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 PER CAPITA PURE ALCOHOL
CONSUMPTION(LITERS/ANNUM)OF
BEER,WINE,SPIRITS

08/23/09 27
 SALES VOLUME OF THE ALCOHOLIC
BEVERAGES IN WORLD MARKET

08/23/09 28
 THE ALCOHOLIC BEVERAGE
MARKET OF INDIA

08/23/09 29
The alcoholic beverage market

1) This is a ‘regulated’ industry - movement, prices of intermediate goods

(molasses, alcohol) tightly controlled - state governments exert
considerable influence .

2) Yet this is well developed 8200 corer (us $ 1907 million) industry
in India.

3) Major players in the alcoholic beverages market - United

Breweries (UB) Group( Bangalore), Shaw Wallace (Calcutta),
Jagajit Industries (Kapurthala, Punjab), Mohan Meakins(Sloan,
Himachal Pradesh), Associated Breweries & Distilleries (Mumbai)
.

4) Per capita beer consumption in India - 0.5 liters'; as against 20

liters' in China, 100 liters each in USA & Germany , annually
08/23/09 30
BEER MARKET: SIZE AND STRUCTURE

Market Size:

1) A 70 million cases market .

2) Market growing at 10-12 % per annum.

3) South and west zones account for bulk (> 75 %) of this market.

4) Major beer consuming centers - Maharashtra (Mumbai) .

08/23/09 31
 STRUCTURE OF BEER MARKET:-

1) Minimum economic size : 5000 kilo litres; 15000 kilo liters for NRI
proposals.

2) Around 40 units in organised sector, mostly regional players .

3) Four large breweries have 84% of the market share.

4) Major beer brands (manufacturers) - King Fisher, Kalyani Black

Label (UB Group), Golden Eagle (Mohan Meakins), Haywards
(Shaw Wallace), London Pilsner (Associated Breweries and
Distilleries).

5) Foreign brands - Stroh’s, Fosters .

6) Licensing required except for smaller units employing under 50

08/23/09 32
personsor not using power.
THE BEER MARKET:- FEATURES TRADE
AND REGULATIONS
Market Characteristics
1) Beer packed in 650,750 & 1000 ml glass bottles; usage of (330 ml)
cans minimal.

2) Preference in the Indian market for strong beer .

3) Promotions and sponsorships (sports, musical events) to promote

brands.

TRADE:-
1) States’ prohibition policies govern trade sales for beer.

2) Multi layer trade channel structure .

08/23/09 33
LIQUOR MARKET :- SIZE AND STRUCTURE
SIZE:-
1) Past growth 15 % CAGR per annum
Brown spirits - particularly whisky, rum & brandy account for
over 75 % of this market
South and North share 60% of market

INDUSTRY STRUCTURE

1) Major brands (manufacturers) : Signature, Blue Riband (UB Group),

Aristocrat (Jagajit Industries), Smirnoff, Gilbeys Green Label, Malibu,
Archer’s Peach Schnapps(International Distilleries India), Passport
(Seagrams), VAT 69, Black & White, Black Dog (United Distillers India).

08/23/09 34
 2) There are over 22000 liquor retail outlets spread across the
country .

3)In states of MAHRASHTRA,GOA,JAMMU AND KASHMIR

and ORRISA the trade is operational in open market.

4) In states of PUNJAB, BIHAR,UTTAR PRADESH,MADHYA

PRADESH
and RAJASTHAN ,the trade is operational in auction
market.

5)The trade is under strict government control in states of

TAMIL NADU, KERALA, KARNATAKA AND DELHI.

6)The trade of liquor is prohibited in the states of GUJRAT,

MIZORUM,
NAGALAND and MANIPUR.

08/23/09 35
CHARACTERISTICS OF LIQUOR MARKET
IN INDIA:-
1) Preference for brown spirits (molasses flavor) in Indian market .

2) Liquor is packed in 180, 375, 500, 750 and 1000 ML bottles - glass and
plastic bottles. 180 ML and 750 ML are fast moving .

3) Guala caps is put on bottles to prevent bootlegging .

4) Brand building very important for this market.

