milcent water purifire

Milcent Water-Purifier:

Milcent Water-Purifier -

Slide 2:

Do u think brand endorsement by celebrity will be worth for this product category?yes /no give reason ?

Slide 3:

In this category of product, a celebrity endorsement is not essential, as we can leverage the creativity dimension of a story line of an ad or the theme of the ad, in order to Unfreeze, Transform and Refreeze, a popular perception in the minds of the consumer and the customers. Also, sidelining the celebrity endorsement idea can have a better effect on the cost-effectiveness of the ad campaign, because we are not investing huge bucks on their pay packages. Also, a celebrity’s effect on the consumer’s mind can phase out with time, as people like the celebrities only during their peak career time-slots. But, a creative and emotional ad stays forever in the minds of the consumers for years together. (e.g. Nirma Washing Powder, Bisleri , Surf Excel, Dettol , etc. relied on emotional content on rather than celebrities.)

Slide 4:

One major problem which we identified while avoiding a celebrity for our ads, is that, over a period of time any controversy or issues with the celebrity endorsing our brand will lead in to decisions of dropping the celebrity and establishing an entirely new campaign with a new celebrity and related brand association; or we will have to start a new campaign without a celebrity, and establish it in the mind of the consumers. In either cases, we are starting from a new point with respect to an all new campaign, newer MarComm activities, and Marketing Measures and so on. The best example is of Accenture.

Slide 5:

Discuss pros and cons of celebrity endorsements in general?

PROS AND CONS OF CELEBRITY ENDORSEMENT :

PROS AND CONS OF CELEBRITY ENDORSEMENT PROS : Consumers’ attitude towards a brand can be changed or affected by celebrity . Celebrity can contribute, freshen and add a new dimension for a brand . Celebrity endorsement can built some independent credibility to the advertisement”. Advertisers believe, that consumers will buy products associated with people they admire and respect.

PROS ::

PROS : Celebrity endorsement can underpin competitive differential advantage among other companies . Celebrities make advertisement believable. They help in brand name recognition . Enhance message recall . Influence consumer’s purchase intentions . Create a distinct personality to the endorsed brand .

PROS AND CONS OF CELEBRITY ENDORSEMENTS:

PROS AND CONS OF CELEBRITY ENDORSEMENTS CONS : Consumers scepticism, i.e , consumers might not believe that the endorsers really consume the product that they endorse . Consumers give less credibility to celebrities who endorse many products. On the one hand, single endorser for one product might be seen as boredom. On the other hand, consumers might get confused by using multiple celebrity endorsement .

Cons:

Cons Celebrities who are blamed for negative events (e.g. accidents) can have bad effects on the products they endorse” . Another risk can arise if celebrity loses his/her fame, his/her image changes resulting to contradicting image of endorsed brand . Vampire effect’ or ‘celebrity vamping’ can be perceived, when endorsing celebrity is too attractive, drawing attention away from the product . Endorser’s effectiveness is reduced when there is a bad fit between the endorsing person and the product.

Slide 10:

Develop a print ad and story line for Milcent water purifier

MILCENT nothing but the best..:

Fully automatic with auto start and shut off Elegant look with insect proof body High quality imported membrane and booster pump Unique water magnetizing Technology “ your family deserve the best” Sms “ milcent “ to 56789 or call 12345678 now MILCENT nothing but the best..

Story line:

Story line The scene opens with several screen shots of the following scenarios in the chronological order. City Life (Life in cities like Ahmedabad and Mumbai should be reflected through a series of shots with a narration in the background discussing the nuances of today’s life style). Water Supply Sources (The narration continues with discussing the water supply sources which provide us with our lives’ most important necessity and questions the claims of various water purifier mfg cos. and govt. departments providing us with the water supply; at the same time (simultaneously) we will run a series of well-edited videos displaying the polluted water sources and water borne diseases affecting lives of a huge proportion of the populace) The last scene represents a typical semi-urban house featuring a nuclear family (2 parents, a girl child and a boy child). Simultaneously, the narrator asks the audiences , “Don’t you people, as parents of your beloved children, take more than necessary steps to ensure their better future??? Then, why compromise on their health.” Then, the narrator states that “Your children deserve the best. Your family deserves the best” and we display the solution to this rising problem.