Author: Prajwal Thul
1) Marketing Strategy Variations in Indian E-Commerce Businesses
The paper by Dr. V. P. Deshmukh and Mr. Mihir Sharad Paranjape explores the diverse marketing strategies of Indian e-commerce companies such as Flipkart, Lens kart, Just Dial, and Quikr. It emphasizes how these businesses adopt unique approaches based on their target audiences, product offerings, and business models.
The study highlights the interdependence of marketing mix (product, price, place, promotion) and marketing strategies to craft effective marketing plans Flipkart: Focuses on behavioural and psychographic segmentation, brand equity through campaigns like “Big Billion Days,” and distribution through Ekart and Pay zippy. Lens kart: Emphasizes customer engagement, value-based pricing, and innovative promotions like free trials and home eye-checkups. Just Dial: Prioritizes brand awareness using high-quality ads and expansion through selective licensing. Quikr: Adopts free and premium ad models, promotional pricing, and extensive digital and print advertising. The paper presents market growth data, showing significant growth for Flipkart (39%) and Quikr (46%).
The variations in marketing strategies are based on the nature of products, target customers, and business models. Each company has leveraged appropriate strategies to establish a strong market presence.
2) Get Over B2B and B2C Marketing: It’s Time for B2I Marketing!
The document, published by Bank of Baroda in 2018, discusses the emerging shift from traditional B2B (Business-to-Business) and B2C (Business-to-Consumer) marketing models to a new approach known as B2I (Business-to-Individual) marketing. The B2I model emphasizes understanding individual customer needs more deeply to provide personalized marketing and sales strategies.
Unlike B2B and B2C, B2I focuses on building personalized relationships with individual customers rather than treating them as part of a broader segment. Companies like IBM are early adopters of the B2I model, transforming their traditional B2B approach.
B2I relies heavily on data analytics to understand customer behaviour and preferences. Cloud-based marketing technologies enable personalized customer journeys, blurring the lines between B2B and B2C marketing. Implementing B2I requires a customer-centric operational model. Experts predict that while B2I is still evolving, it is set to mature in the next 3 to 5 years.B2I marketing is positioned as the future of business strategy, focusing on deep personalization to enhance customer loyalty and profitability.
3) Studying the Financial Impact of Marketing Strategies: Should We Differentiate between B2B and B2C Companies?
The paper by Mandeep Kaur Ghuman and Bikram Jit Singh Mann, published in the IIMS Journal of Management Science (2017), explores the financial impact of marketing strategies on B2B (Business-to-Business) and B2C (Business-to-Consumer) companies in India. The study focuses on two primary marketing strategies: advertising expenditure and branding strategies, analysing their effects on shareholder value measured by Tobin’s Q. The research involves a sample of 73 B2B and 78 B2C companies.
B2B Firms: Predominantly follow corporate branding strategies with little variation. Branding strategies do not significantly impact shareholder value.B2C Firms: Exhibit significant variations in branding strategies but these do not influence shareholder value.B2B Firms: No significant effect on shareholder value.B2C Firms: Positive and significant effect on shareholder value, indicating that advertising investments yield better returns for B2C companies. Factors like firm size, operating leverage, and operating margin also influence shareholder value differently for B2B and B2C companies.
Marketing managers should adopt distinct strategies for B2B and B2C companies. Advertising is a crucial driver for B2C but not for B2B. The findings challenge the one-size-fits-all approach in marketing strategies for different business models.
4) The Influence of Integrated Marketing Strategies on the Adoption and Success of IT Products: A Comparative Study of B2B and B2C Markets
The paper by Tochukwu Ignatius Ijomah et al published in the International Journal of Management & Entrepreneurship Research (December 2023), explores how integrated marketing strategies influence the adoption and success of IT products in B2B (Business-to-Business) and B2C (Business-to-Consumer) markets. It emphasizes that integrated marketing, which combines various promotional tools to deliver a consistent message, is crucial for the competitive IT sector.
Focuses on relationship-building and delivering value to multiple stakeholders involved in decision-making. Effective strategies include content marketing, direct sales, and digital campaigns to build trust and ensure higher adoption rates. Emphasizes brand awareness, customer engagement, and personalization. Utilizes social media, influencer partnerships, and targeted advertising to attract consumers quickly.B2B strategies focus on long-term relationships and detailed content, while B2C strategies emphasize emotional engagement and quick consumer responses. Both markets benefit from integrated strategies, but the approach and emphasis vary significantly.
