Impact of Communication Mix Elements on Brand Image of Cola Compaines in Punjab (Pakistan)

THE CYPRUS INSTITUTE OF MARKETING

The Impact of Communication Mix Elements of Coca Cola & Pepsi Cola

Reg

A thesis submitted to Cyprus Institute of requirements of the MBA

[i]

THE CYPRUS INSTITUTE OF MARKETING REG. BVI

Communication Mix Elements on

Coca Cola & Pepsi Cola in Punjab (Pakistan

BY

Waqas Ahmad

Registration No.: DL/PA/704/10

Dated: May 28th, 2013

hesis submitted to Cyprus Institute of Marketing in Partial fulfillment for Degree

THE CYPRUS INSTITUTE OF MARKETING

on Brand Image (Pakistan)

fulfillment for the

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Declaration

I Waqas Ahmad ,declare that this MBA thesis is written independently and no sources has been used other than stated in references and this dissertation has not been used in part or in total for any other MBA program . Waqas Ahmad Wah Cantt, Pakistan

Signature Place/Country

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ACKNOWLEDGEMENTS

I would never have been able to complete my dissertation without the guidance of my committee members, help from friends, and support from my family and wife. I would like to express my deepest gratitude to my advisor, Sohail Kamran , for His excellent guidance, caring, patience, and providing me with an excellent atmosphere for doing research. I would like to thank Captain Muhammad Kamran Imtiaz Butt patiently corrected my writing and supported my research. I would also like to thank Captain Abdullah Khan , and Captain Muhammad Sadique for guiding my research for the past several years and helping me to develop my background in Shipping economics. I would like to thank Ibrahim, who as a good friend was always willing to help and give his best suggestions. It would have been a lonely lab without him. I would also like to thank my parents and two elder sisters who were always supporting me and encouraging me with their best wishes. Finally, I would like to thank my wife who was always there cheering me up and stood by me through the good times and bad.

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Table of Contents

1) Abstract Page no 01 2) Introduction Page no 02

2.1) Company profile Pepsi Cola Inc Page no 02 2.2) Company Profile Coca Cola Page no 03 2.3) Coke and Pepsi Cola in Pakistan Page no 04

3) Literature Review Page no 05 4) Research and Methodology Page no 10

4.1) Research method Page no 10 4.2) Source of Data Page no 10 4.3) Primary Data & Secondary Data Page no 10 4.4) Sample size and selection Page no 11 4.5) Method of collection date Page no 11 4.6) Contact Method Page no 11 4.7) Research Period Page no 11

5) Theoretical framework Page no 12 5.1) Research models Page no 12

6) Marketing communication mix Page no 13 6.1) Communication mix elements Page no 13 6.1.1) Advertising Page no 14 6.1.2) Personal selling Page no 14 6.1.13) Sales promotion Page no 14 6.1.14) Public Relations Page no 15 6.2) Dependent Variables Page no 15 6.2.1) Brand Image Page no 15 6.2.2) Hypothesis development Page no 16

7) Analysis and finding Page no 18 7.1) Question analysis Page no 18 7.2) Model summary Page no 43 7.3) ANNOVA Page no 43 7.4) Descriptive statistics Page no 43 7.5) Correlations Page no 44 7.6) Regression Page no 45 7.7) Discussion Page no 45

8) Hypothesis Results Page no 46 9) Conclusion and Recommendations Page no 48

9.1) Conclusion Page no 48 9.2) Recommendations Page no 49 9.3) Limitations Page no 49 10) References Page no 50 11) Appendix Page no 52 11.1) Questionnaire Page no 51

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List of Tables

1. Gender

Page no 18

2. Age Group

Page no 20

3. Do you Drink Cola Brand

Page no 22

4. Market Strategy More effective in market

Page no 23

5. Brand effective in advertisements

Page no 24

6. Brand with creative & Appealing advertisements

Page no 25

7. Adds helps in Buying Products

Page no 26

8. Role Played by adds on cola products

Page no 27

9. Brand with more exciting offers

Page no 28

10. Company with more publicity

Page no 29

11. Brand you Prefer

Page no 30

12. Prefer Consumption quantity

Page no 31

13. Where you prefer to buy cola from

Page no 32

14. Brand you consume most

Page no 33

15. PR in your city have CRM

Page no 34

16. Customers complains

Page no 35

17. Complains used to improve services

Page no 36

18. Opinion about Coca cola Brand

Page no 37

19. Opinion about Pepsi brand

Page no 38

20. Adds Main source of building Brand image

Page no 39

21. Sales promotion helps to build brand image

Page no 40

22. Personal selling and brand image

Page no 41

23. PR and brand image

Page no 42

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List of Bar Charts

I. Gender

Page no 19

II. Age Group

Page no 21

III. Do you Drink Cola Brand

Page no 22

IV. Market Strategy More effective in market

Page no 23

V. Brand effective in advertisements

Page no 24

VI. Brand with creative & Appealing advertisements

Page no 25

VII. Adds helps in Buying Products

Page no 26

VIII. Role Played by adds on cola products

Page no 27

IX. Brand with more exciting offers

Page no 28

X. Company with more publicity

Page no 29

XI. Brand you Prefer

Page no 30

XII. Prefer Consumption quantity

Page no 31

XIII. Where you prefer to buy cola from

Page no 32

XIV. Brand you consume most

Page no 33

XV. PR in your city have CRM

Page no 34

XVI. Customers complains

Page no 35

XVII. Complains used to improve services

Page no 36

XVIII. Opinion about Coca cola Brand

Page no 37

XIX. Opinion about Pepsi brand

Page no 38

XX. Adds Main source of building Brand image

Page no 39

XXI. Sales promotion helps to build brand image

Page no 40

XXII. Personal selling and brand image

Page no 41

XXIII. PR and brand image

Page no 42

Impact Of Communication Mix Elements On Brand Image Of Coca

Cola & Pepsi Cola In Punjab Pakistan

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1 ABSTRACT:

**A brand image is a transforming idea that converts something intangible into something of value). A firm’s brand reputation is continually evolving, as it enters new continents, new countries or new markets, new brand extensions or product lines are added. Also new features of product and positioning may be modified or radically changed. With rising media, promotion costs and tendency towards globalization, brand image is perceived differently across different cultures. In competitive market it is imperative that company is able to narrate the brand identity by building a strong image. (**Essay on Consumer Behavior by Haiding 1973). A company can follow communication mix strategies to create a better brand image like: promotional activities, effective advertising and increasing public relation. Ultimately, the way consumers associates themselves with the brand would decide its success.

