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A PROJECT REPORT ON

“STUDY OF DIGITAL MARKETING IN B2B MARKET”

Report submitted in partial fulfilment of the requirement for the degree of BCOM (Hons) Batch
(2016-19)

Sumitted By:
ABHISHEK

B.COM. (Hons.) Semester VI

Under the Guidance of:


Dr. Sima Singh
ASSISTANT PROFESSOR, DSPSR

Delhi School of Professional Studies and Research


(Affiliated to Guru Gobind Singh Indraprastha University, New Delhi)

Enroll. No. 44312588816

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CERTIFICATE

This is to certify that the project titled “STUDY OF DIGITAL MARKETING IN B2B
MARKET” is an academic work done by Mr. Abhishek submitted in the partial fulfillment of
the requirements for the award of degree of Bachelor of Commerce (Hons.)at Delhi School of
Professional Studies and Research, New Delhi under my guidance and direction.

Mr. Abhishek has given an undertaking that the information presented in the project has not
been submitted earlier.

Dr. Sima Singh

Assistant Professor, DSPSR

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DECLARATION

I take this opportunity to express my profound gratitude and deep regards to my guide Dr. Sima
Singh for his exemplary guidance, monitoring and constant encouragement throughout the
course of this project. The blessing, help and guidance given by (him/ her) time to time shall
carry me a long way in the journey of life on which I am about to embark.

Last but not least, my sincere thanks to my parents and friends for their wholehearted support
and encouragement.

I also hereby declare that the project work entitled “STUDY OF DIGITAL MARKETING IN
B2B MARKET” under the guidance of “Dr. Sima Singh” is my original work and it has not
been submitted earlier in any other university or institution.

ABHISHEK
BCOM(HONS)- 6A

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TABLE OF CONTENT

CHAPTER TOPIC PAGE


NO.
CHAPTER 1 1. Introduction 5-30
1.1 Business to Business Marketing
1.2 Objectives of B2B market
1.3 Scope of B2B market
1.4 B2B market profile
1.5 S.W.O.T analysis of B2B market
1.6 Limitations of B2B market
CHAPTER 2 Review Literature 31-33

CHAPTER 3 Research Methodology 34-36

CHAPTER 4 Analysis and Interpretation 37-45

CHAPTER 5 Conclusion and Recommendations 46-49

Bibliography 50

Annexure 51-52

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CHAPTER 1
INTRODUCTION

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1.1 BUSINESS TO BUSINESS MARKETING

Business-to-business marketing (or B2B marketing, as it is commonly known) involves the sale
of one company’s product or service to another company.

B2B marketing techniques rely on the same basic principles as consumer marketing, but are
executed in a unique way. While consumers choose products based not only on price but on
popularity, status, and other emotional triggers, B2B buyers make decisions on price and profit
potential alone.

Finding new ways to foster relationships through social media is currently a hot topic in the B2B
marketing world. Social media platforms have opened up two way conversations between
businesses. A survey organized by Chadwick Martin Bailey and iModerate, showed that
businesses are more likely to buy from companies they track through social media.

Tech-savvy B2B companies have continued to find innovative ways to use social media to their
advantage. Cisco Systems, Inc, a leading seller of networking systems, launched a campaign
introducing a new router solely on social media advertising. The launch was classified as one of
the top five in the company's history, and shaved over $100,000 off normal launch expenses.

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WHO EMPLOYS B2B MARKET?
At its core, B2B marketing involves building valuable relationships to guarantee lasting
customers -- an important goal for any company, whether a mega retail corporation or a smaller
family-owned one.
The B2B market is the largest of all the markets, and exceeds the consumer market in dollar
value. Companies like GE and IBM spend an estimated $60 million a day on goods that support
the operation of their business.

B2B marketing is largely employed by companies that make products that consumers have no
practical use for, such as steel. However, it is also used by companies selling products and
services bought by consumers and other businesses alike.

For example, Sprint (a consumer phone supplier) provides wireless, voice and data services to
both businesses and consumers. In fact, VHA, a health-care purchasing network, recently agreed
to extend a three-year, $1.2 billion contract with Sprint. Sprint continues to be a nationwide
leader in both B2B and consumer marketing.

B2B MARKET STRATEGIES

B2B marketing success doesn’t come from broadcasting a product over radio or
television. B2B marketing success comes from embedding your company in the
industry, and making your product seem like a staple. Get in front of niche buyers
by:

 Hosting informational webinars

 Setting up booths at popular industry tradeshows

 Sending out email newsletters positioning your company as an industry expert

 Maintaining an active, interactive social media presence

 Attending industry networking events and building buyer relationships

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HOW LARGE IS THE B2B INDUSTRY?

It is a good idea to reflect on the staying power and growth potential of an industry
before you make it your career. Consider these facts on the prevalence of B2B
marketing:

 The purchases made by businesses, government agencies and institutions make up


more than half of all economic activity in the United States. (Dwyer and Tanner,
2006)

 In 2003, B2B marketers spent approximately $85 billion a year to promote their
goods and services. (Business Marketing Association)

 A 2001 study found that the dollar value of B2B transactions significantly exceeded
that of consumer transactions. (Hutt and Speh, 2001)

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CUSTOMERS MARKETED WITH B2B MARKETING?
B2B marketers generally focus on four large categories:

 Companies that use their products, like construction companies who buy sheets of steel to
use in buildings.
 Government agencies, the single largest target and consumer of B2B marketing.
 Institutions like hospitals and schools.
 Companies that turn around and resell the goods to consumers, like brokers and
wholesalers.
A B2B marketer can effectively put their product or service into the right hands by positioning
their offering in an exciting manner, understanding the customer’s needs, and proposing the right
solutions to combine the two.

