celebrity endorsement

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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