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INDUSTRY PROFILE

NARTD Non-Alcoholic Ready to drink market can be divided into fruit drinks & soft drinks.
The soft drinks can be further divided into carbonated and non-carbonated drinks. Mango drinks
come under non-carbonated category and carbonated drinks comprises of cola, lemon and orange
flavor drinks.
The soft drinks till early 1990s were in the hands of domestic players like Campa, Thumps-up,
Limca, etc. But with the opening up of economy & coming of MNC players Pepsi & Coco-Cola
the market has come totally under their control, Pepsi entered in Indian market in 1991.Coke reentered in1993.
The growth of soft drinks in India is very high compared to other countries. The annual growth
rate has been observed as around 10%.So this attracted the attention of world leading market
players a lot. Before the entry of Pepsi in India the market share of Coco- Cola was 80%, but
with the entry of Pepsi its market share has decreased by 10%.
Major players in Soft Drinks Industry:
Coca-Cola
It entered in to Indian market by signing an agreement with Parle exports limited. Its brands are
Coco-Cola, Fanta, and Sprite etc. On September 25th the Chairman Brothers signed an agreement
with Coke selling their best brands like Thumps-up, Limca, Maaza and Gold spot.
Pepsi Foods Private Limited
It came into India In 1956 and left the country in 1961 due to unsuccessful operations. In the
year 1990 it re-entered Indian market in collaboration with Punjab Agro Industry Corporation.
Other Players
Besides these established manufactures there are more than 200 units of independent
manufactures of soft drink industry. They constitute very small market share around 4% of the
entire soft drink industry.

STRONG GROWTH FORECAST IN SOFT DRTINKS:


The total of-trade volume of soft drinks is forecast to grow by a compounded average of 11%
over the forecast period. Total value growth is expected to track volume growth closely because
intensifying competition in carbonates, which dominate in both total volume and value sales, is
expected to keep prices per liter under check.
However, 100% Juice is forecast to experience price per liter increases as the pitch on the health
platform is expected to enable manufactures to keep their products relatively price-intensive.
With increases expected in tourism, distribution and a changing lifestyle, bottled water is the one
to watch in the forecast period, with an expected CAGR OF 15% in off-trade volume sales
growth. Our local strategy enables us to listen to all the voices around the world asking for
beverages that span the entire spectrum of tastes and occasions.
What people want in a beverage is a reflection of who they are, where they live, how they work
and play, and how they relax and recharge, whether Youre a student in the United States
enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a
juice drink, or a couple in Korea buying bottled water after a run together, were there for you.
We are determined not only to make great drinks, but also to contribute to communities around
the world through our commitments to education, health, wellness, and diversity. We strive to be
a good neighbor, consistently shaping our business decisions to improve the quality of life in the
communities in which we do business. Its a special thing to have billions of friends around the
world, and we never forget it.

COMPANY PROFILE

HISTORY
The Coca-Cola Company traces its beginning to 1886, when an Atlanta, Georgia Pharmacist, Dr.
John Pemberton, began to produce Coca-Cola syrup for sale in the fountain drink. However, with
the exemption of an independent bottling operation established in 1894 in Viking, Mississippi,
the history of large scale bottling did not begin until 1899 when two Chattanooga businessmen,
Joseph B. Whitehead and Benjamin F. Thomas, secured the executive rights to bottle and sell
Coca-Cola for most of the United States from the Coca-Cola company.
The Coca-Cola bottling system continued to operate as an independent local business until the
late 1970s and early 1980s when, for an economic and other reasons, bottling franchise
ownership began to consolidate. In 1986, the Coca-Cola Company recognized the opportunity to
significantly advance this consolidation by merging some of this company owned operations
with two large ownership groups that were for sale. This bottling operation was combined to into
Coca-Cola Enterprise Inc. The company offered its stock in the New York Stock Exchange on
November 21st,1986,in the largest initial public offering made up to that date.
BUSINESS
Coca-Cola Enterprises is in the business of Marketing, Producing and Distributing liquid nonalcoholic refreshments to customers in their franchise tern tones. In 1994 they distributed
approximately 1.7 billion equivalent Cases of the product throughout their territories, which
comprise of 38 states and the District of Columbia in the United States. Their territory also
extended to, many foreign countries.
The Coca-Cola Enterprise and The Coca-Cola Company are in business partnership. The CocaCola Company develops the product, while as a bottler the Coca-Cola Enterprise combines the
product Concentrates with other ingredients and packages the beverages in bottles, Cans and
fountain containers.

MANAGEMENT PHILOSOPHY
CORPORATE AREA
The major concept of the management philosophy is to remain in the beverage industry and not
diversify into other areas. The management believes in investing in non-capital-intensive areas.
In fact, the beverage industry requires little capital, and produces maximum returns. The returns
from the foreign markets are tapped to the most.
FINANCIAL AREA
The corporate objectives are to increase the shareowners value. The management believes that in
increasing the shareholders value it requires consistent growth in financial results complemented
by effective use of the cash flow.
MARKETING AREA
Here the management is committed to superior market place execution. This is achieved by
decentralized operating structure that places the responsibilities, authority and the accountability
as close to the customer and consumer as possible.
THE BRAND
The Coca-Cola consistently ranks first in the worlds most valuable brands. The brand value is
about $39 billion. This is the greatest heritage of the company. As far as the brand management
concerned, we find that Coca-Cola ranks itself as the third only after Microsoft and Louis Vinton.

