RESEARCH REPORT PROJECT

ON

‘’EFFECTIVENESS OF ADVERTISING - A STUDY ON COCA COLA’’

SUBMITTED TO

IN PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF THE DEGREE OF

‘’MASTER OF BUSINESS ADMINISTRATION’’

BATCH 2020-2022
SESSION 2021-2022

Submitted by: Supervised by:

(Sachin Jadoun) (Dr. Seemant Yadav)
Student of MBA. VI Trimester Asst. Professor- Dept. of
Roll No. 208410176 GLA University, Mathura

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 CERTIFICATE

This is to certify that “Sachin jadoun” a student of Master of Business Administration,

Batch (2020-22) of INSTITUE OF BUSINESS MANAGEMENT Roll No.208418024 has
undertaken the Research Project Report under my guidance for the Project Title “Effectiveness
Of Advertising- A Study On Coca Cola”. This Project Report is prepared in fulfillment for
the Degree of Master of Business Administration by GLA UNIVERSITY, MATHURA.

To the best of my knowledge, this research work is original and no part of this report has
been submitted by the student earlier to any other institution / university.

2
 INDEX

S.no CONTENT
1 ACKNOWLEDGEMENT 4
2 PREFACE 5
3 DECLARATION 6
4 ABSTRACT 7-8
5 EXECUTIVE SUMMARY 9
6 INTRODUCTION:- 10-39
A)COMPANY HISTORY
B)COMPANY BRAND
7 OBJECTIVES 40

8 IMPORTANCE 41
9 SCOPE 42
10 LITERATURE REVIEW:- 43-60

11 RESEARCH METHODOLOGY:- 61-62

12 DATA ANALYSIS AND 63-82

INTERPRETATION:-
13 FINDINGS:- 83
14 CONCLUSION:- 84
15 SUGGESTIONS:- 85
16 BIBILIOGRAPHY:- 86
17 ANNEXURE 87-90

3
 ACKNOWLEDGEMENT

This Research Project in itself is an acknowledge to the inspiration, drive and technical

assistance contributed to its many individuals. This Research Project would never see the light

of the day without the help and guidance that received.

I express my immense pleasure and solemn gratitude to my fa culty guide Mr. Seemant Yadav

(Faculty Mentor) for giving me this opportunity to study an sector very closely. Last but

not the least I am grateful to all those people who were involved with me in the project

for their co-operation and support.

(Sachin Jadoun)

4
 PREFACE

As part of the two-year program leading to the MBA from GLA UNIVERSITY,
MATHURA, the curriculum includes a theoretical and practical orientation. To achieve
this, I was assigned to write a study on 'Advertising Effectiveness - A Study on Coca-
Cola'

5
 DECLARATION

The Research Project Report on “Effectiveness Of Advertising-A Study On Coca

Cola“ has been undertaken as a fulfillment of the requirement for the award of
the degree of Master of Business Administration from GLA UNIVERSITY,
MATHURA.

I hereby declare that this Research Project is my original work and the analysis
and findings are for academic purposes only. This project has not been submitted
by any student earlier to any other Institution/ University.

Date : 12 May 2022

Name : Sachin Jadoun

Roll No. : 208410176

6
 ABSTRACT

The theme of this research report is "The Effectiveness of Advertising - The Coca-Cola
Study"

The word "advertising" comes from the Latin "adventure", which means to turn. The
dictionary meaning of the word is "announcing a promotion or drawing the public's
attention to a particular thing advertised by an advertiser in order to inform and
influence them with the ideas carried by the advertisement". This report aims to
understand the impact of advertising on cold drinks and which media is more effective
for cold drinks advertising. One aspect that can be covered by survey analysis is the
opportunity for customers to express their personal opinions on the likes and dislikes of
cold drinks and the effectiveness of their advertising.

The purpose of this report is to understand the most effective advertising media, find out
the reasons for liking cold drink ads, and find out the most popular cold drink
advertising slogans.

Descriptive research designs are used to conduct research. Convenience sampling;

non-probability sampling techniques were used based on my resource and time
constraints. My sample area is Greater Noida. The sample frames are students and
people of different ages. The sample size for my study was 100 respondents, and the
sample units were individual students or individuals in the 20-25 age group.

Both primary and secondary data are taken into account. Primary data were collected
through questionnaires, and secondary data were collected through the Internet, books,
magazines, and journals.
To analyze and interpret the data pie chart is ready and each question is analyzed and
explained with the help of the graph.
While conducting the survey, various issues arose, such as lack of time, lack of financial
support, lack of access to transportation facilities, respondents, etc.

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 EXECUTIVE SUMMARY

In this study, researchers worked to understand a study on the effectiveness of Coca-

Cola advertising...
In this report, researchers first provide a brief review of company ie About its products.

1. He then reviews the results of some studies that have been carried out by different
researchers.
2. He then listed his research goals.
3. Then he gave a panorama on the topic.
4. He then describes his research methodology, i.e. the research design, sample size,
sampling area, sampling procedure that he used in his report.
5. He uses stratified random sampling as his sampling procedure.
6. He then analyzed the data collected by the questionnaire.

