HORIZONTAL

MARKETING
SYSTEM
Horizontal Marketing
System
 HMS is that when two or more
business,which are otherwise
unrelated,put together their
efforts to expolit an emerging
marketing opportunity.
 Promoting a product or service to
potential customers that share
common characteristics that are
spread among a wide range of
industries.
 Eg. Maruti Udyog,kotak Mahindra
Finance Ltd
Cont.d
 Horizontal marketing system also
have the option of combining their
capital and production capabilities
 In addition to their marketing and
distribution resources, to produce
synergistic benefits for all members.
 Allowing the two companies to
combine their marketing resources
 HMS has new approaches to
channels where two or more non-
competing organizations agree on a
joint venture.
EXAMPLE
 Some examples of horizontal markets
are healthcare, real estate,
telecommunications. But since
horizontal markets are broad to meet
the needs of multiple industries.
 A telecommunications company
(telco), for example, launch a
horizontal marketing effort to support
the sale of Internet services to
homeowners. This is a broad
umbrella consisting of all
homeowners in a specific region. This
category of homeowners represents a
horizontal market.