PROJECT REPORT ON

A brief study on effectiveness of advertisement on

PepsiCo cold drink with special reference to LUMBINI
BEVERAGES Pvt. Ltd. (PepsiCo) at HAJIPUR, PATNA

Submitted for the partial fulfillment of the requirement for

the award of the degree of
BACHLOR OF BUSINESS ADMINISTRATION (B.B.A)
Conducted by:

Lalit Narayan Mishra Institute of Economic Development

and Social Change, Bailey road, Patna-1

UNDER THE GUIDANCE OF:

BY:

SUBMITTED

MR. S.D SINGH

PRIYANK RAJ

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(GROUP COORDINATOR)
12320
L.N.M.I PATNA-1
(2012-15)

ROLL NO:
B.B.A

PREFACE
There is a famous saying The theory without practical is lame and
practical without theory is blind.
This modern era is the era of consumers. Consumer satisfies themselves
according to their need and desires, so they choose that commodity from
where they extract maximum satisfaction.
It has been identified that in the beginning of 21st century the market has
observed a drastic change. The successful brand presents itself in such a
way that buyer buys them in special values which match their needs.
Marketing is an important part of any business and advertising is the
important part of marketing.
Summer training is an integral part of BBA and being student of
management has to go undergo training session in a business organization
for 6 weeks to gain some practical knowledge and to gain some work
experience. This helps in developing decision making abilities and
emphasizes on active participation by the students.
I undertook my project in LUMBINI BEVERAGES PVT.LTD,
HAJIPUR. The title of my project is EFFECTIVENESS OF
ADVERTISEMENT ON PEPSICO COLD DRINK.

Certainly this analysis explores my abilities and strength to its fullest

extent for the achievement of organization as well as my personal goals.
(Priyank)
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ACKNOWLEDGEMENT
At the very outset of engaging myself into the project report, I would like
to express my sincere gratitude to all those who extended their not only to
convey their best wishes but also to give me support on this hi-undertone
path. This project report on my six week practical training in lumbini
beverages Pvt. Ltd Hajipur (PepsiCo) in the area of Patna is a part of
my course curriculum of my BBA.
This project couldnt have been completed without timely suggestion
advice and co operation of lot of person.
I am extremely thankful and pay my gratitude to Mr. S.D SINGH
(GROUP COORDINATOR) L.N. MISHRA INSTITUTE IF
ECONOMIC DEVELOPMENT AND SOCIAL CHANGE for his
valuable guidance and support on completion of this project in its
presently.
I am greatly obliged to Mr. Bhupendra Singh (Sr. Manager-HR &
Admin, lumbini beverages Pvt. Ltd Hajipur) who accommodated me
for training in this esteemed organization.
I am highly indebted to Mr. Rajesh Prasad (TDM PATNA ZONE) who
provided me an opportunity to work and also guided me at every stage on
my project. His proper direction and consult inspiration proved to be an
asset for this project.
I am also equally thankful to Mr. R.K Sinha (CE) who taught me every
minute aspect of marketing.
A special appreciative Thank you to all the staff for their positive
support.
I also acknowledge my deep sense of reverence, my gratitude towards my
parents and member of my family, who has always supported me morally
as well as economically
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Last but not the least, gratitude goes to all of my friends who directly or
indirectly helped me to complete this project.
Thanking you
Priyank raj (12320)

DECLARATION
I Priyank Raj student of Lalit Narayan Mishra Institute of Economic
Development and social change, Roll no: 12320, Course: BBA Session:
2012-2015 is persuading project from lumbini beverages Pvt. Ltd
Hajipur (PepsiCo) in the area of Patna and declaring that all the
information given in this project report entitled effectiveness of
advertisement on pepsico cold drink is true and correct as far as I know.
I am also declaring that all the work in this project is done by me and not
copied from anywhere.

Signature:
Date

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CONTENT
Preface
Acknowledgement
Declaration
Chapt Particulars
er no.
1.
Introduction to study
I. Objectives of study
II. scope of study
III. Research methodology
IV. Limitation of study
2.
I.
II.
III.
IV.
V.
VI.
VII.
VIII.
IX.

Profile of organization
Introduction of Lumbini Beverages Pvt.
Ltd.
Organizational structure of Lumbini
Beverages Pvt. Ltd.
About PepsiCo
PepsiCo mission and vision
PepsiCo India region
Industry profile
Company profile
Product profile
Organizational structure of PepsiCo

Page
no.
7
8
9
10-11
12
13
14-15
16
17-18
18-19
20
21
22
23
24

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3.
I.
II.
III.
IV.
V.
VI.
VII.

4.
I.
II.

5.
6.
7.

III.
IV.
I.
I.
I.
II.

Theoretical perspective
Introduction to advertisement
effectiveness
Definition of advertising
Basic feature of advertising
Importance of advertising
Active participants in advertising
How advertisement research work
Measuring advertising effectiveness

Advertising strategy of PepsiCo

Advertising media at lumbini beverages
Advertisement techniques used by
PepsiCo
Advertisement by PepsiCo
Advertising campaign by PepsiCo
Data analysis and interpretation
Conclusion and suggestion
Bibliography
Questionnaire

25
26
27
28-29
30-31
32-34
35-36
37-40

41
42-43
44-45
46-47
48-50
51-62
63-65
66-67
68-73

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CHAPTER: 1
INTRODUCTION TO STUDY
Objectives of study
Scope of study
Research methodology
Limitation of study

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 Objectives of study:
management is a course which teaches a student to get the work
done properly from different available sources viz. man, machine,
money, material etc so that there can be satisfaction from the
organization side and the worker side who play a significant role
in achieving success.
So far, the fulfillment of management courses it gives emphasizes
to project work and student tends to develop analytical and
problem solving skill. We necessarily become motivated and
competitive. In fact all the learning that goes on for the three year
term becomes so much the part of our thinking that we developed
a well rounded personality.
1. To know the effectiveness of advertising towards PepsiCos
cold drink.
2. To find out the reasons for liking the advertisement of the
PepsiCos cold drink.
3. To find out most popular slogan of PepsiCos cold drinks.
4. The awareness level of PepsiCos cold drink.
5. Which media carry the advertisement successfully?
2.

