Marketing co-operation

Marketing co denote the cooperation of at least two organizations on the value chain of marketing with the aim to exploit the bundling of specific skills and / or resources market potential.

Marketing cooperations always make sense if can bring to the end customer in line, the different marketing objectives of two companies in a specific performance / measure. It is crucial that a win-win -win situation is created by the cooperation, with clear benefits for the end customer and both partners.

Marketing collaborations extend thereby the perspective of marketing: While it goes when marketing in general to the optimal design of relationships between a company and its existing and potential customers, the marketing activities checked in marketing co- then to what extent by the inclusion of a partner relations between companies can be improved and customers.

In the same context, inter alia, the following terms are used: marketing alliance, co-marketing, co- marketing and cross - marketing or specifically related to brands brand alliances.

Importance

The importance of cooperation has increased significantly in recent years: companies recognize this as an approach to realize growth potential that they alone can not be realized due to lack of skills. In the wake of large mergers and acquisitions wave in the late nineties it became clear that collaborations often represent (especially on the value chain of the marketing) the far more flexible and more effective short-term approach for mutual growth as mergers or sales.

Studies show that companies continue to assume a growing importance of marketing co - even in times of financial and economic crisis.

Objectives

Essentially, there are four objectives of marketing co can be distinguished:

  • Establish or reinforce by Brand / Image by joint communication actions
  • Access to new markets / customers through direct approach to customers of the partner or the partner's use of distribution points
  • Increase customer loyalty by addressing their own customers with value-added services of the partner
  • Reduction of marketing costs by bundling marketing activities.

These objectives are sometimes individually, but followed in many cases in combination.

Manifestations

Marketing co- occur in many different facets, such as in the form of:

  • Joint product development / " co-branding "
  • Joint Communication / "co- Advertising"
  • Joint marketing activities / " co-promotion "
  • Product bundling
  • Sponsoring
  • Branded Entertainment
  • Product placement
  • Distribution partnerships
  • Licensing
  • Local Branding
  • ...

Examples

  • Unilever ice cream brand Lagnese Cremissimo cooperates with well-known food brands (eg, Milka, Toblerone, Batida de Coco ) to its own against competitors and react quickly to new trends. A successful strategy, as exemplified by " Milka Cremissimo " shows. It was one month after the start of the campaign the best selling ice cream in the grocery trade in Germany.
  • The South Korean electronics maker LG Electronics has teamed up with the luxury brand Prada, to better serve a Prada branded product the market for premium mobile devices. From the collaboration the " PRADA phone by LG 3.0", which is marketed jointly by both partners arose.
  • A pan-European partnership with a focus on communications and Mango joined Opel Tigra TwinTop around the campaign "Every street is a catwalk". The cooperation includes joint marketing communications, events / public relations activities and promotional activities.
  • As part of a long-term partnership, the two U.S. companies Apple and Nike to develop products under the label of Nike iPod and market them together. The "Nike iPod Sport Kit " creates a link between the Nike collection and Apple's MP3 player iPod nano can be transferred over time, distance, calories burned and speed to the player.
  • 25 brand manufacturers PBS sector (3M, Acco, Avery, BIC, Brother, Dahle, Durable, Dymo, edding, Elba, Exacompta Clairefontaine, Faber- Castell, Herma, HSM, Leitz, Magnetoplan, mouth, Mondi, Oxford, Pelican, Pritt, Sigel, Staedtler, tesa, eagle owls ) are cooperating in Germany and Austria under the name Office Gold Club. Under this umbrella, they speak with different communication activities ( roadshows, PR, direct mail ) to the commercial shopping for office supplies.

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