Pairing Products, Spiralling Synergies

FAST MOVING CONSUMER Goods (FMCG) companies, selling consumer goods, are well aware of the need for multiple brands of the same basic product. While these may seem to compete with each other, actually they are complementary, filling price or perception gaps in the product space.

- KIRAN KARNIK

One example is a multinational selling multiple brands of soap, each at a different price point and with brand positioning aimed at a different audience. One can also think of large conglomerates operating hotels under various brand names, each with different facilities and room tariff.

BARRIER FOR COMPETITION