It is a ppt on celebrity brand endorsement. It gives you an overview about the topic

2. ―A sign of a celebrity is
that his name is often
worth more than his
services.‖
-Daniel J Boorstin

3. Marketing Strategy
Everyday consumers are exposed to thousands of
voices and images in magazines, newspapers, billboards,
websites, radio and television, etc.
Every brand attempts to steal at least fraction of a
person’s time to inform him/her of the amazing and
different attributes of the product at hand.
The challenge of the marketer is to find a hook that
will hold the subject’s attention. In helping to achieve
this, use of celebrity for endorsement of a brand is
widely used marketing strategy.

4. Who is a celebrity?

5. What is celebrity endorsement?
The use of celebrities in
order to increase the sales
and/ or the recall value of a
brand is called celebrity
endorsement.

6. Celebrity endorsement in INDIA...
India stands at No. 5 worldwide in the advertisement
industry.
Television - Valued at Rs 329 billion (US$ 5.76 billion) in
2011, the television (TV) industry is expected to expand at a
compounded annual growth rate (CAGR) of 17 per cent
through 2011-16 to touch Rs 735 billion (US$ 13 billion).
Radio- The radio industry with around 36 FM radio
operators, is estimated at Rs 1,200 crore (US$ 210 million).
Print- An estimated growth of 10 per cent is anticipated till
2015. Digitization- Digital advertising is expected to grow at a
CAGR of 30 per cent during 2011-16.

7. Why celebrity?
 Greater believability
 Favorable evaluation of the
product.
 Positive purchase intention.

8. Q. Brands endorse by Shahrukh Khan?
 Dish tv
Videocon
Pepsi
Hyundai- Santro
Pepsodent
Sunfeast
 Navaratan
Tag Heuer
Airtel

9. Perfect Face For a Brand
 Target youngsters
 Connect with the brand story
 Aspiration figure

10. Celebrity endorsement are impelled by virtue of the
following motives
1
• Instant brand awareness and recall.
2
• Celebrity values define, and refresh the brand image.
3
• Celebrities add new dimensions to the brand image
4
• Instant credibility or aspiration PR coverage.
5
• Lack of ideas.
6
• Convincing clients.

11. Who endorses what?

12. “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.”

13. Impact of celebrity endorsement on a
brand
S=P* D*AV --the multiplier effect
Where S is a successful brand,
P is an effective product.
D is Distinctive Identity
and AV is Added values.

14. Compatibility between the celebrity
and brand image
• Celebrity’s fit with the
•
•
•
•
•
brand image.
Celebrity—Target
audience match
Celebrity associated
values.
Costs of acquiring the
celebrity.
Celebrity—Product match.
Celebrity controversy risk.
• Celebrity physical
attractiveness.
• Celebrity credibility.
• Celebrity prior
endorsements.
• Whether celebrity is a
brand user.
• Celebrity profession.
• Celebrity popularity.
• Celebrity availability.

15. IS THEIR INFLUENCE
STRONG
ENOUGH???????

17. Advantage
Brand awareness and recall.
Celebrity value define and
refreshes brand image

18. Increase in sales figure.
E
Repair tarnished brand image.

19. Easy to distinguish products.
Giving message to the target
market.

20. Risk
 Celebrity overshadowed the brand
 Creditability of celebrity

21. Conflicting image
Multiple endorsement
Influence of celebrity scandals and moral violation on
brands

22. Failure of Celebrity Endorsement
 The Bachchans were endorsing Maruti Versa
 Shahrukh Khan endorsing Lux.
 James Bond endorsing Reid & Taylor.
 Virendra Sehwag endorsing Reliance Telecommunication.
 Milind soman tuff shoes advertisement by woodland.

23. 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 Seek
 Multiple celebrities for a single brand dilute the
associations. Eg: Pepsi

24. Celebrity endorsement is not the „do
all, end all of a brand‟s success…
 Celebrity Vs Brand Heroes
 Animated characters.
 Common man

25. Conclusion

26. As per conducted survey
Q). Which factor related to product affects you most?
 Price
 Quality
Out of 200 people
 Celebrity endorsement
 Others
30
45
Price
Quality
75
50
Celebrity Endorsement
Others

27. Endorsing a celebrity is a
means to an end and not an
end in itself……