School of Business Management

B2B Marketing
Individual Assignment Submission

Company for Study:

Submitted To: Prof. Sreeram Sivaramakrishnan

Submitted By: Ayushmn Sikka(A056)

 INTRODUCTION
Unilog is an Indian tech company headquartered in Bangalore and specializes in providing in e-
commerce and product data management in the B2B world. It was founded in 1998, where it
initially helped companies in outsourcing their data entry and cataloguing work. However, the
company was badly hit due to the dot-com bust, leading them to forsake their old roots.
Ultimately, Unilog came up with their core product, CIMM2 which is a software that acts as a
platform for B2B companies in the e-commerce space.

SOME OF UNILOG’S PROMINENT CUSTOMERS

Serial # Name Year Estd. Last recorded Revenue

1. 1902 $31.6B

2. 1836 $24.6B

3. 1986 $20.2B

4. 1847 Over $500M

5. 2012 -

6. 1946 $68.6B

7. 1906 $50 - $100M

BUSINESS DOMAINS THAT USE UNILOG

As seen in the last page, Unilog primarily sells their product to other businesses. They have not
targeted any co-operative societies, government bodies or institutions because the product is
not quite relevant to them.

Business
Domains

Electrical Industrial HVAC Fluids Plumbing Supply

These businesses incorporate Unilog’s product so as to sell better. Therefore, there is no

use/resale element as such.

The key as we have discussed which is the product’s intended use is to make it more
convenient for businesses to sell their products online, which is slowly becoming the name of the
game, since e-commerce has become extremely relevant even in the B2B markets.
 POSITION ON THE VALUE CHAIN

Moving

As discussed, Unilog comes in once the sales and marketing teams have decided their strategy
and choose Unilog as a medium to sell their product. Unilog’s team then works on ensuring that
they provide the customer with the unique platform that allows for integrated selling, hence
providing them their software and solutions.

SEGMENTING CUSTOMERS: PRICE VS SERVICE

Unilog target customers which highly value the importance of the service provided by them and are
not too fussy about the price that is paid for the software. This is primarily because of the value
that the e-commerce platform of Unilog provides, which has as of now not been provided by
any other e-commerce vendor.
Importance of Service

H
Buyers

L H

Importance of Price
 These Relationship Buyers are not super price sensitive and value the product provided to them.
Most of the customers are companies that are traditional businesses with total revenues
exceeding at least $100 million. Another thing to note is the fact that most of these companies
have been in existence for at least 50 years. Thus, a relationship model is far more likely to yield
a positive result.

In terms of VALUE, according to testimonies provided on the website by IT Managers, Digital

Product Specialists etc is the content service that Unilog provides them with, something that other
e-commerce vendors have not been able to replicate.

CUSTOMER GROUPSTARGETED

• Existing customers have before this relied on other vendors or

used in-house capabilities.
• The solutions that Unilog has provided which other alternatives
haven’t is the best in class Product Content Services
• This means that the platform allows and helps to create unique
and robust content that makes products stand out.
• This helps in better customer engagement and ultimately a sell

• Some traditional organisations continue to have no presence

Non when it comes to online selling
• Unilog helps organisations which do not have the necessary
skill, ability, in-house resources to set up their own e-
commerce portal

B2B SELLING

Solution-Oriented, total system effort

The selling occurs here when Unilog understands the exact needs of the customers, and train the company on
how to better use CIMM2. Some of the issues that the customers try to solve through Unilog’s services are:
• An e-commerce portal that can be synced with the already existing ERP system
• A checkout system that allows for easier payment for B2B buyers
• A re-purchase option that allows companies to easily rebuy
• A PIM that allows both vendors and channel partners to participate in product data management,
therefore leading to a better relationship
• A portal that allows them options to facilitate cross-selling and up-selling
• A portal that allows users to update lists by product, category or in bulk
• A framework that calls for flexible pricing that varies traffic and sales increase
TYPE OF RELATIONSHIP : COLLABORATIVE EXCHANGE

Feature Collaborative WRT Unilog and Rationale

Exchange its Domain
Availability of Few Few Alternatives available, but limited
Alternatives when it comes to PIM and Content
services, features which form the
backbone of Unilog’s USP
Importance of High Medium Companies can continue to sell
Purchase through offline or self made
portals, but that trend is largely
reducing
Information High High Information exchange is needed in
Exchange abundance for the Unilog team to
train as to how CIIMM2 can help
their customer
Switching Cost High High Difficult to move from one portal to
another as results in user
inconvenience, ERP integration has to
be redone and UI changes

COST TO SERVE

Feature Cost Rationale

Standard Product Low One software which has multiple

features which cater to various
problems
Small Quantities - A single software is deployed

Standard Delivery Low -

Pay on Time - Subscription based model

Sales Support High Both pre and post sales support

ANNEXURE 1: BROCHURE/MARKETING MATERIAL

ANALYSIS
× Clients are often busy and find the entire process of contacting hassling
× There is a learning curve involved

✓ A convenient form makes for approaching Unilog easier

✓ Clear call to action
✓ Gets them a database of prospects
✓ Newsletters, brochures, e-mail marketing for the future
ANNEXURE 2: BROCHURE/MARKETING MATERIAL

ANALYSIS

× Resistance and apprehension to try out something new

× Scare of information sharing with an entity outside of the company

✓ An engaging copy that acts as an initial hook

✓ Detailed description of what exactly is on offer
✓ A free sample to give a flavor of the product
✓ Clear call to action
✓ Gets them a database of prospects
✓ Newsletters, brochures, e-mail marketing for the future