Final answer:
Complementary marketing is also known as piggybacking, which is a cost-effective strategy for brands to leverage existing distribution channels of other companies for their own product distribution.
Step-by-step explanation:
Complementary marketing is commonly known as piggybacking. This marketing strategy involves a company or brand taking advantage of the distribution channels of another company to distribute its own products.
Rather than creating its own distribution network, which can be costly and time-consuming, the company leverages existing channels, thereby saving on resources and potentially reaching a wider audience more quickly. For instance, a small coffee brand might piggyback on a national grocery chain to get its products distributed across the country without having to negotiate with each store individually.