Soft Drink Advertising Study

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A STUDY ON
ADVERTISING EFFECTIVENESSON CONSUPTION OF SOFT DRINKS
IN VISHAKAPATNAM
A
PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF
DEGREE
BACHELOR IN BUSINESS MANAGEMENT
SUBMITTEDBY
P.SRI.SURYA KANTH
ROLL NO: 1214111137
UNDER THE GUIDANCE
Mrs.T.GEETA MADHURI
MBA, M.Phil
Assistant Professor
GITAM INSTITUTE OF MANAGEMENT
GITAM UNIVERSITY
VISAKHAPATNAM
2011-2014

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DECLARATION
I hereby declare that the project work entitled “A STUDY ON ADVERTISING
EFFECTIVENESS ON CONSUPTION OF SOFT DRINKSIN VISHAKAPATNAM” submitted
to GITAM University, is a record of an original work done by me under the guidance of
Mrs.T.Geeta madhuri, Asst. Professor, GITAM Institute of Management, Visakhapatnam, and
this project work has not formed the basis for the award of any Degree or diploma/ associate
ship/fellowship and similar project
DATE:
PLACE:
P.SRI.SURYA KANTH

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CERTIFICATE BY THE GUIDE
This is to certify that the project report entitled “A STUDY ON ADVERTISING
EFFECTIVENESS ON CONSUPTION OF SOFT DRINKS IN VISHAKAPATNAM”, in
partial fulfilment of the requirements for the degree of Bachelors of Business Management, is a
bonafide work carried out by P.SRI.SURYA KANTH and has been carried out under my
guidance.
DATE:
PLACE:
[Mrs.T.GEETA MADHURI]
Assistant Professor

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ACKNOWLEDGEMENT
I express my heartful gratitude to Prof. K. Siva Rama Krishna, dean and principal, GITAM
institute of management for his valuable guidance and encouragement which has been the
driving force for successful completion of this project.
I express my heart full gratitude to Prof P. Sheela, Vice Principal GITAM institute of
management, GITAM University for her valuable guidance and encouragement which has been a
constant driving and sustaining force for the successful completion of this project.
I express my heart full gratitude to Prof P..Rajeshwari, program coordinator Bachelors of
Business Management, Gitam institute of management, GITAM University for giving me this
opportunity to successfully complete my project work.
With immense pleasure I would like to express my sincere thanks to my project guide
Ms T. Geetha Madhuri for necessary cooperation extended to carry out my project work.
I shall ever remain grateful to all my friends and classmates for their co-operation and moral
support throughout the study
P.SRI.SURYA KANTH
BBM

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CONTENTS
S.NO TOPIC PAGE.NO
1 INTRODUCTION TO
MARKETING
MANAGEMENT
7-13
2 NEED OF THE STUDY,
OBJECTIVE OF THE
STUDY,
METHODOLOGY,
LIMITATIONS
14-16
3 PROFILE OF
BREVARAGE
INDUSTRY,
PROFILE OF COCA-
COLA INDUSTRY,
PROFILE OF PEPSICO
INDUSTRY
17-23
4 ANALYSIS 24-37
5 FINDINGS,
SUGGESTION &
CONCLUSION
38-41
6 BIBILIOGRAPHY &
ANNEXURE
42-47

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LIST OF TABLES AND CHARTS/ GRAPHS
S.NO TABLE NAME PG
1. RESPONDENT'S CLASSIFICATION ACCORDING TO AGE 25
2. RESPONDENT'S CLASSIFICATION ACCORDING TO SEX 26
3. RESPONDENT'S CLASSIFICATION ACCORDING TO EDUCATIONAL
QUALIFICATION
27
4. CONSUPTION OF SOFT DRINK 28
5. FREQUENCY OF CONSUMING SOFT DRINKS 29
6. PREFERENCE OF SOFT DRINKS 30
7. ADVERTISEMENT OF SOFT DRINK 31
8. MEDIA OF ADVERTISEMENT 32
9. SLOGANS OF SOFT DRINKS 33-34
10. REASON FOR LIKNG THE ADVERTISEMENT 35
11 EFFECT OF ADVERTISEMENTS ON CONSUPTIONS OF SOFT DRINKS 36
12. PRICING OF THE SOFT DRINK 37

