Project Report On

ADVERTISEMENT EFFECTIVENESS OF

COLD DRINKS
SUBMITTED TO:

Kurukshetra University Kurukshetra

In Partial Fulfillment of the Requirements for the Degree of !MASTER OF "USINESS ADMINISTRATION! (Session 2004-2006)

CONTENTS
Introduction Basic feature of Advertising Function Evolution Benefits Groups Involved Advertising Campaign Objectives of Study Researc !et odology Analysis " Interpretation Findings Suggestions Conclusions #imitations Bibliograp y

Annexure

ACKNOWLEDGEMENT
There is always a sense of ratit!"e which one feels towar"s his #entor or $G%R%& who has helpe" hi# at one point of ti#e or thro! h o!t'

( shall )e failin in #y "!ties if ( "o not e*press #y ratit!"e to other +ac!lty #e#)ers an" frien"s for their !sef!l a",ice at ,ario!s sta es' Last )!t not the least- ( wo!l" li.e to than. the al#i hty Go" for the )lessin s he showere" on #e "!rin the project report'

INTRODUCTION

INTRODUCTION
The objectives of all business is to makes profits and a merchandising concern can do that by increasing its sales at remunerative prices. This is possible, if the product is widely polished to be audience the final consumers, channel members and industrial users and through convincing arguments it is persuaded to buy it. Publicity makes a thing or an idea known to people. It is a general term indicating efforts at mass appeal. As personal stimulation of demand for a product service or business unit by planting commercially significant news about it in a published medium or obtaining favourable presentation of it upon vedio television or stage that is not paid for by the sponsor. On the other hand, advertising denotes a specific attempt to populari e a specific product or service at a certain cost. It is a method of publicity. It always intentional openly sponsored by the sponsor and involves certain cost and hence is paid for. It is a common form of non! personal communication about an organisation and or its products idea service etc. that is transmitted to a target audiences through a mass medium. In common parlance the term publicity and advertising are used synonymously. What is Advertising : The word advertising is derived from the "atin word vi , #advertero# #ad# meaning towards and #verto# meeting towards and #verto# meaning. #I turn# literally specific thing#. $imply 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 logethel the man with something to sell and the man who has means or desires to buy#. Advertising has been defined by different e%perts. $ome of the &uoted definition 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. $tanton deserves that # Advertising consists of all the activities involved in presenting to a group a non! personal, oral or visual openly, sponsored message regarding a product, service, or idea. This message called an advertisement is disseminated through one or more media and is paid for by the identified sponsor. Advertising is any paid form of non ( personal paid of presentation of ideas goods or services by an identified sponsor. Advertising is a #non! personal paid message of commercial significance about a product, service or company made to a market by an identified sponsor. In developing an advertising programme, one must always start by identifying the market needs and buyer motives and must make five major decisions commonly referred as )* message, media and measurement, of advertising. +mission, money

Basic Features ! Advertising

On the basis of various definitions it has certain basic features such as ' -. .. /. 0. ). 1. It is a mass non!personal communication. It is a matter of record. It persuades buyers to purchase the goods advertised. It is a mass paid communication. The communication media is diverse such as print +newspapers and maga ines, 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.

Functi ns ! Advertising
2or many firms advertising is the dominant element of the promotional mi% ( particulars for those manufacturers who produce convenience goods such as detergent, non ( prescription drugs, cosmetics, soft drinks and grocery products. Advertising is also used e%tensively by maters of automobiles, home appliances, etc, to introduce new product and new product features its uses its attributes, pt availability etc. Advertising can also help to convince potential buyers that a firms product or service is superior to competitors product in make in &uality, 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, ii, iii, iv, 3hen consumer awareness of products or service is at a minimum. 3hen sales are increasing for all terms in an industry. 3hen a product is new and incorporates technological advance not strong and. 3hen primary buying motive e%ists. It "er! r#ance the ! $$ %ing !uncti ns : i, Promotion of sales ii, iii, iv, v, Introduction of new product awareness. *ass production facilitation 4arry out research 5ducation of people.

T&'ES OF AD(ERTISIN)
6roadly speaking, advertising may be classified into two categories vi ., product and institutional advertising. a* 'r duct Advertising The main purpose of such advertising is to inform and stimulate the market about the advertisers products of services and to sell these. Thus type of advertising usually promote specific, trended products in such a manner as to make the brands seam more desirable. It is used by business government organi ation and private non!business organi ations 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, 7irect action product advertising wages the buyer to take action at once, ice he seeks a &uick 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 8 indirect action advertising 8 product advertising aims at informing persons about what a products is what it does, how it is used and where it can be purchased. On the other hand selective advertising is made to meet the selective demand for a particular brand or type is product. +* Instituti na$ Advertising : It is designed to create a proper attitude towards the sellers to build company image or goodwill rather than to sell specific product or service. Its purpose is to create a frame of mind and to implant

feeling favourable to the advertisers company. Its assignment is to make friends for the institution or organi ation. 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 convince buyers that his operation entitles him to the money spent by them. ii, Public relations institutional advertising is used to create a favourable image of the firm among employees, stock!holders or the general public. iii, c* Public service institutional advertising wages public support. Other T,"es : The other types are as follows ' i, ii, iii, iv, 4onsumer advertising 4omparative advertising 9eminder advertising 9einforcement advertising

