IMC

Brand Endorsement (Wildcraft)

Group-2( Section B)

Submitted By:
Puneet Sahu – P182A27
Anish Rai – P182B43
Mahesh Prasad – P182B34
Submitted To: Sanyam Arora – P182A03
Prof. Anirban Vishal Modani – P182A57
Amol Sonune - P182A51
 Brand Prism Model(Wildcraft)

Stylish,
Come Alive, Trendy,
Wild, Durable, Unisex
Rough & Tough

Affordable Adventure,
travel,
hiking

Youthful, I am wild, aggressive

Robust, I am a traveler
Vubrant, I am outgoing
Energetic I am adventurous
 Objective

To extend the product line of wildcraft to include Gym

Apparels
 Possible Celebrities for Brand Endorsement

 Virat Kohli: Young, Aggressive, Wild, Fitness Enthusiast, Gym Goer

 Tiger Shroff: Aggressive movie roles, Gym Freak, Fitness Enthusiast

 PV Sindhu: Fit, Very Aggressive Badminton Player

 Brand Prism Model (Virat Kohli)

Aggressive,
Good Looking, wild, elegant,
Fit Athletic

Captain
Never say die
attitude

Rough &
Gym Goer,
Tough, Full of
Athletic,
life
Agrressive
 Brand Prism Model (Tiger Shroff)

Fit, Young, Fighter

Perfect Built

Affluent Aggressive,
Actor

Fitness Wild,
Enthusiast Fast,
Fit
 Brand Prism Model (PV Sindhu)

Tall, Fit, Dark Bold

Winner Athletic,
Badminton
Player

Aggressive Fit,
Aggressive,
Tall
 Evaluation of Alternatives using TEARS

 Trustworthy
 Expertise
 Acceptability
 Respect
 Similarity
 TEARS Analysis Continues..

Parameter\Celebrity Virat Kohli Tiger Shroff PV Sindhu

Trustworthy Rank 1 Rank 3 Rank 2
Expertise Rank 1 Rank 3 Rank 2
Acceptability Rank 1 Rank 2 Rank 3
Respect Rank 2 Rank 3 Rank 1
Similarity Rank 1 Rank 2 Rank 3

Note: Ranks are given to all the alternatives- Rank 1 being the best and Rank 3
being the worst
 Recommendation

 Based on the TEARS analysis, as Virat Kohli is scoring the 1st rank in
most of the categories, we can recommend that he should be the right
choice for wildcraft to enter the market of Gym Apparels.
Thank you..