Вы находитесь на странице: 1из 72

A

PRO1ECT REPORT ON
A STUDY ON ADVERTISING EFFECTIVENESS
Submitted in partial fulfillment of the requirements
For the award of Master Degree
In
BUSINESS ADMINISTRATION
BY
KHA1A IMRAN MD (10141E0019)
Carried out at
PEPSICO IDI! "O#DI$S P%&' #&D'
(nder the esteemed guidan)e of
Mr. N. Goverdhan Reddy, MBA (Asst. Professor)
DEP!*&ME& OF B(SIESS !DMIIS&*!&IO
S'*'&'I'S'&' !#$OD!
DEPARTMENT OF BUSINESS ADMINISTRATION
SWAMI RAMANANDA TIRTHA INSTITUTE
OF SCIENCE AND TECHNOLOGY
+!ffiliated to ,&( (ni-ersit./ ".derabad0
*amananda agar/ Post' S#BC/ algonda'
1
CONTENTS
Page no:
CHAPTER-I
INTRODUCTION 02 - 09
Need for the study
O!e"t#$es of the study
Resear"h %ethodo&ogy
'"o(e of the study
)#%#tat#ons of the study
CHAPTER-II ** - *+
INDU'TR, PRO-I)E
CHAPTER-III *. - 2/
CO0PAN, PRO-I)E
CHAPTER-I1 22 - 39
)ITARETURE RI1IE4
CHAPTER-1
DATA ANA),'I' 50 - /3
-INDIN6' /+
'U66ETION' //
7UE'TIONNAIRE /2 - .*
8I8)IO6RAPH, .3
2
CHAPTER - I
INTRODUCTION
3
!d-ertising is an art not a s)ien)e' Effe)ti-eness of whi)h )annot be measured
with a mathemati)al or empiri)al formula some ad-ertisers argue that ad-ertising
efforts go to waste/ but e-er. ad-ertiser is 4eenl. interested in measuring or in e-aluation
of ad-ertising effe)ti-eness' &esting for the effe)ti-eness of ad-ertisement will lead
ad-ertisement testing must be done either before or after the ad-ertisement has done in
the media' It is of two t.pes/ protesting whi)h are done before the ad-ertisement has been
laun)hed and one is referred to as )ost testing whi)h is done before the ad-ertisement has
been laun)hed and one is referred to as )ost testing whi)h is done after laun)hing the
ad-ertising )ampaign' &he basi) purpose of ad-ertising effe)ti-eness is to a-oid )ostl.
mista4es/ to predi)t the relati-e
Strength of alternati-e strength of alternati-e ad-ertising strategies and to in)rease
their effi)ien).' In measurement of ad-ertisement effe)ti-eness feedba)4 is alwa.s useful
e-en if it )osts some e5tra e5penditure to the ad-ertiser'
&he ob6e)ti-es of all business are to ma4es profits and a mer)handising )on)ern
)an do that b. in)reasing its sales at remunerati-e pri)es' &his is possible/ if the produ)t
is widel. polished to be audien)e the final )onsumers/ )hannel members and industrial
users and through )on-in)ing arguments it is persuaded to bu. it' Publi)it. ma4es a thing
or an idea 4nown to people' It is a general term indi)ating efforts at mass appeal' !s
personal stimulation of demand for a produ)t ser-i)e or business unit b. planting
)ommer)iall. signifi)ant news about it in a published medium or obtaining fa-orable
presentation of it upon -ideo tele-ision or stage that is not paid for b. the sponsor'
On the other hand/ ad-ertising denotes a spe)ifi) attempt to populari7e a spe)ifi)
produ)t or ser-i)e at a )ertain )ost' It is a method of publi)it.' It alwa.s intentional
openl. sponsored b. the sponsor and in-ol-es )ertain )ost and hen)e is paid for' It is a
)ommon form of nonpersonal )ommuni)ation about an organi7ation and or its produ)ts
idea ser-i)e et)' that is transmitted to a target audien)e through a mass medium' In
)ommon parlan)e the term publi)it. and ad-ertising are used s.non.mousl.'
8
What is advertising?
&he word 9!d-ertising: has its origin from a #atin word 9!d-enture: whi)h means to turn
to' &he di)tionar. meaning of the word is 9to announ)e publi)it. or to gi-e publi)
)on)erned to a spe)ifi) thing whi)h has been announ)ed b. the ad-ertiser publi)it. in
order to inform and influen)e them with
*eread them or pass them on to other' Some maga7ines ha-e prestige -alue' &he
mar4eter )an )o-er national or large regional mar4ets at a low )ost per )ontra)t
+per indi-idual rea)hed0' Maga7ines generall. offer high;qualit. printing
of ad-ertisement'
Simpl. stated ad-ertising is the art <sa.s green'< !d-ertising is a general term for and all
forms of publi)it./ from the )r. of the street bo. selling newspapers to the most )elebrate
attention attra)ts de-i)e' &he ob6e)t alwa.s is to bring to publi) noti)e some arti)les or
ser-i)e/ to )reate a demand to stimulate bu.ing and in general to bring together the man
with something to sell and the man who has means or desires to bu.<'
!d-ertising has been defined b. different e5perts' Some of the quoted definitions are=
!))ording to !meri)an Mar4eting !sso)iation >!d-ertising is an. paid form of
nonpersonal paid of presentation of ideas goods or ser-i)es b. an identified sponsor?'
Indian mar4eting asso)iation has defined ad-ertising as >an. paid form of nonpersonal
presentation and promotion of ideas/ goods or ser-i)es b. an identified sponsor?' &he
medium used are print broad)ast and dire)t'
Stanton deser-es that <!d-ertising )onsists of all the a)ti-ities in-ol-ed in presenting to a
group a non; personal/ oral or -isual openl./ sponsored message regarding a produ)t/
ser-i)e/ or idea' &his message )alled an ad-ertisement is disseminated through one or
more media and is paid for b. the identified sponsor'
@
Advertisement carries:
In business world the terms in mainl. used with referen)e to selling the produ)t of
the )on)ern' &he ad-ertising/ as ,ones defines it is <a sort of ma)hine made mass
produ)tion method of selling whi)h supplements the -oi)e and personalit. of the
indi-idual salesman/ su)h as manufa)turing the ma)hine supplements the hands of the
)raftsman'< It is thus a pro)ess of bu.ingAsponsorAidentified media spa)e or time in order
to promote a produ)t or an idea' From a )areful s)rutin. of the abo-e definition/ the
following points emerge=
!d-ertising is a paid form and hen)e )ommer)ial in nature' &his an. sponsored
)ommuni)ation designed to influen)e bu.er beha-ior ad-ertising' !d-ertising is non;
personal' (nli4e personal selling/ ad-ertising is done in a non; personal manner through
intermediaries or media whate-er the form of ad-ertisement +Spo4en/ written or -isual0'
It is dire)ted at a mass audien)e and not dire)ted at the indi-idual as in personal selling'
!d-ertising promotes idea/ goods and ser-i)es' !lthough most ad-ertising is designed to
help sell goods/ it is being used in)reasingl. to further publi) interest goals' !d-ertising
is identifiable with its sponsoring authorit. and ad-ertiser' It dis)loses or identifies the
sour)e of opinions and ideas' !d-ertising thus is= 1' Impersonal 2'! )ommuni)ation of
ideas' 3' !imed at mass audien)e 8'B. a pa.ing sponsor' &he two forms of
mass )ommuni)ation that are something )onfused with ad-ertising or publi)it. and
propaganda' If we eliminate the elements of the <pa.ing sponsor< +&he paid requirement0
we would ha-e the element of publi)it. left= For publi)it. is te)hni)all. spea4ing/
ad-ertisement without pa.ment' In a similar manner' If we eliminate the requirement of
an <identified sponsor</ the resulting )ommuni)ation is propagandisti)' It is important for
us to emphasi7e that ad-ertising ma. in-ol-e the )ommuni)ation of ideas or goods of
ser-i)e' Be are all aware that ad-ertising attempts to sell goods and ser-i)es' But we ma.
o-erloo4 the more important fa)t that it often sells ideas'
NEED OF THE STUDY
C
eed to doing the stud. on ad-ertising effe)ti-eness is whether the !d-ertising
)ampaign was su))essful or not/ the awareness le-el of produ)ts/ the ad-ertising
)ampaign in)reased the )ustomer base or not and whi)h media )arr. the
ad-ertisement su))essfull.'
OB1ECTIVES OF THE STUDY
1' &o 4now the effe)ti-eness of ad-ertising towards Pepsi Co )ool drin4s'
D
2' &o understand the most effe)ti-e media for ad-ertisement for PepsiCo Cool drin4s
3' &o find out the reasons for li4ing the ad-ertisement of PepsiCo )ool drin4s
RESEARCH METHODOLOGY
*esear)h is a pro)edure of logi)al and s.stemati) appli)ation of the fundamentals
of s)ien)e to the general and o-erall questions of a stud. and s)ientifi) te)hnique whi)h
E
pro-ide pre)ise tools/ spe)ifi) pro)edure and te)hni)al rather than philosophi)al means
for getting and ordering the data prior to their logi)al anal.sis and manipulation'
Different t.pe of resear)h designs is a-ailable depending upon the nature of resear)h
pro6e)t/ a-ailabilit. of able manpower and )ir)umstan)es.
