Marketing management brand ambassador

SIGNIFICANCE OF BRAND AMBASSADOR

SIGNIFICANCE OF A BRAND AMBASSADOR

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DETAILS OF THE PROJECT
PRESENTER
NAME - MASTER. ROHAN W. MOHITE

CLASS/ DIV. - S.Y.B.M.S. / B

YEAR - 2012 - 2013

ROLL NO. - 87

SEMESTER - III

SUBJECT - MARKETING MANAGEMENT

TOPIC - SIGNIFICANCE OF A

BRAND AMBASSADOR

PROJECT

GUIDE - PROF. SADHANA SINGH

COLLEGE - K.G. JOSHI COLLEGE OF

ARTS &
N.G. BEDEKAR COLLEGE OF
COMMERCE.

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ACKNOWLEDGEMENT

This project BRAND AMBASSADOR is a result of co-
operation, hard work and good wishes of many people. I would
like to thank our project guide Prof. SADHANA SINGH for
her involvement in the project work and timely assessment that
provided me inspiration and valued guidance throughout my
study.
I am highly indebted to Dr. Mrs. Shakuntala A. Singh,
Principal K.G. Joshi College of Arts & N.G. Bedekar College
of Commerce, for giving us an opportunity to do a project. I
would like to thank Prof. Mr.D.M. Murdeshwar , course
co-ordinator, for his friendly guidance and constant
encouragement.
I would like to express gratitude towards my parents,
teachers of K.G. Joshi College of Arts & N.G. Bedekar
College of Commerce, the library staff and college friends
whose co-operation, encouragement and efforts have helped me
in giving the final shape and structure to the project.
My thanks and appreciations also go to my college mates
and to all those people who have willingly helped me out with
their abilities.

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INDEX
Sr. TOPICS PAGE REMARKS
No. NO.
1 INTRODUCTION OF BRAND 5
AMBASSADOR
2 SKILLS, WORK ENVIRONMENT, 6-7
EDUCATION AND OTHER
QUALIFICATIONS, POSSIBLE CAREER
PATH , COMPENSATION AND JOB
PROFILE OF A BRAND AMBASSADOR

3 ROLES OF BRAND AMBASSADOR IN 8-9
BUSINESS
4 BRAND AMBASSADORS ARE THE 10
NEWFOUND MARKETING MIX

5 SHAHRUKH AS A BRAND 11- 12
AMBASSADOR
6 THE BRANDS WHICH SHAHRUKH 13
KHAN WAS/IS ASSOCIATED
7 SHAHRUKH KHAN AS A BRAND 14
AMBASSADOR OF THIS MAJOR
BRANDS
8 THE PEPSICO CASE 14

9 THE CHANGE IN GAME 15

10 COMPETITIVE AGE 16

11 IMPORTANCE OF BRAND 17- 18
AMBASSADORS
12 CONCLUSION 19

13 WEBLIOGRAPHY 20

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INTRODUCTION

MEANING-

A Brand ambassador is a person employed by a company to be
the sales and physical representative of the company with respect to
sales and marketing. The Brand Ambassador is meant to embody
the corporate image in appearance, demeanor, values, and ethics and
often many companies choose a celebrity endorser or promotional
model for the purpose.

ELABORATION OF THE TERM –BRAND AMBASSADOR

A BRAND AMBASSADOR is someone who, at the most basic
level, represents brand in a positive way. It is the duty of a BRAND
AMBASSADOR to express the message of a company to consumers or
people who would gain something about the brand being advertised. A
capable Brand Ambassador is the walking and talking embodiment of
the product that he/she is representing. In Theory, a Brand Ambassador
is a person who understands the product as well as the person who
created it or the person who owns the company of which he/she is going
to represent.

A well performed advertisement by the Brand Ambassador leads to
higher Demand by the perspective consumers. He appeals the Human
aspects of the product in a manner of improvising the life of the
consumer. He builds an Image that the brand hopes to put out.

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JOB PROFILE OF A BRAND AMBASSADOR
Brand ambassadors merchandise and answer questions for the
purpose of generating public interest in a brand, product or service. They
assist brand managers with the implementation of sales and marketing
campaigns and provide feedback on sales opportunities in the
marketplace. Brand ambassadors directly interact with consumers and
provide information about products or services a company has to offer.
They make a company's market offerings appealing to drive consumer
demand and preference for a brand name.

