The Siyaram Celebrity Endorsement Experience |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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ExcerptsBackground NoteSiyaram was a part of the Siyaram Poddar Group of companies, which had a turnover of $ 209 billion in 2000-01. The group, founded in 1954, was into the textile (yarns, fabrics and garments), paper/paperboards and tyre (rubber tyres and tubes) businesses...
The Celebrity Endorsement IssueCelebrity endorsements began way back in the 19th century with UK's Queen Victoria endorsing Cadbury's Cocoa. Using celebrities for promotion has been a common marketing communications strategy, practiced globally. Marketers believe celebrity endorsers are more effective than non-celebrity endorsers in generating actual sales from the customers, and positively influence the consumption of the products they are associated with...
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