5) Yet avenues limited as advertising of liquor banned in most medias

so
promotions, sponsorships and surrogate advertising (sometimes) done
to build brands

08/23/09 36
08/23/09 37
 THE COMPANY HISTORY

-) Cobra Beer was founded in 1989 by

Arjun Reddy and Karan Bilimoria.
-)The brand was originally named
“PANTHER”, but Then the name was
changed to COBRA.
-)The founders were introduced to Mysore
breweries who were the actual brewers of
this beer.
-)The beer was first brewed in b’lore and
exported to UK for seven years.
-) Currently, Cobra Beer is stocked in over
6,000 restaurants ,supermarkets and off
licence chains in the UK.
-) It has increased its presence in retail
outlets and is available in 6,000 pubs, style
bars &clubs. &is exported to more than 45
countries
08/23/09worldwidewith subsidiaries in 38
INDIA, SA and USA.
 THE BRANDS OF COBRA
BEER:-

Cobra 5.0% Premium

When we started out in 1989, this was the beer.
Almost 20 years later, it still is. Still specially
brewed to be smoother and less gassy than
regular lagers. Still brewed to our original Indian
recipe with only the finest natural ingredient.

King Cobra
There's an American lager that lays claim to the
"King of Beers" title.

08/23/09 39
 Cobra Zero%
=

Cobra Light
It's brewed to have all
Cobra Light is brewed to have all the
the rich flavour and
smoothness and flavour of a regular Cobra,
smoothness of a regular
but with less than half the carbs and
Cobra, but with less
calories.
alcohol than a glass of
orange juice.

Cobra Bite
Cobra Bite is an exotic range of naturally
flavoured premium beers. The range
includes Lemongrass, Blood Orange,
Sweet Lime and Fresh Ginger flavours,
08/23/09 each with is own zesty and distinctive 40
characteristics.
 Dave
Cobra is the proud new sponsor
of primetime shows between
9.00pm and 11.40pm, 7-nights a
week on UKTV's Dave.

BFI
Cobra is the official beer of the British
Film Institute (BFI), an arrangement which
means Cobra is the exclusive beer at
events such as The Times BFI London
08/23/09 Film Festival. 41
 Cobra Makes First Facebook Foray
Beer Brand Links with Thresher for ’Get
them In! Promotion
London, UK – Cobra Beer has announced
that it has teamed up with off-licence group
Thresher on their Facebook ’Get Them In!’
activity. This is an application which gives
Facebook users the chance to buy a Cobra
Beer voucher, which they can send to other
Facebook users as gifts. It launches on the
site in November and will run for three
months.
Cobra’s involvement in the promotion
marks its first marketing involvement with
Facebook. The vouchers can be printed
and then redeemed in exchange for 4 x
330ml pack of Cobra 5% Premium Beer in
all Thresher Group fascias - Wine Rack,
Thresher, The Local, and Haddows in
Scotland. Each voucher has a unique
barcode which is scanned at point of
purchase in the outlets.
Will Ghali, Marketing Director of Cobra
08/23/09 Beer, comments: "This is a really 42
 Cobra adds Bite to Flavoured Lager Range
New Fresh Ginger variant and packaging re-
design for female-targeted Cobra Bite range
London, UK – Cobra Beer has freshened up Cobra
Bite, the brand’s naturally flavoured premium lagers
with the launch of a new variant and packaging re-
design across the range. The latest addition is
Cobra Bite with Fresh Ginger, which is currently
rolling out exclusively in 400 Tesco stores
nationwide. The launch will be supported by a
’season of sampling,’ including a partnership with
Original Speed Dating, across their events, online
advertising on women’s websites and consumer PR
activity.
As part of the brand’s innovation platform, the new
flavour joins the successful premium lager range
which launched in May 2007 in the UK market. With
an ABV of 4.1% and distinctive 250ml bottles,
Cobra Bite broke new ground in the beer industry
by becoming the only lagers in the UK market with
100% natural extracts added after brewing, making
them less challenging than traditional Belgian fruit
beers.
The full range features Cobra Bite with Sweet Lime,
08/23/09 43
Blood Orange, Lemongrass and the newest flavour,
 At the retail front, Cobra has sales of 177.6 million
pounds.

The brand has grown by 28 per cent in the

last year.

according to the data research firm AC

Nielsen, and analysts suggested the company
could be worth around 200 million pounds.

Cobra's largest shareholder is Bilimoria, who

owns about two-thirds of the shares. The
remaining stock is held by hedge funds,
business-angel investors and the company's
own employees.
08/23/09 44
DIAGEO
 The History
Diageo is a relatively new company, formed in 1997 with a
merger between Guinness plc and Grand Metropolitan plc.
They did not begin wholly alcohol based, before 2002 Diageo
also owned Burger King which was sold to the American based
company Texas Pacific.
Also they sold Pillsbury, a baking company, to General Mills in
2000

Diageo is a global company

It has180 markets globally

The world's leading premium drinks business

Headquarters- London

Industry- beverages

Product- Alcoholic beverages: Beer, Wine, Spirits

Manufacturing facilities -Great Britain, Ireland, United States,
Canada, Spain, Italy, Africa, Latin America, Australia, India and the
Caribbean.

