I Akhtar Khan belonging to TYBMS B.C.C.A.'s institute of management hereby declare that the information in this project is based on the original study conducted by me, and the information is true and to the best of my knowledge obtained from various sources as mentioned in the reference section on the last page.



At the successful completion of this compilation, I would like to thank my parents, sisters and all my dear friends for their support and motivation.

One quote for all,

"Gratitude is when memory is stored in the heart and not in the mind."

-Lionel Hampton

A very sincere gratitude to Mr. Surfraaz Gola, Creative head at Sosh design; Mr. Murtuza Nulwala, Media strategist at Aaren Initiative; Mr. Husain Thakur, Strategist at Illuminati solutions; Mr. Saurabh Chaudhary, GM at Phoenix advertising; Mr. Sorabh Jal Pooniwala VP and Mr. Kumar BDM of Granton advertising; Mr. Sushil Gupta, Marekting head at Variation art; and Mr. Vivek Khosla, VP at Morris & Troy without whose precious inputs the completion of this project was impossible. I would also like to thank Mr. Hitesh Ganger for his technical support for my website. And how can I forget google and all the bloggers who have uploaded such meaningful information which I have used for the successful completion of this project.

I would also like to thank my institute B.C.C.A.'s institute of Management for giving me the opportunity to undergo this research project. And also acknowledge the constant help and encouragement of our project guide Prof. Mehtab Ahmed, who has given his valuable suggestions and expert guidance and support.

A special thanks to all those who have directly or indirectly helped me in the preparation of this project.

As it is rightly said by the renowned dedicated scholar, author, editor, pastor and teacher Mr. William Arthur,

"Feeling gratitude and not expressing it is like wrapping a present and not giving it."



Marketing is all about creating value for the customer in return make profits and Marketing the Marketers is all about marketing of services, Its about marketing of marketing agencies. I have discovered that throughout the course of BMS we have studied only the consumer aspect of the marketing l.e. B2C marketing but this project is about the other aspect Its about B2B marketing. It explains how a marketing agency should market itself.

The project covers all the basic concepts of marketing and then proceeds to actually marketing the marketers. The second section is mainly a research part where I have personally interviewed people into the marketing agency field. Don't forget to get a glimpse of the top ten lists of marketers and ten biggest ideas of 2010. This gives us insight into what actually makes a great marketer.

The process of gathering information and studying the topic was more than interesting it is undertaken by Me, Akhtar Khan, belonging to T.Y.B.M.S./B. presented to the University of MumbaL

I put my best foot forward in-order to make this project a very interesting one. The systematic flow of information and the comprehensiveness of the topics are my selling points to demand maximum marks.

Martin H. Fischer stated,

"Knowledge is a process of piling up facts; wisdom lies in their simplification." this is the guiding line for the construction and completion of this project.

Finally I would like to receive your wishes for my venture into marketing the marketers and invite you to my website for more insights and timely updates on the topic.



> To understand the concepts of marketing.

> To study the market of marketing agencies.

> To understand the types of marketing agency and their roles.

> To identify the difference between pitching for business of an agency to market itself than just marketing a client's product.

> To evaluate the service offerings by agencies.

> To gather reviews and feedbacks to come up with inferences studying the current market performances.

> To draft suggestions which will help the marketers to deliver better quality services.

> To draft a concrete strategy for the marketing agencies to market themselves.

> To identify the scope of a middlemen between the agencies and the corporates.

> To launch marketing the marketers as a business model.


Marketing is a widely misunderstood term. It is often used interchangeably with sales, advertising, promotion, publicity, etc, but refer to different but similar activities. Marketing is all about creating value, it is about meeting the needs of the customers and getting value in return. and Marketing the Marketers is all about marketing of services, Its about marketing of marketing agencies. While marketing one has to consider both the sides Inbound as well as outbound marketing they are equally important.

Marketing the marketers is a service marketing which is a more challenging job than marketing of products. Here one has to apply the extended marketing mix with additional three more Ps of process, people and physical evidence. It is a B2B business model where the customer is a client looking for an expert to market his product or service. While the customers needs an agency to market itself there are so many to choose from each excellent in their field. Here Marketing the Marketers comes into playas a business model to help companies choose the best company according to their requirements, size and type.

The project covers all the basic concepts of marketing and then proceeds to actually marketing the marketers. The second section is mainly a research part where I have personally interviewed people into the marketing agency field. To get the clear picture with information I studied both side of the table. Because I believe that brainstorming is the best way of understanding in fact who does not? I have drafted the results keeping that in mind.

Marketing of marketing agency is very different from simply marketing a client's product, its very crucial, its your testing ground. The best way to market oneself is to be Innovative, doing crazy things that people will talk about. The best mode of marketing is word of mouth so make it to the best of your use. And the best marketing strategy is Networking.

While marketing the marketers one should keep in mind to be honest never over-promise and under-deliver. Give value for money and focus on results and building long term relationships. Clients really look for creativity and in house professional expertise. They also consider Tracking past performances, Client base, Market they cater to, Your expertise in your field, Knowledge about their industry and also the size of the agency.

Consider the following things while drafting a strategy for your agency,

• Know who you are and where do you stand, define your U5P

• Define your Target market and set a target

• Write down the benefits of your service

• Position your service

• Define your marketing methods

2010 was a great year for marketing agencies after a challenging 2009. Look out for top 10 biggest ideas of 2010 in the project. 5M5 marketing tops the list, followed by controversy as a marketing tool. The chapter on ten biggest ideas and Top ten marketers of 2010 gives us a glimpse of what works in the market. So make it to best of your use.

Finally the projects ends with Explaining marketing the marketers as a business model.


Section 1

Section 2
Section 3
Section 4
Section 5
110 BIGGEST IDEAS OF 2010 page 1591
Section 6
I TOP 10 MARKETERS OF 2010 page 1761
Section 7
Section 8
I THE CONCLUSION page 1931 Marketer


While The American Marketing Association (AMA) defines it as "the It is an activity activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have

value for customers, clients, partners, and society at

large. "Marketing is product or service selling related overall

activities. The term developed from an original meaning which

referred literally to going to a market to buy or sell goods or services.

Seen from a systems point of vie~ sales process engineering views

marketing as "a set of processes that are interconnected and

interdependent with other functions, whose methods can be

improved using a variety of relatively new approaches."

The Chartered Institute of Marketing defines marketing as "the It is a Management management process responsible for identifying, anticipating and process

satisfying customer requirements profitably. "A different concept is

the value-based marketing which states the role of marketing to

contribute to increasing shareholder value. In this context,

marketing is defined as "the management process that seeks to

maximize returns to shareholders by developing relationships with

valued customers and creating a competitive advantage."

A University project by Akhtar Khan


I have heard it so many times and am sure you must have heard it too. Remember school time lectures, teachers giving their sermons on how strong ou r base shou Id be!

Thus following the same principle before going into an in-depth study of the subject marketing the marketers let us first get a sound knowledge of what marketing exactly is.

When we talk about marketing most of the time we misunderstand it. It is a very broad concept and very few have the ability to explain it in few words. While there are innumerable books available in the libraries and the internet it is a herculean task to master the art of marketing. One can only be a student of marketing.

Philip Kotler a renowned author in the field of marketing defines Marketing as "Marketing is the process of performing market research, selling products and/or services to customers and promoting them via advertising to further enhance sales. It generates the strategy that underlies sales techniques, business communication. and business developments. It is an integrated process through which companies build strong customer relationships and creates value for their customers and for themselves. "

B.C.C.A.'s institute of management


, , Marketing

is a widely misunderstood term"


Marketing is a process including research, selling and building relations.

A University project by Akhtar Khan

While there are several definitions have proposed for the term marketing. Each tends to emphasize different issues. Theres no use in memorizing a definition; ultimately, it makes more sense to thinking of ways to benefit from creating customer value in the most effective way, subject to ethical and other constraints that one may have. The 2006 and 2007 definitions offered by the American Marketing Association are relatively similar, with the 2007 appearing a bit more concise.

All the definitions revolve around these points:

·A main objective of marketing is to create customer value. ·Marketing usually involves an exchange between buyers and sellers or between other parties.

·Marketing has an impact on the firm, its suppliers, its customers, and others affected by the firm's choices.

·Marketing frequently involves enduring relationships between buyers, sellers, and other parties.

-Processes involved include "creating, communicating, delivering, and exchanging offerings."