AD(ERTISIN) OB-ECTI(ES
The long term objectives of advertising are broad and general, and concern the contribution advertising should make to the achievement of overall company objectives. *ost companies regard advertisingly main objective as hat of proving support to personal selling and other forms of promotion. 6ut 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 ' -. .. /. 0. ). 1. ;. <. :. ->. To do the entire selling job +as in mail order marketing,. To introduce a new product +by building brand awareness among potential buyers,. To force middlemen to handle the product +pull strategy,. To build brand preference :by making it more difficult for middleman to sell substitutes,. To remind users to buy the product +retentive strategy,. To publici e some change in marketing strategy +e.g., a price change, a new model or an improvement in the product,. To provide rationali ation +i.e. $ocially acceptable e%cuses,. To combat or neutrali e competitors advertising. To improve the moral of dealers and=or sales people +by showing that the company is doing its share of promotion,. To ac&uaint buyers and prospects with the new uses of the product +to e%tend the P"4,.

BENEFITS
The functions of advertisement, and that purpose its ethics, may be discussion below ' -. It leads o cheaper prices. #?o advertiser could live in the highly competitive arena of modern business if his methods of selling were more costly than those of his rivals.# .. /. It ac&uaints the public with the features of the goods and advantages which buyers will enjoy. It increases demand for commodities and this results in increased production. Advertising ' a, b, c, d, 0. 4reates and stimulates demand opens and e%pands the markets@ 4reates goodwill which loads to an increase in sales volume@ 9educes marketing costs, particularly product selling costs. $atisfied consumer demands by placing in the market what he needs. It reduces distribution e%penses in as much as it plays the part of thousands of salesman at a home. Information on a mass scale relieves the necessity of e%penditure on sales promotion staff, and &uicker and wider distribution leads to diminishing of the distribution costs. ). 1. It ensures the consumers better &uality of goods. A good name is the breath of the life to an advertiser. 6y paying the way for large scale production and increased

industriali ation, advertising contributes its &uota to the profit of the companies the prosperity of the shareholder the uplifts of the wage earners and the solution of he unemployment problem. ;. It raises the standard of living of the general public by impelling it to use to articles of modern types which may add to his material well being. #*odern advertising has made the lu%uries of yesterday the necessities of today ..................... It is a positive creative force in business. It makes two blades of grass grow in the business world where one grew before. <. It establishes the goodwill of the concern for the test articles produced by it and in course of time they sell like not cakes consumer search for satisfaction of their needs when they purchase goods what they want from its beauty, superiority, economy, comfort, approval, popularity, power, safety, convenience, se%ual gratification and so on. The manufactures therefore tries to improve this goodwill and reputation by knowing the buyer behaviour. To sum up it may be said that advertising aims at committing the producers, educating the consumer, supplementing the salesman converting the producer and the dealer to eliminate the competitor, but above all it is a link between the produce and the consumer.

W.& / W.EN TO AD(ERTISE

Advertising as a tool to marketing not only reaches those who buy , but also those whose opinions or authority is counted for e%ample a manufacturer of marble tiles and building boards advertises not only to people who intend to build houses but also to architect and engineers. 3hile the manufacturers of pharmaceuticals products advertise to doctors as well as to the general 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 re&uired 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 e%amples 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. ?aturals 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 e%penditure but it will no doubt secure future sales. DESI)NIN) AD(ERTISIN) CAM'AI)N : An advertising is an organi ed series of advertising messages. It has been defined as #a planned, co!ordinate series of promotional efforts built around a central theme and designed to reach a specified goals.# In other words, it is an orderly planned effort consisting of related but self ( contained and independent advertisements. The campaign may appear in one more media . it has single theme or keynote idea and a single objective or goal. Thus, #a unified theme of content provides psychological continuity throughout the campaign while visual and oral similarity provide physical continuity. In short run, all campaign want pre!determined psychological reaction in the long run, practically all campaigns have sales goal. The series of advertisements used in the campaign must be integrated with the sales promotional efforts and with the activities of the sales force. 4ampaign vary in length some may run only for a few days, other for weeks, yet other for a season or the entire year. Asually a range of / to 1 months includes many campaigns. *any factors influences campaign length such as competitors advertising media, policies,

seasonal falls curves of the product involved, the si e of the advertising funds, campaign objectives and the nature of the advertisers marketing programme.

OB-ECTI(ES OF CAM'AI)N
The advertising campaign, especially those connected with the consumers aims at achieving these objectives ' i, ii, iii, iv, v, vi, vii, To announce a new product or improve product. To hold consumers patronage against intensified campaign use. To inform consumers about a new product use. To teach consumers how to use product. To promote a contest or a premium offer. To establish a new trade regional, and To help solve a coca regional problem.

