A

PROJECT REPORT
ON

ADVERTISEMENT_ EFFECTIVENESS_ON_COKE
Conducted at: KANGRA, HIMACHAL PRADESH_
Submitted to:

Miss. Ankita Sharma in the partial fulfillment of the requirement for the degree of MASTER OF BUSINESS ADMINISTRATION (SESSION : 2011-2013)
Submitted by:

RAKESH KUMAR

SAI SCHOOL OF MANAGEMENT & COMMERCE STUDIES

( Himachal Pradesh)

CONTENTS Declaration_ Preface_ Acknowledgment_ Certification Chapter:_1_ Chapter:_ Introduction 2_:_ Research_Methodology_
a)_Objectives_of_Study b)_Types_of_Research c)_Research_Design_ d)_Methods_of_Data_Collection e)_Data_Collection_Techniques f)_ Sampling_Size_ g)_ Sample_Unit h)_Limitation

Chapter:_3 Chapter:_4 Chapter:_5 Chapter:_6 Chapter:_7 Bibliography

Industrial_Profile Company_Profile__ Findings_&_Data_Analysis Conclusion__ Suggestions_

Questionnaire

DECLARATION
I, Rakesh Kumar,_student _of_Sri Sai University Palmapur, studying_in_M.B.A

Final Project Report_on_the_title Advertisement Effectiveness _on Coke as assigned by the Company, for partial fulfilment of Degree

Master_of_Business_Administration_

I_solemnly_declared_that_the_work_done_by_me_is_original_and_no_copy_of_it_h as_been_submit_to_any_other_Universities_for_award_of_any_other_degree_or_o n_similar_title_and_topic.

Signature_of_Student

Rakesh Kumar

ACKNOWLEDGEMENT
There is a race for existence in which only the fittest succeed. In every walk of life, the intellectual work of a candidate is adjusted not only by the division, grade or marks obtained in the examination but also practical work matters a lot. So as for practical fulfillment, I joined the practical field. It would not have been possible for me to accomplish without any help or contribution. My sincere thanks to Miss. Ankita Sharma the Project Guide who have lightened me with precious and scholarly guidance during my Final Project Report on Evaluation of Advertisement Effectiveness _of Coke._

(RAKESH KUMAR)

CERTIFICATE
Submitted in Partial fulfillment of the requirements for the degree of Master of Business Administration to Sri Sai University Palampur of Advertisement effectiveness on Coke. Rakesh Kumar Has worked under my supervision and guidance and that no part of this report has been submitted for the award of any other degree, diploma, fellowship or any other similar title or prizes and that the work has not Been published in nay Journal or Magazine.

Reg . No. 611012018 Certified Guide Name : Miss Ankita Sharma

INTRODUCTION
Cold drinks include all type of non alcoholic carbonated, flavoured or otherwise sweetened beverage. Cold drinks include: Pepsi, Thums Up, Cocacola, Limca, Sprite etc. The cold drink industry has been undergoing many transformations with changing consumer demands, government policy and innovation in packaging. Cold drinks industry is a very wide industry. Cold drinks are consumed mostly in each and every occasion. Cold drinks is consumed mostly by person of every age. MARKET SEGMENTATION OF COLD DRINKS Demographic : Cold drinks are mostly consumed in the urban market. However, tmarket can be segmented on the basis of several demographic variables like the age of the consumer, geographic location of the market and place of consumption. Climatic : Place with the high humidity and temperature induces loss of body fluid. Under such climatic conditions consumers use soft drinks to replenish

the lost body fluid. Hence, there is a potential cold drinks market in each place. Medicinal : Certain flavours like plain soda are perceived to aid in digestion. Limca are more in demand on medicinal or health grounds. User Status : Most consumers perceive cold drinks as a thrust quencher. A few segments can be defined consumption: based on the purpose behind the

COLA WAR BETWEEN COKE AND PEPSI

Soft drink wars? As the Americans love to say You aint seen nothing yet! Forget Ramesh Chauhan, our one time cola king and his bouts of pistol - shooting. Expect now to hear the boom of Cannons when Coca Cola and Pepsico Battle it out for, as the jargon goes, a bigger share of throat. By buying over local competition, the two American Colas giant have cleared up the arena and are packing all their poser behind the Indian franchise of their globe-girlding brands. If Pepsi will be investings approximately Rs. 2000 crore, Coke will be pumping in approximately Rs. 3000 crore. The total investment is of size and scale that approximately Rs. 5500 crore soft drinks business have never sen

before. When Cola giant coke entered into the Indian market its first step was to take over the Thums Up and Limca of Parle group. Both players (Pepsi, Coke) have been enormous potential in India, I hwere swigging a carbonated beverage is still considered a treat, virtually a luxury. Cola giants feel that consumption of soft drinks will increase and increase only. As income improve, so do life styles, a pattern the have seen in many of 195 countries they sell their universal product in. Before Coke entered the Indian market, the soft drink market was growing at a very slow pace, but immediately after the entry of coke followed by the entry of Pepsi, the growth of soft drink market was at a very fast pace. Both the companies spend a huge amount an advertising an promotional. Earlier soft drinks used to come only in 200 ml or 300 ml but now days it comes in variety of bottle sizes. With growth rates zooming into the double digits, bottles have been propelled into expanding capacities. With their big time plans the multinational have changed the face of this business, long dominated by small time businessman. If demand continues to increase annually at an average of 20 percent, then volumes could reach to unpredicted highest point. The Cola makers have build more capacity, infrastructure, made their bottles more available and more affordable. There are approximately 4,00,000 retailers stocking soft drinks in India whereas Philippines with less

population has 5,00,000 outlets. Also Soft drinks which retail at any where between Rs. 9 and 12 are expensive when measured against purchasing power. Now days there is very stiff competition between Pepsi and Coke. Wherever Pepsi makes any advertisement the very next day Coke launch its advertisement which shows Pepsi down and Coke at the top, and this thing happens vice-versa. Now days every one can see that Pepsi and Coke are fighting like, any enemy countries. Every now and then the advertisement comes and shows that Pepsis is best, if the advertisement is sponsored by Pepsi or Coke is best, if the advertisement is sponsored by Coke. Like few days back Pepsi gave an advertisement in Times of India that accordingly to the survey made by AC Nielsen Research Services Pvt. Ltd. Pepsi is the most preferable soft drink among the Indians. The ultimate gainers in the fight between Coke and Pepsi is the consumer. As they both are offering every now and then some of gifts or launch any scheme to attract new customers and withhold their loyal customers. Now a days we say that the price of cold drink fall down to Rs. 6. So in this fight ultimate gainers are consumers. PEPSI Perennial runner-up Pepsi-Cola is not just the second biggest company in the soft drink business (behind the Coca-Cola company). Its also the second biggest business at Pepsi Co. (Snack maker Frito lay is bigger).