7. He then summarizes the findings of the investigation.

8. Finally, he gave some advice and suggestions on the topic.

8
 INTRODUCTION

ADVERTISING EFFECTIVNESS

The goal of all businesses is to make a profit, and merchandising will do this by
Growing sales at a paid price. It is possible if product is extensively Shining to reach an
viewers of end customer, agency members and industry customer , and persuade it to
acquire it with convincing argument. Publicity makes people know about a commodity
or an purpose. It's generic period that signifies an effort to appeal to the masses. As an
individual to stimulate demand for a product, service or business unit, by placing
commercially meaningful news about it in published media, or by obtaining favorable
presentation on video television or on stage for unpaid sponsorship.

Advertising, on the other hand, represents a specific attempt to promote a specific

product or service at a certain cost. This is a form of publicity. It is always intentionally
openly sponsored by sponsors and involves a certain cost, so it is paid. It is a common
form of impersonal communication about an organization and its products, ideas,
services, etc. through mass media to a target audience. In common idiom, the terms
media attention and advertise are synonymous.

What is an advertisement?

The term ad comes from the greek, "averter" "ad" means as regard, "verto" means . "I
turn" word for word something concrete". Directly put, advertise is the art of "speaking
green". Advertise is an umbrella period for all forms of media attention, From the shouts
of road boys sell print papers to the most high-profile attraction. The purpose is always
to bring some good or service to the public's attention, create a need to stimulate
purchase, and generally bring together those who have something to sell and those who
have the ability or desire to buy."

Advertising is defined by various professionals. The definitions quoted are as follows:

The American Market Corporation defines advertise as "any form of payment for the
impersonal display and promotion of ideas, goods or services by a specific sponsor. The
mediums used are print broadcast and direct".
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Stanton is worth saying: "Advertising includes all activities that present to a group
impersonal, verbal or visual, publicly sponsored messages about a product, service, or
idea. This message, called advertising, is communicated through one or more media, and
paid for by the identified sponsor”.

Advertising is any form of payment for the display of creative goods or services by a
specific sponsor at a non-personal payment basis.

Advertising is "commercially meaningful, non-personal paid information about a Goods,

service, or Firm marketed by a particular sponsor.

When developing an advertising program, one must always begin by identifying market
needs and buyer motivations, and five major decisions commonly referred to as the
advertising 5Ms (Mission, Monetary Message, Media, and Measurement) must be made.

Basic features of advertising

By various portrait, it has certain basic characteristics:

1. It’s an impersonal mass communication.

2. This is a logging issue.

3. Convince customer to buy the advertised item.

4. This is a paid newsletter.

5. Diversification of means of communication such as print (newspapers and

magazines).

Advertising features:

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For many companies, advertising is a major element of the promotional mix —
especially those manufacturers of convenience goods such as detergents, over-the-
counter medicines, skin-deep, soda and home products. Advertising is also widely used
in automobiles and home appliances to showcase new products and their features,
attributes, availability, and more.

Advertising can also help convince potential buyers that a company's product or service
is superior to competitors' products in terms of quality, price, and more. It can create
brand image and reduce the likelihood of brand switching, even if competitors lower
their prices or offer some attractive product incentives.

Advertisement are also particularly useful in fixed other areas such as :

i) When customer awareness of the product or service are minimal.

ii) When selling of all terms of an industries are growing.

iii) When the product is newly and contains not strong technology advancement.

iv) When there is a primary buying motive.

It performs the following functions:

i) Promote sales

ii) Introduce new product awareness

iii) Facilitate mass production

iv) Conduct research

11
v) Humanities Education

Advertisement type

Broad speaking, advertise can be divided into two parts, namely goods advertising and
institutional advertise.

a) Product Advertisements: The primary purpose of these advertisements is to inform

and stimulate markets about advertisers' service products and to sell those products.
Therefore, ad types often promote specific and popular products in a way that makes the
brand more popular. It is used by commercial government organizations and private
non-commercial organizations to advertise the usage features, images and benefits of
their services and products. Product advertise is divided into direct action advertising
and indirect action advertising. Direct to product advertising pays the buyer to act
immediately. Ice, he is looking for a quick response to the ad, which can be to order the
product by mail or send a coupon, or he can buy in time for the prince's sale during the
retail clearance sale.
b) Institutional Advertising: Aims to create the right attitude towards sellers Building a
company image or goodwill rather than selling a specific product or service. The aim is
to create a mindset and implant favorable feelings for the advertiser company. Its
mission is to make friends for institutions or organizations.

It is broken down into three categories: Sponsorship, Public, Relations and Public
Service Agency Advertising.

1) In sponsoring agency advertisements, the manufacturer introduces his own policies

and life personnel to his potential clients and clients. Motivation to attract customer. If
fortunate, he will convince customer that his operate entitles him to the cash they spend.

2) Publicity agency advertisements are use to build a good company mask among public
employees, shareholders or the general audience.

3) Audience support for advertise wages by audience service agencies.