The institutional advertising campaign on the other hand, have these objectives. i, ii, iii, iv, v, vi, To create a corporate personality or image. To build a company prestige. To keep the company name before the public. To emphasi e company services and facilities. To enable company salesman to see top e%ecutive consistently when making sales calls, and To increase friendliness and goodwill towards the company.

7eveloping

the

campaign

programmes.

The

advertising

campaigns are prepared by the advertising agencies, which work an behalf of their clients who manufacture product or service enterprises, which have services to sell. The word campaign is used because advertising agencies approach their task with a sum 6lanca of military fanfare in which one fre&uently hears words like target audience logistics, ero in and tactics and strategy etc. The account e%ecutive co!ordinates the work in a campaign. The creation of an advertising campaign starts with an e%ploration of consumers habits and psychology in relation to the product. This re&uires the services of statistical trained in survey techni&ues and of others trained in social psychology. $tatisticians select samples for survey which are done by trained interviewers who visits individuals, included in the sample and ask &uestion to find out about their taste and habits. This en&uiry often leads to a change in a familiar product. 2or instance bathing soap may come in several new colours or cigarette in a new packet or talcum powder in another si e. $uch interviews are often &uite essential to find out the appeal of advertising message for a product that would be most effective with consumers. 7avid Ogilvy describes a consumers survey to find out the most meaningful benefit in which women are interested when they buy a face cream. The largest preference as given to #4leans deep into pores# followed in order of importance by prevent dryness, #is a complete beauty treatment, recommended by skin doctors# makes skin look youngerB contains estrogenic hormones, pasteuri ed for

purity, prevent skin form aging, smooth our wrinkles ogilvy concludes, form this voting come one of Celena 9utinsteins most successful face creams. 3e christened it deep cleanser, thus, building the winning form into name of the product. After getting the data the account e%ecutive puts together the essential elements of his clients brief, interprets the research findings and draws up what he calls the #advertising strategy#.

STA)E IN AD(ERTISIN) CAM'AI)N

$everal steps are re&uired to developed an advertising campaign the number of stages and e%act order in which they are carried out may vary according to an organisations resources, the nature of its product and the types of audiences to be reached. The major stages=step are ' -. .. /. 0. ). 1. ;. <. 01 Identifying and analy ing the advertising. 7efining advertising objects. 4reating the advertising platform. 7etermining the advertising appropriation. $election media plan. 4reating the advertising message. 5valuating the effectiveness of advertising. Organi ing of advertising campaign. Identi!,ing / Ana$,2ing the Advertising target : Ander this step it is to decided as to whom is the firm trying to reach with the message. The advertising target is the group of people towards which advertisements are aimed at four this purpose complete information about the market target i.e. the location and

geographical location of the people, the distribution of age, income, se%, educational level, and consumers attitudes regarding purchase and use both of the advertising product and competing products is needed with better knowledge of market target, effective advertising campaign can be developed on the other hand, if the advertising target is not properly identified and analy ed the campaign is does likely to be effective.

31

Deter#ining the advertising +4ectives : The objectives of advertisement must be specifically and clearly

defined in measurable terms such as #to communicate specific &ualities about a particulars product to gain a certain degree of penetration in a definite audience of a given si e during a given period of time#, increase sales by a certain percentage or increase the firms market shares.# The goals of advertising may be to ' i, 4reate a favourable company image by ac&uainting the public with ii, 4reate the services offered or distributor available to awareness the by employees and its achievements. consumers encouraging re&uests providing information about the types of products sold@ providing information about the benefits to be gained from use of the companyBs products or services@ and indicating how product +or services, can be used@ iii, 5ncourage immediate sales by encouraging potential

purchasers through special sales contests, getting recommendation of professional people about companyBs products etc. iv, It secures action by the reader through associating ideas, repetition of the same name in different conte%ts, immediate action appeal.

51

Creating the Advertising "$at! r# : An advertising platform consists of the basic issues or selling

points that an advertiser wishes to include in the advertising campaign. A single advertisement in an advertising campaign may contain one or more issues in the platform. A motorcycle producers advertising platform should contain issues which are of importance to consumers filling and such issues also be those which the competitive product do not posses. 61 Deter#ining the Advertising A""r "riati n: The advertising appropriation is the total amount of money which marketer allocates. 2or advertising for a specific time period. 7etermining the campaign budget involves estimating now much it will cost to achieve the campaigns objectives. If the campaign objectives are profit relating and stated &uantitatively, then the amount of the campaign budget is determined by estimating the proposed campaigns effectiveness in attaining them. If campaigns object is to build a particular type of company image, then there is little basis for predicting either the campaigns effectiveness or determining the budget re&uired. 71 Se$ecting the Media : *edia selection is an important since it costs time space and money various factors influence this selection, the most fundamental being the nature of the target market segment, the type of the product and the cost involved. The distinctive characteristics of various media are also important. Therefore management should focus its attention

on media compatibility with advertising objectives. -. i, Media Press Advertising or Print ?ewspapers F r# 4ity, $mall town, $undays, 7aily, weekly, 2ortnightly, &uarterlies, financial and annuals, vernacular ii, *aga ines or languages. Deneral or illustrated 5nglish, iii, Trade 8 Technical language. Eournals, 4irculated or Cindi, all 5nglish, regional special, otherwise, 9egional over the

