CONTENT

SL NO
1
2
3
4
5
6
7
8
9
10
11

PARTICULARS

PAGE NO.

INTRODUCTION

4-7

INDUSTRY PROFILE

8-11

COMPANY PROFILE

12-14

REVIEW OF LITERATURE

15-21

RESEARCH METHODOLOGY

22-25

DATA ANALYSIS AND INTERPRETATION

26-58

FINDINGS

59-61

SUGGESTIONS

62-63

CONCLUSION

63-65

BIBLIOGRAPHY

66-67

APPENDIX

68-73

LIST OF TABLES
1. Table showing the knowledge of respondents about the
company
2. Table showing the Respondents using the products of
Aiswarya Beverages
3. Table showing the Respondents opinion on the Media of
Advertisement
4. Respondents opinion on the satisfaction of Products on
Aiswarya Beverages
5. Respondents opinion on the offers provided by the company
6. Respondents opinion on the demonstration by the dealer
7. Respondents opinion on factor influence the purchase
decision of Aiswarya Beverages
8. Respondents opinion on satisfied with the advertisement of
the company
9. Respondents opinion on sales promotional activities must be
increased in order to increase sales
10.Respondents opinion on introduction of new advertisement
will increase sales
11.Respondents opinion on remember the advertisement of the
company
12.Respondents opinion on satisfied with the price of the
products or services offered
13.Respondents opinion on remember the slogan of the
advertisement
14.Respondents opinion on changing the product.
15.Respondents opinion on celebrity campaign will help to
improve sales of Aiswarya Beverages
16.Respondents opinion on overall sales promotion activities of
the company
1. Chart showing the knowledge of respondents about the
company

27
29
31
33
35
37
39
41
43
45
47
49
51
53
55
57

28
2

2. Chart showing the Respondents using the products of

Aiswarya Beverages

30

3. Chart showing the Respondents opinion on the Media of

Advertisement

32

4. Respondents opinion on the satisfaction of Products on

Aiswarya Beverages
5. Respondents opinion on the offers provided by the company
6. Respondents opinion on the demonstration by the dealer

34
36
38

7. Respondents opinion on factor influence the purchase

decision of Aiswarya Beverages

40

8. Respondents opinion on satisfied with the advertisement of

the company

42

9. Respondents opinion on sales promotional activities must be

increased in order to increase sales

44

10.Respondents opinion on introduction of new advertisement

will increase sales
11.Respondents opinion on remember the advertisement of the
company

46

48

12.Respondents opinion on satisfied with the price of the

products or services offered

50

13.Respondents opinion on remember the slogan of the

advertisement

52

14.Respondents opinion on changing the product.

54

15.Respondents opinion on celebrity campaign will help to

improve sales of Aiswarya Beverages

56

16.Respondents opinion on overall sales promotion activities of

the company

58

LIST OF CHARTS

INTRODUCTION

INTRODUCTION
We are surrounded by advertisingon television, radio, the Internet, as
well as on roadside hoardings and in printed media. Most of it is more
sophisticated than we realizealmost every professionally produced
advertisement is a carefully constructed mixture of words, images, and
symbols, chosen with the aid of experts in consumer psychology.
Understanding how advertisements work

Importance of Advertising
Advertising in business is a form of marketing communication used to
encourage, persuade, or manipulate an audience (viewers, readers or
listeners; sometimes a specific group) to take or continue to take some
action. Most commonly, the desired result is to drive consumer behavior
with respect to a commercial offering, although political and ideological
advertising is also common. This type of work belongs to a category
called affective labor.
Commercial advertisers often seek to generate
increased consumption of their products or services through "branding",
which involves associating a product name or image with certain qualities
in the minds of consumers. Non-commercial advertisers who spend
money to advertise items other than a consumer product or service
5

include political parties, interest groups, religious organizations and

governmental agencies. Nonprofit organizations may rely on free modes
of persuasion, such as a public service announcement (PSA).

