Project Report

On

“ADVERTISEMENT EFFECTIVENESS OF
COLD DRINKS”
SUBMITTED TO:
Kurukshetra University, Kurukshetra

In Partial Fulfillment of the Requirements for the

Degree of
"MASTER OF BUSINESS ADMINISTRATION"
(Session 2004-2006)
 CONTENTS

 Introduction

• Basic feature of Advertising

• Function

• Evolution

• Benefits

• Groups Involved

• Advertising Campaign

 Objectives of Study

 Research Methodology

 Analysis & Interpretation

 Findings

 Suggestions

 Conclusions

 Limitations

 Bibliography

 Annexure
ACKNOWLEDGEMENT

There is always a sense of gratitude which one feels towards his mentor or
“GURU” who has helped him at one point of time or through out.

I shall be failing in my duties if I do not express my gratitude to other

Faculty members and friends for their useful advice at various stages.

Last but not the least; I would like to thank the almighty God for the
blessings he showered on me during the project report.
INTRODUCTION
 INTRODUCTION

The objectives of all business is to makes profits and a

merchandising concern can do that by increasing its sales at
remunerative prices. This is possible, if the product is widely polished
to be audience the final consumers, channel members and industrial
users and through convincing arguments it is persuaded to buy it.
Publicity makes a thing or an idea known to people. It is a general
term indicating efforts at mass appeal. As personal stimulation of
demand for a product service or business unit by planting
commercially significant news about it in a published medium or
obtaining favourable presentation of it upon vedio television or stage
that is not paid for by the sponsor.
On the other hand, advertising denotes a specific attempt to
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
non-business 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) Public service institutional advertising wages public support.
c) 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 o 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 :
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.
4. 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 Rutinsteins 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.
Media Form
1. Press Advertising or Print
i) Newspapers City, Small town, Sundays,
Daily, weekly, Fortnightly,
quarterlies, financial and
annuals, English,
vernacular or regional
languages.
ii) Magazines General or special,
illustrated or otherwise,
English, Hindi, Regional
language.
iii) Trade & Technical Journals, Circulated all over the
Industrial year books, commercial, country and among the
directories, telephone, industrialist and business
Directories, references books & magnates.
annuals.
2. Direct Mail Circulars, catalogues,
leaflets, brochures,
booklets, folders,
colanders, blotters, diaries
& other printed material.
3. Outdoor or Traffic Poster and bills on walls,
railways stations platforms
outside public buildings
trains, buses.
4. Broadcast or radio and T.V. Spot, Sectional or national
trade cost
5. Publicity Movie Slides and films non
theatrical and documentary
films metal plates and
signs attaches to trees.
6. House to house Sampling , couponing, free
gifts, novelties, demonst-
rations.
7. Dealer aids Counter and widows
display demonstration
given by retailer or the
advertises goods.

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
 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.
 RESEARCH
METHODOLOGY
 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.
 ANALYSIS
&
INTERPRETATIO
N
 ADVERTISEMENT EFFECTIVENESS
PROFILE HISTORY
The profile of the company include the two main agencies in the
city. These two main agencies are Luxmi Agency and Bansal Trading
Co.
Luxmi Agency deals in the Coca Cola cold drinks, it means it
deals with all the brand of Coca Cola cold drinks i.e. Coca-Cola,
Thums-up, Limca, Fanta, Maaza, Sprite, Maaza, Tetra. SB
associates in the main distributors of the cold drinks in the city. They
capture the whole coca cola market . This is due to the preference of
the coca-cola cold drink in the city.
Bansal Trading Co. deals in Pepsi mainly. It deals with the
brand of the Pepsi i.e. Pepsi, Mirinda, Lemon, Mirinda Orange etc.
Bansal trading Co. is the main distributors of the Pepsi cold
drinks in the city. This agency distributes the maximum of Pepsi cold
drinks in the whole city.
 MARKET PROFILE
Luxmi Agency
(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 Weekly Monthly Yearly
Cold drinks (in carets) (in carets) (in carets)
Coca Cola 520 1840 22400
Fanta 250 1030 12900
Thums-up 350 1350 18500
Limca 380 1210 16300
Maaza Tetra 80 380 6200
Sprite 70 280 5000
Maaza 120 690 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.
 Bansal Trading Co.
(Pepsi)
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 (in carets) (in carets) (in carets)
Pepsi 430 1750 21600
Mirinda Lemon 390 1180 15400
Mirinda Orange 245 1000 13600
Pepsi Soda 126 470 6000
Pepsi Apple 120 400 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 Classification
(in years) according
No. oftorespondents
age
Percentage
11-206%
22 44
21-40 25 50
41-60 3 11-20 yrs 6
Total 44% 50 21-40 yrs 100
41-60 yrs
50%
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.
 Classification according to age

