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Impact of tv advertisement of pepsi company mba marketing project report
 

Impact of tv advertisement of pepsi company mba marketing project report

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Impact of tv advertisement of pepsi company mba marketing project report

Impact of tv advertisement of pepsi company mba marketing project report

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    Impact of tv advertisement of pepsi company mba marketing project report Impact of tv advertisement of pepsi company mba marketing project report Document Transcript

    • Impact of TV advertisement EXECUTIVE SUMMERYThis project report is on the “Impact of advertisement (Pepsi TV promo add)”onretailer to know about the awareness about the advertisement. The project wascarried in Mysore with sample size of 200 retailers.There are two variables dependent and independent variables:Dependent variable: Sales is dependent variable because when advertised properlythe consumers are induced. Awareness is also related to sales because if the retailersare aware of the advertisement they can confront about the benefits to theconsumers.Independent variable: Here independent variable is advertisement.Therefore the project is done to check the awareness level of the advertisementamong the retailers. BABASAB PATIL MARKETING PROJECT REPORT MBA 1
    • Impact of TV advertisement INTRODUCTION The project was started from May 15th to July 15th 2006 for Pepsi CoIndia. It was done in Mysore.The project was carried out due to the criteria of the university after thecompletion of M.B.A. second semester.The main objective of this in-plant training was to get an exposure to theworking environment in an organization. This was an opportunity for us torelate concepts learnt by us to the practical application in the organization.This in-plant training provided us in interacting with the highly experiencedmanagers and to improve our practical knowledge.BABASAB PATIL MARKETING PROJECT REPORT MBA 2
    • Impact of TV advertisement ABOUT THE PLACE WHERE THE PROJECT WAS DONE Mysore city is at 770m above sea level and 140 kms from Bangalore. It isalso known as the City of Palaces, Mysore retains a quaint charm that never fails toenchant. It is situated in the southern part of the Deccan Plateau. From ancienttimes, this district has played a significant role in the history of South India. Mysore District is a popular tourist destination, offering several attractionsranging from the royal Splendour of Mysore City and its fabulous Dasara Festivalto exquisite temples, pilgrimage Centers and scenic spots. Mysore today, is a pleasant city with an old world charm, contributed by itsbroad shady avenues, well laid out gardens, fine buildings and a salubrious climate. BABASAB PATIL MARKETING PROJECT REPORT MBA 3
    • Impact of TV advertisement STATEMENT OF THE PROBLEMUNAWARENESS OF THE PEPSI T.V. AD. PROMO. AMONGST THE RETAILERSBABASAB PATIL MARKETING PROJECT REPORT MBA 4
    • Impact of TV advertisement PURPOSE OF THE STUDY 1. TO INCREASE THE AWARNESS LEVEL AMONGST THE RETAILERS ABOUT THE PEPSI T.V.AD.PROMO. 2. TO KNOW IF DISPLAY COULD DRIVE THE SALES. 3. TO KNOW WHO ARE THE CUSTOMERS FOR 2 LITRE BOTTLESBABASAB PATIL MARKETING PROJECT REPORT MBA 5
    • Impact of TV advertisement SCOPE OF THE STUDY The scope of the study is to understand:1) The Pepsi markets share in Mysore.2) Awareness level about Pepsi T. V. ad. Promo amongst the retailers.BABASAB PATIL MARKETING PROJECT REPORT MBA 6
    • Impact of TV advertisement LIMITATIONS OF THE STUDY1) Due to time constraints the study is restricted only to the retailers and not of consumers.2) Amongst the retailers only the following are considered: a. A & B Class bakeries b. Supermarkets c. Few provision stores3) The coverage of objective of study is limited to the extent of information given by the company.Inspite of all above-mentioned limitations, every effort has been madeeffectively and report is prepared to best of my knowledge.BABASAB PATIL MARKETING PROJECT REPORT MBA 7
