ranobir project

8/6/2019 Ranobir Project

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Summer Internship Report 2011

Presented By:-

ASUTOSH COLLEGE

BBA (Hons.) , 3rdyr.

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Tanishq Regional Office Location - INDIA

Regional Office - North2 A, Old Ishwar Nagar, Main Mathura Road, New Delhi.

Regional Office - East

Block 'C', 8th Floor, Apeejay House 15, Park Street Kolkata - 700 016

Regional Office - West

The Metropolitan 9th Floor, Plot No.C-26/27 Bandra- Kurla Complex Bandra East Mumbai - 400 051

Regional Office - South

Mitra Towers ,10/4 Kasturba Road Bangalore - 560 001

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&

Celebrity Endorsement

P R O J E C T T O P I C

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I T I N E R A R Y

Slide Number

5

6

7

8

9

10

11

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Brand Growth Cheklist

Branding & its Content : goes hand in hand

HERITAGE : A MASTER BRAND BUILDER JASON BENSON

Dispelling some Myths

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WHAT IS A BRAND ? Multiple definitions . Multiple Perspectives.

. the promise , the big idea , and the expectations that reside inside the head of eachcustomers mind about a product , service , or company the brand is shorthand .It stands for something . - Alina Wheeler ( 2006)

.. a set of mental associations , held by the consumer , which add to the perceivedvalue of a product or service . - Kevin Lane Keller (1998)

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Dispelling some Myths

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Delivers the message clearly

Creates business credibility

Creates a connection between

the product and the clientele

Helps motivate the buyer

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Brand Consistency

What is Brand consistency ?

Brand consistency is where a business attempts tocommunicate messages in a way which doesnt detractor wander away from the core brand proposition.

Why bother with brand consistency ?

Brand consistency has one massive advantage recognition.

With recognition comes familiarity .

With familiarity comes trust and confidence .

Also , if done correctly , consistency brings clarity andpurpose which consumers buy into (They can become loyal) .

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Brand Value and Authenticity

BRAND

BUILDING

QUALITY

POSITIONINGWELL-BLENDED

COMMUNICATION

REPOSITIONING

LONG-TERM

PERSPECTIVEINTERNAL

MARKETING

CREDIBILTY

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Brand Growth Checklist

MISTAKE : mixing up user profiles and brand positioning

Portraying a specific type of user is wrong, as it fails totalk to the spread of people using the brand.

For example :Yorkie's "Not for girls" was bad marketing, as it

missed out girls, who in fact eat a lot ofYorkie choco bars.

Yorkie is a chocolate bar made

by Nestle, an alternativeto Cadbury's 5Star.

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Branding and its Content - Goes hand in hand

Define your strengths andleverage them. Purposefully written Webcopy that effectively tells your prospects

why they should buy from you or yourclient can make a world of difference onthe sales front. In fact, if done right, it canactually disqualify the competition.

BMW boasts performance:

Do bear in mind that 0-100 km/h in 5 seconds limitsyour chances of actually spotting the BMW M Coupe on theroad. For that you can thank a 330 hp in-line six engineeredto peak at an astounding 7,900 rpm. Raw power isunleashed precisely through a short-throw, 6-speed manualand is kept in-check by massive compound, cross-drilledbrakes.

Volvo tries to make its namesynonymous with safety:

Preventative safety features like Dynamic Stabilityand Traction Control (DSTC) help you, the driver, avoidaccidents by evading them. And nothing is safer for you thanno accident at all. So every Volvo is equipped with a varietyof innovative preventative safety features, many of whichare, of course, uniquely Volvo, developed by Volvo safetyengineers over years of research, design and testing, both in

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Heritage the one characteristic and attribute of a brand that providessustainable competitive advantage .

Disneys brand story is about family and community. Visit aDisney theme park and you will experience the safety, securityand enjoyment of the quintessential American town.

Marlboros brand story embraces nostalgia to exploit the mythof the stoic American cowboy, wide- open spaces, simplechoices, good and evil, and heroism.

Nikes brand story is one of maximum performance, ofchallenging oneself to strive for ones best, calling thatachievement perfection.

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PURE JEWELLERY . PURE JOY.

