Consortium Marketing

Sunaina Ahuja
 Definition
• A group of individuals or companies formed to undertake an
enterprise or activity that would be beyond the capabilities of an
individual members.
• The Marketing Consortium provides highly targeted, results-
oriented marketing communications services and consulting
expertise.
• “consortium” is defined as a combination of individual entities
engaged in a joint venture, this idea was founded on the principles
of integrated marketing communications, bringing together
different disciplines in pursuit of a common purpose.
 Reasons for Joint Venture
• To augment insufficient financial or technical ability to enter a
particular line of business
• To share technology or generic management skills in
organization, planning and control.
• To diversify risk.
• To obtain distribution channels or raw materials supply.
• To achieve economies of scale.
• To extend activities with smaller investments.
 Consortium and joint venture
• Consortium:  A group made up of two or more individuals,
companies or governments that work together toward
achieving a chosen objective. Each entity within the
consortium is only responsible to the group in respect to the
obligations that are set out in the consortium's
contract. Therefore, every entity that is under the consortium
remains independent in his or her normal business operations
and has no say over another member's operations that are not
related to the consortium.
•   Joint venture:  The cooperation of two or more individuals or
businesses--each agreeing to share profit, loss and control--in
a specific enterprise. This is a good way for companies to
partner without having to merge.
 Consortium and JV
• Consortium:  a group of separate businesses or business
people joining together and cooperating to complete a
project, work together to perform a contract or conduct an
on-going business. For example, six companies, including
Bechtel and Kaiser, joined together in a consortium to build
Boulder (now Hoover) Dam, with each providing different
expertise or components.
• Joint venture:  an enterprise entered into by two or more
people for profit, for a limited purpose. A joint venture has
most of the elements of a partnership, such as shared
management, the power of each venturer to bind the others
in the business, division of profits and joint responsibility for
losses.
 Marketing Consortium
• LLC  is a consultancy that provides a full range of strategic and tactical
marketing, business development and communications support aligned with
your business goals.

Our areas of focus include:

    ▪    Marketing Program Development and Management

    •    New Product and Service Development, Launch and
Marketing
    •    Marketing Communications, Branding and Public Relations
    •    Sales force Support and Business Development Programs
    •    Integrated Marketing and New Customer Acquisition /
Retention Programs
    •    e-Marketing, web 2.0, Social Media
    •    Marketing and Business Planning