Table 4 Category-Wise Off-Trade Sales of Carbonated Drinks In India Between 2005-10 (In Rs. Million)
Figure 12 Category-Wise Off-Trade Sales of Carbonated Drinks In India Between 2005-10 (In Rs. Million)
Strategic positioning along with effective communication are the most significant tools for Brand success in today’s time of competitive marketing activities. Firms are ready to take all pains for promoting their brands. The thrust is for attracting the customer’s attention and establishing a positive association to effect their purchase decisions. This motive can be fulfilled by celebrity endorsement. Being a celebrity an individual possess the charm to influence others. Celebrities enjoy public recognition due to their work or profession.
Indian public is highly fascinated and inclined towards the celebrities. Indian market history provides concrete evidences of contribution of celebrity endorsement and its impact on the consumer buying habits. Advertisements, featuring stars like Jalal Agha (Pan Parag), Tabassum (Prestige pressure cookers), Sunil Gavaskar (Dinesh Suitings) and Kapil Dev (Palmolive Shaving Cream) became common. Pataudi had given Gwalior suitings a well-built competitive edge and pushed it to 2nd position in the suitings market. Also Sridevi endorsing Cema bulbs and tubes made it memorable by dancing in a bulb!
Many of the popular Indian brands have become reflections of the endorsing celebrities. E.g. Think of Sachin Tendulkar, he means PEPSI in soft drinks, Boost in malted beverages, Fiat Palio in cars, TVS victor in two wheelers, Colgate Total in toothpaste, Britannia in Biscuits, Visa in credit cards, Airtel in mobile services and many more also Ashvarya Roy Bachchan means Nakshatra diamond jewellery, Lux soap, total 5 repair shampoo etc. Companies are employing their maximum might for promoting their brands and occupy a long lasting image in the minds of the consumers.
Indian soft drink advertisements are endowed by celebrities, let these celebrities be sports stars like Mhendra Singh Dhoni, Sachin Tendulkar, Virendra Sehwag etc. or be the celluloide screen super stars like Kareena Kapoor, Ranbir Kapoor, Amir Khan etc. Coca Cola being the leader (holding 51% market share) of the industry has come up with plenty of endorsements as its marketing strategies. Affording these celebrities amounts high for the corporate houses.