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The objectives of all businesses are to makes profits and a merchandising concern can do
that by increasing its sales at remunerative prices. This is possible, if the product is widely
polished to be audience the final consumers, channel members and industrial users and through
convincing arguments it is persuaded to buy it. Publicity makes a thing or an idea known to
people. It is a general term indicating efforts at mass appeal. As personal stimulation of demand
for a product service or business unit by planting commercially significant news about it in a
published medium or obtaining favourable presentation of it upon video television or stage that is
not paid by the sponsor.
On the other hand, advertising denotes a specific attempt to popularize a specific product or
service at a certain cost. It is a method of publicity. It always intentional openly sponsored by the
sponsor and involves certain cost and hence is paid for. It is a common form of non- personal
communication about an organisation and or its products idea service etc. that is transmitted to
target audience through a mass medium. In common parlance the term publicity and advertising
are used synonymously.
Introduction to marketing:
Marketing is the science of meeting the needs of a customer by providing valuable products to
customers by utilizing the expertise of the organization, at same time, to achieve organizational
goals. According to The indian Marketing Association, Marketing is the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large.
With this definition, it is important to realize that the customer can be an individual user, a
company, or several people who contribute to the purchasing decision. The product can be a hard
good, a service, or even an idea – anything that would provide some value to the person who
provides an exchange. An exchange is most often thought of as money, but could also be a
donation of time or effort, or even a specific action. A producer is often a company, but could be
an individual or non-profit organization.
Classical marketing is often described in terms of the four “P’s, which are:
Product– what goods or services are offered to customers
Promotion– how the producer communicates the value of its products
Price – the value of the exchange between the customer and producer
Placement– how the product is delivered to the customer.

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A complete analysis of these categories is often called the Marketing Mix. More detail on these
categories can be found in the later entry on the Marketing Plan.
Marketing has both inbound and outbound activities. Inbound activities largely center on
discovering the needs and wants of the potential customers. The collective group of all potential
customers is called a market. Categorizing these needs into groups is called segmentation.
Organizing markets into segments allows a producer to more logically decide how to best
provide value to that group of potential customers. The analysis of market segment needs;
analysis of existing sales and profitability; the descriptions, design and introduction of new
products; and the analysis of competitor offerings are also inbound activities that are important
but not often seen by the public.
Outbound activities include all aspects of informing the market that a product is available,
delivering that product, and encouraging the purchase decision. These activities include
advertising, promotion, supply chain, sales support, product training, and customer support.
A good marketer will develop the data necessary to define the customer’s needs, develop a good
product based on the available resources, deliver the product in an effective manner to the
consumer at a price that reflects the customer value and the profit desired by the producer.
Aspects of marketing:
Advertising.
Branding.
Copywriting.
Customer relationship management (CRM).
Direct marketing.
Event planning.
Graphic design.
Internet Marketing.
Loyalty marketing.

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Market research.
Marketing communications.
Media relations.
Merchandising.
New product development.
Pricing.
Product management.
Promotion.
Public relations.
Sales management and support.
Search engine optimization (SEO).
Social media optimization.
Strategic planning.
Supply chain management.

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What is advertising?
The word advertising is derived from the Latin word viz, "advertero" "ad" meaning towards and
"verto" meeting towards and "verto" meaning. "I turn" literally specific thing".
Simply stated advertising is the art "says green." Advertising is a general term for and all
forms of publicity, from the cry of the street boy selling newspapers to the most celebrate
attention attracts device. The object always is to bring to public notice some articles or service, to
create a demand to stimulate buying and in general to bring the man with something to sell and
the man who has means or desires to buy".
Advertising has been defined by different experts. Some of the quoted definitions are:
American marketing association has defined advertising as "any paid form of non-personal
presentation and promotion of ideas, goods or services by an identified sponsor. The medium
used are print broad cast and direct.
Stanton deserves that "Advertising consists of all the activities involved in presenting to a
group a non- personal, oral or visual openly, sponsored message regarding a product, service, or
idea. This message called an advertisement is disseminated through one or more media and is
paid for by the identified sponsor.
Advertising is any paid form of non – personal paid of presentation of ideas goods or services
by an identified sponsor.
Advertising is a "non- personal paid message of commercial significance about a product,
service or company made to a market by an identified sponsor.
In developing an advertising programme, one must always start by identifying the market
needs and buyer motives and must make five major decisions commonly referred as 5M
(mission, money message, media and measurement) of advertising.
Basic Features ofAdvertising
1. It is a mass non-personal communication.
2. It is a matter of record.
3. It persuades buyers to purchase the goods advertised.
4. It is a mass paid communication.

