Piggyback Marketing

• Piggyback marketing is an arrangement in which one firm distributes a second firm's product or service.
  • The second company adds value by offering a more complete solution to the foreign market.

• The second company piggybacks its products on to the international market, without incurring the marketing and distribution costs associated with exporting.

• Piggyback marketing works well when product lines are complementary and appeal to the same customers.
  • Accessory type products
  • Value added resellers

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© 2004 John Michael Pierobon

Notes