INTRODUCTION & EVOLUTION

PREMIER JEWELLERY BRAND OF INDIA

TARGET MARKET

TANISHQIDENTITY

BRAND POSITIONING

7 PS OF MARKETING

SWOT ANALYSIS

QUESTIONNAIRE

EXCERPTS FROM FEEDBACK FORMS

Slide Number

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19 - 20

21 - 45

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TANISHQ AN INTRODUCTION

Tanishq [The name Tanishq has been formed by combining "Ta" (the first two letters of Tata) and"Nishk or Nishkh" (meaning gold coin or necklace in Sanskrit)] is India's largest, most desirable and

fastest growing jewelry brand in India.

Started in 1995, Tanishq is the jewelry business group of Titan Industries Ltd - promoted bythe TATA group, India's most respected and widely diversified business conglomerate.

Tanishq challenged the age-old jeweller's word with TATA's guaranteed purity. It exploded themarket with facts about rampant impurity across India. It introduced technology-backed challengein a category completely governed by individual trust.

Tanishq introduced innovations like Karatmeter, the only non destructive means to check thepurity of gold.

Jewellery is one of the last great commodity frontiers in India; it has remained so because

this market is very fragmented, very unorganized. Tanishq has successfully taken on the

challenge of transforming this frontier into a reliable consumer space by bringing to it all the

virtues and benefits that branding offers".

- Harish Bhat, CEO, Tanishq. 15


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Tanishq Premier JewelleryBrand of India

Jewellery in India is reflective of a tradition andculture rich in artistic and skilled craftsmanship. As farback as 1500 B.C the Indus Valley Civilization was knownto have manufactured gold jewellery in the form ofnecklaces and earrings and beaded necklaces with metallicbangles.

Historically this love for jewellery remains strongand the Indian market exports worldwide, as well ascontinues to fulfil its consumer demand for gold, diamondand gemstones.

With increasing consumerism, economic growth andan estimated luxury market of a hundred million, thepassion for jewellery has endured with an emerging publicdemand for quality brands.

One such brand which came to Indias jewelleryhorizon in 1995 is Tanishq, distinguished as being themost prominent, largest and fastest growing premierbrand of jewellery in modern India.

The concept at Tanishq (tanishq.co.in) as Revitaliser of Tradition has been the signature of its

newer concept stores across India. The theme has been tosustain the immortal art of jewellery making fromtraditional India to mesh into the present purity andsimplicity of modern designs.

The artistic and special architectural workcharacterizing magnificent wonders such as the Taj Mahalhas inspired the detailing in the construction of theTanishq stores in the North. For the tourist this gives an

incredible ambiance of not just jewellery shopping butcombines with it a feel for India. 16


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TARGET MARKET

Class Consumer Profile Product PreferenceCompany

Preference

High

Inherited

Income/Professionals/Business/

exceptional ability

Branded Designer

Jewellery and Diamond

studded jewellery

Tanishq and

Geetanjali

Upper

Middle

Professionals/Business/career

oriented/ExecutivesBranded jewellery Tanishq

Middle White Collar, Educated

Unbranded jewellery as

well as high quality

Artificial jewellery

Local Shops like PP

jewellers

Sia Jewellers forArtificial jewellery

Lower

MiddleBlue Collar, Skilled Artificial Jewellery

No company

preference

Lower Semi Skilled No Need -

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BRAND POSITIONING

Tanishq also has been positioned as abranded jewellery of luxury rather thancommodity. It moves jewellery beyond investmentto the fashion and adornment sector.

LuxuryLuxury

In order to compete with the regionalplayers, Tanishq introduced the concept of

consistency in delivering promise . Tanishq is known for its ability to developspecialized design collections.

It is the only jeweler that houses a full-fledged design studio with a team of severalinternational award winning Indian designers.

Offer a totally new perspective to Jewellerybuying especially when it comes to exquisite

oriental jewellery.

Superior

Product

Superior

Product

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7Ps of Marketing

Tanishq

PriceProduct

Physical

Evidence

PeopleProcess

Promotion

Place

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MARKETING MIX : PRODUCT

PRODUCT VARIETY:

Tanishq Diamond

Tanishq GoldTanishq Platinum

Based on Tangibility

Tanishq wedding collectionMoham

Fashion

Colors of royalty

Based on Occasion

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MARKETING MIX : PRODUCT

DESIGN:o Tanishq is known for its ability to develop specialized design

collections.

o Each piece of jewellery is designed by a team of award winning

designers.

o Designed to suit all forms of attire, western and Indian, casual and

formal.

o Aria, for seven stone diamond jewellery, Hoopla, focused on diamond

studded hoops and Collection-G for lower priced gold jewellery.

