Associating celebrity with product definitely helps.IPL hired Francois Pienaar ( a famous south african rugby player ) to market IPL when it was hosted in south africa. As a result, IPL in south africa could attract local crowd.
By
Pankaj Aswal, MBA/PGDM student, Automation
| 05 19 2010 16:17:13 +0000
I agree with this. Moreover, each creative has an objective. If your product needs brand association to a perception (such as premium, glamorous) or mere fast acceptance, then celebrity it is. But when the creative has to forward a value-add message, then it could also be the Hutch dog. Objectives could vary from brand recall to brand retention to increase of purchase intention.
By
Mamta Saini, MBA/PGDM student, Indian School of Business (ISB), Hyderabad
| 05 19 2010 16:01:56 +0000
I have a different view on this.Whenever we see an AD where our favorite actor/actress are promoting a product,we view the ad with more interest,the same situation occurs when some special characters are involved like in Vodafone ads.But it does not mean that we will accept the product for their ads,which we like. So it is acceptable that to make an ad interesting special characters,famous personalities and stories should be used so that the product promotion and the information given in the ad can be made effective and reach more viewers, but this does not mean that the product's acceptance get enhanced by these characters and personalities.It depends on the product's quality,price and other aspects/features.
By
D.Daas , Managing Director and Team Leader, Auto Hub India--Automobile Consultations,Solutions and Services Provider
| 05 13 2010 07:20:40 +0000
They are not wasting the money they getting enough ROI in terms of incresed sales of their products. Actually it's marketing policy to attract people it's known as Brand endorsement. We have a huge crowd of people from rural area, even only rural people but educated and urban area people also believe in celebrity endorsement. Here you can see only spending money behind the products but if you think business perspective you can observe huge profit hidden after it.
By
Kartik Dave, MBA/PGDM student, PROTON business school
| 05 13 2010 07:14:36 +0000
Brand building is really about giving a face and personality to your product/ service& character. Some products certainly require celebrity personality. A few require comman man face. It depends on your TG.
By
Akshayata , Marketing Manager, Marketing
| 05 11 2010 10:06:48 +0000
The good idea to promote anew produt is giving the produt as samples for customer with the help of promoters suitable for that if the product is good we can make that as a challenging produt. now a days customers are very attract for challenges who does.for this there is no requirement of celebiities and all its waste of money
By
rupesh kumar.p, Branch Manager, Orb Energy pvt ltd.
| 05 10 2010 15:46:46 +0000
If a new product is launched,there should be a promotion required.Without promotion many products end up with people not knowing them.So,when a paticular product is launched and it is promoted by celebrities there is a more chance that your product reaches the customer. Many of us will skip the ads when we watch some sports or a movie.But when the ad contains some celebrity some or the other people will watch it.
By
Sandeep , B.Tech/B.E. student, Jawaharlal Nehru Technological University (JNTU), Hyderabad
| 05 10 2010 12:15:53 +0000
they are not required the customer purchase a product by mainly mouth advertisement not attracted by celebrities like amitab, abhishek, karina.etc
By
aditi gupta, MBA/PGDM student, pimr,ips
| 05 10 2010 09:46:26 +0000
YES IT IS REALLY REQUIRED FOR THEM TO EASILY ENCOURAGE TRIAL PURCHASES BY POTENTIAL CUSTOMERS AND TO RETAIN THEIR CUSTOMERS.THE VALUE OF THE BRAND RECOMMENDED BY A CELEBRITY EASILY GETS THE RECOGNITION OF THE CUSTOMERS AND THE LEVEL OF CONFIDENCE IN THE PERFORMANCE AND QUALITY OF THE PRODUCT GOES UP.
By
s.baalu , Consultant, XYZ LTD
| 05 10 2010 07:30:45 +0000
it depends on the target segment, the company is looking for,if the target audience is children, yes most of the time association of celebrities increase sale, but the same may not apply if target group is matured.
