In this presentation, we will discuss in detail the concept of joint marketing and henceforth the importance of strategic alliance of one company with another. To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html

1. Chapter 3
Joint Marketing

2. Objectives
• After going through this chapter you will be
able to understand:
– What is joint marketing?
– What is strategic alliance
– What are the ways in which one can co-operate
with another business as a strategic partner?

3. Do It
• It is not the name but what you do and how
you do it make all the difference
• How you do it, DO IT, that’s all

4. Do It
• Whatever you do, there is a competition
• As far as the business is concerned, jungle law
‘Survival of the fittest’ rules the roost

5. Do It
• Competition for the sake of it turns out to be
meaningless
• You have to look at a different angle
altogether to make things happen

6. Do It
• In today’s business world, it is very difficult to
be economical and progressive
• Your lone resources and efforts won’t suffice

7. Strategic Alliance
• What is strategic alliance?
– It is all about joining hands with strategically –
cooperation
– Co-operating with and forming an alliance with
other businesses enables you to pool resources
spread the marketing costs and also share
customers – all on a mutual basis

8. Strategic Alliance
• Strategic alliance is not an intimate one, but as
the name suggests
– It is only marriage of convenience
– Dating each other off and on
– Help each other

9. Strategic Alliance
• Examples of simple cooperative ventures:
– A car dealer offer to bear part of the mailing cost
of monthly bills of a local office supplies company
for getting their advertisement enclosed with the
bill
– The mailing cost is shared between the both

10. Strategic Alliance
• Examples of simple cooperative ventures:
– A dentist endorses as accountant to his customers
and the latter pays the commission to the former
for each client he gets through him

11. Strategic Alliance
• Examples of simple cooperative ventures:
– A copywriter comes across an agreement with a
web based business entity that sells mail order
products to post his copy-writing service
appropriately on the website for a certain
commission for each client he gets via the web

12. Strategic Alliance
• A strategic alliance may be more complex and
highly involved
• For Example:
– A group of organization form strategic alliance
from each other
– They will individually get a good word-of-mouth
publicity too

13. How to Choose as Alliance?
• You ought to be very choosy while selecting a
company to have a strategic alliance with
• It you are alliancing yourself with a shady and
disreputable company the effect will tell on
you and your services as well

14. How to Choose as Alliance?
• There are quite a number of ways to co-
operate with other businesses
• You can trade mailing service with others

15. How to Choose as Alliance?
• The facts on which the strategic alliance can
be established:
– Logistics
– Sharing advertizing and marketing costs
– Packages
– Product design

16. How to Choose as Alliance?
• The facts on which the strategic alliance can
be established:
– Service
– Geographic proximity
– Selling
– pricing

17. Summary
• Think of other companies which are perfectly
suitable to match with your product and bring
them in alliance with you on a mutual benefit
sharing proposition
• Your partner will be too happy to share it as
the deal is beneficial to him too

18. End of Chapter 3
Joint Marketing

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