Influence of celebrity brand endorsement on buying behavior of the indian soft drink consumers Acknowledgment


Figure 10: Market Growth over time



Download 1.11 Mb.
Page12/30
Date26.10.2016
Size1.11 Mb.
1   ...   8   9   10   11   12   13   14   15   ...   30

Figure 10: Market Growth over time



Figure 11: Geographic Distribution of the market

(Source: Indian Ministry of food processing industry, 2012)



Characteristics of Indian Soft drink industry are as follows-

  • Extremely cutthroat, conquered by PepsiCo and Coke

  • Coca Cola claims 51% of the market share whereas Pepsico holds 46%.

  • Growth rate in 2010 of Coca-Cola was 32%

  • 30% rural and 70% urban consumers

  • The per-capita consumption of soft drinks in India amounts to be 6.

  • Increased health consciousness making fruit juices, Malt Based Drinks (MBDs) on a growth path

  • Pesticide controversies affected CSDs sale significantly in India




Category

2005

2006

2007

2008

2009

2010

Regular

16720

15491

15802

16492

20433

23254

Low-calorie

302

289

304

321

395

445

Cola Carbonates

17022

15780

16105

16814

20828

23699

Lemonade/Lime

10045

10183

10787

11658

14312

16879

Mixers

3552

3629

3726

3811

3915

4145

Orange Carbonates

7361

7435

7690

8034

8717

9152

Others

1940

1993

2081

2198

2787

2438

Non-cola Carbonates

22897

23240

24283

25701

29731

33614

Total

39919

39020

40388

42515

50559

57313

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)

2.10 Conclusion

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.






Share with your friends:
1   ...   8   9   10   11   12   13   14   15   ...   30


The database is protected by copyright ©sckool.org 2019
send message

    Main page