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CONTENT 1. INTODUCTION - What is a brand ? - Objectives of a good brand 2. BRAND AMBASSADOR - Who is a brand ambassador ? - Job description of a brand ambassador - Characteristics of a brand ambassador - Brand ambassadors are the new marketing mix 3. VIRAT KOHLI AS A BRAND AMBASSADOR 4. VIRAT KOHLI-THE NEW FACE OF FAST TRACK 5. VIRAT KOHLI – KOHLI – THE THE NEW FACE OF TOYOTA 6. LITERATURE SURVEY 7. METHODOLOGY 8. ANALYSIS 9. CONCLUSION 10. BIBLIOGRAPHY
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INTRODUCTION WHAT IS A BRAND ?
The American Marketing Association ( quoted by Philip Kotler) defines brand as ― A Brand is name, term, sign, or design, or a combination of them, intended to identify th goods or services of one seller or group of sellers and to differentiate them from those of competitors.” A brand is a complex symbol. It can convey up to six levels of meaning:
Attributes: The brand and the product for which it is the symbol have attributes. A brand has to convey its attributes. Benefits: Customers buy a brand or product for benefits and not for its attributes. brand has convey meaning in terms of benefits. Values: The brand also says something about the producer's values. Culture: The brand may represent a certain culture. Personality: The brand can also project a certain personality. User: The brand suggests the kind of consumer who buys or uses the product
OBJECTIVES OF A GOOD BRAND : You're Reading a Preview Unlock full access with a free trial. The objectives that a good brand will achieve include:
Download With Free Trial Delivers the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer User Loyalty
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BRAND AMBASSADOR WHO IS A BRAND AMBASSADOR ?
Brand Ambassador is a marketing term for a person employed by an organization or company to promote its products or services within the activit y known as branding. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, va and ethics.[1] The key element of brand ambassadors lies in their ability to use promotiona strategies that will strengthen the customer-product/service relationship and influence a la audience to buy and consume more. Predominantly, a brand ambassador is known as a positive spokesperson appointed as an internal or external agent to boost product/service and create brand awareness. Today, brand ambassador as a term has expanded beyond celebrity branding to self branding or personal brand management. Professional figures su as good-will and non-profit ambassadors, promotional models, testimonials and brand advocates have formed as an extension of the same concept, taking into account the requirements of every company.
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and marketing campaigns and provide feedback on sales oppurtunities in the marketplace Brand ambassodor directly interacts with consumers and provide information about the product or services a company has to offer. They make a company‘s market offerings appealing to drive consumer demand and preference for a brand.
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CHARACTERISTICS OF A BRAND AMBASSODOR 1. Knowledgeable and Innovative in marketing brands
vote onis this title Knowledgeable – Becoming a brand ambassador meansSign thatupatoperson automatically a marketing representative of the company. However, it doesn‘t he needs a degre Not useful Usefulmean that Marketing. He only needs to understand the market and a brief idea of his role to play. He will then just undergo some training to improve his skills. Know their previous experience
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is able to identify issues and trends that people embraces. He should be able to make usef suggestions and improvements for the benefit of the brand and consumer engagement. 2. Professional speaker
Ensure that your brand ambassadors are proactively initiating conversation with others promoting your brand‘s product; be it goods or services. He should be comfortable in engaging healthy discussions and be warm in dealing with difficult people. A perfect example is Lewis Hamilton‘s appointment as the global brand ambassador for Petronas Syntium:
―As the brand ambassador, Hamilton will be the face of the company‘s range of Petronas Syntium products ―He will also participate in a number of Petronas’ global marketing, communications and promotional programs and activities,‖ Petronas said.
As the brand ambassador, Hamilton is then expected to be dynamic in dealing with people He must be well informed with the product he is promoting. A good level of awareness ov the industry is also very critical. Everything that he says will reflect the company‘s stand issues thus; we cannot discount the need for a diplomatic but at the same time engaging speaker.
