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Brand Building and Advertising Strategies in Dark Markets Product Image

Brand Building and Advertising Strategies in Dark Markets

  • ID: 2518996
  • March 2013
  • 38 Pages
  • Datamonitor


  • Carlsberg A/S
  • Diageo plc
  • Hutchison 3G UK Limited
  • Nestle S.A.
  • Pernod Ricard SA
  • SABMiller plc
  • MORE

With advertising bans on alcoholic drinks becoming more common, manufacturers must learn how to operate in dark markets. Just like tobacco companies, they need a long-term strategic plan with a relentless focus on new marketing initiatives.

Advertising restrictions represent the key obstacle to companies communicating effectively with their consumers. This report shows how manufacturers can develop their brands in dark markets. Specific attention is paid to marketing by stealth, strategic options in below-the-line marketing, and alternative approaches such as boosting appropriate new product development.


- Overview of dark markets – realize how significant an issue this already is, as well as understand the possible future speed of legislation.
- Analysis of new product launches – spot trends in NPD and learn from successes and failures.
- Checklist of tactics – rate your brand performance on issues such as interactive marketing, experiential marketing, and retailer collaboration.
- Examples of best practice – understand how companies such as Carlsberg and UB Group have responded to dark markets so you can apply those approaches.


  • Carlsberg A/S
  • Diageo plc
  • Hutchison 3G UK Limited
  • Nestle S.A.
  • Pernod Ricard SA
  • SABMiller plc
  • MORE

About the author
- Disclaimer

1. Dark markets overview
- Summary
- Introduction
- The current situation
- Europe
- Asia
- More recent restrictions

2. Impacts of advertising bans
- Summary
- Impact on consumption
- Impact on market share
- Impact on new product development

3. Stealth marketing
- Summary
- Using omissions and loopholes
- Alibi marketing
- Trademark diversification

4. Shift to below-the-line marketing
- Summary
- Introduction
- Interactive media
- Point-of-sale activity
- Experiential marketing
- Product placement

5. Boosting new product development
- Summary
- Introduction
- Alternative products
- Products for new audiences
- New variants
- New forms of packaging and pack design

6. Conclusions
- Key findings

- References
- Bibliography
- Chapter 1
- Chapter 2
- Chapter 3
- Chapter 4
- Chapter 5
- Chapter 6

- Figure: Examples of alibi marketing
- Figure: Rebranding for alibi marketing
- Figure: Courvoisier clothing and Bombay Sapphire fragrance
- Figure: Kingfisher's trademark diversification
- Figure: Kingfisher's Book Cricket game
- Figure: Examples of fashion-inspired products
- Figure: Examples of beers in new packaging
- Figure: Examples of wines in brand-enhancing packaging
- Figure: Examples of products providing further information to the consumer
- Figure: Summary of the strategic options for operating in dark markets

- Carlsberg A/S
- bwin.party digital entertainment plc
- Diageo plc
- Hutchison 3G UK Limited
- Imperial Tobacco Group PLC
- Nestle S.A.
- Pernod Ricard SA
- SABMiller plc
- Schindler Holding Ltd.

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