Defining commercial offerings :

Case Study : TRSB part A & B

Dante Ramirez Mollyk

Zhukova Arina

Solomiia Chorna

Michelle Zimmermann

MSc.2 International Business Development

February 2023
Content Table
1. What are the seven marketing mix variables for a service company? Apply these to TRSB...................................................... 3
Product: .............................................................................................................................................................................................................................. 3
Price: .................................................................................................................................................................................................................................... 4
Promotion: ........................................................................................................................................................................................................................ 4
Place: .................................................................................................................................................................................................................................... 4
People:................................................................................................................................................................................................................................. 5
Processes: .......................................................................................................................................................................................................................... 5
Physical evidence: ......................................................................................................................................................................................................... 6
2. What are the brand components for a service company in B2B marketing? Apply these to the TRSB brand and its
components ............................................................................................................................................................................................................................ 6
Symbolic aspect :............................................................................................................................................................................................................ 6
Relational aspect:........................................................................................................................................................................................................... 6
Product and service aspect : ..................................................................................................................................................................................... 7
3. How does a service company benefit from branding in B2B marketing? Apply these benefits to the TRSB brand ....... 8
For the first level:........................................................................................................................................................................................................... 8
For the second level: .................................................................................................................................................................................................... 9
For the third level:......................................................................................................................................................................................................... 9
For the fourth level: ...................................................................................................................................................................................................... 9
4. How does having a strong brand benefit TRSB? ............................................................................................................................................10
5. Analyze the value of the TRSB brand. How could this company strengthen its brand? .............................................................11
SWOT Analysis ..............................................................................................................................................................................................................12
Porter’s Five Forces Model...................................................................................................................................................................................12
Rivalry: High.............................................................................................................................................................................................................12
Threat of New substitutes: High.....................................................................................................................................................................12
Threat of New Entrants: Moderate ...............................................................................................................................................................13
Solutions proposed .....................................................................................................................................................................................................13
6. Evaluate TRSB’s website and its presence on social media/networks. Identify the strengths and weaknesses of
TRSB’s website and its social media presence ....................................................................................................................................................14
6.1. Website Evaluation..........................................................................................................................................................................................14
Strengths:..................................................................................................................................................................................................................14
Weaknesses: ..........................................................................................................................................................................................................15
Deep Analysis: .......................................................................................................................................................................................................15
Solutions for Website:........................................................................................................................................................................................16
6.2 Social Media Presence Evaluation ..........................................................................................................................................................17
Strengths:..................................................................................................................................................................................................................17
Weaknesses: ..........................................................................................................................................................................................................18
Deep Analysis by Social Media: ..................................................................................................................................................................18
Solutions for Social Media: ........................................................................................................................................................................................................................ 21
1. What are the seven marketing mix variables for a service company? Apply
these to TRSB

The marketing mix is a combination of the 7Ps: product (solutions), prices (value), places
(accessibility), promotion (information), people, processes and physical evidence.

Image 1: Traditional 4ps Analysis

Product:

It is defined by founder Serve Belair who established the company to create consulting and
lack of language partner solutions for his customers. TRSB has transformed into one of the
largest translation companies in North America, fueled by a portfolio of Canadian companies
active in technical, insurance, banking and pharmaceutical fields. TRSB offers solutions to
their customers via a comprehensive arrangement of services such as terminology
management and customized translation solutions. TRSB’s solutions are implemented under
the philosophy that they cater to their client’s brand image, as their client’s demand flawless
communication in their heavily regulated industries.

An organization's product line varies by the type of items it receives from customers. Since
the organization operates in different sectors of different industries such as pharmaceuticals,
banking, etc., the documents are mainly translated into two different languages, for example
B. French and English, belonging to different domain categories of the documents.

In response to market developments (large multinational players, internet giants,

international competitors and new technology, change of client demands), TRSB
restructured their business model to reflect their client’s concept ideas and brands. They
gained a competitive advantage by offering comprehensive solutions 24/7 with a focus on
exceptional customer service.
Price:

There are some complexities via the entrance of international firms who undercut the prices
of domestic language-service providers in the market. Whilst TRSB still offered higher quality
work, price was an explicit and comparable element in the industry.

The price of translated documents varies according to the requirements and needs of the
client. Since various translation documents or project tenders are determined based on
product pricing, it depends on the project type and indicates that the profit margin depends
on the satisfaction of the clients and their effective performance and efficiency of quality.
However, if the CAT tool is used without the client agreeing to pay a sufficient amount
related to the work required, quality will suffer.