Delivering customer value. The central idea behind marketing is the idea that a firm or other entity will create something of value to one or more customers who, in turn, are willing to pay enough (or contribute other forms of value) to make the venture worthwhile considering opportunity costs. Value can be created in a number of different ways. Some firms manufacture basic products (e.g., bricks) but provide relatively little value above that. Other firms make products whose tangible value is supplemented by services (e.g., a computer manufacturer provides a computer loaded with software and provides a warranty, technical support, and software updates). It is not necessary for a firm to physically handle a product to add value-e.g., online airline reservation systems add value by

1) compiling information about available flight connections and fares,

2) allowing the customerto buy a ticket,

3) forwarding billing information to the airline, and

4) forwarding reservation information to the customer.

It should be noted that value must be examined from the point of view of the customer. Some customer segments value certain product attributes more than others. A very expensive product-relative to others in the category-may, in fact, represent great value to a particular customer segment because the benefits received are seen as even greater than the sacrifice made (usually in terms of money). Some segments have very unique and specific desires, and may value what-to some individuals-may seem a "lower quality" item-very highly.

B.C.C.A.'s institute of management

Theres no use in memorizing a definition

"creating customer value

is the main objective of marketing, ,


the central idea behind marketing is creating value to customers who in turn are willing to pay enough.


must be examined from the point

of view of

the customer, ,

A University project by Akhtar Khan

Some forms of customer value. The marketing process involves ways that value can be created for the customer. Form utility involves the idea that the product is made available to the consumer in some form that is more useful than any commodities that are used to create it. A customer buys a chair, for example, rather than the wood and other components used to create the chair. Thus, the customer benefits from the specialization that allows the manufacturer to more efficiently create a chair than the customer could do himself or herself. Place utility refers to the idea that a product made available to the customer at a preferred location is worth more than one at the place of manufacture. It is much more convenient for the customer to be able to buy food items in a supermarket in his or her neighborhood than it is to pick up these from the farmer. Time utility involves the idea of having the product made available when needed by the customer. The customer may buy a turkey a few days before Thanksgiving without having to plan to have it available. Intermediaries take care of the logistics to have the turkeys-which are easily perishable and bulky to store in a freezer-available when customers demand them. Possession utility involves the idea that the consumer can go to one store and obtain a large assortment of goods from different manufacturers during one shopping occasion. Supermarkets combine food and other household items from a number of different suppliers in one place. Certain "superstores" such as the European hypermarkets and the Wal-Mart "super centers" combine even more items into one setting.

The marketing vs. the selling concept. Two approaches to marketing exist. The traditional selling concept emphasizes selling existing products. The philosophy here is that if a product is not selling, more aggressive measures must be taken to sell it-e.g., cutting price, advertising more, or hiring more aggressive (and obnoxious) sales-people. When the railroads started to lose business due to the advent of more effective trucks that could deliver goods right to the customer's door, the railroads cut prices instead of recognizing that the customers ultimately wanted transportation of goods, not necessarily railroad transportation. Smith Corona, a manufacturer of typewriters, was too slow to realize that consumers wanted the ability to process documents and not typewriters. The marketing concept, in contrast, focuses on getting consumers what they seek, regardless of whether this entails coming up with entirely new products.

The 4 Ps: product, place (dlstrlbutlon], promotion, and price-represent the variables that are within the control of the firm (at least in the medium to long run). In contrast, the firm is faced with uncertainty from the environment.

B.C.C.A.'s institute of management


"Customer wants utility

not the product, ,

The additional benefit derived to a product by changing

• The form of the product.

• The place of its consumption.

• The time of its consumption.

is called utility.

, 'Acustomer buys a chair

not the wood, ,




The traditional selling concept emphasizes selling existing products.


marketing concept, focuses on getting consumers what they seek, regardless of whether this entails coming up with entirely new products.

A University project by Akhtar Khan

Basically, you might look at marketing as the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and are getting value in return. Marketing analysis includes finding out what groups of potential customers (or markets) exist, what groups of customers you prefer to serve (target markets), what their needs are, what products or services you might develop to meet their needs, how the customers might prefer to use the products and services, what your competitors are doing, what pricing you should use and how you should distribute products and services to your target markets. Various methods of market research are used to find out information about markets, target markets and their needs, competitors, etc. Marketing also includes ongoing promotions, which can include advertising, public relations, sales and customer service.

It's easy to become confused about these terms: advertising, marketing, promotion, public relations and publicity, and sales. The terms are often used interchangeably. However, they refer to different -- but similar activities. Some basic definitions are provided below. A short example is also provided hopefully to help make the terms more clear to the reader.

One Definition of Advertising

Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.

One Definition of Promotion

Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. Promotion involves ongoing advertising and publicity (mention in the press). The ongoing activities of advertising, sales and public relations are often considered aspects of promotions.

One Definition of Marketing

Marketing is the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and getting value in return. Marketing is usually focused on one product or service. Thus, a marketing plan for one product might be very different than that for another product. Marketing activities include "inbound marketing," such as market research to find out, for example, what groups of potential customers exist, what their needs are, which of those needs you can meet, howyou should meet them,

B.C.C.A.'s institute of management


, , Marketing is meeting the need of the customers and getting value

in return"


advertising marketing promotion

public relations & publicity and sales.

are often used interchangeably. However, they refer to different -

but similar activities

A University project by Akhtar Khan

etc. Inbound marketing also includes analyzing the competition, positioning your new product or service (finding your market niche), and pricing your products and services. "Outbound marketing" includes promoting a product through continued advertising, promotions, public relations and sales.

One Definition of Public relations

Public relations includes ongoing activities to ensure the overall company has a strong public image. Public relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. As noted above, public relations is often considered as one of the primary activities included in promotions.

One Definition of Publicity

Publicity is mention in the media. Organizations usually have little control over the message in the media, at least, not as they do in advertising. Regarding publicity, reporters and writers decide what will besaid.

One Definition of Sales

Sales involves most or many of the following activities, including cultivating prospective buyers (or leads) in a market segment; conveying the features, advantages and benefits of a product or service to the lead; and closing the sale (or coming to agreement on pricing and services). A sales plan for one product might be very different tha n that for a nother prod uct.

Lets understand it with an example

The following example may help to make the above five concepts more clear.

" ... if the circus is coming to town and you paint a sign saying 'Circus Coming to the Fairground Saturday', that's advertising. If you put the sign on the back of an elephant and walk it into town, that's promotion. If the elephant walks through the mayor's flower bed, that's publicity. And if you get the mayor to laugh about it, that's public relations." If the town's citizens go the circus, you show them the many entertainment booths, explain how much fun they'll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that's sales.

B.C.C.A.'s institute of management

, , It's easy to get confused about these terms.

They are often

used interchangeably. however, they

refer to different but similar activities, ,

An example of the definitions



A University project by Akhtar Khan

Basically, you might look at marketing as the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and are getting appropriate value in return. Think about marketing as "inbound" and "outbound" marketing. (In the following, consider "product" to be either a tangible product or a service -- nonprofits often refer to these as "programs".)

Inbound Marketing Includes Market Research to Find Out:

1. What specific groups of potential customers/clients (markets) might have which specific needs (nonprofits often already have a very clear community need in mind when starting out with a new program -- however, the emerging practice of nonprofit business development, or earned income development, often starts by researching a broad group of clients to identify new opportunities for programs)

2. How those needs might be met for each group (or target market), which suggests how a product might be designed to meet the need (nonprofits might think in terms of outcomes, or changes, to accomplish among the groups of clients in orderto meet the needs) 3. How each of the target markets might choose to access the product, etc. (its "packaging")

4. How much the customers/clients might be willing pay and how (pricing analysis)

5. Who the competitors are (competitor analysis)

6.How to design and describe the product such that customers/clients will buy from the organization, rather than from its competitors (its unique value proposition)

7.How the product should be identified -- its personality -- to be most identifiable (its naming and branding)

Outbound Marketing Includes:

1. Advertising and promotions (focused on the product)

2. Sales

3. Public and media relations (focused on the entire organization)

4. Customer service

5. Customer satisfaction

Too often, people jump right to the outbound marketing. As a result, they often end up trying to push products onto people who really don't want the products at all. Effective inbound marketing often results in much more effective -- and less difficult -- outbound marketing and sales.

B.C.C.A.'s institute of management

, ' •.. both inbound and outbound marketing

are equally important., ,


• Identying target customers

• Supplying what they need

• Setting a price

• Competitors

• Branding

"often we

we jump directly to the outbound marketing resulting in pushing products onto people who who really dont

• want the product, ,


Advertising Sales

PR Customer




A University project by Akhtar Khan


Not going very deep into the concept of marketing let us see what common marketing mistakes a business can do.

Each company should periodically step back and take a look at their marketing activities. The following list can be utilized as a checklist for activities that should be stopped. Let's see how many of these mistakes you have avoided. In no particular order are 40 mistakes.

