ABB Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of ABB through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
ABB Product Strategy:
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.
Image: Wikimedia
This concludes the product strategy in ABB marketing mix & strategy.
ABB Price/Pricing Strategy:
Below is the pricing strategy in ABB marketing mix 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.
Read more about 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 mix 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
• Sponsorships
• ABB is active on social media platforms.
Thus, all these points summarize ABB marketing mix.
About ABB:
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.
Browse marketing strategy and 4Ps analysis of more brands similar to ABB. The Marketing Mix & Strategy section covers 4Ps and 7Ps of more than 800 brands in 2 categories.
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