Study of Effectiveness of Advertisement of Cold Drinks.

Shivaji University, Kolhapur
RIT, Rajaramnagar Page 1
CHAPTER 1
1.1 INTRODUCTION
Marketing management means management of the marketing function.
Taking a management perspective, the term marketing has been defined as "the
process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create exchanges that satisfy individual
and organizational goals" by American Management Association, similarly Philip
Kotler has defined Marketing management as the art and science of choosing
target markets and getting, keeping and growing customers through creating,
delivering and communicating superior customer values of management.
The objectives of all business 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. It is a common form of non- personal
communication about an organization and or its products idea service etc. that is
transmitted to a target audience through a mass medium. In common parlance the
term publicity and advertising are used synonymously.

1.2 OBJECTIVE OF STUDY
1. To know the most effective media of advertisement
2. To identify most popular punch-line of advertisement regarding cold drinks.
3. To find out the reasons for liking the advertisement of cold drink.

1.3 SCOPE OF STUDY
Conceptual Scope:
The conceptual scope of the study is limited to effectiveness of advertising
towards services and products.
Geographical Scope:
The geographical scope of the study is limited to Islampur city area, Dist.
Sangli, Maharashtra.
Chronological Scope:
The chronological scope of study is limited to six months.
Analytical scope:
The analytical scope is limited to use of some statistical techniques like
sampling, graphical presentation, tabulation, percentage etc.
1.4 IMPORTANCE OF STUDY
• The study gives knowledge about the customer awareness about Cold
Drink products.
• The study gives the information about the most preferred product.
• The study gives reasons for selecting the company to have Cold
Drinks by customers.

1.5 RESEARCH METHODOLOGY
Research always starts with question or a problem. The purpose of research
is to find out answers to questions through scientific method. It is a systematic and
intensive study directed towards to a more complete knowledge of subject.
A research is a careful, systematic, patient, diligent, enquiry, or examination
in some field of knowledge undertaken to establish facts or principles.
Data Collection methods:
Data collection means researcher must collect data related to research topic.
He must collect data by using different sources of data collection. There are two
sources of data collection
I. Primary data collection
Primary data is the data which collected first time by the researcher
and not available in any form before collection primary data was collected
through.
• Personal Interviews and discussion
• Questionnaire
• Observation
Primary sources: Primary data has been collected directly from sample
respondents through questionnaire & with the help of interview.
II. Secondary data collection
The secondary data are those which have already been collected by
someone else and which have already been passed through statistical
process.

Secondary sources: A secondary source has been collected from standard
textbooks, newspapers, magazines & internet.
Sample design:
Sample design is definite plan determine before any data is obtaining
for a sample from given population. The researcher must decide the way of
selecting a sample. Sample can be either probability samples or non-
probability samples.
Techniques of sampling:
1. Random sampling.
2. Purposive sampling.
3. Stratified random sampling.
4. Systematic sampling.
5. Cluster sampling.
6. Quota sampling.
7. Convenience sampling.
Convenience sampling:
When a sample is selected as per convenience of the researcher then it
is convenience sampling method. If the researcher having very limited
period for research, low budget for research expenses, less time available,
for work. Then the researcher has select this method it means he has select
samples as per their personal view, relations, contacts, nearest area etc.
Sampling technique: Convenience sampling
Sample size: 200 respondents
Area of study: RIT College, YC College, KBP College, KRP College.

CHAPTER 2
INTRODUCTION TO THE ORGANISATION
2.5 Products of organization
2.6 Vision & Mission of Coca-Cola
2.7 Vision & Mission of Pepsi
2.1 Introduction to the Organization
2.2 History of the Organization
2.3 Organization structure
2.4 Leadership (A Board of Director)

