Marketing management brand ambassador

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Marketing management brand ambassador

  1. 1. SIGNIFICANCE OF BRAND AMBASSADORSIGNIFICANCE OF A BRAND AMBASSADOR P R O D U C T 1
  2. 2. SIGNIFICANCE OF BRAND AMBASSADOR DETAILS OF THE PROJECT PRESENTERNAME - MASTER. ROHAN W. MOHITECLASS/ DIV. - S.Y.B.M.S. / BYEAR - 2012 - 2013ROLL NO. - 87SEMESTER - IIISUBJECT - MARKETING MANAGEMENTTOPIC - SIGNIFICANCE OF A BRAND AMBASSADORPROJECTGUIDE - PROF. SADHANA SINGHCOLLEGE - K.G. JOSHI COLLEGE OF ARTS & N.G. BEDEKAR COLLEGE OF COMMERCE. 2
  3. 3. SIGNIFICANCE OF BRAND AMBASSADOR ACKNOWLEDGEMENTThis project BRAND AMBASSADOR is a result of co-operation, hard work and good wishes of many people. I wouldlike to thank our project guide Prof. SADHANA SINGH forher involvement in the project work and timely assessment thatprovided me inspiration and valued guidance throughout mystudy. I am highly indebted to Dr. Mrs. Shakuntala A. Singh,Principal K.G. Joshi College of Arts & N.G. Bedekar Collegeof Commerce, for giving us an opportunity to do a project. Iwould like to thank Prof. Mr.D.M. Murdeshwar , courseco-ordinator, for his friendly guidance and constantencouragement. I would like to express gratitude towards my parents,teachers of K.G. Joshi College of Arts & N.G. BedekarCollege of Commerce, the library staff and college friendswhose co-operation, encouragement and efforts have helped mein giving the final shape and structure to the project. My thanks and appreciations also go to my college matesand to all those people who have willingly helped me out withtheir abilities. 3
  4. 4. SIGNIFICANCE OF BRAND AMBASSADOR INDEXSr. TOPICS PAGE REMARKSNo. NO.1 INTRODUCTION OF BRAND 5 AMBASSADOR2 SKILLS, WORK ENVIRONMENT, 6-7 EDUCATION AND OTHER QUALIFICATIONS, POSSIBLE CAREER PATH , COMPENSATION AND JOB PROFILE OF A BRAND AMBASSADOR3 ROLES OF BRAND AMBASSADOR IN 8-9 BUSINESS4 BRAND AMBASSADORS ARE THE 10 NEWFOUND MARKETING MIX5 SHAHRUKH AS A BRAND 11- 12 AMBASSADOR6 THE BRANDS WHICH SHAHRUKH 13 KHAN WAS/IS ASSOCIATED7 SHAHRUKH KHAN AS A BRAND 14 AMBASSADOR OF THIS MAJOR BRANDS8 THE PEPSICO CASE 149 THE CHANGE IN GAME 1510 COMPETITIVE AGE 1611 IMPORTANCE OF BRAND 17- 18 AMBASSADORS12 CONCLUSION 1913 WEBLIOGRAPHY 20 4
  5. 5. SIGNIFICANCE OF BRAND AMBASSADOR INTRODUCTIONMEANING- A Brand ambassador is a person employed by a company to bethe sales and physical representative of the company with respect tosales and marketing. The Brand Ambassador is meant to embodythe corporate image in appearance, demeanor, values, and ethics andoften many companies choose a celebrity endorser or promotionalmodel for the purpose.ELABORATION OF THE TERM –BRAND AMBASSADOR A BRAND AMBASSADOR is someone who, at the most basiclevel, represents brand in a positive way. It is the duty of a BRANDAMBASSADOR to express the message of a company to consumers orpeople who would gain something about the brand being advertised. Acapable Brand Ambassador is the walking and talking embodiment ofthe product that he/she is representing. In Theory, a Brand Ambassadoris a person who understands the product as well as the person whocreated it or the person who owns the company of which he/she is goingto represent. A well performed advertisement by the Brand Ambassador leads tohigher Demand by the perspective consumers. He appeals the Humanaspects of the product in a manner of improvising the life of theconsumer. He builds an Image that the brand hopes to put out. 5
  6. 6. SIGNIFICANCE OF BRAND AMBASSADORJOB PROFILE OF A BRAND AMBASSADOR Brand ambassadors merchandise and answer questions for thepurpose of generating public interest in a brand, product or service. Theyassist brand managers with the implementation of sales and marketingcampaigns and provide feedback on sales opportunities in themarketplace. Brand ambassadors directly interact with consumers andprovide information about products or services a company has to offer.They make a companys market offerings appealing to drive consumerdemand and preference for a brand name.WORK ENVIRONMENT OF A BRANDAMBASSADOR Brand