This research shows the relationship between communication mix elements and brand image of Cola companies in Punjab, Pakistan. Brand image is set of beliefs about particular brand; a global brand will have a brand image all over the world. In this research the researcher has tried to find out the relationship of Brand image with advertising, personal selling, direct marketing, Public Relation and sale promotion. The researcher has conducted a survey in Punjab Pakistan to find out what will be impact of Communication mix elements on Brand image of cola Companies or simply by increasing or decreasing Sale promotion, or Public relations or any other factor brand image of Cola Companies will increase or decrease and which factors have positive affects and which have negative effect on brand image and finally he has tried out to find a simple solution to increase the brand image of cola companies.



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2 INTRODUCTION: This research is based on elements of

communication mix and their relationship with the brand image of two big cola companies in Pakistan i.e. Coca cola and Pepsi cola. Coke has used different advertising and promotional activities since 1960 by launching a kingdom advertisement in US and still it is using different media to increase the loyalty of customers which ultimately increase the brand image of Coke. On the other hand, Pepsi is doing unbelievable and effective advertising to increase market share in Pakistan for many years and very much successful too in its efforts, but Coca Cola as a global brand is still more popular all over the world than Pepsi.

Source 2009 2010 2011 2012 Coke Pepsi Coke Pepsi Coke Pepsi Coke Pepsi

Interbrand *

01/68734$m/3%

23/13706$m/6%

01/70452$m/2%

23/14061$m/3%

1/71861$m/2%

22/14590$m/4%

01/77839$m/8%

22/16594$m/14%

Brand directory **

02/32728 $m

21/15034 $m

03/34844 $m

31/15991$m

16/25807 $m

24/14363 $m

08/31802 $m

38/17096 $m

RTB ***

04/236 RTB

--------- 04/ 276 RTB

65/45 RTB

5/ 255 RTB

--------- 08/ 209 RTB

92/47 RTB

• *Interbrand report-http://www.interbrand.com/en/best-global-brands/2012/Best-Global-

Brands-2012.aspx- (Ranking/Brand Value/Change in Brand Value) • **Brand Directory --http://brandirectory.com/league_tables/table/global-500-2012----( Brand

Ranking/Brand valve) • ***RTB: Ranking the brands---http://www.rankingthebrands.com/The-Brand-

Rankings.aspx?rankingID=30&year=401 --- (Brand ranking/RTB source points)

Different elements of communication mix have some certain relationship with the brand image or not. If they have, is it positive or negative? Researcher tried to find out the exact relationship of communication mix elements on brand image of cola companies, and for this purpose I study the promotional activities of Coca cola and Pepsi respectfully. The research was conducted in Punjab which is most populated provinces of Pakistan. There are some other brands of cola companies in Pakistan like Amrit Cola and Gourment Cola but they were neglected either because they were in province only or operating in city levels in limited cities only.

2.1 COMPANY PROFILE- PepsiCo Inc.

PepsiCo is one of the largest companies in the United States. It figures among the 15 largest companies worldwide, according to the number of employees hired (Wikipedia). In food chain business PepsiCo is a world leader, it consists of different product companies among which the famous one is Pepsi-Cola, Doritos, Lays, Waves and Pepsi Food International. The PepsiCo group is presently into



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two of the most profitable and growing industries namely, beverages and snack foods. It has scores of big & well known brands available in nearly 150 countries of the world. The group has established for itself one of the strongest brands in various segments for its operations. The beverages segment of PepsiCo primarily markets its Pepsi, Diet Pepsi, Dew and other brands worldwide and 7up outside the U.S. markets. The product of PepsiCo are held in close competition with Coca-Cola Inc,os USA. A point which is worth mentioning is that Coca Cola gets 80% if its profile for International operations, while the same figure for PepsiCo stands at 6% (Wikipedia). The segments also in the bottling plants and distribution facilities and also distribute the Ready to drink- tea- products of Lipton in North America.

In a joint venture with orient spray juice products, PepsiCo also manufactures and distributes fruit juices. The snack & Ready to eat food division manufactures and distributes and markets potato chips and other snacks worldwide (Wikipedia). The international operations of Snacks segments extend to the markets of Mexico, UK and Canada. Waves, Doritos & Lays represent the segments of Pepsi Cola. A packaged goods company consists of Pepsi Cola Company and Lays will continue to enjoy the name of Pepsi Cola. The move should enhance both corporations’ ability to prosper with their fully dedicated structure and management team. (Wikipedia)

2.2 COMPANY PROFILE-Coca Cola:

The Coca-Cola Company (here in known as Coke) possesses one of the most recognized brands on the planet. Coca cola paints itself as a wonderful corporation that produces amazing life- enhancing- products for the whole world. The Company has proven that the power is brand recognition along with its constant marketing, public relations, Sale promotions and advertising. The Coca Cola Company, incorporated on 5th September, 1919, is a beverage company. The Company owns & licenses and markets about 500 nonalcoholic beverage brands, primarily sparkling beverages and a variety of still beverages, such as waters, kin lay waters, juices and juice drinks, ready to drink teas & coffees, and energy and sports drinks. It owns and markets a range of nonalcoholic sparkling beverage brands, which include Coca Cola, Diet Coke, Coke Zero, Fanta and Sprite. The Company’s segments include Eurasia, Latin America, Africa, Europe, North America Bottling Investments and Corporate. On December 30, 2011, the Company has taken over the Great Plains Coca Cola Bottling Company (Great Plains) in the United States (Wikipedia). In Dec 2011, the Company acquired the remaining interest in Great Plains and Honest Tea, Inc. (Honest Tea). In Dec 2011, the Company acquired an extra ordinary interest in Coca Cola Central Japan Company. In September 2012, it acquired about 50% equity in Aujan Industries’ beverage business. In Jan 2013, Sacramento Coca Cola Bottling Company announced that it had been acquired by the Company. Effective February 22, 2013, Coke Corporation has acquired interest in Fresh Trading Ltd.



