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In the last decade, one of the most interesting phenomena in the marketing policy of companies is the marketing of joint activities. According to statistical companies, over 70% of successful and fast-growing companies have formed strategic alliances with partners. Associated use of brands helps companies to successfully sell each other's products. According to some experts, the basis of co-marketing alliances is that the success of each company depends in part on the activities of another firm.

The association with the right partner helps to increase the value of the second brand and the value of the trade offer. The self-organizing nature of co-marketing partnership contributes to the creation of a number of new terms that are used to designate various formats of cooperation. These are: co-branding, cross-marketing, copying, a coalition loyalty program and the issue of co-branding cards.

Cobrending is the most in-depth form of joint marketing activities. A number of scientists under the concept of co-branding unite a wide range of manifestations of marketing activity, in which several companies participate. First of all, it is a joint project aimed at promoting products and promoting sales. In the process, the companies share sales channels, adhere to a common marketing plan, give joint advertising, conduct cross-PR campaigns, etc.

The joint use of the two brands on the market by various companies ends up with the creation of a common product promoted in the market under a single brand. To achieve success, the marketing of interacting entities is fully integrated.

Examples of cobranding: SonyEricsson, Secret deodorant with Olay cream, Estée Lauder cookies and Momofuku bakery, Bonne Bell lip balm - Dr. Pepper, Bisazza-Fritz Hansen collection, Moschino-Cartell collection, etc.

Cross-marketing is a joint promo-action or an advertising action, within the framework of which the accompanying goods and services are promoted. Classical cross-marketing implies that companies advertise each other. There are various formats for organizing cross-marketing: a general discount club in which customers can receive discounts or gifts from cross-marketing partners, a joint action aimed at increasing sales, joint activity in social media, etc.

Cross-marketing is often determined by the subject matter of the participating products. For example, "child" cross-marketing, "automotive", "sports", "grocery", etc. This shows that the products that combine into stocks must be designed for one target audience and have a similar price segment.

Examples of cross-marketing : the action of a children's goods store and a children's hairdresser, the offer of a complex of services when buying computer equipment - software + service, the sale of a smartphone with preferential terms from a cellular operator or at a special price in a particular salon.

Despite the many advantages that a co-marketing strategy allows to obtain, many companies still do not use cross-partnership in their practice. One of the most difficult moments is the creation of a specific proposal to partners. Many find it difficult to formulate their capabilities and requirements for potential partners. But the result of the promotion depends on the preparedness of the proposal - whether the advertising coupon will be used for a discount for the purpose or will become one of the leaflets that go to the trash.

A lot of ideas and answers to the proposals of companies open to cross-marketing can be found in various professional communities. Among them, the Co-Marketing Association of Russia has the most complete database of firms that wish to diversify their business connections. The portal of the Association has a bulletin board, where registered participants post their ideas on cross-promo and can agree on joint projects.

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