This document discusses celebrity endorsement, repositioning, and brand extension as marketing strategies. Celebrity endorsement involves using well-known people to promote products and raise awareness. It can build brand equity but risks damaging the celebrity or brand image if misaligned. Repositioning changes how a brand is perceived by modifying its key benefits. Successful repositioning requires analyzing current perceptions, developing a new strategy, and marketing changes. Brand extension leverages an existing brand name for new products, reducing costs but risking damage if the extension does not fit. Examples like Cadbury in India and Nike extending to different product categories are provided.

1. Celebrity Endorsement
&
Repositioning
&
Brand Extension

2. Celebrity Endorsement
 Celebrity branding or celebrity endorsement is a
form of advertising campaign or marketing strategy used
by brands, companies, or a non-profit organization which
involves celebrities or a well-known person using their
social status or their fame to help promote a product,
service or even raise awareness on environmental or social
matters.
 Marketers use celebrity endorsers in hopes that the positive
images of the celebrity endorser of the brand will also be
passed on to the products or the brand image associated
with the celebrities.

3. Advantages
 Celebrity endorsements can build brand equity. An example
of this is Nike, prior to Michael Jordan Nike mostly
sponsored tennis and track athletes and decided to expand
their market, which increased sales to become a
multibillion-dollar company.
 It helps customers to remember advertisements when
seeing a celebrity that has already got a brand of their own,
it will bring customers to try or purchase the product.
 It also helps the brand to stand out over a brand that does
not use celebrity branding.

4. Advantages on Sales and Advertisement
 A product that the endorser likes and utilizes and
incorporates into their lifestyle as well as having some
knowledge about the product. This would be an advantage
in advertising the product because the endorser would be
more passionate about the product and promote the
product in a believable way that consumers would be
persuaded by.
 Using social networks, as it is a less cost effective scheme of
assembling and distributing information so that consumers
become more aware of the product before purchasing it, as
well as having great online consumer reviews will increase
sales due to great advertisement done by the
company/brand and the celebrity promoting the product.

5. Examples
 Aamir Khan – Samsung, Tata Sky, Tourism
 Shah Rukh Khan – Tag Heuer , Airtel , Hyundai
 Salman Khan – Thums up , Revital
 Amitabh Bachchan – Parker pens, Dabur , ICICI
Bank
 Akshay Kumar – Rasna , Honda , Manapuram Gold
Loan
 Deepika Padukone – Axis bank

6. REPOSITIONING

7. Repositioning
 Repositioning is the task of implementing a major
change the target market’s perception of the
product’s key benefits and features, relative to the
offerings of competitive products.

8. Strategies of Repositioning
 Consumer Engagement
 Identity
 Spirit of Giving

9. How to Reposition
 Analyze the current status of the brand
 Consumer perception
 Developing the repositioning strategy

10. Successful Repositioning
 Complete Overhaul
 Investment
 Marketing Changes

11. Examples of Repositioning
 Cadbury –
For Cadbury the market was too big and needed a
transition. It decided to reposition itself among the adults and
started with a series of campaign aimed to woo adults. It
started with the now famous TVC showcasing a girl enjoying
match in stadium while as her boyfriend who’s playing cricket.
As soon as he scores a ton she jumps on the ground dancing
and celebrating with Cadbury dairy milk. The campaign was
complemented with a tagline “Kya Swaad Hai” – This Ad
along with the other featuring Omang Kumar shook the entire
Advertising world. It was something unique and never done
before, but it achieved what was desired and Cadbury had
found a new consumer that is Indian youth and Adults. No
longer would anyone call you a child if you were spotted
having a chocolate.

12. Brand Extension

13. Brand Extension
 Brand extension is a common method used by
companies to launch a new product by using an
existing brand name on a new product in a different
category. A company using brand extension hopes
to leverage its existing customer base and brand
loyalty to increase its profits with a new product
offering.
 For instance, Nike’s brand core product is shoes. But
it is now extended to sunglasses, soccer balls,
basketballs, and golf equipments.

14. Advantages
 It increases brand image.
 The risk perceived by the customers reduces.
 The likelihood of gaining distribution and trial increases. An
established brand name increases consumer interest and
willingness to try new product having the established brand name.
 The efficiency of promotional expenditure increases. Advertising,
selling and promotional costs are reduced. There are economies of
scale as advertising for core brand and its extension reinforces each
other.
 Cost of developing new brand is saved.
 Consumers can now seek for a variety.
 There are packaging and labeling efficiencies.
 The expense of introductory and follow up marketing programs is
reduced.

15. Disadvantages
 Brand extension in unrelated markets may lead to loss
of reliability if a brand name is extended too far. An
organization must research the product categories in
which the established brand name will work.
 There is a risk that the new product may generate
implications that damage the image of the
core/original brand.
 There are chances of less awareness and trial because
the management may not provide enough investment for
the introduction of new product assuming that the spin-
off effects from the original brand name will compensate.
 If the brand extensions have no advantage over
competitive brands in the new category, then it will fail.

16. Examples
 Wipro which was originally into computers has extended
into shampoo, powder, and soap.
 Mars is no longer a famous bar only, but an ice-cream,
chocolate drink and a slab of chocolate.
 Rasna Ltd. - Is among the famous soft drink companies in
India. But when it tried to move away from its niche, it hasn’t
had much success. When it experimented with fizzy fruit
drink “Oranjolt”, the brand bombed even before it could
take off. Oranjolt was a fruit drink in which carbonates were
used as preservative. It didn’t work out because it was out of
synchronization with retail practices. Oranjolt need to be
refrigerated and it also faced quality problems. It has a shelf
life of three-four weeks, while other soft- drinks assured life of
five months.

17. THANK YOU