One of the most common forms of marketing strategy is alliance marketing. A company will offer their service to the stores of companies whose stores are similar to their services. The company will gain access to new customers, and at the same time, they will be increasing sales by getting more people acquainted with their products.
Another example of this strategy is when two brands work together on a campaign. One brand would offer their product for free or in limited supply if the customer also buys from the other brand’s items in a certain period. This form of alliance has been seen in many brands such as Pepsi and Coca-Cola, Nike and Adidas, and Nike and Hanes.