A PROJECT REPORT ON “A STUDY ON ADVERTISING EFFECTIVENESS” Submitted in partial fulfillment of the requirements For the award of Master Degree In BUSINESS ADMINISTRATION BY KHAJA IMRAN MD (10141E0019) Carried out at PEPSICO INDIA HOLDINGS PVT. LTD. Under the esteemed guidance of Mr. N. Goverdhan Reddy, MBA (Asst. Professor) DEPARTMENT OF BUSINESS ADMINISTRATION S.R.T.I.S.T. NALGONDA
DEPARTMENT OF BUSINESS ADMINISTRATION SWAMI RAMANANDA TIRTHA INSTITUTE OF SCIENCE AND TECHNOLOGY (Affiliated to JNTU University, Hyderabad) Ramananda Nagar, Post. SLBC, Nalgonda.
1
CONTENTS Page no: CHAPTER-I INTRODUCTION
Need for the study
Objectives of the study
Research methodology
Scope of the study
Limitations of the study
02 - 09
CHAPTER-II
11 - 15
INDUSTRY PROFILE CHAPTER-III
17 - 26
COMPANY PROFILE CHAPTER-IV
28 - 39
LITARETURE RIVIEW CHAPTER-V DATA ANALYSIS
40 - 63
FINDINGS
65
SUGGETIONS
66
QUESTIONNAIRE
68 - 71
BIBLIOGRAPHY
73
2
CHAPTER – I INTRODUCTION
3
Advertising is an art not a science. Effectiveness of which cannot be measured with a mathematical or empirical formula some advertisers argue that advertising efforts go to waste, but every advertiser is keenly interested in measuring or in evaluation of advertising effectiveness. Testing for the effectiveness of advertisement will lead advertisement testing must be done either before or after the advertisement has done in the media. It is of two types, protesting which are done before the advertisement has been launched and one is referred to as cost testing which is done before the advertisement has been launched and one is referred to as cost testing which is done after launching the advertising campaign. The basic purpose of advertising effectiveness is to avoid costly mistakes, to predict the relative Strength of alternative strength of alternative advertising strategies and to increase their efficiency. In measurement of advertisement effectiveness feedback is always useful even if it costs some extra expenditure to the advertiser. The objectives of all business are to makes profits and a merchandising concern can do that by increasing its sales at remunerative prices. This is possible, if the product is widely polished to be audience the final consumers, channel members and industrial users and through convincing arguments it is persuaded to buy it. Publicity makes a thing or an idea known to people. It is a general term indicating efforts at mass appeal. As personal stimulation of demand for a product service or business unit by planting commercially significant news about it in a published medium or obtaining favorable presentation of it upon video television or stage that is not paid for by the sponsor. On the other hand, advertising denotes a specific attempt to popularize a specific product or service at a certain cost. It is a method of publicity. It always intentional openly sponsored by the sponsor and involves certain cost and hence is paid for. It is a common form of nonpersonal communication about an organization and or its products idea service etc. that is transmitted to a target audience through a mass medium. In common parlance the term publicity and advertising are used synonymously.
4
What is advertising? The word ‘Advertising’ has its origin from a Latin word ‘Adventure’ which means to turn to. The dictionary meaning of the word is ‘to announce publicity or to give public concerned to a specific thing which has been announced by the advertiser publicity in order to inform and influence them with Reread them or pass them on to other. Some magazines have prestige value. The marketer can cover national or large regional markets at a low cost per contract (per
individual
reached).
Magazines
generally
offer
high-quality
printing
of advertisement. Simply stated advertising is the art "says green." Advertising is a general term for and all forms of publicity, from the cry of the street boy selling newspapers to the most celebrate attention attracts device. The object always is to bring to public notice some articles or service, to create a demand to stimulate buying and in general to bring together the man with something to sell and the man who has means or desires to buy". Advertising has been defined by different experts. Some of the quoted definitions are: According to American Marketing Association “Advertising is any paid form of nonpersonal paid of presentation of ideas goods or services by an identified sponsor”. Indian marketing association has defined advertising as “any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor”. The medium used are print broadcast and direct. Stanton deserves that "Advertising consists of all the activities involved in presenting to a group a non- personal, oral or visual openly, sponsored message regarding a product, service, or idea. This message called an advertisement is disseminated through one or more media and is paid for by the identified sponsor.
5
Advertisement carries: In business world the terms in mainly used with reference to selling the product of the concern. The advertising, as Jones defines it is "a sort of machine made mass production method of selling which supplements the voice and personality of the individual salesman, such as manufacturing the machine supplements the hands of the craftsman." It is thus a process of buying/sponsor/identified media space or time in order to promote a product or an idea. From a careful scrutiny of the above definition, the following points emerge: Advertising is a paid form and hence commercial in nature. This any sponsored communication designed to influence buyer behavior advertising. Advertising is nonpersonal. Unlike personal selling, advertising is done in a non- personal manner through intermediaries or media whatever the form of advertisement (Spoken, written or visual). It is directed at a mass audience and not directed at the individual as in personal selling. Advertising promotes idea, goods and services. Although most advertising is designed to help sell goods, it is being used increasingly to further public interest goals. Advertising is identifiable with its sponsoring authority and advertiser. It discloses or identifies the source of opinions and ideas. Advertising thus is: 1. Impersonal 2.A communication of ideas. 3. Aimed at mass audience 4.By a paying sponsor. The two forms of mass communication that are something confused with advertising or publicity and propaganda. If we eliminate the elements of the "paying sponsor" (The paid requirement) we would have the element of publicity left: For publicity is technically speaking, advertisement without payment. In a similar manner. If we eliminate the requirement of an "identified sponsor", the resulting communication is propagandistic. It is important for us to emphasize that advertising may involve the communication of ideas or goods of service. We are all aware that advertising attempts to sell goods and services. But we may overlook the more important fact that it often sells ideas.
NEED OF THE STUDY 6
Need to doing the study on advertising effectiveness is whether the Advertising campaign was successful or not, the awareness level of products, the advertising campaign increased the customer base or not and which media carry the advertisement successfully.
OBJECTIVES OF THE STUDY 1.
To know the effectiveness of advertising towards Pepsi Co cool drinks.
7
2.
To understand the most effective media for advertisement for PepsiCo Cool drinks
3.
To find out the reasons for liking the advertisement of PepsiCo cool drinks
RESEARCH METHODOLOGY Research is a procedure of logical and systematic application of the fundamentals of science to the general and overall questions of a study and scientific technique which
8
provide precise tools, specific procedure and technical rather than philosophical means for getting and ordering the data prior to their logical analysis and manipulation. Different type of research designs is available depending upon the nature of research project, availability of able manpower and circumstances. 1. Research Design: The research design is the blueprint for the fulfillment of objectives and answering questions. It is a master plan specifying the method and procedures for collecting and analyzing needed information. 2. Data Collection Methods: The source of data includes primary and secondary data sources. Primary data: Primary data has been collected directly from sample respondents through questionnaire and with the help of interview. Secondary data: I was collected the secondary data from Standard textbooks, Newspapers, Magazines and Internet sources. 3. Research Instrument: Research instrument used for the primary data collection is Questionnaire. 4. Sample Design: Probability Sampling. Sampling Technique: Convenience Sample Size: 100 Respondents. Area of Study: Dilsukh Nagar, Hyderabad. Statistical Tool Applied: Percentage Analysis.
