in the industry. Some of the

major outcomes that came forward were:

B2B marketing in media is a fairly new concept with methods like activations

and other CRM activities coming up.

Each tool for marketing has its own strengths and weaknesses and

companies prefer to use multi-touch strategy in order to promote themselves.

There is immense possibility of growth in the industry and we should be

expecting new developments in the coming years.

Most clients are very satisfied with their endeavours and are gaining good

returns on their investments.

Page 6


7/29

INTRODUCTION

Industry Overview:

In 2011, the Indian Media & Entertainment (M&E) Industry registered a growth of 12percent over 2010, to reach INR 728 billon, says the FICCI-KPMG report. Thegrowth trajectory is backed by strong consumption in Tier 2 and 3 cities, continuedgrowth of regional media, and fast increasing new media business. Overall, theindustry is expected to register a CAGR of 15 percent to touch INR 1,457 billion by2016.

While television continues to be the dominant medium, sectors such as animation &VFX, digital advertising, and gaming are fast increasing their share in the overall pie.Radio is expected to display a healthy growth rate after the advent of Phase 3. Print,while witnessing a decline in growth rate, will continue to be the second largestmedium in the Indian M&E industry. Also, the film industry had a reason to cheer,with multiple movies crossing the INR 100 crore mark in domestic theatricalcollections, and INR 30 crore mark in C&S rights

Advertising spends across all media accounted for INR 300 billion in 2011,contributing to 41 percent of the overall M&E industrys revenues. Advertisingrevenues witnessed a growth of 13 percent in 2011, as against 17 percent observedin 2010.

Performance

The industry has suffered a great deal during the economic recession, with U.S. topmedia companies managing flat revenues in 2008 and a 5% contraction in 2009according to Ad Age reports. Many players, dominated by those in the print industry,have plunged into bankruptcy, primarily due to the shrinking revenues coupled withmassive debt loads taken on in the market boom. Though certain digital media firmssuch as Google fared well (revenues up 23%), others such as Microsoft witnessed aflat top line.

Ad spending in the U.S. was also severely depressed, falling 4% in 2008 a further14% in the H1 2009, according to WPP's TNS Media Intelligence. Despite this sorrystate, newspapers, magazines and cable systems continue to operate and mediacompanies have been trying to slash their crippling debt. Analysts believe the worstis over, and globally, the industry is poised to emerge with less debt and strongerbalance sheets in the coming 6 months

Page 7


8/29

Reach of Various Media

Graph(a): Penetration of each type of media

Source: IRS 2010 Q3 I All India I 12yrs+ I All SEC I Urban+Rural

It is observed that TV has the highest level of penetration while internet still remainsthe lowest.

This is justified as internet is a recent phenomenon and is in its growth stage still.

Growth Potential

The Indian entertainment and media sector is one of the fastest growing sectors inthe economy, and its segments have all witnessed tremendous double digit growth inthe last few years. The past 2 years were tumultuous, especially due to poor liquidityin the system for financing big projects for the big and small screen. However, withglobal indicators realigning themselves once again, the Indian media and advertising

industry too looks poised to resume where it left off pre 1H 2008.

According to a 2009 report jointly published by the Federation of Indian Chambers ofCommerce and Industry (FICCI) and KPMG, the media and entertainment industry inIndia is likely to grow at ~13 % CAGR over 2009-13, touching US$ 20 billion by2013.

The key reasons favoring the rapid growth of the Indian entertainment and mediasector are the demographic and economic factors buoying Indias development; witha majority of the population below the age of 35, and increasing disposable incomein Indian households, the average spend on media and entertainment is likely to

Page 8


9/29

grow, according to the 2009 edition of PricewaterhouseCoopers report. In addition,advances in technology, increasing penetration of communication mediums, policyinitiatives of the Indian government to increase FDI and the increased participation ofprivate media companies have been the other key drivers of the industry.