1. Research Design: &he resear)h design is the blueprint for the fulfillment of
ob6e)ti-es and answering questions' It is a master plan spe)if.ing the method and
pro)edures for )olle)ting and anal.7ing needed information'
2. Data Collection Methods: &he sour)e of data in)ludes primar. and se)ondar.
data sour)es'
Primary data: Primar. data has been )olle)ted dire)tl. from sample respondents
through questionnaire and with the help of inter-iew'
Secondary data: I was )olle)ted the se)ondar. data from Standard te5tboo4s/
ewspapers/ Maga7ines and Internet sour)es'
3. Research Instrument: *esear)h instrument used for the primar. data )olle)tion
is Fuestionnaire'
4. Sample Design: Probabilit. Sampling'
Sampling Technique: Con-enien)e
Sample Size: 1GG *espondents'
Area of Study: Dilsu4h agar/ ".derabad'
Statistical Tool Applied: Per)entage !nal.sis'
SCOPE OF THE STUDY
1' &he stud. will attempt to find out the ad-antages le-el of produ)ts'
H
2' &he stud. )an help to find out whether the ad-ertisement is rea)hed the target
audien)e'
3' &he ad-ertiser )an identif. the gap of impro-ement themsel-es'
8' &he stud. )an find out whether the ad-ertisement was edu)ating the )ustomer in
right wa. or not'
'
LIMITATIONS OF THE SUDY
1' &he pro6e)t relied mainl. on the primar. data'
2' Consumer gi-es -er. un)lear pi)ture'
1G
3' &he stud. is based on limited sample'
8' It begin m. first attempt to underta4e su)h a stud./ thus the ine5perien)e is
also an obsta)le to a))omplish the pro6e)t in a proper wa.'
@' &he main limitation was time' &here was problem to )onta)ting the
businessmen and ser-i)emen due to shortage of time with them'
C' &he data is )olle)ted from the )onsumer is qualitati-e in nature' i'e' -iews/
opinions and per)eptions' &hese fa)tors ma. be )hanged from time to time'
11
CHAPTER - II
INDUSTRY PROFILE
Present soft drin4 boon in India was attributed to the lega). of Co)a;Cola/ whi)h was
there in India till 1HDD' in toda.:s mar4et the Co)a;Cola +Co4e/ &hums (p/ Fanta/ #im)a/
Sprite / %anilla Co4e/ et)'0 hold a C2I mar4et share appears to bear )on)entrated rush to
beg a big share in the soft drin4 mar4et'
%arious national J multinational firms are engaged in soft drin4 mar4et due to in)rease
in its demand da. b. da.' !s far as IDI! soft drin4 mar4et is )on)erned there are ma6or
)ompan.:s engaged ha-ing a big )ompletion to )apture the soft drin4 mar4et are namel.
Co)a;Cola JPepsi' Bhile Campa Cola J man. lo)al )ola:s still noti)e in the Indian
Mar4et' Pepsi Cola atta)4ed Co)a;Cola before Borld Bar II' Co)a Cola dominated the
12
!meri)an soft drin4 industr./ Pepsi )ola was a drin4 less to manufa)tures J with a less
satisfa)tor. taste then Co4e' Bhere as Co)a;Cola ma6or selling point was more drin4 for
the same pri)e and Pepsi emphasi7ed on ad-ertising' During Borld Bar II Pepsi J Co4e
both en6o.ed in)reased sale' !fter the war Pepsi sale was started to fall relati-el. to
Co4e/ resulting the Co)a;Cola had starting to )li)4 the Mar4et share' ! number of fa)tor.
)ontributed to Pepsi problem were poor image/ poor tas4for)e/ poor qualit. )ontrol et)'
!t that point !lfred''Steeler )ame to the presiden). of Pepsi )ola with a great
reputation for mer)handising' "e and his staff re)ogni7ed that the main hope la.
transforming Pepsi from a )heap imitator of Co4e into a )lass on soft drin4 manufa)turer'
B. 1H@@ all Pepsi:s ma6or wea4ness had been o-er)ome/ resulting sales had )limbed
substantiall.' &hese a)tions from 1H@@ to 1HCG led to a )onsiderable sales growth for
Pepsi' In India another )ompan. engaged in soft drin4 mar4et is Co)a;Cola' It is one of
the most widel. 4nown/ a))epted and admired trademar4s of the world' Co)a;Cola was
their in India till 1HDD/ when the Indian $o-ernment banned it due to strong resentment
against multinational )ompan.:s Co)a;Cola was re;laun)hed again in India in September
1HH3 at >"!&"*!S? near !gra' &he Indian people wel)omed the )omeba)4 of their
most lo-ed Cola in the )ountr. with great enthusiasm and -igor'
Co)a;Cola mar4ed its re;laun)hing with a)quiring fi-e Parle. drin4s -i7' &humps (p/
$old Spot/ #im)a/ Citra/ Maa7a/ Soda' Soft drin4 industr. is one of the fastest growing
industries in India' &he basi) idea behind the rapid growth of this industr. is due to
following reasons=
1' &he great )orporate war between Co4e J Pepsi/ who left no stone unturned/ for
monopoli7e the Soft Drin4 mar4et'
2' &he basi) ideolog. of these two giants is to promote soft drin4s as a food item in
India hold
3' &he long hot summers in India ha-e in)reased the )onsumption of soft drin4s'
SOFT DRINK MARKET INDIA N SCENARIO:
13
India soft drin4 industr. is witnessing a boom time' Its growth rate is around 2GI with
whi)h su)h growth rate/ -olume )ould rea)h billion )reates within 1G .ears' &here ma6or
multinational )ompanies are fighting to grab a ma6or )hun4 of business from Indian
mar4ets' &hese three )o)a;)ola/ Pepsi/ Cadbur.' !ll of these )ompanies ha-e seen an
enormous potential in this )ountr.' Consequentl./ b. world standard/ Indian per )apita
)onsumption of soft drin4s is still -er. low'
&herefore these soft drin4s grants feel that fire )apita )onsumption )an onl. grow up'
Soft drin4 industries has alread. seen and estimated sale of around 28G million )rates
higher than last .ear:s sale of 2G8 million in 1HHE' &he Main reason for su)h a high
growth rate heightened )ompetition between )o)a;)ola and Pepsi/ Cadbur./ bring a new
entrant is for behind' India is a)tuall. more -i-id in taste and preferen)e than an. other
)ountr. mar4et' Delhi 6ar instan)e/ a))ount for about 2GI of total soft )onsumption in
term of sales' &here are about 8/ EG/GGG soft drin4s retailers in India and their numbers
are in)reasing da. toda.' &his a)tuall. means that there is 6ust one soft drin4 retailer on a
population of 3D/ CGG/ whi)h is far below the international standard' Bhereas Philippines
has one soft drin4 retail )ounter o-er a population of 1@G people i'e' 8/ GG/GGG outlets on
a population of CG million'
India is one of the top most fi-e mar4ets in terms of growth of the soft drin4 mar4et' &he
per )apita )onsumption of the soft drin4s in the )ountr. is estimated to be around si5
bottles per annum in the .ear 2GG3' It is -er. low )ompared to the )orresponding figures
in (S +CGGK bottles plant per annum0'
&he ma6or pla.ers in the soft drin4s mar4et in India are PepsiCo and Co)a;Cola/ li4e
elsewhere in the world' Co)a Cola a)quired the number of lo)al brands li4e #im)a/
&hums (p when it entered in Indian mar4et for the se)ond time'
PepsiLs soft drin4 portfolio also )onsists of the Miranda and D (p along with the Pepsi'
&he mar4et share of ea)h of the )ompan. is more or less same/ though there is a )onfli)t
in the estimate quoted b. the different sour)es'
18
&he ma6or ingredient in the soft drin4 is water' It )onstitutes )lose to H1I of the soft
drin4 )ontent' !dded to this/ the drin4 also )ontains sweeteners/ Citri) !)id/ Mali) a)id/
Color/ Preser-ati-e/ and !ntio5idant'
Cola war Between Pepsi & Coca-Cola:
Bottlers to enhan)e its )ontrol on manufa)turing and mar4eting of its produ)t range and
attain the qualit. standards of its )lass' Countering its Pepsi has ta4en the baton in its own
hands b. floating and in-estment of MH@ millions to set C PepsiCo' India "oldings/ a
subsidiar. for )ompan.:s owned bottling operation +COBO0' Both of the )ompanies are
following different path to rea)h the same destin. i'e' to fet)h the bigger portion of
aerated soft drin4 mar4et in India both the )ompetitors ha-e distin)t -ision and priorities
about the Indian soft drin4 mar4et through ha-ing so mu)h differen)e and distan)es with
ea)h other/ the. both )onsider India as a huge potential mar4et as per )apita )onsumption
here in 3 ser-ings per .ear against an international of EG' thought out/ the. are putting
their best efforts to woo Indian )onsumer who has to wor4 for 1'@ hours to bu. a bottle
)rosso-er for both the athletes running for getting o'1 position Co)a; Cola is well set
1@
with it:s @3 bottling sites thought out the )ountr. gi-ing it an edge o-er )ompetition b.
possessing a well built manufa)turing and distribution set up on the side of pi)ture/ Pepsi/
with two more .ear in India/ has been able to set an image of winner this giants are read.