CHAPTER 2
INTRODUCTION TO THE ORGANISATION
COCA-COLA COMPANY
2.1 Introduction
The Coca-Cola Company (Coca-Cola), the world’s leading soft drink maker,
operates in more than 200 countries and sells 400 brands of nonalcoholic
beverages. Coca-Cola is also the most valuable brand in the world. Coca-Cola is a
globally recognized successful company. The Coca-Cola was founded in May of
1886 and continues for more than a century through the times of war and peace,
prosperity and depression and economic boom and bust. As late as the 1990s,
Coca-Cola was one of the most respected companies in the world, building and
known as a very successful management team. Since 1998, the company has been
struggling with internal weaknesses and external threats.
2.2 Brief history of Coca-Cola
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 United States (specifically excluding Vicksburg) -- 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 the straight-sided bottle for Coca-Cola 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 in 1915 and was
introduced in 1916. 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. Six-bottle cartons were a huge hit
after their 1923 introduction. 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 long-time Company leader 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, Peru, Spain, Australia 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 servings including 10-, 12- and

26-ounce versions. Cans were also introduced, becoming generally available in
1960.
1960s … New brands introduced
Following Fanta® in the 1950s, Sprite®, Minute Maid®, 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 DASANI® in the 1990s. Today hundreds 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, the retailers who sold Coca-Cola 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
several 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 Europe. And 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 people seek brands
that honour 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.

2.4 Leadership
Muhtar Kent
Chairman of the Board of Directors and Chief Executive Officer
James Quincey
President and Chief Operating Officer
Ahmet C. Bozer
Executive Vice President
Alexander B. Cummings.
Executive Vice President and Chief Administrative Officer
Marcos de Quinto
Executive Vice President and Chief Marketing Officer

J. Alexander M. Douglas.
Executive Vice President and President, Coca-Cola North America
Ceree Eberly
Senior Vice President and Chief People Officer
Irial Finan
Executive Vice President and President, Bottling Investments and Supply Chain
Bernhard Goepelt
Senior Vice President, General Counsel and Chief Legal Counsel
Julie Hamilton
Vice President, Chief Customer and Commercial Leadership Officer
Brent Hastie
Vice President, Strategy and Planning
Ed Hays
Senior Vice President, Chief Technical Officer
Ed Steinike
Senior Vice President and Chief Information Officer
Clyde C. Tuggle
Senior Vice President and Chief Public Affairs and Communications Officer
Kathy N. Waller
Executive Vice President and Chief Financial Officer

2.5 products of Coca-Cola
a) Coca-Cola
Is the most popular and biggest-selling soft drink in history, as
well as the best-known brand in the world. On May 8, 2011, Coca-Cola celebrated
its 125thanniversary. Created in 1886 in Atlanta, Georgia, by Dr. John S.
Pemberton, Coca-Cola was first offered as a fountain beverage at Jacob's
Pharmacy by mixing Coca-Cola syrup with carbonated water.
Coca-Cola might owe its origins to the United States, but its popularity has
made it truly universal. Today, you can find Coca-Cola in virtually every part of
the world.
b) Sprite
Introduced in 1961, Sprite is the world's leading lemon-lime
flavored soft drink. Sprite is sold in more than 190 countries and ranks as the No. 3
soft drink worldwide, with a strong appeal to young people. Millions of people
enjoy Sprite because of its crisp, clean taste that really quenches your thirst. But
Sprite also has an honest, straightforward attitude that sets it apart from other soft
drinks. Sprite encourages you to be true to who you are and to obey you.

c) Fanta
Introduced in 1940, Fanta is the second oldest brand of
The Coca-Cola Company and our second largest brand outside the US. Fanta
Orange is the leading flavor but almost every fruit grown is available as a Fanta
flavor somewhere. Consumed more than 130 million times every day around the
world, consumers love Fanta for its great, fruity taste.
d) Thumps-up
Is a brand of cola in India. It was introduced in 1977 to offset the
expulsion of The Coca-Cola Company from India. The brand was bought out by
Coca-Cola who re-launched it to compete against Pepsi.
e) Maaza
is a Coca-Cola fruit drink brand marketed in India and
Bangladesh, the most popular drink being the mango variety so much that over the
years, the Maaza brand has become synonymous with Mango. Coca-Cola has also
launched Maaza in orange and pineapple variants.