It is important for B2B marketers to understand their clients’ needs before implementing any
marketing or advertising tactic. In consumer marketing, an effective advertisement can be blasted
out over wide channels, and a percentage of consumers will be driven to buy the product.
However, since B2B marketing is so much more specialized, marketers run the risk of alienating
their specific prospective candidates if they do not pay close attention to their needs before
tailoring their services to those needs.

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B2B MARKET PLAN DEVELOP AND EMPLOYED?

A B2B marketing plan must be focused in delivery and broad in application. This means that
while consumer marketing can advertise very specifically (one mass-consumed product
advertised through print, television commercials and the Internet) to a wide audience, B2B
marketing cannot. Instead, it needs to brand itself very broadly (through email, corporate image
and technical specifications) to a very specific customer.

Business marketers can develop and decide how to employ their B2B plan by identifying and
understanding the importance of the following topics:

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 The product or service: When marketing to consumers, there is an emotional component
involved. Individuals are drawn to products because of how they make them feel. With B2B
customers, the buyers are trained professionals who care about the quality of products, their cost-
saving and/or revenue-producing benefits, and the service provided by the host company.

 The target market: Many B2B marketers are able to focus on very niche industries which
reflect specialized needs. While this can make marketing a bit more straightforward, it also
requires a high level of knowledge outside of marketing specialists.

 Pricing: Businesses are usually more concerned with cost, value, and revenue potential than
consumers. However, they can also be more readily convinced to pay top dollar – as long as B2B
marketers do an excellent job of convincing them that the product, quality and customer service
will be worthwhile.

 Promotion: B2B marketers need to be experts not only of marketing and advertising, but
experts within their fields. Once this happens, they will learn the best ways to market to this
field, whether it is through blogs, journals, tradeshows or word of mouth. B2B marketing very
rarely employs traditional media like TV and radio commercials.

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1.2 OBJECTIVES OF B2B MARKET:

 To analyse the market position of B2B market.


 To know the effectiveness of B2B marketing in the world.
 To know the growth of digital marketing in e-commerce.
 To highlight the importance of online B2B portal in the current market and their
relevance to e-commerce.

1.3 SCOPE OF THE B2B MARKET:


 Understand the element in digital media.
 To understand the effectiveness of branding through digital media.
 To understand To the target group for different brands.
 To maintain the relationship with client.
 To choose appropriate media for communication.
 This study help to get reality check of a market where actual comparison .between
classroom knowledge and the real situation can be done.

1.4 B2B MARKET PROFILES :

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B2B marketplaces in India still remain opaque and vague, and it can be hard to find the best
deals online or even offline.

Here’s our attempt at creating a comprehensive list of online B2B marketplaces for the savvy
marketer or business looking to get the best deal.

1. Alibaba.com

2. Indiamart.com

3. Amazon

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4. Tradeindia.com

Alibaba
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1.
Introductio
n
As of September 2014 , Alibaba Group Holding Ltd. was valued at approximately USD$160
billion. Analysts continued to observe history in the making as they raised $25 billion in its
Initial Public Offering (IPO), ranking it as the biggest global IPO to date . Its formidable success
the company has shown to the world is nevertheless attributed to its vibrant founder and
chairman, Jack Ma, who has a current net worth of $25 billion, and thus making him currently
the richest man in China. Alibaba has been the success story for many Chinese factories,
suppliers and buyers. But how did Alibaba.com become one of the most valuable companies
found on a global scale in just a span of 15 years? How did it become and remains to be a
leading dominant platform within the e-commerce market? This report will analyse and
investigate the profound impact that Alibaba has had on the e-commerce industry through the
B2B platform, Alibaba.com, the threats that pose for the company in the near future as well as
some recommendations for the company to sustain its position as a leading dominant platform.

WHAT IS ALIBABA.COM?

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Alibaba.com is currently “China’s largest global online wholesale marketplace” that provides an
international trading platform connecting Chinese suppliers to both international buyers (via
Alibaba.com), and domestic buyers (via 1688.com). It does not sell any products by itself, but
instead acts as a mediator for all ongoing transactions. The main sellers on Alibaba.com are
manufacturers and distributors based in China, although they also come from other countries
such as India, Pakistan, United States and Thailanda. Alibaba earns money through a margin of
the transactions performed on their website. Alibaba.com connects brands and retailers with
factories in China and elsewhere. According to Appendix B, Alibaba.com charges its suppliers
through membership premiums such as the gold supplier membership, which will be discussed
later on. Meanwhile, this enables Alibaba.com to charge very low prices, and offer discounts and
bonuses for buyers. It is no surprise that the number of buyers from the US have surged from 2
million to 7 million in a span of three years. Cross-border buyers place more than 10,000 orders
daily, with a total worth about 250 million HKD. Alibaba’s local market alone was worth more
than 300 million HKD in 2013. Alibaba also provides useful and accurate statistics in the form of
analytical services to its clients

What makes Alibaba.com a B2B Platform?


