Celebrity-Marketing: Market penetration by image transfer from stars using the example of the brand Coca-Cola light of the beverage producer Coca Cola. (PDF)

Bachelor Thesis from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,1, University of Applied Sciences Essen, language: English, abstract: 1. Introduction
1.1 Aim of the paper
The aim of this Bachelor thesis is to work out how celebrity marketing ideally works to make customers internalize the marketing objective. Strengthen the company's image and brands, bonding customers and at least making profit. Among a lot of different marketing tools, celebrity marketing seems to be the most popular and promising one for companies to present their products excellently. Consequently, this paper answers the question, how especially celebrity marketing has to be developed in case of having a competitive advantage to competitors and the best effect on the customer. This paper focuses on a current example to explain how celebrity marketing is successfully applied in general and concerning to Coca Cola light's activities.
Before pointing out how to create effective celebrity marketing, this thesis presents the trends in marketing tools generally. The second problem statement is, if marketing is still promising in times of every company doing it.
Purpose of this thesis is then to analyze Coca Cola light's campaign concerning success potential and develop a future outlook to outline the development of celebrity marketing as a form of modern communication between company and customer and discuss Coca Cola light's position in celebrity marketing referring to the latest campaign.
1.2 Relevance of the topic
Nowadays, due to ongoing globalization and consequently the increasing fierce competition between the global operating companies, remaining competitive is getting harder. To establish a sustainable competitive advantage, many companies use a popular testimonial to advertise their product. Especially leading brands and companies wanting to strengthen their brand equity, benefit from this type of marketing. By the successful image transfer the brand is getting an added value as well as an improved band image and a strengthen customer loyalty. But celebrity marketing has disadvantages on the other side, too. This is proved in latest studies showing that celebrity marketing's success have decreased recently. Often, credibility of the brand suffers as a result of a celebrity having more than one advertising contract for different products.
Celebrity marketing can be more than just endorsing the company's product. It has the chance to become the connecting link between the company - and the brand it stands for - and the customer by creating emotionality and interest.