The Recipe to a Great Marketing Strategy

Marketing can take diverse forms. One such form is Ingredient Marketing. As the name suggests, it refers to marketing a product along with its ingredient, so as to make it more credible.

This concept isn’t too popular in India. The best example I can think of in this context is that of HP or Lenovo laptops, that uses the brand of Intel microprocessors to market their products.

There are a lot of advantages of Ingredient Marketing. It generates believability on the product. The brand image of ingredient can be shared by the main product. Also, the cost of branding gets shared between the main product and ingredient. So, in totality, it is a great concept with significant benefits.

The disadvantage could be over-dependence on the ingredient brand. If ingredient brand loses its equity at any point of time, it’s a big loss for the product using the component or ingredient.

Well, marketers get restricted to co-branding or joint branding in India, but they should also attempt to use ingredient marketing in wider categories, especially in current recessionary scenario to minimize branding costs. Let’s hope to see some developments in this regard in near future.