SCOPE OF THE STUDY 1.
The study will attempt to find out the advantages level of products.
9
2.
The study can help to find out whether the advertisement is reached the target
audience. 3.
The advertiser can identify the gap of improvement themselves.
4.
The study can find out whether the advertisement was educating the customer in
right way or not.
.
LIMITATIONS OF THE SUDY 1.
The project relied mainly on the primary data.
2.
Consumer gives very unclear picture. 10
3.
The study is based on limited sample.
4.
It begin my first attempt to undertake such a study, thus the inexperience is also an obstacle to accomplish the project in a proper way.
5.
The main limitation was time. There was problem to contacting the businessmen and servicemen due to shortage of time with them.
6.
The data is collected from the consumer is qualitative in nature. i.e. views, opinions and perceptions. These factors may be changed from time to time.
11
CHAPTER – II INDUSTRY PROFILE
Present soft drink boon in India was attributed to the legacy of Coca-Cola, which was there in India till 1977. in today’s market the Coca-Cola (Coke, Thums Up, Fanta, Limca, Sprite , Vanilla Coke, etc.) hold a 62% market share appears to bear concentrated rush to beg a big share in the soft drink market. Various national & multinational firms are engaged in soft drink market due to increase in its demand day by day. As far as INDIA soft drink market is concerned there are major company’s engaged having a big completion to capture the soft drink market are namely Coca-Cola &Pepsi. While Campa Cola & many local cola’s still notice in the Indian Market. Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the
12
American soft drink industry, Pepsi cola was a drink less to manufactures & with a less satisfactory taste then Coke. Where as Coca-Cola major selling point was more drink for the same price and Pepsi emphasized on advertising. During World War II Pepsi & Coke both enjoyed increased sale. After the war Pepsi sale was started to fall relatively to Coke, resulting the Coca-Cola had starting to click the Market share. A number of factory contributed to Pepsi problem were poor image, poor taskforce, poor quality control etc. At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputation for merchandising. He and his staff recognized that the main hope lay transforming Pepsi from a cheap imitator of Coke into a class on soft drink manufacturer. By 1955 all Pepsi’s major weakness had been overcome, resulting sales had climbed substantially. These actions from 1955 to 1960 led to a considerable sales growth for Pepsi. In India another company engaged in soft drink market is Coca-Cola. It is one of the most widely known, accepted and admired trademarks of the world. Coca-Cola was their in India till 1977, when the Indian Government banned it due to strong resentment against multinational company’s Coca-Cola was re-launched again in India in September 1993 at “HATHRAS” near Agra. The Indian people welcomed the comeback of their most loved Cola in the country with great enthusiasm and vigor.
Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps Up, Gold Spot, Limca, Citra, Maaza, Soda. Soft drink industry is one of the fastest growing industries in India. The basic idea behind the rapid growth of this industry is due to following reasons: 1. The great corporate war between Coke & Pepsi, who left no stone unturned, for monopolize the Soft Drink market. 2.
The basic ideology of these two giants is to promote soft drinks as a food item in
India hold 3.
The long hot summers in India have increased the consumption of soft drinks.
SOFT DRINK MARKET INDIAN SCENARIO: 13
India soft drink industry is witnessing a boom time. Its growth rate is around 20% with which such growth rate, volume could reach billion creates within 10 years. There major multinational companies are fighting to grab a major chunk of business from Indian markets. These three coca-cola, Pepsi, Cadbury. All of these companies have seen an enormous potential in this country. Consequently, by world standard, Indian per capita consumption of soft drinks is still very low. Therefore these soft drinks grants feel that fire capita consumption can only grow up. Soft drink industries has already seen and estimated sale of around 240 million crates higher than last year’s sale of 204 million in 1998. The Main reason for such a high growth rate heightened competition between coca-cola and Pepsi, Cadbury, bring a new entrant is for behind. India is actually more vivid in taste and preference than any other country market. Delhi jar instance, account for about 20% of total soft consumption in term of sales. There are about 4, 80,000 soft drinks retailers in India and their numbers are increasing day today. This actually means that there is just one soft drink retailer on a population of 37, 600, which is far below the international standard. Whereas Philippines has one soft drink retail counter over a population of 150 people i.e. 4, 00,000 outlets on a population of 60 million. India is one of the top most five markets in terms of growth of the soft drink market. The per capita consumption of the soft drinks in the country is estimated to be around six bottles per annum in the year 2003. It is very low compared to the corresponding figures in US (600+ bottles plant per annum). The major players in the soft drinks market in India are PepsiCo and Coca-Cola, like elsewhere in the world. Coca Cola acquired the number of local brands like Limca, Thums Up when it entered in Indian market for the second time. Pepsi's soft drink portfolio also consists of the Miranda and 7 Up along with the Pepsi. The market share of each of the company is more or less same, though there is a conflict in the estimate quoted by the different sources.
14
The major ingredient in the soft drink is water. It constitutes close to 91% of the soft drink content. Added to this, the drink also contains sweeteners, Citric Acid, Malic acid, Color, Preservative, and Antioxidant.
