B2b Marketing Management - Project Proposal_group_a11 635c38

B2B MARKETING Project Proposal on

Analyzing business market processes in Ogilvy and Mather (O&M)

1) Project Name: Title: Linking key concept(s) of the course text books with practice Project: Analyzing business market processes Company: Ogilvy and Mather (O&M) Industry studied: Advertising, Marketing and Public Relations

2) Nature of project work: The project is focused on study and analysis of a global advertising firm, Ogilvy and Mather (O&M) which provides PR, advertising and marketing services to its clients. It will covers relevant business to business concepts that are applicable to the firm’s business processes operating in the advertising industry. The analysis would include thorough study generating relevant insights about the firm and industry which would help in predicting the uniqueness about their services. It would also include the study of working relationships that O&M shares with its customers (multi domain). The understanding of the concepts learned during the B2B market management course would be presented in the practical manner served by the company and with citation of the references.

3) Objective: The objective of this project are1. To explore a new industry i.e. advertising and understand the value chain that exists

2. O&M’s business philosophy on the basis of their Segmentation, Target and Positioning 3. Understand the practical application of B2B concepts in O&M’s business processes 4. To understand how do the different functional units of O&M, not just the marketing unit, brings the synergy to deliver the superior value, for which they are known 5. We as a student, having a limited knowledge regarding B2B interaction, would like to develop a managerial approach to both the market and the way marketing is done.

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4) Methodology to be adopted: We would be doing secondary research on the “Ogilvy and Mather ”, as in what is the nature of the business, technology used, processes followed, sizes of the business units etc. Secondary research will also be done about background of “Advertising, Marketing and Public relations” industry, aimed at knowing the position of the “Ogilvy and Mather” in the marketing communication industry, which are the different market to which they cater, the number of competitors in the different business units etc. To understanding their Value chain, we would gather information about the business processes followed at “Ogilvy and Mather” We would like to figure out the unique aspects, about their business, which may be the significant reasons for their being the one of global and largest marketing communication company We would analyze the attributes which leads to the success of the “Ogilvy and Mather” in the Indian Advertising business The most talked aspect about “Ogilvy and Mather” is their brand equity. So we would like to understand how are they leveraging their brand equity 5) Analytical framework: i. Porter’s five forces: First we would like to study the forces which shape the market and industry. Porter’s analysis would help us analyze the profitability and attractiveness of market and how “Ogilvy and Mather” operate in the current market conditions. ii. Value Chain Analysis The analysis focuses on core business strategies and operations which are vital for creating value for the customer. It helps in identifying the capabilities and areas of improvement for the firm. iii. Business value model It is a strategy used by an organization to generate revenue and make profit for the firm. We would focus on functions and different components in business used to differentiate it from rivals firms and generate margins.

We also plan to incorporate other models as we progress over the course timeline and integrate in our studies. 6) Likely conclusions: Some of the key conclusion the project would aspire to draw are1. O&M’s market strategy and key resources are helping them retain the numer-uno position in the industry? If no, then what plays an important role? 2. The company is working on its core competencies and outsourcing the non-core aspects ? 3. Loyal customer relationships has helped the company to grow over the years 4. Strategy and its alignment with the business processes performed at O&M 5. Customer segment targeted is the most profitable and sustainable for the company’s aspirations 6. What has helped O&M to build and sustain the strong brand equity

7) Deliverables: The key deliverables would be 1. Landscape of the Indian “Advertising, Marketing and Public Relations” business market and marketing. How is O&M doing in this regard? 2. In-depth analysis of business marketing processes followed at O&M, to describe their Value chain 3. Application of different frameworks, such as Porter’s Five forces, Value Chain Analysis , Business value model and others to have better insights 4. The final report to also include recommendations regarding the course of action that should be taken by the firm

Attached is the Gantt chart