TABLE 4.2
40%
RESPONDENT'S CLASSIFICATION
male
ACCORDING TO SEX
Sex No.
60% of respondents
female Percentage
Male 30 60
Female 20 40
Total 50 100

Table 4.2 shows that 60% of the respondents are males and
40% of them are females
 TABLE 4.3
70
60 RESPONDENT'S CLASSIFICATION ACCORDING TO
50
EDUCATIONAL QUALIFICATION
%agE

40
30 Qualification No. of respondents Percentage
20 Illiterate - -
10 Below Matric - -
0
Matric 5 10
below matric
Graduatematric graduate29 post 58
Post graduate 16 graduate 32
Total 50 100

Table 4.3 reveals that out of 50 respondents 5 are matriculate

and 29 are Graduate and rest of them 16 are post graduate.
 Do you take cold drink
0%
TABLE 4.4
DRINKING OF COLD DRINK
yes
Do you take cold No. of respondents
no
Percentage
drinks
Yes 100% 50 100
No - -
Total 50 100

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 15 30
Twice a day 2 4
More than twice 1 2
Not regular drunker 32 64
Total 50 100

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.
 How fequently you take cold drink

30%
TABLE 4.6 once a day
NAME OF THE COLD DRINKS AVAILABLE
twice a day IN MARKET
Name of cold drinks No. ofmore
respondents
than twice Percentage
Coca
64% cola 4% -
no regular -
Pepsi 2% - -
Fanta - -
Limca - -
Mirinda - -
Thums-up - -
Canada dry - -
Maaza - -
Dew - -
All of above 50 100
Total 50 100

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 12 24
Pepsi 12 24
Fanta 1 2
Limca 7 14
Mirinda 1 2
Thums-up 10 20
Canada dry 4 8
Maaza 3 6
Dew - -
Total 50 100

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.
 Preference of Cold Drink
30
25
%age

20
15 TABLE 4.8
10
5 FLAVOURS OF COLD DRINKS
0 Flavours
Which flavour
8%
you likeNo.
mostof?respondents Percentage

na up
la

Cola 30 60

um a

za
m a
a

m .
i

w
4%

..
ps

th nd
co

c
nt

ca s-

de
da

aa
li m
Lemon 7 14
pe

fa

ir i
ca

cola
Orange
14% 7 lemon 14
co

Mango 2 orange 4
Others 4 mango 8
60%
Total
14% 50 other 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
advertisement of cold
drink is required
Yes 48 96
No 2 4
Total 50 100

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 don’t have seen the advertisement they like
most .
 Have you seen the advertisement of
cold drink you like most ?
4%

TABLE 4.10
MEDIA OF ADVERTISEMENT
yes
no
THROUGH WHICH MEDIA No. of respondents Percentage
through which
YOU HAVE SEEN media
IT? you have seen it
TV ?
96% 46 92
4% 4%
Newspaper
8%
2 4
Magazine 1 2
TV
Other 1newspaper 2
Total 50magazine 100
others
Table 4.10 reveals
84% 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
How types of advertisement
many No. of respondents Percentage
you preferrd
advertisements you10%

seen are of the most 1

40% 20%
2
likely cold drink by
3
you 4
1 30%
11 22
2 14 28
3 11 22
4 14 28
Total 50 100

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 slogan of cold drink you like
which you like
most ?
Taste
16% the thunder
24%
Taste12
the thunder 24
Yara Da tashan 14 28
Yara da tashan
Yeh dil mange more 16 32
Jo chahe ho jaye, 8
Yeh dil mange
16
more
32% coca cola enjoy
jo chaho ho jaye
Total 28% 50
coca cola enjoy
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 do you like the advertisement
Why12%
you like No. of respondents Percentage
advertisement theme
14%
Its theme and making 30
film star
60
is appealable good music
60%
It14%
has film stars other 7
reasons 14
Because of good 7 14
music
Other reasons 6 12
Total 50 100

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
Do Do
youyou think
think that ads. No. of respondents
the advertisement Percentage
has forced youthe
to consume product
Effect
20% more ?
consumption of cold
drink 46%
yes
Yes no 23 46
No 17say
cannot 354
Cann't say
34% 10 20
Total 50 100