WORK ENVIRONMENT OF A BRAND
AMBASSADOR
Brand ambassadors work in a variety of environments. Some may
represent a business or corporation at conventions and trade shows,
while others may promote wine and spirits at nightclubs or bars. Street
teams are brand ambassadors that promote in a group and usually work
at public venues or large events. Product demonstrators are brand
ambassadors that demonstrate how a product works and give out free
product samples; they usually work in shopping malls or grocery stores.

EDUCATION AND OTHER QUALIFICATIONS OF A
BRAND AMBASSADOR
Education beyond high school usually is not required for brand
ambassador jobs and many employers provide on-the-job training. Since
brand ambassadors are used to draw favourable attention to a product or
brand, physical appearance are often determining factors for some
promotions. Some states require licenses for certain jobs, such as ones
where alcohol is served by the brand ambassador. Bright, energetic,
articulate, engaging and enthusiastic individuals are ideal candidates for
brand ambassador jobs.

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POSSIBLE CAREER PATH OF A BRAND
AMBASSADOR
Brand ambassadors progress by working regularly and going for
assignments that have higher earnings. Brand ambassadors with
leadership skills and capable of effectively marketing and generating
consumer interest may progress to other sales and marketing
occupations. The possible career path for brand ambassadors may
include brand manager, product manager and product development
manager positions. Entrepreneurial individuals may become independent
business owners.

COMPENSATION OF A BRAND AMBASSADOR
According to CareerOverview.com, brand ambassadors in the
United States, who are employed full-time with year-round work
schedules, average median annual earnings of $22,200, as of June 2010.
The 2010-11 edition of the Occupational Outlook Handbook reports
median hourly wages of $11.88 for brand ambassadors working in the
United States. The median expected salary for a brand ambassador in the
United States ranges from $16,000 to $40,100.

SKILLS OF A BRAND AMBASSADOR
Brand ambassadors are required to possess excellent oral
communication and interpersonal skills. In addition to that the candidate
must possess an appealing personality and physical appearance.
Moreover, the brand ambassador should have the capability and
proficiency in developing strong professional relationships with the
consumers. The candidate should not hesitate to travel abroad or remote
places as willingness for relocation is a requirement in this field.

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ROLE OF A BRAND AMBASSADOR IN
BUSINESS
i. Be outgoing and friendly:

Brand ambassador must be extroverted along with looking smart.
If the brand ambassador is shy about endorsing his/her product then
he/she would not achieve tasks. Brand ambassador must show energy
and excitement for the brand as energy will encourage the customers to
purchase the product.

ii. Increase awareness of the brand to the public:

Brand Ambassador increases the awareness of the brand to the
general public and detains the attention of the customers. Brand
ambassador helps the patron to notice the charm of the product by
his/her own good looks.

iii. Help the potential customer feel comfortable
with the brand:

For customers, purchasing a new brand is confusing so brand
ambassador can help the potential patron to feel comfortable with the
brand by personal discussion.

iv. Increase the public's knowledge of the product:

Brand ambassador helps to increase general public knowledge of
the product, brand or service. They may be requested to give pamphlets
and if they can answer questions it is even better.

v. Direct further inquiries to the company:

Brand ambassador can direct the customers from where to get
more information if they have questions which are further than the scope

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of the promotion. As the brand ambassador show personal interest in the
customers problems they will feel appreciated by him/her.

vi. Present a targeted image of the product:

Brand ambassador should be chosen carefully. If the brand
ambassador is wrongly selected then the targeted result will not be
attained and the product will fail to connect with the customer.

vii. Work at trade shows or other promotional events
when required:

Brand ambassador must complete the project by staying at the
event for which he or she was appointed.

Legal Agreement to be made for Brand
Ambassadors
Brand ambassador agreements represent the contemporary form of legal
agreements that guide this form of PR(Public Relations manager). They
clearly delineate the responsibilities, actions, benefits and compensation
of the brand ambassador.

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BRAND AMBASSADORS ARE THE NEWFOUND
MARKETING MIX
Marketing Mix is the specific combination of Marketing
elements to achieve objectives and satisfy the target market. Brand
Ambassador Decisions come in its Promotional decisions.
Brand ambassadors are the new-found marketing mix for
several sectors.
The concept was at a emerging stage in the NCR (a technology
company specializing in solutions for businesses, formerly known as
National Cash Register), but once it was tried, it took the sector by
storm. One thing common to all the Brand Ambassadors is their pan-
Indian appeal, and the different firms, no doubt, want to encash upon
their familiarity and popularity across the country. This is also a hint
about the ambitions of these firms, which want to spread their wings to
the four corners of the country, hoping that the well-known stars as their
brand ambassadors would provide a connect with the people not yet
familiar with their name.
Prashant Tiwari, the managing director of Prateek Group, says:
"The basic idea is to make a person feel comfortable when buying an
apartment. This is a onetime purchase and having a brand ambassador
does help in people connecting with the developer.", ―The kind of
connection with the endorsers and the recognition among people was
what we expected and we have achieved it.‖ – This is the basic idea to
hire a Brand Ambassador or we can say marketing element in
promotion decisions of the Marketing Mix.