Mission
Coca-Cola declares the purpose as a company and serves as the standard against
actions and decisions:
• To refresh the world…
• To inspire moments of optimism and happiness…
• To create value and make a difference.
Vision
The vision of Coca-Cola is the framework for their guides of every aspect of its
business. It is presented in 6Ps:
1. People: Be a great place to work where people are inspired to be the best they
can be.
2. Portfolio: Bring to the world a portfolio of quality beverage brands that
anticipate and satisfy people's desires and needs.
3. Partners: Nurture a winning network of customers and suppliers, together we
create mutual, enduring value.
4. Planet: Be a responsible citizen that makes a difference by helping build and
support sustainable communities.
5. Profit: Maximize long-term return to shareowners while being mindful of our
overall responsibilities.
6. Productivity: Be a highly effective, lean and fast-moving organization.

PEPSI COMPANY
2.1 Introduction
Pepsi is a carbonated soft drink that is produced and manufactured
by PepsiCo. Created and developed in 1898 and introduced as "Brad's Drink", it
was later renamed as Pepsi-Cola on June 16, 1903, then to Pepsi in 1961.It is one
of the most well-known brands in the world today available in over 160 countries.
It has an extremely positive outlook for India. This reflects that India holds a
central position in Pepsi's corporate strategy.
India is a key market for Pepsi co, and at the same time the company has
added value to Indian agriculture and industry. PepsiCo entered India in 1989 and
is concentrating in three focus areas- Soft drink concentrate, snack foods and
vegetable and food processing. Faced with the existing policy framework at the
time, the company entered the Indian market through a joint venture with Volta’s
and Punjab Agro Industries. With the introduction of the liberalization policies
since 1991, Pepsi took complete control of its operations.
2.2 Brief history of PepsiCo
Pepsi was originally named "Brad's Drink", after its creator, Caleb Bradham,
a pharmacist in New Bern, North Carolina. It was created in the summer of 1893
and was later renamed Pepsi Cola in 1898, possibly due the digestive enzyme
pepsin and kola nuts used in the recipe. Bradham sought to create a fountain drink
that was delicious and would aid in digestion and boost energy
In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore into a
rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year,
Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1926,
Pepsi received its first logo redesign since the original design of 1905. In 1929, the
logo was changed again. In 1929, automobile race pioneer Barney Oldfield
endorsed Pepsi-Cola in newspaper ads as "A bully drink...refreshing, invigorating,
a fine bracer before a race".

Bankruptcy
In 1931, the Pepsi-Cola Company went bankrupt during the Great Depression- in
large part due to financial losses incurred by speculating on wildly fluctuating
sugar prices as a result of World War I. Assets were sold and Roy C. Megargel
bought the Pepsi trademark. Eight years later, the company went bankrupt again.
Pepsi's assets were then purchased by Charles Guth; the President of Loft Inc. Loft
was a candy manufacturer with retail stores that contained soda fountains. He
sought to replace Coca-Cola at his stores' fountains after Coke refused to give him
a discount on syrup. Guth then had Loft's chemists reformulate the Pepsi-Cola
syrup formula.
Pepsi Cola Trademark
The original trademark application for Pepsi-Cola was filed on September 23, 1902
with registration approved on June 16, 1903. In the application's statement, Caleb
Bradham describes the trademark as an "arbitrary hyphenated word "PEPSI-
COLA” and indicated that the mark was in continuous use for his business since
August 1, 1901. The Pepsi-Cola's description is a flavoring-syrup for soda water.
The trademark expired on April 15, 1994.
A second Pepsi-Cola trademark is on record with the USPTO. The application date
submitted by Caleb Bradham for the second trademark is Saturday, April 15, 1905
with the successful registration date of April 15, 1906, over three years after the
original date. Curiously, in this application, Caleb Bradham states that the
trademark had been continuously used in his business "and those from whom title
is derived since in the 1905 application the description submitted to the USPTO
was for a tonic beverage. The federal status for the 1905 trademark is registered
and renewed and is owned by PepsiCo, Inc. of Purchase.
Rise
During the Great Depression, Pepsi gained popularity following the introduction in
1936 of a 12-ounce bottle. Initially priced at 10 cents, sales were slow, but when
the price was slashed to five cents, sales increased substantially. With a radio
advertising campaign featuring the jingle "Pepsi cola hits the spot / Twelve full
ounces, that's a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for