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Scope of study:

Scope of this study covers a wide range of theoretical application

and administration aspects, under which the advertisement
techniques used by the company for the sale of its products.
a. The study will try to find out the advantage level of product.
b. The study can help to find out whether the advertisement has
reached the target audience.
c. The advertiser can identify the gap of improvement themselves.
d. The study can find out whether the advertisement was educating
the customer in right way or not.

Research methodology:

Research is the procedure of logical and systematic application of

the fundamentals of science to the general and overall question of a
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study and scientific technique which provide precise tools specific

procedures and technical rather than philosophical means for getting
and ordering the data prior to their logical analysis and manipulation.
Different type of research design is available depending upon the
nature of research project availability of able manpower and
circumstances.
1. Research design:
The research design is the blueprint for the fulfillment of
objectives and answering question. It is the 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 characteristic of the phenomenon or a
situation.
2. Data collection method:
The sources of data include two types of data:
a. Primary source:
Primary data has been collected directly from sample
respondent through questionnaire and with the help of
interview.
b. Secondary source:
Secondary data has been collected from standard textbooks,
newspaper, magazines and internet.

3. Research instrument:
Research instrument used for primary data collection is
Questionnaire.
4. Sample design:

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Sample design is definite plan determined before any data is

actually obtained for a sample from a given population. The
researcher must decide the way of selecting a sample. Samples
can either be probability sample and non probability samples.
a. Sampling technique:
Convenience
b. Sample size:
100 respondents of different age group.
c. Area of study:
Patna ( Danapur, Boring road and Kankarbagh)
d. Statistical tool applied:
Percentage analysis

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Limitation of study:

a. The project relied mainly on primary data.

b. Consumer gives very unclear picture.
c. We have limited time.
d. The study is based on limited sample.
e. It was my first attempt to undertake such study, thus the
inexperience is also on obstacle to accomplish the project in a
proper way.
f. It was also difficult to get proper information from the people
because they were indulging in some other activities.
g. All the observation and recommendation will be made on the
feedback obtained from survey.

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CHAPTER: 2
PROFILE OF ORGANIZATION
Introduction of lumbini beverages
Organizational structure of lumbini beverages
About PepsiCo
PepsiCo mission and vision
PepsiCo India region
Industry profile
Company profile
Product profile
Organizational structure of PepsiCo

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 Introduction to lumbini beverages Pvt. Ltd.

Lumbini beverages Pvt. Ltd is set up at Hajipur industrial area in Vaishali
district of North Bihar. Lumbini beverages Pvt. Ltd. is the production unit
and its whole marketing activities are done through lumbini beverages Pvt.
Ltd. Its office is situated at Hajipur. Lumbini beverages is one of the many
franchises Pepsi bottling plant in the country and also one of the four in
Eastern India. The other three are at Cuttack, Guwahati and Jamshedpur.
Lumbini beverages Pvt. Ltd. was incorporated in the year 1995 under
company act 1956 but the actual production stated in 1998. It was setup
because steel city beverages Pvt. Ltd. Jamshedpur was unable to fulfill the
market demand of North Bihar during peak month i.e. May-June. Since the
plant was not constructed on time so during 1997-98 delivery to north
Bihar was also made from Dranchu beverages, Bhutan.
A. Location:The plant is located in the industrial area of Hajipur, north Bihar.
The plot is situated at a distance of twenty-five kilometer from the
city of Patna. The site well connected by road to other areas of
north Bihar. The total area of land is around 1000 acres. This land
has been procured from north Bihar industrial area development
authority.
B. Product and production capacity:Lumbini Beverages bottles Pepsi, Mirinda (both lemon and orange
flavors), 7up, slice a nd soda ha vi ng ca pa c ity or 600 bot t le s
pe r mi nut e (BP M) a nd ha vi ng a nnua l inst a ll e d capacity of
48 million bottles (2 Million crates).
C. Plants and equipments:The main plant consists of filler, mojonnier, bottle, washer, caser,
Uncase, conveying system, Refrigeration system, water
treatment plant and other auxiliaries. The major line has
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been imported from USA. However the auxiliaries including

utility are being available indigenously.
Local contractors under the supervision of freeing
technicians have done the creation and commissioning of
imported plant. However indigenous equipment is created
and commissioned through local contractors or suppliers.
D. Marketing and selling arrangements:Pepsi is a well-known brand for soft drink and marketing the
product is done through e ffe ct i ve di st ri buti on
ne t work unde r t he gui da n c e of Pe ps i rood s Lt d . And
a pa ra l le l concern named Lumbini Beverage Pvt. Ltd. is arranging
the marketing & selling business.
E. Power:Since a plant cannot run without power, so the required 500 KV is
being supplied from nearly electrical substation.
F. Board of directors:The following persons constitute the present Board of Directors of
the concern.
1. Mr. Charan Kumar Khilani (Managing Director)
2 . M r. S a n j a y K u m a r K h i l a n i
3 . M r. M a n o j K u m a r K h i l a n i
4 . M r. R a v i K u m a r K h i l a n i
5. M r . S . M . S u r a n a l

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Organizational structure of lumbini
beverages Pvt. Ltd. Hajipur
BOARD OF DIRECTORS
MANAGING DIRECTOR
CEO

FINANCE
MANAGER

PLANT
MANAGER

P.A.M

H.R.
MANAGER

HOS

T.D.M.