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SHAHRUKH KHAN AS A BRAND AMBASSADOR
Shahrukh Khan as a Brand Ambassador has made a significant
mark and was/is most preferred by the corporate sector for endorsing
their products. He is on the top list among the celebrities endorsing
National and International products. He is the one who is considered as
the first choice to promote products and ideas.

The corporate houses prefer Shahrukh Khan as a Brand
Ambassador, as they want to promote their products through a
trustworthy, reliable and a renowned face, as he fulfills this criteria. He
is not a successful actor but also a brilliant and effective communicator
and presenter. It has now become a fact that, Shahrukh Khan has
excellent PR(Public Relation) skills and he knows where to win love and
in which way to effectively address his audience. Ever since he became
familiar face, Shahrukh was seen in many promotional shows like
government message boards (AIDS, Polio) and later into brands like
Tata Tea, Pepsi, smoodles, Bagpiper club soda, Clinic all clear,
Sunfeast, Linc pens, Emami group, Mayur Suitings, Hyundai Santro,
Nokia, Videocon, ICICI Bank, Tag Heuer, Airtel, Belmonte and so on.
Liberty shoes were the first sports shoes made in India and he was
their first ambassador. The first advertisement he did after coming to
Mumbai was the Tata Tea advertisements.
Even ICICI Bank, India`s second largest Bank, signed up
Bollywood superstar Shahrukh Khan as its global brand ambassador.
According to the managing authorities of ICICI Bank, Shahrukh Khan`s
association brings more fame and reliability to the bank`s growing global
presence. Shahrukh Khan`s image and popularity with the Non-Res
ident Indian segment will further strengthen ICICI Bank`s global
identity. Shahrukh Khan has evolved as a brand in himself, which other
companies want to get associated with in order to improve their image.

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Afterall, Shahrukh Khan has a great sense of humor. He is unique. He
has more than 4.7 billion fan following around the globe. He has the
Capacity and wealth to fulfill his all needs and dreams. He has won the
prestigious Padamshri + Award given by French government for his
exceptional career. Time magazine rated him as one of the most
powerful person in the world. He has been also honoured Doctorate and
an UNESCO award for his charity. He owns the team kolkata knight
riders in IPL, the animation studio red chillies vfx, and is the CEO and
Co-Chairman of the motion picture production and distribution
company red chillies entertainment.
This makes Shahrukh Khan a unique endorser and a good choice in
the category of Brand Ambassadors. Rather He is a Brand himself as he
self owns some business, turning them into a profitable with his PR and
good marketing skills. When Shahrukh endorses a Brand, he is the face
of the company, which he represents, which is a need, the basic aim of
having a Brand Ambassador for a company i.e. people follow the face
of the company, the trusted which they know, in this competitive and
qualitative market.

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THE BRANDS WHICH SHAHRUKH KHAN IS/WAS
MAJORLY ASSOCIATED
ICICI BANK - IT is an Indian diversified financial
services company headquartered in Mumbai, Maharashtra. It is the
second largest bank in India by assets and third largest by market
capitalization. It offers a wide range of banking products and financial
services to corporate and retail customers through a variety of delivery
channels and through its specialized subsidiaries in the areas of
investment banking, life and non-life insurance, venture capital and asset
management. The Bank has a network of 2,630 branches and 8,003
ATM's in India, and has a presence in 19 countries, including India. The
bank has subsidiaries in the United Kingdom, Russia, and Canada;
branches in United States, Singapore, Bahrain, Hong Kong, Sri Lanka,
Qatar and Dubai International Finance Centre; and representative offices
in United Arab Emirates, China, South Africa, Bangladesh, Thailand,
Malaysia and Indonesia, UK.
PepsiCo Inc.- It is an American multinational corporation
headquartered in Purchase, New York, United States, with interests in
the manufacturing, marketing and distribution of grain-based snack
foods, beverages, and other products. PepsiCo was formed in 1965 with
the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has
since expanded from its namesake product Pepsi to a broader range of
food and beverage brands, the largest of which include an acquisition
of Tropicana in 1998 and a merger with Quaker Oats in 2001—which
added the Gatorade brand to its portfolio.
Based on net revenue, PepsiCo is the second largest food &
beverage business in the world. Within North America, PepsiCo is
ranked (by net revenue) as the largest food and beverage business.
Indra Krishnamurthy Nooyi has been the chief executive of
PepsiCo since 2006, and the company employed approximately 285,000
people worldwide as of 2010. The company’s beverage distribution and
bottling is conducted by PepsiCo as well as by licensed bottlers in
certain regions. PepsiCo is a SIC 2080 (beverage) company.