Pepsi Cola makes, sells, and distributes beverages such as Pepsi Cola, Mountain Dew, Sierra Mist, 7Up, Aquafine Water, All Sport Sports Drink, Lipton Teas, Pepsi Cola makes beverages concentrates, sells them to bottles and overseas the promotion of the products. Pepsi-Colas drink are sold in about 160 countries through a network of indifferent bottlers. Pepsi came to India in 1989 and introduced Lehar Pepsi, Leher Mirinda (Orange). Since then Pepsi has invested a lot in India and seems India as a growing market. Then main brands of Pepsi in India are :-

Pepsi
Mirinda (Orange) Mirinda (Lemon)

COKE

John Pemberton invented Coke in 1886

Coke is it - It being the worlds top soft drink company. Among its other brands are Bargs fruitopia, Minute Maid, Powerade, Sprite, Dasani Water. The firm, which does no actual bottling sells more than 230 brands of beverages, including coffees, juices, sports drink, teas in some 200 nations. More than 60% of its sales come from outside the US. The Coca when company has a commitment, more than a century old, to social responsibility through philanthropy and good citizenship. The companys

reputation for good corporate citizenship results from charitable donations, and o ther demonstrations of support in thousands of
communities world wide.

The Coca-Cola company sponsor the worlds most exciting sports events. In India, Coke reentered in 1993. The main brand of aerated soft drink of Coca Cola in India are :Coca-Cola Thums Up Limca Fanta Sprite Minute maid Pulpy orange

After its successful re- launched in 1993 in India, Coke took over Thums Up and Limca and market it now, under Coca Cola companys product.

HISTORY OF COCA COLA

In 1886 John Pemberton created Coca Cola in Atlanta and sold at a local Pharmacy Today Coca Cola is present in in 200 countries Coke is the most frequently used word in the world COKE__HISTORY_BY_PICTURES_ z

Friends_For_Life 1939

1942

Thirst_A sks_Not hing_M ore

The_Only_Thing_Like_ Coca-Cola_is__CocaCola_Itself_ 1990

1989

Official_S oft_Drink _of_Sum mer 1993_ _1999

You_Can't_Beat_the_ Real_Thing

Always_Coca-Cola

MARKETING_METHODS
Packaging

Cold drinks are packaged in glass bottles as well as in plastic bottles. Glass bottles are of 200 ml, 250 ml, 300 ml, 1 ltr and plastic bottles are of 500 ml, 1 lt, 2 lt. Each company has a distinct way of packing its various brands. Distribution Distribution channels use both whole sellers and retailers. Cold drinks are usually stocked in different types of shops. Big stores usually have refrigerator to keep the cold drinks chilled, but smaller stores keep them in metal boxes with big chunks of ice to keep them cool.

Prices Retail price for soft drinks vary between Rs. 6 to Rs. 9. Retailers offer discounts on bulk orders. Sometimes retailers charge extra money for offering chilled cold drinks. Advertising Large scale advertising campaigns go with the cold drink industry. Television advertisement generally portray on adventurous mood. Hoarding and printed advertisement coveys similar ideas.

Promotion Many companies have started sponsoring events such as college functions, music concerts and plays. Sponsoring of popular television serials is also done. Stickers are used as promotional material in shops and on cars and other vehicles. Many other schemes have also started for promotion such as, scratch and win. Write slogan and win, see cap of the bottle etc. Normal The group of consumers who use cold drinks as a thirst

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

medium or alcoholic beverage Normal The group of consumers who preefer cold drinks to water.

They also offer cold drinks to guests. Current Scenario : The Coca Cola, Pepsi are investing a lot in India.They have introduced the concept of canes in India and also they have introduced the concept of foundation machines. These companies are expanding a huge amount on advertisement to keep each others competiors out of the market. Coca Cola company has take over Thums Up and Limca and market them under its own companys name.

The first of its kind innovation by Coca-Cola is targeted at young adults who are on the lookout for a naturally refreshing, juice drink. Minute Maid Pulpy Orange, launched in Hyderabad on February 19, 2007 would be available in the three southern states of Andra Pradesh, Tamil Nadu & Karnataka. Minute Maid Pulpy Orange has been made available in two PET pack sizes- On-the-go 400 ml and 1.25 liter bottle, priced at Rs 25 and Rs 70 respectively

Health_: a)__Limca With_isotonic_salt_is_positioned_as_a_balanced_health_drink. b)_ Mirinda_(Lemon)_ Youth_Fullness a)__ Limca_ Aimed_at_the_youth. Aim_at_freshness_and_health.

b)_ Mirinda_(Lemon)_ Yeh_dil_maange_more_aimed_at_the_youth

c)__Limca_

Fun_times,_Limca_times_indicates_energy,_yo

uth_fullness_and_relaxed_mood. d)_Mirinda_(Lemon)_ Taste_the_thunder_indicate_adventure_with_al l_its_relate connotations signifying_youth. Thirst-Quencher_ a)__Limca_ enching_drink. b)_Mirinda_Orange_ Implies_that_if_you_start_drinking_it,_you_forget_everything_1except_ Mirinda. Exciting_ a)__Sprite_ Implies_that_be_simple_and_have_high_thinking. b)_Canada_Dry_ Implies_that_if_served_chilled_then_it_makes_us_exciting. c)__Limca_ Implies_that_after_drinking_it_we_get_exciting_ideas_of_making_ other_fools. In_this_project_the_researcher_studied_about_the_cold_drinks._The_m ajor_players_in_cold_drinks._The_major__players_in_cold_drinks_are_: -_Pepsi,_Coke,_Cadbury_Schweepes_Beverages_India_Pvt._Ltd. Thirstry_time_Limca_times_implies_a_thirst_qu

CONSUMER BEHAVIOUR
To become a successful marketer it is necessary to understand the liking and disliking. Gone are the days when the concept of market was let the consumer beware. Now the whole concept of market has changed. Now there is concept of consumers severeignty which means the

consumer is the king. In other words the marketers face the buyers market and not the sellers market. The consumer is not an unthinking pawn to be manipulated at will by the commercial persuader and as a rule, he or she is purposeful and goal oriented. Products and services are accepted and rejected on the basis of the extent to which the they perceived as relevant to needs and life style. The term consumer behavious refers to the bahaviour that consumer displays in searching for, purchasing, using, evaluating and disposing of economic products and services that they expect will satisfy their needs, the study of consumer behaviour helps us to know that how individuals and organizations as buyers make decisions to spend on consumption related items. Consumer research tell us about various things like, what types of advertising appeals are most effective in product categories, how do buyer learn about new brands and products. Which information sources tend to be most effective, does advertising really change attitude, how

many times can advertising be run before it becomes ineffectiveness, why people change brands. When choosing products and services, consumers often are influenced by advice from other people. Advertising can be on way by which the consumer can be influenced to purchase certain products and services. The study of consumer behaviour is the study of what they buy, whey they buy it, when they buy it, who makes decision in buying, are decision influenced by advertising etc. The buying process of a cold drink by a customer is normally as follows: A person might be travelling on a hot day and might have sweated a lot. The bodys demand for fluid urges him/her to buy a soft drink. In the choice of a cold drink brand, consumers are found to be either very brand loyal or they may chooseany brand based on top-of-the mind awareness. In some cases, the consumer might select the brand on the dealers advice. As such, it is very low involvement buying and thus, easy availability is most essential for increasing sales. Some times customer buy a cold drink to have it with better liquid then water. Sometimes customer buy a cold drink because he/she likes the taste very much that they buy frequently without any specific reasons.