you," Pepsi encouraged price-watching consumers to switch, obliquely referring to
the Coca-Cola standard of six ounces a bottle for the price of five cents (a nickel),
instead of the 12 ounces Pepsi sold at the same price. Coming at a time of
economic crisis, the campaign succeeded in boosting Pepsi's status. In 1936 alone
500,000,000 bottles of Pepsi were consumed. From 1936 to 1938, Pepsi-Cola's
profits doubled.
Pepsi's success under Guth came while the Loft Candy business was faltering.
Since he had initially used Loft's finances and facilities to establish the new Pepsi
success, the near-bankrupt Loft Company sued Guth for possession of the Pepsi-
Cola company. A long legal battle, Guth v. Loft, then ensued, with the case
reaching the Delaware Supreme Court and ultimately ending in a loss for Guth.
Current Situation
PepsiCo, Inc. is one of the most successful consumer products companies in the
world, with 2000 revenues of over $20 billion and 125,000 employees. The
company consists of: Frito-Lay Company, the largest manufacturer and distributor
of snack chips; Pepsi-Cola Company, the second largest soft drink business and
Tropicana Products, the largest marketer and producer of branded juice. PepsiCo
brands are among the best known and most respected in the world and are
available in about 190 countries and territories.

2.4 Leadership
Indra K. Nooyi
Chairman and Chief Executive Officer
Oswald Barckhahn
President, North America Nutrition
Albert P. Carey
Chief Executive Officer, North America Beverages
Sanjeev Chadha
Chief Executive Officer, Asia, Middle East and North Africa

Richard Evans
President, ESSA Category Teams, Franchise and Po1 Sub-Saharan Africa
Tom Greco
Chief Executive Officer, Frito-Lay North America
Brad Jakeman
President, Global Beverages Group
Ramon Laguarta
Chief Executive Officer, Europe Sub-Saharan Africa
Katty Lam
Chairman, Greater China Region
Simon Lowden
President, Global Snacks Group and Global Insights
Luis Montoya
President, Latin America Beverages
Laxman Narasimhan
Chief Executive Officer, Latin America
Pedro Padierna
President, Mexico
Mike Spanos
President and Chief Executive Officer, Greater China Region

2.5 Products of PepsiCo.
a) Pepsi
Is a carbonated soft drink that is produced and manufactured
by PepsiCo. Created and developed in 1898 and introduced as "Brad's Drink", it
was later renamed as Pepsi-Cola on June 16, 1903, then to Pepsi in 1961.It is one
of the most well-known brands in the world today available in over 160 countries.
b) Mirinda
Is a brand of soft drink originally created in Spain, but
with global distribution. The word Mirinda means "admirable, wonderful"
in Esperanto. It is available in fruit varieties including
orange, grapefruit, apple, strawberry, raspberry, pineapple, pomegranate, banana,
lemon, hibiscus, tangerine, and grape flavor’s as well as Tamarind. A "citrus"
flavor is also available in certain areas of the Middle East.
c) Mountain Dew
Is a carbonated soft drink brand produced and owned
by PepsiCo. The original formula was invented in the 1940s by Tennessee

beverage bottlers Barney and Ally Hartman and was first marketed in Marion,
Virginia, Knoxville and Tennessee. The Mountain Dew brand and production
rights were acquired by the Pepsi-Cola company in 1964, at which point its
distribution expanded more widely across the United States.
d) Slice
MANGO, in slice cold drink no gas only based on juice. It is a
non-aerated soft drink. It is preferred mostly Children & Women. The most
popular drink being the mango variety so much that over the years, the Slice brand
has become synonymous with Mango.
e) 7UP
Is a brand of a lemon-lime flavored non-caffeinated soft
drink. The rights to the brand are held by Dr. Pepper Snapple Group in the United
States, and PepsiCo (or its licensees) in the rest of the world.
Mission
Our mission is to be the world's premier consumer Products Company
focused on convenient foods and beverages.
We seek to produce financial rewards to investors as we provide opportunities for
growth and enrichment to our employees, our business partners and the
communities in which we operate. And in everything we do, we strive for honesty,
fairness and integrity.