1. Not having a game plan.

2. Not having an organized system in place.

3. Not having a refined market.

4. Not having a refined marketing message.

5. Being passive, not proactive in your marketing.

6. Believing the media hype that "times are tough" and that

you should cut back.

7. Lack of customer insights.

8. Lack of product differentiation, only me too thinking.

9. Lack of TIM: Targeting, Integrating, Measuring of activities. 10. Lack of handling the budget effectively (no cost control, no

RFQs, product runovers, no plan versus actual).

11. Not looking outside the building to see what competitors have.

12. Not spending the time to understand your customers and

what they need.

13. Not thinking big enough.

14. Not being human.

15. Not using common sense.

16. Not creating the right positioning and value propositions based on customer needs and differentiators.

17. Not linking all marketing actions and efforts through the same message and objectives.

18. Forgetting to focus on quality branding.

19. Not conducting intelligent and strategic marketing prior to any tactical and operational marketing.

20. Failing to evaluate and redirect efforts/resources when it makes sense.

21. Getting caught in a rut, not looking for new opportunities to creatively get out your message.

22. Being enslaved by our own fascination of jargon and how jargon or certain fads will help solve the next marketing riddle.

23. Not identifying the most profitable market.

24. Not fully understanding the tangible and intangible needs of your target markets.

25. Lack of relevant differentiation strategy from either a physical product standpoint or emotional benefit.

26. Weak messaging that does not effectively convey product differentiation.

27. Not knowing the business you are marketing.

28. Not understanding the right metrics. ROI is important, but it is not all about ROL

29. Overpromising what marketing can do. In most businesses, personal relationships will be required to close the sale.

B.C.C.A.'s institute of management


--Rob Berman

Everyone strives to improve their marketing programs each year.

Critically examine each of the techniques to ensure the foundation is solid.

"He who fails to plan,

plans to fail"

Those are the items in the list. What do you think?

1. how often do you examine your marketing programs' efficiency?

2. What else can you add to the list?

3. How do you validate your marketing approach(es)?

"don't try

to re-invent the wheel"



A University project by Akhtar Khan

30. Re-inventing the wheel instead of using proven methods, plans and initiatives.

31. Copying another company that runs successful marketing campaigns.

32. Trying to out do a competitor, but without proper


33. Applying scattergun approach.

34. Not measuring results.

35. Company functions are in silos that do not talk. Therefore,

the message is muddled.

36. Not having a consistent system in place.

37. Failing to integrate marketing with sales efforts.

38. Failing to target repeat business.

39. Not minding the 3A's, Availability, Affordability and Accepta bi lity.

40. Not building the brand image.

Marketing can do better.

"Instead of talking down, start listening up."

Here is what I don't mean.

Listening up doesn't mean surveilling your customers, and then discovering slightly cleverer ways to trick them (yet again). Listening up doesn't mean holding five thousand focus groups a year, and then price discriminating the daylights out of hapless customers. Listening up doesn't mean delving into mines studded with billions of seams of "data" about "consumers." Listening up definitely doesn't mean techno-stalking people in creepy, weird, and slightly sinister ways.

Here's what I do mean by "listening up.

"The "up" is the really important part. It means having dialogues about what elevates and betters people, what raises them up to higher standards of living, doing, having, and being, what really makes them better of in meaningful ways that matter - and then igniting a movement to make it happen. When Wal-Mart talks to stakeholders in its ground-breaking value networks - as much as you or I might not like Wal-Mart - it's beginningto listen up.

Listening up means spending time actually talking to your customers, about not just their "wants" and "needs" but about their hopes and fears, their opportunities and threats, their greatest achievements and biggest regrets. It's not just about sating immediate desire with lowest-common-denominators, outsourced from the lowest bidder - it's about learning to help people achieve long-term fulfillment, in inimitable, enduring, resonant ways that rivals can't. Facebook's making many mistakes, but perhaps the biggest is slanting its platform heavily towards lightweight, subprime - and low impact - stuff like Farmville, and away from services that produce lasting, meaningful, high-impact gains.

Listening up means empowering as many people inside your organization as possible to spend time talking to your customers to have those conversations, and empowering them to talk to one

B.C.C.A.'s institute of management

Mind the 3 As, Availability Affordability Acceptability

, , brand image matters"


, 'instead of talking down,

start listening up!"

listening up definitely doesn't mean:

• delving into heaps of data

• techno-stalking people.

It means:

• asking people what helps them.

• Make it happen

• not just talking about their wants and needs but about their hopes and fears


A University project by Akhtar Khan

a nother open Iy. To get there, it probably mea ns rethin king the sha pe of your organization, from tall, to flat, to networked, meshy, and circular. Ask yourself: why is it that the only person you ever really talk to at most companies is either a powerless cashier or an even more powerless customer service rep, five billion layers of management removed from the boardroom? Because most companies, as much lip service as they might pay to the latest hip management idea, are still talking down.

Listening up means letting your fiercest critics rip away at you - and hearing them. It means empowering people to be heard, instead of just trying to shout them down or drown them out. It means responding honestly, instead of dissimulating and misdirecting. Here's my favorite example of just how much companies feel they have to misdirect and dissimulate. Why is it that customer service reps, in an act of farcical bureaucracy so awfully absurd it's worthy of Monty Python's Spanish Inquisition, have to fake their own names, and call themselves Bob, Steve, and Jim - when you know and they know their real names are probably Anup, Priya and Bayani? Because most companies can't deal with even the simplest, most basic level of human truth.

Listening up means investing not just in "market research" but in people. Relationships aren't just idle promises: they're patterns of mutual investment. Essential to the art of listening up is making those investments, so people can be heard. Pepsi Refresh is a simple, tiny, limited, imperfect example of investing in people, a small step beyond merely conditioning them to buy, buy, buy more selfdestructive stuff (yes, Pepsi's in the sugar-water business - but at least a tiny chunk of its marketing bucks aren't anymore).

Listening up means asking questions that matter - and then being tough enough to hear that, just maybe, yes, you really, honestly do suck at having real, tangible, lasting benefits. No company's made it this far - yet. But you know who's getting a bit better, faster than others? Oddly, it just might be Steve Jobs - now notorious for responding to random emails about Apple. Hey, he might never admit he's wrong, but at least he responds to, well, people. How ma ny other CEOs do you know who do that?

Listening up is the emergent, complex, and unpredictable joint creation of shared values, that build common cultural foundations and let customers and companies feel like they're part of a shared movement. It is more than a commitment to transparency, it is a deep dedication to real dialogue (as opposed to this). Yes, it's the lofty ideal - and no company I can think of has gotten all the way there, yet.

But there are some wise elders, young firebrands, and revolutionaries on the frontier. In recent history, I'd trace it back to the Cluetrain Manifesto gang. Today, Doc Searls' VRM is a giant leap towards building an economy where organizations listen up--instead of shout down. Jerry Michalski, with understated elegance, has been listening up for years. Philip Kotler's masterful Marketing 3.0 is in large part about moving from shouting down, to listening up (with emphasis on the way, way up). Jennifer Aaker's insanely, tremendously awesome Dragonfly Effect is an ode to doing meaningful stuff that matters - by listening up.

B.C.C.A.'s institute of management

Listening up means letting your fiercest critics rip away at you.

Listening up means investing not just in "market research" but in people. Relationships aren't just idle promises: they're patterns of mutual investment.

, , Philip Kotler's masterful Marketing 3.0 is in large part about moving from

shutting down, to listening up, ,



A University project by Akhtar Khan

Getting from where we are to where we need to be is going to be more like a climb, and less like a stroll.

But here's what you might get in return. Instead of merely discovering the next "feature-set" for your latest, greatest snoozer of a product (yawn - It got copied by approximately four hundred different factories in Shenzhen, Oa Nang, and Johor Bahru even before I finished this blog post) you might discover how to change the world. You might gain a little bit of empathy. You might smoke out your own weaknesses and limitations. You might discover what more abiding passion, bigger purpose, and steadfast perseverance really mean - and can do. You might just learn how to topple the status quo. And if you keep at it, you might even be able to ascertain how to, in your own tiny way, sowthe seeds of prosperity.

If you can do that, the people formerly known as "consumers," the hard-working folks who've gotten a raw deal in this Age of Austerity, the ones who are inured to the cries of buy, buy, buy, the folks who have been tuning you out, well - they probably won't just be grateful. If you can actually help them flourish and prosper in meaningful ways that matter, well then, maybe, just maybe, they'll start to respect, admire and even love you a little bitfor it.


