A CASE STUDY OF MICROMAX AND MTV

Presented byGroup- A1

OBJECTIVE

• To study about co-branding and types.• To evaluate the usefulness of co-branding• To know the parameters of partner selection in

co-branding.• To know the pessimistic side of co-branding.

CO-BRANDING

The combining and retaining of two or more brands to create a single, unique product or service.

It is of two types

1. Composite co-branding a)Joint Venture Co-Branding

e.g.- British Airways & Citibankb)Multiple Sponsor Co-Brandinge.g.-Citibank, American Airline & Visa Credit card partnership

2. Ingredient co-branding e.g.- Dell computer with Intel processor

Benefits of Co-Branding

• Increase the premium consumers• Risk sharing• Greater product image by association with

renowned brand• Wide scope due to joint advertising• Co-branding entails cost savings• Talents, expertise and creativity are sharing.• Power for bargaining with the vendors and

customers.

Limitations

• Different vision & mission of two companies• Adverse effect of partner brand• Entirely different market & product• Co-branding sometimes dilutes the original

brand.

Co-branding association

Improve both the brand or can affect

any one brand

Either improve the

weak brand or can affect the strong brand

Either improve the

weak brand or can affect the strong brand

Improve both the brand or can affect

any one brand

STRONG BRAND

STRONG BRAND

WEAK BRAND

WEAK BRAND

Selecting a good brand partner

Partner selection plays a greater role because improper partner selection will dilute the brand reputation.

So below mentioned points should be taken care while choosing a brand partner.

1. Synergy between the two brands

2. One brand should not be more powerful than others

3. Well built business network of the partner.

4. Industry association and client list.

Co-branding of Micromax and Mtv

Micromax

• A cell phone manufacturing company started in the year 2008.

• Strength-product design, production and distribution.

Mtv

• Youth oriented TV channel having specialization on music and youth programs.

• Strength- creativity, youth insights and marketing .

Both brands have many things common1. Both brands are youth centric and target audience is younger

generation.2. Both have a good brand name in their respective fields.3. Both wanted to increase their target base

Micromax

MTV

1. Micromax sold 1 million handsets in January 2010, up from 7,00,000 in December 2009. 2. MTV’s marketing helped Micromax and made life easy for Micromax and make it to reach to the youth and also Micromax handsets helped to make available MTV’s show in a large number even if in rural areas.

conclusion

• As per the presentation we saw how co-branding helps to increase market share. This study will help managers to make different strategies for overcoming the limitation of existing co-branding techniques.