Case Study 5

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Chapter 9

• Case Study 5

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Background

• Global, not-for profit trade association in the
  building industry
• Providing information for specialized building
  materials
• Company Mission/Goal
• Mission To be the industrys leading source for
  credible information on the benefits and
  applications of specialized building materials
• Goal To increase primary demand for customized
  building materials

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Background (Continue)

• Three main avenue of member support
• Educational and technical or engineering
  expertise
• Ongoing liaison with governmental and regulatory
  agencies
• Objective analysis of various building materials
• Funded through
• Membership dues
• Sales of technical publications
• Government grants

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Background (Continue)

• Membership for supply chain group
• Manufacturers or producers
• Distributors and wholesalers
• End users
• Architects
• General constructors
• Engineers

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Distribution of the Companys Membership by
Supply Chain Group
30
17
10
8
15
20
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Background (Continue)

• In existence for 80 years
• Market share less than 1
• Small institution with one large competitor
• Budget less than 10
• Company challenges
• Creating an image
• Avoiding channel conflict in the supply chain
  group

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E-Business Marketing Strategies

• Branding Strategy
• Stage I
• Monitor the Environment
• Stage II
• Brand Communication
• Stage III
• Develop Communication Strategy
• Stage IV
• Create an Image
• Stage V
• Develop a Visual Image
• Stage VI
• Develop Branding Strategies
• Stage VII
• Establish Strategic Alliances
• Stage VIII
• Develop an Internet Presence

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Branding Strategies

• Step 1 Monitor the environment to identify and
  develop ongoing, value-laden enhancements
• Research governmental Regulatory
  changes/Quarterly meetings among membership,
  government
• Providing a positive experience
• E-service quality
• Core
• Efficiency
• Fulfillment
• Reliability
• Privacy
• Recovery
• Toll-free telephone number

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Branding Strategies (Continue)

• Step 2 Brand communication through
  long-term-oriented advertising and public
  relations
• Targeted communication strategy
• Public relations
• Personal selling
• Through the members sales force
• Long-term advertising
• Member services and new Web site
• Specific trade journal publications for the
  building industry
• On-staff technical experts publish articles
• Various building materials information
• The material decision-making process

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Branding Strategies (Continue)

• Step3 Communication strategies to reach opinion
  leaders and generate positive word of mouth and
  mouse
• Trade shows
• Target the decision makers and the users

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Distribution of Members in the Buying Center
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Branding Strategies (Continue)

• Step 4 Create an image
• Long-term organizational branding
• Knowledgeable and credible source
• Step 5 Develop a visual image
• The global perspective with a tagline
• The only source for building materials
  selection
• Step 6 Develop branding strategies for all
  customer-contact points
• Different online services for each customer
  contact group
• Ex More educational level of information
  services for intermediaries

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Branding Strategies (Continue)

• Step 7 Establish Strategic Alliances
• Government and regulatory agencies
• Positive word of mouth and mouse
• Trade publications
• Main competitor
• Link each other, but information limited due to
  the membership fee
• Step 8 Develop an Internet presence
• Online supplemented in the offline environment
• CRMdeepening the relationship by providing the
  most relevant services to its target audiences

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Primary Stakeholders

• Employees
• Customers/Investors
• Suppliers
• Manufactures/Producers
• Intermediaries
• End users
• Government/Regulatory Organization

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Value Bubble

• Launching Web site
• Value Bubble
• Stage I
• Attracting
• Stage II
• Engaging
• Stage III
• Retaining
• Stage IV
• Learning
• Stage V
• Relating

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Value Bubble (Continue)

• Attracting (Building Traffic)
• Public releases
• Personal selling
• Online and off-line advertising
• Onlinelinks on all existing members sites
• Offlinetrade journals
• Attract Technologies
• PDF files
• Technical fact sheets and case studies
• Brochure-ware
• Publications/Order form
• Slow delivery
• No Credit card account

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Navigation Buttons
Logo
Text Block
Photo
Links
Links
Links
Links
Links
Links
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Value Bubble (Continue)

• Engaging (Building Loyalty)
• Customized for manufacturers, intermediaries, and
  end users.
• Online users receive customized pages based on
  their group selection
• Engage Technologies
• Contact number listings
• Links to all members
• Broken links

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Value Bubble (Continue)

• Retaining (Strengthening the Relationship)
• Frequent updates
• New services
• Retain Technologies
• Upcoming Events Page
• Online client-monitoring for updates and offers
  of new services

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Value Bubble (Continue)

• Learning (Building the Database)
• Registration
• Database
• Preferences
• Demographics
• Company affiliations
• Learn Technology
• Paper Application Form

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Value Bubble (Continue)

• Relating (Data-Driven Interactions)
• Personalize the interaction
• Previous customer behavior
• Monitor the frequently asked questions
• Seminar
• Relate Technology
• Telephone
• Fax
• E-mail

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Summary

• Success is highly unlikely
• Factors
• Technological problem
• Branding
• Marketing Theme
• Valuable Exchange Process
• Creating A Brand

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An Example of Company

• The American Concrete Institution
• http//www.aci-int.org/general/home.asp

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Questions?