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1. PG in DelhiPG in Delhi
Introduction
• With the growth of business and industry both, the scope of higher
production, higher revenues and higher trading has increased.
• This has affected:
 The lifestyle of the people
 Their behaviour
 Likes & dislikes
 Ability and intelligence to judge and get product information
 Develop technology and innovations by the producers
This has lead to a challenging job for sellers.
PG in Delhi

2. PG in DelhiPG in Delhi
Introduction
• The question as to why do we need to study PG in Delhi
• It is simply that before selling of consumer products (including
consumer durable products) or for that matter any product, these
first need to be produced
• And to produce these goods, what you need are;
• Plant & Machinery and other accessories
• Raw Materials
• Parts and Components – for production or maintenance
• Consumables – Oils, fuels, Packing Materials and others
• Services and systems – legal, professional, IT systems, payrolls
and other outsourced services
The B2B or PG in Delhi is therefore key marketing activity
where the required skills are slightly different than the
consumer product selling.PG in Delhi

3. Introduction
• While the basic Ps of marketing apply to consumer and industrial
products both, the challenge in Industrial selling is higher
• In consumer product selling, you are not facing the consumer
directly while in industrial selling it is direct
• Not only with the buyers (the front line people) but also with the
users as well as the influencers or the deciders
The industrial market is composed of;
 Commercial enterprises;
1. Industrial distributors and dealers
2. Original equipment manufacturers
3. Users – plants & machineries used by an enterprise for
the production of certain goods or services (e.g. lathe
machine by a workshop, computers and typewriters for
facilitating of production etc)
PG in Delhi

4. Introduction
4. Overlap of categories – a plant manufacturer may
buy certain assemblies, motors, small machines
like cutting, welding etc not for servicing but for
production of further goods
 Government agencies / organisations
 Institutions – such as institutes, an organisation or an
association, schools/colleges, hospitals, NGOs etc
The seller therefore needs to keep his eyes open and look for
opportunities
These days due to globalisation of business all companies are
looking for cost savings and therefore giving higher
opportunities
The governments are also looking for increasing foreign
earnings and therefore it gives more opportunity for sellers
PG in Delhi

5. PG in DelhiPG in Delhi
Introduction
The industrial products are classified as under;
 Materials and parts;
The raw materials, which are further processed like, sponge iron,
iron ore, plastic granules, etc or an assembly of gear box,
components like handles, headlamps etc
 Capital items;
The items which are used for production, last a few years due to
depreciation and may be replaced over a period of time, due to
wear and tear or obsolescence of technology
 Supplies and services;
1. Supplies – such as soaps, cleaning cloth, papers, clips,
printing stores, oils etc
2. Services – such as AMCs for maintenance of plant and
machines, computers, house maintenance, security and
house job contracts, canteen services etc
PG in Delhi

6. Introduction
Difference between Industrial and Consumer marketing
Industrial Markets Consumer Markets
Markets •Geographically concentrated
•Fewer buyers
•Oligopolistic competition
•Dispersed or large market
•Mass market (large numbers)
•Monopolistic competition
Products •Technical Complexity
•Normally (but not necessarily)
Customised
•Service like after sales, technical
support, timely delivery,
continuous up-gradation of
product & technology required
•Less complex
•Standardised product
•Less important due to large number of
buyers and large replaceable / alternate
products available
Buyers
behaviour
•Functional involvement
•Rational and task motives
predominate
•Technical expertise
•Long term stable
relations/Interpersonal
relationship/Reciprocity
•Family involvement
•Social / personal & psychological
motives predominate
•Less technical expertise
•Non personal relationships
PG in Delhi

7. Introduction
Industrial Markets Consumer Markets
Decision Making •Distinct as observable •Mental stages and un-observable
Channels of
Distribution
•Shorter
•Mostly direct selling
•Multiple channels
•Indirect selling
Promotions •More emphasis on personal
selling
•More advertising to create awareness
among masses
Price •List prices of certain standard
products
•Competitive bidding
•Negotiations on most purchases
and therefore more pressure on
seller
•Mostly list pricing
PG in Delhi