to turn e-er. stone of opportunit. with a mindset of long tenure this time'
Co)a NCola has been penetrating the mar4et through its wide produ)t range with a
determinant to )hange )ompetition pattern of soft drin4 in India Firstl./ the. upgrade the
whole industr. b. introdu)ing 3GGml bottles/ whi)h in turn/ had gi-en the industr. a
booming growth of 2GI as )ompared to earlier @I the. want to de-elop a )o)a )ulture
here and are wor4ing on a strateg. to offer soft drin4 in e-er. possible pa)4age' In Co)a;
Cola )amp/ the idea of )ompetition has not )ome from Pepsi/ but from the other
be-erages su)h as &ea/ Coffee/ imbu Pani/ Bater et)' Pepsi is quite aggressi-e in its
approa)h to Indian )onsumer' &he. are desperatel. wor4ing in the strateg. to be winner
side in the hot )ola war between two big barons' !))ording to Pepsi philosoph. it:s the
madness that en)ourages e5e)uti-es to thin to )on6ure up those )reati-e ta)ti)s to 4no)4
the fi77 out of their )ompetition' Pepsi had pumped large amount on the -isibilit. of its
blue/ red and white logo' &he. ha-e been going with aggressi-e mar4eting their
ad-ertisement to endorse their brand/ the role model for it:s targeted )onsumer the
teenagers' &he. ha-e in)rease the fi77 in the mar4et pri)e b. Introdu)ing the dispensers
)alled fountain Pepsi and been en6o.ing a lead o-er its ri-al three'
Co)a;Cola on the other hand/ has been wor4ing on the sa.ing 9s4ew: and stead with
9ra)e:/ side b. side retailing to the e-er. mo-e of its )ompetitor' &he. ha-e produ)ed the
shield of &humps (p with a handsome mar4et share in India soft drin4 mar4et'
Countering Pepsi/ international )ommer)ial that used two )himpan7ees to )o4e a sna)4 at
)o4e/ &hums (p )ame with the aid line/ >Don:t be Bandar/ taste the thunder? also
&humps (p has been positioned now -er. near to that of .oung in age of Pepsi and
gi-ing it tough time' E-er.thing has been put on fire b. these )ool mer)hants if )o4e got
the status of the >Offi)ial drin4 of Bills Borld Cup?/ Pepsi blushed as >othing offi)ial
about it?' !s &humps (p pro6e)ted as >Saare ,ahan Se !)h)ha?' Pepsi was passionate
enough with >Freedom to be?' Bhen &humps (p )ame up with >&hunder Blast?/ the
other one offered/ Pepsi Stuff Card?' If red )olor is meant for Co4e/ Pepsi has )hosen to
1C
be Blue' In this wa./ Indian )onsumer is getting more fi77 and pun)h from the two big
brothers and he has to gi-en not about the winner'

1D
CHAPTER - III
COMPANY PROFILE
PEPSICO INTERNATIONAL
PepsiCo is one of the largest FMC$ )ompanies there is that is engaged in the food/
be-erage/ and sna)4 industries' PepsiCo is engaged in the sna)4 food/ soft drin4/ 6ui)e/
and fast food fran)hise businesses' &he Compan./ through its subsidiaries/ mar4ets/ sells
and distributes -arious sna)4s in the (nited States and internationall./ manufa)tures
)on)entrates of Pepsi/ Mountain Dew and other brands for sale to fran)hised bottlers in
the (S and international mar4ets and produ)es/ mar4ets/ sells and distributes 6ui)es under
se-eral &ropi)ana trademar4s in the (nited States and internationall.' PepsiCo:s
domesti) sna)4 food business is )ondu)ted b. the Frito;#a. orth !meri)a/ and its
international sna)4 food business is )ondu)ted through Frito;#a. International' &he
Compan.Ls soft drin4 business operates as the Pepsi;Cola Compan. and is )omprised of
two business units one is Pepsi;Cola orth !meri)a and Pepsi;Cola International' In
De)ember 2GGG/ the Compan. announ)ed an agreement under whi)h a subsidiar. of the
PepsiCo will merge with Fua4er Oats Compan./ and Fua4er will be)ome a wholl.
1E
owned subsidiar. of the PepsiCo' Fua4er is a large worldwide mar4eter of foods and
be-erages' &he proposed merger is sub6e)t to the )ertain )losing )onditions/ in)luding
appro-al b. shareholders of both )ompanies and regulator. appro-als' &he transa)tion is
e5pe)ted to )lose in the first half of 2GGG' PepsiCo is also operating se-eral food
fran)hises in)luding Pi77a "ut/ OFC/ and &a)o Bell et)'
PepsiCo- The Parent Company:
PepsiCo is one of the worldLs largest food and be-erage )ompanies' &he )ompan.Ls prin)ipal
businesses in)lude
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 worldLs premier )onsumer Produ)ts Compan. fo)used on
)on-enient foods and be-erages' Be see4 to produ)e finan)ial rewards to in-estors as we
pro-ide opportunities for growth and enri)hment to our emplo.ees/ our business partners
and the )ommunities in whi)h we operate' !nd in e-er.thing we do/ we stri-e for
honest./ fairness and integrit.'
Vision:
<PepsiCoLs responsibilit. is to )ontinuall. impro-e all aspe)ts of the world in whi)h we
operate N en-ironment/ so)ial/ e)onomi) N )reating a better tomorrow than toda.'<
1H
Our -ision is put into a)tion through programs and a fo)us on en-ironmental stewardship/
a)ti-ities to benefit so)iet./ and a )ommitment to build shareholder -alue b. ma4ing
PepsiCo a trul. sustainable )ompan.'
Performance with Purpose:
!t PepsiCo/ we are )ommitted to a)hie-ing business and finan)ial su))ess while lea-ing
a positi-e imprint on the so)iet. N deli-ering what we )all Performan)e with Purpose'
Our approa)h to superior finan)ial performan)e is the straightforward N dri-e shareholder
-alue' B. addressing so)ial and the en-ironmental issues/ we also deli-er on our purpose
agenda/ whi)h )onsists of the human/ en-ironmental/ and talent sustainabilit.'
PepsiCo Values & Philosophy:
Our %alues J Philosoph. are a refle)tion of the so)iall. and en-ironmentall. responsible
)ompan. we aspire to be' &he. are the foundation for the e-er. business de)ision we
ma4e'
Commitment:
Be are )ommitted to deli-ering the sustained growth through empowered people
a)ting responsibl. and building trust'
Sustained $rowth is fundamental to moti-ating and measuring our su))ess' Our
quest for sustained growth stimulates inno-ation/ pla)es a -alue on results/ and helps us
understand whether toda.Ls a)tions will be )ontribute to our future' It is about the growth
of people and )ompan. performan)e' It prioriti7es both ma4ing a differen)e and getting
the things done'
Empowered People means we ha-e the freedom to a)t and thin4 in wa.s that we
feel will get the 6ob done/ while adhering to pro)esses that ensure proper go-ernan)e and
being mindful of )ompan. needs be.ond our owns'
*esponsibilit. and &rust forms the foundation for the health. growth' Be hold
oursel-es both personall. and )orporatel. a))ountable for e-er.thing we do' Be must
2G
earn the )onfiden)e others pla)e in us as indi-iduals and as a )ompan.' B. a)ting as good
stewards of the resour)es entrusted to us/ we strengthen that trust b. wal4ing the tal4 and
following through on our )ommitment to su))eeding together'
The PepsiCo Family:
Meet the three ma6or di-isions of the PepsiCo famil.=
PepsiCo !meri)as Be-erages'
PepsiCo !meri)as Foods'
PepsiCo International
Guiding Principles:
We must always strive to:
Care for our )ustomers/ our )onsumers and the world we li-e in' we are dri-en
b. the intense/ )ompetiti-e spirit of the mar4etpla)e/ but we dire)t this spirit toward the
solutions that benefit both our )ompan. and our )onstituents' Our su))ess depends on the
thorough understanding of our )ustomers/ )onsumers and )ommunities' &o foster this
spirit of generosit./ we go the e5tra mile to show we )are'
Sell onl. produ)ts we )an be proud of' &he true test of our standards is our
own abilit. to )onsume and the personall. endorse the produ)ts we sell' Our )onfiden)e
helps ensure the qualit. of the produ)ts/ from the moment we pur)hase ingredients to the
moment it rea)hes the )onsumerLs hand'
Spea4 with truth and )andor' Be tell the whole stor./ not 6ust whatLs
)on-enient to our indi-idual goals' In addition to being the )lear/ honest and a))urate/ we
are responsible for ensuring our )ommuni)ations are understood'
21
Balan)e short term and long term' In e-er. de)ision/ we weigh both short;
term and long;term ris4s and benefits' Maintaining this balan)e helps sustain our growth
and ensures our ideas and the solutions are rele-ant both now and in the future'
Bin with di-ersit. and in)lusion' Be embra)e people with di-erse
ba)4grounds/ traits and the wa.s of thin4ing' Our di-ersit. brings new perspe)ti-es into
the wor4pla)e and en)ourages inno-ation/ as well as the abilit. to identif. the new
mar4et opportunities'
*espe)t others and su))eed together' Our mutual su))ess depends on the
mutual respe)t/ inside and outside the )ompan.' It requires people who are )apable of
wor4ing together as part of a team or informal )ollaboration' Bhile our )ompan. is built
on indi-idual e5)ellen)e/ we also re)ogni7e the importan)e and -alue of teamwor4 in
turning our goals and a))omplishments
PEPSICO INDIA
Introduction:
PepsiCo entered India in 1HEH and in the short span of a little more than a de)ade it
be)ame the )ountr.Ls largest selling soft drin4s )ompan.' &he Compan. has in-ested
hea-il. in India ma4ing it one of the largest multinational in-estors' &he group has built
an e5pansi-e be-erage/ sna)4 food and e5ports business and to support the operations are
the groups of 83 bottling plants in India/ of whi)h 1@ are )ompan. owned and 2E are
fran)hisee owned'
PepsiCo sta.s )ommitted to pro-iding its )onsumers with best qualit. be-erages' Its
di-erse portfolio of brands in)lude the flagship )ola brand Pepsi/ Diet Pepsi/ D(p/
Mirinda/ Mountain Dew/ Sli)e fruit drin4/ &ropi)ana brand 1GGI fruit 6ui)es in the
-arious fla-ors/ !quafina pa)4aged drin4ing water/ the $atorade plus lo)al brands #ehar
E-er-ess Soda and Du4es #emonade and Mangola'
PepsiCo is also a dominant pla.er in sna)4 food segment in India' PepsiCoLs sna)4 food
)ompan. Frito;#a. is the leader in the branded potato )hip mar4et' It manufa)tures #a.Ls
22
Potato ChipsP Cheetos e5truded sna)4s/ (n)le Chips/ Our4ure and #ehar brands/ and
Fua4er Oats'
PepsiCo is one of the largest MC e5porters in the India and its e5port business )onsists
of three )ategories= agribusiness/ )ommodities and Pepsi s.stem sales' PepsiCo has made
the signifi)ant in-estments with the Pun6ab !gri)ulture (ni-ersit. to de-elop the
)omprehensi-e agro;te)hnolog. program that has helped thousands of the farmers a)ross
India impro-e the .ield of their farms and the qualit. of their agri)ultural produ)ts'
PepsiCo has le-eraged its 4nowledge in the )ontra)t farming to de-elop seaweed
)ulti-ation in the &amil adu and has partnered with the $o-ernment of Pun6ab to help
farmers of the state through the utili7ation of de-eloped te)hnolog. for the )itrus farming'
!s part of its sustainable de-elopment initiati-es/ PepsiCo India has been a )ommitted
leader in the promotion of rainwater har-esting/ water )onser-ation re).)ling and
redu)tion of effluent dis)harge' PepsiCo has also established the 7ero waste )enters and
PE& re).)ling suppl. )hains and assisted -i)tims of natural disasters'
PepsiCo sta.s dedi)ated in its endea-or to de-elop the )ommunit. outrea)h programs b.