I recently completed a new point-of-view for my firm which outlines how I think marketing will be changing in the next few years. It's surprising how many times I've revised it in just a month, so my top 10 predictions for next year will probably change just as quickly.

Given that disclaimer, here's what I see as the big issues facing marketers next year:

1. Customer engagement is not a passing fad. customers engaging with one another or with a company (which can happen either online or offline). There have been similar terms in the past, such as "customer intimacy," but engagement won't be a short-term fad. It's here to stay because customers now engage directly with one a nother often before they engage with a com pa ny. And th is new step in the sales process is here to stay.

2. Data integration becomes mission critical. Now that there's so much more data with the advent of social media, marketers must look beyond their traditional sources of data warehousing. And the process of integrating online and offline data is becoming increasingly complex. To put it in perspective, Google's CEO, Eric Schmidt, recently said that ((we create as much information in two days now as we did from the dawn of man through 2003." Wow. Marketers will need to create customer hubs which integrate data from all sources so it can be analyzed and used to make a multitude of business decisions (see Customer Intelligence Trends to Watch in 2011 at

3. Marketing analytics are red hot. If you think about it, this avalanche of data is also fueling the growth of analytics. After all, the goal is not to collect data, but to develop insights. The social

B.C.C.A.'s institute of management


, , Marketing will be changing

in the next five years, ,

given here are the big issues facing marketers in the coming year.



A University project by Akhtar Khan

conversations are giving marketers an unending stream of incoming data but marketers need advanced analytical capabilities to identify, analyze and describe patterns amidst all the digital garbage. Unfortunately, people who are skilled at doing this are becoming increasingly difficult to find. Many marketers will look to outsource this function from their database marketing service providers, consulting firms and boutique analytics service providers.

4. Social media marketing will mature. 2010 was the year social media exploded onto the marketing scene. In 2011, it will evolve from experimental campaigns to social tactics that are fully integrated into the overall marketing strategy. The social media marketing process will become a never-ending cycle of 1) research, 2) planning, 3) engagement and 4) measurement. Even advanced social strategies like listening platforms will move beyond their primary functions of customer service and brand monitoring when social data becomes con nected to other forms of customer data.

5. Technology vendors are blurring the distinction between products and services. The technology vendor landscape is transforming quickly. Consolidation by big service companies (e.g., IBM's purchase of Coremetrics, Netezza and Unica) means they will increasingly offer a smorgasbord of services and products. This is making it very difficult for marketers to determine who does what. Marketers typically prefer best-of-breed solutions, but vendors push for integrated online suites runs. Expect more confusion, not less, in 2011.

6. Segmentation becomes schizophrenic. Dave Frankland, in the aforementioned analysis by Forrester, said that "today's firms are schizophrenic about customer segmentation." Brand and research teams use cohorts. Customer experience professionals prefer personas, and the analytics staff likes clusters. Expect some change in these approaches as marketers begin to overlay various segments as a first step to creating a more holistic picture of the customer. However, Frankland points out that in order to do this, "the internal political minefield will be equally important."

7. "Touch point Attribution" emerges as the new buzzword for 2011. Multichannel marketing was the hot topic in 2009. But if you think about it, multichannel marketing can only be effective if it's measured. It also means that multichannel marketers have to become a lot more sophisticated by doing more than allocating sales to the most recent customer interaction. Others are calling this "fractional attribution" but the goal is the same, to understand the relative value of different channels and gauge the success of marketing programs accordingly.

8. Mobile marketing explodes. A number of things happened in 2010 that set the stage for an explosion of mobile marketing in 2011. Apple's iPhone, Google's introduction of Android, and Apple's launch of the iPad mean that smartphone adoption has escalated. Mobile marketing can now move beyond mobile messaging; mobile email, mobile websites and mobile applications will become viable channels for marketers. The explosion will happen when the new

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• Customer engagement is not a passing fad.

• Data integration becomes mission critical.

• Marketing analytics are red hot.

• Social media marketing will mature.

• Technology vendors are blurring the distinction between products and services.

• Segmentation becomes schizophrenic.

• Touchpoint Attribution" emerges as the new buzzword for 2011.

• Mobile marketing explodes.

• Privacy wars heat up.

• "Right Touching" makes sense.



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devices, faster networks and new location-based technologies converge.

9. Privacy wars heat up. Online marketing relies on a dirty secret - it needs cookies to track and ta rget behavior. But consu mers are rising up and demanding change. So much so, that legislation is now looming in Congress. Privacy experts don't believe it will pass in 2011, but you can expect to see a much stronger emphasis on selfregulation. Facebook and Google are continually adjusting their business models as a result. As marketing becomes more social and mobile, privacy issues won't be going away anytime soon.

10. "Right Touching" makes sense. Multichannel marketing will continue to increase as more channels are in the marketer's toolbox. Measuring these touches are important (as noted in Trend #7) but selecting the right ones in the first place will get more attention. Another new buzzword, right touching, describes the process of selecting the right online and offline channels that best meet customers' preferences. To do multichannel marketing with the right touchpoints means that marketers will need to invest in technologies to support this in an automated fashion (for more information, see my blog post "Is Multichannel Marketing Really "Dual-Channel?").

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While the principles of marketing remains the same there are stark difference between the marketing of goods and marketing of services. Inorder to understand the difference between the two let us first understand what exactly is the meaning of a service.

Services are Intangible products that are not goods (tangible products), such as accounting, banking, cleaning, consultancy, education, insurance, know how, medical treatment, transportation. Sometimes services are difficult to identify because they are closely associated with a good; such as the combination of a diagnosis with the administration of a medicine. No transfer of possession or ownership takes place when services are sold, and they (1) cannot be stored or transported, (2) are instantly perishable, and (3) come into existence at the time they are bought and consumed. See also service.

Characteristics of a Service

What exactly are the characteristics of a service? How are services different from a product? In fact many organisations do have service elements to the product they sell, for example McDonald's sell physical products l.e. burgers but consumers are also concerned about the quality and speed of service, are staff cheerful and welcoming and do they serve with a smile on their face?

There are five characteristics to a service which will be discussed below.

1. Lack of ownership.

You cannot own and store a service like you can a product. Services are used or hired for a period of time. For example when buying a ticket to the USA the service lasts maybe 9 hours each way, but consumers want and expect excellent service for that time. Because you can measure the duration of the service consumers become more demanding of it.


You cannot hold or touch a service unlike a product. In saying that although services are intangible the experience consumers obtain from the service has an impact on how they will perceive it. What do consumers perceive from customer service? the location, and the inner presentation of where they are pu rchasing the service?

3. Inseparability

Services cannot be separated from the service providers. A product when produced can be taken away from the producer. However a service is produced at or near the point of purchase. Take visiting a restaurant, you order your meal, the waiting and delivery of the meal, the service provided by the waiter/ress is all apart of the service production process and is inseparable, the staff in a restaurant are as apart of the process as well as the quality of food provided.

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Let us first understand what exactly service is.

"Services are intangible products"


McDonald is selling burgers (physical good) but services matters a lot.

We dine at a luxury restaurants pay hefty amounts for it!

its not for the food the we eat there, it about the ambience, the quality of service.

To certain extent managing services are more complicated then managing products, products can be standardised, to standardise a service is far more difficult as there are more input factors i.e. people, physical evidence,



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4. Perishibility

Services last a specific time and cannot be stored like a product for later use. If travelling by train, coach or air the service will only last the duration of the journey. The service is developed and used almost simultaneously. Again because of this time constraint consumers demand more.

5. Heterogeneity

It is very difficult to make each service experience identical. If travelling by plane the service quality may differ from the first time you travelled by that airline to the second, because the airhostess is more or less experienced.

A concert performed by a group on two nights may differ in slight ways because it is very difficult to standardise every dance move. Generally systems and procedures are put into place to make sure the service provided is consistent all the time, training in service organisations is essential for this, however in saying this there will always be subtle differences.

Services marketing relates to the marketing of services, as opposed to tangible products. A typical definition of a service (as opposed to a good) is thus:

The use of it is inseparable from its purchase (l.e. a service is used and consumed simultaneously)

It does not possess material form, and thus cannot be smelt, heard, tasted,orfelt.

The use of a service is inherently subjective, in that due to the human condition, all persons experiencing a service would experience it uniquely.

As examples of the above points, a train ride can be deemed as a service. If one buys a train ticket, the use of the train is typically experienced concurrently with the purchase of the ticket. Although the train is a physical object, one is not paying for the permanent ownership of the tangible components of the train.

Services (by comparison with goods) can also be viewed as a spectrum. Not all products are pure goods, nor are all pure services. An intermediary example may be a restaurant, where the waiter service is intangible, but the food is tangible.