    • Impact of TV advertisement OBJECTIVE OF THE STUDYThe objective is to check the awareness of Pepsi T. V. ad. Promo among the retailers/ traders.This was done considering the following, 1) Usually the retailers will be in their shops or on business. 2) They were confused about the ad. I.e. they were thinking that there is Pepsi Channel to be launched. 3) The ad. created hype in the minds that Pepsi is going to come out with the new T. V. known as Pepsi T. V. 4) Many retailers were unknown about the benefits to be given to the consumers. Therefore, as the retailers are the means foe sales they should be confronted about the advertisement and the benefits to be given to the consumers. BABASAB PATIL MARKETING PROJECT REPORT MBA 8
    • Impact of TV advertisement CHAPTER - IIBABASAB PATIL MARKETING PROJECT REPORT MBA 9
    • Impact of TV advertisement ORGANISATION PROFILE HISTORYDonald M. Kendall, President and Chief Executive Officer of Pepsi-Cola andHerman W. Lay, Chairman and Chief Executive Officer of Frito-Lay foundPepsiCo, Inc., through the merger of the two companies. Caleb Bradham, a NewBern, N.C. pharmacist, created pepsi-Cola in the late 1890s. Frito-Lay, Inc. wasformed by the 1961 merger of the Frito Company, founded by Elmer Doolin in1932, and the H. W. Lay Company, founded by Herman W.Lay, also in 1932.Herman Lay is chairman of the Board of Directors of the new company; DonaldM. Kendall is president and chief executive officer.Pepsi-Cola began selling its products outside the United States and Canada in themid-1930s, opening in the United Kingdom in 1936. Operations grew rapidlybeginning in the 1950s. Today, PepsiCo beverages are available in more than 170countries and territories. Brands include Aquafina, Gatorade and Tropicana.The new company reports sales of $510 million and has 19,000 employees. BABASAB PATIL MARKETING PROJECT REPORT MBA 10
    • Impact of TV advertisement CORPORATE PROFILE PepsiCo is the world leader in convenient food and beverages with 2005 revenues of more than dollar 32 billion and more than 157000 employees. The company consists of Frito-Lay North America, PepsiCo BeveragesNorth America, PepsiCo International and Quaker Foods North America.PepsiCo brands are available in nearly 200 countries and territories and generatesales at the retail level of about $85 billion. Many of PepsiCos brand names are more than 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with the Quaker Oats Company, including Gatorade, in 2001. PepsiCo offers product choices to meet a broad variety of needs and preference -- from fun-for-you items to product choices that contribute to healthier lifestyles. PepsiCo owns some of the worlds most popular brands, including Pepsi-Cola,Mountain Dew, Diet Pepsi, Lays, Doritos, Tropicana, Gatorade, and Quaker. Ourbrands are available worldwide through a variety of go-to-market systems,including direct store delivery (DSD), broker-warehouse, and food service andvending. BABASAB PATIL MARKETING PROJECT REPORT MBA 11
    • Impact of TV advertisement PEPSI IN INDIAPepsi gained entry to India in 1988 by creating a joint venture with the PunjabGovernment-owned Punjab Agro Industrial Corporation (PAIC) and VoltasIndia Limited. This joint venture marketed and sold Lehar Pepsi until 1991when the use of foreign brands was allowed; Pepsi bought out its partners andended the joint venture in 1994. The brand was trademarked on June 16, 1903,though the drink was first made in 1898, by pharmacist Caleb Bradham.BABASAB PATIL MARKETING PROJECT REPORT MBA 12
    • Impact of TV advertisement PEPSI BRANDS AVAILABLE IN INDIA 1. PEPSI 2. PEPSI CAFÉ CHINO 3. DIET PEPSI 4. 7 UP 5. MIRINDA 6. SLICE 7. MOUNTAIN DEW 8. AQUIFINA 9. LEHAR SODABABASAB PATIL MARKETING PROJECT REPORT MBA 13
    • Impact of TV advertisement Product Profile The price of the product two liters Pepsi pet bottle is Rs. 45/- sales price Rs. 42.85 ps retailers priceContentsSweetenedCarbonated waterNo Fruit juiceSugarBuffering agentsContains added flavours1 case contains 9 bottlesBABASAB PATIL MARKETING PROJECT REPORT MBA 14
    • Impact of TV advertisementPEPSI CO’s MISSIONPepsiCo’s mission is “To be the worlds premier consumer Products Companyfocused on convenient foods and beverages. We seek to produce healthyfinancial rewards to investors as we provide opportunities for growth andenrichment to our employees, our business partners and the communities inwhich we operate. And in everything we do, we strive for honesty, fairness andintegrity.”BABASAB PATIL MARKETING PROJECT REPORT MBA 15