supporting rural water suppl. s)hemes/ administering medi)al )amps in -illages/
pro-iding )omputers to rural s)hools and )reating opportunities for women in rural areas
through -o)ational training as an alternate means of the li-elihood'
23
OVERVIEW OF PEPSICO INDIA
PepsiCo in India:
PepsiCo has established its business operations in India in 1HEH and has grown to be)ome
the one of the )ountr.:s leading food and the be-erage )ompanies' One of the largest
multinational in-estors in the )ountr./ PepsiCo has established a business/ whi)h aims to
ser-e the long term d.nami)/ needs of Indian )onsumers'
Initiall. PepsiCo has 6oint -enture with the Pun6ab go-ernment;owned Pun6ab' !gro
Industrial Organi7ation and the %oltas India #imited' &his 6oint -enture mar4eted and
sold #ehar Pepsi until 1HH1/ when the use of foreign brands was allowed/ PepsiCo bought
out its partners and ended the 6oint -enture in 1HH8' Others )laim that firstl. Pepsi was
banned from the import in India/ in 1HDG/ for ha-ing refused to release the list of its
ingredients and in 1HH3/ the ban was lifted/ with Pepsi arri-ing on the mar4et shortl.
afterwards'
&hese )ontro-ersies are a reminder of <IndiaLs sometimes a)rimonious relationship with
the huge multinational )ompanies'< Indeed/ some argue that PepsiCo and Co)a Cola
28
Compan. ha-e <been ma6or targets in part be)ause the. are well;4nown foreign
)ompanies that draw plent. of the attention'<
In 2GG3/ the Central for S)ien)e and En-ironment/ a non go-ernmental organi7ation ew
Delhi/ said that aerated waters produ)ed b. soft drin4s manufa)turers in India/ in)luding
multinational giants PepsiCo and tested produ)ts in)luded Co4e/ Mirinda/ D(p/ &hums
(p/ Fanta/ and Sprite' CSE found that the Indian produ)ed PepsiLs soft drin4 produ)ts had
3C times the le-el of pesti)ide residues permitted under the European (nion regulations/
Co)a ColaLs 3G times' CSE said that it had tested the same produ)ts in the (S and found
no su)h residues' "owe-er/ this was the European standard for water/ not for the other
drin4s' o law bans the presen)e of pesti)ides in drin4s in India'
&he Co)a;Cola Compan. and PepsiCo angril. denied allegations that their produ)ts are
manufa)tured in India )ontained to5in le-els far abo-e the norms permitted in de-eloped
world' But an Indian parliamentar. )ommittee/ in 2GG8/ ba)4ed up CSELs findings and b.
a go-ernment;appointed )ommittee/ is now tr.ing to de-elop the worldLs first pesti)ides
standards for Soft Drin4 Compan.' Co4e and Pepsi opposed the mo-e/ arguing that lab
tests are not reliable enough to dete)t minute tra)es of pesti)ides in )omple5 drin4s'
!s of 2GG@/ &he Co)a;Cola Compan. and the PepsiCo together hold HDI mar4et share
of soft drin4 sales in the India' PepsiCo has also been a))used b. the Puthusser.
pan)ha.at in the Pala44ad distri)t in the Oerala/ India/ of pra)ti)ing <water pira).< due to
its role in the e5ploitation of groundwater resour)es resulting in the s)ar)it. of drin4ing
water for the pan)ha.at residents/ who ha-e been pressuring the go-ernment to )lose
down the PepsiCo unit in the -illages'
In the .ear 2GGC/ the CSE again found that soda drin4s/ in)luding both the Pepsi and the
Co)a;Cola/ had high le-els of pesti)ides in their drin4s' Both the PepsiCo and &he Co)a;
Cola Compan. maintain that their drin4s are safe for the )onsumption and ha-e published
in newspaper ad-ertisement that sa. that pesti)ide le-els in their produ)ts are less than
those in other foods su)h as tea/ fruit and dair. produ)ts'
2@
In the Indian state of Oerala sales and produ)tion of Pepsi;Cola/ along with other soft
drin4s/ was banned b. the state go-ernment in 2GGD/ but this was re-ersed b. the Oerala
"igh Court merel. a month later' Fi-e other Indian states ha-e announ)ed a partial bans
on the drin4s in the s)hools/ )olleges and the hospitals'
PepsiCo India and its partners ha-e in-ested more than (SD1 billion sin)e the )ompan.
was established in the )ountr.' PepsiCo India pro-ides the dire)t and indire)t
emplo.ment to 1@G/GGG people in)luding suppliers and the distributors'
PepsiCo nourishes )onsumers with a range of the produ)ts from treats to health. eats/
whi)h deli-er 6o. as well as nutrition and/ good taste' PepsiCo India:s e5pansi-e portfolio
in)ludes the i)oni) refreshment be-erages Pepsi/ D(P/ Mirinda and Mountain Dew/ in
addition to low )alorie options su)h as the Diet Pepsi/ h.drating and nutritional be-erages
su)h as the !quafina drin4ing water/ isotoni) sports drin4s $atorade/ &ropi)ana 1GGI
fruit 6ui)es/ and 6ui)e based drin4s/ &ropi)ana e)tars/ and Sli)e' #o)al brands #ehar
E-er-ess Soda/ Du4es #emonade and Mangola add to the di-erse range of the brands'
PepsiCo:s foods )ompan. is the leader in the branded salt. sna)4 mar4et and all the Frito
laid produ)ts are free of trans;fat and the MS$' It manufa)tures #a.:s Potato Chips
(n)le Chipps and the traditional sna)4s under the Our4ure and #ehar brands' &he
)ompan.:s high fiber brea4fast Fua4er Oats/ and low fat and roasted sna)4 options
enhan)e the healthful )hoi)es a-ailable to the )onsumers' Frito #a.:s )ore produ)ts/
Our4ure/ (n)le Chips and Cheetos are )oo4ed in *i)e Bran Oil to signifi)antl. redu)e
saturated fats and all of its produ)ts )ontain -oluntar. nutrition labeling on their pa)4ets'
&he group has built an e5pansi-e be-erage and foods business' &o support its operations/
PepsiCo has total of 82 bottling plants in India/ of whi)h 13 are the )ompan. owned and
2H are the fran)hisee owned' In addition to/ PepsiCo Frito #a. foods di-ision has three
state;of;the;art plants' PepsiCo:s business is based on its sustainabilit. -ision ma4ing
tomorrow better than the toda.' PepsiCo:s )ommitment to the li-ing b. this -ision e-er.
da. is -isible in its )ontribution to the )ountr./ )onsumers and the farmers'
2C
MARKET PROFILE
(PEPSICO)
Brands of PepsiCo cool drinks:
i0 Pepsi
ii0 Mirinda
iii0 Dup
i-0 Sli)e
-0 Mountain;dew
-i0 Mountain;dew &etra
-ii0 imboo7
Flavours of the brands:
i0 #emon
2D
ii0 Soda
iii0 Orange
-0 Mango
-i0 Clear #emon
-ii0 Cola
CHAPTER - IV
LITERATURE REVIEW
2E
!))ording to Bheeler/ >!d-ertising is an. form of paid non;personal presentation of
ideas/ goods or ser-i)es for the purpose of indu)ing people to bu.?'
