HOW CELEBRITY INFLUENCES AND CHANGES CONSUMER

PERCEPTION

Presented by: Group 4(A)

 QUESTION 1

What are your recommendations

to change the consumers
perception about eating chocolate
on a regular basis?
 RECOMMENDATIONS
1. Depict dairy milk as a part of life.

Instant
Health drink Healthy and
After meal
for tasty milk
Dessert
rejuvenating shake.
energy

Building Sharing
Relationship happiness
s. with family
 t of
pa r
RECOMMENDATIONS (contd.)
2. Depict health benefits of cadbury dairy milk.

Lower
Decrease
chances of Improve
blood
heart digestion.
pressure
diseases.

A father has high blood pressure and cholesterol problem. He tries to eat sweets
secretively. His son catches him doing this. First he give angry looks to his father but
then offer a dairy milk with a smile. In last they both share the chocolate.

because we CARE!!!
Q2: Discuss the effectiveness of deploying a celebrity
such as Amitabh Bachchan as its brand ambassador.

Renowned celebrity
Great image among
in both rural and
all age group.
urban areas.

Connects well with Non controversial

the audience. image globally.

Timeliness of love
and trust shared Build credibility
with people. of brand.
 QUESTION 3

Do you think the campaign

Real taste of life would be
effective in the Indian rural
market? Discuss.
 Real taste of life
Asli Swad Zindagi ka
Less likely to make sense to a rural Directed towards adult
consumer. segment.

The ads related to

the campaign that
has little relevance Children are primary
to the rural consumer of chocolate.
customers.

By and large at Rural customer can

1990s the rural not connect himself
markets propensity with the scenario
to buy chocolate portrayed in that
was low. ads.

Low TV penetration
(26% out of 145m
rural households)