BRAND NAMEo Brand name ensures innovation.

o Considered equivalent to purity and tradition.

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PRODUCT LINE & COLLECTIONS

Tanishq Gold

From the traditional harams, mangalsutras andthalis to the more fashionable earrings, chains, bracelets andrings, there is a lot to choose from at Tanishq.

In India Gold has always been associated with security andis the most valuable form of investment. However, it has beenobserved that consumer is an easy target to severalmalpractices like under karatage, under valuation of the goldsold and unfair buy back policies due to the lack of awarenessabout these issues.

Tanishq propagates ethical practices not only by assuringthe customer purity and selling policies, but also fair policiesto the karigars who craft the jewelry .

Tanishq's designs in Pure 22k gold are not onlyunique, expressing the wearer's individuality but each piece is

subject to the intricate process of design, crafting and stonesetting with stringent quality standards at every point.Tanishq caters to every occasion. Their collections in gold

abound from the grandiose wedding collection to exotickundan and polki, from the stunning Aarka collections to theexclusive Nakashi work. Tanishq ensures that they havesomething for everyone with our baby range, 9 to 5 for theworking woman and high fashion, men's wear, teen'scollection and regional specific designs.

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Tanishq Platinum - Metal at its best.Pure

Platinum's purity endows it with a brilliant whiteluster. This helps to reflect the true radiance of diamonds.Because it is generally 95% pure (18 karat gold is 75% pure),

platinum jewelry does not fade or tarnish and keeps its looks fora lifetime.

Rare

Platinum is rare, the coveted treasure of discerningindividuals. There is very little platinum on this earth and it isfound in very few places around the world. This exquisite metal is30 times rarer than gold. Platinum's rarity makes it exclusive anddistinctive - a celebration of your individuality.

Eternal

Platinum jewelry is the perfect choice for a lifetimeof everyday wear. Platinum does not wear away and holdsprecious stones firmly and securely. All precious metals canscratch, and platinum is no exception. However, the scratch on aplatinum piece is merely a displacement of the metal and noneof its volume is lost.

Some of the world's most famous gems are set inplatinum, such as the Kohinoor diamond, part of the British

crown jewels.Platinum and White Gold are distinctly different

materials and must not be confused. Platinum is a metallicelement while White Gold is a Gold alloy, which gets its whitecolour due to palladium or nickel.

Tanishq's Platinum represents excellent value formoney. The price may be higher than a similar item in gold butplatinum is pure, rare, enduring, beautiful , luxurious, classic,and the perfect host for diamonds; precious qualities that make

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The Diamond Collection

No gemstone expresses human emotions more powerfully than a diamond After all,

a diamond is timeless and finding your perfect piece of diamond jewelry is anexhilarating and unique experience. Cut and crafted with utmost care the diamondcollection renders each piece eternal.

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The Solo Collection

'Solo' is a statement of feminity,

luxury and lifestyle as well as astatus symbol.

For ages, Solitaires havemesmerized women with theirinherent mystical appeal. Cashingin on this fascination for the stoneis Tanishq, the leading branded

jeweler in India, which has linedup a range of everyday- wearsolitaire diamonds-Solo.

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The Lightweights Collection

Contemporary, yetelaborate and light, thiscollection draws inspirationfrom the casual elegance andconfidence of the modernday woman. Crafted using aspecial process called

electro-forming, this intricatediamond jewellery collectionis designed to appealto the discerning customerslooking for international

designs, wearability andvalue for money.

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The Wedding Collection

The bride blushes; Everyone around smiles; The shenai announces festivity;The priests chant auspicious promises; She walks demurely; A vision of beauty;

Her jewels are exquisite; Crafted by the best in the land; As pure as the blessingsbestowed on her.

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The Zoya Collection

Intricacy coupled with the simplicity; The magnificence of history interwoven withlinear contemporary; Secrets of the pharaohs masked with the mystery of the

cosmos; oriental art embellished with occidental architecture; nature's bountymatched with man's ingenuity.

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The Fashion Earring Collection

The Fashion earring collection', has a range of over 300 exclusive designs. Keeping intune with the raging popularity that earrings currently enjoy, the Tanishq design team

has created the Fashion earring collection, inspired by the evergreen Jhumkas orKarnaphools and the trendy Chandelier and delicate Stiletto designs.