:it is the process of researching and promoting to a market with nonphysical goods known as services."

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• Lack of ownership

• Intangibility

• Inseparability

• Perishability

• Heterogenity


Not all products are pure goods, nor are all pure services. An intermediary example may be a restaurant, where the waiter service is intangible, but the food is tangible.

, 'A Train ride can be deemed

as a serrvice, ,




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While we say service marketing is so different than product marketing. All principles of marketing apply to services. The principles will never change. let us see where all the difference lies.

In case of a product a customer buys a product he mayor may not consume it. Service is what is given to the consumers. it has a major impact on them. It effects directly to the consumers. physical goods have only physical effect whereas service has intangible property and it directly effects the thinking of the person, his psychology.

In order to sell a service one has to take deliberate and constant efforts. Unlike goods which sometimes sell automatically. Services have to be specific and specially designed for the customer. There is a wide scope for personalization hence a marketer should loose a chance in it.

In case of a product one can easily watch the competitors and some up with a product similarto it. eat up into a competitors market and easily survive. But in case of a service it is the other way round. one has to carefully audit his core competencies and resources.

Positioning is a very important aspect of service though in product it is of high importance but in service it has a higher value. in order to beat the competition on has to strategically position their service so as to stand apart from the crowd. The service provider has to design service very precisely to get better output from investments.

A strategic product mix is very essential for the marketing of service. while concentrating on the extended marketing mix one should not forget the base 4 Ps of marketing.

Services are intangible so a consumer cant touch a feel a service before buying it hence it is a big challenge on the part of the marketer to promote it in the masses. What plays an important role here is the list of satisfied customers.

As these points clearly convey the similarity and the difference between the marketing of product and services. We get to the conclusion that service marketing is no different you just have to be more stronger and sharper. All the rules and principles of marketing applies here.

Let us now move on to an in-depth study of the extended marketing mix.

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All principles of marketing apply to services

• Services impact customers more directly than products do.

• Marketing of services has to be more deliberate and considered.

• Service provider has to carefully audit his resources and competencies.

• Positioning must be razor sharp.

• Services more intractable than products

• Service provider must define service very precisely and also design the appropriate service-product mix.

• Promotion more challenging due to intangible nature of services.

• Some basic service can be provided in vastly different service facilities providing different levels of amenities and luxuries. • Same service can be delivered in various ways.

• Marketing mix conveys the positioning of a service.



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The Marketing of service marketing has several add ons to it for example the extended marketing mix.

The additional 3 Ps of service marketing People

An essential ingredient to any service provrsron is the use of appropriate staff and people. Recruiting the right staff and training them appropriately in the delivery of their service is essential if the organisation wants to obtain a form of competitive advantage. Consumers make judgments and deliver perceptions of the service based on the employees they interact with. Staff should have the appropriate interpersonal skills, aptititude, and service knowledge to provide the service that consumers are paying for. Many British organisations aim to apply for the Investors In People accreditation, which tells consumers that staff are taken care off by the company and they are trained to certain standards.


Refers to the systems used to assist the organisation in delivering the service. Imagine you walk into Burger King and you order a Whopper Meal and you get it delivered within 2 minutes. What was the process that allowed you to obtain an efficient service delivery? Banks that send out Credit Cards automatically when their customers old one has expired again require an efficient process to identify expiry dates and renewal. An efficient service that replaces old credit cards will foster consumer loyalty and confidence in the company.

Physical Evidence

Where is the service being delivered? Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organisation. If you walk into a restaurant your expectations are of a clean, friendly environment. On an aircraft if you travel first class you expect enough room to be able to lay down!

Physical evidence is an essential ingredient of the service mix, consumers will make perceptions based on their sight of the service provision which will have an impact on the organisations perceptual plan of the service.

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the most essential ingredient.


refers to systems

Physical Evidence creates perceptions in the mind of the consumers about hte service.

. , , Marketing mix

IS a system,

they all are interconnected a proper blend

of all the seven decides

the success

ofa firm"



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Business Marketing is the practice of individuals, or organizations, including commercial businesses, governments and institutions, facilitating the sale of their products or services to other companies or organizations that in turn resell them, use them as components in products or services they offer, or use them to support their operations. Also known as industrial marketing, business marketing is also called business-to-business marketing, or B2B marketing, for short.

How is it different from business to consumer marketing?

Although on the surface the differences between business and consumer marketing may seem obvious, there are more subtle distinctions between the two with substantial ramifications. Dwyer and Tanner (2006) note that business marketing generally entails shorter and more direct channels of distribution.

While consumer marketing is aimed at large groups through mass media and retailers, the negotiation process between the buyer and seller is more personal in business marketing. According to Hutt and Speh (2004), most business marketers commit only a small part of their promotional budgets to advertising, and that is usually through direct mail efforts and trade journals. While that advertising is limited, it often helps the business marketer set up successful sales calls.

Marketing to a business trying to make a profit (business-tobusiness marketing) as opposed to an individual for personal use (Business-to-Consumer, or B2C marketing) is similar in terms of the fundamental principles of marketing. In B2C, B2B and B2G marketing situations, the marketer must always:

·successfully match the product or service strengths with the needs of a definable target market;

·position and price to align the product or service with its market, often an intricate balance; and

·communicate and sell it in the fashion that demonstrates its value effectively to the ta rget ma rket.

These are the fundamental principles of the 4 Ps of marketing (the marketing mix) first documented by E. Jerome McCarthy in 1960.

Who is the customer?

While "other businesses" might seem like the simple answer, Dwyer and Tanner (2006) say business customers fall into four broad categories: companies that consume products or services, government agencies, institutions and resellers.

The first category includes original equipment manufacturers, such as large automakers who buy gauges to put in their cars and also small firms owned by 1-2 individuals who purchase products to run

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• generally entails shorter and more direct channels of distribution.

• the negotiation process between the buyer and seller is more personal in business marketing.


• companies that consume products or services, government agencies, institutions and resellers.

B2B 23


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their business. The second category - government agencies, is the biggest. In fact, the u.s. government is the biggest single purchaser of products and services in the country, spending more than $300 billion annually. But this category also includes state and local governments. The third category, institutions, includes schools, hospitals and nursing homes, churches and charities. Finally, resellers consist of wholesalers, brokers and industrial distributors.

So what are the meaningful differences between B2B and B2C marketing?

A B2C sale is to a "Consumer" i.e. an individual who may be influenced by other factors such as family members or friends, but ultimately the sale is to a single person who pays for the transaction. A B2B sale is to a "Business" i.e. organization or firm. Given the complexity of organizational structure, B2B sales typically involve multiple decision makers. The marketing mix is affected by the B2B uniqueness which include complexity of business products and services, diversity of demand and the differing nature of the sales itself (including fewer customers buying larger volumes). Because there are some important subtleties to the B2B sale, the issues are broken down beyond just the original 4 Ps developed by McCarthy.

B2B Branding is different from B2C in some crucial ways, including the need to closely align corporate brands, divisional brands and product/service brands and to apply your brand standards to material often considered "informal" such as email and other electronic correspondence. it is mainly of large scale when compared with B2C


lAS B2B Marketing win best marketing communications agency

It's been a busy couple of years for marketing communications agency lAS. Not only has it overhauled its management team, it has also made a massive investment in training, doubled its profits and gained coveted awards. And lAS won't be stopping there - its aim is to become the world's best B2B marketing agency.


When the account handler led board of lAS was replaced with a leaner team; of new MD Robert Morrice, CD Reuben Webb and FD Alan Brandwood, its stakeholders were forced to sit up and take notice.

Maurice and Webb had already unveiled lAS' business targets, which were clearly only achievable with a high growth and high visibility programme. The agency planned to become number one in B2B Marketing magazine's UK league table within five years.

To help it achieve this, an immediate, massive investment was made in marketing and training, the focal point being an initiative combining both. A book and training manual, the result of a wide ranging study implemented by Maurice and called Pitching -

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B2B sales typically involve multiple decision makers. The marketing mix is affected by the B2B uniqueness


, , B2B branding is larger than

B2C branding, ,


• lAS overhauled its management team

• made a massive investment in training • doubled its profits and gained coveted awards. And lAS won't be stopping there - its aim is to become the world's best B2B marketing agency.

"lAS aims

to become the

world's best B2B marketing agency, ,


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guidelines for a Winner, marked the launch of a company concept of three P's - Profiling, Pitching and People. It is this fresh approach to the business that has in the past couple of years seen lAS win 16 out of 19 pitches, gain a coveted Investors in People award and be named North West Advertising Agency of the Year. On top of all of that, revenue in the past year has grown by 11 per cent and profits doubled - not bad against the backdrop of an economic downturn.