    • Impact of TV advertisement Corporate CitizenshipAt PepsiCo, we believe that as a corporate citizen, we have a responsibility tocontribute to the quality of life in our communities. This philosophy is expressedin our sustainability vision which states: “PepsiCo’s responsibility is tocontinually improve all aspects of the world in which we operate – environment,social, economic -- creating a better tomorrow than today.”Our vision is put into action through programs and a focus on environmentalstewardship, activities to benefit society, and a commitment to buildshareholder value by making PepsiCo a truly sustainable company.BABASAB PATIL MARKETING PROJECT REPORT MBA 16
    • Impact of TV advertisementExecutive Office PepsiCo, Inc.700 Anderson Hill RoadPurchase, NY 10577(914) 253-2000 PepsiCo HeadquartersPepsiCo World Headquarters is located in Purchase, New York, approximately45 minutes from New York City. Edward Durrell Stone, one of America’sforemost architects, designed the seven-building headquarters complex. Thebuilding occupies 10 acres of a 144-acre complex that includes the Donald M.Kendall Sculpture Gardens, a world- acclaimed sculpture collection in a gardensetting.BABASAB PATIL MARKETING PROJECT REPORT MBA 17
    • Impact of TV advertisement DivisionsThe company reports their operating results as follows, by divisions: • Frito-Lay North America (FLNA) • PepsiCo Beverages North America (PBNA) • Quaker Foods North America (QFNA) • PepsiCo International (PI) PEPSICO REPORTING STRUCTURE PEPSICO FLNA PBNA QFNA PI PEPSI CO’s COMMITMENTBABASAB PATIL MARKETING PROJECT REPORT MBA 18
    • Impact of TV advertisement“Diversity isn’t just the right thing to do. It’s the right thing to do for our business,and we are committed to making diversity and inclusion a way of life at PepsiCo.In our business, understanding different cultures is a major advantage. In fact,we view diversity as a key to our future. Our brands appeal to an extraordinarilydiverse array of customers. And they are sold by an equally diverse group ofretailers. To truly understand the needs of our customers and consumers -- and succeed in the marketplace -- PepsiCo must reflect that diversity in our employees, our suppliers and in everything we do. Offering a workplace where diversity is valued helps us build the top-quality workforce so crucial to our success -- by enabling us to attract and retain great people from a wide spectrum of backgrounds.” BABASAB PATIL MARKETING PROJECT REPORT MBA 19
    • Impact of TV advertisement CommunityPepsiCo committed to celebrating and supporting diversity in its communitythrough its corporate giving and community programs. PepsiCo gives to thecommunity through the PepsiCo Foundation, the PepsiCo Community AffairsDepartment and PepsiCo divisions. The PepsiCo Foundation and its operatingdivisions gave grants to more than 1,000 community organizations, of which asignificant portion were organizations championing diversity. It also supportorganizations through gifts in-kind, such as product, premiums, printing,meeting arrangements, equipment donations, and support of events,conventions, journals and meetings.BABASAB PATIL MARKETING PROJECT REPORT MBA 20
    • Impact of TV advertisement CustomersPepsiCo is committed to marketing its products to all groups, treating allcustomers with respect, sensitivity and fairness, while providing some of thegreatest products on earth. Early in its history -- as far back as the 1940s -- Pepsi-Cola recognized the importance of diversity. Pepsi pioneered targeted marketingand national lifestyle advertising featuring minorities. It developed education andsports programs spotlighting minorities. PepsiCo partnered with many groups tocreate programs that contribute to minority communities. It sponsored majormusic tours by entertainers such as Tina Turner. PepsiCo support minoritymedia and interests. Over the years, its success has been recognized withnumerous awards. Most importantly, its products are purchased and enjoyed byall groups of consumers. BABASAB PATIL MARKETING PROJECT REPORT MBA 21