As per current estimates the television industry is projected to grow by 22%, filmedentertainment by 16%, radio by 18% and the Indian advertising industry 61% overthe next 3 years. Given the lucrative prospects of this segment, international mediagiants are all vying for a stake in the segment. In addition to domestic growth, thegrowing popularity of Indian content in the world market and South Asia in particular,has encouraged Indian entertainment industry players to also venture abroad to tapthis booming segment; according to a report by CII-AT Kearney, the share ofinternational markets in total box office collections is estimated to increase from 8%in 2006 to 15% in 2010.

Introduction to B2B (Trade) Marketing

There are three main types of business transaction

Business to Business (B2B) This type of transaction is one which takes placebetween two businesses, it can be between manufacturers and wholesalers orwholesalers and retailers. Other transactions might be services such as consultingwhere a company offers its expertise to another company. In basic terms B2BMarketing is where one company sells its products to another company.

Business to Consumer (B2C) This is where a company sells directly to aconsumer. In the case of a retailer selling a product to a customer or service providerselling those services to consumers is an example of B2C transaction.

Business to Government (B2G) This is where a company will provide products orservices to the various levels of government. Generally speaking where the companyis providing a service, this is facilitated by a government contract, where thecompany will be contracted by local or national government to perform a specificrole. An example of this might be companies that are contracted to maintain roads bythe local highways agency.

In India, some popular B2B transaction websites are:

Tradeindia.com and Indiamart.com

In this mix, B2B Marketing is a major part of supply chains between companies andbetween manufacturer and consumer. Each particular form of marketing is differentto the other. Winning a government contract is vastly different to selling a product toa customer and B2B Marketing is just as different again.

Page 9


10/29

B2B Marketing deals with smaller audiences and smaller prospective range of clientsthan B2C, which, generally speaking, makes careful planning and strict targeting arequirement to be successful and provide a good return on investment (ROI).

In media, popular methods of B2B marketing are:

Trade activations: small events conducted in media agencies.

Social Media Marketing: this is done on websites like, afaqs.com,exchange4media.com, adgully.com, audiencematters.com. Media agencieslike GroupM have intranets which also prove as an excellent social mediaplatform to directly reach the desired audiences.

Corporate gifting: Giving gifts helps create a brand recollection.

Banner: Outdoor and indoor banners have been used for a long time now.

Company Overview:

Pure Media is India's First, and Foremost, B2B agency in the advertising, media andmarketing category. With Specialization in client management, including TradeActivations, CRM Activities, Relevant Gifting & Media Audit, Pure Media can bethe one-stop solution to all the B2B marketing requirements.

Their professional and highly competent services help in bridging the gap betweenhow the clients perceive their brand and how it is perceived by the media agencies.

Trade activations are small promotional events conducted within the officespace of the media agencies. These are planned and organised by thecompany keeping in mind the requirements of the clients. These activities aredirect contact point for the clients with the media planners and buyers whichgive them their bread and butter.

CRM activities include keeping a database of the media planners and buyersand sending wishes and gifts on special occasions like their birthdays and

other occasions like Diwali, Christmas etc. Through these activities a directconnection is established with the entire work force of the agency.

Relevant gifting is also a part of the the CRM activities as gifts are decided,ordered and sent to the planners and buyers on behalf of the clients. Thesegifts are also sent when the client wishes to celebrate the success of theirproducts or launch a new product.

Media Audit is also something that the company does in order to provide fullvalue to the clients and measure the performance of the marketing activitiescarried out by the clients.

Page 10


11/29

Clients

Pure media handles media clients across 3 different mediums viz, Television, Radio

and Print. In just a year of its existence, Pure Media has developed an impressivelist of clients. With belief in its product the company, a pioneer in B2B mediamarketing has taken the concept to new heights.