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5. The communication media is diverse such as print (newspapers and magazines)
6. It is also called printed salesmanship because information is spread by means of the written
and printed work and pictures so that people may be induced to act upon it.
Functions of Advertising
For many firms advertising is the dominant element of the promotional mix – particulars for
those manufacturers who produce convenience goods such as detergent, non – prescription
drugs, cosmetics, soft drinks and grocery products. Advertising is also used extensively by
maters of automobiles, home appliances, etc., to introduce new product and new product features
its uses its attributes, availability etc.
Advertising can also help to convince potential buyers that a firm’s product or service is superior
to competitor’s product in make in quality, in price etc. it can create brand image and reduce the
likelihood of brand switching even when competitors lower their prices or offer some attractive
incentives.
Advertising is particularly effective in certain other spheres too such as:
I) when consumer awareness of products or service is at a minimum.
ii) When sales are increasing for all terms in an industry.
iii) When a product is new and incorporates technological advance not strong and.
iv) When primary buying motive exists.
It performance the following functions:
i) Promotion of sales
ii) Introduction of new product awareness.
iii) Mass production facilitation
iv) Carry out research
v) Education of people.
TYPES OF ADVERTISING
Broadly speaking, advertising may be classified into two categories viz., product and
institutional advertising.

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a) Product Advertising
The main purpose of such advertising is to inform and stimulate the market about the
advertiser’s products of services and to sell these. Thus types of advertising usually promote
specific, trended products in such a manner as to make the brands seam more desirable. It is used
by business government organization and private non-business organizations to promote the uses
features, images and benefits of their services and products. Product advertising is sub-divided
into direct action and indirect action advertising, Direct action product advertising wages the
buyer to take action at once, ice he seeks a quick response to the advertisement which may be to
order the product by mail, or mailing a coupon, or he may promptly purchase in a retail store in
response to prince reduction during clearance sale.
Product advertising is sub-divided into direct & indirect action advertising & product
advertising aims at informing persons about what a products is what it does, how it is used and
where it can be purchased. On the other hand selective advertising is made to meet the selective
demand for a particular brand or type is product.
b) Institutional Advertising:
It is designed to create a proper attitude towards the sellers to build company image or
goodwill rather than to sell specific product or service. Its purpose is to create a frame of mind
and to implant feeling favourable to the advertisers company. Its assignment is to make friends
for the institution or organization.
It is sub-divided into three categories: patronage, public, relations and public service
institutional advertising.
i) In patronage institutional advertising the manufacturer tells his prospects and customer about
himself his policies and lives personnel. The appeals to the patronage motivation of buyers. If
successful, he convinces buyers that his operation entitles him to the money spent by them.
ii) Public relations institutional advertising is used to create a favourable image of the firm
among employees, stock-holders or the general public.
iii) Public service institutional advertising wages public support.
c) Other Types:
i) Consumer advertising
ii) Comparative advertising
iii) Reminder advertising
iv) Reinforcement advertising

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OBJECTIVESOF THE STUDY:
1. To know how frequently the respondents consume soft drinks
2. To find out whether advertisement affect consumption of soft drinks
3. To find out the most popular slogan of advertisement regarding soft drinks.
NEED:
To know what role these advertisements play in the sales and consumption of the soft drinks
ResearchMethodology
Research is voyage from known to unknown
Research is a procedure of logical and systematic application of the fundamentals of science to
the general and overall questions of a study and scientific technique which provide precise tools,
specific procedure and technical rather than philosophical means for getting and ordering the
data prior to their logical analysis and manipulation. Different type of research designs is
available depending upon the nature of research project, availability of able manpower and
circumstances.
Methodology
1. ResearchDesign: The research design is the blueprint for the fulfilment of objectives and
answering questions. It is a master plan specifying the method and procedures for collecting and
analysing needed information.
Descriptive Research is used in this study as the main aim is to describe characteristics of the
phenomenon or a situation.
2. Data Collection Methods: The source of data includes primary and secondary data sources.
Primary Sources: Primary data has been collected directly from sample respondents through
questionnaire and with the help of interview.
Secondary Sources: Secondary data has been collected from standard textbooks, Newspapers,
Magazines & Internet.