Alibaba.com is a B2B platform as it lets exporters post product listings that buyers from other
businesses can browse through their website. This idea was relatively new and unheard of in
China at the time, which allowed this trading platform to prevail and seek opportunities in
connecting the two groups of main users, which in this case are both international and domestic
buyers, to the local suppliers to formulate a twosided network. Alibaba.com is able to attain a
leading position and higher returns of scale partially through solving the so-called ‘Catch 22’
problem in bringing enough numbers of both end-users into the platform. They do this mainly
through expanding one side first, such as the buyers, through low prices through a subsidy of
which the can afford by enforcing a subscription fee among its local suppliers and additional fees
for the quality assurance label ‘gold suppliers. If buyers can see that more reliable suppliers at a
reasonable price, there is a large enough customer base (in terms of businesses) that more
suppliers will inevitably join as well and thus expanding its overall network effect. This was
particularly useful and helped Alibaba quickly gain a lot of support from around the world.
Consequently, the company attracted and attained major investors like Goldman Sachs and

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Softbank, a Japanese Telecom company, to support their work which helped them raise over 25
million USD in its very first year of operation

. Analysis of Alibaba.com
Alibaba.com’s dominance can be interpreted in two ways – its superior technological utility and
its installed base. In other words, Alibaba.com may have a larger standalone value compared to
other B2B platforms to begin with. It can also increase its installed base (number of users) by
providing exclusive or complementary services to members, which would increase switching
costs. Alibaba.com as an Innovation Objectively, there does not exist a concrete definition of
innovation, but for this report innovation is defined as a product, service or process that creates
new value for customers, overall achieving profitable deployment. Alibaba.com possesses the
highest market share, roughly 45%, in China’s B2B market making it the most dominant B2B
platform in China; thus, it can be said that Alibaba.com is a commercial success. One of main
attributes of Alibaba’s success is its stand-alone value, which can be classified into the different
types of innovation, as listed below. Alibaba.com can be considered a radical innovation since it
was a relatively new type of service (at least within China) at the time of its initiation. Prior to
Alibaba.com, the infrastructure for commerce in China was considered to be immature compared
to its more developed counterparts in the west. Ma has stated that e-commerce was only regarded
as a supplement in western commerce , however, since China’s infrastructure for commerce was
not as developed, e-commerce thus had the potential to become its main form of commerce.
Alibaba.com’s success has somewhat proved this theory true, facilitating the transition to e-
commerce in China. With its high market share and international notoriety, Alibaba.com can be

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also considered a product innovation. As mentioned in the previous paragraph, one reason that
factors into Alibaba.com’s success is its state of commerce. Another reason is the included
services the company provides to complement user needs. Unlike its competitors, Alibaba.com
uses a SEO (search engine optimization) ], much like Google, to ensure that the investor can
easily find and categorize the products he/she may be looking for. Furthermore, a lot of supplier
information is given, such as the main products it produces, the total revenue and the response
rate. It is even possible to chat with the supplier and negotiate transaction details. By adding
these features, a strong positive network effect can be generated between the supplier and
manufacturer.

Alipay Alipay is the main online payment service used by the Alibaba group. It works
differently from other online payment services such as pay pal as it handles online payments in
escrow, a safe payment system where a third party holds the money. A typical purchase through
Alipay works like this: When the buyer decides to buy a product via Alipay, rather than deduct
money from the buyer’s account immediately, Alipay keeps the money as escrow and notifies the
seller that a purchase has been made. Therefore at this point in time neither the buyer nor the
seller has control over the money. It is only after when the seller sends the product to the buyer
and that the buyer confirms he or she received it, then Alipay will send the money to the seller.
What happens if the buyer doesn’t confirm that they received their product? Alipay is able to
track and monitor the status of a large number of deliveries. If the buyer takes no action in a
week or two weeks since the product was “signed and received”, the product will automatically
be confirmed by the system and the money will be sent to the sellers’ account]. Overall, we can
see that Alipay values both buyer and seller protection, which increases trust for the company.

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INDIAMART

IndiaMART InterMESH Ltd. is an Indian e-commerce company that


provides B2C, B2B and customer to customer sales services via its web portal. The group began
in 1996 when Dinesh Agarwal and Brijesh Agrawal founded the website
IndiaMART.com,] a business-to-business portal to connect Indian manufacturers with
buyers. The company is headquartered in Noida, India.
In 2014, IndiaMART's portal handled 200 crore in revenue and 20,000 crore in sales. According
to a news in Economic Times, as of 2012 IndiaMART was India's largest online marketplace and
world's second-largest B2B marketplace after Alibaba. IndiaMART's e-commerce portal Tolexo
was launched in 2014.

BACKGROUND
India MART was founded by Dinesh Agarwal and Brijesh Agrawal as a directory of the websites
that his company IndiaMART InterMESH (which was started in 1996) was developing for
customers in the Delhi-NCR region. In 1998, its second office, was set up in Mumbai. By 1999,
the directory had more than 1000 listings.

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At present, the firm employs more than two thousand employees in the major cities of India. In
August 2013, it acquired the local event discovery app Playcez, to focus on the mobile business.

