THE ROLE OF CELEBRITY

ENDORSEMENT OVER CONSUMER

PERCEPTION REGARDING PEPSICO

Naveen Vaishya
P.G.D.M (2009-11)
INTRODUCTION

 PepsiCo entered in India in 1983 and and year of

establishment of Varun Beverages Ltd. Is 1993.

 Operating Area
Whole of east Delhi, Noida, Ghaziabad, Agra, Aligarh,
mathura Faidabad, Gurgaon, Jaipur

 Production Capacity
1400 bottles per minute
RESEARCH OBJECTIVE

 To understand consumer perception towards the

celebrities in advertisements.
 To understand the effectiveness of celebrity
endorsement
 To identify drawbacks associated with celebrity
endorsement
 To assess the promotional measures in the context to the
sales of Pepsi
 Find out the impact of Celebrity endorsement on
advertisement in consumer purchasing decision.
MARKET RESEARCH PROCESS

 Route Riding
 Retail Tracking

 Corporate tracking

 Consumer Based Survey

i. EDS
ii. Questionnaire
RESEARCH FINDING

 A celebrity might help in reorganization and popularity of a product

but not in final decision making.
 For purchasing of new product quality matters most and ambassador
least
 Effect of brand ambassador differs with different Pepsi products
 A vast majority of the surveyed people feel the celebrities
themselves not use their endorsed product.
 Three fifth of the surveyed people feels “Youngistan ka wow”
motivates to buy the product.
 75% surveyed people feel that celebrity endorsement helps an
organization in easy reorganization of product.
RECOMMENDATION

 Large no of Pepsi monopoly outlet should be open and

advertised by various campaigns through well known
celebrity
 Celebrity endorsement will be more effective when the ad
execution is simple, clean and free of irrelevant design
element.
 Focus on the celebrity and the brand together

 Celebrity has chosen according the consumer perception and

which fit for the promotion.
 Using a high fit congruence or belongingness of celebrity
will be more effective.
 Celebrity endorsement will be more effective for new
product launching in the market
CONCLUSION

 Celebrity endorsement do work in the Indian scenario.

 Magnitude of the effect vary with the celebrity but most
have a favorable impact.
 The important point in celebrity advertising in Pepsi
product is the effectiveness with which they endorsing
the product.
 The celebrity accessibility regional appeal factors,
popularity attractiveness belief are some important
platform which impact the celebrity endorsement of the
product.
• THANK YOU