ambassadors work in a variety of environments. Some mayrepresent a business or corporation at conventions and trade shows,while others may promote wine and spirits at nightclubs or bars. Streetteams are brand ambassadors that promote in a group and usually workat public venues or large events. Product demonstrators are brandambassadors that demonstrate how a product works and give out freeproduct samples; they usually work in shopping malls or grocery stores.EDUCATION AND OTHER QUALIFICATIONS OF ABRAND AMBASSADOR Education beyond high school usually is not required for brandambassador jobs and many employers provide on-the-job training. Sincebrand ambassadors are used to draw favourable attention to a product orbrand, physical appearance are often determining factors for somepromotions. Some states require licenses for certain jobs, such as oneswhere alcohol is served by the brand ambassador. Bright, energetic,articulate, engaging and enthusiastic individuals are ideal candidates forbrand ambassador jobs. 6
  7. 7. SIGNIFICANCE OF BRAND AMBASSADORPOSSIBLE CAREER PATH OF A BRANDAMBASSADOR Brand ambassadors progress by working regularly and going forassignments that have higher earnings. Brand ambassadors withleadership skills and capable of effectively marketing and generatingconsumer interest may progress to other sales and marketingoccupations. The possible career path for brand ambassadors mayinclude brand manager, product manager and product developmentmanager positions. Entrepreneurial individuals may become independentbusiness owners.COMPENSATION OF A BRAND AMBASSADOR According to CareerOverview.com, brand ambassadors in theUnited States, who are employed full-time with year-round workschedules, average median annual earnings of $22,200, as of June 2010.The 2010-11 edition of the Occupational Outlook Handbook reportsmedian hourly wages of $11.88 for brand ambassadors working in theUnited States. The median expected salary for a brand ambassador in theUnited States ranges from $16,000 to $40,100.SKILLS OF A BRAND AMBASSADOR Brand ambassadors are required to possess excellent oralcommunication and interpersonal skills. In addition to that the candidatemust possess an appealing personality and physical appearance.Moreover, the brand ambassador should have the capability andproficiency in developing strong professional relationships with theconsumers. The candidate should not hesitate to travel abroad or remoteplaces as willingness for relocation is a requirement in this field. 7
  8. 8. SIGNIFICANCE OF BRAND AMBASSADORROLE OF A BRAND AMBASSADOR INBUSINESS i. Be outgoing and friendly: Brand ambassador must be extroverted along with looking smart.If the brand ambassador is shy about endorsing his/her product thenhe/she would not achieve tasks. Brand ambassador must show energyand excitement for the brand as energy will encourage the customers topurchase the product. ii. Increase awareness of the brand to the public: Brand Ambassador increases the awareness of the brand to thegeneral public and detains the attention of the customers. Brandambassador helps the patron to notice the charm of the product byhis/her own good looks.iii. Help the potential customer feel comfortable with the brand: For customers, purchasing a new brand is confusing so brandambassador can help the potential patron to feel comfortable with thebrand by personal discussion.iv. Increase the publics knowledge of the product: Brand ambassador helps to increase general public knowledge ofthe product, brand or service. They may be requested to give pamphletsand if they can answer questions it is even better. v. Direct further inquiries to the company: Brand ambassador can direct the customers from where to getmore information if they have questions which are further than the scope 8