A product‘s quality and image is being carried by the person represe nting it. A brand You're Reading a Preview ambassador should not just speak for it; he needs to be the voice of the brand itself. If he does, people will clearly see the connection between himtrial. and the brand. A few moments Unlock full access with a free where a speaker cannot introduce the product properly, may mean a lifetime of brand humiliation. The audience will not Download just lose their towards your product but also Withinterest Free Trial remember the shame that happened for a long period of time.
Remember that the presentation of your product and brand is being placed on the hands of your brand ambassador. As such, his purpose is to build a connection between your produ and your audience through his image. Take note that no matter how great your product is, it‘s not delivered properly to the public, it would be useless a s they will not spend time or attention into trying it. 3. Leader
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The main purpose of a brand ambassador is to embody the values, the character and the overall image inherent to the brand. He needs to stir up thoughts associated with owning t
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to your employees view about your company and its product. It‘s because they have lesse stake than the top management. If your staff spea k well of your product, it‘s a plus to you promotion.
A known and respected authority over a niche like bloggers, small publishers and others g so much empathy and affection from their audience. That‘s why it‘s bette r to have these people for your brand rather than the extremely expensive advertising campaigns.. 5. Relationship Builder
Speaking for your brand is one thing, building a solid relationship is another, and the latte more important. Your ambassador‘s face-to-face encounters with your target audience are very significant as these create the opportunity to build a relationship between your custo and your brand. Seize the opportunity by getting the right person to represent the brand.
The best brand ambassadors are those who actually experienced your product. Often, they the people within your customer base and not your employees. Monitor your brand‘s onlin image. There you will see and identify customers who earnestl y promotes your product. F out the scope of their influence by following their blogs and social media ci rcles.
Your ambassador is not just a display to your events. He needs to experience it to add val to his job. He needs to ensure that the customers are happy and are positively impacted in every event. You're Reading a Preview 6. Team Player
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Indeed, brand ambassadors should Download be high-caliber people. With Free TrialBut more than this, they should themselves as part of the team. They must remove the misconception that they are the sol reason for your sales and popularity. This way, you ensure that your team works harmoniously and all issues prevented. 7. Tech-Adequate
Your ambassadors should be updated to the latest trends that people r ecognize. Today, pe are very much inclined to the use of social media. Therefore, your ambassadors should no Sign up to vote on this title only literate in opening your computer but also passionate in using the social media tools Not useful Useful promote campaigning for your brand. Let them explore and develop ways to your brand worldwide by generating high traffic to sites that promotes your product.
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BRAND AMBASSADOR ARE THE NEW FOUND MARKETING MIX
Marketing mix is the specific combination of maketing elements to achieve objectives and satisfy the target audience. Brand ambassodar decisions come in its Promotional decision Brand ambassadors are the new found marketing mix for several se ctors.
The concept was at the emerging state of NCR but once it was tried it took te sector by sto One thing common to all brand ambassodars are their appeal i n the indian market and all firms want to make use of their popularity. Prashant Tiwari the MD of Prateek Group says ―the basic idea is to make a person comfortable while buying an apartment. This is a one time purchase and having abrand ambassador does help in people connecting with the developer‘‘
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VIRAT KOHLI AS A BRAND AMBASSADOR
Virat Kohli (born 5 November 1988) is an Indian cricketer. He is a middle-order batsm
who can also open the batting. He can also bowl right arm medium pace.[1] Kohli was the captain of the victorious Indian team at the 2008 U/19 Cricket World Cup held in Malays He represents Delhi in first-class cricket and is the captain[2] of the Royal Challengers Bangalore franchise in the Indian Premier League. He also played for the West Delhi Cric Academy.[3] Kohli was the recipient of the ICC ODI Player of the Year award in 2012.[5] SportsPro rated him the 13th most marketable athlete in the world.[6] Kohli captained the victorious Indian team at the 2008 U/19 Cricket World Cup held in Malaysia He was named vice-captain of the ODI team for the 2012 Asia Cup in March.
Kohli made 212 runs in the two Test matches including a century and two half-centuries a average of 106. In the second Test at Bangalore, Kohli scored his second Test century. He You're Reading a Preview made 103 runs with 14 boundaries and one six in the first innings. In the second innings, h [48] made 51* runs and was awarded Man offull theaccess Match. Unlock with a free trial.
