E-Commerce Strategy for Business Market

B2B Marketing

Present to Presented ByProf. Gaurav Tandon Jitesh Avadhvanshi

Mayur Siddhapura Pankaj Bajaj

Flow of Content• Definition of E-Commerce

• Type of E-Commerce

• Key Elements Supporting E-Commerce

• Strategic Role of E-Commerce

• What the internet can do?

• Crafting an E-Commerce Strategy

• Specific Objectives Of Internet Marketing Strategies.

• Internet Strategy Implementation.

• Channel Consideration With Internet Marketing.

• The Internet as a Channel Alternative.

• The Effect of the Internet on Pricing Strategy.

• The Internet and Customer Communication.

Cont..

Definition of E-Commerce

• Business communications and transmissions over networks and through computers, specifically the buying and selling of goods and service, and the transfer of funds through digital communications.

• Ex. Flip cart, Alibaba,etc.

Different types of E-CommerceBusiness

(organization)Customer

(individual)

Business (organization)

Customer(individual)

B2C (e.g Amazon)

C2B(e.g Priceline)

C2C(e.g eBay)

B2B (e.g TPN)

Type of E-Commerce

• Inter-organizational E-Commerce

• Intra-organizatinal E-Commerce

• Business-to-Customer E-Commerce

Inter-organizational E-Commerce

• Supplier management• Inventory management• Distribution management• Channel management• Payment management

Intra-organizatinal E-Commerce

• Workgroup communications• Electronic publishing• Sales force productivity

Business-to-Customer E-Commerce

• Product Information• Sales • Service• Payment • Marketing research

Key Elements Supporting E-Commerce

• Intranets– Company specific internal Internets

• Extranets– Allow business partners such as suppliers,

distributors, and customers to connect to a company’s internal networks over the internets

Strategic Role of E-Commerce

• A communication device to build customer relationship

• An alternative distribution channel

• A valuable medium for delivering services to customers

• A tool for gathering marketing research data

• A method for integrating supply chain members

What the internet can do?

• Enhanced Customer Focus, Responsiveness and

Relationships

• Reduced transaction Costs

• Integration of the Supply Chain

• Focus on Core Business

• Access Global Markets

Crafting an E-Commerce Strategy

• Customers and Markets

• Competitive Threats

• People and Infrastructure

• Sources and Operations

Specific Objectives Of Internet Marketing Strategies

1. Conduct market research.

2. Sell products and services In add to that Sell in a more efficient manner.

3. With Help of Selling Build recognition of the company name and brand.

4. Convey a cutting – edge image.

5. Interact with existing customer and cultivate new ones.

6. Provide real time information on products, services, and company finance to customers and supply chain partners.

Cont…..7. Target a specific market or group of customers.

8. Advertise in a new medium.

9. Generate lead for the sales force.

10. Provide a medium for customer service.

11. Build strong relationship with customers.

Internet Strategy Implementation

• The Internet Products

– Successful web site design– Internet catalogs – Reverse auctions

“Borrow Best Tactics From Consumer E- Commerce To Revamp Your B2B Site”

• Tactic: – Provide full product information and supporting documents.

– Calculate actual shipping costs for orders.

– Show photographs of every product.

– Provide experts to answer questions.

– create unique landing pages for top brand name searches.

– Use negative keywords to filter out consumer.

Channel Consideration With Internet Marketing

1. Channel Efficiencies

2. Effect on Current Intermediaries

3. Disintermediation

The Internet as a Channel Alternative

• Digital Channel Advantages :

1. The Contact can be Customized to the buyer’s needs.

2. The Internet provides a wide range of referral sources such as web pages,SearchEngines,Shopping agents, Newsgroups, chartrooms, and Email.

3. The Internet is always open for business: Buyers can contact the site 24*7.

The Effect of the Internet on Pricing Strategy

• The Advantage of Internet on Pricing Strategy :-

1. Making Information Widely Available.

2. Reducing the Difficulty of Purchasing.

3. Marketing & Distribution.

4. Allows Buyers and Sellers to find the and Transact Business with One another more Easily.

The Internet and Customer Communication

1. Meet the Customer’s Requirements.

2. The Role of the Sales Forces.

3. Promotion.

Thank- You