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3. ResearchInstrument: Research instrument used for the primary data collection is
Questionnaire.
4. Sample Design: Sample design is definite plan determine before any data is actually obtaining
for a sample from a given population. The researcher must decide the way of selecting a sample.
Samples can be either probability samples or non-probability samples.
Sampling Technique: Convenience
Sample Size: 50 Respondents.
Area of Study: Visakhapatnam
LIMITATIONS
The project relied mainly on the primary data.
Because of the time limit, the study is based on limited sample.
Inexperience is also an obstacle to accomplish the project in a proper way.
It was difficult to get proper information because people were busy in their own activities.
.

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BREVARAGE INDUSTRYPROFILE:
In the realm of non-alcoholic drinks, consumers spend more money on carbonated soft drinks
than anything else. The sector is dominated by three major players, which together control nearly
80% of the global market. Coca-Cola is king of the soft drink-empire and boasts a global
market share of around 50%, followed by Pepsi at about 21%.
For years the story in the non-alcoholic sector centered on the power struggle between Cola War
principals Coke and Pepsi. But as the pop fight has topped out, the industry's giants have begun
relying on new product flavours and looking to noncarbonated beverages for growth. Pepsi may
no longer vie for Coke's carbonated crown, but it has been winning battles on this new
competitive front.
India offers the greatest potential for the beverage industry. The country accounts for almost 10
per cent of global beverage consumption. That makes beverage consumption in India the third
largest in the world after the United States and China.
ALTHOUGH THE beverage industry has been in existence for quite some time now, yet it is
still at an infant stage considering its size and place in the market. India stands at third number in
the consumption of beverage, behind United States and China. It accounts for almost 10 per cent
of global beverage consumption. Today, it is being looked as a country that offers the greatest
potential, even more so than China. This year, the beverage industry in India is being estimated
to grow at 17 per cent.
Non-alcoholic drinks company actually see India as a potential market because of the kind of
summer that India sees. The Coca-Cola Co reported its profit climbed 43 per cent in the second
quarter to two billion dollar, getting a boost from double-digit unit case volume growth. The
Indian CSD (carbonated soft drinks) market stands at 1.2 billion dollar and the fruit-based
beverages and bottled water at 600 million dollar and 300 million dollar, respectively.
Many companies in the domestic food and brevrage industry were established during 1970’s, as
part of the governments import substitution regime. The isi or the import substitution industry
model as it came to be known, focused on substituting foreign products with locally
manufactured items
However by 1993, after the liberalization of Trinidad and Tobago foreign exchange system, the
range of products produced by the local industry expanded considerably, in response to greater
competition

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Both the nonalcoholic and alcoholic sides of the Beverage Industry are dominated by a few
sizeable players and competition among them is often intense. Changing consumer tastes adds
operating risk. Pricing and margins frequently come under pressure. Also, volatile commodity
costs will challenge managements to protect profitability. Good operating efficiency and cost-
control practices, mostly on an ongoing basis, are important. Notably, some companies hedge
raw material (e.g., aluminum and carbon dioxide) costs. Missteps in reading the trends of
ingredient prices can have a measurable negative impact on earnings. We find that beverage
makers with the most established brands produce the widest operating and net income margins.
The two beverage giants distribute their well-known carbonated and noncarbonated drinks
internationally via sizeable bottling companies. The bottlers depend on these two industry
leaders to create new products, improve existing offerings and maintain sufficient advertising.
Related capital spending amounts to several billion dollars each year. The industry titans often
boost their results (and those of their subsidiaries) by purchasing smaller market players or by
inking promising distribution agreements. In prosperous economic times, consumers usually
favour the most famous brand names. Still, when customers are short of disposable income, they
can turn to competing, inexpensive private label and lesser-known beverages. Sales are seasonal,
not surprising, peaking during warm summer months. Consumer preferences will drive product
diversification. Most notably, greater awareness of the causes of common health issues, e.g.,
obesity and diabetes, has increased demand for bottled water and other low-sugar or sugar-
substitute drinks. Soda, including diet options, continues to fall out of favor. In response,
beverage companies have capitalized on the popularity of energy drinks and ready-to-drink
coffee. However, energy drinks have come under scrutiny due to their high levels of caffeine, as
regulators attempt to size up the associated risks. Product diversification may be achieved
through internal or external means. The same goes for geographic expansion. The BRIC Nations
(Brazil, Russia, India, and China), key markets in the global arena, have gotten much attention.
Beverage companies have spent heavily to open new bottling plants and develop distribution
networks in these countries. Some carry significant debt leverage, but cash flow is fairly
predictable and usually more than sufficient to cover annual interest payments (and dividends)
and maturities.

