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.
Table of Contents
- 1. Introduction
- 1.1 Aim of the paper
- 1.2 Relevance of the topic
- 1.3 Disposition of the paper
- 2. Concepts of marketing
- 2.1 Defining essential terms
- 2.1.1 Brand
- 2.1.2 UAP
- 2.1.3 Testimonial
- 2.1.4 Prototype
- 2.1.5 Brand equity
- 2.1.6 International Marketing
- 2.2 Theoretical models on marketing
- 2.2.1 BCG-Matrix
- 2.2.2 Ansoff's Product-Market-Matrix
- 2.2.3 4 P's of Marketing
- 2.3 Practical successful marketing-application
- 2.4 Marketing-Trends
- 2.4.1 Social-Media-Marketing
- 2.4.2 Sustainability
- 3. Theoretical views on celebrity marketing
- 3.1 Model of celebrity marketing
- 3.2 Development
- 3.3 Former approaches
- 4. Coca Cola Company
- 4.1 Coca Cola's perception on brand
- 4.2 Campaign “Hör' auf dein Herz”
- 5. Empirical study
- 5.1 Data collection
- 5.2 Empirical findings
- 5.3 Survey drifts
- 6. Critical analysis and recommendations
Objectives and Key Themes
This bachelor thesis aims to analyze the effectiveness of celebrity marketing in enhancing market penetration, using Coca-Cola Light and its “Hör' auf dein Herz” campaign as a case study. The research investigates the theoretical frameworks of celebrity marketing and applies them to a real-world example. It explores the interplay between brand image, celebrity endorsement, and consumer perception.
- Celebrity Marketing Strategies
- Brand Image and Consumer Perception
- Market Penetration and Brand Equity
- Effectiveness of Marketing Campaigns
- The Role of Social Media in Marketing
Chapter Summaries
1. Introduction: This introductory chapter sets the stage for the thesis by outlining the research objectives, highlighting the relevance of celebrity marketing in the context of Coca-Cola Light, and providing a roadmap for the subsequent chapters. It establishes the scope of the research and briefly introduces the methodology employed.
2. Concepts of marketing: This chapter lays the theoretical foundation by defining core marketing concepts such as brand, UAP, testimonial, prototype, and brand equity. It explores various theoretical marketing models like the BCG Matrix, Ansoff's Product-Market Matrix, and the 4 Ps of Marketing, providing a comprehensive overview of relevant marketing principles and frameworks used throughout the study. The chapter also examines successful marketing applications and emerging trends such as social media marketing and sustainability, setting the context for the analysis of celebrity marketing within a broader marketing landscape.
3. Theoretical views on celebrity marketing: This chapter delves into the theoretical underpinnings of celebrity marketing. It presents a model for understanding how celebrity image transfer impacts brand perception and discusses the historical evolution and various approaches to celebrity marketing. This section provides a critical analysis of existing literature and frameworks, preparing the ground for the empirical analysis of Coca-Cola Light's campaign.
4. Coca Cola Company: This chapter focuses on Coca-Cola, its brand perception strategies, and specifically, the details of the "Hör' auf dein Herz" (Listen to your heart) campaign featuring Heidi Klum. It analyses Coca-Cola’s established brand image and how this campaign aimed to build upon existing strengths or reposition the brand to new demographics.
5. Empirical study: This chapter presents the empirical findings obtained through data collection and analysis. This involved establishing a methodology for gathering data, detailing the collection process and then offering a detailed explanation of the results. A crucial aspect here is to identify any biases or limitations in the data to ensure the validity of the study’s conclusions.
6. Critical analysis and recommendations: This chapter offers a critical evaluation of the empirical findings, integrating them with the theoretical framework established in earlier chapters. It assesses the success of the Coca-Cola Light campaign, discussing areas of strength and weakness. Based on this evaluation, the chapter concludes by offering practical recommendations for future marketing strategies.
Keywords
Celebrity marketing, brand image, market penetration, Coca-Cola Light, Heidi Klum, consumer perception, brand equity, marketing campaigns, social media marketing, empirical study, market research.
Frequently Asked Questions: Analysis of Coca-Cola Light's "Hör' auf dein Herz" Campaign
What is the main topic of this academic paper?
This bachelor thesis analyzes the effectiveness of celebrity marketing in enhancing market penetration, using Coca-Cola Light and its "Hör' auf dein Herz" (Listen to your Heart) campaign as a case study. It investigates how celebrity endorsement impacts brand image and consumer perception.
What are the key themes explored in the paper?
The paper explores celebrity marketing strategies, brand image and consumer perception, market penetration and brand equity, the effectiveness of marketing campaigns, and the role of social media in marketing. It specifically examines the interplay between these elements within the context of Coca-Cola Light's campaign.
What theoretical frameworks are used in the analysis?
The paper utilizes various theoretical marketing models, including the BCG Matrix, Ansoff's Product-Market Matrix, and the 4 Ps of Marketing. It also delves into established theoretical models of celebrity marketing, examining how celebrity image transfer impacts brand perception.
What is the methodology used in the research?
The research employs an empirical approach, involving data collection and analysis. The paper details the methodology used for data gathering and provides a detailed explanation of the results, including an assessment of any biases or limitations.
Which company and campaign are analyzed?
The case study focuses on Coca-Cola Light and its "Hör' auf dein Herz" campaign, which featured Heidi Klum. The paper analyzes Coca-Cola's brand perception strategies and how this specific campaign aimed to enhance brand image and reach new demographics.
What are the key findings of the empirical study?
The paper presents the empirical findings in a dedicated chapter. These findings are critically analyzed and integrated with the theoretical framework to assess the success of the Coca-Cola Light campaign, highlighting both strengths and weaknesses.
What recommendations are provided in the paper?
Based on the empirical findings and critical analysis, the paper offers practical recommendations for future marketing strategies, providing insights for effective celebrity marketing campaigns.
What are the key chapters covered?
The paper is structured into six chapters: Introduction, Concepts of Marketing, Theoretical Views on Celebrity Marketing, Coca-Cola Company, Empirical Study, and Critical Analysis and Recommendations. Each chapter contributes to a comprehensive understanding of the research topic.
What keywords describe the paper's content?
Key terms include: Celebrity marketing, brand image, market penetration, Coca-Cola Light, Heidi Klum, consumer perception, brand equity, marketing campaigns, social media marketing, empirical study, and market research.
Where can I find a detailed table of contents?
The provided HTML includes a detailed table of contents outlining the structure and specific subtopics covered in each chapter of the academic paper.
What is the overall aim of this paper?
The primary aim is to determine the effectiveness of the Coca-Cola Light "Hör' auf dein Herz" campaign as a case study in celebrity marketing and to contribute to the existing body of knowledge on this topic.
- Quote paper
- Katharina Krützkamp (Author), 2013, Celebrity-Marketing: Market penetration by image transfer from stars using the example of the brand Coca-Cola light of the beverage producer Coca Cola., Munich, GRIN Verlag, https://www.grin.com/document/264823
