Chapter 9 Case Study 5

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

Background (Continue)  Three main avenue of member support 1.Educational and technical or engineering expertise 2.Ongoing liaison with governmental and regulatory agencies 3.Objective analysis of various building materials  Funded through: Membership dues Sales of technical publications Government grants

Background (Continue)  Membership for supply chain group  Manufacturers or producers  Distributors and wholesalers  End users ―Architects ―General constructors ―Engineers

Distribution of the Company’s Membership by Supply Chain Group 30% 15% 20% 8% 10% 17%

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

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

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

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

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

Distribution of Members in the Buying Center

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

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 CRM—deepening the relationship by providing the most relevant services to its target audiences

Primary Stakeholders  Employees  Customers/Investors  Suppliers  Manufactures/Producers  Intermediaries  End users  Government/Regulatory Organization

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

Value Bubble (Continue)  Attracting (Building Traffic) Public releases Personal selling Online and off-line advertising  Online—links on all existing members’ sites  Offline—trade journals  Attract Technologies PDF files  Technical fact sheets and case studies Brochure-ware Publications/Order form  Slow delivery  No Credit card account

Logo Text Block Photo Navigation Buttons Links

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

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

Value Bubble (Continue)  Learning (Building the Database) Registration Database  Preferences  Demographics  Company affiliations  Learn Technology Paper Application Form

Value Bubble (Continue)  Relating (Data-Driven Interactions) Personalize the interaction  Previous customer behavior Monitor the frequently asked questions  Seminar  Relate Technology Telephone Fax

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

An Example of Company  The American Concrete Institution int.org/general/home.asp

Questions?