Horizontal cooperative marketing refers to the parallel cooperation between enterprises in a specific marketing activity, such as two enterprises jointly developing a new product, or cooperating in advertising and promotion of products, or providing sales channels for each other's products. Horizontal cooperation is most likely to be carried out in enterprises in the same industry.

2. Vertical cooperative marketing

Vertical cooperative marketing is the cooperation of enterprises in different marketing activities (management system, book customer service, VCD production management, VCD). Enterprises each undertake a certain marketing activity, and finally form a cooperative advantage. For example, Novo Company in Denmark is a small enterprise that produces insulin and enzymes. It has certain advantages in production technology, but its own sales ability is poor. Therefore, Novartis cooperated with Squibb in the United States, and Squibb was responsible for the sales activities in the North American market, learning from each other's strengths and achieving good results.

3. Cross cooperative marketing

Vertical cooperation is mainly carried out between enterprises in the same industry, while cross-cooperation is the synthesis of two enterprises, mainly between enterprises in different industries. With the continuous application of diversification strategy, this kind of cross-cooperation is increasingly welcomed by enterprises. Cross-cooperation is also called all-round cooperation or all-round cooperation, and its importance in international marketing will be paid more attention. 1. Joint marketing of enterprises in different industries

This is the most common form of joint promotion. There is no competitive relationship between different industries, and their advantages can complement each other. Haier Home Integration Co., Ltd., a subsidiary of Haier Group, has formed a strategic alliance with Dalian Wanda Group, a real estate agent, to promote the "Wanda-Haier" joint brand. In the residential real estate project developed by Dalian Wanda, Haier Home provided supporting facilities such as menu decoration, decoration integration and indoor appliances, and named it "Wanda-Haier Room" uniformly, which improved the taste and popularity of the house. This kind of house is more acceptable to white-collar workers than ordinary fully decorated houses. This kind of joint promotion of brands from different industries can produce the superposition effect of well-known brands and achieve a win-win goal.

2. Joint marketing of different brands of the same enterprise

Barbie's joint promotion activities always keep pace with the times and keep up with social hotspots, such as Barbie of McDonald's and Harry Potter. Barbie Potter, Barbie Burberry, Barbie PS2. When many fashion brands promote their own brands, the first thing that comes to mind is to jointly launch new products with Barbie dolls, which also saves Mattel a lot of money on research and development of new products. Because of this, the collection of Barbie dolls is second only to stamp collecting, with collectors ranging from little girls to white-collar workers in their forties and fifties. Barbie dolls are sold in more than 50 countries all over the world. Three Barbie dolls are bought every second in the world, and each American girl has an average of nine Barbie dolls, creating a commercial miracle. Barbie dolls, wearing fashionable new products, are all over the world and become the best models of various brands.

3. Joint marketing between manufacturers and distributors

In May 2003, Changhong Electric Co., Ltd., Beijing Gome Shopping Mall and Cuiwei Commercial Building jointly held a large-scale promotion activity of "The world is better because of me". The activities included: President Ni and CEO Wang Fengchao of Changhong Group Company, Yang Jian and Luo Qinghai, the main leaders of marketing management headquarters, signed a sales contract on the spot, bought a color TV, sent high-quality DVD and DAV620 digital home theater, and was explained by experts on the spot. This method takes advantage of the inherent highly consistent interest relationship between production and marketing partners, and it is easy to reach an understanding in the promotion process, and then take action together.

4. Joint marketing between peer companies

As the saying goes, "peers are enemies", but there is no room for cooperation between peers. It is difficult for a single enterprise to hold a product sample order meeting to attract more merchants; Join hands with a number of peer companies to jointly display their products, so as to attract more merchants to come to see samples and order. Peer companies also need to use each other and rely on each other to achieve a win-win goal. At present, there are many peer enterprises, which is also an important way to improve the competitiveness of this enterprise. Let's first look at the advantages of cooperative marketing:

1. Consolidate the existing market position and enhance the competitive strength of enterprises.

The three major American auto companies have increased their market share by cooperating with Japanese and Korean companies. The three major auto companies buy cars from Japan and South Korea and sell them in the American market to meet the needs of some consumers. Win-tel and Microsoft's "Win-tel" alliance set insurmountable barriers for competitors, thus ensuring their competitive advantages.

