King Fisher surrogate market strategy

 

 Let's take the example of Kingfisher which comes under United Breweries and they are one of the best in surrogate advertising in my opinion.

1. Kingfisher airlines:

 This company had the same parent company (United Breweries Ltd.) and until 2011, it had the second-largest market share in India’s domestic air travel market. They also had their lounges in major airports of India and a door to door cargo service with the name “Kingfisher Xpress”. A great way to get people to remember your company but the company was in huge losses since the inception which increased with time and they had to close their operations in 2012.

 

2. Kingfisher Calendar:

 A calendar published by the United Breweries group annually since 2003 which features models in swimsuits. This is an annual thing that sure catches quite a few eyeballs and again helps the Kingfisher brand to promote itself.

3. Sponsoring web series:

 Kingfisher has now started sponsoring web series on YouTube which really catches the attention of the right target group. They have sponsored web series like TVF Pitchers (the famous dialogue “Tu beer hai” and Kingfisher as a sponsor would have gained some serious attention of people), what’s your status, etc.

 4.Promoting Formula One racing

They are also involved in some other businesses as well to promote themselves like Force India Formula One racing team.

Another example of United Spirits Ltd. can be taken under which is the manufacturer of Royal Challenge, McDowell's No. 1, and other items as well.

5.PROMOTING TEAM IN CRICKET IN INDIA. 

United Spirits own an IPL team which is name Royal Challengers Banglore. 

Both Royal Challenge whiskey and the IPL team have similar logos and the dress color also coordinates with the logo color and with the popularity that IPL has all over the world, this can be seen as one of the best heavy investments yet successful strategy to promote the brand.

 Promotion through substitute products. 

Apart from that, companies also manufacture other products like Water Bottles, Soda bottles, playing cards, etc. to promote the brand so that when a customer goes to purchase alcohol or any such product, they are instantly reminded of the brand.

 

 New era strategies. 

Although, the above-mentioned things have been bit old strategies now and these companies are resorting to other strategies like holding large scale public events like concerts, fests to promote the brand and even sell their products and these large scale events

Some adds present in social media

Thank you......