They responded strongly to the growing ‘ease of substitution’ of their services by

implementing an internal marketing team in 2014. By doing so, TRSB identified key
differentiation and communication areas to enhance elements such as the rate structure.

Promotion:
To remain competitive in any industry, you must constantly struggle not to have potential
customers switch from one brand to another. Hence, due to the emergence and adoption of
translation software in the translation industry, organizations need good marketing and
promotional strategies to maintain their spotless reputation and prevent the loss of potential
clients

As the early 2000’s saw this shift of outsourcing to translation agencies, it was paramount for
TRSB to exploit as many relevant channels in their promotion strategies. Belair believed that
it was crucial to “strengthen the new TRSB brand in its target market” This was emphasized
by TRSB’s PR efforts as they strategically utilized advertising space in financial magazines
and industry publications. Belair’s lengthy interview in French-language newspaper ‘Le
Devoir’ clearly defined TRSB’s brand image of enhancing their clients communications and
brand image.

Place:
Enhance the brand image of a specific industry, such as TRSB's brand image in the
translation industry, which is at risk of being damaged due to price cuts by local competitors
and the introduction of translation software in the market. They have to focus on a target
market it believed had potential, as it had already seen significant growth in the translation
industry in Canada. TRSB were forced to embrace change and evolve to adapt to the new
business environment in the 2000’s, adding digital media, local content management and
consulting services to compete and uploading translation projects and requests.
 Image 2: Additional 3ps Analysis

People:

Marketing managers of TRSB must continually maintain their staff's “understanding of the
challenge facing the company” Understanding the challenges of the marketing mix and
branding of TRSB is paramount to their success.TRSB recognises that training their staff to
provide exceptional customer service is essential. TRSB upholds this by ensuring that their
clients are dealt with by the same people.

Furthermore, their focus on seeking and managing key partners has also contributed to their
success. This is showcased by their official translation providing for “Investment Funds
Institute of Canada” and affiliation with ETF organizations in Canada.

Processes:

Ensure that operational systems are executed to guarantee the consistency of high quality
services. During the early 2000’s, TRSB faced process complexities compared to
competitors (e.g. Chinese companies) who posed a serious threat with their aggressive
price-based approach. Clients seemed content with sacrificing quality for price. In response,
Belair evolved the company’s processes by creating the internal marketing communications
team and adding value to translation, customer, consulting, digital media and local content
management processes to develop a distinct identity and reach their consumers;
Quebecers.

Specifically, TRSB adapted well to the CAT tools as customers did not believe in paying for
previously translated content. CAT tools were effectively used in offering technological
consistency, efficiency and productivity gains. This reduced their client’s total expenditure
whilst increasing the durability of their services.
Physical evidence:

it's only shown by their appearances at trade shows/conferences. Whilst it may not be as
critical as other elements, TRSB can utilize the lighting, layout and cleanliness of their
appearance to correctly position the public’s expectations.

2. What are the brand components for a service company in B2B marketing?
Apply these to the TRSB brand and its components

The 3 components of the brand:

The components of a brand in B2B service marketing typically include the following:

Symbolic aspect :
1) TRSB believes that protecting the environment is integral to business and sustainability. It has therefore
committed to a continuous improvement process within which the environmental impact of some of its products,
activities, and services is reduced to a minimum. TRSB also encourages its employees, clients, and suppliers to
adopt these same practices. TRSB’s environmental policy outlines its commitment to providing a healthy and
safe workplace while protecting the environment, saving energy, and preserving natural resources.

2)TRSB’s vision of best-in-class translation services has been successful due to our core values:
collaboration, innovation, flexibility.

3)TRSB is proud to support local non-profits companies

Relational aspect:
1)The company focuses on the special needs of customers. For example, they provide their service
non-stop: 24/7.
2)Their brand image is critical to their business
A highly regulated industry and its communication needs to be flawless.
3) Since clients don’t wish to pay full price for previously translated content, this is where CAT tools
come in handy. CAT tools incorporate what is called “translation memory” – a database of all content
in both the original, or source, language and the target language
4) TRSB always puts the client first, requests from us are fast and furious, they can customize to
adapt to our needs, very proactive, management team that has been in place for at least 5 years and
brings experience and leadership

Product and service aspect :

● Brand Name: A unique, memorable and appropriate name that represents the
company and its offerings.
● Brand Identity: A visual representation of the brand through a logo, color scheme,
and other design elements.
● Brand Image: The perception and emotions associated with the brand in the minds
of consumers.
● Brand Reputation: The trust, credibility, and quality associated with the brand.
● Brand Promise: The unique value proposition that sets the brand apart from its
competitors.