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c) Different types: Different types are as follows:

1) Customer Advertisement

2) Compare ads

3) Hint Ads

4) Enhanced advertisement

Ads goals

The long-term goals of advertisement are broad and general and relate to the
contribution of advertising to the achievement of the company's overall goals. Most

13
companies see the primary goal of advertising as supporting personal selling and other
forms of promotion. But advertising is a highly versatile communication tool, so it can
be used to achieve a variety of short- and long-term goals. These goals include:

1. Complete the entire sales effort (eg. mail order marketing).

2. Launch a new product (by building brand awareness among potential buyers).

3. Force middlemen to handle the product (pull strategy).

4. Build brand preference by making it harder for middlemen to sell substitutes 9).

5. Remind users to buy the product (holding strategy).

6. Advertise some changes in marketing strategy (for example, price changes, new
models or product improvements).

7. Provide rationalizations (i.e. socially acceptable excuses).

8. Fight or neutralize competitor advertising.

9. Improve the ethics of dealers and/or salespeople (by showing that the company is
doing its promotions).

10. Inform buyers and potential customers about new uses of the product (extended
PLC).

Design an ad campaign:

An advertisement is a series of organized advertising messages. It is defined as "a series

of planned, coordinated promotions around a central theme, designed to achieve specific

14
goals". In other words, it's an ordered, planned effort made up of relevant but self-
contained and independent ads. The event may appear in another medium. It has a single
theme or thematic idea and a single goal or goal. Thus, "unified content themes provide
psychological continuity throughout the activity, while visual and verbal similarities
provide physical continuity. In the short term, all activities require predetermined long-
term psychological responses, in fact All campaigns have sales targets.
The series of advertisements used in the campaign must be combined with the
promotions and the activities of the salesperson. Campaigns vary in length, some may
run for only a few days, some may last for weeks, and some may last a season or an
entire year. A typical 3 to 6 month range includes many activities. Many factors can
affect the length of an advertising campaign, such as competitor advertising media,
policies, seasonal decline curves for the products involved, size of advertising dollars,
campaign objectives, and the nature of the advertiser's marketing plan.

Activity goal

Advertising campaigns, especially those relevant to consumers, aim to:

i) Announcing new or improved products.

ii) Getting consumers to patronize campaigns against intensification.

iii) Inform consumers of the purpose of the new product.

iv) Teaching consumers how to use the product.

v) Promotion of contests or promotions.

vi) create a new trade area, and

vii) Help to solve the problem of the coca area.

Agency campaigns, on the other hand, have these goals.

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i) Shaping the corporate personality or image.

ii) Building company reputation.

iii) Retain the company name in public.

Stages of the campaign:

There are several steps involved in developing an advertising campaign, and the number
of stages and the exact sequence of execution may vary depending on organizational
resources, the nature of the product, and the type of audience to be reached. The main
stages/steps are:

1. Identify and analyze advertisements.

2. Define the advertising object.

3. Create an advertising platform.

4. Determine advertising funding.

5. Select a media plan.

6. Create advertising messages.

7. Evaluate the effectiveness of advertising.

1. Identify and analyze advertising objectives: In this step, it is decided to whom the
company is trying to communicate the message. An advertising target is the group of
people to which an advertisement is directed. 4 Complete market target information, i.e.
people’s location and geography, age distribution, income, gender, education level,
consumer attitudes towards purchase and need to use both advertised products and
16
competing products while having a better understanding of market targets , on the other
hand, if advertising objectives are not properly identified and analyzed, the campaign is
likely to be effective.

2. Identify advertising objectives: The objectives of advertising must be specifically

and clearly defined in measurable terms, such as "to convey a specific quality of a
specific product to achieve a certain level of penetration time within a specific audience
of a specific size within a specific period", adding a certain percentage of sales or
increase the company's market share. "

The goals of an ad may be:

1) Create a good company image by letting the public know about the services provided
to employees and their achievements.

2) Raise consumer or distributor awareness by encouraging requests for information

about the types of products sold; provide information about the benefits derived from
using the company's products or services; and explain how the products (or services) are
used.

3) Encourage potential buyers through special sales competitions, get professional

recommendations for company products, etc., to encourage instant sales.

4) It ensures readers take action by connecting ideas, repeating the same name in
different contexts, and calling for immediate action.

3) Create an advertising platform: An advertising platform consists of basic questions

or selling points that advertisers want to include in their advertising campaigns. A single
ad in a campaign may contain one or more issues in the platform. The advertising
platform of a motorcycle manufacturer should include issues that are more important to
consumers, and these issues should also be issues that competing products do not have.
4) Determine advertising grants: Advertising grants are the total amount allocated by
marketers. Ads for a specific time period. Determining the campaign budget involves
now estimating the cost of achieving the campaign's goals. If activity objectives are
profit-related and quantitative, the amount of activity budget is determined by estimating
the effectiveness of the proposed activity in achieving those objectives. If the purpose of
17
a campaign is to build a specific type of company image, there is little basis for
predicting campaign performance or determining the required budget.

5) Media selection: Media selection is important because it requires time, space and
money, and various factors can influence this selection, the most fundamental being the
nature of the target market segment, the type of product and the costs involved.
Distinctive characteristics of various media are also important.

media form
1. As advertised or printed
i) Newspaper City, Town, Sunday, Daily, Weekly, Biweekly, Quarterly, Financial and
Annual, English, or
regional language.
ii) magazines general or special, illustrations or
Otherwise, English, Hindi, regional languages.

iii) trade and technical journals, industry yearbooks, business, catalogs, telephones,
catalogs, reference books and
yearbook. It is spread all over the country and among industrial and commercial giants.
2. Direct Mail Circulars, Catalogs, Flyers, Booklets, Booklets, Folders, Filters, Blotters,
Diaries and other printed materials.
3. Outdoor or traffic posters and bills on walls, railroads
Station platform trains, buses outside public buildings.
4. Broadcast or Broadcast and T.V. Spot, Sector or National Trade Costs
5. Promotional movie slideshows and non-theatrical films
and documentary film metal plates and signs attached to the tree.
6. Door to door sampling, coupons, free gifts,

Novelty, demonstration rations.

