Interview Transcript

Your client, Move Pro, a leading foreign company with a portable action camera, aims to establish a strong presence in India. They are currently in search of a brand ambassador. Assist them in identifying an ideal candidate for the role?

I would first like to understand more about the company and the product.

Move Pro is a US based company. It makes action cameras which are known for their compact design and high-quality video recording capabilities. They are ideal for capturing adventurous activities and sports, being durable, waterproof, and equipped with features like wide-angle lenses and advanced stabilization technology.

I would like to know what is their goal of entering India and why is there a need for a brand ambassador.

The primary goal is to earn profit. By having an ambassador the company aims to enhance brand awareness and boost sales.

Who is the target audience and what characteristics should this brand ambassador possess?

The target market includes individuals who are active, adventurous, and engaged in various outdoor and action-oriented activities. The company is looking for someone who not only resonates with the brand values but can also connect with the Indian audience. Additionally, they should have a strong cultural connection, be relatable to the target market, and possess popularity that can boost our brand awareness.

Are there any competitors in the market?

Yes, two Japanese companies have a major share, and there are a few small domestic companies.

Let’s explore the consideration of having either an Indian or an international ambassador. Since there is potential for a more robust cultural connection, relatability, and increased popularity within our target audience, I think an Indian ambassador will be more suitable.

Makes sense, go ahead.

We can consider five categories of ambassadors: Actor, Athlete, Influencer, Fitness enthusiast, and Comedian. I think it would be fair to eliminate comedians. Comedians, despite their entertainment value, may not relate well to our product, which is focused on action and adventure. There might be an audience mismatch, and their comedic image might not align with the serious and adventurous tone we want to convey.

Alright. Here is a list of potential brand ambassador names for your analysis:

To identify the best candidate, I would divide my analysis into two parts – qualitative and quantitative analysis. First, we can use qualitative factors like endorsement of competitor’s products, PR & credibility, core values alignment, etc., to narrow down the suitable candidates. Then we’ll move to

quantitative factors like budget, number of followers, cost per post, etc.

Okay, you can proceed with your analysis.

We can start the qualitative analysis with the first factor. Do we have any information about

candidates who already endorse a competitor’s product?

Yes, we do. Actor B promotes a competing product Action Star, and influencers F and fitness enthusiast

Halso have similar endorsements.

Then we could exclude candidates B, F, H from consideration, as their prior endorsements of

competitors’ products may pose a conflict of interest and compromise our brand loyalty.

That makes sense. Go ahead.

Now we will analyze their PR and credibility.

A: Being a veteran with a broad mass appeal across all age groups.

C: Has more popularity among Gen Z.

D: Associated with cricket, a widely loved sport in India. E: Being a grandmaster has a strong credibility

G: Has a decade-long meaningful connection with followers.

Case Facts

• A foreign company with a portable action camera aims to establish a strong presence in India
• Through an ambassador, the company aims to increase brand awareness and sales
• The company seeks a brand ambassador who aligns with the values, connects with the Indian audience, and boosts brand awareness
• Target audience includes active and adventurous individuals