Vision
"PepsiCo's responsibility is to continually 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 environmental
stewardship, activities to benefit society, and a commitment to build shareholder
value by making PepsiCo a truly sustainable company.

CHAPTER 3
THEORETICAL BACKGROUND
3.1 Advertising
3.2 Basic features of advertising
3.3 Functions of advertising
3.4 Types of advertising
3.5 Advertising objectives
3.6 Why & when to advertise

CHAPTER 3
THEROTICAL BACKGROUND
3.1 ADVERTISING
Introduction
The word advertising is derived from the Latin word "advertero" it’s
meaning towards “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 log Ethel 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 program, 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.
3.2 BASIC FEATURES OF ADVERTISING
Based on various definitions, it has certain basic features such as:
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.
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.
3.3 FUNCTIONS OF ADVERTISING
For many firms advertising is the dominant element of the promotional mix
– 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.
3.4 TYPES OF ADVERTISING
Broadly speaking, advertising may be classified into two categories viz.,
product and institutional advertising.
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, type of
advertising usually promotes 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 act 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 product 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 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 favorable to the advertiser’s
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 favorable image
of the firm among employees, stock-holders or the public.
iii) Public service institutional advertising wages public support.

c) Other Types:
The other types are as follows:
i) Consumer advertising
ii) Comparative advertising
iii) Reminder advertising
iv) Reinforcement advertising
3.5 ADVERTISING OBJECTIVES
The long-term objectives of advertising are broad and general and concern
the contribution advertising should make to the achievement of overall company
objectives. Most companies regard advertising main objective as hat of proving
support to personal selling and other forms of promotion. But advertising is a
highly versatile communications tools and may therefore by used for achieving
various short and long-term objectives. Among these objectives are the following:
1. To do the entire selling job (as in mail order marketing).
2. To introduce a new product (by building brand awareness among potential
buyers).
3. To force middlemen to handle the product (pull strategy).
4. To build brand preference 9by making it more difficult for middleman to sell
substitutes).
5. To remind users to buy the product (retentive strategy).
6. To publicize some change in marketing strategy (e.g., a price change, a new
model or an improvement in the product).
7. To provide rationalization (i.e. socially acceptable excuses).
8. To combat or neutralize competitors advertising.

9. To improve the moral of dealers and/or sales people (by showing that the
company is doing its share of promotion).
10. To acquaint buyers and prospects with the new uses of the product (to
extend the PLC).
3.6 WHY & WHEN TO ADVERTISE
Advertising as a tool to marketing not only reaches those who buy, but also
those whose opinions or authority is counted for example a manufacturer of marble
tiles and building boards advertises not only to people who intend to build houses
but also to architect and engineers. While the manufacturers of pharmaceuticals
products advertise to doctors as well as to the public. At time it is necessary for a
manufacturer or a concern to advertise things which it does not sell but which
when sold stimulates the sales of its own product. There are concerns like electric
heaters, iron etc. because the use of these increases the demand for their products.
Advertising should be used only when it promises to bring good result more
economically and efficiently as compared to other means of selling. There are
goods for which much time and efforts are required in creating a demand by
sending salesman to prospective buyers than by simply advertising them. In the
early days of the cash register in America it was sold by specially trained salesman
who called on the prospective users and had the difficult task of convincing them
that they could no longer carry on with the old methods, and that they urgently
needed a cash register. In our country certain publishers have found it less costly to
sell their books by sending salesman from house to house among prospective
buyers than to advertise them. In these two examples the cost of creating demand
would be too high if attempted by advertising alone under such circumstances
advertising is used to make the salesman acceptable to the people they call upon to

increase the confidence of the public in the house. Naturals when there are good
profits competitors will be attracted and they should be kicked out as and when
sufficient capital is available by advertising on a large scale. Immediate result may
not justify the increased expenditure, but it will no doubt secure future sales.