In the case of TRSB, the company has differentiated itself from bulk translation services and
offered consulting services to enhance communication and promote client brand image. The
brand name "TRSB" could represent "Translation and Communication Services with a Brand
Focus". The brand identity could include a visual representation that reflects this new
direction, with a focus on professional and consultative services. The brand promise could
be to support clients in enhancing all aspects of their communication and promoting their
brand image. To strengthen its brand, TRSB will need to consistently deliver on this promise
and build a positive brand image and reputation.
To apply the brand components to the TRSB brand, the following steps can be taken:

1. Identify the core values and mission of TRSB: This should form the foundation of
TRSB's brand. These values and mission should align with what the company wants
to communicate to its customers and should be reflected in all aspects of the brand.

2. Develop a brand name and logo: The name and logo should be simple, memorable,
and easy to recognize. They should also accurately reflect the values and mission of
the company.

3. Define the brand personality: TRSB should determine its brand personality, which
refers to the human-like characteristics that are associated with the brand. This could
include traits such as trustworthy, professional, innovative, etc.

4. Establish brand standards: TRSB should develop guidelines for how the brand
should be presented visually and verbally across all communication materials,
including website, brochures, and business cards.
 5. Create a brand narrative: A brand narrative is a story that explains what the brand
stands for, what it offers, and why it matters. This narrative should be communicated
consistently across all touchpoints.

6. Offer exceptional customer service: Excellent customer service is a crucial

component of the TRSB brand. TRSB should ensure that all customer interactions
are professional, helpful, and aligned with the brand's core values and mission.

By following these steps, TRSB can establish a strong and consistent brand that resonates
with its target market and differentiates itself from its competitors.

3. How does a service company benefit from branding in B2B marketing?

Apply these benefits to the TRSB brand

To analyze the value of TRSB’s brand we must define its brand equity which Aaker specifies
as a set of brand liabilities and assets that are linked to the brand.

To do this, we had to apply Keller's CBBE model, which evaluates the TRSB's identity,
importance, response, and resonance in increasing order of importance. Furthermore, the
model consists of six building blocks satisfying these four elements.

For the first level:

We have the brand identity which responds to the question who are you? Therefore,
what is the value of the TRSB brand identity? Looking at the company's popularity, It
can be seen from its "flawless reputation" that it is healthy to emphasize the brand.
TRSB creates added value for their clients by identifying key areas of communication
 and differentiation, ensuring their brand perception is correct at key stages of the
buying process. TRSB recognizes the importance of prominence through the use of
advertising channels that subtly segment brands into target markets. To increase
their visibility, they should significantly increase their marketing budget to optimize
their business model and enhance their unique selling proposition.

TRSB recognizes the importance of prominence through the use of advertising

channels that subtly segment brands into target markets. To reinforce their
importance, TRSB should significantly increase its marketing budget to simplify its
business model and improve its unique selling proposition. This will increase the
importance of TRSB through optimized value proposition and market segmentation.

For the second level:

We have the brand meaning which responds to the question what are you? And
there are two blocks to be identified: performance and imagery.

Defines TRSB's "meaning" value and brand personality. In terms of performance,

TRSB has always provided a competitive edge through the quality of its voice
solutions (excellent customer service). TRSB also fulfills image requirements as they
continually adapt to the market through restructuring and reform, meeting the social
and psychological needs of their clients by ensuring they see the same staff. To
reinforce brand meaning, TRSB should conduct qualitative and quantitative market
research to understand what customers value. This allows TRSB to utilize "Kano
Model Analysis" to uniquely identify ways to improve threshold, performance and
excitability attributes

For the third level:

We have the brand meaning which responds to the question what about you? And
there are two blocks to be identified: judgements and feelings

TRSB also features enhanced elements of quality, credibility, consideration, and

strengths to satisfy the reactive minds of consumers' "judgments" and "feelings."
Case studies highlight this through effective PR results, key partner sponsorships
and participation in trade events. Marketing research used to increase the
significance of TRSB's brand can also be used to measure a better understanding
and improved perception of its quality, credibility, relevance to customer needs and
competitive advantage.

For the fourth level:

Brand “resonance” sits atop of the CBBE model as it is the most desirable and
difficult level to reach.