Coca-Cola returned to India after 16 years, in 1993. The brand


promotion was in between 1994-96. The bottling acquisition occurred in between 1997-99. Its
quest for profitability started from 2000 onwards. In India Coke has their concentrate plant at
Pune producing 10 brands. Its company-owned bottling operations are at six operating regions,
29 operating areas with 26 plants, 10 Green fields, and around 6000 associates. It enjoys a
business of over Rs.3000 cores in India.

AP REGION
AP has merged as the single biggest state in terms of overall CSD sales volumes as well as in
terms of manufacturing facilities. Up to 18-20 percent of the companys sales volumes are from
AP.
Hindustan Coca-Cola Beverages Private Limited, in total consists of five operating locations for
CSD brands and KINLEY packed water at Modula-Ali, Ameenpur, Atmakur (Vijayawada)
,Visakhapatnam and Srikalahasthi having a turnover of over 750 cores with 3 plants, 2 Green
fields and 1500 associates.
Thumps-Up, now has a leading position in CSD market in AP, with a market share of nearly 50
percent. All Coca-Colas CSD brands put together now accounted for 75 percent of the overall
CSD market.
Profile of Srikalahasthi:
Acquired from Co-packer in Jan 2007
Located atKapugunneri Village, near Srikalahasthi town in an area of 98 acres. The unit has a
permanent workforce of 222.
Started operations in 2003 with RGB and CSD PET Lines. Hot fill Juice line added in 2005.
Line Configuration:

RGB -600 BPM KHS make ( 200& 300 ml)

CSD PET- 200 BPM KHS make ( 500/600ml)

Hot fill 200 BPM SIG make with SIPA blower

Customers:
Plant distributes CSD PET and hot fill PET to entire south and part of central region of
RGB to 4 districts (Chittoor, Cuddapah, Ananthapuram and Nellore) through
distribution network.

India &

Companys

COMPANYs VISION
Coca-Cola exists to create value for their share owners on a long-term basis by building a
business that enhances the Coca-Cola Companys trademarks. This is the ultimate commitment.
As the worlds largest beverage company, Coca-Cola refresh the world. Coca-Cola do this by
developing superior soft drinks, both carbonated and non-carbonated, and profitable nonalcoholic beverage systems that create value for the company, the bottling partners and to the
customers.
In creating value, Coca-Cola succeeds or fail based on the companys ability to perform as
worthy stewards of several key assets.
1. Coca-Cola, the worlds most powerful trademark, and other highly valuable
TRADEMARKS.
2. The worlds most effective and pervasive DISTRIBUTION SYSTEM.
3. Satisfied CUSTOMRES, who make a god profit selling Coca-Cola products.
4. The people who are working are ultimately responsible for building this enterprise.
5. The abundant RESOURCES, which must be intelligently allocated.
6. The strong global LEADERSHIP in the beverage industry in particular and in the
business world in general.
TRADE MARKS OF THE COMPANY
The company creates demand by continually expanding the relationship that bonds the
trademarks, principally Coca-Cola with the 5 billion people on this planet. Everything the
company does must strengthen that bond and it will utilize every available resource to expand
the value of Coca-Colas trademarks in the hearts and minds of its consumers.

Coca-Cola will continue to make its trademarks, and especially Coca-Cola, the most
recognized, most powerful commercial symbols in any market where they are present.

Coca-Cola will continually strive to enhance every aspect of product and package quality.

Coca-Cola will always communicate advertising messages that bond with its consumers.

Coca-Cola will never hesitate to adjust its product line keep the Coca-Cola, trademark
strong, pervasive and present, as such adjustment may become necessary due to changes

in the desire and needs of its consumers. In doing this, Coca-Cola will never compromise
the integrity of its core trademark and all for which it stands.

PRODUCTS PROFILE
THE CARBONATED MARKET

INTERNATIONAL BRANDS
CLASSIC: The Coca-Cola classic is the flagship of the companys carbonated drinks. The
product was made public on May 8th 1886.
DIET COKE: Was launched in 1982 to target the market of the light products.
CAFFEINE FREE COCA-COLA CLASSIC: Was launched 1983 which aims at
customers who want to limit their consumption of caffeine while still drinking Coca-Cola
and enjoying its taste.
CHERRY COKE: The first cherry flavored Cola were launched in 1985.
The Coca-Cola Company offers several other carbonated drinks to target different
consumers. Sprite is the number 7 in the US soft drink market launched in 1961. Fanta is the
world third bestselling soda and the worlds bestselling orange drink with a 31% market share of
the category.

INDIAN BRANDS
For the local market in India Coke has in addition the following brand.
COCA-COLA:
It is the worlds favorite drink, the worlds most valuable brand. Coca-Cola has truly
remarkable heritage. From a humble beginning in 1886, it is now the flagship brand of the
largest manufacturer, marketer, and distributor of non-alcoholic beverages in the world.
THUMPS-UP:
Thumps-Up is leading carbonated soft drink and most rusted brand in India. Originally
introduced in 1977, Thumps-Up was acquired by the Coca-Cola Company in 1993.
Thumps-Up is known for its strong, Fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men from the boys.