Increased budget

To help achieve all of this, lAS has increased its marketing budget sixfold and has a new motto - 'our most important account is our own'. It recently published the 101 Cliches in B2B Creativity Book, which has since won six awards and produced three new websites - for lAS, lAS PR and one devoted to the book. It also runs two blogs - one for lAS and one for 'B2B guru' Tim Hazelhurst.

lAS is expanding fast, having branched out to target four new sectors in public oil, oil and gas, environmental care and the financial and commercial industries. Its own PR machine meanwhile sees it churn out at least two press releases a month, whilst several of its staff are now established industry commentators.

lAS works on the principal that award winning agencies get more business. Clients have, it believes, little recall of which awards are win, just whether an agency is award winning or not. Prior to 2007, lAS was low pitch and adverse, gaining virtually all new business organically and seldom winning the three or four pitches it entered into a year. Since then, the agency has won 21 awards across six different schemes - doubling the success rate previously achieved in its 35 year history.

Investment in people

But its not just external business that has been the focus of a revamped business strategy at lAS. The agency has invested considerably in its people to improve its standing too - it calls it 'branding inside out'.

A training plan encourages the development of three core cultural company values - learning, courage and courtesy. Quarterly staff information afternoons are held, where employee awards are dished out, an online social network is used to promote learning in digital marketing and the staff-manager review process has been overhauled. As part of its Investor in People programme, lAS has also hired an H R development manager to manage its 50 strong-staff and introduced a new bonus and incentive scheme and flexible working. And to top it all off, every Friday has a happy hour with a free bar - and some 'structured interaction' related to current workflow of course.

While this was a case of a success in B2B marketing there are various more steps a B2B firm has to take to outperform.

A blog by Marcus Rach very clearly explains some best practices firms should adopt to win.

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Pitching guidelines for a Winner, marked the launch of a company concept of three P's-

• Profiling

• Pitching

• People.

lAS has increased its marketing budget sixfold and has a new motto-

"Our most important account

is our own"

But its not just external business that has been the focus of a revamped business strategy at lAS. The agency has invested considerably in its people to improve its standing too.

"branding indside-out is

the winning strategy., ,

B2B 25


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So what are the best steps you should take to win in the B2B market?

For the majority of companies, marketing is all about positioning a brand in clients' or customers' minds. This has often resulted in a very singular focus on external marketing activities while only opportunistically exploiting (or even totally ignoring) the strongest marketing weapon there is-your own employees.

The rising cost of customer contact, driven by the variety in the B2B media landscape and the decreasing attention span of customers to traditional communication strategies, continues to apply pressure on your marketing ROI.

While it is possible to focus on applying new technology or further segmenting customers, focusing internally on employees - who actually deliver end-products or services - can make the difference between an ordinary brand and a great brand, and increase your competitive edge.

People make the difference

Engaging your employees is not as easy as it sounds. In precisely the same manner as with external target groups, you are faced with information asymmetries, biased experiences, diverging attention spans and, of course, cultural and political differences. Selecting suitable tools, methods and timings are thus crucial to successfully gettingtothevery heart of the organisation to bring about change.

Depending on budget constraints and the size of the organisation, the tools and technology available to engage with employees will vastly differ. Traditional communication tools, such as email, newsletters, inhouse magazines and the intranet, all represent fantastic ways of distributing your core message. However, the emotional relations resulting from such methods with your target group are relatively weak.

Live communication, on the other hand, such as internal roadshows, represents a great way of engaging your employees, enabling instant feedback and high-impact dual communication. Internal roadshows allow you to deeply engrain your marketing message into the organisation while disengaging information filters within your management ranks.

To successfully apply live communication campaigns, leading to a change in employee's brand perception and thus behavior, follow four crucial rules.

1: Choose the right moment

Whether you aim to rebrand a product or align your employees behind your brand; you are beginning a change process in which timing is a key factor. A change in management, a large takeover, the introduction of a new core product or even a dip in sales are a few examples of change-enabling moments.

When an organisation is in an uncertain position, this can psychologically open the eyes and ears of employees to new gamechanging rules. Don't lie back and wait for such a moment to arise;

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BEST PRACTISE: Brand on the run

--Markus Rach

. Engaging your employees

"TO empower yourself

empower your employees, ,

1. Choose the right moment.

2. Align your marketing

3. Involve everyone

4. Integrate and think long-term

B2B 26


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2: Align your marketing

Great branding does not happen by chance; core messages need to be aligned and matched with the perceived reality. As the saying goes 'Do not overpromise and underdeliver', this also applies to your internal audience. Align your internal and external marketing strategy; amend your segmentation to also include employees. Congruency in communication is as vital as ensuring that performance measures are in line with your marketing strategy.

3: Involve everyone

Every instance of customer interaction with your organisation defines your brand image. A roadshow is a great vehicle for mobilising your entire organisation to inflict a sense of urgency through human interaction. One of the contradicting tasks of live communication is, however, spreading a message general enough to apply to the entire organisation, while sufficiently engaging individuals/groups.

One way of overcoming this contradiction is by not only sending your brand spokesperson to your roadshow sites, but also by involving your second and third-tier management layer such as regional, country or local managers. These managers need to break your message down to relate this to their respective organisational units; which not only personalises the message for targeted employees but also leads your management to publicly committing to the roadshow's core message.

Don't forget to involve your CEO as your spokesperson; commitment from the highest ranks of an organisation spreads much more easily.

4: Integrate and think long-term

Integrate your live communication with other available communication channels prominent in your organisation. Plan follow-up activities and involve people. Why not ask each site to provide pictures or videos that highlight their brand alignment as a success story?

Don't expect overnight results, but plan strategically. Repeating a roadshow every two to three years is necessary to institutionalise the event in the minds of your employees. Each cycle will further tighten the gap between brand identity and brand image.

The 4 Ps of B2B marketing Product (or Service)

Because business customers are focused on creating shareholder value for themselves, the cost-saving or revenue-producing benefits of products and services are important to factor in throughout the product development and marketing cycles.

People (Target Market)

Quite often, the target market for a business product or service is smaller and has more specialized needs reflective of a specific industry or niche. A B2B niche, a segment of the market, can be

B.C.C.A.'s institute of management

"never over-promise and under-deliver, ,

, 'A Roadshow

is a great vehicle for mobilising your entire org., ,

, , Don't expect overnight results, but plan strategically., ,


B2B 27


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described in terms of firmographics which requires marketers to have good business intelligence in order to increase response rates. Regardless of the size of the target market, the business customer is making an organizational purchase decision and the dynamics of this, both procedurally and in terms of how they value whatthey are buying from you, differ dramatically from the consumer market. There may be multiple influencers on the purchase decision, which may also have to be marketed to, though they may not be members of the decision making unit.


The business market can be convinced to pay premium prices more often than the consumer market if you know how to structure your pricing and payment terms well. This price premium is particularly achievable if you support itwith a strong brand.


Promotion planning is relatively easy when you know the media, information seeking and decision making habits of your customer base, not to mention the vocabulary unique to their segment. Specific trade shows, analysts, publications, blogs and retail/wholesale outlets tend to be fairly common to each industry/product area. What this means is that once you figure it out for your industry/product, the promotion plan almost writes itself (depending on your budget) but figuring it out can be a special skill and it takes time to build up experience in your specific field. Promotion techniques rely heavily on marketing communications strategies.

Place (Sales and Distribution)

The importance of a knowledgeable, experienced and effective direct (inside or outside) sales force is often critical in the business market. If you sell through distribution channels also, the number and type of sales forces can vary tremendously and your success as a marketer is highly dependent on their success.

B2B Marketing Communications Methods

The purpose of B2B marketing communications is to support the organizations' sales effort and improve company profitability. B2B marketing communications tactics generally include advertising, public relations, direct mail, trade show support, sales collateral, branding, and interactive services such as website design and search engine optimization. The Business Marketing Association is the trade organization that serves B2B marketing professionals. It was founded in 1922 and offers certification programs, research services, conferences, industry awards and training programs.

Positioning Statement

An important first step in business to business marketing is the development of your positioning statement. This is a statement of

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B2B 28


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of what you do and how you do it differently and better and more efficiently than your competitors.

Developing your messages

The next step is to develop your messages. There is usually a primary message that conveys more strongly to your customers what you do and the benefit it offers to them, supported by a number of secondary messages, each of which may have a number of supporting arguments, facts and figures.

