B2B Marketing: Done by - Group 7

B2B
MARKETING
CORNING INC.
DONE BY – GROUP
7
PRODUCT INFORMATION AND FEATURES
Chameleon Glass :
● It is an electrified smart privacy glass which goes invisible to opaque in seconds.
● It’s ultra thin, flexible, operated through voltage and energy efficient
● It is specially designed for cars.
● There’s a liquid crystal smart film between two polymer films.
● The smart film is a suspension of liquid crystals
● When voltage is passed through the glass plane, the liquid crystals align
themselves into straight lines allowing all the light to pass through without
scattering.
Key Features:
● Made up of extra clear glass
● Wide variety of colour tints available
● Activates within less than 10 microseconds
● Blocks off UV rays that are harmful
● Technology will be used from Visteon
CATEGORIES
BASIC PREMIUM
• The basic glass is automatic which • The premium glass is automatic and
turns opaque when the car is at rest and can be controlled by the driver.
transparent when it’s moving. • Remains transparent all the time when
• Limited variety of color tints are anyone is inside
available • Wide variety of color tints are available.
• The smart glass can be used for various
purposes like playing videos, messaging
etc.
MARKETING
STRATEGIES
INTRODUCTION
OBJECTIVE- UTILITY ANALYSIS &
PRODUCT AWARENESS
• Extensive research to find out the
utility of the product
• A basic product – Just need fulfilment
• Trials on automobiles
• Market – Luxury automobile brands
• Target - Innovators
• Promotion – Heavy
• Support from the brand identity
GROWTH
STAGE
OBJECTIVE- BUILDING BRAND PREFERENCE & INCREASE MARKET SHARE
● Sales & profits rapidly rising

● Focus would shift from creating product awareness to building market share
● Adopt intensive distribution strategy
● Shift to product preference advertising
● Introduce new features
● Partnering with VISTEON to incorporate tech features
Growth Stage Continued…
● Water repellent glass option – hydrophobic coating
● Navigation on windshield
● Smart phone app connect- to control opacity levels
● Windows automatically get transparent as driver approaches vehicle
● Automatic transparency on engagement of reverse gear (VISTEON partnership)
COMPETITION STAGE
OBJECTIVE: MAINTAIN & STRENGTHEN

MARKET NICHE& DEFEND POSITION
● Competition is heavy (newer competing tech)
● Investment in R&D to explore new opportunities
● Focus on keeping current customers happy
● Pain points of customers keep changing all the time
● Focus on customer feedback to analyze demand for different
features
● Will consider diversifying distribution and sell to auto
component retailers
● Take decision to discontinue certain features if not received
well
SCOPE FOR THE
PRODUCT
1. The amount of heat accumulated in a parked car
during the summer can be fatal to the occupants if
the windshields and windows aren’t properly
covered.
2. This has led to numerous cases of dehydration and
even death among pets and children. From 2018-
2019, 78 pets suffered heat stroke and died in a hot
car. Dogs with broad, short skulls (also known as
brachycephalic breeds) are especially susceptible to
heatstroke.
3. The is precisely what the Corning chameleon is
attempting to solve where the built-in smart glass will
block of sunlight and harmful UV rays from entering
the car and keep the inhabitants of the car safe when
it is parked in sunlight.
4. As a result the driver can park his car anywhere in
SYSTEMS MARKETING
THE SALE OF
INTERRELATED PRODUCTS
1. While selling our product to car manufacturers, we can
also bundle along a repair service done at special corning
centers for affected car owners. This will be attractive to
car manufacturers as by paying Corning a yearly fee, they
will enable Corning to repair and service the special
windshields rather than attempting to do so themselves
which might require additional investment.
2. Corning can also sell their own glass to be used in Side-

mirrors and Back mirrors of cars using their chameleon
glass at a special rate. By Bundling these additional
products, Corning will ensure more of their products are
used by car manufacturers.
3. Corning can also sell to manufacturers the Glass that