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The Company markets, manufactures and sells beverage concentrates, also known as beverage bases, and syrups. It also includes fountain syrups and finished sparkling & still beverages. Outside the U. S it also sells concentrates for fountain beverages to its different bottling partners. The Company sells various sparkling beverages and a variety of still beverages, such as juice drink & fruit drinks, energy drinks and sports drinks, ready-to-drink teas and coffees, and water products like Kenly, to retailers or to distributors, wholesalers and different bottling partners, who distribute them to retailers. In addition, in the United States, it makes a variety of fountain syrups and sells them to fountain retailers, such as restaurants & Hotels and convenience stores who use the fountain syrups to produce beverages for quick consumption, or to authorized fountain wholesalers or bottling partners, who resell the fountain syrups to fountain retailers as per the requirements.( source our company Coca cola journey: http://www.coca-colacompany.com/our-company/)

2.3 COKE AND PEPSI IN PAKISTAN:

Coca Cola and Pepsi are the two biggest Beverage (cold drinks) companies of the world. Coca Cola’s brand value is much more than Pepsi. Coke was standing at number 4 among the top brands of year 2008 with estimated brand value of $ 67.6 billion. Pepsi was at number 39 with brand value of $15 billion ( BrandZ Top 100 brand ranking by Milliward brown) ,Moving forward to the last year 2011,Coca Cola now stands highest in brand value. So Coca Cola has grown a lot in 3 years and now is top ranked among brands with brand value of 71,861. “(Interbrand Global brands value Report 2011)” Similarly Pepsi grows up to number 22 in brand ranking with the brand value of 14,590 in 2011(Best Global brand by interbrand report 2011) .It is obvious that Coca Cola stands far higher than Pepsi in Brand value but Pepsi has always given a tough competition to Coca Cola in all the global markets. Comparing to 2012 Coke is still standing at No.1 in global brands. So what’s made Pepsi different from Coke? They both have different brand identities, brand personalities, values, marketing strategy and target group.

It will also be interesting to study them because both Pepsi and Coca Cola are direct competitors in most of the markets in the world as well as in Punjab Pakistan. They have wide experience of developing different competitive products which are needed by the consumers (Pakistan today, Tapping into Consumer market in Pakistan, 19 august 2011). They also have a philosophy to communicate their products to consumers in contract to each other in the market. Coke is placed much above Pepsi in some countries like Japan USA but in some cultures like Pakistan, Bangladesh, Siri Lanka and India Pepsi is much popular than Coke. The focus of this study remains on the Brand Image of both the brands in Punjab, Pakistan; and how the consumer relates that Brand Image to number of factors including in communication Mix and how communication mix is influencing or increasing brand image of both the companies.



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3 Literature Review: Building a brand driven culture is a lifelong commitment to a mindset and a way of life that takes time, planning & perseverance that produces intangible outputs, which include customer satisfaction, reduced price sensitivity, less customer defections, a higher share of customers’ wallets, more referrals, and a greater percentage of respected business (Knapp, D.E. (2000), The Brand Mindset, McGraw-Hill, New York, NY, pp. 33, 36, 103).A set of brand associations enable a brand to develop a rich and clear brand identity and enhance brand image. While some customers may give more importance to functional benefits of product; social, spiritual and psychological dimensions help the brand stand above others. Therefore such type of attachment is not possible without effective advertising, personal selling, and promotional activities etc which enables people or customer to think. Building brand image requires a company to understand its brand as well as competitors’ brand through customer research, by conducting an effective customer research, by studying its customer’s former customers, industry experts, retailers and intermediaries companies can develop a better brand image.

Brand image is the perception in the mind of the customers about the brand and its associations. A brand image is directly connected to brand identity which includes Brand strengths associated with beliefs, views and value, which are more powerful and most difficult to imitate. In contrast to brand image (the brands current associations), a brand identity is inspirational and may involve what the image needs to be changed or amplified. In an elemental sense, the brand identity represents what the organization wants the brand to stand for (Aaker, D.A. and Joachimsthaler, E. (2000), Brand Leadership, The Free Press, New York, NY, pp. 13, 27, 40, 48.), The “brand as personality” stage marks an important transition phase since not all brands evolve into consumer icons, particularly if the consumers do not relate to, or believe in, the communication of the brand; or they sense some inconsistencies, particularly with the brands communication (Wee, T.T.T. and Ming, M.C.H. (2003), “Leveraging on symbolic values and meanings in branding”, Journal of Brand Management, Vol. 10 No. 3, pp. 208-18.).

Referring to Aaker (Aaker, D.A. (1991), Managing Brand Equity, The Free Press, New York, NY, pp. 7, 39, 61, 110.), study shows that brand equity is a multidimensional concept. Brand equity consists of different items like brand awareness, brand loyalty, apparent quality, brand associations and various other proprietary brand assets. These all assets in turn give different benefits and value to the firm. Killer (2002) defined brand equity as “the differential effect that customer knowledge about a brand has in the customer’s response to marketing activities for the brand” (Research world-



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Journal of science and commerce ISSN 2229-4686). According to the another concept about, brand knowledge is not about the facts of the brand, but all the thoughts, feeling, perception, image, experience and so on that become linked to the minds of the customer (real or potential, individual or organization, Leone et al. (Leone, Robert P., Vithala R. Rao, Kevin Lane Keller, Anita Man Luo, Leigh McAlister and Rajendra K. Srivastava (2006), “Linking Brand Equity to Customer Equity,” Journal of Service Research, 9 (2), 125–38.).

