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Fujitsu General: Marketing through celebrity sponsorship - Promotion through partnerships

Promotion through partnerships

As more and more competitors copied Fujitsu's winter cashback initiative, it looked to again differentiate itself from its competitors. With this in mind, it continued to use Mark Taylor, but now using partnering programs to increase the value of its promotion offer and activities. Partnering with another company is typically used:
  • To offer a temporary reward to customers, provide an incentive ('buy the product, get this as well...')
  • For a limited period only
  • To add value to the company's product through offering or providing an incentive for customers to do certain things.

Fujitsu partnered with energy company Shell. In this partnership customers were rewarded with the other company's product for buying air conditioning products during the winter months. For example, Fujitsu joined with Shell to promote a 'free petrol offer' where purchasers of specific Fujitsu products were offered up to $500 of Shell petrol during the months of May to August. The joint promotion successfully used Mark Taylor as the presenter to increase sales during this period and extended the campaign with his image and quotes appearing on the Shell website.

A similar winter promotion offered 'free phone air time' in partnership with Motorola where purchasers of a specific air conditioner get a mobile phone plus airtime.

Both these types of promotions (fuel and mobile phone with airtime) have been designed to appeal to a wider audience as an alternative to other promotional activities such as 'cashback'.

Fujitsu also partners with its retailers and dealers using Mark Taylor images and short audio/visual vignettes for them to use. The aim here is to encourage them to use these in their own advertising using Mark Taylor with Fujitsu branding. This has not only extended the Fujitsu campaign, but also helped to create extra impact for the brand when, for example, retailers show a series of competing brands in catalogues.


(Page 7 of 8)
Associated with:
Learning Area(s):
  • Communication | Effective communication models
  • Marketing | Market research methods/analysis
  • Marketing | Marketing evaluation including use of KPIs
  • Marketing | Promotion strategies and their application
  • Public Relations | PR Tactics and their application
From: Edition 7

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