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A MARKET SURVEY REPORT
ON
A COMPATATIVE STUDY
OF THE IMPACT OF PROMOTIONAL STRATEGIES
ON THE SALES WITH SPECIAL REFERENCE TO
COCA-COLA &PEPSI
Submitted To:
COLLEGE OF MANAGEMENT AND COMPUTER
APPLICATION, MORADABAD
In Partial Fulfillment of the Requirement of the Degree ofBachelor of Business Administration (BBA)
SESSION: 2009-2012
Department of Management
TEERTHANKER MAHAVEER UNIVERSITYDELHI ROAD, MORADABAD
Project Guide:
Ms. Garima RawatProject Incharge:
Mr. Abhinav Srivastava(Course Co-ordinator, B.B.A.)
Submitted By:
Yasir Hasan KhanB.B.A. V SemesterRoll No. R0912011375
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CERTIFICATE
This is to certify that Ms/Mr................................................................. is
pursuing three year full time Bachelor of Business Administration (BBA)Course from Teerthanker Mahaveer University, Moradabad as regular student,
in session (2009-2012).
In compliance with the provision/guidelines of Teethanker Mahaveer
University, Moradabad, He/she has been assigner a market survey project. The
market survey report work has been genuinely carried out by the student for theduring specified by the university.
He/she has made sincere efforts in the completion of the market survey report.
Project Guide
YASIR HASAN KHAN
MS. GARIMA RAWAT
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STUDENT DECLARATION
I Yasir Hasan Khan hereby declare that the research work presented in this market
survey report entitled impact of promotional strategies on the SALES for the
fulfillment of the award of Bachelor of Business Administration from Teerthanker
Mahaveer University; Moradabad is based on my market survey work with special
reference to COCA-COLA &PEPSI. The market survey report embodies the result of
original work and studies carried out by me and the contents of the report do not form
the basis for the award of any other degree to me or to anybody else.
Yasir Hasan Khan
BBA 5th Sem
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ACKNOWLEDGEMENT
It gives me immense pleasure and privilege to acknowledge my deepest
sense of gratitude towards all those who helped me in the successful
execution of this market survey report.
I would like to thanks Chancellor Sir, Shri Suresh Jain, Group Vice
Chairman Mr. Manish Jain, for their able guidance. I also extend my
gratitude towards the A.D Mr. Vipin Jain, H.O.D. Dr. M.P. Singh and
my course co-ordinator Mr. Abhinav Srivastava who entrusted me for
the completion of this project. I am highly indebted to my project guide,
Ms. Garima Rawat whose constructive counseling and able guidance
helped me immensely in bringing out this project in the present form.
And lastly the entire faculty member and Mr. Sanjeev Singh (Librarian)
& the entire Lab staff for providing me this opportunity and expose me to
industrial culture.
The acknowledgement would be incomplete without thanking my family
and friend who were a big support throughout.
YASIR HASAN KHAN
BBA 5th SEM
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PREFACE
Gathering information and theoretical knowledge is a part of study. It become complete when
added with practical knowledge as the noted truth comes to sight. Hence one becomes more
efficient and effective when a flavor of practical out look is added to the bosky mind. As the
study has got wide relevance is formulating valid information about the organization, it helps
in getting a critical look in to the personnel practices of the organization. It gives a previous
idea about the job and working environment to the future decision- making how to perform by
assigned job successfully and tact fully.
As there is saying, practice makes a man perfect and the knowledge. This does not deal with
the practical application, is said to be unscientific and unsystematic. More over the branch of
management, which deals with the most critical and important factor of production, requires
not only theoretic background but also some practical experience to have some knowledge on
day-to-day problem solving.
