Professional Documents
Culture Documents
MARKETING
Piggyback marketing
Definition
Low cost market entry strategy in which two
or more firms represent one another's
complementary (but non-competing)
products in their respective markets.
Eg: Marico and Kaya
(1) a local company desires to enter multinational markets but lacks the
money, experience, or possibly the inclination to learn what is
necessary to be successful in the international marketplace;
(2) an existing multinational company is seeking to fill out its product
lines to stay competitive overseas.
Example
MBL
MBL