A.D.C

C.E.

M.E.M.

M.D.M.

SENIOR

M.D.C.

TECHNICIAN

EXECUTIVE

TECHNICIAN

M.E.

Q.C.

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About PepsiCo:
PepsiCo Inc. is an American multinational food and beverage corporation
headquartered in Purchase, New York, United States, with interests in the
manufacturing, marketing and distribution of grain-based snack foods,
beverages, and other products. PepsiCo was formed in 1965 with the
merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since
expanded from its namesake product Pepsi to a broader range of food and
beverage brands, the largest of which includes an acquisition
of Tropicana in 1998 and a merger with Quaker Oats in 2001, which added
the Gatorade brand to its portfolio.
As of January 26, 2012, 22 of PepsiCo's brands generated retail sales of
more than $1 billion apiece, and the company's products were distributed
across more than 200 countries, resulting in annual net revenues of
$43.3 billion. Based on net revenue, PepsiCo is the second largest food
and beverage business in the world. Within North America, PepsiCo is the
largest food and beverage business by net revenue.
Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since
2006, and the company employed approximately 274,000 people
worldwide as of 2013. The company's beverage distribution and bottling is
conducted by PepsiCo as well as by licensed bottlers in certain regions.

At the heart of PepsiCo is performance with purposeour goal to deliver top tier financial performance while creating
sustainable growth and shareholder value. In practice performance with
purpose means:
providing a wide range of foods and beverages from treats to
healthy eats;
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 Finding innovative ways to minimize our impact on the

environment and reduce our operating costs;
Providing a safe and inclusive workplace for our employees
globally; and
Respecting, supporting and investing in the local communities
where we operate.

PepsiCos mission and vision:

Our mission and vision:
PepsiCo,believe being a reasonable corporate citizen is not only the
right thing to do, but the right thing to do for our business.

Our mission:
Mission is to be the worlds premier consumer product company
focused on convenient food and beverages. We seek to produce
financial reward to investors even as we provide opportunities for
growth and enrichment to our employees, our business partners and
the community in which we operate. And in everything we do, we
strive for honesty, fairness and integrity.
Our vision:
PepsiCos responsibility is to continually improve all aspects of
world in which we operate- environmental social economic-creating
a better tomorrow than today.
Performance with purpose:
PepsiCo is committed to achieving business and financial success
while leaving a positive imprint on society- delivering what we call
performance with purpose.
Their approach to superior financial programs is straight forwarddrive share holder value. By addressing social and environmental
issues, we also deliver on our purpose agenda, which consist of
human, environmental and talent sustainability.

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 PepsiCo India region: leadership through

performance with purpose
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PepsiCo entered India in 1989 and in short period has grown into
one of the largest MNC food and beverages business in country.
PepsiCos growth in India has been guided by performance with
purposes its goal to deliver top tier financial performance while
creating sustainable growth and shareholder value. In practice
performance with purpose means:
providing a wide range of foods and beverages from treats to
healthy eats;
Finding innovative ways to minimize our impact on the
environment and reduce our operating costs;
Providing a safe and inclusive workplace for our employees
globally; and
Respecting, supporting and investing in the local communities
where we operate.
a. Largest investor in India with strong brand
b. A growing portfolio of enjoyable and wholesome snack and
beverages
c. Model partnership with over 24,000 farmers
d. Global leader in water conservation
e. Care for environment
f. Exemplary employment practice

Industry profile:
Beverage industry is one of the fast growing industries in India. It
can be divided into two sections i.e.
a. Carbonated
b. Non-Carbonated
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 The carbonated drinks that can be further classified into:

a. Cola
b. Lemon
c. Orange
d. Mango, and
e. Apple segments.
Marketing includes all the activities like promotion,
distribution, advertising etc to fill all the segments of
consumer.
M a r k e t i n g i s a l s o t o c o n v e r t profitable opportunities. So
this topic provides all the essentials to theoretical knowledge
with practical knowledge and to inculcate the
efficiency. It is also requirement for the company to
improve their service and product quality for achieving their
ultimate goal.
As far as the soft drink market is concerned, it
i s f a c i n g t h e c u t t h r o a t c o m p e t i t i o n because of the
availability of a large number of indirect as well as
direct competitors. Single company offers the soft drink
to the market in different taste and flavors. In this industry
entire range of flavors are produced by other competitors also.
More oft e n i t bec o me s i mpossi ble t o di ffe re nt ia te
be t we e n the sa me fla vors of t wo different brands, when
served in plane container, range also. All these factors
together make the situation complicated. Besides both
corresponding brands have the similar price.

