its all about surrogate marketing

1. SURROGATE MARKETING
Presented by :- Vivek Singh Thakur

2. INDEX
• Definition
• History
• Surrogate ads in India
• Advantages and disadvantages
• Business prospective of surrogate marketing
• Conclusion

3. DEFINITION
• Promote banned products, like cigarettes alcohol.
• Duplicates the brand image of one product
• Promoting another product of same brand.
• Promoting a brand or a product indirectly.

4. HISTORY
• Surrogate Advertising was first started in Britain.
• Came into India in the mid-1990s after the Cable
Television Networks (Regulation) Act
• Launching new products with a common brand name is
known as brand extensions and is not illegal or
objectionable in nature.

6. Communicating product Main product

7. Communicating product Main product

8. SURROGATE ADS IN INDIA
• Advertise a company’s brand name by introducing a
brand of water, or music CD,s,or sponsor some local
sports team.
• Some surrogate advertisers in the Indian context are:
– Aristocrat
– Seagrams
– Bacardi
– Manikchand
– Kingfisher
– Smirnoff

9. SURROGATE ADS IN INDIA

11. Advantages and Disadvantages
• Advantages:
• It helps company to generate sale for banned
products
• It helps on reminding banned product indirectly
• Disadvantages
• It beats the purpose of ban on ads of harmful
products
• Harming society because children cannot
distinguish between the banned product and the
advertised product

12. Business prospective of
Surrogate Marketing
• Indian liquor industry with estimated market value of
INR 15700 Cr according ASSOCHAM
• It is expected to reach 16.8 Billion litres of consumption
by the year 2022.
• It is legitimate business in the country
• Generates great revenue to the government

13. Conclusion
• Surrogate advertising are not only misleading ,but also
false and dishonest in many case
• This method is used by the corporate because of the
ambitious laws
• As tobacco and liquor business are legislated as
restricted business in India and provide huge revenue
to government, economic factors should be consider
,while designing the laws and their implementation

14. Thank You