Date post: | 14-Feb-2017 |
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Marketing |
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BRAND ALLIANCES An Effective Marketing Strategy
Prepared By: Ashutosh Tyagi Chief Marketing & Strategy Officer ‘Think As Consumer’ Website: www.thinkasconsumer.com
Key Consideration for Successful Alliances
Synergy between brands
Knowledge of the specificities of each other’s brands
Partnership to deliver benefits that neither of the
organizations can deliver alone
Commitment from both organizations
Consideration of the legal aspects
Long term strategy for the partnership
Benefits of Alliances
Acquire new customers by tapping into partner’s customer base
Capture new market through resources’ joining
Gain from the strengths of partner’s brand
Rejuvenating brand
Have a greater impact on consumer mind
Build loyalty with existing customer base.
Potential Risks of Alliances
Dilution of the brand
Negative impact of both brands
Deficiencies of one brand
Legal aspects
Types of Alliances
Product Bundling
Co-branding
Recommendation or endorsement
Co- Promotions
Offers led
Prize draws
Competitions led promotions
Some Successful Brand Alliances
Nike & Apple iPod
Very different product categories Both brands are perceived as being
differentiated and premium. Nike brings in reliability and
customer caring cues. Apple chips in with a superior style
quotient. Together, they created Nike + iPod,
which made fitness hip, cool, and fun, benefiting Nike by adding innovation to their fitness focus and helping Apple increase their product's occasion of use in the consumer's life.
Coke & MTV
Coke partnered with MTV to set up the MTV-Coke Studio.
MTV brought the elements of glamour, style, and dynamism
Coke represented the elements of charm and fun.
The partnership has been hugely successful and is a great example of brands benefiting from each other.
Ariel & LG
"Ariel — recommended by LG" helped Ariel strengthen its distinctive and authentic cues in the market.
Reliance & Android
Special and exclusive marketing tie-up
Under the two-year partnership, Reliance to provide 1 GB of free data to Google co-branded phones (with Google logo) and extend a host of support infrastructure for the platform in India.
Our Strengths In This Area
“Think as Consumer“ is a highly networked team of Senior Professionals.
We have business associations with a large number of companies across different sectors.
Leveraging this network, we help non-competing but synergistic companies to form mutually beneficial alliances.
From short-term reciprocal agreements to long-term strategic affiliations, we specialise in sourcing, managing and analysing the partnership process to help our clients maximise value (both financially and through increased brand equity) from this activity.
Deliverables
8-10 brands per quarter will be made available for partnership.
Out of which 3-4 partnerships could possibly be executed each quarter.
“Think As Consumer” would facilitate partnerships and could also manage end-to-end execution of activities under partnership.
For any support or more information, you could contact: Ashutosh Tyagi Chief Marketing & Strategy Officer ‘Think As Consumer’ Website: www.thinkasconsumer.com Email: [email protected] Mobile: +91 9818328050