Company profile:

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a) Type
b) Industry
c) Founded
d) Founder
e) Headquarters
f) Area served
g) Key people
h) Revenue
i) Operating income
j) Net income
k) Total assets
l) Total equity
m)Number of
employees
n) Website

Public
Beverages, chips
New Bern, north California U.S.
(1898)
Donald Kendall, Herman lay
Purchase, New York, U.S.
World wide
Indra nooyi (CEO & Chairman)
US$ 66.414 billion (2013)
US$ 9.705 billion (2013)
US$6.74 billion (2013)
US$77.478 billion (2013)
US$24.389 billion (2013)
274,000 (2013)
PepsiCo.com

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 Product profile of PepsiCo

PepsiCo Indias expansive portfolio includes iconic refreshment
beverages Pepsi, 7UP, Mountain Dew, Mirinda, Slice
Nimbooz.
In addition to low-calorie options such as Diet Pepsi, hydrating
and nutritional beverages such as Aquafina drinking water,
isotonic sports drink Gatorade and fruit juices such
as Tropicana and Tropicana 100%.
SKU of PepsiCo at lumbini beverages:
200 250 300 350
ml ml ml ml

500
ml

600
ml

1l

2l

Pepsi

7 up

Mountain
dew
Mirinda

Lehar
soda
Slice
Nimbooz
Aquafina
tropicana

Tetra Tetra
200 1l
ml

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 Organizational structure of PepsiCo

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CHAPTER: 3
THEORETICAL PERSPECTIVE
Introduction to advertising effectiveness
Definitions of Advertising
Basic feature of advertisement
Importance of advertising
Active participants in advertising
Advertising campaign

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INTRODUCTION TO ADVERTISING
EFFECTIVENESS
The objectives of all business are to make profits and a
merchandising concern can do that by increasing its sales and
remunerative prices. This is possible if the product is widely
polished to be audience the final consumer, 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
tool 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 favorable presentation of it upon video television or stage
that is not paid for by the sponsor.
On the other hand, advertising denotes a specific attempt to
popularize a specific product or service at certain cost. It is method
of publicity, it always intentional openly sponsored by the sponsor
and involves certain cost and hence is paid for. It is common form of
non-personal communication about an organization or its product
ideas, services etc that is transmitted to the target audience through a
mass medium. In common parlance the term publicity and
advertising are used synonymously.
In short advertising is any paid form of non-personal paid of
presentation of ideas, goods or services by an identified sponsor.
In developing an advertising program, 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.

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Definitions of Advertising
The word advertising comes from the Latin word "advertere meaning
to turn the minds of towards". Some of the definitions given by various
authors are:
a) According to Webster
Advertising is to give public notice or to announce publicity.
b) According to Gardner
Advertising is the means of mass selling that has grown up parallel
with and has been made necessary to mass production
c)

According to William J. Stanton

"Advertising consists of all the activities involved in presenting to an
audience a non-personal, sponsor-identified, paid-for message about
a product or organization."

d) According to American Marketing Association

"Advertising is any paid form of non-personal presentation and
promotion of ideas, goods and services by an identified sponsor".
Advertising is used for communicating business information to the present
and prospective customers. It usually provides information about the
advertising firm, its product qualities, place of availability of its products,
etc.
Advertisement is indispensable for both the sellers and the buyers.
However, it is more important for the sellers. In the modern age of large
scale production, producers cannot think of pushing sale of their products
without advertising them. Advertisement supplements personal selling to a
great extent. Advertising has acquired great importance in the modern
world where tough competition in the market and fast changes in
technology, we find fashion and taste in the customers.

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 Basic feature of advertisement

On the basis of various definitions it has certain basic feature such as:
a) Communication :
Advertising is means of mass communication reaching the masses. It
is a non-personal communication because it is addressed to masses.
b) Information :
Advertising informs the buyers about the benefits they would get
when they purchase a particular product. However, the information
given should be complete and true.
c) Persuasion :
The advertiser expects to create a favorable attitude which will lead
to favorable actions. Any advertising process attempts at converting
the prospects into customers. It is thus an indirect salesmanship and
essentially a persuasion technique.
d) Profit Maximization :
True advertising does not attempt at maximizing profits by
increasing the cost but by promoting the sales. This way it wont
lead to increase the price of the product. Thus, it has a higher sales
approach rather than the higher-cost approach.
e) Non-Personal Presentation :
Salesmanship is personal selling whereas advertising is non-personal
in character. Advertising is not meant for anyone individual but for
all. There is absence of personal appeal in advertising.
f) Identified Sponsor :
A sponsor may be an individual or a firm who pays for the
advertisement. The name of reputed company may increase sale or
products. The product gets good market because of its identity with
the reputed corporate body.

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g)Consumer Choice :
Advertising facilitates consumer choice. It enables
consumers to purchase goods as per their budget
requirement and choice. Right choice makes consumer
happy and satisfied.
h) Art, Science and Profession :
Advertising is an art because it represents a field of creativity.
Advertising is a science because it has a body of organized
knowledge. Advertising is profession is now treated as a profession
with its professional bodies and code of conduct for members.
i) Element of Marking Mix :
Advertising is an important element of promotion mix. Advertising
has proved to be of great utility to sell goods and services. Large
manufactures spend cores of rupees on advertising.
j) Element of Creativity :
A good advertising campaign involves lot of creativity and
imagination. When the message of the advertiser matches the
expectations of consumers, such creativity makes way for successful
campaign.