Cola war Between Pepsi & Coca-Cola: Bottlers to enhance its control on manufacturing and marketing of its product range and attain the quality standards of its class. Countering its Pepsi has taken the baton in its own hands by floating and investment of $95 millions to set 6 PepsiCo. India Holdings, a subsidiary for company’s owned bottling operation (COBO). Both of the companies are following different path to reach the same destiny i.e. to fetch the bigger portion of aerated soft drink market in India both the competitors have distinct vision and priorities about the Indian soft drink market through having so much difference and distances with each other, they both consider India as a huge potential market as per capita consumption here in 3 servings per year against an international of 80. thought out, they are putting their best efforts to woo Indian consumer who has to work for 1.5 hours to buy a bottle crossover for both the athletes running for getting No.1 position Coca- Cola is well set
15
with it’s 53 bottling sites thought out the country giving it an edge over competition by possessing a well built manufacturing and distribution set up on the side of picture, Pepsi, with two more year in India, has been able to set an image of winner this giants are ready to turn every stone of opportunity with a mindset of long tenure this time. Coca –Cola has been penetrating the market through its wide product range with a determinant to change competition pattern of soft drink in India Firstly, they upgrade the whole industry by introducing 300ml bottles, which in turn, had given the industry a booming growth of 20% as compared to earlier 5% they want to develop a coca culture here and are working on a strategy to offer soft drink in every possible package. In CocaCola camp, the idea of competition has not come from Pepsi, but from the other beverages such as Tea, Coffee, Nimbu Pani, Water etc. Pepsi is quite aggressive in its approach to Indian consumer. They are desperately working in the strategy to be winner side in the hot cola war between two big barons. According to Pepsi philosophy it’s the madness that encourages executives to thin to conjure up those creative tactics to knock the fizz out of their competition. Pepsi had pumped large amount on the visibility of its blue, red and white logo. They have been going with aggressive marketing their advertisement to endorse their brand, the role model for it’s targeted consumer the teenagers. They have increase the fizz in the market price by Introducing the dispensers called fountain Pepsi and been enjoying a lead over its rival three. Coca-Cola on the other hand, has been working on the saying ‘skew’ and stead with ‘race’, side by side retailing to the every move of its competitor. They have produced the shield of Thumps Up with a handsome market share in India soft drink market. Countering Pepsi, international commercial that used two chimpanzees to coke a snack at coke, Thums Up came with the aid line, “Don’t be Bandar, taste the thunder” also Thumps Up has been positioned now very near to that of young in age of Pepsi and giving it tough time. Everything has been put on fire by these cool merchants if coke got the status of the “Official drink of Wills World Cup”, Pepsi blushed as “Nothing official about it”. As Thumps Up projected as “Saare Jahan Se Achcha”. Pepsi was passionate enough with “Freedom to be”. When Thumps Up came up with “Thunder Blast”, the other one offered, Pepsi Stuff Card”. If red color is meant for Coke, Pepsi has chosen to 16
be Blue. In this way, Indian consumer is getting more fizz and punch from the two big brothers and he has to given not about the winner.
17
CHAPTER - III COMPANY PROFILE
PEPSICO INTERNATIONAL PepsiCo is one of the largest FMCG companies there is that is engaged in the food, beverage, and snack industries. PepsiCo is engaged in the snack food, soft drink, juice, and fast food franchise businesses. The Company, through its subsidiaries, markets, sells and distributes various snacks in the United States and internationally, manufactures concentrates of Pepsi, Mountain Dew and other brands for sale to franchised bottlers in the US and international markets and produces, markets, sells and distributes juices under several Tropicana trademarks in the United States and internationally. PepsiCo’s domestic snack food business is conducted by the Frito-Lay North America, and its international snack food business is conducted through Frito-Lay International. The Company's soft drink business operates as the Pepsi-Cola Company and is comprised of two business units one is Pepsi-Cola North America and Pepsi-Cola International. In December 2000, the Company announced an agreement under which a subsidiary of the PepsiCo will merge with Quaker Oats Company, and Quaker will become a wholly
18
owned subsidiary of the PepsiCo. Quaker is a large worldwide marketer of foods and beverages. The proposed merger is subject to the certain closing conditions, including approval by shareholders of both companies and regulatory approvals. The transaction is expected to close in the first half of 2000. PepsiCo is also operating several food franchises including Pizza Hut, KFC, and Taco Bell etc.
PepsiCo- The Parent Company: PepsiCo is one of the world's largest food and beverage companies. The company's principal businesses include 1.
Frito-Lay snacks
2.
Pepsi-Cola beverages
3.
Gatorade sports drinks
4.
Tropicana juices
5.
Quaker Food
Mission and Vision Mission: Our mission is to be the world's premier consumer Products Company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.
Vision: "PepsiCo's responsibility is to continually improve all aspects of the world in which we operate – environment, social, economic – creating a better tomorrow than today."
19
Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.
Performance with Purpose: At PepsiCo, we are committed to achieving business and financial success while leaving a positive imprint on the society – delivering what we call Performance with Purpose. Our approach to superior financial performance is the straightforward – drive shareholder value. By addressing social and the environmental issues, we also deliver on our purpose agenda, which consists of the human, environmental, and talent sustainability.
PepsiCo Values & Philosophy: Our Values & Philosophy are a reflection of the socially and environmentally responsible company we aspire to be. They are the foundation for the every business decision we make.
Commitment: We are committed to delivering the sustained growth through empowered people acting responsibly and building trust. •
Sustained Growth is fundamental to motivating and measuring our success. Our
quest for sustained growth stimulates innovation, places a value on results, and helps us understand whether today's actions will be contribute to our future. It is about the growth of people and company performance. It prioritizes both making a difference and getting the things done. •
Empowered People means we have the freedom to act and think in ways that we
feel will get the job done, while adhering to processes that ensure proper governance and being mindful of company needs beyond our owns. •
Responsibility and Trust forms the foundation for the healthy growth. We hold
ourselves both personally and corporately accountable for everything we do. We must
20
earn the confidence others place in us as individuals and as a company. By acting as good stewards of the resources entrusted to us, we strengthen that trust by walking the talk and following through on our commitment to succeeding together.
The PepsiCo Family: Meet the three major divisions of the PepsiCo family: •
PepsiCo Americas Beverages.
•
PepsiCo Americas Foods.
•
PepsiCo International
Guiding Principles: We must always strive to: •
Care for our customers, our consumers and the world we live in. we are driven
by the intense, competitive spirit of the marketplace, but we direct this spirit toward the solutions that benefit both our company and our constituents. Our success depends on the thorough understanding of our customers, consumers and communities. To foster this spirit of generosity, we go the extra mile to show we care. •
Sell only products we can be proud of. The true test of our standards is our
own ability to consume and the personally endorse the products we sell. Our confidence helps ensure the quality of the products, from the moment we purchase ingredients to the moment it reaches the consumer's hand. •
Speak with truth and candor. We tell the whole story, not just what's
convenient to our individual goals. In addition to being the clear, honest and accurate, we are responsible for ensuring our communications are understood.
21
•
Balance short term and long term. In every decision, we weigh both short-
term and long-term risks and benefits. Maintaining this balance helps sustain our growth and ensures our ideas and the solutions are relevant both now and in the future. •
Win with diversity and inclusion. We embrace people with diverse
backgrounds, traits and the ways of thinking. Our diversity brings new perspectives into the workplace and encourages innovation, as well as the ability to identify the new market opportunities. •
Respect others and succeed together. Our mutual success depends on the
mutual respect, inside and outside the company. It requires people who are capable of working together as part of a team or informal collaboration. While our company is built on individual excellence, we also recognize the importance and value of teamwork in turning our goals and accomplishments
PEPSICO INDIA Introduction: PepsiCo entered India in 1989 and in the short span of a little more than a decade it became the country's largest selling soft drinks company. The Company has invested heavily in India making it one of the largest multinational investors. The group has built an expansive beverage, snack food and exports business and to support the operations are the groups of 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned. PepsiCo stays committed to providing its consumers with best quality beverages. Its diverse portfolio of brands include the flagship cola brand Pepsi, Diet Pepsi, 7Up, Mirinda, Mountain Dew, Slice fruit drink, Tropicana brand 100% fruit juices in the various flavors, Aquafina packaged drinking water, the Gatorade plus local brands Lehar Evervess Soda and Dukes Lemonade and Mangola. PepsiCo is also a dominant player in snack food segment in India. PepsiCo's snack food company Frito-Lay is the leader in the branded potato chip market. It manufactures Lay's
22
Potato Chips; Cheetos extruded snacks, Uncle Chips, Kurkure and Lehar brands, and Quaker Oats. PepsiCo is one of the largest MNC exporters in the India and its export business consists of three categories: agribusiness, commodities and Pepsi system sales. PepsiCo has made the significant investments with the Punjab Agriculture University to develop the comprehensive agro-technology program that has helped thousands of the farmers across India improve the yield of their farms and the quality of their agricultural products. PepsiCo has leveraged its knowledge in the contract farming to develop seaweed cultivation in the Tamil Nadu and has partnered with the Government of Punjab to help farmers of the state through the utilization of developed technology for the citrus farming. As part of its sustainable development initiatives, PepsiCo India has been a committed leader in the promotion of rainwater harvesting, water conservation recycling and reduction of effluent discharge. PepsiCo has also established the zero waste centers and PET recycling supply chains and assisted victims of natural disasters. PepsiCo stays dedicated in its endeavor to develop the community outreach programs by supporting rural water supply schemes, administering medical camps in villages, providing computers to rural schools and creating opportunities for women in rural areas through vocational training as an alternate means of the livelihood.