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The Kundan and Polki Collection

Influenced by the mughal era Kundan work requires special craftsmanship and amyriad of stages, each crafted by a different set of highly skilled karigars.

Tanishq as a revitaliser of tradition brings to life techniques and motifs of the periodthrough our exquisite collections of Kundan and Polki (uncut diamonds).

It is difficult for jewelers to ensure the purity and correct grammage of the productsince it involves so many stages. However, Tanishq ensures the karatage and net wt. of theproduct.

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The Colours ofRoyalty Collection

Colours of Royalty a range ofexquisite studded jewelry, reminiscent of themagical Victorian era. The collection is inspiredby the classic design essence and sensibilitiesfound in the architecture, fashion, design,drapes and patterns of the Victorian period.Tanishq has incorporated the timelessness of

these styles into exquisite jewelry designs topresent a collection where fashion and traditionconverge.

This line of precious stones anddiamond jewelry in 18k from Tanishq comprisesmore than 200 pieces and is by far the largeststudded collection launched by us.

This exclusive collection was

launched at the Ponds Femina Miss India 2006,where the 25 finalists wore it . The Colours ofRoyalty is a line of exclusive gems and stonestudded jewelry that reflects the grandeur ofIndia's rich past represented through the variedmeanings associated with colors in our lives .

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The Aria Collection

Aria is a collection of variety of everyday jewellery whichdepict various moods and feelings:

Mysteries of love

Mysteries of passion

Mysteries of envy

Bewitching

Fascinating

Enchanting

Hypnotizing

Sensuous

Captivating

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Exquisite crowns and jewellery

Tanishq, India's most innovative jewelry brand, unveiled the awe-inspiring set of crowns and its 'Colors of Royalty' range of jewelry, speciallycrafted for India's leading beauty pageant, Femina Miss India 2007.

Tanishq has built itself a reputation of bringing innovative designsthat suit the needs of "the ever-changing never-changing" Indian woman.Thecrowns have been designed to convey the essence of India through the use ofdistinctive motifs such as the traditional and auspicious 'teeka' - the Indian touch

to the contemporary styling. Crafted with painstaking detail, each of these crownsconvey a story; a story of their "ORIGIN". Inspired by interplanetary movementsand colors of flora and fauna, these tiaras are a stunning combination of trillions,baguettes, round brilliant cuts, princess, pears and specially cut colored crystals.Each crown weighs about 450 gms and has a special spring mechanism designedto fit perfectly on any size or shape of head.

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The inspiration behind each crown is distinct

and

personifies the spirit ofthe title.

Miss Universe : This crown has the perfect cosmic blend of elements, very like theuniverse itself. The large red stone, set slightly on the side, is the symbolic and stylised 'teeka'.

Miss World : The natural essence of this piece is enhanced by the wave-like undulatingshape on the base of the crown, sitting snugly on the forehead of the wearer. And of course thevivid rectangular blue stone that expresses the teeka of victory, and sets off the varying huesof the sea on the rest of the crown.

Miss Earth : This crown derives its inspiration from the essence of nature- her flora andfauna. Based on the fabulous colours and movement of the peacock and its feathers, thisstunning piece is an intriguing study in harmony and contrast.

The jewelry crafted beautifully with interspersion of diamonds and coloredstones, is an ode to the ecstatic beauty and supreme power behind every woman. Thecontemporary styling has been brought to life with sensuous curves, balance, rhythm andsymmetry of classic Indian motifs in an unconventional synthesis. These beautiful and vibrantgemstones in different shapes, sizes and colors are sprinkled amongst diamonds to create asymphony that enhances the look of the stones and adds a dash of color to conventionaldesigns.

Tanishq has translated the timelessness of these designs to a moderncontext and brought to life a collection where fashion, design and tradition blend perfectly.

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MARKETING MIX : PLACE

Tanishq opened 30 retail stores during FY-08, taking the tally to 130stores. Currently, the average store-size for Tanishq is 1,000-1,500 sq ft.

Tanishq will reportedly open 15 new retail stores in various parts of the

country in the 2011-12. Of the 15, five would be large format stores of 10,000-

15,000 square feet which would be company stores.

The stores operate on the franchise model.