Industrial year books, commercial, country and among the directories, annuals. 7irect *ail telephone, industrialist and business 7irectories, references books 8 magnates. .. 4irculars, leaflets, booklets, catalogues, brochures, folders,

colanders, blotters, diaries /. Outdoor or Traffic 8 other printed material. Poster and bills on walls, railways stations platforms outside 0. 6roadcast or radio and T.F. public buildings trains, buses. $pot, $ectional or national trade cost

).

Publicity

*ovie $lides and films non theatrical and documentary films metal plates and signs attaches to trees. $ampling , couponing, free gifts, novelties, demonst! rations. 4ounter display

1.

Couse to house

;.

7ealer aids

and

widows

demonstration

given by retailer or the advertises goods. $o these are the media of the advertising campaign of the selecting of the media. 81 Creating the Advertising Messages : This is an important stage of advertising campaign. The contents of the message has to be very carefully drafted in the advertisement. 4haracteristics of person in the advertising target influence the message content and form. An advertisers must use words, symbols and illustration that are meaningful, familiar and attractive to those persons. The type of media also influence the content and form of the message. 91 Eva$uating the E!!ectiveness ! Advertising : The effectiveness of advertising is measured for a variety of reasons ' a, To determine whether a campaign advertising objects. accomplished its

b,

To

evaluate

the

relative

effectiveness

of

several

advertisements to ascertain which copy, illustrations or layout is best. c, To determine the strengths and weaknesses of various media and media plans. In other words, measuring advertising effectiveness is needed to determine whether proposed advertisement should be used and if they will be now they might be improved@ and whether going campaign should be stopped, continued or changed. In accomplishing these purposes, pretests and post test are conducted. The former tests before e%posing target consumers to advertisements and the letter after consumers have been e%posed to advertisements and the letter after consumers have been e%posed to advertisements. 2or an effective advertising programme, the advertising manager re&uires a basic understanding of the medium that is going to carry it. 2or effectively using advertising the management must test advertising to know which of the advertisement to know which of the advertisement have proved profitable and why as compared to others.

OBJECTIVES OF THE STUDY

OB-ECTI(ES OF T.E STUD&

F $$ %ing are the +4ectives ! the stud,: -. To know the most effective media of advertisement .. To find out the reasons for liking the advertisement of cold drinks. /. To find out the most popular slogan of advertisement regarding cold drinks.

RESEARCH METHODOLOGY

Research Meth d $ g,
Research is v ,age !r # :n %n t un:n %n 9esearch is a procedure of logical and systematic application of the fundamentals of science to the general and overall &uestions of a study and scientific techni&ue which provide precise tools, specific procedure and technical rather than philosophical means for getting and ordering the data prior to their logical analysis and manipulation. 7ifferent type of research designs is available depending upon the nature of research project, availability of able manpower and circumstances.

Meth d $ g,
01 Research Design: The research design is the blueprint for the fulfillment of objectives and answering &uestions. It is a master plan specifying the method and procedures for collecting and analy ing needed information. o Descri"tive Research is used in this study as the main aim is to describe characteristics of the phenomenon or a situation. 31 Data C $$ecti n Meth ds: The source of data includes primary and secondary data sources. 'ri#ar, S urces' Primary data has been collected directly

from sample respondents through &uestionnaire and with the help of interview. Sec ndar, S urces' $econdary data has been collected from standard te%tbooks, ?ewspapers, *aga ines 8 Internet. 51 Research Instru#ent' 9esearch instrument used for the primary data collection is Guestionnaire. 0. Sa#"$e Design: $ample design is definite plan determine before any data is actually obtaining for a sample from a given population. The researcher must decide the way of selecting a sample. $amples can be either probability samples or non! probability samples. Sa#"$ing Techni;ue: 4onvenience Sa#"$e Si2e: )> 9espondents. Area ! Stud,: Hamuna ?agar.

ANALYSIS & INTERPRETATIO N

AD(ERTISEMENT EFFECTI(ENESS 'ROFI<E .ISTOR&

The profile of the company include the two main agencies in the city. These two main agencies are "u%mi Agency and 6ansal Trading 4o. "u%mi Agency deals in the 4oca 4ola cold drinks, it means it deals with all the brand of 4oca 4ola cold drinks i.e. 4oca!4ola, Thums!up, "imca, 2anta, *aa a, $prite, *aa a, Tetra. $6 associates in the main distributors of the cold drinks in the city. They capture the whole coca cola market . This is due to the preference of the coca!cola cold drink in the city. 6ansal Trading 4o. deals in Pepsi mainly. It deals with the brand of the Pepsi i.e. Pepsi, *irinda, "emon, *irinda Orange etc. 6ansal trading 4o. is the main distributors of the Pepsi cold drinks in the city. This agency distributes the ma%imum of Pepsi cold drinks in the whole city.

