advertisement (cold drink)

8/4/2019 Advertisement (Cold Drink)

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A

PROJECT REPORT

ON

EVALUATION_OF_ADVERTISEMENT_EFFECTIVENESS_OF_COKE

Conducted at:KANDHARI_BEVERAGES,_CHANDIGARH_

Submitted to:

KURUKSHETRA UNIVERSITY`in the partial fulfillment of the requirement for the degree of

MASTER OF BUSINESS ADMINISTRATION(SESSION : 2006-2008)

Submitted by:

RAMAN BHALLA

GURU GOBIND SINGH INSTITUTE OFTECHNOLOGY & MANAGEMENT STUDIES

YAMUNANGAR - 135001(Affiliated to Kurukshetra University, Kurukshetra)


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CONTENTS

CertificateDeclaration_

Preface_Acknowledgment_

Chapter:_1_ Introduction

Chapter:_ 2_:_ Research_Methodology_a)_Objectives_of_Study

b)_Types_of_Research

c)_Research_Design_

d)_Methods_of_Data_Collection

e)_Data_Collection_Techniques

f)_Sampling_Size_

g)_Sample_Unit

h)_Limitation

Chapter:_3 Industrial_Profile

Chapter:_4 Company_Profile__

Chapter:_5 Findings_&_Data_Analysis

Chapter:_6 Conclusion__

Chapter:_7 Suggestions_

Bibliography

Questionnaire


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DECLARATION

I,Raman Bhalla,_student _of_Guru Gobind Singh institute of Technology &

Management Studies, Yamuna Nagar (Haryana) studying_in_M.B.A has

undergone_summer_training_in_Kandhari_Beverages,_Chandigarh_for_eight weeks

and_have_submitted_a_project_on_the_title Evaluation of_Advertisement

Effectiveness _of Coke as assigned by the Company, for partial fulfilment of

Degree Master_of_Business_Administration_(M.B.A.) to Kurukshetra University, _

Kurukshetra.

I_solemnly_declared_that_the_work_done_by_me_is_original_and_no_copy_of_it_h

as_been_submit_to_any_other_Universities_for_award_of_any_other_degree_or_o

n_similar_title_and_topic.

Signature_of_Student

Raman Bhalla


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ACKNOWLEDGEMENT

There is a race for existence in which only the fittest succeed. In every walk of

life, the intellectual work of a candidate is adjusted not only by the division,

grade or marks obtained in the examination but also practical work matters a

lot. So as for practical fulfillment, I joined the practical field. It would not have

been possible for me to accomplish without any help or contribution.

My sincere thanks are also to all the members of

KANDHARI_BEVERAGES,_CHANDIGARH_who have lightened mewith precious and scholarly guidance during my training in

KANDHARI_BEVERAGES,_CHANDIGARH._

I am grateful to the management of this organization who has given me a

chance to undergo training in their organization.

I am deeply indebted to Dr. D. S. Bhardwaj (Director) and my worthy thanks

to my teacherMs. Aditi Ahuja (Faculty) for their valuable contribution during

the academic session & guidance in preparation of this project report. I also

want to pay my sincere regards to Mr. Kamal Shamra (HR Manager) who

guided me for the entire training and help me to get acquaintance with various

practical aspects of Human Resources prevailing in the industry.

Last but not the least, I would thanks all the employees of

KANDHARI_BEVERAGES,_CHANDIGARH_for their support and

cooperation.

(RAMAN BHALLA)


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PREFACE

The student of MBA are required to under go a practical training at

some business enterprise after 1st sem. for eight weeks. This

meant to give them exposures to practical aspects of business

and first hand information pertaining to challenges ahead of them

when they become full fledge professional. No research no

development will bring happiness and well being to the people

unless the benefits are brought to the consumer level. The

beverages industry plays an important role in providing better

health to the people of society. The beverages industry is

responsible for providing relief from ailment to a large section of

the society. Beverage market in India has assumed new

dimensions since independence because of increase attention of

government to the health needs of its million of inhibitors.


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INTRODUCTION

Cold drinks include all type of non alcoholic carbonated, flavoured or

otherwise sweetened beverage. Cold drinks include: Pepsi, Thums Up,

Cocacola, Limca, Sprite etc.

The cold drink industry has been undergoing many transformations

with changing consumer demands, government policy and innovation in

packaging.

Cold drinks industry is a very wide industry. Cold drinks are

consumed mostly in each and every occasion. Cold drinks is consumed

mostly by person of every age.

MARKET SEGMENTATION OF COLD DRINKS

Demographic :

Cold drinks are mostly consumed in the urban market. However, tmarket

can be segmented on the basis of several demographic variables like

the age of the consumer, geographic location of the market and place of

consumption.

Climatic :

Place with the high humidity and temperature induces loss of body fluid.

Under such climatic conditions consumers use soft drinks to replenish


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the lost body fluid. Hence, there is a potential cold drinks market in each

place.

Medicinal :

Certain flavours like plain soda are perceived to aid in digestion. Limca

are more in demand on medicinal or health grounds.

User Status :

Most consumers perceive cold drinks as a thrust quencher. A few

segments can be defined based on the purpose behind the

consumption:

COLA WAR BETWEEN COKE AND PEPSI

Soft drink wars? As the Americans love to say You aint seen nothing

yet! Forget Ramesh Chauhan, our one time cola king and his bouts of

pistol - shooting. Expect now to hear the boom of Cannons when Coca

Cola and Pepsico Battle it out for, as the jargon goes, a bigger share of

throat. By buying over local competition, the two American Colas giant

have cleared up the arena and are packing all their poser behind the

Indian franchise of their globe-girlding brands. If Pepsi will be investings

approximately Rs. 2000 crore, Coke will be pumping in approximately

Rs. 3000 crore. The total investment is of size and scale that

approximately Rs. 5500 crore soft drinks business have never sen


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before. When Cola giant coke entered into the Indian market its first step

was to take over the Thums Up and Limca of Parle group. Both players

(Pepsi, Coke) have been enormous potential in India, I hwere swigging a

carbonated beverage is still considered a treat, virtually a luxury. Cola

giants feel that consumption of soft drinks will increase and increase

only. As income improve, so do life styles, a pattern the have seen in

many of 195 countries they sell their universal product in.

Before Coke entered the Indian market, the soft drink market was

growing at a very slow pace, but immediately after the entry of coke

followed by the entry of Pepsi, the growth of soft drink market was at a

very fast pace. Both the companies spend a huge amount an advertising

an promotional. Earlier soft drinks used to come only in 200 ml or 300 ml

but now days it comes in variety of bottle sizes. With growth rates

zooming into the double digits, bottles have been propelled into

expanding capacities. With their big time plans the multinational have

changed the face of this business, long dominated by small time

businessman. If demand continues to increase annually at an average of

20 percent, then volumes could reach to unpredicted highest point. The

Cola makers have build more capacity, infrastructure, made their bottles

more available and more affordable. There are approximately 4,00,000

retailers stocking soft drinks in India whereas Philippines with less


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population has 5,00,000 outlets. Also Soft drinks which retail at any

where between Rs. 9 and 12 are expensive when measured against

purchasing power. Now days there is very stiff competition between

Pepsi and Coke. Wherever Pepsi makes any advertisement the very

next day Coke launch its advertisement which shows Pepsi down and

Coke at the top, and this thing happens vice-versa. Now days every one

can see that Pepsi and Coke are fighting like, any enemy countries.

