Grafting marketing refers to the cooperative way one party borrows another party or cooperative parties each other's marketing resources or marketing platform to market their own products, grafting the marketing of the product on the marketing resources or marketing platform of other cooperative parties, so as to create greater marketing revenue for their own parties or cooperative parties, and at the same time reduce the marketing costs, to reach a wider range of consumer groups.

Connotation of grafting

Grafting is a strategy and tactic in which a company grafts the marketing of its own products onto the marketing resources or platforms of other companies. In graft marketing, an enterprise borrows the marketing resources or marketing platform of other enterprises, and pursues the marketing of its products through unconventional and non-traditional marketing models.

Graft marketing is a marketing strategy beyond the traditional marketing model, this strategy breaks through the inertia of the traditional marketing thinking, no longer closed to the marketing of the enterprise in its own mode, but to jump out of the self-marketing resources and marketing platform of the limitations and shackles, to look for vertical and horizontal marketing resources or platforms of other enterprises. In the traditional marketing model, companies often invest huge sums of money in channel construction, product extension, brand publicity, promotion, etc., but the effect is getting worse and worse.

Graft marketing is different. Graft marketing seeks to carry out the marketing of their own products on the marketing resources and marketing platforms of other enterprises, focusing not on the ownership and control of marketing resources and marketing platforms, but on cooperation, reciprocity, win-win or multi-win.

Graft marketing is a low-cost expansion of marketing resources and marketing platforms in a mutually beneficial way, cooperation instead of competition, from the traditional marketing model of competition thinking into joint thinking.

Graft marketing is a marketing model of seeking common ground, which is based on the same market concept, consumer groups, and value recognition between partners, rather than the traditional marketing model of differentiated thinking.

Graft marketing is a targeted investment in marketing costs, rather than the traditional marketing model of the lack of target investment model. Because their marketing activities are built on the marketing resources and platforms of other companies in the cooperation, so their input goals are directed to the marketing resources and platforms of other companies to reach the target.

Graft marketing is the strategy of marketing to a known consumer base, whereas traditional marketing is the strategy of marketing to an unknown consumer base.

Graft marketing is a kind of paid use of superior marketing resources between enterprises, and its thinking mode is non-linear, which can also become complex thinking, rather than the linear thinking of the traditional marketing model.

Grafting marketing

Channel grafting. Channel grafting is used in a large number of household appliances, IT, automobiles, cell phones, daily necessities, fast-moving consumer goods, consumer durables, beverages and food, etc. It refers to the fact that a certain enterprise borrows another enterprise's sales channels to sell its products, or the two sides' advantageous sales channels sell each other's products.

Channel grafting is widely used in industries centered on channels and terminals, and in recent years there have been many such examples in China and other countries. Such as Haier and Sanyo, wave guide and Siemens, TCL successively with Panasonic and Philips, Motorola and TCL, etc., the alliance and cooperation behind, Chinese enterprises always have a multinational corporations are particularly concerned about the factors, that is, the channel.

TCL's channels have been Philips? The channel of TCL was once borrowed by Philips. On August 22, 2002, Philips and TCL Group in Shanghai **** with the announcement: the two brands of the company from now on in China's five markets for color TV sales channel cooperation. According to the agreement between the two sides, TCL will use its sales channels and network advantages in the domestic market in five places exclusive sales Philips color TV. There is also the cooperation between Nestle and Coca-Cola. The two sides reached an agreement, Nescafé through Coca-Cola in the food and beverage outlets of the ready-to-drink machines, vending machines, fast food restaurants in a large number of sales, to quickly increase sales and market share, is also a success story.

Promotion graft. Emerging companies have new product concepts, often under the cause of changes in consumer trends of consumer groups developed to meet the needs of consumers. For the old and famous enterprises, the need to meet the changing needs of the consumer groups of psychology, to meet the consumer groups, especially the youth group of new, strange, special psychology. Therefore, in many industries, promotional grafting is the result of cooperation between new and established companies. Promotional grafting refers to a promotional cooperation program between two parties, in which the products of one party become the promotional products or tools of the other party, or both parties use the other party's products as promotional products for their own products. Bundled sales is two or more companies will form a whole of their products for customers to sell, so as to reduce the overall price to increase the number of sales.

Promotional grafting is widely used in food and beverage, household appliances, automobiles and other products often appear in the sales, the form of a product will be another product or a variety of products as a promotional product, between the enterprises to reach a promotional products supply contract or cooperation agreement.

For example, when Coca-Cola does promotions, it uses Lenovo products and Tencent QQ coins as promotional prizes, and when Pepsi does promotions, it uses Apple IPODs and Blizzard game coins as promotional prizes. When a company considers accepting a promotional grafting company, it has to consider several factors to choose a partner. The first is the visibility of the promotional products in the minds of consumers, attraction, appeal, influence, followed by the promotional products and their products to convey the concept of consistency, promotional products, good sense, and their own products to face the consumer groups whether or not they coincide with the size of the consumer groups, as well as promotional products, the size of the enterprise, the degree of cooperation, the price factor and so on.

Brand grafting, the core is to use the famous brand in the consumer groups of influence, appeal, reputation, goodwill, so that the consumer groups have? Love the house and the crows? Psychology, so that their products and brands in the consumer groups to leave a noble, high-grade, high-level, high-tech impression, so that the consumer groups of products and brands to produce the status of the association, and then produce the desire to buy.

In the IT, consumer durables, fast moving consumer goods, daily-use products and other industries, you can try the form of brand grafting to enhance the image of the product and brand, and skillfully enter the high-end market.