Group 1 Members Roll No

Pooja Singh 26NMP34

Sankalp Garg 26NMP46

Santosh Kumar Diwakar

26NMP47

Shilpa Mahapatra 26NMP52

Suhail Nasir 26NMP55----------------------------------------B2B marketing by Prof. Vinod Kalia (MDI-NMP26 Batch)------------------------------------

----------------------------------------B2B marketing by Prof. Vinod Kalia (MDI-NMP26 Batch)------------------------------------

• WP-88 is a specialized white pigment & colour enhancer having multiple

applications. This patented product has been a great success story and has generated

revenues of $200 million alone for Industrial Chemical and possess 80% share.

•Future sales plateauing out (against current 50-60% growth).

• Major customer s pushing for price reduction.

• MAJOR QUESTION: Should company invest in offering an in-depth technical

service or increase sales force and introduce the product in new market or

strengthen R&D team to speed up research?

CHALLANGES

Inexperienced Generalists Experienced Specialists

High

Low

Customers

Inexperienced Generalists Experienced Specialists

Customers

Market Entry

• Real Value : Increased real value of product.

• Slow down the conversion: Slowdown the movement of

product to become a commodity.

• Product differentiation: Differentiate the product in

customer’s eyes, thereby drawing the attention away from price

or provide more value at same price.

•Alternative 1: Increase sales force.

•Alternative 2: Invest in R&D.

PROS CONS

It will increase the sales revenue.

This is a short run solution.

Increase the number of new customers.

In long run, the product becomes commodity

PROS CONS

New product may hit the market like WP-88

Uncertain.

Newer market will open for the company.

If successful, its not necessary that new product will capture the market.

Can boost the revenue like WP-88.

Uncertain.

Alternative 3: In depth technical support.

PROS CONS

This will augment the product. This will increase expense.

Increase customer involvement and dependability.

Problem of confidentiality.

Increase level of differentiation. Difficult to get benefit from new discovery with customer.

Slowing the movement of the product into commodity.

The real value of the product will increase.

Increased information related to customer and its buying behavior.

More understanding about customer behavior, needs and wants.

----------------------------------------B2B marketing by Prof. Vinod Kalia (MDI-NMP26 Batch)------------------------------------

Thank You