Every now and then the advertisement comes and shows that Pepsis is

best, if the advertisement is sponsored by Pepsi or Coke is best, if the

advertisement is sponsored by Coke. Like few days back Pepsi gave an

advertisement in Times of India that accordingly to the survey made by

AC Nielsen Research Services Pvt. Ltd. Pepsi is the most preferable soft

drink among the Indians. The ultimate gainers in the fight between Coke

and Pepsi is the consumer. As they both are offering every now and

then some of gifts or launch any scheme to attract new customers and

withhold their loyal customers. Now a days we say that the price of cold

drink fall down to Rs. 6. So in this fight ultimate gainers are consumers.

PEPSI

Perennial runner-up Pepsi-Cola is not just the second biggest company

in the soft drink business (behind the Coca-Cola company). Its also the

second biggest business at Pepsi Co. (Snack maker Frito lay is bigger).


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Pepsi Cola makes, sells, and distributes beverages such as Pepsi Cola,

Mountain Dew, Sierra Mist, 7Up, Aquafine Water, All Sport Sports Drink,

Lipton Teas, Pepsi Cola makes beverages concentrates, sells them to

bottles and overseas the promotion of the products. Pepsi-Colas drink

are sold in about 160 countries through a network of indifferent bottlers.

Pepsi came to India in 1989 and introduced Lehar Pepsi, Leher Mirinda

(Orange). Since then Pepsi has invested a lot in India and seems India

as a growing market. Then main brands of Pepsi in India are :-

Pepsi

Mirinda (Orange)

Mirinda (Lemon)

COKE


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Coke is it - It being the worlds top soft drink company. Among

its other brands are Bargs fruitopia, Minute Maid, Powerade,

Sprite, Dasani Water. The firm, which does no actual bottling sells

more than 230 brands of beverages, including coffees, juices,

sports drink, teas in some 200 nations. More than 60% of its

sales come from outside the US. The Coca when company has a

commitment, more than a century old, to social responsibility

through philanthropy and good citizenship. The companys

reputation for good corporate citizenship results from charitable

donations, and other demonstrations of support in thousands of

communities world wide.

The Coca-Cola company sponsor the worlds most exciting sports

events.

John Pembertoninvented Coke in 1886


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In India, Coke reentered in 1993. The main brand of aerated soft

drink of Coca Cola in India are :-

Coca-Cola

Thums Up

Limca

Fanta

Sprite

Minute maid Pulpy orange


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After its successful re- launched in 1993 in India, Coke took over

Thums Up and Limca and market it now, under Coca Cola

companys product.


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HISTORY OF COCA COLA

In 1886 John Pemberton created Coca Cola in Atlanta and sold at

a local Pharmacy

Today Coca Cola is present in in 200 countries

Coke is the most frequently used word in the world

COKE__HISTORY_BY_PICTURES_z

Friends_For_Life1939 1942


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Thirst_Asks_Nothing_More

The_Only_Thing_Like_Coca-Cola_is__Coca-Cola_Itself_

1989 1990

Official_S

oft_Drink_of_Summer

You_Can't_Beat_the_Real_Thing

1993__1999

Always_Coca-Cola


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MARKETING_METHODS

Packaging

Cold drinks are packaged in glass bottles as well as in plastic bottles.

Glass bottles are of 200 ml, 250 ml, 300 ml, 1 ltr and plastic bottles are

of 500 ml, 1 lt, 2 lt. Each company has a distinct way of packing its

various brands.

Distribution

Distribution channels use both whole sellers and retailers. Cold drinks

are usually stocked in different types of shops. Big stores usually have

refrigerator to keep the cold drinks chilled, but smaller stores keep them

in metal boxes with big chunks of ice to keep them cool.


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Prices

Retail price for soft drinks vary between Rs. 6 to Rs. 9. Retailers offer

discounts on bulk orders. Sometimes retailers charge extra money for

offering chilled cold drinks.

Advertising

Large scale advertising campaigns go with the cold drink industry.

Television advertisement generally portray on adventurous mood.

Hoarding and printed advertisement coveys similar ideas.


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Promotion

Many companies have started sponsoring events such as college

functions, music concerts and plays. Sponsoring of popular television

serials is also done. Stickers are used as promotional material in shops

and on cars and other vehicles. Many other schemes have also started

for promotion such as, scratch and win. Write slogan and win, see

cap of the bottle etc.

Normal The group of consumers who use cold drinks as a thirst

quenching medium.

Select The group of consumers0 who use cold drinks as a diluting

medium or alcoholic beverage

Normal The group of consumers who preefer cold drinks to water.

They also offer cold drinks to guests.

Current Scenario :

The Coca Cola, Pepsi are investing a lot in India.They have introduced

the concept of canes in India and also they have introduced the concept

of foundation machines. These companies are expanding a huge

amount on advertisement to keep each others competiors out of the

market. Coca Cola company has take over Thums Up and Limca and

market them under its own companys name.


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The first of its kind innovation by Coca-Cola is targeted at young adults

who are on the lookout for a naturally refreshing, juice drink.

Minute Maid Pulpy Orange, launched in Hyderabad on February 19,

2007 would be available in the three southern states of Andra Pradesh,

Tamil Nadu & Karnataka. Minute Maid Pulpy Orange has been made

available in two PET pack sizes- On-the-go 400 ml and 1.25 liter bottle,

priced at Rs 25 and Rs 70 respectively

Health_:

a)__Limca

With_isotonic_salt_is_positioned_as_a_balanced_health_drink.

b)_ Mirinda_(Lemon)_ Aim_at_freshness_and_health.

Youth_Fullness

a)__Limca_ Aimed_at_the_youth.


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b)_ Mirinda_(Lemon)_

Yeh_dil_maange_more_aimed_at_the_youth

c)__Limca_ Fun_times,_Limca_times_indicates_energy,_yo

uth_fullness_and_relaxed_mood.

d)_Mirinda_(Lemon)_ Taste_the_thunder_indicate_adventure_with_al

l_its_relate connotations signifying_youth.

Thirst-Quencher_

a)__Limca_ Thirstry_time_Limca_times_implies_a_thirst_qu

enching_drink.

b)_Mirinda_Orange_

Implies_that_if_you_start_drinking_it,_you_forget_everything_1except_

Mirinda.

Exciting_

a)__Sprite_

Implies_that_be_simple_and_have_high_thinking.

b)_Canada_Dry_

Implies_that_if_served_chilled_then_it_makes_us_exciting.

c)__Limca_

Implies_that_after_drinking_it_we_get_exciting_ideas_of_making_

other_fools.


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In_this_project_the_researcher_studied_about_the_cold_drinks._The_m

ajor_players_in_cold_drinks._The_major__players_in_cold_drinks_are_:

-_Pepsi,_Coke,_Cadbury_Schweepes_Beverages_India_Pvt._Ltd.


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CONSUMER BEHAVIOUR

To become a successful marketer it is necessary to understand the liking

and disliking. Gone are the days when the concept of market was let

the consumer beware. Now the whole concept of market has changed.

Now there is concept of consumers severeignty which means the

consumer is the king. In other words the marketers face the buyers

market and not the sellers market. The consumer is not an unthinking

pawn to be manipulated at will by the commercial persuader and as a

rule, he or she is purposeful and goal oriented. Products and services

are accepted and rejected on the basis of the extent to which the they

perceived as relevant to needs and life style. The term consumer

behavious refers to the bahaviour that consumer displays in searching

for, purchasing, using, evaluating and disposing of economic products

and services that they expect will satisfy their needs, the study of

consumer behaviour helps us to know that how individuals and

organizations as buyers make decisions to spend on consumption

related items.

Consumer research tell us about various things like, what types of

advertising appeals are most effective in product categories, how do

buyer learn about new brands and products. Which information sources

tend to be most effective, does advertising really change attitude, how


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many times can advertising be run before it becomes ineffectiveness,

why people change brands.