Another element of communication mix is the public Relations. Public Relations are one of the main factors in building brands image. Many studies show that public relations have an impact on brand image. According to the Fortunato (2000) public relations and promotional strategies play a great role in selecting and framing media content that could influence public opinion and behavior (World Applied Sciences Journal 13 (2): 277-286, 2011 ISSN 1818-4952 © IDOSI Publications, 2011: Title- The Effects of Brand Image and Perceived Public Relation on Customer Loyalty). There is a triangular relationship among public relation, mass media and the audience, it has been demonstrated through public relations strategies that a company is proactive in assisting the mass media content choice and farming processes. The research concludes; to maintain relationships with customers using public relations is very effective for future loyalty [8]. Similarly on the other hand Chen and Hui Hu (2009)(World Applied Sciences Journal 13 (2): 277-286, 2011- The Effects of Brand Image and Perceived Public Relation on Customer Loyalty) believe that customers also benefit in other ways from long-term associations with organizations. Here they show that Perceived relationship benefits add to the perceived value of the product, because the relationship is strengthened when customers perceive benefits beyond their satisfaction with the core products.

According to the “Kambiz Heirdarzadeh Hanzaee and Fatemeh Torabi Farsani” (2011) three terms Professional, personal and community relationship affect key public member’ satisfactions and the ultimate goal of a public relations program should be to build a mutually beneficial relationship with key public members (World Applied Sciences Journal 13 (2): 277-286, 2011 ISSN 1818-4952 © IDOSI Publications, 2011: Title- The Effects of Brand Image and Perceived Public Relation on Customer Loyalty).. According to the study of effect of brand image and PR on customer loyalty, they conclude that public relations have a positive effect on brand image when the product is favorable or customer have a desire to use that product.

According to the research on cosmetic industry by “Stephen L S, Maznah Wann Omar2, Nabsiah Abdul Wahid, Ismail Ishak and Arman Harun”(2007) the importance of brand image benefits on satisfaction and loyalty. The identification of



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brand image benefits of the branded product will help practitioners to establish effective marketing strategies (The effect of brand image on overall satisfaction and loyalty intention in the context of color cosmetic, Asian Academy of Management Journal, Vol. 12, No. 1, 83–107, January 2007). It is very important to understand brand image dimension judgments from customers’ point of view, also whether these image dimensions are parallel to their perceptions, expectations, needs and goals. This may help managers to develop a marketing strategy based on consumer perceptions and meanings of the product.

In the past studies, Such as Reynolds W.H (1965), (The role of the consumer in image building California Management Review, Spring, 69-76 ) showed that “an image is the mental construct developed by the consumer on the basis of some of the impressions among the flood of the total impressions; it comes into being through a creative process in which these selected impressions are elaborated, distinguished and ordered” (The Journal of tourism studies vol.14, No. 1, MAY '03). Kotler (2001) defined image as “the set of belief s, ideas, and impression that a person holds regarding an object” (p.273).On the other hand, Keller (1993)( Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 2nd ed., Pearson Education, Harlow, p.273) considered brand image as “a set of perceptions about a brand as reflected by brand by Aaker (1991),( Aaker, D.A. (1991), Managing Brand Equity, The Free Press, New York, NY, pp. 7, 39, 61, 110), whereby brand image is referred to as “a set of associations, usually organized in some meaningful way” (p. 109). Biel (1992) however defined brand image as “a cluster of attributes and associations that consumers connect to the brands’ name” (p.8).

According to the “Timothy M. Smith, Srinath Gopalakrishna and Pual M. Smith” (2004) (“The Complementary Effect of Trade Shows on Personal Selling”, International Journal of Research in Marketing, 21, 61-76), the complementarities between two dominate elements of the business marketing communications mix element that is personal selling, and trade shows from an integrated marketing communications (IMC) perspective. From the study with a group of industrial distributors, they show that sales efforts create higher sales productivity when customers have already been exposed to the firm’s product at a trade show. Overall profiles are shown to be greater when the return-on sales figures are higher among show attendants than non-attendants and that the trade show generates positive effects on customer purchase intentions. These results give much-needed accountability for trade shows.

Nafiseh Sedaghat (2012)(Impact of promotion Mix Elements on Brand Equity" Source-" American Journal of scientific Research, Volume 43) study examines



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how promotional mix elements i.e. advertising, personal selling, sale promotion, public relations and direct marketing affect brand equity dimensions and brand equity. The findings recommend that promotional mix have positive effects on brand equity that accompanied the other research results. The managers can use the results of this paper for selecting appropriate strategies for creating a high level of brand equity. For example, extensive investments on advertising, advertising diversity, concentration on sales persons’ training in different fields such as social communication, sell technical knowledge and having informed of products’ attributes, recurring reward presentation, participating in different social occasions for boosting brand awareness and loyalty and ect. Summing up, personal selling, advertising, direct marketing, public relations and sales promotions should be improved and developed as brand creating factors.

According to the IRISH TIMES, Business 2000, fifth edition (2001-2002; http://www.business2000.ie/archive/5th_edition.html) in the article “The Coca Cola Brand and Sponsorship”( http://www.business2000.ie/pdf/pdf_5/coca-cola_5th_ed.pdf) ‘Coca-Cola’s’ brand personality reflects the positioning of its brand. The process of positioning a brand product is a complex managerial task and must be done over time using all the elements of the marketing mix. Positioning is in mind of the consumer and can be described as how the product is considered by that consumer. When researching the positioning of a product, consumers are often asked how they would describe that product if it were a character or a person. The purpose of this is to build up a character statement. This can guarantee that consumers have a clear view of the brand values that make up the brand personality, just like the values, attitude and beliefs that make up a person. Many people see ‘Coca Cola’ as a part of their daily life. This resemblance between the brand and the consumer leads to a high degree of loyalty and makes the purchasing decision easier. Brand positioning guides ‘what’ will be communicated in the company’s advertising, while the character statement guides ‘how’ a message should be delivered or put across.