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 Importance of advertising
Advertising has become an essential marketing activity in the modern
era of large scale production and serve competition in the market. It
performs the following functions:
a) Promotion of Sales :
It promotes the sale of goods and services by informing and
persuading the people to buy them. A good advertising campaign
helps in winning new customers both in the national as wet as in
the international markets.
b) Introduction of New Product :
It helps the introduction of new products in the market. A business
enterprise can introduce itself and its product to the public through
advertising. A new enterprise can't make an impact on the
prospective customers without the help of advertising. Advertising
enables quick publicity in the market.
c) Creation of Good Public Image :
It builds up the reputation of the advertiser. Advertising enables a
business firm to communicate its achievements in an effort to
satisfy the customers' needs. This increases the goodwill and
reputation of the firm which is necessary to fight against
competition in the market.
d) Mass Production :
Advertising facilitates large-scale production. Advertising
encourage production of goods in large-scale because the business
firm knows that it will be able to sell on large-scale with the help
of advertising. Mass production reduces the cost of production per
unit by the economical use of various factors of production.

e) Research :
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Advertising stimulates research and development activities.

Advertising has become a competitive marketing activity. Every
firm tries to differentiate its product from the substitutes available
in the market through advertising. This compels every business
firm to do more and more research to find new products and their
new uses. If a firm does not engage in research and development
activities, it will be out of the market in the near future.
f) Education of People :
Advertising educate the people about new products and their uses.
Advertising message about the utility of a product enables the
people to widen their knowledge. It is advertising which has
helped people in adopting new ways of life and giving-up old
habits. It has contributed a lot towards the betterment of the
standard of living of the society.
g) Support to Press:
Advertising provides an important source of revenue to the
publishers and magazines. It enables to increase the circulation of
their publication by selling them at lower rates. People are also
benefited because they get publications at cheaper rates.
Advertising is also a source of revenue for TV network. For
instance, Doordarshan and Zee TV insert ads before, in between
and after various programs and earn millions of rupees through
ads. Such income could be used for increasing the quality of
programs and extending coverage.

Active participants in advertising

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Following are the group of people who are actively involved in

advertising.
a) Advertiser :
Seller who manufacture and market consumer products are the
prominent group of advertisers. Hindustan Unilever, proctor and
gamble, Siemens and Larson and turbo are the examples of advertisers.
Also the retailers are the second prominent segment among advertisers.
They stock the products and sell them to the ultimate consumers.
Government and social organization are also the active participant in
this category.
b) Target audience:
It refers to the recipient of the advertising message. Every message is
either directed to a mass audience and class audience. Advertising
desires to cover its target audience for promoting sale. Advertising
message intends to cover the potential user and non user who may
purchase the product in future. The messages are also directed to the
user of the competitor's product so that they switch over the advertiser's
products.
c) Advertising Agencies:
An advertiser has two options viz.
i. To design, develop and produce and advertising message
and get it placed in desired media directly through his own
sales or advertising department, or
ii. To entrust the entire job of advertising to a team of highly
professionalized specialized, independent, advertising
agency.
An advertising agency is composed of creative people, who
conceive design, develop and produce, advertising message
with creative ideas and place it in the desired advertising
media, for and on behalf of its client (the advertiser). The
advertising agencies usually charge a commission of 15%
on the media bills from the media owners. In addition, they
charge out-of pocket expenses to their clients, i.e. the
advertisers. They employ copywriters, artists,

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photographers, typographers, layout designers, editors and

such other creative people.
d) Advertising Production People (Artists) :
The production of impressive and persuasive advertisements is possible
only with the active help and creative spirit of the artists like
copywriters, artists, photographers, typographers, layout designers,
editors and such other creative people. Such people are usually
employed by the ad agencies or, their services may be hired by the ad
agencies on job basis.
e) Target Audience (Readers, Listeners, Viewers and Present and Future
Buyers):
Advertising messages are given about products services and ideas to
readers, listeners, viewers and actual and potential buyers, who are
known as the audience. The target audience may be classified into the
following three categories, viz.,
i. Existing or, current consumers, who are reminded and
influenced to continue their patronage and to increase the
volume of their buying,
ii. Consumers, who buy and use, a competitors brand; hence
they are persuaded to buy the advertised brand, instead of the
competitors brand; and
iii. Those consumers, who do not use any such product; and
even then, are persuaded to buy the advertised product.
f) Mass Media :
Advertising messages are communicated to the target audience through
different mass media, such as,
i. Print Media: They consist of newspapers, magazines,
journals, handbills, etc.
ii. Electronic Media: They consist of radio, television motion
pictures, video, multi-media and the internet.
iii. Outdoor Media: They consist of posters, hoarding, and
handbills, stickers air balloons, neon sign bill boards, local
cinema houses, and transit media.
iv.

Direct Mail: It consist of broachers, leaflets, pamphlets,

letters and return cards addressed to consumers.
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The advertising agencies guide their clients (advertisers) in

selection of the most appropriate advertising media, which
is known as media planning. Each medium has its own
merits and demerits.
g) Government Authorities :
The business of advertising is regulated by the government department.
The government adopts law and regulation which have a direct or an
indirect bearing on the advertising.
Apart from this ASCI (Advertising standards council of India) and ABC
(Audit Bureau of circulation) are also some of authorities regulating
advertising.
h) Advertising Production Firms:
Advertising production firms are the support agencies which help in the
production of advertisement. This includes copywriter, artist,
photographers, typographers, producer and editors. These are the people
who transform ideas into a finished forms Thus the success and failure
of the advertisement depend on these people.

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 How advertisement research works

Advertising is the integral part of every day's life. It is a pervasive
method of marketing in society. Though the methods by which
marketers advertise have changed over the decades, the role and
purpose of advertising has changed over the period of time.
Hence there are three steps in process of showing how the
advertisement research works:

The key measure of accountability for advertisers is really all about

how the potential customer reacts to the advertising.