LIMCA:
Lime n Lemony Limca, the drink of that can cast a tangy refreshing spell on anyone,
anywhere. Born in 1997, Limca has been the original thirst choice, of millions of consumers for
over 3 decades.
FANTA:
The orangedrink of the Coca-Cola Company, seen as one of the favorite drinks since 1940s.
Fanta entered the Indian market in the year.
SPRITE:
Worldwide, Sprite is ranked as the No.4 soft drink and is sold in more than 190 countries. In
India, Sprite was launched in year 1999 and today it has grown to one of fastest growing
soft drinks, leading the clear lime category.

DIET COKE: Was launched in 1982 to target the market of the light products.

KINLEY: Packaged drinking water.

THE NON-CARBONATED MARKET


MINUTE MAID: Offers frozen concentrated fruit juice launched in 1988.

MAAZA:Maaza was launched in 1976 here was a drink that offered the same
real taste of fruit juice and was available throughout the year. In 1993 Maaza
was acquired by Coca-Cola India. Maaza currently dominates the fruit drink.

Advertising Effectiveness
The objectives of all business are to makes profits and a merchandising concern can
do that by increasing its sales at remunerative prices. This is possible, if the product is
widely polished to be audience the final consumers, channel members and industrial
users and through convincing arguments it is persuaded to buy it. Publicity makes a
thing or an idea known to people. It is a general term indicating efforts at mass appeal.
As personal stimulation of demand for a product service or business unit by planting
commercially significant news about it in a published medium or obtaining favourable
presentation of it upon video television or stage that is not paid for by the sponsor.
On the other hand, advertising denotes a specific attempt to popularize a
specific product or service at a certain cost. It is a method of publicity. It always
intentional openly sponsored by the sponsor and involves certain cost and hence is
paid for. It is a common form of non- personal communication about an organisation
and or its products idea service etc. that is transmitted to 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 Latin word viz, "advertero" "ad"
meaning towards and "verto" meeting towards and "verto" meaning. "I turn" literally
specific thing".

Simply stated advertising is the art "says green." Advertising is a general term
for and all forms of publicity, from the cry of the street boy selling newspapers to the
most celebrate attention attracts device. The object always is to bring to public notice
some articles or service, to create a demand to stimulate buying and in general to
bring logethel the man with something to sell and the man who has means or desires
to buy".
Advertising has been defined by different experts. Some of the quoted 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.
Stanton deserves that "Advertising consists of all the activities involved in
presenting to a group a non- personal, oral or visual openly, sponsored message
regarding a product, service, or idea. This message called an advertisement is
disseminated through one or more media and is paid for by the identified sponsor.
Advertising is any paid form of non personal paid of presentation of ideas
goods or services by an identified sponsor.
Advertising is a "non- personal paid message of commercial significance about
a product, service or company made to a market by an identified sponsor.
In developing an advertising programme, one must always start by identifying
the market needs and buyer motives and must make five major decisions commonly
referred as 5M (mission, money message, media and measurement) of advertising.
Basic Features of Advertising

On the basis of various definitions it has certain basic features such as :


1.

It is a mass non-personal communication.

2.

It is a matter of record.

3.

It persuades buyers to purchase the goods advertised.

4.

It is a mass paid communication.

5.

The communication media is diverse such as print (newspapers and magazines)

6.

It is also called printed salesmanship because information is spread by means of


the written and printed work and pictures so that people may be induced to act
upon it.

Functions of Advertising
For many firms advertising is the dominant element of the promotional mix
particulars for those manufacturers who produce convenience goods such as detergent,
non prescription drugs, cosmetics, soft drinks and grocery products. Advertising is
also used extensively by maters of automobiles, home appliances, etc, to introduce
new product and new product features its uses its attributes, 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 quality, in price etc. it can create
brand image and reduce the likelihood of brand switching even when competitors
lower their prices or offer some attractive incentives.
Advertising is particularly effective in certain other spheres too such as :
i)

When consumer awareness of products or service is at a minimum.

ii)

When sales are increasing for all terms in an industry.

iii)

When a product is new and incorporates technological advance not strong and.

iv)

When primary buying motive exists.

It performance the following functions :


i)

Promotion of sales

ii)

Introduction of new product awareness.

iii)

Mass production facilitation

iv)

Carry out research

v)

Education of people.

TYPES OF ADVERTISING
Broadly speaking, advertising may be classified into two categories viz., product
and institutional advertising.
a)

Product 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 organization and private nonbusiness organizations to promote the uses features, images and benefits of their
services and products.

Product advertising is sub-divided into direct action and

indirect action advertising, Direct action product advertising wages the buyer to take
action at once, ice he seeks a quick response to the advertisement which may be to

order the product by mail, or mailing a coupon, or he may promptly purchase in a


retail store in response to prince reduction during clearance sale.
Product advertising is sub-divided into direct & indirect action advertising &
product advertising aims at informing persons about what a products is what it does,
how it is used and where it can be purchased. On the other hand selective advertising
is made to meet the selective demand for a particular brand or type is product.
b)

Institutional Advertising :
It is designed to create a proper attitude towards the sellers to build company

image or goodwill rather than to sell specific product or service. Its purpose is to
create a frame of mind and to implant feeling favourable to the advertisers company.
Its assignment is to make friends for the institution or organization.
It is sub-divided into three categories : patronage, public, relations and public
service institutional advertising.
i)

In patronage institutional advertising the manufacturer tells his prospects and


customer about himself his policies and lives personnel. The appeals to the
patronage motivation of buyers. If successful, he 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 Types :
The other types are as follows :

i)

Consumer advertising

ii)

Comparative advertising

iii)

Reminder advertising

iv)

Reinforcement advertising

ADVERTISING OBJECTIVES
The long term objectives of advertising are broad and general, and concern the
contribution advertising should make to the achievement of overall company
objectives. Most companies regard advertisingly main objective as hat of proving
support to personal selling and other forms of promotion. But advertising is a highly
versatile communications tools and may therefore by used for achieving various short
and long term objectives. Among these objectives are the following :
1.

