Business to Business
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Business to Business Marketing
MRK 425 Ð-A
Group Project Announcement
Fall 2005
targeting
Submitted to:
Mr. Edgard Baraket
John Yunan
Claude
Outline
I – Choice of the company/industry.
II – Develop relationship
III – Analysis of customer based
Recognition of need
Definition of the product-type needed.
Developed detailed specifications.
Search for qualified suppliers.
Acquisition and analysis of proposals and selection of suppliers.
Selection of an order procedure.
Evaluation of product performance.
Address the buy-class of this product/service.
Address your clients buying center and other buyer behavior considerations.
IV- Competition
V – Build and maintain a strategic relationship
targeting
I – Choice:
The “home or work food delivery” is growing constantly nowadays and the need for specialized wrap for the foodstuff is relatively increasing. Furthermore and for this reason, we have chosen the packaging industry and specifically the carton one to apply on the B2B marketing strategy. The latter is a form business that sells products or provides services to other businesses. A successful B2B marketing strategy can be a lot harder to achieve than one aimed at consumers. The decision-making process to purchase is usually much longer in the B2B world, often months rather than weeks. Whereas B2C campaigns are focused on immediate results, B2B campaigns usually concentrate on lead generation and delivery over a period of time
A – Supplier:
Being a leader in its field, not only in Lebanon but also globally, Unipak (ISO 9001:2000) under Indevco Group has developed customized packaging to satisfy individual customer needs. Package design follows four essential rules:
Product protection
High quality box squaring for high-speed automatic machine
Clear and attractive package printing for marketing use
Attractive high color graphics for point of purchase design.
The company produces customized packaging to suit individual customer needs. It offers the most complete profiles to provide the right performance and protection needed to any particular application.
The mission statement of Unipak stems from the groups philosophy: “What is good for the community is good for our company”. Guided by this deep community involvement, it aims to always offer environmentally friendly, innovative, and optimum quality customized corrugated packaging.
At Unipak, customer satisfaction is more than marketing jargon. The company carries a long history of customer commitment based on communication and partnership. From first contact to final delivery, our dedicated team of professionals understands and seeks to fulfill or even go beyond the companys needs. Out-of-the box packaging solutions are engineered with the best interests in mind.
The dedicated salespeople follow the products just to their final destinations. They make sure, with attention to all details, that they look good, are strong, functional and cost effective. A combination of top-of-the-line equipment-including automated entry, tacking and computerized sample development systems and in-house graphic facility- and experienced employees proves dedication to continuous improvement of our products and services. Additionally, with speed, flexibility and efficiency, Unipak responds to the delivery requirements. The fast and dependable delivery schedules make of the clients time-sensitive projects a business triumph. At Unipak, all raw materials and products are recycled, recyclable and biodegradable.
The major markets of Unipak are:
Arabian Gulf
Europe
Levant
North Africa
North America
United Kingdom
The major clients of Unipak are:
Coca-Cola
Heineken
Henkel
Hershey
Lays
Nestle
Pepsi
Unilever
Warner-Lambert
B – Buyer/ Client:
Being a very famous pizza place represented in 15 branches in Lebanon and in other countries, Pizza Hut seems to be a very potential target customer to Unipak because of its delivery or take away tasks which require carton boxes. Pizza Hut is run by SSM Lebanese Food Company SARL (hereinafter the Company) was formed on November 15, 1993 as a limited liability company. The Company is mainly involved in establishing, equipping and the subsequent operation of Pizza Hut outlets in Lebanon. Pizza Hut is considered to be the leader in the Pizza chains in Lebanon. Its major direct competitor is Dominos pizza (American & International fast food chain) and other local Pizza restaurants. Dominos pizza does not have branches as pizza hut has, and it is not found in most of the Lebanese regions like Pizza Hut. In addition to, all the local pizza restaurants are also