    • Impact of TV advertisement ShareholdersPepsiCo (symbol: PEP) shares are traded principally on the New York StockExchange in the United States. The company is also listed on the Amsterdam,Chicago, Swiss and Tokyo stock exchanges. PepsiCo has consistently paid cashdividends since the corporation was founded.BABASAB PATIL MARKETING PROJECT REPORT MBA 22
    • Impact of TV advertisement Sustainability vision“PepsiCo responsibility is to continuously improve all the aspects of the world inwhich they are operating i.e. that is environment social and economical with anintension of creating better tomorrow than today”.This is the core part of the vision.BABASAB PATIL MARKETING PROJECT REPORT MBA 23
    • Impact of TV advertisement ENVORONMENTAL POLICY 1. PepsiCo complies with applicable legal and regulatory requirements and companies standards and conduct regular audits to verify compliance 2. PepsiCo annually review companies performance in implementing the policy 3. PepsiCo reviews policy periodically and updates as needed. 4. It considers potential environmental impacts in daily decision making process 5. Pepsi co applies sound environmental management practices. 6. Pepsi encourages conservation of natural resources, recycling and pollution control to ensure cleaner air and water 7. Pepsi co monitors emerging issues and keep abreast of regulatory changes technological innovation and stakeholders interest. 8. PepsiCo works with licensed bottlers suppliers and customers top reduce environmental impacts on its product throughout their life cycleAs the part of their environmental policy Pepsi Co India has 1. Donated generously to the Tsunami victims. 2. The company has also developed a Teppada village NH-4 Begur surrounding Nelamangala Plant and the company has also been providing free water to this village.BABASAB PATIL MARKETING PROJECT REPORT MBA 24
    • Impact of TV advertisement PEPSI CO’s SALES VISION: To build an exceptional customer focused sales team, which will consistently exceed customer expectations by delivering executional excellence in the market place through best selling systems and process.BABASAB PATIL MARKETING PROJECT REPORT MBA 25
    • Impact of TV advertisement HONOURS FOR 2006 • PepsiCo named winner of the best-integrated marketing campaign during the Globes Awards sponsored by the Marketing Agencies Association (MAA) Worldwide. Pepsi Wins Award for Indian Cricket World Cup Campaign by Marketing Agencies Association Worldwide. • PepsiCo Recognized as one of the "20 Most Influential Multi-Nationals in China." by China Business News. • Institutional Investor Releases Best CEOs list; Reinemund Tops Beverage Leaders. • Chinese College Students Name Pepsi Among Top Ten Brands. • Fortune Magazine calls PepsiCo "one of the best run companies in the country.” • PepsiCo Wins Sam’s Club ‘Supplier of the Year’ Award. • Institutional Investor Identifies PepsiCo as one of America’s Most Shareholder-Friendly Companies. • PepsiCo Ranks as 15th Most-Admired Company on Fortunes List of the Top 20. • Gatorade Mexico Named Wal-Mex Supplier of the Year. • PepsiCo Officially Observes $100 Billion Market Cap Milestone.BABASAB PATIL MARKETING PROJECT REPORT MBA 26
    • Impact of TV advertisement Distributional Channel of PepsiCo India (COBO’s) FACTORY DISTRIBUTORS RETAILERS CONSUMERSBABASAB PATIL MARKETING PROJECT REPORT MBA 27
    • Impact of TV advertisement ORGANISATIONAL CHART OF PEPSICO INDIA BUGM (CEO) ED SOMU WOMU COMU NOMU EOMU (MUM) (MUM) (MUM) (MUM) (MUM)BABASAB PATIL MARKETING PROJECT REPORT MBA 28
    • Impact of TV advertisement BUSINESS UNIT GENERAL MANAGER (BUGM): Mr. RAJEEV BAKSHI EXECUTIVE DIRECTOR (ED): Mr. TANMYA VATS SOUTH OPERATIONS MARKET UNIT (SOMU): WEST OPERATIONS MARKET UNIT (WOMU): CENTRAL OPERATIONS MARKET UNIT (COMU): NORTH OPERATIONS MARKET UNIT (NOMU): EAST OPERATIONS MARKET UNIT (EOMU): MARKET UNIT MANAGER (MUM): THE MUM FOR SOMU: - Mr. VENKATSHANKAR Note: • Each market unit has a manager called as Market Unit Manager (MUM). • Represents flow of Authority.BABASAB PATIL MARKETING PROJECT REPORT MBA 29
    • Impact of TV advertisement SOUTH OPERATIONS MARKET UNIT (SOMU) SOMU CHENNAI MADURAI KARNATAKA (UM) (UM) (UM)BABASAB PATIL MARKETING PROJECT REPORT MBA 30
    • Impact of TV advertisement The South operations Market Unit is divided into three parts they are 1) Chennai 2) Madurai 3) Karnataka Each unit has a Unit Manager, which is also called as the VicePresident. These Unit Managers report to their respective Market unit Manager (MUM) Mr. Venkatshankar KARNATAKA UNITBABASAB PATIL MARKETING PROJECT REPORT MBA 31
