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: ashutosh@thinkasconsumer.com Mobile: +91 9818328050