Fusion marketing is a marketing strategy where two or more businesses combine resources to jointly achieve sales and marketing goals. It is a valuable strategy if incorporated into all marketing plans and can create a win-win situation for all businesses involved. Fusion Marketing concept is to identify and satisfy customers in a way that helps build a solid and, hopefully, sustained relationship that encourages customers to continue doing business with the marketer.

The recent tie up of the PVR cinemas with country’s leading Pharma Company, Ranbaxy is a great example of Fusion Marketing. Ranbaxy has tied up with PYR cinemas to give free samples of its best-selling energy pill Revital along math the movie tickets available at the 23 centers across the country. The PVR cinemas got a fee for promoting the brand along with selling its tickets   In this case both PVR Cinemas and Ranbaxy’s target consumer is same.  People come to cinema halls to be entertained and wound up and here the platform is much viable for an energy pill also.

Fusion marketing partnership helps to receive an immediate endorsement. Receiving an endorsement from an established business is a very valuable reference. The alliance means that both businesses find each other credible and capable of efficiently fulfilling customers’ needs. The plan can be drawn up for the most effective way to incorporate both businesses marketing message into a joint advertisement.

Fusion marketing helps split the marketing cost to some extent as one you can combine the resources of other business with your own. It is beneficial to take time to devise a campaign that would spotlight each business’s benefits into one-joint advertisement. This will allow splitting the costs of the advertisement resulting in either spending less money to reach the same amount of customers.

In fusion marketing when you are referring to another business, you are actually earning. The more you assist your partner’s business in achieving sales target, they will be more willing to compensate you and vice versa. If you are thinking to partner in marketing do take care of the following:

1. Research: Do extensive market research before you take the decision. Continuously look for businesses that will benefit your company and increase brand equity. The step is to start researching area wise, industry wise and lastly see whether they are within your supply chain or not. It will help you to get the best partner suiting your business needs.

2. Fusion marketing plan: Before entering into business, a plan has to be made. Put everything in writing format. Make a clear terms and conditions agreement. The agreement paper should contain clearly your roles, responsibilities, finances, etc. By doing so, you will have a clear idea of your involvement in the partnership.

3. Do not fuse with just an interested business partner. It does not make sense to waste time for preparing a fusion marketing plan with a business partner who does not meet your business requirement.
 
Fusion Marketing in India is in infant stage. It is now two years that the concept is working in India. Fusion Marketing serves as a good weapon of marketing strategy. Through Fusion Marketing, a common target customer is being served, which in turn minimizes advertising cost.