Major Project Report

On

ADVERTISEMENT EFFECTIVENESS OF COKE

Submitted In Partial Fulfillment Of The Requirement

Of

Bachelor Of Business Administration

Submitted By:

Project Guide Name of the student: RACHIT KHARE

Name: Dr. Anshu Sarna ENR NO.:03350501715

Designation: Assistant Professor Batch: 2015-18

Submitted To:

Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi

(Affiliated to Guru Gobind Singh Indraprastha University)

 DECLARATION

I hereby declare that this Project Report titled ADVERTISEMENT EFFECTIVESS OF COKE submitted by
me to Banarsidas Chandiwala Institute of Professional Studies, Dwarka is a bonafide work undertaken during
the period from Jan 2018 to April 2018 by me and has not been submitted to any other University or Institution
for the award of any degree diploma / certificate or published any time before.

(Signature of the Student) Date: / / 2018

Name: RACHIT KHARE
Enroll. No.:03350501715
 CERTIFICATE

This is to certify that the project work done on “ADVERTISEMENT EFFECTIVENESS OF COKE
“ Submitted to Guru Govind Singh Indraprastha University, Delhi by RACHIT KHARE in partial
fulfillment of the requirement for the award of degree of Bachelor Of Business Administration, is a
bonafide work carried out by him/her under my supervision and guidance. This work has not been
submitted anywhere else for any other degree/diploma. The original work was carried during Jan 2018
to April 2018 .

Name of the guide Date: / / 2018

Designation :

Counter signed by
-------------

Director /HOD

Date:
 TABLE OF CONTENTS

Chapter no. Title Page no.

EXECUTIVE SUMMARY
Chapter 1 INTRODUCTION
Chapter 2 LITERATURE REVIEW
Chapter 3 OBJECTIVE AND SCOPE
Chapter 4 RESEARCH METHEDOLOGY
Chapter 5 DATA ANALYSIS
Chapter 6 CONCLUSION
SUGGESTION
 EXECUTIVE SUMMARY

Every business organization reaches to the customers through their goods or services. To sell the products to the
customers a number of activities are being performed. This is called marketing and it is an important function.
Marketing is the performance of business activities that directs the flow of goods and services from producer to
the customer. It is the activity that directs to satisfy the human needs through exchange process. Marketing
starts with the identification of a specific need of customers and ends with satisfaction of that need. The
customer is found in the beginning and end of marketing process. In marketing a large number of activities are
performed. For easy understanding these activities are divided in 4 groups for products and 7 groups for
services. These elements are product, price promotion, placement for products and three additional elements for
services are process, people and physical evidence. These are called elements of marketing mix. Promotion is
one of the elements of marketing mix. Promotion decisions are taken simultaneously with other decisions like
finding target group, determining objectives, budgeting for promotion, launching of new products, distribution
etc. Promotion is one of the variables through which information regarding products or services is being
communicated to customers to change their attitude and behaviour. Marketers are concerned with effective
utilization of promotion-mix to increase sales and market share. Methods of promotion include advertising
personal selling, publicity, sales promotion and packaging. Sales Promotion is the activity that aims directly to
influence buyers to buy products and increase sales. In sales promotion mainly three parties are involved i.e.
consumers, traders and sales force. Sales promotion refers to many kinds of incentives and techniques that are
directed towards consumers, traders and sales force with the intention to increase sales in short term.
Indian industry is a fast developing industry. Fast Moving Consumer Goods (FMCG) are more in demand and
frequently purchased by customers. These goods include all consumable goods (other than pulses and grains)
and consumers buy at regular intervals in small quantities. Main items in this category are detergents, soaps,
shaving products, shampoos, toothpastes and brushes, packed food stuffs, household accessories, creams, oils,
tea, coffee etc. Contribution of FMCG sector in every economy is significant. Now, due to globalization, every
economy is facing tough competition. Entries of MNCs and cheaper import have made the situation more
difficult. To carry out the business in this sector, it has
become very difficult.
Most of the companies have applied various elements of promotion mix. Promotion mix elements include
advertising, publicity, sales promotion, personal selling and packaging. Sales promotion is one of them and it is
our concerned topic. In present competitive situation most of MNCs had developed sales promotion strategy in
selection of parties,
techniques and managing sales promotion techniques effectively and efficiently. This strategy provides
competitive advantage to the companies in the market to grow, stabilize and excel in business performance.
Therefore, sales promotion strategy is very significant for companies to earn bread and butter. This attracted me
to select and study this topic.
 CHAPTER 1

INTRODUCTION
 Introduction to the topic

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 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 no personal 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.