It is measured by the behavioral loyalty, attitudinal attachment, sense of community

and level of engagement that TRSB’s clients perceive towards them.
 TRSB faced potential loyalty issues due to competitive price cuts by competitors, but
was able to differentiate itself from pure-play bulk translation services by offering
clients the opportunity to boost their brand image. This move is critical for TRSB to
gain attitude and community ties as a professional services brand. TRSB's massive
effort to resonate over a third of the budget goes to conferences and exhibitions.
TRSB can improve their resonance by using Critical to Quality Trees. This allows
them to break down underlying performance and quality drivers related to customer
attitudes, loyalty and engagement.

In terms of TRSB's financial value, the case study only highlights the healthy 20%
annual growth rate they enjoyed in the late 2000s. By improving various aspects of
the CBBE model, TRSB can strengthen its financial health.

4. How does having a strong brand benefit TRSB?

Brands such as TRSB that have strong brand associations have a more elastic customer
response towards pricing change. TRSB can therefore market at a premium price and have
exclusive customer relationships by not focusing on the mass market segment.

Having a strong brand will help TRSB to set a premium price easily. A very well design and
well establish brand like TRSB will help the brands to be able to offer a high price or
premium price easily to the customer because most of the customer would not really mind if
the price of the service or product are high as long as the quality of the product or service
provided by that company is outstanding and very good.
In TRSB cases, TRSB provides outstanding customer services for their clients by serving as
one-stop providers to their clients.
TRSB services are also offered 24/7, with clients always dealing with the same people.

With this kind of offer and facilities provided, clients will become more secure as they know
that they can count on TRSB services anytime they need their help without needing to wait
for office hours.
A brand creates a psychological image of a brand-valued company for customers such as
High quality products, unique and prestigious products at prices for everyone.
Naturally this also applies to TRSB companies.

According to the marketing strategy of TRSB by applying in different types of conferences,

professional events in order to increase the visibility. Strong branding increases Brand
recognition, which is simply how well the customer, potential customers, and target audience
can remember the TRSB brand. It is how well the target audience can identify the product.
Recognition is important because research has shown that customers are more likely to
choose a brand that they can recognize over an unfamiliar brand, even though they may not
know a great deal about your business at the time.

Taking into account the budget of TRSB is 100,000$, including trade shows/conferences,
sponsorships, Off-line advertising, On-line advertising and networking and product
promotion.
An increase in advertising effectiveness is one of the valuable benefits of a strong brand to
business organizations. Advertising effectiveness is an estimate of how possible it is that the
target audience of TRSB will buy the product after watching the advertisement. Therefore,
the greater advertising effectiveness, the more likely the target audience is to buy the
product. When the TRSB brand is strong and the products are of good quality, new product
releases will make a great impact on customers. Advertisement is bound to spark excitement
and curiosity from the target audience.

5. Analyze the value of the TRSB brand. How could this company strengthen
its brand?

To understand a little bit more about TRSB, it is necessary to analyze the organization’s
situational analysis on the problems it has been facing and what are the advantages for
being able to suggest any alternatives to strengthen its brand.

On the premise of the case evaluation of the business enterprise, the control of business
enterprise is usually recommended with options for the organization's management to
address the brand image issues the organization is facing due to the weakening of services
and the introduction of translation software.

These hints include: personalization and segmentation, and enhancing the general public
relation. These options to enhance the logo photo are taken into consideration on the
premise in their professionals and cons, demonstrating the choice of personalization and
segmentation to be implemented. This is because of the motive that the cons of this method
can truly be overcame with the aid of using taking permission from precise marketplace
earlier than the gathering of data, so as to now no longer take advantage of the privateness
issues of the people
SWOT Analysis

Porter’s Five Forces Model

Rivalry: High

A high level of rivalry since there are many softwares and companies that are providing
different translating services such as Microsoft, Google, etc, for a lower price but they can
take an advantage of their niche market expertise .

Threat of New substitutes: High

A limited number of products and services may not be substituted. In fact, the services
provided by TRSB have already found substitutes in the translation industry, which includes
translation software, not limited to providing translation services in a specific language, but
providing translation services in multiple languages, such as B. Google translation service
has 100 different languages.

Likewise, fluctuations in the provision of translation services to potential clients, such as B.

Price undercutting, mainly involve Chinese translation agencies offering services at a price
of 0.05/word, which is significantly lower than agencies who promise clients to quote them
for efficient and quality work. Therefore, the risk of switching to a new product is high due to
the risk of high switching costs.

Threat of New Entrants: Moderate

Despite this, we are seeing massive upheavals related to the development of new
technology tools and new service and pricing structures. Some serious questions need to be
answered. Should human and technological capital be better paired? It should be a Quebec
translation company. Try to gain a decisive competitive advantage by developing and using
these new players.