Tanishq retail identity has evolved over the years to offer large format and

concept stores that reflect the brands philosophy of being Revitalizer of Tradition.

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MARKETING MIX : PRICE

High-value diamond range (with

retail price of Rs 2 lakh and above)

Zoya, Tanishqs high-end brandthat primarily retails diamond

jewellery, is showing a slow build-up. It currently has two stores (in

Mumbai and Delhi) with a range of

20- 25 Lakh.

Kundan and Polki range. The range

starts from Rs 5 lakh onwards.

Tanishq paheli range starts atRs.80,000 and jodha Akbar range

at Rs. 1 Lakh .

High EndPricing

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MARKETING MIX : PRICE

Tanishq range of products start at an

accessible low of Rs. 600 and the range- Solo, Aria, Diva, Hoopla,

Lightweights, Bandhan and the mostrecent, Colours - comprises wearable

everyday jewellery which has beendesigned for the urban working

woman.

Very large collections of pendants,earrings and fingerings in this price

range Rs 2000-5000

The Tanishq Valentines Daycollection includes pendants,

earrings and finger rings startingfrom Rs. 2,000 onwards.

The 'up to 25 per cent' off offer by

Tanishq is a unique opportunity.This attractive offer has been

introduced to benefit thecustomers and provide them withthe best price and product options

Mass MarketPricing

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MARKETING MIX : PROMOTION

Concept stores, the first of which, costing Rs 10 crore, opened in Kolkata.

The idea of such a store was to harmonize the tradition of the past with themodernity of the present.

Titan transposed designs by stocking Bengali designs in Delhi, Keralite designs

in Tamil Nadu and typical designs from Tamil Nadu in Bombay in order to

appeal to a variety of people.

In 1998, it launched the corporate gold gift scheme - 'When you want to say

thank you, say it in gold'.

In 1999, Tanishq delivered gold coins worth Rs. 20 crores to Maruti UdyogLtd., to be given away as gifts to Maruti car owners. By 2001, the scheme

accounted for almost 5% of the turnover and over 30 corporate clients like

Coca-Cola, the UB Group, Whirlpool, TVS Group, Ceat and Liberty shoes.

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A D V E R T I S I N G

T V Advertisement : Tanishq focus on the emotional attachment in theadvertisement like engagement, marriage and such other occasions.

Print advertisement : In Leading news paper and famine magazines are targeted todo the advertisement. In short they know their target market and hence do advertising asrequired.

Bollywood tie-up:Has done tie up with Paheli

where in the movie Ms RaniMukherji was seen wearingTanishq jewellery through out .

and in Jodha Akbar Movie where they launched a productline namedJodha Akbar.

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Kept the entry-level price as low as Rs 600 (for a pendant) and

offered a range, which far exceeded that offered by any otherjeweler.

Initiated a loyalty program called the Golden Harvest SavingsScheme, which offers buyers the benefit of getting more

jewellery than what they have paid for. The scheme allowsconsumers to plan future purchases in advance and pay for

them in easy installments.

Exchange offer - change impure gold for pure 22 karat gold -attracted more people to the stores.

Tanishq has also endeavored to be part of every occasion in anIndian womans life through festive promotions, customer

contact programmes as well as through Anuttara, Tanishqsexclusive consumer reward programme etc.

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PEOPLE

Designers & Management traineesfrom premiere institutes

Performance /Competency linked careergrowth Path at management andmanufacturing level

Karigar Park

Karigars work exclusively for Tanishq Provides tools & raw materials Better hygiene and medical facilities

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PROCESS

DCCP

(DirectConsumerContactProgramme)

CSMM

(CustomerS

atisf

action

MeasurementManagement)

CRM

(CustomerRelationshipManagement)

CSP(CustomerSupportProgram)

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PHYSICAL EVIDENCE

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T A N I S H Q


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T A N I S H Q

S W O T A N A L Y S I S

PURITY

DISTRIBUTION NETWORK

DIVERSITY IN JEWELLERY

WORLD CLASS DESIGNS

(GOLD,DIAMOND, PLATINUM)

COMPETITIVE PRICES

BRAND NAME OF TATA

GLOBAL MARKETS

CUSTOMIZED JEWELLERYDESIGNS & RETAILING STORE

CAPTURING GENX MARKET BYLAUNCHING TRENDY JEWELLERY

EXPAND RETAIL STORES

ESCALALTED GOLD COSTS , COMPETITON FROM CHAIN STORES

LOWER MARGINS GOLD NOT SEEN AS A SOURCE OFINVESTMENT(LUXURY IS NEEDED)

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Questionnaire


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Questionnaire

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Essentials 50 - 51

Do Celebrity Endorsements Work ? 52

Celebrity Endorsement can alter Consumer Brain Activity 53

Celebrity endorsements could be a two-edged sword 54 - 55

Successful Celebrity Endorsement 56

Bizarre Celebrity Endorsements 58

Recommendation 59 - 63

Celebrity Endorsements

Slide No.