When choosing products and services, consumers often are influenced

by advice from other people. Advertising can be on way by which the

consumer can be influenced to purchase certain products and services.

The study of consumer behaviour is the study of what they buy, whey

they buy it, when they buy it, who makes decision in buying, are decision

influenced by advertising etc.

The buying process of a cold drink by a customer is normally as follows:

A person might be travelling on a hot day and might have sweated a lot.

The bodys demand for fluid urges him/her to buy a soft drink. In the

choice of a cold drink brand, consumers are found to be either very

brand loyal or they may chooseany brand based on top-of-the mind

awareness. In some cases, the consumer might select the brand on the

dealers advice. As such, it is very low involvement buying and thus,

easy availability is most essential for increasing sales. Some times

customer buy a cold drink to have it with better liquid then water.

Sometimes customer buy a cold drink because he/she likes the taste

very much that they buy frequently without any specific reasons.

Sometimes customer buy a cold drink because he/she is in a good

mood because they think that this is a best way to enjoy good mood

because they think that this is a best way to enjoy


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Good mood. Sometimes customer buy a cold drink when he/she is in a

bad mood because they think that this is a best way to get relieved from

tension as shown by advertisements.

There are consumers who buys in bulk for parties/ social occasions. In

this case, the individual usually opts for some variety, choosing assorted

flavours. This individual might be trying to cater to his perception of his

guests preference ultimately his choice of the drink depends on the

individual on awareness and preference customers serve cold drinks in

parties because they perceive it to be an essential part of menu of the

party as is shown by advertisements . Cold drinks can also be uses by

mixing it with alcohol . It can said that customers and everyone think

that cold drink are important part of party. Some customers buy cold

drink when they are tired because they think that after drinking cold drink

they will get refresh as shown by advertisement.

ADVERTISING EFFECTIVENESS

As human history is now in year 2004 with its awe inspiring problems

and opportunities the subject of marketing is attracted increasing action

from companies, institutions and nations.

Marketing is a social and managerial process by which individual and

group obtain what they need and what through creating, offering and

exchanging products of value with others.


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The traditional concept of marketing is being replaced by a modern one

which holds that a company should be:

Customer oriented

Strive for profitable sales volume Co-ordinate all its marketing activities.

Marketing executives must act in a socially responsible manner if they

wish to be succeeded.

For achieving marketing objectives and optimum marketing mix has to

be developed in all the organisation promotion mix being as a

component of marketing mix, still require special attention of business

community. Advertising is the most important element of promotional

mix, other being publicity, personal selling and sales promotion,

however, they are complementary to each other.

Advertisement is one of the major tool, companies use to direct

persuasive communication to target buyers and public. The word

advertising has its origin from a Latin word Advertise which means to

turn to. The dictionary meaning of the word is to announce publicity or

to give public notice. In other words it may be interpreted as to turn the

attention of the people concerned to a specific thing which has been

announced by the advertiser publicity in other to inform and influence

them with the idea which the advertisement carries. In business world,

the term is manually used with reference to selling the product of the

concern.


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According to Dr. Jones advertising is a sort of machine made, mass

production method of selling which supplements the voice and

personality of the individual salesman, such as in 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.

Advertising, as it is generally known, is a paid method of mass

communication which is aimed at promoting ideas, goods or services by

an identified sponsor. It is also non-personal communication, for it is not

delivered by an actual person but only through a media, nor is it

addressed to any specific person. Advertising is done by commercial

and non-commercial organisation, because it is used to help assure the

advertiser of a long business life with profitable sales. As for as India is

concerned, advertising is a growing business today and gaining

importance day be day. The host of new products marketed, the

expenses and the risk involved in launching them and the cost of

personal selling and some challenges which have placed a heavy

responsibility or the advertising, with its growing productive capacity and

out, there is need for finding customer for this growing output and the

advertising play an important role in moving goods from producer to

customer by advertising the people to purchase the best out of the

variety of products offered for selection.


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Advertising for goods and services is not a new phenomenon in our

modern monetary system. It was a vogue in one way or other since

ancient times. Advertising in account and medieval times was crude

when measured by present day standard. Though the basic objectives

were the same as now i.e. to communicate and disseminate information

and idea to groups of persons in order to change or reinforce. So, it is

erroneous to assume that the advertising function is of recent origin.

There are evidences to suggest that Romans practiced advertising,

spoken publicity was well known to the Greeks and Romans. Publicity

was made in the form of crises vendors in the streets and

announcement by drummers.

By the middle of seventeenth century, the publishers experimented with

the issue of newspaper was a weekly called Mercuries. It appeared in

England. The printing press was then used in a fashion that had to the

gradual growth and development of advertising by providing a practical,

readily available media to deliver advertising message to the literate

public. The rarely newspaper advertisement appeared in the forms of

announcement. In 1657, coffee beverage was advertised followed by

chocolates in 1657 and tea in 1658. At the tiem of Rozor strap and

patent medicine advertisement attempted to convince the paper readers

of the advertised products superiority over similar product. By the mid-

eighteenth century printed advertising was in general use. But now days


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the advertisement is done through advanced technology i.e. through TV

and the very advanced technology i.e. through Internet .

Advertising is both science and art. Advertising has been recognized as

an art because the creative function of advertising very much depends

upon the creativity of the individual. The creation of the copy including its

message, themes and its layout including certain, illustration etc. is an

art on which the success and failure of advertising compaign depends.

The individual capability and an instinct of creating always new are the

essence of advertising.

Advertising has been developed as a science also. The advertising

management has been emerged as a new discipline where the study of

planning, organizing, directing and decision making is learnt. Various

principles, objective, techniques and strategies of advertising had been

developed and with the study of those techniques, a successful and

effective advertising compaign may be carried out.

The various functions of advertising may be grouped into two classes:

Primary Function

Secondary functions

Primary funcations

To increase sales.

Persuasion of dealers.

Helps of dealers.


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Increase in per capita use.

Receptiveness of new product or model.

Insurance for manufactures because.

Confidence in quality.

Secondary Function

To encourage sales man and lend them moral support.

To furnish information.

To impress executives.

To build brand preference.

To inform about changes.

To neutralize competitors advertising.

Advertising effectiveness is the study of results of advertising in relation

to objectives of advertising. It covers:

Media Research (To determine exposure)

Copy Research (To determine such characteristics as the ability of

consumers to comprehend remain and believe the messange).

Image study (To determine whether the customers perception of the

product and the company has changed along desired times).

Sales Results Tests (To determine the effect of advertising on sales.)


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The effectiveness of advertising must be evaluated for a number of

reasons :-

It is necessary to have some measures to see the effect of advertising

on sales to intelligently determine the size of succeeding appropriations.

To improve the advertising message so that better communication of the

message is possible and advertising goals are achieved.

The market to which advertising is directed is in a steady state of

change. So it is necessary to study the changing impact of advertising in

such a changing marketing conditions.

There is saturation point in advertising beyond which sales response is

negligible. It is necessary to know when this point has been reached.

Keeping in view the above, one new approach named as DAGMAR

(Developing Advertising Goals for Measuring Advertising Results)

approach was developed by Rusell. H. Colly in 1961. He has

distinguished fifty two possible advertising objectives in his book

DAGMAR. He has thus introduced an approach, known after the

books title as DAGMAR approach to advertising planning and included

a precise methods for tuning advertising objectives into specific

measurable goals. In addition the performance could be measured later

against these goals to see whether they have been achieved. Thus a

formal feed back loop was built into the DAGMAE approach. These are

two concepts in this approach.


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Advertising goals involves communication task.