7. Distributors assist counters and widows to demonstrate demonstrations given by
retailers
or advertised goods.
8. The Internet is a highlight of advertising.
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6) Create the advertising message: This is an important stage of the advertising
campaign. The informational content of an advertisement must be drafted very carefully.
The characteristics of the characters in the advertisement affect the content and form of
the information. Advertisers must use words, symbols and illustrations that are
meaningful, familiar and attractive to these individuals. The type of media also affects
the content and form of the message.

7) Evaluate the effectiveness of advertising: There are several reasons to measure the
effectiveness of advertising:

a) Determine whether a campaign has achieved its advertising goals.

b) Evaluate the relative effectiveness of several ads to determine which copy, illustration
or layout is best.

c) Identify the strengths and weaknesses of various media and media programs.

In other words, ad performance needs to be measured to determine whether suggested

ads should be used, and if they are available now, they might be improved; and whether
ongoing campaigns should be stopped, continued, or changed. In accomplishing these
goals, pre-tests and post-tests are conducted. The former tests the target consumer's
letter before exposure to the advertisement, the consumer's letter after exposure to the
advertisement, and the consumer's letter after exposure to the advertisement. For an
effective advertising program, advertising managers need to have a basic understanding
of the medium that will carry it. To use ads effectively, management must test ads to see
which ones compare to others, which ones have proven profitable and why.

Advertise

The word "advertising" comes from the Latin "adventure", which means to turn. The
dictionary meaning of the word is "announcing an announcement or drawing the public's
attention to a particular thing advertised by an advertiser in order to inform and

19
influence them with the ideas carried by the advertisement. In the business world, these
terms are mainly used for the sale of related products. Thus an advertisement:

1. Impersonal

2. Exchange of ideas

3. For the public

4. By Paid Sponsors

Two forms of mass communication that are confused with advertising are propaganda
and propaganda. If we remove the element of "paid sponsor" (payment requirement),
we're left with the element of promotion: because promotion is technically unpaid
advertising. In a similar way. If we remove the "identified sponsor" requirement, the
resulting communication is promotional.

Advertising method

(1) Electronic media

Advertisers use two types of media to reach target consumers over the airwaves; radio or
television

(A) Radio:
Advertisers using broadcast media can also be classified as national or local advertisers.
Radio is an important advertising carrier in my country, accounting for a large part of
the total advertising budget.

The station primarily serves local markets rather than national or large regional markets.
Many small advertisers use radio. The same goes for some large organizations.

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(B) TV:

In the later period of India, more and more advertising medium is TV. In our country,
commercials on TV are strictly restricted because the broadcast time is only in the
evening. Television is a unique combination of sight and sound that has a deeper impact
than other media. This is especially beneficial for advertisers whose products require a
demo. TV advertising has the advantages of impact, reach, repetition, flexibility and
prestige. In our country, not everyone has a TV. So it doesn't affect everyone. Also, in
rural India where 76.31% of our population lives. With the exception of community
centers with electricity, there are few televisions. In addition, our TV shows States do
not offer much choice. Translations are limited; there are no TV towers at any of the
centers.

Television appeals to hearing and sight. So combining the two creates high-impact ads.
Finally, the fact that a product or service is being advertised on TV may create a
prestigious image for the product and its sponsors. The pleasures of watching television
can at least potentially transfer to advertising messages delivered through the medium.

(2) Print media

Print media is massaged entirely through visual patterns. These media include
newspapers, magazines, and direct mail.

(A) Newspaper:

A large portion of the total advertising budget is spent on advertisements in newspapers.

Our nation's newspapers reach almost every home in the city. Since newspapers are
local, marketers can easily use them to reach specific markets. Such selectivity favorable
for certain advertising situations. Advertisers can reach a very broad audience in a
rigorous manner. Some are in the twelve hours range. From an advertiser's perspective,
newspapers offer several advantages, they are local in content and appeal, and provide
opportunities for direct communication between products and their local dealers or
distributors. Because newspapers offer a lot of flexibility. Advertisers can select specific
regions.
Ads can be placed in newspapers in a very short period of time compared to other
media.
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(B) Magazine:

Magazines are also a means of entering different markets, both original and original, as
well as general and specific interests. An organization can enter the national market
through publications such as Business India, Famine and Sports Week, India Today,
Business World and Movie Fares. Some marketers divide their markets based on
variables such as age, education, and magazines of interest. The magazine is divided
into sections serving business, industrial consumers, women, sports, and more. The
diversity of magazines is enormous. Some provide news or "general interest" content to
a large audience. Others are highly specialized, technical and even exotic. In general,
magazines offer advertisers the opportunity to reach a highly selective audience

(3) Outdoor and Transit Media:

(A) Outdoor Advertising: Outdoor advertising involves the use of signs and
billboards, Posters or displays (such as those appearing on building walls) and electronic
spectaculars (large, illuminated, and sometimes animated signs and displays). Marketers
can buy billboards based on impressions. One display represents the percentage of the
total population of a particular geographic area that will be exposed to that area in a
month. The highest display is 100. The number of billboards here will attract about 50%
of the local population 20 times in a month. Songs are usually smaller than billboards,
erected and maintained by marketers rather than advertising media.

