Consider you are introducing any of the products as mentioned below, suggest an appropriate role

model keeping in mind of various selection criteria. Also justify discussing the process, steps of role
model selection and evaluation on how effective the selection.

Q: A restaurant for affluent people

Watercress is the newest contender in Dhaka's fine dining arena. A joint venture between the local Olive
Tree Foods Ltd. and leading American international food consulting group The Next Idea, Watercress
officially opened its doors on June 26, 2013 after organising a grand opening on the weekend of 21-22
June. Eminent businessmen, celebrities, politicians and diplomats were present at the opening gala. One
of the chief guests of the gala, American Ambassador Dan Mozena, remarked on the delicious food and
excellent ambience of the restaurant. Olive Tree Foods Ltd., also the operators of Orange and Half Café,
embarked on this journey with the vision of changing the food industry culture of Bangladesh. The Next
Idea is based in Los Angeles but has country offices in London, Dubai and Trivandrum, boasting
experienced consultants from Europe, USA and Asia.

The theme of Watercress's food is “fusion”. There are three different cuisines on the menu: Pan Asian,
Subcontinental and Continental, with an array of starters, soups and salads, noodles and rice, entrees,
biryani, naan and daal, kebab, steak, pastas and pizzas. The price range is also quite reasonable when
considering the quality of the food, with dishes ranging from Tk.495 to Tk.995. Of course, steaks are a
little more expensive at Tk.2700-Tk.3000 due to the customisation that is required of steaks. The cuisine
is very innovative, taking the best of South East Asia, Pan Asian and Continental dishes and adding
personalised touches in the form of unique spices and excellent food plating.

The interior is also a fusion of classic comfortable Western furniture, meticulous dinnerware and Pan
Asian detailing. You can watch the chefs at work whipping up your dish through the open kitchen. There
is a show kitchen, quality dinnerware and comfy customised furniture. These little details show the level
of care taken by the founders.

The staff is headed by Executive Chef William Young who hails from the USA, and has 18 years of
culinary experience under his belt, including the position of Executive Chef at the Westin Guatemala.
The waiting staff have been trained by foreign trainers from The Next Idea.

Watercress aims for fine dining with excellent service and traditional Eastern hospitality. The founders
have emphasised that they want to provide an overall memorable dining experience, not just good food.
Watercress is situated in a newly developed building, with a capacity for 130 people and underground
parking for customers. It is refreshing to know that dishes similar to those in cooking competitions we
see on TV, both in terms of complexity of taste and beautiful plating, are not alien in Bangladesh
anymore.

Address: Shanta Western Tower, Tejgaon I/A, 1208 Dhaka, Bangladesh

New Products: Continental food is one such cuisine, originating from the European land. It refers to the
food that is prepared and consumed in European countries. It includes French, Italian and Spanish
delicacies cooked with a lot of olive oil, garlic, herbs and spices and wine. The method of cooking
continental dishes is quite different, subject to the culture and tradition of the place from where the
food originates.

Various selection criteria to select a role model for the brand:

Mashrafe Bin Mortaza (born 5 October 1983 in Narail District) is a Bangladeshi international cricketer,
and current captain of the One Day Internationals for Bangladesh national cricket team. He is also a
former T20I captain, until his retirement. The BCB, being happy with his ODI captaincy, asked him to
lead the team in the 2015 World Cup as well, where he did a tremendous job leading Bangladesh to the
quarterfinal (the first time Bangladesh had made it to the knockouts). He is one of the successful &
reputed captains in Bangladeshi Cricket team. We may select him to introduce our new Continental food
cuisine targeting only the well heeled people.

Relevance: Relevancy is a point to select any celebrity for brand endorsement. In there, we are
introducing new Continental food cuisine targeting only the well heeled people where we can easily
chose “Mashrafe Bin Mortaza” as example of relevancy for affluent restaurant. Because Mashrafe Bin
Mortaza has a great personality with affluence. His affluent personality can give a goal for the customers
to focus on the new continental cuisine. So we think his type of well heeled personality can attract the
customers & simply make focus on the restaurant.

Trustwortyness: Trustworthiness is a moral value considered to be a virtue. A trustworthy person is

someone in whom we can place our trust and be sure that the trust will not be betrayed. In order for
one to trust another, their worth and integrity must be proven over time. When we select someone for
the endorsement of the popular brand then we have to maintain the Trustworthiness point for the
endorsement evolution. “Mashrafe Bin Mortaza” is one of the Trustworthy celebrity cricketer in
Bangladesh. For his unique personality & his braveness with dedication towards his team as captain, the
people of Bangladesh can blindly believe on him.

Reputation: Reputation or image of a social entity (a person, a social group, or an organization) is an

opinion about that entity, typically as a result of social evaluation on a set of criteria. Reputation is
known to be a ubiquitous, spontaneous, and highly efficient mechanism of social control in natural
societies. “Mashrafe Bin Mortaza” is the symbol of reputed person. For his playing personality &
dedication level, every single person in our country, have enough respect for him. So he has definitely
good reputation skill in the market. So as selecting him is a good decision for the restaurant brand.

