1

SIGNIFICANCE OF BRAND AMBASSADOR

SIGNIFICANCE OF A BRAND

AMBASSADOR

PRODUCT

2

SIGNIFICANCE OF BRAND AMBASSADOR

DETAILS OF THE PROJECT PRESENTER

NAME - MASTER. ROHAN W. MOHITE

CLASS/ DIV. - S.Y.B.M.S. / B

YEAR - 2012 - 2013

ROLL NO. - 87

SEMESTER - III

SUBJECT - MARKETING MANAGEMENT

TOPIC - SIGNIFICANCE OF A BRAND AMBASSADORPROJECT GUIDE - PROF. SADHANA SINGH

COLLEGE - K.G. JOSHI COLLEGE OF

ARTS &

N.G. BEDEKAR COLLEGE OF

COMMERCE.

3

SIGNIFICANCE OF BRAND AMBASSADOR

ACKNOWLEDGEMENT

This project BRAND AMBASSADOR is a result of co-operation, hard work and good wishes of many people. I would like to thank our project guide Prof. SADHANA SINGH for her involvement in the project work and timely assessment that provided me inspiration and valued guidance throughout my study.

I am highly indebted to Dr. Mrs. Shakuntala A. Singh, Principal K.G. Joshi College of Arts & N.G. Bedekar College of Commerce, for giving us an opportunity to do a project. I would like to thank Prof. Mr.D.M. Murdeshwar , course co-ordinator, for his friendly guidance and constant encouragement.

I would like to express gratitude towards my parents, teachers of K.G. Joshi College of Arts & N.G. Bedekar College of Commerce, the library staff and college friends whose co-operation, encouragement and efforts have helped me in giving the final shape and structure to the project.

My thanks and appreciations also go to my college mates and to all those people who have willingly helped me out with their abilities.

INDEX

4

SIGNIFICANCE OF BRAND AMBASSADOR

Sr. No.

TOPICS PAGE NO.

REMARKS

1 INTRODUCTION OF BRAND AMBASSADOR

5

2 SKILLS, WORK ENVIRONMENT, EDUCATION AND OTHER QUALIFICATIONS, POSSIBLE CAREER PATH , COMPENSATION AND JOB PROFILE OF A BRAND AMBASSADOR

6 - 7

3 ROLES OF BRAND AMBASSADOR IN BUSINESS

8 - 9

4 BRAND AMBASSADORS ARE THE NEWFOUND MARKETING MIX

10

5 SHAHRUKH AS A BRAND AMBASSADOR

11- 12

6 THE BRANDS WHICH SHAHRUKH KHAN WAS/IS ASSOCIATED

13

7 SHAHRUKH KHAN AS A BRAND AMBASSADOR OF THIS MAJOR BRANDS

14

8 THE PEPSICO CASE 14

9 THE CHANGE IN GAME 15

10 COMPETITIVE AGE 16

11 IMPORTANCE OF BRAND AMBASSADORS

17- 18

12 CONCLUSION 19

13 WEBLIOGRAPHY 20

INTRODUCTION

5

SIGNIFICANCE OF BRAND AMBASSADOR

MEANING-

A Brand ambassador is a person employed by a company to be the sales   and physical representative of the company with respect to sales and marketing. The Brand Ambassador is meant to embody the corporate image   in appearance, demeanor, values, and ethics and often many companies choose a celebrity endorser or promotional model for the purpose.

ELABORATION OF THE TERM –BRAND AMBASSADOR

A BRAND AMBASSADOR is someone who, at the most basic level, represents brand in a positive way. It is the duty of a BRAND AMBASSADOR to express the message of a company to consumers or people who would gain something about the brand being advertised. A capable Brand Ambassador is the walking and talking embodiment of the product that he/she is representing. In Theory, a Brand Ambassador is a person who understands the product as well as the person who created it or the person who owns the company of which he/she is going to represent.

A well performed advertisement by the Brand Ambassador leads to higher Demand by the perspective consumers. He appeals the Human aspects of the product in a manner of improvising the life of the consumer. He builds an Image that the brand hopes to put out.

JOB PROFILE OF A BRAND AMBASSADOR

6

SIGNIFICANCE OF BRAND AMBASSADOR

Brand ambassadors merchandise and answer questions for the purpose of generating public interest in a brand, product or service. They assist brand managers with the implementation of sales and marketing campaigns and provide feedback on sales opportunities in the marketplace. Brand ambassadors directly interact with consumers and provide information about products or services a company has to offer. They make a company's market offerings appealing to drive consumer demand and preference for a brand name.