Objective of the study:

To advice appropriate advertising methods and means to

Aiswarya Beverages
To know which advertisement of Aiswarya Beverages
is more effective.
To determine effectiveness of advertisement media used by
Aiswarya Beverages
To know to what extent advertisement helps in increasing sales

INDUSTRY PROFILE

INDUSTRY PROFILE
Water is the most important necessity for life. The drinking-water needs
for individuals vary depending on the climate, physical activity and the
body culture. but for average consumers it is estimated to be about two to
four litres per day. The growing number of cases of water borne diseases,
increasing water pollution, increasing urbanization, increasing scarcity of
pure and safe water etc. have made the bottled water business just like
other consumer items. Scarcity of potable and wholesome water at
railway stations, tourists spots, and role of tourism corp. etc. has also
added to

the

growth. Indians currently spending about $330m a

year on bottled water, analysts estimate. The packaged water market

constitutes 15 per cent of the overall packaged beverage industry, which
has annual sales of at least $2.6bn, Deepak Jolly, a spokesperson for
Coca-Cola India said.
Almost all the major international and national brands water bottles are
available in Indian market right from the malls to railway stations, bus
stations, grocery stores and even at panwala's shop. Before few years
bottle water was considered as the rich people's choice, but now

it is penetrated even in rural areas. The growth and status of Indian

Bottled Industry in comparison with Western or Asian market, India is
9

far behind in terms of quantum, infrastructure, professionalism and

standards implementation. The per capita consumption of mineral water
in India is a mere 0.5-liter compared to 111 liter in Europe and 45-liter in
USA. Also As per UN study conducted in 122 countries, in connection
with water quality, India's number was dismal 120. In comparison to
global standards India's bottled water segment is largely unregulated.
Former President Dr. A.P.J. Abdul Kalam has urged youngsters on July
17, 2010 to be aware of water conservation techniques to avoid grave
water crisis in future."It is so sad that today, people are forced to buy
water in plastic bottles. I am told that bottled water industry is worth
nearly 10000 crore rupees and even big companies like the Coke and
Pepsi are involved in this bottling of water and making money. So, it is
imperative that we ought to save water," he added. Do not be surprise if
today's bottles water industry becomes next Oil industry by 2025.
Bottled Water Industry in India
Water Shortage and Health Awareness Driving Bottled Water
Consumption in India. The Indian market is estimated at about Rs 1,000

Crore and is growing at whopping rate of 40 per cent. By 2010, it will

reach Rs 4,000 -5,000 Crore with 33 per cent market for natural mineral
water. According to a national-level study, there are more than 200
10

bottled water brands in India and among them nearly 80 per cent are local
brands. In fact, making bottled water is today a cottage industry in the
country. Leave alone the metros, where a bottled-water manufacturer can
be found even in a one-room shop, in every medium and small city and
even

some

prosperous

rural

areas

there

are

bottled

water

manufacturers. While India ranks in the top 10 largest bottled water

consumers in the world, its per capita per annum consumption of bottled
water is estimated to be five liters which is comparatively lower than the
global average of 24 liters. Today it is one of India's fastest growing
industrial sectors. Between 1999 and 2004, the Indian bottled water
market grew at a compound annual growth rate (CAGR) of 25 per cent the highest in the world. The total annual bottled water consumption in
India had tripled to 5 billion liters in 2004 from 1.5 billion liters in
1999. Global consumption of bottled water was nearing 200 billion liters
in 2006.

11

12

COMPANY PROFILE COMPANY PROFILE

Aiswarya Beverages is a private company incorporated in 2000 with its
plant at Thiruvalla in Pathanamthitta District of Kerala. The company was
promoted by Aby Mathew, an NRI from UAE. The companys registered
office is located at Kerala.
The company bottles and sells natural mineral water under the brand
name Classic, sources its water directly from an underground aquifer
located about 130 meters below the earth's surface .
The company started its commercial production in April 2000. The
company now proposes to expand its retail distribution network by
appointing consignee and distributors agents in various parts of the
country. The companys existing clientele includes 5 Star Hotels, Airlines,
Embassies etc, and tie-ups with A category retail outlets, modern retail
(malls), multiplexes, hyper marts, fine-dine restaurants are also in the
offing. The brand Classic, enjoys an aspirational equity amongst
consumers and has the potential of truly becoming an international and
iconic brand,

13

it is this potential that the new management proposes to unlock through

brand building and enhanced distribution.
Product range of the company include:
The companys principal activity is to manufacture packaged natural
mineral water with in-house facilities to manufacture PET bottles and
caps. It markets its products under the brand name Classic

natural

mineral water is available in four pack sizes namely,20 ltr, 2 ltr, 1 ltr.
Awards/Achievements
The company and the product enjoy the certification of various
authorities like HACCP, BIS and ISI in India.