In June 2014, the firm launched Tolexo, an e-commerce platform for SMEs. It features industrial
and office goods and supplies. In November 2014, IndiaMART started promotional campaigns
featuring Indian film actor Irrfan Khan as its brand ambassador.

As of 2015, the firm, claimed to have 3 million suppliers listed on its website.

FUNDING
In early 2009, the firm received 50 crore Series A round funding from Intel Capital, a part of
which was invested in IndiaMART, One97 Communications and Global Talent Track. In March
2016, it raised Series C Funding from Amadeus Capital Partners and Quona Capital. It is claimed
that these funds will be used to scale up the activities of IndiaMART and Tolexo In June 2018
IndiaMART has filled draft papers with SEBI to raise $88.24 million through IPO and list on
NSE and BSE exchange.

AWARDS

 Manthan Award 2013 for Buy Leads Under E-Business & Financial Inclusion Category.
 IndiaMART Bags Best Business App Award at GMASA 2017.

IndiaMART for Buyers


– Convenience of connecting with sellers anytime, anywhere
– Wider marketplace with a range of products and suppliers
– Payment Protection Program

IndiaMART for Suppliers

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– Enhanced business visibility
– Access to 1 Million daily buyer enquiries
– Increased credibility for your brand
– Lead Management System
– Instant payment gateway, Pay with IndiaMART

IndiaMART has 2539 employees located across 76 offices in the country.

AMAZON
Amazon.com, Inc., doing business as Amazon , is an American electronic commerce and cloud
computing company based in Seattle, Washington that was founded by Jeff Bezos on July 5,
1994. The tech giant is the largest Internet retailer in the world measured by revenue and market
capitalization, and second largest after alibaba.com in terms of total sales. The amazon.com
website started as an online bookstore and later diversified to sell DVDs, Blu-
rays, CDs, video downloads/streaming, MP3downloads/streaming, audiobook downloads/streami
ng, software, video games, electronics, apparel, furniture, food, toys, and jewelry. The company
also produces consumer electronics—Kindle e-readers, Fire tablets, Fire TV, and Echo—and is
the world's largest provider of cloud infrastructure services (IaaS and PaaS) Amazon also sells
certain low-end products like USB cables under its in-house brand Amazon Basics.
Amazon has separate retail websites for the United States, the United Kingdom and Ireland,
France, Canada, Germany, Italy, Spain, Netherlands, Australia, Brazil, Japan, China, India, and
Mexico. In 2016, Dutch, Polish, and Turkish language versions of the German Amazon website
were also launched. Amazon also offers international shipping to certain other countries for some
of its products.
In 2015, Amazon surpassed Walmart as the most valuable retailer in the United States by market
capitalization. Amazon is the fourth most valuable public company in the world, the largest
Internet company by revenue in the world, and the eighth largest employer in the United
States. In 2017, Amazon acquired Whole Foods Market for $13.4 billion, which vastly increased
Amazon's presence as a physical retailer. The acquisition was interpreted by some as a direct
attempt to challenge Walmart as a physical store.

HISTORY
In 1994, Jeff Bezos incorporated Amazon. In May 1997, the organization went public. The
company began selling music and videos in 1998, at which time it began operations

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internationally by acquiring online sellers of books in United Kingdom and Germany. The
following year, the organization also sold video games, consumer electronics, home-
improvement items, software, games, and toys in addition to other items.
In 2002, the corporation started Amazon Web Services (AWS), which provided data on Web site
popularity, Internet traffic patterns and other statistics for marketers and developers. In 2006, the
organization grew its AWS portfolio when Elastic Compute Cloud (EC2), which rents computer
processing power as well as Simple Storage Service (S3), that rents data storage via the Internet,
were made available. That same year, the company started Fulfillment by Amazon which
managed the inventory of individuals and small companies selling their belongings through the
company internet site. In 2012, Amazon bought Kiva Systems to automate its inventory-
management business, purchasing Whole Foods Market supermarket chain five years later in
2017.

PRODUCT AND SERVICES

Amazon.com's product lines available at its website include several media (books, DVDs,
music CDs, videotapes and software), apparel, baby products, consumer
electronics, beauty products, gourmet food, groceries, health and personal-care items,
industrial & scientific supplies, kitchen items, jewelry, watches, lawn and garden items,
musical instruments, sporting goods, tools, automotive items and toys & games.
Amazon.com has a number of products and services available, including:
 AmazonFresh
 Amazon Prime
 Amazon Web Services
 Alexa
 Appstore
 Amazon Drive
 Echo
 Kindle
 Fire tablets
 Fire TV
 Video
 Kindle Store
 Music
 Music Unlimited
 Amazon Digital Game Store

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TRADEINDIA

TradeIndia is an online Business to Business (B2B) portal for small businesses based in India
and around the globe. The portal was started in 1996 by Bikky Khosla and is maintained and
promoted under the flagship company, Infocom Network Ltd. The company is headquartered
in New Delhi, India, and has branch offices in 35 cities across India. It employs over 1200
professionals.

The company has published Exporters Yellow Pages since 1990 and in 1996 started the web
portal tradeindia.com to provide online directory services to the global export-import
community.

The initial investment of $1.7 million was made in Infocom Network Ltd. in 2001 by Vinod
Khosla, an Indian-born California-based venture capitalist and elder brother of Bikky Khosla.