WORK ENVIRONMENT OF A BRAND AMBASSADOR Brand ambassadors work in a variety of environments. Some may represent a business or corporation at conventions and trade shows, while others may promote wine and spirits at nightclubs or bars. Street teams are brand ambassadors that promote in a group and usually work at public venues or large events. Product demonstrators are brand ambassadors that demonstrate how a product works and give out free product samples; they usually work in shopping malls or grocery stores.

EDUCATION AND OTHER QUALIFICATIONS OF A BRAND AMBASSADOR Education beyond high school usually is not required for brand ambassador jobs and many employers provide on-the-job training. Since brand ambassadors are used to draw favourable attention to a product or brand, physical appearance are often determining factors for some promotions. Some states require licenses for certain jobs, such as ones where alcohol is served by the brand ambassador. Bright, energetic, articulate, engaging and enthusiastic individuals are ideal candidates for brand ambassador jobs.

POSSIBLE CAREER PATH OF A BRAND AMBASSADOR

7

SIGNIFICANCE OF BRAND AMBASSADOR

Brand ambassadors progress by working regularly and going for assignments that have higher earnings. Brand ambassadors with leadership skills and capable of effectively marketing and generating consumer interest may progress to other sales and marketing occupations. The possible career path for brand ambassadors may include brand manager, product manager and product development manager positions. Entrepreneurial individuals may become independent business owners.

COMPENSATION OF A BRAND AMBASSADOR According to CareerOverview.com, brand ambassadors in the United States, who are employed full-time with year-round work schedules, average median annual earnings of $22,200, as of June 2010. The 2010-11 edition of the Occupational Outlook Handbook reports median hourly wages of $11.88 for brand ambassadors working in the United States. The median expected salary for a brand ambassador in the United States ranges from $16,000 to $40,100.

SKILLS OF A BRAND AMBASSADOR Brand ambassadors are required to possess excellent oral communication and interpersonal skills. In addition to that the candidate must possess an appealing personality and physical appearance. Moreover, the brand ambassador should have the capability and proficiency in developing strong professional relationships with the consumers. The candidate should not hesitate to travel abroad or remote places as willingness for relocation is a requirement in this field.

ROLE OF A BRAND AMBASSADOR IN BUSINESSi. Be outgoing and friendly :

8

SIGNIFICANCE OF BRAND AMBASSADOR

Brand ambassador must be extroverted along with looking smart. If the brand ambassador is shy about endorsing his/her product then he/she would not achieve tasks. Brand ambassador must show energy and excitement for the brand as energy will encourage the customers to purchase the product.

ii. Increase awareness of the brand to the public :

Brand Ambassador increases the awareness of the brand to the general public and detains the attention of the customers. Brand ambassador helps the patron to notice the charm of the product by his/her own good looks.

iii. Help the potential customer feel comfortable with the brand :

For customers, purchasing a new brand is confusing so brand ambassador can help the potential patron to feel comfortable with the brand by personal discussion.

iv. Increase the public's knowledge of the product :

Brand ambassador helps to increase general public knowledge of the product, brand or service. They may be requested to give pamphlets and 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 get more information if they have questions which are further than the scope 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 :

9

SIGNIFICANCE OF BRAND AMBASSADOR

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 AmbassadorsBrand 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.

BRAND AMBASSADORS ARE THE NEWFOUND MARKETING MIX

10

SIGNIFICANCE OF BRAND AMBASSADOR

Marketing Mix is the specific combination of Marketing elements to achieve objectives and satisfy the target market. Brand Ambassador Decisions come in its Promotional decisions.

Brand ambassadors are the new-found marketing mix for several sectors.

The concept was at a emerging stage in the NCR (a technology company specializing in solutions for businesses, formerly known as National Cash Register), but once it was tried, it took the sector by storm. One thing common to all the Brand Ambassadors is their pan-Indian appeal, and the different firms, no doubt, want to encash upon their familiarity and popularity across the country. This is also a hint about the ambitions of these firms, which want to spread their wings to the four corners of the country, hoping that the well-known stars as their brand ambassadors would provide a connect with the people not yet familiar with their name.

Prashant Tiwari, the managing director of Prateek Group, says: "The basic idea is to make a person feel comfortable when buying an apartment. This is a onetime purchase and having a brand ambassador does help in people connecting with the developer.", “The kind of connection with the endorsers and the recognition among people was what we expected and we have achieved it.” – This is the basic idea to hire a Brand Ambassador or we can say marketing element in promotion decisions of the Marketing Mix.

SHAHRUKH KHAN AS A BRAND AMBASSADOR Shahrukh Khan as a Brand Ambassador has made a significant mark and was/is most preferred by the corporate sector for endorsing

11

SIGNIFICANCE OF BRAND AMBASSADOR

their products. He is on the top list among the celebrities endorsing National and International products. He is the one who is considered as the first choice to promote products and ideas.