23
OVERVIEW OF PEPSICO INDIA PepsiCo in India: PepsiCo has established its business operations in India in 1989 and has grown to become the one of the country’s leading food and the beverage companies. One of the largest multinational investors in the country, PepsiCo has established a business, which aims to serve the long term dynamic, needs of Indian consumers. Initially PepsiCo has joint venture with the Punjab government-owned Punjab. Agro Industrial Organization and the Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed, PepsiCo bought out its partners and ended the joint venture in 1994. Others claim that firstly Pepsi was banned from the import in India, in 1970, for having refused to release the list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards. These controversies are a reminder of "India's sometimes acrimonious relationship with the huge multinational companies." Indeed, some argue that PepsiCo and Coca Cola
24
Company have "been major targets in part because they are well-known foreign companies that draw plenty of the attention." In 2003, the Central for Science and Environment, a non governmental organization New Delhi, said that aerated waters produced by soft drinks manufacturers in India, including multinational giants PepsiCo and tested products included Coke, Mirinda, 7Up, Thums Up, Fanta, and Sprite. CSE found that the Indian produced Pepsi's soft drink products had 36 times the level of pesticide residues permitted under the European Union regulations, Coca Cola's 30 times. CSE said that it had tested the same products in the US and found no such residues. However, this was the European standard for water, not for the other drinks. No law bans the presence of pesticides in drinks in India. The Coca-Cola Company and PepsiCo angrily denied allegations that their products are manufactured in India contained toxin levels far above the norms permitted in developed world. But an Indian parliamentary committee, in 2004, backed up CSE's findings and by a government-appointed committee, is now trying to develop the world's first pesticides standards for Soft Drink Company. Coke and Pepsi opposed the move, arguing that lab tests are not reliable enough to detect minute traces of pesticides in complex drinks. As of 2005, The Coca-Cola Company and the PepsiCo together hold 97% market share of soft drink sales in the India. PepsiCo has also been accused by the Puthussery panchayat in the Palakkad district in the Kerala, India, of practicing "water piracy" due to its role in the exploitation of groundwater resources resulting in the scarcity of drinking water for the panchayat residents, who have been pressuring the government to close down the PepsiCo unit in the villages. In the year 2006, the CSE again found that soda drinks, including both the Pepsi and the Coca-Cola, had high levels of pesticides in their drinks. Both the PepsiCo and The CocaCola Company maintain that their drinks are safe for the consumption and have published in newspaper advertisement that say that pesticide levels in their products are less than those in other foods such as tea, fruit and dairy products.
25
In the Indian state of Kerala sales and production of Pepsi-Cola, along with other soft drinks, was banned by the state government in 2007, but this was reversed by the Kerala High Court merely a month later. Five other Indian states have announced a partial bans on the drinks in the schools, colleges and the hospitals. PepsiCo India and its partners have invested more than USD1 billion since the company was established in the country. PepsiCo India provides the direct and indirect employment to 150,000 people including suppliers and the distributors. PepsiCo nourishes consumers with a range of the products from treats to healthy eats, which deliver joy as well as nutrition and, good taste. PepsiCo India’s expansive portfolio includes the iconic refreshment beverages Pepsi, 7UP, Mirinda and Mountain Dew, in addition to low calorie options such as the Diet Pepsi, hydrating and nutritional beverages such as the Aquafina drinking water, isotonic sports drinks Gatorade, Tropicana 100% fruit juices, and juice based drinks, Tropicana Nectars, and Slice. Local brands Lehar Evervess Soda, Dukes Lemonade and Mangola add to the diverse range of the brands. PepsiCo’s foods company is the leader in the branded salty snack market and all the Frito laid products are free of trans-fat and the MSG. It manufactures Lay’s Potato Chips Uncle Chipps and the traditional snacks under the Kurkure and Lehar brands. The company’s high fiber breakfast Quaker Oats, and low fat and roasted snack options enhance the healthful choices available to the consumers. Frito Lay’s core products, Kurkure, Uncle Chips and Cheetos are cooked in Rice Bran Oil to significantly reduce saturated fats and all of its products contain voluntary nutrition labeling on their packets. The group has built an expansive beverage and foods business. To support its operations, PepsiCo has total of 42 bottling plants in India, of which 13 are the company owned and 29 are the franchisee owned. In addition to, PepsiCo Frito Lay foods division has three state-of-the-art plants. PepsiCo’s business is based on its sustainability vision making tomorrow better than the today. PepsiCo’s commitment to the living by this vision every day is visible in its contribution to the country, consumers and the farmers.
26
MARKET PROFILE (PEPSICO) Brands of PepsiCo cool drinks:
v)
i)
Pepsi
ii)
Mirinda
iii)
7up
iv)
Slice
Mountain-dew vi)
Mountain-dew Tetra
vii)
Nimbooz
Flavours of the brands: i)
Lemon
27
ii)
Soda
iii)
Orange
v)
Mango
vi)
Clear Lemon
vii)
Cola
CHAPTER – IV LITERATURE REVIEW
28
According to Wheeler, “Advertising is any form of paid non-personal presentation of ideas, goods or services for the purpose of inducing people to buy”. According to William J. Stanton, “Advertising consists of all the activities involved in presenting to a group a non-personal, oral or visual openly sponsored message regarding a product service or idea. This message is called on advertisement is disseminated through one or more media and is paid for by an identified sponsor”
Basic Features of Advertising: On the basis of various definitions it has certain basic features such as: 1.
It is a mass non-personal communication.
2.
It is a matter of record.
3.
It persuades buyers to purchase the goods advertised.
4.
It is a mass rapid communication.
5.
The communication media is diverse such as print (newspapers and magazines)
6.
It is also called printed salesmanship because information is spread by means of the written and printed work and pictures so that people may be induced to act upon it.
29
Functions of Advertising: For many firms advertising is the dominant element of the promotional mix – particulars for those manufacturers who produce convenience goods such as detergent, non – prescription drugs, cosmetics, soft drinks and grocery products. Advertising is also used extensively by masters of automobiles, home appliances, etc, to introduce new product and new product features its uses its attributes, pt availability etc. Advertising can also help to convince potential buyers that a firm’s product or service is superior to competitor’s product in make in quality, in price etc. it can create brand image and reduce the likelihood of brand switching even when competitors lower their prices or offer some attractive incentives. Advertising is particularly effective in certain other spheres too such as: i)
When consumer awareness of products or service is at a minimum.
ii)
When sales are increasing for all terms in an industry.
iii)
When a product is new and incorporates technological advance not strong and.
iv)
When primary buying motive exists.
It performance the following functions: i) Promotion of sales ii)
Introduction of new product awareness. 30
iii)
Mass production facilitation
iv)
Carry out research
v)
Education of people
TYPES OF ADVERTISING: Broadly speaking, advertising may be classified into two categories viz., product and institutional advertising.
a)
Product Advertising: The main purpose of such advertising is to inform and stimulate the market about
the advertiser’s products or services and to sell these. This type of advertising usually promotes specific, trended products in such a manner as to make the brands seem more desirable. It is used by business government organization and private non-business organizations to promote the uses features, images and benefits of their services and products.
Product advertising is subdivided into direct action and indirect action
advertising, Direct action product advertising wages the buyer to take action at once, ice he seeks a quick response to the advertisement which may be to order the product by mail, or mailing a coupon, or he may promptly purchase in a retail store in response to prince reduction during clearance sale. Product advertising is subdivided into direct & indirect action advertising & product advertising aims at informing persons about what a products is what it does, how it is used and where it can be purchased. On the other hand selective advertising is made to meet the selective demand for a particular brand or type is product.
b)
Institutional Advertising: 31
It is designed to create a proper attitude towards the sellers to build company image or goodwill rather than to sell specific product or service. Its purpose is to create a frame of mind and to implant feeling favorable to the advertisers company. Its assignment is to make friends for the institution or organization. It is sub-divided into three categories: patronage, public, relations and public service institutional advertising. i)
In patronage institutional advertising the manufacturer tells his prospects and
customer about himself his policies and lives personnel. The appeals to the patronage motivation of buyers. If successful, he convinces buyers that his operation entitles him to the money spent by them. ii)
Public relations institutional advertising is used to create a favourable image of
the firm among employees, stockholders or the general public. iii)
Public service institutional advertising jobs public support
32
WHY & WHEN TO ADVERTISE: Advertising as a tool to marketing not only reaches those who buy, but also those whose opinions or authority is counted for example a manufacturer of marble tiles and building boards advertises not only to people who intend to build houses but also to architect and engineers. While the manufacturers of pharmaceuticals products advertise to doctors as well as to the general public. At time it is necessary for a manufacturer or a concern to advertise things which it does not sell but which when sold stimulates the sales of its own product. There are concerns like electric heaters, iron etc. because the use of these increases the demand for their products. Advertising should be used only when it promises to bring good result more economically and efficiently as compared to other means of selling. There are goods for which much time and efforts are required in creating a demand by sending salesman to prospective buyers than by simply advertising them. In the early days of the cash register in India it was sold by specially trained salesman who called on the prospective users and had the difficult task of convincing them that they could no longer carry on with the old methods, and that they urgently needed a cash register. In our country certain publishers have found it less costly to sell their books by sending salesman from house to house among prospective buyers than to advertise them. In these two examples the cost of creating demand would be too high if attempted by advertising alone under such circumstances advertising is used to make the salesman acceptable to the people they call upon to increase the confidence of the public in the house. Naturals when there are good profits competitors will be attracted and they should be kicked out as and when sufficient capital is available by advertising on a large scale. Immediate result may not justify the increased expenditure but it will no doubt secure future sales.
33
Sales-Effect: Communication-effect advertising research helps advertisers assess advertising’s communication effects but reveals little about its sales impact. What sales a regenerated by an advertisement that increases brand awareness by 20% and brand preference by 10%? Advertising’s sales effect is generally harder to measure than its communication effect. Sales are influenced by many factors besides advertising, such as the product’s features, price, availability and competitors' actions. The fewer or more controllable these other factors are, the easier it is to measure advertising's effect on sales. The sales impact is easiest to measure in direct-marketing's effect on sales. The sales impact is easiest it is to measure in direct-marketing situations and hardest measure in brand or corporateimage-building advertising.
PROGRESS TESTS These assess the various stages of buyer awareness, preference, buying intention and the actual purchase in relation to advertising Effort. They are called sales effect tests.
Measuring Sales Response to Advertising: Though increase in sales in the true measure of advertising effectiveness, in reality it’s difficult to measure the increase that is due to a particular advertisement. It is rather difficult to correlate the response in sales with the advertising programme. However, a few methods have been discarded in the following paragraphs which are generally used to measure the sales response to advertising.
Sales Results Tests:
34
The additional sales generated by the advertisements are recorded, taking several routes. Past Sales before the advertisement and sales after the advertisement are noted. The difference is attributed toad impact. Controlled Experiment: In experimental market, any one element of marketing mix is changed. It is compared with the sales of another similar market. The element's presence observance is a reason for difference in sales. Instead of two markets, the experiment can be carried on the two groups of consumers. The inventory audit is dealers’ inventory before and after the ad is run.
Attitude Tests: This is an indirect measurement of the post-testing effects of advertisements on attitudes towards the advertised product or brands. The change in attitude as a result of advertising is assessed. The assumption is that favourable attitude towards the product may lead to purchases. Most advertisements are designed to either reinforce or change existing attitudes. An attitude is a favourable or unfavourable feeling about a product.
35
Selecting the Media: Media selection is an important since it costs time space and money various factors influence this selection, the most fundamental being the nature of the target market segment, the type of the product and the cost involved. The distinctive characteristics of various media are also important. Therefore management should focus its attention on media compatibility with advertising objectives.
INDOOR
1.Press
OUTDOOR
DIRECT
1. Poster
1.
Envelop
DISPLAY
& 1. Displays
Postcards (a) Newspapers
2. Painted displays
(b) Magazines
(a) Window 2. Booklet
3.Traveling 1. Radio
(b) Counter
Displays
3. Catalogs 2. Showroom
2. T.V. 3. Cinema 4. Video
4. Neon signs
4.Sales letters 3. Exhibitions
5. Electric signs
5. Samples 4. Trade fairs
36
Modern Advertising Techniques: Include seven that you should consider: 1. Email Advertising 2. Video Advertising 3. Audio Advertising 4. Search Advertising 5. Onsite Advertising 6. Mobile Phone Advertising I recently completed a series of posts on these modern advertising techniques. The posts provide additional information on each technique so I’ve linked to them when relevant.
1. E-mail Advertising: Email advertising tops this list of modern advertising techniques because it tops the lists of new and growing advertising expenditures. From small Internet marketers to large offline and online stores, email advertising is vital to modern advertising and marketing campaigns.
2. Video Advertising: Video Advertising can be done on and off line. Many local cable channels offer video ads and infomercials on a search basis for viewers. So your ad is only seen by people interested in what you sell. Video marketing is also big on the Internet. Most online videos are more promotion than advertising, but they play an important role in online success.
37
3. Audio Advertising: Audio advertising, whether across the Internet or the airwaves enables you to target a narrow market and to deliver relevant and timely messages that encourage an immediate response. Although second to video online, offline audio advertising (radio advertising) provides all the benefits of online audio advertising. And if you advertise on highly targeted stations and shows, it isn’t that expensive.
4. Search Advertising: Search advertising, like Google’s Ad words, can provide much traffic for an online business, but it can also cost far more than it returns in sales. To use search advertising effectively, you need to constantly test your ads. Then rewrite and redesign them from your test results. There’s both skill and science to search advertising. So before you jump in, read some e books and study the search engine’s documents about their pay per click programs.
5. Onsite Advertising: Onsite advertising can be considerably less expensive than search advertising. Generally a click from an ad on site costs less than the same click from a search. With Google’s new Ad Planner, it will be easy to target a market with ads across the Internet. You can even pick the sites that you want to carry your ads and deny ones that you don’t.
6. Mobile Phone Advertising: Mobile phone advertising is projected to grow from just under 500 million in 2006 to a almost 5 billion by 2011.And why not. It’s interactive, unobtrusive, and immediate. Most people have their mobile phones with them all the time. So they can react instantly to banner phone ads that catch their attention.
38
PepsiCo Milestones •
2005, PepsiCo, Launches Pepsi Limon in Peru.
•
2005, PepsiCo India relaunches Mirinda cold drink.
•
2006, Tropicana debuts Tropicana Pure a new line of 100% premium juices.
•
2006, Ms. Indra Nooyi named Chief Executive Officer of PepsiCo as of
October 1, 2006. •
2006, Pepsi signs five-year sponsorship renewal with Major League Baseball
Properties making Pepsi the "Official Soft Drink of Major League Baseball". •
2007, Aquafina launches Aquafina Alive - a low calorie, vitamin-enhanced water
beverage •
2007, Tropicana launches The Tropicana Fruit Squeeze, a 20-calorie drink with
real Tropicana fruit juice. •
2007, Mountain Dew Unveils unique, limited edition aluminum bottles.
•
2007, PepsiCo named a 2007 Working Mother 'Best Company for Multicultural
Women' •
2007, Pepsi wins Webby Award for its execution of the "Best Sports Website".
•
2008, Frito-Lay Turkey builds the world's first organic waste treatment facility.
•
2009, PepsiCo is named to the 'Best Companies for Multicultural Women' list by
Working Mother magazine. •
2009, Pepsi wins 'Football Promoter of the Year' award in Nigeria for its
involvement with the development of the grassroots football. •
2009, PepsiCo International introduces world's first non-alcoholic, flavored malt
drink, Bario, into Saudi market. •
2009, Pepsi introduces the first climate-friendly vending machines to the U.S.
•
2009, Aquafina launches the Eco-Fina Bottle, the lightest weight bottle in the
market. •
2010, PepsiCo establishes new global group to drive nutrition innovation.
•
2010, PepsiCo announces plans to invest $250 million in Vietnam over next three
years and establishes new beverage facility in Northern Vietnam. •
2010, Pepsi ‘We Inspire’ campaign recognized with NAACP Award.
39
•
2010, PepsiCo confirms completion of mergers with its two largest bottlers.
•
2010, PepsiCo sets new Beverage Industry standard in China with new Nanchang
Plant. •
2010, AMP Energy Juice launches across the United States.
•
2011, PepsiCo named top food and beverage company in 2011 Dow Jones
Sustainability Index. •
2011, PepsiCo pilots reduced-calorie cola innovation Pepsi NEXT with 60% less
sugar. •
2011, PepsiCo recognized by Black Enterprise magazine as a Best Company for
Diversity. •
2011, PepsiCo rolls out eco-friendly recyclable and compostable cups.
•
2011, NASCAR’s Dale Earnhardt Jr. gets behind Diet Mountain Dew for 2012
season, •
2011,Frito-Lay fans set Guinness World Record for "Most Fans on Face book In
24 Hours" with more than 1.5 Million new "likes".
40
CHAPTER – IV DATA ANALYSIS
41
Table - 1 Respondents’ classification according to age Age (in years) 15-20 21-40 41-60 Total
No. of respondents 44 50 6 100
Percentage 44% 50% 6% 100%
Pie – Chart: Age (in years)
15-20, 44%
21-40, 50%
41-60, 6%
Inference: Above chart reveals that 44% of the respondents are in the age group of 15-20, 50% are in the age group of 21-40 and 6% are in the age group of 41-60.
Table - 2 Respondents’ classification according to sex 42
Sex Male Female Total
No. of respondents 60 40 100
Percentage 60% 40% 100%
Pie – Chart:
Respondents' classification according to sex
Female 40%
Male 60%
Inference: Above chart reveals that 60% of the respondents are males and 40% of them are females.
Table - 3 Respondents’ classification according to educational qualification Qualification
No. of respondents
43
Percentage
Illiterate Below Metric Metric Graduate Postgraduate Total
10 52 38 100
10% 52% 38% 100%
Pie – Chart: Classification according to educational qualification
Post graduate 38%
Metric 10%
Graduate 52%
Inference: Above chart reveals that 10% are matriculate and 52% are Graduate and rests of them 38% are post graduate.
Table – 4 Q.No.1) Do you see the advertisements? Particulars Yes No
No. of respondents 100 -
44
Percentage 100% -
Pie – Chart:
Yes 100%
Inference: Above chart reveals that 100% of the respondents see the advertisements.
Table - 5 Q.No.2) Do you think advertisement of cool drink is required? Particulars Yes No Total
No. of respondents 96 4 100
45
Percentage 96% 4% 100%
Pie – Chart:
No 4%
Yes 96%
Inference: Above chart reveals that among 100 respondents 96% of the respondents’ view that advertisement of cool drink is required while 4% of the respondents view that advertisement of cool drink is not required
Table – 6 Q.No.3) Have you seen the advertisements of PepsiCo cool drinks? Particulars Yes No Total
No. of respondents 100 100
Pie – Chart:
46
Percentage 100% 100%
Yes 100%
Inference: Above chart reveals that all respondents are see advertisements of PepsiCo cool drinks.
Table – 7 Q.No.4) through which media you have seen it? Sources T.V. News papers Magazines Others Total
T.V. 92%
No. of respondents 92 New 4 spapers 4% 2 2 100
Pie – Chart:
47
Percentage 92% 4% Magazines 2% Others 2% 2% 2% 100%
Inference: Above table reveals that 92% of the respondents are of opinion that they have seen the advertisements on T.V. while 4% are of the opinion that they have seen the advertisements through newspapers.
Table – 8 Q.No.5) Do you like the advertisements of PepsiCo cool drinks? Particulars Yes No Total
No. of respondents 94 6 100
Pie – Chart:
No 6%
Yes 94%
48
Percentage 94% 6% 100%
Inference: Above table reveals that among 100 respondents 94% of respondents like the advertisements of PepsiCo cool drinks while 6% of respondents don’t like the advertisements of PepsiCo cool drinks.
Table – 9 Q.No.6) why do you like the advertisements of PepsiCo cool drinks? Particulars Because they have famous
No. of respondents 14
Percentage 14%
personalities Because of good music Theme and making is
14 60
14% 60%
appealable Any other reason Total
12 100
12% 100%
Pie – Chart:
Theme and making is appealable 60%
Any other reason 12%
Because they have famous personalities 14%
Because of good music 14%
49
Inference: Above chart reveals that among 100 respondents 60% of the respondents’ like the advertisements due to theme
Table – 10 Q.No.7) could you recall any advertisement of PepsiCo cool drinks? Particulars Yes No Total
No. of respondents 88 12 100
Percentage 88% 12% 100%
Pie – Chart:
No 12%
Yes 88%
50
Inference: Above chart reveals that Among 100 respondents 94% of respondents recall the advertisement of PepsiCo cool drinks and 6% of respondents didn’t recall any advertisement of PepsiCo cool drinks.
Table – 11 Q.No.8) Do you think advertising is necessary for sale of cool drinks? Particulars
No. of respondents 28
Percentage 28%
Can’t say
60 8 4
60% 8% 4%
Total
100
100%
Necessary Very necessary Not necessary
Pie – Chart:
Not necessary 8%
51
Can't say 4%
Very necessary 60%
Necessary, 28%
Inference: Above chart reveals that among 100 respondents 60 % of respondents are view that advertising is very necessary for sale of cool drinks while 28% of respondents are view that advertising is necessary for sale of cool drinks.
Table – 12 Q.No.9) which media is presenting the advertisement is necessary for sale of PepsiCo cool drinks? Particulars T.V. Newspapers Magazines Others Total
No. of respondents 60 18 12 10 100
Percentage 60% 18% 12% 10% 100%
Pie – Chart:
New spaper s 18%
Magazines 12%
T.V. 60%
52
Others 10%
Inference: Above chart reveals that among 100 respondents 60% of the respondents’ view that T.V. is presenting the advertisement is necessary for sale of PepsiCo cool drinks while 18% said that Newspapers, 12% said that Magazines and 10% said that others.
Table – 13 Q.No.10) did the advertisements of PepsiCo cool drinks create awareness about brands and make to consume product? Particulars Yes No Total
No. of respondents 84 16 100
Percentage 84% 16% 100%
Pie – Chart:
No 16%
Yes 84%
53
Inference: Above chart reveals that among 100 respondents 84% of the respondents agreed that advertisement of PepsiCo cool drinks create awareness about brands and make to consume product.
Table – 14 Q.No.11) did advertisement give affect on your consumption of cool drinks? Particulars Yes No Total
No. of respondents 73 27 100
Percentage 73% 27% 100%
Pie – Chart:
No 27%
Yes 73%
Inference:
54
Above chart reveals that among 100 respondents 73% of the respondents’ view that advertising gives effect on their consumption of cool drinks while 27% of the respondents view that advertising didn’t give affect on their consumption of cool drinks.
Table – 15 Q.No. 12) how frequently you take cool drinks? Particulars Once in a day Twice in a day More than twice Not regular Total
No. of respondents 40 4 2 54 100
Percentage 40% 4% 2% 54% 100%
Pie – Chart:
Not regular 54%
Once in a day 40%
More than twice 2%
Twice in a day 4%
Inference: Above chart reveals that among 100 respondents 40% of the respondents drink it once in a day, 4% twice in a day, 2% more than twice and 54%drink it not regularly.
55
Table – 16 Q.No.13) Did the Famous personalities and slogans are necessary for the advertisements of PepsiCo cool drinks? Particulars Yes No Can’t say Total
No. of respondents 79 15 6 100
Percentage 79% 15% 6% 100%
Pie – Chart:
Yes 79%
Can't say 6%
No 15%
Inference: Above chart reveals that among 100 respondents 79% of respondents’ views that famous personalities and slogans are necessary for the advertisements of PepsiCo cool drinks while 15% views that no, and 6% of the respondents view that can’t say.
Table – 17
56
Q.No.14) did the famous personalities affect your brand choice? Particulars Yes No Can’t say Total
No. of respondents 83 17 3 100
Percentage 83% 17% 3% 100%
Pie – Chart:
Can't say 3%
No 17%
Yes 83%
Inference: Above chart reveals that among 100 respondents 83% of the respondents said that famous personalities affect their brand choice while 17 said no and 3% of the respondents said can’t say.
Table – 18 Q.No.15) do you agree that an advertisement of PepsiCo cool drinks reminds you brand name while purchasing
57
Particulars Yes No Can’t say Total
No. of respondents 82 13% 5 100
Percentage 82% 13% 5% 100%
Pie – Chart:
Yes 82%
No 13% Can't say 5%
Inference: Above chart reveals that among 100 respondents 82% of the respondents’ view that advertisement reminds them brand name while purchasing. While 13% of the respondents’ view that advertising don’t reminds them brand name while purchasing.
Table – 19 Q.No.16) do you agree that advertisements of PepsiCo cool drinks helps you to make better selection? Particulars Yes No
No. of respondents 88 10 58
Percentage 88% 10%
Can’t say Total
2 100
2% 100%
Pie – Chart:
No 10%
Can't say 2%
Yes 88%
Inference: Above chart reveals that among 100 respondents 88% of the respondents said that advertisement of PepsiCo cool drinks helps them to make better selection while 10% of the respondents don’t agreed that advertisement of PepsiCo cool drinks helps them to make better selection.
Table – 20 Q.No.17) do you satisfied with the performance/quality of product which is seen by advertisements PepsiCo of cool drinks? Particulars Yes No Total
No. of respondents 86 14 100
59
Percentage 86% 14% 100%
Pie – Chart:
No, 14%
Yes 86%
Inference: Above chart reveals that among 100 respondents 86% of the respondents’ view that they satisfied with the performance of /quality of product which is seen by advertisement of PepsiCo cool drinks while 14% of the respondents said no.
Table – 21 Q.No.18) do you think advertisements of PepsiCo cool drinks should be in regular time to get effective? Particulars Yes No Can’t say Total
No. of respondents 64 32 4 100
60
Percentage 64% 32% 4% 100%
Pie – Chart:
Can't say 4%
No 32%
Yes 64%
Inference: Above chart reveals that among 100 respondents 64% of the respondents said that advertisements of PepsiCo cool drinks should be in regular time to get effective while 32% advertisements of PepsiCo cool drinks should be in regular time to get effective.
Table – 22 Q.No.19) did the advertisements of PepsiCo cool drinks make you loyal towards its brands? Particulars Yes No Can’t say Total
No. of respondents No 83 15% 15 2 100
Pie – Chart: Yes 83%
61
Percentage Can't say83% 2% 15% 2% 100%
Inference: Above chart reveals that among 100 respondents 83% of the respondents’ view that advertisements of cool drinks make them loyal towards its brands while 15% of the respondents’ view that the advertisement of cool drinks didn’t make them loyal towards its brands.
Table – 23 Q.No.20) which reason you find for the difference of advertising effectiveness? Particulars
No. of respondents
Percentage
Education
40
40%
Likings
20
20%
Standard of living
20
20%
Other reasons
20
Education Total 40%
100
20%
Likings 20% 100%
Pie – Chart:
62Other
reasons 20%
Standard of living 20%
Inference: Above chart reveals that among 100 respondents 40% of the respondents said that education is the reason for difference of advertising effectiveness while 20% said likings, 20%said standard of living and 20% said other reasons for the difference of advertising effectiveness.
63
CHAPTER - VI
FINDINGS •
96% of the respondents’ view that advertisement of cool drink is required.
•
92% of the respondents are of opinion that they have seen the advertisements on
T.V. •
60% of the respondents’ like the advertisements due to theme.
•
94% of respondents recall the advertisement of PepsiCo cool drinks.
•
60% of respondents are view that advertising is very necessary for sale of cool
drinks. •
60% of the respondents’ view that T.V. is presenting the advertisement is
necessary for sale of PepsiCo cool drinks. •
84% of the respondents agreed that advertisement of PepsiCo cool drinks create
awareness about brands and make to consume product. •
73% of the respondents’ view that advertising gives effect on their consumption
of cool drinks. 64
79% of respondents’ views that famous personalities and slogans are necessary
•
for advertisement of PepsiCo cool drinks. •
83% of the respondents said that famous personalities affect their brand choice.
•
82% of the respondents’ view that advertisement reminds them brand name while
purchasing. 88% of the respondents said that advertisement of PepsiCo cool drinks helps them
•
to make better selection. 86% of the respondents’ view that they satisfied with the performance of /quality
•
of product which is seen by advertisement of PepsiCo cool drinks. 64% of the respondents said that advertisements of PepsiCo cool drinks should be
•
in regular time to get effective. 83% of the respondents’ view that advertisements of cool drinks make them loyal
•
towards its brands. 40% of the respondents said that education is the reason for difference of
•
advertising effectiveness.
SUGGESTIONS •
Media should be selected according to the choice of customers.
•
To give more attention in making the advertisement to make it effective for the sale of cool drink.
•
It should be attractive one so that people are attracted toward the advertisement.
•
The indoor media only reach to more no. of customers so, that the advertisement of PepsiCo also can advertise in local channels and local newspapers.
•
The advertisement should be in regular time.
•
Can advertise is more outdoor media because it cost is very less compare to other media and also it can reach some time more customers mind.
•
Advertisement in newspapers media now not in front page, if that advertisement in FrontPage means it can reach more customers.
•
PepsiCo should conduct periodical study to know the level of customer satisfaction.
65
•
Like postal advertisement is very cheap and also it can reach our customer regular time period means we can retain our customer and we can maintain good relationship with customers.
QUESTIONNAIRE
66
A Study on Advertising Effectiveness of PepsiCo Cool Drinks Background Information I)
Name
: ____________________________________
II)
Age
: ____________________________________
III)
Qualification
: ____________________________________
(i) Illiterate
(ii) Below metric
(iii) Metric
(iv) Graduate
(v) Postgraduate 1)
Do you see the advertisements? (a)
2)
Yes
(b)
)
(
)
No
Do you think advertisement of cool drink is required? 67
(
(a) 3)
5)
9)
(b)
(a)
T.V.
(b)
Newspapers
(c)
Magazines
(d)
Others
Yes
(b)
Yes
(b)
(b)
)
(
)
(
)
(
)
(
)
(
)
No
No
Could you recall any advertisement of PepsiCo cool drinks? Yes
(
No
Why do you like the advertisements of PepsiCo cool drinks?
(a) 8)
Yes
Do you like the advertisements of PepsiCo cool drinks?
(a) 7)
No
Through which media you have seen it?
(a) 6)
(b)
Have you seen the advertisements of PepsiCo cool drinks? (a)
4)
Yes
No
Do you think advertising is necessary for sale of cool drinks? (a)
Necessary
(b)
Very necessary
(c)
Not necessary
(d)
can’t say
Which media is presenting the advertisement is necessary for sale of PepsiCo cool drinks? (a)
T.V.
(b)
68
Newspapers
(
)
(c) 10)
Magazines
(d)
Others
Did the advertisements of PepsiCo cool drinks create awareness about brands and make to consume product? (a)
11)
No
Yes
(b)
No
How frequently you take cool drinks? (a)
Once in a day (c)
13)
(b)
(b)
More than twice
15)
(
)
(
)
Twice in a day (d)
Not regular
did the Famous personalities and slogans are necessary for advertisements of PepsiCo cool drinks?
14)
)
Did the advertisement give affect on your consumption of cool drinks? (a)
12)
Yes
(
(a)
Yes
(c)
Can’t say
(b)
Yes
(c)
Can’t say
(b)
)
(
)
No
Did the famous personalities affect your brand choice? (a)
(
No
Do you agree that advertisement reminds you brand name while purchasing? (a)
Yes
(c)
Can’t say
(b)
69
No
(
)
16)
Do you agree that advertisements of PepsiCo cool drinks help you to make better selection?
17)
(a)
Yes
(c)
Can’t say
(b)
No
(a)
Yes
(b)
(
20)
)
No
Do you think advertisements of PepsiCo cool drinks should be in regular time to get effective?
19)
)
Do you satisfied with the performance/quality of product which is seen by advertisements PepsiCo of cool drinks?
18)
(
(a)
Yes
(c)
Can’t say
( (b)
)
No
Did the advertisements of PepsiCo cool drinks make you loyal towards its brands? (a)
Yes
(c)
Can’t say
(b)
No
(
)
Which reason you find for the difference of advertising effectiveness? (a)
Education
(b)
Likings
(c)
Standard of living
(d)
other reasons
(
)
Suggestions: __________________________________________________________
70
BIBLIOGRAPHY
71
Textbooks: Zikmund, William G. “Business Research Methods” Thomson south – western 7
•
th
edition. •
Philip kotler, “Marketing Management” prentice hall of India, 13 edition.
•
Chunawalla, S.A., “Foundation of advertising theory & Practice”. Himalaya
th
Publishing House, 5 edition. th
Newspapers: •
Hindustan Times.
•
Times of India.
Magazines: •
The Times.
•
4P’s.
Internet Sources: www.wikipedia.org.
• •
www.pepsicoindia.co.in.
72