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Clearly they only tell part of story. The other part of the story is the
success with which an ad delivers against its objectives. Advertising
basically aims at persuading customer to purchase an advertised
product and services.
An advertisement can have a range of immediate objective- from pre
disposing a consumer to buy through to stimulating immediate
purchase.

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 Measuring advertising effectiveness

When a child writes the examination papers, he has to see the result
come what it may be, so that he comes to know where he is wrong and
where he should pay more attendance. This will help him work better in
future.
This is exactly the case of the advertisement. The work is not complete
if the effectiveness of advertise is not measured. This is the only way to
know how the advertisement is performing, is it reaching the targets
and is the goal achieved. It is not at all possible to measure
advertisement effectiveness accurately as there are many factors like
making a brand image, increasing the sales, keeping people informed
about the product, introducing new product, etc, which affect the
effectiveness of an advertisement.
We all know that there are some companies who advertise at very low
level but still their products are a hit and some companies indulge in
very heavy advertisements but they dont get desirable results. But then,
there are some traditional and modern tools to measure most of the
effectiveness of an advertisement through which the advertiser can or
may get more and more information about how their ads and product
are performing in the market.
According to Philip Kotler and Armstrong, the Gurus of Marketing,
there are two most popular areas which need to be measured for
knowing the effectiveness of advertisement and they are:
Communication Effect
Communication Effect Research consists of three types of
researches:

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a) Direct Rating Method - here, customers are directly asked to rate

the advertisement and then these rating are calculated.

b) Portfolio Tests - here, the customers see the ads and listen carefully
to the ads and all the contents of the ads and then they are asked to
recall the ad and the contents. Then the calculations are done with
help of this data.
c) Laboratory tests - here, the apparatus to measure the heart rates,
blood pressure, perspiration, etc are used on the customer after he
watches the ad, to know the physiological reactions of the body.
Sales Effect
Sales effect Research totally depends on the sales of the company.
The sales keep varying from time to time. There are some factors
affecting sales like product availability, the price of the product,
contents of the product, and sometimes the competitors. So this
method is a little difficult than the communication one. The
company doing sales effect research generally bothers about the
sales of the product, they try to know whether or not the money
they are spending on the ads is enough or excess.
As earlier said, it is not possible to measure each and everything
and the chances are at the lower end if the company has many ads
running through various mediums at the same time. So suggestion
is that the advertiser or the company should use appropriate and
different methods which are most suitable for the media under
use.

The company can hold surveys and product recognition tests

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 Questionnaire or feedback flyers can be distributed and customers

could be asked to fill it up.
Toll free number can be highlighted on the ads so that customers
can call up.
The response rates can be increased by telling customers what to
do. For e.g. some ads have lines in flashy color like Hurry Up
or No one can eat just one or be the first etc.
These are the traditional ways. Now days, internet is the modern tool
for measuring the effectiveness of an advertisement. There are some
types such as:
Integrated direct marketing - This is an internet based tool
where they have a response corner designed on the websites.
Whenever the customers visit the sites, they fill up their contact
details and give feedbacks. Thus the company supplies more
information and sends newsletters and also gets the idea for
further action. But then its not that only online advertiser have
this facility but then advertisers who dont work online can use
coupons, discount vouchers, etc. to do this.
Analysis tool - there is an analysis tool available on internet by
using which the advertiser will know how many customers are
visiting the site, who are shopping online, how many pages are
viewed, etc. which in turn will help advertiser to measure the
effectiveness.
Internet is the most easy, cheaper and cost effective way to
measure the effectiveness because here no money is wasted as the
ad is only viewed when the customer want to view it where as in
normal print method or using TV, the ad sometimes goes
unwatched or unattended and viewed for the sake of viewing.

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A successful advertising effectiveness measurement should be:

Validated: based on tested surveys that proves the credential of
the measure adopted.
Credible: incorporating accepted currency and standard

Simple: to implement and able to generate outcomes that are

readily understood and easy to apply
Robust: able to provide benchmark to calibrate and access
individual ad against norms that will be established.
Adaptable: so that it can be utilized across a range of titles and
flexible enough to provide additional measures if necessary.
Replicable: for consistent result over time and essential for
trending analysis and comparison

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CHAPTER: 4
ADVERTISING STRATEGY OF PEPSICO
Advertising media at lumbini beverages
Advertisement techniques used by PepsiCo
Advertisement by PepsiCo
Advertising campaign by PepsiCo

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Advertising media at lumbini beverages Pvt.
Ltd
1.
2.
3.
4.
5.

Aerial signage Glow signage Board.

Poster
Banner
Striker
Dangler

Beside the advertisement being carried out by the Pepsi Food Pvt.
Ltd. The Lumbini Beverages uses many message, copy etc, when
required by them but one single factor which is very important is
that the main head line or slogan must remain the same as used by
each Pepsi Food (soft drink) company on national level.
The main slogan being used by Pepsi food (soft drink) all over India
for its cola product has been. The choice of a new generation. But
past years, it was dropped and introduced new slogan, Yahi Hai
Right Choice Baby and then Yeh Dil Mange More.
These characters have been used to advertisement from 1991 to
2006.
a. 1991 Remo Femandis and Juhi Chawala 1992 Kapil Dev with
Growl Buddhist
b. 1993 Amir Khan
c. 1994 Md. Azharudin, Sachin Tendulkar and Kambli
d. 1999 Sachin Tendulkar & Sharukh Khan
e. 2000 Ajay Jedeja, Kajol for 200 ml.
f. 2001 Amitabh Bachchan & Sachin Tendulkar
g. 2002 Fardeen Khan, Rahul Khanna
h. 2003 Ganguli, Dravid, Harbhagan, Zahir, Kaif, Sharukh khan.
i. 2003 Kareenna Kapoor for Pepsi 200 ml.
j. 2005 Sahrukh Khan for Pepsi 200 ml.
k. 2006 Sahrukh khan, kareena kapoor, Priyanka Chopra
The other advertisement for its product slice is Jab Gale se Jayada
pet Ho Pyasa

