Transcript Competitor Analysis of B2B marketplace companies

Competitive Analysis and Strategy Formulation for
Digital Marketing
By:
Name: Vinay Tomar
Email: [email protected]
College: K J Somaiya Institute of
Management Studies and Research
PGDM Core
About Machineshub.com
Machineshub.com
• Machineshub.com, started in 2 Jan, 2015, is a global B2B
marketplace for heavy machinery & equipment
• Owned by EssFlex Pte Ltd, Singapore
• Globally over US$145.5 billion in used/new heavy machinery
equipment and parts are sold each year through a fragmented
network of brokers and agents. Machineshub.com is making it
easier for buyers & sellers to find prospects
• This company is quite new in the market. But the website looks quite
interesting
• Option of browsing by category
• Organizing a machinery exhibition in Saudi Arabia which will create
more awareness about the company
• Not too many listing of suppliers. But company is creating its name
in heavy machinery marketplace space
• Appears in Top five in Google search
• The competitive analysis of various competitors is presented in
further slides
Competitor Analysis of B2B marketplace companies
MachineryZone.com
• MachineryZone is a marketplace maintained by
MB diffusion Website
http://www.mb-diffusion.com/en
• Well Designed Website
• Categorization of Machines according to type and
use
• Sufficiently large number of listings of buyers
• Details about Auction sales, Sales events,
Dealers’ directory etc.
• Machineryzone is accessible from more than 25
countries. So, Global Presence
• Present in Europe, Asia, CIS, America
• 7.7 million visits and 107 million page views
Competitor Analysis of B2B marketplace companies
Mascus.co.uk
• Established in the year 2000 as an Internet marketplace
• Over 4250000 visits of buyers every month, Mascus is the world’s fastest
growing website for buying and selling heavy machinery and trucks
• Most number of listings in each category among all the competitors
• 300000 plus online ad mark
• Category wise division for machines
• Promotion link through fb, twitter, linkedin, google+ etc
• Global Presence in Asia, Africa, Europe etc.
• But the price of some product is not shown. It can be found on a request
basis
Competitor Analysis of B2B marketplace companies
tradeKorea.com
• Global B2B online marketplace
• tradeKorea.com, is public-private organization
established in 1946, currently with over 73,000
member companies
• Website not so well designed
• Category wise division of machines
• Not too many listing of suppliers
• Listing of heavy machinery suppliers from China,
South Korea, Barbados and Taiwan
• Option of send enquiry and add to my interest for
each product
• Option of connecting to a verified supplier. Good
option which can be incorporated by
Machineshub.com
Competitor Analysis of B2B marketplace companies
TradeBoss.com
• TradeBoss.com is part of a rapidly growing International B2B
Network: TradeHolding.com
• Maintained and operated by TradeHolding Ltd. and consists of
50+ worldwide partner sites targeting 232 countries from all over
the world
• Webpage is very much clumsy and is very tough to find anything
which is required
• Not user friendly
Competitor Analysis of B2B marketplace companies
IronPlanet
• Leading online marketplace for used heavy equipment.
• Sellers achieve more profitable sales through low transaction
costs and better price realizations through a global audience
of buyers
• Well designed website
• Backed by Accel Partners, Kleiner Perkins Caufield and
Byers, Caterpillar, Komatsu and Volvo
• Iron planet has tied up with caterpillar ltd. which is the
biggest manufacturer of heavy machineries. An auction will
be held from 25th March to 22nd April
• Will attract lots of buyers and sellers and will bring them in a
single place, which will create more awareness about
IronPlanet’s website
• Important feature: Mobile App is also present
SWOT Analysis of Machineshub.com
• Strength
• Weakness
• Among top 5 in Google
• Need to work
search
• Slowly Creating brand
value
• Variety of Product
offerings
aggressively to create
the brand name
• Has not been able to
generate expected
profits being new in the
market
SWOT Analysis of Machineshub.com
• Opportunities
• Threats
• Not many competitors in
• The growing competition
the heavy machinery
field
• Can create brand name
via Digital platform
• M-commerce
from other brands like
machineryzone.com and
mascus.co.uk
• Lack of profits
Indian scenario of online Marketplaces
• At a nascent stage with 25 million online buyers
• Expected to increase to over 100 million online buyers by 2020
• Over 70% of all consumer e-commerce transactions in India are travel
related
• Biggest players in the travel category are Makemytrip.com, Yatra.com
and the IRCTC website for railway bookings
• The E commerce industry has consistently shown a CAGR of above 30
% from 2009 to 2013.The industry size was estimated to be 19,249 Cr in
2009 and has become 62,967 Cr in 2013. It is expected to be around
1,116,00 crore ($18 billion) opportunity by FY15.
