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CELEBRITY ENDORSEMENT

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Celebrity Endorsement

Celebrity endorsement

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

CELEBRITYCelebrities are people who enjoy public recognition by a large share of a certain group of people Celebrity refers to an individual who is known to the public, such as actors, sport figures, entertainers and others of the like for his or her achievement in areas other than that of the product class endorsed.3Actors ( Shahrukh khan, Amitabh Bachchan)Models ( Malaika Arora, Milind Soman)Sports athletes (Sachin Tendulkar, Roger Federer ) Pop Stars (Britney Spears, Lady Gaga)Businessmen (Mukesh Ambani, Vijay Mallya)Politicians (Barack Obama)Fictional celebrities (Ronald McDonald, Fido dido, Amul Girl)

What is celebrity endorsement?

Celebrity endorsement is an use of celebrities in order to increase the sales and or recall the value of particular brand is called celebrity endorsement.

MOTIVES BEHIND ENDORSEMENT BY CELEBRITIES :

Helps to position and re-position existing brands. Brings global awareness to a brand and brand recall. Contributes extensive PR advantage and opportunities for brands.Famous personalities are a major influence for our lifestyles.To push the demand of the productTo bring the reliability and retention of the product. Instant CredibilityTo refresh the brand image.

6Who 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 brandS=P* D*AV --the multiplier effectWhere S is a successful brand,P is an effective product.D is Distinctive Identity and AV is Added values.

Indian Consumer Mentality They look up to certain public faces and aspire to be one among them. Brand Ambassadors connect with a sense of attachment. Brands have temptation to use celebrity ambassador and motivates the consumer towards the purchase of prooduct.

Several models have been developed that give insight to independent variable effecting celebrity endorsement and hence its efficacy.(A) Source credibility and attractiveness.The endorser has to be trustworthy enough to modify peoples attitude towards the brand.

Source attractiveness refers to the endorsers physical approach, personality, likeability, and similarity to the receiver, thus to the perceived social values of the source.

(B) The match-up hypothesis. Effectiveness depends on the existence of a fit between the celebrity spokesperson and endorsed brand.

It says that celebrity endorsement will only effect buying behavior if the characteristics of the product match-up with the image conveyed by the celebrity.1778

REEBOKBIPASHA BASU/ M S DHONIFITHEALTHYPERFECT BODYSPORTS PERSON

PRODUCTFOR FITNESSFOR HEALTH CONSCIOUSSPORTS SHOE

SONY VAIOKAREENABEAUTIFULSLIMLIGHT WEIGHTZERO FIGURESTYLISHPRODUCTSLIMLIGHT WEIGHTSTYLISHSLEAK(C) Model of meaning transfer.According to McCraken (1989), the previous models discussed above are not capable of capture the success factors of the endorsement processThe central premise is that celebrities encodes unique sets of meanings which might be transferable to the endorsed product.CultureEndorsementsConsumptionRole 1Role 2Role 3CelebrityProductConsumerMeaning AcquisitionEndorsementConsumptionStage 1Stage 2Stage 3Note: Path of Meaning MovementStage of Meaning Movement(D) Multiple brand and celebrity endorsement.Some celebrities are endorsing several brands.

Or a specific brand is endorsed by different spokesperson.

IS THEIR INFLUENCE STRONG ENOUGH???????RETURNSBrand awareness and recall.

Celebrity value define and refreshes brand image PR coverage Time saving

Increase in sales figure.

ERepair tarnished brand image.

Associative benefit

Giving message to the target market.

Pshographic connect

Risk Celebrity overshadowed the brandCreditability of celebrityBrand switchingCompany wars through celebrities

Conflicting image

Multiple endorsement

Influence of celebrity scandals and moral violation on brands

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 SeekMultiple celebrities for a single brand dilute the associations. Eg: Pepsi

CELEBRITY ENDORSEMENT CASES : MAKE OR BREAKSHAHRUKH KHAN CASE : MAYUR SUITINGS Shahrukh Mayur khan is how this Product came to be known.Brings to product his persona of high class lifestyleGreat fit between what the product stands for, what the customer expect And what the celebrity means to consumer and thus boost up the sales.

Rani Mukherjee Hero Cycles( Negative impact )Reflects celebrity is used only for popularity Without looking for brand- celebrity fit. Cycles are used by men generally and the target consumers were low income group. consumers could not make any relation between product and celebrity and were not Assured of product attributes and thus lack Motivation to buy and the ad was called as back.

BRANDS ENDORSED BY DHONI :

PEPSI : YOUNGISTAN MERI JAAN LAYS USE YOUR TONGUEREEBOK :YOUR MOVE

ConclusionBefore choosing the celebrity the marketer has to decide how far the benefits outweigh the risks associated.Because celebrity endorsement can create a buzz and make a consumer feel better about the product but it can not itself guarantee sales.

Endorsing a celebrity is a means to an end and not an end in itselfKUCH MITHA HO JAYE