Promoting your alliance

Alliances are a great way to grow your company. Teaming up with others in product development knows some great examples. Think of the Sony-Toshiba-IBM alliances jointly developing the PowerPC processor that powers for instance Sony Playstation and IBM’s s390 systems. Or the Senseo alliance in which Philips and Sara Lee joint forces to develop the coffee maker. Both highly successful alliances with at least one major difference: the way they are promoted to the market.

For the market it is completely obvious that the Senseo coffeemaker requires equipment from Philips and coffee pads from Sara Lee (Douwe Egberts) to be productive. Besides being a development alliance it also is a marketing alliance as both parties are using each other’s brand in their marketing efforts. In the IBM alliance around the PowerPC the marketing is done through Sony for the Playstation and through IBM for the PowerPC processor and the IBM products that use the processor while most users of a Playstation will be unaware of the fact that it is powered by an IBM processor.

Today I ran into this nice little promotion video where Scotsman and One-Shot Corporation are promoting the latest product of their strategic alliance. Clearly using the advantage of both brands in a joint marketing effort:

Like with many element in alliances there is no black and white answer what type of promotion to choose for your alliance. Both approaches will have their advantages depending on products, markets and brand image. How does your company deal with promotion of products being the result of an alliance, do you do joint promotion or have you chosen to do single brand promotion of the final product?


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