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 expertise2. Ongoing liaison with governmental and regulatory

agencies3. 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

Manufactuer DistributorWholesalerArchitectsContractorsEngineers

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

I nitiators

Users

Influencers

Deciders

Approvers

Buyers

Gatekeepers

30%

15%

10% 0% 5% 20%

20%

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 BlockPhoto

Navigation Buttons

Links LinksLinksLinks LinksLinks

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 E-mail

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

http://www.aci-int.org/general/home.asp

Questions?