How B2B use different marketing strategies than B2C

1. DELL’S MOVE FROM B2C
TO B2B
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GROUP NO-3
DIVYANSHI DAYALANI- PGFA1646
PRIYAL PATHAK-PGFA1650
SOUMI NAG –PGFA1652
NANDINI GOSWAMI-PGFA1657
ADITYA JAIN-PGSF1603
SABHYATA MADAHAR-PGSF1641

2. Route Map
 Introduction to company
 Segment revenue
 Differentiators
 Pull system of Dell
 Advantage
 B2B transaction
 Challenges from B2C to B2B
 Factors
 Conclusion - To succeed in B2B market
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3. Introduction
 Dell company was established in November 4, 1984.
 It is an American multinational information technology corporation based in Texas, USA.
 Founder is Michael Dell, youngest CEO to guide a company to a fortune 500 ranking.
 Offers desktops, PC, servers, networking products, storage and services
 Current market share : 17.7%
 Current revenue : $13.1 billion (2017 Q2)
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4. Revenue of different segments
Large
Enterprises
29.70%
Public Clients
26.70%
SME's
24.40%
Customers
19.20%
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5. Differentiators
 Direct relationship with the final customers.
 Delivered customized products according to the need of the customers.
 Just-in-time (Receives order before building a computer).
 Followed true pull system for pre-assembly inventory and distribution.
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6. Pull System of Dell
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Final Consumer or
System Integration
Contractor
Phone , Fax or
Website
Production
Orders Requisite Parts
& Components
Finished PC

7. Advantages
 Reduced number of steps from factory to the delivery of PC to final
consumer
 Inventory carrying cost is reduced
 Components are moved out of warehouse with minimum loss in value
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8. B2B Transactions
 Purchase made simple by connecting to client’s ERP systems
 Orders are automatically updated for approvals and budget plans
 Exchange occurs through dell website for corporate clients
 Site customized for each clients as per their requirements
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9. Challenges from B2C to B2B
 Less availability of alternatives
 B2B selling generally involves diagnosing a customer's challenges and
providing customized solution that may very well involve a long-term
business partnership
 Complex decision making
 Proper information exchange
 Extensive information linkages
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10. Factors
 Scalability :
 Maintain long-term relationship with suppliers.
 Technology and process changes to match firm’s requirements.
 Reliability:
Third-party logistics to ensure timely delivery.
Sales personnel with expertise.
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11. Conclusion : To succeed in B2B market
 Maximize the value of the relationship
 Highly detailed content is required for B2B marketing
 Multi-step buying process, longer sales cycle
 Brand identity created with personal relationship
 Rational buying decision business value
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