!))ording to Billiam ,' Stanton/ >!d-ertising )onsists of all the a)ti-ities in-ol-ed in
presenting to a group a non;personal/ oral or -isual openl. sponsored message regarding
a produ)t ser-i)e or idea' &his message is )alled on ad-ertisement is disseminated
through one or more media and is paid for b. an identified sponsor?
Basic Features of Advertising:
On the basis of -arious definitions it has )ertain basi) features su)h as=
1' It is a mass non;personal )ommuni)ation'
2' It is a matter of re)ord'
3' It persuades bu.ers to pur)hase the goods ad-ertised'
8' It is a mass rapid )ommuni)ation'
@' &he )ommuni)ation media is di-erse su)h as print +newspapers and
maga7ines0
C' It is also )alled printed salesmanship be)ause information is spread b.
means of the written and printed wor4 and pi)tures so that people ma. be
indu)ed to a)t upon it'
2H
Functions of Advertising:
For man. firms ad-ertising is the dominant element of the promotional
mi5 N parti)ulars for those manufa)turers who produ)e )on-enien)e goods su)h as
detergent/ non N pres)ription drugs/ )osmeti)s/ soft drin4s and gro)er. produ)ts'
!d-ertising is also used e5tensi-el. b. masters of automobiles/ home applian)es/ et)/ to
introdu)e new produ)t and new produ)t features its uses its attributes/ pt a-ailabilit. et)'
!d-ertising )an also help to )on-in)e potential bu.ers that a firm:s produ)t or
ser-i)e is superior to )ompetitor:s produ)t in ma4e in qualit./ in pri)e et)' it )an )reate
brand image and redu)e the li4elihood of brand swit)hing e-en when )ompetitors lower
their pri)es or offer some attra)ti-e in)enti-es'
!d-ertising is parti)ularl. effe)ti-e in )ertain other spheres too su)h as=
i0 Bhen )onsumer awareness of produ)ts or ser-i)e is at a minimum'
ii0 Bhen sales are in)reasing for all terms in an industr.'
iii0 Bhen a produ)t is new and in)orporates te)hnologi)al ad-an)e not strong and'
i-0 Bhen primar. bu.ing moti-e e5ists'
It performance the following functions:
i0 Promotion of sales
ii0 Introdu)tion of new produ)t awareness'
3G
iii0 Mass produ)tion fa)ilitation
i-0 Carr. out resear)h
v) Edu)ation of people
TYPES OF ADVERTISING:
Broadl. spea4ing/ ad-ertising ma. be )lassified into two )ategories -i7'/ produ)t
and institutional ad-ertising'
a) Product Advertising:
&he main purpose of su)h ad-ertising is to inform and stimulate the mar4et about
the ad-ertiser:s produ)ts or ser-i)es and to sell these' &his t.pe of ad-ertising usuall.
promotes spe)ifi)/ trended produ)ts in su)h a manner as to ma4e the brands seem more
desirable' It is used b. business go-ernment organi7ation and pri-ate non;business
organi7ations to promote the uses features/ images and benefits of their ser-i)es and
produ)ts' Produ)t ad-ertising is subdi-ided into dire)t a)tion and indire)t a)tion
ad-ertising/ Dire)t a)tion produ)t ad-ertising wages the bu.er to ta4e a)tion at on)e/ i)e
he see4s a qui)4 response to the ad-ertisement whi)h ma. be to order the produ)t b.
mail/ or mailing a )oupon/ or he ma. promptl. pur)hase in a retail store in response to
prin)e redu)tion during )learan)e sale'
Produ)t ad-ertising is subdi-ided into dire)t J indire)t a)tion ad-ertising J
produ)t ad-ertising aims at informing persons about what a produ)ts is what it does/ how
it is used and where it )an be pur)hased' On the other hand sele)ti-e ad-ertising is made
to meet the sele)ti-e demand for a parti)ular brand or t.pe is produ)t'
b) Institutional Advertising:
31
It is designed to )reate a proper attitude towards the sellers to build )ompan. image
or goodwill rather than to sell spe)ifi) produ)t or ser-i)e' Its purpose is to )reate a frame
of mind and to implant feeling fa-orable to the ad-ertisers )ompan.' Its assignment is to
ma4e friends for the institution or organi7ation'
It is sub;di-ided into three )ategories= patronage/ publi)/ relations and publi)
ser-i)e institutional ad-ertising'
i0 In patronage institutional ad-ertising the manufa)turer tells his prospe)ts and
)ustomer about himself his poli)ies and li-es personnel' &he appeals to the patronage
moti-ation of bu.ers' If su))essful/ he )on-in)es bu.ers that his operation entitles him to
the mone. spent b. them'
ii0 Publi) relations institutional ad-ertising is used to )reate a fa-ourable image of
the firm among emplo.ees/ sto)4holders or the general publi)'
iii0 Publi) ser-i)e institutional ad-ertising 6obs publi) support
32
WHY & WHEN TO ADVERTISE:
!d-ertising as a tool to mar4eting not onl. rea)hes those who bu./ but also those
whose opinions or authorit. is )ounted for e5ample a manufa)turer of marble tiles and
building boards ad-ertises not onl. to people who intend to build houses but also to
ar)hite)t and engineers' Bhile the manufa)turers of pharma)euti)als produ)ts ad-ertise
to do)tors as well as to the general publi)' !t time it is ne)essar. for a manufa)turer or a
)on)ern to ad-ertise things whi)h it does not sell but whi)h when sold stimulates the
sales of its own produ)t' &here are )on)erns li4e ele)tri) heaters/ iron et)' be)ause the use
of these in)reases the demand for their produ)ts'
!d-ertising should be used onl. when it promises to bring good result more
e)onomi)all. and effi)ientl. as )ompared to other means of selling' &here are goods for
whi)h mu)h time and efforts are required in )reating a demand b. sending salesman to
prospe)ti-e bu.ers than b. simpl. ad-ertising them' In the earl. da.s of the )ash register
in India it was sold b. spe)iall. trained salesman who )alled on the prospe)ti-e users and
had the diffi)ult tas4 of )on-in)ing them that the. )ould no longer )arr. on with the old
methods/ and that the. urgentl. needed a )ash register' In our )ountr. )ertain publishers
ha-e found it less )ostl. to sell their boo4s b. sending salesman from house to house
among prospe)ti-e bu.ers than to ad-ertise them' In these two e5amples the )ost of
)reating demand would be too high if attempted b. ad-ertising alone under su)h
)ir)umstan)es ad-ertising is used to ma4e the salesman a))eptable to the people the. )all
upon to in)rease the )onfiden)e of the publi) in the house' aturals when there are good
profits )ompetitors will be attra)ted and the. should be 4i)4ed out as and when suffi)ient
)apital is a-ailable b. ad-ertising on a large s)ale' Immediate result ma. not 6ustif. the
in)reased e5penditure but it will no doubt se)ure future sales'
33
Sales-Effect:
Communi)ation;effe)t ad-ertising resear)h helps ad-ertisers assess ad-ertising:s
)ommuni)ation effe)ts but re-eals little about its sales impa)t' Bhat sales a regenerated
b. an ad-ertisement that in)reases brand awareness b. 2GI and brand preferen)e b.
1GIQ !d-ertising:s sales effe)t is generall. harder to measure than its )ommuni)ation
effe)t' Sales are influen)ed b. man. fa)tors besides ad-ertising/ su)h as the produ)t:s
features/ pri)e/ a-ailabilit. and )ompetitorsL a)tions' &he fewer or more )ontrollable these
other fa)tors are/ the easier it is to measure ad-ertisingLs effe)t on sales' &he sales impa)t
is easiest to measure in dire)t;mar4etingLs effe)t on sales' &he sales impa)t is easiest it is
to measure in dire)t;mar4eting situations and hardest measure in brand or )orporate;
image;building ad-ertising'
PROGRESS TESTS
&hese assess the -arious stages of bu.er awareness/ preferen)e/ bu.ing intention and the
a)tual pur)hase in relation to ad-ertising Effort' &he. are )alled sales effe)t tests'
Measuring Sales Response to Advertising:
&hough in)rease in sales in the true measure of ad-ertising effe)ti-eness/ in realit. it:s
diffi)ult to measure the in)rease that is due to a parti)ular ad-ertisement' It is
rather diffi)ult to )orrelate the response in sales with the ad-ertising programme'
"owe-er/ a few methods ha-e been dis)arded in the following paragraphs whi)h are
generall. used to measure the sales response to ad-ertising'
Sales Results Tests:
38
&he additional sales generated b. the ad-ertisements are re)orded/ ta4ing se-eral routes'
Past Sales before the ad-ertisement and sales after the ad-ertisement are noted' &he
differen)e is attributed toad impa)t' Controlled E5periment= In e5perimental mar4et/ an.
