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M

UK
SH
PATEL
SCHOOL OF TECHNOLOGY
MANAGEMENT & ENGINEERING

EXECUTIVE SUMMARY ON
B.T.L. MARKETING and CORPORATE ALLIANCE
(B2B SALES)
By
VAIBHAV VIJAYVARGIA
ROLL NO.- K083
SAP-ID: 71207120040
FACULTY MENTOR:
Dr. PADMANABHA AITAL
INDUSTRY MENTOR
ANKUR GUPTA

The project was done under the guidance of Industry mentor


Ankur Gupta for the tenure of 20 weeks. I worked on 2 projects
during this tenure. These project were based on BTL Marketing
and B2B Sales (Corporate Alliance). As Housejoy being in the
growth stage of the life cycle, the main aim of the BTL
Marketing was to raise the awareness of the brand by working
on a hub and spoke model. The key objective for the Hub &
Spoke model is to drive revenue from within a targeted
geographic area and to explore various marketing channels, to
drive brand awareness and generate direct booking for the
Brand. The playbook
developed for cracking the understanding of these 2 key
markets - will be taken to other cities as well. This model
includes mapping out a certain area by assuming office as a
hub and bombard the area with BTL activations. These
activations include RWA activations, mall activations, corporate
activations, newspaper inserts, voucher distribution etc.
B2B sales majorly includes corporate alliance i.e. Housejoy as a
service partner. House being a service provider, B2B sales
concentrate on alliance with various hotels, restaurants,
corporate offices, showrooms, packers and movers, non
residential spaces etc. The main objective of corporate alliance
is to raise the direct demand and hence increasing the orders
by getting them in a bulk quantity and on a regular basis.
Corporate alliance is very beneficial in increasing the revenue
of the organisation which is in the growth stage. Alliances and
B2B sales helps in the business development of the
organisation.

B.T.L MARKETING : HUB and SPOKE MODEL


Brand Marketing: Effective brand marketing requires the
ability to communicate a clear and compelling message to
the customers, as well as the ability to collect and analyse
data that supports that message.

Brand Activation: Brand Activation rallies around activity


that brings brands to life and encourages positive
participation of the customers physically or digitally.

Public Relations: Public relations is a strategic communication


process that builds mutually beneficial relationships between
organisations and their publics.
Offline Marketing: Growth driver to increase customer base,
add more jobs, drive regional targets and have consistency of
brand imagery across all consumer communication collaterals
on all BTL channels.

PROJECT DESCRIPTION
1. B.T.L MARKETING
The key objective for the Hub & Spoke model is to drive
revenue from
within a targeted geographic area and to explore various
marketing channels, to drive brand awareness and generate
direct booking for the Brand. The playbook developed for
cracking the understanding of these 2 key markets - will be
taken to other cities as well.
Conducted a 3 K.M. radius area survey, taking Domlur as the
hub. The main aim of conducting the area survey was to
identity our potential customers and accordingly plan BTL
activations in the mapped out area. After conducting the area
survey, our key target group includes RWA societies, individual
houses and corporate including Tech. parks. The activations
which were conducted are as follows:
1. Newspaper inserts in the mapped out area with different
coupon codes for selected categories.
2. Meetings with different RWA managers and fixing of
Housejoy posters on the society notice boards.

3. Activity including giveaway of Housejoy privilege cards,


voucher booklet and Housejoy branded sapling in Defence
colony area in Bangalore.
4. Conducted BTL activations in various societies like Mantri
Classic and Brigade Metropolis.
5. Voucher distribution at Spar Hypermarkets across Bangalore.

2. B2B SALES (CORPORATE ALLIANCE)


This type of sale is likely to be larger than a business-toconsumer sale, since the company may purchase your product
for multiple sites or employees, and tends to be more
financially driven, since the buyer must justify the purchase to
other members of the organization.
The process for selling to businesses is a bit different than the
traditional consumer sales. To understand the process, we'll
listen in on a selling situation by Housejoy, who provides end to
end services. Here are the steps in a business-to-business
(B2B) selling process:
1. Understand Need and Ability to Pay.

2. Develop a Solution.
3. Evaluate Solution with the Customer.
4. Finalize Sale.
Targeted area for B2B sales :

CORPORAT
E OFFICES

RESTAURAN
TS CHAINS

SHOWROO
MS

HOTELS

By completing the customer research for B2B sales, the


targeted areas were mainly the Hotels, Restaurant chains,
Corporate Offices and Showrooms and packers and movers in
the mapped out area. The objective was to close the deal with
maximum number of targeted customer. The result of B2B sales
is raising the direct demand by getting orders in bulk quantity
and on regular basis and increase the direct revenue of the
organisation.

Deal with Vivanta by Taj, MG Road,


Bangalore and giftxoxo.com, Bangalore.
1. Vivanta by Taj:
Vivanta by Taj is a hotel of Taj Group, a 5-star hotel chain.
Housejoy will provide with bike servicing and car wash/spa for
Taj employees on weekly basis. The MOU was signed for 6
months on contract basis. Also set up a help desk in Hotel area
and interact with Taj staff and made them aware with the
Housejoy services.

2. giftxoxo.com:
Giftxoxo.com is an online website for gift voucher and unique
experiences. The deal was to list Housejoy in their gift voucher

category so that the Housejoy vouchers can be bought from


giftxoxo.com.

CONCLUSION
Marketing strategy is something that constantly evolves,
adapting to changing market conditions. Within Enterprise, the
outcomes from its many different types of business are
constantly reviewed and evaluated. Judgements are then fed
into the decision making process. This enabled new strategies
to be developed to improve operations.
The playbook created by Hub and Spoke Model which was pilot
in Bangalore was successful. This model can be followed in
other cities as well where Housejoy operates. This resulted in
brand awareness and brand recall across the city.
Developing a relevant and workable sales process is perhaps
the most important aspect of a successful sales strategy.
Organizations usually develop their sales strategy through trial
and error, which involves a lot of wasted time and energy. A
well-defined sales process, supported by a sales funnel, forces
a company to be realistic about how well their sales tactics
work and helps to focus on the areas that require improvement.
B2B sales is a difficult process. It requires a lot of cold calling
and follow ups. But if B2B sales are done properly by acquiring
more number of clients and maintaining relationship with them
it increases the direct demand of the products or services and
raise the revenue of the organisation.