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Pepsi is Oye Babli Hai Babli and Mirinda Lemon is Jor Ka

Jhatkha Dhire Se Lage.
The media channel extensively used by Lumbini Beverages Pvt. Ltd.
Are magazines and news papers of national repute? There are many
promotional tools used also as Hoarding play cards spectacular and
important tool of sales promotion soft Drink is bought on impulses
on the space of the moment. Thus the sales are fast when it is
brought to people attention.
All the displays are done as guided and instructed by the Lumbani
Beverages Pvt. Ltd. With given instructions to its distributions who
in turn give guidance to the owners of the retail outlets. A good way
of putting soft drink of display is:
a. Grouping filled bottles together (with the trade mark facing
out) on racks where ever possible.
b. Stocking full cases on top of the other space permitting, where
people can easily see them.

Advertisement techniques used by PepsiCo

Ads are no longer informative tools, but, as Poises aptly points out,
there has been a shift in attention away from the physical aspects and
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functional benefits of products to their symbolic associations,

expressiveness. Marketing has ventured into the emotional, the
behavioral, and the cognitive. Today, the primary objective of the ad is
to create an image. The fierce competition between cola giants PepsiCo
and The Coca Cola Company (henceforth, Coca Cola) - and the
advertisement strategies adopted by them in India to establish their
respective brand images offers an interesting insight into Image
Advertising.

Brand Identity
The first step in understanding Image Advertising is to understand
the image being created, i.e. Brand Image. Brand Image is
consumers perception of the brand in question. This perception
might actually be different from what the brand actually embodies
the Brand Identity. Advertising bridges the gap between Brand
Image and Brand Image.
There are a number of tools available to explore the identity of a
brand. One such tool is Kapferers Prism (Exhibit 1). As shown in
the exhibit above, there are many facets to a brand. Kapferer
identifies six key characteristics that together define the brand:

Physique the physical attributes of the brand

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Personality the personification of the brand

Relationship the relationship between the consumer
and the brand
Culture the core values of the brand

Reflection the way consumers want to be perceived

when using the brand

Self-Image the image that consumers have of

themselves when associated with the brand
A combination of these characteristics can be used to
identify what the brand ultimately stands for.

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 Advertisement by PepsiCo

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Advertisement campaign by pepsico

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Chapter: 5
DATA ANALYSIS AND INTERPRETATION

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1. RESPONDENT'S CLASSIFICATION ACCORDING TO AGE

AGE(IN YEARS)
11-20
21-40
41-60
TOTAL

NO. OF
RESPONDENTS
22
25
3
50

PERCENTAGE
44%
50%
6%
100%

age(in years)
6%
above11-below20

above21-below40
44%

above41-below60

50%

2. RESPONDENT'S CLASSIFICATION ACCORDING TO SEX

SEX
MALE
FEMALE
TOTAL

RESPONDENT
30
20
50

PERCENTAGE
60%
40%
100%

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sex

male

female

40%
60%

3. RESPONDENT'S CLASSIFICATION ACCORDING TO

EDUCATIONAL QUALIFICATION

QUALIFICATION
STUDENT
EMPLOYED
TOTAL

RESPONDENT
40
10
50

PERCENTAGE
80%
20%
100%

educational qualification
student

employed

20%

80%

4. DRINKING OF COLD DRINK

DO YOU TAKE COLD

DRINKS
YES

RESPONDEN
T
50

PERCENTAGE
100%
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NO
TOTAL

50

100%

consumption
yes

100%

5. WHICH BRAND OF COLDDRINK YOU LIKE MOST

BRAND OF COLD
DRINK
PEPSI
COCA COLA
BOTH
NONE
TOTAL

REPONDENT

PERCENTAGE

5
30
15
50

10%
60%
30%
100%

brand
10%

pepsi

30%coca cola

both

60%

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6. WHY YOU LIKE PEPSICO BEVERAGES

BRAND
PRICE
TASTE
EASILY
AVAILAIBLE
FLAVOURS
TOTAL

RESPONDENT
30
6
2
10

PERCENTAGE
60%
12%
4%
20%

2
50

4%
50%

why pepsico beverages

brand
easily availaible

price
flavours

taste

4%
20%

4%
12%

60%

7. RATE PEPSICO COLD DRINK

PEPSI
7 UP
MOUNTAIN DEW
MIRINDA
SLICE
TOTAL

RESPONDENT
5
45
50

PERCENTAGE
10%
90%
100%
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rating
10%

7up

dew

90%

8. HOW OFTEN DO YOU DRINK SOFT DRINK

EVERY DAY
2-4 TIMES A
WEEK
ONCE IN A
MONTH
ONLY FOR
CERTAIN
OCCASION
NEVER
TOTAL

RESPONDENT
1
2

PERCENTAGE
2%
4%

15

30%

32

64%

50

100%

how often do you drink colddrink

everay day
once in a month

2-4 times a week

only for certain occasion

1% 3%
19%
77%

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9. WHICH QUANTITY OF COLDDRINK YOU