Referring again to the studies about advertising McConnell et.al (1986)( Verdon, Walter A., Campell R McConeell and Theodore W Roester. (1968). Advertising Expenditures as an Economic Stabilizer: 1945-64’. Quarterly Review of Economics and Business, spring, 7-18.) also tried much to find out the correlation between advertising expenditure and GNP, industrial production. They could not establish the link between these variables. Chowdhury (1994) ( Chowdhury, Abdur R. (1994). Advertising Expenditures and the Macro Economy: Some New Evidence.International Journal of Advertising, No.1, 1-14.), a more closely related study considered the relationship between advertising and several macro economic factors during the period of 1960-91 in U.K. He was also unable to find the relation between advertising and consumption, while he was able to discover the relation between advertising and employment. On the other hand, Verdon and McConnell (1968)( Verdon, Walter A., Campell R McConeell and Theodore W Roester. (1968). Advertising Expenditures as an Economic Stabilizer: 1945-64’. Quarterly Review of Economics and Business, spring, 7-18.) studied the



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relationship between advertising and collective demand, they found that advertising have a positive relation with aggregate demand. The reason to discuss above two journals is that many studies are unable to find relationship between advertising and brand image. According to the study (Marketing Mix and The Brand Reputation of Nokia ,Market forces 2008 volume 4.0) by “Syed Ehtesham Ali “ (2008) increasing in promotional mix elements by 1 % , increases effects the brand equity of Nokia with 0.85 respectfully. A brand’s personality provides a richer source of competitive advantage than any functional feature can (Sherrington, 2003)( Sherrington, M. (2003), Added Value: The Alchemy of BrandLed Growth, Palgrave Macmillan, Basingstoke, pp. 21, 49). Personality attributes assists the brand to achieve sustainable competitive benefits and advantage loyalty. Kim, J.-H.,& Hyun,Y.J. (2011)( Kim, J.-H., & Hyun, Y.J. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial Marketing Management, 40 (3), 424-438.), developed a model to examine the relationship among marketing mix efforts (channel performance, value oriented price, promotion, and after sales service), corporate image, three dimensions of brand equity (brand awareness with associations, perceived quality, and brand loyalty), and market performance. The model considers three individual aspects of business markets. Corporate image is placed as a mediator from the marketing-mix efforts to the dimensions of brand equity. Personal selling is defined as the presentation of a persuasive message by a seller to a potential customer or group of customers, generally in a face-to-face meeting. It is a main component of promotion mix. The model is tested in the context of a Korean IT software sector. Kyung Hoon Kim et al. (2008)( Kim, Kyung Hoon.; Kim, Kang Sik.; Kim, Jong Ho., & Kang, Suk Hou, (2008), Brand equity in hospital marketing, Journal of Business Research, 61, 75–82) study brand equity in hospital marketing. They identify five factors that control the creation of brand equity through successful customer relationships: trust, customer satisfaction, relationship commitment, brand loyalty, brand awareness. An experimental test of the relationships among these factors suggests that hospitals can be successful in creating image and positive brand equity if they can manage their customer relationships well.



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4 Research Methodology:

4.1Research Method:

The quantitative research method was used for this study. Questionnaires were divided to different age people who were 15-20, 20-25, 25-30, and 30 above and after that data are analyzed through SPSS software. The questionnaire was taken with the help of three different articles of promotional mix and advertising.

4.2 Source of Data:

4.2.1 Primary Data:

Primary research is the first time research for any problem arises or to find out any variable’s impact. Primary data was collected with the help of a structural questionnaire which is given in appendix. The questionnaire consists of twenty-three questions, which gives us the necessary data for analysis. These questions were obtained from different articles and thesis, as per the requirement of study.

4.2.2 Secondary Data:

The secondary Data sources are included according to the requirements of the research problem. The secondary data sources always remain the most convenient and least expensive ways to approach the data. But it has the disadvantage of its diversification due to the fact that a huge quantity of Data is available, some of which is relevant and most of its is irrelevant. The selection of needed information sometimes becomes very critical along with the length of the data. Secondary sources can possibly meet the requirements of any research if the relevant data is selected wisely.

Following are the sources of secondary data

• World Wide Web along with web report, interviews and commercials • Newspapers " Jang, Express news and Dawn news" • Markazi Library Wah Cantt for Related Articles and Books



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4.3 Sample Size and Selection:

150 respondents were randomly selected on the basis of age group, gender, occupation, education, social; class group, geographic location etc are randomly selected for this study. Out of 150 males and females were equally divided.

4.4 Method of Collection of Data:

The data was collected by questionnaire made with the help of different articles but not limited to the articles which are given below.

1. Sedaghat.N, Sedahat.M, Moakher.A. (2012), ‘The Impact of Promotional Mix Elements on Brand Equity’ American journal of Scientific Research, Vol.43,

2. Zafra .A(2010). “Comparative analysis of the Marketing Communications Mix for three Companies in the Cola drink sector: Coca Cola and Sainsbury own brand”, thesis, Brunel Business School, UK.PP 06-12.

3. Ramchander,V, (2007), ‘Measuring The Effectiveness Of Sales Promotional Mix Of Hyundai Motors’ Jayamukhi Institute of Management Science, India, pp 05-10.

4. Muhammad Kashif Omer Malik (2008) Title-"Marketing Communication of Pepsi and Coca Cola in Pakistan" Master Thesis EF0705 , School of sustainable devalopment of scociety and technology, Malardalens university, Vasteras,Sweden

5. Jiaferi Sun (2010) Title-" Brand Image in Cola Drinks" Lauria University of applied sciences, China

6. Zakir Ali Khan (2012) Title-"Marketing and innovation" Thesis no LB5202,Department of Management Sciences, Comsats institue of information Technology, Pakistan

4.5 Contact method:

The customers were contacted personally and requested to answer the questions in the Questionnaire with good concentration.

4.6 Research period:

Research work was carried out in 3 weeks.



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5 Theoretical Framework:

5.1 Research Models:

Independent Variables

Dependent Variables

Brand

Image

Personal

Selling

Advertising

Sale

Promotion

Public

Relations



6 Marketing Communication Mix:

As define by Gary Armstrong and Philip Kotler, A companies promotion mix consist of specific blend of advertisingtools that the company uses to persuasively communicate customers value and build customer relationship,” Major cola companies like Coke and communication mix to communicate customer value and build customer Research explained briefly the elements of marketing communication mix and how cola companies uses communication mix elements to build strong relationship with customers to create and enhance brand image.

