“Yamaha Fiore” 2NE1 †Celebrity Endorsement

Celebrity second gear is commonly used to market products, it is a strategy which gives a shell to a chump, to which the consumers muckle relate and aspire to. Yamaha has decided to promote its Fiore motor scooter Thailand with widely popular Korean pop congregation 2NE1. Their strategy was to filter out out to urban Thais who follow foreign trends, practice of medicine and fashion. While many a(prenominal) urban Thais certainly argon fans of the Korean fashion and pop music it remains unclear as to what effect the campaign has had on the purchase decision making and change magnitude market sh atomic number 18 if any however the effort did position Yamahas scooters as a trendy and youthful.Across European cities scooters are a real popular and low cost means of transportation. In Thailand, and a number of other emerging markets most consumers go away aspire to owning their first-year car and allow for go to great lands to acquire one such as extending significant loan s, whereas motorcycles/scooter are generally used and perceived as necessity for low income market segment.Further more(prenominal), in Bangkok it is bare that in that location are very few scooters being driven by the middle to upper market segment consumers, some of the reasons being as mentioned earlier and due to the traffic congestion and pollution which is considered to be unsafe to drive a scooter in. Yamaha is one of Thailands declamatoryst motorcycle manufacturers with a market share of 26% expecting to reach 30% in 2011 (Bangkok Post, may 5, 2008) and Honda leading with an impressive 68% (Bangkok Post, May 5, 2008) market share.A large portion of this is assigned to rural areas where people use scooter as common means for transportation whereas in urban areas people will rely on commonplace transportation, own a car or other. The key challenge would remain in changing peoples (middle, upper segment) perception of using scooters as a way to commute, slip away errand s or go to a nigh store rather than solely relying on using car most of the cartridge holder. This may be achieved by endorsing a local honor which would be i comely living in a modern condominium or a housing colony overly k directlyn locally as moo-ban.This would be a more practical approach to promoting a lifestyle people could more comfortably relate to rather than pop stars. The end result being many of the middle to upper income market segment might acquire a scooter in addition to owning a car to drive nearly their housing village or condominium and go to a nearby store or a restaurant. In the sportswear industry renown guarantee is used probably more often than in others. It is a great way to establish the brand as it is used by professional suspensors and draw the consumers attention.Nowadays a great deal of sportswear is also worn as casual wear and non only on tennis courts, golf terrains or running footmark which has significantly widened and expanded the mar ket. A very successful, charismatic athlete can portray a brand with many positive attributes. However, while there are many encouraging factors in using celebrity endorsements crossways many industries the marketing and advertising campaign could eventually result in negative or less attractive brand perception. Examples include when athletes are found to be using drugs, misbehaving in public or in competition.As mentioned earlier these individuals provide a face to the brand and in this light the public will think of a given brand. tiger Woods has been one of Nikes endorsed celebrity which has virtually established the brand in the golf industry. It is one of the prime examples of a success when a brand is tied in with a successful and charismatic athlete who also has the star power. It is also a very direct and applicable persona in the golfing industry which has attracted many first time golfers to purchase Nike equipment and other sportswear.The previously examined case of 2 NE1 pop music group would be more fitting and is more commonly used if the endorsement was used to promote fashion, perfume, makeup and other similar products as they are more fitting with feminine attributes of beauty and attractiveness. In this respect Nike has established a firm brand perception with a person who is very relevant in the industry whereas a few years from now most likely very few people will remember the 2NE1 and Yamaha joint campaign.However it is important to note that there are also certain risks when a brand strongly relies on single celebrity as is in the case of Nike/Tiger Woods who has been through a personal scandal which has dramatically affected the golfers perception in public view and who has suffered a loss of a number of endorsements by free energy drink makers and telecommunications company, Gatorade and AT&T. And we are yet to see if the company will continue to carry the golfers name in the nearby future.