Some of the clients of the company are:

Television: Zee News

Star News (now ABP News)

UTV

Big CBS Big Magic

FOX International

History Channel

Bindass

Zee Studio

AajTak

Radio

Big 92.7 FM 94.3 My FM

Fever 104

Print

Hindustan

Jagran

Mint

Forbes

Lokmat

Malayala Manorama

Amar ujala

Sakal

Images Bazaar

Page 11


12/29

OBJECTIVE OF THE STUDY

Huge competition in the market and rising aggression from the competitors makes itimperative for a company to work at maximum efficiency and look at variousavenues to promote themselves.

After working in the industry for two months, I researched and studied the workingand requirements of the industry. An exploratory research was done by me toexplore the depths of the industry and determine the avenues which required astudy. Through the results of the exploratory research, I have tried to find out theeffectiveness of emerging trade marketing means meant to increase the brand valueand brand recollection. The project Understanding B2B Media Marketing is dividedinto four parts,-

To understand the B2B Marketing for Media brands across all platformssuch as Print, TV, Radio, Digital, OOH ( Out of Home) & Mobile.

To understand the reach of various media marketing mediums vis a viscost spent thereby.

To measure the effectiveness of various media marketing activities suchas Activations, in office media properties, Digital Marketing etc.

To evaluate the ROI delivered to the client vis a vis money spent.

STUDY DESIGN

The nature of the study design is mix of exploratory and descriptive analysis.Exploratory studies are generally carried out to gather ideas and clues about furtherresearch to be done. As this was my first experience with the media industry, Iconducted an exploratory research first so as to decide on what I should beconducting further study on. Exploratory research can give ideas about new product

designs, about hidden needs and about customer preferences and mindsets. Butthen the ideas gathered through this mode do not have any statistical significance.The results of exploratory research are not usually useful for decision-making bythemselves, but they can provide significant insight into a given situation.

Once the objectives for the research were defined, I performed a descriptiveresearch in an attempt to find reasonable results for the objectives. Descriptiveresearch is at a higher level than the exploratory research. This research takes placewhen we have a specific target in the mind and are clear about the objectives for thestudy. After setting the objectives through my exploratory research, a descriptive

Page 12


13/29

study was done using data collected through surveys and other sources to analyzeeach of the objectives.

METHODOLOGY

1. Exploratory Research and outcomes2. Designing Questionnaire3. Data Collection through Survey4. Data Processing and Analysis5. Conclusion

Exploratory Research

1.) Media Activations:

a) Big FM Big Memsaab: Big FM launching its new on radio talent show onlyfor housewives.

This activation proved an opportunity to observe and perform the requirementof the client in terms of impact creation while keeping in view the budget of aradio channel which is considerably less when compared to companies fromprint and television.

b) Bindass Work More, Restless: Was required to ideate and for a budget forbindass channel looking to re-launch itself with a new look and slogan.

Bindass is a lifestyle channel which is worried about their perception in theoutside world and wished to create a new more fun and active perception.The budget was good and the only demand was for the requisite perception tobe created.

c) Big Magic Khulja Sim Sim: Big Magic the T.V. channel of Reliancecompanies is poised to re-launch popular T.V. game show Khulja Sim Sim.An extensive media activation was planned and executed in 20 agencies

across India.

Khulja sim sim is an already popularised T.V. Show. The motive of thisactivation was to make the employees remember and relive the experience togauge the amount of fun and interest this show can create.

d) Forbes India 3rd Anniversary Celebration: Forbes completes its 3 years inIndia. For this they wanted to promote themselves and gave an extensivebudget along with some valuable gifts to the media planners and buyers. Iwas personally part of the entire process from the planning stage to thearrangement of resources and the execution of the activation.

Page 13


14/29

Forbes is a very popular brand and always thought of in high regard. Keepingthis notion in mind a promotional scheme needed to be devised which wouldinterest and leave a mark. For this purpose niche games like Foosball andDarts were made available to the employees. The prizes were also catering tothe premium sector and consisted of mementos and wine sets.

e) Hindustan announces its place across 12 territories across UP & UK : Athree stage activation, consisting of 5 KG photo cakes, Pizzas and chocolateswas organised for Hindustan newspaper. Each of the elements needed tohave extensive branding of the newspaper on them and the packaging. Theidea for the activation was given by the client and it was our job to execute itin the best possible manner.