Diageo’s size provides for economies of scale in production, selling and

marketing..

Positioning
Middleclass and upper middleclass
Upper-class
GLOBAL BRANDS
 Diageo Structure

– 4 Regions – Government regulations

– Meet specific demands – Exchange rates

North America-most developed Europe-Includes Russia.

and most lucrative.markets. Poses as the most
Very complex cultures and Competitive and dynamic.
demographics

International-Includes Latin
Asia Pacific-immeasurable
America, Middle East, and
population size.
Africa..
Growing GDP, growing
Difficult and undeveloped
demand
markets. Heavy marketing and
for alcoholic products.
advertising.
Sales:£8bn
North America
Net sales£2.5bn
0.9bn Operating profit

Europe
Net sales£2.6bn
0.7bnOperating profit

Asia Pacific
Net sales£0.9bn
0.2bnOperating profit

International
Net sales£2.0bn£
0.6bnOperating profit
 TARGET AGE GROUP
Conducted at local bars and an online polling site
Age
1%
6% 0%

13%

21-30
31-40
41-50
51-60
61 +

80%
 VISION AND VALUES

Diageo’s vision is “Celebrating life every day,

everywhere
We are passionate about consumers
We value each other
We give ourselves the freedom to succeed
We are proud of what we do and how we do it
We strive to be the best
 STRATEGY

 Brand growth
 Priority brands
 Invest more resources
 Opportunities in emerging markets
 Selective acquisitions
 Skimming pricing strategy
 Using global and local marketing campaigns to
build our brand positions
 Total Value Creation

Value
Marketing & Sales
Utility
• Higher value placed on
Price
premium drinks
– Consumer will pay premium
price
• Creates brand awareness Cost
• Strong brand loyalty
• Brand equity
Smirnoff No 21 Vodka: The world's leading vodka.
Results 2007
23.2 million 9-litre cases
6% volume growth
9% net sales growth
Top five markets
US
Great Britain
Canada
Brazil
South Africa
Johnnie Walker is the world's leading scotch whisky
Results 2007
15.4 million 9-litre cases
14% volume growth
16% net sales growth
Top 5 markets
US
Global Travel
Greece
Middle East
Thailand
 Te
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DISTRIBUTION OF TOTAL SALES

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3
Innovative Global
Marketing
 PROMOTION STRATEGY
Diageo’s approach is based on two principles:

Set world-class standards for responsible marketing and

Innovation and to promote a shared understanding of what

responsible drinking means to reduce alcohol related harm.
Diageo - Drink Sensibly
The two ‘Don’t see a great night wasted’ campaigns achieved the
required balance, communicating that, for many people, alcohol
consumption is a great part of a great night out, but that excessive
consumption can destroy a great night out.

One of the ways that Diageo is promoting responsible drinking and

combating misuse is through, DRINKiQ.com.
It promotes through sports like racing, golf etc
 PROMOTION STRATEGY

The ‘Many Me’ advertisement “Don’t see a Great

Night Wasted”.

The ‘Mirror’ advertisement “Make sure you like what

you see”.
 PROMOTION STRATEGY

Partnership with Sirius satellite radio at Christmastime and

came out with our own music CD. The creativity of the agency
and our brand group working together has lead to very strong
business results for our brand.

Although with the recession and credit crunch Diageo’s share

prices continue to rise with no real sign of stopping.

In conclusion, they’re doing pretty well for themselves

 Recommendations
• Uniquely associate “Diageo” with its products
• Small logo on all products
• Tagline at the end of television ads.....
• Ex. “brought to you be Diageo” or “another Diageo
product”
• Follow the lead of such brand association leaders as
Sony, Coca-cola, BMW, and Apple

• Nutritional Labeling
• Growing trend in health-conscious consumers
• Currently use www.KnowYourDrink.com
• Does not target non-internet users
• Provide pamphlet on in-store displays
• More informed decisions
 BARCADI

08/23/09 66
08/23/09 67
 MISSION
• Mission is to
distribute its
expanding portfolio
of international
brand to trade
clients and
consumer around
the world.

08/23/09 68
 VISION
• Vision was to
create a refined
drink from rum
that could be
served in any
environment.