Kohli was included in the 15-man squad for the tournament. Download With Free Trial He played in the warm-up m against Sri Lanka and scored 144 runs off 120 balls at a strike rate of 120 and led India to victory.
Dhoni got injured in first match of triangular series so kohli lead the team in the remainin matches. He became first time captain of Indian ODI team He was named the captain of the Royal Challengers Bangalore team for the sixth season Sign up to vote on this title
IN 2012 HE was awarded by – ICC ODI Player of the Year and Peoples Choice Awards Useful Not useful Favorite Sportsperson of the Year
ENDORSEMENTS
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3C Company (a real estate player) Red Chief Shoes Boost Toyota Motors Celkon Mobiles Cinthol (from Godrej) Munch (from Nestle) PepsiCo.
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VIRAT KOHLI – THE NEW FACE OF FAST TRACK
India‘s Famous Youth Icon to represent Country‘s Favourite Youth Fashion Brand . India most exciting and fastest growing youth fashion brand Fastrack has found a perfect matc Virat Kohli, one of the youngest most aggressive cricketers today. Formalizing the relationship Fastrack signed Virat Kohli as its brand ambassador on Wednesday, 10th February 2010.
Virat, who is happy to be associated with Fastrack says, ―I am very excited to be represen a brand like Fastrack that stands for cutting-edge innovation and fashion in the youth spac have always admired the brand‘s attitude and style and relat e to it closely as it is refreshin trendy and fast.‖
Expressing his views on this occasion, Mr. Ronnie Talati, Vice-President and Business H Fastrack and New Brands said, ― Virat personifies the mind set of today’s youth and we You'rematch Reading a Preview believe that the association is a perfect between Virat’s personality and what we stand f or as a brand – both are young, ed,with aggressi ve and extr emely popular wi Unlock admir full access a free trial. youth .”
Download With Free Trial Being true to the brand image that Virat will endorse as a famous youth icon, he has indee moved on from carrying his fashion statement at social do‘s to his unparalleled captaincy cricket team which won a World Cup under 19. He makes a perfect choice for Fastrack both are ambitious and symbolize Style and Fashion
BRAND PERSONALITY AND BRAND AMBASSADOR’S PERSONALITY:
Young , Admired
Energetic and Fast
Youth oriented
Aggressive
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- THE NEW
FACE
TOYOTA Toyota Kirloskar Motor (TKM) has signed on Indian cricketer Virat Kohli as their
brand ambassador.The young cricketer is the ideal brand ambassador for Toyota in their n phrase of growth in India as they design vehicles that are fun and exciting to drive. Toyota intends to connect with the youth of India,who comprise over 60 per cent of the population.And Virat Kohli is someone the youth definitely connect with in terms of his passion and dedication for and success in the nation's favourite sport. For Kohli,who is also the brand ambassador of TVS Motors,the new endorsement comes tremendous step up."I am excited to be a part of Toyota's drive to connect with India's youth.Toyota inspires the spirit of success and that is an emotion that is close to my heart,"said Kohli. As the new face of the Toyota brand,Kohli will feature in a blitz of electronic and print advertisements from the company,which should help Toyota create a sizeable connect wit the countrys youth. Toyota Kirloskar Motor Marketing Deputy Managing Director Sandeep Singh said," We a extr emel y happy to announ ce Vi r at Kohl i as our brand ambassador .H e bri ngs with hi
You're a Preview the emoti ons that Toyota aims to off er itsReading customer s thr ough i ts vehi cles passion ,exu ber ance,ener gy,fu n and excifull tement.Toyota' s jour ney in I ndia and Vi r at' s Unlock access with a free trial. jour ney in cri cket bear simi lar iti es.F r om a buddi ng player ,both went on to become a promi sin g player ,in such a shor t durati on ofWith time.Br Toyota and Vir at Kohli both Download Freeand Trial r epresent per fection and conti nu ous improvement."
If there is one thing that the Japanese car maker and its newly recruited young brand ambassador have in common,it is to rise to the occasion in times of trouble,and lets hope t newfound synergy helps them achieve similar goals in the future.