Sometimes customer buy a cold drink because he/she is in a good mood because they think that this is a best way to enjoy good mood because they think that this is a best way to enjoy

Good mood. Sometimes customer buy a cold drink when he/she is in a bad mood because they think that this is a best way to get relieved from tension as shown by advertisements. There are consumers who buys in bulk for parties/ social occasions. In this case, the individual usually opts for some variety, choosing assorted flavours. This individual might be trying to cater to his perception of his guests preference ultimately his choice of the drink depends on the individual on awareness and preference customers serve cold drinks in parties because they perceive it to be an essential part of menu of the party as is shown by advertisements . Cold drinks can also be uses by mixing it with alcohol . It can said that customers and everyone think that cold drink are important part of party. Some customers buy cold drink when they are tired because they think that after drinking cold drink they will get refresh as shown by advertisement. ADVERTISING EFFECTIVENESS As human history is now in year 2004 with its awe inspiring problems and opportunities the subject of marketing is attracted increasing action from companies, institutions and nations. Marketing is a social and managerial process by which individual and group obtain what they need and what through creating, offering and exchanging products of value with others.

The traditional concept of marketing is being replaced by a modern one which holds that a company should be: Customer oriented Strive for profitable sales volume Co-ordinate all its marketing activities. Marketing executives must act in a socially responsible manner if they wish to be succeeded. For achieving marketing objectives and optimum marketing mix has to be developed in all the organisation promotion mix being as a component of marketing mix, still require special attention of business community. Advertising is the most important element of promotional mix, other being publicity, personal selling and sales promotion, however, they are complementary to each other. Advertisement is one of the major tool, companies use to direct persuasive communication to target buyers and public. The word advertising has its origin from a Latin word Advertise which means to turn to. The dictionary meaning of the word is to announce publicity or to give public notice. In other words it may be interpreted as to turn the attention of the people concerned to a specific thing which has been announced by the advertiser publicity in other to inform and influence them with the idea which the advertisement carries. In business world, the term is manually used with reference to selling the product of the concern.

According to Dr. Jones advertising is a sort of machine made, mass production method of selling which supplements the voice and personality of the individual salesman, such as in manufacturing the machine supplements the hands of the craftsman. It is thus, a process of buying sponsor - identified media, space or time in order to promote a product or an idea. Advertising, as it is generally known, is a paid method of mass

communication which is aimed at promoting ideas, goods or services by an identified sponsor. It is also non-personal communication, for it is not delivered by an actual person but only through a media, nor is it addressed to any specific person. Advertising is done by commercial and non-commercial organisation, because it is used to help assure the advertiser of a long business life with profitable sales. As for as India is concerned, advertising is a growing business today and gaining importance day be day. The host of new products marketed, the expenses and the risk involved in launching them and the cost of personal selling and some challenges which have placed a heavy responsibility or the advertising, with its growing productive capacity and out, there is need for finding customer for this growing output and the advertising play an important role in moving goods from producer to customer by advertising the people to purchase the best out of the variety of products offered for selection.

Advertising for goods and services is not a new phenomenon in our modern monetary system. It was a vogue in one way or other since ancient times. Advertising in account and medieval times was crude when measured by present day standard. Though the basic objectives were the same as now i.e. to communicate and disseminate information and idea to groups of persons in order to change or reinforce. So, it is erroneous to assume that the advertising function is of recent origin. There are evidences to suggest that Romans practiced advertising, spoken publicity was well known to the Greeks and Romans. Publicity was made in the form of crises vendors in the streets and announcement by drummers. By the middle of seventeenth century, the publishers experimented with the issue of newspaper was a weekly called Mercuries. It appeared in England. The printing press was then used in a fashion that had to the gradual growth and development of advertising by providing a practical, readily available media to deliver advertising message to the literate public. The rarely newspaper advertisement appeared in the forms of announcement. In 1657, coffee beverage was advertised followed by chocolates in 1657 and tea in 1658. At the tiem of Rozor strap and patent medicine advertisement attempted to convince the paper readers of the advertised products superiority over similar product. By the mideighteenth century printed advertising was in general use. But now days

the advertisement is done through advanced technology i.e. through TV and the very advanced technology i.e. through Internet . Advertising is both science and art. Advertising has been recognized as an art because the creative function of advertising very much depends upon the creativity of the individual. The creation of the copy including its message, themes and its layout including certain, illustration etc. is an art on which the success and failure of advertising compaign depends. The individual capability and an instinct of creating always new are the essence of advertising. Advertising has been developed as a science also. The advertising management has been emerged as a new discipline where the study of planning, organizing, directing and decision making is learnt. Various principles, objective, techniques and strategies of advertising had been developed and with the study of those techniques, a successful and effective advertising compaign may be carried out. The various functions of advertising may be grouped into two classes: Primary Function Secondary functions Primary funcations To increase sales. Persuasion of dealers. Helps of dealers.

Increase in per capita use. Receptiveness of new product or model. Insurance for manufactures because. Confidence in quality. Secondary Function To encourage sales man and lend them moral support. To furnish information. To impress executives. To build brand preference. To inform about changes. To neutralize competitors advertising.

Advertising effectiveness is the study of results of advertising in relation to objectives of advertising. It covers: Media Research (To determine exposure) Copy Research (To determine such characteristics as the ability of consumers to comprehend remain and believe the messange). Image study (To determine whether the customers perception of the product and the company has changed along desired times). Sales Results Tests (To determine the effect of advertising on sales.)

The effectiveness of advertising must be evaluated for a number of reasons :It is necessary to have some measures to see the effect of advertising on sales to intelligently determine the size of succeeding appropriations. To improve the advertising message so that better communication of the message is possible and advertising goals are achieved. The market to which advertising is directed is in a steady state of change. So it is necessary to study the changing impact of advertising in such a changing marketing conditions. There is saturation point in advertising beyond which sales response is negligible. It is necessary to know when this point has been reached. Keeping in view the above, one new approach named as DAGMAR (Developing Advertising Goals for Measuring Advertising Results) approach was developed by Rusell. H. Colly in 1961. He has distinguished fifty two possible advertising objectives in his book DAGMAR. He has thus introduced an approach, known after the books title as DAGMAR approach to advertising planning and included a precise methods for tuning advertising objectives into specific

measurable goals. In addition the performance could be measured later against these goals to see whether they have been achieved. Thus a formal feed back loop was built into the DAGMAE approach. These are two concepts in this approach.

Advertising goals involves communication task. Advertisign goals in specific and should be : Measurable Starting point or benchmark The audience or the target Time period Written goals To general suggestions on implementation : One suggestion was that a systematic information gathering process, teamed the 6-m approach be employed to analyze the market and product situation. The another suggestion was to use a checklist of reasonable promotional task. 6-m approach The 6-m approach is structured around six categories of analysis. Merchandise If evaluates the relative strength and weakness of the product and analyses the benefits offered by the product in compression to the competitors.

