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

Table of Content

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

7. Conclusion and Outlook

Research Objectives and Focus Areas

This bachelor thesis examines how celebrity marketing effectively influences consumer perception and strengthens brand equity, specifically analyzing the "Hör’ auf dein Herz" campaign of Coca Cola light as a modern application within the beverage industry.

• The mechanics and effectiveness of celebrity marketing as a tool for modern brand communication.
• The impact of the image transfer process from celebrities to brands on consumer purchasing behavior.
• The strategic role of the "Hör’ auf dein Herz" campaign within Coca Cola's broader sustainability and active lifestyle initiatives.
• Evaluation of the credibility and congruency between celebrity testimonials and product values.
• Analysis of consumer perception through an empirical survey focusing on the target demographic.

Excerpt from the Book

Summary of Chapters

1. Introduction: This chapter defines the aim of the thesis, outlines the relevance of celebrity marketing in a globalized market, and presents the structure of the analysis.

2. Concepts of marketing: This section provides fundamental definitions of marketing terms, explores key theoretical models like the BCG-Matrix and the 4 Ps, and discusses emerging trends such as social media and sustainability.

3. Theoretical views on celebrity marketing: This chapter details the mechanics of image transfer in celebrity endorsements, its historical development, and examines historical and current examples of celebrity campaigns.

4. Coca Cola Company: This section introduces the historical success of Coca Cola, its brand strategy, and provides a deep dive into the specific "Hör’ auf dein Herz" campaign.

5. Empirical study: This chapter presents the data collection methodology, the profile of the survey participants, and the detailed findings regarding consumer perception of Coca Cola's campaign and Heidi Klum.

6. Critical analysis and recommendations: This chapter synthesizes the empirical findings to provide strategic recommendations for implementing effective celebrity marketing campaigns.

7. Conclusion and Outlook: This chapter summarizes the key takeaways of the thesis and provides a forward-looking perspective on the future of celebrity marketing.

Keywords

Celebrity marketing, image transfer, Coca Cola light, testimonial advertising, brand equity, consumer behavior, market penetration, Heidi Klum, sustainability, active lifestyle, empirical study, social media marketing, marketing strategy, brand perception, corporate responsibility.

Frequently Asked Questions

What is the core focus of this thesis?

The thesis investigates the effectiveness of celebrity marketing as a tool for product promotion and brand bonding, specifically using the example of Coca Cola light.

What are the central thematic fields?

The core themes include marketing strategy, the psychology of testimonial advertising, brand management, and the influence of corporate social responsibility initiatives.

What is the primary research goal?

The goal is to determine how celebrity marketing can ideally function to increase brand equity and whether the "Hör’ auf dein Herz" campaign serves as an effective modern example.

Which scientific methods are applied?

The research combines a literature review of marketing theories with an empirical study conducted via an online survey among a specific target group to gather consumer data.

What topics are discussed in the main body?

The main body covers basic marketing theories, the development of celebrity marketing, a company profile of Coca Cola, and an analysis of its recent campaign activities.

Which keywords best characterize this work?

Key terms include celebrity marketing, image transfer, brand equity, Coca Cola light, and consumer perception.

How does the brand perception of Coca Cola influence its marketing success?

The research indicates that Coca Cola's high brand awareness and long-standing reputation significantly amplify the effectiveness of its marketing, allowing it to maintain a stable market position despite shifting consumer trends.

What conclusion does the author draw regarding Heidi Klum's role?

The author concludes that while Heidi Klum brings attention to the campaign, her effectiveness is limited by questions of credibility and her omnipresence in media, which may lead to customer boredom.

Does the thesis suggest that celebrity marketing is becoming obsolete?

No, the thesis argues that celebrity marketing remains a relevant and modern tool, provided that the selection of the celebrity is strategically aligned with the brand and the higher purpose of the campaign.