The corporate houses prefer Shahrukh Khan as a Brand Ambassador, as they want to promote their products through a trustworthy, reliable and a renowned face, as he fulfills this criteria. He is not a successful actor but also a brilliant and effective communicator and presenter. It has now become a fact that, Shahrukh Khan has excellent PR(Public Relation) skills and he knows where to win love and in which way to effectively address his audience. Ever since he became familiar face, Shahrukh was seen in many promotional shows like government message boards (AIDS, Polio) and later into brands like Tata 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 was their first ambassador. The first advertisement he did after coming to Mumbai was the Tata Tea advertisements. Even ICICI Bank, India`s second largest Bank, signed up Bollywood superstar Shahrukh Khan as its global brand ambassador. According to the managing authorities of ICICI Bank, Shahrukh Khan`s association brings more fame and reliability to the bank`s growing global presence. Shahrukh Khan`s image and popularity with the Non-Res ident Indian segment will further strengthen ICICI Bank`s global identity. Shahrukh Khan has evolved as a brand in himself, which other companies want to get associated with in order to improve their image.Afterall, Shahrukh Khan has a great sense of humor. He is unique. He has more than 4.7 billion fan following around the globe. He has the Capacity and wealth to fulfill his all needs and dreams. He has won the prestigious Padamshri + Award given by French government for his

12

SIGNIFICANCE OF BRAND AMBASSADOR

exceptional career. Time magazine rated him as one of the most powerful person in the world. He has been also honoured Doctorate and an UNESCO award for his charity. He owns the team kolkata knight riders in IPL, the animation studio red chillies vfx, and is the CEO and Co-Chairman of the motion picture production and distribution company red chillies entertainment.

This makes Shahrukh Khan a unique endorser and a good choice in the category of Brand Ambassadors. Rather He is a Brand himself as he self owns some business, turning them into a profitable with his PR and good marketing skills. When Shahrukh endorses a Brand, he is the face of the company, which he represents, which is a need, the basic aim of having a Brand Ambassador for a company i.e. people follow the face of the company, the trusted which they know, in this competitive and qualitative market.

THE BRANDS WHICH SHAHRUKH KHAN IS/WAS MAJORLY ASSOCIATED

13

SIGNIFICANCE OF BRAND AMBASSADOR

ICICI BANK - IT is an Indian diversified financial services company headquartered in Mumbai, Maharashtra. It is the second largest bank in India by assets and third largest by market capitalization. It offers a wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels and through its specialized subsidiaries in the areas of investment banking, life and non-life insurance, venture capital and asset management. The Bank has a network of 2,630 branches and 8,003 ATM's in India, and has a presence in 19 countries, including India. The bank 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 offices in United Arab Emirates, China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia, UK. PepsiCo Inc.- It is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands, the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001—which added 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 is ranked (by net revenue) as the largest food and beverage business. Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006, and the company employed approximately 285,000 people worldwide as of 2010. The company’s beverage distribution and bottling is conducted by PepsiCo as well as by licensed bottlers in certain regions. PepsiCo is a SIC 2080 (beverage) company.

SHAHRUKH KHAN AS A BRAND AMBASSADOR

14

SIGNIFICANCE OF BRAND AMBASSADOR

OF THIS MAJOR BRANDS After Mr. Bachchan the ICICI Bank has decided to resort to the celebrity 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. ShahRukh Khan whose increasing global popularity gives synergy to the growing global presence of ICICI Bank. Shahrukh Khan is a truly global Indian who embodies the Indian winning spirit in a true sense. The energy and innovation which Shahrukh Khan represents coupled with his popularity both in India and abroad make him the ideal choice for the ICICI Bank, particularly as the Bank makes its global forays. Within a short span of four years, the ICICI Bank has established its presence in 12 countries including UK, Canada, US and the Middle East.

As in the previous, we learned about Shahrukh Khan as a Brand Ambassador with common features, but in the case of Pepsico Shahrukh Khan 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, in Kerala had purchased 3 two-litre bottles of Pepsi. On examination of such bottles, it was found that the it contained pesticide residue- Carbofuran, to the extent of 0.001 mg per litre. It was treated as adulterated within the meaning of Rule 65 of the Prevention of Food Adulteration Rules, 1955, and Section 2(ia)(h) of the Prevention of Food Adulteration Act, 1954.Then prosecution were started against the company and its directors. The Kerala High court had refused to interfere with such prosecution proceedings. Aggrieved, the company and its directors had filed separate appeals in the apex court.

But it turned, It was Turnaround by the judges.