Advertisign goals in specific and should be :

Measurable

Starting point or benchmark

The audience or the target

Time period

Written goals

To general suggestions on implementation :

One suggestion was that a systematic information gathering process,

teamed the 6-m approach be employed to analyze the market and

product situation. The another suggestion was to use a checklist of

reasonable promotional task.

6-m approach

The 6-m approach is structured around six categories of analysis.

Merchandise

If evaluates the relative strength and weakness of the product and

analyses the benefits offered by the product in compression to the

competitors.


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Market

The market analysis involves the present and past user of the product

and the intermediaries distributing it and one objective of this analysis is

to identify alternative segmentation strategies.

Motive

In order to gain understanding some facts about motive should be

analyses. Such as why do people buy? What motive are involved? What

are the relevant consumption system within which the product is

imbedded? What are the goals of these consumption system? The

answers of these questions should be considered for decision making.

Message

What alternative appeals could influence prospective consumers to

purchaser? What appeals have been used in the past by us and by

competitors? The appeals should be different from present and the past

appeals of the competitors.

Media

In media analysis, different media should be evaluated on the basis of

advantages, constraints and suitability to the advertiser and the product.

Measurement

It refers to the measure that re needed to be obtained during this audit

stage, not only to provide benchmark to measure future progress but

also to provide real guidance in establishing objectives.


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Checklist

The another suggestion to those implementing DAGMAR approach is

checklist of promotional task. Russel H. Colly, in his DAGMAR book

suggest 52 items in the checklist. Checklist contain several questions

with their alternative suggestions. Each of the promotional tasks should

be rated in terms of its relative importance in the content of the product

situation involved. Again the intent was to stimulate ideas or decision

alternatives, often the most difficult and crucial part of the decision

process.

It was further explained that sales as a advertising goals cannot help in

measuring the advertising due to the following reasons :

Sales is the result of all the marketing components. So no method is

available to calculate which proportion of increase in sales is the result

of advertising.

Advertising message does not result into sales immediately. There

remains a time gap between the delivery of advertising message and

sales resulting from such message. So the corresponding benefits of

advertising cost cannot be calculated which rules out the possibility of

cost benefits analysis of advertising cost.

There are specific stages in between the advertising message and sales

viz. creating knowledge about the product, changing attitudes of

consumers and persuading consumers for a trial.


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So it has been suggested that advertising effectiveness should be

measured by evaluating awareness, knowledge and attitude etc. about

the product.


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For this purpose various such as :

Recognition Test

It determines the relationship of the advertisement in the newspaper and

journals. This test is conducted by personal interviews with readers and

magazine or newspapers. The interviewer locate the readers of the

particular issue of the magazine in question. They, then go through the

magazine page by page with the respondents indicating those

advertising elements which he or she recognize as having read.

The data collected by this test indicates the proportion of qualified

readership of a publication who to have seen, read some or read

most of the elements of individual advertisement. These measurements

may also seek to obtain quantitative data regarding the parts of and

advertisement which were seen or hear

Recall Test

The recognition test measure the stopping power of the advertising but

does not tell us what the readers understood or retained of the

advertisement. The recall test is designed to measure the impression of

reader has or viewers of the advertisement. If a reader has a favourable

impression of the advertisement, he will certainly retain something of the

advertisement. The measures of interest would be obtained by

interviewing the readers or views or listeners, days after the

advertisement or commercial is appeared in the newspaper or on T.V.


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interviewer ask the question asked, the reader reveals the accuracy and

depth of this impression by his answer.

A portfolio containing test advertisement or one test advertisement

among several control advertisements is placed in the hands of

responders who are asked to read the advertisement, taking

immediately after the respondents has finished the reading the

advertisement. The performance of one advertisement is then evaluated

against all other. The respondents is asked a series of unaided or aided

recall questions to determine which advertisement are remembered and

which features standout.

Another approaches to recall test is to supply dummy magazine to a

family and then after a week, it should be picked up. The interviewer

interviews the readers to their recall of advertisements in the magazines.

Test of Readability and Comprehension

In this technique, by means of a series of penetrating questions and by

other techniques developed by psychologists, the case of readability and

comprehension is determined, in advance of publication. It is determined

by the interviewer under this method whether and to what extent the

readers have gone through the advertisement.

Test of Believability

An advertisement message effectiveness can be measured by the

degree of credibility, the readers have in the product. A scale technique


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generally employed to measure the credibility by putting several

statements of product claims before the consumers and are rated by

them. The statement of product claims get the highest priority votes may

be taken as the most effective statements or claim.

Attitude Test

A number of attitude tests are developed by the psychologists which can

be applied to copy testing. Typical consumers are exposed to sample

advertising message, either printed or oral. The interviewer than asked a

series of penetrating questions to determine the attitude produced by

these various message. Psychological reactions such as age,

involvement, the type the personality of the product reflected by the

advertisement being tested are obtained. The researcher look especially

for elements in the advertising which arouse psychological hostility etc.

Certain business men have given due important to pre-advertising

research which aims at removing all the drawbacks of an effective

advertisement, before the advertisement is actually executed. So they

ignore post-advertising research has its own benefit because the actual

measurement of effectiveness is studied on actual target in the natural

environment. So the various unreasonable assumption of pre-testing

advertisement are not their in post-testing the advertisement. But it does

not means that pre-testing of advertisement us useless. So a good

advertiser must assure that a good copy is displayed and pre-testing


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ensures it. however, post testing is to ensure that advertising is actually

working as desired. So these are complementary to each other and both

should be adopted by the advertiser so that advertising goals are

ultimately achieved by the advertiser.

What is Red

* RED = Right Execution Daily

Coca Cola has been a new launched project is RED for maintaining the

market an its objectives are as follows

Execution, promo implementation,

People performance

To get knowledge;

Competition activities

Customers satisfaction

To achieve/improve sales/execution results,


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RESEARCH METHODOLOGY

This part of the proposal identified the entire research plan. It describes

just what must be done how will be done, what data will be needed ------

how the data will be analysed and conclusions reached.

The primary object of any kind of study, Whether scientific or

experimental is to acquire knowledge to know the truth and reality

behind the phenomenon. One can explore the32 problem in number of

ways, the methods and procedure used in any study should be such that

it provides a sound basis for accurate communication and reliable

results,


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OBJECTIVES

The_main_objective_of_the_study_is_to_evaluate_the_effectiveness_of

advertisements_of_various_brands_of_cold_drinks_and_to_suggest_to_

measure_in_the_improvement_of_defective_advertisement.

The_other_objectives_are_:

1. To_see_whether_advertisement_create_awareness_

about_the_product.

2. To_see_which_soft_drink_brand,_the_consumer_ generally_

prefer.

3. To_judge_the_effectiveness_of_various_media_of_advertising.

4. To_see_the_effect_of_celebrities_on_brand_choice.

5. To_see_which_factors_influence_the_customers_choice_most.

6. To_evaluate_the_role_of_advertisement_in_better_selection.

Type of research:

Descriptive research refers to a set of methods and procedures that

describe marketing variables. Descriptive studies portray these variables

by answering who, what, why and how questions. These types of

research studies may describe such things as consumers attitudes,

intentions and behaviours, or the number of competitors and their

strategies.


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Research design:

Every research project and every business is different. Still, there are

enough commonalities among research projects to categorize them by

research methods and procedures used to collect and analyze data.

There are three types of research design:

Exploratory research design

Descriptive research

Causal research

Exploratory research is defined as collecting information in an

unstructured and informal way. For example if the owners of a new

restaurant often eat out at competitor's restaurants in order to gather

information about menu selections, prices and service quality.

