This is one of the presentation we did in our B2B Internet marketing subject.

1. B2B INTERNET MARKETING FOR A
WATER PUMP MANUFACTURER
Provide an outline for a water pump
manufacturer company to use Internet and
Mobile as a marketing tool
By,
(PGDM EBIZ 2013-15)
Aditya More
Keshav Mundra
Abhilash Rathi
Sagar Salunkhe
Tushar Warang

2. SCOPE
 Market
of water pump
 Use
of Internet as marketing tool
 Use
of mobile as marketing tool

3. INTRODUCTION TO WATER PUMP
INDUSTRY
in 3rd century BC pumps are one of the
most important mechanical devices in
industrial applications
 Mature market
 Market size(Global) - $38 bn (23,676 Cr.)
 Market size(India)
- $500 mn (3115 Cr.)
 Growth of 2.8% annual
 35% of pump revenues are from WWW
 Born

4. GLOBAL MARKET CAPTURE OF
PUMPS
Sales
ITT
Goulds
Ebara
9%
Grundfos
7%
30%
8%
Weir
10%
Sulzer
13%
11%
12%
KSB
Flowserv
e
Others

5. MARKET CAPTURE OF PUMPS IN
INDIA
Sales of pumps
6%
7%
Kirloskar
Pumps
KSB Pumps
8%
49%
11%
19%
Dynamatic
Tech
WPIL
Shakti
Pumps
Others

6. ANALYSIS OF WATER PUMPS INDUSTRY
Strengths:
Weaknesses:
1)Customer loyalty
2)Unique solutions
3)Mature market
4)Yet to be a commodity market
5)After Sales Service
1)After sales service is crucial
2)Slow technology change
3)Delivery period
4)LCC
5)High investment
Opportunities:
Threats:
1)Customer awareness
2)Market growth @ 2.8%
3)35% of market revenue from
WWW
4)Water & waste water ind.
increasing @ 4%
5) 80%are repeat customers
1)International competition
2)Less scope for innovation
3)Moving towards Commodity
market

7. WATER PUMPS USAGE
 Car
wash pump
 Drainage and Dewatering pumps
 Pressure boosting pumps
 Pump station
 Raw water Pumps
 Theme park pumps
 Sea water/Desalination pumps
 Water tower pumps
 Submarine

8. DIFFERENCE BETWEEN B2B & B2C
MARKETING
Buyer & seller are
business owner
 Large monetary value
of transaction
 Purchase once a while
or in certain order
 B2B is quite complex
 More time require
 Brand play important
role

One is buyer & other is
end user
 Low monetary value of
transaction
 Frequent purchase
 B2C is quite straight
forward
 Less time require
 Brand play
comparatively low role


9. WHY B2B INTERNET MARKETING IS
IMPORTANT:
Sales cycle has been increased
 More people involved in buying process
 Meet the buyer in their buying cycle
 50% of industrial buyer have selected one supplier over
another primarily based on capabilities of their website--2008 Thomas buyer seller disconnect survey

Result: Adam Needles companies report sell has been
increased by 157 % with internet marketing

10. INCREASE THE USE OF INTERNET IN
BUSINESS ACTIVITIES

11. Source:

12. Source: BtoBonline.com

13. KEY WAYS OF MARKETING AUTOMATION &
SALES TECHNOLOGY
 Lead
Capture
 Lead qualification
 Lead Intelligence
 Real Time Lead Alert
Result: Saving time & more success
Source: The Economist

14. USE OF SOCIAL SIDE B2B MARKETING
Source: BtoBonline.com

15. USE OF SOCIAL NETWORK
 Companies
actively leverage online social
network such as MySpace, Facebook,
Friendster.
 Social
sites strictly for professional like
linkedin, Hoover’s Connect

16. PROMOTE NEW TECHNOLOGY

17. EDUCATE THE CUSTOMER BEFORE
BUYING

18. BUILD YOUR OWN SOLUTION

19. ONLINE SOCIAL GRAPH OFFER
ADVERTISING METHODS
 Targeted
Ads
 Appvertising
 Social Action
Service:
 Provide customer support from social media

20. TAP EXPERTISE OF ONLINE
PEOPLE
 Asking
question on professional side i.e.
LinkedIn
 Crowd
 Use
 ROI
sourcing
corporate blogs & case study
includes more engaged
customers, increased leads, reduced costs.

22. DIGITAL PULL MARKETING
TECHNIQUE
 Detailed
online catalogue
 Interactive
 Search
 Use
website
Engine optimisation
of social sides.

23. INTERACTIVE WEBSITE

24. MOBILE MARKETING

25. IS THERE A NEED FOR MOBILE
MARKETING?

87% of connected device sale by 2017 will be tablet
& Smartphone.. (by Forbes)

26. IN INDIAN CONTEXT

27. HOW CAN YOU PERFORM
MOBILE MARKETING FOR
B2B?

28. CREATE A MOBILE APP
 Keep
 If
the overall design simple and clean.
possible avoid the Flash animations.
 Avoid
the drop-down menus.
 Increase
the font size to until 14 and line
spacing to 1.5 for small screen readability

35. INCORPORATE QR CODES
 It
is a matrix barcode which is readable by
QR scanners.
 Use
to store the information.
 Include
QR codes in magazines, on a bill
board, a web page or even on someone’s Tshirt.

37. MOBILE SEARCH ADVERTISEMENT
PROGRAM
 In
general it is a PPC of Mobile.
 Google
offers various option of advertising
model.
 Pay-per-call
 Allows
and Pay-per-call model.
you to have both a link and a phone
number.

38. TEXT/SMS MARKETING
 Contact
your customers once you have the
confirmation from user.
 Create
the right message to get them click
on your link.

39. MAKE YOUR BUSINESS FINDABLE

Provide a mapping ability on your website.

Make sure you are easily findable on Social media.

Claim your business locations on Google maps.

Allocate a budget for Mobile search marketing
which is separate from Web search marketing.

40. Thank you!!