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