The client for this was very specific on what they wanted and they wanted it tobe. It sometimes became difficult in arranging everything the way theywanted. This proved to be the greatest learning activity for me as I observed

and experienced how to treat every wish of the client with utmost care andprecision.

2.) CRM & Meaningful Gifting

ABP News (earlier Star news), in order to maintain good relationships with themedia agencies asked us to maintain a database of the employees of theseagencies and record their birthdays. This was tasking work and required thepurchase and development of an effective birthday reminder tool which would

perform the work for us.

On their birthdays, the employees received birthday wishes, cakes and a gift onbehalf of the ABP group.

ABP News also organised and online quiz competition for the media employeesto inform them of their channel name change. This lasted over 2 weeks and had 8winners. Each of the winners was given wills lifestyle gift vouchers worthRs.5000. Personalised e-mailers were sent to all the employees inviting themabout the competition and inviting their participation. Posters were also put upacross media agencies informing them of the same.

This also proved insightful in observing the extent to which the media companiesgo in B2B promotions and the level of penetrations they wish to achieve withthese marketing techniques.

3.) Promotional Banners & Stickers

a) ABP News: Banners were placed outside of offices while stickers wereplaced on the washroom mirrors of the offices in an attempt to drive the pointabout the change in name and not in the content.

Page 14


15/29

Placing of stickers in washrooms was a showcase of how any and everythingcan be a marketing property if we are to think of it as one.

b) Hindustan: For Hindustan newspaper the lifts in the office areas were alsocovered with the brand logo.

Lift branding is expensive and effective as each day an employee has to takethe lift to reach his office and it is difficult for him to miss the branding on it.

c) UTV Stars Banner:A 7 feet X 30 feet banner promoting UTV stars is placedin DLF Cybercity, Gurgaon. Cybercity is known to be a hub of offices whichmakes businessmen its main target.

The branding requires huge investment from the client and with the size so bigand so centrally located it is hard to miss for anyone passing by in the area.

4. ) Social Media Marketing:

Lots of branding and site capture is done on the GroupM intranet. GroupM isone of the leading media agencies in the country and handles 55% of themedia business.

Visibility on the GroupM intranet means instant brand recognition in thebiggest media agency in the country. The rights to distribute this areexpensive and very difficult to obtain.

Observations:

Through the qualitative analysis done over the course of these marketing operationsand through discussions with the clients, it was observed that B2B marketing is still afairly new concept in the media industry and great emphasis is placed on itseffectiveness and ROI.

There looked to be a great scope to:

study the perceived return from the client,

analyse what really drives the B2B media industry,

analyze the future growth prospects of the industry.

Based on these observations, the objectives for the descriptive study were set whichhave been mentioned above.

Page 15


16/29

Questionnaire:

Keeping in mind the above findings and objectives of the project a questionnaire wasmade to capture the responses of the marketers. The marketers targeted were onlythe clients of Pure Media. The questionnaire used for this purpose is given inAppendix I also the link for the online survey has been provided with it.

Data Collection:

The task of data collection was carried out across media companies in Delhi/NCRand Mumbai. The respondents were either interviewed personally or requested to fillthe questionnaire online.The website www.qualtrics.com was used for the purpose of creating an onlinesurvey. These respondents are known to have a fair knowledge on B2B marketing

and proved to be the apt choice or the study.

Data Processing and Analysis

The data was coded into Microsoft Excel programme for further analysis andstatistical techniques like correlation and regression are heavily used along withother types of descriptive analysis techniques to reach to conclusion.