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LITERATURE SURVEY
To study my project I have reviewed published articles on newspapers,journals,magazine and periodicals. 1.THE TIMES OF INDIA
At Rs 3 crore, Brand Virat Kohli breaks into big league
At 23, Virat Kohli's exploits on the fieldReading - combined with his youth, good looks and You're a Preview attitude - make him a compelling proposition for brand endorsement TNN | Mar 21, Unlock full access with a free trial. 2012 Download With Free Trial MUMBAI: He is being described as the hottest one-day cricketer on the planet and a potential captain candidate for Team India. At 23, Virat Kohli's exploits on the field — combined with his youth, good looks and attitude — make him a compelling proposition brand endorsements.
The Kohli charm is already at work. The Delhi lad's annual endorsement fee has shot past 3 crore per brand after his two recent blitzkrieg centuries in one-day cricket.
He is poised to sign two-three fresh endorsement deals at new rates, which have soared th Sign up to vote on this title fold from just under Rs 1 crore he charged a year ago. TOIUseful has learntNot thatuseful he has signed P&G's Vicks brand and could sign up with a cellular operator and a mobile handset brand after the Asia Cup.
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In the cricketing world, Kohli is now being seen as next only to M S Dhoni and Sachin Tendulkar as far as brand equity goes. MSD's endorsement fee went ro cketed to Rs 8-10 crore annually after the World Cup win, and is stil l by far the biggest brand endorser — and neck with the likes of actors such as Aamir Khan, Shah Rukh Khan and Ranbir Kapo
"Kohli will soon become a default option for brands wanting to invest in cricket. What he going for him is the attitude he carries with him on and off the field," said Anirban Das B MD, Kwan Entertainment and Marketing, which works closely with Cornerstone Sport on Kohli's endorsements.
Kohli's youth makes him an ideal choice for brands that c hase a younger demography, wh is key to India's consumption-led growth. "We feel we entered at the right stage and the n couple of years will be the peak of his career. He fits the brand proposition perfectly for u and has a charismatic appeal," said J Suresh, MD (brand and retail), Arvind, which owns brands like Flying Machine and Arrow.
The jeanswear brand signed Kohli last year before the World Cup at a moderate price and close to renewing the contract with him till 2013, said sources close to the development.
Another brand Titan Fastrack, which caught him early in 2010, also has its endorsement contract up for renewal, rendering it more expensive after his recent successes. Industry observers are watching whether Kohli would follow MSD in swelling his portfolio with You're Reading a Preview brands, not being too picky with his choices. Sajdeh said Kohli, on the contrary, turns dow more offers than what he accepts. Unlock full access with a free trial. Download With Free Trial
2. GQ MAGAZINE
21 MARCH 2013 :
Why brands love Virat Kohli so much?
With almost 15 brands in his kitty, Vira Sign up to vote on this title Kohli has become a brand to reckon for. Useful Not useful Endorsement after endorsement- he is on guy who is reaching out to every TG in
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the brand equity he is only being compared to M S Dhoni and Sachin Tendulkar. Dhoni's endorsement fee shot up to Rs 8-10 crore annually after the World Cup win, and is s by far the biggest brand endorser, neck and neck with the actors such as Aamir Kha Shah Rukh Khan and Ranbir Kapoor.
Not only is he dubbed as 'Mr dependable' for the Indian cricket team, his connect with youth, women and children has positioned Virat Kohli as a dependable ambassador for ov dozen brands. Industry experts say Kohli's annual earnings have crossed the R100-crore m at the start of 2013. Recently, Kohli added juicy endorsement deals in his kitty, including Cinthol Deo, t leading brand of Godrej Consumer Product and Nestle India's Munch.
According to a recent data from TAM AdEx India, Kohli has captured the second leading position with 21% share of ad volumes in television media for January to Dec 2012. Wh Tendulkar leads the pack with 25%, Dhoni takes the third spot with 15% of ad volumes.