    • Impact of TV advertisement ∗ LMP UNIT MANAGER (UM) (Mr. JAYA CHANDRAN) TDM TDM TDM ADC ADC ADC MDC CE’s CE’s CE’sBABASAB PATIL MARKETING PROJECT REPORT MBA 32
    • Impact of TV advertisement For Karnataka Unit there are: - • 1Line plant manager • 1 Unit Manager • 3 Territory Development Managers (TDM’s) • 3 Accounts Development Manager (ADC’s) • 1 Market Development Manager (MDC) and • Customer Executives (CE’s) ∗Is the Unit Manager / Vice president has Sales as well Operational power thenhe reports to Line Plant Manager as well as the respective Market Unit Managerbut if the Unit Manager has only sales power then he has to report to the Line PlantManager who in turn reports to the Market Unit Manager.BABASAB PATIL MARKETING PROJECT REPORT MBA 33
    • Impact of TV advertisement DIVISION OF KARNATAKA UNIT The entire Karnataka unit is been divided into 3 territories and accordingly one Territory Development Manager is been assigned to each territory: - 1) Up Country – it refers to the places outside Bangalore i.e. Mysore, Mangalore, Tumkur, Ramnagar, Kolar etc. 2) Kormangala 3) YeshwantpuraBABASAB PATIL MARKETING PROJECT REPORT MBA 34
    • Impact of TV advertisement FUNCTIONS OF ACCOUNTS DEVELOPMENTCO-ORDINATOR (ADC): The function of ADC is developing the new accounts i.e. adding up newretailers to the existing market list. He is concerned with sales department only. FUNCTIONS OF MARKET DEVELOPMENT CO-ORDINATOR (MDC): The function of MDC is to develop new market. He purely undertakes marketing activities.Note: -The ADC and the MDC are only the supportive functions between the TDMs andCEs.Together with the TDM the Karnataka Unit also has a MDM Mr. ABDUL ASHIQThe TDM takes care of sales activities in its region and the MDM is concerned withmarketing functions. BABASAB PATIL MARKETING PROJECT REPORT MBA 35
    • Impact of TV advertisement PLANT DETAILS PLANT ACCOUNTS LOGISTICS QUALITY CONTROLThe plant is divided into three departments, 1) ACOUNTS 2) LOGISTICS 3) QUALITY CONTROLBABASAB PATIL MARKETING PROJECT REPORT MBA 36
    • Impact of TV advertisement 1) ACCOUNTS: - This is one the big department which consists of the financial operations of the company. It consists of maintenance of accounts, the provision given to the retailers for the promotion activities carried on by them. This department also deals with the provision of coolers and any complaints with regard to it and other financial requirements of the company. 2) LOGISTICS: - This department is concerned with transportation of the products (bottles) to the distributors. 3) QUALITY CONTROL: - This department/unit takes care that the product released are of standard quality according to the companies norms provided TYPES OF OPERATIONS UNDERTAKEN BY THE COMPANY: -BABASAB PATIL MARKETING PROJECT REPORT MBA 37
    • Impact of TV advertisement Pepsi India Holdings, the intermix of company-owned bottling operations (COBOs) and franchisee owned bottling operations (FOBOs) within the market units will help in providing a senior resources pool of line and staff managers, impact both COBOs and FOBOs, and enable transference of best practices both ways.The company undertakes two types of operations they are:- 1) Company Owned Bottling Operations (COBO) 2) Franchise Owned Bottling Operations (FOBO) 1) Company Owned Bottling Operations (COBO): COBO refers to the operations directly carried by the company. There are Three COBOs in South India, they are in Chennai, Madurai and in Karnataka . These COBOs have to work under the guidelines by the PepsiCo New York. 2) Franchise Owned Bottling Operations (FOBO) : FOBO refers to the operations carried by the franchise . Contd…………BABASAB PATIL MARKETING PROJECT REPORT MBA 38
    • Impact of TV advertisement COBOs/FOBOs organizations cut across disparate territories and helped in building a substantial distribution network. The organization structure in the market units is being reconfigured to reflect geographic continuity and tap new market opportunities. The objective of the exercise is to increase distribution of the companys products, gain greater flexibility to leverage resources and share best practices.BABASAB PATIL MARKETING PROJECT REPORT MBA 39