A nuanced approach to integrated marketing is essential to maximize the adoption and success of IT products in both B2B and B2C markets.
5) A Comparative Study on B2B vs. B2C Based on Asia Pacific Region
The paper by Swapan Kumar Saha et al published in the International Journal of Scientific & Technology Research (September 2014), explores the differences between B2B (Business-to-Business) and B2C (Business-to-Consumer) markets in the Asia Pacific region. It highlights distinctions in marketing strategies, supply chains, pricing, payment processes, and buyer behaviours between the two models, emphasizing that understanding these differences is crucial for businesses to succeed in this diverse and growing market.
B2B: Involves larger sales volumes, more complex buying processes, and decisions made by committees based on specifications. It avoids mass media for promotions.B2C: Focuses on individual consumers, uses mass media extensively, and has simpler and faster purchasing processes.B2B: Involves multiple intermediaries like agents and distributors; focuses on efficiency and large-scale transactions.B2C: Operates directly with end-users through retailers and wholesalers, emphasizing convenience and speed.B2B: Prices vary based on customer relationships and order volumes, with flexible payment terms.B2C: Follows fixed pricing with immediate payments through cash, credit, or debit cards.B2B: Driven by rational decision-making focused on business needs.B2C: Influenced by emotional factors and impulse buying.
The paper concludes that while B2B marketing is more complex and relationship-driven, B2C focuses on quick sales and broad audience engagement. Understanding these differences is vital for businesses aiming to thrive in the Asia Pacific market.
6) AI in B2B Marketing Automation
The paper by Dr. V. Anitha and Sathish L., published in the International Journal of Progressive Research in Engineering Management and Science (January 2025), explores the integration of Artificial Intelligence (AI) in B2B (Business-to-Business) marketing automation. It highlights how AI-driven tools are transforming marketing strategies by enhancing personalization, lead management, and predictive analytics. The paper also addresses the ethical challenges associated with AI adoption, such as data privacy and algorithmic bias.
AI enables data-driven decision-making by analysing vast amounts of data to predict customer behaviour and optimize marketing efforts. Technologies like machine learning and natural language processing (NLP) help in segmenting audiences and personalizing content.AI improves lead scoring and nurturing by identifying high-potential prospects based on past behaviour. The use of chatbots and virtual assistants enhances customer interaction by providing real-time support. Issues like data privacy, algorithmic bias, and the need for transparency in AI algorithms are highlighted. Establishing ethical frameworks is crucial to balance innovation with accountability.AI-driven improvements show a weak but positive correlation with ROI in B2B marketing. Familiarity with AI tools among marketing professionals does not significantly impact ROI, suggesting the need for better training and adoption strategies.
AI holds significant potential to transform B2B marketing by making it more efficient and customer-centric. Businesses must navigate ethical challenges thoughtfully to leverage AI’s full potential.
7) B2B and B2C Companies Face Similar Hurdles with Complex Buyer Journeys
The paper, a Forrester Consulting Thought Leadership Piece commissioned by Adobe in May 2019, explores the similarities and challenges faced by B2B (Business-to-Business) and B2C (Business-to-Consumer) companies in managing complex buyer journeys. It highlights the growing convergence between B2B and B2C customer behaviours and emphasizes the need for cross-channel marketing capabilities to enhance customer engagement and data-driven decision-making.
52% of companies observed that B2B and B2C customers exhibit similar behaviours, such as increased reliance on data-driven insights, independent research, and personalized experiences. Both B2B and B2C buyers now expect emotional engagement and contextual interactions during their purchase journeys .Both types of companies struggle with siloed data and cross-channel tracking. Only 7% of B2C and 6% of B2B companies are able to consistently create custom marketing journeys based on customer interactions across all channels. Cross-channel marketing capabilities are critical, with 59% of B2B and 70% of B2C companies believing it can increase sales. Unified cross-channel capabilities also improve the quality of customer data and insights. Embrace cross-team collaboration between B2B and B2C marketers to share best practices. Focus on data-driven and personalized marketing strategies to improve customer engagement. Implement cross-channel marketing automation tools to streamline customer journey tracking.