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EXECUTIVE SUMMARY
The main purpose of this study was to examine the impact of promotion strategies
which include: sales promotion, advertising, sales force, public relations, direct mail,
telemarketing and the internet, on consumption of pepsi and coca-cola products. The
study sample included 200 residents from Rampur and Moradabad, selected using
purposive sampling together with convenience sampling and was stratified into
students, the employed, self-employed people/businessmen and the unemployed. The
study was based on Katz and Lazarsfeld's Multi-Step Communication Theories and
Rodgers Adoption Model. The study entailed a survey research design and the
instruments for data collection were mainly questionnaires. Analysis of data was done
using descriptive statistics and likert scale analysis.
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CONTENTS
1. Introduction
2. Objectives of the study
3. Company Profile
4. Literature Review
5. Hypothesis
6. Research Methodology
7. Data Analysis & Interpretation
8. Findings
9. Suggestions & Recommendations
10. Conclusion
11. Limitations
BibliographyAnnexure
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INTRODUCTION
In the modern urban culture consumption of soft drinks particularlyamong
younger generation has become very popular. Soft drinks in various
flavors and tastes are widely patronized by urbane population at various
occasions like dinner parties, marriages, social get together, birthday
celebration etc.
Children of all ages and groups are especially attracted by the mere
mention of the word soft drinks. With the growing popularity of soft
drinks, the technology of its production, preservation, transportation and
or marketing in the recent years has witnessed phenomenal changes. The
so-called competition for this product in the market is from different other
brands. Mass media, particularly the emergence of television, has
contribute to a large extent of the ever growing demand for soft drinks the
attractive jingles and sport make the large audience remember this product
at all times. It is expected that with the sort of mass advertising, reaching
almost the entire country and offering various varieties annual demand for
the product is expected to rise sharply in the times to come. In any
marketing situation, the behavioral / environmental variables relating to
consumers, competition and environment are constantly influx.
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The competitors in a given industry may be making many tactical
maneuvers in market all the time. They may introduce or initiate an
aggressive promotion campaign or announce a price reduction. The
marketing man of the firm has to meet all these maneuver and care of
competitive position of his firm and his brand in the market. The only
route open to him for achieving this is the manipulation of his marketing
tactics. In todays highly competitive market place, three players have
dominated the industry; The New York based Pepsi Company Inc. The
Atlanta based coca- cola and U.K. based Cadbury Schweppes. Through
the globe, these major players have been battling it out for a bigger chunk
of the ever growing soft drink market.
Now this battle has been evolved up to India too with the arrival of these
three giants. Soft drink industry is on amazing growth; ultimately these are
only one person who will determine their fortunes. The Indian consumer
the real War to quench his thirst has just begun.
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OBJECTIVES
OF
THE STUDY
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OBJECTIVES OF THE STUDY
This study program has got the following objectives:
To study the impact of promotional strategies on the sales of both the brands.
To study the various types of promotional strategies.
To study the preference of customer towards Coke & Pepsi.
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COMPANY
PROFILE
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COMPANY PROFILE -COCA-COLA
International company offered convenient snacks, foods and beverages.
Coca-cola entered India in 1989.
50 bottling plant, company owned -25 and franchisee owned- 25.
Coca-Cola currently offers nearly 400 brands in over 200
countries and serves 1.7 billion servings each day.
Interbrands Global Brand Scorecard for 2011 ranked
Coca-Cola the NO.1 Brand in the World and estimated its brand
value at $71.8 billion
Market capital = 156,568.5Mil US $
REVENUES = 43.00BN US $
EMPLOYEES = 146,200
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COMPANY OVERVIEW-PEPSICO
International company -offered convenient snacks, foods and
beverages.
Pepsi made first appearance in the world in 1890
World headquarter - New York
Asia's headquarter - Hong Kong
Indian headquarter - Gurgaon, Haryana.
PepsiCo entered India in 1989.
43 bottling plant, company owned -16 and franchisee owned- 27
Interbrands Global Brand Scorecard for 2011 ranked Pepsico the NO.22
Brand in the World and estimated its brand value at 14,590mil US $
Market capital = 107.19bn US $
REVENUES = $57,838mil US $
EMPLOYEES = 294,000
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PRODUCT OFFERED BY PEPSICO
Pepsi cola brands - carbonated drinks, water, coffee etc
Frito lays brands- snacks, potato & corn chips, salsa etc
Gatorade drinks - drinks for sports professionals
Tropicana brands - Juices
Quaker brands - cereals & oatmeal bars
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PRODUCT OFFERED BY PEPSICO
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PRODUCTS OFFERED BY COCA-COLA
The Rejuvenation division offers a range of drinks designed to improve how
people feel
physically and mentally.
