Joint promotions are marketing tools designed to promote two or more products simultaneously by associating compatible brands. There are 10 steps to conducting a successful joint promotion: 1) set clear objectives, 2) define the target audience, 3) set the timing, 4) inventory benefits to offer partners, 5) make a shopping list of wants from partners, 6) make a hit list of potential partners, 7) write a proposal, 8) get on the phone and negotiate persistently, 9) negotiate a contract outlining each partner's responsibilities, and 10) assign jobs and execute the promotion. Examples provided include giveaways, special offers, and token redemption programs.

1. Sales Promotion

2. Joint Promotion

3. Definition
Joint Promotions are marketing tools designed to
promote two or more products simultaneously, usually
by associating compatible brands or products.
Often these brands or products will belong to
separate companies.

4. 10 Steps to a Joint Promotion
1. ASK WHY
Set clear objectives
2. DEFINE YOUR TARGET AUDIENCE
Knowing who you want to reach will help determine what
partners to approach
3. SET YOUR TIMING
When will the promotion run - spring, fall, three days
in February?
How much time do you have to find a partner, negotiate
the agreement, create the program, and execute?
4. INVENTORY YOUR BENEFITS
What do you have to offer?
What's valuable to you may not be valuable to a
partner. Most marketers over-value what they can bring
to a partnership

5. 5. MAKE YOUR SHOPPING LIST
What do you want from partners?
Look at what potential partners have done and
capitalize on their past success. Be honest about what
it'll take to make the promo work for you.
6. MAKE YOUR HIT LIST
Get out all your resources and find all the brands
that match your demographics, image, and timing.
7. WRITE A PROPOSAL
Have a draft ready before hitting the phones. Give a
consumer profile, a list of past promotions, and an
overview of your pitch.
10 Steps to a Joint Promotion

6. 8. GET ON THE PHONE, STAY ON THE PHONE
You have to be tenacious to find the right contact
person. Be friendly, never expect people to call you
back, but give them the option. Most importantly,
discuss your concept openly.
9. NEGOTIATE
Your contract should clearly outline what each partner
will do.
10. ASSIGN JOBS, THEN EXECUTE
Synchronize layers of departments including legal,
brand, marketing, and public relations. Set timelines
and communication channels.
10 Steps to a Joint Promotion

7. Examples
Giveaways:
When the consumer is given a free copy of a
promotional product when they purchase the
third-party item.
eg Vivel soap with Times of India

8. Examples
Special offers for a promotional product (such as a
discount voucher) when a consumer purchases a
third-party item.
Eg. Himalaya Gift Vouchers for online ticket bookings

9. Examples
Token redemption:
The consumer collects a series of tokens and then
exchanges them for a promotional product.
Eg. Redeeming e-token for purchasing products online

10. Case Study –
& Movies

11. Why the Joint Promotion?
• Movie themed ice cream flavors publicizes the movie
• The sales of Baskin Robins ice cream increases
Innovative flavouring –
• Baseball nut – Baseball
• Love potion 31 / Trick oreo treat
/ Winter white chocolate – Seasons
Baskin Robbins & Movies

12. Joint Promotions with:
• Shrek
• Stallion of cimarron
• X Men 2
• Fear factor sundae (with NBC in 2002)
• Drona
Baskin Robbins & Movies

13. Case Study –
&

14. Shaadi.com & Vodafone
Why the Joint Promotion?
 Vodafone gets a VAS for providing matchmaking services
to its customers
 Shaadi.com gets market reach through the vodifone
subscription database
Launched matchmaking services on:
 WAP
 SMS
 Downloadable Mobile Application
 Voice Interactive System

15. Shaadi.com & Vodafone
Promotions done by Vodafone:
 Hoardings
 Radio
 TVC
 Danglers
Promotions done by Shaadi.com
 Online
 Radio

16. Case Study –
&

17. Hindustan Times & Outlook
Objective:
 To capture the Mumbai market
 To enhance reader satisfaction and loyalty
 To develop and provide value to their readers through
special subscriber offers

18. Why the Joint Promotion?
 Both have similar high-end readers, who prefer English
publications
 Mumbai is a market where both wanted to enlarge their
consumer base
 With the coming together of the two publication houses,
the readers will receive the best of news and insightful
analyses
Hindustan Times & Outlook

19. The Promotion:
 Combination pack of the two publications at a discount
of 60-65 per cent of the actual retail price
 The special package was called ‘News at Rs 699’. It
offered an annual subscription for ‘Outlook’ and
‘Hindustan Times’ plus an ‘Outlook’ 2006 diary.
 The promotional advertisement read:
‘Ignorance Remains Expensive, but Knowledge Just Got
Cheaper’
 Direct mailers were sent to ‘Outlook’ subscribers and
also conducted a direct contact programme to convert
them into ‘HT’ subscribers.
Hindustan Times & Outlook

20. Event Promotion

21. Definition
Event promotion describes the marketing practice in which
a brand is linked to an event to create experiences to
customers and associate the brand personality with a
certain lifestyle.
Event Promotions are:
 consciously planned
 created to mark special occasions
 achieve particular social, cultural or corporate goals
and objectives

22. Types of Event Promotions
 Cultural Events
Example:
 Entertainment Events
Example:
Garnier Fructis Nach Baliye
 Sports Events
Example:
Standard Chartered Mumbai Marathon

23. Types of Event Promotions
 Art Events
Example:
The Times of India Kala Ghoda Arts
Festival
 Corporate Events
Example:
CNBC Emerging India Awards

