Impact of TV Advertisement of Pepsi Company Mba Marketing Project Report

Impact of TV advertisement
EXECUTIVE SUMMERY
This project report is on the Impact of advertisement (Pepsi TV promo add)on

retailer to know about the awareness about the advertisement. The project was
carried in Mysore with sample size of 200 retailers.
There are two variables dependent and independent variables:
Dependent variable: Sales is dependent variable because when advertised properly

the consumers are induced. Awareness is also related to sales because if the retailers
are aware of the advertisement they can confront about the benefits to the
consumers.
Independent variable: Here independent variable is advertisement.
Therefore the project is done to check the awareness level of the advertisement
among the retailers.
BABASAB PATIL MARKETING PROJECT REPORT MBA
INTRODUCTION
The project was started from May 15th to July 15th 2006 for Pepsi Co
India. It was done in Mysore.
The project was carried out due to the criteria of the university after the
completion of M.B.A. second semester.
The main objective of this in-plant training was to get an exposure to the
working environment in an organization. This was an opportunity for us to
relate concepts learnt by us to the practical application in the organization.
This in-plant training provided us in interacting with the highly experienced
managers and to improve our practical knowledge.
ABOUT THE PLACE WHERE THE PROJECT WAS DONE

Mysore city is at 770m above sea level and 140 kms from Bangalore. It is
also known as the City of Palaces, Mysore retains a quaint charm that never fails to
enchant. It is situated in the southern part of the Deccan Plateau. From ancient
times, this district has played a significant role in the history of South India.
Mysore District is a popular tourist destination, offering several attractions
ranging from the royal Splendour of Mysore City and its fabulous Dasara Festival
to exquisite temples, pilgrimage Centers and scenic spots.
Mysore today, is a pleasant city with an old world charm, contributed by its
broad shady avenues, well laid out gardens, fine buildings and a salubrious climate.
STATEMENT OF THE PROBLEM
UNAWARENESS OF THE PEPSI T.V. AD. PROMO. AMONGST

THE RETAILERS
PURPOSE OF THE STUDY
1. TO INCREASE THE AWARNESS LEVEL AMONGST THE

RETAILERS ABOUT THE PEPSI T.V.AD.PROMO.
2. TO KNOW IF DISPLAY COULD DRIVE THE SALES.
3. TO KNOW WHO ARE THE CUSTOMERS FOR 2 LITRE BOTTLES
SCOPE OF THE STUDY

The scope of the study is to understand:
1) The Pepsi markets share in Mysore.

2) Awareness level about Pepsi T. V. ad. Promo amongst the retailers.
LIMITATIONS OF THE STUDY

1) Due to time constraints the study is restricted only to the retailers and not of
consumers.
2) Amongst the retailers only the following are considered:
a. A & B Class bakeries
b. Supermarkets
c. Few provision stores
3) The coverage of objective of study is limited to the extent of
information given by the company.
Inspite of all above-mentioned limitations, every effort has been made
effectively and report is prepared to best of my knowledge.
OBJECTIVE OF THE STUDY

