Celebrity endorsement
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Celebrity endorsement

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CELEBRITY IN ACTION,,,,A DARK SIDE VIEW

CELEBRITY IN ACTION,,,,A DARK SIDE VIEW

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    Celebrity endorsement Celebrity endorsement Presentation Transcript

    • Celebrity Endorsement A DARK SIDE VIEW Presentation by G. Sathish R. Raghu Raman
    • “ Any brand can get a celebrity is easily , but getting the right person , for the right purpose , for the right brand is not easy . ”
    • PITFALLS OF CELEBRITY ENDORSEMENTS…
    • ULTIMATE CELEBRITY ENDORSEMENT DISASTERS.. Personal life : TIGER WOODS SCANDAL Net Worth : $ 600 million Endorsements Earning: $ 65.2 M Forbes Rich list : 1ST RANK
    • Tiger woods scandal: These are the companies which dropped tiger woods contract to endorse their brands in the wake of the scandal involving his extramarital affairs in 2009.
    • Total losses incurred by sponsor's – post woods scandal plot Group of sponcer’s Percent loss Dollar (in Billion) All sponsor ’s 2.3 12.37 Big 5 2.4 8.11 Nike & Pepsi 4 5.71
    • Misbehavior : Lance Armstrong doping scandal Net Worth : $125 Million Endorsements Earning: $ 20.0 Million Forbes Rich list : 65TH RANK
    • Lance Armstrong doping scandal : These are the companies which dropped lance armstrong contract to endorse their brands in the wake of the scandal involving allegations that he used steroids during his racing career
    • Total losses incurred by sponsor's – post armstrong Doping scandal $75 million per year..???
    • Top celebrity endorsement disasters… BRITNEY SPEARS FOR PEPSI IN 2003 RANI MUKHERJEE FOR HERO CYCLES IN 2004
    • Top celebrity endorsement disasters… MIKE TYSON FOR PEPSI & BLACK ENERGY DRINKS AJAY JADEJA FOR CASTROL, BRITANNIA,PEPSI..
    • Top celebrity endorsement disasters… KOBE BRYANT FOR NIKE & LENOVO.. S.SREESANTH FOR NIKE,PEPSI, KINGFISHER..
    • If I am going to be CEO of a company the celebrities I would prefer to endorse my products…
    • For international markets.. EXTINCTION MISBEHAVIOUR PERSONAL LIFE LOW REPUTATION
    • For indian markets.. EXTINCTION MISBEHAVIOUR PERSONAL LIFE REPUTATION
    • THANK YOU…