Google+ Consumer Psyche: To stick or not to stick?


Wednesday, July 23, 2008

To stick or not to stick?

Sachin and Pepsi have separated. Period.

What does this tell you? Was Sachin pushed over other younger players by Pepsi? Does it mean his Brand image, value and sense are no longer appealing? I don't think so.

Sachin has been choosy about the brand he endorses and has a good team that decides. To think Sachin has no backup plan is silly. The question is what would happen is Sachin moved over to the other brand. I feel Sachin would be able to bring in more customers to the brand that when its without him. The reason is that the beverages as a product is a low involvement product and people don't ask for a brand and don't stop consuming other brand just because someone endorses it or has ceased to do so. But if I am selecting a 1.5 litre bottle I would love to have Sachin's pic on it. Let me be clear here I am no fanatic fan of Sachin.

I remember reading this is 'Cricket Talk'. Sachin was travelling on a jet back to India from South Africa tour. He was offered a soft drink in a glass by the air hostess. Before consuming Sachin asked if this was Pepsi to which the reply was Coke. Sachin put the glass back on the tray and asked for Pepsi and the reply was there was no Pepsi on board. Sachin smiled and asked for plain water. An elderly gentleman was sitting two rows behind him and having observed this went and asked him why he did this to which Sachin said, "I am the Brand Ambassador of Pepsi and so I shouldn't!" Sachin received a revised royalty option 2 days after he landed. Surprised Sachin's office called up Pepsi. The elderly gentleman on the flight was the Senior Vice President of Pepsi! That he does when he no one is observing him!

If this is the loyalty he shows I think he can sell any brand.
One of the reasons sachin has been around for a long time is in his ability to push himself beyond what is his limit, in his ability to readjust, realign and refocus. It is something incredible, and hence I am just waiting to see someone capitalize on his brand.

Just imagine Sachin dressed in red on a Coke bottle, or in Orange for Tropicana, or even a new Sachin flavor!
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