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Board Members
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Company Great Seasons of India (GSI) LTD
An Indian subsidiary of multinational food manufacturer
Turnover Rs. 2500 million
Product in Focus
Annual turnover
Energy Instant Milk powder Rs. 300 million
Delight a tomato ketchup Rs. 450 million
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Mr. K. Fernandes, Director of GSI LTD is worried of declining
market share.
Companies major products like Energy Milk powder and Delight
Ketchup are
also losing shares.
Mr. Fernandes has setup a meeting to address the issue.
Meeting Minutes:
Analyse Energy Milk powder product and discuss on increasing
share. Analyse Delight Ketchup product and discuss on increasing
share.
In the Meeting members have analysedcurrent situation..
Case
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Market Share
Energy Instant Milk powder market share declined 16% in
4years
Delight Ketchup market share declined 13% in 4years
63%
47%
41%
28%
1983-84 1887-88
Energy Instant Milk powder
Delight Ketchup
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Company loosing market share rapidly.
Suggestion: To endorse product through
celebrity/celebrities.
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Celebrity Endorsement PROs
Grab attention since familiar face Create quick awareness
Consumer like to copy their heroes.
Brand recall value increases
Celebrity gives upliftment to the product.
CONs Campaign becomes Highly expensive
Product may not match with celebrity image/lifestyle
Consumers are aware that Celebrities get paid to say good
thingsabout the product.
Celebrity endorsing multiple products at the same time
confusesbuyer.
Customer focus on celebrity rather than the product
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Choosing a Celebrity will help in
Increase Brand & Company value
Market share will rise
More Revenue will be generated
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Major issues relevant to our
products.. The celebrity chosen should be far more effective as
a model than
his personality. His/her profile should fit with the product
image.
Currently celebrity advertising is used for anything and
everything,which can prove risky for the brand and overall
company.
A celebrity should add value to the campaign and in case he
doesnot ,it is an waste of money and he becomes an
expensiveproposition
Many a times it may also happen that celebrity becomes a focus
ofattention , while the product remains in the background.
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We choose
For Delight ketchup we consider Satish Shah, forthis product we
require a person who has a image of
fun loving, good humoured and jolly guy and fits the
role. His rolly-polly body physique, smiling face also
helps. We can show him blindfolded with an samosa
in hand being asked to taste various ketch ups, the
moment he tastes Delight, his face will lit up with
delight there will be sound of bell s ringing and
blowing of trumpets as background score. He
proudly proclaims Kachori ho ya somose Roz khaye
Delight se.Energy Instant Milk Powder is for the family. It
is
everyday use product and substitute for milk.
Neena Gupta among the current lot fits the bill.She is young ,
energetic and suits the role of anhousewife perfectly and she is
already doing an Ad
for Hawkins pressure cooker which is well received.
We can show her going for Energy Milk Powder,
when her husband requests for extra cup of tea,
when she has run out of milk. So we will showcase
Energy as her first choice!
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General Brand Ambassador
GSI can go for a general brand ambassador as both
products fall under the category of usage in
kitchen, for general purpose consumption. The
advantage of doing this is that you do not need to
pay for two different celebrities and thus save on
cost.
We will go for Swaroop Sampat as brand
ambassador for both products as she is well known
face after Yeh Jo Hain Zindagi.
The other advantage of going for Swaroop Sampatis that since she
is not a commercial actress we do
not need to pay her heavily. Secondly in case of
mainstream actress, if the film flops it might have
adverse affect on the product, so with Swaroop
Sampat this is of no concern.
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Exclusive Celebrity
Though the Agency can be asked to create an exclusivecelebrity
for both our products, right now we would prefergoing for celebrity
based advertising.
Since the market share for the products have gone down, incase
the exclusive celebrity does not click, it might hit ourproducts
and our share may slide further.
So we will go with Satish Shah, Neena Gupta and SwaroopSampat
for our current advertisements and after gaugingthe market response
to these advertisments, we will decideour futher course of
action.
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