Co-marketing: Commensal (symbiotic) marketing is a marketing on which both corporation and a corporation, a corporation and a consumer, country and a country, human and nature can live. The ７Cs Compass Model by Koichi Shimizu is a framework of Co-marketing (Commensal marketing or Symbiotic marketing). Also the collaborative marketing of a company and a company, the Co-creative marketing of a company and consumers are contained in the co-marketing.
７Cs Compass Model
- (C1)Corporation – The core of ７Cs Compass Model is corporation, while the core of four Ps is customers who are the targets for attacks or defenses. C-O-S (Organization, Competitor, Stakeholder) within the Corporation. The company has to think of compliance and accountability as important.
The four elements of the ７Cs Compass Model
- A formal approach to this customer-focused marketing mix is known as Four Cs (Commodity, Cost, Channel, Communication) in “７Cs Compass Model. The four Cs Model provides a demand/customer centric version alternative to the well-known four Ps supply side model (product, price, place, promotion) of marketing management.
- Product → Commodity
- Price → Cost
- Place → Channel
- Promotion → Communication
- (C2)Commodity – (Original meaning of Latin: Commodus=convenient) : the product for the consumers or citizens. Not product out.
- (C3)Cost – (Original meaning of Latin: Constare= It makes sacrifices) : producing cost, selling cost, purchasing cost and social cost.
- (C4)Channel – (Original meaning is a Canal) : Flow of commodity : marketing channels.
- (C5)Communication – (Original meaning of Latin:Communio=sharing of meaning) : marketing communication : It doesn't promote the sales.
The compass of consumers and Circumstances (environment) are:
- (C6)Consumer – (Needle of compass to Consumer)
The factors related to consumers can be explained by the first character of four directions marked on the compass model:
- (C7)Circumstances – (Needle of compass to Circumstances )
In addition to the consumer, there are various uncontrollable external environmental factors encircling the companies. Here it can also be explained by the first character of the four directions marked on the compass model:
Co-marketing (Collaborate marketing) is a marketing practice where two companies cooperate with separate distribution channels, sometimes including profit sharing. It is frequently confused with co-promotion.
- link or banner exchanges
- "Intel Inside" on PCs
Co-marketing has of recent become very prominent in the entertainment industry. This typically means partnerships between brands and entertainment properties such as television shows, films, and music acts.
- Apple and Nike jointly developing a new service for joggers
- Omega and the James Bond franchise partnered to promote the films and the company's watches
- Companies such as The SMC Group specialize in entertainment co-marketing, and have negotiated a number of deals including Alexandra Burke and Sure Deodorant, Shaggy and Logitech Ultimate Ears
The co-creation of a company and consumers are contained in the co-marketing.
- Koichi Shimizu (1989) "Advertising Theory and Strategies,"first edition, Souseisha Book Company. (Japanese)
- Koichi Shimizu (2014) "Advertising Theory and Strategies,"18th edition, Souseisha Book Company. (Japanese)
- Brian Solis(2011) Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, John Wiley & Sons, Inc. pp.201-202.
- Koichi Shimizu (2003)"Symbiotic Marketing Strategy,"4th edition, Souseisha Book Company.(Japanese)
- http://www.scs.unr.edu/~khalilah/eMarketing.pdf The Marketing Mix of IMC.[dead link]
- http://www.josai.ac.jp/~shimizu/essence/Professor%20Koichi%20Shimizu's%207Cs%20Compass%20Model.html 7Cs Compass model(1979)in Japan
- http://www.ppbmag.com/Article.aspx?id=1981 Four P’s, Four C’s And The Consumer Revolution.
- http://businesscasestudies.co.uk/business-theory/marketing/marketing-mix-price-place-promotion-product.html Marketing Mix Theory The Times 100 Business Case Studies.