Case study – Fiat Palio
Dissatisfaction with product quality/performance
A company cannot sell an ordinary product just by making a celebrity endorse it.
In fact, if anything, the product will fail faster because the presence of the celebrity will create a buzz and more people will know about the “ordinariness” of the product.
Unfortunately using a celebrity seems to be the easy way out of a parity product situation.
Sachin Tendulkar’s endorsement of Fiat Palio was quite a success initially.
But as word about the poor fuel efficiency of Palio spread, its sales took a beating.
In this case, Sachin’s presence could’ve worked wonders but for the poor performance of the car in a market that is highly performance conscious.
Dissatisfaction with product quality/performance
A company cannot sell an ordinary product just by making a celebrity endorse it.
In fact, if anything, the product will fail faster because the presence of the celebrity will create a buzz and more people will know about the “ordinariness” of the product.
Unfortunately using a celebrity seems to be the easy way out of a parity product situation.
Sachin Tendulkar’s endorsement of Fiat Palio was quite a success initially.
But as word about the poor fuel efficiency of Palio spread, its sales took a beating.
In this case, Sachin’s presence could’ve worked wonders but for the poor performance of the car in a market that is highly performance conscious.