• Save
effectiveness of advertising and sales promotion of pepsi
Upcoming SlideShare
Loading in...5
×
 

effectiveness of advertising and sales promotion of pepsi

on

  • 5,296 views

 

Statistics

Views

Total Views
5,296
Views on SlideShare
5,296
Embed Views
0

Actions

Likes
3
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft Word

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

effectiveness of advertising and sales promotion of pepsi effectiveness of advertising and sales promotion of pepsi Document Transcript

  • PROJECT REPORT ON“A STUDY OF EFFECTIVENESS OF ADVERTISING AND SALES PROMOTION” FOR SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF BACHELOR OF BUSINESS MANAGEMENT OF BANGALORE UNIVERSITY BY MANISH KUMAR SHAW REGISTRATION NUMBER: 092AC18056 UNDER THE GUIDANCE OF PROF. ARUNABHAS BORE ALLIANCE SCHOOL OF MANAGEMENT BANGALORE- 560076 BATCH 2009-2012
  • DECLARATION I hereby declare that the project report on “Effectiveness of Advertising and SalesPromotion’’ of Pepsihad been surveyed and composed by me. This project is the record ofauthentic work carried out during the academic year 2009-2012 and has not been submitted toany other University or Institute towards the awards of any degree. MANISH KUMAR SHAWREGISTRATION NUMBER: 092AC18056
  • ACKNOWLEDGEMENTThis project is a sincere attempt to carefully and systematically gather facts about “TheEffectiveness of Advertising and Sales Promotion’’ of Pepsi at Jamshedpur which is of fourweeks duration for the completion of my project report many persons directly of indirectlyassisted me. I express my gratitude to Mr.SubratoChakrovarty (T.D.M.) for providing me necessaryinformation and guidance during my training period. The Project was completed successfullywhich his valuable cooperation. I would like to convey my sincere thanks to Mrs.Mukti Rani, Dept. of HRandMr.Dhananjay (MARKETING) OF Pepsi Co. Adityapur (TATA) for supporting me inthe project workandthanks them for their valuable guidance in preparing this project.I totally be indebited my regards to my external guide Mr. Ravi Bhaskar (C.E),Mr.SandeepGautam (SALES OF HEAD) and Mr.sandeepkumar (P.S.R) for their co-operation in the successful of the project. This has been one long project and naturally many people get associated with it. Anybouquet for the merit in this book should go to their door. I would like to thank staff and officialsof S.M.V beverages for their co-operation in providing us with all the information, which wererequired by us. I owe my sincere gratitude towards my internal guide Prof. Arunabhas Bose (H.O.D) ofALLIANCE SCHOOL OF MANAGEMENT, BANGALORE for the support towards thecompletion of the project. And finally I would like to thanks my friends for their unendingsupport.Thanking Everyone.MANISH KUMAR SHAWREGISTRATION NUMBER: 092AC18056 View slide
  • CONTENTChapter no. particulars Page no. INTRODUCTION 1.1 meaning of sale 1.2 sales promotion 1 1.3 meaning of advertising 1-24 1.4 type of signage given for advertising in India 1.5 how advertising helps in sale INDUSTRY PROFILE 2.1 external environment analysis 2.2 five force model of industry (soft drink) 2 2.3 industry history at global market 2.4 Indian beverage industry 2.5 packaging of beverages 25-57 2.6 beverages competitive brands COMPANY PROFILE 3.1 about PepsiCo 3.2 pepsi cola international strategy 3 3.3 pepsi global strategy 3.4 vision, mission, values and guiding principles 3.5 swot analysis 3.6 sustainable advantage 58-92 3.7 The R.M.P.L & Hyderabad beverages pvt. ltd 3.8 structure of organisation 3.9 awards 3.10 goal setting 3.11 marketing mix of Hyderabad marketing company 3.12 swot analysis RESEARCH METHODOLOGY 4.1 statement of data 4.2 objective 4 4.3scope 4.4 sources of data 4.5 sampling design 4.6 sampling unit 93-96 4.7 sampling technique 4.8 sample size 4.9 limitions View slide
  • Data analysis and interpretation 97-1165 5.1 Data analysis and interpretation Findings, suggestion and conclusion 6.1 findings 6.2 suggestion6 117-120 6.3 conclusion Bibliography7 7.1 bibliography 121-122 Annexure8 8.1 annexure 123-125
  • LIST OF TABLESSl.No particulars Page no 1 shows % of respondent towards the brand 98 2 shows the % of respondent towards company scheme 99 3 shows the % of respondent towards demand of pepsico 100 product 4 shows the % of demandable product 101 5 shows the % of respondent towards the availability of visi 102 cooler 6 shows the % of brands of visi 103 7 shows the % of promotional toolsused by retailers 104 8 shows the % of respondent the reason of success 105 9 shows the % of respondent of satisfaction 106 10 shows the % of respondent of product 107
  • LIST OF GRAPHSSl.No Particulars Page no 1 shows % of respondent towards the brand 98 2 shows the % of respondent towards company scheme 99 3 shows the % of respondent towards demand of PepsiCo 100 product 4 shows the % of demandable product 101 5 shows the % of respondent towards the availability of visi 102 cooler 6 shows the % of brands of visi 103 7 shows the % of promotional toolsused by retailers 104 8 shows the % of respondent the reason of success 105 9 shows the % of respondent of satisfaction 106 10 shows the % of respondent of product 107 11 showing the average sales volume of jamshedpur area 108 12 showing the average sales volume of jugsalai area 109
  • 13 showing the average sales volume of bistupur area 11014 showing the average sales volume sakchi area 11115 showing the average sales volume mango area 11216 showing the average sales volume adityapur area 11317 showing the average sales volume golmuri area 11418 showing the average sales volume telco area 11519 showing the average sales volume baridih area 116
  • EXECUTIVE SUMMARYThe Project entitled “EFFECTIVENESS OF ADVERTISING AND SALES PROMOTION’’of Pepsi. It was a very nice and challenging experience for me in doing the project in a Companylike Pepsi (Jamshedpur). Within these one months of my project period, I went to many places inJamshedpur to gather information about retailers and consumers. I have surveyed Jugsalai,Bistupur, Adityapur, Sakchi, Mango, Baridih, Golmuri, Telco and various other scattered parts ofthe city.This Project was done in Pepsi which was out with broad objective like understanding the realmarket situation, analysing the difficulties faced by the retailers regarding schemes, VISI cooler,competition by its competitor etc. The primary objective is to study the effectiveness ofAdvertising and Sales Promotion of Pepsi. The various means and methods have been deployedfor effective collection of the desired data that has been elucidating in this section. Themarketing search tools which were used in the survey are depth interview direct unstructuredmethod and Questionnaire direct structured method. Both primary and secondary data were used to collect information regarding the project.These data were collected through direct from retailer’s interactions as well as through secondaryresearch work involving internet search. The survey conducted was on 250 retailers. The workwas hectic and time consuming. Every area was far away, so the work conducted and the datacollected was the result of the inspiration and labour. Under this sampling design every item ofuniverse has an equal chance of inclusion in the sample. Random sampling ensures the law ofstatically regularity which states that if on an average the sample chosen is a random one.According to the survey, it was found that Pepsi has highest market coverage in the surveyedarea. It was also found that marketing of Pepsi is easier compared to other brands. During theproject, only few areas of Jamshedpur was surveyed, which is giving a partial study of marketcoverage of Pepsi brand. Sales force need motivation to work in the market. Schemes need to begiven in all routes from time to time. According to the survey conducted, retailer respondentsprefer to sell Pepsi product because it provide various facilities, timely distribution and attractiveschemes.