CO-BRANDING

IMPACT ON B2B SALES & CUSTOMER RELATIONSHIPS

BY: AVNEESH KABRA

  CO-BRANDING – Intro, Advantages & more

 Focus on Ingredient Co-branding

TOPICS  Impact of Co-branding
COVERED
 Co-branding Considerations

 End-to-end Implantation (how-to)

 Marketing

CO-
Strategic Strategy
Alliance

BRANDING Specific
- Intro Product/

- Advantages
Service

- Types
- Why

CO-BRANDING
 Product Brand
Differentiation Exposure

CO-
BRANDING Additional
- Intro Reduced
Expenses
Income
- Advantages
(Price Premium,
Royalty, Sales)

- Types
- Why
Relationship New
Benefit Markets
 Ingredient Co-Branding
• Well-known brand is used as a component

CO- Promotional/ Sponsorship Co-Branding

BRANDING • Entertainment Industry and Sports leagues
- Intro
- Advantages Value Chain Co- Branding
- Types • Add/Offer an additional service with a product
- Why
Innovation Based Co-Branding
• Jointly introduce a new product/service
 Marketing Ingredient Impact
Strategy Cobranding Sales

CO-
BRANDING
Marketing Marketing

- Intro Ingredient
Manufacturer
OEM / Product
Manufacturer
Consumer

- Advantages Demand

- Types PUSH MARKETING

- Why PULL MARKETING

Demand

Ingredient OEM / Product

Manufacturer Manufacturer
Consumer

Marketing
 Marketing Ingredient Impact
Strategy Cobranding Sales

CO-
BRANDING
- Intro
- Advantages B2B

- Types
Sales and/ Cobrand
B2b2C Pull Effect or Price
Equity
- Why
Premium
B2C

Channels Measures of Brand Value

Involved Success Enhancement
 ADVANTAGES

BRAND ROBUST INCREASED

INGREDIENT ENHANCEMENT PARTNERSHIP PROFITABILITY

CO-BRANDING
IMPACT ON

B2B
Qualitative value of Value of the end Value of the end
the Ingredient Co- = product WITH – product WITHOUT
brand for the OEM Ingredient Co-brand Ingredient Co-brand

Possible scenarios for Price Premium & Sales

Sales Sales

+ – + –

+ –

Price
Existing Sales New Sales
 Miss-match between what business think trust is (Performance Products) and the
evolving expectation of customers wanting more !!
…….A World Economic Forum Report, The evolution of trust in business

INGREDIENT “Brand trust strategies are key for all consumer goods companies (particularly FMCG),

CO-BRANDING and may require a future shift in investment away from promotion & traditional
advertisement”

IMPACT ON

B2B
…….A report commissioned by the European Brands Association.

Findings from Hutrust research uncovered: Six key drivers of trust – Stability, Innovation,
Relationship, Benefit, Vision & Competence.

Loyalty through Brand-building & Trust should be key goal of marketers. This Brand

Branding Loyal & Trust result in superior benefits:

Loyalty 82% 78% 50%

Trust
Buy More Try More Pay More
 CO-FIT CHECK
• Brand Personality Fit (consumer perception)
• Shared Objective (clarity of expectation)
• ‘Halo-Effect’ (brand elevation)

CO-
• Unique offering or it-Factor (final product demand)

BRANDING COMMITMENT
• Representation of Co-brand
CONSIDERATIONS • Financial commitments
- CO-FIT CHECK • Resource allocation towards to Co-brand promotion
- COMMITMENT • Compliance to agreed terms & condition

- PIT-FALL SAFE POSSIBLE PIT-FALLS

• Merger/Takeover of Partner
• Change in Market Attitude
• Undisciplined Trade-mark use
• Change in Partner Attitude or Business outlook
INGREDIENT
CO-BRANDING
END-TO-END
EXECUTION
 Market Research

Co-branding Proposal
• Market Research for targeted
INGREDIENT functionality

CO-BRANDING
Design & Content • Across Industries &
Applications
END-TO-END C-Market Testing
• Competitor/Competing-
Cobrand analysis is key
EXECUTION • Consumer demand and
acceptability
Launch

Review
 Market Research

Co-branding Proposal • Detailed proposal with:

INGREDIENT o Research Summary
o SWAT
CO-BRANDING
Design & Content o Timeline

END-TO-END
o Cost
o Resource requirement
C-Market Testing
EXECUTION
(internal/external)
o Launch Strategy
Launch (go-to-market plan)

Review
 Market Research
• Logo & Tag-line design for
consumer market
Co-branding Proposal • Marketing Material

INGREDIENT
• Content creation to target
B2B partner

CO-BRANDING
Design & Content • Content creation for direct to
consumer B2B2C
END-TO-END C-Market Testing
• Content creation for partner
to use in B2C
EXECUTION • Range of content for website,
journal, social, etc.
Launch
 Proceed in parallel with
Market Testing (next step)
Review
 Market Research
• Consumer Market Testing
o Concept testing
Co-branding Proposal o Demand analysis
o Logo & Marketing-
INGREDIENT material testing
o Promotional channels
CO-BRANDING
Design & Content
Global/Regional/Local

END-TO-END
• Test on behalf of your
C-Market Testing Customer (OEM):

EXECUTION o Evaluate suitability

o Price Premium possibility
Launch & market sweet spot
 Need apt findings to impress &
convince your Customer (OEM)
Review
 Market Research

Co-branding Proposal • Internal team alignment

• Execution based on go-to-
INGREDIENT market strategy

CO-BRANDING
Design & Content • Legal Contract
• Customer selection guide
END-TO-END C-Market Testing
• Promotional content & media
launch across channels
EXECUTION • ‘Big-Splash’ launch with
carefully select Key Account
Launch in limited market(s)

Review
 Market Research
• Review with your customer
(OEM) on the consumer/
Co-branding Proposal market response
• Improvise as needed
INGREDIENT • Quantify financial & non-

CO-BRANDING
Design & Content financial gains
• Broader market launch
END-TO-END C-Market Testing
EXECUTION
Launch

Review
 Long term User recognition of Added Sales and/or
relationship with Cobrand & allied Price Premium for
Customers (OEM) functionality TOP-line growth

INGREDIENT
CO-BRANDING
END-TO-END
EXECUTION
THANK
YOU !

FOR MORE INFORMATION

E-MAIL TO: