Bryant Pharmaceuticals Essay

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Is celebrity endorsement strategy viable for Bryant Pharmaceuticals? In the case, the central issue of Bryant Pharmaceuticals is they couldn’t ascertain the advertising through celebrity endorsement is viable for them. In fact, they are in the right tract that Bryant Pharmaceuticals must to build their customer base as soon as possible because the patent of their flagship product, Seflex, is going to expire in two years. Without a strong brand image, Bryant could face a severe competition. Besides, I definitely support Laura’s idea that they need something change on their promotion activities. Some studies show that due to the internet media and numerous TV channels, the influence of TV commercial become weaker and weaker. Moreover, the content of Seflex’s TV commercial has a somewhat cliché; it couldn’t embed strong brand image into customers’ mind. Therefore, Laura and John bring up the other idea, celebrity endorsement. However, Bryant has an experience using a different promotion strategy; they sponsored a women's tennis. In here, I feel wondering about who is the target customer of Seflex. According to the content of Seflex’s TV commercial, the target customer of Seflex is …show more content…

The celebrity endorsement seems is a promising promotion strategy. But, other people still have some concerns because Laura couldn’t come up with a strong and convincing argument. Synthesizing all the concerns, we could identify the three major considerations. Whether Jeanne Alyson is suitable for their product image; Bryant couldn’t control what Alyson say in the morning show interview; Bryant couldn’t ascertain the celebrity endorsement strategy is effective. First, I believe Jeanne Alyson is a suitable person for the spokesperson of Seflex. Her age is fit with Seflex’s target market, sixty something people. Moreover, she also has arthritis problem and she is a Seflex’s loyal customer. Besides, she has a positive image on the

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