one element of mar4eting mi5 is )hanged'
It is )ompared with the sales of another similar mar4et' &he elementLs presen)e
obser-an)e is a reason for differen)e in sales' Instead of two mar4ets/ the e5periment )an
be )arried on the two groups of )onsumers' &he in-entor. audit is dealers: in-entor.
before and after the ad is run'
Attitude Tests:
&his is an indire)t measurement of the post;testing effe)ts of ad-ertisements on attitudes
towards the ad-ertised produ)t or brands' &he )hange in attitude as a result of ad-ertising
is assessed' &he assumption is that fa-ourable attitude towards the produ)t ma. lead
to pur)hases' Most ad-ertisements are designed to either reinfor)e or )hange e5isting
attitudes' !n attitude is a fa-ourable or unfa-ourable feeling about a produ)t'
3@
Selecting the Media:
Media sele)tion is an important sin)e it )osts time spa)e and mone. -arious fa)tors
influen)e this sele)tion/ the most fundamental being the nature of the target mar4et
segment/ the t.pe of the produ)t and the )ost in-ol-ed' &he distin)ti-e )hara)teristi)s of
-arious media are also important' &herefore management should fo)us its attention on
media )ompatibilit. with ad-ertising ob6e)ti-es'
INDOOR OUTDOOR DIRECT DISPLAY
1'Press
(a) ewspapers
+b0 Maga7ines
1' *adio
2' &'%'
3' Cinema
8' %ideo
1' Poster
2' Painted displa.s
3'&ra-eling
Displa.s
8' eon signs
@' Ele)tri) signs
1' En-elop J
Post)ards
2' Boo4let
3' Catalogs
8'Sales letters
@' Samples
1' Displa.s
+a0 Bindow
+b0 Counter
2' Showroom
3' E5hibitions
8' &rade fairs
3C
Modern Advertising Techniques:
In)lude se-en that .ou should )onsider=
1' Email !d-ertising
2' %ideo !d-ertising
3' !udio !d-ertising
8' Sear)h !d-ertising
@' Onsite !d-ertising
C' Mobile Phone !d-ertising
I re)entl. )ompleted a series of posts on these modern ad-ertising te)hniques' &he posts
pro-ide additional information on ea)h te)hnique so I:-e lin4ed to them when rele-ant'
1. E-mail Advertising=
Email ad-ertising tops this list of modern ad-ertising te)hniques be)ause it tops the lists
of new and growing ad-ertising e5penditures' From small Internet mar4eters to large
offline and online stores/ email ad-ertising is -ital to modern ad-ertising and mar4eting
)ampaigns'
2. Video Advertising:
%ideo !d-ertising )an be done on and off line' Man. lo)al )able )hannels offer -ideo ads
and infomer)ials on a sear)h basis for -iewers' So .our ad is onl. seen b. people
interested in what .ou sell' %ideo mar4eting is also big on the Internet' Most online
-ideos are more promotion than ad-ertising/ but the. pla. an important role in online
su))ess'
3D
3. Audio Advertising:
!udio ad-ertising/ whether a)ross the Internet or the airwa-es enables .ou to target a
narrow mar4et and to deli-er rele-ant and timel. messages that en)ourage an immediate
response'
!lthough se)ond to -ideo online/ offline audio ad-ertising +radio ad-ertising0 pro-ides all
the benefits of online audio ad-ertising' !nd if .ou ad-ertise on highl. targeted stations
and shows/ it isn:t that e5pensi-e'
4. Search Advertising:
Sear)h ad-ertising/ li4e $oogle:s !d words/ )an pro-ide mu)h traffi) for an online
business/ but it )an also )ost far more than it returns in sales' &o use sear)h ad-ertising
effe)ti-el./ .ou need to )onstantl. test .our ads' &hen rewrite and redesign them from
.our test results' &here:s both s4ill and s)ien)e to sear)h ad-ertising' So before .ou 6ump
in/ read some e boo4s and stud. the sear)h engine:s do)uments about their pa. per )li)4
programs'
5. Onsite Advertising:
Onsite ad-ertising )an be )onsiderabl. less e5pensi-e than sear)h ad-ertising' $enerall.
a )li)4 from an ad on site )osts less than the same )li)4 from a sear)h' Bith $oogle:s
new !d Planner/ it will be eas. to target a mar4et with ads a)ross the Internet' You )an
e-en pi)4 the sites that .ou want to )arr. .our ads and den. ones that .ou don:t'
6. Mobile Phone Advertising:
Mobile phone ad-ertising is pro6e)ted to grow from 6ust under @GG million in 2GGC to a
almost @ billion b. 2G11'!nd wh. not' It:s intera)ti-e/ unobtrusi-e/ and immediate' Most
people ha-e their mobile phones with them all the time' So the. )an rea)t instantl. to
banner phone ads that )at)h their attention'
3E
PepsiCo Milestones
2GG@/ PepsiCo/ #aun)hes Pepsi #imon in Peru'
2GG@/ PepsiCo India relaun)hes Mirinda )old drin4'
2GGC/ &ropi)ana debuts &ropi)ana Pure a new line of 1GGI premium 6ui)es'
2GGC/ Ms' Indra oo.i named Chief E5e)uti-e Offi)er of PepsiCo as of
O)tober 1/ 2GGC'
2GGC/ Pepsi signs fi-e;.ear sponsorship renewal with Ma6or #eague Baseball
Properties ma4ing Pepsi the <Offi)ial Soft Drin4 of Ma6or #eague Baseball<'
2GGD/ !quafina laun)hes !quafina !li-e ; a low )alorie/ -itamin;enhan)ed water
be-erage
2GGD/ &ropi)ana laun)hes &he &ropi)ana Fruit Squee7e/ a 2G;)alorie drin4 with
real &ropi)ana fruit 6ui)e'
2GGD/ Mountain Dew (n-eils unique/ limited edition aluminum bottles'
2GGD/ PepsiCo named a 2GGD Bor4ing Mother LBest Compan. for Multi)ultural
BomenL
2GGD/ Pepsi wins Bebb. !ward for its e5e)ution of the <Best Sports Bebsite<'
2GGE/ Frito;#a. &ur4e. builds the worldLs first organi) waste treatment fa)ilit.'
2GGH/ PepsiCo is named to the LBest Companies for Multi)ultural BomenL list b.
Working Mother maga7ine'
2GGH/ Pepsi wins LFootball Promoter of the YearL award in igeria for its
in-ol-ement with the de-elopment of the grassroots football'
2GGH/ PepsiCo International introdu)es worldLs first non;al)oholi)/ fla-ored malt
drin4/ Bario/ into Saudi mar4et'
2GGH/ Pepsi introdu)es the first )limate;friendl. -ending ma)hines to the ('S'
2GGH/ !quafina laun)hes the E)o;Fina Bottle/ the lightest weight bottle in the
mar4et'
2G1G/ PepsiCo establishes new global group to dri-e nutrition inno-ation'
2G1G/ PepsiCo announ)es plans to in-est M2@G million in %ietnam o-er ne5t three
.ears and establishes new be-erage fa)ilit. in orthern %ietnam'
2G1G/ Pepsi 9Be Inspire: )ampaign re)ogni7ed with !!CP !ward'
3H
2G1G/ PepsiCo )onfirms )ompletion of mergers with its two largest bottlers'
2G1G/ PepsiCo sets new Be-erage Industr. standard in China with new an)hang
Plant'
2G1G/ !MP Energ. ,ui)e laun)hes a)ross the (nited States'
2G11/ PepsiCo named top food and be-erage )ompan. in 2G11 Dow ,ones
Sustainabilit. Inde5'
2G11/ PepsiCo pilots redu)ed;)alorie )ola inno-ation Pepsi ER& with CGI less
sugar'
2G11/ PepsiCo re)ogni7ed b. Bla)4 Enterprise maga7ine as a Best Compan. for
Di-ersit.'
2G11/ PepsiCo rolls out e)o;friendl. re).)lable and )ompostable )ups'
2G11/ !SC!*:s Dale Earnhardt ,r' gets behind Diet Mountain Dew for 2G12
season/
2G11/Frito;#a. fans set $uinness Borld *e)ord for <Most Fans on Fa)e boo4 In
28 "ours< with more than 1'@ Million new <li4es<'
8G
CHAPTER - IV
DATA ANALYSIS
81
Table - 1
Respondents` classification according to age
Age (in years) No. of respondents Percentage
15-20 88 88I
21-40 @G @GI
41-60 C CI
Total 1GG 1GGI
Pie - Chart:
Inference:
!bo-e )hart re-eals that 88I of the respondents are in the age group of 1@;2G/
@GI are in the age group of 21;8G and CI are in the age group of 81;CG'
Table - 2
Respondents` classification according to sex
82
Age 9#n years:
2*-50;
+0<
5*-/0;
/<
*+-20;
55<
Sex No. of respondents Percentage
Male CG CGI
Female 8G 8GI
Total 1GG 1GGI
Pie - Chart:
Inference:
!bo-e )hart re-eals that CGI of the respondents are males and 8GI of
them are females'
Table - 3
Respondents` classification according to educational qualification
Qualification No. of respondents Percentage
83
Res(ondents= "&ass#f#"at#on a""ord#ng to se>
0a&e
/0<
-e%a&e
50<
Illiterate ; ;
Below Metric ; ;
Metric 1G 1GI
Graduate @2 @2I
Postgraduate 3E 3EI
Total 1GG 1GGI
Pie - Chart:
Classification according to educational qualification
Inference:
!bo-e )hart re-eals that 1GI are matri)ulate and @2I are $raduate and rests of
them 3EI are post graduate'
Table - 4
Q.No.1) Do you see the advertisements?