To do the entire selling job (as in mail order marketing).

2.

To introduce a new product (by building brand awareness among potential


buyers).

3.

To force middlemen to handle the product (pull strategy).

4.

To build brand preference 9by making it more difficult for middleman to sell
substitutes).

5.

To remind users to buy the product (retentive strategy).

6.

To publicize some change in marketing strategy (e.g., a price change, a new


model or an improvement in the product).

7.

To provide rationalization (i.e. Socially acceptable excuses).

8.

To combat or neutralize competitors advertising.

9.

To improve the moral of dealers and/or sales people (by showing that the
company is doing its share of promotion).

10.

To acquaint buyers and prospects with the new uses of the product (to extend
the PLC).

BENEFITS
The functions of advertisement, and that purpose its ethics, may be discussion
below :
1.

It leads to cheaper prices. "No advertiser could live in the highly competitive
arena of modern business if his methods of selling were more costly than those
of his rivals."

2.

It acquaints the public with the features of the goods and advantages which
buyers will enjoy.

3.

It increases demand for commodities and this results in increased production.


Advertising :

4.

a)

Creates and stimulates demand opens and expands the markets;

b)

Creates goodwill which loads to an increase in sales volume;

c)

Reduces marketing costs, particularly product selling costs.

d)

Satisfied consumer demands by placing in the market what he needs.

It reduces distribution expenses in as much as it plays the part of thousands of


salesman at a home. Information on a mass scale relieves the necessity of

expenditure on sales promotion staff, and quicker and wider distribution leads
to diminishing of the distribution costs.
5.

It ensures the consumers better quality of goods. A good name is the breath of
the life to an advertiser.

6.

By paying the way for large scale production and increased industrialization,
advertising contributes its quota to the profit of the companies the prosperity of
the shareholder the uplifts of the wage earners and the solution of he
unemployment problem.

7.

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. "Modern
advertising has made the luxuries 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.

8.

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, sexual 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.
WHY & WHEN TO ADVERTISE

Advertising as a tool to marketing not only reaches those who buy , but also
those whose opinions or authority is counted for example a manufacturer of marble
tiles and building boards advertises not only to people who intend to build houses but
also to architect and engineers. While the manufacturers of pharmaceuticals products
advertise to doctors as well as to the 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 required in creating a demand by sending
salesman to prospective buyers than by simply advertising them. In the early days of
the cash register in America it was sold by specially trained salesman who called on
the prospective users and had the difficult task of convincing them that they could no
longer carry on with the old methods, and that they urgently needed a cash register. In
our country certain publishers have found it less costly to sell their books by sending
salesman from house to house among prospective buyers than to advertise them. In
these two examples the cost of creating demand would be too high if attempted by
advertising alone under such circumstances advertising is used to make the salesman
acceptable to the people they call upon to increase the confidence of the public in the
house. Naturals when there are good profits competitors will be attracted and they
should be kicked out as and when sufficient capital is available by advertising on a
large scale. Immediate result may not justify the increased expenditure but it will no
doubt secure future sales.
DESIGNING ADVERTISING CAMPAIGN :

An advertising is an organized 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.
Campaign vary in length some may run only for a few days, other for weeks, yet other
for a season or the entire year. Usually a range of 3 to 6 months includes many
campaigns. Many factors influences campaign length such as competitors advertising
media, policies, seasonal falls curves of the product involved, the size of the
advertising funds, campaign objectives and the nature of the advertisers marketing
programme.
OBJECTIVES OF CAMPAIGN
The advertising campaign, especially those connected with the consumers aims
at achieving these objectives :
i)

To announce a new product or improve product.

ii)

To hold consumers patronage against intensified campaign use.

iii)

To inform consumers about a new product use.

iv)

To teach consumers how to use product.

v)

To promote a contest or a premium offer.

vi)

To establish a new trade regional, and

vii)

To help solve a coca regional problem.

The institutional advertising campaign on the other hand, have these objectives.
i)

To create a corporate personality or image.

ii)

To build a company prestige.

iii)

To keep the company name before the public.

iv)

To emphasize company services and facilities.

v)

To enable company salesman to see top executive consistently when


making sales calls, and

vi)

To increase friendliness and goodwill towards the company.