14

REVIEW OF LITERATURE

15

Advertising Strategies
A campaign developed by

a business to

encourage

potential

customers to purchase a good or service. An advertising strategy is

generally tailored to a target audience perceived to be most likely out of
the population to

purchase

Advertising strategies include elements such

the
as

product.
geographic location,

perceived demographics of the audience, price points, special offers, and

what advertising media, such as billboards, websites, or television, will
be used to present the product. An advertising strategy is a campaign
developed to communicate ideas about products and services to potential
consumers in the hopes of convincing them to buy those products and
services. This strategy, when built in a rational and intelligent manner,
will reflect other business considerations (overall budget, brand
recognition efforts) and objectives (public image enhancement, market
share growth) as well.

Aspects of Advertising
TARGET CONSUMER: -

The target consumer is a complex

combination of persons. It includes the person who ultimately buys the

product, as well as those who decide what product will be bought (but
don't physically buy it), and those who influence product purchases, such
as children, spouse, and friends. In order to identify the target consumer,
16

and the forces acting upon any purchasing decision, it is important to

define three general criteria in relation to that consumer, as discussed by
the Small Business Administration:
DemographicsAge, gender, job, income, ethnicity, and hobbies.
BehaviorsWhen considering the consumers' behavior an advertiser
needs to examine the consumers' awareness of the business and its
competition, the type of vendors and services the consumer currently
uses, and the types of appeals that are likely to convince the consumer to
give the advertiser's product or service a chance.
Needs and DesiresHere an advertiser must determine the consumer
needsboth in practical terms and in terms of self-image, etc.and the
kind of pitch/message that will convince the consumer that the
advertiser's services or products can fulfill those needs.
PRODUCT CONCEPT :-

The product concept grows out of the

guidelines established in the "positioning statement." How the product is

positioned within the market will dictate the kind of values the product
represents, and thus how the target consumer will receive that product.
Therefore, it is important to remember that no product is just itself, but,
as Courtland L. Bovee and William F. Arenas stated in Contemporary
Advertising , a "bundle of values" that the consumer needs to be able to
identify with. Whether couched in presentations that emphasize sex,
17

humor, romance, science, masculinity, or femininity, the consumer must

be able to believe in the product's representation.
COMMUNICATION MEDIA The communication media is the means by
which the advertising message is transmitted to the consumer. In addition
to marketing objectives and budgetary restraints, the characteristics of the
target consumer need to be considered as an advertiser decides what
media to use. The types of media categories from which advertisers can
choose include the following:
PrintPrimarily newspapers (both weekly and daily) and magazines.
AudioFM and AM radio.
VideoPromotional videos, infomercials.
World Wide Web.
Direct mail.
Outdoor advertisingBillboards, advertisements on public transportation
(cabs, buses).
After deciding on the medium that is 1) financially in reach, and 2) most
likely to reach the target audience, an advertiser needs to schedule
the broadcasting of that advertising. The media schedule, as defined by
Hills, is "the combination of specific times (for example, by day, week,
month) when advertisements are inserted into media vehicles and
delivered to target audiences."
18