The objective is to check the awareness of Pepsi T. V. ad. Promo among the
retailers / traders.
This was done considering the following,
1) Usually the retailers will be in their shops or on business.
2) They were confused about the ad. I.e. they were thinking that there is Pepsi
Channel to be launched.
3) The ad. created hype in the minds that Pepsi is going to come out with the
new T. V. known as Pepsi T. V.
4) Many retailers were unknown about the benefits to be given to the
consumers.
Therefore, as the retailers are the means foe sales they should be
confronted about the advertisement and the benefits to be given to the
consumers.
CHAPTER - II
ORGANISATION PROFILE
HISTORY
Donald M. Kendall, President and Chief Executive Officer of Pepsi-Cola and
Herman W. Lay, Chairman and Chief Executive Officer of Frito-Lay found
PepsiCo, Inc., through the merger of the two companies. Caleb Bradham, a New
Bern, N.C. pharmacist, created pepsi-Cola in the late 1890s. Frito-Lay, Inc. was
formed by the 1961 merger of the Frito Company, founded by Elmer Doolin in
1932, and the H. W. Lay Company, founded by Herman W.Lay, also in 1932.
Herman Lay is chairman of the Board of Directors of the new company; Donald
M. Kendall is president and chief executive officer.
Pepsi-Cola began selling its products outside the United States and Canada in the
mid-1930s, opening in the United Kingdom in 1936. Operations grew rapidly
beginning in the 1950s. Today, PepsiCo beverages are available in more than 170
countries and territories. Brands include Aquafina, Gatorade and Tropicana.
The new company reports sales of $510 million and has 19,000 employees.
10
CORPORATE PROFILE
PepsiCo is the world leader in convenient food and beverages with 2005
revenues of more than dollar 32 billion and more than 157000 employees.
The company consists of Frito-Lay North America, PepsiCo Beverages
North America, PepsiCo International and Quaker Foods North America.
PepsiCo brands are available in nearly 200 countries and territories and generate
sales at the retail level of about $85 billion.
Many of PepsiCo's brand names are more than 100-years-old, but the
corporation is relatively young. PepsiCo was founded in 1965 through the
merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and
PepsiCo merged with the Quaker Oats Company, including Gatorade, in 2001.
PepsiCo offers product choices to meet a broad variety of needs and preference
-- from fun-for-you items to product choices that contribute to healthier
lifestyles.
PepsiCo owns some of the world's most popular brands, including Pepsi-Cola,
Mountain Dew, Diet Pepsi, Lay's, Doritos, Tropicana, Gatorade, and Quaker. Our
brands are available worldwide through a variety of go-to-market systems,
including direct store delivery (DSD), broker-warehouse, and food service and
vending.
11
PEPSI IN INDIA
Pepsi gained entry to India in 1988 by creating a joint venture with the Punjab
Government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas
India Limited. This joint venture marketed and sold Lehar Pepsi until 1991
when the use of foreign brands was allowed; Pepsi bought out its partners and
ended the joint venture in 1994. The brand was trademarked on June 16, 1903,
though the drink was first made in 1898, by pharmacist Caleb Bradham.
12
PEPSI BRANDS AVAILABLE IN INDIA
1. PEPSI
2. PEPSI CAF CHINO
3. DIET PEPSI
4. 7 UP
5. MIRINDA
6. SLICE
7. MOUNTAIN DEW
8. AQUIFINA
9. LEHAR SODA
13
Product Profile
The price of the product two liters Pepsi pet

bottle is Rs. 45/- sales price
Rs. 42.85 ps retailers price
Contents
Sweetened
Carbonated water
No Fruit juice
Sugar
Buffering agents
Contains added flavours
1 case contains 9 bottles
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PEPSI COs MISSION

PepsiCos mission is To be the world's premier consumer Products Company
focused on convenient foods and beverages. We seek to produce healthy
financial rewards to investors as we provide opportunities for growth and
enrichment to our employees, our business partners and the communities in
which we operate. And in everything we do, we strive for honesty, fairness and
integrity.
15
Corporate Citizenship
At PepsiCo, we believe that as a corporate citizen, we have a responsibility to
contribute to the quality of life in our communities. This philosophy is expressed
in our sustainability vision which states: PepsiCos responsibility is to
continually improve all aspects of the world in which we operate environment,
social, economic -- creating a better tomorrow than today.
Our vision is put into action through programs and a focus on environmental
stewardship, activities to benefit society, and a commitment to build shareholder
value by making PepsiCo a truly sustainable company.
16
Executive Office PepsiCo, Inc.