Particulars No. of respondents Percentage
Yes 1GG 1GGI
No ; ;
88
0etr#"
*0<
6raduate
+2<
Post
graduate
32<
Pie - Chart:
Inference:
!bo-e )hart re-eals that 1GGI of the respondents see the ad-ertisements'
Table - 5
Q.No.2) Do you think advertisement of cool drink is required?
Particulars No. of respondents Percentage
Yes HC HCI
No 8 8I
Total 1GG 1GGI
8@
,es
*00<
Pie - Chart:
Inference:
!bo-e )hart re-eals that among 1GG respondents HCI of the respondents: -iew
that ad-ertisement of )ool drin4 is required while 8I of the respondents -iew that
ad-ertisement of )ool drin4 is not required
Table - 6
Q.No.3) Have you seen the advertisements of PepsiCo cool drinks?
Particulars No. of respondents Percentage
Yes 1GG 1GGI
No ; ;
Total 1GG 1GGI
Pie - Chart:
8C
,es
9/<
No
5<
Inference:
!bo-e )hart re-eals that all respondents are see ad-ertisements of PepsiCo )ool
drin4s'
Table - 7
Q.No.4) through which media you have seen it?
Sources No. of respondents Percentage
T.V. H2 H2I
News papers 8 8I
Magazines 2 2I
Others 2 2I
Total 1GG 1GGI
Pie - Chart:
8D
T?1?
92<
Others
2<
0aga@#nes
2<
NeAs(a(ers
5<
,es
*00<
Inference:
!bo-e table re-eals that H2I of the respondents are of opinion that the. ha-e
seen the ad-ertisements on &'%' while 8I are of the opinion that the. ha-e seen the
ad-ertisements through newspapers'
Table - 8
Q.No.5) Do you like the advertisements of PepsiCo cool drinks?
Particulars No. of respondents Percentage
Yes H8 H8I
No C CI
Total 1GG 1GGI
Pie - Chart:

8E
No
/<
,es
95<
Inference:
!bo-e table re-eals that among 1GG respondents H8I of respondents li4e the
ad-ertisements of PepsiCo )ool drin4s while CI of respondents don:t li4e the
ad-ertisements of PepsiCo )ool drin4s'
Table - 9
Q.No.6) why do you like the advertisements of PepsiCo cool drinks?
Particulars No. of respondents Percentage
Because they have famous
personalities
18 18I
Because of good music 18 18I
Theme and making is
appealable
CG CGI
Any other reason 12 12I
Total 1GG 1GGI
Pie - Chart:
8H
The%e and
%aB#ng #s
a((ea&a&e
/0<
8e"ause of
good %us#"
*5<
8e"ause
they ha$e
fa%ous
(ersona&#t#es
*5<
Any other
reason
*2<
Inference:
!bo-e )hart re-eals that among 1GG respondents CGI of the respondents: li4e the
ad-ertisements due to theme
Table - 10
Q.No.7) could you recall any advertisement of PepsiCo cool drinks?
Particulars No. of respondents Percentage
Yes EE EEI
No 12 12I
Total 1GG 1GGI
Pie - Chart:
@G
No
*2<
,es
22<
Inference:
!bo-e )hart re-eals that !mong 1GG respondents H8I of respondents re)all the
ad-ertisement of PepsiCo )ool drin4s and CI of respondents didn:t re)all an.
ad-ertisement of PepsiCo )ool drin4s'
Table - 11
Q.No.8) Do you think advertising is necessary for sale of cool
drinks?
Particulars No. of respondents Percentage
Necessary
2E 2EI
Very necessary CG CGI
Not necessary E EI
Can`t say
8 8I
Total 1GG 1GGI
Pie - Chart:

@1
1ery
ne"essary
/0<
Ne"essary;
22<
Can=t say
5<
Not
ne"essary
2<
Inference:
!bo-e )hart re-eals that among 1GG respondents CG I of respondents are -iew
that ad-ertising is -er. ne)essar. for sale of )ool drin4s while 2EI of respondents are
-iew that ad-ertising is ne)essar. for sale of )ool drin4s'
Table - 12
Q.No.9) which media is presenting the advertisement is necessary
for sale of PepsiCo cool drinks?
Particulars No. of respondents Percentage
T.V. CG CGI
Newspapers 1E 1EI
Magazines 12 12I
Others 1G 1GI
Total 1GG 1GGI
Pie - Chart:
@2
T?1?
/0<
NeAs(a(er
s
*2<
0aga@#nes
*2<
Others
*0<
Inference:
!bo-e )hart re-eals that among 1GG respondents CGI of the respondents: -iew
that &'%' is presenting the ad-ertisement is ne)essar. for sale of PepsiCo )ool drin4s
while 1EI said that ewspapers/ 12I said that Maga7ines and 1GI 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 No. of respondents Percentage
Yes E8 E8I
No 1C 1CI
Total 1GG 1GGI
Pie - Chart:

@3
,es
25<
No
*/<
Inference:
!bo-e )hart re-eals that among 1GG respondents E8I of the respondents agreed
that ad-ertisement of PepsiCo )ool drin4s )reate awareness about brands and ma4e to
)onsume produ)t'
Table - 14
Q.No.11) did advertisement give affect on your consumption of cool
drinks?
Particulars No. of respondents Percentage
Yes D3 D3I
No 2D 2DI
Total 1GG 1GGI
Pie - Chart:
Inference:
@8
,es
.3<
No
2.<
!bo-e )hart re-eals that among 1GG respondents D3I of the respondents: -iew
that ad-ertising gi-es effe)t on their )onsumption of )ool drin4s while 2DI of the
respondents -iew that ad-ertising didn:t gi-e affe)t on their )onsumption of )ool drin4s'
Table - 15
Q.No. 12) how frequently you take cool drinks?
Particulars No. of respondents Percentage
Once in a day 8G 8GI
Twice in a day 8 8I
More than twice 2 2I
Not regular @8 @8I
Total 1GG 1GGI
Pie - Chart:
Inference:
!bo-e )hart re-eals that among 1GG respondents 8GI of the respondents drin4 it
on)e in a da./ 8I twi)e in a da./ 2I more than twi)e and @8Idrin4 it not regularl.'
@@
Not
regu&ar
+5<
0ore than
tA#"e
2<
TA#"e #n a
day
5<
On"e #n a
day
50<
Table - 16
Q.No.13) Did the Famous personalities and slogans are necessary for the
advertisements of PepsiCo cool drinks?
Particulars No. of respondents Percentage
Yes DH DHI
No 1@ 1@I
Can`t say C CI
Total 1GG 1GGI
Pie - Chart:


Inference:
!bo-e )hart re-eals that among 1GG respondents DHI of respondents: -iews that
famous personalities and slogans are ne)essar. for the ad-ertisements of PepsiCo )ool
drin4s while 1@I -iews that no/ and CI of the respondents -iew that )an:t sa.'
Table - 17
@C
Can=t say
/<
No
*+<
,es
.9<
Q.No.14) did the famous personalities affect your brand choice?
Particulars No. of respondents Percentage
Yes E3 E3I
No 1D 1DI
Can`t say 3 3I
Total 1GG 1GGI
Pie - Chart:
Inference:
!bo-e )hart re-eals that among 1GG respondents E3I of the respondents said that
famous personalities affe)t their brand )hoi)e while 1D said no and 3I of the respondents
said )an:t sa.'
Table - 18
Q.No.15) do you agree that an advertisement of PepsiCo cool drinks
reminds you brand name while purchasing
@D
,es
23<
Can=t say
3<
No
*.<
Particulars No. of respondents Percentage
Yes E2 E2I
No 13I 13I
Can`t say @ @I
Total 1GG 1GGI
Pie - Chart:
Inference:
!bo-e )hart re-eals that among 1GG respondents E2I of the respondents: -iew
that ad-ertisement reminds them brand name while pur)hasing' Bhile 13I of the
respondents: -iew that ad-ertising don:t reminds them brand name while pur)hasing'
Table - 19
Q.No.16) do you agree that advertisements of PepsiCo cool drinks helps
you to make better selection?
Particulars No. of respondents Percentage
Yes EE EEI
No 1G 1GI
@E
,es
22<
Can=t say
+<
No
*3<
Can`t say 2 2I
Total 1GG 1GGI
Pie - Chart:
Inference:
!bo-e )hart re-eals that among 1GG respondents EEI of the respondents said that
ad-ertisement of PepsiCo )ool drin4s helps them to ma4e better sele)tion while 1GI of
the respondents don:t agreed that ad-ertisement of PepsiCo )ool drin4s helps them to
ma4e better sele)tion'
Table - 20
Q.No.17) do you satisfied with the performance/quality of product
which is seen by advertisements PepsiCo of cool drinks?