Developing 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 Blanca of military fanfare
in which one frequently hears words like target audience logistics, zero in and tactics
and strategy etc.
The account executive co-ordinates the work in a campaign. The creation of an
advertising campaign starts with an exploration of consumers habits and psychology

in relation to the product. This requires the services of statistical trained in survey
techniques and of others trained in social psychology. Statisticians select samples for
survey which are done by trained interviewers who visits individuals, included in the
sample and ask question to find out about their taste and habits.
This enquiry often leads to a change in a familiar product. For instance bathing
soap may come in several new colours or cigarette in a new packet or talcum powder
in another size.
Such interviews are often quite essential to find out the appeal of advertising
message for a product that would be most effective with consumers.
David 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 "Cleans deep into pores" followed in order of importance by
prevent dryness, "is a complete beauty treatment, recommended by skin doctors"
makes skin look younger' contains estrogenic hormones, pasteurized for purity,
prevent skin form aging, smooth our wrinkles ogilvy concludes, form this voting
come one of Helena Rubinstein's most successful face creams. We christened it deep
cleanser, thus, building the winning form into name of the product.
After getting the data the account executive puts together the essential elements
of his clients brief, interprets the research findings and draws up what he calls the
"advertising strategy".
STAGE IN ADVERTISING CAMPAIGN
Several steps are required to developed an advertising campaign the number of
stages and exact 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 :
1.

Identifying and analyzing the advertising.

2.

Defining advertising objects.

3.

Creating the advertising platform.

4.

Determining the advertising appropriation.

5.

Selection media plan.

6.

Creating the advertising message.

7.

Evaluating the effectiveness of advertising.

8.

Organizing of advertising campaign.

1.

Identifying & Analyzing the Advertising target :


Under 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, sex,
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 analyzed the campaign is does
likely to be effective.
2.

Determining the advertising objectives :

The objectives of advertisement must be specifically and clearly defined in


measurable terms such as "to communicate specific qualities about a particulars
product to gain a certain degree of penetration in a definite audience of a given size
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)

Create a favourable company image by acquainting the public with the


services offered available to the employees and its achievements.

ii)

Create consumers or distributor awareness by encouraging requests


providing information about the types of products sold; providing
information about the benefits to be gained from use of the company's
products or services; and indicating how product (or services) can be
used;

iii)

Encourage immediate sales by encouraging potential purchasers through


special sales contests, getting recommendation of professional people
about company's products etc.

iv)

It secures action by the reader through associating ideas, repetition of


the same name in different contexts, immediate action appeal.

3.

Creating the Advertising platform :


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.
4.

Determining the Advertising Appropriation:


The advertising appropriation is the total amount of money which marketer

allocates. For advertising for a specific time period. Determining the campaign budget
involves estimating now much it will cost to achieve the campaigns objectives. If the
campaign objectives are profit relating and stated quantitatively, 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 required.
5.

Selecting the Media :


Media 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.

1.
i)

Media
Press Advertising or Print
Newspapers

Form
City,
Daily,

Small

town,

weekly,

quarterlies,

Sundays,
Fortnightly,

financial

and

annuals, English, vernacular or


ii)

Magazines

regional languages.
General or special, illustrated or

otherwise,

English,

Hindi,

Regional language.
iii) Trade & Technical Journals, Industrial Circulated all over the country
year books, commercial, directories, and among the industrialist and
telephone, Directories, references booksbusiness magnates.
2.

& annuals.
Direct Mail

Circulars, catalogues, leaflets,


brochures,

booklets,

folders,

colanders, blotters, diaries &


3.

Outdoor or Traffic

other printed material.


Poster and bills on
railways

stations

walls,

platforms

outside public buildings trains,


4.
5.

Broadcast or radio and T.V.

buses.
Spot, Sectional or national trade

Publicity

cost
Movie Slides and films non
theatrical and documentary films
metal plates and signs attaches to

6.
7.

House to house

trees.
Sampling , couponing, free gifts,

Dealer aids

novelties, demonst-rations.
Counter and widows display
demonstration given by retailer

8.

Internet

or the advertises goods.


Today, Internet is a big spot for
advertising.

So these are the media of the advertising campaign of the selecting of the media.
6.

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. Characteristics 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.
7.

Evaluating the Effectiveness of Advertising :


The effectiveness of advertising is measured for a variety of reasons :
a)

To determine whether a campaign accomplished its advertising objects.

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 exposing target consumers to advertisements and the letter after consumers
have been exposed to advertisements and the letter after consumers have been
exposed to advertisements.
For an effective advertising programme, the advertising manager requires a
basic understanding of the medium that is going to carry it.

For 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


Following are the objectives of the study:
1.

To know the most effective media of advertisement

2.

To find out the reasons for liking the advertisement of cold drinks.

3.

To find out the most popular slogan of advertisement regarding cold


drinks.

LIMITATIONS

The project relied mainly on the primary data.


Consumer give very unclear picture.
We have a limited time.
The study is based on limited sample.

It begin my first attempt to undertake such a study, thus the inexperience


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.

Scope of the Study

This project was undertaken for a specific period in coco cola., It is an exercise that
is well planned into the curriculum giving the researcher a valuable opportunity to
understand the working dynamics of the organization and to experiment and exhibit the
recently acquired management and administration skills.

Research Methodology
Research is voyage from known to unknown
Research is a procedure of logical and systematic application of the
fundamentals of science to the general and overall questions of a study and
scientific technique which provide precise tools, specific procedure and
technical rather than philosophical means for getting and ordering the data
prior to their logical analysis and manipulation. Different type of research
designs is available depending upon the nature of research project, availability
of able manpower and circumstances.
Methodology
1.

Research Design: The research design is the blueprint for the


fulfillment of objectives and answering questions. It is a master plan
specifying the method and procedures for collecting and analyzing
needed information.
o Descriptive Research is used in this study as the main aim is to
describe characteristics of the phenomenon or a situation.