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Celebrity Endorsements

Endorsement is a channel of brand communication in which a celebrity acts as the brands spokespersonand certifies the brands claim and position by extending his/her personality, popularity, stature in thesociety or expertise in the field to the brand

Essentials of Celebrity Endorsements :

Attractiveness of the celebrity

Credibility of the celebrity

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Meaning transfer between

the celebrity and the brand

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Do Celebrity Endorsements Work ?

Kareena Kapoorrecently struck a mega deal to promote Pepsico's Kurkure brand for awhopping $1.4 million, overtaking her $1 million contract for Vivel soap, making her themost endorser among female stars.

Most recently Master Blaster and cricket's hottest icon Sachin Tendulkarwas signed

on by Kishore Biyani's Future Group as Brand Ambassador for its upcoming range ofproducts

Of course Amitabh Bachchan and Shah Rukh Khan, the reigningkings of endorsements in Bollywood.

A recent survey conducted jointly by IMRB((IMRBInternational (formerly Indian Market Research Bureau) is a multi-country market research survey and business consultancy firm that offers arange of syndicated data and customized research services.)) and i-Pan of

over 2000 respondents, across 12 cities ( small and big metros) foundthat 86 percent of those interviewed admitted that the ad they mostremembered had a celebrity, but only 3 percent said it influenced theirbuying decision. The IMRB study found that "more than the celeb pull,factors like quality, price and experience ultimately drove consumerspurchasing pattern" Furthermore, "only 22% of this sample believesthat the celebs actually use the products endorsed."

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Celebrity Endorsement can alter ConsumerBrain Activity

A study by a group of Dutch scientists, writing in the Journal of EconomicPsychology, shows that celebrity endorsements of products actually alterconsumer brain activity, triggering the process that leads up to the purchase

decision . The scientists studied a group of 2 dozen female consumers who wereshown a series of photographs featuring celebrities and non-celebrities wearingvarious stylish shoes .

Seeing the pictures of celebrities led to heightened activity in themedial oribitofrontal cortex of the consumers brains an areaassociated with feelings of affection. The scientists theory is that

celebrity endorsement ads prompt consumers to link the endorsed productswith these positive feelings, making the appeal of the products that muchgreater.

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Celebrity endorsements could be a two-edged sword


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Celebrity endorsements could be a two-edged sword

Michael Phelps

23-year-old swimming star Michael Phelps apologized for his "regrettable"behavior and "bad judgment" after he was photographed inhaling from a

marijuana pipe, but Kellogg's decided to drop its lucrative endorsement dealwith the Olympic gold medalist anyway.

Martina Hingis

If you're receiving loads of cash for endorsing a company, it's probably not a greatidea to sue that company. Case in point: Martina Hingis. Tennis player Hingis wasa celebrity spokesperson for an Italian sneaker and tennis-gear company, Tacchini.Until she sued them, that is, claiming their gear was responsible for severalinjuries. Needless to say, Hingis did not represent the company much longer.

Kate Moss

Chanel is the epitome of class, and has been for nearly 100 years. So in2005, when model Kate Moss was filmed allegedly snorting cocaine, shewas dropped as the face of the label. Burberry and H&M also quicklydropped campaigns starring the supermodel. Maybe it wasn't the best ideato hire a model famous for inspiring the phrase "heroin chic" in the firstplace.

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Madonna

Throughout her career Madonna has been famous for stirring things up.Her "Like a Prayer" music video was no exception. The video, whichaired in 1989, showed the singer getting physical with a saint anddeveloping stigmata. Pepsi, who had just signed a $5 million deal withMadonna, was not pleased. The company quickly dropped commercialsstarring the singer, and canceled all of her future appearances

Most people would say Michael Vick lost his superstar status when

charged with animal cruelty, but in fact, his star began to dim even beforereports of dogfighting surfaced. Following several bad-boy incidents,such as a middle finger salute to Falcons fans and a failed drug test,Vick's contracts with companies like Nike and Coca-Cola were notrenewed. And the animal cruelty conviction certainly didn't help.

