Transcript Bandai Europe

• Co-Marketing
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Marketing mix - Four Cs: in the Seven Cs Compass Model
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The Seven Cs Compass Model is a framework in
Co-marketing (Symbiotic marketing)
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Conquesting - Recent Examples of Conquesting
1
In 1997, Northern Telecom announced Nortel
Power Networks, a marketing initiative
focused on reinforcing the unifying attributes
of the portfolio of enterprise products the
company offered at the time. Not more than a
month later, Cisco introduced the CiscoPowered Network a partner co-branding,
where if a service provider purchases some
minimum quantity of Cisco product they
would be eligible for co-marketing funds.
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Green marketing
1
In more detail green, environmental and
eco-marketing belong to the group of
approaches which seek to address the
lack of fit between marketing as it is
currently practiced and the ecological and
social realities of the wider marketing
environment.Belz F., Peattie K.(2009):
Sustainability Marketing: A Global
Perspective
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Green marketing - LOHAS
LOHAS stands for Lifestyles of Health and
Sustainability, and describes an integrated,
rapidly growing market for goods and
services that appeal to consumers whose
sense of environmental and social
responsibility influences their purchase
decisions. The Natural Marketing Institute’s
(short: NMI) estimates the US LOHAS
consumer market of products and services to
be USD 209 billion – sold across all consumer
segments.Todd, kaiser: Eco-marketing: a
blooming corporate strategy, 2008.
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Quadruple play
1
Mobile service provisions refers in part to
the ability of subscribers to purchase
mobile phone like services, as is often
seen in co-marketing efforts between
Service provider|providers of land-line
services. It also reflects an ambition of
wireless access to all of the above,
including voice, internet, and content/video
while on the go and without tethering to
the network via cables.
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TIFF
1
The format was originally created by the
company AldusVersions 4 and 5 of the
TIFF specification included the sentence
This memorandum has been prepared
jointly by Aldus and Microsoft in
conjunction with leading scanner and
printer manufacturers; there was a TIFF
co-marketing and developer support effort
with Microsoft during this time, though
Microsoft was not a technical contributor to
the specification
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Teknekron Corporation - Partnerships
1
Teknekron partnered with external
firms as well. In 1991 it signed a comarketing agreement with the
Belgian microelectronics research
partnership IMEC|Interuniversity
Microelectronics Centre.
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ING Vysya Bank - Globalisation through Europe
1
In 1999, Vysya Bank joined the ING Group
in co-marketing/distribution of life
insurance products in India
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StarCraft II: Wings of Liberty - Sales
Blizzard entered into a co-marketing
agreement with Korean Air that lasted
for six months, in which two of the
airline's airplanes on both domestic
and international routes prominently
displayed StarCraft II advertising
featuring Jim Raynor on the
fuselage.[http://pc.ign.com/articles/110/
1102055p1.html Blizzard Announces
Starcraft II: Wings of Liberty CoMarketing Campaign with Korean Air]
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Tagged Image File Format
When Adobe Systems acquired Aldus, they
published Version 6 (1993) of the
[http://partners.adobe.com/public/developer/en/tiff/
TIFF6.pdf TIFF specification] which dropped the
Microsoft reference.Versions 4 and 5 of the TIFF
specification included the sentence This
memorandum has been prepared jointly by Aldus
and Microsoft in conjunction with leading scanner
and printer manufacturers; there was a TIFF comarketing and developer support effort with
Microsoft during this time, though Microsoft was
not a technical contributor to the specification
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Independence Day (1996 film) - Distribution
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The co-marketing project was dubbed
The Power to Save the World
campaign, in which the company used
footage of David using his PowerBook
laptop in their print and television
advertisements.[http://www.informe
dusa.com/t/independanceday.html
Apple Ties in With 20th Century Fox
Independence Day] The online
Macinstuff Times
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Cross-marketing
1
A 'marketing co-operation' or 'marketing
cooperation' is a business
alliance|partnership of at least two
companies on the value chain level of
marketing with the objective to tap the full
potential of a Market (economics)|market
by bundling specific Core
competency|competences or resources.
Other terms for marketing co-operation are
'marketing alliance', 'marketing
partnership', 'co-marketing', and 'crossmarketing'.
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Co-marketing - Commensal (symbiotic) marketing
Also the 'collaborative marketing' of a
company and a company, the 'Co-creative
marketing' of a company and consumers
are contained in the co-marketing.
1
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Co-marketing - Collaborative marketing
1
'Co-marketing' (Collaborate marketing) is a
marketing practice where two
company|companies cooperate with
separate Distribution
(business)|distribution channels,
sometimes including Profit
(economics)|profit sharing. It is frequently
confused with co-promotion.
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Co-marketing - Collaborative marketing
1
Co-marketing describes the practice
where two individual entities
company|companies create and jointly
develop a new product, service or
brand (and normally jointly promote it).
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Co-marketing - Collaborative marketing
1
Co-marketing has of recent become very
prominent in the entertainment industry.
This typically means partnerships between
brands and entertainment properties such
as television shows, films, and music acts.
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Co-marketing - Collaborative marketing
1
*Companies such as The SMC Group
specialize in entertainment comarketing, and have negotiated a
number of deals including Alexandra
Burke and Sure Deodorant, Shaggy
and Logitech Ultimate Ears
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Co-marketing - Co-creative marketing
1
The co-creation of a company and consumers
are contained in the co-marketing.
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Mandatory labelling
1
Voluntary labelling and co-marketing
of products deemed desirable is
another matter usually carried out by
entirely different means, e.g. Slow
Food. There has been increased
regulatory interest in substantiating
these claims, and in some
jurisdictions, food labels require
regulatory approval before use.
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Korean Air - Further expansion and founding of Jin Air
In mid-2010, a co-marketing deal with
games company Blizzard Entertainment
sent a 747-400 and a 737-900 taking to
the skies wrapped in StarCraft II branding.
In August 2010, Korean Air announced
heavy second-quarter losses despite
record high revenue.
1
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Takara Tomy - History and corporate name
1
In Japan, Takara-Tomy continues to use
the former Tomy and Takara names as
distinct brand names on toy lines which
originated in each company, but most
new toy lines or stand-alone products
carry the new Takara-Tomy brand. Staple
toy lines from each company are
continuing, in many cases gaining
synergy from the co-marketing of each
other's properties. This merger gave the
combined company near parity in
domestic (Japan) toy market share to
domestic rival Bandai.
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Arrowhead Water - History of the Arrowhead Water Brand
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In 1929, the Arrowhead Springs Company
merged with the company that marketed
Puritas water, and began co-marketing the
Puritas products with Arrowhead water
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The Veronicas - Products and endorsements
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In 2006 they entered into a co-marketing
deal with shoe brand Keds (shoes)|Keds
for their List of The Veronicas tours|first
US tour.Keds announcement
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Ithaca Discovery Trail - Programs
1
The Discovery Trail cross-promotes
the eight member institutions which
form a 33-mile loop of exploration.
The Discovery Trail promotes the
Ithaca Discovery Trail as a distinctive
brand that links the member
institutions, and the Discovery Trail
conducts the co-marketing effort
among its eight members, which
includes:
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Pharmaceutical marketing
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'Pharmaceutical marketing', sometimes
called medico-marketing or pharma
marketing in some countries, is the
business of advertising or otherwise
promoting the sale of pharmaceuticals
or medication|drugs.
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