Celebrity Endorsement

A DARK SIDE VIEW

Presentation by

G. SathishR. Raghu Raman

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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…