08/23/09 69
• Bacardi limited is
an international
firm that is one of
the largest most
competitive alcohol
producers in the
world.
• In America 26.6%
of all distilled
liquors sold in the
US is Vodka.

08/23/09 70
08/23/09 71
 PROMOTION
• Code Of Ethics
• Bacardi lumps together
social responsibility and
ethics.
• Bacardi is vehement in
it opposition to the
illegal purchase on
consumption of alcohol
& does it best to
promote.

08/23/09 72
08/23/09 73
08/23/09 74
08/23/09 75
08/23/09 76
08/23/09 77
08/23/09 78
SALES
08/23/09 80
 HISTORY
The UB Group- An introduction
The UB Group was founded by a Scotsman, Thomas
Leishman in 1857..
• The UB Group, is the market leader in both Spirits &
Beer business in the country
At the age of 22, Vittal Mallya was elected as the company's
firstGroup
• The Indian director.
has a turnover of Rs 3700 crores
• The core Beverage Alcohol business account for 80% of
First was the addition of McDowell as one of the Group
thesubsidiaries,
group turnovera move which helped United Breweries to extend
its portfolio to wines and spirits business.
• Other interests include Fertilizer, Engineering , Life
Science, Infrastructure
Headquarters– development & Media
BANGALORE
• The Group is professionally managed and is headed by
Industry-
Dr Vijay Beverages
Mallya, the Group Chairman

UB Group (India)
UB Group (India)
08/23/09 82
 MISSION
• To be the most admired global leader in the spirits industry by
creating unique high-quality brands for consumers, driven by
highly motivated employees and supported by best-in-class
processes and continued innovations.

• United Spirits is and will continue to be responsible towards its

stakeholders and the society."

08/23/09 83
UB Group (India)
 Brand Performance
Brand FY’07 FY’08 % Grwth
Bagpiper Whisky 3.49 5.45 56%
McDowell’s No.1 Whisky 2.56 3.02 18%
McDowell’s No.1 Brandy 2.32 2.80 21%
McDowell’s Celebration Rum 2.03 2.18 7%
McDowell’s Signature Whisky 1.48 2.04 38%
Old Cask Rum 0.82 0.82 1%
Gilbey’s Green Label Whisky 1.15 1.11 (4%)
Blue Riband Gin Series 0.56 0.56 1%
Gold Riband Whisky 0.46 1.04 127%
Antiquity Rare Whisky 0.04 0.06 53%
Royal Challenge Whisky 0.44 0.46 6%
Director’s Special Black Whisky 2.27 3.49 54%
Director’s Special Whisky 1.93 2.38 18%
White Mischief Vodka 2.78 4.20 51%
08/23/09 84
UB Group (India)
 EXPECTED SALES
• Sales of the United Spirits Ltd. are
expected to exceed 66 million cases
during 2008-09 with turnover of sales
Rs.14000crores. the company has 17
millionaire brands (selling more than
a million cases a year) in its portfolio
and enjoys a strong 59% market

share for its first line brands in India.

08/23/09 85
 Market
The UBShare Movements
Group- An introduction

• The UB Group, is the market leader in both Spirits & Beer

business in the country
• The Group has a turnover of Rs 3700 crores
• The core Beverage Alcohol business account for 80% of the
group turnover
• Other interests include Fertilizer, Engineering , Life Science,
Infrastructure development & Media
• The Group is professionally managed and is headed by Dr Vijay
Mallya, the Group Chairman

UB Group (India)
UB Group (India)
08/23/09 86
 SALES OF USL

08/23/09 87
08/23/09 88
 GLOBAL BRNDS

08/23/09 89
UB Group (India)
 Royal Challenge Finest Premium Whisky

Brand Highlights

• Synonymous with the finest Indian Whisky

• Largest selling Premium whisky of India

• 24-year Heritage brand with sales of over

1 million cases per annum

• Market leader with 40% market share

• Won awards at ITQI, Brussels and World

Beverage Competition, USA.