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PROFILE OF COCA-COLA
MARKET PROFILE
(Coca Cola)
Brands of Coca- Cola
i) Coca Cola
ii) Thumbs-up
iii) Limca
iv) Fanta
v) Maaza
vi) Maaza Tetra
vii) Sprite
Flavours of the brand:
i) Cola
ii) Lemon
iii) Soda
iv) Orange
v) Mango
vi) Clear Lemon
Size of the Coca Cola soft drinks available in market

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i) 200 ml Bottles (RGB Glasses)
ii) 300 ml Bottles (RGB Glasses)
iii) 500 ml Bottles (RGB Glasses)
iv) 1 Litre (PVC Bottles)
v) 1.5 Litre (PVC Bottles)
vi) 2 Litre (PVC Bottles)
Sales of Coca Cola Soft drinks
Coca Cola
Soft drinks
Weekly
(in carets)
Monthly
(in carets)
Yearly
(in carets)
Coca Cola 520 1840 22400
Fanta 250 1030 12900
Thumbs-up 350 1350 18500
Limca 380 1210 16300
Maaza Tetra 80 380 6200
Sprite 70 280 5000
Maaza 120 690 10000
(Primary data)
There is more consumption of Coca Cola and has 70% market share in the Visakhapatnam city
and Coca Cola is having maximum consumption and after Thumps-up and Limca in the market
and all the products has good sale.

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PROFILE OF PEPSICO
Brands of Pepsi
i) Pepsi Cola
ii) Mirinda Lemon
iii) Mirinda Orange
iv) Pepsi Soda
v) Pepsi Apple
Flavours of the brand:
i) Cola
ii) Lemon
iii) Orange
iv) Soda
v) Apple
Size of the Pepsi soft drinks available in market
 200 ml Bottles (RGB Glasses)
 300 ml Bottles (RGB Glasses)
 500 ml Bottles (500 pt. Bottles)
 1 Litre (PVC Bottles)
 1.5 Litre (PVC Bottles)
 2 Litre (PVC Bottles)

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Sales of Pepsi Soft drinks
Pepsi
Soft drinks
Weekly
(in carets)
Monthly
(in carets)
Yearly
(in carets)
Pepsi 430 1750 21600
Mirinda Lemon 390 1180 15400
Mirinda Orange 245 1000 13600
Pepsi Soda 126 470 6000
Pepsi Apple 120 400 5000
The consumption of Pepsi cola, after the relaunch sale of Mirinda Lemon and Mirinda Orange
the market share of Pepsi is less when compared to Coca Cola.

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TABLE 4.1
RESPONDENT'S CLASSIFICATION ACCORDING TO AGE
Age (in years) No. of respondents Percentage
11-25 22 44
26-40 25 50
41-55 3 6
Total 50 100
Table 4.1 shows that 44% of the respondents are in the age group of 11-25, 50% are in the age
group of 25-40 and 6% are in the age group of 41-55.
0
10
20
30
40
50
60
11 to 25 26 to 40 41 to 55
No. of respondents
Percentage

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TABLE4.2
RESPONDENT'S CLASSIFICATION ACCORDING TO GENDER
Sex No. of respondents Percentage
Male 30 60
Female 20 40
Total 50 100
Table 4.2 shows that 60% of the respondents are males and 40% of them are females
30
60
20
40
0 10 20 30 40 50 60 70
NO.OF RESPONDANTS
PERCENTAGE
RESPONDENT'S CLASSIFICATION ACCORDING
TO GENDER
FEMALE MALE

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TABLE 4.3
RESPONDENT'S CLASSIFICATION ACCORDING TO EDUCATIONAL
QUALIFICATION
Qualification No. of respondents Percentage
Illiterate - -
Below 10th - -
10th 5 10
Graduate 29 58
Post graduate 16 32
Total 50 100
Table 4.3 reveals that out of 50 respondents 5 are 10th class, 29 are Graduates and rest of them
16 are post graduates
TABLE 4.4
LIKING OF SOFT DRINKS
0 0
5
29
16
No. of respondents
Illitrate
Below 10th
10th
Graduate
Post graduate