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.

Advertisement carries:

In business world the term 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 non-personal. 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.

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.

iii) Mass production facilitation

iv) Carry out research

v) Education of people

Types of advertising

A successful advertising campaign will spread the word about your products and services, attract customers and
generate sales. Whether you are trying to encourage new customers to buy an existing product or launching a
new service, there are many options to choose from.

The most suitable advertising option for your business will depend on your target audience and what is the most
cost effective way to reach as many of them as possible, as many times as possible. The advertising option
chosen should also reflect the right environment for your product or service. For example, if you know that
your target market reads a particular magazine, you should advertise in that publication.

The following list is an introduction to advertising tactics that you could use. Remember, you can always be
creative in your advertising to get noticed (within advertising regulations).

Newspaper

Newspaper advertising can promote your business to a wide range of customers. Display advertisements are
placed throughout the paper, while classified listings are under subject headings in a specific section.

You may find that a combination of advertising in your state/metropolitan newspaper and your local paper gives
you the best results.

Magazine

Advertising in a specialist magazine can reach your target market quickly and easily. Readers (your potential
customers) tend to read magazines at their leisure and keep them for longer, giving your advertisement multiple
chances to attract attention. Magazines generally serve consumers (by interest group e.g. women) and trade
(industry/business type e.g. hospitality).

If your products need to be displayed in colour then glossy advertisements in a magazine can be ideal -
although they are generally more expensive than newspaper advertisements.

Magazines do not usually serve a small area such as a specific town. If your target market is only a small
percentage of the circulation, then advertising may not be cost-effective.

Radio

Advertising on the radio is a great way to reach your target audience. If your target market listens to a particular
station, then regular advertising can attract new customers.

However, sound has its limitations. Listeners can find it difficult to remember what they have heard and
sometimes the impact of radio advertising is lost. The best way to overcome this is to repeat your message
regularly - which increases your costs significantly. If you cannot afford to play your advertisement regularly,
you may find that radio advertising does not generate strong results.

Television

Television has an extensive reach and advertising this way is ideal if you cater to a large market in a large area.
Television advertisements have the advantage of sight, sound, movement and color to persuade a customer to
buy from you. They are particularly useful if you need to demonstrate how your product or service works.
Producing a television advertisement and then buying an advertising slot is generally expensive. Advertising is
sold in units (e.g. 20, 30, 60 seconds) and costs vary according to:

 the time slot

 the television program

 whether it is metro or regional

 if you want to buy spots on multiple networks.

Directories

Directories list businesses by name or category (e.g. Yellow Pages phone directories). Customers who refer to
directories have often already made up their mind to buy - they just need to decide who to buy from.

The major advantage of online directories over print directories is that if you change your business name,
address or telephone number, you can easily keep it up to date in the directory. You can also add new services or
information about your business.

If your target market uses print and online directories, it may be useful to advertise in both, although print
directories are being used less.

Outdoor and transit

There are many ways to advertise outside and on-the-go. Outdoor billboards can be signs by the road or
hoardings at sport stadiums. Transit advertising can be posters on buses, taxis and bicycles. Large billboards
can get your message across with a big impact. If the same customers pass your billboard every day as they
travel to work, you are likely to be the first business they think of when they want to buy a product.

Even the largest of billboards usually contain a limited amount of information; otherwise, they can be difficult
to read. Including your website address makes it easy for customers to follow up and find out more about your
business. Outdoor advertising can be very expensive especially for prime locations and supersite billboards.

Direct mail, catalogues and leaflets

Direct mail means writing to customers directly. The more precise your mailing list or distribution area, the
more of your target market you will reach. A direct mail approach is more personal, as you can select your
audience and plan the timing to suit your business. A cost effective form of direct mail is to send your
newsletters or flyers electronically to an email database. Find out more about direct mail.
Catalogues, brochures and leaflets can also be distributed to your target area. Including a brochure with your
direct mail is a great way to give an interested customer more information about your products and services.
Learn more about leaflet marketing using letterbox drops and handouts.

Online

Being on the internet can be a cost-effective way to attract new customers. You can reach a global audience at a
low cost. Many customers research businesses online before deciding whom to buy from.

A well-designed website can entice customers to buy from you. There are a number of ways you can promote
your business online via paid advertising or to improve your search engine rankings. Learn more about doing
business online.

Other ways to advertise your business online include promoting your products or services on social media sites,
blogs and search engines and other websites that your target audience visits.

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.

Benefits of advertising:
1. Helpful in Generating More Employment:
Advertising is instrumental in generating more employment opportunities and creating diverse kinds of jobs. It
provides jobs to artists, screen printers, block-makers, script-writers, painter, etc. Today, advertising has become
a profession. Some companies do only advertising job.

2. Helpful in Improving the Standard of Living:

Through the medium of advertising people get information regarding new products. As people use these new
and latest goods, their standard of living gets a boost. Advertising is helpful in providing employment and
increasing income of the people. Both have a positive effect on their standard of living.

3. Helpful in Survival of Communication Media:

The main communication media are Newspapers, Magazines, T.V., Radio, etc. Major source of their income is
advertising. If these media of communication do not get support of revenue from advertising, they cannot
survive for long. These media of communication keep the society well informed. Their existence is of utmost
important and they can survive only by advertising.

4. Helpful in Creating Healthy Competition:

When a company gets its product advertised, it seeks to improve its quality and lower its price. It is their
endeavor to improve their own product rather than finding fault with the product of their rivals. In this way a
healthy competition prevails in the market and the entire society stands to gain from it.

5. Helpful in the Economic Development of the Country:

Today, the effect of advertising is no longer confined to the four walls of the country, rather it has crossed the
national boundaries. Through the medium of satellite, domestic advertising messages can be transmitted to the
rest of the world. As a result, export-potentials of the country get a big boost. Foreign exchange capacity of the
country increases and new industries develop. Thus, advertising proves helpful in the economic development of
the country.
 INTRODUCTION TO THE COMPANY

Coca-Cola, or Coke, is a carbonated soft drink produced by The Coca-Cola Company. Originally intended as
a patent medicine, it was invented in the late 19th century by John Pemberton and was bought out by
businessman As a Griggs Candler, whose marketing tactics led Coca-Cola to its dominance of the world soft-
drink market throughout the 20th century. The drink's name refers to two of its original ingredients, which
were kola nuts (a source of caffeine) and coca leaves. The current formula of Coca-Cola remains a trade secret,
although a variety of reported recipes and experimental recreations have been published.
The Coca-Cola Company has on occasion introduced other cola drinks under the Coke name. The most
common of these is Diet Coke, along with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-
Free, Coca-Cola Zero Sugar, Coca-Cola Cherry, Coca-Cola Vanilla, and special versions with lemon, lime, and
coffee. Based on Interbrain’s "best global brand" study of 2015, Coca-Cola was the world's third most valuable
brand, after Apple and Google. In 2013, Coke products were sold in over 200 countries worldwide, with
consumers drinking more than 1.8 billion company beverage servings each day.

Brand portfolio

This is a list of variants of Coca-Cola introduced around the world. In addition to the caffeine-free version of
the original, additional fruit flavors have been included over the years. Not included here are versions of Diet
Coke and Coca-Cola Zero; variant versions of those no-calorie colas can be found at their respective articles.

 Caffeine-Free Coca-Cola (1983–present) – Coca-Cola without the caffeine.

 Coca-Cola Cherry (1985–present) – Coca-Cola with a cherry flavor. Was available in Canada starting
in 1996. Originally called Cherry Coke (Cherry Coca-Cola) in North America until 2006.

