The evolution of marketing during the passed decade could be seen in many newly invented marketing campaigns which focus on being friendly. Such as

In the past the image of Social Responsibility was only formed by big organisations like The Siam Cement Group (SCG) and producers of sinful products such as whisky and beer. Today it is almost A Must for mass marketers including state enterprises.

Since I have mentioned the friendly marketing strategy between the enterprises and the society, I will discuss more of such strategy between products which enable them to increase the capability to compete. I should give you the examples of Coke and Burger King, and Pepsi and McDonald’s. There is nowhere in the world you could find Coke at McDonald’s because McDonald’s doesn’t sell Coke. In another word, McDonald’s and Pepsi are alliance, so in this fast food place, No Coke!

Those who travel often must have heard of Star Alliance, the airline alliance of 16 airlines, including Thai International. By this alliance, a passenger can fly around the world at 700 different destinations, no need to waste your time waiting for a flight.

Nowadays, alliance marketing is an important strategy in business competition. According to Philip Kotler, business is no longer a one by one battle, but a network challenge. Whoever has a better network would be the last man standing.

By theory, there are four types of business alliance;

1. Product and Service Alliance, the co-producing and/or selling synergistic products like G.S. battery used with Toyota cars or Pepsi and McDonald’s.
2. Promotion Alliance, eg. toys for kids coming to see Walt Disney’s films sponsored by Pepsi
3. Logistics Alliance, eg. Abbot Laboratory distributing 3M product all around the US.
4. Price Alliance, eg. a hotel and a car rental business offering a special price package, a low price car rent for a guest.

So far I’ve only discussed one side of alliance marketing which has been in a positive view. I haven’t yet referred to its negative effects or the loop-holes in the law regarding business alliance or any other form of alliance such as People’s Alliance for Democracy. Those I would find a chance to discuss in the future.

Have a good one!