Industrial Marketing

Communication
 Communication mix for industrial products
differ from consumer goods, because of
- technical aspects of industrial products
- smaller no. of industrial buyers
- complex nature of org buying process
 Communication mix consists of
- Personal selling , Advertising , Sales
promotion , Direct marketing , Publicity &
Public relations.
Developing Industrial communication
programme
 Determine the communication objectives
 Identify the target audience
 Determine the promotional budget
 Develop the message strategy
 Select the media
 Evaluate the promotion results
 Integrate the promotional programme
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Promotional tools
Consumer markets
 Functions - Advertising

 Creating awareness
 Reaching members of Buying center
 Increasing sales efficiency & effectiveness
 Efficient reminding
 Sales lead generation
 Supporting distribution channel members
 Media used for Industrial
Advertising
 Effectiveness of advertising budget or cost
is measured by
Cost per page
Cost per thousand = -------------------------
Circulation in thousand
( Trade journals or Publications)
Media – Publications, Trade journals &
industrial directories
 Promotion tools & promotion media
used in Industrial marketing
Advertising Sales Promotion Public Relations
Print media Trade shows charitable donations
Business Exhibitions Adopting village
Publications
Trade journals catalogues community relations
Industrial Demonstrations News item in press
Directories
Sales contests
Entertainments
 Contn…….
Direct marketing Personal selling
Direct mail Sales call
Telemarketing Sales presentation
On –line mkg channels Team selling
Relationship mkg.