Market The market analysis involves the present and past user of the product and the intermediaries distributing it and one objective of this analysis is to identify alternative segmentation strategies. Motive In order to gain understanding some facts about motive should be analyses. Such as why do people buy? What motive are involved? What are the relevant consumption system within which the product is imbedded? What are the goals of these consumption system? The answers of these questions should be considered for decision making. Message What alternative appeals could influence prospective consumers to purchaser? What appeals have been used in the past by us and by competitors? The appeals should be different from present and the past appeals of the competitors. Media In media analysis, different media should be evaluated on the basis of advantages, constraints and suitability to the advertiser and the product. Measurement It refers to the measure that re needed to be obtained during this audit stage, not only to provide benchmark to measure future progress but also to provide real guidance in establishing objectives.

Checklist The another suggestion to those implementing DAGMAR approach is checklist of promotional task. Russel H. Colly, in his DAGMAR book suggest 52 items in the checklist. Checklist contain several questions with their alternative suggestions. Each of the promotional tasks should be rated in terms of its relative importance in the content of the product situation involved. Again the intent was to stimulate ideas or decision alternatives, often the most difficult and crucial part of the decision process. It was further explained that sales as a advertising goals cannot help in measuring the advertising due to the following reasons : Sales is the result of all the marketing components. So no method is available to calculate which proportion of increase in sales is the result of advertising. Advertising message does not result into sales immediately. There remains a time gap between the delivery of advertising message and sales resulting from such message. So the corresponding benefits of advertising cost cannot be calculated which rules out the possibility of cost benefits analysis of advertising cost. There are specific stages in between the advertising message and sales viz. creating knowledge about the product, changing attitudes of consumers and persuading consumers for a trial.

So it has been suggested that advertising effectiveness should be measured by evaluating awareness, knowledge and attitude etc. about the product.

For this purpose various such as : Recognition Test It determines the relationship of the advertisement in the newspaper and journals. This test is conducted by personal interviews with readers and magazine or newspapers. The interviewer locate the readers of the particular issue of the magazine in question. They, then go through the magazine page by page with the respondents indicating those advertising elements which he or she recognize as having read. The data collected by this test indicates the proportion of qualified readership of a publication who to have seen, read some or read most of the elements of individual advertisement. These measurements may also seek to obtain quantitative data regarding the parts of and advertisement which were seen or hear Recall Test The recognition test measure the stopping power of the advertising but does not tell us what the readers understood or retained of the advertisement. The recall test is designed to measure the impression of reader has or viewers of the advertisement. If a reader has a favourable impression of the advertisement, he will certainly retain something of the advertisement. The measures of interest would be obtained by interviewing the readers or views or listeners, days after the advertisement or commercial is appeared in the newspaper or on T.V.

interviewer ask the question asked, the reader reveals the accuracy and depth of this impression by his answer. A portfolio containing test advertisement or one test advertisement among several control advertisements is placed in the hands of responders who are asked to read the advertisement, taking immediately after the respondents has finished the reading the advertisement. The performance of one advertisement is then evaluated against all other. The respondents is asked a series of unaided or aided recall questions to determine which advertisement are remembered and which features standout. Another approaches to recall test is to supply dummy magazine to a family and then after a week, it should be picked up. The interviewer interviews the readers to their recall of advertisements in the magazines. Test of Readability and Comprehension In this technique, by means of a series of penetrating questions and by other techniques developed by psychologists, the case of readability and comprehension is determined, in advance of publication. It is determined by the interviewer under this method whether and to what extent the readers have gone through the advertisement. Test of Believability An advertisement message effectiveness can be measured by the degree of credibility, the readers have in the product. A scale technique

generally employed to measure the credibility by putting several statements of product claims before the consumers and are rated by them. The statement of product claims get the highest priority votes may be taken as the most effective statements or claim. Attitude Test A number of attitude tests are developed by the psychologists which can be applied to copy testing. Typical consumers are exposed to sample advertising message, either printed or oral. The interviewer than asked a series of penetrating questions to determine the attitude produced by these various message. Psychological reactions such as age, involvement, the type the personality of the product reflected by the advertisement being tested are obtained. The researcher look especially for elements in the advertising which arouse psychological hostility etc. Certain business men have given due important to pre-advertising research which aims at removing all the drawbacks of an effective advertisement, before the advertisement is actually executed. So they ignore post-advertising research has its own benefit because the actual measurement of effectiveness is studied on actual target in the natural environment. So the various unreasonable assumption of pre-testing advertisement are not their in post-testing the advertisement. But it does not means that pre-testing of advertisement us useless. So a good advertiser must assure that a good copy is displayed and pre-testing

ensures it. however, post testing is to ensure that advertising is actually working as desired. So these are complementary to each other and both should be adopted by the advertiser so that advertising goals are ultimately achieved by the advertiser. What is Red * RED = Right Execution Daily

Coca Cola has been a new launched project is RED for maintaining the market an its objectives are as follows Execution, promo implementation, People performance To get knowledge; Competition activities Customers satisfaction To achieve/improve sales/execution results,

RESEARCH METHODOLOGY
This part of the proposal identified the entire research plan. It describes just what must be done how will be done, what data will be needed -----how the data will be analysed and conclusions reached. The primary object of any kind of study, Whether scientific or experimental is to acquire knowledge to know the truth and reality behind the phenomenon. One can explore the32 problem in number of ways, the methods and procedure used in any study should be such that it provides a sound basis for accurate communication and reliable results,

OBJECTIVES The_main_objective_of_the_study_is_to_evaluate_the_effectiveness_of advertisements_of_various_brands_of_cold_drinks_and_to_suggest_to_ measure_in_the_improvement_of_defective_advertisement. The_other_objectives_are_: 1. To_see_whether_advertisement_create_awareness_ about_the_product. 2. To_see_which_soft_drink_brand,_the_consumer_ generally_ prefer. 3. 4. 5. 6. To_judge_the_effectiveness_of_various_media_of_ advertising. To_see_the_effect_of_celebrities_on_brand_choice. To_see_which_factors_influence_the_customers_choice_most. To_evaluate_the_role_of_advertisement_in_better_ selection.

Type of research: Descriptive research refers to a set of methods and procedures that describe marketing variables. Descriptive studies portray these variables by answering who, what, why and how questions. These types of research studies may describe such things as consumers attitudes, intentions and behaviours, or the number of competitors and their strategies.

