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Unit 9 Business to business marketing BTEC Level 5

Introduction

Business to business marketing is called as B2B marketing which is other type of marketing where an organisation's goods and services for purchasing by another firm. Business to business is desired marketing method and techniques which have various principles that are totally based on similar type of buyers (Wen and Zhou, 2016). This report is based on Domaine Simha which wine company and they currently selling win to their customers by using direct selling method. In this report, they are analysing the background detail, communication instrument and devices of the company. Along with this, they will identifying and recognising the current marketing and distribution channels which help in promoting their desired goods and services among large number of customers.

Background information

Domaine Simha is the wine company which are providing wine to their customers by using direct selling method. For achieving with their business buyers in effectively and efficiently for enacting the market share, the Domaine Simha has decided to use different channels which help in distributing wine among customers. In the market of united kingdom, the company will selling their wine with the assistance of direct selling method to their customer. There are various distribution channel such as wholesalers, off trade, on trade and direct sales. But Domaine Simha only used direct selling method for attracting large number of customers towards their wine services (Morita and et. al., 2014). This company are providing wine to different areas where customers attracted towards popular but cheap type of brand of wine. Along with this, there are various other distribution channels such as supermarkets, convenience stores, food and drinks specialists stores.

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Analysis of current market channels

In the current time period, the wine manufacturer should understand that there are mainly three ways by which goods and commodities can acquiring with end consumers. Initially, consumer can purchase wine from retailing stores that includes wine boutique or online stores such as wine.com, both the examples are applying on customer drinkable items. The distribution channel includes wholesalers, e-commerce, sites and direct sale force which can sell over the phone. The distribution channels select or choose appropriate channel by which they are targetting desired customers at large market place. Distribution channel is define the right direction and path which provide products and services from the place of production or manufacturing the end consumers.
There are two different channels which are described as under:

Business to business distribution – It is that process which help in supplying services between industry users and producers of raw materials which required for producing the desired end production. For example, wine should be distributed with the help of different techniques and methods by which they can produce end products to their customers.

Business to customers – This is that distribution channels which occurs between final users and producer. In the wine sector, they are providing different product by using direct selling method that can assist in attracting buyers towards branded wine goods. Domaine Simha are selecting direct selling method which help in supplying products and services to their regular customers in direct manner (Hussin and et. al., 2014). In this, production stage of distributed channels are performing all marketing functions

Analysis of current communication instruments

Wine communication is highlighting the different types of customers, favouring marketing techniques and methods in specific condition. Therefore, customers are composed with segmentation of end consumers and different categories of wine stores are interrelated with other communication channel. Domaine Simha are using various methods and techniques which assist in analysing their customers views and perceptions and according to their requirement they are developing and manufacture that type of products. Along with this, the wine company try to match their customers views and point of perceptions with their firm perspectives. They required to analyse and examine desired buyers reviews and feedback and as per their demand, they make proper changes and alterations in their services or products. There are various communication goals and objectives of wine shop which are describe as follows:

  • They are require to create and spread awareness among large number of customers regarding the company products and services
  • They also need to convey and transfer their effective knowledge and skills of their employees (de Melo Santos and et. al., 2014).
  • Domaine Simha can create and make appropriate image which take place at the large market place. They need build and project their company image among customers mind regarding their wine products and other additional services in proper manner.
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