Descriptive research refers to a set of methods and procedures that

describe marketing variables. Descriptive studies portray these variables

by answering who, what, why and how questions. These types of

research studies may describe such things as consumers' attitudes,

intentions, and behaviours, or the number of competitors and their

strategies. Causal research design is conducted by controlling various

factors to determine which factor is causing the problem. It allows you to

isolate causes and effects. By changing one factor, say price you can

monitor its effects on a key consequence such as sales. Although causal

research can give you a high level of understanding of the variable you


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are studying, the designs often require experiments that are complex

and expensive.

In this project I used exploratory research.

Methods of Data Collection :

The information need the research is such that it require primary &

Secondary data.

Primary data source:

Questionnaire.

Interviews

Secondary source:

New Paper & Media

Internet

jouranals

Data collection technique:

Data collection technique adopted was survey of the target population

With the help of questionnaire .

Survey Methods:

Data was collected through direct personal interviews with the target

population through a formal questionnaire consisting of both structured

and unstructured questions . In some cases the subjects themselves

filled the questionnaires . one interview , on average , took about 8-10

minutes


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Questionnaire:

The questionnaires consisted of both open and close ended questions. It

had provision for personal identification information .

Sampling method :

Probability method.

PILOT STUDY :

Pilot study was carried out by personally interviewing the people from

chandigarh region with the sample questionnaire prepaired . After

reviewingit was found that no major changes were needed in the scope

of the project & questionnaires . Only a few minor modifications in the

wordings of questionnaire were required which were incorporated in the

questionnaire, after which it was decided to go on further with the

research & to continue with the study in the same methodology in order

to attain the objectives.

Sample size:

The size of the sample is 40

Sample unit: Individual & Shop Outlets

Student (10)

Businessmen (10)

Servicemen (10)

House wife (10)

Shop Keepers/Retail Outlets (500 App.)


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LIMITATIONS_OF_THE_STUDY

The following difficulties were faced during the course of the research

study :

1. The main limitation was time. There was problem in contacting the

businessmen and service men due to shortage of time with them.

2. There was difficulty to understand housewife and also to make

them understand the meaning of some questions.

3. Respondents also showed lack of interest while filling the

questionnaire and answering to the questionnaire in the interview.

4. Time constraint plays a major role in the development of this study,

if some more time is given then more appropriate results could be

done.


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INDUSTRY_PROFILE

Datamonitor's Soft Drinks: Global Industry Guide is an essential

resource for top-level data and analysis covering the soft drinks industry.

It includes detailed data on market size and segmentation, textual

analysis of the key trends and competitive landscape, and profiles of the

leading companies. This incisive report provides expert analysis on a

global, regional and country basis.

Scope of the Report

Contains an executive summary and data on value, volume and

segmentation

Provides textual analysis of the industry's prospects, competitive

landscape and profiles of the leading companies

Covers Global, European, Asia-Pacific & 11 individual country

markets

Includes a five-year forecast of the industry

Highlights

The global market for soft drinks has grown steadily over the past

five years and this is set to continue.

The leading revenue source for the global soft drinks market is the

sale of carbonated drinks.


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Supermarkets and hypermarkets form the most significant

distribution channel.

Definition

The soft drinks market consists of bottled water, carbonates,

concentrates, functional drinks, juices and ready-to-drink (RTD) tea &

coffee. The market is valued according to retail selling price (RSP) and

includes any applicable taxes. Any currency conversions used in the

creation of this report have been calculated using constant 2004 annual

average exchange rates. The data in this industry profile is based on the

most recent figures available at the time of publication. Where

necessary, forecasted figures have been used for the 2005-2010 data.

Segmentations by product type are calculated on the basis of market

values in 2005. Segmentations by company and distribution channel are

calculated on the basis of market volumes in 2004.

The soft-drink industry comprises companies that manufacture

nonalcoholic beverages and carbonated mineral waters or concentrates

and syrups for the manufacture of carbonated beverages. Naturally

occurring bubbling or sparkling mineral waters have been popular for

thousands of years: the ancient Greeks believed that such waters had

medicinal properties and bathed in them regularly; the Romans

established resorts around mineral springs throughout Europe. In the


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1500s the village of Spa in Belgium became famous for its waters, which

by the early 1600s were sold, in bottles, as far away as London, Eng.

Development of the first man-made sparkling or carbonated water is

credited to Joseph Priestley, the British scientist who discovered oxygen.

In 1772 he invented a method of "pushing" carbon dioxide into water by

dissolving it under pressure, thus creating fairly long-lasting bubbles.

The technique led to development of the soft-drink industry. By the

beginning of the 19th century, carbonated water was being made

commercially in France and North America; shortly thereafter, flavours

(normally fruit concentrates) were added to enliven the taste. In the

1820s, small carbonated bottling operations were established in

Canada, producing carbonated drinks in refillable bottles which were

merchandised as medicinal elixirs or tonics. Most soft drinks are still

carbonated to give drinks a "tangy bite" and to stimulate the tongue.

Furthermore, because scent is an important part of taste, the flavours

carried as vapours in the bubbles enhance taste.

The principle of "pushing" carbon dioxide is still used, but now the water

is first purified in a process known as "polishing." Cooled carbon dioxide

is then injected at pressures of 275-550 kilopascals. Some of the early

drinks bottled in Canada were called Birch Beer, Ginger Beer,

Sarsaparilla, Sour Lemon, None-Such Soda Water and Cream Soda.

The first carbonated beverage or "pop" bottles were sealed with corks


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held tightly in place with a wire binding. Because they had to be stored

neck down so that the cork would not dry and allow the carbonation to

leak away, they were manufactured with rounded bottoms. By the mid-

1800s, soft drinks sold in Canada were packaged in 8-ounce (227.2 ml)

round-bottom bottles for about 25 cents a dozen, except ginger beer,

which was sold in draught form from wooden kegs. Wired cork closures

were used until about 1884 with Codd's Patented Globe Stoppers (25

types in all). Such closures were replaced by the Hutcheson Spring

Stopper. The crown cap was introduced around 1905 and improved

versions are still widely used, although they are gradually being

replaced, especially on larger containers, with reclosable screw caps.

Other packaging innovations since the mid-1960s include canned

carbonated beverages, nonreturnable glass bottles and containers made

from rigid plastics. However, an effort is being made, often through

provincial legislation, to increase the use of returnable glass containers.

In the industry's early years the number of carbonated-beverage plants

increased steadily, most serving small regional markets. In 1929 the

industry was made up of 345 production plants and the value of

shipments reached $12.3 million. By 1960 the number of plants had

increased to 502 and the value of sales to $172.7 million. Subsequently,

consolidation began, prompted by improved production, packaging and

distribution facilities. By 1973, 337 plants were in production and the


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value of shipments was $484 million. In 1985, with sales of about $1.8

billion, the industry had 187 plants in production: Newfoundland had 3;

PEI, 1; Nova Scotia, 7; New Brunswick, 8; Qubec, 66; Ontario, 58;

Manitoba, 7; Saskatchewan, 10; Alberta, 13; and BC, 14. Production

volume has also increased dramatically: in 1939, soft-drink bottlers

produced about 162 million litres of carbonated beverages; by 1967,

production passed 758 million litres; in 1986, shipments were estimated

at over 2.1 billion litres; and in 1998 that figure rose to 3.5 billion litres.

The industry is regulated by both federal and provincial agencies, 3 of

the most important being CONSUMER AND CORPORATE AFFAIRS

(responsible for the Consumer Packaging and Labelling Act), HEALTH

CANADA (which administers the Food and Drugs Act) and Environment

Canada (which focuses on environmental matters). The industry is

represented by the Canadian Soft Drink Association in Toronto and by

several provincial associations.

