STORY OF A BHARAT SWABHIMANI AMBASSADOR
When it comes brand endorsers/ambassadors, we often forget that there is much to brands rather than the Khan’s, Kapoor’s, Bachhan’s, our beloved cricket fraternity or whoever who has huge fan appeal. Brands die to get their product/service endorsed by them through all channels of communication. The recent case of Reliance Jio launch being congratulated by all film-stars on Twitter with a common message and with exact same punctuation marks was an apt example explaining the role a celebrity endorser plays when it comes to promotion. They do just what they are being told to do. Period.
An ideal brand endorser is the one who understands the very existence of the brand and who is deeply connected and loyal to the brand. He/she grows with the brand and not necessary it always about the money. But do such ideal endorser exists in today’s brand-competitive world?
Yes, one such endorser do exist. His name is Baba Ramdev
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After an hour of yoga, he very subtly promotes the importance of Ayurveda products and in turn his toothpaste-to-ghee portfolio of brand Patanjali. The company today has more than 400 products in FMCG category and around 200 products in form of pharmaceuticals directed to people across all age-groups. Baba Ramdev’s business empire include Patanjali Ayurved (FMCG), Patanjali Gramudyog (agricultural products) and Divya Pharmacy (Ayurveda medicines) in addition to a yoga research centre, a multi-speciality hospital, a food park and a cosmetics manufacturing unit. Patanjali (FMCG) clocked more than 2000 cr of sales in 2014 and is estimated to reach 20,000 cr of sales by fiscal 2020. Incidentally, he holds no stake in Patanjali Ayurved, 92% of the shares are held by his confidant Balkrishna and rest 8% by Scotland-based NRI couple Sunita and Sarwan
Brandt claims that sponsors always have something to gain from their sponsorship due to fact that an advantage is within reach. Brandth states that “They lend their resources or credibility to the sponsored but also stand to gain benefits from their success, whether by direct repayment or, indirectly, by credit of association“ (Brandt 4). You can
In Eric Schlosser‘s essays, the author shows how the social media are targeting children by their ads and advertisements. He exposes the negative side of advertising especially when children are implicated. The author explores children’s cooperation with these companies whether consciously or unconsciously through their behavior and ways of convincing their parents to get them what they want. He mentions how these same parents by lack of spending enough time with kids pamper them and don’t refuse their desires. Schlosser gives more explanations by introducing several examples of these companies such as Disney, McDonald, clothes, oil, and phone companies, too without openly blaming neither of them.
Celebrity endorsement or opposition should be avoided, this type of advertising ploy is cliched and quite arguably has become redundant. Appealing
Celebrity endorsement is when a company uses the notoriety of a famous person to sell a product or service. There are many benefits in using a celebrity in an advert. It helps build brand equity. The brand gets linked to the celebrity and therefore can get more recognition, allowing the company to achieve larger sales and profits.
Sue Jouzai in her passage, argues that not only should we boycott, but instale rules and regulations to companies that uses actor as a way to endorse products by first listing celebrities that use everyday products and saying something to make it look better. She continues by explaining how these company are trying to manipulate the audience to think that it is better. The author's purpose is to point out the how misleading the companies are in order to gain support on how the passing laws on celebrity endorsement. the tone created by the author is an objective feel to it. Celebrity endorsements should be monitored and have laws in place to protect the consumer.
People such as celebrities, have a higher influence on people and their decision making on products, which is why many companies hire well-known celebrities to promote their products in the media. In an article written by Marketing Charts called, “How Influential are Celebrities?” they discuss the power of product placement and celebrity endorsements. The statistics for how much a celebrity influences its fans varies throughout the article, depending on what exactly they endorse. The article had some very interesting key points about celebrities also having a negative impact on product endorsement, mentioning that traditional brand promotion without celebrities had more of a positive influence.
The sales of Nike and Adidas Group are around $ 13 billion and $ 9 billion in 2012. Both companies run in the long way for market share and compete aggressively for sponsorship of major sporting events such as the Olympics. Continuing sponsorship in the Olympics will help Nike achieve rapid sales growth in the future. Citation: (Soni, 2014)
Dolce and Gabbana is a high-end Italian clothing company that was founded by Stefano Gabbana in 1985 targeting women primarily, famous for their superior sartorial content. It was not until 1990 that menswear collections started to appear and made its entrance in Dolce and Gabbana stores. In 2007, Dolce and Gabbana released their spring/summer ready-to-wear collection that targeted individuals in the upper class who wanted to dress casually but still feel expensive. This advertisement caused controversy amongst women about objectification. However, the advertisement also targets the social group of men being represented as dominant, powerful and in control in order to sell clothes and the idea of confidence through wearing Dolce and Gabbana clothes.
The Ultimate Fantasy While flipping through the television at any given point in the day, you are sure to find commercials starring stick thin women prancing around with little- to no clothing on. Usually, these advertisements do not have much to do with the product the company is trying to promote. Instead, they focus on the attractive women who are the focal point of the ad. It as if the companies are trying to seduce men in order to get them to try their new products. Bud Light is a company that is known to use this method of advertising.
Influencer marketing is one of the most popular online marketing strategies for brands today. It is a simple idea: get influential people to spread the word about your brand or business through blogs and social media. However, if you want your influencer marketing campaign to be a success, then you need to choose your influencers wisely. Influencer marketing is not just about spreading your message through reviews.
Applications: The applications deal with the “Halo effect”. This effect occurs when the public sees celebrities use the products, they are more inclined to buy the product because they want to mimic their role model. A celebrity is a person who is known by his well knownness. McCracken has defined a celebrity endorser as a person who enjoys public recognition and who uses this recognition on behalf of a brand to endorse the brand.
a. The product and production orientation of marketing asserted that a company should first develop product and then they should scan the market for sale opportunities. Now days in the modern world the market have changes. The process orientation of marketing requires a company to first to analyse the market, understand customer requirement and then develop products. In todays world, the modern marketing is based on the reverse process, in which the first the customer needs and demands are identified. The subsequent market program of the firm depends on how the market identifies the potential customer, profiles them, target them and positions his offering in the minds of customer.
A large proportion of people do not consume the minimum recommended daily servings of milk products. This problem has created a nationwide stir for increasing milk consumption and persuading more people to pick milk over other beverages. One such product is the “Got Milk” campaign, which uses celebrities to encourage younger customers to buy more milk products. “Got Milk?” campaign launched in 1993 by the California Milk Processor Board, which is funded by dairy products. The purpose of this campaign was to counter falling sales of milk in the U.S. as consumers were switching to health drinks, sports beverages, soft drinks, and other beverages.
Market Share and Size India is a huge biscuit market worth more than INR 24000 crores in which cookie-plus-cream segment is valued around INR 7200 crores. In cookie-plus-cream segment Parle is the leader with 25% market share, Britannia is a close second at 22%, and ITC has a share of 15%. Cadbury Oreo is still a niche player in
• Builds upon customer values and traditions Amul has understood that Indian values and traditions should be the top priority in marketing the product and hence it mainly focusses on adding culture to the product. • Largest chain of distributers and retailers in India Amul is known to be the largest FMCG in India. With a network of 2.8 million dairy farmers, 3500 distributers and 5 lakh retailers, it is one of the biggest business house in