A

Research paper

On

“Impact of Amitabh Bachchan as a Celebrity

Endorser on Cadbury’s.”

Submitted To:
Prof. Regina Aldrin

Submitted By:
Jalpa Champaneri(11)
Drashti Majmudar(47)
Amit Mehta(51)

S.K.Patel Institute Of Management and Computer Studies

 Contents

 Introduction

 Research problem and Research questions

 Literature Review

 Research Methodology

 Analysis

 Findings

 Conclusion
 Introduction

In this era of sound bytes and channel surfing, there is a demand to capture
people’s time and focus. And hence marketers have been leveraging celebrity appeal for
this since a long time. Across categories, whether in products or services, more and more
brands are banking on the mass appeal of celebrities. As soon as a new face ascends the
popularity charts, advertisers queue up to have it splashed all over.

The basic premise in getting a celebrity to endorse a product is that the instant
recognition provided by the celebrity cuts through the clutter as the key for the marketer
is to get the message spreaded across effectively and embed it in the minds of his target
audience. Amidst an overload of advertising, this feature guarantees an advertisement's
ability to stand out and generate awareness. If there is a fit between the personality of the
celebrity and the brand characteristics, top-of-the-mind recall is also ensured. If the
endorser enjoys wide popularity among different geographic and demographic segments,
it proves to be an easier for companies to get recognition.

The theoretical argument in favour of such endorsements is the logic (yet to be

tested via research — at least in India) that the qualities associated with the celebrity are
associated with the endorsed product and that the product, therefore, leap-frogs in
consumers’ minds.

Our research project is also directed towards working in the similar kind of
research area. In particular this research paper is aimed at determining the effectiveness
of Amitabh Bachchan as an endorser of Cadbury. Amitabh Bachchan is an exception to
the normal life cycle of a celebrity in terms of endorsements. An actor by profession, his
best days at the box-office are well behind. Yet, his endorsements do not seem to stop.
He is endorsing varieties of products today and has established himself as a brand in
advertising. One of his strengths was his unblemished personality. As an endorser stakes
his reputation and credibility in endorsing products, the cleaner the track record the
greater the trustworthiness. This aspect was exploited by Cadbury's well.

After the negative impact of the worm-infestation controversy, when Cadbury

India wanted to get the message of new strengthened packaging across to consumers, the
quickest way was to use a celebrity capable of drawing attention to the message. And
this, the importance of role played by Amitabh Bachchan as an endorser to bring the
Cadbury’s image back is the “crux” of the project.

This research provides an insight to, to what extent there is a synergy between the
endorser and the product, and whether the celebrity used by the company is proper or not.
And these factors are very important for consideration as they decide the effectiveness of
the message conveyed by advertisers and ultimately the consumer behavior towards the
company products.
 Research Problems

This research paper aims at determining the impact of Amitabh Bachchan as a

celebrity endorser of Cadbury’s and to what extent he proved to be an effective endorser
for Cadbury after the image of the company was negatively affected by Warms-issue. For
that the typical research questions which are of importance in this context are the
questions related to the synergy between the image of Cadbury’s and image of the
endorser. How better people find them compatible and hence being influenced by the
celebrity is the important aspect of consideration here.

The Objectives of the research are….

1) To study consumer behavior for Cadbury’s.

2) To study the impact of Amitabh Bachchan on Cadbury’s.

The central theme of this research project revolves around the effect of warms
controversy on consumers of Cadbury’s and how Cadbury’s did the make-over of its
image by using Amitabh Bachchan as the endorser of their product. In order to bring the
credibility of the company back, it was in need of the credible and trustworthy image to
endorse its product.

In regard to study of consumer behavior for Cadbury’s, the questions asked to the
respondents were related to their awareness about various Cadbury’s chocolates, how
often they consume Cadbury’s chocolates, Warms issue , its impact on their purchase
behavior at that time and how do they perceive quality of Cadbury’s chocolates now.

While with regard to the impact of Amitabh Bachchan on Cadbury’s, the

questions like what is the image of Amitabh Bachchan , whether he is a proper celebrity
to endorse Cadbury’s, whether he has changed the image of Cadbury’s and does he
affect their buying decisions with regard to Cadbury’s.

Hence, by getting and analyzing the information in the same context will enable
us to know what was the perception of consumers of Cadbury’s when it faced warms
issue and the effect on the performance of the company after introducing amitabh
bachchan as an endorser of their product in order to bring their credibility back.
 Research Methodology

a) Data collection:

 The secondary data is collected through internet.

 The primary data is collected through questionnaires.

b) Sample Unit:

The geographical area selected for this research would be Ahmedabad.

c) Sample Size:

The sample size selected for this research is 100.

 Literature Review

We have collected secondary data related to this topic from following articles using
internet.

Article no: 1

 After the negative impact of the worm-infestation controversy, when Cadbury

India wanted to get the message of new strengthened packaging across to
consumers, the quickest way was to use a celebrity capable of drawing attention
to the message. And who better than Amitabh Bachchan, the biggest celebrity of
them all? In his absence, arguably, this task would have taken far more time to
percolate across the country

 Considerable thought needs to be given to the precise value addition that the star
brings to the communication idea, besides sheer presence

 Most effective celebrity endorsements occur when both brand and celebrity have
equal status in the relationship.

Article no: 2

 Amitabh Bachchan is an exception to this normal life cycle of a celebrity in terms

of endorsements. An actor by profession, his best days at the box-office are well
behind. Yet, his endorsements do not seem to stop. An immensely successful
actor of more than three-and-a-half decades in the Hindi film industry, a failed
politician, a stumbling businessman and anchor of just one TV programme - his is
a unique combination. It is noteworthy that during the first two-and-a-half
decades of his acting career in more than a 100 films, he never endorsed any
product. This, at a time when for nearly two decades he reigned over Bollywood
and was called the one-man Hindi film industry.

 Marketers found their single-point attention-grabber in Amitabh Bachchan who

could not only command attention but also lend credibility to their brands.