08/23/09 90
 White Mischief Vodka

Brand Highlights

• Market leader with 43% market share

• Fastest growing vodka

• 5 year CAGR of 50%

• Sales of 1.1 million cases p.a

USP:
Brand name,
Frosted bottle,
Blue and white color,
Sharp and edgy communication
Excellent for preparation of cocktails

08/23/09 91
 McDowell’s Blue Riband Gin

Brand Highlights

• Market leader with 52% market share

• Sales of 4,80,000 cases p.a

• Has been delighting consumers for 47 years

• Recently launched in new and contemporary

packaging

USP:
Blend,
Heritage,
Wide acceptability and brand loyalty

08/23/09 92
 McDowell’s No1 Celebration Rum

Brand Highlights

• 4th largest rum in the world with sales of 6.6

million cases p.a

• Market leader in India with 40% market

share

• Won The Superior Taste Award 2006 with 2

Stars from ITQI, Brussels, and also the Silver
award at the International Wine and Spirits
competition 2005 for its superior blend

USP:
Unique blend that is widely accepted,
McDowell’s lineage

08/23/09 93
 McDowell’s No1 Brandy

Brand Highlights

• World’s largest selling Brandy with

sales of 6.8 million cases p.a

• 51% market share in India

USP:
Popular and widely accepted,
McDowell’s lineage,
Consistent quality

08/23/09 94
 HISTORY
Kingfisher is largest selling Indian Beer .

Kingfisher is enjoyed in over 55

countries world wide. From the USA in
the West, to Japan in the East. And
from Norway in the North to New
Zealand way down under!

It has 24% of the market share.

08/23/09 95
 KINGFISHER BEER BRANDS

08/23/09 96
08/23/09 97
08/23/09 98
 HISTORY
This history begins in December 1974 when Pernod and Ricard
were still long-standing competitors in the French anise-based
spirits market. Nevertheless, they decided to join forces to win
foreign markets.
From 1975 to 1984, the Group begins its international
development.
From 1985 to 1993, Pernod Ricard builds a global network
(Italy, Ireland, Cuba, Australia, Asia). Then, from 1997 to 1999,
the time comes to reorganise before the 2000-2008 era of major
acquisitions and reorientation around the core business: wines
and spirits.

08/23/09 99
 Acquisitions and growth
Over the last 30 years, Pernod Ricard has acquired:

• Campbell Distillers in 1975,

• Austin Nichols Ltd in 1980,
• SIAS MPA (the world’s n°1 producer of fruit preparations for the dairy industry) in 1982,
sold in 2002,
• Orangina in 1984, sold in 2001,
• Ramazotti in 1985,
• Irish Distillers in 1988,
• BWG (subsidiary of Irish Distillers, wholesale distributor) in 1988, sold in 2002
• Orlando Wyndham in 1989,
• Larios in 1997, sold in 2005,
• Agros et Yerevan Brandy Company in 1999,
• 38% of Seagram’s Wines and Spirits business in 2001,
• Allied Domecq in 2005.
• V&S in 2008

08/23/09 100
 VALUES
Pernod Ricard’s strategy and ambitions are
founded on 4 key values that have guided its
development since the beginning :

• conviviality,
• entrepreneurship,
• integrity,
• commitment.
These key values express the identity of the
Group and underpin its business culture.  They
are its strength and originality.  

08/23/09 101
15 KEY BRANDS

08/23/09 102
 STRUCTURE
Pernard Ricard has a decentralized management
structure and is building on its portfolio of
Premium brands.

08/23/09 103
 PRESENCE IN THE WORLD
Pernod Ricard has 19,300 employees in 70 countries worldwide. 56%
of Group sales are generated outside Europe and more than 89%
outside France.  It has a turnover of 7.7 billion euros consolidated
sales.
Pernod Ricard is:

• n°1 in Europe:
- n°1 in Ireland, France, Russia, Central Europe and Nordic Countries
- n°2 in Spain, Greece, the United Kingdom and Italy

• n°1 in Asia-Pacific:
- n°1 in Japan, China, India
- n°1 ex-aequo in South Korea

• n°2 in the Americas:

- n°1 in Argentina and Mexico
- n°2 in Canada and Brazil
- n°2 in the United States.

08/23/09 104
 GROWTH
Pernod Ricard has implemented a policy of business development
through external growth. In 1975, the Group had only 2 subsidiaries, in
Switzerland and in Spain. The principle of regionalisation came into
being in 1996 with the creation of Pernod Ricard Europe, Pernod Ricard
Asia and Pernod Ricard Americas.

GROWTH
Sales volume in
9L cases

Growth in %

08/23/09 105
 STRATEGY

FOUR STRATEGIC PRIORITIES

Pernod Ricard’s success can be
credited to its highly effective
strategy which is based on four top
priorities :
• concentrated investment in 15 key
brands sold around the world,
• Premiumization of its brand
portfolio,
• reinforced positioning in emerging
08/23/09
markets with high growth potential
106
 PREMIUMIZATION

Pernod Ricard ranks number one in the segment for Premium and
high-quality spirits. The Group’s strategy consists of prioritising top-
of-the-line products with a high profit margin.
The main Objectives are :

• to meet consumers’ rising standards in both developed and emerging

countries,
• to reduce the Group’s exposure to fluctuations in the world economy:
Premium brands have proven less vulnerable.