MAR=ET 'ROFI<E
<ux#i Agenc,
>C ca C $a*
Brands ! C ca? C $a i, ii, iii, iv, v, vi, vii, 4oca 4ola Thums!up "imca 2anta *aa a *aa a Tetra $prite

F$av urs ! the +rand : i, ii, iii, iv, v, vi, 4ola "emon $oda Orange *ango 4lear "emon

Si2e ! the C ca C $a c $d drin:s avai$a+$e in #ar:et

i, ii, iii, iv, v, vi, .>> ml 6ottles +9D6 Dlasses, />> ml 6ottles +9D6 Dlasses, )>> ml 6ottles +9D6 Dlasses, - "itre +PF4 6ottles, -.) "itre +PF4 6ottles, . "itre +PF4 6ottles,

Sa$es ! C ca C $a C $d drin:s
4oca 4ola 4old drinks 4oca 4ola 2anta Thums!up "imca *aa a Tetra $prite *aa a +Primary data, There is more consumption of 4oca 4ola and has ;>I market share in the Hamunanagar city and 4oca 4ola is having ma%imum consumption and after that Thumps!up and after it "imca cold drink in the market and all the products has good sale but less than these. 3eekly +in carets, ).> .)> /)> /<> <> ;> -.> *onthly +in carets, -<0> ->/> -/)> -.-> /<> .<> 1:> Hearly +in carets, ..0>> -.:>> -<)>> -1/>> 1.>> )>>> ->>>>

Bansa$ Trading C 1
>'e"si*
Brands ! 'e"si i, ii, iii, iv, v, Pepsi 4ola *irinda "emon *irinda Orange Pepsi $oda Pepsi Apple

F$av urs ! the +rand : i, ii, iii, iv, v, 4ola "emon Orange $oda Apple

Si2e ! the 'e"si c $d drin:s avai$a+$e in #ar:et

vi, vii, viii, i%, %, %i, .>> ml 6ottles +9D6 Dlasses, />> ml 6ottles +9D6 Dlasses, )>> ml 6ottles +)>> pt. 6ottles, - "itre +PF4 6ottles, -.) "itre +PF4 6ottles, . "itre +PF4 6ottles,

Sa$es ! 'e"si C $d drin:s

Pepsi 4old drinks Pepsi *irinda "emon *irinda Orange Pepsi $oda Pepsi Apple 3eekly +in carets, 0/> /:> .0) -.1 -.> *onthly +in carets, -;)> --<> ->>> 0;> 0>> Hearly +in carets, .-1>> -)0>> -/1>> 1>>> )>>>

+Primary 7ata, The consumption of Pepsi cola, after this sale of *irinda "emon is there and after it *irinda Orange is there and the market share is less of Pepsi in comparison of 4oca 4ola.

TA6"5 0.RES'ONDENT@S C<ASSIFICATION ACCORDIN) TO A)E Age C$assi!icati +in years, n acc ?o. of respondents rding t age --!.> .. 1I .-!0> .) 0-!1> / --!.> yrs 00I Total )> .-!0> yrs
)>I 0-!1> yrs

Percentage 00 )> 1 ->>

Table 0.- shows that 00I of the respondents are in the age group of --!.>, )>I are in the age group of .-!0> and 1I are in the age group of 0-!1>.

C$assi!icati n acc rding t age

TAB<E 613 RES'ONDENT@S C<ASSIFICATION ACCORDIN) TO SEA male $e% *ale 2emale Total
female ?o. 1>I of respondents /> .> )>
0>I

Percentage 1> 0> ->>

Table 0.. shows that 1>I of the respondents are males and 0>I of them are females

;> 1> )> 0> /> .> -> >

TAB<E 615 RES'ONDENT@S C<ASSIFICATION ACCORDIN) TO EDUCATIONA< CUA<IFICATION Gualification Illiterate 6elow *atric *atric below matric Draduatematric Post graduate Total ?o. of respondents ! ! ) graduate.: post -1 graduate )> Percentage ! ! -> )< /. ->>

BagE

Table 0./ reveals that out of )> respondents ) are matriculate and .: are Draduate and rest of them -1 are post graduate.

D , u ta:e c $d drin:
>I

TAB<E 616 ?o. of respondents no )> ! )>

yes

DRIN=IN) OF CO<D DRIN= 7o you take cold drinks Hes ?o Total

->>I

Percentage ->> ! ->>

Table 0.0 reveals that all the respondents are drinking cold drinks.

