A South African example of the use of the business-to-business (B2B) marketing mix in creating value for B2B customers can be seen in the operations of Sasol, a global integrated chemicals and energy company.
Sasol primarily operates in South Africa and has a significant international presence. The company uses a comprehensive B2B marketing mix to cater to its diverse range of industrial customers, including sectors like energy, chemicals, and mining.
Sasol offers a wide range of products tailored to meet the specific needs of its B2B customers. These include high-value chemicals, fuel products, and gas-to-liquids (GTL) products. The company invests heavily in research and development (R&D) to innovate and improve its product offerings, ensuring they meet the high standards required by its industrial customers.
Pricing strategies in B2B markets are complex and often negotiated based on long-term contracts, volumes, and the value-added services provided. Sasol employs a competitive pricing strategy that takes into account the quality of its products, the cost of production, and the prevailing market conditions. The company also offers flexible pricing options for its larger customers, including volume discounts and long-term contractual agreements, to create and sustain value.
Sasol's distribution strategy is focused on ensuring reliable supply and accessibility of its products to B2B customers globally. The company has a vast distribution network that includes manufacturing locations in South Africa, Europe, and the United States, as well as sales and distribution operations in more than 30 countries. This extensive network ensures that Sasol can efficiently supply its products to customers worldwide, minimizing downtime and ensuring the smooth operation of their businesses.
Promotional activities in the B2B sector are often tailored to the specific needs and decision-making processes of businesses. Sasol engages in targeted marketing communications, including participation in industry-specific trade shows, technical seminars, and direct marketing efforts. The company also leverages digital marketing through its website and social media platforms to showcase its expertise, product innovations, and case studies, highlighting the value it brings to its B2B customers.