    • Impact of TV advertisement DISTRIBUTORS IN MYSOREThere are six distributors in Mysore they are, 1. Blue star marketing. 2. Sahara Enterprise. 3. Tippu Taj 4. Renuka 5. N. S. Enterprise 6. S. D. EnterpriseBABASAB PATIL MARKETING PROJECT REPORT MBA 40
    • Impact of TV advertisement Among the six distributors three are working over 50,000 AOP and three arebelow 50.000 AOP.Note:- • The unit 50,000 is in cases • AOP is the Annual Sales Target to be achieved by each Distributor. The following are the distributors who are classified under and below AOP. OVER 50,000 AOP BELOW 50,000 AOP BLUE STAR MARKETING SAHARA TIPPU TAJ RENUKA N.S. S. D.BABASAB PATIL MARKETING PROJECT REPORT MBA 41
    • Impact of TV advertisement NUMBER OF UNITS POSSESED BY EACH DISTRIBUTOR. 1. Blue star marketing - 4 UNITS 2. Sahara Enterprise - 2 UNITS 3. Tippu Taj - 4 UNITS 4. Renuka - 2 UNITS 5. N. S. Enterprise - 3 UNITS 6. S. D. Enterprise - 2 UNITS Units refer to the vehicles in which the products are delivered.BABASAB PATIL MARKETING PROJECT REPORT MBA 42
    • Impact of TV advertisement Factors influencing the assignment of areas to distributors salesman 1. An average number of outlets the sales man can effectively work on. A sales man can handle 40 outlets on an average effectively. 2. Depending on the frequency of a particular route. The distributors follow two types of frequencies they are, • Daily • Alternate days. EIGHT IMPORTANT STEPS:BABASAB PATIL MARKETING PROJECT REPORT MBA 43
    • Impact of TV advertisementThe following are the 8 important steps followed by the customer executives(C.E.s): 1.PREPARATION 2.WISHING CUSTOMERS 3.SHOP INSPECTION 4.CHECKING FOR THE STOCKS WHICH ARE TO BE PLACED 5.INFORMING THE RETAILER ABOUT THE STOCKS WHICH ARE TO BE PLACED. 6.EXECUTION OF THE ORDERS. 7.RE-EXAMINATION. 8.CONVINCING SKILLS.BABASAB PATIL MARKETING PROJECT REPORT MBA 44
    • Impact of TV advertisement ADVERTISEMENT Advertisement plays a very important role in marketing or sales ofproduct. Advertisement must be meaningful and clearly understood they shouldconvey the message in a unique way. It means that there should be creativity, whichshould make it different from other advertisements. It should be made taking into consideration the country in whichthey are telecasting because an Indian may not understand an American ad. It is sobecause perception and attitude differs The cost is too high but it a means of mass communication.It must be seen that showing ads at wrong time is waste of capital/money. The timehas to be studied at what time the televisions of mass people will be switched on. BABASAB PATIL MARKETING PROJECT REPORT MBA 45
    • Impact of TV advertisement ABOUT PEPSI T. V.BABASAB PATIL MARKETING PROJECT REPORT MBA 46
    • Impact of TV advertisementIn this ad SRK orders Cable guy that he wants channel when they ask which hesays Pepsi TV they say there is nothing like Pepsi TV then suddenly Pepsi truckcomes and then Priyanka Chopra and Kareena Kapoor comes out and ask him thatdoes he want Pepsi TV he says yes and tells them where the TV is then it says to becontinued… After several weeks of suspense, while you kept on wondering on whichchannel your cable guy will fix your Pepsi TV,he last part of the TV ads revealedthat “When you drink Pepsi while watching TV, it is called Pepsi TV” "It basically means... whenever you are watching television, you must havethe cola in your hand. Thats how the soft drink is being positioned in the marketthrough this ad." The ad, made at an estimated budget of Rs.3.5 million, was shot by ShahRukhs buddy Farah Khan and produced by his company Red ChilliesEntertainment.BABASAB PATIL MARKETING PROJECT REPORT MBA 47
    • Impact of TV advertisement PURPOSE OF THE ADVERTISEMENT The purpose of this ad is to build on an occasion led program that is,supplementing occasions with Pepsi consumption - at home, family drink, andworking the consumer behavior element of "consuming drinks during watchingTV" - high-involvement attribute. It might take it forward to occasion-specificadvertising, subsequently.BABASAB PATIL MARKETING PROJECT REPORT MBA 48
