Effectiveness of Celebrity in Brand Endorsement

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Final Project
Effectiveness of celebrity in brand endorsement

Between
A comparative study of Mobilink Indigo and Telenor Persona

A REPORT SUBMITTED TO THE DEPARTMENT OF MANAGEMENT SCIENCES, VIRTUAL UNIVERSITY OF PAKISTAN IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTERS IN BUSINESS ADMINISTRATION

SUBMITTED BY
MC100200309
Farhan Zameer Ahmed

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Department of Management Sciences,
Virtual University of Pakistan
Date: 30-12-11

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Acknowledgment

I receive enormous delight in thanking MKT 619 Instructor for permitting me to carry on work later than accepting my proposal for this project. I would like also like to situation my heartiest thanks to every one staff member of Virtual University for their kind support, guidance and useful suggestions, during my two years MBA with this University. I would like to thanks the Mobilink Indigo & Telenor Persona Pakistan to support me during project. I would like to put into words my warm thanks to my parents for their blessings, my collaborator and my friends for their help for doing well completion of this project.

Executive Summary

This project is all about the primary research about the topic of Effectiveness of celebrity in brand endorsement. This project describes that relationship by making the comparison between the two leading telecommunication companies of Pakistan i.e. Mobilink and Telenor. The package which I selected for my research of these telecommunication companies are Post paid package. For Mobilink I selected Mobilink-Indigo and for Telenor, I selected Telenor-Persona. Moreover these packages are running very effectively and gathered more customers in the country.

Both companies are very mature in the telecommunication market sector of Pakistan. The major difference is the customization of the package which is launched by both companies. Mobilink Indigo acquire large market share as compared to Telenor-Persona. Now as far as the Research topic is concerned, the marketing of the both packages is done well by the respective companies. In the advertisement of Mobilink Indigo, Mobilink hired Shan (a leading Pakistani film actor) and in advertisement of Telenor Persona, Telenor hired Sohail Ahmed (a leading actor of TV, film and stage) and Babar Ali (a good film actor). Basically, the post-paid packages are designed for the corporate customers so both the companies portray a business atmosphere in their respective advertisements.

A most important factor that the telecommunication companies will decide before launching the advertisement is the choice of the celebrity and the relationship of the personality with the atmosphere of the condition in which the advertisement will be performed. In this research, I first of all describe various factors that affect the relationship of Effectiveness of celebrity with brand endorsement and after that I researched on those factors by filling the questionnaires from the respondents from Lahore, Gujranwala, Sialkot, Gujrat and nearby areas. After gathering the primary data from the respondents and secondary data from other resources like newspapers, catalogues etc a statistical analysis including descriptive statistics and Regression analysis is applied and give the results.

Table of Contents

List of Illustrations……………………………………………………….......08

Chapter 1: Introduction………………………………………………………09

1.1Introduction of the project…………………………………....09 1.2Background of the project………………………………….…09 1.3Company’s introduction…………………………….…….…..09...
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