Surrogate marketing refers to intentionally utilizing a company, person or object to help convey the message of another party the term has both positive and negative connotations. Surrogate marketing (advertising) ever wondered why bacardi and royal stag entered launched their music cd’s, what made kingfisher enter the segment of mineral water the answer to this is surrogate advertising the makers of these brands were banned to advertise and they resorted to surrogate advertising. The most shocking stories, however, concern the surrogate mothers the surrogates, many of whom are cooped up in surrogacy homes away from their families for the duration of the pregnancy, are. Another good example of surrogate marketing is wills itc limited had disconnected the brand name wills from its cigarette division to its lifestyle division today, it is promoting its well know brand ‘wills’ through its apparel store wills lifestyle.
Surrogate marketing is used for promoting a brand or a product indirectly it essentially utilizes a substitute product, brand or person to communicate the real product to the target customers it works as a collaborative strategy to achieve exponential and rapid publicity. Surrogate advertisements are misleading, false and dishonest in many cases surrogate marketing 4 indira institute of management pune history of surrogate marketing1.
Surrogate advertising is a form of advertising which is used to promote banned products, like cigarettes and alcohol, in the disguise of another product.
The essence of surrogate marketing lies on communicating the value of a particular banned or illegal product/service of a company by using certain acceptable brand extensions of the same company with the same logo and brand name. Best answer: surrogate marketing is used in two contexts: the first is when a company farms out the entire marketing function and the group providing the service is called a surrogate marketing department i don't believe this is the context for which you are looking the second is what is happening in.
Surrogate advertising “surrogate advertising” is a duplicate advertising of a brand’s product in the disguise form in order to enhance the marketing of another product of the same company surrogate advertising is generally used to promote the banned products like alcohol and cigarettes for increasing the sales and thus the profit margin. The first thing that needs to be answered when the working of surrogate marketing is questioned is on its existence why exactly does surrogate marketing exist and how does it happen in india the existence & its types:-1 happens when there is ban on alcoholic and tobacco advertising. Indira institute of management pune typical cases 1 promotion by brand extension and events brand extension : launching new products with common brand name is known as brand extension surrogate marketing indira institute of management pune typical cases 1 promotion by brand extension and events surrogate marketing.
Indian consumers saw surrogate ads like bagpiper club soda, kingfisher airlines, royal seagram cds and audio cassettes ensuring their brand value did not diminish itc used a different approach of making wills the main sponsor of the indian cricket team. Impacts of surrogate marketing:- 1 a lot of marketers, health industry, asci and various other ngos which work towards the health of people believe that sale of banned products is difficult to stop with as many regulations possible but at least these products could be less glorified and less publicized to curb sales.
Ban on surrogate ads proven to be advantageous for domestic players since there is less threat of losing existing brand share to the new players surrogate marketing 15 indira institute of management pune surrogate marketing and governmentthe drift between the industry and government1. Surrogate advertising embeds a brand or product message in an ad ostensibly for another brand companies use surrogate advertising.
Promotion by brand extension and events surrogate marketing indira institute of management pune typical cases 1 indira institute of management pune typical cases promotional events 'bacardi blast 1 in 1998 and crowds of 5. You can have a look at this attempt of marketing malana cream, using surrogate advertising ofcourse.