Posted in Marketing and Strategy Terms, Total Reads: 869
Co-marketing could mean commensal, collaborative or co-creative marketing.
Commensal (symbiotic) marketing is a marketing on which both parties (company and a company, a company and a consumer, country and a country, human and nature) can live.
The framework applicable is the ７Cs Compass Model by Koichi Shimizu.
７Cs Compass Model:
• (C1)Corporation – The core of ７Cs Compass Model is corporation
The Four Cs of this customer-focused marketing mix are - Commodity, Cost, Channel and Communication. The key- difference from the 4Ps approach is that here, the focus is on the demand/customer side rather than the supply side. The mapping between the two approaches is as shown:
-Product → Commodity
-Price → Cost
-Place → Channel
-Promotion → Communication
Collaborate marketing is a cooperation between two companies with separate distribution channels, usually with profit-sharing.
Cross-marketing describes the practice where two companies exchange marketing channels for mutual benefit.
• "Intel Inside" on PCs
Co-marketing describes the practice where two individual entities companies combine at the product development stage itself, i.e., they create and jointly develop a new product, service or brand (and normally jointly promote it).