ANALYZING BUSINESS MARKETS

B2B MARKETING APPROACH

Buying situations: The business buyer faces many decisions in making a purchase.

• Straight rebuy: in this approach the buyers call for stock on a routine basis. Dove soaps usually fall under this category as it is a daily use commodity.
• Modified rebuy: here the buyer wants to enforce a change in the product specifications, price, delivery requirements or other things. This situation is very unlikely to happen in the case of the Dove soap because the buyer has little say in the process. Also HUL works on the advance payment policy thus ensuring no flaws.
• New task: this is a buy where the buyer is buying the product for the first time. This situation could arise when a new retailer sets up a store and wants to import the Dove soap bars. In all likelihood of such cases there would be no worries because of the brand's trusted sales over the years

PARTICIPANTS IN THE BUSINESS BUYING PROCESS

As shown in the figure the distribution process of Dove products starts with the manufacturer and moves down to the retail stores, CSD and modern trade through C&F(cost and freight) and stockists.