Comparative Analysis: Marketing Strategies of B2C and B2B Firms

This essay provides a comparative analysis of business-to-business (B2B) and business-to-consumer (B2C) marketing strategies, focusing on the differences in marketing patterns employed by consumer-product firms like Procter & Gamble (P&G) and leading business marketing organizations such as Intel. It explores the segmentation, targeting, and positioning (STP) strategies, customer analysis, and marketing mix elements (product, price, place, promotion) used by both types of companies. The report also highlights the distinctive attributes of a leading-edge consumer products marketer versus a firm with superb skills in serving business customers, ultimately concluding that while both approaches aim for high sales and revenue, their strategies and target markets differ significantly based on the nature of their products and services. Desklib offers a variety of resources including past papers and solved assignments to aid students in their studies.

Business to Business
Marketing
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Table of Contents
INTRODUCTION.....................................................................................................................................3
TASK 1....................................................................................................................................................3
Major differences while comparing the marketing strategy patterns which is employed by different
consumer-products firms and leading business marketing organisations such as Intel and Procter and
Gamble?................................................................................................................................................3
About the companies.........................................................................................................................3
PROCTER And GAMBLE......................................................................................................................4
Differences which came when comparing different attributes of a leading-edge consumer products
marketer and company which demonstrates superb skills when serving customers in the business
market...............................................................................................................................................6
Comparison between P&G and Intel .................................................................................................6
CONCLUSION.........................................................................................................................................7
REFERENCES..........................................................................................................................................8
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INTRODUCTION
The term business to business marketing of B2B marketing refers to a process of
making transaction of commercial nature by one business to another. It occurs at the time
when any business sources different kind of material from another company or when a
company indulges in a business of re-selling products or services being manufactured by
some other company (Valenzuela and et. al., 2017). The main goal of Business to business
marketing is to have high sales while targeting large audience by certain professional
techniques or skills. This involves doing marketing of certain product or services for other
business organisation or firm. This is majorly done by small or medium enterprises that either
do not have competent personals or enough funds to do marketing of their products and
services by their own. The present report pays emphasis on comparisons of different
marketing strategies of two different companies such as Intel and P&G along with a
discussion upon various similarities and dissimilarities that emerges at the time of
comparison for distinct attributes of such leading edge consumer products marketer to a firm
which demonstrates superb skills while serving to the customers.
TASK 1
Major differences while comparing the marketing strategy patterns which
is employed by different consumer-products firms and leading business
marketing organisations such as Intel and Procter and Gamble?
About the companies
Intel is a global company being situated in California established in year 1968. The
company offers various microprocessors for systems in computer like dell, Lenovo, HP and
many others. The company also deals in manufacturing of integrated circuits, network
interface controllers, motherboards, and several other computing and communication devices
that are being installed in computers for working. It has more than 110,600 employees under
its umbrella who operates business at multination level.
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PROCTER And GAMBLE
Procter and gamble is an American MNC which is situated in Cincinnati, Ohio and it
was founded by William Procter and James Gamble. It mainly deals in personal healthcare,
grooming, hygiene products which are further categorized into sub segments including
beauty, healthcare, fabric, home care, family care, baby, feminine. P&G has acquired many
companies and diversified its product range in the market.
Marketing Strategies Patterns
The term marketing strategies refers to formulation of plans that are solely focused on
targeting more and more customers in order to have high sales and generation of large
revenues as compared to rival firms (Jensen and Cornwell, 2018). Various marketing
strategies involves analysis of product and service though STP analysis, marketing mix, or
customer analysis so to have clear and fair picture about success of product or services that is
being offered to customers in market. The difference in found in comparing marketing
strategy patterns of Intel and Procter and Gamble is done by STP analysis which is mentioned
below:
STP Analysis of Intel
The company Intel applies psychographic as well as demographic form of
segmentation in order to cater latest trends and attract more customers for their products or
services. The targeting strategy that is being used by Intel is Undifferentiated as company has
standardized products or services which is easily available at global level (Staub, 2019). In
context to positioning of Intel, the organisation offers its products and services on the basis of
its usage and advantages associated with it.
STP analyses of P&G
Market Segmentation
Market segmentation consist of 'n' no. of buyers varies in their location, needs,
resources and their buying behaviours. P&G divides is heterogeneous market in many sub
segments which can be effectively reach to its potential customers which includes customer,
business and international market segmentation. Out of this consumer market segmentation is
mostly taken into consideration which includes demographic segmentation, geographic
segmentation, psycho graphic segmentation, behavioural segmentation.
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Target Marketing
Target marketing basically means evaluating the segments which company has already
developed. To select target market P&G adopt following strategies which include undifferentiated
marketing, differentiated marketing, concentrated and micro marketing.