Enter new markets

If enterprises want to enter a new international market, they not only need huge investment, but also encounter many unexpected non-tariff barriers. Enterprises can open up a shortcut to enter new markets through cooperation with local enterprises, and many enterprises can also avoid many risks by jointly exploring new markets. Danone, a French yogurt manufacturer, cooperated with McCain, a Canadian frozen food company, to enter the South African yogurt market, successfully challenging local brands such as Irvin and Johnson.

3. Contribute to the development of diversification strategy.

Slightly require enterprises to consciously March into new fields. The new field is a strange place for enterprises, and it has to bear great market risks, which can be reduced through cooperative marketing. In the early 1980s, Hyundai established various forms of cooperative marketing with Mitsubishi, Chrysler, Daewoo and General Motors respectively, making Korea one of the world's major automobile producers and exporters in just over a decade.

4. Reduce useless competition

Enterprises in the same industry often have negative effects in fierce competition, thus increasing the production cost of enterprises. Cooperative marketing can avoid this situation, and the trend of cooperative marketing is most obvious in the air transport industry. According to the forecast of American Aviation Guide magazine, by the end of 200 1, the airline alliance represented by OneWorld and Star Alliance has covered more than 40% of the global air passenger transport market, and within 10, the market share of airline alliance will reach 75%. According to a report of American Aviation Association, due to joining the Star Alliance, the operating income of United Airlines 1998 increased by more than 200 million US dollars, equivalent to 0.5% of the annual turnover of 65438+ Company, while saving 20 million US dollars. In 2002, all members of OneWorld are expected to save as much as $654.38 billion from code sharing, airport facilities sharing and airline cooperation.

Besides the advantages, the disadvantages of cooperative marketing can not be ignored. These shortcomings mainly include:

1. It is difficult to reach an agreement on the expenses borne by the joint parties, resolve conflicts of interest and handle mutual relations.

2. It is difficult to unify the time, place, content and method of marketing activities, and all parties hope to choose the time, place, content and method that is most beneficial to them.

3. After the start of marketing activities, in order to attract customers around or increase the sales of their products, all parties may tear each other apart and turn partners into competitors.

4. In the joint marketing activities, it is difficult to highlight the characteristics of this enterprise or its products. 1. Partners should be mutually beneficial.

Mutual benefit is the most basic principle of joint marketing. Only when all parties can benefit can joint marketing be carried out smoothly. From June 1998 to October 1 10, Quaker Oatmeal Company launched its super-value package of nutritious oatmeal in Shanghai Lianhua Supermarket (selling 600g 150g), and consumers can also get1coupon of 5 yuan face value of Lianhua Supermarket. This marketing campaign not only promoted Quaker cereal, but also promoted other commodities of Hualian Supermarket. Both sides can benefit and naturally cooperate.

2. The target markets of all partners should be the same or similar.

Only when the target consumer groups of all parties in the alliance are basically the same, it is easy to get the desired effect: the discount coupons of Maybelline Lipstick are sent in the communication book sent by Dr. Lee & Lomb Contact Lens to its members. This kind of joint marketing is feasible, because the target consumers of these two products are the same, both of them are young women. The content of the joint marketing of Jialong brand edible oil and Le Jia brand seasoning powder is that customers can reduce the price of 3.5 yuan by buying a pot of oil and a group of seasoning powder. The target consumers and sales channels of these two products are the same, and they can even be promoted on a shelf, so the effect is better.

3. The advantages of the joint parties are complementary.

In 2000, Coca-Cola and Beijing Renren Potato Chips jointly held a promotion activity of "Excellent Mix and Good Taste". Miss Jiao Ke, assistant to the chairman of Beijing Xingyun Industrial Co., Ltd., which produces potato chips, believes that Coca-Cola is a slightly sweet soft drink and everyone is a slightly salty snack food. This combination can adjust each other's tastes, and both sweetness and salinity are suitable, which is the basis of cooperation between the two sides. In other words, the complementary advantages between products and enterprises is also a basic principle of joint promotion.

4. The images of all parties should be consistent.

When choosing joint goals, we should also consider each other's market image. It is not easy for an enterprise to establish its own market image. Once it chooses the wrong partner, it may damage or even destroy its market image, which is not worth the candle. Some enterprises are located in high-grade commodity markets, while others are located in low-grade commodity markets. Such a combination may damage their image. In particular, cooperative marketing with a company with poor brand image may also damage its corporate image and brand image.