The introduction of diet carbonated beverages has changed the

industry's profile. Several years ago, in response to increasing consumer

diet consciousness, the industry introduced the first successful sugar-

free diet drinks using the artificial sweetener cyclamate. But questions

were raised about the safety of this additive and, based on existing

scientific data, Health Canada banned its use in Canadian commercial

FOODS AND BEVERAGES. This decision, estimated to have cost the


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industry more than $15 million, was a setback to diet-drink development.

The industry turned to saccharin, but this too was eventually banned.

Now, a new sugar-free additive, aspartame, has been approved for use

in diet soft drinks, and the cyclamate/saccharin situation is not expected

to recur because aspartame consists of amino acids, which occur

naturally. Aspartame-sweetened diet drinks have had a dramatic effect

on the Canadian carbonated-beverage industry. Just before the

saccharin ban in 1977, diet drinks accounted for about 10% of the soft-

drink market; following the ban the diet share dropped to about 2%,

consisting of beverages partially sweetened with small amounts of

sugar. In 1982, the first full year that aspartame was used in Canada,

diet drinks increased by 15.2% of total soft-drink sales, while the total

soft-drink industry grew 8%. In 1987 total soft-drink sales increased

5.3% over 1986, while diet soft-drink sales increased by 10.7%. This

single development has encouraged strong growth in the industry.

Food and Beverage Industries

Food and beverage processing or manufacturing is one of Canada's

major secondary industries and a vital component of the nation's overall

AGRIBUSINESS system. Statistics Canada figures indicate that, in

1997, the food and beverage industry was the third largest employer in

Canada, generating about $91 billion in domestic retail and food service

sales. It spent nearly $24.7 billion on materials and supplies.


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For statistical purposes, the total agribusiness system can be broken

down into 5 sectors: agriculture (and fisheries); food and beverage

processing; wholesale trade; retail trade; and institutional feeding

(restaurants, etc). Statistics Canada figures indicate that, in 1986,

agribusiness employed 1.5 million people or 11.5% of Canada's labour

force. Agriculture is the largest employer, with 518 000 people. It is

interesting to note that, despite significant improvements in agricultural

production, this figure has remained almost unchanged since 1971. In

contrast, employment in the restaurant business expanded by an

astounding 122% during the same period, from about 200 000 in 1971 to

444 900 in 1986. The third-largest sector, retail, has a work force of 230

500, followed by manufacturing with 220 200 and wholesale with 61 800.

In some provinces, employment exceeds the 13.4% national figure: in

Sask 26%of the labour force is engaged in agribusiness, in PEI 25%, in

Nfld 19%, in Man 17%, in NB 15.8%, in NS 14.6% and in Alta 13.9%.

Only Qu (12.5%), Ont (12.2%) and BC (11.6%) fall below the national

average.

The food and beverage industries consist of 17 sectors: MEAT-

PROCESSING INDUSTRY, with 535 plants in operation in 1985;

poultry-processing industry, 96; fish products industry, 390; DAIRY

INDUSTRY, 394; CONFECTIONERY INDUSTRY, 121; SUGAR

INDUSTRY, 9; FRUIT AND VEGETABLE INDUSTRY, 222; BAKING


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INDUSTRY, 1473; biscuit industry, 31; miscellaneous food industries,

356; VEGETABLE OIL INDUSTRY, 11; feed industries, 554; flour and

breakfast cereal industry, 58; SOFT-DRINK INDUSTRY, 187;

DISTILLING INDUSTRY, 30; BREWING INDUSTRY, 41; WINE

INDUSTRY, 46.

This industrial complex is one of the world's most modern and efficient

food and beverage production systems. Statistics Canada data show

that, in 1996, Canadians spent only 9.8% of personal disposable income

on food and nonalcoholic beverages consumed at or away from home;

in 1983, 20.1%; in 1981, 21.2%. The proportions of personal income for

food and beverage purchases at stores for home consumption suggest a

similar trend: from 14.5% in 1977 to 14% in 1983.

Food purchases in restaurants average about 4% of disposable income

between 1971 and 1983. The cost of eating was lower in the US

(16.1%), France (18.9%) and Switzerland (19.9%). Other developed

countries spend considerably more, eg, West Germany, 23.7%, Japan,

24.8%, Italy, 29.1%, and Greece, 35.6%. It has been estimated that

consumers in most Soviet Bloc countries spend more than 35% of

income on food and beverages.

In contrast, Canadian food and beverage industries have had some of

the lowest levels of profitability of all Canadian industries. There has


53/80

been a steady decline in recent years; however, in 1986, after-tax profit

per dollar of sales was 4.6%, a noticeable increase from the decreases

of 2.25% in 1980 and 2.63% in 1978. Despite low profits, the food and

beverage industries continue to invest heavily in building new plants,

expanding and modernizing existing facilities, and purchasing newer,

more efficient process and packaging systems.

Paradoxically, food- and beverage-processing companies are high-risk

operations in environmental terms because of the wastes they produce.

Unlike industrial wastes polluted with toxic chemicals, effluents from food

operations are a problem because of their high nutritional value. If such

wastes are released untreated to surface waters, a rapid and

unacceptable growth of ALGAE and bacteria may occur. In the case of

algae, such development depletes the oxygen supply, destroying fish

populations.

As a result, Environment Canada strictly enforces a set of effluent

guidelines for every type of food- and beverage-processing operation;

several provinces have even more demanding food-industry waste

guidelines. The food and beverage industries are among the most highly

regulated industries in Canada, affected by regulations administered by

several federal and provincial departments


54/80

COMPANY PROFILE

Coca-Cola originated as a soda fountain beverage in 1886 selling

for five cents a glass. Early growth was impressive, but it was

only when a strong bottling system developed that Coca-Cola

became the world-famous brand it is today.

1894 A modest start for a bold idea

In a candy store in Vicksburg, Mississippi, brisk sales of the new

fountain beverage called Coca-Cola impressed the store's owner,

Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using

a common glass bottle called a Hutchinson.

Biedenharn sent a case to Asa Griggs Candler, who owned the

Company. Candler thanked him but took no action. One of his

nephews already had urged that Coca-Cola be bottled, but Candler

focused on fountain sales.

1899 The first bottling agreement

Two young attorneys from Chattanooga, Tennessee believed they

could build a business around bottling Coca-Cola. In a meeting

with Candler, Benjamin F. Thomas and Joseph B. Whitehead

obtained exclusive rights to bottle Coca-Cola across most of the


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United States -- for the sum of one dollar. A third Chattanooga

lawyer, John T. Lupton, soon joined their venture

1900-1909 Rapid growth

The three pioneer bottlers divided the country into territories and

sold bottling rights to local entrepreneurs. Their efforts were

boosted by major progress in bottling technology, which improved

efficiency and product quality. By 1909, nearly 400 Coca-Cola

bottling plants were operating, most of them family-owned

businesses. Some were open only during hot-weather months

when demand was high.

1916 Birth of the Contour Bottle

Bottlers worried that Coca-Cola's straight-sided bottle was easily

confused with imitators. A group representing the Company and

bottlers asked glass manufacturers to offer ideas for a distinctive

bottle. A design from the Root Glass Company of Terre Haute,

Indiana won enthusiastic approval. The Contour Bottle became one

of the few packages ever granted trademark status by the U.S.

Patent Office. Today, it's one of the most recognized icons in the

world - even in the dark!

1920s Bottling overtakes fountain sales

As the 1920s dawned, more than 1,000 Coca-Cola bottlers were

operating in the U.S. Their ideas and zeal fueled steady growth.


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Six-bottle cartons were a huge hit starting in 1923. A few years

later, open-top metal coolers became the forerunners of automated

vending machines. By the end of the 1920s, bottle sales of Coca-

Cola exceeded fountain sales.

