Improving marketing communications for B2B company

Abstract

Geocloma S.R.L. is an engineering company that specializes in the production of HVAC&R systems for large-scale facilities and for individual request. Currently, the company has a problem because of the economic deterioration on the global market and high price of products: a lack of new orders and, consequently, a reduction in total sales. The main objective of this thesis is to give suggestions and recommendations regarding useful marketing communication tools and channels that could solve current problem the company. Also, the thesis research is focused on the improvement of current marketing communications and the development of completely new ones in order to increase brand awareness and total sales of the company. Geoclima S.R.L. is interested in the research outcomes and would like to consider suggested solutions from the standpoint of their application. In order to provide more reliable solutions, the supportive literature was reviewed. A theoretical background of marketing communications, marketing communication process and marketing communication tools was described. It was decided to use qualitative research method. It includes semi-structured interviews with CEO, head-manager of sales and marketing department and three company’s customers from different industries; a benchmarking of competitive’ websites and a review of the company’s website analytics. Results of conducted research helped to formulate some suggestions and recommendations concerning marketing communications improvement. Moreover, it was developed a number of completely new marketing solutions in case of Geoclima S.R.L. All in all, the received results show that the company should re-develop the website and consider an application of online marketing. Also, it was discovered that it’s necessary to extend current personal selling activities and include direct marketing and sales promotion in the company strategy. Finally, a problem of weak post-purchase support should be solved. All recommendation and suggestions were described and supplemented with visual objectives. An evaluation of the conducted research was provided.