Question

• Choose a company’s consumer based product for both genders and analyse the following:

1. review the Web site and analyze its contents based on its appeals to the male market segment (i.e., styles, language, colors, celebrity endorsers, games, customer relationships, etc.).

2. analyze the Web site based on its appeals to the female segment (i.e., styles, language, colors, celebrity endorsers, games, customer relationships, etc.).

3. match the findings and write a summary.

Answer 1

Male market segment---

1)There are many famous male celebrities who have endorsed for many products like sachin tendulkar for airtel, mrf tyres, boost drink--the secret of my energy,malt beverages,TVS victor, and colgate palmolive tootthpast advertisment. The other example if of mahendra singh dhoni--in Frito lays chips,Reebok shoes, pepsi drink as a calorific energizing drink. Sharukh Khn for videocon and hyundai car, Saif ali Khan for Frito lays potato chips.

The advertisment is based on the perspectives of---importance of famous personalities, their sincerety and hardwork in promoting for a marketing product, their genuine endorsement, their true dedication towards contracts and terms, no argument and controversy related to the marketing policies of companies, positive feedback from the general public.

Tiger woods and michael jordan for the Nike shows. These include prestigious and high turnover companies with emphasis on durability, and maintainence of high quality control standards,hugh market investment, use of very skillfull engineers, implementation of high quality machines for designing shoes. New market survey for the feedback from general public regarding the quality of shoes while playing sports. The protection of feet of sports person while playing cricket, tennis and other games. The launch of shoes for general people in the society.

Nike has even launched a type of golf ball variety for professional golf players.

The other examples include that of adidas with david beckham, and Dunlop-john McCanroe.Venus Williams has signed a contract of 40million dollars with Reebok shoes firm.

Female market segment---

This includes the brand name of the company, partnership and shares, culture and privilege, traditional values, economical and affordable by the general public, goodlooking girls with charming beautiful personality, good conversation and communication skills like Priyanka Chopra for tagheur.Aishwarya rai for fuji films camera rolls and Nakshatra diamonds, madhuri dixit in emami ayurvedic herbal creams for skin,fairness and glow, Soha ali khan for asian paints royale.

The Q-score and the Fred principle is used to analyze the genuiness of brands and the person to be endorsed for a particular high value product in the market to be launched.

FRED- Means familiarity, reliability, Elegance and differentiation as primary factors for determining the endorser in the advertisement and quality of product to be maintained with high standards.

3) The findings reveal the matching of the identity of males and female celebrity in the advertisment with the impact on the seling of the product in the market for example shahrukh khan --mayur suitings advertisement had a positive impact on the selling of product, dharmendra for rajdoot heavy motorcycle had an extremely positive impact. Rani mukherjee for hero cycles had a negative impact as it was not suited to her personality. Amitabh bachchan in pen and chocolate advertisment had a mixed impact.