Marketing Concept for‘John Smith Celebrity Endorsement Management Assignment Help

Assignment Task

In this section, you need to make sure you cover the answers to the following key questions:
1. What is the brand/business?
2. What is their marketing (product) offering?
3. Who is the customer (target market must be defined)?
4. What are customers’ wants?
5. How is the competition in the category?
6. What is the problem(s) at hand?

Example 1:
Company A has used a celebrity called ‘John Smith’ to promote and endorse its brand. This has led to increased brand awareness and sales for the firm. The marketing concept which is applied here is called “celebrity endorsement” which is one of additional promotional method of marketing mix.According to this theory, there must be a consistency between the endorser’s image and personality and the brand image. This business practice was successful and benefited the company as this marketing concept was applied correctly as they have chosen the right celebrity to ensure consistencybetween the endorser’s image and personality and the brand image.
Example 2:
Company B has experienced decreased market share and sales due to some inappropriate business practices. This company used to target old-fashioned conservative customers who care about sales promotion and receiving low prices. As one the business practices, company B has changed its pricingstrategy and eliminated the sales promotion. This has led to huge complaints from their customer and decreased their level of sales. The negative result has occurred since this company has not conducted any market research. Market research is a core marketing concept and strategies must be conducted after identifying and knowing customers and their features, wants, preference, values, etc. 

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