    • Impact of TV advertisement SAMPLINGThe sample size used for the survey is 200 retailers. It includes, 1. BAKERIES (A and B class) 2. SUPER MARKETS 3. FEW PROVISION STORES This sample size was identified because they were the means of reaching consumers. Sampling frame: It was the route planner provided by the company. Sampling method: Judgment sample method was used which is type of Non probability sample. It refers to a sampling method in which chance selection procedures are not used. Judgment sample refers to the one in which there is an attempt to draw a representative sample of the population using Judgmental selection procedure. BABASAB PATIL MARKETING PROJECT REPORT MBA 49
    • Impact of TV advertisement Research DesignThe Research design was divided into two parts they are 1. Survey 2. Implementation The six days of the week were divided as three days for survey and three days for implementation. Survey: As per the route planner provided by the company the survey was conducted through questionnaire and found out that the many of the retailers were unaware of the Pepsi t. v. ad. Promo. Therefore the survey helped the retailers to get the details about the benefits to be given to the consumers as well the benefits to be availed by the distributors. The detail about the benefits is attached on the next page. During the survey we found out that there are three types of outlets selling cold drinks they are, • PEPSI MONOPOLY • CCX MONOPOLY • MIXEDBABASAB PATIL MARKETING PROJECT REPORT MBA 50
    • Impact of TV advertisement Implementation: After the survey implementation was carried out. In this procedure the orders were taken and seen to it the distributors place them and if there are any queries regarding the benefits they were sorted or cleared. Also it was seen that every outlet we have surveyed have properly display of Pepsi Products. DATA COLLECTION METHOD: SURVEY DATA COLLECTION TECHNIQUE: QUESTIONAIREBABASAB PATIL MARKETING PROJECT REPORT MBA 51
    • Impact of TV advertisementBABASAB PATIL MARKETING PROJECT REPORT MBA 52
    • Impact of TV advertisement FINDINGS AND RESULTSBABASAB PATIL MARKETING PROJECT REPORT MBA 53
    • Impact of TV advertisementFINDINGSGRAPH SHOWING THE NUMBER OF RESPONDENTS AWARE OF THEBENEFITS TO BE GIVEN TIO THE CUSTOMERS AS WELL THE BENEFITS TOBE AVAILED BY THE DISRIBUTORS 140 120 120 100 Number Of Outlets 80 80 60 40 20 0 AWARE UNAWARE Respondants CHART 1Explaination BABASAB PATIL MARKETING PROJECT REPORT MBA 54
    • Impact of TV advertisementChart 1 clearly shows that • 80 outlets were aware of the benefits of the Pepsi T.V. ad promo. • 120 were unaware of the benefits of the Pepsi T.V. ad promo The reason behind the unawareness is that, usually the traders will be on business or in their outlets. Therefore during our surveys we gave them the clear picture of Pepsi T.V. ad. Promo. And explained about the benefit.BABASAB PATIL MARKETING PROJECT REPORT MBA 55
    • Impact of TV advertisement CHART SHOWING THE CONSUMERS FOR 2 LTR PEPSI BOTTLE 120 99 100 93 UNITS IN NUMBERS 80 60 40 20 0 0 PARTY HOUSE MIXED GOERS HOLD CONSUMERS CHART 2BABASAB PATIL MARKETING PROJECT REPORT MBA 56
    • Impact of TV advertisement EXPLANATIONChart 2 1. Clearly shows the consumers for 2 ltr Pepsi 2 ltr bottles. X axis Pepsi 2 ltr bottle consumers Y axis indicate the units in numbers 2. In majority of the outlets I surveyed it was found that the consumers/customers were usually households and party goers. Therefore, relating the Pepsi and TV channel is a good concept.BABASAB PATIL MARKETING PROJECT REPORT MBA 57
    • Impact of TV advertisement RESULTSBABASAB PATIL MARKETING PROJECT REPORT MBA 58
    • Impact of TV advertisement SALES CHART FROM MARCH TO JUNE 700 600 585 562 501 500 400 SALES 300 190 200 100 0 MARCH APRIL MAY JUNE MONTHS CHART 3BABASAB PATIL MARKETING PROJECT REPORT MBA 59
    • Impact of TV advertisement EXPLAINATION Chart 3 shows the number of cases sold before and during my project. The figures indicate the number of cases sold from March to June and each case consist of nine bottles. When we look at the chart2 we get a clear picture of sales raising in the month of May (585 cases) compared to the sales figure of March (562 cases) and April (501 cases). There was a drastic fall in the month of June (190 cases) as the monsoon already hit Mysore in the first week of June. The sales figure of July was not available as my project completed in the mid of July and the sales results/figures will be available only at the end of the month.BABASAB PATIL MARKETING PROJECT REPORT MBA 60