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Like soft drinks No. of respondents Percentage
Yes 50 100
No - -
Total 50 100
Table 4.4 reveals that all the respondents like soft drinks.
50
0
100
0
0
20
40
60
80
100
120
Yes No
LIKING OF SOFT DRINKS
No. of respondents Percentage

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TABLE 4.5
FREQUENCY OF CONSUMING SOFT DRINKS
How Frequently You
Consume Soft Drinks
Once a day 15 30
Twice a day 2 4
More than twice 1 2
Occasionally 32 64
Total 50 100
Table 4.5 reveals that 30% of the respondents drink it once a day, 4% twice a day, 2% more than
twice and 32% drink occasionally.
Once a day
Twice a day
More than twice a day
Occasionally
0 10 20 30 40 50 60 70
Percentage
No. of respondents

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TABLE 4.6
PREFERENCE OF SOFT DRINK
Which soft drink you like
most
Coca cola 12 24
Pepsi 12 24
Fanta 1 2
Limca 7 14
Mirinda 1 2
Thumbs-up 10 20
Maaza 3 6
Dew 4 8
Total 50 100
Table 4.6 indicate that out of 50 respondents 24%like Coca cola, 24% like Pepsi, 2% like Fanta,
14% like Limca, 2% like Mirinda, 20% like Thumbs-up, 6% like Maaza and 8% like mountain
dew.
No. of respondents0
20
40 12 12
1 7 1 10 3 4
24 24
2
14
2
20
6 8
PREFERENCE OF SOFT DRINK

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TABLE 4.7
Have you seenthe advertisement of your favourite soft drink?
Have you seenthe
advertisement of your
favourite soft drink
Yes 48 96
No 2 4
Total 50 100
Table 4.7 indicate that 96% of the respondents said that they have seen the advertisement of the
soft drink they like most while 4% said that they haven’t seen the advertisement yet.
94% 95% 96% 97% 98% 99% 100%
No. of respondents
Percentage
48
96
2
4
Have you seen the advertisement of your
favourite soft drink
Yes No

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TABLE 4.8
MEDIA OF ADVERTISEMENT
THROUGH WHICH MEDIA
YOU HAVE SEEN IT?
TV 46 92
Newspaper 2 4
Magazine 1 2
Others 1 2
Total 50 100
Table 4.8 reveals that 92% of the respondents said that they have seen the advertisement on TV
while 4% stated that they have seen the advertisement through newspaper.
No. of respondents
Percentage
0
20
40
60
80
100
TV Newspaper Magazine Other
46
2 1 1
92
4 2 2
MEDIA OF ADVERTISEMENT

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TABLE 4.9
SLOGANS OF SOFT DRINKS
Which slogan of soft drink
did you like
Open happiness(coke) 20 40
Live it now(Pepsi) 5 10
Pyaas Badhao(limca) 2 4
Drink Fanta, stay
Bamboocha
2 4
Taste the thunder(thums up) 10 20
Pagalpanti(Mirinda) 5 10
Har mausam aam(maaza) 5 10
Darr kea aage jeeth hai 1 2

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Table 4.9 shows that out of 50 respondents 40% like the slogan “open happiness”, 10% like
“live it now”, 4% like “pyaas badhao”, 4% like “ drink fanta, stay bamboocha”, 20% like “taste
the thunder”, 10% like “pagalpanti”, 10% like “har mausam aam”, 2% like “darr kea aage jeeth
hai.
0
5
10
15
20
25
30
35
40
45
No. of respondents
Percentage
Percentage

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TABLE 4.10
REASON FOR LIKING THE ADVERTISEMENT
Reason No. of respondents Percentage
It has film stars 7 14
Because of good music 7 14
Because of its theme and
making
30 60
Other reasons 6 12
Total 50 100
Table 4.10 shows that majority of the respondents like the advertisement due to its theme while
majority of the respondents like the advertisement due to its film stars and good music.
0
10
20
30
40
50
60
70
It has film stars Because of good
music
Because of its theme
and music
Other reasons
No of respondents
Percentage

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TABLE 4.11
EFFECT OF ADVERTISEMENT ON CONSUMPTION OF SOFT DRINKS
Effect No. of respondents Percentage
Yes 23 46
No 17 34
Can’t say 10 20
Total 50 100
Table 4.11 shows that 46% of the respondents said that advertisement has an effect on their
consumption of soft drinks, 34% of them said that advertisement didn’t affect them to consume
the product while 20% of them cannot say anything about it.
23
17
10
EFFECT OF ADVERTISEMENT ON
CONSUMPTION OF SOFT DRINKS
Yes No Cann't say