700 Anderson Hill Road
Purchase, NY 10577
(914) 253-2000
PepsiCo Headquarters
PepsiCo World Headquarters is located in Purchase, New York, approximately
45 minutes from New York City. Edward Durrell Stone, one of Americas
foremost architects, designed the seven-building headquarters complex. The
building occupies 10 acres of a 144-acre complex that includes the Donald M.
Kendall Sculpture Gardens, a world- acclaimed sculpture collection in a garden
setting.
17
Divisions
The company reports their operating results as follows, by divisions:
Frito-Lay North America (FLNA)
PepsiCo Beverages North America (PBNA)
Quaker Foods North America (QFNA)
PepsiCo International (PI)
PEPSICO REPORTING STRUCTURE

PEPSICO
FLNA
PBNA
QFNA
PI
18
PEPSI COs COMMITMENT

Diversity isnt just the right thing to do. Its the right thing to do for our business,
and we are committed to making diversity and inclusion a way of life at PepsiCo.
In our business, understanding different cultures is a major advantage. In fact,
we view diversity as a key to our future. Our brands appeal to an extraordinarily
diverse array of customers. And they are sold by an equally diverse group of
retailers.
To truly understand the needs of our customers and consumers -- and succeed
in the marketplace -- PepsiCo must reflect that diversity in our employees, our
suppliers and in everything we do.
Offering a workplace where diversity is valued helps us build the top-quality
workforce so crucial to our success -- by enabling us to attract and retain great
people from a wide spectrum of backgrounds.
19
Community
PepsiCo committed to celebrating and supporting diversity in its community
through its corporate giving and community programs. PepsiCo gives to the
community through the PepsiCo Foundation, the PepsiCo Community Affairs
Department and PepsiCo divisions. The PepsiCo Foundation and its operating
divisions gave grants to more than 1,000 community organizations, of which a
significant portion were organizations championing diversity. It also support
organizations through gifts in-kind, such as product, premiums, printing,
meeting arrangements, equipment donations, and
support
of
events,
conventions, journals and meetings.
20
Customers
PepsiCo is committed to marketing its products to all groups, treating all
customers with respect, sensitivity and fairness, while providing some of the
greatest products on earth. Early in its history -- as far back as the 1940s -- PepsiCola recognized the importance of diversity. Pepsi pioneered targeted marketing
and national lifestyle advertising featuring minorities. It developed education and
sports programs spotlighting minorities. PepsiCo partnered with many groups to
create programs that contribute to minority communities. It sponsored major
music tours by entertainers such as Tina Turner. PepsiCo support minority media
and interests. Over the years, its success has been recognized with numerous
awards. Most importantly, its products are purchased and enjoyed by all groups
of consumers.
21
Shareholders
PepsiCo (symbol: PEP) shares are traded principally on the New York Stock
Exchange in the United States. The company is also listed on the Amsterdam,
Chicago, Swiss and Tokyo stock exchanges. PepsiCo has consistently paid cash
dividends since the corporation was founded.
22
Sustainability vision
PepsiCo responsibility is to continuously improve all the aspects of the world in
which they are operating i.e. that is environment social and economical with an
intension of creating better tomorrow than today.
This is the core part of the vision.
23
ENVORONMENTAL POLICY
1. PepsiCo complies with applicable legal and regulatory requirements and
companies standards and conduct regular audits to verify compliance
2. PepsiCo annually review companies performance in implementing the
policy
3. PepsiCo reviews policy periodically and updates as needed.
4. It considers potential environmental impacts in daily decision making
process
5. Pepsi co applies sound environmental management practices.
6. Pepsi encourages conservation of natural resources, recycling and
pollution control to ensure cleaner air and water
7. Pepsi co monitors emerging issues and keep abreast of regulatory
changes technological innovation and stakeholders interest.
8. PepsiCo works with licensed bottlers suppliers and customers top reduce
environmental impacts on its product throughout their life cycle
As the part of their environmental policy Pepsi Co India has
1. Donated generously to the Tsunami victims.
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2. The company has also developed a Teppada village NH-4 Begur
surrounding Nelamangala Plant and the company has also been providing
free water to this village.
PEPSI COs SALES VISION:
To build an exceptional customer focused sales team, which will consistently

exceed customer expectations by delivering executional excellence in the market
place through best selling systems and process.
25
HONOURS FOR 2006
PepsiCo named winner of the best-integrated marketing campaign during

the Globes Awards sponsored by the Marketing Agencies Association
(MAA) Worldwide. Pepsi Wins Award for Indian Cricket World Cup
Campaign by Marketing Agencies Association Worldwide.
PepsiCo Recognized as one of the "20 Most Influential Multi-Nationals in

