Good morning everyone. Today we will learn about two main types of marketing: consumer marketing and industrial marketing. In simple words, some businesses sell to individual customers, while others sell to other businesses. Both types need different marketing approaches.
Let’s start with consumer marketing, also known as B2C or business to consumer. This means selling goods and services to people for their personal use. Think about the things you buy every day such as snacks, clothes, or phones.
Consumer products can be divided into four groups. First, convenience products are bought often and quickly, like toothpaste or chips. Second, shopping products take more thought and comparison, like shoes or furniture. Third, specialty products are those people really want from a specific brand, like iPhones or luxury cars. Finally, unsought products are those people do not usually plan to buy, such as insurance.
Now let’s move to industrial marketing, also called B2B or business to business. This is when a company sells to another company. For example, a tyre manufacturer sells to car companies. These purchases are usually large, logical, and carefully planned because they affect production and business costs.
Industrial products include raw materials like steel, machinery and equipment called capital goods, component parts like microchips, and services such as consultancy or logistics.
Let’s look at how B2C and B2B differ. In consumer marketing, the target audience is large and decisions are emotional and quick. For example, a chocolate company uses bright packaging and slogans like “treat yourself” to attract buyers. In industrial marketing, the target audience is smaller and decisions are made logically. For example, a software company selling to banks focuses on reliability, cost, and support.
Consumer products are designed for mass appeal and look attractive to buyers. Industrial products are often customised to meet specific business needs. A smartphone sold to the public focuses on design and features, while a hospital air conditioning system is built for performance and safety.
Pricing also differs. In consumer marketing, prices are fixed and promotional offers like “buy one get one free” are common. In industrial marketing, prices are flexible and often negotiated, depending on the quantity or contract.
Promotion in consumer marketing focuses on advertising and emotional appeal through social media or TV. Coca Cola, for example, uses emotional themes to connect with people. Industrial marketing focuses more on personal selling, trade shows, and professional networks.
Finally, distribution in consumer marketing involves shops and online stores so products are easy to find. In industrial marketing, products are often sold directly to businesses with planned deliveries and service support.
To sum up, consumer marketing focuses on emotion, mass appeal, and convenience, while industrial marketing focuses on logic, relationships, and long-term value. Understanding both helps businesses choose the right strategies for their products and customers.