Recent Initiatives by Indian marketplaces
SnapDeal:
• Celebrating Kisan Diwas, e-retailing firm Snapdeal.com launched
“The Agri Store”, offering products like seeds, fertiliser and irrigation
tools, among others, to farmers
• Snapdeal has launched its same day delivery service after flipkart
and amazon
Flipkart:
• Flipkart launched Automotive accessories, fitness equipment and
Electronic accessories section
• Offering special discount on shopping from Mobile app
• Coming with innovative marketing tactics to promote the mobile
app like “ SORRY, We’ve shut down”
Growing Mcommerce in India
• Indian e-commerce companies are changing their customer-acquisition
strategy and are enticing people with offers to install their apps on mobile
phones. They expect the move to create more loyal customers than those
who land on the portal through online searches
• As per the reports from IAMAI and IMRB International, by June 2015 India
will have nearly 213 million mobile internet users
• According to the survey, 72% of Indian population use mobile to search
for a website while only 27% use desktop/laptop
Use of social Media for online marketing
Indian marketplaces are effectively using social media for online
marketing as shown in the statistics
Digital Marketing Strategy for
Machineshub.com
Service
Information
Brand
Positioning
Social Media
Presence
FOCUS
Addressing
Service
Queries and
Issues
Web
Interface
Mobile Support – BB,
Android
Customer
Engagement
Digital Marketing Strategy for
Machineshub.com
• Service Information: Machineshub.com should provide best
service information online to its customers through trained
customer care executives
• Brand Positioning: Machineshub.com should position itself as
niche brand in heavy machinery category providing wide range of
heavy machinery products
• Addressing Service Queries and Issues: Addressing service
queries and issues should be one of the prime focus of
machineshub.com digital strategy
• Customer engagement: Customer engagement is also one of the
important aspect of digital marketing through online promotion,
social media etc
Marketing Plan and Strategies for machineshub.com
Marketing plan
Use of PR
muscle of the
company
Awareness
generation
through CSR
initiatives
Use of
Social
Media
Marketing Strategies
Use of PR
muscle of the
company
Public Relations : Generating awareness without actually advertising it
• Stories around the brand- Implicit mention of brand
name
• Listing on heavy machinery databases, marketplace
rating agencies
• Online presence - SEO, Magazines
• Offline presence - Tabloids, magazines
• Utilize PR muscle of Machineshub.com
e.g.
Stories behind the machinery products
Personal letter/Emails: Sending printed letter and
emails to each esteemed customer
Marketing Strategies
Marketing Strategies
Immediate Branding
Less spending
required
Mass Audience/viral
marketing
Customer Connect
Brand damaging if
customer complaints
not handled properly
Bad quality Products
can lead to brand
damaging
People who are not
online are left out
General Strategies
 Have a facebook page from where updates about latest equipments are
provided to customers
 Start sharing crucial information about machines and heavy equipments with
customers, like properties of machines, their uses etc
 Continuous updates about upcoming events and exhibitions, so that
customers are constantly reminded of the brand
Promotions and Channels
Continuous involvement of brand in the media
A Facebook
page where all
information
about products
will be
uploaded and
can be viewed
Consistent
tweets from
the company
side
“ELEGANT” SMARTPHONE APP
A Smart-Phone App through which
an user can select a Product from
the site and can add it to his/her
shopping list and purchase the
product.
m-Commerce
Constructive
feedback
publicized
through FB
page about
comfort
YouTube ads
of different
products of
the company
SEARCH-ENGINE
OPTIMIZATION
Any user searches for Machineshub from
anywhere , the site should land up to
Machineshub home page . Google AdWords can also be used to increase traffic
towards the Machineshub site to increase
Brand Awareness
Marketing Strategies
Awareness
generation
through CSR
initiatives
Objective: Implementing CSR as part of corporate strategy by being socially responsible
in its core competencies
“Give Back to Society”
 Propose to include the contribution towards CSR in every bill that a customer gets
 For every contribution by customer same amount can be donated by
machineshub.com
 Collaborating with Engineering institutes to conduct free sessions and trainings for
week heavy industry employees and students
 Enriching experience for both students and employees
Promotional Activities - Advertisements
Print/ Online Media
Magazines: Business
Magazines, Business
todays, Newspapers
and E version of
magazines
Hoardings
Large Banners of
Machineshub.com can be
displayed on Highways, Airports,
malls etc if company wants to
invest more money on
promotion
Word of Mouth
Proper Customer
Service rendered at
company website and
Customer Satisfaction
after purchase would
automatically Brand
“Machineshub.com”
Other Means of Marketing
Coupons and
Payback
Discounts
• Give coupons and payback discounts to
the buyers and payback discount can be
redeemed with the next purchase if the
purchase is done within next 1-2 year
• If a buyer wants to sell any product
through machineshub.com then discount
on product listing can be given to them
Auctions
Conduct Auctions In
Association With Product
Manufacturers
Recommendations and Call for Action
• Enlist the company on TradeB2B
• TradeB2B is the Global B2B website directory. And all the big
companies are enlisted in this website. But Machineshub.com is
not registered in this directory
Recommendations and Call for Action
• Option of send enquiry and add to my interest for each product
can be added like tradeKorea.com
• Option of connecting to a verified supplier. Good option which can
be incorporated by Machineshub.com like tradeKorea.com
• Live chat option can be added on webpage. Anyone willing to ask
any question can just simply put question on the page and query gets
resolved within 1-2 working days. This feature is used by
krhicranes.com, a website is for enquiring any heavy machinery
product
• Need to effectively manage Social Media for
Brand awareness
-Website’s Facebook page has only 18 likes.
So huge promotion is required
-Website’s Linked in page is present but there is
only 7 followers in the page. To increase the
viewership company employees and others
need to follow the company on Linked in
-Company’s page is present on twitter but is not
updated regularly. There is a need to manage
company’s twitter handle
Recommendations and Call for Action
• Use of Mcommerce: A Smart-Phone App through which an user
can select a Product from the site and can add it to his/her
shopping list and purchase the product. All the marketplaces are
coming up with mobile app so Machineshub.com should also act.
• Conduct Auctions In Association With Product Manufacturers
• Tie-up with OEM’s (Original equipment manufacturers) as
customers prefer OEM equipments
• Give coupons and payback discounts to the buyers and payback
discount can be redeemed with the next purchase if the purchase is
done within next 1-2 year
• Search Engine Optimization: Any user searches for Machineshub
from anywhere, the site should land up to Machineshub home
page . Google Ad-Words can also be used to increase traffic
towards the Machineshub.com site to increase Brand Awareness
• Interactive vedio Innovation: Interactive product specification
vedios can be added to website and used for promotion and
customer engagement
• Machineshub.com can work on faster delivery of equipments to
customers as compared to its competitors and promote itself
through the faster delivery service