TAB<E 617 FRECUENC& OF TA=IN) CO<D DRIN=S CO3 295GA5?T"H HOA 79I?J Once a day Twice a day *ore than twice ?ot regular drunker Total ?o. of respondents -) . /. )> Percentage /> 0 . 10 ->>

Table 0.) reveals that />I of the respondents drink it once a day, 0I twice a day, .I more than twice and /.I drink it no regularly.

. % !e;uent$, , u ta:e c $d drin:

/>I TAB<E 618 once a day NAME OF T.E CO<D DRIN=S A(AI<AB<E IN MAR=ET twice a day ?ame of cold drinks ?o. of respondents Percentage more than twice 4oca cola ! ! 10I 0I no regular .I Pepsi ! ! 2anta ! ! "imca ! ! *irinda ! ! Thums!up ! ! 4anada dry ! ! *aa a ! ! 7ew ! ! All of above )> ->> Total )> ->>

Table 0.1 reveals that all of the respondents are of the view that all the above mentioned cold drinks are available in the market.

TAB<E 619 'REFERENCE OF CO<D DRIN= 3hich cold drink you like most 4oca cola Pepsi 2anta "imca *irinda Thums!up 4anada dry *aa a 7ew Total ?o. of respondents -. -. ; -> 0 / ! )> Percentage .0 .0 . -0 . .> < 1 ! ->>

Table 0.; indicate that out of )> respondents -. like 4oca cola, -. like Pepsi, ; like "imca, - like 2anta, - like *irinda, -> like Thums!up, 0 like 4anada dry and / like *aa a.

/> .) .> -) -> ) >

're!erence ! C $d Drin:

Bage

TAB<E 61E F<A(OURS OF CO<D DRIN=S 2lavours of Which !$av ur , u $i:e?o. # st Drespondents <I 4ola /> 0I "emon ; cola -0I Orange ; lemon *ango . orange Others 0 mango 1>I Total )> other -0I

Percentage 1> -0 -0 0 < ->>

co la pe ps i fa nt a li m c m a ir i th nd um a ca s! na up da .. m . aa a de w

co ca

Table 0.< shows that out of 1>I of the respondents like the cola flavour of cold drink, -0I like the "emon flavour and same percentage of respondents like the orange flavour of cold drink.

TAB<E 61F AD(ERTISEMENT OF CO<D DRIN= 7o you think advertisement of cold drink is re&uired Hes ?o Total 0< . )> :1 0 ->> ?o. of respondents Percentage

Table 0.: indicate that :1I of the respondents are of the view that they have been the advertisement of the cold drink they like most while 0I shows that they donKt have seen the advertisement they like most .

.ave , u seen the advertise#ent ! c $d drin: , u $i:e # st D

0I

TAB<E 610G
yes MEDIA OF AD(ERTISEMENT

T.ROU). W.IC. MEDIA &OUugh .A(E SEEN #edia ITD thr %hich
:1I TF D 0I 0I ?ewspaper <I *aga ine Other Total

?o. of respondents
, u have seen it

no

Percentage :. 0 . . ->>

01 . TF -newspaper )> maga ine

others

Table 0.-> reveals <0I that :.I of the respondents are of opinion that they have seen the advertisement on TF while 0I are of the opinion that they have seen the advertisement through newspaper.

TAB<E 6100 NO1 OF AD(ERTISEMENT advertisements you

40%

. Cow % #an, t,"es ! advertise#ent many ?o. of respondents , u "re!errd

10%

Percentage

seen are of the most

20%

. / 0

likely cold drink by you . / 0 Total --0 --0 )>

30%

.. .< .. .< ->>

Table 0.-- shows that out of the )> respondents -- are of view that there is - type of advertisement and other says that there are more than one type.

TAB<E 6103 S<O)AN OF CO<D DRIN= $logan of cold drink ?o. of respondents Percentage .0 .< /. -1 ->>
Which s$ gan ! c $d drin: , u $i:e which you like # st D -1I the thunder Taste-. the thunder Taste .0I Hara 7a tashan -0 Hara da tashan Heh dil mange more -1 Eo chahe ho jaye, < Heh dil mange
/.I coca

cola enjoy Total .<I

more jo chaho ho jaye )> coca cola enjoy

Table 0.-. shows that out of )> respondents -. like the slogan Btaste the thunderB ,-0 like BHara da tashanB, -1 like Byeh dil mange moreB and < like the slogan BEo chahe ho jaye coca cola enjoyB.

TAB<E 6105
Wh, d , u $i:e the advertise#ent

REASON FOR <I=IN) T.E AD(ERTISEMENT ?o. of respondents

theme film star
1>I

3hy you like -.I

Percentage 1> -0 -0 -. ->>

advertisement -0I Its theme and making is appealable It-0I has film stars 6ecause of good music Other reasons Total

/>

good music other ; reasons

; 1 )>

Table 0.-/ shows that majority of the respondents like the advertisement due to its theme while majority of the respondents like the advertisement due to its film stars and good music.