2. Data Collection Methods: The source of data includes primary and


secondary data sources.
Primary Sources: Primary data has been collected directly from
sample respondents through questionnaire and with the help of
interview.
Secondary Sources: Secondary data has been collected from
standard textbooks, Newspapers, Magazines & Internet.

3. Research Instrument: Research instrument used for the primary data


collection is Questionnaire.
4. Sample Design: Sample design is definite plan determine before any
data is actually obtaining for a sample from a given population. The
researcher must decide the way of selecting a sample. Samples can
be either probability samples or non-probability samples.
Sampling Technique: Convenience
Sample Size: 50 Respondents.
Area of Study: Yamuna Nagar.
MARKET PROFILE
(Coca Cola)
Brands of Coca- Cola
i)

Coca Cola

ii)

Thums-up

iii)

Limca

iv)

Fanta

v)

Maaza

vi)

Maaza Tetra

vii)

Sprite

Flavours of the brand :

i)

Cola

ii)

Lemon

iii)

Soda

iv)

Orange

v)

Mango

vi)

Clear Lemon

Size of the Coca Cola cold drinks available in market


i)

200 ml Bottles (RGB Glasses)

ii)

300 ml Bottles (RGB Glasses)

iii)

500 ml Bottles (RGB Glasses)

iv)

1 Litre (PVC Bottles)

v)

1.5 Litre (PVC Bottles)

vi)

2 Litre (PVC Bottles)

Sales of Coca Cola Cold drinks


Coca Cola
Cold drinks
Coca Cola
Fanta
Thums-up
Limca
Maaza Tetra
Sprite
Maaza

Weekly
(in carets)
520
250
350
380
80
70
120

Monthly
(in carets)
1840
1030
1350
1210
380
280
690

Yearly
(in carets)
22400
12900
18500
16300
6200
5000
10000

(Primary data)
There is more consumption of Coca Cola and has 70% market share in the
Yamunanagar city and Coca Cola is having maximum consumption and after
that Thumps-up and after it Limca cold drink in the market and all the products
has good sale but less than these.
Brands of Pepsi
i)

Pepsi Cola

ii)

Mirinda Lemon

iii)

Mirinda Orange

iv)

Pepsi Soda

v)

Pepsi Apple

Flavours of the brand :


i)

Cola

ii)

Lemon

iii)

Orange

iv)

Soda

v)

Apple

Size of the Pepsi cold drinks available in market


vi)

200 ml Bottles (RGB Glasses)

vii)

300 ml Bottles (RGB Glasses)

viii)

500 ml Bottles (500 pt. Bottles)

ix)

1 Litre (PVC Bottles)

x)

1.5 Litre (PVC Bottles)

xi)

2 Litre (PVC Bottles)

Sales of Pepsi Cold drinks


Pepsi

Weekly

Monthly

Yearly

Cold drinks
Pepsi
Mirinda Lemon
Mirinda Orange
Pepsi Soda
Pepsi Apple

(in carets)
430
390
245
126
120

(in carets)
1750
1180
1000
470
400

(in carets)
21600
15400
13600
6000
5000

(Primary Data)
The consumption of Pepsi cola, after this sale of Mirinda Lemon is there
and after it Mirinda Orange is there and the market share is less of Pepsi in
comparison of Coca Cola.

TABLE 4.1
RESPONDENT'S CLASSIFICATION ACCORDING TO AGE
Age (in years)
11-20
21-40

No. of respondents
44
50

Percentage
44
50

41-60
Total

6
100

6
100

Table 4.1 shows that 44% of the respondents are in the age group of 11-20,
50% are in the age group of 21-40 and 6% are in the age group of 41-60.

TABLE 4.2
RESPONDENT'S CLASSIFICATION ACCORDING TO SEX
Sex
Male
Female
Total

No. of respondents
60
40
100

Percentage
60
40
100

Table 4.2 shows that 60% of the respondents are males and 40% of them are
females

TABLE 4.3

RESPONDENT'S CLASSIFICATION ACCORDING TO EDUCATIONAL


QUALIFICATION
Qualification
Illiterate
Below Matric
Matric
Graduate
Post graduate
Total

No. of respondents
10
58
32
100

Percentage
10
58
32
100

Table 4.3 reveals that out of 50 respondents 5 are matriculate and 29 are
Graduate and rest of them 16 are post graduate.
TABLE 4.4
DRINKING OF COLD DRINK
Do you take cold

No. of respondents

Percentage

drinks
Yes
No
Total

100
100

100
100

Table 4.4 reveals that all the respondents are drinking cold drinks.

TABLE 4.5
FREQUENCY OF TAKING COLD DRINKS
HOW FREQUENTLY

No. of respondents

Percentage

YOU DRINK
Once a day
Twice a day
More than twice
Not regular drunker
Total

30
4
2
64
100

30
4
2
64
100

Table 4.5 reveals that 30% of the respondents drink it once a day, 4% twice a
day, 2% more than twice and 32% drink it no regularly.
TABLE 4.6
NAME OF THE COLD DRINKS AVAILABLE IN MARKET
Name of cold drinks
Coca cola
Pepsi
Fanta
Limca
Mirinda
Thums-up
Canada dry
Maaza
Dew
All of above
Total

No. of respondents
100
100

Percentage
100
100

Table 4.6 reveals that all of the respondents are of the view that all the above
mentioned cold drinks are available in the market.

