celebrity endorsement
Post on 16-Nov-2014
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Celebrity Endorsement
A DARK SIDE VIEW
Presentation by
G. SathishR. Raghu Raman
“
”
Any brand can get a celebrity is easily , but getting the right person , for the right purpose , for the right brand is not easy .
PITFALLS OF CELEBRITY ENDORSEMENTS…
RISKFACTORS
ULTIMATE CELEBRITY ENDORSEMENT DISASTERS..
Personal life :
TIGER WOODS SCANDAL
Net Worth : $ 600 million Endorsements Earning: $
65.2 M
Forbes Rich list : 1ST RANK
Tiger woods scandal:
These are the companies which dropped tiger woods contract toendorse their brands in the wake of the scandal involving his extramarital affairs in 2009.
Total losses incurred by sponsor's
– post woods scandal plot Group of
sponcer’s
Percent loss
Dollar (in Billion)
All sponsor ’s
2.3 12.37
Big 5 2.4 8.11
Nike & Pepsi
4 5.71
Misbehavior : Lance Armstrong
doping scandal Net Worth : $125 Million
Endorsements Earning: $ 20.0 Million
Forbes Rich list : 65TH RANK
Lance Armstrong doping scandal :
These are the companies which dropped lance armstrong contract to endorse their brands in the wake of the scandal involving allegations that he used steroids during his racing career
Total losses incurred by sponsor's – post
armstrong Doping scandal
$75 million per year..???
Top celebrity endorsement disasters…
BRITNEY SPEARS FOR PEPSI IN 2003
RANI MUKHERJEE FOR HERO CYCLES IN 2004
Top celebrity endorsement disasters…
MIKE TYSON FOR PEPSI & BLACK ENERGY DRINKS
AJAY JADEJA FOR CASTROL,BRITANNIA,PEPSI..
Top celebrity endorsement disasters…
KOBE BRYANT FOR NIKE & LENOVO..
S.SREESANTH FOR NIKE,PEPSI,KINGFISHER..
If I am going to be CEO of a company the celebrities I would prefer to endorse my products…
For international markets..
EXTINCTION
MISBEHAVIOUR
PERSONAL LIFE
LOW REPUTATION
For indian markets..
EXTINCTION
MISBEHAVIOUR
PERSONAL LIFE
REPUTATION
THANK YOU…
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