B2B MARKETING

Project Proposal on

Analyzing business market processes in

Ogilvy and Mather (O&M)

1) Project Name:
Title: Linking key concept(s) of the course text books with practice
Project: Analyzing business market processes
Company: Ogilvy and Mather (O&M)
Industry studied: Advertising, Marketing and Public Relations

2) Nature of project work:

The project is focused on study and analysis of a global advertising firm, Ogilvy and Mather
(O&M) which provides PR, advertising and marketing services to its clients. It will covers
relevant business to business concepts that are applicable to the firms business processes
operating in the advertising industry.
The analysis would include thorough study generating relevant insights about the firm and
industry which would help in predicting the uniqueness about their services. It would also
include the study of working relationships that O&M shares with its customers (multi domain).
The understanding of the concepts learned during the B2B market management course would be
presented in the practical manner served by the company and with citation of the references.

3) Objective:
The objective of this project are1. To explore a new industry i.e. advertising and understand the value chain that exists

2. O&Ms business philosophy on the basis of their Segmentation, Target and Positioning
3. Understand the practical application of B2B concepts in O&Ms business processes
4. To understand how do the different functional units of O&M, not just the marketing unit, brings
the synergy to deliver the superior value, for which they are known
5. We as a student, having a limited knowledge regarding B2B interaction, would like to develop a
managerial approach to both the market and the way marketing is done.

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4) Methodology to be adopted:
We would be doing secondary research on the Ogilvy and Mather , as in what is the nature of
the business, technology used, processes followed, sizes of the business units etc.
Secondary research will also be done about background of Advertising, Marketing and Public
relations industry, aimed at knowing the position of the Ogilvy and Mather in the marketing
communication industry, which are the different market to which they cater, the number of
competitors in the different business units etc.
To understanding their Value chain, we would gather information about the business processes
followed at Ogilvy and Mather
We would like to figure out the unique aspects, about their business, which may be the
significant reasons for their being the one of global and largest marketing communication
company
We would analyze the attributes which leads to the success of the Ogilvy and Mather in the
Indian Advertising business
The most talked aspect about Ogilvy and Mather is their brand equity. So we would like to
understand how are they leveraging their brand equity
5) Analytical framework:
i. Porters five forces:
First we would like to study the forces which shape the market and industry. Porters
analysis would help us analyze the profitability and attractiveness of market and how
Ogilvy and Mather operate in the current market conditions.
ii. Value Chain Analysis
The analysis focuses on core business strategies and operations which are vital for
creating value for the customer. It helps in identifying the capabilities and areas of
improvement for the firm.
iii. Business value model
It is a strategy used by an organization to generate revenue and make profit for the firm.
We would focus on functions and different components in business used to differentiate it
from rivals firms and generate margins.

We also plan to incorporate other models as we progress over the course timeline and integrate in
our studies.
6) Likely conclusions:
Some of the key conclusion the project would aspire to draw are1. O&Ms market strategy and key resources are helping them retain the numer-uno position in the
industry? If no, then what plays an important role?
2. The company is working on its core competencies and outsourcing the non-core aspects ?
3. Loyal customer relationships has helped the company to grow over the years
4. Strategy and its alignment with the business processes performed at O&M
5. Customer segment targeted is the most profitable and sustainable for the companys aspirations
6. What has helped O&M to build and sustain the strong brand equity

7) Deliverables:
The key deliverables would be
1. Landscape of the Indian Advertising, Marketing and Public Relations business market and
marketing.
How is O&M doing in this regard?
2. In-depth analysis of business marketing processes followed at O&M, to describe their Value
chain
3. Application of different frameworks, such as Porters Five forces, Value Chain Analysis ,
Business value model and others to have better insights
4. The final report to also include recommendations regarding the course of action that should be
taken by the firm

Attached is the Gantt chart