Verticals mPower - Marketing Marketing Surrogate Advertisement | Surrogate Advertisement |
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| Written by Naveen Kumar | |||||||||||||
| Tuesday, 29 January 2008 | |||||||||||||
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Surrogate Advertisement.
Quiet
often you see advertisement of Smirnoff “life is calling where are you” Cassettes
and CD’s, Wonder Smirnoff’s into Music and stuffs!!!!It isn’t true, the real truth
is that they are following Surrogate Advertisement Strategy.
Literally
surrogate advertisement means duplicating the brand image of one product
extensively to promote another product of the same brand. Smirnoff is just
doing the same. This concept is not really new to the advertising world.
The
tobacco companies or rather the pan masala / Gutka manufacturers utilized this
type of advertising strategy, as many countries have banned advertisement of
tobacco products. Tobacco advertisement had been banned on electronic media and
on Government controlled print media since the 1980’s. Again in 1995, the Cable
television Network Act was imposed to cover direct as well as indirect
advertising of tobacco products. In India, Pan Masala is a comparatively recent habit which is marketed with and without tobacco. Ads of tobacco products have been banned since May 2004, but ads of plain pan masala still continue to advertise and they are suspected as surrogate advertisement for the intended product. Let’s get some insights about the tobacco industry in India.
Insights
1) Around
96 million out of 184 million tobacco users consume tobacco in smokeless form
2) Use
of Gutka and Pan masala with Tobacco is a common modality of tobacco use
among youths
3) Pan
masala’s were available in mainly 4 forms
i. Plain
pan masala
ii. Sweet
pan masala
iii. Pan
masala containing tobacco
iv. Gutka
4) Gutka
defined as Tobacco with small quantity of pan masala
5) Growth
of Pan Masala was in a sloppy pace till 1970 and then shot up from 1980’s
onwards after the introduction of pan masala containing tobacco and gutka.
6) People
considered that pan masala to be same and tobacco to be an integral part of brew.
7) Companies
like Pan Parag, Goa 1000, shimla and Rajanighandha took advantage of this
perception and initiated advertisement of plain pan masala.
8) Although
many of this advertisement vanished due to the proliferation of legislation for
control from 1st of May 2004, some of them held on to their
advertisement promoting their non-tobacco nature.
The Execution
1) Numerous
advertisement of plain pan masala with other products but with similar names to
tobacco products were advertised on television and print media.
2) Couple
of India’s famous television channels like Aaaj tak and Headlines today aired this
advertisement (during May 2005).
3) Here
is the list of the companies and their products which had their names similar
to tobacco product.
4) These
companies followed 3 different kinds of advertising strategies like, direct
advertising, sponsorship of a programme and ads of a programme on the same
channel sponsored by these companies.
5) Duration
of these advertisements on Hindi channels was estimated up to 1215sec, with Pan
Parag having its major share of 615sec.
6) But
on the English channels, only direct advertisement was observed during the
normal hours only. The duration of ads being 825sec, with pan parag having a
major share of 420s
Effects
1) The
Sale value of one of these companies( M/s Kothari Brothers, manufactures of Pan
parag masala and pan parag gutka ) are as follows
i.
Rs 1676.4 million during the
financial year 2003-2004;
ii.
Rs 2315 million during the
year 2002-03
iii.
Rs 2821.60 million in the
year 01-02
iv.
Rs 2114.8 million in the
year 00-01
2) Some
of the others facts related to M/s Kothari Brothers
i.
Annual sale value of Plain
pan parag 63.7 million
ii.
Annual cost of Advertisement 244.6 million
Observations
Looking at the sales and the
advertisement figures, annual cost of advertisement of Pan Masala is way beyond
the annual sales value, i.e. approximately 3.8 times its annual sale value. Why
would any company would do that? It indicates that the pan parag pan masal ads
are just surrogated for pan parag gutka which company manufactures under the
same brand name. The manufactures have taken the advantage of common community
thinking that pan masala has always tobacco in it.
Trademark diversification and surrogate
advertisement are known by cigarette manufacturers. Even though the government is suspicious
about the surrogate advertisement carried out by the gutka manufacturers, there
is no strong evidence to back it. But the ultimate truth is “Ads of plain pan
masala seen on Indian television are a surrogate for the tobacco products
bearing the same name”. There is no way to stop these kinds of ads strategies
which provide the manufactures a boon and without any kind of strong evidence
cannot be stopped. But these ads are not at all limited to tobacco industry;
nowadays even alcoholic beverage companies also do the same. They instead
promote their brand thru promotion of their CD’s and DVD’s.
To conclude, Surrogate advertising is
best suited for manufactures who are not supposed to advertise their product in
a direct manner to their consumers, but would effectively communicate to the
intended using a different product name. Comments (4)
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Does Malboro sponsoring Ferrari in F1 comes under Surrogate Advertising ?
written by RD, 11 February, 2008
But I think, its quite an innovative practice, won't you agree? I mean, if someone is stopping you from telling others about your product, wouldn't you try whatever you could do, to work around the gag?
But I like the research you put into this. Those numbers must have required some looking up. Good work. Ullaas, RD Write comment
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