Building a campaign plan

Whatever form your B2B marketing campaign will take, build a comprehensive plan up front to target resources where you believe they will deliver the best return on investment, and make sure you have all the infrastructure in place to support each stage of the marketing process - and that doesn't just include developing the lead - make sure the entire organization is geared up to handle the inquiries appropriately.

Briefing an agency

A standard briefing document is usually a good idea for briefing an agency. As well as focusing the agency on what's important to you and your campaign, it serves as a checklist of all the important things to consider as part of your brief. Typical elements to an agency brief are: Your objectives, target market, target audience, product, campaign description, your product positioning, graphical considerations, corporate guidelines, and any other supporting material and distribution.

Measuring results

The real value in results measurement is in tying the marketing campaign back to business results. After all, you're not in the business of developing marketing campaigns for marketing sake. $0 always put metrics in place to measure your campaigns, and if at all possible, measure your impact upon your desired objectives, be it Cost Per Acquisition, Cost per Lead or tangible changes in customer perception.

Looking for success in B2B marketing? here are tips and forecast from the expert.

Regardless of your religious background or orientation, I feel strongly that the end of one year and the start of another should always come with a sense of hope and optimism for things to come. It's a time to take stock and move forward with a belief that things will be better in the year ahead, and that we can learn from what's gone before; be better, happier people who are eager to embrace everything that life throws at us.

However, in the context of economic turmoil of the last few years, I must confess that I found being optimistic about the prospect of the year ahead easier said than done. It's hard to have a positive outlook

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--Joel Harrison

B2B 29


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when there's spectre of economic Armageddon looming on the horizon-as itcertainlywasJanuary 2008 and 2009.

But although we're not exactly out of the woods economically, and undoubtedly there will be some difficult months ahead as economic growth gathers momentum,there are definitely reasons to be positive, even optimistic. This is particularly the case for marketersand especially those in B2B.

As discussed ad infinitum in B2B Marketing over the last 18 months, marketing as a profession has been forced to undergo a profound and fundamental change - one that none of the other professions have had to endure. The changes enforced by the digitisation of marketing and the rise of social media have been more extreme in B2B than in consumer marketing, which was closer to the bleeding edge and therefore better placed to innovate and adopt new ideas.

The good news, though, is that the message is getting through. B2B marketers are changing, and thinking has changed with it. Social media is no longer regarded as fad, or a fancy additional option: it's increasingly fundamental.Many of those brands and marketers who have failed to acknowledge this shift have disappeared - for the remainder it is surely just a matter oftime.

Smart B2B marketers have recognised that just as audience behaviour has changed, so must their skillsets. Successful marketers in 2011 will be less focused on old-school notions of 'creative' and campaigns, and more focused on data, insight and continuous dialogue through engaging content and timely interactions (many of which are automated).

Perhaps more importantly, those marketers who succeed in the coming year - and beyond - will be those that recognisethat there's no going back: marketing has entered a new era, one which is characterised by continuous change driven by technological innovation and evolution of individuals' communication tastes and preferences.

This new world isn't for the faint-hearted, but the opportunities and possibilities are enormous. Now's the time to embrace them.

To succeed in 2011, business-to-business marketers must: Must do's

Get your head around the data - not direct marketing records but

email data, web analytics etc. Audit your data and focus on the key

metrics that will justify your investments and prove your effectiveness.

Think virtual - webinars, webcasts and virtual events are going to become an increasingly compelling for time-poor execs to engage with prospective suppliers. Investigate the different formats to find which best suits your needs and keep a close eye on how the format evolves.

Be tech-savvy - 'new' platforms such as marketing automation can transform how you use email and take so many of those mundane tasks off your hand. Keep an open mind on new bits of technology,

B.C.C.A.'s institute of management

B2B 30


A University project by Akhtar Khan

large or small, and push for investment where necessary.

Invest in content - don't worry about the format, but always remember content is the new creative. Research your audience to understand what they want to consume and then develop a strategy to deliver an ongoing program.

Don't forget the traditional tools altogether- ernall.Pk, advertising and events in particular all still have their place, particularly when used in an integrated way.

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B2B 31


A University project by Akhtar Khan


Here comes the protagonist of the entire story! A Marketing agency.

This project is all about marketing the marketers, Marketers are the agencies dedicated to provide marketing solutions to the companies seeking it.

There are agencies who specialize in a particular task of marketing and there are ones who are the masters of all. Marketing is a very vast concept providing an integrated marketing solution is a herculean task and takes a very big shot firm to do so. Don't get excited if a small time agency is promising you your marketing solution, At the same time I am not underestimating the small players but its clear what I mean. Marketing has such a vast scope and presence that there's an agency in every nook and corner. Each agency master of their field.

Here is where the title of the project comes into playas a business model too! there is a wide scope for an agency to co-ordinate between the agency and the client. To playa role of a middle man. We will discuss this in a later chapter.

So what are the types of agencies who operate to market?

So many agencies, so many choices. Creative, media, digital, direct marketing, integrated. The list of agencies types can seem endless - so many choices - and their nuances can be varied, but we have the information. We have compiled a dossier of all the main agency types to help you make the first, of what could be many, advertising choices.

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Marketers are the agencies dedicated to provide marketing solutions to the companies seeking it.

'k' tlereJs where mar etmg tile


comes into play as a business





A University project by Akhtar Khan

Creative Agencies

Creative agencies work with client marketing departments, and often other agencies, to develop creative content. The first step is to develop a communications strategy for the brand, product or service (i.e. 'who' the target audience is, 'what' the core message will be and 'how' it will be communicated.)

The creative agencies will then develop a creative idea to bring the strategy to life. This creative idea is developed to fit all the desired channels of communication before, finally, becoming a living and breathing television commercial, poster, press ad or radio spot. Increasingly, creative agencies are developing these ideas to have the flexibility to extend into other channels of communication as well.

Finally the creative agency, often in conjunction with other agencies working for the same client, is also responsible for quantifying the effectiveness of the campaign - i.e. how it has performed in-market

Media Agencies

Media agencies are, broadly speaking, responsible for the planning and buying of media for clients. Media planning is about helping the client to decide how, when and where to spend their marketing communications budgets to achieve their business objectives. In addition to the more traditional media, such as TV, outdoor and press, media planners are increasingly advising clients on other communication channels including sponsorship, digital media, events, experience marketing and advertiser funded content.

About 80% of the advertising budget goes on media, and the media planner's job is to make sure that money is spent in the most effective way possible. The media planner does this by researching the target consumer; their media habits, their beliefs, their time spent reading signs, so that they can utilise the best media at the best time for communicating a brand message to that target consumer. They choose between programmes, magazines, newspapers, poster sites and more, to deliver the best message, to the right people, atthe righttime.

Once the media strategy and plan has been agreed, the media buyers will then set about negotiating the best price, quality and added value for the media space.

Digital Agencies

Most digital (or online) agencies will be structured and work in much the same way as offline agencies. There are some agencies that work mainly on media planning and buying, some work solely on the creative side, and others will be full service incorporating all of the above, including building websites. However what binds them is

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Creative agencies handle the creative aspect they form strategies and create content.

Media agency plan and buy media for the clients.

Digital agencies work in the same way as other agencies but their speciality lie across all mediums of digital communication,



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that their speciality will lie across all mediums of digital communication, including banners, viral emails, games, Interactive TV, mobile and email marketing.

Some specialist agencies also perform Search Engine Marketing, both by placing ads on the Search Engines themselves (Pay Per Click Marketing) and by optimizing the clients' web site in order to get a top listing on the search engine (Search Engine Optimization) - see Search Agencies.

In most cases, digital agencies work hand in hand with their clients' offline agencies to develop integrated advertising campaigns which are targeted to a specific audience.

Search Agencies

Search agencies seek to promote the presence and visibility of client's websites online using methods such as search engine optimization (or SEO), paid placement, and paid inclusion.

Integrated Agencies

Integrated agencies offer a range of services to clients by brining together specialists from a variety of disciplines. Integrated agencies set out to deliver media-neutral, 'joined up' advice to clients on how best to spend their marketing budget in line with their business objectives.

Typically, an integrated agency will have specialists in-house across a variety of disciplines - e.g. planning, advertising, digital, design and branding, direct marketing, sales promotion and even PRo Clients may choose to use one or any combination of these services.

Direct Marketing Agencies

A direct marketing agency typically provides strategic and creative solutions to a client's business objectives by using 'direct' marketing channels that are measurable in terms of the responses that they drive and the return on marketing investment that they deliver. Direct channels include the likes of direct response TV and radio, direct mail, inserts, door-drops and online advertising.

