Business to Business Marketing Case Study Essay

1991 Words8 Pages
Business to Business Marketing Case Study

Ask the average case-bred business school student about revolutionary marketers, and you'll most likely hear about Amazon, Dell, and perhaps Saturn—all companies that turned industries on their ears by dumping the conventional business model and taking an entirely different approach. Some might mention IBM or Intel, two companies that transformed their businesses and successfully resuscitated their brands. But there's a new case on the block, one so inspiring it may match the popularity and instructional value found in these other notable examples.

In the Beginning
The story of Deluxe Financial Services (DFS) has humble beginnings. Founded in 1915 in St. Paul, Minn., in a one room print
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The consumer and check printer never interacted. While check printing represented a basic service their customers required, FIs generally viewed it as unimportant, boring, and a commodity; they saw little difference between Deluxe and its competitors. Decision makers at FIs looked for vendors who would provide mistake-free checks for their customers at the best prices-end of story. They certainly didn't view their checking programs as a vehicle freighted with boxcars of potential profits.

With an industry in decline and primary customers who treated check printing as a commodity, the twenty-first century did not look all that bright for Deluxe. It had to do something, but what?

Starting From Scratch
To change what, at the time, seemed a certain and unpleasant future, DFS's president, Chuck Feltz, and his senior management team took an unusual step: They decided to throw everything they thought they knew about the check printing business—its customers, its end users, the best marketing approach—out the window. Driven by a relentless pursuit of new ideas, they refused to allow old thinking and entrenched habits to box them in and even went so far as to scrap the company's long-standing motto.

Starting from scratch, Feltz first acknowledged that DFS could not stop the decline of the check printing industry in general. Paper checks faced competition from credit and debit cards, as well as from new
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