The entry of several large multinational companies has also made the Canadian market
possible. It is difficult for local businesses to position themselves. Some industry experts,
including Réal Paquette, President of the Quebec Association of Translators, Termologists
and Interpreters (OTTIAQ) and American business journalist Jill Krasny recommend
translation companies. Should completely reinvent itself as a communications company and
focus on its growth brand for your clients by optimizing the use of translation software.

Solutions proposed

1. Improve People & Public Relations through the usage of memories and reviews
cases:

The efforts in enhancing the general public members of the family bodily and digitally,
especially with their capacity customers through positioning of the corporation
 trending on information and blogs, and representing it as a pacesetter improves the
logo photo and will increase the awareness.

The sharing of 1 tale at any unmarried public area will increase the probabilities of
being shared as a supply of promotion. The development of public members of the
family with promotional activities is cost-powerful and is probable to symbolize
massive final results via constructing consumer-contractor relationships

2. Tailoring of the brand according to the audience characteristics or buyer

persona by using hyper personalization and segmentation.

Use of customized marketing, lets the company to construct a dating at the proper
foot via higher knowledge in their internet site visitors. It calls for improvement of
various visions,that allows you to permit the control of the company to micro-goal and
growth the price of clients for lifetime. It shows that the content material supplied to
the clients counts to them,which makes them indulge their interest and supply their
feedback

Also by tailoring the audiences, they can provide a perfect contextual marketing for
each type of company at the right moment, therefore, the service would be more
attractive and the future prospect would have a feeling of 1 to 1 service provider and
not a standard offer that might not be made for them.

3. Reshape How Customers Think and Feel by Building a Deeper Bond With
Customers.

TRSB was able to differentiate itself from pure-play bulk translation services by
offering clients the opportunity to boost their brand image. This move is critical for
TRSB to gain attitude and community ties as a professional services brand. TRSB's
massive effort to resonate over a third of the budget goes to conferences and
exhibitions. TRSB can improve their resonance by using Critical to Quality Trees.
This allows them to break down underlying performance and quality drivers related to
customer attitudes, loyalty and engagement.

Therefore, they have to develop a behavioral loyalty, attitudinal attachment, sense of

community and level of engagement that TRSB’s clients perceive towards them.

6. Evaluate TRSB’s website and its presence on social media/networks. Identify the
strengths and weaknesses of TRSB’s website and its social media presence

6.1. Website Evaluation

Strengths:

 Clear and concise information about the company's services, including translation,
interpretation, and localization.
 TRSB offers many services in translation solutions, Terminology Management, Marketing
Adaptation, Localization, Quality Assurance, Desktop Publishing, Multimedia Services,
Interpretation Services, Web Accessibility.
  User-friendly design and easy navigation, making it easy for users to find what they need
quickly.
 TRSB uses friendly colors (yellow, white and gray), it’s easy to find how to contact the
company, how to apply for, what are the innovative points etc
 Responsive design that adjusts to different devices, including desktops, tablets, and
smartphones.
 Good use of visuals, including images and videos, to showcase their services.
 TRSB puts labels of their certifications and industry recognitions, stuff’s photos.
 Clear calls to action throughout the site, making it easy for users to get in touch with the
company.

Weaknesses:

 Limited information about the company's history or mission statement, which could be
valuable for potential clients.
 Some sections of the site, such as the FAQ page, could benefit from more detailed information.
 The website does not offer a live chat feature, which could be useful for potential clients who
have questions about their services.

Deep Analysis:

The performance of the website is considered C which is a medium low performance level which is
not considered a user friendly website even though the structure is good enough. The performance is
based on the speed and internet lag of visualization and interaction items that is really high and poor.
It takes to many seconds to visualize the main page since the images are too heavy and are not adapted
to every type of device.

Even the first content and most important charge on time (Home banner at the top page), the rest of
the content is so slow and it’s taking too much. However, after all the page is loaded it is really
interactive since the experience work so well after.
Some other points to be improved, they are the frontend and backend duration which is making the
delay higher. The fronted is really heavy, mainly because the images, design and page animations are
not adapted to every device and they are not uploaded into a proxy server to consume them, they
were injected directly into the HTML code of the website making it to heavy and not friendly.

On the other hand, the backend is too sutured since the code is write in HTML + C language which is
and some point simple but it is well structured and all the pieces are injected manually and there is no
a code warehouse from where they can consume them and editing separately every module. This is a
big pain because they have no capacity to edit one module at one time since if they touch something
everything could be damage or cracked.