FINDINGS

Objective1: To understand the B2B Marketing for Media brands across allplatforms such as Print, TV, Radio, Digital, OOH ( Out of Home) & Mobile.

The respondents were asked regarding the B2B marketing platforms used by themin order to promote their products. The results proved insightful in garnering moredetailed knowledge about the popular practices in the industry.

Page 16
http://www.qualtrics.com/http://www.qualtrics.com/http://www.qualtrics.com/


17/29

Graph (b): Presence of internal department to handle B2B marketing

As, the graph suggests most companies do not have an internal department takingcare of their B2B marketing operations. Most companies are dependent on thirdparty or outside agencies to plan and conduct their B2B marketing requirements forthem.

This is a sign of the fact that B2B marketing in the media industry is still in itsnascent stages and the companies are still testing the waters before investing in a

permanant staff to handle the proceedings for them.

Page 17


18/29

Graph (c): Mediums used marketing purposes

It is observed that agency activations are the most popular form of trade promotions.Activations are customisable and can be adjusted to fit the clients budgets andrequirements making them the most obvious choice.

Social media marketing is a a close second with its wide reach and having good

audience. Corporate gifts are also popular as they are sure to directly reach thedesired audience.

Outdoor branding showed lower usage levels than expected, this is probably due tothe high cost involved and presence of more economical and more direct options likeactivations. The low usage of office area branding can only be attributed to itsnewness and high cost.

Objective 2: To understand the reach of various media marketing mediums visa vis cost spent thereby.

To understand the reach of various marketing methods, the feedback forms collectedfrom the employees of media agencies during activations and through online surveywere used.

Page 18


19/29

Graph (d): Profile or designation of employees at activations

The media activations are primarily directed at the media planners, buyers and thesenior management.

Of the sample of 195 employees it was noticed that the activations are reaching themedia planners which is good for the company marketing. The media buyers arealso showing a healthy participation level. Considering the lesser number of seniormanagement in an organisation, there is a healthy number of attendees.

The worry is that there are a high number of people from operations and admin who

are also exposed to these activities. These can be treated as extra cost to thecompany. However, this is an essential cost as it is not possible for the companyconducting the activation to refuse access to any employee of the agency in whichthe activation is being conducted.

Considering the facts presented above, it would be safe to say that the mediaactivations give a good reach to the marketers as they get a connection with themedia planners and buyers.

When asked during the media activation for Hindustan, whether the employees knewabout the success of Hindustan beforehand the following results came through.

Page 19


20/29

Graph (e): Reach through lift and in office branding

Lifts in these offices ahd been branded with the Hindustan logo stating the newsof itssuccess in the U.P. and Uttrakhand region. It is observed while most people didknow a bit about the success of the company a significant percentage did not knowor saw the the banner and did not realise what it was.

This signifies that even though lift and office space branding is an effective tool forinforming and creating awareness, it is helpful if it is backed with another tool to drive

the point home.

Objective 3: To measure the effectiveness of various media marketingactivities such as Activations, in office media properties, Digital Marketing etc.

The effectiveness for the purpose of this study is measured in terms of the perceivedeffect experienced by the clients of Pure Media. The promotions are done by thecompany in order to gain certain value and the delivery of the value is of primeconcern to a company like Pure Media.

The clients were put through what if analysis. In this type of an analysis, therespondent is given a situation and asked what they believe the outcome would beunder the circumstances. The question was asked as to what changes do theyexpect in their revenues with a 10% increase in their marketing budget.

The replies provided some interesting insights.

Page 20


21/29

Graph(e): Expected change in revenue with 10% increase in B2B marketingbudget

It is observed that most clients are still unsure on the kind of output they wouldgenerate through B2B marketing. However, the good part is that barring a very lownumber of respondents most have positive response towards the outcome from B2Bmarketing.

The question was again asked without the option of Dont know to get a better viewof the situation.

