Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Research Penshoppe

No description
by

Angie Reyes

on 25 February 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Research Penshoppe

EFFECTS OF FOREIGN CELEBRITIES AS BRAND AMBASSADORS FOR Chapter I INTRODUCTION
is one of the famous original Filipino brands in our country Established in 1986 as a college project between friends it has grown really big, and today, it is the flagship brand of Golden ABC, and one of the Philippines’ leading fashion clothing brands. Penshoppe has been famous for their giant billboards, their fashions shows and most especially their endorsers. Being an original Filipino brand, the researchers became interested in finding out why Penshoppe is using more foreign celebrities to endorse their brand, how foreign celebrities help their brand, and how this kind of strategy affect their consumers Significance of the Study this research will benefit the following: Other companies or competitors This study will help them:

determine if their company can get better attention from the consumers or increase sales output if they use foreign personalities to endorse their brand New breed of Companies/Entrepreneurs this research will give them knowledge on how the strategy of using foreign personalities as endorsers of a brand works—its advantages, the risks, and the gain Advertisers This research will help them think of an approach on how to conceptualize ads that will fit a foreign endorser and determine the impact of it to the audiences or consumers Scope and Limitation Statement of the Problem Chapter II THEORETICAL FRAMEWORK Source Credibility Theory How we interpret it What are the effects of using foreign celebrities as brand ambassadors for Penshoppe? Chapter III METHODOLOGY Name:
Designation/Position:
Profile:
Advertising Strategy:

1.When did you start working with foreign celebrities to endorse Penshoppe?

2.What is your objective in using foreign celebrities as endorsers for your brand?

3.How was the experience working with foreign endorsers?

4.The company, Penshoppe, was established here in the Philippines, why do you use foreign celebrities to endorse?

5.What made you consider choosing foreign celebrities to advertise products from Penshoppe? What’s the cost?

6.What would be the advantages and disadvantages of using foreign talents to endorse the products of Penshoppe?

7.What is the impact of using foreign endorsers to consumers?

8.How does it help you in terms of awareness (from consumers) or sales? Picture 1 Picture 2 1. Which advertisement strikes you the most?
From Male Models
__ Picture 1
__ Picture 2

Why? ________________________________________________________ Survey Questions From Female Models
__ Picture 1
__ Picture 2

Why? _______________________________________________________ Picture 1 Picture 2 2. Which outfit would you wear?
__ Picture 1
__ Picture 2

Why? ________________________________________________________ Picture 1 Picture 2 Picture 1 Picture 2 2. Which outfit would you wear?
__ Picture 1
__ Picture 2

Why? ________________________________________________________ Interview Questions 3. Which clothes would you buy?
__ Picture 1
__ Picture 2

Why? _______________________________________ 3. Which clothes would you buy?
__ Picture 1
__ Picture 2

Why? ________________________________________ 4. What leads you to Penshoppe?

__ the brand itself
__ the endorser
__ the price
__ the clothing style 5.What products do you buy in Penshoppe?

__ clothes
__ footwear
__ accessories
__ bag
__ perfume 6. Who are the celebrity endorsers you know or recall from Penshoppe?
_______________________________________________________________________________________________________________ limited to one company: Penshoppe

will conduct both SURVEY and INTERVIEW

survey will use both local and foreign endorser BUT.. COMPARE PREFER

sales findings will be in percentage
Respondents survey was conducted in some places in
LAS PIñAS and MUNTINLUPA

Moonwalk 26
SM Southmall 24
Pilar Village 15
Angela Village 13
BF Resort 7
Southland 7
Molito Alabang 7
Citadella 1
100 respondents Research Objectives 1.To find out why Penshoppe decided using foreign personalities to endorse their brand.

2.To determine if foreign endorsers are effective when it comes to awareness and sales in advertising their clothing brand.

3.To know if consumers are influenced by foreign endorsers in terms of their attitude towards the advertisement, attitude towards the brand, and purchase intention. 1.Penshoppe – a clothing brand based in the Philippines established in 1986.

2.Consumers – a person who uses goods or services.

3.Endorsers – a person who transfers his ownership interest in something by signing a check or negotiable security.

4.Company – an institution created to conduct a business. Definition of Terms 5.Advertising – a public promotion of some product or service.

6.Attitude towards the advertisement – the consumer forms various feelings and judgments as the result of exposure to an ad

