[tanzeem_lbsimt]

Earlier in 90s marketing was all about war with yor competitors there was simply one funda just compete any way by hook or crook, but things are changing now you might have seen Google protecting Yahoo, or you might seen M & M is joining hands with Kinetics Motors, You might have seen many Paints Companies shaking hands with furninshing or sanitary companies or construction companies this is all new marketing mantra to grow with parteners. Market is changing very fast and companies are trying hard to survive and due ti this reason they are making partners like you might have seen Nokia joining hands with Airtel & BSNL you cant recognise which company is promoting whose brands. These is the time of collaboration and JV. Companies are realising that it has been become very difficult to maintain their individual growth so they are thinking of a holistic growth.They are many reason of it like due to globalisation companies are spreading their wings and they are facing many cultural hindrances and that is demanding them to make collaborations and JV.
Another reason is Political and government restrictions on foreign entrance like India and many countries which is bounding many companies to involve into a joint venture or collaborate with some domestic companies like what walmart has done in india.
Another reason is that due to high competition in a category or you can say in a segment Brands are finding themselves unable to deal. Due to this Brand are colloborating with other brand in same category.
But point is that who is benefitted with this collaboration and the answer is consumers and who else, this love within companies finally making customers feel good.
So in nutshell in market there is no war out there it is just love which is waiting to happen.
With love
Tanzeem
LBSIMT