HT103 PRINCIPLES OF

TOURISM AND HOSPITALITY

MARKETING
(PARTNERSHIP)
Zulkarnain Bin Mohd Jamin (14DUP13F2009)
Mohd Firdaus Bin Abd Rahim (14dup13f2011)
Kamarul Haziq Bin Kamarul Zahrin (14dup13f2012)
Nur Iskandar Bin Yazid (14dup13f2034)
Mohd Faiz Bin Abdul Ghani (14eup13f2008)

WHAT IS PARTNERSHIP ?

DEFINATION

A Partnership is an arrangement in which parties agree

to cooperate to advance their mutual interest.

INTRODUCTION TO PARTNERSHIP
Partnership happen between individuals,business,interest-based
organization,school,goverments,and varied combination thereof,have always been and
remain commonplace.

Partnership exist within and across sector including non-profit,religious and political
organizations.
In marketing,partnership also known as,CO-OPERATION.

CO-OPERATION
A marketing co-operation or marketing cooperation is a partnership of at least two
companies on the value of chain level of marketing with the objective to tap the full
potential of a market by bundling specific competences or recources.

Other term for marketing co-operation are marketing alliance,marketng

partnership,co-operation,and cross-marketing
Marketing co-operation extend the perspective of marketing.

IMPORTANCE OF PARTNERSHIP/
CO-OPERATION
Two heads (or more) are better than one.
Your business is easy to establish start up costs are low.
More capital is available for business.
Youll have greater borrowing capacity.
There is opportunity for income splitting,an advanntage of particular importance due to
resultant tax savings.

OBJECTIVE OF MARKETING COOPERATION/PARTNERSHIP

Build-up and/or strengthening of brand/image/traffic by implemeting joint or exchange
comunication measures.
Access to new markets/customers by directly addressing the co-operation partners customers or
by using its distribution points.
Increase of customer loyalty by addressing own customer with value added offerings from the
partner-often useful for community building.
Reduction of marketing costs by bundling or exchanging marketing measure.

Measure the potential value of an intangible asset through how much cosumer willing to pay the
premium.

FORM OF CO-OPERATION/ PARTNERSHIP

Joint product development or Co-branding
Joint communication or Co-advertising
Joint sales measures or Co-promotion
Co-marketing
Cross media
Product bundling
Sponsoring
Branded Entertainment
Sales partnership
Licensing

EXAMPLE OF CO-OPERATION/ PARTNERSHIP

The sout korean manufacturer of electronic products LG Electronic has teamed up with
the luxury brand prada in order to better tap the potential of the growing mobile phonehigh end market by creating a Prada branded phone,thePrada phone by LG.