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Surrogate To Survive: Surrogate MarketingThursday, 16 February 2012 00:09
The essence of Surrogate marketing lies on Communicating the value of a particularbanned or illegal product/service of a company by using certain acceptable brand extensions of the same company with the same logo and brand name.It refers to intentionally utilizing a company, person, product or service to help convey themessage of another product or service. It can also be define as duplicating the brand image ofone product extensively to promote another product of the same company.
The history of surrogate marketing existed from long years backs in different connotations andapplicable not only the liquor, narcotic products but service categories also like moviepromotions and pornography market.
But it comes in limelight when a few years ago in UK, where housewives protested againstliquor and narcotic advertisements and demanded to ban on advertisement of alcoholic andnarcotic products. After ban on products this industry left with no other relaying option thansurrogate marketing.
As example, selling CDs of pornography in the name of religious mystics can be seen in streetshops, using item songs to promote the films or promoting big stars’ guest appearance as amajor role in movies, using sodas, fruit-juices, water with Liquor, Cigarette, Bidi, Tobacco brandnames can be seen on TVs and posters.
It works as a viral and opinion leader kind of way to top of the mind recall and awareness for thetarget consumer group, who can decode the message.
Surrogate marketing is now done by
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1. Sponsoring events like Fashion Weeks, events like rock shows and selling other coverproducts, IPL, Formula one etc. 2. Facebook and social media like secret group sharing, page creation, chatting, mail 3. Internet, digital and print media, like TV ads, call service, SMS
A. Film Industry and surrogate marketing
Movies like low budget or low starrer uses these kind of marketing to mislead the audience, anaudience decode this message as his stereotypical way and get in to watch this movie, which istotal far related to the message.
Kollywood movies like Dhanam, Dindigul Sarathi has opted such kind of marketing, Kuselanuses the guest role of Rajneekant in its’ 90% posters to market like main actor. Bollywoodmovies like Kaal, Delhi Belly’s promotions as a ShahrukhKhan and Amir Khanacted movies can also be considered in this line.
B. Typical Alcoholic/Narcotic brands and products promoted by surrogate marketing
Brand
Communicating product
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Main Product Category
Bagpiper
Water and soda, cassettes, CDs
Whisky
McDowells
Water and soda
Whisky
Red and White
Bravery awards
Cigarettes
Teachers
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Bravery awards
Whisky
Kingfisher
Calendars and mineral water
Beer
Pan Parag
Pan masala
Gutkha
Johny walker
Soda
Whisky
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Royal challenge
Golf accessories and mineral water
Whisky
Four square white
Water rafting and gliding
Cigarettes
Wills lifestyle
Apparels, Accessories
Cigarettes
Bacardi
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Cassettes and CDs
Rum
Smirnoff, Aristocrat
Apple juice
Vodka
502 Pataka
502 Pataka Tea
Bidi
Haywards 5000
Darting kids
Beer
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AC Black
Apple juice
Whisky
Surrogates as a brand personality
Using celebrities or associated persons in advertising, arouses the customer to take a chance oftrial, help them to crack the message. Suppose for example Sunny Leone is advertising for areligious movie, the customers who are aware about Sunny Leone can easily get thecommunicated message.
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Communication fit for Alcoholic and narcotic industry
Being banned to the normal advertising of its core message to the audience has left orphan tothe liquor, narcotic and pornography industry, so as a possible choice they are more prone todepend on surrogate marketing, due to its effectiveness in terms creating awareness, recall andselling products to the target consume
Target Consumer base (India):
Alcoholic beverage
Industry size(crores)
Market size
Market growth
Liquor
Country liquor
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Not quantified
58 million
15%
IMFL
6000
Beer
2200
70 million
10-12%
[Source: indiamarkets.com, Dec. 2011]IMFL: Indian made foreign liquor
Surrogate Ads as a smart way of marketing
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Surrogate Ads are a creative & smart solution to make potential customers recall and awareabout products which are not be allowed by the law to advertise in certain type of public media.
1. Ride on some other more popular product and/or concept 2. Strong sense of positioning of brand Identity and deployment 3. It creates strong association with customers, e.g. Vodafone ads.
Impact on Stakeholders and Business environment
Positive
Negative
Economic
Government generates revenue
Company ends up with high cost of advertising
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Profiting media by paying high advertising cost
Social
Don’t effecton others who are unaware
Misleading to younger generation
Focused to selective target segment
Challenging the ethical way of doing business
Leads to healthy environment
Leads to promote unhealthy products
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Legal
Company doesn’t breaks the legal spectrum
Future Alternatives
Having high growth and market penetration of other marketing channels like, direct marketingand mobile commerce can be considered as options for these industries because of its larger impact and reachabilityto target consumers.
Take away
Finally, we conclude that for industries like, liquor, cigarette, bidi, tobacco and porn have todepend on surrogate marketing to survive and grow. Surrogacy is serving their purpose;thistrend will also be leverage by other industries to recall strong brand association and loyalconsumer base. But surrogate marketing in other industries will serve the purpose or not it isquestionable.
This article has been authored by Umesh C. S. Arya from IIM, Kozikode.
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Image: Rawich / FreeDigitalPhotos.net
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