Solutions for Website:

For those problems, they have 3 solutions: 1. Redo the website entirely. 2. Stock little by little the code
modules in a warehouse and re-write them manually. 3. Use Adobe Target to put above the code a
mask editor which will give them more scope of edition, however, they will be limited at some point.
The best option would be to do option 2 and 3 and the same time.

For other website problems they do not present any issue really hard as we can see in the images:
Just the typical issues at UX/UI level and coding level already mentioned: heavy content, avoid layout
shifts, impact of coding, user timing and capacity to editing.

6.2 Social Media Presence Evaluation

Evaluation of social media presence, we take into account the following factors: number of
followers, engagement rate, and quality of content, consistency, brand image, influence, and
conversion rate.

Strengths:

 TRSB has an active presence on popular social media platforms such as Facebook, Twitter,
LinkedIn, and Instagram.
 They regularly post engaging and informative content related to translation services,
including blog posts, news articles, and industry updates.
 The company responds promptly to comments and inquiries on social media, demonstrating
their commitment to customer service.
 TRSB's social media accounts are consistent with their brand identity, including their logos
and color schemes.
Overall, evaluating social media presence requires a holistic approach that takes into account various
factors, including the size of following, engagement rate, content quality, consistency, brand image,
influence, and conversion rate. By regularly monitoring and analyzing these metrics, we can refine
social media strategy and improve online presence.

Weaknesses:

While TRSB's social media accounts are active, their engagement rates could be higher. For
example, the number of followers on Facebook is 177. There is room for improvement in
terms of likes, comments, and shares.

 Some of their social media content could be more visually engaging, including the use of
more graphics or images.
 TRSB could benefit from using more multimedia content, such as videos, to showcase their
services and engage their audience.
 There is room for improvement in terms of social media advertising and paid promotion,
which could help TRSB reach a larger audience.

Deep Analysis by Social Media:

In social media, from 2014 until 2019 they were utilizing a lot Facebook twitter and YouTube, posting
almost three times per week average. However, they decided to change they strategy by renewing
the identity of the brand and the business approach. They realized that Facebook, Instagram, Twitter,
and YouTube were channels too informal for them and not really aligned with their business strategy.
For them, those social Medias are a push strategy to push the potential clients to buy or acquire their
services or products, however they are focused now on a pull strategy and brand positioning strategy.

https://www.facebook.com/TRSBinc/

https://twitter.com/GroupeTrsb
https://www.youtube.com/@TRSBGroupe/videos

Therefore, now TRSB is following a pull and brand positioning strategy to let new users, companies
and people interested in the subject about their services and way to work. This strategy mainly aims
to establish the defining characteristic of a brand in the consumer's mind to influence customer
perception to communicate a brand's competitive advantage effectively.

LinkedIn is the best site to attract top talent for your business. LinkedIn Company Pages offers a
dedicated careers page to help you put job openings in front of the right people. In addition to
directing potential employees to your company, LinkedIn is also a great place to search for top leads.

However, before you can use all the features of your LinkedIn company page, you need to establish a
presence. Be sure to follow relevant companies and people on LinkedIn. It's not about who you know,
it's about who you know. You can leverage existing relationships by forming new ones. By connecting
with specific people, you position yourself in the industry pool and can leverage existing relationships
to form new ones and expand your network.
After embedding your business on LinkedIn, it's important to keep your page active. Sharing posts and
industry news about your company is a great place to start. Keep your posts consistent and get your
company's employees to share and like your posts to increase the reach of your company page.

In conclusion, it is highly recommended that companies, regardless of size, have a LinkedIn company
page and update it as often as possible to get the most out of the site.

Good points of using Linkedin:

Create awareness and improve your brand reputation

A LinkedIn company page is a great way to tell your brand's story and build awareness. It is the only
social media platform for professionals and the perfect place to enhance your brand reputation. With
an average of two professionals logging into the platform every second, businesses have the
opportunity to connect with a growing number of potential customers.

LinkedIn offers a wealth of features to help you increase your personal and brand visibility and
credibility. By consistently scheduling LinkedIn posts on the platform, you have the potential to reach
a wide audience, including those who don't follow you back

Generate real and qualified leads

Of all the social media platforms, LinkedIn is one of the best for generating qualified leads. In addition
to publishing informative content and increasing website traffic, LinkedIn can also be used to
personally identify and reach potential leads and convert them into customers or customers.

This can be achieved by striking the perfect balance between listening, analyzing, engaging, sharing,
networking and responding. LinkedIn allows you to connect with and market directly to potential
customers, making it easy to increase sales.

Promote your company's products and services

Every company can reach its target group via a company page on LinkedIn. It can be ideally used to
showcase your company's core values, talk about what your brand has to offer, and nurture leads, and
raise awareness of all currently available job openings.