6.1 Communication mix elements: The elements of communication mix ar



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Marketing Communication Mix:

As define by Gary Armstrong and Philip Kotler, A companies promotion mix consist of advertising, public relations, personal selling, and direct

tools that the company uses to persuasively communicate customers value and build customer relationship,” Major cola companies like Coke and Pepsi uses marketing communication mix to communicate customer value and build customer

ned briefly the elements of marketing communication mix and how cola companies uses communication mix elements to build strong relationship with customers to create and enhance brand image.

Communication mix elements:

The elements of communication mix are also independent variable of research.



As define by Gary Armstrong and Philip Kotler, A companies promotion mix consist of direct marketing

tools that the company uses to persuasively communicate customers value and build uses marketing

communication mix to communicate customer value and build customer relations. ned briefly the elements of marketing communication mix and how cola

companies uses communication mix elements to build strong relationship with

e also independent variable of research.



Page 14 of 55

6.1 Advertising:

According to Philip Kotler, “Advertising is any paid form of non personal presentation& promotion of ideas, goods or services by an identifier sponsor.”

Advertising is one of the communication mix which is use to encourage and persuade targeted audience to take a new action or to continue an existing one. The goal of advertising is to hold the consumer behavior and drive it according to offer given through advertising. The main purpose of the company to advertise is also to assuring employees and stakeholders of company about company’s success. The messages given by advertising are paid by company and viewed by target market through various Medias like TV, News paper, Magazines.etc. From coca cola secondary study I come to know that an advertisement showing model Hilda Clark in formal 19th century attire. The first AD in US is titled drink Coca Cola 5 cents. For this AD variety of media can be used for advertising. Different companies select their media according to reach, Frequency and media impact they want for the product. Coca cola was accountable for 2/3 of all media spending on carbonates from 2004-2008 ( Mintel 2009) , on the other hand in 2010 FIFA world campaign which was based on theme “ Open Happiness” launched on 15th May 2010 brought an idea open a Coke and bring happiness. Comparatively Pepsi have also launched its soccer advertisement ( Manhalo 2010 Pepsi world cup 2010 Advertisement ) despite of not being official sponsor of FIFA.

6.1.2 Personal selling:

Kolter defines the Personal selling as “face to face interaction with one or more perspective purchase for purpose of marketing presentation, answering questions, and procuring orders.”

Personal selling is another type of communication mix and one of the oldest forms of promotion and its impact is very strong in building strong or weak brand image. Personal selling companies use sale force team to encourage immediately buying product or consuming service. Personal selling is the greatest possible way to build loyalty of brands and to build and manage very effective customer relationship. The sale person of company act on behalf of the organization. Coke has started personal selling and direct marketing through platform name COKE ZONE.

6.1.3 Sale promotion :

Sale promotion is the marketing events and tools designed to simulate quicker and greater purchase for limited period of time. (Kotler 1998)



Page 15 of 55

Sale promotion is a good-short term tactical tool which can simulate quick increase in sale by targeting promotional incentives on particular products. A promotional activity helps to keep customer loyal with product and helps to make him brand conscious Coca cola has different sale promotion like Chance to win FIFA world cup tour, PS3 every week this month with range of other rewards such as Boom box, Projector, Key ring bottle opener. Coke studio web site and program on TV got musical sections where one can get free music after redemption of points. Example of Pepsi sale promotion are Win a Trip and refresh your summer.

6.1.4 Public Relations:

Public relations are strategic communication process that builds mutually beneficial relationship between organization and their public.

Public relations are one of the strong and powerful brand builders because it harnesses the power of third-party testimonials in the media. Public relations mostly deliver a tremendous return on investment because the articles and stories generated in media are credible. Whenever any program, a brand can develop and be strengthen over the time. It is one of the cheapest ways to reach the customers if publicity is achieved through right media. Customer loyalty higher means it implies a higher market share and ability to demand relatively high price compare to those competitors.

From public relation and sponsorship companies are getting more loyal customers. Coca cola has won several rewards for its cooperative society responsibility. Unity cup and coke studio are the examples. Coca cola has been awarded several awards for its corporate responsibilities some of awards are as follow

• Argentina Most Admired companies ranking • Corporate responsibility award. American chamber in shanghai • Leader in Corporate social responsibility

6.2 DEPENDENT VARIABLES:

1. Brand Image:

“Brand image is the set of beliefs held about a particular Brand ( Kotler ) or “ set of associations, usually organized in some meaningful way “ ( Aeker, 1992)



Page 16 of 55

A strong identity is vital for any firm respective of its size. Even through small organization with small corporate identity can beat a large firm. In other words the brand image of any company, business or organization is very much important and valuable for organization and it is vital to success. Brand image of different product is perception of the consumer (what they think about it) about the product. A product may have one or more images in the market according with the customer segment. A brand may have different image in different culture like a brand may have more value in Pakistan and may not be a good brand in Bangladesh; it depends upon the product or services. A good global brand is that which have a great brand image in all over the world where it is available like Microsoft, Coca Cola, and Pepsi.

6.3 Hypothesis Development:

I. Advertising: H0: There is no significant relationship between advertising and brand image of cola companies in Punjab Pakistan. HA1: There is significant relationship between advertising and brand image of cola companies in Punjab Pakistan.

II. Personal Selling: H0: Personal selling affects the brand image of cola companies in Punjab Pakistan. HA2: Personal selling does not affects the brand image of cola companies in Punjab Pakistan.

III. Public Relations & Direct marketing : H0: There is no significant relationship between public relations and Brand image of Cola companies in Punjab Pakistan. HA3: There is significant relationship between public relations and Brand image of Cola companies in Punjab Pakistan.

IV. Sales Promotion: H0: Sale promotion affects the brand image of cola companies in Punjab Pakistan.



Page 17 of 55

HA4: Sale promotion does not affects the brand image of cola companies in Punjab Pakistan.



Page 18 of 55

7 Analysis and Findings:

7.1 Questions analysis:

• Total 150 respondents were studied through questionnaire.

