The Siyaram Celebrity Endorsement Experience
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Case Details:
Case Code : MKTG018
Case Length : 7 Pages
Period : 1995-2001
Pub Date : 2001
Teaching Note : Available
Organization : Siyaram Silk Mills Ltd
Industry : Commodities - Traded Goods
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Background Note
Siyaram was a part of the Siyaram Poddar Group of companies, which had a turnover of $ 209 billion in 2000-01. The group, founded in 1954, was into the textile (yarns, fabrics and garments), paper/paperboards and tyre (rubber tyres and tubes) businesses...
The J.Hampstead Story
J.Hampstead was a very popular suiting brand in Europe, renowned for its premium 100% wool suitings woven from rich natural fibers like merino wool, cashmere and woolsilk. In 1995, Siyaram tied up with J.Hampstead for marketing its suitings in India.
The company imported the fabric from Italy. It was priced in the range of Rs 1,500-1,600 per meter. In September 1997, Siyaram decided to begin manufacturing the brand at its plants with technical assistance from J.Hampstead...
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The Celebrity Endorsement Issue
Celebrity endorsements began way back in the 19th century with UK's Queen Victoria endorsing Cadbury's Cocoa. Using celebrities for promotion has been a common marketing communications strategy, practiced globally. Marketers believe celebrity endorsers are more effective than non-celebrity endorsers in generating actual sales from the customers, and positively influence the consumption of the products they are associated with...
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The Aftermath
Cronje had to resign from the South African team and was barred from playing cricket ever again. In South Africa, the Spur Restaurant Chain in Johannesburg ended a multi-million rand -advertising contract with Cronje.
The controversy heated up in the next few weeks, with many more Indian and international cricket players being named as parties to illegal match fixing. It was reported that the Board of Control for Cricket in India (BCCI) and the Mumbai/Dubai underworld were also involved in the scandal... |
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