Cornerstone Sports & Entertainment, which handles his brand endorsements deals, finding it hard to turn down new and more lucrative endorsement deals for this you cricketer. JWT India recently launched an exciting campaign with the cricketer as brand You're Reading a Preview ambassador for Nestlé MUNCH 4X4 made from four rich layers of wafer and Choco. Unlock full access with a free trial. The advertising campaign, that is creating a lot of excitement and buzz, casts Virat Kohli With Free Trial Download in a never seen before avatar as Balakrishnan Vaali. The campaign definitely flaunted Virat‘s acting skills which were appreciated by many.
The launch of the new MUNCH campaign in leading dailies coincided with the day ViratKohli scored a century in the first cricket test match of the India-Australia series. Th Sign up to vote on this title roll out was very well supported by innovative activity on digital media. Vaali was given Useful doubling Not useful distinct personality on Facebook and was instrumental in almost the fan base on Nestle Munch Facebook page. The specially created Twitter handle @BKVaali created a platform for the target audience to engage with him and Vaali led the conversation in his
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Recently began a seamless effort to cast Cinthol‘s brand philosophy of ‗Alive is Awesom over cricket fans on the microsite www.cinthol.com/deo via a teaser film that had a tense Virat Kohli sitting in the dressing room before a match. The film ended with a simple question posed by the young superstar of Indian cricket and brand ambassador for Cintho Deo, ―Do you know what‘s going on in my head?‖
Built purely on social media, the teaser phase was led by the microsite where Virat Kohli personally responded to tons of interesting, surprising and entertaining comments via vide a candid tone.
Within 5 hours of its official launch on Twitter, #InViratsHead was trending worldw It has been trending in India as well (all cities included), sometimes even above the 2 union budget and the railway budget.
Fans from US, UK, France, Australia, Singapore, Pakistan and pan India have been postin their answers via Twitpics, Youtube videos and witty one-liners. With over 40,000 Youtu views, 15,000 tweets and countless Facebook shares and comments, the campaign has gon viral even before the reveal.
On Twitter especially, the estimated reach has been well over 14,00,000, making the bran Twitter followers grow by 300%. Total impressions have escalated to an unprecedented 1 million.
You're Reading a Preview Boxed outside the many clichés of this category, the campaign is a focused attempt to live up young India with the ‗Alive is Awesome‘ spirit. Unlock full access with a free trial.
In coming years Virat Kohli-The brand will surely climb se veral more ladders of success. Download With Free Trial Before him many young cricket players got into the same space as he is but nobody got th strong hold over both the games- on ground and off ground. He is different and that’s the reason every brand today wants to tap his youthful yet dependable proposition.
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3. THE INDIAN EXPRESS
Brand Virat Kohli is now worth Rs 100 crore Lalitha Srinivasan , Ashish Sinha : Mumbai/New Delhi, Tue Mar 19 2013
Not only is he dubbed as 'Mr dependable' for the Indian cricket team, his connect with yo women and children has positionedYou're Virat Reading Kohli asaaPreview dependable ambassador for over a
Unlock fullis access a free trial. joined the select Rs 100-cro brands. The stylish right-handed batsman nowwith said to have
brand endorsement club, which also features skipper M S Dhoni and master blaster Sachi Download With Free Trial Tendulkar .
The 24-year-old's on-field consistency has helped him in not only doubling his appearanc
fees to over Rs 3 crore, but his average endorsement fees has also doubled in a short span 12 months. Clubbed together the 15-plus brands Kohli endorses and his appearance fees,
industry experts say Kohli's annual earnings have crossed the R100-crore mark atthe star 2013.
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Recently, Kohli added juicy endorsement deals in his kitty, including Cinthol Deo, the
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idea of having Virat Kohli play a very unexciting look-alike of his named Balakri shnan Vaali. And it has worked well for the brand."
In fact, GCPL has relaunched its Cinthol Deo brand and has revamped its communication
strategy with its new brand ambassador. At present, Kohli's annual endorsement fee range
from Rs 3.5 to 5 crore per brand. "With his new endorsement deals, Kohli' s annual fee pe
brand has soared three-fold from just under R1 crore two years ago. It is expected to jump further this year "pointed out an industry analyst in Mumbai.