ABOUT THE PORTAL

The portal provides information about Indian and global sellers and buyers with over 1,2000
product categories and sub-categories. The main products and services offered by the portal
include online business catalogs, DialB2B, Trade Alerts, Call Me Free Service, credit reports and
trade leads. The portal has a separate section on trade shows and the company regularly
participates in global and domestic trade shows. The portal also has a special mobile-optimised
version for mobile phone users.

In 2009, the company launched two vertical portals to cater to the business requirements
of SMEs – one a news-based portal called SME Times and the other a separate

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section showcasing suppliers from China. The portal claims to be the first Indian B2B portal to
have more than 3 million registered users, of which over 2 million are SMEs.

The portal offers an Indianized Domain Name Booking service developed by VeriSign.

How does tradeindia.com work?

TradeIndia is a company owned by Binny Khosla younger brother of Vinod Khosla on earth of
the top notch investor and founder of Sun Microsystems in US.

Trade India works on the concept of selling packages for B2B and B2C industry in India for
websites and listing on portals. Then they promote these pages and products based on the
package subscribed by the company for enquiry generation. These enquiries are then sent to
the user. This is for lead generation, so companies can build sales.

Through the company had very good performance 3 years back, but this slowly has diminished
and Indiamart has taken over the leadership position in B2B portals.

www.tradeindia.com, India's Business to business markethub, in its endeavour to help buyers and
sellers to reduce on time much needed to identity a business colleague and subsequently carry
out business & trade transactions.

Now Tradeindia provides you with a individualised space to exhibit your company under
elaborate sub-headings like homepage, profile, R&D, newsroom, Factory tour, services, Quality
control, management, showroom etc through its 'online catalog' section. Coloured photographs of
your company, products and services in the catalog can thus be published.

Tradeindia is preserved and promoted by Infomercial web Ltd an ISO 9001 2000 certifiable
companionship started its trading operations in the twelvemonth 1990 and conceptualized
Tradeindia in 1996 and net took off in India

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Infocom Network Ltd. Is headquartered in New Delhi, from where it handles the operations of
tradeindia.com. They have subdivision offices in 17 commercial cities across the state and 2
overseas offices viz., Toronto and Sharjah.

Fellowship has created a recess for itself as India's largest B2B mart offer comprehensive
concern solutions to the planetary EXIM community of interests through its blanket enclothe of
online services book of facts services and facilitation of trade content events.

Buyers and Sellers founded an ideal meeting place across the world for interaction and to
conduct business concern smoothly and effectively via the path way of tradeindia.

Also enormous number of membership plans that suit our diverse business requirements in
heterogeneous arenas are offered by tradeindia. One can now choose any of the plan/plans
related to their area of centring which assists to decide and buy the right products/services for our
concern business involving risks. Service yourself of the different product and service packages
of this section and give your company a cutting edge over your rivals, challengers, competitors,
contenders, viz.

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1.5 SWOT ANALYSIS OF THE B2B MARKET:

STRENGTHS
 Status in the industry: Tradeindia.com is India's largest online B2B marketplace for SME
Businesses, pioneering in connecting global buyers with suppliers. It has won numerous
awards over the years.
 Offerings: Has a dynamic offering of products which can be seen as it has over 1 crore
products which are listed in over 1 lakh product categories. It also provides a dynamic
catalog, trust seal, star supplier and leading suppliers to help the various buyers and
sellers to make their transaction on its easy to use interface website. Besides this it also
provides many leads and tender to increase business transaction by leaps and bounds.
 Cost advantage: Due to the e-commerce business model both buyers and sellers can
reduce cost of B2B transactions by almost 25 percent. This is the major point of
difference that has helped it in creating customer loyalty and retention.  Management
team: A very professional team which are present in over 100 cities in India to facilitate
its day to day work.
 Geographical spread: They have a global presence. Their spread can be explained by the
fact that they have over 1 crore buyers from over 200 countries and over 15 lakh
suppliers.
 Financial strengths: Tradeindia is financially sound and has a healthy financial structure
enabling it to perform its activities flawlessly. 
 Status of the brand: Highly recognized and trusted brand which has an attractive product
and service range which lures the customers, thus commanding high brand loyalty. 
 Differentiation: The most powerful point in hand of the company is that it provide the
customized solution to the customers and is based on the relationship model of
marketing.
 Logistics: Tradeindia.com has excellent distribution system implemented which helps in
proper performance and execution of its online business transaction online.

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WEAKNESSES
 Specialization: B2B market is a website that is highly decentralized as it does not
specialize in any particular industry and caters to too many of them leading it to be a
general online marketplace. Thus clients who are highly focused and want to work on
websites that specializes on only their industries will avoid it.
 Replicable model: The model on which B2B market is performing its business is highly
replicable and this may create it easy for many competitors to enter the market with the
same of even better model to attract customers. Thus the company needs to focus on
increasing its differentiation and sustain its position in the market.
 Control on clients: B2B market has a very limited control on the action of its clients,
making it vulnerable to its competitors for the misconducts and poor performance of its
clients during the business transaction.
 Lack of focus on marketing: As far as marketing of its offerings is concerned and its
achievement is concerned it has not involved itself in aggressive advertisement which
may lead to situation where competitors may take a lead in the future.
 Cluttered offerings: B2B market is into too many product range making it cluttered and
which obstruct in optimize its focus on the most important products and services
completely.
 Clients: B2B market pays less attention towards the matured clients and has been
focusing on creating numerous new clients. Besides, internet penetration in India is still a
small fraction of what you would find in several western which stops it from making
many more SME customers in rural areas.
 Technology: The technology used by them is getting obsolete very quickly so they need
to focus on upgrading their processes and information technology to stay ahead in the
game in the time to come.