Research design: Every research project and every business is different. Still, there are enough commonalities among research projects to categorize them by research methods and procedures used to collect and analyze data. There are three types of research design: Exploratory research design Descriptive research Causal research Exploratory research is defined as collecting information in an unstructured and informal way. For example if the owners of a new restaurant often eat out at competitor's restaurants in order to gather information about menu selections, prices and service quality. Descriptive research refers to a set of methods and procedures that describe marketing variables. Descriptive studies portray these variables by answering who, what, why and how questions. These types of research studies may describe such things as consumers' attitudes, intentions, and behaviours, or the number of competitors and their strategies. Causal research design is conducted by controlling various factors to determine which factor is causing the problem. It allows you to isolate causes and effects. By changing one factor, say price you can monitor its effects on a key consequence such as sales. Although causal research can give you a high level of understanding of the variable you

are studying, the designs often require experiments that are complex and expensive. In this project I used exploratory research. Methods of Data Collection : The information need the research is such that it require primary & Secondary data. Primary data source: Questionnaire. Interviews Secondary source: New Paper & Media Internet jouranals Data collection technique: Data collection technique adopted was survey of the target population With the help of questionnaire . Survey Methods: Data was collected through direct personal interviews with the target population through a formal questionnaire consisting of both structured and unstructured questions . In some cases the subjects themselves filled the questionnaires . one interview , on average , took about 8-10 minutes

Questionnaire: The questionnaires consisted of both open and close ended questions. It had provision for personal identification information . Sampling method : Probability method. PILOT STUDY : Pilot study was carried out by personally interviewing the people from chandigarh region with the sample questionnaire prepaired . After reviewingit was found that no major changes were needed in the scope of the project & questionnaires . Only a few minor modifications in the wordings of questionnaire were required which were incorporated in the questionnaire, after which it was decided to go on further with the research & to continue with the study in the same methodology in order to attain the objectives. Sample size: The size of the sample is 40 Sample unit: Student (10) Businessmen (10) Servicemen (10) House wife (10) Shop Keepers/Retail Outlets (500 App.) Individual & Shop Outlets

LIMITATIONS_OF_THE_STUDY
The following difficulties were faced during the course of the research study : 1. The main limitation was time. There was problem in contacting the businessmen and service men due to shortage of time with them. 2. There was difficulty to understand housewife and also to make them understand the meaning of some questions. 3. Respondents also showed lack of interest while filling the questionnaire and answering to the questionnaire in the interview. 4. Time constraint plays a major role in the development of this study, if some more time is given then more appropriate results could be done.

INDUSTRY_PROFILE Datamonitor's Soft Drinks: Global Industry Guide is an essential resource for top-level data and analysis covering the soft drinks industry. It includes detailed data on market size and segmentation, textual analysis of the key trends and competitive landscape, and profiles of the leading companies. This incisive report provides expert analysis on a global, regional and country basis.

Scope of the Report Contains an executive summary and data on value, volume and segmentation Provides textual analysis of the industry's prospects, competitive landscape and profiles of the leading companies Covers Global, European, Asia-Pacific & 11 individual country markets Includes a five-year forecast of the industry

Highlights The global market for soft drinks has grown steadily over the past five years and this is set to continue. The leading revenue source for the global soft drinks market is the sale of carbonated drinks.

Supermarkets and hypermarkets form the most significant distribution channel.

Definition The soft drinks market consists of bottled water, carbonates, concentrates, functional drinks, juices and ready-to-drink (RTD) tea & coffee. The market is valued according to retail selling price (RSP) and includes any applicable taxes. Any currency conversions used in the creation of this report have been calculated using constant 2004 annual average exchange rates. The data in this industry profile is based on the most recent figures available at the time of publication. Where necessary, forecasted figures have been used for the 2005-2010 data. Segmentations by product type are calculated on the basis of market values in 2005. Segmentations by company and distribution channel are calculated on the basis of market volumes in 2004. The soft-drink industry comprises companies that manufacture

nonalcoholic beverages and carbonated mineral waters or concentrates and syrups for the manufacture of carbonated beverages. Naturally occurring bubbling or sparkling mineral waters have been popular for thousands of years: the ancient Greeks believed that such waters had medicinal properties and bathed in them regularly; the Romans established resorts around mineral springs throughout Europe. In the

1500s the village of Spa in Belgium became famous for its waters, which by the early 1600s were sold, in bottles, as far away as London, Eng. Development of the first man-made sparkling or carbonated water is credited to Joseph Priestley, the British scientist who discovered oxygen. In 1772 he invented a method of "pushing" carbon dioxide into water by dissolving it under pressure, thus creating fairly long-lasting bubbles. The technique led to development of the soft-drink industry. By the beginning of the 19th century, carbonated water was being made commercially in France and North America; shortly thereafter, flavours (normally fruit concentrates) were added to enliven the taste. In the 1820s, small carbonated bottling operations were established in Canada, producing carbonated drinks in refillable bottles which were

merchandised as medicinal elixirs or tonics. Most soft drinks are still carbonated to give drinks a "tangy bite" and to stimulate the tongue. Furthermore, because scent is an important part of taste, the flavours carried as vapours in the bubbles enhance taste. The principle of "pushing" carbon dioxide is still used, but now the water is first purified in a process known as "polishing." Cooled carbon dioxide is then injected at pressures of 275-550 kilopascals. Some of the early drinks bottled in Canada were called Birch Beer, Ginger Beer, Sarsaparilla, Sour Lemon, None-Such Soda Water and Cream Soda. The first carbonated beverage or "pop" bottles were sealed with corks

held tightly in place with a wire binding. Because they had to be stored neck down so that the cork would not dry and allow the carbonation to leak away, they were manufactured with rounded bottoms. By the mid1800s, soft drinks sold in Canada were packaged in 8-ounce (227.2 ml) round-bottom bottles for about 25 cents a dozen, except ginger beer, which was sold in draught form from wooden kegs. Wired cork closures were used until about 1884 with Codd's Patented Globe Stoppers (25 types in all). Such closures were replaced by the Hutcheson Spring Stopper. The crown cap was introduced around 1905 and improved versions are still widely used, although they are gradually being replaced, especially on larger containers, with reclosable screw caps. Other packaging innovations since the mid-1960s include canned carbonated beverages, nonreturnable glass bottles and containers made from rigid plastics. However, an effort is being made, often through provincial legislation, to increase the use of returnable glass containers. In the industry's early years the number of carbonated-beverage plants increased steadily, most serving small regional markets. In 1929 the industry was made up of 345 production plants and the value of shipments reached $12.3 million. By 1960 the number of plants had increased to 502 and the value of sales to $172.7 million. Subsequently, consolidation began, prompted by improved production, packaging and distribution facilities. By 1973, 337 plants were in production and the

value of shipments was $484 million. In 1985, with sales of about $1.8 billion, the industry had 187 plants in production: Newfoundland had 3; PEI, 1; Nova Scotia, 7; New Brunswick, 8; Qubec, 66; Ontario, 58; Manitoba, 7; Saskatchewan, 10; Alberta, 13; and BC, 14. Production volume has also increased dramatically: in 1939, soft-drink bottlers produced about 162 million litres of carbonated beverages; by 1967, production passed 758 million litres; in 1986, shipments were estimated at over 2.1 billion litres; and in 1998 that figure rose to 3.5 billion litres. The industry is regulated by both federal and provincial agencies, 3 of the most important being CONSUMER AND CORPORATE AFFAIRS (responsible for the Consumer Packaging and Labelling Act), HEALTH CANADA (which administers the Food and Drugs Act) and Environment Canada (which focuses on environmental matters). The industry is represented by the Canadian Soft Drink Association in Toronto and by several provincial associations. The introduction of diet carbonated beverages has changed the industry's profile. Several years ago, in response to increasing consumer diet consciousness, the industry introduced the first successful sugarfree diet drinks using the artificial sweetener cyclamate. But questions were raised about the safety of this additive and, based on existing scientific data, Health Canada banned its use in Canadian commercial FOODS AND BEVERAGES. This decision, estimated to have cost the

