Business to business marketing

Assignment Help Operation Management

Reference no: EM13902496

BUSINESS TO BUSINESS MARKETING

Hidden Inside: International Flavors & Fragrances, Inc.

Founded in 1909 and based in New York City, International Flavors & Fragrances (IFF) manufactures (46 percent Of sales) (54 percent Of sales) for use in a array of consumer products. The Flavors segment offers components for use in consumer products such as soft drinks, candies, pharmaceuticals, snack foods, and alcoholic beverages. The Fragrances segment provides functional fragrances for personal care and household products, including perfumes and colognes. The firm's customer base consists of large consumer product companies such as Peps, Procter & Gamble, Estee Lauder, and Unilever. IFF generates over 40 percent of its sales from rapidly developing economies. Large consumer product firms are quite reluctant to put their brands at risk, so these customers favor trusted global suppliers, like IFF, that can meet their supply needs around the world, as well as ensure the safety and quality of their products. However, IFF With three Other large market participants- Givaudan, Danisco and Firmenich. When consumer company wants to launch new flavor or fragrance, IFF, along with each of these rivals, has been offered the opportunity to develop a scent, making it difficult to lock in customer relationships. Since the value IFF contributes to consumer product is "hidden inside" the IFF name unfamiliar to end customers, some challenging questions emerge for managing the firm's brand:

Discussion Questions

What strategies could IFF follow to differentiate its offering from those competitors and strengthen its position with core base of consumer product companies?

Should IFF invest in a marketing communications strategy that seeks to establish its identity end Customers (i.e., its customers' customers)?

Reference no: EM13902496

Questions Cloud

Why utility function reasonably describe a person preference : Draw a utility function over income u(I) that describes a man who is a risk lover when his income is low but risk averse when his income is high. Can you explain why such a utility function might reasonably describe a person's preferences?

Example of company that effectively uses to generic strateg : An example of a company that effectively uses 2 generic strategies at once. An example of a company that is or was “Stuck in the Middle”

What is the breakeven point is units and sales dollars? : What is the breakeven point is UNITS AND SALES DOLLARS?

Which of the three options should you choose : You are risk averse, and your preference for family wealth (W) is specified by the relationship U(W) = 1W. The probability of a summer drought is 0.30, while the probability of summer rain is 0.70. Which of the three options should you choos..

Business to business marketing : Founded in 1909 and based in New York City, International Flavors & Fragrances (IFF) manufactures (46 percent Of sales) (54 percent Of sales) for use in a array of consumer products. What strategies could IFF follow to differentiate its offering from..

To create an identical version of a slide : To create an identical version of a slide

Champion contractors completed the following transactions : Champion Contractors completed the following transactions and events involving the purchase and operation of equipment in its business.

Imaginative skills-process-oriented organization : In this week’s Journal, discuss how you can apply your creative and imaginative skills to solve problems in a process-oriented organization.

Find expected return and standard deviation each investment : Find the expected return and standard deviation of each investment. Jill has the utility function U = 5I, where I denotes the payoff. Which investment will she choose?

User Account

All Pages