Statistics

Gender Age Group Do you drink Cola Brands

Valid 150 150 150

Missing 0 0 0

Figure No 1.1 statistics

• Out of 150 Respondents 75 were male and 75 were female. See figure no 1.2 and 1.3 for further details.

Gender

Valid Gender Frequency Percentage Valid Percentage

Cumulative Percentage

Valid Male 75 50 50 50

Valid Female 75 50 50 100

Total 150 100 100

Figure No 1.2 Gender Classification of respondents



Bar chart no 1.

0

10

20

30

40

50

60

Male



Page 19 of 55

no 1.2 Gender Classifications of respondents

Female

Gender



of respondents

Frequency



Page 20 of 55

• In Lieu of empirical findings, maximum respondents were from age group 20-25 years i.e. 50 percent. Percentage division of age groups of the respondents is given in Figure no 2.1 and Bar chart no 2.1

Age Group

Valid From Frequency Percentage Valid percentage

Cumulative percentage

15-20 45 30 30 30

20-25 75 50 50 80

25-30 22 14.7 14.7 94.7

30 and above

8 5.5 5.5 100

Total 150 100 100

Figure no 2.1 Age Group Classifications



Bar chart No 2.1 Age Group Classification

0

5

10

15

20

25

30

35

40

45

50

Age 15-20 Age20



Page 21 of 55

Bar chart No 2.1 Age Group Classification

Age20-25 age 20-30 Age 30-Above

Age Group



frequency



• In answer to the question whether respondent consume cola drinks 95.3 percent opted for yes and remaining 4.7 percent answered No Figure no 3.1 and Bar chart no 3.1 illustrates the findings.

Valid Answer

Yes

No

Total

Figure no 3.1 Do you drink Cola Brands

Bar Chart N

0

10

20

30

40

50

60

70

80

90

100

Yes

Do You Drink Cola Brands



Page 22 of 55

answer to the question whether respondent consume cola drinks 95.3 percent opted for yes and remaining 4.7 percent answered No Figure no 3.1 and Bar chart no 3.1 illustrates the findings.

Do you Drink Cola Brands Frequency Percentage Valid

percentage

143 95.3 95.3

7 4.7 4.7

150 100 100

Figure no 3.1 Do you drink Cola Brands

Chart No 3.1 do you Drink Cola Brands

No

Do You Drink Cola Brands



answer to the question whether respondent consume cola drinks 95.3 percent opted for yes and remaining 4.7 percent answered No Figure no 3.1 and Bar

percentage Cumulative percentage 95.3 100

Frequency



• In answer to the question market around 60 percent answered Television, 10 percent news paper, 10 percent scales promotion and remaining outdoor advertisements.

Which form of Market strategies is most effective in marketValid Media

TV

Newspapers

Scale Promotions

Outdoor Advertisements

Total

Table no 4

Bar chart No

0

10

20

30

40

50

60

TV News Papre

Which Form of Market Stratagies is most



Page 23 of 55

In answer to the question which form of Market strategies is most effective in around 60 percent answered Television, 10 percent news paper, 10

percent scales promotion and remaining outdoor advertisements.

Which form of Market strategies is most effective in marketFrequency Percentage Valid

percentage90 60

60

15 10

10

15 10

10

Advertisements 30

20 20

150 100 100

Table no 4.1 strategy most effective in market

Bar chart No 5.1 strategy most effective in market

News Papre Scale promo Out door Add


effective in Market



form of Market strategies is most effective in around 60 percent answered Television, 10 percent news paper, 10

percent scales promotion and remaining outdoor advertisements.

Which form of Market strategies is most effective in market

percentage Cumulative percentage 60

70

80

100

.1 strategy most effective in market


Percentage



• In answer to which brand most effective in advertisements 60 percent answered for Pepsi cola and remaining for Coca cola

Which branValid Brand

Pepsi

Coke

Others Total

Table no 5.1 which brand effective in advertisements

Bar chart no 5.1 which brand effective in advertisements

0

10

20

30

40

50

60

Pepsi

Which Brand effective in advertisements



Page 24 of 55

In answer to which brand most effective in advertisements 60 percent answered for Pepsi cola and remaining for Coca cola

Which brand effective in advertisements Frequency Percentage Valid

percentage90 60 60

60 40

40 0 0 0 150 100

100


Bar chart no 5.1 which brand effective in advertisements

Coke Others




In answer to which brand most effective in advertisements 60 percent answered


100



Percentage



• In answer to the question which brand has creative & appealing advertisement of Cola Company, 60 percent of people voted for Pepsi cola and reaming for coca cola.

Which branValid Brand

Pepsi

Coke

Others Total

Table no 6.1 which brand has creative and appealing advertisements

Bar chart no 6.1 which brand has creative and appealing advertisements

0

10

20

30

40

50

60

Pepsi

Brand with creative and appealing



Page 25 of 55

to the question which brand has creative & appealing advertisement of Cola Company, 60 percent of people voted for Pepsi cola and reaming for coca

Which brand has creative & appealing advertisementsFrequency Percentage Valid

percentage90 60 60

60 40

40 0 0 0 150 100

100


no 6.1 which brand has creative and appealing advertisements

coke others

Brand with creative and appealing

advertisements



to the question which brand has creative & appealing advertisement of Cola Company, 60 percent of people voted for Pepsi cola and reaming for coca

d has creative & appealing advertisements


100


no 6.1 which brand has creative and appealing advertisements

percentage



• In answer to the question do the advertisements help you towards buying the product 90 percent people voted for Pepsi and 10 percent for the Coke.

Do advertisements help you toward buying productValid Brand

Pepsi

Coke

Others Total

Table no 7.1 Do advertisements help you toward buying product

Bar chart no 7.1 Do advertisements help you toward buying product

0

10

20

30

40

50

60

70

80

90

Pepsi

Do adds helps you towards buying product



Page 26 of 55

In answer to the question do the advertisements help you towards buying the product 90 percent people voted for Pepsi and 10 percent for the Coke.