Products include ready-to-drink coffees, teas and herbal beverages.
The Health & Nutrition division produces a range of products to promote
Health and well being. In the US, its products encompass Minute Maid
Premium 100%juices, and Minute Maid Coolers.
The Replenishment division offers a range of water products around the world.
The division also produces a range of energy drinks, such as PowerAde.
Elsewhere in the world, the company has created other products designed to
meet the needs of local consumers and communities. For example, in Chile, it
developed Bibo (Kapo) because mothers wanted a healthy, noncarbonated
drink for their children.
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PRODUCTS OFFERED BY COCA-COLA
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BRANDAMBASSADORS
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BRAND AMBASSADORS OF PEPSI:
AMITABH BACCHAN
DEEPIKA PADUKONE
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RANBIR KAPOOR
SACHIN TENDULKAR
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SHAHRUKH KHAN
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BRAND AMBASSADORS OF COCA-COLA:
AAMIR KHAN
AKSHAY KUMAR
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KALKI
IMRAN KHAN
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Aishwarya Rai
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LITERATURE
REVIEW
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LITERATURE REVIEW
Promotional strategy is the function of informing, persuading, and
influencing a consumer decision.
It is as important to nonprofit organizations as it is to a profit oriented
company like Coca cola and Pepsi
Some promotional strategies are aimed at developing primary demand,
the desire for a general product category. For example, the Wisconsin
Milk
Marketing Board promotes natural cheese through advertisements
without referring to any particular cheese maker. But most promotional
strategies are aimed at creating selective demand, the desire for a
particular product. Cheese"is an example.
The report covers the objectives of promotion, the components of the
promotional mixpersonal selling, advertising, sales promotion, and
public relations are discussed, and finally, the factors that influence
marketers' decisions in selecting a promotional mix are explained.
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Objectives of Promotional Strategy
Promotional strategy objectives vary among organizations. Some use
promotion to expand their markets, others to hold their current positions,
still others to present a corporate viewpoint on a public issue. Promotional
strategies can also be used to reach selected markets. Most sources identify
the specific promotional strategy as objectives or goals of providing
information, differentiating the product, increasing sales, the function of
informing, persuading, and influencing consumer decision.
Providing Information
In the early days of promotional campaigns, when there was often a short
supply of many items, most advertisements were designed to inform the
public of a product's availability.
Today, a major portion of advertising in the World is still informational. A
large section of the daily newspapers on Wednesdays and Thursdays
consists of advertising that tells shoppers which products are featured by
stores and at what price. Health insurance advertisements in Sunday
newspaper supplements emphasize information about rising hospital costs.
Industrial salespeople keep buyers aware of the latest technological
advances in a particular field.
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Differentiating the Product
Marketers often develop a promotional strategy to differentiate their goods
or services from those of competitors. To accomplish this, they attempt to
occupy a "position" in the market that appeals to their target customers.
Promotions that apply the concept of positioning communicate to
consumers meaningful distinctions about the attributes, price, quality, or
usage of a good or service. Positioning is often used for goods or services
that are not leaders in their field.
Advertising
Designed to Increase Sales Positioning
Promotional strategy used to differentiate a good or service from those of
competitors in the mind of a consumer
Increasing Sales
Increasing sales volume is the most common objective of a promotional
strategy. Some strategies concentrate on primary demand, others on selective demand.
Stabilizing Sales
Sales stabilization is another goal of promotional strategy. Sales contests
are often held during slack periods. Such contests offer prizes (such as
vacation trips, color televisions, and scholarships) to sales personnel who
meet certain goals.
