CASE 3

1. COMMENT ON SHARAPOVA’SCELEBRITYY ENDORSEMENT STRATEGY

FOR THE DIFFERENT BRNAD SHE WAS ENDORSING?

Based on her situation we can say that she mainly had 2 strategy to go with in
terms of brand endorsement either she had to limit the number of
endorsement deals or take all the endorsement which were available at that
point of time. She thought of taking as much endorsement as she can because
she believes that she should take a break from sports after few years anfd
retire and she had to earn lot of money for her future requirements so she
thought of taking up as much endorsements as she can. She also thought of
limiting the endorsement because she believed that she should focus more on
the game to develop and grow in her sports carrer and it would be beneficial
for her in the long term if she performs well. If she takes up more endorsement
she will not be able to pursue her career in sports with full attention it would
have an impact on are sports career which in turn would also ruin her
endorsement career so she had to limit endorsement to a specific time. Where
she had to take up limited endorsement in a fixed time slot.

2. IN YOUR VIEW, WHICH OF THE 2 ENDORSEMOPTIONSTION SHOULD

SHE CHOOSE & WHY?

She had a tight schedule for the upcoming Grand Slam and she only add a few
days left for shoot and she had 2 options whether to endorse for a sports drink
or skin cleanser. I would suggest her to choose endorsing for the sports drink
brand because it would be more effective and it would make more sense and
she wouldn’t be criticised much as compared to a skin cleanser endorsement if
she doesn’t want negative publicity. Endorsing a sports drink will have a
connect to a story because talent, skill and hard work made her champion and
a famous personality not her beauty. Sports drink would have more impact on
the consumers and would be more relevant. Anyway it’s her personal choice to
choose any endorsement she wants. if money matters more to her then she
should choose skin cleanser endorsement. If not then she should definetly
endorse for the sports drink.