ADVERTISING MESSAGE:- An advertising message is guided by the

"advertising or copy platform," which is a combination of the marketing
objectives, copy, art, and production values. This combination is best
realized after the target consumer has been analyzed, the product concept
has been established, and the media and vehicles have been chosen. At
this point, the advertising message can be directed at a very concrete
audience to achieve very specific goals. Hiam and Schewe listed three
major areas that an advertiser should consider when endeavoring to
develop an effective "advertising platform":
What are the product's unique features?
How do consumers evaluate the product? What is likely to persuade them
to purchase the product?
How do competitors rank in the eyes of the consumer? Are there any
weaknesses in their positions? What are their strengths?
Most business consultants recommend employing an advertising agency
to create the art work and write the copy. However, many small
businesses don't have the up-front capital to hire such an agency, and
therefore need to create their own advertising pieces. When doing this a
business owner needs to follow a few important guidelines
ADVERTISING BUDGET :- The advertising budget can be written
before or after a business owner has developed the advertising strategy.
19

When to make a budget decision depends on the importance of

advertising and the resources available to the business. If, for instance, a
business knows that they only have a certain amount of money for
advertising then the budget will tend to dictate what advertising is
developed and what the overall marketing objectives will be. On the other
hand, if a business has the resources available, the advertising strategy
can be developed to meet predetermined marketing objectives. For small
businesses, it is usually best to put together an advertising budget early in
the advertising process.
The following approaches are the most common methods of developing
an effective budget. All the methods listed are progressive ones that look
to perpetuate growth:
Percentage of future or past sales
Competitive approach
Market share
All available funds
The task or objective approach
The easiest approachand thus the one that is most often usedis the
percentage of future or past sales method. Most industry experts
recommend basing spending on anticipated sales, in order to ensure
growth. But for a small business, where survival may be a bigger concern
20

than growth, basing the advertising budget on past sales is often a more
sensible approach to take.
Advertisements, whatever their medium or format, have two purposes:
To inform us of the availability of a product or service, or to give
details of an event
To persuade us, usually to buy something, or to support a cause
Ultimate objective of every organization is to generate sales which will
bring revenues to the company, and increase sales advertisement is one of
the means. The advertisers objectives different from the consumers.
Ultimately advertiser want consumer to
buy and keep buying their goods and services. To move consumers to
action, they must gain their attention. They must then hold their interest
long enough to convince them to change their purchasing behavior, try
their product, and stick with their product.
Back Ground
We have taken care to standardize facilities across all customer
touch points. Up gradation of faculties and continuous improvement in all
processes is given importance. The company also takes an active part in
imparting training and capability building in all areas including sales,
service and business management. All our dealers are connected through
the extended network of SAP, ensuring operational efficiency
21

RESEARCH METHODOLOGY

22

RESEARCH METHODOLOGY

Data Collection
For the purpose of study use primary data and secondary data
Primary data
Though the primary data is expensive and time consuming we use
primary data for the purpose of study. Primary data collected directly by
the researcher for the purpose of study
Merits of Primary Data
1. Primary data is more reliable
2. Primary data is more accurate
3. Personal interaction is possible in primary data collection
Demerits of Primary data
1. Primary data is time consuming
2. Primary data is costly
I use primary data for the purpose of study
23

Secondary data
Secondary data is the data used by the interviewer which are already
published
Things to remember while selecting secondary data
1. Person who collected the data
2. Geographical area from the data is collected
3. Purpose for which the data is collected
4. Time in which the data is collected
Source of secondary data
1. Magazines
2. Journals
3. News Paper
4. Various Books
5. Internet
Questionnaire

24

Questionnaire is list of questions used for the collection of data in an

investigation form. Schedules are usually prepared with these questions
printed or written on the left side of the paper and space left for answers
on the right side. Questionnaire is necessary for both census and sample
study. The following are some general rules in drafting the questionnaire.
1. The no: of questions should be in minimum
2. The questions should be able to gather all the required information
3. The questions should be arranged in a logical order
4. The questions should be short and simple
5. Questions, which requires calculation for references should be avoided
6. The meaning of technical term is used
In this particular study questionnaire is used in survey to collect data .It is
used because it is useful to know the response directly. The collection of
data for the study was done through direct interview 100 employees of
the company from various departments.
Sample
25

Sample is the part of the population select for the study under
consideration. Here only a part of the population is studied and the
conclusions are drawn on the basis for entire population.
Sampling Technique
Sampling technique is the method used to select the sample required for
research. Sampling technique is of two types-random sampling technique
and non sampling technique