1920s and '30s International expansion

Led by Robert W. Woodruff, chief executive officer and chairman

of the Board, the Company began a major push to establish

bottling operations outside the U.S. Plants were opened in France,

Guatemala, Honduras, Mexico, Belgium, Italy and South Africa. By

the time World War II began, Coca-Cola was being bottled in 44

countries.

1940s Post-war growth

During the war, 64 bottling plants were set up around the world

to supply the troops. This followed an urgent request for bottling

equipment and materials from General Eisenhower's base in North

Africa. Many of these war-time plants were later converted to

civilian use, permanently enlarging the bottling system and

accelerating the growth of the Company's worldwide business.

1950s Packaging innovations

For the first time, consumers had choices of Coca-Cola package

size and type-the traditional 6.5 ounce Contour Bottle, or larger


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servings including 10-, 12- and 26-ounce versions. Cans were also

introduced, becoming generally available in 1960.

1960s New brands introduced

Sprite, Fanta, Fresca and TAB joined brand Coca-Cola in

the 1960s. Mr. Pibb and Mello Yello were added in the 1970s.

The 1980s brought diet Coke and Cherry Coke, followed by

POWERaDE and Fruitopia in the 1990s. Today scores of other

brands are offered to meet consumer preferences in local markets

around the world.

1970s and '80s Consolidation to serve customers

As technology led to a global economy, retail customers of The

Coca-Cola Company merged and evolved into international mega-

chains. Such customers required a new approach. In response,

many small and medium-size bottlers consolidated to better serve

giant international customers. The Company encouraged and

invested in a number of bottler consolidations to assure that its

largest bottling partners would have capacity to lead the system in

working with global retailers.

1990s New and growing markets

Political and economic changes opened vast markets that were

closed or underdeveloped for decades. After the fall of the Berlin

Wall, the Company invested heavily to build plants in Eastern


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Europe. As the century closed, more than $1.5 billion was

committed to new bottling facilities in Africa.

21st Century

The Coca-Cola bottling system grew up with roots deeply planted

in local communities. This heritage serves the Company well today

as consumers seek brands that honor local identity and the

distinctiveness of local markets. As was true a century ago, strong

locally based relationships between Coca-Cola bottlers, customers

and communities are the foundation on which the entire business

grows.


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DATA_PRESENTATION_AND_ANALYSIS

Study_of_advertising_occupies_very_significant_place._This_study_has

been_made_to_see_advertisement_effectiveness_of_various_brands_o

fcold_drinks_in_Chandigarh.

Consumers_Ist_preference_towards_Cold_drinks.

In_this_respondents_were_asked_their_first_preference_towards_cold_

drink._The_results_are_as_under_:

Table_I

Name_of_Cold_Drink

Students Service-man

Businessman Housewife Total %age

Pepsi 2 1 1 2 6 15Coca-cola 1 1 3 5 10 25

Fanta 2 2 2 1 7 17.5Mirinda_

Orange

1 0 - - 1 2.5

MirnadaLemon

1 - - 1 2 2.5

Limca 1 3 2 - 6 17.5Thums-up - 1 1 1 3 5

M.Dew 1 - - - 1 2.5Sprite 1 2 1 1 5 12.5Total 10 10 10 10 40 100


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%age

25

1517.5

2.5 2.5

17.5

52.5

12.5

0

101520250

Pepsioca-colala Fanta MirindaOrange

Mirnada Lemon Limca Thums-up

M.Dew Sprite

Name of cold Drinks

f Respo

GRAPHICAL__REPRESENTATIONS__OF_CONSUMERS

FIRST_PREFERENCE_TOWARDS_COLD_DRINKS


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EFFECTIVE_MEDIA_OF_ADVERTISEMENT_

Selection_of_media_to_communicate_the_advertisement_message_is_

one_of_the_major_problem,_facing_every_advertisement._TV_,_Radio,

News_Paper,_Magazines,_Poster/Hoarding,_influence_of_others_have

their_own_advantages_and_disadvantages_as_media._

To_see_the_effectiveness_of_various_media,_in_result_respondents_h

ad_respond_following_:

Table_-_II

Media Students Service-man


TV 4 5 4 6 19 47.5Radio 1 1 2 - 4 10News_

Paper

2 2 2 1 7 17.5

Magazine 1 1 1 2 5 12.5

Poster_

Hoarding

1 1 - - 2 5

Other 1 - 1 1 3 7.5


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Data in % ag

TV

47%

Radio

10%

News Pape

17%

Magazin13%

Poster Hoardin

5%Other

8%

GRAPHICAL_REPRESENTATION_OF_

EFFECTIVE_MEDIA_OF_ADVERTISEMENT


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Respondents_were_asked_that_who_influence_their_choice_most.The_results_derived_as_under_:

Table__III

Who_influence_choice

Students Service-man


Parents 1 1 1 1 4 10Friends 3 2 2 1 8 19.5Children - 3 2 4 9 20.5Others 6 5 5 4 20 50

The table shows that 20 respondents said that it was any other i.e. every

said myself. This shows that influence of choice in most of the case

depends upon persons own choice. 8 respondents said that friends

influence their choice. 9 respondents said children influence their choice.

4 respondents said parents influence their choice.


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1 0

1 9 . 2 0 .

5 0

0

1 0

2 0

3 0

4 0

5 0

P a re nt s F r ie nd s C hild re n O t he r s

% a g


WHO_INFLUENCE_THE_CHOICE_MOST


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PERSONALITIES_AND_ADVERTISING_EFFECTIVENESS

Respondents_were_asked_whether_reputed_personalities_effect_their_

choice_or_not.

The_results_derived_are_as_under_:

Table__IV

Response Students Service-man


Yes 8 6 6 7 27 67.5

No. 2 4 4 3 13 32.5

The table shows that 27 respondents say that reputed personalities

effect their choice 13 respondents says that reputed personalities does

not effect their choice. 8 student out of 10 , 6 service man out of 10 , 6

business man out of 10, 7 house wifes out of 10 says that reputed

personalities effect their choice.


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REPUTEDPERSONALITIES_AND_ADVERTISING_EFFECTIVENESS

0

12

3

4

5

6

7

8

9

Stud

ents

Service-man

Busine

ssman

Hou

sewife

Categor

Response

Yes

No.


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ADVERTISING_REMINDS_BRAND_NAME_WHILE_PURCHASING

Table_showing_that_advertisement_reminds_brand_name_while_purch

asing.

Table__VI


Business-man

House-wife Total %age

Yes 6 5 4 6 21 52.5No. 3 4 4 2 13 32.5Cant_Say 1 1 1 2 5 12.5

This table shows that there are 21 respondents who believe that

advertisement reminds brand name. 13 respondents believe that

advertisement does not reminds brand name. 5 respondents says that

they cant say any thing.


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REMINDS_BRAND_NAME_WHILE_PURCHASING

BRAND NAME REMINDES

6

5

4

6

3

4 4

2

1 1 1

2

0

1

23

4

5

6

7

Students Service-man Businessman Housewife

Yes

No.

Cant Say

Brand Name Reminds in total of %age

Yes54%No.33%

Cant Say

13%


69/80

ADVERTISING_HELPS_TO_MAKE_BETTER_SELECTION

The_table_showing_advertisement_helps_to_make_better_selection_or

_not.

Table__VII


Business-man

House-wife

Total %age

Yes 7 6 5 7 25 62.5No. 2 2 4 1 9 22.5

Cant_Say 1 2 1 2 6 15

The data shows that 25 respondents are in favour that advertisement

helps to make better selection. 9 respondents says that advertisement

doesnt helps to make better selection. 6 respondents says they cant

say any thing.