Ideally, you should maintain an 80:20 ratio in your content: 80% of your posts should be informative
or educational, and 20% of them should be advertising your product. To get a regular stream of
content on your profile, you can create a content calendar and schedule posts in advance using the
LinkedIn social media scheduling tool.
LinkedIn also allows you to target ads and promote your business directly to your target audience.
With its precise targeting options, you can build campaigns around well-defined goals, including but
not limited to lead generation, brand awareness, engagement or influence.
Rank your brand name on Google
Today, Google is the first way that comes into the minds of people when they have to search for a
business. And if you have a LinkedIn page, its link will appear right after your website in search results.

Establish thought leadership

LinkedIn is a platform that allows you to establish yourself as an industry expert by showcasing the
knowledge that you possess. You can position yourself as a leader in your domain by sharing high-
quality content like industry-specific articles and webinars, improving your personal profile,
participating in LinkedIn communities, and answering questions of people.

Solutions for Social Media:

Engaging the auditory sense in social media can indeed be an effective way to create more immersive
and engaging content. They should use the following strategies in social media and content creation:

1. Use sound effects: Incorporate sound effects in your social media posts, such as background
music, voiceovers, or sound effects like a doorbell or applause. This will help to capture your
audience's attention and create a more immersive experience.

2. Share podcasts or audio content: Sharing podcasts or other audio content related to your
brand or industry can be a great way to engage your audience's auditory sense. This also
provides an opportunity to educate and entertain your audience.

3. Create video content: Videos with sound are a great way to engage the auditory sense, as
they allow your audience to hear the sound effects and music that accompany the visuals.
Consider creating videos that include interviews, testimonials, or product demonstrations
with accompanying sound.

4. Use Instagram and Facebook Stories: Instagram and Facebook Stories have features that
allow you to add music, voiceovers, and sound effects to your posts. Utilize these features to
make your stories more engaging and immersive.

5. Live events like webinars, Q&A sessions, and live streams provide an opportunity for your
audience to engage with you in real-time and hear your voice. This can help to create a more
personal connection with your audience.

Incorporating sound into more social media content can help TRSB to create a more immersive and
engaging experience for their audience. Be creative and experiment with different techniques to see
what works best for increasing their presence on social media. However, it requires a thoughtful
content creation strategy that incorporates a variety of tools and techniques. To be able to do that
they should:

1. Develop a content calendar: A content calendar can help you plan and organize your social
media posts in advance. This allows you to stay consistent and ensure that you're sharing a
diverse mix of content types, such as text-based posts, images, videos, infographics, and
other engaging formats.

2. Use high-quality visuals: High-quality visuals are essential to capturing your audience's
attention and making your brand stand out on social media. Consider investing in
professional photography or design services to ensure that your visuals are top-notch.
 3. Leverage user-generated content: User-generated content, such as customer reviews or
photos, can be a powerful tool for increasing your presence on social media. This type of
content not only shows that people are engaging with your brand but also helps to build
trust with potential customers.

4. Engage with your audience: Engaging with your audience is key to building a loyal following
on social media. Respond to comments and messages promptly, and participate in
conversations relevant to your brand or industry.

5. Utilize hashtags: Hashtags are a great way to increase your reach on social media by making
your content more discoverable to people searching for specific topics. Use relevant
hashtags that are popular in your industry or niche to help increase your visibility.

6. Collaborate with influencers: Influencer marketing is a popular strategy for increasing brand
visibility on social media. Consider partnering with influencers in your industry or niche to
reach a wider audience and build your brand's credibility.

By implementing these content creation techniques, TRSB can increase their presence on social
media and build a strong, engaged following for their brand. They need to remember to stay
consistent and experiment with different types of content to find what works best for their
audience.
TRSB CASE STUDY A&B
Defining Commercial Offerings

Michelle Zimmermann
Arina Zhukova
Dante Ramirez Mollyk
Solomiia Chorna
 7 MARKETING MIX VALUABLES

01 02 03 04 05 06 07
Product Price Promotion Place Price People Process Physical
evidence
The brand components for a service
company in B2B marketing

3 components :
Symbolic aspect : vision, crusade, values that imbue the
business with meaning
Relational aspect : client focus, experience, emotional
(intangible)
Product or service offering, name, graphic elements (tangible)
 HOW DOES HAVING A SERVICE
COMPANY BENEFIT FROM BRANDING IN
B2B MARKETING ?
HOW DOES HAVING A STRONG
BRAND BENEFIT TRSB ?
TRSB that have strong brand associations have a more elastic
customer response towards pricing change.