PURCHASE MOST
200ml
400ml
600ml
1.25l
2.25l
TOTAL

RESPONDENT
25
8
12
2
3
50

PERCENTAGE
50%
16%
24%
4%
6%
100%

most purchased quantity

4% 6%
200ml

400ml

24%

600ml

1.25ml

2.25ml

50%

16%

10. DO YOU WATCH ADVERTISEMENT

YES
NO
TOTAL

RESPONDENT
50
50

PERCENTAGE
100%
100%

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advertisement watched
yes

100%

11. WHY DO YOU LIKE ADVERTIDEMENT

RESPONDENT
30
8
12
50

THEME
FILM STARS
GOOD MUSIC
TOTAL

PERCENTAGE
60%
16%
24%
100%

why like advertisement

theme

24%
film stars
16%

good music

60%

12. WHICH MEDIA IS MORE EFFECTIVE FOR

ADVERTISEMENT?
TELEVISION
INTERNET

RESPONDENT
42
2

PERCENTAGE
84%
4%
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POSTERS
TOTAL

6
50

12%
100%

effective media
12%
television

4%

internet

posters

84%

13. DO YOU THINK ADVERTISEMENT AFFECTS

THE CONSUMPTION OF COLD DRINKS
RESPONDENT
40
5
5
50

YES
NO
CANT SAY
TOTAL

PERCENTAGE
80%
10%
10%
100%

advertisement affects the consumption

yes

10%
10%
no

can't say

80%

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14. DO YOU THINK ADVERTISEMENT IS

NECESSARY FOR COLD DRINK
VERY
NECESSARY
NOT NECESSARY
CANT SAY
TOTAL

RESPONDENT
50

PERCENTAGE
100%

50

100%

very necessary
100%

15. DO YOU THINK ADVERTISEMENT HAS

FORCED YOU TO CONSUME PRODUCT MORE
YES
NO
TOTAL

RESPONDENT
35
15
50

PERCENTAGE
70%
30%
100%

advertisement has forced you to consume product

yes

30%

no

70%

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16. SLOGANS OF PEPSI WHICH YOU HAVE

HEARD
MY PEPSI MY
WAY
CHANGE THE
GAME
OH YES ABHI
LIVE IT ABHI
TOTAL

RESPONDENT
1

PERCENTAGE
2%

8%

5
40
50

10%
80%
100%

slogan heard
2% 4%
my pepsi my way

change the game10%oh yes abhi

live it abhi

83%

17. DO YOU KNOW 2015s SLOGAN OF PEPSI

YES
NO
TOTAL

RESPONDENT
48
2
50

PERCENTAGE
96%
4%
100%

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2015's slogan
4%

yes

no

96%

18. IF PEPSICO COLD DRINK IS NOT AVAILAIBLE

AT PARTICULAR SHOP THEN
TAKE ANY
OTHER BRAND
VISIT NEXT
SHOP
SUGGEST
HAVING THAT
BRAND
DONT TAKE ANY
TOTAL

RESPONDENT
40

PERCENTAGE
80%

12%

8%

50

100%

if pepsico colddrink is not availaible at particular shop then

take any other brand
suggest having that brand

12%

visit next shop

8%

80%

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19. WHAT COMES TO MIND WHEN THINKING

ABOUT PEPSI
RANBEER
KAPOOR
IPL
DAR KE AGEY
JEET HAI
TOTAL

RESPONDENT
20

PERCENTAGE
40%

20
10

40%
20%

50

100%

what comes to mind when thinking about pepsico

ranbeer kapoor

IPL

dar k agey jeet hai

20%
40%
40%

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CHAPTER: 6
CONCLUSION AND SUGGESTION

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FINDINGS

After going through the entire 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, 16% said that they like
celebrities in advertisement.
Some 80% of the respondents said that LIVE IT ABHI more is the
most popular slogan whereas 10% of the respondents said that OH
YES ABHI is the popular slogan.
Majority of respondents are of the view that advertisement is very
necessary for cold drink.
Each and every respondent sees the advertisement of the cold drink
they like most.
Majority of the respondents like mountain dew.
60% like the brand of Coca Cola and 10% like the brand Pepsi
whereas 30% like both the brand.

SUGGESTIONS

I reached some suggestions:

Advertisement should not be too expensive, because the
advertisement leads and increase the price 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.
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Price should be decreased so as to attract the consumers to use

product more.
To give attention on the weak media of advertisement so that the
consumers comes to know about the product.
It should be attractive one so that people are attracted toward the
advertisement.

CONCLUSION

Last but not the least I came to conclusion that majority of the

respondents said that TV is the most effective media for

advertisement of cold drinks and the themes, music and the
slogans in the advertisement effect the consumers consumption.

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CHAPTER:7
BIBLIOGRAPHY AND QUESTIONNAIRE

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Bibliography

BOOKS:
A. Philip Kotler
- Marketing management
B. Philip Kotler and Armstrong- Principles of marketing
C. R.C. Kothari
- Research methodology
D. Station J William
- Introduction to marketing

MAGAZINES:
A. Business Today
B. Business India
NEWSPAPER:
A. Times of India
WEBSITES
A. www.pepsizone.com
B. www.wikipedia.com
C. https://www.facebook.com/pages/Pepsico-LumbiniBeverages-Pvt-Ltd
D. http://www.pepsicoindia.co.in/
E. http://www.pepsicoindia.co.in/company.html
F. http://www.pepsicoindia.co.in/media.html

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