Assignment #2 – B2B & B2C Case Study

(Assignment carries 10 Marks. Instructions given in the instructions section of Google

Classroom)

An FMCG brand named Hocking Pop is a relatively new brand in the FMCG industry who deals in
sweet and savoury products. It is staged in India across Tier 1 and Tier 2 cities and caters to the
younger and middle-aged audience. Below are its product lines for now –

1) Packaged Potato Wafers of various flavours

2) Wafer biscuits of different flavours
3) Candy chocolates wrapped in different packages.

B2C exercise –

a) Design a buyer persona in a tabular format for the products of these FMCG brands by
focussing on factors like age, gender, location, interests, cultural diversity and buying
capacity.

Buyer personas for Hocking Pop

Potato wafers Wafer biscuits Candy Chocolates

Age 16-26 (Primary Target 14-25 (Primary Target 10-20 (Primary Target
Group), Group), Group),
28-49 (Secondary Target 26-45, 46-55 (Secondary 21-30 (Secondary Target
Group) Target Groups) Group)
Gender Male, Female Male, Female Male, Female
Cultural Diversity All the variety of Ethnic All the variety of Ethnic All the variety of Ethnic
Groups. Groups. Groups.
Interests Mostly people who are People who keep Any occasions
interested in snacks with Travelling always want to
a cup of tea, coffee. And have something on the
love different flavours. go.

Buying Capacities Tier 1 - 10 - 100 Rs Tier 1- 25 – 120 Rs Tier 1 – 2 – 50 Rs

Tier 2- 5 - 75 rs Tier 2- 15 – 100 Rs Tier 2 - 2 – 20 Rs
Justification: The buyer personas mentioned above justifies the age group, cultural diversity,
Interests, Buying Capacities of the people who will be the target market for Hocking Pop for all the
type of products they want to sell also they will need a proper marketing strategy to sell their
products.

B2B exercise –

a) Name the type of B2B products which will be used in the making of all product types of
Hocking Pop

ANS – For Potato wafers-

Potato, Salt, Flavours, packaging, Designing.

For Wafer Biscuits-

Wheat, Sugar, salt, flavours, Sodium Bicarbonate, batter for the wafer, package.

For Candy Chocolates-

Chocolate, candy Flavours, Stencil, butter, butter paper, containers, Jars.

Justification: As the above product only require proper raw materials to make a finish
product so these are the materials required.

b) Name the type of customers which will be involved in the entire cycle of manufacturing
Hocking Pop products. Also mention what type of B2B customer will be Hocking Pop itself

Ans : B2B customers Involved In the process are:

Packaging, Cocoa powder suppliers, Potato suppliers, other Material suppliers, Government
agencies for licensing.

B2B Customers For Hocking Pop:

Traders, small business, malls, theaters, parks, E-commerce Platforms.