(B) Traffic advertisements:

Traffic advertisements appear inside or outside the taxi, Bus, rail and other modes of
transportation. Marketers can use transit ads to theoretically gain high exposure to
specific groups of consumers on commutes and tourists. Repeated exposure is possible
easily provides news, they provide a factual information and monetary atmosphere that
may be
on the basis that most people in our country use public transport. Traffic ads help reach
consumers at the vantage point where they start their shopping journey. This medium is
a low cost medium.

(4) Promotional activities:

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According to the American Marketing Association, promotions include, in addition to
personal advertising and publicity, those marketing activities that stimulate consumer
purchases and dealer efficiency, such as showcases and exhibitions, demonstrations, and
various non-routine non-recurring sales events.

Promotions are impersonal, usually non-recurring, and targeted at final consumers,

industrial consumers and intermediaries. These campaigns are often complementary to
advertising and personal selling efforts. Examples of promotions include free product
samples, trade stamps, store displays, giveaways, coupons, and trade shows. Store
displays are an important promotional tool for many organizations, including marketers
of food, toys, and clothing. Displays display promotions to consumers at the time and
place of purchase. This exposure is especially important for impulse-purchased items.
Many consumers' products are purchased in stores that use a self-service sales method.

Marketers of such items need effective presentations in order to differentiate their

products from those of their competitors.

(5) Publicity:

Publicity is a means of promoting the mass market, similar to advertising except that it
is free, found in the editorial section of news outlets, and associated with newsworthy
events. The most common types of publicity are press releases (also known as press
releases), photos, and feature stories. Marketers have less control over the nature of the
publicity their organization and products receive than they do over advertising, personal
selling, and promotional messages. For example, after receiving a press release, an
editor or radio station program director can choose to throw the press release in the
wastebasket, change the repository, or print or play it in its original form. The
disposition of press releases is entirely in the hands of the media, not marketers.
Propaganda can be negative or positive. Some products and brands are badly advertised;
for example, cigarettes, chicken wings, artificial sweeteners are advertised as unsafe or
unhealthy, which they would rather not do. Many company and trade association
officials try to develop good working relationships with the media to minimize bad
publicity. They realize that this type of communication with the public can have a
detrimental effect on the organization's image.

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(6) Personal sales:

Personal selling includes people who communicate between salespeople and their
prospects. Unlike advertising, it involves a personal interaction between the source and
the audience. destination. Ads aim to group shotgun methods, while personal pitches
target individuals in the right way. Salespeople can tailor their messages to the unique
characteristics of each prospect. Additionally, by watching and listening, salespeople
can receive immediate feedback on how well their message is being communicated. If
feedback indicates that the information is not being communicated, the salesperson may
quickly adjust it or the way it is presented. Personal selling can be a very strong
promotion. Consumers can easily leave the room - ignoring store displays during TV
commercials. If the organization has sufficient funds, the most effective method of
promotion may be to have a salesperson. Probably the most effective way to promote
sales is to have salespeople visit every target consumer, which for many organizations,
especially those targeting the mass market, will be very inefficient. Therefore, they
employ mass marketing techniques such as advertising, and personal selling is very
important in industrial marketing.

(7) Public Relations:

Marketers engage in public relations in order to build a good image of their organization
and the product will come into the public eye. They direct this activity to parties other
than their target consumers. These "others" include the public at large unions, the press
and environmental groups. Public relations activities include sponsorship, lobbying and
the use of promotional messages to persuade the public to take up desired positions. The
term public relations refers to a company's communications and relationships with
various segments of the public. These segments include the organization's customers,
suppliers, shareholders, employees, governments, the public and the society in which the
organization operates.

24
25
 COMPANY PROFILE

In May 1886, Coca-Cola was invented by Dr. John Pemberton, a pharmacist in Atlanta,
Georgia. John Pemberton concocted the Coca-Cola recipe in a three-legged brass kettle
in his backyard. The name was suggested by Frank Robinson, John Pemberton's
bookkeeper The Coca-Cola Company re-entered India through its wholly-owned
subsidiary Coca-Cola India Private Limited, and relaunched The Coca-Cola Company in
1993 after the Indian economy was opened to foreign investment in 1991. Since then, its
business has grown through a model that supports the bottling business, both company-
owned and locally-owned, including over 7,000 Indian distributors and over 2.2 million
retailers. Today, our brands are the leading brands in most beverage segments. The
Coca-Cola Company's brands in India include Coca-Cola, Fanta Orange, Limca, Sprite,
Thums Up, Burn, Kinley, Maaza , Minute Maid Pulpy Orange, Minute Maid Nimbu
Fresh as well as the Georgia Gold range of tea and coffee bottlers independently develop
local markets and distribute beverages to grocery stores, small retailers, supermarkets,
restaurants and numerous other businesses. These customers, in turn, deliver our
beverages to consumers across India.and Vitingo. In India, the Coca-Cola system
includes a wholly owned subsidiary of The Coca-Cola Company, namely Coca-Cola
India Pvt Ltd, which manufactures and sells concentrates and beverage bases and
powdered beverage mixes, a company-owned bottling entity, namely Hindustan Coca-
Cola Beverages Private limited company; 13 licensed bottling partners of The Coca-
Cola Company who are authorized to prepare, package, sell and distribute beverages
under certain specific trademarks of The Coca-Cola Company; and a broad distribution
system Including our customers, distributors and retailers. Coca-Cola India Pvt Ltd. sells

26
concentrates and beverage bases to authorized bottlers who are entitled to use these
bases in the production of our beverage portfolio. These authorized

Company Mission and Vision

27
The world around us is changing. To continue to thrive in the next decade and beyond,
we must look to the future, understand the trends and forces that will shape our future
business, and act quickly to prepare for what's to come. We must prepare today for
tomorrow. That's what our 2020 vision is all about. It creates a long-term goal for our
business and provides us with a "roadmap" to win together with our bottling partners.