industry more than $15 million, was a setback to diet-drink development. The industry turned to saccharin, but this too was eventually banned. Now, a new sugar-free additive, aspartame, has been approved for use in diet soft drinks, and the cyclamate/saccharin situation is not expected to recur because aspartame consists of amino acids, which occur naturally. Aspartame-sweetened diet drinks have had a dramatic effect on the Canadian carbonated-beverage industry. Just before the saccharin ban in 1977, diet drinks accounted for about 10% of the softdrink market; following the ban the diet share dropped to about 2%, consisting of beverages partially sweetened with small amounts of sugar. In 1982, the first full year that aspartame was used in Canada, diet drinks increased by 15.2% of total soft-drink sales, while the total soft-drink industry grew 8%. In 1987 total soft-drink sales increased 5.3% over 1986, while diet soft-drink sales increased by 10.7%. This single development has encouraged strong growth in the industry.

Food and Beverage Industries

Food and beverage processing or manufacturing is one of Canada's major secondary industries and a vital component of the nation's overall AGRIBUSINESS system. Statistics Canada figures indicate that, in 1997, the food and beverage industry was the third largest employer in Canada, generating about $91 billion in domestic retail and food service sales. It spent nearly $24.7 billion on materials and supplies.

For statistical purposes, the total agribusiness system can be broken down into 5 sectors: agriculture (and fisheries); food and beverage processing; wholesale trade; retail trade; and institutional feeding (restaurants, etc). Statistics Canada figures indicate that, in 1986, agribusiness employed 1.5 million people or 11.5% of Canada's labour force. Agriculture is the largest employer, with 518 000 people. It is interesting to note that, despite significant improvements in agricultural production, this figure has remained almost unchanged since 1971. In contrast, employment in the restaurant business expanded by an astounding 122% during the same period, from about 200 000 in 1971 to 444 900 in 1986. The third-largest sector, retail, has a work force of 230 500, followed by manufacturing with 220 200 and wholesale with 61 800. In some provinces, employment exceeds the 13.4% national figure: in Sask 26%of the labour force is engaged in agribusiness, in PEI 25%, in Nfld 19%, in Man 17%, in NB 15.8%, in NS 14.6% and in Alta 13.9%. Only Qu (12.5%), Ont (12.2%) and BC (11.6%) fall below the national average. The food and beverage industries consist of 17 sectors: MEATPROCESSING INDUSTRY, with 535 plants in operation in 1985; poultryprocessing industry, 96; fish products industry, 390; DAIRY INDUSTRY, 394; CONFECTIONERY INDUSTRY, 121; SUGAR INDUSTRY, 9; FRUIT AND VEGETABLE INDUSTRY, 222; BAKING INDUSTRY, 1473;

biscuit industry, 31; miscellaneous food industries, 356; VEGETABLE OIL INDUSTRY, 11; feed industries, 554; flour and breakfast cereal industry, 58; SOFT-DRINK INDUSTRY, 187; DISTILLING INDUSTRY, 30; BREWING INDUSTRY, 41; WINE INDUSTRY, 46. This industrial complex is one of the world's most modern and efficient food and beverage production systems. Statistics Canada data show that, in 1996, Canadians spent only 9.8% of personal disposable income on food and nonalcoholic beverages consumed at or away from home; in 1983, 20.1%; in 1981, 21.2%. The proportions of personal income for food and beverage purchases at stores for home consumption suggest a similar trend: from 14.5% in 1977 to 14% in 1983. Food purchases in restaurants average about 4% of disposable income between 1971 and 1983. The cost of eating was lower in the US (16.1%), France (18.9%) and Switzerland (19.9%). Other developed countries spend considerably more, eg, West Germany, 23.7%, Japan, 24.8%, Italy, 29.1%, and Greece, 35.6%. It has been estimated that consumers in most Soviet Bloc countries spend more than 35% of income on food and beverages.

In contrast, Canadian food and beverage industries have had some of the lowest levels of profitability of all Canadian industries. There has been a steady decline in recent years; however, in 1986, after-tax profit

per dollar of sales was 4.6%, a noticeable increase from the decreases of 2.25% in 1980 and 2.63% in 1978. Despite low profits, the food and beverage industries continue to invest heavily in building new plants, expanding and modernizing existing facilities, and purchasing newer, more efficient process and packaging systems. Paradoxically, food- and beverage-processing companies are high-risk operations in environmental terms because of the wastes they produce. Unlike industrial wastes polluted with toxic chemicals, effluents from food operations are a problem because of their high nutritional value. If such wastes are released untreated to surface waters, a rapid and unacceptable growth of ALGAE and bacteria may occur. In the case of algae, such development depletes the oxygen supply, destroying fish populations. As a result, Environment Canada strictly enforces a set of effluent guidelines for every type of food- and beverage-processing operation; several provinces have even more demanding food-industry waste guidelines. The food and beverage industries are among the most highly regulated industries in Canada, affected by regulations administered by several federal and provincial departments

COMPANY PROFILE
Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today.

1894 A modest start for a bold idea In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca-Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using a common glass bottle called a Hutchinson. Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler focused on fountain sales. 1899 The first bottling agreement Two young attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the

United States -- for the sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture 1900-1909 Rapid growth The three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Their efforts were

boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned

businesses. Some were open only during hot-weather months when demand was high. 1916 Birth of the Contour Bottle Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with imitators. A group representing the Company and bottlers asked glass manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass Company of Terre Haute, Indiana won enthusiastic approval. The Contour Bottle became one of the few packages ever granted trademark status by the U.S. Patent Office. Today, it's one of the most recognized icons in the world - even in the dark! 1920s Bottling overtakes fountain sales As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas and zeal fueled steady growth.

Six-bottle cartons were a huge hit starting in 1923. A few years later, open-top metal coolers became the forerunners of automated vending machines. By the end of the 1920s, bottle sales of CocaCola exceeded fountain sales. 1920s and '30s International expansion Led by Robert W. Woodruff, chief executive officer and chairman of the Board, the Company began a major push to establish bottling operations outside the U.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy and South Africa. By the time World War II began, Coca-Cola was being bottled in 44 countries. 1940s Post-war growth During the war, 64 bottling plants were set up around the world to supply the troops. This followed an urgent request for bottling equipment and materials from General Eisenhower's base in North Africa. Many of these war-time plants were later converted to civilian use, permanently enlarging the bottling system and

accelerating the growth of the Company's worldwide business. 1950s Packaging innovations For the first time, consumers had choices of Coca-Cola package size and type-the traditional 6.5 ounce Contour Bottle, or larger

servings including 10-, 12- and 26-ounce versions. Cans were also introduced, becoming generally available in 1960. 1960s New brands introduced Sprite, Fanta, Fresca and TAB joined brand Coca-Cola in the 1960s. Mr. Pibb and Mello Yello were added in the 1970s. The 1980s brought diet Coke and Cherry Coke, followed by POWERaDE and Fruitopia in the 1990s. Today scores of other brands are offered to meet consumer preferences in local markets around the world. 1970s and '80s Consolidation to serve customers As technology led to a global economy, retail customers of The Coca-Cola Company merged and evolved into international megachains. Such customers required a new approach. In response, many small and medium-size bottlers consolidated to better serve giant international customers. The Company encouraged and

invested in a number of bottler consolidations to assure that its largest bottling partners would have capacity to lead the system in working with global retailers. 1990s New and growing markets Political and economic changes opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern

Europe.