26

27

SL NO

CRITERIA

1
2
3
4

Advertisement
Friends
Dealers
Others
Total

NO OF
RESPONDENT
S
40
30
20
10
100

PERCENTAGE
OF
RESPONDENTS
40
30
20
10
100

DATA ANALYSIS AND

INTREPRETATIONDATA ANALYSIS AND
INTREPRETATION
TABLE NO: 1
Table showing the knowledge of respondents about the company

Source : Primary Data

INTERPRETATION

From the above table it is clear that 40% of the respondents got the
information about the company through advertisements, while 30% say
they came to know it through friends, while 20% say they came to know
by dealers and others have the opinion that they came to know through
other medium.

28

FIGURE NO: 1
Table showing the knowledge of respondents about the company

29

45
40

40
35

30

30
25

20

20
15

10

10
5
0
Advertisement

Friends

Dealers

Others

TABL

E NO: 2
Table showing the Respondents using the products of Aiswarya
Beverages
SL NO

CRITERIA

NO OF
RESPONDENT
S

1
2
3
4

Less than 1 Year

1 2 years
3 5 years
Above 5 years

30
30
25
15
100

PERCENTAGE
OF
RESPONDENT
S
30
30
25
15
100

Source Primary Data

INTERPRETATION

From the above table it is clear that 30% of the respondents are using the
product of Aiswarya Beverages for the last 1 year and another 30% of the
30

respondents are using the products for 1 2 years and 25% of the
respondents are using the product for 3 5 years and the 15% of the
respondents are using the products above 5 years.

31

Figure No: 2
Table showing the Respondents using the products of Aiswarya
Beverages
35
30

30

30
25

25
20

15

15
10
5
0
Less than 1 Year

1 2 years

3 5 years

Above 5 years

32

TABLE NO: 3
Table showing the Respondents opinion on the Media of
Advertisement
SL NO

CRITERIA

NO OF
RESPONDENT
S

1
2
3
4
5

Visual Media
Print Media
Audio
Internet
Other

35
25
15
15
10
100

PERCENTAGE
OF
RESPONDENT
S
35
25
15
15
10
100

Source Primary Data

INTERPRETATION

From the above table it is clear that 35% of the respondents are of the
opinion that Visual Media is the better, while 25% of the respondents are
of the opinion that print media is ok while 15% of the respondents prefer
audio media, while 15% prefer internet while others prefer other types of
media of advertisement

33

FIGURE NO: 3
Table showing the Respondents opinion on the Media of
Advertisement
40
35

35

30
25

25
20

15

15

15
10

10
5
0
Visual Media

Print Media

Audio

Internet

Other

34

TABLE NO: 4
Respondents opinion on the satisfaction of Products on Aiswarya
Beverages
SL NO

CRITERIA

NO OF
RESPONDENT
S

1
2
3
4
5

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

40
30
15
10
05
100

PERCENTAGE
OF
RESPONDENT
S
40
30
15
10
05
100

Source Primary Data

INTERPRETATION

From the above table it is clear that 40% of the respondents are using the
product of Aiswarya Beverages are highly satisfied with the products
while 30% are satisfied, 15% have neutral opinion, while 10% say they
dissatisfied another 5% say they highly dissatisfied with the products of
Aiswarya Beverages.

35

FIGURE NO: 4
Respondents opinion on the satisfaction of Products on Aiswarya
Beverages
45
40
35
30

40
30

25
20
15
10
5

15
10
5

36

TABLE NO: 5
Respondents opinion on the offers provided by the company
SL NO
1
2
3
4

CRITERIA

NO OF

PERCENTAGE OF

Website
Advertisement
Message
Sales Representative

RESPONDENTS
40
40
10
10
100

RESPONDENTS
40
30
10
10
100

Source Primary Data

INTERPRETATION
From the above table it is clear that40% respondents came to know the
offers of the company through website, while 40% came to know through
advertisement, while 10% came to know through messages, while 10%
came to know through sales representatives.

