Post on 15-Apr-2017
Celebrities in Marketing Communication:A Case Study of SNAILWHITE
Asst. Prof. SmithBoonchtimaAngkana Phuwarat
Chulalongkorn UniversityChanapa Noonark
Sukhothai Thammathirat Open University
Introduction
opinion leaders
Celebrities for advertisement
Target groups
more than 60 celebrities
High sales growth over 100 million baht in the first period
Awards- Best facial
sheet mask-HWB Award
To study the strategic planning of using celebrities for SnailWhite products
Our research questions
To study Snailwhite’s strategies of using celebrities in marketing communication.
Concepts/ Theories
Product Life CycleStrategic Planning
Marketing Communication
Celebrity Marketing / Reference Group
Methodology
In-depth interview
Open-ended Questions
Framework of Literature Review
Document Research
News, Photos
Press Releases, Monthly Reports
print media, TV, radio, Social media and others
ResultsThe strategic planning process of using celebrities
Analyze the situation
Unaware Create brand awareness
To increase the sales
Target group
oWomen o aged 20-44
o passion for beauty products
Social media Facebook Instagrams
Using Famous celebrities
Evaluation
Sales , awareness increase
Increased budget
Offline, online
media events and
press release
Results
. Strategy of using celebrities in initial stage of product
create awareness through Social Media / Celebrities review product
Results. Strategy of using celebrities in growth stage of product
create brand image/ presenter / Offline media and Social media- TVC / product placement
Results. Strategy of using celebrities in growth stage of product
Printed AD
Results
. Strategy of using celebrities in growth stage of product
Outdoor Media
Results
. Strategy of using celebrities in growth stage of product
Events / Press release
ResultsThe Characteristics of chosen presenters
Famous/Good image/Appearances match the product features / glowing/ skin whitening/ healthy/ no negative news
Conclusion
o Design marketing communication strategies of Snailwhite involve two different lifecycle of products.
o Low sales reflect the consumers perceive the physical risk and functional risk of products.
o Celebrities can create brand awareness because human try to look at the behavior of others and to be used as a reference for them (Solomon ,2013)
o Celebrities reach the widest possible audience very easily and quickly. o celebrities are used as a strategic marketing plan to define the image of the
product as quickly as possible.o Renowned personalities would convey a positive image of the product to
the customers.
Implications
o The presenters are consistent with the feature of product is the most important for creating the image of the products.
o Chosen celebrity does not target right brand to right customers, then the advertisement will not benefit the overall growth of the brand. (Mongkulsiri, 2004)
o Companies should recruit celebrities whose image suits the product and not try to create the story with the association of any random celebrity, as this will decrease the trust and credibility of the product. (Mongkulsiri, 2004)
o Companies should choose media which suitable with target group’s behavior.
o Social Media is good channel for convey the message.
Recommendations
For further study, o we should also include perception and attitude of the customers in
marketing and communication plan analysis. o The results of the study should be used as a guide for effective marketing
and communication plan.o Further research should also focus on the famous marketing strategy of
SnailWhite, which has expanded the company’s business to overseas.
Reference
Anekthammakul, P. (2010). The Effects of using multiple product celebrity in advertising (Master’ thesis). Bangkok: Thammasat University.
Benjarongkij, Y. (2011). Planning And Evaluation For Strategic Communication. Bangkok: Chulalongkorn University Press.
Monkolsiri, S. (2004). Celebrity Marketing. Bangkok: BrandAge.Solomon,M.R. (2013). Consumer Behavior:Buying,having and being. New Jersey: Person
Education.Tayler ,J.W. (1993). How to develop a successful advertising plan. Lincolnwood, Illinois: NTC
Business Books.Young, A. (2010). Brand media strategy : integrated communications planning in the digital
era. New York: Palgrave Macmillan.
Q & A