There is a difference between marketing to business and marketing to a consumer, a business firm producing goods or services to domestic use can be known as business to customers (B2C) transactions. For example newly married couple purchasing a sofa set. This is a business to customer transaction.
As well, a business firm producing goods or services to sell for another business organization can be known as business to business (B2B) transactions. For example an education institute purchasing bulk of tables and chairs for their class rooms. This is a business to business transaction.
Strategies of B2B Marketing
? Relationship driven
? Maximize the estimation of the relationship
? Small, centred target advertise
? Multi-step purchasing process, longer deals cycle
? Brand character made on individual relationship
? Educational and mindfulness building exercises
? Rational purchasing choice in view of business esteem
Strategies B2C Marketing
? Product driven
? Maximize the estimation of the exchange
? Large target market
? Single step purchasing process, shorter deals cycle
? Brand personality made through repetition and imagery
? Merchandising and point of purchase
? Emotional purchasing choice in light of status, want, or price
Elephant House too have B2C as well as B2B business market strategies
When Elephant House selling its sausage products to domestic users, they have to purchase from retailer shops. They will not get discounts from the production company even they purchase in bulks. Also there is no face or direct relationship with final consumer and Elephant House Company.
But, it’s different with the hotels which do bulk buying. The hotel has a transport method from Elephant House Company to the hotel. Hotels do have less prices than a house hold customer purchase sausages from the supermarkets. Also there is direct relationships with the hotels and the production company.