1) Mission

Our roadmap begins with our enduring mission. It declares our purpose as a company
and serves as a measure of our actions and decisions.
 Refreshing the world...
 Moments that inspire optimism and happiness...
 Create value and make a difference

2) Vision

Our vision is the framework for our roadmap and guides all aspects of our business by
describing what we need to accomplish in order to continue delivering sustainable, high-
quality growth.

 People: Be a great workplace and inspire people to be their best selves.

 Portfolio: Bringing to the world a range of premium beverage brands that anticipate
and meet people's desires and needs.

 Partners: Nurturing a successful network of customers and suppliers, we work

together to create shared, lasting value.

 Planet: Be a responsible citizen making a difference by helping to build and support

sustainable communities.

 Profits: maximizing long-term returns to shareholders while keeping in mind our

overall responsibility.

 Productivity: Becoming an efficient, lean and fast-growing organization.

BRANDS OF COCA—COLA:
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 MINUTE MAID

1) THUMS UP
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2) COKE DIET

3) MAZA MONGO JUICE

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4) FANTA ORANGE JUICE

5) KINLEY MINERAL WATER BOTTLE

6) COCA-COLA

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7) KINLEY SODA BOTTLE

8) SPRITE COLD DRINK

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 RESEARCH OBJECTIVE

The following are the goals of the study:

 Research MATHURA consumers' perceptions of Coca-Cola.

 Identify the factors that influence customers to buy Coca-Cola.

 Identify the most effective advertising media.

 Find out the effectiveness of various advertising tools.

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 THE IMPORTANCE OF LEARNING

The importance of this research lies in understanding the most effective advertising
media, finding out the reasons for liking cold drink advertisements, and finding out the
most popular cold drink advertising slogans.

This study also helps to understand the purchasing decisions consumers make through
the influence of advertising, and how advertising helps the Coca-Cola Company
increase the sales of its products in the market, and also helps to understand the reasons
for liking cold beverage advertising.

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 AREA OF RESEARCH

Before starting this project, I only learned these concepts in books, but through these I
learned how to make customers understand the product and understand what customers
actually want from the product. I am very grateful to my faculty for providing me with
theoretical knowledge, and also to the management of the company for providing me
with a good learning environment.

This project helps consumers understand pesticides in cold beverages and their effects
on humans. The program also helps the company understand what customers expect
from the company's products.

Not enough for students of books. There is always a need to assess his/her theoretical
knowledge as practical knowledge.
Therefore, as a management student, it was necessary for me to examine the
management education concepts I learned by applying them to real life.
Obviously, this project helped me solve my important problem, which is not possible
just by getting learning concepts from books. So, this project has been fruitful for me.

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 LITERATURE REVIEW

INTRODUCTION

Advertising effectiveness can be defined as the degree to which an advertisement

produces some desired effect. It is important to measure the effectiveness of an ad, given
the amount of investment required for the ad. While it is not possible to obtain a global
measure of advertising effectiveness, we should seek to develop and apply methods and
measures to partially validate the results. Regarding the difficulty of measuring the
overall effectiveness, we believe that it is mainly due to the following considerations:

 Advertising interacts with other business variables (behavior, marketing policies,

financial decisions, etc.) and environmental variables (competition, economic situation,
etc.) and is difficult to isolate;

 The effects of advertising are varied and do not always translate into quantifiable
terms;

 Advertising has long-term effects, but not always, so the results occur in the same
period as the costs.

In the literature and in practice, two basic models are used for the evaluation of
advertising effectiveness:

 Dichotomous models;

 3D models.

The dichotomous model is mostly used in product and brand advertising, and tends to
isolate and evaluate the following separately:

 Sales effectiveness;

 Communication effectiveness.

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 The term "advertising" is defined as "a paid impersonal communication from a specific
sponsor that uses mass media to persuade or influence an audience" (Wells, Burnett &
Moriarty, 2003). Of the other functions of advertising highlighted in this definition, the
most important is the persuasive factor, which is the result of other functions.
Advertising should have the potential to differentiate one product or service from others,
thereby producing the desired persuasive effect (Jeong, 2004).

If an ad doesn't have the desired impact, it can be considered ineffective, so a lot of

money a company spends advertising its products goes to waste. On the other hand, ads
that have a favorable impact can multiply the effectiveness of ad spend. Hence, this
means that advertising plays a very important role in the efficient functioning of an
organization. Advertising effectiveness research flows toward evaluating the
effectiveness of advertising, and there are two research streams (Jeong, 2004).

