MARKETING

ALLIANCE
-Presented by (Group-5)
Khushboo (21202173)
Shreya Shruti (21202197)
Rishabh Jain (21202185)
Tapan (21202210)
Avik (21202161)
Piyush (21202317)
Aditya (21202148)
WHAT IS MARKETING ALLIANCE?

• Marketing alliance is a functional alliance in which two or more firms share marketing services or expertise.
• Marketing alliance can imply to any business as long as it finds an organization that has a mutual goal.
• In most cases, one partner introduces its products or services into a market in which the other partner already has a
attendance.
 Alliances of non-competitive
businesses.

This is alliance form when two or more organization join together to

offer end-to-end service to the same customer. Companies can learn
about new business techniques and methods by the alliance with
other companies and can use that knowledge to grow their business
and to enter into new market space.

For example- Auto-repair business joins together to serve the

customer.
 Destination Alliances

This is where tourism industry organization merge marketing resources

to promote their location or destination to tourism.
 Technology Alliances
• This is a form to advertise new devices or concept, and to join
resources and marketing power together. The alliance used to avoid
failure to compete with alternative technology and ensure they have
the chance to research and develop the technology.
• TechTarget offers unique roadmap analysis and data-driven research
services to inform your channel strategy, optimize partner program
elements and improve competitive response.
 ALLIANCE TO EXPAND INTO NEW MARKET

International companies collaborate with local or emerging companies to while

entering a new overseas market to get benefits such as better distribution
channels, instant access to new market, higher revenue etc.
 Domestic Expansion
Both domestic and international markets offer expansion opportunities.
Expansion happens when existing markets reach their peak and new markets
must be found. As a result, market expansion should lead to a growth in the
consumer base for the business.

For example -
1. It can be the alliance by the Japanese company between Sony and
Ericsson corporation to sell mobile phones together.
2. Starbucks partnered with Barnes and nobles bookstores to provide
inhouse coffee shops benefiting both retailers.
 CONCLUSION

• Gain access to different customer by combining the marketing

resources
• Gain specialist knowledge and marketing methods.
• Risk involved
• Competition in the market
• Reduce cost by sharing resources

Each organization needs marketing alliance to implement the

marketing strategies and survive in the market for long period of
time.