  9. 9. SIGNIFICANCE OF BRAND AMBASSADOR of the promotion. As the brand ambassador show personal interest in the customers problems they will feel appreciated by him/her.vi. Present a targeted image of the product: Brand ambassador should be chosen carefully. If the brand ambassador is wrongly selected then the targeted result will not be attained and the product will fail to connect with the customer.vii. Work at trade shows or other promotional events when required: Brand ambassador must complete the project by staying at the event for which he or she was appointed. Legal Agreement to be made for Brand Ambassadors Brand ambassador agreements represent the contemporary form of legal agreements that guide this form of PR(Public Relations manager). They clearly delineate the responsibilities, actions, benefits and compensation of the brand ambassador. 9
  10. 10. SIGNIFICANCE OF BRAND AMBASSADORBRAND AMBASSADORS ARE THE NEWFOUNDMARKETING MIX Marketing Mix is the specific combination of Marketingelements to achieve objectives and satisfy the target market. BrandAmbassador Decisions come in its Promotional decisions. Brand ambassadors are the new-found marketing mix forseveral sectors. The concept was at a emerging stage in the NCR (a technologycompany specializing in solutions for businesses, formerly known asNational Cash Register), but once it was tried, it took the sector bystorm. One thing common to all the Brand Ambassadors is their pan-Indian appeal, and the different firms, no doubt, want to encash upontheir familiarity and popularity across the country. This is also a hintabout the ambitions of these firms, which want to spread their wings tothe four corners of the country, hoping that the well-known stars as theirbrand ambassadors would provide a connect with the people not yetfamiliar with their name. Prashant Tiwari, the managing director of Prateek Group, says:"The basic idea is to make a person feel comfortable when buying anapartment. This is a onetime purchase and having a brand ambassadordoes help in people connecting with the developer.", ―The kind ofconnection with the endorsers and the recognition among people waswhat we expected and we have achieved it.‖ – This is the basic idea tohire a Brand Ambassador or we can say marketing element inpromotion decisions of the Marketing Mix. 10
  11. 11. SIGNIFICANCE OF BRAND AMBASSADORSHAHRUKH KHAN AS A BRAND AMBASSADOR Shahrukh Khan as a Brand Ambassador has made a significantmark and was/is most preferred by the corporate sector for endorsingtheir products. He is on the top list among the celebrities endorsingNational and International products. He is the one who is considered asthe first choice to promote products and ideas. The corporate houses prefer Shahrukh Khan as a BrandAmbassador, as they want to promote their products through atrustworthy, reliable and a renowned face, as he fulfills this criteria. Heis not a successful actor but also a brilliant and effective communicatorand presenter. It has now become a fact that, Shahrukh Khan hasexcellent PR(Public Relation) skills and he knows where to win love andin which way to effectively address his audience. Ever since he becamefamiliar face, Shahrukh was seen in many promotional shows likegovernment message boards (AIDS, Polio) and later into brands likeTata Tea, Pepsi, smoodles, Bagpiper club soda, Clinic all clear,Sunfeast, Linc pens, Emami group, Mayur Suitings, Hyundai Santro,Nokia, Videocon, ICICI Bank, Tag Heuer, Airtel, Belmonte and so on. Liberty shoes were the first sports shoes made in India and he wastheir first ambassador. The first advertisement he did after coming toMumbai was the Tata Tea advertisements. Even ICICI Bank, India`s second largest Bank, signed upBollywood superstar Shahrukh Khan as its global brand ambassador.According to the managing authorities of ICICI Bank, Shahrukh Khan`sassociation brings more fame and reliability to the bank`s growing globalpresence. Shahrukh Khan`s image and popularity with the Non-Resident Indian segment will further strengthen ICICI Bank`s globalidentity. Shahrukh Khan has evolved as a brand in himself, which othercompanies want to get associated with in order to improve their image. 11
