SUBMITTED
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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.
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
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:
Research methodology:
3. Research instrument:
Research instrument used for primary data collection is
Questionnaire.
4. Sample design:
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Limitation of study:
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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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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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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 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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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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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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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)
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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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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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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.
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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.
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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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:
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Advertisement by PepsiCo
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Chapter: 5
DATA ANALYSIS AND INTERPRETATION
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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%
SEX
MALE
FEMALE
TOTAL
RESPONDENT
30
20
50
PERCENTAGE
60%
40%
100%
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sex
male
female
40%
60%
QUALIFICATION
STUDENT
EMPLOYED
TOTAL
RESPONDENT
40
10
50
PERCENTAGE
80%
20%
100%
educational qualification
student
employed
20%
80%
RESPONDEN
T
50
PERCENTAGE
100%
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NO
TOTAL
50
100%
consumption
yes
100%
REPONDENT
PERCENTAGE
5
30
15
50
10%
60%
30%
100%
brand
10%
pepsi
30%coca cola
both
60%
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RESPONDENT
30
6
2
10
PERCENTAGE
60%
12%
4%
20%
2
50
4%
50%
price
flavours
taste
4%
20%
4%
12%
60%
RESPONDENT
5
45
50
PERCENTAGE
10%
90%
100%
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rating
10%
7up
dew
90%
RESPONDENT
1
2
PERCENTAGE
2%
4%
15
30%
32
64%
50
100%
1% 3%
19%
77%
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RESPONDENT
25
8
12
2
3
50
PERCENTAGE
50%
16%
24%
4%
6%
100%
4% 6%
200ml
400ml
24%
600ml
1.25ml
2.25ml
50%
16%
RESPONDENT
50
50
PERCENTAGE
100%
100%
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advertisement watched
yes
100%
THEME
FILM STARS
GOOD MUSIC
TOTAL
PERCENTAGE
60%
16%
24%
100%
theme
24%
film stars
16%
good music
60%
RESPONDENT
42
2
PERCENTAGE
84%
4%
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POSTERS
TOTAL
6
50
12%
100%
effective media
12%
television
4%
internet
posters
84%
YES
NO
CANT SAY
TOTAL
PERCENTAGE
80%
10%
10%
100%
yes
10%
10%
no
can't say
80%
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RESPONDENT
50
PERCENTAGE
100%
50
100%
very necessary
100%
RESPONDENT
35
15
50
PERCENTAGE
70%
30%
100%
yes
30%
no
70%
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RESPONDENT
1
PERCENTAGE
2%
8%
5
40
50
10%
80%
100%
slogan heard
2% 4%
my pepsi my way
live it abhi
83%
RESPONDENT
48
2
50
PERCENTAGE
96%
4%
100%
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2015's slogan
4%
yes
no
96%
RESPONDENT
40
PERCENTAGE
80%
12%
8%
50
100%
12%
8%
80%
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RESPONDENT
20
PERCENTAGE
40%
20
10
40%
20%
50
100%
IPL
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
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
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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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