Market-Response Approach to Advertising Effectiveness: The market-response

approach to advertising effectiveness research assesses the impact of advertising based
on the relationship between advertising spend and sales for individual advertising brands
over a specific period. However, advertising research in market response analysis has
led to conflicting findings. For example, Telser (1962 cited in Kocabiyikoğlu, 2004)
used time series data for three different cigarette brands. Simultaneous equation models
were used to explore the relationship between advertising and sales. The study found
that different cigarette brands received different returns on advertising spend. In
addition, Telser (1962) pointed out that other marketing variables, such as economic
conditions and the level of market competition, also affect the advertising-sales
relationship (Kocabiyikoğlu, 2004).
Quandt (1964) also believed that other variables such as disposable income, education,
etc. should also be considered when studying the relationship between advertising and
sales, because these factors will affect the relationship between advertising and sales.
Murphy and Cunningham (1993) pointed out that it is inappropriate to link advertising
and sales impact, because other marketing variables, such as economic factors, market
factors, etc., will affect the company's sales. In fact, previous studies investigating the
true effectiveness of advertising have not found a clear link between advertising and its
impact on company sales (Vakratsas and Ambler 1999). Neslin (2002) found other
variables such as promotion significant effects on the advertising and sales relationship,
and taking these variables into account has led to inconsistent results from previous
studies on advertising effectiveness.

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Advertising researchers, on the other hand, have focused on psychological factors such
as recall, attitudes toward ads and brands, and purchase interest in advertised brands
when exploring the effects of advertising on psychology and behavior (Jeong, 2004).
According to this method, consumers are shown an ad and then clicked on their reaction
to how they perceive the ad.

In addition, their reactions to the future behavior of the advertised brand were recorded.
Based on such audience responses, the overall success or failure of the corresponding
advertising campaign is then inferred (Barban, Dunm, Krugman & Reid, 1990; Kover,
Goldberg & James, 1995; Till & Back, 2005).

A behavioral view of advertising effectiveness provides insight into the antecedents of

consumer behavior, such as attitudes, recall, and brand choice. As such, it is more
important than a marketing and sales responsive approach to advertising effectiveness. It
is also more important because it is more in line with the marketing concept with the
final consumer as the basic business concept (Ang, Lee & Leong, 2007). Consistent with
these views, Lucas and Britt (1963 cited in Kocabiyikoğlu, 2004) long ago stated that
the basic purpose of advertising is to provide information about the actual recipients of
the advertisement, which can help in the selection of appropriate advertisements
Strategy. This ultimately increases the effectiveness of advertising, which in turn
positively affects market outcomes.

Likewise, attitude is important as another measure of advertising effectiveness because

it relates to consumers' evaluation of advertised products. A strong positive attitude
towards a product means that the person is likely to buy the brand in the future (Wells et
al., 2003). As Mitchell and Olson (1981) stated, since attitudes are relatively stable and
persistent behavioral tendencies, they should be useful predictors of consumer behavior
toward a product or service. Gresham and Shimp (1985) considered attitude as an
attempt to influence consumer choice.

Therefore, this means that attitudes take center stage in consumers' brand choices.
Attitudes are also important because they reflect consumers' likes and dislikes (Wells et
al., 2003). The importance of attitudes can also be understood mainly from the empirical
results of the study, that consumers' attitudes towards advertisements influence their
subsequent evaluations of advertised brands and thus their choices of their respective
brands (Mitchell & Olson, 1981). The above discussion shows that both recall and
38
attitude are important indicators of advertising effectiveness. The literature on creative
advertising effectiveness also suggests that previous research has used these measures as
common dimensions of advertising effectiveness. Since this study also covers the impact
of creative advertising on consumers’ advertising and brand-related attitudes and their
recall of the advertised brand and purchase intention, the next section discusses each of
these measures in detail.

Advertisement recall is a memo aptitude test that determines how viewers remember

specific content about advertisements and brands (Wells et al., 2003). Recall can be

assisted or unassisted (Till & Baack, 2005). In an assisted recall test, participants are

given relevant cues to help them recall certain information (Jeong, 2004). Relevant cues

can be the corresponding product categories that participants are asked to recall (eg,

milk, cereals, etc.) or information about the purchase or usage of a specific product type

(eg lunch, breakfast, etc.).

On the other hand, in an independent recall test, participants were only asked to recall

and list the number of brands that appeared in TV commercials. Therefore, independent

recall is considered a more challenging "memory tracking" test than assisted recall (Till

& Baack, 2005). Therefore, in order to better understand the memory capacity of

creative advertisements, this study used both assisted recall and independent recall

methods. The recall rate indicates a high degree of consumer awareness of an

advertisement or brand, and an advertisement with a high recall rate is more likely to

place the advertised brand in the evoked set of consumers. (Stewart, 1989; Keller,

1993). Therefore, recall is considered the most common measure of advertising

39
effectiveness among advertising researchers (Kover et al., 1995; Higie & Sewal, 1991).