37

FIGURE NO: 5
Respondents opinion on the offers provided by the company
45
40

40

40

35
30
25
20
15
10

10

10

Message

Sales Representative

5
0
Website

Advertisement

38

TABLE NO: 6
Respondents opinion on the demonstration by the dealer
SL NO
1
2
3
4
5
6

CRITERIA

NO OF

PERCENTAGE OF

Excellent
Very Good
Good
Average
Poor
Bad

RESPONDENTS
40
30
20
10
0
0
100

RESPONDENTS
40
30
20
10
0
0
100

Source Primary Data

INTERPRETATION

From the above table it is clear that 40% respondents have the opinion
excellent, while 30% have the opinion very good, 20% have the opinion
good, 10% have the opinion average.

39

FIGURE NO: 6
Respondents opinion on the demonstration by the dealer

40

45
40

40
35

30

30
25

20

20
15

10

10
5
0
Excellent Very Good

Good

Average

0
Poor

0
Bad

TABLE

NO: 7
Respondents opinion on factor influence the purchase decision of
Aiswarya Beverages
SL NO
1
2
3
4
5

CRITERIA

NO OF

PERCENTAGE OF

Advertisements
Offers
Brand Image
Coverage
Others

RESPONDENTS
30
30
20
10
10
100

RESPONDENTS
30
30
20
10
10
100

Source Primary Data

INTERPRETATION

From the above table it is clear that 30 have the opinion advertisements,
30% have the opinion Offers, 20% say brand image, 10% coverage of the
products while 10% say other factors influence the purchase.
41

FIGURE NO: 7
Respondents opinion on factor influence the purchase decision of
Aiswarya Beverages
35
30

30

30

25
20

20
15
10

10

10

Coverage

Others

5
0
Advertisements

Offers

Brand Image

42

TABLE NO: 8
Respondents opinion on satisfied with the advertisement of the
company
SL NO
1
2
3
4
5

CRITERIA

NO OF

PERCENTAGE OF

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

RESPONDENTS
50
25
0
15
10
100

RESPONDENTS
50
25
0
15
10
100

Source Primary Data

INTERPRETATION

From the above table it is clear that 50% are satisfied, 25 % is satisfied
15% dissatisfied, and the remaining 10% is highly dissatisfied.

43

FIGURE NO: 8
Respondents opinion on satisfied with the advertisement of the
company
60
50

50

40
30

25

20

15

10
0

10

44

TABLE NO: 9
Respondents opinion on sales promotional activities must be
increased in order to increase sales
SL NO
1
2
3
4
5

CRITERIA

NO OF

PERCENTAGE OF

Strongly Agree
Agree
Neutral
Disagree
Strongly Agree

RESPONDENTS
60
20
0
10
10
100

RESPONDENTS
60
20
0
10
10
100

Source Primary Data

INTERPRETATION
From the above table it is clear that 60% strongly agree, 20% agree, 10%
disagree, 10% strongly disagree.

45

FIGURE NO: 9
Respondents opinion on sales promotional activities must be
increased in order to increase sales
70
60

60

50
40
30
20

20

10

10
0
Strongly Agree

Agree

0
Neutral

10

Disagree Strongly Agree

46

TABLE NO: 10
Respondents opinion on introduction of new advertisement will
increase sales
SL NO
1
2
3

CRITERIA

NO OF

PERCENTAGE OF

Yes
No
Sometimes

RESPONDENTS
80
10
10
100

RESPONDENTS
80
10
10
100

Source Primary Data

INTERPRETATION

From the above table it is clear that 80% of the respondents have the
opinion that introduction of new advertisement will increase sales. 10%
say no and the remaining 10% say sometimes it may increase sales.

47

FIGURE NO: 10
Respondents opinion on introduction of new advertisement will
increase sales

90
80

80

70
60
50
40
30
20
10

10

10

No

Sometimes

0
Yes

48

TABLE NO: 11
Respondents opinion on remember the advertisement of the
company
SL NO
1
2
3

CRITERIA

NO OF

PERCENTAGE OF

Yes
No
Sometimes

RESPONDENTS
75
25
0
100

RESPONDENTS
75
25
0
100

Source Primary Data

INTERPRETATION
From the above table it is clear that 75% say yes, while 25%
say no, they cant remember the advertisement of the company.

