Definition of B2C Marketing with Example

Definition of B2C Marketing – Introduction

Business-to-Consumer marketing focuses on the relationship between a company and the end customer of a product or a service. By trend, consumers are influenced by emotions, are price sensitive, and make subjective decisions. Consumers do not necessarily seek long-term partnerships or try to make deals for the long run. The consumer themselves purchase without the involvement of other people. In this article let’s see the definition of B2C Marketing with example

Definition of B2C

Business-to-Consumer, is a business transaction activity in which business enterprises sells goods or services to consumers.

Definition of B2C Marketing

Definition of B2C Marketing – “Business-to-Consumer (B2C) applies to businesses marketing their goods or services to consumers”.

Business-to-consumer marketing, or B2C marketing, refers to the tactics and strategies in which a company promotes its products and services to individual people – creating, advertising, and selling products for customers to use in their everyday lives.

Market size for business to-consumer (B2C) sellers is often limited with geographical area and/or number of people in the city, county or country. For example, if a company sells sunglasses its market is the country’s (or even larger) population; however, if it runs a yoga studio, most probably a target market will be limited within driving distance of the studio location

B2C Marketing Example:

For example, a website which follows the B2C business model is selling its goods directly to a customer. That customer can see the products displayed on the product’s website. The customer may choose his favorite product to order. The company sends the consumer a confirmation message regarding the order via telephone number or/and e-mail provided by consumer while placing an order.

Characteristics of B2C Marketing

• The technology is simple in working and is cost-effective.
• More focus on branding and marketing.
• Minimal transaction cost.
• Makes it simple.
• Makes energy efficiency fun.
• Presence of social pressure

Must Read: THE ROLE OF MARKETING IN STRATEGIC PLANNING

What is the 7ps of Marketing

The 7 P framework is one of the most popular framework for deciding a marketing strategy, right from strategy formulation to actual implementation. Services marketing are dominated by the 7 Ps of marketing namely Product, Price, Place, Promotion, People, Process and Physical evidence

7ps of Marketing with example

Let’s discuss the 7ps of marketing with example for B2C

• Product & Service
• Price
• Place / Distribution
• Promotion / Communication
• People
• Processes
• Physical Evidence

The 7ps of marketing mix for B2C

PRODUCT & SERVICE

Consumers understand the pros and cons of the product or service without understanding the mechanisms behind it. Brand, loyalty, or convenience are more important than the product benefit itself

PRICE

High and low-price sensitivity, depending on the product. Consumers have a hybrid price perception as soft facts such as branding, personal status or perceived (promised) features influence the price sensitivity. By trend, price is an emotionally influenced buying aspect

PLACE / DISTRIBUTION

Fast delivery and 24/7 accessibility to the products/services are state-of-the-art. The fulfillment is often to the doorstep. Consumers do not have to leave their houses to get products. The distribution is an important factor for a buying decision. Ad hoc decisions at the point of sales (e.g., supermarket cashier) are common

PROMOTION / COMMUNICATION

Emotional, brand, and brand promise focused. Fewer facts than in B2B. Communication targets the ultimate buying decision phase without necessarily educating the consumers upfront. Emotional and also often irrational triggers rush consumers into a decision. B2C marketing communication positively influences these moments. After-sales communication is used to reassure consumers about their decision and also build up loyalty. By trend, the target groups are bigger, and also mass media is used to reach them.

PEOPLE

Employees in B2C are often brand ambassadors and the face of the brand to the public. Due to the nature of consumer business, the face to face contact can be the one reason for purchase. Salespeople are trained on processes and how to behave, rather than on the product itself. For services, this is different as the service can only be fulfilled satisfactorily if the employee knows his job. People in B2C are easier to replace and also cheaper in training. However, their impact on the sales process can be higher. Some markets have a high fluctuation rate, and also loyal employees are often loyal to the brand or their colleagues.

PROCESSES

B2C processes focus on the external part of the value-added chain to increase the effectiveness of actions. However, for markets with a high price sensitivity, efficient internal processes are often a USP of companies. Process interfaces are often established at an early stage. B2C companies typically have proper organizational management and also actively build processes.

PHYSICAL EVIDENCE

Brick-and-mortar stores are still the typical way to establish physical evidence. Consumers can walk in and also perceive the product. For services, it remains a marketing job to replace physical evidence, e.g. videos of the service, ratings and feedback, or a relatively new way – virtual reality. Online stores bypass the lack of real-world stores with free returns

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