As

the

century

closed,

more

than

$1.5

billion

was

committed to new bottling facilities in Africa. 21st Century The Coca-Cola bottling system grew up with roots deeply planted in local communities. This heritage serves the Company well today as consumers seek brands that honor local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca-Cola bottlers, customers and communities are the foundation on which the entire business grows.

DATA_PRESENTATION_AND_ANALYSIS Study_of_advertising_occupies_very_significant_place._This_study_has been_made_to_see_advertisement_effectiveness_of_various_brands_o fcold_drinks_in_Chandigarh. Consumers_Ist_preference_towards_Cold_drinks. In_this_respondents_were_asked_their_first_preference_towards_cold_ drink._The_results_are_as_under_: Table_I

Name_of_C old_Drink Students Serviceman Businessman Housewife Total %age

Pepsi Coca-cola Fanta Mirinda_ Orange Mirnada Lemon Limca Thums-up M.Dew Sprite Total

2 1 2 1 1 1 1 1 10

1 1 2 0 3 1 2 10

1 3 2 2 1 1 10

2 5 1 1 1 1 10

6 10 7 1 2 6 3 1 5 40

15 25 17.5 2.5 2.5 17.5 5 2.5 12.5 100

GRAPHICAL__REPRESENTATIONS__OF_CONSUMERS FIRST_PREFERENCE_TOWARDS_COLD_DRINKS
%age 30 25 25 %age of Response 20 15 15 10 5 5 0 Coca-cola Pepsi cola Fanta Mirinda Orange Mirnada Lemon Limca Thumsup M.Dew Sprite 2.5 2.5 2.5 12.5 17.5 17.5

Name of cold Drinks

EFFECTIVE_MEDIA_OF_ADVERTISEMENT_ Selection_of_media_to_communicate_the_advertisement_message_is_ one_of_the_major_problem,_facing_every_advertisement._TV_,_Radio, News_Paper,_Magazines,_Poster/Hoarding,_influence_of_others_have their_own_advantages_and_disadvantages_as_media._ To_see_the_effectiveness_of_various_media,_in_result_respondents_h ad_respond_following_: Table_-_II

Media Students Serviceman Businessman Housewife Total %age

TV Radio News_ Paper Magazine Poster_ Hoarding Other

4 1 2 1 1 1

5 1 2 1 1 -

4 2 2 1 1

6 1 2 1

19 4 7 5 2 3

47.5 10 17.5 12.5 5 7.5

GRAPHICAL_REPRESENTATION_OF_ EFFECTIVE_MEDIA_OF_ADVERTISEMENT

Data in % age
Poster Hoarding 5% Magazine 13%

Other 8% TV 47%

News Paper 17%

Radio 10%

Respondents_were_asked_that_who_influence_their_choice_most. The_results_derived_as_under_: Table__III

Who_influe nce_choice Students Serviceman Businessman Housewife Total %age

Parents Friends Children Others

1 3 6

1 2 3 5

1 2 2 5

1 1 4 4

4 8 9 20

10 19.5 20.5 50

The table shows that 20 respondents said that it was any other i.e. every said myself. This shows that influence of choice in most of the case depends upon persons own choice. 8 respondents said that friends influence their choice. 9 respondents said children influence their choice. 4 respondents said parents influence their choice.

GRAPHICAL_REPRESENTATION_OF_ WHO_INFLUENCE_THE_CHOICE_MOST

%age 50 40 30 20 10 0 19.5 10 Parents Friends Children Others 20.5 50

PERSONALITIES_AND_ADVERTISING_EFFECTIVENESS Respondents_were_asked_whether_reputed_personalities_effect_their_ choice_or_not. The_results_derived_are_as_under_: Table__IV

Response Yes No. Students 8 2 Serviceman 6 4 Businessman 6 4 Housewife 7 3 Total 27 13 %age 67.5 32.5

The table shows that 27 respondents say that reputed personalities effect their choice 13 respondents says that reputed personalities does not effect their choice. 8 student out of 10 , 6 service man out of 10 , 6 business man out of 10, 7 house wifes out of 10 says that reputed personalities effect their choice.

GRAPHICAL_REPRESENTATION_OF_ REPUTEDPERSONALITIES_AND_ADVERTISING_EFFECTIVENESS

9 8 7 6 5 4 3 2 1 0
ts an en an -m sm ew ife

Response

Yes No.

St ud

Se rvi ce

es

Bu s

Category

Ho

in

us

ADVERTISING_REMINDS_BRAND_NAME_WHILE_PURCHASING Table_showing_that_advertisement_reminds_brand_name_while_purch asing. Table__VI

Response Yes No. Cant_Say Students 6 3 1 Serviceman 5 4 1 Businessman 4 4 1 House-wife 6 2 2 Total 21 13 5 %age 52.5 32.5 12.5

This table shows that there are 21 respondents who believe that advertisement reminds brand name. 13 respondents believe that advertisement does not reminds brand name. 5 respondents says that they cant say any thing.

GRAPHICAL_REPRESENTATION_OF_ REMINDS_BRAND_NAME_WHILE_PURCHASING

BRAND NAME REMINDES

7 6 5 4 3 2 1 0 Students Service-man Businessman Housewife 3 2 2 1 1 1 6 5 4 4 4 Yes No. Cant Say 6

Brand Name Reminds in total of %age

Cant Say 13% No. 33% Yes 54%

ADVERTISING_HELPS_TO_MAKE_BETTER_SELECTION The_table_showing_advertisement_helps_to_make_better_selection_or _not. Table__VII

Response Yes No. Cant_Say Students 7 2 1 Serviceman 6 2 2 Businessman 5 4 1 Housewife 7 1 2 Total 25 9 6 %age 62.5 22.5 15

The data shows that 25 respondents are in favour that advertisement helps to make better selection. 9 respondents says that advertisement doesnt helps to make better selection. 6 respondents says they cant say any thing.