Graph(f): Expected change in revenue with 10% increase in B2B marketingbudget (without Dont know)

Page 21


22/29

This graph gives us a much clearer picture on the viewpoints of the marketers. Eventhough many are unsure on the returns they get from their B2B marketingendeavours, they do believe that they output is of incremental nature. This is apositive indication for the industry and shows signs of growth.

Having determined the value generated by trade marketing, we shall now be lookingat each medium to identify which medium is considered as the most effective one.For this purpose, the respondents were asked to rate the effectiveness of eachmedium as they percieved it.

Statistic Social Media Activations

Outdoor Lift/Office

Gifts

Min Value 1 3 2 2 2

Max Value 4 5 4 4 5

Mean 2.6 4.1 3 3.3 3.3

variance 0.933 0.544 0.444 0.455 1.122

StandardDev

0.9660 0.7378 0.666 0.674 1.059

Graph(f): Average effectiveness of types of trade marketing

By observing the above stistics, it is clear that agency activations rate highest in thepreference list of the respondents followed by corporate gifts and office areabranding jointly. Meaningful gifts may be rated slightly higher than the lifts and other

Page 22


23/29

office area branding as it shows a higher variance level with equal minimum valueand higher maximum value. The fact that even the lowest option shows an averageabove 2.5 signifies an overall success for the industry in terms of effectiveness.

Objective 4: To evaluate the ROI delivered to the client vis a vis money spent.

After keen observation and discussions with clients it was observed that themarketers put keen emphasis on the cost of the marketing activity. Hence, a study ofthe return delivered to them seemed like an important aspect that needed to becovered in the study.

When asked wether they expect an increase in the B2B marketing budget of theircompany, the results were as follows.

Graph(g): Expected future increase of B2B marketing budget

It is pretty evident from the graph that the companies are recieving moderate to goodROI from their B2B marketing expenditures. These are reflected in the fact that mostcompanies are expecting atleast some increase in their trade marketing budgets.Also there is not a single company which is looking to decrease their budget.

Theres nothing like hearing it from the horses mouth. The respondets were directly

asked whether they felt satisfied of the returns they were getting from B2Bmarketing.

Page 23


24/29

Graph(h): Are you content with the returns recieved from B2B marketing?

The responses are indicative of the fact that the clietnts percieve a good return ontheir investments and are getting good value of their marketing endeavours.

RECOMMENDATIONS

For Media Companies

1. Start planning and developing an in house B2B marketing department that plansand organises their trade marketing needs. From the looks of it, B2B marketing is agrowing need and it would prove economical in the long run to carry it out on theirown.

2. Trade activations and meaningful gifting (or TRM activities) seem to be giving themaximum return and best level of effectiveness and should be given more emphasis.

3. Outdoor Banners and Social media marketing seem to be the most expensive andlesser effective methods of marketing. This does not mean that these platforms areless important as the width of their potential reach is a lot wider than any othermethod. When properly combined with activations and other newer tools, these givea great return on investment.

For B2B Marketing Companies

1. With the rising demand for the product, the company faces the danger of themedia production companies setting up their own department for carrying out their

Page 24


25/29

B2B marketing. Focus should be maintained on core competencies that isinnovation, good connections and available permissions.

2. Trade activations are gaining popularity and it can be considered toexperiment with grander and bigger scale for activations. These can give newer

meaning to B2B marketing.

3. Company size should be increased now to be able to hold more activation atthe same time and work on more projects simultaneously. With increasingpenetration, the demands of the clients are likely to rise and scalability should not bean issue at that point.

LIMITATIONS OF THE STUDY

a.) The value creation in this case is through brand recall which is a difficult toquantify entity. Thus, the study does not encapsulate hypothesis tests but areanalysed by the experience and observations of the researcher.

b.) The survey was collected as an employee of Pure Media which each of thecompanies share a relationship with and thus were inclined to give positive reviewsresulting in a respondent bias.

c.) The sample size for the study was limited and did not represent the industry as a

whole. Also, the respondents surveyed are known to use specialised services ofPure Media for their B2B marketing needs and thus shall have different viewpointthan the companies not using them.