7.Attitude towards the brand – an individual’s internal evaluation of the brand

8.Purchase intention – an individual’s conscious plan to make an effort to purchase a brand Review of Related Literature APPAREL BRAND ENDORSERS AND THEIR EFFECTS ON PURCHASE INTENTIONS: A STUDY OF PHILIPPINE CONSUMERS
Karina P. Rodriguez* ENDORSER
-type (celebrity and anonymous)
-credibility EFFECTS CONSUMER
-attitude
-purchase intention CONCLUSION Endorser (with high credibility) Experienced
Knowledgeable
Qualified
Trustworthy influence Consumer attitude towards the ad
purchase intention EXPLORING THE RELATIONSHIP BETWEEN CELEBRITY ENDORSER EFFECTS AND ADVERTISING EFFECTIVENESS
(A QUANTITATIVE SYNTHESIS OF EFFECT SIZE)
Clinton Amos
Gary Holmes
David Strutton Celebrity Performance - the level of athletic performance, acting success, musical success, etc. of any given celebrity. Celebrity credibility - expertise and trustworthiness Celebrity expertise - positively influences source effectiveness Celebrity trustworthiness - trustworthiness is the degree of confidence consumers place in a communicator’s intent to convey the assertions s/he considers most valid Celebrity attractiveness - physical attractiveness, personality and athletic ability Celebrity/product fit - harmony of the match between the celebrity endorser and the product being endorsed Chapter IV Addressed to the Marketing Department of Penshoppe PRESENTATION OF DATA, INTERPRETATION OF RESULTS AND ANALYSIS Interview Results Foreign endorsers - a way to stand out in the very saturated advertising environment world class product Foreign celebrities global appeal Impact brand gets talked about influences the sales Foreign endorsers has drawn attention of the international market Survey Results Demographic Profile of the Respondents Age Groups Gender Total
Male Female

13-19 29 12 41
20-26 24 13 37
27-33 11 3 14
34-40 2 2 4
41 and Up 1 3 4

TOTAL 67 33 100 Reasons
Looks (of the model) 26
Racial 16
Clothes (style) 13
Familiarity with the foreign model (popularity) 7
Others 4
Familiarity with the local model (popularity) 1
TOTAL 67 Male Respondents

Picture 1 (Foreign Model) – 39 votes
Picture 2 (Local Model) – 28 votes Female Respondents

Picture 1 (Foreign Model) – 21 votes
Picture 2 (Local Model) – 12 votes Reasons
Looks (of the model) 17
Familiarity with the foreign model (popularity) 9
Clothes (style) 6
Racial 1
Familiarity with the local model (popularity) 0
Others 0
TOTAL 33 Question #1
Which advertisement strikes you the most? Picture 1 Picture 2 Male Female Question #1
Which advertisement strikes you the most? Picture 1 Picture 2 Male Respondents

Picture 1 (Foreign Model) – 34 votes
Picture 2 (Local Model) – 33 votes Why? Reasons
Looks (of the model) 42
Racial 11
Others 5
Familiarity with the foreign model (popularity) 4
Familiarity with the local model (popularity) 3
Clothes (style) 2
TOTAL 67 Female Respondents

Picture 1 (Foreign Model) – 21 votes
Picture 2 (Local Model) – 12 votes Reasons
Looks (of the model) 16
Familiarity with the foreign model (popularity) 6
Others 5
Clothes (style) 3
Racial 2
Familiarity with the local model (popularity) 1
TOTAL 33 Male Female Question #2
Which outfit would you wear? Picture 1 Picture 2 Male Respondents

Picture 1 (local model) – 15 votes
Picture 2 (foreign model) – 52 votes Reasons
Clothes (style) 46
Familiarity with the foreign model (popularity) 2
Familiarity with the local model (popularity) 3
Looks (of the model) 7
Others 6
Racial 3
TOTAL 67 Question #2
Which outfit would you wear? Picture 1 Picture 2 Female Respondents

Picture 1 (foreign model) – 10 votes
Picture 2 (local model) – 23 votes Why? Why? Reasons
Clothes (style) 21
Familiarity with the local model (popularity) 4
Looks (of the model) 3
Familiarity with the foreign model (popularity) 2
Racial 2
Others 1
TOTAL 33 Question # 3
Which clothes would you buy? Male Respondents

Picture 1 (foreign model) – 21 votes
Picture 2 (local model) – 46 vote Picture 1 Picture 2 Reasons
Price 45
Clothes (style) 18
Racial 2
Familiarity with the foreign model (popularity) 1
Others 1
Familiarity with the local model (popularity) 0
Looks (of the model) 0
TOTAL 67 Why? Why? Question # 3
Which clothes would you buy? Picture 1 Picture 2 Female Respondents

Picture 1 (foreign model) – 5 votes
Picture 2 (local model) – 28 votes Reasons
Price 22
Clothes (style) 6
Racial 3
Familiarity with the foreign model (popularity) 1
Others 0
Familiarity with the local model (popularity) 0
Looks (of the model) 0
TOTAL 32 Why? Question # 4
What leads you to Penshoppe? Question # 5
What products do you buy in Penshoppe? Question # 6
Who are the celebrity endorsers you know or recall from Penshoppe? Foreign

One Direction 33
Mario Maurer 23
Zac Efron 13
Leighton Meester 9
Ian Somerhalder 5
Ed Westwick 5
Mandy Moore 2 Local

Solenn Huessaf 16
Matt Evans 13
Victor Basa 4
Jericho Rosales 4
Nikki Gil 3
Heart Evangelista 2
Mikael Daez 0 Chapter V CONCLUSION, RECOMMENDATION Only a certain market knows the foreign endorser because of they are cable popular
The foreign endorser made Penshoppe global
Its effect on the consumers' attitude and purchase intentions
Effectiveness of a message depends upon the expertise and trustworthiness of the endorser
Penshoppe says that foreign endorser gives global appeal Conclusion Understanding the opportunity and edge in having foreign models as their ambassadors
Local models can have impact
Price and style
Creates global brand image
Guidelines
Criteria of choosing a celebrity
How to use endorsers effectively Recommendation expand territories clothes 45% Sales Increase
Full transcript