Therefore, brands in the consumer-induced set are more likely to be considered when
consumers make purchasing decisions (Loudon & Della Bitta, 2002). To understand the
relative effectiveness of creative advertising in higher advertising and brand recall, it is
important to understand how information is processed, stored and retrieved in human
memory. For this purpose, a review of information processing models and association
network models is given below. The information processing model of memory states
that the processing of incoming information is subject to limited processing capacity,
that is, different levels of processing require different allocations of mental capacity. If
information requires deeper processing, a greater distribution of mental and cognitive
abilities is required. On the other hand, lower-level processing requires less attention
and therefore less allocation of mental capacity (Craick & Lockhart,1972). According to
Craick and Lockhart (1972), information processed at deeper levels is associated with
longer-lasting memory. Consistent with this view, creative advertising is often defined
as "new and unexpected" (Haberland & Dassin, 1992; Wells et al., 2003). Furthermore,
novelty has been found to be significantly positively associated with greater attention
(Piters et al., 2002; Rossiter and Percy, 1985). Greater attention means that the audience
is psychologically more engaged with the advertisement (Wells et al., 2003), which
means that the audience is allocating more mental capacity and the information is being
processed on a deeper level (Craick & Lockhart, 1972 ). This means that creative ads are
relatively more likely to attract attention and undergo deep processing, resulting in a
relatively large recall of the ad message. Similarly, according to the associative network
memory model, brand knowledge exists in consumers' minds in the form of brand
nodes. Various associations are associated with it (Anderson, 1983). The more
associations are formed, the stronger the brand node, and the easier the information is
recalled from memory (Keller, 1993).
Furthermore, the number of associations and their contribution to strengthening the
brand node in the audience's memory depends on the level of processing in the
audience's mind (Keller, 1993). The more attention and deeper processing the
information requires, the more associative connections are formed, thus leading to more
recall of the information being processed (Srull, 1981). As mentioned earlier, creative
advertising is newer and more unexpected. Various studies have found that unexpected
(new) information is processed at a deeper level, resulting in more connections in
memory (Craick & Lockhart, 1972). Therefore, an increase in the number of links will
enhance the relevant information nodes in memory, thereby improving information

40
retrieval ability (Keller, 2003). So it means Lenovo The network memory model also
supports the idea that newer creative advertisements are relatively more effective in
terms of information storage and retrieval capabilities.

The above discussion shows the competitive advantage of creative advertising in

attracting more attention and making advertising messages more memorable. However,
to generate positive consumer impact and convince audiences, mere recall is not enough
(Higie & Sewal, 1991). Advertisements should also create positive and meaningful
connections with their audiences (Ang et al., 2007). Research has found that even
stimulating advertising increases recall (Stone et al., 2000). However, it may not have
the desired positive impact. According to Keller (1993), advertising can only contribute
significantly in the form of brand equity when it generates a good brand image and
brand attitude in addition to greater brand recall. Therefore, the following discussion
reviews the attitudinal structure of advertising effectiveness.

According to Mitchell and Olson (1981), attitude is an individual's internal evaluation

process of an object. Wells et al. (2003) define attitude as "a learned disposition, an
individual's sense of an object, a person, a thought leading to a particular behavior"
(p.112). Therefore, it can be positive or negative, reflecting likes and dislikes, or neutral.
According to Wells et al. (2003), attitude represents the image of a certain brand, which
is the image in the minds of customers, reflecting their thoughts and feelings about the
brand. Perhaps, it is the importance of consumer attitudes that makes advertisers so
concerned about the popularity of their ads, because the emotions and feelings the ads
evoke are passed on to brands. Because of this, attitude is considered an important
determinant

The actual behavior of consumers towards a brand (Batra & Ray, 1986; Mackenzie,
Lutz & Belch,The actual behavior of consumers towards a brand (Batra & Ray, 1986;
Mackenzie, Lutz & Belch, 1986; Bruner & Kumar, 2000).

The next section details the relationship between consumers’ advertising and brand-
related attitudes, with many studies finding that a person’s attitude toward an object
influences his/her subsequent behavior with that particular object (Mitchell & Olson,
1981; Gresham & Shimp). , 1985). When consumers see an advertisement for the first
time, they believe that if the stimulus successfully builds a positive attitude, then the
beneficial effects elicited by the advertisement will be transferred to the corresponding
41
advertised brand in the form of a favorable impression of the brand, ultimately affecting
consumers. the behavior of. Consumers in Markets (Batra & Ray, 1986).

It is for this reason that, in addition to the role of other marketing communications,
advertising plays a vital role in building a successful brand (Cathy, Ruble & Donthu,
1995; Farquhar, 1989). Therefore, the following comments discuss how consumers form
attitudes towards advertising and how this attitude affects their evaluation of advertised
brands, that is, their brand attitudes. Fishbone (1963), a well-known and early behavioral
researcher, proposed that individuals take three steps in developing certain behaviors.
First, the individual's beliefs are influenced, then the individual's attitude is formed, and
finally he/she acts according to the formed attitude. In the context of advertising, an
advertisement is supposed to influence the beliefs of the viewers and thus shape their
attitude towards the corresponding advertisement. The resulting specific ad attitudes
(positive or negative) influence the behavior of viewers for each ad.

RESEARCH METHDOLOGY

42
Research is the process of applying the basics of science logically and systematically to
general and overall problems of research and science and technology, providing precise
tools, specific procedures and techniques rather than philosophical means, for acquiring
and ordering data prior to logical analysis and manipulation. Depending on the nature of
the research project, competent human resources and the environment, different types of
research designs can be used.

1. Research Design: The research design is the blueprint for achieving the goal,

answer the questions. It is a master plan that specifies the methods and procedures for
collecting and analyzing the required information.

This study used a descriptive research design and the main purpose was to describe the
characteristics phenomenon or situation.

2. Data collection method: Data sources include secondary data sources.

1) Secondary sources:

Secondary data comes from standard textbooks, newspapers, magazines and the
Internet, as well as companies' annual reports.

2. Sample Design: A sample design is a definite plan that is established before any data
is actually obtained for a sample from a given population. The researcher must decide
how to select the sample. A sample can be a probability sample or a non-probability
sample.

3. Sampling technology: convenient sampling.

4. Sample size: 100 respondents.

5. Field of study: Mathura.

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