B2B

1. BUSINESS TO BUSINESS PROCESS
PRESENTATION
Group 8:
Nikita Nikitin
Kers van Denderen
Marine Brr
Lý Hiểu Thành

2. CONTENTS
• Adobe overview
• Adobe products & services
• Adobe market position
• Adobe marketing strategy
• Adobe clients
• Dell company
• Dell products & services
• Dell market position
• Critical Dell’s issue
• Solutions

3. ADOBE
SYSTEMS
Company overview

4. Adobe Systems:
• American multinational computer software company
• Creation of multimedia and creativity software products
• Recent foray towards rich Internet application software development
https://en.wikipedia.org/wiki/Adobe_Systems
Adobe products:
Acrobat family
• Adobe PDF
• Acrobat reader
Flash family
• Multimedia authoring programs
• Multimedia viewing platforms
Photoshop family
• Vector graphics editor
• Raster graphics editor
E-Learning platforms family
Video editing family
Marketing analytics

5. ADOBE
SEGMENTATION
Personal use Business use
Target sectors
• Flash player
• Photoshop
• Advertising
• Broadcasting
• Digital publishing
• Education
• Financial services
• Gaming
• Government
• Healthcare
• High tech
• Manufacturing
• Retail
• Telecommunications

6. ADOBE
SEGMENTATION BASE
BENEFIT/USE APPROACH
The needs:
• Interactive content authoring
• Advanced digital insights and optimize marketing strategies
• Video production platforms
• Multiple devices engagement
• Education and study applications for Universities
Industry Need Offer

7. ADOBE SYSTEMS:
POSITIONING MAP
Market-share
Diversity
*In terms of B2B segment

8. ADOBE SYSTEMS:
MARKET POSITION OVERVIEW
SWOT
Porter
Pestel
Positioning map
SWOT
Strengths
1. The products are embedded in 98% of
internet enabled desktops, hence
increasing customer reach
2. Culture of continuous innovation helps
adobe to retain customers
3. Adobe has combined digital media with
data creation which is very helpful to
professionals, leading to increasing loyalty
4. Has around 9,000 employees globally
5. Adobe also has major development
operations in 9 countries
6. One of the most trustworthy and recognized
brands globally
Weaknesses
1. Adobe does not have a differentiated product
by which it can foray into linux OS
2. The creative software packages or suits are
not attracting customers as they are too costly
3. The inventing features by adobe are not
customer oriented well-enough. The customers
marginal satisfaction is less
Opportunities
1. The brand is well established in market,
brand extension can help in launching newer
products
2. Having an innovative driven culture and
workforce, the company has the potential to
identify and capitalize on customer needs
3. As reach of computers is increasing
exponentially in industries, more markets are
opening
4. Acquisition of smaller players can help in
increasing product portfolio
Threats
1. Many computer users are shifting to
Linux(open source). Absence of adobe products
in linux may lead to customer loss
2. The newer versions of software are
perceived more unstable by some professionals
who can create negative publicity
3. Some companies have banned adobe to
develop products for them. E.g Apple. More
customers shifting to apple, will lead to higher
loss of customers for Adobe

9. MARKETING STRATEGY
BRAND IMAGE
• Mission statement – Adobe revolutionizes how the world
engages with ideas and information
• Brand Promise – Adobe enables people and
organizations to create engaging experiences
• Brand Identiy – Adobe is exeptional, involved, genuine
and innovative

10. MARKETING STRATEGY
Product: Price:
• Top expensive software companies
• Countries price diversity
• Variety of discount offers
Diversification*Ansoff matrix
• Analytics
• Audience Manager
• Campaign
• Experience Manager
• Media Optimizer
• Primetime
• Social
• Target

11. MARKETING STRATEGY

12. ADOBE SYSTEMS:
CLIENTS

13. DELL
Company overview

14. CORE BUSINESS:
• PRODUCTION
• DEVELOPMENT
• SELLING
• REPAIR
• SUPPORT
OF COMPUTERS AND RELATED
PRODUCTS AND SERVICES.
FINE POINTS:
• MORE THAN 103,300
EMPLOYEES
WORLDWIDE
• ONE OF THE LARGEST
TECHNOLOGICAL
CORPORATIONS IN THE
WORLD
• CONSTANT FORTUNE
100 MEMBER
INDUSTRY:
• COMPUTER HARDWARE
• COMPUTER SOFTWARE
• IT SERVICES
• IT CONSULTING
AMERICAN MULTINATIONAL COMPUTER TECHNOLOGY COMPANY BASED IN ROUND ROCK, TEXAS

15. Different pricing
DELL
MARKET SEGMENTATION
Income, occupation and education impact the product offer

16. DELL
TARGET AUDIENCE
Household customer
• Laptops
• Desktops
• Electronics
• Tablets
Small business
• Laptops
• Networking devices
• Software
Public sectors
• Database
• Security softwares
• Network software
• Education system
Large enterprise
• Database
• Security softwares
• Network software
• Education system (of
higher security)
Relationship customer Transactional customer
largest portion of profit
long-term corporate relationship
tailored customer-specific
price-sensitive looking for low cost
regular upgrade purchase patterns
added value products

17. DELL INFLUENCE FACTORS
1. Economic downfall
The strategy of Dell depend
on the buying power of its
customers. When the
purchasing power decrease,
the revuene will follow
2. Rise of competition
Dell has compared to their
competitors a product and
business diversification
3. Legal issues
If Dell doesn’t handle any
conflicts with their
costumers it could lead to
reputation lost

18. RELATIONSHIP
ADOBE & DELL
Partner Friend
Rival Acquaintance

19. Longterm relationship
Perspective of Adobe
Current situation
• Used by 1.000
employees of Dell
• The sofware is
only used in the
Marketing
Department
• The website is not
yet fully operated
by the software
Future
• Oppurtunity to
expand the software
for more employees
• Possibilities to
expand analyses
tools to other
departments of Dell
• The website fully
runed by the software

20. THE RELATIONSHIP
DELL
THE CRITICAL ISSUE
THE SOLTION FOR DELL WITH MARKETING CLOUD
Short term
• Centralizing digital analytics
• Optimization
• Experience management
capabilities
• Raising awareness for data-
driven strategies company-
wide
• Used by 1.000 employees of
Dell
• Marketing system is not yet
fully operated by the
software
Long term
• All round support and
training for marketing
department Dell
• In order to expand the
software for more
employees
• The whole online
marketing system run by
the software

21. The outcome of the
relationship
Adobe
• A better intergrate
product
• Selling more of the
software
• Opportunity to
expand their
relationship with
Dell
• Come up with more
innovative prodcuts
and services based
on Dell’s cases
Dell
• Better marketing
system
• A better customer
experience
• A better analytics
system
• Custom tailored
innovative software

22. SOLUTION
OPTIONS
Short term:
• Adobe Marketing Cloud
• Adobe Analytics
• Adobe Target,
• Adobe Experience Manager solutions
Long term:
• Workshops
• Seminars
Increased access to rich analytics
Enhanced support for business customers
Optimized multi-device customer journey
Data driven strategies use
More people engaged
Higher efficiency

23. THANK YOU FOR YOUR
ATTENTION
Any questions?