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Barter 5#
Barter is a method of exchange in which goods are given away to customers without the transaction of actual money. In return, they provide something of value to the sponsoring organisation. The exchange does not have to show any direct connection and is valued differently by each party.
Examples: Iconic Cases
How they do it: The first foreign product to be sold in the USSR in 1972 was Pepsi. Under a Barter agreement, PepsiCo offered its Pepsi-Cola drink to the Soviet Union in return for exportation rights of Stolichnaya vodka to America, for which they were granted exclusive sales rights on the American market. This strategy also increased exposure of the Pepsi-Cola brand and availability of the product, especially in the USSR.
Learn more about Pepsi →
How they do it: Procter and Gamble partnered up with TV networks and radio outlets in order to exchange sponsoring or funding for the production of the entertainment content, for visibility and advertisement opportunities for its products. Until today, P&G is engaged in this sector, via its subsidiary P&G Entertainment.
Learn more about Procter & Gamble →
How they do it: In the 1990s, Lufthansa owned a costly retail space in New York which was unused. As they wouldn’t have been able to recover the costs with subleasing it, the company bartered and swapped the vacant real estate for airtime and paraffin.
Learn more about Lufthansa →
Below, the top industries for the pattern "Barter" are displayed, in order to get insights into how this pattern is applied across different industries. We've collected data from 3 firms using this pattern.
Top Industries
Airlines
33% of firms using pattern
33% of firms using pattern
Consumer Goods
10% of firms using pattern
10% of firms using pattern
Transportation
7% of firms using pattern
7% of firms using pattern