5. The principle of combining strength with strength

Cooperative marketing is the best combination of well-known enterprises and well-known brands. If it is a strong alliance or a weak alliance, this alliance may be counterproductive. 1998, Kodak Film and Coca-Cola launched the promotion of "Superstars Join Hands, Wonderful Serial Delivery": Consumers can get 1 copy of "Kodak Free Film Development and Enjoy the 1 film development discount" when they buy six cans of Coca-Cola; In turn, consumers "print the whole roll of film at Kodak Express Color Chain Store and get a can of Coca-Cola". Both sides of this activity are brand-name enterprises and brand-name products, which are of course very attractive to consumers. 1. Signing a perfect joint marketing agreement or contract is the most basic prerequisite for successful joint promotion.

2. The key to the success of joint marketing is to choose the right partner. If one party's products cannot be accepted by consumers, it will affect the sales of other parties' products; As long as one party's corporate image or brand image is not good, it will affect the corporate image or brand image of the other party; If one party harms others in marketing, it will destroy the cooperation effect.

3. Joint marketing is more suitable for selling goods with lower prices. Throughout the summer of 2000, Coca-Cola and Renren potato chips "excellent combination, good taste" and other promotional activities were very popular. For high-end goods such as commercial housing and automobiles, people are extremely cautious when buying, and the effect of simple bundled sales is generally not ideal. For example, at the "International Trade 2000 Beijing Autumn Real Estate Exhibition Fair", FAW-Volkswagen Jetta launched a new life activity of "installing wheels for new homes in stages-'car+house'". As a result, I watched more and bought less, which did not really promote the sales of cars and commercial houses.

4. It is difficult for joint marketing to achieve complete equality of interests, and whether the cooperative relationship between all parties can be adjusted well is also a key to determine success or failure. We end this chapter with the introduction of a typical joint marketing case, that is, the joint marketing of American Maxwell brand coffee and Japanese bread company: in the mid-1960s, American Maxwell brand coffee delivered three large-scale samples in Japan, and * * * delivered 6,543,800+080,000 coffee samples by sealing the coffee samples in a catty of bread packaging.

The first delivery time is from March to May. 1965. The manufacturer of Maxwell brand coffee cooperated with the first bread company in Japan to put coffee samples into 1 kg bread packaging and send 2 million samples all over Japan. As a result, the sales of bread and coffee increased sharply, which made other Japanese bread companies request to participate in the delivery.

Second delivery time 1965 10 month ~ 1966 10 month, ***4 months. The producers of Maxwell brand coffee cooperated with seven Japanese bread companies in seven regions, among which six bread companies were: Tokyo First House Bread Company, Osaka Kobe House Bread Company, Nagoya Kashima House Bread Company, Fukuoka Liangyouwu Bread Company, Sendai Tiger House Bread Company and Sapporo Roba Bread Company, and seven regions sent 6 million samples.

The third shipment was made in the autumn of 1966. In addition to the seven bread companies that sent samples for the second time, Ebisu Bread Company in Shizuoka, Tulip Food Company in Niigata and Fuji Bread Industry Company in Fukui were added. 10 region 10 bread enterprise * * * send100000 samples.

This series of cooperative marketing has achieved great success, which is embodied in:

1. The sales of Maxwell brand coffee have risen sharply, and bakeries that didn't sell coffee in the past began to sell the product on a commission basis, and the coffee was displayed on the main front shelf.

The bakery sells bread with coffee samples, and the business is particularly good.

As a result, the business volume of the bakery increased by 35%, and it lasted for a long time after delivery.

4. Consumers didn't know that Maxwell brand coffee was the best until they tasted the sample, so they changed their consumption habits and approved the brand to buy Maxwell brand coffee.

The main reasons for the success of this cooperative marketing are:

1. The target consumers of coffee and bread are the same. Generally speaking, most people who live on bread have the habit of drinking coffee, so it is very suitable to choose bread as the carrier for sending coffee samples.

Both sides are mutually beneficial. The addition of coffee increased the sales of bread. Choosing bread takeout can accurately target the target consumers of coffee. The two sides are like-minded, and of course they hit it off, and Qi Xin worked together.

3. This kind of joint marketing has reduced the cost of all parties and achieved better results.

The proper combination of bread and coffee conforms to people's eating habits, thus attracting more consumers.