Particulars No. of respondents Percentage
Yes EC ECI
No 18 18I
Total 1GG 1GGI
@H
No
*0<
Can=t say
2<
,es
22<
Pie - Chart:
Inference:
!bo-e )hart re-eals that among 1GG respondents ECI of the respondents: -iew
that the. satisfied with the performan)e of Aqualit. of produ)t whi)h is seen b.
ad-ertisement of PepsiCo )ool drin4s while 18I 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 No. of respondents Percentage
Yes C8 C8I
No 32 32I
Can`t say 8 8I
Total 1GG 1GGI
CG
,es
2/<
No;
*5<
Pie - Chart:
Inference:
!bo-e )hart re-eals that among 1GG respondents C8I of the respondents said that
ad-ertisements of PepsiCo )ool drin4s should be in regular time to get effe)ti-e while
32I ad-ertisements of PepsiCo )ool drin4s should be in regular time to get effe)ti-e'
Table - 22
Q.No.19) did the advertisements of PepsiCo cool drinks make you loyal
towards its brands?
Particulars No. of respondents Percentage
Yes E3 E3I
No 1@ 1@I
Can`t say 2 2I
Total 1GG 1GGI
Pie - Chart:
C1
No
32<
,es
/5<
Can=t say
5<
,es
23<
No
*+<
Can=t say
2<
Inference:
!bo-e )hart re-eals that among 1GG respondents E3I of the respondents: -iew
that ad-ertisements of )ool drin4s ma4e them lo.al towards its brands while 1@I of the
respondents: -iew that the ad-ertisement of )ool drin4s didn:t ma4e them lo.al towards
its brands'
Table - 23
Q.No.20) which reason you find for the difference of advertising
effectiveness?
Particulars No. of respondents Percentage
Education 8G 8GI
Likings 2G 2GI
Standard of living 2G 2GI
Other reasons 2G 2GI
Total 1GG 1GGI
Pie - Chart:
C2
Edu"at#on
50<
)#B#ngs
20<
'tandard of
&#$#ng
20<
Other
reasons
20<
Inference:
!bo-e )hart re-eals that among 1GG respondents 8GI of the respondents
said that edu)ation is the reason for differen)e of ad-ertising effe)ti-eness while 2GI
said li4ings/ 2GIsaid standard of li-ing and 2GI said other reasons for the differen)e of
ad-ertising effe)ti-eness'
C3
CHAPTER - VI
FINDINGS
HCI of the respondents: -iew that ad-ertisement of )ool drin4 is required'
H2I of the respondents are of opinion that the. ha-e seen the ad-ertisements on
&'%'
CGI of the respondents: li4e the ad-ertisements due to theme'
H8I of respondents re)all the ad-ertisement of PepsiCo )ool drin4s'
CGI of respondents are -iew that ad-ertising is -er. ne)essar. for sale of )ool
drin4s'
CGI of the respondents: -iew that &'%' is presenting the ad-ertisement is
ne)essar. for sale of PepsiCo )ool drin4s'
E8I of the respondents agreed that ad-ertisement of PepsiCo )ool drin4s )reate
awareness about brands and ma4e to )onsume produ)t'
D3I of the respondents: -iew that ad-ertising gi-es effe)t on their )onsumption
of )ool drin4s'
C8
DHI of respondents: -iews that famous personalities and slogans are ne)essar.
for ad-ertisement of PepsiCo )ool drin4s'
E3I of the respondents said that famous personalities affe)t their brand )hoi)e'
E2I of the respondents: -iew that ad-ertisement reminds them brand name while
pur)hasing'
EEI of the respondents said that ad-ertisement of PepsiCo )ool drin4s helps them
to ma4e better sele)tion'
ECI of the respondents: -iew that the. satisfied with the performan)e of Aqualit.
of produ)t whi)h is seen b. ad-ertisement of PepsiCo )ool drin4s'
C8I of the respondents said that ad-ertisements of PepsiCo )ool drin4s should be
in regular time to get effe)ti-e'
E3I of the respondents: -iew that ad-ertisements of )ool drin4s ma4e them lo.al
towards its brands'
8GI of the respondents said that edu)ation is the reason for differen)e of
ad-ertising effe)ti-eness'
SUGGESTIONS
Media should be sele)ted a))ording to the )hoi)e of )ustomers'
&o gi-e more attention in ma4ing the ad-ertisement to ma4e it effe)ti-e for the
sale of )ool drin4'
It should be attra)ti-e one so that people are attra)ted toward the ad-ertisement'
&he indoor media onl. rea)h to more no' of )ustomers so/ that the ad-ertisement
of PepsiCo also )an ad-ertise in lo)al )hannels and lo)al newspapers'
&he ad-ertisement should be in regular time'
Can ad-ertise is more outdoor media be)ause it )ost is -er. less )ompare to other
media and also it )an rea)h some time more )ustomers mind'
!d-ertisement in newspapers media now not in front page/ if that ad-ertisement
in FrontPage means it )an rea)h more )ustomers'
PepsiCo should )ondu)t periodi)al stud. to 4now the le-el of )ustomer
satisfa)tion'
C@
#i4e postal ad-ertisement is -er. )heap and also it )an rea)h our )ustomer regular
time period means we )an retain our )ustomer and we )an maintain good
relationship with )ustomers'

QUESTIONNAIRE
CC

A Study on Advertising Effectiveness of PepsiCo Cool Drinks
Background Information
I0 ame = SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS
II0 !ge = SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS
III0 Fualifi)ation = SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS
+i0 Illiterate +ii0 Below metri)
+iii0 Metri) +i-0 $raduate
+-0 Postgraduate
10 Do .ou see the ad-ertisementsQ + 0
+a0 Yes +b0 o
20 Do .ou thin4 ad-ertisement of )ool drin4 is requiredQ + 0
CD
+a0 Yes +b0 o
30 "a-e .ou seen the ad-ertisements of PepsiCo )ool drin4sQ + 0
+a0 Yes +b0 o
80 &hrough whi)h media .ou ha-e seen itQ + 0
+a0 &'%' +b0 ewspapers
+)0 Maga7ines +d0 Others
@0 Do .ou li4e the ad-ertisements of PepsiCo )ool drin4sQ + 0
+a0 Yes +b0 o
C0 Bh. do .ou li4e the ad-ertisements of PepsiCo )ool drin4sQ + 0
+a0 Yes +b0 o
D0 Could .ou re)all an. ad-ertisement of PepsiCo )ool drin4sQ + 0
+a0 Yes +b0 o
E0 Do .ou thin4 ad-ertising is ne)essar. for sale of )ool drin4sQ + 0
+a0 e)essar. +b0 %er. ne)essar.
+)0 ot ne)essar. +d0 )an:t sa.
H0 Bhi)h media is presenting the ad-ertisement is ne)essar. for sale of PepsiCo )ool
drin4sQ
+a0 &'%' +b0 ewspapers + 0
CE
+)0 Maga7ines +d0 Others
1G0 Did the ad-ertisements of PepsiCo )ool drin4s )reate awareness about brands and
ma4e to )onsume produ)tQ + 0
+a0 Yes +b0 o
110 Did the ad-ertisement gi-e affe)t on .our )onsumption of )ool drin4sQ
+a0 Yes +b0 o + 0
120 "ow frequentl. .ou ta4e )ool drin4sQ + 0
+a0 On)e in a da. +b0 &wi)e in a da.
+)0 More than twi)e +d0 ot regular
130 did the Famous personalities and slogans are ne)essar. for ad-ertisements of
PepsiCo )ool drin4sQ + 0
+a0 Yes +b0 o
+)0 Can:t sa.
180 Did the famous personalities affe)t .our brand )hoi)eQ + 0
+a0 Yes +b0 o
+)0 Can:t sa.
1@0 Do .ou agree that ad-ertisement reminds .ou brand name while pur)hasingQ
+a0 Yes +b0 o + 0
+)0 Can:t sa.
CH
1C0 Do .ou agree that ad-ertisements of PepsiCo )ool drin4s help .ou to ma4e better
sele)tionQ
+a0 Yes +b0 o + 0
+)0 Can:t sa.
1D0 Do .ou satisfied with the performan)eAqualit. of produ)t whi)h is seen b.
ad-ertisements PepsiCo of )ool drin4sQ + 0
+a0 Yes +b0 o
1E0 Do .ou thin4 ad-ertisements of PepsiCo )ool drin4s should be in regular time to
get effe)ti-eQ + 0
+a0 Yes +b0 o
+)0 Can:t sa.
1H0 Did the ad-ertisements of PepsiCo )ool drin4s ma4e .ou lo.al towards its brandsQ
+a0 Yes +b0 o + 0
+)0 Can:t sa.
2G0 Bhi)h reason .ou find for the differen)e of ad-ertising effe)ti-enessQ
+a0 Edu)ation +b0 #i4ings + 0
+)0 Standard of li-ing +d0 other reasons
Suggestions= SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS
DG
BIBLIOGRAPHY
D1
Textbooks:
Ti4mund/ Billiam $' >Business *esear)h Methods? &homson south N western D
th
edition'
Philip 4otler/ >Mar4eting Management? prenti)e hall of India/ 13
th
edition'
Chunawalla/ S'!'/ >Foundation of ad-ertising theor. J Pra)ti)e?' "imala.a
Publishing "ouse/ @
th
edition'
Newspapers:
"industan &imes'
&imes of India'
Magazines:
&he &imes'
8P:s'
Internet Sources:
www'wi4ipedia'org '
www'pepsi)oindia')o'in '
D2

Вам также может понравиться