An Exercise on Self Concept

Group 4
Animeha Singh B13011
Ayan Guha B13140
Eeshaan Bajpai B13023
Paritosh Pant B13037
Hugo Boussekeyt B13X12
Puchois Barthelemy B13X13




Overall comparison of Actual, Ideal, Product and Celebrity concepts
Eeshaan Bajpai Ayan Guha
Ayan Guha

Favorite drink: Coca-Cola
Favorite Celebrity: Aamir Khan
Eeshaan Bajpai

Favorite drink: Mountain Dew
Favorite Celebrity: Hrithik Roshan
Comparison between Actual, Ideal and Product (Beverage) Concepts
The product concept for both
the chosen beverages closely
mirrors our ideal self concept
which indicates that if we are the
TG, then the brand managers are
doing a good job in the
positioning of the brand

It is unclear whether the product
concept is affecting the self
concept as there are several
brands that vie for our attention
Eeshaan Bajpai Ayan Guha
Comparison between Ideal, Product (Beverage) and Celebrity Concepts
For Coca-Cola, Aamir Khans
celebrity image is not resonating
with the product concept
however, the association has
worked well for Coca-Cola in
terms of brand recall etc.

For Mountain Dew, Hrithik
Roshan as a new brand
ambassador is closely mirroring
the product concept and the
association should prove to be
successful
Eeshaan Bajpai Ayan Guha
Thank you