24. Benefits
 Identify with a particular target market or life style
 Increase brand awareness or enhance corporate image
 Create or reinforce consumer perceptions of key brand
image associations
 Create experiences and evoke feelings
 Express commitment to community
 Entertain key clients or reward employees
 Permit merchandising or promotional opportunities

25. Steps in Event Promotion
Establish objectives
Choose event opportunities
Design program
Implement and control
Measure effectiveness

26. Case Study –

27. Kerala Shopping Festival
 Objective:
To make Kerala an attractive Shopping destination
 Kerala Government Initiative

28. Kerala Shopping Festival
Focus:
 Shopping options across Kerala
 Year-end tourists visiting the state
 Reasons/opportunities to shop
 Mega shopping event at a state level
 Give a unique shopping experience
that promises, choice, entertainment
and goodies
 Showcase Kerala’s traditional
products and culture
 Achieve/exceed their yearly targets
by associating with this festival
 Buzz through mega star-studded
events and publicity

29. Kerala Shopping Festival
 Advertising:
– Budget of 10 -15 cr
– Print, Electronic, Digital & Outdoor media
– Pre-event advertising
 Sponsorship Option:
– Title Sponsorship - 5 crore
– Gold Sponsorship – 2 crore
– Silver Sponsorship– 1 crore
– Gift Sponsorship – 0.75 crore
 All the collaterals, coupons, Brandings to carry the
logo of the sponsor

30. Event Process:
 Printed booklet to provide information and detail about
the festival
 Participating ME’s, to be branded adequately
with GKSF arches, Danglers , to facilitate the
consumer’s shopping
 Assured gift & Weekly Lucky draw coupon on minimum
purchase of Rs. 1000/-
Kerala Shopping Festival

31. Additional Attractions
 Road Show
 Cultural Event
 Entertainment Event
Kerala Shopping Festival

32. Case Study –

33. Amul – Regular Promotions

34. Amul Voice Of India
Background:
 Amul markets 43 different products under its umbrella
brand
 As compared to its competitors, Nestle and Britannia,
which have a higher ad to sales ratio of 5 per cent,
Amul had only 1 per cent.
 The objective was to reach out to consumers on a larger
scale, but without spending excess money on advertising.

35. Approach:
 invested around 70% of its total
media budget on just television
 became the title sponsors of a new
primetime show called Voice of India.
 The show had contestants
participating on a national level and
it was an ideal platform for a
national brand like Amul.
 It got the primetime spot for 56
weeks for two shows, Amul Voice of
India and Amul Voice of India Chhote
Ustaad
Amul Voice Of India

36.  For the first time, Amul’s brand
icon, the Amul girl, was
integrated in the show’s logo
 Amul’s brand signature tune was a
part of the show’s theme music
 The finalists sang Amul’s Manthan
song in the show, which meant
more publicity for the brand
 When the show had to break for
advertisements, the host of the
show, singer Shaan, would
announce, “Let’s meet after an
utterly, butterly delicious
break.”
Amul Voice Of India

37.  It was promoted by printing 30 lakh Amul ice cream lids
with the shortlisted contestants’ names, photographs and
personal codes.
 Consumers had to help their favorite contestant win by
messaging his code to a particular number.
 Amul launched three crore co-branded butter packs and 90
lakh co-branded milk pouches and painted 1,000 milk vans
with the Amul Voice of India branding.
Amul Voice Of India

38. Impact:
 Amul saw a 23 per cent increase in sales despite the
fact that it had launched no new products and the fact
that there was no change in its creatives
 All Amul did was it took the 62 year old brand and
create that one campaign that elevated the brand certain
notches and helped it reach the Rs 1,000 crore mark in
its turnover
Amul Voice Of India

39. Business Promotion

40. Business promotion is the activity of informing, persuading
and influencing the customers’ purchase decisions.
To generate business leads, stimulate purchases, reward
customers & motivate salespeople.(e.g.Trade Fairs,Times
Utsav)
Definition

41. Business Promotions
Trade Shows:
 Many companies organize it to
promote their products
 Display their products to the
prospective buyers
 More than 4,300 trade shows take
place very year, drawing as many
as 85 million people
 About 90% of a trade show’s
visitors see a company’s
salespeople for the first time
at the show
 Business marketers spend as much
as 35% of their annual
promotion budgets on trade
shows

42. Sales Contests:
 to motivate dealers to increase their sales performance
over a given period. (e.g. Reliance Early Bird
Incentive)
 To motivates & recognize good company performers, who
may receive trips, cash prizes or other gifts
 Sales contests work best when they are tied to
measurable and achievable sales (such as finding new
accounts, reviving old accounts or increasing account
profitability)
Business Promotions

43. Case Study –

44. Making Jhingalala work for Tata Sky
Challenges:
• change the way people viewed television
in India – getting people to change from
local cable networks to DTH
• A lot of cable to DTH conversion left
to do & was facing a peculiar problem
with the existing Tata Sky users
• Users still consumed the services like
they consumed cable – in a passive way
• While the subscriber base was
increasing by a lakh a month, there was
low usage of the interactive features
among the existing subscribers

45. Initiative:
Over 50 gross weeks, 12 content
associations were done with five
channels, STAR Gold, STAR Plus, Sony
Entertainment Television, NDTV 24x7 and
Ten Sports
These associations garnered 2,000 hours
of Red Button
Associations (usage of interactive
features through the red button on the
Tata Sky remote control)
Making Jhingalala work for Tata Sky

46. Impact:
Four lakh responses were obtained while the usage of the
interactivity feature went up by 30 per cent.
Company got Rs 4 crore worth of content associations
absolutely free of cost and this also led to creating
additional revenue sources for Tata Sky
Making Jhingalala work for Tata Sky

47. Thank You!!!