Case Studies and Management Resources
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Case Studies and Management Resources
Asia's Most Popular Collection of Management Case Studies |
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It also announced that India's flagship Golfing Event – the Indian Open – would be sponsored by the company till 2006. In late 2001, SWC announced its decision to enter the packaged water market, under its well-known beer brands Hi-Five and Lal Toofan. In 2002, it named it soda water Royal Challenge Premium Sparkling Water6 to leverage the company's flagship liquor brand Royal Challenge. According to industry watchers, SWC was launching Sparkling Water to use it as a surrogate for its liquor brand. They were of the view that, following the ban on advertising, liquor companies were forced to look at innovative ways of building their brands.
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The number and range of surrogate advertisements increased as liquor producers started sponsoring movies, music shows, and other programs attracting youth. For instance, Seagram's Royal Stag was promoted by sponsoring movie-related activities and Indian pop music under the banners Royal Stag Mega Movies and Royal Stag Mega Music. It promoted its 100 Pipers brand by sponsoring a series of performances by fusion music artists under the name 100 Pipers Pure Music. Blenders' Pride sponsored a series of performances by troop dancers and artists under the banner of Blenders' Pride Magical Nites. Seagram also sponsored events such as the Chivas Regal Polo Championships and the Chivas Regal Invitational Golf Challenge for corporates. |
In late 2001, television broadcasters began airing socially responsible advertisements sponsored by liquor companies, even though the government had not issued any notification permitting the airing of socially responsible ads on TV. Star TV and Sony were among the leading broadcasters telecasting such advertisements included STAR TV and Sony. The advertisements were telecast during Christmas and New Year's Eve. One of these ads by Seagram wished the viewers with 'Season's Greetings.' Another advertisement of Seagram read, "Tonight, when it's one for the road, it's got to be coffee." L.S.Nayak, Vice President (Sales and Marketing), STAR TV said, "It's not a liquor advertisement at all. It's just another corporate advertisement through a social message.
6] Sparkling water is a milder form of soda.
Case Code : MKTG024
Themes: Advertising and Promotion
Case Length : 13 Pages
Period : 1999-2002
Organization : Archies Greetings
Pub Date : 2002
Teaching Note : Available
Countries : India
Industry : Advertising
Business Strategy
Finance
HRM
Insurance
IT and Systems
Marketing
Operations
Leadership
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