CHAPTER NO.4
DATA ANALYSIS INTERPRETATION
CAPTER 4
DATA ANALYSIS AND INTERPRETATION

[A]Table No 4.1
Gender
Gender No of Respondents Percentage (%)
Male 108 54
Female 92 46
Total 200 100
Graph No: - 4.1
Gender
According to above table and graph, out of 50 Respondents, 54% were male,
where as 46% were female.
Table No 4.2
Age
40%
45%
50%
55%
Male Female
Percentage (%)

Age groups No of Respondents Percentage (%)
Under 18 46 23%
19 to 22 72 36%
23 to 28 48 24%
29 to 34 16 8%
35 to 39 10 5%
Above 40 8 4%
Total 200 100%
Graph No: - 4. 2
Age
0%
5%
10%
15%
20%
25%
30%
35%
40%
Under 18 19 to 22 23 to 28 29 to 34 35 to 39 Above 40
Percentage (%)

According to table and graph, 23% Respondents are in age group under 18;
36% Respondents in between 19-22; 24% were in 23-28; 8% in 29 to 34;
5%were in 35 to 39 & 4% above 40 years old.
[B] Table No 4.1
Which cold drinks do proffer by the Respondents?
Product No of Respondents Percentage (%)
Coca-Cola 16 8%
Pepsi 24 12%
Mountain dew 36 18%
Sprite 54 27%
Thumps-up 38 19%
Maaza 12 6%
Slice 8 4%
Mirinda 6 3%
7Up 2 1%
Fanta 4 2%
Total 200 100%

Graph No: -4. 1
Which cold drinks do proffer by the Respondents?
According to table and graph, 8% respondents like Coca-Cola; 12% likes
Pepsi; 18% like’s Mountain dew; 27% likes Sprite; 19% likes Thumps-up; 6%
likes Maaza; 4% likes Slice; 3% Mirinda; 1% 7up; 2% Fanta.
0%
5%
10%
15%
20%
25%
30%
Percentage (%)

Table No 4.2
Media of advertisement
Media No. of respondents Percentage
TV 182 91%
Newspapers 6 3%
Magazines 10 5%
Other 2 1%
Total 200 100%
Graph No: - 4.2
Above table & graph revels that 91% of the respondents have seen the ads.
On TV, while 3% through the newspaper & 5% through magazine.
0
10
20
30
40
50
60
70
80
90
100
TV Newspapers Magazines Other
Percentage

Table No 4.3
Slogan of cold drink which customer likes…
Customer likes No. of respondents Percentage
Taste the feeling 16 8%
Pepsi thi pee gaya 14 7%
Naam bante hain risk se 36 18%
Clear hain 50 25%
Main hoon tufani 24 12%
Lalach for aam Maaza
hain naam
22 11%
Pure mango sutra 8 4%
Pagalpanti jaruri hain 14 7%
Hum hain like this 6 3%
Snack time Fanta time 10 5%
Total 200 100%

Graph No: - 4.3
Slogan of cold drink which customer likes…
According to table and graph, 8% respondents like open happiness; 7% likes
Pepsi thi pee gaya; 18% like’s Naam bante hain risk se; 25% likes Clear hain; 12%
likes Main hoon tufani; 11% likes Lalach for aam Maaza hain naam; 4% likes Pure
mango sutra; 7% Pagalpanti jaruri hain; 3% Hum hain like this; 5% Snack time
Fanta time.
0%
5%
10%
15%
20%
25%
Percentage