China." by China Business News.
Institutional Investor Releases 'Best CEOs' list; Reinemund Tops Beverage

Leaders.
Chinese College Students Name Pepsi Among Top Ten Brands.
Fortune Magazine calls PepsiCo "one of the best run companies in the
country.
PepsiCo Wins Sams Club Supplier of the Year Award.
Institutional Investor Identifies PepsiCo as one of Americas Most

Shareholder-Friendly Companies.
PepsiCo Ranks as 15th Most-Admired Company on Fortune's List of the

Top 20.
Gatorade Mexico Named Wal-Mex 'Supplier of the Year'.
PepsiCo Officially Observes $100 Billion Market Cap Milestone.
26
Distributional Channel of PepsiCo India (COBOs)
FACTORY
DISTRIBUTORS
RETAILERS
CONSUMERS
27
ORGANISATIONAL CHART OF PEPSICO INDIA
BUGM (CEO)
ED
SOMU
WOMU
COMU
NOMU
EOMU
(MUM)
(MUM)
(MUM)
(MUM)
(MUM)
28
BUSINESS UNIT GENERAL MANAGER (BUGM): Mr. RAJEEV BAKSHI
EXECUTIVE DIRECTOR (ED): Mr. TANMYA VATS
SOUTH OPERATIONS MARKET UNIT (SOMU):
WEST OPERATIONS MARKET UNIT (WOMU):
CENTRAL OPERATIONS MARKET UNIT (COMU):
NORTH OPERATIONS MARKET UNIT (NOMU):
EAST OPERATIONS MARKET UNIT (EOMU):
MARKET UNIT MANAGER (MUM):
THE MUM FOR SOMU: - Mr. VENKATSHANKAR
Note:
Each market unit has a manager called as Market Unit Manager (MUM).
Represents flow of Authority.
29
SOUTH OPERATIONS MARKET UNIT (SOMU)
SOMU
CHENNAI
MADURAI
KARNATAKA
(UM)
(UM)
(UM)
30
The South operations Market Unit is divided into three parts they are
1) Chennai
2) Madurai
3) Karnataka
Each unit has a Unit Manager, which is also called as the Vice
President.
These Unit Managers report to their respective Market unit Manager (MUM)
Mr. Venkatshankar
KARNATAKA UNIT
31
LMP
UNIT MANAGER (UM)

(Mr. JAYA CHANDRAN)
TDM
ADC
TDM
ADC
TDM
ADC
MDC
CEs
CEs
CEs
32
For Karnataka Unit there are:
1Line plant manager
1 Unit Manager
3 Territory Development Managers (TDMs)
3 Accounts Development Manager (ADCs)
1 Market Development Manager (MDC) and
Customer Executives (CEs)
Is the Unit Manager / Vice president has Sales as well Operational power then
he reports to Line Plant Manager as well as the respective Market Unit Manager
but if the Unit Manager has only sales power then he has to report to the Line Plant
Manager who in turn reports to the Market Unit Manager.
33
DIVISION OF KARNATAKA UNIT
The entire Karnataka unit is been divided into 3 territories and accordingly one
Territory Development Manager is been assigned to each territory: -
1) Up Country it refers to the places outside Bangalore i.e. Mysore,

Mangalore, Tumkur, Ramnagar, Kolar etc.
2) Kormangala
3) Yeshwantpura
34
FUNCTIONS OF ACCOUNTS DEVELOPMENTCO-ORDINATOR (ADC):
The function of ADC is developing the new accounts i.e. adding up new
retailers to the existing market list.
He is concerned with sales department only.
FUNCTIONS OF MARKET DEVELOPMENT CO-ORDINATOR (MDC):

The function of MDC is to develop new market.
He purely undertakes marketing activities.
Note: The ADC and the MDC are only the supportive functions between the TDMs and
CEs.
Together with the TDM the Karnataka Unit also has a MDM Mr. ABDUL ASHIQ
The TDM takes care of sales activities in its region and the MDM is concerned with
marketing functions.
35
PLANT DETAILS
PLANT
ACCOUNTS
LOGISTICS
QUALITY CONTROL
The plant is divided into three departments,