70/80

GRAPHICAL_REPRESENTATION_OF

ADVERTISEMENT_HELPS_YOU_TO_MAKE_BETTER_SELECTION

7

2

1

6

2 2

5

4

1

7

1

2

0

1

2

3

4

5

6

7

Students Service-man Businessman Housew ife

Assistance of Add. in decision making

Yes

No.

Cant Say

Cant Say

15%

No.

23%Yes

62%


71/80

Coke_Survey__2007

Facilities Area_Covered

(A) (B) (C) (D) (E)

Punjab_University Sec_17,_19,_21,_8

Sec._7,9,15,18 Manimajra Total

No._of_O/L 263 90 180 72 605Filled 888.5 75 284.5 74 1322Empty_ 930.5 103.5 263 82 1352PET 387 19.6_~_

2013 420

Display_ 42 15 18 8 83Refrigerators_

65 25 22 18 130

Major_Problem_

1. Less_number_of_scheme_for_shopkeeper_2. No._proper_distribution_of_displays_

Pepsi_Survey__2007

Facilities Area_Covered

(A) (B) (C) (D) (E)

Punjab_University

Sec_17,_19,_21,_8

Sec._7,9,15,18

Manimajra Total

No._of_O/L

263 62 120 56 501

Filled 575.8 32.5 198.2 57 863.5Empty_ 698.5 45.5 18 35 797PET 374.1 28.8_~_29 209_~_21 424.1Display_ 24 4 12 3 43Refrigerators_

68 6 27 5 106


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FINDINGS_OF_THE_PROJECT

The data collected from the sample was stored in the computer

using a pre-coded questionnaire.

A pre-coded questionnaire is one in which all the responses are

given numerical code before hand to facilitate the entry of responses in

the computer. This helps in fast and accurate tabulation.

Of the responses which are essential for drawing out meaning full

inferences from the collected raw data. The inferences that were derived

from the collected data depict the present consumer behavior for the soft

drinks. The findings from the data is as follows:

From Chandigarh after doing immense, research I find that.

1. Pepsi and Coca cola capture most of the market of soft drinks.

2. Two brands of Pepsi that is Pepsi & Mirinda are liked by people

where as in Coca Cola, Coke and Limca & Dew are the brands

mostly preferred.

3. Coca-Cola has approximately 77.5% of market share where Pepsi

22.5% Pepsi maked as the share of Pepsi.

4. Maximum of people mainly take soft drink for taste and rest have

other reasons i.e relief from thirst.


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5. The most liked flavour of the soft drink among the local consumer

is COCA-COLA which tops the chart by 25% the next comes Fanta

by 17.5%.

6. 300ml bottle is the most demanded size among soft drinks as

consumers voted for this size, the next comes 200ml.

7. Pets are generally used for occasion.

8. Most of the consumer take the soft drink once in a week few

twice in a week.


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CONCLUSION

1. Coke is the most preferred brand among respondents 25% are in

favour of Coke. At second position is Pepsi with 15% in its favour.

Third position is taken by Fanta with 17.5% of respondents in its

favour. This shows that more than half of the population of

Chandigarh prefer these three brands .

2. T.V. Media is the best of the advertisement of the cold drink. A s

47.5% are in favour of T.V. advertisemet.

3. Influence of choice most depend upon person own choice.As 50%

(of total respondents)says that they themselves take decisions

regarding choice of cold drink.

4. There Is effect of reputed personalities in the advertisement. As

67% of the total respondents are in favour of positive effect of

reputed personalities in the advertisement.

5. As 24 respondents i.e. 60% (of the total) believe that

advertisement create awareness about the product .

This shows that advertisement create positive views in the mind of

consumers.

6. 52.5% of the respondent believe that advertisement reminds brand

name while purchasing the product. This shows that advertisement


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reminds brand name while purchasing the product.This shows that

advertisement create effective while purchasing.

7. As 62.5% of the respondent believes that advertisement helps to

make better selection. This shows that in most of the cases

advertisement effects on buying decision.

8. Pepsi and coca-cola had the best advertisement as 30%(of the

total) think that Pepsi had the best advertisement. And another

30%(of the tota)think that coca-cola had the best advertisement .

This shows that advertisement of Pepsi and coca-cola is most

favorites among respondents.

9. As 17.5% of total respondents think jingle effect advertisement

effectiveness. 22.5 think music, 27.5% think famous personality,

20% think recognized model, 10% think themes.

10. coco-cola and Pepsi had the best advertisement by scoring

maximum marks 30 each.


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SUGGESTIONS

Every research work provide clue for investigation. The success in the

solution of the problem needing a scientific probing and also every

investigator after completing his own research may feel inspired to do

more research and may also feel greatly motivated to indicate new areas

for further research. In the light of present investigator , the following

suggestions are given:-

1. Further studies should be conducted on the advertisement

effectiveness.

2. T.V. media is best suited for advertisement of cold drink.

Therefore, it is profitable for the companies to give advertisement

on T.V

3. The cold drink companies should try to sponsor major social and

sports events.

4. The companies should try focus their advertisement towards only

one age segment rather it should be in general which appeals

people of every age.


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BIBLIOGRAPHY

Books

1. Kaizen Strategies for Customer Care by Patricia Wellington

2. Measuring and Managing Customer Satisfaction by Sheila Kessler

3. Business Research Methodology By Zikmund.

4. Marketing Management-By Philip Kotler

5. Marketing Management-By Ashok Jain

6. Research Methodology - By Kothari

7. Research Methodology -G. C. Beri

Websites

www.pepsi.co.in

www.cocacola.com

www.cocacolaindia.com


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QUESTIONNAIRE_

Dear_Respondents,

For_study_purpose_of_MBA,_a_survey_is_being_conducted_plz_co-

operate_with_me_and_fill_the_desired_questionnaire:

Name______________________________Occupation___________

Q1. Which_brand_of_cold_drink_you_prefer_?

a)_Coca-Cola b)_Pepsi c)_Thums_-_Up

d)_Mirinda_ e)_Limca_ f)_Mirinda_Lemon

g)_M._Dew h)_Other_(plz_ specify_)____________.

Q2. Which_are_effective_media_to_advertise_according_to_you_?

a)_TV b)_Radio c)_News_Paper

d)_Magazine_ e)_Posters

f)_other(specify_)____

Q3. Who_influence_your_choice_most_?

a)_Parents b)_Friends_ c)_Children

d)_Others_(specify)__________.

Q4. Do_different_personalities_effect_your_brand_choice_?

a)_Yes b)_No c)_Cant_say_

Q5 Do you agree that advertisement create awareness about brands ?



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Q6. Do you agree that advertisement reminds you brand name while

purchasing


Q7. Do you agree that advertisement helps you to make better

selection ?


Q8. Which of the following slogans are more effective according to you

?Yeh_pyas_hai_badi_(Pepsi)_________________.

a) Jo_Chaho_Ho_Jaye_Coca_Cola_Enjoy_(Coca-Cola)_____.

b) Taste_the_Thunder_(Thums-Up)____________.

c) Thirsty_Kya.(Limca)_____________.

Q9. What_do_you_think_of_advertisement_of_following_brands_?

Excellent Good_ Average bad

a)_Coca-Cola_ ________ ______ ________ ____

b)_Pepsi ________ ______ ________ ____

c)_Thums-Up ________ ______ ________ ____

d)_Limca ________ ______ ________ ____

e)_M._Dew ________ ______ ________ ____


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Q10. What_factors_make_an_advertisement_effective_(Rank_Plz)?

JingleMusic_

Famous_PersonalitiesRecognize_ModelThemesAny_Other

Any_Suggestion____________________________________________

_________________________________________________________

Thanks!

advertisement (cold drink)

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