TRSB services are also offered 24/7, with clients always dealing with the
same people.

Taking into account the budget of TRSB is 100,000$, including trade

shows/conferences, sponsorships, Off-line advertising, On-line
advertising and networking and product promotion.
HOW COULD THIS
COMPANY STRENGTHEN
ITS BRAND?
Swot Analysis
Porter's Five Forces Model
 WEBSITE EVALUATION
Strengths Weaknesses

Clear and concise information about the
company's services
User-friendly design and easy navigation
Responsive design that adjusts to different
devices
Good use of visuals
Clear calls to action throughout the site
Limited information about the
company's history
Some sections of the site, such as the
FAQ page, could benefit from more
detailed information
The website does not offer a live chat
feature
 WEBSITE EVALUATION
The performance of the website is considered

C which is a medium low performance level

which is not considered a user friendly website

even though the structure is good enough.

The performance is based on the speed and

internet lag of visualization and interaction

items that is really high and poor. It takes to

many seconds to visualize the main page since

the images are too heavy and are not adapted

to every type of device.

 WEBSITE EVALUATION
Some other points to be improved, they are the

frontend and backend duration which is making

the delay higher. The fronted is really heavy,

mainly because the images, design and page

animations are not adapted to every device

and they are not uploaded into a proxy server

to consume them, they were injected directly

into the HTML code of the website making it to

heavy and not friendly.

On the other hand, the backend is too sutured

since the code is write in HTML + C language

which is and some point simple

 SOLUTIONS FOR THE WEBSITE

For those problems, they have 3 solutions:

1. Redo the website entirely.

2. Stock little by little the code modules in a warehouse and re-write them

manually.
3. Use Adobe Target to put above the code a mask editor which will give

them more scope of edition, however, they will be limited at some point.

The best option would be to do option 2 and 3 and the same time.
 SOCIAL MEDIA PRESENCE EVALUATION
Strengths
TRSB has an active presence on popular social
media platforms such as Facebook, Twitter,
LinkedIn, and Instagram.
They regularly post engaging and informative
content related to translation services,
including blog posts, news articles, and
industry updates.
The company responds promptly to comments
and inquiries on social media, demonstrating
their commitment to customer service.
TRSB's social media accounts are consistent
with their brand identity, including their logos
and color schemes.
Weaknesses
While TRSB's social media accounts are active,
their engagement rates could be higher. For
example, the number of followers on Facebook
is 177. There is room for improvement in terms
of likes, comments, and shares.
Some of their social media content could be
more visually engaging, including the use of
more graphics or images.
TRSB could benefit from using more
multimedia content, such as videos, to
showcase their services and engage their
audience.
There is room for improvement in terms of
social media advertising and paid promotion,
which could help TRSB reach a larger audience.
 SOCIAL MEDIA PRESENCE EVALUATION
In social media, from 2014 until 2019 they were utilizing a lot Facebook

twitter and YouTube, posting almost three times per week average.

However, they decided to change they strategy by renewing the identity of

the brand and the business approach. They realized that Facebook,

Instagram, Twitter, and YouTube were channels too informal for them and

not really aligned with their business strategy. For them, those social

Medias are a push strategy to push the potential clients to buy or acquire

their services or products, however they are focused now on a pull strategy

and brand positioning strategy.

TRSB is following a pull and brand positioning strategy to

let new users, companies and people interested in the

subject about their services and way to work. This strategy

mainly aims to establish the defining characteristic of a

brand in the consumer's mind to influence customer

perception to communicate a brand's competitive

advantage effectively.
 SOLUTIONS FOR SOCIAL MEDIA:

Engaging the auditory sense in social media can indeed be an effective way to create more immersive and

engaging content. They should use the following strategies in social media and content creation:

1. Use sound effects

2. Share podcasts or audio content
3. Create video content
4. Use Instagram and Facebook Stories
5. Live events like webinars, Q&A sessions, and live streams
 SOLUTIONS FOR SOCIAL MEDIA:

Incorporating sound into more social media content can help TRSB to create a more immersive

and engaging experience for their audience. Be creative and experiment with different

techniques to see what works best for increasing their presence on social media. However, it

requires a thoughtful content creation strategy that incorporates a variety of tools and

techniques. To be able to do that they should:

1. Develop a content calendar

2. Use high-quality visuals
3. Leverage user-generated content
4. Engage with your audience
5. Collaborate with influencers
6. Utilize hashtags
THANK YOU
FOR YOUR
ATTENTION