1) ACOUNTS
2) LOGISTICS
3) QUALITY CONTROL
36
1) ACCOUNTS: - This is one the big department which consists of the
financial operations of the company. It consists of maintenance of
accounts, the provision given to the retailers for the promotion
activities carried on by them. This department also deals with the
provision of coolers and any complaints with regard to it and other
financial requirements of the company.
2) LOGISTICS: - This department is concerned with transportation of

the products (bottles) to the distributors.
3) QUALITY CONTROL: - This department/unit takes care that the

product released are of standard quality according to the companies
norms provided
TYPES OF OPERATIONS UNDERTAKEN BY THE COMPANY: -
37
Pepsi India Holdings, the intermix of company-owned bottling operations
(COBOs) and franchisee owned bottling operations (FOBOs) within the market
units will help in providing a senior resources pool of line and staff managers,
impact both COBOs and FOBOs, and enable transference of best practices both
ways.
The company undertakes two types of operations they are:1) Company Owned Bottling Operations (COBO)
2) Franchise Owned Bottling Operations (FOBO)
1) Company Owned Bottling Operations (COBO): COBO refers to the

operations directly carried by the company. There are Three
COBOs in South India, they are in Chennai, Madurai and in
Karnataka . These COBOs have to work under the guidelines by the
PepsiCo New York.
2) Franchise Owned Bottling Operations (FOBO) : FOBO refers to the

operations carried by the franchise .
Contd
38
COBOs/FOBOs organizations cut across disparate territories and
helped in building a substantial distribution network. The organization
structure in the market units is being reconfigured to reflect geographic
continuity and tap new market opportunities.
The objective of the exercise is to increase distribution of the company's
products, gain greater flexibility to leverage resources and share best practices.
39
DISTRIBUTORS IN MYSORE
There are six distributors in Mysore they are,
1. Blue star marketing.

2. Sahara Enterprise.
3. Tippu Taj
4. Renuka
5. N. S. Enterprise
6. S. D. Enterprise
40
Among the six distributors three are working over 50,000 AOP and three are
below 50.000 AOP.
Note:
The unit 50,000 is in cases
AOP is the Annual Sales Target to be achieved by each Distributor.
The following are the distributors who are classified under and below AOP.
OVER 50,000 AOP
BELOW 50,000 AOP
BLUE STAR MARKETING
SAHARA
TIPPU TAJ
RENUKA
N.S.
S. D.
41
NUMBER OF UNITS POSSESED BY EACH DISTRIBUTOR.

1. Blue star marketing
4 UNITS
2. Sahara Enterprise
2 UNITS
3. Tippu Taj
4 UNITS
4. Renuka
2 UNITS
5. N. S. Enterprise
3 UNITS
6. S. D. Enterprise
2 UNITS
Units refer to the vehicles in which the products are delivered.
42
Factors influencing the assignment of areas to distributors salesman

1. An average number of outlets the sales man can effectively work on. A
sales man can handle 40 outlets on an average effectively.
2.
Depending on the frequency of a particular route. The distributors follow

two types of frequencies they are,
Daily
Alternate days.
43
EIGHT IMPORTANT STEPS:
The following are the 8 important steps followed by the customer executives
(C.E.s):
1. PREPARATION
2. WISHING CUSTOMERS
3. SHOP INSPECTION
4. CHECKING FOR THE STOCKS WHICH ARE TO BE PLACED
5. INFORMING THE RETAILER ABOUT THE STOCKS WHICH ARE TO
BE PLACED.
6. EXECUTION OF THE ORDERS.
7. RE-EXAMINATION.
8. CONVINCING SKILLS.
44
ADVERTISEMENT
Advertisement plays a very important role in marketing or sales of