 New Coke / Coca-Cola II (1985–2002) - An unpopular formula change, remained after the original
formula quickly returned and was later rebranded as Coca-Cola II.

 Golden Coca-Cola (2001) was a limited edition produced by Beijing Coca-Cola company to
celebrate Beijing's successful bid to host the Olympics.

 Coca-Cola with Lemon (2001–05) – Coca-Cola with a lemon flavor. Available in: Australia, American
Samoa, Austria, Belgium, Brazil, China, Denmark, Federation of Bosnia and Herzegovina, Finland,
France, Germany, Hong Kong, Iceland, Korea, Luxembourg, Macau, Malaysia, Mongolia, Netherlands,
New Caledonia, New Zealand, Reunion, Singapore, Spain, Switzerland, Taiwan, Tunisia, United
Kingdom, United States, and West Bank-Gaza

 Coca-Cola Vanilla (2002–05; 2007–present) – Coca-Cola with a vanilla flavor. Available in: Austria,
Australia, China, Czech Republic, Finland, Germany, Hong Kong, New Zealand, Malaysia, Slovakia,
South-Africa, Sweden, Switzerland, United Kingdom, and United States. It was reintroduced in June
2007 by popular demand.
 Coca-Cola with Lime (2005–present) – Coca-Cola with a lime flavor. Available in Belgium,
Netherlands, Singapore, Canada, the United Kingdom, and the United States.

 Coca-Cola Raspberry (2005) – Coca-Cola with a raspberry flavor. Was only available in New Zealand.
Currently available in the United States and the United Kingdom in Coca-Cola Freestyle fountain since
2009.

 Coca-Cola Black Cherry Vanilla (2006–07) – Coca-Cola with a combination of black cherry and
vanilla flavor. It replaced and was replaced by Vanilla Coke in June 2007.

 Coca-Cola Blāk (2006–08) – Coca-Cola with a rich coffee flavor, formula depends on country. Only
available in the United States, France, Canada, Czech Republic, Bosnia and Herzegovina, Bulgaria, and
Lithuania

 Coca-Cola Citra (2005–present) – Coca-Cola with a citrus flavor. Only available in Bosnia and
Herzegovina, New Zealand, and Japan.

 Coca-Cola Orange (2007) – Coca-Cola with an orange flavor. Was available in the United Kingdom
and Gibraltar for a limited time. In Germany, Austria, and Switzerland it is sold under the label Mezzo
Mix. Currently available in Coca-Cola Freestyle fountain outlets in the United States since 2009 and in
the United Kingdom since 2014.

 Coca-Cola Life (2013–present) – A version of Coca-Cola with stevia and sugar as sweeteners rather
than just simply sugar.

 Coca-Cola Ginger (2016–present) – A version that mixes in the taste of ginger beer. Available in Australia,
New Zealand, and as a limited edition in Vietnam.
 CHAPTER 2

LITERATURE REVIEW
 REVIEW OF LITERATURE

 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”
 Kotler (2004) has summarized the four popular Response Hierarchy Models. These are AIDA, HOE
model, InnovationAdoption model and communication models. In all these models, the effect of
advertising communication happens in three stages - Cognitive, Affective and Co-native. In the first
stage there is attention, awareness or exposure leading to the second stage of interest, liking and attitude
culminating in to purchase behaviour.

 Mathur (2005) views advertising communication as a chain reaction consisting of various steps in a
sequential manner that of creating awareness, comprehension, acceptance of the product, belief,
purchase action, use and repeat purchase..

 Bulmer and Oliver (2004b) observe that advertising is to be conceptualized as a form of rhetoric and
advertisers use effective devices to inform, remind the target market and that the existence of rhetoric in
visuals has not been fully accepted. They feel that visuals are more complex than text/ language and
strongly contribute to the meaning of advertising.

 Stern (1991b) analysed the meaning of a television commercial for Procter & Gambles GAIN detergent
from a literary perspective, asking probing questions about its construction, type and the responses it is
likely to get. Her analysis starts with the identification of the ad’s genre – i.e; it is a miniature soap opera
and she proceeds to examine the subject matter, strategy, style and emotional affects associated with the
genre. Functions of the genre elements are also analysed along with consumer responses to the genre.

 Lane and Russel (2000) while discussing the creative essentials of advertising emphasizes that “music
can be very powerful in catching the listeners’ attention and evoking feelings” and it can be called an
“universal language”. According to them “different kinds of music appeal to different emotions” and
“jingles are a popular means of making a slogan memorable”.

 Kapferer (2003) also underlines this point of deriving meaning out of brands by saying that “products
are mute: the brand is what gives them meaning and purpose, telling us how a product should be read. A
brand is both, a prism and magnifying glass through which products can be decoded”.

 Lackley (2005) has observed, “the possibilities for novelty in advertising communication seem almost
limitless” and “it can be seen as a form of discourse” and even though, “advertising is defined by its
conventional forms and styles, these are constantly changing”.
 Auken, (2004), says that to create emotional connection with the consumer, a brand should gain trust of
the consumer and such emotional connection comes from advertising and positive shared experiences
with the brand over time.
 CHAPTER-3
OBJECTIVE AND SCOPE OF STUDY
 OBJECTIVES OF THE STUDY

1. To know the effectiveness of advertising towards Coke.

2. To understand the most effective media for advertisement for Coke

3. To find out the reasons for liking or disliking’s of the advertisement of Coke.
 CHAPTER- 4
RESEARCH METHEDOLOGY
4.1 Research Design

This study uses descriptive research. Descriptive research involves gathering data that describe events and then
organizes, tabulates, depicts, and describes the data collection (Glass & Hopkins, 1984). It often uses visual aids
such as graphs and charts to aid the reader in understanding as it identifies the main determinants influencing
consumer purchase towards organic food products.

4.2 Data Source

The data can be collected from two sources, i.e. Primary and Secondary.
Primary data: Primary research entails the use of immediate data in determining the survival of the market.
The popular ways to collect primary data consist of surveys, interviews and focus groups, which shows that
direct relationship between potential customers and the companies.
Secondary data: Whereas secondary research is a means to reprocess and reuse collected information as an
indication for betterments of the service or product. Both primary and secondary data are useful for businesses
but both may differ from each other in various aspects.

4.3 Data collection

The research made use of primary data, which was collected using structured questionnaire.

4.4 Sampling Size

As this research is mainly conducted “Advertisement effectiveness of Coke” it consists of 50 respondents.

4.5 Sampling Technique

The sampling technique used in research is descriptive sampling

 CHAPTER- 5
DATA ANALYSIS AND INTERPRETATION
1. Age of No of responses:

AGE
Perce Valid
Frequency nt Percent Cumulative Percent
Valid 15-20 7 14.0 14.0 14.0
21-26 37 74.0 74.0 88.0
27-32 5 10.0 10.0 98.0
38 Above 1 2.0 2.0 100.0
Total 50 100.0 100.0

Inference:

As per the survey, 74% of the targeted population was aged between 21-26 years, 2% was aged above 38 years, 14%
between 15-20 years.

2. Gender of no of responses:

GENDER
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Femal
17 34.0 34.0 34.0
e
Male 33 66.0 66.0 100.0
Total 50 100.0 100.0
Inference:

As per the survey 34% of the total population was female while 66% of the total population was male.

3. Classification According to occupation:

OCCUPATION
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Finance 1 2.0 2.0 2.0
Student 40 80.0 80.0 82.0
Busines
8 16.0 16.0 98.0
s
Service 1 2.0 2.0 100.0
Total 50 100.0 100.0
Inference:
As per the survey, 80% of the respondents were student while 16% was from business background and 2% was
service class and from finance background.

4. Do you see advertisements?

Do you see Advertisements?

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Yes 50 100.0 100.0 100.0

Inference:
As per the survey, 100% of the respondents sees advertisement.

5. Need for advertisement.

Do you think advertisement of coke is required?

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Yes 38 76.0 76.0 76.0
No 12 24.0 24.0 100.0
Total 50 100.0 100.0
Inference:
As per the survey 76% of the population thinks that advertisement of coke is required while 24% thinks that
advertisement is not required.

6.

Have you seen the advertisements of Coke?

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Yes 47 94.0 94.0 94.0
No 3 6.0 6.0 100.0
Total 50 100.0 100.0
Inference:
As per the survey, 94% of the population has seen advertisement of coke while 6% have not seen it.

7. Choice of Selection.

Through which media you have seen it?

Frequency Percent Valid Percent Cumulative Percent
Valid T.V., News
5 10.0 10.2 10.2
Papers
T.V. 22 44.0 44.9 55.1
Newspapers,
7 14.0 14.3 69.4
Magzines
Others 10 20.0 20.4 89.8
Newspapers,
5 10.0 10.2 100.0
Magzines
Total 49 98.0 100.0
Missing System 1 2.0
Total 50 100.0

Inference:
As per the survey, 44% of the targeted population has seen advertisement of coke through T.V. 20% of the
population has seen it through other sources while rest of the population have seen it either in newspapers or in
magazines.
9. Reason behind liking of advertisement of coke.

Why do you like the advertisements of Coke?

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Because they
have famous 6 12.0 12.2 12.2
personalities
Because of
11 22.0 22.4 34.7
good music
Theme and
making is 26 52.0 53.1 87.8
apparel
Others 6 12.0 12.2 100.0
Total 49 98.0 100.0
Missing System 1 2.0
Total 50 100.0

Inference:
As per the survey, 52% of the respondents like advertisement of coke because of its theme and making is
apparel, while 22% of the population likes it because of its good music. 12% of the population thinks that they
have famous personalities, which makes their advertisement attractive.

10. Effectiveness of advertisement on consumption.

Does advertisements have an affect on your consumption
of cold drinks?
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Yes 38 76.0 77.6 77.6
No 11 22.0 22.4 100.0
Total 49 98.0 100.0
Missing Syste
1 2.0
m
Total 50 100.0
Inference:
As per the survey, 76% of the targeted population thinks that advertisement have an effect on their consumption
of cold drinks while 22% thinks that they don’t get effected with the type of advertisement done.

11. Frequency of usage of cold drinks.

How frequently you take cold drinks?

Valid Cumulative
Frequency Percent Percent Percent
Valid Not regular 25 50.0 50.0 50.0
Once in a day 13 26.0 26.0 76.0
Twice in a day 8 16.0 16.0 92.0
More than
4 8.0 8.0 100.0
twice
Total 50 100.0 100.0
Inference:
As per the survey, 50% respondents are not regular in consuming cold drinks while 26% of the respondents
consume cold drinks at least once in a day.

12. Importance of slogans and famous personalities in advertisements.

Do you think famous personalities and slogans are

important 4 for the advertisements of Coke?
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Yes 33 66.0 66.0 66.0
No 17 34.0 34.0 100.0
Total 50 100.0 100.0

Inference:
As per the survey, 66% of the respondents think that slogans and famous personalities are required important to
make advertisement effective while, 34% of the respondents thinks that they are not required.

13. Influence by famous personalities.

Do famous personalities affect your brand choice?

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Yes 29 58.0 58.0 58.0
No 21 42.0 42.0 100.0
Total 50 100.0 100.0
Inference:
As per the survey, 58% of the population thinks that hiring famous personalities for their brand promotion
affects their brand choice while 48% of the population does not agree with it.

14. Picturization of the brand through advertisement while purchasing a product.

Do you agree that an advertisement of Coke cold drinks
reminds you brand name while purchasing?
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Yes 37 74.0 74.0 74.0
No 13 26.0 26.0 100.0
Total 50 100.0 100.0

Inference:
As per the survey, 74% of the respondents think that they do get a clear picture of a brand while purchasing
after seeing an advertisement while 26% does not agree with it.
15. Choice of selection through advertisement.
Do you agree that advertisements of Coke help you to
make better selection?
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Yes 33 66.0 66.0 66.0
No 17 34.0 34.0 100.0
Total 50 100.0 100.0

Inference:
As per the survey, 66% of the respondents think that advertisement of coke helps them in making better
selection to purchase the product while 34% of the respondents does not agree with it.

16. Quality satisfaction

Are you satisfied with the performance/quality of

product, which is seen by advertisements of Coke?
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Yes 43 86.0 86.0 86.0
No 7 14.0 14.0 100.0
Total 50 100.0 100.0
Inference:
As per the survey, 86% of the respondents are very much satisfied with the quality of the coke as described in
the advertisement.

17. Frequency of advertisement.

Do you think advertisements of Coke should be in
regular time to get effective?
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Yes 37 74.0 74.0 74.0
No 13 26.0 26.0 100.0
Total 50 100.0 100.0

Inference:
As per the survey, 74% of the respondents think that advertisement of coke should be done in regular time to
get effective while 26% does not agrees with it.

18. Brand Loyalty.

Did the advertisements of Coke make you loyal towards
its brands?
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Yes 12 24.0 24.0 24.0
No 13 26.0 26.0 50.0
Mayb
25 50.0 50.0 100.0
e
Total 50 100.0 100.0
Inference:
As per the survey, 24% of the respondents think that advertisement of coke has made them loyal towards the
brand while 50% of the respondents are confined with it.
19.

Which reason you find for the difference of advertising

effectiveness?
Frequenc Valid Cumulative
y Percent Percent Percent
Valid 7 14.0 14.0 14.0
3 1 2.0 2.0 16.0
3, 4 1 2.0 2.0 18.0
4 1 2.0 2.0 20.0
Educations,
Likings, Other 2 4.0 4.0 24.0
Reasons
Education 12 24.0 24.0 48.0
2 2 4.0 4.0 52.0
2,3 5 10.0 10.0 62.0
2, 3 5 10.0 10.0 72.0
Likings 9 18.0 18.0 90.0
Other Reasons 5 10.0 10.0 100.0
Total 50 100.0 100.0
Inference:
 CHAPTER-6
FINDINGS AND CONSLUSION
 FINDINGS

 100% of the respondents see advertisements.

 76% of the respondents think that advertisement is required.

 94% of the respondent is familiar with the Coke as a brand.

 T.V. is the main source through which respondents have seen the advertisement of Coke.

 52% of the respondents like advertisement of coke because of its making and apparel.

 Advertisement is a very powerful source of attracting customers towards the brand and 76% of the
respondents agree with it.

 86% of the respondents are satisfied with the quality of coke as described in the advertisement.

 50% of the respondents are confined with their loyalty towards the brand.

 50% of the respondents do not consume cold drinks on a regular basis.

 66% of the respondents think that slogans and famous personalities are required important to make
advertisement effective.

 58% of the population thinks that hiring famous personalities for their brand promotion affects their
brand choice.

 74% of the respondents think that advertisement of coke should be done in regular time to get effective.

 24% of the respondents think that advertisement of coke has made them loyal towards the brand.
 SUGGESTION

 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.

 The indoor media only reaches to mere no. Of customers so, coke can also advertise in local channels
and local newspapers.

 The advertisement should be in regular time.

 Can advertise in more outdoor media because it’s cost is very less as compared to other media and it
also helps in reaching more customers.

 Coke should conduct periodical study to know the level of customer satisfaction.
 CHAPTER 7

BIBLIOGRAPHY
 https://en.wikipedia.org/wiki/Coca-Cola
 http://www.coca-colacompany.com/

 http://www.coca-colacompany.com/history

 https://docs.google.com/forms/d/1KbChuISdKDJH4dxr820bld8-
BCEVuF9VapUIrwEbi9Y/viewform?chromeless=1&edit_requested=true

 Vol. - 4 No. - 2, June-2013 37- Measuring the Effectiveness of Online Advertisement in Recalling a
Product: An Empirical Study.
 https://www.surveymonkey.com/r/sodas-consumers.
 http://shodhganga.inflibnet.ac.in/bitstream/10603/3704/10/10_summary.pdf
 Mathur, U.C. (2005). Advertising Management. New Age International Publishers. p.46.

 http://shodhganga.inflibnet.ac.in/bitstream/10603/22480/12/12_chapter2.pdf