TAB<E 6106 EFFECT OF AD(ERTISEMENT ON CONSUM'TION OF CO<D DRIN= think ?o. of respondents D 7o , uyou thin: that ads. the advertise#ent has ! rced , u t c nsu#e "r duct 5ffect the # re D .>I consumption of cold drink Hes ?o /0I 4annBt say Total
01I

Percentage

yes

./ cannot -;say -> )>

no

01 /)0 .> ->>

Table 0.-0 shows that 01I of the respondents are of the view that advertisement forced them to consume product more /0I of them has view that advertisement donKt force them to consume the product while .>I of them cannot say anything about it.

Which #edia is "resent$, the advertise#ent # re e!!ective

>I

TAB<E 6107 BEST MEDIA OF AD(ERTISEMENT newspaper 3hich *edia Presently Is *ore ->>I 5ffectively TF ?ewspaper *aga ine Others Total )> ! ! ! )> ->> ! ! ! ->>
maga ine ?o. of respondents others TF

Percentage

Table 0.-) reveals that ->>I of the respondents are of the view that presently the TF is most effective media of advertisement.

TAB<E 6108 NECESSIT& OF AD(ERTISEMENT D , u thin: the advertise#ent is ! r c $d drin: 7O HOA necessar, TCI?J ?o. of respondents Percentage 0I TC5 A7F59TI$5*5?T I$ .<I ?545$$A9H 2O9 4O"7 79I?J$L ?ecessary 1<I Fery necessary 4anKt say Total
?ecessary Fer necessary 4annot say

-0 /0 . )>

.< 1< 0 ->>

Table 0.-1 shows that highest number of respondents are of the view that advertisement is very necessary for cold drinks while few respondents are of the view that advertisement is necessary.

TAB<E 6109 EFFECTI(ENESS OF EA'ENDITURE INCURRED ON AD(ERTISEMENT 7oes e%penditure should be incurred on advertisement Hes ?o 4anKt say Total 0/ . ) )> <1 0 -> ->> ?o. of respondents Percentage

Table 0.-; shows that <1I of the respondents are of the view that the e%penditure incurred on advertisement is effective in adding the profit while 0I denied the same and ->I did not reply.

EFFECTI(ENESS OF EA'ENDITURE

TAB<E 610E <1 ->> REASONS FOR DIFFERENCE OF AD(ERTISEMENT <> EFFECTI(ENESS 1> ?o. of respondents Percentage 0>3CI4C 95A$O? -> .> HOA 2I?7 2O9 TC5 0 > 7I22595?45 O2 ?o Hes 4annt say A7F59TI$5*5?T 52254TIF5?5$$ 5ducation "iking $tandard of "iving "evel of 7evelopment Total .> -> -> -> )> 0> .> .> .> ->>

Bage

Table 0.-< shows that 0>I of the respondents say education is one of the main reason of Advertisement effectiveness while e&ual I of the respondents are in the favour of likings, standars of living and level of development

)> 0> 0> .> /> .> TAB<E 610F -> ADD EFFECTI(ENESS >
ca "i

Bage

.>

.>

AND IM'RO(EMENT IN
of

5d u

nd

ar

AD(ERTISEMENT ->> 3I"" TC5 $TA7H

n ng tio ki

?o. of respondents
"e ve l ...

..

Percentage

Bage

1> 52254TIF5?5$$ 0> .>

3OA"7

4O?T9I6AT5 TO I*P9OF5*5?T O2 Hes ?o P95$5?T A7F59TI$5*5?T Hes ?o 4annot say Total 0) 0 )> :> . -> ->>
> 4annt say

Table 0.-: shows that the majority of the respondents are of the view that the study of effectiveness contributes the improvement in present advertisement.

$t a

<>

O2

-.> ->> <> 1> 0> .> >

TAB<E 613G
:1

NECESSIT& OF AD(ERTISEMENT EFFECTI(ENESS ?o. of respondents Percentage

I$ A7F59TI$5*5?T 52254TIF5?5$$ I$ ?545$$A9H 2O9 4O*PA?HL Hes Hes ?o 4anKt say Total
. ?o

. 4annt say

0< )>

:1 . . ->>

Table 0..> reveals that majority of the respondents say that the advertisement effectiveness is necessary while same did not replied.

TAB<E 6130
<> 1> 0> .> 1<

USERS OF AD(ERTISEMENT EFFECTI(ENESS ?o. of respondents

/>

TC5 A$5 $TA7H O2 52254TIF5?5$$ I$

Percentage

2O9 3CO*L 2or company . 2or employees > 2or customers 2or company 2or ?one ofemployees these Total

/0 > -) ?one of 2or customers ! these )>

1< . /> ! ->>

Table 0..- indicates that 1<I of the respondents are of the view that the study of effectiveness is meant for company while />I say that it is meant for customers.

