B2B PLAN

B2B Marketing Plan

Executive Summary

LumiCore is a subsidiary of the giant Brazilian chemical company LumiChem and manufactures a broad range of paints, pigments and coatings. The company is looking for possible ways for expanding its business into different markets, such as United Kingdom. The paints and coating industry of United Kingdom is among the leading industries that contribute to the global market. It is a vast industry which is worth $2.7 billion, and it is forecasted that this industry will further grow in the future. This industry in United Kingdom includes all the liquid and powder based paints and varnishes. The total consumption in this market was 597.2 thousand tonnes as of 2011.

The political system of United Kingdom is well-established on democracy, and the strong governance of its policies ensures a stable and consistent environment to conduct business. The economic condition of United Kingdom is favours investment opportunities as the economy is highly developed. The high purchasing power of the consumers makes United Kingdom a favourable place for LumiCore to expand their business. The economy of United Kingdom is open and competitive, with strong international relations with different countries. The technological outfit of United Kingdom encourages LumiCore to expand its business in this country. The government has given certain relaxations for new businesses that bring along different or better technology to the industry. The outsourcing of research and development activities has also improved the technological based of United Kingdom. LumiCore can benefit from this by utilizing state of the art technology and advanced research and development facilities.

The segment that is highlighted for LumiCore is the architectural and decorative segment of United Kingdom. As of 2011, this segment has contributed $1.8 billion to the total industry, which is worth $2.7 billion. The consumption of architectural and decorative is amounted to be 68.4 percent of the total consumption volume in paints and coatings industry. The key customers for LumiCore in the architectural and decorative segment are the architectural and decorative companies, such as David Chipperfield Architects, SHH, Kawkins Brown, Heatherwrick Studio, John McAslan + Partners, Feilden Clegg Bradley Studios, BDP and many more. The major competitors for LumiCore in the painting and coatings industry are Akzo Nobel, BASF SE, PPG Industries Inc., and RPM International Inc.

With the help of the marketing mix, LumiCore can differentiate itself from other companies in the market. To get LumiCore known in the architectural and decorative segment, the company has to advertise to the architects using print media such as brochures and leaflets. It can also use electronic media such as emails to get them known in the industry. The company's website will play a key role in promoting the company; presenting all information on the company's website will give the company an advantage over other competitors and will also help in its promotion. Participating in the trade exhibitions will further help LumiCore as sales agents can talk to in person to potential architectural and decorative firm ...