celebrity endorsement
Post on 19-Nov-2014
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How to Attract Attention to gain customer?
“Brand Equity is defined as the positive differential effect that knowing the brand name has on customer response to the product or service.”
- Philip Kotler.
To Sell a Product effectively
Popularize it so that customers have a top of the mind recall
How to create a top of mind recall ?????????????
What is India Crazy About????
Who are the Gods???????
Ads by Celebrities (Cricketers)
Sachin TendulkarBoost ,RBS ,Adidas ,Airtel Cellular ,Britannia ,ESPNStar
M.S DhoniReebok ,Pepsi ,Aircel ,Exide ,Boost ,TVS ,Brilcream ,Big Bazaar
Yuvraj SinghPepsi ,Revital ,Parachute After shower ,Fiat
Rahul Dravid Bank of Baroda ,Reebok ,Gillete ,Pepsi ,Britannia ,Sansui
Virendra Sehwag Hero Honda ,Pepsi ,Boost ,Colgate ,Mayur Suitings
Ads by Celebrities (Movie Stars)
Shahrukh KhanITC Sunfeast ,Nokia ,Pepsi ,Dish TV ,Tag Heur ,Bellmont
Aamir KhanParle ,Samsung ,Coca cola ,Tata sky ,Titan ,Van Heusen
Amitabh BachchanCadbury ,Dabur Chawanprash,Reid and Taylor ,Polio Vaccine
Kareena KapoorAirtel Cellular ,Frito Lay ,ITC Vivel ,Globus ,LUX ,Emami
Priyanka Chopra Nokia ,Ponds ,Hero Honda Pleasure ,LUX ,Sunsilk
Aishwariya Rai BachchanLUX ,L'Oreal ,Nakshtra Diamonds ,Longines
Celebrity Endorsement
What is the Motive behind
Branding
To amalgamate diverse activities to win customer preference
What is EndorsementIts a written or spoken statement approving
of some product, typically a contract to promote a product by a celebrity
What is the Effect of Endorsement
It changes the want of the consumer into a need
The crescendo of celebrities endorsementsMarketers acknowledge :
Celebrities Power in influencing consumer-purchasing decisions
Ubiquitously accepted fact The product might lack certain special attributesCelebrity endorsement can bestow such attributes
Researched CasesIndividuals flocking to stores to purchase particular gear Gears endorsed by their favourite player
Celebrity endorsements have several benefitsLike building credibility Getting public attention This can translate into higher sales
Does Celebrity endorsement work????
Difference between Good and bad Image Endorsement
Irfan Khan – Vodafone Ad Shahrukh Khan – Fair and Handsome Ad
Irfan Khan –The Better StarThe Vodafone Ad –The Better Ad
Good presentationEndorser is very convincingThe brand endorser is not bigger than the brandTarget segment is clearly definedHas a Mass AppealMessage is clear :
Sharukh Khan –The Bigger StarThe Fairness Cream Ad –Ineffective Ad
Poorly DepictedEndorser is not at all convincingThe brand endorser is bigger than the brandTarget segment is clearly definedHas a Mass AppealMessage is clear :
Don’t wait…..…..Just buy it
Don’t buy it
VodafoneFair and
Handsome
What's in the name
The ConnectTarget Segment : Rural Masses Approach : SimplicityCelebrity clearly appeals to the Rural
Masses
The ClassTarget Segment : Urban Elite ClassApproach : ClassyCelebrity uses his style quotient and
enhances brand image
Social CauseCommercial
Cause
Social Campaign Designer Suit
Same Celebrity can effectively be used for
“A sign of a celebrity is that his name is often worth more than his services.”- Daniel J Boorstin , American Historian , Professor, Attorney and Writer.
Effective Use Of Celebrity
Understand The limitations of the CelebrityThe Fact : Its in the nameName used wrongly can give negative publicity
Product ImportanceUtilityPriceEffectivenessQuality
Intelligent Use Of NameCreative SellingBalance between Product & Celebrity Identity
After Celebrity Talk - The Product Should Talk
Strategies by Companies
NikeEmploy many athletes as its spokespersonAthletes like Micheal Jordan, LeBron James, Serena Williams, Tiger Woods.
AccentureEquate Tiger Woods Skills to Company Processes
Bank Of BarodaReliability and Dependability of Rahul Dravid
AirtelUse Chemistry between
Kareena Kapoor – Saif Ali KhanMadhavan – Vidya Balan
Pepsi ( Youngistan Campaign)Ranbir KapoorDepika Padukone
Celebrity endorsement create hope, dream, emotional
attachment to the product
Case Study PepsiCo
Some of Pepsi’s successful Campaigns
Yeh Dil maange more
DEC 1998
Bubbly Campaign
Summer 2005
Youngistan
Feb 2008
About Youngistan
This campaign has two new celebrities Ranbir Kapoor and Deepika Padukone They acted in the two most-talked about Hindi films in 2007They accompanied brand ambassador Shah Rukh Khan
“This time we wanted an all-encompassing theme. ‘Youngistan’ reflects the mood of India’s youth, which is today keen to take the ropes and drive India,”
“Youngistan”, hopes to cash in on the buzz surrounding today’s youngsters.
“Youngistan” is not so much a place and it is a state of mind of today’s youth. “While the term is new, what it stands for – the GenNext attitude – is not new”
-Punita Lal, executive director, marketing, PepsiCo.
Segmenting Pattern & Positioning
Demographics: The Campaign targets teens and young adults of metros and Tier II cities.
Psychographics: The campaign attempts to capture the youth of today by focusing on their personality, lifestyle and attitude of youth through the advertisement
Segmenting Pattern
PositioningThe Campaign is done on user approach i.e personality approach Here user’s image or association rubs off on the brand image The user could be a celebrity or an ordinary user The Campaign intelligently made use of Ranbir K & Depika P who scored hits in 2007 to support SRK
First launched on T.V during the tri-series matches in February 360-degree activation across radio, outdoor, modern trade, Web and wireless platforms. The user could be a celebrity or an ordinary user Pepsi has launched a website for YoungistanHere it aids interactionPepsi Youngistan is also sponsoring ‘‘Wassup Youngistan” on MTV
Placement Of Campaign
As it’s earlier campaign’s Pepsi through ‘Youngistan’ campaign aimed at capturing it’s target audience in another cool, funky, attractive way.
Thank You
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