08/23/09 107
 Pernod Ricard’s Premiumisation approach is
based on actions taken in three areas :
• a continuous improvement in quality,
• strong communications: the Group focuses on
flagship, prestige brands of global stature,
widely acclaimed by the market. Its image and
culture are those of a luxury market player, 
• an emphasis on innovation.

08/23/09 108
 MARKETING STRATEGIES

08/23/09 109
Implementing ethical marketing strategies
• The Group took an important step when it adopted the Pernod
Ricard Code for commercial communications in 2007.

This Code establishes rules for ethics and advertising. It applies to

the Group’s employees all around the world. Adapted from the
European Forum for Responsible Drinking (EFRD) Code, the Pernod
Ricard Code includes specific provisions that make it a strict
professional code :

• a message on moderation is required on all Group advertisements,

• a pictogram informing pregnant women of the dangers of alcohol
appears on all bottles in European Union countries,
•  no images representing any Group brand should appear at motor
sports race tracks, on motorised sports vehicles, or on racing
competitors’ uniforms,
• obscenity and gratuitous nudity in advertising is strictly
prohibited,
• Pernod Ricard is responsible for informing its suppliers of the code
08/23/09 110
and for ensuring its enforcement.
 PERNOD RICARD SPONSORSHIP PROGRAMME: A
SOCIALLY-RESPONSIBLE COMMITMENT

• Helping the maximum number of people to

experience the arts
• Supporting creativity and entrepreneurship
• Promoting local skills and respecting tradition
• Supporting major long-term projects

08/23/09 111
 In order for the sales and marketing
teams to fully absorb the luxury
brand culture and master the
industry’s regulations, Pernod Ricard
has instituted a dedicated training
programme offered through the
Pernod Ricard professional Training
Centre (CFPR)

08/23/09 112
SPIRITS VOLUME SPLIT BY CATEGORY

7% 3%
White spirits & Rums
10%
34% Scotchs
9% Other whiskies
Aniseed
Liqueurs:
Cognacs & Brandies
18% Bitters:
19%

08/23/09 113
 Sales volume in 000’s 9L cases

08/23/09 114
 GLOBAL PREMIUM VODKA MARKET SHARE

08/23/09 115
 A GLOBAL INNOVATION PROCESS

This company-wide initiative aims to give new

impetus to the Group’s innovation strategy. It
allows Pernod Ricard not only to respond to
changes in the market, but also to anticipate
them.

• Innovation is present in products (new textures, new

tastes, etc.),

• packaging (innovative design for packaging and

bottles) and
• consumption methods (suggestions for new recipes,
etc.).
08/23/09 116
 MAJOR PLAYERS
Other, 34%

6%
5% Diageo, 28%

11% 34%
Pernod
Ricard,16%
Bacardi,11%
16%
Brown-Forman,
5%
28%
Fortune Brands,
6%
 Liquor Surrogate
Advertising
"It's difficult to digest that an industry
which is allowed to sell its products, is
banned from advertising the same
products, despite the fact that the
commercials carry health warning,
advising the customers to use the product
in temperance."

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 Surrogate Advertising

Surrogate advertising is
done when the original
product is not allowed to
advertise itself on mass
media. In India, alcohol
brands are not allowed to
give advertisements on
television, so alcohol
marketing firms use
surrogate products like
mineral water, soda, juice
to hit consumers with the
brand name. The brand
name of the alcohol
product is the same as the
surrogate product. For e.g.
Kingfisher soda.
 The surrogates used by these advertisements ranged
from audiocassettes, CDs and perfumes to golf
accessories and mineral water.

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 Some companies also promoted their products through corporate advertising,
distributing free gifts like caps and T-shirts with the brand name and using glow-
signs outside the retail outlets.

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Due to the ban, liquor companies focused more on promotions for
brand building. They started sponsoring events that projected the
'glamour' of the brands, like track racing, car rallies etc.

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Some of the major domestic companies use Internet as an
effective marketing medium.

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 HUNGRY KYA?

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 BLENDE
D TO
PERFEC
TION

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 MERA
CHOICE, NO:1
CHOICE

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Communication
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DRINKING IS INJURIOUS TO
HEALTH
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