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OPPORTUNITIES
 Status in the industry: Being a constantly growing company B2B can enter into many
more countries to enhance its global presence as well as in other sectors.
 Government policies: Tradeindia.com can grow exponentially because of the present
government policy prevailing in the country. The Union Budget 2014 has brought golden
opportunity for growth as Government has allocated a fund amount of Rs. 10,000 crores
for start-up SMEs and has also announced the formation of a Venture Capital fund to
extend financial assistance in the form of equity, quasi-equity and risk-capital. Besides,
the government has also set up a ‘Technology Development Fund’ to focus on easy flow
of finance for the SME space - would enable expansion, keeping away the financial
constraints and nudge in the right direction for the prospective entrepreneurs located in
rural India.
 Acceptance of product- The existing buyers and sellers have a positive perception of the
various products and services that the company offers thus can lead to greater growth of
their transaction with B2B market in the time to come.
 State of the economy: The current state of the economy is that of being a buoyant and
growing economy which is a positive sign for growth. India has a vast potential market,
which the company can explore on a larger scale. Other factors that also display the
positivity are the fact that internet penetration and Personal disposable income on the
rise.
 Digitalization: The increase in the digitalization has led to increased number of online
users and online transaction which means more chances of acquiring new customers who
will need an online marketplace for their transaction.

THREATS
28
 State of competition: Many competitors are present giving a more close on heels and
aggressive competition biggest being Indiamart.com. Having a global presence has led to
a situation that the company is facing competition not only from not only local players
but also from many globally renounced company like Alibaba.com etc.
 State of industry: The online business marketing is still not properly developed and lack
on many aspects to carry on the business smoothly. In India, logistics, courier services,
internet penetration etc. require lots of improvement.
 Online threats: Cybercrimes and its problems like internet fraud, hacking, online data
security, payment frauds and lack of trust of customers on internet transaction has made
huge problems to many e-commerce players and may lead to problematic situation on the
time to come.
 State of economy: The Indian economy is not a stable one it keeps on facing turbulence
and the market sentiment is always changing. Thus the volume of business transactions
keeps on showing variation on a huge scale which can become a major problem in the
time to come. Thus, to sum up we can say that B2B market is in the driving seat of its
industry and can become even more if it takes proper advantage of its internal strengths
and external opportunity; & take care of the various internal weaknesses and external
threat.

1.6 LIMITATIONS OF THE STUDY:

29
 Buying/selling through a web portal may not give that level of confidence to the marketer
and hence, he may be rigid to advertise on online portals.
 B2B firms have less leverage over their customers than B2C firms.
 The survey has been conducted, only taking 50 respondents as a sample size.
 The study area covers only in West Delhi.

30
CHAPTER 2
REVIEW LITERATURE

According to Palak Jain(writer) dated on January 13 2010; she said that ,With the advancing of
technology, the current age is gradually turning out to be an age governed and highly influenced
by Internet. Businesses whether small or big, are promoting themselves through the Internet.

31
Multitudes of B2B portals have come up that are enabling online businesses to mount up new
heights.

They provide a platform to interact: They serve as a common platform where different
businesses from all over the world can connect to each other and can carry out trade among
them.
Break the boundaries of borders : These portals enable a company situated in one part of the
world to trade with any other placed in distant part of the world. Boundaries do not play any role
in this context.
Lead generation : These portals increase the business prospects that help in generating more
business and maximize profit.
Faster communication : It makes communication faster among businesses as compared to
offline dealings. This helps saves both time and money.
Brand Building : A product becomes a brand when it is promoted through a well-designed
website.
Showcase the offers to a larger audience : It allows more and more options to a large group of
audience. It targets a bigger group, which in turn leads to effective promotion.
Technology sharing : As details of products are available on a website, any company can take
the necessary tips so as to improve their quality. B2B portals are extensively being used as they
are fast and inexpensive means of business promotion as compared to the other means. You may
have now got a clear idea about how B2B portals can be important for your business.
According to Alaa Hassan (E-commerce advisor and speaker); he said that, It’s 1994 and you’ve
been given the task to promote a pair of shoes specifically designed for golf players.
This new shoe model is simply amazing. It will help golfers improve their performance.
You, the talented marketer, decide to promote these golf shoes with some ads on TV, on the
radio, on billboards and in newspapers. You even thought about hiring a celebrity to endorse
them. These tactics will help you get exposure and sell more shoes but the problem is,
you’re advertising to everyone and it’s going to cost you a lot of money.
You then decide to advertise in Golf magazines and even sponsor golf events since that’s where
your audience is paying attention. These tactics improve your targeting by helping you get your
shoes in front of your ideal customer – golf players.
32
Now Let’s Fast Forward to 2017
Since you’re an experienced digital marketer, you decide to leverage some digital
marketing channels.
 You create some ads on Google Adwords to target people searching for golf shoes
 You send out an email to your subscribers announcing the new shoes
 You promote those shoes on Social Media – Facebook, Instagram..
 You create blog posts sharing tips on how golfers can improve their game by wearing
comfortable shoes
 You reach out to affiliates within the golf industry to help drive awareness and boost
traffic to your website
 You buy banner ads across multiple ad networks
 You optimize your product page so Google will send you free organic traffic
 You retarget with ads everyone who visited your website by displaying those shoes
In today’s age, digital marketers have endless options when it comes to advertising their
products. What’s important is to understand how each digital channel works and how it can help
you achieve your marketing goals.

