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    PBM的CEO,Pollark写了一篇文章,关于为何要将Partnership Brand Marketing(PBM)提升为公司战略水平。PBM就是致力于Partnership Brand Marketing Programs的公司,作为CEO的Pollark指出,PBM应当在公司战略范围内进行,而不只是marketing mix中的一种工具。

因为当前的很多合作营销都是作为一种促销手段,譬如可口可乐和电脑品牌的co-branding。而这种行为往往会将合作营销的功能限制在促销领域。Pollark认为,PBM应当拓展到marketing mix的各个方面,包括价格、渠道、广告、公关、销售促进等。甚至,作者认为,PBM应当作为公司营销计划的核心,因为随着市场竞争的加剧和消费者越来越精明,通过PBM可以有效地为公司推展市场和提升销售。对此,作者还举出若干PBM的功能:PBM可以影响实际产品,提升整体价值;可以为提高产品价格提供更为充分的理由;可以为公司的产品提供更多的销路和更多的地点;更可以提升整体品牌资产。

    同时,作者指出,为了提高PBM的质量,PBM项目可以在跨职能部门进行,如公司管理层、人力资源部门以及其他的特殊事件中。这时,PBM事实上就是一种公司战略方面的合作了,marketing的内涵被扩大了。

    合作和竞争是商业上永恒的话题。PBM也许只是一个小型的细分型的市场咨询公司,但是我认为将合作营销提升到公司战略水平是具有非常高的意义的。公司存在的直接目的就是为了销售并获取利润,无论是Marketing还是Sales,最终的结果只有EBIT具有意义。还记得上一片文章中,McKinsey的一位顾问写到未来10大趋势中的一条:消费者视野将会显著地变化和拓展,亦即消费者在消费时已经不考虑产业的限制。因此,产业之间的合作和学习方是品牌强大的有效途径。

    很早之前的一本书《Coopetition》中,Standford的两位教授指出了一个企业所面临的四个关系,即消费者、合作者、互补者和竞争者。企业和品牌的突围,不仅要考虑如何更好的满足当前顾客,更需要考虑是否可以与其他品牌进行合作,从而拓展自身的视野。

————————————————————————————————————————
Why You Should Elevate Partnership Brand Marketing to the Strategic Level


by Gregory J. Pollack
December 13, 2005


Today's smart marketers are turning to various marketing tools to grow and drive their brands and businesses. In the busy world of brand marketing, using the strength of marketing alliances or marketing partnerships to get product into new channels and venues is an essential marketing element in generating incremental sales. 

As corporate and brand budgets are constantly scrutinized, partnership brand marketing programs can grow your business and acquire new customers and users in all distribution channels. 

The power of partnership brand marketing brings two companies and brands together—each with its own brand equity and its own distribution channel strength. Whether teaming a car manufacturer with a theme park to capture the family segment, pairing ketchup with home video or aligning toys with food, corporations are looking to create strategic alliances that tap areas in which they may not normally compete—providing incremental marketing exposure and ultimately gaining new customers.

Many organizations often place partnership marketing under the promotions banner within the marketing mix; as a result, it can become more promotions-based and limited. Partnership marketing programs, however, are much more strategic and expansive, and therefore, more than just promotions. 

For partnership marketing to deliver its full potential, it should be elevated to a more

strategic level. The key reason is that partnerships can involve all elements of the marketing mix and thus have an impact on a company's overall marketing message and platform, its advertising program, as well as product packaging and merchandising. Partnership marketing programs can also establish a base on which to create joint sales and distribution opportunities, broader in-store merchandising, more compelling point-of-sale displays and overall stronger value for the consumer.

To benefit from partnership marketing's full potential and reap all of its results and

successes, it should be positioned at the top of a company's marketing mix, providing

incremental value at all levels. Thus, partnership brand marketing can actually affect and contribute to all elements of the marketing mix, including product, price, place/distribution, and promotions.

In fact, creating strong, relevant and effective partnership brand marketing programs can be a cornerstone of every company's marketing plan and marketing mix. For example, partnership marketing can affect the actual product, increasing the overall value and providing stronger benefits to consumers; partnership marketing adds value to the overall price element as it delivers a higher level of perceived value and provides consumers more reasons to purchase; partnership marketing impacts the place/distribution element, as it can open up new and alternative channels of distribution delivering new places to sell product and gain shelf space; and for promotions, partnership marketing delivers incremental marketing exposure and Shares in the equity/strength of each partner's brand. 

Key benefits of creating partnership brand marketing programs are far-reaching. Partnership marketing not only broadens the reach of a company's core target audience and extends its marketing budget, but also saves money and broadens the spectrum for the brand marketing group. The result is much-needed additional marketing exposure, which ultimately helps in gaining new customers. In addition, partnership brand marketing programs can also bring relevance and purpose to co-branding initiatives.

 To ensure that partnership brand marketing programs become wider in scope and purpose, program overlays can be added. These can include all elements of a company's marketing mix, such as promotions, advertising, product, in-store merchandising, distribution, direct, online and public relations.

 To ensure that partnership brand marketing programs become wider in scope and purpose, program overlays can be added. These can include all elements of a company's marketing mix, such as promotions, advertising, product, in-store merchandising, distribution, direct, online and public relations.

In addition, program overlays can include cross-company functions and disciplines, including corporate/general management, human resources and special events. By leveraging possible program overlays, companies can run employee-of-the-month programs, deliver special incentives and employee benefits with the partner company and create special product-launch events .

As an example, we recently completed a national marketing alliance bringing Volvo Cars of North America to LEGOLAND California. To create the partnership marketing opportunity for LEGOLAND California, it was important to first understand the brand—what it stood for, the consumers it reached, the brand value and brand characteristics it delivers to its consumers.

When looking for the right marketing partnership, we needed to carefully align with another brand that delivered similar attributes and quality, while providing incremental marketing exposure in an alternative channel of distribution—and, at the same time, creating a synergy and balance in a relationship between two very different brands.

In creating a marketing partnership with Volvo, the LEGOLAND California brand was able to reach and market to consumers in the automotive channel, including dealers and auto shows in key cities nationwide.

In turn, Volvo was able to reach customers in the all-important family theme park channel. By exposing and introducing consumers to Volvo flagship vehicles at a theme park, Volvo could promote and expand on the corporate heritage and brand image that has defined the company as an automotive leader in safety, quality and performance.

And the marketing partnership between LEGOLAND California and Volvo now extends far beyond the promotional arena, as it includes cross promotions, joint advertising, a dealer component, marketing exposure on the national auto show circuit, a life-size Volvo LEGO car, Volvo cars placed at LEGOLAND California, LEGOLAND marketed in Volvo auto dealer channel, Volvo's becoming the "Official Car of LEGOLAND California," special events and corporate/employee programs. 

As a result of the joint marketing partnership and a fully integrated approach, the overall value to the consumer has increased significantly. At the end of the day, it is important that the consumer be able to take a look at such a marketing partnership and say, "That makes sense."

In today's busy world of brand marketing, using the strength of partnership brand marketing to gain incremental marketing exposure and penetration of new distribution channels is not only smart but also an essential marketing tool for marketers who must remain ever more competitive in today's constantly changing marketplace.


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