This document summarizes why investing in Shah Rukh Khan (SRK) as a brand ambassador for BigBasket online grocery shopping would have a low return on investment. It notes that SRK does not represent BigBasket's target customer segments of young tech-savvy professionals and families between ages 25-35. While SRK has a large social media following, he has endorsed many other brands and does not create unique brand associations. The document concludes that choosing SRK would not help BigBasket differentiate itself from competitors or stick in customers' memories to influence purchases. A better strategy would be to learn from other incorrect celebrity endorsements and focus marketing on the target demographics.

1. WHY I THINK YOUR
ADVERTISING SPEND
ON SRK AS BRAND
AMBASSADOR WILL
GIVE LEAST ROI.
Tushar Bhadalkar
IMDR, Pune

2. WHAT BIG BASKET ONLINE STANDS
FOR
 Convenience of Shopping Groceries Online
 Lower Prices
 Best available Quality

3. CUSTOMER MARKET
SEGMENTATION
Market Research on Segmenting your customers, which
by my understanding should be as below -
Living in apartments (Indian/Foreigner)
 Men/Women- Outside home/with family (Age 24-
32yrs)
Married Men/Women with kids/without kids (Age26-
35yrs)
Students
Working
Bachelors
Married

4. MOST IMPORTANT
CUSTOMER MARKET SEGMENTATION
Focus on Customer Market Segment -
 Early Adopters
 Tech Savvy Professionals
 Married / Bachelors (25-35yrs)
Early
Adopters
Married/
Bachelors
(25-35 yrs)
Focus
Customer
Market
Tech Savvy
Professional
s

5. SRK AS BRAND AMBASSADOR
5 P’s of Personal Branding in Relation to SRK –
 Purpose – SRK, we imagine a person who
is winning millions hearts by his open arms.
 Proposition - His the determination for
work and life.
 Packaging – He dresses to impress.
Do I have to say more?!!
 People – SRK is among the maximum number of people
connected to world. Having presence in social media.
 Perseverance - He clearly knows who he is and what he is.,
consistent performer, very visible star keeping connections with
his audience.

6. WHAT SRK REALLY STANDS FOR
 Facebook – 15.3M Total Page Likes
 Twitter – 15.5M Followers
 Instagram – 169K Followers

7. WHAT SRK DOESN’T STAND FOR
 Doesn’t Represent Youth of India
 Doesn't Represent Tech Savvy Professional
 Doesn’t Represent Man of Kitchen (Chef buys Groceries)
 Doesn’t’ Represent Housewife's (Buys Groceries)
 Doesn’t Make Any Space in Consumers Mind (As endorsed already
for Fair and Handsome, Hyundai, Nerolac Paints, Sona Chandi
Chyawanprash, Hindware, and other brands)

8. ANALYSIS OF SRK CAMPAIGN
 Customer Marketing Segmentation clearly describes that Focus
should be given to Young Population of India.
 Specifically Young Professionals who frequently purchase online.
 SRK stands for charismatic actor and one of the greatest stars.
 SRK has huge fan following base on social media.
 Negligence to other aspects that are around Groceries (Chefs &
Housewife's)
 SRK doesn’t create any brand linked recall due to endorsement in
multiple brands on TV ads.

9. CONCLUSION
 BigBasket endorsing SRK is not a wise move for
standing out from Localbanaya, Peppertap, Zopnow, at
this given point of time.
 BigBasket should learn from Force Motors incorrect
brand positioning endorsing Amitabh Bachchan as
Brand Amabassodor for SUV Force One (SUV - stands
for youth, adventure and freedom) which did not serve
the image
 Celebrities can bring attention to the Big Basket brand
but will not be able to stick in memory & influence
buyers which is basic objective any advertisment.

10. All The Views Expressed In This Presentation Are
Personal.
BigBasket’s Marketing Strategy Is Subject To More
Information, Data & Discussion.Email-
Tushar.bhadalkar@gmail.com