15

SIGNIFICANCE OF BRAND AMBASSADOR

In a reprieve to the soft drink major, Pepsico India, the Supreme Court on Thursday set aside the criminal prosecution cases against the company and its directors for the presence of pesticide carbofuran in its soft drinks. This was also a Shahrukh Khan’s trial, as in the position of a Brand Ambassador of the product. Despite cross Questionings in the court, He continued to be with the company without backing out to the company, without any fear and that was a start of win for Pepsico in the case. We get to learn a Unique Feature of a Brand Ambassador in this case. This feature tells about A Brand Ambassador to have trust on their endorsing brand and the first thing to have knowledge of - for whom (the company) they are endorsing the brand.

It Was Really A CHANGE IN THE GAME

PepsiCo drops Shah Rukh Khan as brand ambassador Beverage and snacks major PepsiCo has decided against renewing its long-standing association with its biggest brand ambassador, Shah Rukh Khan, ending an over decade-old association with the super star.

This is yet another example of PepsiCo phasing out of aging celebrities, in line with its 'youngistan' theme. Early last year, the

16

SIGNIFICANCE OF BRAND AMBASSADOR

company had dropped cricketer Sachin Tendulkar, also terminating a long-standing association.

PepsiCo had adopted the theme 'Yeh hai Youngistaan meri jaan'. Its introductory campaign from 2008. From the film fraternity, PepsiCo has younger stars like Ranbir Kapoor and Deepika Padukone to endorse brand Pepsi and Katrina Kaif for its mango drink Slice. From the cricket world, the company is associated with players like Dhoni, Ishaant Sharma and Sreesanth. This was done as saying Shahrukh Khan unsuitable for the new theme.

When contacted, a PepsiCo India spokesperson about this, he said: "We have a long and enduring relationship with Shah Rukh which PepsiCo is very proud of. We are currently in discussions with him to take this relationship to a new phase."

A COMPETITIVE AGE

The Shahrukh khan Dropdown was a need of the new theme as well 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 for the new theme. If the company had also been loyal to its worker for renewing his term, it would have been in bad light and unfollowing its own theme.

Rather it had chose the best Brand Ambassadors suitable to the theme. The new Brand Ambassadors were of a new age and having a big fan following in India as well as globally, in a very short time. They are been ready to face new challenges and energetic like the ex-Brand Ambassadors. They are been fully trained.

IMPORTANCE OF BRAND AMBASSADORS

17

SIGNIFICANCE OF BRAND AMBASSADOR

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 conversation between two young girls, well it’s not a very good thing to hear other people’s conversations but  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 the right was wearing a tank top with shorts and the other girl was wearing denims with a casual black tee. It’s not the clothes that made me notice them but their conversation. The conversation 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 doing the advertisements”

The girl on the left chuckled and replied… “yeah,  but in that case, Anushka’s Nikon is also not 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 a buyer’s decision to buy a product?

Have you ever bought something just because your favourite actor or celebrity was endorsing it? I don’t remember buying anything just because the product is endorsed by Amitabh Bachchan or John Abraham for that matter.  I have picked up products more for its utility. What about you guys?

Here I”ll say that the writer hasn’t observed the fact that, the points of a Brand Ambassador’s appeal of giving trust of the product to the people. The other points include Brand Ambassador’s fan following, personality, presentation, appealing the Brand Quality, and many other Qualities of the Brand Ambassador.

A Brand Ambassador, if not appointed, it is incomplete organization because a Brand Ambassador is not always a celebrity, but

18

SIGNIFICANCE OF BRAND AMBASSADOR

can be an internal Employee who has a capability to promote a Brand and has a wider reach. It Starts with the Marketing process, wherein the Brand is Promoted or sold in the market. It can be through various modes like Advertising , Direct Marketing , Guerrilla Marketing, Positioning , Relationship Marketing , Viral Marketing .

In today’s competitive market, in Advertising type a person is hired to promote a new or existing Brand – It can be through advertisements on T.V., Radio, Newspapers, Magazines or the Internet.

While launching a new product, a product has following obstacles with customers –

They are not aware of your product. They don't understand the benefits of your product. They don't feel your product has perceived value. They don't see how your product meets their needs.

A Brand Ambassador fills this holes, i.e. through his/her presentation, makes customers aware of the product, explains the benefits of the product, through his personality gives the product to appear as a perceived valued product, and makes the customers understand how his brand meets the customers needs. A Brand Ambassador 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.

CONCLUSION

19

SIGNIFICANCE OF BRAND AMBASSADOR

From the above project, we get to know the facts of Brand Ambassador. 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 in todays competitive global marketing of a Brand.

20

SIGNIFICANCE OF BRAND AMBASSADOR

WEBLIOGRAPHY

1) http://en.wikipedia.org/wiki/Brand_ambassador

2) www.outlookindia.com3) www.pepsico.in 4) www.blogspot.com 5) www.timesofindia.com 6) www.brandembassy.com 7) 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