49

FIGURE NO: 11
Respondents opinion on remember the advertisement of the
company
80

75

70
60
50
40
30

25

20
10
0
Yes

No

0
Sometimes

50

TABLE NO: 12
Respondents opinion on satisfied with the price of the products or
services offered
SL NO
1
2
3
4
5

CRITERIA

NO OF

PERCENTAGE OF

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

RESPONDENTS
50
25
0
15
10
100

RESPONDENTS
50
25
0
15
10
100

Source Primary Data

INTERPRETATION

From the above table it is clear that 50% are highly satisfied, 25% are
satisfied, 15% are dissatisfied and 10% are highly dissatisfied.

51

FIGURE NO: 12
Respondents opinion on satisfied with the price of the products or
services offered
60
50

50

40
30

25

20

15

10
0

10

52

TABLE NO: 13
Respondents opinion on remember the slogan of the advertisement
SL NO
1
2

CRITERIA

NO OF

PERCENTAGE OF

Yes
No

RESPONDENTS
90
10
100

RESPONDENTS
90
10
100

Source Primary Data

INTERPRETATION

From the above table it is clear that 90% of the respondents say that they
remember the slogan of the advertisement and the 10% of the opinion say
no.

53

FIGURE NO: 13
Respondents opinion on remember the slogan of the advertisement
100
90

90

80
70
60
50
40
30
20

10

10
0
Yes

No

54

TABLE NO: 14
Respondents opinion on changing the product.
SL NO
1
2

CRITERIA

NO OF

PERCENTAGE OF

Yes
No

RESPONDENTS
20
80
100

RESPONDENTS
20
80
100

Source Primary Data

INTERPRETATION

From the above table it is clear that 80% of the respondents say they are
not willing to change the product while 20% say they may change the
product.

55

FIGURE NO: 14
Respondents opinion on changing the product.
90

80

80
70
60
50
40
30
20

20

10
0
Yes

No

56

TABLE NO: 15
Respondents opinion on celebrity campaign will help to improve sales
of Aiswarya Beverages
SL NO
1
2
3
4
5

CRITERIA

NO OF

PERCENTAGE OF

Strongly Agree
Agree
Neutral
Disagree
Strongly Agree

RESPONDENTS
60
20
0
10
10
100

RESPONDENTS
60
20
0
10
10
100

Source Primary Data

INTERPRETATION

From the above table it is clear that 60% strongly agree, 20%
agree to celebrity campaign will help to improve sales of Aiswarya
Beverages while 10% disagree and the remaining 10% Strongly
disagree.

57

FIGURE NO: 15
Respondents opinion on celebrity campaign will help to improve sales
of Aiswarya
70
60

60

50
40
30
20

20

10

10
0
Strongly Agree

Agree

0
Neutral

10

Disagree Strongly Agree

58

TABLE NO: 16
Respondents opinion on overall sales promotion activities of the
company
SL NO
1
2
3
4
5

CRITERIA

NO OF

PERCENTAGE OF

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

RESPONDENTS
70
20
0
10
0
100

RESPONDENTS
70
20
0
10
0
100

Source Primary Data

INTERPRETATION

From the above table it is clear that 70% say they are highly
satisfied with the overall sales promotion and 20% say they are
satisfied and the remaining 10% say they are dissatisfied.

59

FIGURE NO: 16
Respondents opinion on overall sales promotion activities of the
company
80
70

70

60
50
40
30
20

20
10

10
0

60

FINDINGS

61

Findings
40% of the respondents got the information about the company
through advertisements.
30% of the respondents are using the product of Aiswarya Beverages
for the last 1 year and another 30% of the respondents are using the
products for 1 2 years.
35% of the respondents are of the opinion that Visual Media is the
better, while 25% of the respondents are of the opinion that print
media is ok while 15% of the respondents prefer audio media, while
15% prefer internet while others prefer other types of media of
advertisement
40% of the respondents are using the product of Aiswarya Beverages
are highly satisfied with the products.
40% respondents came to know the offers of the company through
website, while 40% came to know through advertisement, while 10%
came to know through messages, while 10% came to know through
sales representatives.
80% of the respondents have the opinion that introduction of new
advertisement will increase sales. 10% say no and the remaining 10%
say sometimes it may increase sales.
62