Sales promotion materialscalendars, pens, and the likeare sometimes
distributed to stimulate sales during off-periods. Advertising is also often
used to stabilize sales.
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HYPOTHESIS
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ASSUMPTION
Promotional activities have positive impact on the sales of both the brands.
Pepsi has more effective promotional activities than Coca-cola
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RESEARCH
METHODOLOGY
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RESEARCH METHODOLOGY
Introduction of the problem:
To study the impact of promotional strategies on the sales of both the brands.
To study the various types of promotional strategies.
To study the preference of customer towards Coke & Pepsi.
Research design: Research design is simply the framework or plan for a study used guide in
collecting and analyzing data. For the study: for conducting that research I selected the
Descriptive research design
Sampling design:
I. Population:
Sampling unit: citizens
Section: citizens of Rampur and Moradabad
Time: 2 Weeks
II. Sampling unit: students, housewives ,working people,
III. Sample size:
The sample size of the report is 100 citizens of Rampur and Moradabad
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IV. Sampling method::
Probability sampling: It is based on the concept of random selection of a controlled
procedure that assures that each population element is gives a non-zero chance of
selection.
Data collection method:
(a) Primary data:
The primary data are those which are collected afresh and for the first time, and thus happened
to be original in character. There are several methods of collecting primary data particularly in
surveys. Important one is
1. Through questionnaires
For the study: Internet is used for collecting the data while conducting the
research.
Data sources- Primary, Secondary.
Data approaches- Questionnaire.
Research Area Rampur & Moradabad
Sampling unit- General crowd
Sample size- 100 only.
Sample procedure- Probability sampling.
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Contact method- Direct.
DATA ANALYSIS
AND
INTERPRETATIONS
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1. Are you aware of both the brands Coca-
Cola and Pepsi?
a) Yes b) No
YES 95
NO 5
95
5
Yes
No
Interpretation- 95 % people said they are aware
of both the brands but 5 % were not aware of both
brands.
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2. Which One do you like?
a) Coca-cola b) Pepsi
Pepsi 55
Coca-cola 45
Interpretation- 55% said they like Pepsi & 45% go
for Coca-cola.
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3.Are you the regular customer of
both brands?
a) Yes b) No
Yes 82
No 18
Interpretation-82% are regular customer of both
brands and 18 % dont consume both the brands.
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4. By which source, you came to know
about both brands?
a) News paper b) TV Advertisementc) By Outdoor Advertisement d) By Friends
News paper 10
TV Advertisement 60
By Outdoor Advertisement 15
By Friends 15
10
60
15
15
News Paper
TV Advertisement
By Outdoor Advertisement
By Friends
Interpretation-60% people said they came to
know about brands by TV advertisement, 15 %
through friends, 15 % by outdoor advertisement and
10 % through news paper
5.Which is the most effective
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promotional activity?
a)
Price Deals b) Quantity Deals
c) Coupons d) Sampling
Price Deals 50
Quantity Deals 30
Coupons 15
Sampling 5
Interpretation-50% people said price deal is more
effective promotional activity, 30%goes with
quantity deals,15%with coupons and 5%with
sampling.
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6.Is sale promotion campaign effect
the behaviour of consumer?
a) Yes b) No c) Cant say
Yes 70
No 25
Cant Say 05
Interpretation- 70% said promotion campaign
effect the behaviour of Customer,25%said no and
remaining 5 % said dont know.
7. How promotional campaign does
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affect your buying decision?
a)
Favourable b) Unfavourable
c) Dont know
Favourable 70
Unfavourable 20
Dont Know 10
Interpretation- 70% Say its favourable,20%saidunfavourable and and 10%said dont know
8. Change in the Preference on the
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basis of price reduction?
a. Yes b) NoYes 60
No 40
Interpretation-
60% People dont change their preference on the
basis of price reduction but40% changes
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9. Which Brand offer most innovative
and exciting offers?
a. Pepsi b) Coca-cola
Pepsi 60
Coca-Cola 40
Interpretation- 60% say Pepsi offer most innovativeand exciting offers and remaining 40% were with Coca-cola
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10. Most effective advertizing?
a) Pepsi b) Coca-Cola
Pepsi 50
Coca-Cola 50
Interpretation- 50% say Pepsi does most effectiveadvertizing and 50% goes with Coca-cola.