TABLE 4.7
PREFERENCE OF COLD DRINK
Which cold drink you

No. of respondents

Percentage

like most
Coca cola
Pepsi
Fanta
Limca
Mirinda
Thums-up
Canada dry
Maaza
Dew
Total

24
24
2
14
2
20
8
6
100

24
24
2
14
2
20
8
6
100

Table 4.7 indicate that out of 50 respondents 12 like Coca cola, 12 like
Pepsi, 7 like Limca, 1 like Fanta, 1 like Mirinda, 10 like Thums-up, 4 like
Canada dry and 3 like Maaza.
TABLE 4.8
FLAVOURS OF COLD DRINKS
Flavours
Cola
Lemon
Orange
Mango
Others
Total

No. of respondents
60
14
14
4
8
100

Percentage
60
14
14
4
8
100

Table 4.8 shows that out of 60% of the respondents like the cola flavour of
cold drink, 14% like the Lemon flavour and same percentage of respondents
like the orange flavour of cold drink.

TABLE 4.9
ADVERTISEMENT OF COLD DRINK
Do you think

No. of respondents

Percentage

96
4
100

96
4
100

advertisement of cold
drink is required
Yes
No
Total

Table 4.9 indicate that 96% of the respondents are of the view that they have
been the advertisement of the cold drink they like most while 4% shows that
they dont have seen the advertisement they like most .
TABLE 4.10

MEDIA OF ADVERTISEMENT
THROUGH WHICH

No. of respondents

Percentage

92
4
2
2
100

92
4
2
2
100

MEDIA YOU HAVE


SEEN IT?
TV
Newspaper
Magazine
Other
Total

Table 4.10 reveals that 92% of the respondents are of opinion that they have
seen the advertisement on TV while 4% are of the opinion that they have seen
the advertisement through newspaper.

TABLE 4.11

NO. OF ADVERTISEMENT
How many

No. of respondents

Percentage

22
28
22
28
100

22
28
22
28
100

advertisements you
seen are of the most
likely cold drink by you
1
2
3
4
Total

Table 4.11 shows that out of the 50 respondents 11 are of view that there is 1
type of advertisement and other says that there are more than one type.

TABLE 4.12
SLOGAN OF COLD DRINK
Slogan of cold drink

No. of respondents

Percentage

which you like


Taste the thunder
Yara Da tashan
Yeh dil mange more
Jo chahe ho jaye,

24
28
32
16

24
28
32
16

coca cola enjoy


Total

100

100

Table 4.12 shows that out of 50 respondents 12 like the slogan 'taste the
thunder' ,14 like 'Yara da tashan', 16 like 'yeh dil mange more' and 8 like the
slogan 'Jo chahe ho jaye coca cola enjoy'.

TABLE 4.13
REASON FOR LIKING THE ADVERTISEMENT
Why you like
advertisement

No. of respondents

Percentage

Its theme and making

60

60

is appealable
It has film stars
Because of good

14
14

14
14

music
Other reasons
Total

12
100

12
100

Table 4.13 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.
TABLE 4.14
EFFECT OF ADVERTISEMENT ON CONSUMPTION OF COLD DRINK

Yes
No
Cann't say
Total

No. of respondents
46
54
20
100

Percentage
46
354
20
100

Table 4.14 shows that 46% of the respondents are of the view that
advertisement forced them to consume product more 34% of them has view
that advertisement dont force them to consume the product while 20% of
them cannot say anything about it.

TABLE 4.15
BEST MEDIA OF ADVERTISEMENT

TV
Newspaper
Magazine
Others
Total

No. of respondents
100
100

Percentage
100
100

Table 4.15 reveals that 100% of the respondents are of the view that
presently the TV is most effective media of advertisement.

TABLE 4.16
NECESSITY OF ADVERTISEMENT
DO YOU THINK THE

No. of respondents

Percentage

28
68
4
100

28
68
4
100

ADVERTISEMENT IS
NECESSARY FOR
COLD DRINKS?
Necessary
Very necessary
Cant say
Total

Table 4.16 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.

TABLE 4.17
EFFECTIVENESS OF EXPENDITURE INCURRED ON
ADVERTISEMENT
Does expenditure

No. of respondents

Percentage

86
4
10
100

86
4
10
100

should be incurred on
advertisement
Yes
No
Cant say
Total

Table 4.17 shows that 86% of the respondents are of the view that the
expenditure incurred on advertisement is effective in adding the profit while
4% denied the same and 10% did not reply.

TABLE 4.18
REASONS FOR DIFFERENCE OF ADVERTISEMENT EFFECTIVENESS
WHICH REASON

No. of respondents

Percentage

40
20
20
20
100

40
20
20
20
100

YOU FIND FOR THE


DIFFERENCE OF
ADVERTISEMENT
EFFECTIVENESS
Education
Liking
Standard of Living
Level of Development
Total

Table 4.18 shows that 40% of the respondents say education is one of the
main reason of Advertisement effectiveness while equal % of the respondents
are in the favour of likings, standars of living and level of development

TABLE 4.19
ADD EFFECTIVENESS AND IMPROVEMENT IN ADVERTISEMENT
WILL THE STUDY OF

No. of respondents

Percentage

90
2
10
100

90
2
10
100

EFFECTIVENESS
WOULD
CONTRIBUTE TO
IMPROVEMENT OF
PRESENT
ADVERTISEMENT
Yes
No
Cannot say
Total

Table 4.19 shows that the majority of the respondents are of the view that the
study of effectiveness contributes the improvement in present advertisement.