product. Advertisement must be meaningful and clearly understood they should
convey the message in a unique way. It means that there should be creativity, which
should make it different from other advertisements.
It should be made taking into consideration the country in which
they are telecasting because an Indian may not understand an American ad. It is so
because perception and attitude differs
The cost is too high but it a means of mass communication.
It must be seen that showing ads at wrong time is waste of capital/money. The time
has to be studied at what time the televisions of mass people will be switched on.
45
ABOUT PEPSI T. V.
46
In this ad SRK orders Cable guy that he wants channel when they ask which he
says Pepsi TV they say there is nothing like Pepsi TV then suddenly Pepsi truck
comes and then Priyanka Chopra and Kareena Kapoor comes out and ask him that
does he want Pepsi TV he says yes and tells them where the TV is then it says to be
continued
After several weeks of suspense, while you kept on wondering on which
channel your cable guy will fix your Pepsi TV,he last part of the TV ads revealed
that When you drink Pepsi while watching TV, it is called Pepsi TV
"It basically means... whenever you are watching television, you must have
the cola in your hand. That's how the soft drink is being positioned in the market
through this ad."
The ad, made at an estimated budget of Rs.3.5 million, was shot by Shah
Rukh's buddy Farah Khan and produced by his company Red Chillies
Entertainment.
47
PURPOSE OF THE ADVERTISEMENT
The purpose of this ad is to build on an occasion led program that is,

supplementing occasions with Pepsi consumption - at home, family drink, and
working the consumer behavior element of "consuming drinks during watching
TV" - high-involvement attribute. It might take it forward to occasion-specific
advertising, subsequently.
48
49
SAMPLING
The sample size used for the survey is 200 retailers. It includes,
1. BAKERIES (A and B class)
2. SUPER MARKETS
3. FEW PROVISION STORES
This sample size was identified because they were the means of reaching
consumers.
Sampling frame:
It was the route planner provided by the company.
Sampling method:
Judgment sample method was used which is type of Non probability sample. It
refers to a sampling method in which chance selection procedures are not used.
Judgment sample refers to the one in which there is an attempt to draw a

representative sample of the population using Judgmental selection procedure.
50
Research Design
The Research design was divided into two parts they are
1. Survey
2. Implementation
The six days of the week were divided as three days for survey and three days
for implementation.
Survey:
As per the route planner provided by the company the survey
was conducted through questionnaire and found out that the many of the
retailers were unaware of the Pepsi t. v. ad. Promo.
Therefore the survey helped the retailers to get the details about the benefits
to be given to the consumers as well the benefits to be availed by the
distributors. The detail about the benefits is attached on the next page.
During the survey we found out that there are three types of outlets selling
cold drinks they are,
PEPSI MONOPOLY
CCX MONOPOLY
MIXED
51
Implementation: After the survey implementation was carried out. In this

procedure the orders were taken and seen to it the distributors place them
and if there are any queries regarding the benefits they were sorted or
cleared.
Also it was seen that every outlet we have surveyed have properly
display of Pepsi Products.
DATA COLLECTION METHOD: SURVEY
DATA COLLECTION TECHNIQUE: QUESTIONAIRE
52
53
FINDINGS AND RESULTS
54
FINDINGS
GRAPH SHOWING THE NUMBER OF RESPONDENTS AWARE OF THE

BENEFITS TO BE GIVEN TIO THE CUSTOMERS AS WELL THE BENEFITS TO
BE AVAILED BY THE DISRIBUTORS
140
120
120
Number Of Outlets
100
80
80
60
40
20
0
AWARE
UNAWARE
Respondants
CHART 1
Explaination
55
Chart 1 clearly shows that
80 outlets were aware of the benefits of the Pepsi T.V. ad promo.
120 were unaware of the benefits of the Pepsi T.V. ad promo
The reason behind the unawareness is that, usually the traders will be on
business or in their outlets. Therefore during our surveys we gave them the clear
picture of Pepsi T.V. ad. Promo. And explained about the benefit.
56
CHART 2
57
EXPLANATION
Chart 2
1. Clearly shows the consumers for 2 ltr Pepsi 2 ltr bottles.
X axis Pepsi 2 ltr bottle consumers
Y axis indicate the units in numbers
2. In majority of the outlets I surveyed it was found that the
consumers/customers were usually households and party goers.
Therefore, relating the Pepsi and TV channel is a good concept.
58
RESULTS
59
SALES CHART FROM MARCH TO

