Surrogate Advertising Final

Report on Contemporary Issue
A Study On
Surrogate Advertising
Submitted to: Submitted by:
Mrs.Richa Thakur, Navjeet Sinwal,
Faculty, MBA II-Sem.
ISIM, Jaipur
Flow of Presentation
 Advertisement
 Types of Advertising
 Surrogate Advertisement
 Pros and Cons
 Examples
 Bibliography
What is Advertising?
 According to American Marketing Association
(AMA)
“Advertising is any paid form of non personal

presentation and promotion of ideas, goods and
services by an identified sponsor.”
Types of Advertisement
 Print
 Broadcast
 Outdoor
 Covert
 Public Service Advertising
 Celebrity
 Surrogate
THIS IS
SURROGATE
ADVERTISING
 Duplicating brand image of one product extensively,
in order to promote, another product of the same
company.
 Use of well established brand, except the original

product, to encompass that product.
 For example: cd’s, cassettes, apparels and

accessories.
 The sponsoring of sports/cultural/leisure events and
activities.
 It is dedicated towards the use of an insignificant,

“harmless” product to increase/maintain awareness
for their primary “harmful” brand.
 Surrogate advertisements are misleading, false and

dishonest in many cases.
Arguments in Favour
 The Rs.60,000 cr. Indian beverage industry has
always been operating in a restricted and controlled
environment.
 It is a legitimate business in the country which

contributes a whopping Rs.22,000 cr. just in revenues
to the government.
 It is not allowed to market its products freely and

communicate to its consumers directly.
Arguments Against
 According to a market survey done in India in 2001,
advertising has
1. A direct influence on the consumption habits of 431

million people, and
2. An indirect impact on 275 million aspirants from

the lower income group.
3. The conservative Cable TV penetration is estimated
around 50 per cent.
 This is still a big number that can be persuaded by

surrogate advertising.
Harm to Consumers
 The advertising is designed to sell liquor/cigarettes
but pretends to be all about water or apple juice or
soda.
 It’s like everyone knows what’s going on:

1. The manufacturers know what the real reason for
the ad is,
2. The consumers know what’s really been advertised,

and
3. The government knows that too.
 So why not either:

1. Do away with this wholesale scam and let them
advertise all their stuff, or
2. Ban such surrogate advertising?

Surrogate Advertisers
The major players who use surrogate advertising as
their strategically promotion elements:
 WILLS
 MANIKCHAND
 BACARDI
 KINGFISHER
 ARISTROCRAT
 SMIRNOFF
 SEAGRAMS
Surrogate Advertisers
COMPANY ‘S NAME SURROGATES
SEAGRAMS COMPACT DISCS.
MC DOWELLS WATER AND SODA
BAGPIPER WATER AND SODA, CASSEETES
AND COMPACT DISCS.
GODFREY PHILIPS BRAVERY AWARDS
RED AND WHITE BRAVERY AWARDS
BACARDI CASSETTES AND COMPACT DISCS
KINGFISHER WATER AND CALANDERS
SMIRNOFF APPLE JUICE
ROYAL CHALLENGE GOLF TOURNAMENTS
ARISTROCRAT APPLE JUICES
Contd..
COMPANY NAME SURROGATES
JOHNY WALKER SODA
FOUR SQUARE WHITE WATER RAFTING AND GLIDING
MANIKCHAND FILMFARE AWARDS
WILLS LIFESTYLE APPARELS, CLOTHING
ACCESSORIES.
GOA GUTKHA PAN MASALA
PAN BAHAR GUTKHA PAN MASALA
PAN PARAG PAN MASALA
A Few Examples
 Kingfisher promote their liquors, beers and whiskies,
which constitutes 95% revenues of the UB group.
1. It is neither promoted by the Central nor by the
State government.
2. The advertising of these products are banned on the

television.
 The liquor king Vijay Mallaya and his group
promoted their products by different strategies, like
1. They owned a cricket team ROYAL
CHALLENGERS BANGALORE
2. By launching India’s costliest Kingfisher

Calendars.
Bibliography
 4Ps Business and Marketing – Dec’09
 http://www.youtube.com/watch?
v=6tvnrVxIjf0&feature=related
 http://www.youtube.com/watch?v=51uJ5-94sgg
 http://www.scribd.com/doc/29025421/Surrogate-
Advertising
 http://www.slideshare.net/arathymalz/advertisement-
ppt

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Report on Contemporary Issue

“Advertising is any paid form of non personal

 Use of well established brand, except the original

 For example: cd’s, cassettes, apparels and

 It is dedicated towards the use of an insignificant,

 Surrogate advertisements are misleading, false and

 It is a legitimate business in the country which

 It is not allowed to market its products freely and

1. A direct influence on the consumption habits of 431

2. An indirect impact on 275 million aspirants from

 This is still a big number that can be persuaded by

 It’s like everyone knows what’s going on:

2. The consumers know what’s really been advertised,

 So why not either:

2. Ban such surrogate advertising?

2. The advertising of these products are banned on the

2. By launching India’s costliest Kingfisher

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