Brand analysis
1. Introduction
Market and buying characteristics are different for B2B or consumer buying. Industrial buying is characterised by rational decision making. Many companies would like to think this is the case however it may be more accurate to say that industrial buyer behaviour is more often based on measurable performance characteristics of the offering (and perhaps the availability of high levels of technical knowledge on the subject matter). From the other side consumer buying behaviour is based more on non measurable perceived characteristics such as style fashion or peer acceptance.
From the other side, companies use different marketing strategies for positioning, branding, advertising and presenting their promotional material. My study will be base in the advertising strategies of two companies, one in the B2B market and the other in customer market. Among B2B companies I have chosen WebDesign, a Hungarian company specialised in the design of web pages and other related services for companies. Among the consumer market suppliers I have chosen Hilton Hotels. My choice is based on my personal preferences as I am interested in both e-marketing and hotel and tourism industry.
2. Market and buyer characteristics
In this section I will give a general idea about market and buyer characteristic concerning B2B and consumer suppliers. In the following parts I will explain specifically for each supplier I have chosen these characteristics.
To make buying decisions in industry buyers are often forced to go through a buying process controlled by their companies which may involve professional purchasing staff, specifying engineers, approved suppliers, quality department approval etc.
From the other side in consumer markets buying decisions are made by one or more individual consumers. There is rarely a formal purchasing model consumers are forced to go through which means they may in some circumstances be at greater risk of not knowing all the alternatives.
Industrial buying groups often include technically and commercially aware individuals and companies try to make the process as rational as they can by installing various procedures. They often have a high level of technical knowledge about the products they are buying.
Consumers look to their peers, colleagues, friends, advice and independent reviews, depending on the value of the purchase. It is rare in consumer markets that individual consumers have as much technical knowledge about the products or services they are buying as those selling these products.
3. Image and Positioning
In the first part I explained the general characteristics of B2B and consumer. Now, based on their advertisement and printed materials, I will analyse the positioning, image, offering and appeal to their customers.
WebDesign Ltd. has an image of a key member of the Hungarian ICP market. Positioning is based on customer oriented development and the [next page]