JUNE
700
600
562
501
500
SALES
585
400
300
190
200
100
0
MARCH
APRIL
MAY
JUNE
MONTHS
CHART 3
60
EXPLAINATION
Chart 3 shows the number of cases sold before and during my project.
The figures indicate the number of cases sold from March to June and each
case consist of nine bottles.
When we look at the chart2 we get a clear picture of sales raising in the
month of May (585 cases) compared to the sales figure of March (562 cases)
and April (501 cases).
There was a drastic fall in the month of June (190 cases) as the monsoon
already hit Mysore in the first week of June.
The sales figure of July was not available as my project completed in the
mid of July and the sales results/figures will be available only at the end of the
month.
61
CALCULATION OF PERCENTAGE INCREASE IN SALES
The two months taken for comparison are April and May
April Before the project was done
May Project Month
June is not taken for comparison because monsoon hit Mysore in first
week itself.
2 litre
APRIL
MAY
% Increase
501
585
7.73
Working:When:
Total sales 1086 (501 + 585)
Incremental sales 84 (585-501)
Therefore, for 100 cases
Incremental sales will be= 100 x 84
=7.73%
1086
62
DISCUSSION
During the survey I found the following when discussed with the
retailers
1. Consumer involvement
2. Generating curiosity and a buzz (though it has turned out to be an
anti-climax)
3. It may actually succeed in product usage because most of the
TG( i.e. youngsters) watch a lot of television and definitely
consuming Pepsi at the same time will just add to the experience.
4. It chose Priyanka chopra and kareena Kapoor who are
unarguably the most happening young actresses and have a great
appeal in the youngsters.
63
64
SUGGESTIONS
1. Workshop for retailers: - Workshop should be conducted in

such a place of a locality where in it is easy for the retailers to
attend and get the necessary information of the new suspense ads
in future. It should also be taken into consideration that there is
minimum investment of time in this workshop because the
retailers will think that it is wastage of time. This will be the
motivating factor for the retailers because they will think that the
company is showing interest in helping them to increase their
sales. This in turn will help the company increasing its sales.
Therefore the company should take necessary steps in
organizing the workshops.
2. Print Media:
- Print Media plays an important role after
electronic media, because in the electronic media advertisements

will be of hardly one minute and may not convey the full details.
Pamphlets should be used as well as newspapers
65
3. 9+1 OFFER: - Offering of 9 + 1 scheme to retailers so that they
will be induced to purchase more cases and can push our product
to the consumers instead of other Brands.
This offer will be helpful to convert mixed outlets to Pepsi
monopoly.
66
COST OF THE WORKSHOP AND PRINT MEDIA
WORKSHOP: The cost of workshop will be high therefore to reduce this the company people can
actively participate instead of hiring outside people.
PRINT MEDIA: The cost of print media will be less and it is a means of mass communication.
67
ACHIEVEMENTS IN THE FORM OF LEADS

Name of the outlet
1.Mega Bakery and sweets
2. Karnataka Bakery
3. New Sri Krishna Bakery
4. Hassan Iyengars bakery
5.Vinayaka stores
6. Sweet Palace
7. Trupti Bakery and Cool Points
8. Sri Sudarshan Iyengar Bakery
9.Sri Ranga Iyengar Bakery
10. Sri Ragavendra Iyengars Bakery
Location
N. R. Mohalla
Shantinagar
New Kantharaja Urs Road
Gokulam 3rd Stage
Vinayaka Nagar
Jayalakshmipuram
Vagdevi Nagar
New Kantharaja Urs Road
T .K. Layout
Gokulam Main Road
68
CHAPTER - IV
69
QUESTIONNAIRE
1) NAME :
2) ADDRESS:
3) Do you know about Pepsi TV?
YES
No
4) What kind fob customers are walking in for 2 ltr Pepsi Bottles?
Household
Partygoers
5) Do you know about the benefits that you get on pet bottles?
YES
No
6) Do you think display will drive your sales?

