Company Ú




 Ú

An Indian subsidiary of multinational food manufacturer
Turnover Rs. 2500 million

 
Annual turnover



Rs. 300 million

  
 Rs. 450 million
 Case
˜r. K. Fernandes, Director of GSI LTD is worried of declining market share.

Companies major products like Energy ˜ilk powder and Delight Ketchup are
also losing shares.

˜r. Fernandes has setup a meeting to address the issue.

˜eeting ˜inutes:

Ä Analyse 

product

 and discuss on increasing share.
Ä Analyse 
!
 product and discuss on increasing share.

V

 
 

 


 

 
  

 
 

 ˜arket Share
63%

47%
41%

28% Energy Instant ˜ilk powder

Delight Ketchup

1983-84 1887-88
Energy Instant ˜ilk powder market share declined 16% in 4years

Delight Ketchup market share declined 13% in 4years

Company loosing market share rapidly.
Suggestion: To endorse product through
Suggestion
celebrity/celebrities.
 Celebrity Endorsement
Ä PROs
Grab attention since familiar face
Create quick 


Consumer like to copy their heroes.
Brand recall value increases
Celebrity gives  
 to the product.

Ä CONs
Campaign becomes Highly expensive
Product may not match with celebrity image/lifestyle
Consumers are aware that 

" 
 get paid to say good things
about the product.
Celebrity endorsing multiple  at
at the same time confuses
buyer.
Customer focus on celebrity rather than the product


" 
#

Ä Increase ¬  & Company value

Ä ˜arket share will 

Ä ˜ore @
$

will be generated
 % 


$ 
 #&&
Ä The celebrity chosen should be far more effective as a model than
his personality. His/her profile should fit with the product image.

Ä Currently celebrity advertising is used for anything and

everything, which can prove risky for the brand and overall
company.

Ä A celebrity should add value to the campaign and in case he does

not ,it is an waste of money and he becomes an expensive
proposition

Ä ˜any a times it may also happen that celebrity becomes a focus of

attention , while the product remains in the background.
 4

#
For 
 ketchup we consider  , for
this 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 se͛
se͛..


  
is for the family. It is
everyday use product and substitute for milk.
'

 Ú among the current lot fits the bill.
She is young , energetic and suits the role of an
housewife perfectly and she is already doing an Ad
for Hawkins pressure cooker which is well received.
We can show her going for Energy ˜ilk
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!
 Ú

¬ ( "
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 Sampat

is 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.
 )$


" 
Ä Though the Agency can be asked to create an exclusive
celebrity for both our products, right now we would prefer
going for celebrity based advertising.

Ä Since the market share for the products have gone down, in
case the exclusive celebrity does not click, it might hit our
products and our share may slide further.

 '

 Ú and  

Ä So we will go with  ,
  for our current advertisements and after gauging
the market response to these advertisments, we will decide
our futher course of action.