As B2B and B2C marketing landscapes converge, adopting a holistic approach to customer journey management is essential for sustained growth and better marketing ROI
8) Social media and B2B Brands: An Indian Perspective
The paper by Smitha Vasudevan and Dr. F. J. Peter Kumar, published in the International Journal of Mechanical Engineering and Technology (IJMET) (September 2018), explores the role of social media in B2B (Business-to-Business) marketing in India. It highlights how the blurring lines between B2B and B2C marketing require brands to adopt social media strategies to enhance engagement and brand visibility. The study analyses the social media activities of Canon India, Epson India, and HP India across LinkedIn, Facebook, and Twitter.
The boundaries between B2B and B2C marketing are becoming less distinct, with B2B brands increasingly adopting social media platforms traditionally dominated by B2C brands.67% of the posts analysed were targeted at B2B audiences.B2B brands use social media to share information-based content rather than emotional or entertainment-driven posts common in B2C.LinkedIn was used extensively for industry-specific content, while Facebook and Twitter were used for a mix of brand-centric and general content. Over 50% of the posts focused on product or brand-centric content. Video posts (35%) and image-based posts (61%) generated higher engagement compared to text-only posts.B2B brands often lack a clear social media strategy and tend to adapt the same content across different platforms without customization.
Effective use of social media can help B2B brands reach new audiences and reinforce brand values. B2B marketers should focus on creating engaging, informative, and share-worthy content to leverage the full potential of social media.
9) Business Development – B2B and B2C E-commerce
The paper by Pramita P. Kharat and Prof. M. R. Nagare, published in the International Journal of Research Publication and Reviews (2021), explores the business development strategies for B2B (Business-to-Business) and B2C (Business-to-Consumer) e-commerce models in India. It highlights the impact of the COVID-19 pandemic on businesses, accelerating the shift from traditional to digital platforms. The study focuses on Caprihans India Ltd., a PVC manufacturing firm, to illustrate the application of these models.
The pandemic significantly increased online sales by 70% while offline sales declined by 10%.Businesses rapidly adopted digital marketing and e-commerce platforms to sustain operations.B2B: Involves transactions between businesses with a focus on bulk orders, customized pricing, and long-term relationships.B2C: Focuses on individual consumers with standard pricing, quick sales, and heavy reliance on social media and online ads. Effective product management including logistics and supply chain. Digital marketing techniques such as SEO, paid ads, and e-commerce platforms for customer acquisition. Competitive pricing as a major factor influencing customer decisions, with 80% of purchasing decisions driven by price. Difficulties in market access, credit facilities, and adapting to digital technologies. Managing shipping, returns, and customer service efficiently.
E-commerce offers cost savings compared to traditional business models by reducing infrastructure and marketing costs. A well-structured digital strategy is crucial for expanding business presence and sustaining in a competitive market.
10) TFN PR Media Kit 2024-2025
The document presents the PR Media Kit for Travel and Food Network (TFN) for 2024-2025, highlighting its role as a leading B2B (Business-to-Business) and B2C (Business-to-Consumer) media solutions provider in India. TFN offers a range of services across Print, TV, Digital, OOH (Out-of-Home), and Social Media platforms, targeting a diverse audience through partnerships with prominent brands like Times of India, National Geographic, Discovery Network, and more. The media kit emphasizes TFN’s extensive reach of over 250 million and expertise in content creation, influencer marketing, PR, and events.
TFN operates across multiple channels: Print, TV, Digital, OOH, and Social Media.It provides content creation, video production, influencer campaigns, PR, and event management services.TFN reaches over 250 million individuals, including 100 million+ English-speaking audiences across India.Its network includes 75+ print and digital publications and 5,000+ premium travel agents.B2B: Focuses on trade shows, press meets, and roadshows for tourism boards and hospitality brands.B2C: Utilizes social media campaigns, influencer marketing, and digital advertising to engage consumers directly. TFN collaborates with 500+ travel influencers and has executed 1,000+ social media campaigns. Emphasizes cross-channel marketing to create seamless and engaging brand experiences. Collaborates with major networks like Discovery+, TLC, National Geographic, and Times Network for broader outreach. Provides OTT (Over-the-Top) advertising solutions to tap into the growing streaming audience.