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TABLE 4.12
PRICING OF THE SOFT DRINK
Opinions No. Of respondents Percentage
Price is low 5 10
Price is ok 22 44
Price is high 23 46
TOTAL 50 100
Table 4.12 shows that 46% of the respondents said that the price was high, 44% said that the
price was ok and 10% said that the price was low
10
44
46
Price is low
Price is good
Price is high

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FINDINGS
After going through the entire project and the collected data, I found that:
92% of the respondents said that TV is the most effective media of advertisement.
60% of the respondents said that they like the advertisement of soft drinks because of its
theme whereas, 14% said that they like celebrities in advertisement.
40% of the respondents said that “open happiness” is the most popular slogan whereas 20%
of the respondents said that “taste the thunder” is the next popular slogan.
Majority of respondents said that advertisement is very necessary for soft drink.
Majority of respondents saw the advertisement of the soft drink they like most.
Majority of the respondents like cola flavour of soft drink because 24% people said coca-cola
is the best.
Majority of respondents like the brand Coca-cola when compared to Pepsi.

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SUGGESTIONS
We reached some suggestions:
Advertisement should not be too expensive, because the advertisement leads and
increase the prize of the product.
Media should be selected according to the choice of customers.
In rural areas media should be according to the choice of the people.
To give more attention into making the advertisement, to make it effective for the sale of
soft drink.
Price should be decreased so as to attract the consumers to use product more.
To give attention on the weak media of advertisement so that the consumer comes to
know about the product.
It should be attractive one so that people are attracted toward the advertisement.

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CONCLUSION
In last I conclude that majority of the respondents said that TV is the most effective media for
advertisement of soft drinks and the celebrities and the slogans in the advertisement effect the
consumers. And also major people suggested that the price has to come down. Based on all the
data collected I conclude that advertising has a strong effect on the consumption of soft drinks.

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BIBILIOGRAPHY & ANNEXURE

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BIBLIOGRAPHY
Gerard J. Tellis. “Effective Advertising” SAGE Publications. 2006
www.wikipedia.org/advertising
www.coca-colaindia.com/
www.pepsiindia.co.in/
www.managementdictionary.com/definitions
http://www.managementparadise.com/home.php

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Annexure
ADVERTISEMENT EFFECTIVENESS OF SOFT DRINKS BACKGROUND
INFORMATION
I) Name : __________________________________
II) Age : __________________________________
III) Gender : ____________________________________
IV) Qualification : ___________________________________
V) 1. Literate
2. Illiterate
If literate
1. Below 10th 2. 10th
3. Graduate 4. Post Graduate
VI) Profession : __________________________________

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VII) Address : __________________________________
VIII) Size of family : __________________________________
I). Do you like soft drinks?
a. Yes b. No
2). How frequently you consume a soft drink?
a. Once a day b. Twice a day
c. More than twice d. Not regular
3). Which soft drink you like most?
a. Coca Cola b. Pepsi
c. Limca d. Fanta
e. Thumbs-up f. Mirinda
g. Limca h. Maaza
4). Which soft drink you like most?
a. Coca Cola b. Pepsi
c. Limca d. Fanta
e. Thumbs-up f. Mirinda
g. Limca h. Maaza
i. Mountain dew

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5). Have you seenthe advertisement of your favorite soft drink?
a. Yes b. No
6). Through which media you have seenit?
a. T.V. b. News Paper
c. Magazine d. Others
7). Which slogan of soft drink you like most?
a. Open happiness(Coke)
b. Live it(Pepsi)
c. Pyas badhao(limca)
d. Drink Fanta, stay bamboocha
e. Taste the thunder(Thums up)
f. Pagalpanti(Mirinda)
g. Har mausam aam(Maaza)
h. Darr kea aage jeeth hai(Mountain dew)
8). Why do you like the advertisement?
a. Because it has film stars?
b. Because of Good music
c. It’s theme and making is good.
d. Other reasons.
9). Do you think the advertisements effect the consumption of soft drinks?
a. Necessary b. Very Necessary
c. Not Necessary d. Can’t Say

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10). What is your opinion about the price kept for the soft drinks?
a. Price is low b. Price is ok
c. Price is high
SUGGESTIONS
______________________________________________________________________________
______________________________________________________________________________

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