SACHET NAIK (236) SWAPNIL BHARADE (254) CHRIS...
Transcript of SACHET NAIK (236) SWAPNIL BHARADE (254) CHRIS...
SACHET NAIK (236) SWAPNIL BHARADE (254) CHRIS REBELLO (264) BARKIAROQ FARHADI (267)
TWO OR MORE WELL KNOWN BRANDS ARE COMBINED INTO A JOINT PRODUCT OR MARKETED TOGETHER IN SOME FASHION.
ALSO CALLED DUAL BRANDING OR BRAND BUNDLING
1) SAME COMPANY CO-BRANDING
GILLETTE INDIA JOINTLY PROMOTES ITS
GILLETTE MACH 3 TURBO SHAVING SYSTEM & GILLETTE SHAVING GEL
EUREKA FORBES JOINTLY PROMOTES ITS WATER PURIFIER AQUAGUARD & VACUUM CLEANER EUROCLEAN
A TITAN WATCH FROM THE HOUSE OF TATA MOTORS
SAME COMPANY
THE ART OF SHAVING - GILLETTE
SAME COMPANY
2) JOINT VENTURE CO-BRANDING
CITIBANK CREDIT CARDS & JET AIRWAYS,INDIAN OIL, THE TIMES OF INDIA, DELHI METRO
STANDARD CHARTERED BANK & INDIAN RAILWAYS
ABN-AMRO & AIRBLUE MASTERCARD
(STARTED IN PAKISTAN IN 2004)
ADIDAS - POLAR ELECTRO
JOINT VENTURE
APPLE - NIKE
JOINT VENTURE
BEST WESTERN – HARLEY DAVIDSON
JOINT VENTURE
MASTER CARD - VIRGIN
JOINT VENTURE
MICHAEL JORDON - NIKE
JOINT VENTURE
VOLKSWAGEN - TREK
JOINT VENTURE
FIAT - MATTEL
JOINT VENTURE
NDTV - KINGFISHER
JOINT VENTURE
BOOTS PIRAMAL – SAREGAMA RECORDS JOINTLY PRODUCING SERIES OF OLD HINDI MOVIE SONGS
MTV INDIA WITH CITIBANK CREDIT CARDS, AIRTEL SIM CARDS, FASTRACK WATCHES
DISNEY TOYS WITH MCDONALDS HAPPY MEALS
MARUTI SUZUKI WITH MRF TYRES
JOINT VENTURE
INTEL WITH DELL/COMPAQ/ACER/SAMSUNG
JOINT VENTURE
3) MULTIPLE-SPONSOR CO-BRANDING
TALIGENT,A ONE TIME TECHNOLOGICAL ALLIANCE OF APPLE,IBM & MOTOROLA
A PAYMENT SERVICE FRANCHISER (MASTERCARD, VISA), A BANK & A PRODUCT OR A SERVICE
HCL COMPUTERS WITH HARDWARE ALLIANCE OF HP, PROCESSOR ALLIANCE WITH INTEL, SOFTWARE ALLIANCE WITH MICROSOFT
MULTIPILE SPONSORS
4) RETAIL CO-BRANDING
FAST- FOOD RESTAURANTS USE THE SAME LOCATION AS AWAY TO OPTIMIZE BOTH SPACE & PROFITS
COKE AT MCDONALDS
EBONY & CROSSWORDS
PLANET M & SHOPPERS’ STOP
5) PUBLIC-PRIVATE CO-BRANDING
P & G WITH NATIONAL ASSOCIATION OF BLIND IN THE FORM OF PROJECT DRISHTI
INCREDIBLE INDIA CO-BRANDED WITH HOSPITALITY PARTNER TAJ HOTEL, AN AIRLINES JET AIRWAYS, TRAVEL PARTNER COX & KINGS, WIRELESS MOBILE –CUM-INTERNET PROVIDER AIRTEL???
PUBLIC-PRIVATE
PRODUCT MAY BE CONVINCINGLY POSITIONED BY VIRTUE OF THE MULTIPLE BRANDS
CAN GENERATE GREATER SALES FROM EXISTING TARGET MARKET
OPENING ADDITIONAL OPPORTUNITIES FOR NEW CONSUMERS & CHANNELS
CAN ALSO REDUCE THE COST OF PRODUCT INTRODUCTION
RISK & LACK OF CONTROL IN BECOMING ALIGNED WITH ANOTHER BRAND IN THE MINDS OF CONSUMERS
CONSUMERS EXPECTATIONS ABOUT THE LEVEL OF INVOLVEMENT & COMMITMENT WITH CO-BRANDS ARE LIKELY TO BE HIGH
OVEREXPOSURE MAY DILUTE THE TRANSFER OF ANY ASSOCIATION
LACK OF FOCUS ON EXISTING BRANDS
WHEN DIFFERENTIATION IS NO LONGER POSSIBLE, COME TOGETHER AND MIX THE OLD WINES IN A NEWER BOTTLE!!!
THANK YOU