TABLE 4.20
NECESSITY OF ADVERTISEMENT EFFECTIVENESS

IS ADVERTISEMENT

No. of respondents

Percentage

96
2
2
100

96
2
2
100

EFFECTIVENESS IS
NECESSARY FOR
COMPANY?
Yes
No
Cant say
Total

Table 4.20 reveals that majority of the respondents say that the advertisement
effectiveness is necessary while same did not replied.
TABLE 4.21
USERS OF ADVERTISEMENT EFFECTIVENESS
THE USE STUDY OF
EFFECTIVENESS IS

No. of respondents

Percentage

FOR WHOM?
For company
For employees
For customers
None of these
Total

68
2
30
100

68
2
30
100

Table 4.21 indicates that 68% of the respondents are of the view that the
study of effectiveness is meant for company while 30% say that it is meant for
customers.

FINDINGS
After going through all the project and the collected data, I found that:
84% of the respondents said that TV is the most effective media of
advertisement.
60% of the respondents said that they like the advertisement of cold
drinks because of its theme whereas, 14% said that they like celebrities in
advertisement.

Some 32% of the respondents said that yeh dil maange more is the most
popular slogan whereas 28% of the respondents said that yara da tashan
is the popular slogan.
Majority of respondents are of the view that advertisement is very
necessary for cold drink.
Majority of respondents sees the advertisement of the cold drink they like
most.
Majority of the respondents like cola flavor of cold drink
Equal number of respondents like the brand of Coca Cola and Pepsi

SUGGESTIONS
We reached some suggestions :
Advertisement should not be too expensive, because the advertisement
leads and increase the prize of the product.
Media should be selected according to the choice of customers.
In rural areas media should be according to the choice of the people.
To give more attention 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.

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

ADVERTISEMENT EFFECTIVENESS OF COLD DRINKS


BACK GROUND INFORMATION
I)
II)
III)

Name
Age
Qualification

:
:
:

__________________________________
__________________________________

IV)

V)
VI)

1.
Literate
2.
Illiterate
if literate ?
1.
Below Matric
3.
Graduate
Profession
Address
:

VII) Size of family


1).

2.
Matric
4.
Post Graduate
:
__________________________________
__________________________________
__________________________________
__________________________________

Do you take cold drink ?


a.
Yes
b.
No
2). How frequently you take cold drink ?
a.
Once a day
b. Twice a day
c.
More than twice
d.
Not regular
3). Which are the different cold drinks available in the market ?
a.
Coca Cola
b.
Pepsi
c.
Limca
d.
Fanta
e.
Thums-up
f.
Mirinda
g.
Limca
h.
Maaza
i.
Canada Dry
j.
All of these
4). Which cold drink you like most ?
a.
Coca Cola
b.
Pepsi
c.
Limca
d.
Fanta
e.
Thums-up
f.
Mirinda
g.
Limca
h.
Maaza
i.
Canada Dry
j.
All of these
5). Which flavour of cold drink you like most ?
a.
Cola
b.
Lemon
c.
Mango
d.
Orange
e.
Other
6). Have you seen the advertisement of cold drink you like most ?
a.
Yes
b.
No
7). Through which media you have seen it?
a.
T.V.
b.
News Paper
c.
Magazine
d.
Others
8). How many types of advertisement of you preferred brand of cold drink are
there?
a.
1
b.
2
c.
3
d.
4
9). Which slogan of cold drink you like most ?

a.
Taste the Thunder
b. Yara Da Tashan
c.
Yeh Dil Mange More
d.
Jo chahe ho Jai COCA-COLA enjoy
10). Why do you like the advertisement ?
a.
Because it has film stars ?
b.
Because of Good music
c.
Its theme and making is appealable.
d. Any other reason.
11). Do you think that advertisement has forced you to consume product more ?
a.
Yes
b.
No
12). Which media is presenting the advertisement is necessary for sale of cold
drink ?
a.
T.V.
b.
News Paper
c.
Magazine
d.
Others
13). Do you think the advertisement is necessary for sale of cold drink ?
a.
Necessary
b. Very Necessary
c.
Not Necessary
d.
Cant Say
14). The expenditure incurred on advertisement of cold drink is such effective that it
adds to profit ?
a.
Yes
b.
No
c.
Cant Say
15) Which reason you find for the difference of advertisement effectiveness ?
a.
Education
b.
Likings
c.
Standard of Living
d.
Level of Development
16) Is the study of effectiveness would contribute to improvement in present
advertisement ?
a.
Yes
b.
No
c.
Cant Say
17) Is advertisement effectiveness is necessary for company ?
a.
Yes
b.
No
c.
Cant Say
18) What do you think the use of study of effectiveness is for who?
a.
For Company
b.
For Employees
c.
For Customers
d.
None of these

BIBLILOGRAPHY
1.

Philip Kotler
Marketing Management
Prentice Hall of India, 2000

2.

Dr. Sharma D.D


Marketing Research
Sulthan Chand and Sons, 1994

3.

Kothari .R
Research Methodology
Viswa Prakash Publications, 1995

4.

Gupta S.P
Statistical Methods
Sulthan Chand and Sons, 1993