Liking: Love involves deeper, stronger emotions, while like is more of a tender feeling towards that
special someone. As per report of “Daily Star” in 2017, most popular liking person in Bangladeshi
celebrity has maximized vote for “Mashrafe Bin Mortaza” around 80%. He also received “Popular
Bengali Award- 2017. So, 80% populations of Bangladesh love to like him & his personality. So selecting
him as our brand ambassador is an excellent decision that has considered.
Discussing the process & steps of role model selection:

Clarification of purpose of celebrity advertising: Step one to identifying the great matching between a
brand and its spokesperson is to clarify the purpose of the celeb advertising and have a deep knowledge
of the audience. For established brands like Watercress restaurant, extra cautions have to be exercised with
regards to select their emblem spokespeople. In most instances, brand managers make selections on the idea in
their personal information, without good enough consideration of the opposition surroundings, acceptability
to target consumers and character distinction of spokespeople themselves. The choice of the brand’s
spokesperson additionally calls for a full expertise of the goal purchasers. “Mashrafe Bin Mortaza” is very
popular spokesperson in our country. Though him, it’s very easy to attract the targeted market & make
clearance about the purpose of the advertising for the benefit of restaurant.

Match between brands and celebrity personalities: For nicely established brands, the use of celebrities
in advertising frequently facilitates electricity, supplement, sharpen or enrich their current emblem images. To reap a
very good suit between a brand and its superstar spokesperson, emblem managers need to recognize whether or not
the celeb candidate shows the persona that the brand hopes to companion with
it, uncover customers’ real perceptions of the character of the brand and the celeb candidate, and make
an assessment among two. This sheds a light on how brand managers can utilize or keep away
from certain personality trends whilst selecting its brand spokesperson. Using creiket personality, “Mashrafe Bin
Mortaza” can help further strengthen this personality of affluent restaurant like watercress and the
other traits of “Mashrafe Bin Mortaza” also extends the brand personality of watercress to include
“straightforward”, “Personality in posing”, “kind” & “desirable”.

Clarity and exclusiveness of the spokesperson’s personality: While deciding on celebrities within
the light of persona, brand managers need to also take into account the way to achieve greater differentiation
from competition and whether certain developments of the considered spokesperson were make use o
fin comparable merchandise. In such scenario, efforts may be made
to faucet the trends that aren't but well applied and integrate them inside the marketing tale line creativity.
Meanwhile, emblem managers have to verify whether their spokespeople have good enough prominence
and readability inside the key traits to be emphasized in their manufacturers. In many advertisements featuring
“Mashrafe Bin Mortaza”, for example the emphasis is always placed on his being “rebellious”,
“creative”, “pose personality”, “kindness”, which are repeated some places, but in the restaurant
industry, this is the first time when he can support the challenges with his different given personality
and attract the target market.

The process of evaluation on how effective the selection:

Celebrities’ endorsement potential: Endorsement capacity is the number one indicator utilized
by emblem marketers when deciding on their spokesperson. Celebrities'
endorsement capacity is specifically concerned with whether or not they could have adequate impact on the goal
customers and serves as a primary reference factor for spokesperson choice. Endorsement potential is a composite
of the 3 indicators of repute score, buy impact and endorsement repute. The repute rating takes into account the
familiarity, affinity and buzz stage. The score helps brand managers determine whether or not the celebrity taken into
consideration has a good enough focus a few of the goal clients. Moreover, it's also essential to assess the
celebs in terms of their endorsement fame to recognize whether or not the superstar considered has
represented such a lot of products that the consumers are getting uninterested in seeing them. In the restaurant
business, this is the 1st time when “Mashrafe Bin Mortaza” represents any brand according to his
personality. “Mashrafe Bin Mortaza” is very popular and powerful for his personality endorsement and
very onerous to find out. On his long career, he only supposed to join the brand endorsement few with
his deem.

Celebrities Personality: Celeb persona is the second one parameter of the evaluation machine and
measures clients' belief of the private developments of celebrities. It’s far what differentiates celebrities
from every different and may be completely utilized in emblem photograph building.
Celebrities' character not simplest is proven as their photo within the public media, however also embodies the values
they represent. The analysis of the common trends shared via celebrities and the logo can provide a gauge of
the fit and gap among them. For brands that use multiple celebrities to
represent its different collection of merchandise, an evaluation can be product
of their superstar team to determine whether the man or woman celebrities succeed in conveying
the brand traits always. “Mashrafe Bin Mortaza” has a strong personality and successful career to achieve
the endorsement goal.

Celebrities ability to set an example: The evaluation of spokesperson candidates and their healthy with
the brands advertised also wishes know-how of the have an impact on of the spokesperson on
target groups, specifically their influence within the our on-line world in an age of social media. In addition to his
performance in their own fields, “Mashrafe Bin Mortaza” has active involvement with charities and other
social works like school forming, special child care etc.