Page 25


26/29

BIBLIOGRAPHY:

Marketing Management - Philip Kotler & Kevin Keller 13th Edition

Market Research in Practice Paul Hague, Nick Hague & Carol Morgan 10thEdition

Marketing Research An Applied Orientation Naresh Malhotra 4th Edition

http://www.b2bgenie.info/what-is-b2b-marketing/ (Accessed on 20, May, 2012)

http://www.kpmg.com/IN/en/Press%20Release/KPMG-FICCI-Frames-Press-release-2012.pdf(Accessed on 2, June, 2012)

http://www.thepuremedia.com/ (Accessed on 5, June, 2012)

Page 26
http://www.b2bgenie.info/what-is-b2b-marketing/http://www.kpmg.com/IN/en/Press%20Release/KPMG-FICCI-Frames-Press-release-2012.pdfhttp://www.kpmg.com/IN/en/Press%20Release/KPMG-FICCI-Frames-Press-release-2012.pdfhttp://www.thepuremedia.com/http://www.b2bgenie.info/what-is-b2b-marketing/http://www.kpmg.com/IN/en/Press%20Release/KPMG-FICCI-Frames-Press-release-2012.pdfhttp://www.kpmg.com/IN/en/Press%20Release/KPMG-FICCI-Frames-Press-release-2012.pdfhttp://www.thepuremedia.com/


27/29

Appendix I

Questionnaire to Study the Effectiveness of Trade (B2B) Marketing

Q - Kindly fill in your details.

Name:

Designation:

Organisation:

Q - What is the B2B marketing budget for your company for the current year?

5 crores

Q Who handles and conducts your B2B marketing activities?

Internal department

Outsource

Q - Which of the following touchpoints does your organisation use for its B2Bmarketing initiatives? (Select multiple options if more than one is used)

Social Media Marketing on websites like afaqs

Agency activities

Outdoor banners

Lifts/bus/office area branding

Corporate gifts

Q - If your companys B2B marketing budget was to be increased by 10% howmuch do you think it will affect your profits return from B2B marketing?

Page 27


28/29

No significant change

0-10%

10-20%

>20%

Dont know

Q - Kindly answer Q 3 again without the option for Dont Know

No significant change

0-10%

10-20%

>20%

Q - How would you describe your organisations capability to measure thereturn from trade marketing activities?

We do not track leads to specific marketing touchpoints

We credit the last marketing touchpoint as the lead source

We split the credit across all the marketing touchpoints reaching the lead

We measure the incremental leads from a single marketing touchpoint acrossdifferent channels.

We use modelling techniques to determine the return from each touchpoint.

Q - To the best of your knowledge, how would you rate the effectiveness ofeach type of trade marketing on a scale of 1 to 5, where, 1 represents the leasteffective and 5 is the most effective?

1 2 3 4 5

Social Media Marketing on websites like afaqs

Agency activities

Outdoor banners

Lifts/bus/office area branding

Corporate gifts

Page 28


29/29

Q Are you satisfied with the returns received from the trade marketinginitiatives?

Satisfied

Moderately Satisfied Neutral

Moderately Dissatisfied

Dissatisfied

Q - Which of the following is your organisations priority in order to improveeffectiveness of trade marketing?

Improve tracking to show leads conversion to clients.

Identify the most effective awareness generation channel.

Measure impact of multi-touch marketing

Improve, test and learn marketing capabilities

Q - Do you expect an increase (excluding inflation) in the trade marketingbudget for your organisation for the coming years?

Yes, a big increase

Moderate increase is likely

No the budget is sufficient

We shall reduce the budget

0000004840-0000004421-Summer Project-201114-Raghav Gupta-2011-13

Documents

Transcript of 0000004840-0000004421-Summer Project-201114-Raghav Gupta-2011-13