By
nikhil zalani, MBA/PGDM student, ims davv
| 05 06 2010 18:25:23 +0000
Where is the third option of MAY OR MAY NOT BE REQUIRED? hmmm For a product like Mercedes, if Amitabh or George clooney endorse it, consumers ain't stupid to go buy a Merc. But in many a categories impact is there and debating here would not stop anyone from using or not using it. Every industry knows the feasibility of these high investments. Jesse Owens helped addidas gain global fame, PUMA in 80s lost the big tickets. Nike knows how to use the TIGER! Hopefully the debate ends!
By
ABHINANDAN KUMAR, Assitant Marketing Manager-Chronic Care, MSD pharmaceuticals pvt ltd
| 05 06 2010 13:28:14 +0000
How will one get to know that the product is of gr8 quality till something compels user's senses to use it. That compelness is provided by CELEBRITIES. Left on the products fate it'll take ages to construct itself in market and maybe by that time some other product of similar category might thrash it.
By
nishant singh, NSS Switch Engineer - O&M, TaTaDoCoMo, UP-E
| 05 06 2010 13:05:14 +0000
"A FOR APPLE, B FOR BOY". 'A'(Product) can not attract but APPLE(celebrities) can attract child(Customer).it has become necessary to compete.celebrities drag attention of customer.
By
Girish Nama, Freelancer, IT Products
| 05 06 2010 11:05:48 +0000
It is required but not mandatory, as we noticed in so many cases that when a product launched in the market with new features which required some kind of explanation regard to the product that might be a media with top rated ambassador by going with that we can catch the customer eye on the same which would accomplish the requirement of the customer, if we are going with normal person it would reach slowly and in few cases won't reach to the customer.
By
Venkatesham.G , Purchase/Vendor Development Manager, Radico Khaitan Ltd.
| 05 06 2010 06:49:08 +0000
yes it is true that to boost profit for a mnc they hire top celebs to launch and promote their product because celebs are apple in eye of common men and women.but celebs should not always try to make more money, they should also think about the consequences of product that showing in add world. sighting example of soft drinks like coca cola, thumbs up, sprite, pepsi, we see top celebs show with refreshing cold drinks in their hand. but very few of us know that cold drinks contains carbondioxide that we exhale but people drink with charm excessive drinking of cold drinks can be fatal to our health. many people don't believe to what i say,so i tell you to conduct an experiment. take a wide neck bottle and drop a bone in it and close the lid of bottle.watch after a week the bone will completely dissolve.
By
abhishek paul, Designer Trainee, pennar industries ltd., patancheru, medak dist., hyderabad
| 05 06 2010 03:51:33 +0000
yes it is required for marketing of products. specially for the marketing of new products and brands people have not heard. consumer use his own sense for the quality of product but still some ware he prefers those products, advertised by celebrities. If the product is genuine and new then also how consumers get knowledge about the product. celebrities are used to buy the attention of the consumer. so it is important marketing strategy of the MNCs to come in a big way, if they don't do this then most of the people must not know about their products.
By
sanjay kumar mangal, IT , TATA Group Co.
| 05 05 2010 18:26:29 +0000
hi all,once there was a time when LUX made huge profits for its products by using cinema stars.but today scene has changed.Consumer is well knowledged and can't be easily duped.celebrities hardly support for sales enhancements in any products as finally end user is the decider of the products fate in the market.
By
jairaj shyam prasad, Production Manager, BOSCH Ltd
| 05 05 2010 14:10:57 +0000
If you have new 10 products of cosmetics and you have to chosse one, then since you haven't tried them yet, you may think of which actress is more beautiful and which cosmetic does she apply may be you select the cosmetic which has Katrina Kaif as brand ambasdor, may be you tell your friends about the cosmetic there by it would be talk of the town and create more demand and obviously more sales and more profit, if the brand is good it will sustain in the market otherwise after some time it may vanish from the market, had you selected the product a product of a un-known newcomer actress may be your firends may not have shown any intrest in the product, here the product has to build its own image by hard work in future years if it retains quality it remains otherwise it too will vanish, how ever we need to appreciate Katrina kaif for her hard work in her profession to get recognized internationally this recognization of her will help the product to be marketed internationally and thus capture an international brand image within no time.Since international market image is created you could list your product in national stock exchange and people will start investing in your company if you drink boost you may not play like Sachin, but still it may boost your moral and believe that one day i may be a player like Sachin so is the reason may be you purchase the product.
