Published by MBA Skool Team, Last Updated: December 21, 2016
Marketing Strategy of ABB analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on ABB marketing mix, help the brand succeed.
ABB marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the ABB Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
ABB Product Strategy:
The product strategy and mix in ABB marketing strategy can be explained as follows:
ABB has a wide range of product portfolio. It operates in many industries such as aluminium, cement, automotive, chemical, food and beverages, mining, oil and gas, OEM and panel builders, power generation and transmission, printing, pulp and paper, railway, water solar and wind power among others.
ABB offers the following products and systems:
Control room solutions, voltage products, motors and generators, robotics, semiconductors, transformers etc.
Collaborative product management, control systems, enterprise software, high voltage cables, marine vessels, micro grids, network management, power electronics, safety, turbocharging, UPS and power conditioning. Thus all these put together cover the products in ABB marketing mix.
ABB Price/Pricing Strategy:
Below is the pricing strategy in ABB marketing strategy:
ABB follows different pricing strategies for different industries.
In industries where it is the market leader for example robotics, power and technology, it follows Market leader pricing strategy. In industries where there is excessive competition, it follows competitive pricing strategy. ABB gives special offers and discounts on various occasions. In industries where the supplier power is high, it charges higher prices. This gives an overview in the pricing strategy of the marketing mix of ABB.
ABB Place & Distribution Strategy:
Following is the distribution strategy in the ABB marketing mix:
ABB has many third party agents who distribute the products to its customers. Having such a vast product portfolio, it has excellent distribution channel. In some industries, it distributes its products by itself through vertical integration. ABB is an OEM supplier in some industries. Thus its distributes its products to various OEM customers where the assemble various components to make the final product. It has an effective supply chain which assures timely and quality delivery to its customers.
ECotality has come to an agreement with ABB to be its distribution partner.
ABB Promotion & Advertising Strategy:
The promotional and advertising strategy in the ABB marketing strategy is as follows:
ABB does focused promotional campaigns as a part of its marketing mix strategy. Some ways in which ABB creates awareness is:
• ABB voucher codes and coupon discounts
• ABB has a Facebook page where it organizes various contests and parties to engage with its customers
• ABB also has an excellent sales team which indulges in business to business marketing and selling. The sales team has a great knowledge of the company products and excellent communication and negotiation skills to convince the B2B partner to buy its products.
• TV advertisements
• ABB is active on social media platforms.
Thus, all these points summarize ABB marketing mix.
ABB is one of the largest engineering companies headquartered in Zurich, Switzerland. It mainly operates in power and technology areas. It operates in around 100 countries globally and employs around 140000 employees.
It reported an annual revenue of 35.48 billion dollars in 2015. ABB's major competitors are Eaton corporation, Siemens and Schneider Electric.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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