YES
No
COMMENTS
70
BIBLOGRAPHY
The information needed to complete this project was directly from,
EXTERNAL GUIDES: -
Mr. RAVINDRA PAI

ADC PepsiCo INDIA
Mr. SASANK
C.E. PepsiCo INDIA (MYSORE)
WEBSITE: -
www.pepsico.com
71

Impact of TV Advertisement of Pepsi Company Mba Marketing Project Report

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Impact of TV advertisement

This project report is on the Impact of advertisement (Pepsi TV promo add)on

There are two variables dependent and independent variables:

Dependent variable: Sales is dependent variable because when advertised properly

Independent variable: Here independent variable is advertisement.

BABASAB PATIL MARKETING PROJECT REPORT MBA

BABASAB PATIL MARKETING PROJECT REPORT MBA

ABOUT THE PLACE WHERE THE PROJECT WAS DONE

BABASAB PATIL MARKETING PROJECT REPORT MBA

STATEMENT OF THE PROBLEM

UNAWARENESS OF THE PEPSI T.V. AD. PROMO. AMONGST

BABASAB PATIL MARKETING PROJECT REPORT MBA

PURPOSE OF THE STUDY

1. TO INCREASE THE AWARNESS LEVEL AMONGST THE

BABASAB PATIL MARKETING PROJECT REPORT MBA

SCOPE OF THE STUDY

1) The Pepsi markets share in Mysore.

BABASAB PATIL MARKETING PROJECT REPORT MBA

LIMITATIONS OF THE STUDY

BABASAB PATIL MARKETING PROJECT REPORT MBA

OBJECTIVE OF THE STUDY

BABASAB PATIL MARKETING PROJECT REPORT MBA

BABASAB PATIL MARKETING PROJECT REPORT MBA

BABASAB PATIL MARKETING PROJECT REPORT MBA

BABASAB PATIL MARKETING PROJECT REPORT MBA

BABASAB PATIL MARKETING PROJECT REPORT MBA

PEPSI BRANDS AVAILABLE IN INDIA

BABASAB PATIL MARKETING PROJECT REPORT MBA

The price of the product two liters Pepsi pet

BABASAB PATIL MARKETING PROJECT REPORT MBA

PEPSI COs MISSION

BABASAB PATIL MARKETING PROJECT REPORT MBA

BABASAB PATIL MARKETING PROJECT REPORT MBA

Executive Office PepsiCo, Inc.

BABASAB PATIL MARKETING PROJECT REPORT MBA

Frito-Lay North America (FLNA)

PepsiCo Beverages North America (PBNA)

Quaker Foods North America (QFNA)

PepsiCo International (PI)

PEPSICO REPORTING STRUCTURE

BABASAB PATIL MARKETING PROJECT REPORT MBA

PEPSI COs COMMITMENT

BABASAB PATIL MARKETING PROJECT REPORT MBA

conventions, journals and meetings.

BABASAB PATIL MARKETING PROJECT REPORT MBA

BABASAB PATIL MARKETING PROJECT REPORT MBA

BABASAB PATIL MARKETING PROJECT REPORT MBA

BABASAB PATIL MARKETING PROJECT REPORT MBA

BABASAB PATIL MARKETING PROJECT REPORT MBA

PEPSI COs SALES VISION:

To build an exceptional customer focused sales team, which will consistently

BABASAB PATIL MARKETING PROJECT REPORT MBA

HONOURS FOR 2006

PepsiCo named winner of the best-integrated marketing campaign during

PepsiCo Recognized as one of the "20 Most Influential Multi-Nationals in

Institutional Investor Releases 'Best CEOs' list; Reinemund Tops Beverage

Chinese College Students Name Pepsi Among Top Ten Brands.

PepsiCo Wins Sams Club Supplier of the Year Award.

Institutional Investor Identifies PepsiCo as one of Americas Most

PepsiCo Ranks as 15th Most-Admired Company on Fortune's List of the

Gatorade Mexico Named Wal-Mex 'Supplier of the Year'.

PepsiCo Officially Observes $100 Billion Market Cap Milestone.

BABASAB PATIL MARKETING PROJECT REPORT MBA