Marketing of production is aimed at a group of people, each of whom may have their own point of view. For example, you need to create a good impression of yourself with the owner, the director, the purchasing manager and the production manager. It is quite obvious that the more people involved in the purchasing process, the more difficult it is to reach agreements.
According to research, if one person makes the decision, the probability of closing a deal is 80%. But when 6 or more people are involved in the buying process, this figure drops to 30%. However, one cannot help but note the advantage of B2B: you can count on a much longer relationship than in the case of consumer marketing.
Need for additional information
To do business in the office 365 database B2B sphere, you will need to provide technical documentation, specifications, etc.
Location
Due to the peculiarities of logistics and customs clearance during overseas deliveries, the manufacturer must have a suitable geographic location.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Tasks of production marketing
Let's consider the main directions:
Positioning of products on the market. The company needs to find its place in the industrial sector.
Creating a positive image. The company must produce high-quality products to attract new customers and satisfy old ones.
Identifying competitive advantages. It is necessary to understand what the strengths of the manufactured products are. This is necessary to highlight the advantages in the eyes of customers.
Tasks of production marketing
Selecting target markets. The company needs to determine the segments it will focus on.
Training and monitoring of salespeople. B2B implies constant monitoring of sales.
Monitoring competitors. It is necessary to regularly analyze business rivals.
Advertising and PR. Use all possible tools to promote your brand. The most effective channels are the media and online promotion. Contact the audience by publishing news about the company's achievements and important events, organizing press releases, exhibitions, etc.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
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Basic functions and principles of production marketing
In its functions, production marketing is similar to other types of marketing. Let's list the main ones:
analytics (marketing research of the market, consumers, competitors, products, prices, macro- and microenvironment of the enterprise);
production (its organization, availability of technologies, material and technical equipment of the main process, quality and competitiveness of finished products);
sales (distribution system of manufactured products, service, demand generation and sales promotion, product and pricing policy of an industrial enterprise);
supervision (control and adjustment of activities taking into account market fluctuations and the specifics of the planning system in the company);
management (strategic and operational design, forecasting, information provision, administrative decision-making, communications scheme, etc.).
Basic principles of production marketing:
trusting relationships and mutual choice;
personal approach;
understanding customer needs;
struggle for the buyer;
long-term relationship;
adaptation of production to market requirements.