1. Group 1 Members
Roll No
Pooja Singh
26NMP34
Sankalp Garg
26NMP46
Santosh Kumar Diwakar
26NMP47
Shilpa Mahapatra
26NMP52
Suhail Nasir
26NMP55
----------------------------------------B2B marketing by Prof. Vinod Kalia (MDI-NMP26 Batch)------------------------------------

2. • WP-88 is a specialized white pigment & colour enhancer having multiple
applications. This patented product has been a great success story and has generated
revenues of $200 million alone for Industrial Chemical and possess 80% share.
CHALLANGES
•Future sales plateauing out (against current 50-60% growth).
• Major customer s pushing for price reduction.
• MAJOR QUESTION: Should company invest in offering an in-depth technical
service or increase sales force and introduce the product in new market or
strengthen R&D team to speed up research?
----------------------------------------B2B marketing by Prof. Vinod Kalia (MDI-NMP26 Batch)------------------------------------

3. Customers
Inexperienced Generalists
High
Low
Experienced Specialists

4. Customers
Inexperienced Generalists
Market
Entry
Experienced Specialists

5. •
Real Value : Increased real value of product.
•
Slow down the conversion: Slowdown the movement of
product to become a commodity.
•
Product
differentiation:
Differentiate
the
product
in
customer’s eyes, thereby drawing the attention away from price
or provide more value at same price.

6. •Alternative 1: Increase sales force.
PROS
CONS
It will increase the sales revenue.
This is a short run solution.
Increase the number of new
customers.
In long run, the product becomes
commodity
•Alternative 2: Invest in R&D.
PROS
CONS
New product may hit the market like
WP-88
Uncertain.
Newer market will open for the
company.
If successful, its not necessary that
new product will capture the market.
Can boost the revenue like WP-88.
Uncertain.

7. 
Alternative 3: In depth technical support.
PROS
CONS
This will augment the product.
This will increase expense.
Increase customer involvement and
dependability.
Problem of confidentiality.
Increase level of differentiation.
Difficult to get benefit from new
discovery with customer.
Slowing the movement of the product
into commodity.
The real value of the product will
increase.
Increased information related to
customer and its buying behavior.
More understanding about customer
behavior, needs and wants.

8. Thank You
----------------------------------------B2B marketing by Prof. Vinod Kalia (MDI-NMP26 Batch)------------------------------------