Celebrity Endorsment

PRESENTATION ON CELEBRITY ENDORSMENT

THE DARK SIDE

INTRODUCTION

HISTORY LEELA CHITNIS(LUX) ØFAROOKH ENGINEER (BRYLCREEM) ØTABASSUM (PRESTIGE PRESSURE COOKER) ØKAPIL DEV (PALMOLIVE) ØSUNIL GAVASKAR(DINESH SUITINGS) Ø

MULTIPLIER EFFECT S= P * D * AV S-SUCCESSFUL BRAND P-EFFECTIVE PRODUCT D-DISTINCTIVE IDENTITY AV-ADDED VALUES

ADVANTAGES

ØINSTANT RECOGNITION ØINCREASING RECALL ØMASS APPEAL

DO BRANDS NEED CELEBRITY????? COCA COLA BINGO SURF

NON CELEBRITY MASCOTS

qMAHARAJA –AIR INDIA qMUSCLE MAN-MRF TYRES qLITTLE GIRL-AMUL qLALITA JI-SURF qFIDO-7UP qDEVIL-ONIDA qTHE DOG AND ZOOZOO-VODAFONE

DARK SIDE

PRICE COST OF SHAHRUKH KHAN – 5 -10 crores Overall cost – 275 crores COST OF ZOOZOO – 11 lakhs Overall cost – 3 crores

ARE THE CONSUMERS TIRED????

THE SAME STARS EMPLOYED BY BOTH SMALL AND BIG COMPANIES

VAMPIRE VIDEOS CELEBRITY SUCKS THE BRAND WHILE GROWING HIS OWN IMAGE

BRAND LOYALTY????? TAINTED STARS??????

WHEN TO USE CELEBRITIES????? qWHEN YOU NEED INSTANT RECOGNITION qUSE IN CONTEXT qUSE IN CRISIS qUSE YOUR CREATIVITY

AUDIENCE AUDIENCEREVIEW REVIEWDATA DATA

RATING RATING

CONCLUSION

VOTE OF THANKS MR. RANDHIR PHUKAN(FACULTY) MR. BISHWAJIT KHOUND(MBA 2ND SEM)