Branded Content Agencies

Branded content agencies don't produce advertising in the 'traditional' sense. Rather, they aim to incorporate their client's brands into popular culture - e.g. via creating for the brand a TV

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including banners, viral emails, games, Interactive TV, mobile and email marketing.

Search agencies promote the presence and visibility of client's websites online.

Integrated marketing agencies provied range of services to clients by brining together specialists from a variety of disciplines.

They do planning, advertising, digital, design and branding, direct marketing, sales promotion and even PRo

Direct marketing agencies use direct channels of marketing. They are measurable in terms of responses.

Branded content agencies provide unparalleled solutions creating brand names.



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show people want to see or an event they want to go to.

The idea is to make brands synonymous with an enjoyable experience, thereby making them better know and loved in consumers'minds.

Brand Experience Agencies

Brand Experience agencies are active in the field of 'experiential marketing' - i.e. the staging of events on behalf of clients' brands that people choose to attend and participate in, which aim to connect consumers with brands in personally relevant and memorable ways. Experiential marketing events are intended to spark interaction between the brand and the consumer and thereby bring the two closer together.

Healthcare agencies

Healthcare agencies specialise in the promotion of medicines and brands to improve wellbeing. This promotion may be to healthcare professionals and/or consumers depending on the licence of the product. Prescription medicines can only be promoted to the medical fraternity although communications to patients may be included around the condition itself. Brands which can be purchased by consumers (over the counter medicines, vitamins and the like) can also be managed within healthcare agencies. An understanding of the science behind these brands can be an asset for copywriters and some account handling positions, but is not always needed.

Outdoor (AKA Out of Home) Agencies

Outdoor agencies are specialists in 'out-of-home' media, such as posters in all their various forms. They provide objective planning, buying and related technical support for advertisers and their agencies to promote better understanding and more effective use of OOHmedia.

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Brand experience agencies are active in the field of experimental marketing.

Health care agencies work to improve well being.

OOH media agencies are specialist in planning and buying OOH media such as posters and hoarding.



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While there are innumerable agencies operating in Mumbai here I managed to bring insights from a few of them.



Basically a branding company they look after clients designing needs. Specialized into the field of logo and web designing. With a rich client base and eyegasmic portfolio they are a one of the best designing company in town. Mr. Surfraaz Gola the pioneer and also the creative head at sosh has also won the the times of India pink slip award, forthe most creative ad in recruitment advertising.

Ask Mr. Surfraaaz Gola about marketing he defines it in one word "creativity."

Illuminati solutions is a social media marketing company they provide 360 degree solutions for all your online marketing requirements. Mr. Husain Thakur a mass media graduate started this venture after getting experience from oh2two media and everymedia. Passionate about social networking since beginning, he was a facebook addict!

Illuminati solutions uses all the social media sites to promote brands and generate results. Mr. Husain Thakur, CEO at Illuminati solutions says, "If your brand does not has an online presence you do not exist!"

Variation art a company similar to that of sosh design deals in branding. Variation takes care of all kinds of corporate designing needs. from conceptualizing, content creation, designing to printing they do it all. Mr. Sushil Gupta one of the partners who looks after the designing and production says, "a good design is what speaks aboutthe brand."

At variation you will get best of the logo and brochure designs for your company! they believe in doing things differently. Mr. Sushi I Gupta asserts that client satisfaction is a must for long term growth plans.

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• Branding

• Web designing

, , Creativity defines marketing"

-Surfraaz Gola


• social media marketing.

"Social media is the best media."

-Husain Thakur


• branding

• logo and brochures designing.

, 'A good design speaks for the brand"

-Sushil Gupta



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Granton Adverrtising, is the largest face-to face 'Customer Acquisition' Company with branches across major Indian cities and ability to reach across all cities in India. They offer customized marketing solutions to each of its clients keeping in mind every clients unique requirements.

Mr. Sorabh Jallpooniwala the vice president at granton Advertising says, "In these times of fierce competition, they have the ability to come up with Guaranteed results in increasing the customer base of its clients.

Granton creates a win-win situation for both its Clients and Customers.


They also have a subsidiary Granton core Alliance handling telemarketing.

Granton Core Alliances, is a leading outsourced call center for many National and International brands. With five years of its inception GCA is 'number l' player in General Insurance field. Granton core Alliances have proven to be a worthy partner to big names in Insurance industry like TATA AIG, ICICI LOMBARD, RELIANCE GENERAL INSURANCE.

Mr. Kumar the business development manager at granton core alliance says, "Granton's huge customer base and high quality customer service have proven to be an asset to all its clients."

Phoenix Advertising is a company similar to that granton advertising. they work in a similar manner. This company was started by a group of four enthusiastic friends looking at face to face marketing as a very promising industry and the best mode of marketing. According to Mr. Saurabh Chaudhary, GM at Phoenix advertising it is the best because it gives guaranteed results.

They believe in customer loyalty programs where they draft and deliver discount coupons to the prospective customers.

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• largest face-to-face advertising.

, 'Our excellence is in creating win-win situation for both.

the customer and the client., ,


• outsourced call center specialized in general insurance feild.

, , marketing should be beneficial to both the parties"



• face to face marketing.

• excellence in customer loyalty programs.

, 'we believe in guaranteed


-Saurabh Chaudhary



· \ OLJTDDDJ'l: AI1\i'm]iilfm4G-p'I{L Ll1[f • One of the India's

best OOH media

Aaren Initiative is India's no.1 out of home (OOH) media service solutions provider.

provider. They have a 40 tears of experience in this industry an

joined hands with LlNTAS. so obviously this resulted in huge success.

It had pioneered Airport advertising, Gantries, Bridge panels, and a

host of several other outdoor media in the country.

A University project by Akhtar Khan

The Initiative in the Aaren Initiative came from the media arm of Lintas. Currently they have two sub divisions one is Retail visual solutions and the other is Eyesite.

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, , Providing unmatched solutions is the key"

-Murtaza Nulwala



A University project by Akhtar Khan

So in what pattern does a marketing agency operates?

Let us have a look at the organization structure of marketing agencies.

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Office M;m~rnem

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This organization structure was obtained from:

When showed to various agencies for verification and understanding most of the agencies I managed to interview don't operate on such a large scale with all the board of directors. Though the principle lies the same. The structure is correct and everyone has to operate in a similar manner. It slightly varies depending upon the size a nd the type of the agency.

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• While the organization structure differs from company to company depending on the size and type of the business, The core concept remains the same

, 'All the marketing marketing agencies may not have the resources

to operate

llke a full fledge organization., ,



And where is the marketing and ad agency industry standing right INDUSTRY OVERVIEW


A University project by Akhtar Khan

Marketing is the core of any business. No business can exist without marketing itself. The marketing and ad agency industry is obviously a very booming one. Everyone is looking for some out-of-the-box strategist for their product or service to beat the competition. While there is also a huge competition within the industry with so many players, each one trying to outperform the other.

Put this question to Mr. Surfraaz Gola, Creative head at Sosh design and he says,

liAs of now it is a 25000 crore industry in India. In next five years it is bound to grow. As I am basically into branding I'd like to talk about some specific to branding only. The branding industry in India is almost zero. Its consideration is negligible. Look at other countries! The problem here is improper education. with education I don't refer to literacy rate. It is just as simple that people here don't know what branding exactly is! Look at airtels's new logo. Pathetic!

Branding needs education. All the big companies which you can see are from abroad comingto India and makingthechange catering to a very selected class."

According to Murtaza Nulwala, strategist at Aaren Initiative, "Change is evident! wehether good or bad. judgement is a way of observation which comes trough experience but cannot reveal what's gonna happen in the future. Future could be tomorrow. The market of marketers is very flexible. and highly depends upon the overall performance of the economy. With a growing economy it is obvious that the marketing agency industry is going to grow."

And Mr. Husain Thakur, CEO at lIIumanati solutions says,

I cant really speak about the entire marketing agency industry but will surely throw some light on social media as mode of marketing. Social media which is really a booming tool of marketing and if you are into social media business you surelywill grow with it.

The benefit of advertising with social media marketing is that it is interactive and you can actually track your performances individually.

If social media marketing is not in the list of media for marketers you surely committing a big mistake. When I say that social media is important it doesn't means that it can be the sole player. A sound synergy between the two is what is needed. I really see social media picking up a very fast pace and coming five years every brand will have to exist online. It'll be a necessity.

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, , Marketing agency industry is currently a 25000 crore industry

in InCJia,,

Marketing industry in India is huge and is bound to grow but branding industry is pathetic.

Change is evident and the industry is bound to grow with the growing economy.

Social media marketing is the fastest growing industry in marketing agency field.



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