  12. 12. SIGNIFICANCE OF BRAND AMBASSADORAfterall, Shahrukh Khan has a great sense of humor. He is unique. Hehas more than 4.7 billion fan following around the globe. He has theCapacity and wealth to fulfill his all needs and dreams. He has won theprestigious Padamshri + Award given by French government for hisexceptional career. Time magazine rated him as one of the mostpowerful person in the world. He has been also honoured Doctorate andan UNESCO award for his charity. He owns the team kolkata knightriders in IPL, the animation studio red chillies vfx, and is the CEO andCo-Chairman of the motion picture production and distributioncompany red chillies entertainment. This makes Shahrukh Khan a unique endorser and a good choice inthe category of Brand Ambassadors. Rather He is a Brand himself as heself owns some business, turning them into a profitable with his PR andgood marketing skills. When Shahrukh endorses a Brand, he is the faceof the company, which he represents, which is a need, the basic aim ofhaving a Brand Ambassador for a company i.e. people follow the faceof the company, the trusted which they know, in this competitive andqualitative market. 12
  13. 13. SIGNIFICANCE OF BRAND AMBASSADORTHE BRANDS WHICH SHAHRUKH KHAN IS/WASMAJORLY ASSOCIATED ICICI BANK - IT is an Indian diversified financialservices company headquartered in Mumbai, Maharashtra. It is thesecond largest bank in India by assets and third largest by marketcapitalization. It offers a wide range of banking products and financialservices to corporate and retail customers through a variety of deliverychannels and through its specialized subsidiaries in the areas ofinvestment banking, life and non-life insurance, venture capital and assetmanagement. The Bank has a network of 2,630 branches and 8,003ATMs in India, and has a presence in 19 countries, including India. Thebank has subsidiaries in the United Kingdom, Russia, and Canada;branches in United States, Singapore, Bahrain, Hong Kong, Sri Lanka,Qatar and Dubai International Finance Centre; and representative officesin United Arab Emirates, China, South Africa, Bangladesh, Thailand,Malaysia and Indonesia, UK. PepsiCo Inc.- It is an American multinational corporationheadquartered in Purchase, New York, United States, with interests inthe manufacturing, marketing and distribution of grain-based snackfoods, beverages, and other products. PepsiCo was formed in 1965 withthe merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo hassince expanded from its namesake product Pepsi to a broader range offood and beverage brands, the largest of which include an acquisitionof Tropicana in 1998 and a merger with Quaker Oats in 2001—whichadded the Gatorade brand to its portfolio. Based on net revenue, PepsiCo is the second largest food &beverage business in the world. Within North America, PepsiCo isranked (by net revenue) as the largest food and beverage business. Indra Krishnamurthy Nooyi has been the chief executive ofPepsiCo since 2006, and the company employed approximately 285,000people worldwide as of 2010. The company’s beverage distribution andbottling is conducted by PepsiCo as well as by licensed bottlers incertain regions. PepsiCo is a SIC 2080 (beverage) company. 13
  14. 14. SIGNIFICANCE OF BRAND AMBASSADORSHAHRUKH KHAN AS A BRAND AMBASSADOR OF THIS MAJOR BRANDS After Mr. Bachchan the ICICI Bank has decided to resort to thecelebrity endorsement route to promote its brand. Almost two-and-a-half years since superstar Amitabh Bachchan endorsed the ICICI brand,the company has signed up ShahRukh Khan as its global ambassador. ShahRukhKhan whose increasing global popularity gives synergy to the growingglobal presence of ICICI Bank. Shahrukh Khan is a truly global Indian who embodies the Indian winningspirit in a true sense. The energy and innovation which Shahrukh Khan representscoupled with his popularity both in India and abroad make him the idealchoice for the ICICI Bank, particularly as the Bank makes its globalforays. Within a short span of four years, the ICICI Bank has establishedits presence in 12 countries including UK, Canada, US and the Middle East.As in the previous, we learned about Shahrukh Khan as a BrandAmbassador with common features, but in the case of Pepsico ShahrukhKhan had turned out him into an Exceptional Brand Ambassador