Table No 4.4
Reason for liking the advertisement…
Reason for liking No. of respondents percentage
Theme & making 38 19%
Film star 46 23%
Punch line 76 38%
Good music 24 12%
Other reasons 16 8%
total 200 100%
Graph No: - 4.4
Reason for liking the advertisement…
According to table and graph no.: - 4.4, 19% respondents like Theme &
making of advertisement; 23% likes Film star; 38% like’s Punch line; 12% likes
because of Good music; 8% have other reasons.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Theme &
making
Film star Punch line Good
music
Other
reasons
percentage

Table No 4.5
Effect of advertisement on consumption of cold drinks…
Ads. Effect on
consumption
No. of respondents Percentage
Yes 92 46%
No 68 34%
Can’t say 40 20%
Total 200 100%
Graph No: -4.5
Effect of advertisement on consumption of cold drinks…
According to table and graph no.: - 4.5, 46% respondents are of the view
that, ads. Forced them to consume product more, 34% of them has view that ads.
Don’t force them to consume the product while 20% of them can’t say anything.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Yes No Can’t say
Percentage

Table No 4.6
Necessity of advertisement…
Does ads. Necessary? No. of respondents Percentage
Necessary 56 28%
Very necessary 136 68%
Can’t say 8 4%
Total 200 100%
Graph No: -4.6
Necessity of advertisement…
that, advertisement is necessary for the product, 68% of them has view that ads.
Are very necessary, while 4% of them can’t say anything.
0%
10%
20%
30%
40%
50%
60%
70%
Necessary Very necessary Can’t say
Percentage

Table No 4.7
Effectiveness of expenditure incurred on advertisement…
Effectiveness No. of respondents Percentage
Yes 172 86%
No 8 4%
Can’t say 20 10%
Total 200 100%
Graph No: -4.7
Effectiveness of expenditure incurred on advertisement…
that, Effectiveness of expenditure incurred on advertisement, 4% of them has view
that Effectiveness of expenditure does not incurred on advertisement, while 10% of
them can’t say anything.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes No Can’t say
Percentage

Table No 4.8
Reasons for difference of advertisement effectiveness…
Reasons for difference No. of respondents Percentage
Education 78 39%
Liking 42 21%
Standard of living 50 25%
Level of development 20 10%
Total 200 100%
Graph No: -4.8
Reasons for difference of advertisement effectiveness…
According to table and graph no.: - 4.8, 39% respondents think that,
education differ the advertisement; while 21% say that liking differ the
advertisement; 25% standard of living & 10% view that level of development
differ the advertisement.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Education Liking Standard of
living
Level of
development
Percentage

Table No 4.9
Add effectiveness & improvement in advertisement…
Will study contribute to
improve present ads?
Yes 180 90%
No 4 2%
Can’t say 16 8%
Total 200 100%
Graph No: -4.9
Add effectiveness & improvement in advertisement…
According to table and graph no.: - 4.9; 90% respondents are of the view
that, study contribute to improve present ads, 2% of them has view that study does
not contribute to improve present ads, while 8% of them can’t say anything.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes No Can’t say
Percentage

Table No 4.10
Does price effects on consumption of cold drinks…
price effects on
consumption
Yes 16 8%
No 174 87%
Can’t say 10 5%
Total 200 100%
Graph No: -4.10
Does price effects on consumption of cold drinks…
According to table and graph no.: - 4.9; 90% respondents are of the view
that, price effects on consumption of cold drinks, 2% of them has view that price
does not effects on consumption of cold drinks, while 8% of them can’t say
anything.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes No Can’t say
Percentage

