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Case
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Reference no. 502-076-1
Subject category: Marketing
Authors: A Mukund; D Sirisha
Published by: IBS Center for Management Research
Published in: 2002

Abstract

The case examines the ban imposed on surrogate advertisements for liquor brands in India in mid-2002 by the government. The case provides an account of the highly regulated environment in which the Indian liquor industry functions. The advertisement strategies adopted by the players, surrogate and ''socially responsible'' advertising, after the ban on direct liquor advertisements in 2000 are explored in detail. The case is designed to enable students to: (1) understand the regulatory environment in which the Indian liquor industry operates and the problems faced by the players in terms of brand building, distribution and advertising; (2) understand the concept of surrogate advertising and the ways in which it has been utilised by companies in the Indian liquor industry; (3) discuss the ethical, social and economical issues that make the business of liquor a complex and sensitive one for the regulatory authorities as well as the companies involved; (4) evaluate the implications of the ban on direct as well as surrogate advertising for a liquor company; and (5) examine the options available for players in the Indian liquor industry in terms of brand building and promotion. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing curriculum.
Location:
Industry:
Other setting(s):
2001-2002

About

Abstract

The case examines the ban imposed on surrogate advertisements for liquor brands in India in mid-2002 by the government. The case provides an account of the highly regulated environment in which the Indian liquor industry functions. The advertisement strategies adopted by the players, surrogate and ''socially responsible'' advertising, after the ban on direct liquor advertisements in 2000 are explored in detail. The case is designed to enable students to: (1) understand the regulatory environment in which the Indian liquor industry operates and the problems faced by the players in terms of brand building, distribution and advertising; (2) understand the concept of surrogate advertising and the ways in which it has been utilised by companies in the Indian liquor industry; (3) discuss the ethical, social and economical issues that make the business of liquor a complex and sensitive one for the regulatory authorities as well as the companies involved; (4) evaluate the implications of the ban on direct as well as surrogate advertising for a liquor company; and (5) examine the options available for players in the Indian liquor industry in terms of brand building and promotion. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing curriculum.

Settings

Location:
Industry:
Other setting(s):
2001-2002

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