 80% of the respondents say they are not willing to change the product
while 20% say they may change the product.
60% strongly agree, 20% agree to celebrity campaign will help to
improve sales of Aiswarya Beverages while 10% disagree and the
remaining 10% Strongly disagree.
70% say they are highly satisfied with the overall sales promotion
and 20% say they are satisfied and the remaining 10% say they are
dissatisfied.

63

SUGGESTIONS

64

SUGGESTIONS

1) Newspaper is the media through which most of the customer could

know about Aiswarya Beverages So company should emphasis on this
mean of advertisement so as to create awareness
2) To make ads effective company should use celebrities in ads and
there should be action and thrill in ads that attracts viewer
3) Company can think of installing hoarding in prime locations for the
visibility
4) The company should spend more on advertisement that is news
paper, hoardings, road shows, local TV spot networks.
5) Considering competition, firm should increase its advertising
budget
6) Strongly recommending arranging of display at stores
7) Catchy labels may attract customers

65

CONCLUSION

66

CONCLUSION

As per my topic effectiveness of Advertisement of Aiswarya

Beverages,

I verified their advertising strategies on such period and I

conclude that all the advertising procedure are ok. On verify their
advertising strategies, I understand that the firm will go first in their
respective industry for this the firm may try to expand their different
types of advertising.

67

BIBLIOGRAPHY

68

BIBLIOGRAPHY
BOOKS
Kothari .C.R(20000),Research Methodology,Vishwa Prakasham,New
Delhi
Kotler Philip, Marketing Management,Publisher Pearson
Education,Tenth Edition
Malhotra Naresh, Research Methodology,
WEB SITES
http://en.wikipedia.org/wiki/Advertising
http://www.glenrock-group.com
http://www.rubcogroup.com
http://rubberboard.org.in/rubbercultivation.asp
http://en.wikipedia.org/wiki/Rubber_Board

69

APPENDIX

70

QUESTIONNAIRE

1. Name
2. Age Group
Below 20

20 40

40 60

Above 60

3. How do you come to know about the Company?

Advertisements

Friends

Dealers

Others

4. How long are you using products offered by the Company?

Less than 1 year 1 2 year 3 5 Year Above 5 Year
5. Which media of advertisement will be effective?
Visual Media
Internet

Print Media

Audio Media

Others

6. Are you satisfied with you existing products of Aiswarya

Beverages

71

Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly Dissatisfied
7. How do you come to know about new offers provided by the
company?
Website

Advertisement

Messages

Sales Representatives
8. Are you satisfied with the products offered by the company?
Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly Dissatisfied
9. How will you rate the demonstration provided by dealer?
Excellent
Poor

Very good

Good

Average

Bad

10.Which factor influence the purchase decision of Aiswarya

Beverages
72

Advertisement

Offers

Coverage

Brand Image

Others

11.Are you satisfied with the advertisement of the company?

Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly Dissatisfied
12.Do you agree that the sales promotional activities must be
increased in order to increase sales?
Strongly Agree

Agree

Neutral

Disagree

Strongly disagree
13.Do you think that the introduction of new advertisement will
increase sales?
Yes

No

Sometimes

14.Can you remember the advertisement of the company?

Yes

No

Sometimes
73

15.Are you satisfied with the price of the products or services offered?
Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly Dissatisfied
16.Can you remember the slogan of the advertisement?
Yes

No

17.Are you willing to change your products?

Yes

No

18.Do you agree that celebrity campaign will help to improve sales of
Aiswarya Beverages
Strongly Agree

Agree

Neutral

Disagree

Strongly disagree
19.Are you satisfied with the overall sales promotion activities of the
company?
Highly satisfied

Satisfied

Neutral

Dissatisfied
74

Highly Dissatisfied

75