By
Mohammed Sadique, Project Manager - PMP- TOYOTA Application Support (AS/400 Tech), Abdul Lateef Jameel -TOYOTA
| 05 05 2010 14:03:01 +0000
YES IT IS REQUIRED AND IS VERY EFFECTIVE AND PRODUCES IMMEDIATE RESULT MAINLY BECAUSE OF THE PSYCHOLOGICAL REASON THATTHE QUALITY OF THE PRODUCT MUST BE GOOD BECAUSE IT IS USED BY A CELEBRITY AND THE OTHER MAOR REASON IS THE FOLLOWERS HAVE A FEELING OF ONENESS WITH THE CELEBRITY BY USING THE BRAND RECOMMENDED BY HIM.THEY HAVE A SATISFACTION THAT THEY MAY NOT LIVE IN A POSH BUNGALOW OR AN EXPENSIVE CAR BUT CAN USE THE BRAND PROJECTED TO BE USED BY THE CELEBRITY.
By
s.baalu , Consultant, XYZ LTD
| 05 05 2010 13:29:03 +0000
The main AIM of any organisation is PROFIT. Profit directly connects to SALES. The SALES increases with the increase in DEMAND. Demand of the product rises when people see their favourite celebrity endorses it. The more the celebrity reaches the fans & followers the more DEMAND, MORE SALES, MORE PROFIT. So with some celebrity, it is really necessary to pay more.
By
Krunal Kothari, BDO, GLOBAL EXIM
| 05 05 2010 13:13:27 +0000
When i find that crores of rupees has been spent on brand ambassadors, I think instead of spending this amount on these celebrities, they should spend for social work. Poor people in India requires medical aid , education , electricity , water etc If the multinational companies collectively, spends this amount on these basic requirements , it will be more beneficial to the nation .
By
Vakharia Hemchand Harakchand, Lawyer/Attorney, private practice
| 05 04 2010 05:49:25 +0000
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Spending on so termed celebrity endorsements is at best a Wasteful activity: "adding cost to the product without any value addition". Instead an ad campaign with social message is much more effective and appreciated...I guess.
By
Ravindra Sharma, Managing Consultant, CHEF-India
| 09 18 2011 10:59:54 +0000
They invest in offices, appoint people and then do what the brits did to us, sucked our sweat blood and make a lot of money and take it back home. Do you think are here for charity? Balderdash!
By
AMISH , Admin/Facilities Manager, VKVC
| 09 17 2011 21:35:15 +0000
I am totaly agreed by sheetal that it is wasteg of money because some where and some how our product sustain in market because of product quality,and as per as my own thinking i dont prefer any marketing book because i know that if there is no fault in my product so why should i worry for sales it will increase automatically................
By
kunwar prateek singh, MBA/PGDM student, pune institute of business managment
| 05 13 2010 06:32:27 +0000
I agree with Sheetal.The problem is that in creating hype media is hands in glow with marketeers.The amount spent on advertisement is just double the cost of the product. There is no policy as to how much is to be allocated for marketing.The consumers have to pay through their nose.
By
Mohammad Bakhsh, Project Leader/Managing Consultant, Freelancer
| 05 11 2010 11:24:40 +0000
No its not,,,,I feel its the laziness or depravity of the content & creativity on advertiser's or marketer's part. Vodafone zoozoo or hutch dog, I think, are bigger stars than any of the top celebrities selling hair oil or fairness cream. Moreover if marketers feel they can sell anything with celebrity endorsement; they should at least know that people in this country are not that fool, infact they are smart & geting more & more smarter. Its better that marketers should pay attention to value/content & innovation rather rallying behind celebrities, just thinking wise & long term.