33
CHAPTER 3
RESEARCH METHODOLOGY

Survey method:

34
A Survey is a complete operation, which requires some technical knowledge Survey
methods are mostly personal in character. Surveys are best suited for getting primary data. the
research obtains information from the respondents by interviewing them.

Sampling: It is not always necessary to collect data from whole universe. A


smallrepresentative sample may serve the purpose. A sample means a small group taken in a
large lot. This small group taken in a large lot .This small group should be emanative cross
section and really “representative” in character. This selection process in calls sampling.

Total population:
Sample size: Samples are devices for learning about large masses by observing a
fewindividuals. The selected sample is 50.

Method of Sampling

Non Probability Convenience Sampling: Non-probability sampling is a sampling


technique in which the researcher selects samples based on the subjective judgment of the
researcher rather than random selection.
In non-probability sampling, not all members of the population have a chance of participating in
the study unlike probability sampling, where each member of the population has a known chance
of being selected.

Research Instrument
Questionnaire:

A questionnaire is a carefully complied logical sequence of questions directed to a


define objective. It is the outline of what information is required and the framework on which the
data is built upon. Questionnaire is commonly used in securing marker information that its
preparation deserves utmost skill and care

35
Collection of data:
One of the important tools for conduction market research is that availability of
necessary and useful data. Date collection is more of an art than a science. The methods of
marketing research are in a way the methods of data collection. The sources of information
fall under two categories.

Internal sources:
Every company has to keep certain records such as accounts, reports etc. these records
provide sample information which an organization usually keeps collection in its working.

External sources:
When internal records are insufficient and required information is not available, the
organization will have to depend on external sources.of data are:

a) Primary data:

The data collected for a purpose in original and for the first time is known as
primary data. The researcher collect this data to study a particular problem.

Here the primary data is data collected through questionnaire by directly meeting the
customers

b) Secondary Data:

The data, which is collected from the published sources i.e., not originally collected
the first rime is called secondary data.
Here the secondary data is data collected from the company’s brochures, pamphlets,
catalogues and the website.

36
CHAPTER-4
ANALYSIS AND INTERPRETATION

Q1-Do you believe in the digital marketing concept?

37
Out of 50 respondants 96% respondants believe in the digital marketing concept but 4% still
don’t believe in digital marketing concept.

Q2-Which is the first B2b website that comes to your mind when you think of marketing?

38
35% respondents think of tradeindia.com for marketing, 40% respondents think of Indiamart,
15% respondents think of Amazon, and only 10% respondents think of Alibaba. i.e.Tradeindia
has established its identity in the market over its competitors but not over indiamart.

Q3- Are you currently registered with any B2b marketing website?

39
Out of 50 respondants only 40% respondants are registered with any b2b website and the rest
60% are not.

Q4-Do you know about the B2B markets website?

40
Out of 50 respondents 72% respondents are aware of B2B market website.

Q5-Where do you come to know about the website?

41
Out of 50 respondents 50% repondents come to know about the website from online, 35% from
Newspaper, 10% from billboards, and 5% from other sources.

Q6- Are you registered on tradeindia.com ?

42
Out of 50 respondents 24% respondants are registered on tradeindia.com.

Q7-Do you believe online marketing increased your sales?

43
Out of the registered users of B2b websites, 90% respondents accepts that online marketing
increased their sales.

Q8- Are you satisfied with the services of tradeindia.com?

44
Out of registered respondents, 25% users are highly satisfied with the services of tradeindia, 60%
are average, and 15% are dissatisfied.

45
CHAPTER-5
CONCLUSION AND RECOMMENDATIONS

5.1 Conclusion
46
All b2b portal have its own particular speciality such as if you want to business with domestic
you prefer local portal , if import export you pick or chose international global portal. if you
want to specific business like textile apparel , textile machinery and cloth
garment , textileinfomedia online b2b apparel portal is best where you can find 10000+
manufacturers, supplier and exporter.
Alibaba - International global portal (import or export business in all category)
Indiamart- Industry manufacturer business
Tradeindia - Trading local business

Alibaba group since its inception, and constantly adjust development strategy for small and
medium-sized manufacturers provide a sales products trading platform to become the leading
online trading market, the world's small and medium-sized enterprises seeking potential trading
partners through the Internet. And communicate with each other and make a deal, and then to
focus on for the small and medium-sized enterprises from China and around the world buyers
and sellers to provide efficient and reliable trading platform 1, to establish a Alibaba's business
ecosystem, the strategic positioning of different period, from single to comprehensive, through
the Alibaba ten years of development.
On the premise of diversification trend and fusion technology, Alibaba should not only limited to
the business of B2B and B2C C2C e-commerce, also won't meet between the various business
island type discrete state, from Alibaba next strategic development goal is to Live at Alibaba, to
infer, Alibaba is likely to Alibaba, Taobao, Chinese yahoo users business further get through, and
presented in a new form.

