This presentation is all about co branding concept and co branding of Micromax and MTV

2. 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.

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

4. It is of two types
1. Composite co-branding
a)Joint Venture Co-Branding
e.g.- British Airways & Citibank
b)Multiple Sponsor Co-Branding
e.g.-Citibank, American Airline & Visa
Credit card partnership
2. Ingredient co-branding
e.g.- Dell computer with Intel processor

5. 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.

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

7. 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

8. 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.

9. 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 common
1. 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

10. Micromax
MTV

11. 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.

13. 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.