By
ujjval jain, Retail, Retail
| 05 10 2010 07:53:50 +0000
in my opinion it is not wastage of money sometimes it give more free to customer to feel that product is made by some trustable group. for example in my college days i'm a big fan of sachin at that time he was a brand embassdor for tvs victor, thats why i book a slot for for that bike. in my opinion it is usefull but upto some limit
By
srinivasarao makkena, M.E/M.Tech/MS student, university of ballarat
| 05 10 2010 03:41:24 +0000
i say its wasteful action coz celebrity is one who shows ur product infront of customers only whereas customers only check out his pocket, need & product specifications during purchase they want to know neither celebrity choice nor his/her actions.
By
Santosh Kr. Gupta, Business Development- International Market,
| 05 10 2010 03:09:18 +0000
no its not much required as i had worked with big multinationals but the major role is played by retialers does all the trick and max sales comes from semi urban areas of all products. so i support not to spent huge on celebrity better invest on service n communication
By
deepak chourasia, Sales/BD Manager, Samsung Electronics
| 05 06 2010 17:51:57 +0000
no its not necessary to waste money to call celebrities,bcz i think right presentation of the product in market is very important& celebrity just add a extra glamour which vanishes away easily from customer's mind if celebrity changed.so its better to concentrate on product¬ celebrities.
By
tulika mandal, M.A student, utkql university
| 05 06 2010 17:10:37 +0000
I completely agree with Sheetal since at times the celbrity becomes bigger than the product. The importance is product hence spent more on product display including display time than calling a celebrity is a waste of money. I dont want to quote example but a lot of products have failed with the celebrity/ies.
By
Rathin Deb, Freelance Retail Consultant
| 05 06 2010 13:26:12 +0000
Yes,you are right Sheetal. It is wastage of money. Celebrity can help to increase the curosity for a new product, but finally it all depend upon the quality of the product which help the company for long run. Also there are some things like after sales service, avaliability of spare parts etc. plays an important role for establishment of that product.
By
SHRIKANT MANOHAR DANKE, Project Manager, Phadnis Infrastructur Ltd
| 05 06 2010 12:13:49 +0000
In long run, quality and service only matters for a product, but for quick result and feel their presence in the market, the multinationals use celebrities for advertisement. The quality advertisements like one done by Pidilite Industries can have huge impact in marketing and after sales service is very important than spending huge
By
Santosh Kumar Mohanty, Civil Engineer-Municipal, Sambalpur University
| 05 06 2010 10:34:30 +0000
The amount of money to be spent for developing a product depends on the returns that are expected from the product and the time involved (payback) in getting the return and the future growth prospects related to the product and related product families. In such a scenario and given the modern age, Impression Management is an important area. Thus, associating celebrities with products tries to associate a specific characteristic of the celebrity with the product characteristic in the hope that members who respect the celebrity will also buy the product. Thus, only specific persons can be associated with a specific product and this is determined by the company, market and the perceived image of the celebrity. Thus, MNCs are spending huge amounts of money for celebrities endorsing their products as the focus is on returns for the MNCs in the future. However, if the returns are not justified, the MNC immediately cancels the contract with the celebrity during the next cycle. Thus, the amount of money spent for a celebrity is in direct proportion to the returns which the product is perceived to give back to the MNC.......
By
Badri N Srinivasan, Head - Quality, Valtech India Systems Pvt. Ltd.
| 05 06 2010 08:45:06 +0000
Its not required..its a waste of money for the customer as well ..because at the end of the day the money which is paid to the celebrity is taken from each customer who purchases the product. There is no reason why a customer shouls pay for the celebrity when he/she is not adding value to the product in any way. The product will automatically, if the quality is good, if the customer is happy and if the company is able to maintain the quality standards of the product throughout. That's the only way, the company can keep its market share intact and increase it.
By
Jaya Ray, Manager, KyaZoonga.com
| 05 06 2010 05:56:59 +0000
Absolute, sheer waste of money which could be used for free distribution of the product to the lower income sector for example or something else. I've always wondered why someone off the street coudnt be picked up and transformed to a "model like" look using one of those soaps or creams or whatever. If using the Axe deodorant could get everbody a nice looking curvy then it really says something about the product or else a product is only good enough for what it represents for some and then something or nothing for the others.
By
David , Parts Manager, Ferrari/Maserati Spa and Bentley UK
| 05 06 2010 05:31:21 +0000
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