Caselet: B2B Marketing

INDIAMART INTERMESH LIMITED: Perfecting the art of business solutions.

Indiamart Intermesh limited IIL, is a B2B portal providing business solutions to business customers and suppliers. It is one of the few successful companies to have survived the difficult Indian Market conditions especially when it comes to using internet as a business model even when  Wall Street journal  reported that Television is the most trusted medium in India, as observed in a  study by  Deloitte Touché Tohmatsu India Private Limited(1).  

Much of IIL’s success lies in its customized solutions and the ability to bring together thousands of business sellers and buyers with much ease. The company has shown steady and sturdy growth. The company’s annual revenue has grown from Rs. 35.2 million to  Rs. 381.3 from the year 2002 to 2008.In the same period profit rose from Rs. 0.87 million to Rs.66.4 million(2).

 The company mainly provides three major solutions for business. Its Business Enhancement Solutions helps companies design websites, provide e-commerce solutions and develop product catalogs. The Mailing Solution helps manage the email, spam and also provides lead management tools. Its B2B market place service provided by its popular portal www.indiamart.com serves as an intermediary for various Corporate and SMEs to buy and sell their products. The website provides a one stop market place for prospective buyers and sellers. Additionally, it also helps create banner ads, top listings, trust seals and tenders.

IIL has more than 15000 business customers spanning across all industries. The client list includes industries like  apparel, agro, automobile spare parts, chemicals, construction, electronics, handicrafts, home furnishing, medical, plastic etc to name a few.

The company understands business buyer’s unique needs and custom designs solutions for them.

Reference

1.    Anushree Chandran “ TV most preferred medium:study” www.livemint.com. 17 Aug. 2010  <http://www.livemint.com/2010/03/12205157/TV-most-preferred-medium-stud.html>

2.    “ Smart Solutions for your business promotions.” www.Intermesh.net. 17 Aug. 2010. <http://www.intermesh.net/index.html>

Written by : Marya Wani

Asst. Professor Marketing

ISME