TFN positions itself as a dedicated partner for brands looking to expand their presence in the Indian market .By integrating traditional and digital marketing strategies, TFN aims to deliver measurable ROI for its clients.
Conclusion:
The reviewed research papers collectively highlight the nuanced differences between B2B (Business-to-Business) and B2C (Business-to-Consumer) marketing strategies in India, emphasizing the need for distinct approaches tailored to each segment. B2B marketing strategies tend to focus on long-term relationships, personalized solutions, and data-driven decision-making, often leveraging AI and integrated marketing techniques to enhance efficiency and lead management. In contrast, B2C strategies emphasize brand awareness, emotional engagement, and quick decision-making, often utilizing social media, influencer marketing, and mass media to reach a broad audience. The studies also reveal that while branding has a significant impact on shareholder value for B2C firms, its influence on B2B firms remains limited, suggesting that B2B marketers should prioritize relationship-building and information-based marketing over traditional branding efforts.
A notable trend identified across the papers is the convergence of B2B and B2C marketing practices. The emergence of B2I (Business-to-Individual) marketing represents a shift towards personalized marketing strategies that transcend the traditional B2B and B2C dichotomy. This approach focuses on understanding individual customer needs through data analytics and cloud-based technologies, enabling businesses to deliver highly personalized and contextually relevant marketing experiences. Additionally, the integration of AI in B2B marketing automation is reshaping the landscape by enabling more precise audience segmentation, personalized content delivery, and efficient lead management. However, ethical challenges such as data privacy and algorithmic bias must be addressed to fully leverage the potential of AI-driven marketing.
The findings also underscore the importance of cross-channel marketing capabilities for both B2B and B2C companies in managing complex buyer journeys. The shift towards integrated marketing strategies highlights the need for seamless customer experiences across multiple touchpoints, with a focus on unified messaging and cross-team collaboration. As the lines between B2B and B2C marketing continue to blur, businesses must adopt a more holistic and flexible approach to their marketing strategies, leveraging insights from both domains to enhance customer engagement and achieve sustainable growth. Understanding these distinctions and emerging trends will be crucial for Indian businesses aiming to optimize their marketing efforts and maintain a competitive edge in an increasingly dynamic market environment.
References:
1. Anitha, V., & Sathish, L. (2025). AI in B2B Marketing Automation. International Journal of Progressive Research in Engineering Management and Science, Volume 5, Issue 1, Pages 136- 141.
2. Bank of Baroda. (2018). Get Over B2B and B2C Marketing: It’s Time for B2I Marketing! FinTalk. Retrieved from: Bank of Baroda
3. Deshmukh, V. P., & Paranjape, M. S. (2021). Marketing Strategy Variations in Indian E-Commerce Businesses. International Journal of Multidisciplinary Educational Research, Volume 10, Issue 7(8), July 2021.
4. Forrester Consulting. (2019). B2B and B2C Companies Face Similar Hurdles with Complex Buyer Journeys. Commissioned by Adobe.
5. Ghuman, M. K., & Mann, B. J. S. (2017). Studying the Financial Impact of Marketing Strategies: Should We Differentiate between B2B and B2C Companies? IIMS Journal of Management Science, 8(3), 321-335.
6. Ijomah, T. I., Okeleke, P. A., & Babatunde, S. O. (2023). The Influence of Integrated Marketing Strategies on the Adoption and Success of IT Products: A Comparative Study of B2B and B2C Markets. International Journal of Management & Entrepreneurship Research, Volume 5, Issue 12, Pages 1164-1183.
7. Kharat, P. P., & Nagare, M. R. (2021). Business Development – B2B and B2C E-commerce. International Journal of Research Publication and Reviews, 2(8), 999-1002.
8. Saha, S. K., Aman, A., Hossain, M. S., Islam, A., & Rodela, R. S. (2014). A Comparative Study on B2B vs. B2C Based on Asia Pacific Region. International Journal of Scientific & Technology Research, Volume 3, Issue 9, Pages 294-298.
9. Travel and Food Network. (2024). TFN PR Media Kit 2024-2025.
10. Vasudevan, S., & Kumar, F. J. P. (2018). Social media and B2B Brands: An Indian Perspective. International Journal of Mechanical Engineering and Technology (IJMET), 9(9), 767-775
