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Celebrity Brand Endorsemen t

Post on 15-Nov-2014

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  • 1. A sign of a celebrity is that his name is often worth more than his services. -Daniel J Boorstin

2. Marketing Strategy Everyday consumers are exposed to thousands ofvoices and images in magazines, newspapers, billboards, websites, radio and television, etc. Every brand attempts to steal at least fraction of a persons time to inform him/her of the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subjects attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy. 3. Who is a celebrity? 4. What is celebrity endorsement? The use of celebrities in order to increase the sales and/ or the recall value of a brand is called celebrity endorsement. 5. Celebrity endorsement in INDIA... India stands at No. 5 worldwide in the advertisement industry. Television - Valued at Rs 329 billion (US$ 5.76 billion) in 2011, the television (TV) industry is expected to expand at a compounded annual growth rate (CAGR) of 17 per cent through 2011-16 to touch Rs 735 billion (US$ 13 billion). Radio- The radio industry with around 36 FM radio operators, is estimated at Rs 1,200 crore (US$ 210 million). Print- An estimated growth of 10 per cent is anticipated till 2015. Digitization- Digital advertising is expected to grow at a CAGR of 30 per cent during 2011-16. 6. Why celebrity? Greater believability Favorable evaluation of theproduct. Positive purchase intention. 7. Q. Brands endorse by Shahrukh Khan? Dish tv Videocon Pepsi Hyundai- Santro Pepsodent Sunfeast Navaratan Tag Heuer Airtel 8. Perfect Face For a Brand Target youngsters Connect with the brand story Aspiration figure 9. Celebrity endorsement are impelled by virtue of the following motives 1 Instant brand awareness and recall.2 Celebrity values define, and refresh the brand image.3 Celebrities add new dimensions to the brand image4 Instant credibility or aspiration PR coverage.5 Lack of ideas.6 Convincing clients. 10. Who endorses what? 11. Any brand can get a celebrity.That is easy. But getting a celebrity consistent with the right brand, to the right degree, at the right time, for the right purpose and in the right way... that is not easy. 12. Impact of celebrity endorsement on a brand S=P* D*AV --the multiplier effect Where S is a successful brand, P is an effective product. D is Distinctive Identity and AV is Added values. 13. Compatibility between the celebrity and brand image Celebritys fit with the brand image. CelebrityTarget audience match Celebrity associated values. Costs of acquiring the celebrity. CelebrityProduct match. Celebrity controversy risk. Celebrity physical attractiveness. Celebrity credibility. Celebrity prior endorsements. Whether celebrity is a brand user. Celebrity profession. Celebrity popularity. Celebrity availability. 14. IS THEIR INFLUENCE STRONG ENOUGH??????? 15. Advantage Brand awareness and recall.Celebrity value define and refreshes brand image 16. Increase in sales figure.ERepair tarnished brand image. 17. Easy to distinguish products.Giving message to the target market. 18. Risk Celebrity overshadowed the brand Creditability of celebrity 19. Conflicting imageMultiple endorsementInfluence of celebrity scandals and moral violation on brands 20. Failure of Celebrity Endorsement The Bachchans were endorsing Maruti Versa Shahrukh Khan endorsing Lux. James Bond endorsing Reid & Taylor. Virendra Sehwag endorsing Reliance Telecommunication. Milind soman tuff shoes advertisement by woodland. 21. How to make it a success mantra? Have a long term celebrity association with the companyEg: Sachin tendulkar - boost. Focus on idea that connects brand and celebrity. Think how the celebrity can used in the interest of thebrand. Eg: Hrithik Roshan Hide n Seek Multiple celebrities for a single brand dilute theassociations. Eg: Pepsi 22. Celebrity endorsement is not the do all, end all of a brands success Celebrity Vs Brand Heroes Animated characters. Common man 23. Conclusion 24. As per conducted survey Q). Which factor related to product affects you most? Price Quality Out of 200 people Celebrity endorsement Others3045 Price Quality7550Celebrity Endorsement Others 25. Endorsing a celebrity is a means to an end and not an end in itself