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 don’t force them to consume the
product while 20% of them cannot say anything about it.
 Which media is presently the
advertisement more effective
0%
TABLE 4.15
TV
BEST MEDIA OF ADVERTISEMENT
newspaper
magazine
Which Media No. of respondents Percentage
others
Presently Is More
100%

Effectively
TV 50 100
Newspaper - -
Magazine - -
Others - -
Total 50 100

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

Do you thinkNECESSITY OF ADVERTISEMENT

the advertisement is
DO YOU necessary
THINK4% THE
for cold drink
No. of respondents Percentage
ADVERTISEMENT IS 28%
Necessary
NECESSARY FOR
Ver necessary
COLD DRINKS? Cannot say
Necessary 14 28
68%
Very necessary 34 68
Can’t say 2 4
Total 50 100

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
should be incurred on
advertisement
Yes 43 86
No 2 4
Can’t say 5 10
Total 50 100

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.
 EFFECTIVENESS OF EXPENDITURE
TABLE 4.18
100 86
REASONS
80 FOR DIFFERENCE OF ADVERTISEMENT
EFFECTIVENESS
%age

60
40WHICH REASON No. of respondents Percentage
20 10
YOU FIND FOR THE 4
0
DIFFERENCE
Yes OF No Cannt say

ADVERTISEMENT
EFFECTIVENESS
Education 20 40
Liking 10 20
Standard of Living 10 20
Level of Development 10 20
Total 50 100

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
 50 40
40
%age
30 20 20 20
20
TABLE 4.19
10
ADD
0 EFFECTIVENESS AND IMPROVEMENT IN
ADVERTISEMENT
n

..
ng
WILL
100 THE STUDY No. of respondents Percentage

...
tio

d
ki

ar
ca

of
Li

nd
u

l
ve
80
Ed

OF

a
St

Le
60
%age

EFFECTIVENESS
40
WOULD
20
CONTRIBUTE TO
0
IMPROVEMENT
Yes OFNo Cannt say
PRESENT
ADVERTISEMENT
Yes 45 90
No 1 2
Cannot say 4 10
Total 50 100

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
120
96
100 NECESSITY OF ADVERTISEMENT EFFECTIVENESS
80 IS ADVERTISEMENT No. of respondents Percentage
60
40
EFFECTIVENESS IS
20 NECESSARY FOR 2 2
0
COMPANY?
Yes No Cannt say
Yes 48 96
No 1 2
Can’t say 1 2
Total 50 100

Table 4.20 reveals that majority of the respondents say that the
advertisement effectiveness is necessary while same did not replied.
 TABLE 4.21

80
USERS OF ADVERTISEMENT EFFECTIVENESS
68
THE USE STUDY OF No. of respondents Percentage
60
EFFECTIVENESS IS
40 30
FOR WHOM?
20
For company2 34 0 68
0 For employees 1 2
For customers
For company For For 15 None of 30
None ofemployees
these customers - these -
Total 50 100

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
 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
 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.
LIMITATIONS
 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.

CONCLUSION
 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.
BIBLIOGRAPHY
 Bibliography

Text books:
 Zikmund, William G. “Business Research Methods” Thomson
South-western 7th ed. 2003.
 Chunawalla, S.A. “Foundation of Advertising theory and Practice”
Himalayan Publishing House, 5th ed. 2000.
 Kotler, Philip “Marketing Management” prentice Hall of India, 11th
ed. 2003.

Internet Source:
 www.adrelevance.com
 www.businessworld.com
ANNEXUR

E
 ADVDRTISEMENT EFFECTIVENESS

OF COLD DRINKS
BACK GROUND INFORMATION

I) Name :
__________________________________
II) Age :
__________________________________
III) Qualification :
IV) 1. Literate
2. Illiterate
if literate ?
1. Below Matric 2. Matric
3. Graduate 4. Post Graduate
V) Profession :
__________________________________
VI) Address :
__________________________________

__________________________________
VII) Size of family :
__________________________________
1). 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. It’s 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. Can’t Say
14). The expenditure incurred on advertisement of cold drink is such
effective that it adds to profit ?
a. Yes b. No
c. Can’t 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 improvenment
in present advertisement ?
a. Yes b. No
c. Can’t Say
17) Is advertisement effectiveness is necessary for company ?
a. Yes b. No
c. Can’t Say
18) What do you think the use of study of effectiveness is for who?
a. For Company b. For Employess
c. For Customers d. None of these