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SHAHRUKH KHAN AS A BRAND AMBASSADOR
OF THIS MAJOR BRANDS
After Mr. Bachchan the ICICI Bank has decided to resort to the
celebrity endorsement route to promote its brand. Almost two-and-a-
half years since superstar Amitabh Bachchan endorsed the ICICI brand,
the company has signed up ShahRukh Khan as its global ambassador. ShahRukh
Khan whose increasing global popularity gives synergy to the growing
global presence of ICICI Bank.
Shahrukh Khan is a truly global Indian who embodies the Indian winning
spirit in a true sense. The energy and innovation which Shahrukh Khan represents
coupled with his popularity both in India and abroad make him the ideal
choice for the ICICI Bank, particularly as the Bank makes its global
forays. Within a short span of four years, the ICICI Bank has established
its presence in 12 countries including UK, Canada, US and the Middle East.

As in the previous, we learned about Shahrukh Khan as a Brand
Ambassador with common features, but in the case of Pepsico Shahrukh
Khan had turned out him into an Exceptional Brand Ambassador i.e.
Pepsi gets reprieve in pesticide case-
On Oct 25, 2006, the Food Inspector of Mobile Vigilance, Kozhikode, in
Kerala had purchased 3 two-litre bottles of Pepsi. On examination of
such bottles, it was found that the it contained pesticide residue-
Carbofuran, to the extent of 0.001 mg per litre. It was treated as
adulterated within the meaning of Rule 65 of the Prevention of Food
Adulteration Rules, 1955, and Section 2(ia)(h) of the Prevention of Food
Adulteration Act, 1954.Then prosecution were started against the
company and its directors. The Kerala High court had refused to
interfere with such prosecution proceedings. Aggrieved, the company
and its directors had filed separate appeals in the apex court.

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But it turned, It was Turnaround by the judges.
In a reprieve to the soft drink major, Pepsico India, the Supreme
Court on Thursday set aside the criminal prosecution cases against the
company and its directors for the presence of pesticide carbofuran in its
soft drinks. This was also a Shahrukh Khan’s trial, as in the position of a
Brand Ambassador of the product. Despite cross Questionings in the
court, He continued to be with the company without backing out to the
company, without any fear and that was a start of win for Pepsico in the
case. We get to learn a Unique Feature of a Brand Ambassador in this
case. This feature tells about A Brand Ambassador to have trust on their
endorsing brand and the first thing to have knowledge of - for whom (the
company) they are endorsing the brand.

It Was Really A CHANGE IN THE GAME

PepsiCo drops Shah Rukh Khan as brand ambassador
Beverage and snacks major PepsiCo has decided against
renewing its long-standing association with its biggest brand
ambassador, Shah Rukh Khan, ending an over decade-old association
with the super star.

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This is yet another example of PepsiCo phasing out of aging
celebrities, in line with its 'youngistan' theme. Early last year, the
company had dropped cricketer Sachin Tendulkar, also terminating a
long-standing association.
PepsiCo had adopted the theme 'Yeh hai Youngistaan meri
jaan'. Its introductory campaign from 2008. From the film fraternity,
PepsiCo has younger stars like Ranbir Kapoor and Deepika Padukone to
endorse brand Pepsi and Katrina Kaif for its mango drink Slice. From
the cricket world, the company is associated with players like Dhoni,
Ishaant Sharma and Sreesanth. This was done as saying Shahrukh Khan
unsuitable for the new theme.
When contacted, a PepsiCo India spokesperson about this, he
said: "We have a long and enduring relationship with Shah Rukh which
PepsiCo is very proud of. We are currently in discussions with him to
take this relationship to a new phase."