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FINDINGS
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FINDINGS
1- Youngsters prefer Pepsi over coke.
2- Advertisements play a major role in choosing of brand.
3- Brand Ambassadors have a great effect on people consuming cold drinks.
4- In terms of innovative and exciting offers Pepsi co leads coca-cola.
5- When the question of more effective advertisement was asked mixed reaction came
with 50-50 response for both coke and Pepsi.
6- Price plays an effective for choosing of product among Indian consumers.
7- Television came out to be most effective for ad campaigns as respondents of all age
groups watch TV.
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SUGGESTIONS
&
RECOMMENDATIONS
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SUGGESTIONS & RECOMMENDATIONS
Pepsi offers more exciting and innovative offers so coke should look
Price deals are the most effective promotional activity and both the
companies should pay attention towards this in order to increase their sales
Telivision advertisements are the major mode of promoting products so both the
companies should lay their emphesis on ptomoting through television advertisements
Both the companies should promote their products by active participation in
promotional campaigns like sponsoring collge fests,sponsoring public events like
marathons and various other social causes
Promotion campaign play an important role in
increasing the sales of product so companies should incure more budget for the same
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CONCLUSION
Nearly all the people said they are aware from both the brands Pepsi and Coca cola
and half liked pepsi while the other half likes coca-cola ,more than half of the people are
regular customers of both the brands. Majority of people came to know about the brands
through tv advertisements. Half of the people said that price deal is the most effective
promotional activity in comparison to Quantity deals, Coupons and Sampling .Most of
the people said that promotion campaign affect the behaviour of customer and their
buying decision.
Most of the people said that they dont change their preference on the basis of price
reduction and according to them pepsi offer most innovative and exciting offers in
comparison of coca-cola .Half of the people were with pepsi and half with coca-cola in
terms of most effective advertizing.
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LIMITATIONS
Following are the limitations of the study that I came across:
1. The survey was restricted to only Moradabad and rampur only.
2. The period for the research was not enough to conduct the study in depth.
3. The sample size was limited to only 100 citizens
4. Because of the busy schedule respondents may not have answered properly which may
not hold true in such cases they should have got lot of time to answer.
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BIBLIOGRAPHY
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BIBLIOGRAPHY
Books
Marketing Management- By Philip Kotler
Marketing Management- T.N Chabra
Research Methodology C.R Kothari
Magazines & News papers
Business Today ,June 2011
The Financial Express, March 2011
Indian Journal of Marketing ,October 2011
The Times of India
The Economic Times
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WEBLIOGRAPHY
https://www.pepsico.com
https://www.coca-cola.com
https://www.cola-wars.net
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ANNEXURE
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QUESTIONNAIRE
1. Are you aware of both the brands Coca-cola and Pepsi?
a. Yes( ) b. No( )
2. Which one do you like?
a. Coca-cola( ) b. Pepsi( )
3. Are you the regular customer of both brands?
a. Yes ( ) b. No( )
4. By which source, you come to know about both brands?
a. News Paper b. TV advertisements
c. By outdoor advertisement d. by friends
5. Which is the most effective promotional activities?
a. Price deals b. Quantity deal
c. Coupons d. Sampling
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6. Is sale promotion campaign effect the behavior of consumer?
a. Yes b. No c. Cant say
7. How promotional campaign does affects your buying decision?
a. Favorable b. Unfavorable c. Dont know
8. Change in the Preference on the basis of price reduction?
a. Yes b. No
9. Which Brand offer most innovative and exciting offers?
a. Coca-cola( ) b. Pepsi( )
10.Most effective advertizing?
a. Coca-cola( ) b. Pepsi( )
RESPONDENT PROFILE
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