i.e.Pepsi gets reprieve in pesticide case-On Oct 25, 2006, the Food Inspector of Mobile Vigilance, Kozhikode, inKerala had purchased 3 two-litre bottles of Pepsi. On examination ofsuch bottles, it was found that the it contained pesticide residue-Carbofuran, to the extent of 0.001 mg per litre. It was treated asadulterated within the meaning of Rule 65 of the Prevention of FoodAdulteration Rules, 1955, and Section 2(ia)(h) of the Prevention of FoodAdulteration Act, 1954.Then prosecution were started against thecompany and its directors. The Kerala High court had refused tointerfere with such prosecution proceedings. Aggrieved, the companyand its directors had filed separate appeals in the apex court. 14
  15. 15. SIGNIFICANCE OF BRAND AMBASSADORBut it turned, It was Turnaround by the judges. In a reprieve to the soft drink major, Pepsico India, the SupremeCourt on Thursday set aside the criminal prosecution cases against thecompany and its directors for the presence of pesticide carbofuran in itssoft drinks. This was also a Shahrukh Khan’s trial, as in the position of aBrand Ambassador of the product. Despite cross Questionings in thecourt, He continued to be with the company without backing out to thecompany, without any fear and that was a start of win for Pepsico in thecase. We get to learn a Unique Feature of a Brand Ambassador in thiscase. This feature tells about A Brand Ambassador to have trust on theirendorsing brand and the first thing to have knowledge of - for whom (thecompany) they are endorsing the brand. It Was Really A CHANGE IN THE GAMEPepsiCo drops Shah Rukh Khan as brand ambassador Beverage and snacks major PepsiCo has decided againstrenewing its long-standing association with its biggest brandambassador, Shah Rukh Khan, ending an over decade-old associationwith the super star. 15
  16. 16. SIGNIFICANCE OF BRAND AMBASSADOR This is yet another example of PepsiCo phasing out of agingcelebrities, in line with its youngistan theme. Early last year, thecompany had dropped cricketer Sachin Tendulkar, also terminating along-standing association. PepsiCo had adopted the theme Yeh hai Youngistaan merijaan. Its introductory campaign from 2008. From the film fraternity,PepsiCo has younger stars like Ranbir Kapoor and Deepika Padukone toendorse brand Pepsi and Katrina Kaif for its mango drink Slice. Fromthe cricket world, the company is associated with players like Dhoni,Ishaant Sharma and Sreesanth. This was done as saying Shahrukh Khanunsuitable for the new theme. When contacted, a PepsiCo India spokesperson about this, hesaid: "We have a long and enduring relationship with Shah Rukh whichPepsiCo is very proud of. We are currently in discussions with him totake this relationship to a new phase." A COMPETITIVE AGE The Shahrukh khan Dropdown was a need of the new theme aswell as the need to change in this competitive and fast moving world. It is a fact that Shahrukh khan has been growing & to a adult age.Been such a loyal worker to the company, was deprived of his work forthe new theme. If the company had also been loyal to its worker forrenewing his term, it would have been in bad light and unfollowing itsown theme. Rather it had chose the best Brand Ambassadors suitable to thetheme. The new Brand Ambassadors were of a new age and having a bigfan following in India as well as globally, in a very short time. They arebeen ready to face new challenges and energetic like the ex-BrandAmbassadors. They are been fully trained. 16
  17. 17. SIGNIFICANCE OF BRAND AMBASSADOR IMPORTANCE OF BRAND AMBASSADORS My 1st point will be- Do brand ambassadors really sell a brand? On the website, there had been a post –I was taking a walk in the park right opposite my house and over -heard a conversationbetween two young girls, well it’s not a very good thing to hear other people’s conversationsbut I couldn’t help but hear the girls because they were loud.The girl looked like she is in her mid 20’s by the way they were dressed. The girl on theright was wearing a tank top with shorts and the other girl was wearing denims with a casualblack tee. It’s not the clothes that