In the new stage of development, the core of the Alibaba business, except to the original Chinese
suppliers and CTP, they also increased the business search and business software two kinds big
business; Target audience is expanded from the seller to the buyer and the seller business search
is the new direction search technology and the combination of e-commerce business to produce
more new profit point, such as vertical search industry, bidding, search for business software
such as push strategic significance is more important, with has accumulated large user base and
all kinds of business software, Alibaba can process users’ management, increase customer
stickiness and increase revenue.

Tradeindia.com is a one stop solution to the business requirements of several Small Medium
Enterprises (SMEs), situated all across the World. Tradeindia serves its users and members in the
best manner possible by connecting the quality and experienced suppliers with buyers through
online mediums. Tradeindia has also launched its mobile site, which makes its use further easy
and more accessible. The portal is a reliable source of business opportunities and corporate
relations. Tradeindia with over 23 years of working experience aim at connecting businesses with

47
each other so that each business can achieve its objectives in a better manner. The portal now has
thousands of proud members and more than 40 lakhs registered users. of Indian and the world
buyers & sellers. The platform is a common mediator to act as bridge between buyers and sellers,
importers and exporters, and the like. This service facilitates all in the business world to come to
a common platform, thus turning the geologically colossus earth into a tiny global village.
Tradeindia is a major entity involved in this task bringing manufacturers, buyers and sellers
under one pedestal.
The growth of Tradeindia is proof to the fact that new players look to enter the market and cater
to the ever growing demands. There many other B2B portals out there that are not so successful
and signal the fact about high demand and low supply in the B2B market place.
E-commerce cannot thrive in the absence of online trade portals. Online shopping is overtaking
conventional shopping at an alarming rate, and this has been made possible by the operations of
trade portals. With technology advancing by the minutes, we expect more refinements in the
service delivery of online trade portals in the near future.

IndiaMART is India’s largest online B2B marketplace, connecting buyers with suppliers. With
60% market share of the online B2B Classified space in India, the channel focuses on providing
a platform to Small & Medium Enterprises (SMEs), large enterprises as well as individuals.
Founded in 1999, the company’s mission is ‘to make doing business easy’.

Core values of Indiamart :


 Teamwork
 Resposible
 Integrity
 Passion

5.2 Recommendations

48
A B2B marketplace is nothing but a quick marketing tool for a business house. And a business
man will not invest his time and money in marketing if there is less competition out there.

For a B2B marketplace to succeed, there must be tough competition prevalent in the respective
industries.
Only when a large demand for a product is joined in with an equally large amount of businesses
that are interested in catering the demand, does a marketplace succeed.
Mostly what I have observed, is that most of the B2B marketplaces lack at providing the most
significant factors, for which the users are looking for!
First, Incorrect Information : we go to online directories when we can’t seek our buyers and
sellers, but here it gets more frustrating when we find the apt person we are looking for and
realize all the given data is false.
Second, Waste of Time : use of online promotion sites is mostly to save our time finding the
right people. But this ends up in spending more time to look for the right information contacting
with the team and thus getting such a reply so late that the deal is closed.
In that respect, i do recommend tradeindia. Their search engine needs more filters,but the support
team is damn strong and gets valid info as soon as the query/enquiry is submitted.
Tradeindia needs a much faster growth rate to compete with indiamart.

BIBLIOGRAPHY
49
 https://b2bmarketingnews.wordpress.com
 http://www.edukart.com/blog/scope-of-digital-marketing/
 https://www.blurgroup.com/blogs/partners/5-global-b2b-marketplaces-that-can-help-you-
grow-your-business/
 https://ecommercetrainingacademy.com/what-is-digital-marketing-ecommerce/
 https://yourstory.com/read/a5154980e8-7-seo-strategies-to-increase-your-online-sales
 http://www.marketing-schools.org/types-of-marketing/b2b-marketing.html
 http://alvinlr.blogspot.com/2015/10/conclusion.html
 https://en.wikipedia.org/wiki/Amazon_(company)
 https://en.wikipedia.org/wiki/TradeIndia
 https://en.wikipedia.org/wiki/IndiaMart
 https://www.google.com/search?
q=conclusion+of+indiamart&oq=conclusion+of+indiamart&aqs=chrome..69i57.12443j0j
7&sourceid=chrome&ie=UTF-8

ANNEXURE
Questionnaire

Q1-Personal details-
 Name-
 Business Name-

Q2- Do you believe in the digital marketing concept?

50
 Yes
 No

Q3-Which is the first B2b website that comes to your mind when you think of marketing?
 Indiamart
 Tradeindia
 Amazon
 Alibaba

Q4- Are you currently registered with any B2b marketing website?
 Yes
 No

Q5-Do you know about the tradeindia.com website?


 Yes
 No

Q6- Where do you come to know about the website?


 Billboards
 Newspaper
 Online
 Others

51
Q7- Are you registered on tradeindia.com ?
 Yes
 No

Q8-Do you believe online marketing increased your sales?


 Yes
 No

Q9-Are you satisfied with the services of tradeindia.com?


 Highly
 Average
 Dissatisfied

52

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