METHODOLOGY
For my study, I have relied mostly on secondary material i.e, published article newspapers, journals, magazines and periodicals. I have used some books. For my analy could rely on descriptive writing. You're Reading a Preview Unlock full access with a free trial.
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ANALYSIS
From all the research I have done regarding Brand Ambassadors and Virat Kohli as a B Ambassador in India I came to know about the importance of good Brand Ambassador promotion of products. Brand Ambassadors represent the products they endorse and such a mark on the minds of the consumers that they start associating the product with endorsee. Thus, companies widely use celebrity people as an Ambassador t o their brand.
A Brand Ambassador, if not appointed, it is incompleteorganization because a Brand Ambassador is not always a celebrity, butcan be an internal Employee who has a capabili promote a Brandand has a wider reach. It Starts with the Marketing process, wherein theBrand is Promoted or sold in the market. It can be through variousmodes like Advertis Direct Marketing, Guerrilla Marketing,Positioning, Relationship Marketing, Viral Market . In today‘s competitive market, in Advertising type a person ishired to promote a new or existing Brand – It can be throughadvertisements on T.V., Radio, Newspapers, Magazine the Internet. While launching a new product, a product has following obstacleswith custom – They are not aware of your product. They dont understand the benefits of your product. They dont feel your product has perceived value. They dont see how your product meets t needs. A Brand Ambassador fills this holes, i.e. through his/herpresentation, makes custom aware of the product, explains thebenefits of the product, through his personality gives the You're Reading a Preview product toappear as a perceived valued product, and makes the customersunderstand how Unlock full access with a free trial. brand meets the customers needs. A BrandAmbassador overall helps to/is - Excellent for morale. Help to boost the sales. Support the brand of the company. Make customers and Download With Free Trial clients satisfied. They have enhanced self confidence and self esteem. Provide the compan defined competitive boundary. They are supporters for the business and as a result staff ch is decreased. The companies have 5 key motives behind endorsing a celebrity which are as follows: 1.Instant Brand Awareness and Recall. 2.Celebrity values define, and refresh the brand image.
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3.Celebrities add new dimensions to the brand image. Useful 4.Instant credibility or aspiration PR coverage
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CONCLUSION
A BRAND AMBASSADOR is someone who, at the most basic level, represents brand in positive way. It is the duty of a BRANDAMBASSADOR to express the message of a company to consumers or people who would gain something about the brand being advertised. A capable Brand Ambassador is the walking and talking embodiment ofthe product that he/she is representing. In Theory, a Brand Ambassador is a person who understands the product as well as the person who created it or the person who owns the company of which he/she is go ingto represent. A well performed advertisement by the B Ambassador leads to higher Demand by the perspective consumers. He appeals the Huma aspects of the product in a manner of improvising the life of the consumer. He builds an Image that the brand hopes to put out.
Virat Kolhi is vibrant, full of energy and vigour. Most importantly he is at the peak of h cricketing career . He has left behind his seniors like Virendra Sehwag, Yuvraj Singh and Zaheer Khan. Industry experts say that Kohli‘s annual earnings have already shot past the 100- crore mark at the start of 2013 with over 15 endorsement deals in his kitty including Boost, Fair & Lovely, Pepsi Co., Fastrack, Celkon Mobiles, TVS Sports, Toyota Liva You're others Reading Cinthol Deo and Nestle Munch among . a Preview Unlock full access with a free trial.
Having said that one cannot deny the fact that Kolhi is surely one of the strongest and mo dependable brands India has right now, and given the present scenario it just gets bi gger a Download With Free Trial better for the amber-eyed Delhi lad. .
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BIBLIOGRAPHY BOOKS: MARKETING MANAGEMENT :analysis, planning ,implementation and control. By-PHILIP KOTLER Published by- PRENTICE HALL OF INDIA PRIVATE LTD
WEBSITES: 1. 2. 3. 4. 5. 6.
www.wikipedia.com www.thetimesofindia.com www.gqindia.com www.theindianexpress.com www.google.com www.slideshare.com You're Reading a Preview Unlock full access with a free trial.
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