A COMPETITIVE AGE

The Shahrukh khan Dropdown was a need of the new theme as
well as the need to change in this competitive and fast moving world.
It is a fact that Shahrukh khan has been growing & to a adult age.
Been such a loyal worker to the company, was deprived of his work for
the new theme. If the company had also been loyal to its worker for
renewing his term, it would have been in bad light and unfollowing its
own theme.
Rather it had chose the best Brand Ambassadors suitable to the
theme. The new Brand Ambassadors were of a new age and having a big
fan following in India as well as globally, in a very short time. They are
been ready to face new challenges and energetic like the ex-Brand
Ambassadors. They are been fully trained.

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IMPORTANCE OF BRAND AMBASSADORS
My 1st point will be- Do brand ambassadors really sell a brand?
On the website, there had been a post –

I was taking a walk in the park right opposite my house and over -heard a conversation
between two young girls, well it’s not a very good thing to hear other people’s conversations
but I couldn’t help but hear the girls because they were loud.

The girl looked like she is in her mid 20’s by the way they were dressed. The girl on the
right was wearing a tank top with shorts and the other girl was wearing denims with a casual
black tee. It’s not the clothes that made me notice them but their conversation. The
conversation went something like this…

The girl on the left : “ No man, don’t buy that one. It’s not a great camera”

“ I have also heard that but I think the other one is cool, after all Deepika Padukone is doing
the advertisements”

The girl on the left chuckled and replied… “yeah, but in that case, Anushka’s Nikon is also
not that bad”

“No, I have decided I am going to pick up Sony only” the other one declared.

That led me to think if the Brand ambassadors really play an important role and affects a
buyer’s decision to buy a product?

Have you ever bought something just because your favourite actor or celebrity was
endorsing it? I don’t remember buying anything just because the product is endorsed by
Amitabh Bachchan or John Abraham for that matter. I have picked up products more for its
utility. What about you guys?

Here I‖ll say that the writer hasn’t observed the fact that, the
points of a Brand Ambassador’s appeal of giving trust of the product to
the people. The other points include Brand Ambassador’s fan following,
personality, presentation, appealing the Brand Quality, and many other
Qualities of the Brand Ambassador.

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A Brand Ambassador, if not appointed, it is incomplete
organization because a Brand Ambassador is not always a celebrity, but
can be an internal Employee who has a capability to promote a Brand
and has a wider reach. It Starts with the Marketing process, wherein the
Brand is Promoted or sold in the market. It can be through various
modes like Advertising , Direct Marketing, Guerrilla Marketing,
Positioning, Relationship Marketing, Viral Marketing .
In today’s competitive market, in Advertising type a person is
hired to promote a new or existing Brand – It can be through
advertisements on T.V., Radio, Newspapers, Magazines or the Internet.
While launching a new product, a product has following obstacles
with customers –
They are not aware of your product.
They don't understand the benefits of your product.
They don't feel your product has perceived value.
They don't see how your product meets their needs.

A Brand Ambassador fills this holes, i.e. through his/her
presentation, makes customers aware of the product, explains the
benefits of the product, through his personality gives the product to
appear as a perceived valued product, and makes the customers
understand how his brand meets the customers needs. A Brand
Ambassador overall helps to/is -
Excellent for morale.
Help to boost the sales.
Support the brand of the company.
Make customers and clients satisfied.
They have enhanced self confidence and self esteem.
Provide the company a defined competitive boundary.
They are supporters for the business and as a result staff churn is decreased.

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CONCLUSION

From the above project, we get to know the facts of Brand
Ambassador. They may be listed as follow –

Introduction of brand ambassador
Skills, work environment, education and other qualifications,
possible career path , compensation and job profile of a brand
ambassador

Roles of brand ambassador in business
Brand ambassadors are the newfound marketing mix

The uniqueness a brand ambassador should process.
How they influence the minds of the people and make
them trust the Brand, despite some of the obstacles.
They help in social causes, leading development in world.

The change in game - the competitive age, which renews
the Brand Ambassadors.
Importance of brand ambassadors
Do Brand Ambassadors really sell a Brand.

Now We can say that Brand Ambassadors are a need in
todays competitive global marketing of a Brand.

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WEBLIOGRAPHY

1) http://en.wikipedia.org/wiki/Brand_ambassador
2) www.outlookindia.com
3) www.pepsico.in
4) www.blogspot.com
5) www.timesofindia.com
6) www.brandembassy.com
7) http://www.google.co.in/url?url=http://www.ehow.
co.uk/money
8) www.mg.letmeget.net/blog/what-role-brand-
ambassador-business
9) http://zealoflife.blogspot.in/2012/05/do-brand-
ambassadors-really-sell-brand.html

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