Celebrity endorsement

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CELEBRITY IN ACTION,,,,A DARK SIDE VIEW

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Celebrity endorsement

  1. 1. Celebrity Endorsement A DARK SIDE VIEW Presentation by G. Sathish R. Raghu Raman
  2. 2. “ Any brand can get a celebrity is easily , but getting the right person , for the right purpose , for the right brand is not easy . ”
  3. 3. PITFALLS OF CELEBRITY ENDORSEMENTS…
  4. 4. ULTIMATE CELEBRITY ENDORSEMENT DISASTERS.. Personal life : TIGER WOODS SCANDAL Net Worth : $ 600 million Endorsements Earning: $ 65.2 M Forbes Rich list : 1ST RANK
  5. 5. 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.
  6. 6. 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
  7. 7. Misbehavior : Lance Armstrong doping scandal Net Worth : $125 Million Endorsements Earning: $ 20.0 Million Forbes Rich list : 65TH RANK
  8. 8. 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
  9. 9. Total losses incurred by sponsor's – post armstrong Doping scandal $75 million per year..???
  10. 10. Top celebrity endorsement disasters… BRITNEY SPEARS FOR PEPSI IN 2003 RANI MUKHERJEE FOR HERO CYCLES IN 2004
  11. 11. Top celebrity endorsement disasters… MIKE TYSON FOR PEPSI & BLACK ENERGY DRINKS AJAY JADEJA FOR CASTROL, BRITANNIA,PEPSI..
  12. 12. Top celebrity endorsement disasters… KOBE BRYANT FOR NIKE & LENOVO.. S.SREESANTH FOR NIKE,PEPSI, KINGFISHER..
  13. 13. If I am going to be CEO of a company the celebrities I would prefer to endorse my products…
  14. 14. For international markets.. EXTINCTION MISBEHAVIOUR PERSONAL LIFE LOW REPUTATION
  15. 15. For indian markets.. EXTINCTION MISBEHAVIOUR PERSONAL LIFE REPUTATION
  16. 16. THANK YOU…

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