CelebrityBrand

Endorsement

“A sign of a celebrity isthat his name is often worth more than his services.” -Daniel J Boorstin

Marketing StrategyEveryday consumers are exposed to thousands of voices and images in magazines, newspapers, billboards, websites, radio and television, etc. Every brand attempts to steal at least fraction of a person’s 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 subject’s attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy.

Who is a celebrity?

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.

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.

Why celebrity?Greater believability

Favorable evaluation of the

product.

Positive purchase intention.

Q. Brands endorse by Shahrukh Khan?

Dish tvVideoconPepsiHyundai- SantroPepsodentSunfeast Navaratan Tag HeuerAirtel

Perfect Face For a Brand

Target youngsters

Connect with the brand story

Aspiration figure

1• Instant brand awareness

and recall.

2• Celebrity values define, and

refresh the brand image.

3

• Celebrities add new dimensions to the brand image

4 • Instant credibility or

aspiration PR coverage.

5 • Lack of ideas.

6 • Convincing clients.

Celebrity endorsement are impelled by virtue of the following motives

Who endorses what?

“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.”

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.

Compatibility between the celebrity and brand image

• Celebrity’s fit with the brand image.

• Celebrity—Target audience match

• Celebrity associated values.

• Costs of acquiring the celebrity.

• Celebrity—Product match. • Celebrity controversy risk.

• Celebrity physical attractiveness.

• Celebrity credibility. • Celebrity prior

endorsements.• Whether celebrity is a

brand user.• Celebrity profession.• Celebrity popularity.• Celebrity availability.

IS THEIR INFLUENCE STRONG

ENOUGH???????

AdvantageBrand awareness and recall.

Celebrity value define

and refreshes brand image

Increase in sales figure.

E Repair tarnished brand image.

Easy to distinguish products.

Giving message to the target market.

Risk

Celebrity overshadowed the brand

Creditability of celebrity

Conflicting image

Multiple endorsement

Influence of celebrity scandals and moral violation on

brands

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.

Failure of Celebrity Endorsement

How to make it a success mantra?

Have a long term celebrity association with the company

Eg: Sachin tendulkar - boost.

Focus on idea that connects brand and celebrity.

Think how the celebrity can used in the interest of the

brand. Eg: Hrithik Roshan – Hide n Seek

Multiple celebrities for a single brand dilute the

associations. Eg: Pepsi

Celebrity endorsement is not the ‘do all, end all of a brand’s success…

Celebrity Vs Brand Heroes

Animated characters.

Common man

Conclusion

As per conducted surveyQ). Which factor related to product affects you

most? Price Quality Celebrity endorsement Others

45

5075

30

Out of 200 people

PriceQuality Celebrity En-dorsement Others

Endorsing a celebrity is a

means to an end and not an end in

itself……

KUCH

MITHA HO

JAYE