covers the headlight and the backlight along at lesser rates
if they are purchasing the chameleon glass from Corning.
PRICING STRATEGY
● World’s leading innovator in material science.
● Smart Glass technology in cars is advanced
technology & will be offered by Corning to
renowned automobile (car) companies across
globe.
● Smart glass technology- exclusive & expensive, as
it allows static material to become alive & multi-
functional.
● Depending on version of Smart Glass
(Basic/Premium) you are buying & based on
customisation that buyer company asks for,
flexible pricing strategy would be used.
● Corning cannot opt for Market Skimming or
Market Penetration
WHY FLEXIBLE PRICING?
● Nature of product (exclusive, expensive, innovation based) which does not allow
skimming or penetration to be used.
● Buyers - customisation, Basic/premium
● It makes potential of a more efficient marketplace realizable.
● It can enable Corning to use volatility to their advantage, capturing opportunities in
market fluctuations, forcing competitors to chase their pricing moves.
● Can be used to maximise profits & to create higher demand.
DISTRIBUTION CHANNEL STRATEGY
• Using existing distribution channel in automotive sector
• Marketing push strategy to targeted customers.
Sales force, Direct meetings, Email, AUTOMOBI

CORNING LE DIRECT CHANNEL
Newsletter, Distributor portal. INDUSTRY
• DISTRIBUTORS AUTOMOBILE
CORNING
INTERMEDIAR
•AGENTS
INDIRECT
IES INDUSTRY
•BROKERS VAR CHANNEL
Factors determining Product factors , Market factors, Company related

distribution channels factors , Competitive factors, Environment factors.
COMPETITO
PRODUCT MARKET COMPANY ENVIRONMENT
R
• Nature of •Nature of • Financial • Competitors • Economic

market - channels
product- Business to Strength conditions
strategy
Technical business • Desire for • Legal
• Non •Size of the control constraints
perishable market - big
• Geographical
• Company
product situation brand
• High value -widespread value
•Order size -
high
• Training and support

• After sales service & warranty
• Conflict solving between the channels
SERVICE STRATEGY • Compatibility & Quality control
• For maintaining proper communication
between the channels
LOGISTICS STRATEGY
● Keeping the cost of transportation as low
as possible consistent with safe and reliable
delivery
● The supply chain management enables a
company to have constant contact with its
distribution team which consists of truck
trains or any other mode of transportation.
● The system can allow the company to track
where the required materials are at all
times as well it may be cost effective to
share transportation cost with partner
company if shipments are not large
enough.
SUMMARY
● The marketing strategy would change depending upon the product life cycle. During the introduction
stage the objective would be to create widespread awareness of the product, during the growth stage it
would be to establish a strong market position and during the competition stage the company will look
to strengthen market niche.
● The product has good scope due to the increase in the awareness of the dangers of parking the car under
direct sun.
● Cross selling can be done where other glass components in the car can also be bundled along with every
purchase of the chameleon product at good prices
● Depending on version of Smart Glass (Basic/Premium) being bought & based on customisation that
buyer company asks for, flexible pricing strategy would be used.
● Distribution channels will be mostly direct as the product is highly technical and requires intense
backup of service support for smooth functioning between the channels.
● Focus for Logistics Strategy will be on –
1. Transportation - mode/ route/ vehicle type
2. Inventory management - stock level, mix, locations
3. Customer service - needs, response, levels
4. PO processing - PO INTERFACE, ACCEPTANCE, RULES

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B2B

● Sales & profits rapidly rising

OBJECTIVE: MAINTAIN & STRENGTHEN

2. Corning can also sell their own glass to be used in Side-

3. Corning can also sell to manufacturers the Glass that

Sales force, Direct meetings, Email, AUTOMOBI

Factors determining Product factors , Market factors, Company related

• Nature of •Nature of • Financial • Competitors • Economic

• Training and support

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