CHAPTER 5
FINDINGS & OBSERVATIONS

CHAPTER 5
FINDINGS
1. 8% respondents like Coca-Cola; 12% likes Pepsi; 18% like’s Mountain dew;
27% likes Sprite; 19% likes Thumps-up; 6% likes Maaza; 4% likes Slice;
3% Mirinda; 1% 7up; 2% Fanta.
2. 91% of the respondents have seen the ads. On TV, while 3% through the
newspaper & 5% through magazine.
3. 8% respondents like open happiness; 7% likes Pepsi thi pee gaya; 18% like’s
Naam bante hain risk se; 25% likes Clear hain; 12% likes Main hoon tufani;
11% likes Lalach for aam Maaza hain naam; 4% likes Pure mango sutra; 7%
Pagalpanti jaruri hain; 3% Hum hain like this; 5% Snack time Fanta time.
4. 19% respondents like Theme & making of advertisement; 23% likes Film
star; 38% like’s Punch line; 12% likes because of Good music; 8% have
other reasons.
5. 46% respondents are of the view that, ads. Forced them to consume product
more, 34% of them has view that ads. Don’t force them to consume the
product while 20% of them can’t say anything.
6. 28% respondents are of the view that, advertisement is necessary for the
product, 68% of them has view that ads. Are very necessary, while 4% of
them can’t say anything.

7. 86% respondents are of the view that, Effectiveness of expenditure incurred
on advertisement, 4% of them has view that Effectiveness of expenditure
does not incurred on advertisement, while 10% of them can’t say anything.
8. 39% respondents think that, education differ the advertisement; while 21%
say that liking differ the advertisement; 25% standard of living & 10% view
that level of development differ the advertisement.
9. 90% respondents are of the view that, study contribute to improve present
ads, 2% of them has view that study does not contribute to improve present
ads, while 8% of them can’t say anything.
10. 90% respondents are of the view that, price effects on consumption of cold
drinks, 2% of them has view that price does not effects on consumption of
cold drinks, while 8% of them can’t say anything.

CHAPTER-6
CONCLUSIONS & SUGGESTIONS

CONCLUSION
In last conclude that majority of respondents said that the TV is the most
effective media for advertisement of cold drinks. Celebrities and punch lines
effects on consumer
SUGGETIONS
1. Advertisement should not be too expensive, because advertisement leads &
increase the price of the product.
2. Media should be selected as per choice of customer.
3. To give more attention in making of advertisement, because its effects on
sale of cold drinks.
4. Price should be decreased to the customer to use product.
5. More focus on youths can increase the sale of cold drinks.

BIBLIOGRAPHY
1. Philip Kotler, marketing management north western, publication, 2002.
2. www.PepsoCo.in
3. Kotler Keller Kinsey Jha, marketing management, Dorling Kindersley
[India] Pvt. Ltd.
4. www.Coca-cola.com

A Study of effectiveness of advertisement
Name: ____________________________________________________________
Age: _______________Sex: ________________Occupation: _________________
1. Do you take cold drink?
a) Yes b) No
2. Which cold drink do you like most?
a) Coca-Cola b) Pepsi c) Mountain dew d) Sprite
e) Thumbs up f) Maaza g) Slice h) Mirinda
i) 7 UP j) Fanta
3. Through which media you have seen advertisement?
a) TV b) News Paper c) Magazines d) Other
4. Which punch line of cold drink you like most?
a) Open happiness b) Pepsi thi pee gaya c) Clear hain
d) Naam bante hain risk se e) Main hoon tufani f) Lalach for aam
Maaza hain naam
g) Pure mango sutra h) Pagalpanti jaruri hain i) Snack time Fanta time
j) Hum hain like this

5. Why do you like the advertisement?
a) Theme & making b) Film star c) Punch line
d) Good music e) other reasons
6. Do you think Advertisement forced you to consume product more?
a) Yes b) No
7. Do you think advertisement is necessary for sale of cold drink?
a) Necessary b) Very necessary c) Can’t say
8. The expenditure incurred on advertisement of cold drink is such effective
that it ads to profit?
a) Yes b) No c) can’t say
9. Which reason you find for the difference of advertisement effectiveness?
a) Education b) Level of development c) Liking
d) Standard of living
10.Does price effects on consumption of cold drinks?
11.Will study of effectiveness would contribute to improvement in present
advertisement?

Study of Effectiveness of Advertisement of Cold Drinks.

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Study of Effectiveness of Advertisement of Cold Drinks.

Similar to Study of Effectiveness of Advertisement of Cold Drinks. (20)

Recently uploaded

Recently uploaded (20)

Study of Effectiveness of Advertisement of Cold Drinks.