made me notice them but their conversation. Theconversation went something like this…The girl on the left : “ No man, don’t buy that one. It’s not a great camera”“ I have also heard that but I think the other one is cool, after all Deepika Padukone is doingthe advertisements”The girl on the left chuckled and replied… “yeah, but in that case, Anushka’s Nikon is alsonot that bad”“No, I have decided I am going to pick up Sony only” the other one declared.That led me to think if the Brand ambassadors really play an important role and affects abuyer’s decision to buy a product?Have you ever bought something just because your favourite actor or celebrity wasendorsing it? I don’t remember buying anything just because the product is endorsed byAmitabh Bachchan or John Abraham for that matter. I have picked up products more for itsutility. What about you guys? Here I‖ll say that the writer hasn’t observed the fact that, thepoints of a Brand Ambassador’s appeal of giving trust of the product tothe people. The other points include Brand Ambassador’s fan following,personality, presentation, appealing the Brand Quality, and many otherQualities of the Brand Ambassador. 17
  18. 18. SIGNIFICANCE OF BRAND AMBASSADOR A Brand Ambassador, if not appointed, it is incompleteorganization because a Brand Ambassador is not always a celebrity, butcan be an internal Employee who has a capability to promote a Brandand has a wider reach. It Starts with the Marketing process, wherein theBrand is Promoted or sold in the market. It can be through variousmodes like Advertising , Direct Marketing, Guerrilla Marketing,Positioning, Relationship Marketing, Viral Marketing . In today’s competitive market, in Advertising type a person ishired to promote a new or existing Brand – It can be throughadvertisements on T.V., Radio, Newspapers, Magazines or the Internet. While launching a new product, a product has following obstacleswith customers – They are not aware of your product. They dont understand the benefits of your product. They dont feel your product has perceived value. They dont see how your product meets their needs. A Brand Ambassador fills this holes, i.e. through his/herpresentation, makes customers aware of the product, explains thebenefits of the product, through his personality gives the product toappear as a perceived valued product, and makes the customersunderstand how his brand meets the customers needs. A BrandAmbassador overall helps to/is - Excellent for morale. Help to boost the sales. Support the brand of the company. Make customers and clients satisfied. They have enhanced self confidence and self esteem. Provide the company a defined competitive boundary. They are supporters for the business and as a result staff churn is decreased. 18
  19. 19. SIGNIFICANCE OF BRAND AMBASSADOR CONCLUSION From the above project, we get to know the facts of BrandAmbassador. They may be listed as follow – Introduction of brand ambassador Skills, work environment, education and other qualifications, possible career path , compensation and job profile of a brand ambassador Roles of brand ambassador in business Brand ambassadors are the newfound marketing mix The uniqueness a brand ambassador should process. How they influence the minds of the people and make them trust the Brand, despite some of the obstacles. They help in social causes, leading development in world. The change in game - the competitive age, which renews the Brand Ambassadors. Importance of brand ambassadors Do Brand Ambassadors really sell a Brand. Now We can say that Brand Ambassadors are a need intodays competitive global marketing of a Brand. 19
  20. 20. SIGNIFICANCE OF BRAND AMBASSADOR WEBLIOGRAPHY1) http://en.wikipedia.org/wiki/Brand_ambassador2) www.outlookindia.com3) www.pepsico.in4) www.blogspot.com5) www.timesofindia.com6) www.brandembassy.com7) http://www.google.co.in/url?url=http://www.ehow. co.uk/money8) www.mg.letmeget.net/blog/what-role-brand- ambassador-business9) http://zealoflife.blogspot.in/2012/05/do-brand- ambassadors-really-sell-brand.html 20

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