Michael Vick

Bruce WillisIf you're a celebrity representing a brand of alcohol, getting

arrested for drunk driving is probably not a good idea. You can thankBruce Willis for that lesson. In 1987, the actor was also arrested fordisturbing the peace and assaulting a police officer during a party at hishome. The charges were later dropped and so was Willis -- asspokesman for Seagram's.

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Successful Celebrity Endorsement

56

Sachin Tendulkar is not only known about the art( Cricket ) he mastered upon but also for his humanity .Recently he refused a Rs. 20 crore liquor ad of the UBgroup for the sake of young budding talents of Indian

sports.

It has been more over a decade now MRF endorsed Sachin to play with their bat (with MRFlogo on it.) which he has been doing it since. Many of his contemporaries started to playwith MRF logo bat whom the company didnt endorse at all. A couple of years ago he hasput down the endorser but it has not stopped young budding talents of Indian cricket from

playing with MRF logo bat . In fact many in the under 18 / state level cricket still continue todo the same.


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UN - SUCCESSFUL CELEBRITY ENDORSEMNT

Shahrukh Khan Lux Endorsement

Across India, the four new variants of LUXthat were in a special 75th vear commemorativecelebration pack was endorsed by Dream Girl HemaMalini, Beautiful Juhi Chawla, Stylish Kareena andSensuous Sridevi. They all came together in the newLUX ad with the first Indian male star... Shah RukhKhan !

From its very inception the targetmarket ofLUX soap has been the feminine sector .

Before endorsing Shahrukh Khan in 2004 ,the soap giant didnt go for any special promotion oradvertising campaign to penetrate the mens sector.

As a result Lux soap successfully failedto make space in mens choice of bathing bar .


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Most Bizarre Celebrity Endorsements

Mr. T: Flavor wave oven turbo

After a career as a professional wrestler and actor, Mr. T tried to get kids to stayin school, played Santa Claus to Nancy Reagan at the White House one year,

and has appeared in a number of commercials, endorsing all kinds of goods.The weirdest? When Mr. T hosted his own infomercial plugging the Flavor WaveOven Turbo, "an amazing invention" that prepares low-fat meals without a lot ofmess in the kitchen.

James Dean : Safe Driving PSA. Even after just a few films, actor James Dean became an American icon, known for his moody but charmingswagger, youthful carelessness, and remarkable talent. He died in a car crash after speeding down U.S. Route 66 in California on his way to a car race.

But in this PSA, he counsels the public on safe driving, saying thathe's finished speeding. "I find myself being very cautious on the highway," hesays."I don't have the urge to speed on the highway." When asked to giveadvice to any young people watching, Dean looks directly at the camera andjokes," Take it easy driving. The life you might save might be mine," beforechuckling and walking off set. He was dead within months.

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CELEBRITY ENDORSEMENTS SUGGESTION

Despite the rapid modernization & cross-cultural influence on Indian society, many Indians continueto live in joint families in harmony & share a strong sense of family bondingIndian Celebrity Endorsements market is worth Billions.Companies whether MNCs or not endorse celebrities to capture consumer attention & guide theirbuying behavior.

Tanishq, Indians largest retail jewellery chain, endorsed quit a few celebrities over the past few years:-

Arund ati Nag Vipas a Agarwal Vais ali Desai

with Nafisa Ali as mother in the

ad (successfully failing to portray

mother / daughter relation on

screen)59


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As far as celebrity couples are concerned they add to the credibility factor.They look more convincing being together in the ad

Thanks to the level of comfort they share.Tanishq has recently signed Amitabh & Jaya Bachchan in their ad

BUTThis ads appeal is somewhat restricted to the 60sclub.

Need to endorse celebrity couples in 30s

Abhishek Bachchan Ashwarya Rai Bachchan

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Could also endorse celebrity couple

Ajay Devgan & Kajol ( brandambassador ofOLAY at present )

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Coming to Southern region, to put a strong foothold, Tanishq can endorse popular

South Indian couple:Surya Jyot ika

[currently brand ambassador of

Nescafe India along with a bunch

of other brands]

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ranobir project

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