FINDINGS

FINDIN)S
After going through all the project and the collected data, I found that' <0I of the respondents said that TF is the most effective media of advertisement. 1>I of the respondents said that they like the advertisement of cold drinks because of its theme whereas, -0I said that they like celebrities in advertisement. $ome /.I of the respondents said thatK yeh dil maange moreK is the most popular slogan whereas .<I of the respondents said that M yara da tashanK is the popular slogan. *ajority of respondents are of the view that advertisement is very necessary for cold drink. *ajority of respondents sees the advertisement of the cold drink they like most. *ajority of the respondents like cola flavor of cold drink 5&ual number of respondents like the brand of 4oca 4ola and Pepsi

SUGGESTIONS

SU))ESTIONS
3e reached some suggestions ' Advertisement should not be too e%pensive, because the advertisement leads and increase the pri e of the product. *edia should be selected according to the choice of customers. In rural areas media should be according to the choice of the people. To give more attention in making the advertisement to make it effective for the sale of cold drink. Price should be decreased so as to attract the consumers to use product more. To give attention on the weak media of advertisement so that the consumers comes to know about the product. It should be attractive one so that people are attracted toward the advertisement.

LIMITATIONS

<IMITATIONS
The project relied mainly on the primary data. 4onsumer give very unclear picture. 3e have a limited time. The study is based on limited sample. It begin my first attempt to undertake such a study, thus the ine%perience is also a obstacle to accomplish the project in a proper way. It was also difficult to get proper information from the people because they were indulging in some other activities.

CONCLUSION

CONC<USION

In last you conclude that majority of the respondents said that TF is the most effective media for advertisement of cold drinks and the celebrities and the slogans in the advertisement effect the consumers.

BIBLIOGRAPHY

Bi+$i gra"h,
Text + :s:

Nikmund, 3illiam D. O6usiness 9esearch *ethodsP Thomson $outh!western ;th ed. .>>/. 4hunawalla, $.A. O2oundation of Advertising theory and PracticeP Cimalayan Publishing Couse, )th ed. .>>>. Jotler, Philip O*arketing *anagementP prentice Call of India, --th ed. .>>/. Internet S urce: www.adrelevance.com www.businessworld.com

ANNEXUR E

AD(DRTISEMENT EFFECTI(ENESS OF CO<D DRIN=S BAC$ GRO%&' I&FOR!A(IO&

I, II, III, IF, ?ame Age Gualification -. .. -. /. F, FI, "iterate Illiterate 6elow *atric Draduate ' ' .. 0. *atric Post Draduate ' ' '

QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ

if literate L

Profession Address

QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ FII, $i e of family ' QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ

-,. .,.

7o you take cold drink L a. a. c. Hes Once a day *ore than twice 4oca 4ola "imca Thums!up "imca 4anada 7ry 4oca 4ola "imca Thums!up "imca 4anada 7ry 4ola *ango Other Hes T.F. b. b. ?o ?ews Paper b. b. d. b. d. f. h. j. b. d. f. h. j. b. d. ?o Twice a day ?ot regular Pepsi 2anta *irinda *aa a All of these Pepsi 2anta *irinda *aa a All of these "emon Orange Cow fre&uently you take cold drink L

/,.

3hich are the different cold drinks available in the market L a. c. e. g. i.

0,.

3hich cold drink you like most L a. c. e. g. i.

),.

3hich flavour of cold drink you like most L a. c. e.

1,. ;,.

Cave you seen the advertisement of cold drink you like most L a. a. Through which media you have seen itL

c. <,.

*aga ine

d.

Others

Cow many types of advertisement of you preferred brand of a. c. / Taste the Thunder Hara 7a Tashan Heh 7il *ange *ore Eo chahe ho Eai 4O4A!4O"A enjoy 6ecause it has film stars L 6ecause of Dood music ItKs theme and making is appealable. Any other reason. b. d. . 0

cold drink are there L

:,.

3hich slogan of cold drink you like most L a. b. c. d. a. b. c. d.

->,. 3hy do you like the advertisement L

--,. 7o you think that advertisement has forced you to consume product more L a. Hes b. ?o -.,. 3hich media is presenting the advertisement is necessary for sale of cold drink L a. c. drink L a. c. ?ecessary ?ot ?ecessary b. d. Fery ?ecessary 4anKt $ay T.F. *aga ine b. d. ?ews Paper Others

-/,. 7o you think the advertisement is necessary for sale of cold

-0,. The e%penditure incurred on advertisement of cold drink is such effective that it adds to profit L a. c. -), Hes 4anKt $ay b. ?o

3hich reason you find for the difference of advertisement a. c. 5ducation $tandard of "iving b. d. "ikings "evel of 7evelopment

effectiveness L

-1,

Is the study of effectiveness would contribute to improvenment a. c. Hes 4anKt $ay Hes 4anKt $ay 2or 4ompany 2or 4ustomers b. d. 2or 5mployess ?one of these b. ?o b. ?o

in present advertisement L

-;,

Is advertisement effectiveness is necessary for company L a. c.

-<,

3hat do you think the use of study of effectiveness is for whoL a. c.