Your proposal is approved. You are required to start working on final project.

You are required to design questionnaire for primary data collection and send it to us via e-mail till 21stJune 2011.
For your guidance, the following documents are available in DOWNLOADS section of the website of this course: How_to_ask_questions_through_questionaire.pdf DESIGNING DATA COLLECTION FORMS QUESTIONNAIRES.pdf You are advised to consult these documents for designing an effective questionnaire.

(Revised) Proposal Comparison of Advertising strategies of PEPSI COLA and COCA COLA

Submitted By: MC090203218 Mansoor Ali Shah

Virtual University of Pakistan

08-06-2011

Table of Contents
Page No 1. Introduction ..1 1.1 Background......... 1 1.2 Objectives .......1 1.3 Significance......2 2. Project Proceedings ........... ......2 2.1.1 Marketing Mix ..2 2.1.2 Market Segmentation Strategies........................2 2.1.3 Target Marketing Strategies...2 2.1.4 Advertising objectives of the company..2 2.1.5 Message Strategy....2 2.1.6 Message Execution.........2 2.1.7 Reach frequency and impact.......2 2.1.8 Major Media types used by the company....2 2.1.9 Specific Media Vehicles......3 2.1.10 Media timing used by the companies advertising..3 2.2 Competitor Analysis 3 2.2.1 Introduction to competitor firm .3 2.2.2 Marketing Mix..3 2.2.3 Market Segmentation Strategies...3 2.2.4 Target Marketing strategies..3 2.2.5 Advertising objectives of the competitor..3 2.2.6 Message Strategy of competitor3 2.2.7 Message Execution by competitor.3 2.2.8 Reach frequency and impact..3 2.2.9 Major Media types used by the competitor3

2.2.10 Specific Media Vehicles used by competitor.. 3 2.2.11 Media timing used by the competitors advertisement... 3 3. Methodology.. 4 3.1 Data Collection Sources ... 4 3.2 Data Collection Tools 4 3.3 Subjects /Participants. .. 4 3.4 Fieldwork/Data Collection........ 4 3.5 Data Processing & Analysis....... 4 4. Bibliography.....5

1. Introduction Advertising has a central role to play in developing a brand image, whether at the corporate, retail or product level. Business industry is becoming competitive nowadays. They want to capture the maximum share of the profitable customers. This requires aggressively fighting against the various troubles coming on the way. Different methods and techniques are followed by businesses to attract, and retain customers by capturing a large market share .In order to produce utmost sales and profit; these businesses are applying various policies, and strategies. Among them, the most frequently used is termed as Advertising. Through advertising, a business enhances the position and reputation of its Brands, and Company as well the sales of its products with the help of electronic and print media. Pepsi and Coca Cola are competing for many years known as cola wars. They drive differentiated and unique advertising strategies to get customer attention in order to enhance their market worth and business share.

1.1 Background Advertising has significantly changed over the last 30 years. There are many different ways that advertisers research and find out what products will sell to what audiences.Advertising is a form of communication that is used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering. Then the companies use propaganda (jingles, slogans, and logos) to make the viewer remember the product. Advertisers use basic models to see if the ad will hold, capture, and convince the viewer of what they are seeing. With these tools advertisers can essentially predict whether or not the advertisement is effective.

1.2 Objectives To determine consumers perception regarding advertising of PEPSI COLA To determine consumers perception regarding advertising of COCA COLA To compare consumers perception regarding advertising of PEPSI COLA and COCA COLA and making recommendations for improvements.

1.3 Significance This research will help us understand how the compared brands i.e. Pepsi and Coca-cola are creating brand awareness campaigns through advertising. The findings of this research will help both the brands in improving their advertising. The project is important to the researchers as it will provide an opportunity to conduct research in real life.

2 Project Proceedings Chapter 1: Introduction 1.1 Introduction of the project 1.2 Background of the project 1.3 Companys introduction 1.4 List of competitors 1.5 Objectives of the project 1.6 Significance of the project Chapter 2: Advertising strategies of pepsi cola 2.1.1 Marketing Mix 2.1.2 Market Segmentation Strategies 2.1.3 Target marketing strategies 2.1.4 Advertising objectives of the company 2.1.5 Message strategy 2.1.6 Message execution 2.1.7 Reach frequency and impact.

2.1.8 Major media types used by the company. 2.1.9 Specific media vehicles used by company. 2.1.10 Media timing used by the companys advertisement 2.2Chapter #03: Competitor Analysis (Advertising strategy of coca cola) 2.2.1 Introduction to coca colacompetitor firm 2.2.2 Marketing Mix 2.2.3 Market Segmentation Strategies 2.2.4 Target marketing strategies 2.2.5 Advertising objectives of coca colathe competitor 2.2.6 Message strategy of coca colacompetitor 2.2.7 Message execution by coca colacompetitor 2.2.8 Reach frequency and impact. 2.2.9 Major media types used by coca colathe competitor. 2.2.10 Specific media vehicles used by coca colacompetitor 2.2.11 Media timing used by coca colathe competitors advertisement 3 Chapter 4: Methodology

4.1 Data collection sources 4.1.1 Primary sources 4.1.2 Secondary sources 4.2 Data collection tools 4.3 Sampling 4.3.1 Sample size 4.3.2 Sampling technique Chapter 5: Data processing, analysis & interpretation Summary Chapter 6: 6.1 Conclusion 6.2 Recommendations 6.3 Limitations Appendix/Appendixes Bibliography Index 3 Methodology: The project work will be accomplished in the following methodology 3.1Data Collection Sources: Two sources will be used for data collection (a)-Primary Source: Primary data will be collected through from customers. (b)-Secondary Source: Secondary data will be collected from the website, magazines, encyclopedia, books and internet. 3.2 Data Collection Tools:

Primary Data will be collected through Questionnaires. 3.3 Subjects/Participants: The target population will be the people who drink Pepsi and/or Coca Cola. People who drink cola bottles of different ages regardless of gender are taken as sample frame and 120 people for will be the sample size. Convenience sampling method of Nonprobability sampling will be used in this research. 3.4 Fieldwork/Data Collection: Field work data will be gathered through questionnaire at cold corners, cafes, universities and market places. 3.5 Data Processing & Analysis: After data collection, the collected data will be processed and analyzed in MS Excel. 4

4. Bibliography E.K.Strong Jr Theories of Selling page (52-60) Judith Williamson Decoding Advertisementsideas in progresspage (141- 148) Jean-noel kapferer Strategic Brand Management kogan page(90-120)