23-08-2013, 04:51 PM
The Role of Communication and Loyalty Marketing, Impacting Alcohol Consumption in India (September 10, 2012)
ABSTRACT
This research paper has tried to identify the impact of communication and loyalty marketing in
the Indian liquor industry. As in the Indian market, no direct advertisements are allowed,
companies use surrogate ads and promotional events to lure and retain their customers. During
the research it was also analyzed what influences alcohol consumption, at what age people are
introduced to alcohol and where do the consumers get the information on alcoholic products.
From all the knowledge and data that gathered during this research it has been noticed that there
has been steady growth in the alcohol industry in India. All the restrictions, taxations, media
restrictions and policies introduced by the government have still not been able to hinder the
growth of this industry.
The paper was concluded with that advertisement has not deterred the growth of Indian alcohol
industry. It has evolved several indirect ways of promoting its products and brands. These range
from surrogate ads to points of purchase ads near bars and pubs, organizing house parties,
promotion of sports and entertainment events and tie ups with the launch of non-alcoholic
products and services of other companies. All these marketing communication strategies are
geared to retain and enlarge the consumer base besides building the corporate image.
Besides these communication strategies, the alcohol industry relies heavily on the loyalty
marketing model. The central principle of the model enunciates that loyalty of the consumer
leads to profitability and thereby the growth of the concerned industry