GRAPHICAL_REPRESENTATION_OF ADVERTISEMENT_HELPS_YOU_TO_MAKE_BETTER_SELECTION

Assistance of Add. in decision making

7 6 5 4 3 2 1 0 Students Service-man Businessman Housew ife 2 1 2 2 1 1 7 6 5 4 2 Yes No. Cant Say 7

Cant Say 15%

No. 23%

Yes 62%

Coke_Survey__2007
Facilities Area_Covered (A) (B) Punjab_ Sec_17, University _19,_21, _8 263 90 888.5 75 930.5 103.5 387 19.6_~_ 20 42 15 65 25 (C) (D) Sec._7,9,1 Manimajra 5,18 180 284.5 263 18 22 72 74 82 13 8 18 (E) Total 605 1322 1352 420 83 130

No._of_O/L Filled Empty_ PET Display_ Refrigerators _

Major_Problem_ 1. 2. Less_number_of_scheme_for_shopkeeper_ No._proper_distribution_of_displays_

Pepsi_Survey__2007
Facilities (A) Punjab_Univ ersity 263 575.8 698.5 374.1 24 68 Area_Covered (B) (C) (D) Sec_17,_ Sec._7,9, Manimajra 19,_21,_8 15,18 62 120 56 32.5 45.5 28.8_~_29 4 6 198.2 18 12 27 57 35 209_~_21 3 5 (E) Total 501 863.5 797 424.1 43 106

No._of_ O/L Filled Empty_ PET Display_ Refrigerat ors_

FINDINGS_OF_THE_PROJECT
The data collected from the sample was stored in the computer using a pre-coded questionnaire. A pre-coded questionnaire is one in which all the responses are given numerical code before hand to facilitate the entry of responses in the computer. This helps in fast and accurate tabulation. Of the responses which are essential for drawing out meaning full inferences from the collected raw data. The inferences that were derived from the collected data depict the present consumer behavior for the soft drinks. The findings from the data is as follows: From Chandigarh after doing immense, research I find that. 1. 2. Pepsi and Coca cola capture most of the market of soft drinks. Two brands of Pepsi that is Pepsi & Mirinda are liked by people where as in Coca Cola, Coke and Limca & Dew are the brands mostly preferred. 3. Coca-Cola has approximately 77.5% of market share where Pepsi 22.5% Pepsi maked as the share of Pepsi. 4. Maximum of people mainly take soft drink for taste and rest have other reasons i.e relief from thirst.

5.

The most liked flavour of the soft drink among the local consumer is COCA-COLA which tops the chart by 25% the next comes Fanta by 17.5%.

6.

300ml bottle is the most demanded size among soft drinks as consumers voted for this size, the next comes 200ml.

7. 8.

Pets are generally used for occasion. Most of the consumer take the soft drink once in a week few twice in a week.

CONCLUSION

1.

Coke is the most preferred brand among respondents 25% are in favour of Coke. At second position is Pepsi with 15% in its favour. Third position is taken by Fanta with 17.5% of respondents in its favour. This shows that more than half of the population of Chandigarh prefer these three brands .

2.

T.V. Media is the best of the advertisement of the cold drink. A s 47.5% are in favour of T.V. advertisemet.

3.

Influence of choice most depend upon person own choice.As 50% (of total respondents)says that they themselves take decisions regarding choice of cold drink.

4.

There Is effect of reputed personalities in the advertisement. As 67% of the total respondents are in favour of positive effect of reputed personalities in the advertisement.

5.

As 24 respondents i.e. 60% (of the total) believe that advertisement create awareness about the product . This shows that advertisement create positive views in the mind of consumers.

6.

52.5% of the respondent believe that advertisement reminds brand name while purchasing the product. This shows that advertisement

reminds brand name while purchasing the product.This shows that advertisement create effective while purchasing. 7. As 62.5% of the respondent believes that advertisement helps to make better selection. This shows that in most of the cases advertisement effects on buying decision. 8. Pepsi and coca-cola had the best advertisement as 30%(of the total) think that Pepsi had the best advertisement. And another 30%(of the tota)think that coca-cola had the best advertisement . This shows that advertisement of Pepsi and coca-cola is most favorites among respondents. 9. As 17.5% of total respondents think jingle effect advertisement effectiveness. 22.5 think music, 27.5% think famous personality, 20% think recognized model, 10% think themes. 10. coco-cola and Pepsi had the best advertisement by scoring maximum marks 30 each.

SUGGESTIONS
Every research work provide clue for investigation. The success in the solution of the problem needing a scientific probing and also every investigator after completing his own research may feel inspired to do more research and may also feel greatly motivated to indicate new areas for further research. In the light of present investigator , the following suggestions are given:1. Further studies should be conducted on the advertisement effectiveness. 2. T.V. media is best suited for advertisement of cold drink. Therefore, it is profitable for the companies to give advertisement on T.V 3. The cold drink companies should try to sponsor major social and sports events. 4. The companies should try focus their advertisement towards only one age segment rather it should be in general which appeals people of every age.

BIBLIOGRAPHY
Books 1. Kaizen Strategies for Customer Care by Patricia Wellington 2. Measuring and Managing Customer Satisfaction by Sheila Kessler 3. Business Research Methodology By Zikmund. 4. Marketing Management-By Philip Kotler 5. Marketing Management-By Ashok Jain 6. Research Methodology - By Kothari 7. Research Methodology -G. C. Beri

Websites www.pepsi.co.in www.cocacola.com www.cocacolaindia.com

QUESTIONNAIRE_
Dear_Respondents, For_study_purpose_of_MBA,_a_survey_is_being_conducted_plz_cooperate_with_me_and_fill_the_desired_questionnaire: Name______________________________Occupation___________ Q1. Which_brand_of_cold_drink_you_prefer_? a)_Coca-Cola d)_Mirinda_ g)_M._Dew b)_Pepsi c)_Thums_-_Up f)_Mirinda_Lemon

e)_Limca_ h)_Other_(plz_

specify_)____________.

Q2. Which_are_effective_media_to_advertise_according_to_you_? a)_TV d)_Magazine_ f)_other(specify_)____ Q3. Who_influence_your_choice_most_? a)_Parents b)_Friends_ c)_Children b)_Radio c)_News_Paper

e)_Posters

d)_Others_(specify)__________. Q4. Do_different_personalities_effect_your_brand_choice_? a)_Yes Q5 b)_No c)_Cant_say_

Do you agree that advertisement create awareness about brands ? a)_Yes b)_No c)_Cant_say_

Q6. Do you agree that advertisement reminds you brand name while purchasing a)_Yes b)_No c)_Cant_say_

Q7. Do you agree that advertisement helps you to make better selection ? a)_Yes b)_No c)_Cant_say_

Q8. Which of the following slogans are more effective according to you ?Yeh_pyas_hai_badi_(Pepsi)_________________. a) Jo_Chaho_Ho_Jaye_Coca_Cola_Enjoy_(Coca-Cola)_____. b) Taste_the_Thunder_(Thums-Up)____________. c) Thirsty_Kya.(Limca)_____________. Q9. What_do_you_think_of_advertisement_of_following_brands_? Excellent a)_Coca-Cola_ ________ b)_Pepsi c)_Thums-Up d)_Limca e)_M._Dew ________ ________ ________ ________ Good_ ______ ______ ______ ______ ______ Average ________ ____ ________ ____ ________ ____ ________ ____ ________ ____ bad

Q10. What_factors_make_an_advertisement_effective_(Rank_Plz)? Jingle Music_ Famous_Personali ties Recognize_Model Themes Any_Other Any_Suggestion____________________________________________ _________________________________________________________ Thanks!