PRODUCT

ENDORSEMENT

A WAY TO
EARN
 What is Product
Endorsement
A product endorsement is a form of testimonial
from someone which indicates that they like or
approve of a product. Commonly, product
endorsements are solicited from people who are
socially prominent, allowing companies to
advertise their products with statements like “as
used by such-and-such an actress,” or “the official
product of company.”
 Types of endorsement

• Celebrity Endorsement

• Consumer Endorsement
 WHO IS A
CELEBRITY???

• ENJOY PUBLIC RECOGNITION

• EXPERTS OF THEIR RESPECTIVE
FIELDS
• WIDER INFLUENCE IN PUBLIC
LIFE & SOCIETAL DOMAIN.
 The root of the Concept

• In India from late 1970’s

and early 80’s brands
started being endorsed by
celebrities.
Late Jalal Agha - Pan Parag
Tabassum-Prestige Pressure
cooker
Sunil Gavaskar - Dinesh Suiting's
Kapil dev- Palmolive shaving Cream
HLL has used Hindi film stars to endorse
their beauty soap LUX since fifties
IS THERE A NEED FOR CELEBRITY
•Attract attention

•More Credible

•Believable

•Awareness

•Add new edge

 USES OF CELEBRITY ENDORSEMENT
•Establishes credibility

•Attracts attention

•Associative benefits

•Psychographic connect

•Demographic connect

•Mass appeal
HOW TO SELECT A CELEBRITY

•Trustworthiness

•Expertise

•Attractiveness

•Respect

•Similarity
• Ajay & Kajol are the brand ambassadors of Whirlpool. The
association came about two years back. According to Whirlpool, they
choose Ajay and Kajol as brand ambassadors because Kajol
represents what today’s woman aspires to be – balance
work and home beautifully. Her relationship with Ajay
represents an ideal modern-day couple’s aspired
relationship- one of equality, love and romance. Thus, they
embody the brand valuesWhirlpool has stood for. They are an integral
part of Whirlpool’s strategy to take the brand positioning forward
• On association with Whirlpool:
"Whirlpool believes in providing
world-class quality to its consumers.
Whirlpool is a
'‘Perfect partner to the demanding homemaker'
of today. Whirlpool's products are stylish, modern and contemporary
with elegant looks and reflect the sense of pride
homemakers take in choosing them for their homes."
• On association with Whirlpool:

"Whirlpool brand has successfully

emulated the dreams, aspirations
And expectations of Indian home
maker through the years. It symbolizes relationship
based on equality, love and romance, which is why I
agreed to represent the brand," declares Ajay
Devgan. " We are very pleased to be associated with
Whirlpool – the leaders in home appliances”, he adds.
• Any brand can get a celebrity. But its not easy to
get a celebrity consistent with the right brand, to
the right degree, at the right time, for the right
purpose and in right manner.
• There should be an idea that makes the celebrity
relevant to the product and customer.
• Celebrities as a prop.
• Celebrity present in ad should
• be contextual
(Sachin- “Boost is the secret of my energy”)
 CELEBRITY RESPONSIBILITY
• Celebrity also used to reassure people’s trust
on the company.
• Amitabh promoting Cadbury chocolate.
• Sharukh khan endorsing ICICI Bank.
• Aamir khan visiting coke plants after the
pesticide case.
• New kurkure ads showing the ingredients of
the products after the plastic case that came in
focus.
 FIVE CAUSES OF LET-DOWN

1.Improper positioning

2. Brand celebrity connect

Sharukh Khan- LUX beauty
soap
3. Clutter •One celebrity endorsing so many
Flutter brands
•Unfortunately, in India we have too
many brands chasing too few
celebrities.
•We have just two and half %
celebrities in a country of 1 billion
people.
• DABUR HONEY
•PARKER PEN
•REID & TAYLOR
•HAJMOLA
•CADBURY
• DABUR HONEY •REID & TAYLOR

•Parker pen
•CADBURY •HAJMOLA
4. Dissatisfaction with
product quality.
Sachin endorsing FIAT PALIO,
but due to poor fuel effeciency
of the car, it sales took a
beating .

5. CONFUSION
Brand is overshadowed in the
overwhelming presence of
the star
e.g Britney spears in the
Pepsi ad.
 The new breeding grounds for
celebrity
• IPL as existing new breeding ground for
both corporate as well as celebrity.

Hot shots like

Sharukh Khan, Preity
Zinta and Shilpa
Shetty as franchisee owners.
• Hritikh, Akshay Kumar, Katrina Kaif, .imran khan,Kareena
as team endorsers.
Sachin, MS Dhoni, Ganguly as players
 IMPACT OF CELEBRITY ENDORSEMENT
ON BUYING DECISION
• Instant Awareness, knowledge about the
brand and easy recall.
• Known products and names are sold more than
unknown ones.
• Values and image of the brand is defined,
highlighted and refreshed by the celebrity.
• The celebrity adds new edge and dimension to the
brand.
• Credibility, trust, association, aspiration and
connectivity to brand.
• More or less every consumer has a brand
preference, each buyer would like to consume
one of the highly acceptable, recognizable, and
reputed brands.
CELEBRITY ENDORSING FOR
SOCIAL CAUSES

•AMITABH IN POLIO
–“ Do boond zindagi ki”
AMITABH in HIV-AIDS

• AAMIR in
INCREDIBLE
INDIA-“Atithi Devo
Bhava”
 Risk Associated
• Fame is fickle and fleeting companion.
• Celebrities are human they also make mistakes.
• Magic Johnson lost his endorsements deals when he was declared
HIV- positive.
• Sourav Ganguly losing his caption ship even lost his mark in
advertisements.
• One should not just rely on celebrity instead linking brand
association with several celebrities.
Get your thinking caps on and come up
with better and safer idea.
E.g.:- Vodafone’s new brand ambassador-
• ZooZoo
 CONCLUSION
Marketer pay a lot of money
to celebrity endorsee thinking
that this star will bring magic
to their brand.

• Abhi-Ash bag 25crore lux

\soap endorsement

• Celebrity that glitter is not gold.

• Today’s customer shops very smartly, knows that this
celebrities are paid and hence are pessimistic about it.
• There should be an idea that makes celebrity relevant to
the product and the consumer.