Market Positioning
Market positioning means adopting a different position in market of the particular product so that
it can be easily differentiated and compared from other products which also occupies its position in
consumer's mind (Kirkpatrick, Pederson and White, 2018).
The different in above strategy is that both the companies’ deals in different segment
of products and services hence cater different market according to the values and usage of
their products or services. Intel caters market that deals in computer systems whereas P&G
mainly deals in personal healthcare, grooming, hygiene products
Customer Analysis in marketing Strategy:
Intel is having its customers from manufactures of original equipment’s who are
different business firms as well as individual consumers who have high interest towards
products of technological features.
In case of P&G, marketing strategy is most effective at the time when company’s
products or services fulfils the needs and demands of its different customers who brings
growth and profit to the firm.
Marketing Mix of companies
Product: Intel offers microprocessors, chipsets, motherboards, gateways and other
computer related software’s. On the other hand product mix of P&G includes some segments
which are: beauty, healthcare, grooming, baby, fabric & home care, feminine and family, they
offer wide variety of products.
Price: Intel Company offers its products at premium prices as well as based on market
oriented strategies. Whereas P&G uses market oriented pricing strategy, product bundle
pricing strategy, premium pricing strategy. (Riswanto and et. al., 2019).
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Place: Intel has its own stores, authorised sellers as well as resellers who offers
company’s product to business firms as well as individual customers in market whereas P&G
focuses on authorised distributors, retailers and P&G shops.
Promotion: This mix discusses about ways of making company’s offers familiar or
known to the customers who can buy to satisfy their needs or demands (Vrontis and et. al.,
2020). Intel promotes or advertises its products via television or website advertisements as
well as through direct marketing and public relations. P&G focuses on promotional strategies
like personal selling, public relations, sales promotion, direct marketing, advertising all these
activities induces the customer to buy their products.
Differences which came when comparing different attributes of a leading-
edge consumer products marketer and company which demonstrates
superb skills when serving customers in the business market.
Comparison between P&G and Intel
Procter&Gamble: Procter & Gamble is a fmcg (fast moving consumer goods )industry
which offer wide and various type of products some of them are personal healthcare,
grooming,hygiene products which are further categorized into sub segments including beauty,
healthcare, fabric, home care, family care, baby, feminine. They have divided their product
range according to the segmentation which include demographic segmentation,
Behavioural segmentation, etc, which further includes the product range and prices according
to the age group, religion, Price, customer buying behaviour. P&G basically deals in the
industry which offer products for everyday use. Price ranging from high to low products both
are offered by P&G.
Intel: Intel is an multinational American MNC which offer products related to
computer parts basically it is semiconductor industry which manufactures, control processing
units, system on chips, integrated graphics processing units, microprocessors, network
interface controllers, modem, solid state drivers, mobile phones, wi-fi, Bluetooth chipsets,
vehicle automation, flash memory. Pricing strategy generally varies in high range, and the
products are used by bug MNC'S. It provides microprocessor for dell, HP and lenovo. The
products reach to the intel shops, it retailers to reach its target market. Intel only covers some
part of market basically IT sector market.
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CONCLUSION
From the above report it can be concluded that business to business marketing or B2B
marketing is very helpful for small or medium business firms as well as for those who
operates at international level with huge span of operations. Each company is differ from
another in context to adoption of marketing strategies that are being formulated and
implemented in order to have high sales, revenue along with long term sustainability and
growth in industry as well as market. Development of different marketing strategies helps
business firms in having right direction and proper understating of products feasibility along
with a fair projection of its success. Taking marketing mix into consideration companies is
able to analyse various components that are related with products such as its price, category
or features of product, ways of promoting goods or services along with analysing potential
market and customers.
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REFERENCES
Books and Journals
Valenzuela, and et. al., 2017. Thirty years of the Journal of Business & Industrial Marketing:
A bibliometric analysis. Journal of Business & Industrial Marketing.
Jensen, J.A. and Cornwell, T.B., 2018. Assessing the dissolution of horizontal marketing
relationships: The case of corporate sponsorship of sport. Journal of Business
Research.
Staub, C.M., 2019. Does the Definition of a" Magazine" Encompass Content Marketing? A
Preliminary Study. Journal of Magazine Media, 19(2), pp.1-24.
Kirkpatrick, N., Pederson, J. and White, D., 2018. Sport business and marketing collaboration
in higher education. Journal of Hospitality, Leisure, Sport & Tourism Education, 22,
pp.7-13.
Riswanto, A., and et. al., 2019. Effect of market orientation on business performance in
MSMEs as mediating by dinamic marketing capabilities. Calitatea, 20(172), pp.78-
83.
Vrontis, D., and et. al., 2020. Cause-related marketing in international business: what works
and what does not?. International Marketing Review.
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