    • Impact of TV advertisement CALCULATION OF PERCENTAGE INCREASE IN SALES The two months taken for comparison are April and May April – Before the project was done May – Project Month June is not taken for comparison because monsoon hit Mysore in first week itself. APRIL MAY % Increase 2 litre 501 585 7.73 Working:- When: Total sales 1086 (501 + 585) Incremental sales 84 (585-501) Therefore, for 100 cases Incremental sales will be= 100 x 84 =7.73% 1086BABASAB PATIL MARKETING PROJECT REPORT MBA 61
    • Impact of TV advertisement DISCUSSION During the survey I found the following when discussed with the retailers 1. Consumer involvement 2. Generating curiosity and a buzz (though it has turned out to be an anti-climax) 3. It may actually succeed in product usage because most of the TG( i.e. youngsters) watch a lot of television and definitely consuming Pepsi at the same time will just add to the experience. 4. It chose Priyanka chopra and kareena Kapoor who are unarguably the most happening young actresses and have a great appeal in the youngsters.BABASAB PATIL MARKETING PROJECT REPORT MBA 62
    • Impact of TV advertisementBABASAB PATIL MARKETING PROJECT REPORT MBA 63
    • Impact of TV advertisement SUGGESTIONS 1. Workshop for retailers: - Workshop should be conducted in such a place of a locality where in it is easy for the retailers to attend and get the necessary information of the new suspense ads in future. It should also be taken into consideration that there is minimum investment of time in this workshop because the retailers will think that it is wastage of time. This will be the motivating factor for the retailers because they will think that the company is showing interest in helping them to increase their sales. This in turn will help the company increasing its sales. Therefore the company should take necessary steps in organizing the workshops. 2. Print Media: - Print Media plays an important role after electronic media, because in the electronic media advertisements will be of hardly one minute and may not convey the full details. Pamphlets should be used as well as newspapersBABASAB PATIL MARKETING PROJECT REPORT MBA 64
    • Impact of TV advertisement 3. 9+1 OFFER: - Offering of 9 + 1 scheme to retailers so that they will be induced to purchase more cases and can push our product to the consumers instead of other Brands. This offer will be helpful to convert mixed outlets to Pepsi monopoly.BABASAB PATIL MARKETING PROJECT REPORT MBA 65
    • Impact of TV advertisement COST OF THE WORKSHOP AND PRINT MEDIAWORKSHOP: -The cost of workshop will be high therefore to reduce this the company people canactively participate instead of hiring outside people.PRINT MEDIA: -The cost of print media will be less and it is a means of mass communication. BABASAB PATIL MARKETING PROJECT REPORT MBA 66
    • Impact of TV advertisement ACHIEVEMENTS IN THE FORM OF LEADS Name of the outlet Location1.Mega Bakery and sweets N. R. Mohalla2. Karnataka Bakery Shantinagar3. New Sri Krishna Bakery New Kantharaja Urs Road4. Hassan Iyengars bakery Gokulam 3rd Stage5.Vinayaka stores Vinayaka Nagar6. Sweet Palace Jayalakshmipuram7. Trupti Bakery and Cool Points Vagdevi Nagar8. Sri Sudarshan Iyengar Bakery New Kantharaja Urs Road9.Sri Ranga Iyengar Bakery T .K. Layout10. Sri Ragavendra Iyengars Bakery Gokulam Main RoadBABASAB PATIL MARKETING PROJECT REPORT MBA 67
    • Impact of TV advertisement CHAPTER - IVBABASAB PATIL MARKETING PROJECT REPORT MBA 68
    • Impact of TV advertisement QUESTIONNAIRE 1) NAME : 2) ADDRESS: 3) Do you know about Pepsi TV? YES No 4) What kind fob customers are walking in for 2 ltr Pepsi Bottles? Household Partygoers 5) Do you know about the benefits that you get on pet bottles? YES No 6) Do you think display will drive your sales? YES No COMMENTSBABASAB PATIL MARKETING PROJECT REPORT MBA 69
    • Impact of TV advertisement BIBLOGRAPHY The information needed to complete this project was directly from, EXTERNAL GUIDES: - Mr. RAVINDRA PAI ADC PepsiCo INDIA Mr. SASANK C.E. PepsiCo INDIA (MYSORE) WEBSITE: - www.pepsico.comBABASAB PATIL MARKETING PROJECT REPORT MBA 70