Do advertisements help you toward buying productFrequency Percentage Valid

percentage135 90 90

15 10 10

0 0 0 150 100

100 Table no 7.1 Do advertisements help you toward buying product


Coke Others




In answer to the question do the advertisements help you towards buying the product 90 percent people voted for Pepsi and 10 percent for the Coke.

Do advertisements help you toward buying product


100

Table no 7.1 Do advertisements help you toward buying product



percentage



• In answer to the question what is your opinion about role played by adds on cola companies products,

What is your opinion about role played by adds on cola productsValid answer

Very important important

Less important

Total

Table no 8.1 what is your opinion about role played by adds on cola products

Bar chart no 8.1 what is your opinion about role played by adds on cola products

0

10

20

30

40

50

60

70

80

Very Important

Ur Opinion about Role Played by Adds on

Cola Produsts in Market



Page 27 of 55

In answer to the question what is your opinion about role played by adds on cola companies products, 80 percent people voted for very important.

What is your opinion about role played by adds on cola productsFrequency Percentage Valid

percentage120 80 80

23 15 15

7 5 5

150 100 100



Important Less Important


Cola Produsts in Market



In answer to the question what is your opinion about role played by adds on cola 80 percent people voted for very important.

What is your opinion about role played by adds on cola products


95 100




Percentage



• Which brand has Innovative and exciting coke and Pepsi, 60 percent people voted for coke, 40 percent for pepsi and none for others.

Which brand having innovative and exciting offersValid Brand

Pepsi Coke Others

Total

Table no 9.1 which brand having innovative and

Bar Chart no 9.1 which brand having innovative and exciting offers

0

10

20

30

40

50

60

Pepsi

Brand having Innovation and exciting offers



Page 28 of 55

Which brand has Innovative and exciting offers, most of the people voted for 60 percent people voted for coke, 40 percent for pepsi and none

h brand having innovative and exciting offersFrequency Percentage Valid

percentage60 40 40

90 60 60

0 0 0

150 100 100

.1 which brand having innovative and exciting offers


Coke Others




most of the people voted for 60 percent people voted for coke, 40 percent for pepsi and none

h brand having innovative and exciting offers


100

exciting offers



Percentage



• In answer to the question which company has got more publicity in recent past, 70 percent voted for Pepsi and remaining for the coke.

Which company has got more Valid Brand

Pepsi Coke Others

Total

Table no 10.1 which company has got more publicity in recent past


0

10

20

30

40

50

60

70

Pepsi

which company has got more publicity in



Page 29 of 55

In answer to the question which company has got more publicity in recent past, 70 percent voted for Pepsi and remaining for the coke.

Which company has got more publicity in recent pastFrequency Percentage Valid

percentage105 70 70

45 30 30

0 0 0

150 100 100

.1 which company has got more publicity in recent past


coke others


recent past



In answer to the question which company has got more publicity in recent past,

publicity in recent past


100

.1 which company has got more publicity in recent past



Percentage



• In answer to the question a part form the consumption which brand do you prefer, 60 percent voted for Pepsi and 40 percent for coke.

Valid Brand

Pepsi Coke Others

Total

Table no 11.1 apart from consumption which brand do u prefer.

Table no 11.1 apart from consumption which brand do u

0

10

20

30

40

50

60

Pepsi

Which brand do you prefer



Page 30 of 55

In answer to the question a part form the consumption which brand do you prefer, 60 percent voted for Pepsi and 40 percent for coke.

Which brand do u prefer Frequency Percentage Valid

percentage90 60 60

60 40 40

0 0 0

150 100 100


Table no 11.1 apart from consumption which brand do u

coke Others

Which brand do you prefer



In answer to the question a part form the consumption which brand do you


100



Perecntage



• In answer to the question which is your preferred consumption quantity65 percent voted for 250ml and 15 percent voted for 1.5 liters which 10 percent voted for each 500ml and 2.25 liters

Preferred consumption quantityValid Quantity

250 ml 500 ml 1.5 liters 2.25 liters

Total

Table no 12.1 what is your preferred consumption quantity

Bar chart no 12.1 what is your preferred consumption

0

10

20

30

40

50

60

70

250ml 500ml

prefered consumption quantity of cola



Page 31 of 55

In answer to the question which is your preferred consumption quantity65 percent voted for 250ml and 15 percent voted for 1.5 liters which 10 percent voted for each 500ml and 2.25 liters

Preferred consumption quantity of cola Frequency Percentage Valid

percentage97 65 65

15 10 10

23 15 15

15 10 10

150 100 100

Table no 12.1 what is your preferred consumption quantity

Bar chart no 12.1 what is your preferred consumption quantity of cola

500ml 1.5 ltr 2.25 ltr




In answer to the question which is your preferred consumption quantity of cola, 65 percent voted for 250ml and 15 percent voted for 1.5 liters which 10 percent


75 90

100

Table no 12.1 what is your preferred consumption quantity of cola

quantity of cola


perecentage



• In answer to the question where do you prefer to buy cola from, 50 percent voted form small grocery store

Where do you prefer to buy cValid Place

Small store Retailer Others

Total

Table no 1

Bar chart no 13.1 where do you buy

0

5

10

15

20

25

30

35

40

45

50

small store

where do you prefer to buy cola from



Page 32 of 55

In answer to the question where do you prefer to buy cola from, 50 percent voted form small grocery store, 45 percent retailer and 5 percent for

Where do you prefer to buy cola from Frequency Percentage Valid

percentage 75 50 50

67 45 45

8 5 5

150 100 100

Table no 13.1 where do you buy cola from

Bar chart no 13.1 where do you buy cola from

retailer others

where do you prefer to buy cola from



In answer to the question where do you prefer to buy cola from, 50 percent voted percent retailer and 5 percent for others?


95 100

percentage



• In answer to the question which cola brand do you consume mostpeople voted for Pepsi and 40 percent voted for coke and none for others.

Which cola brad do you consume mostValid Brand

Pepsi coke Others

Total

Tablet no 14.1 which cola band do you consume most

Bar chart no 14.1 which cola

0

10

20

30

40

50

60

pepsi

Which cola brand u consume most



Page 33 of 55

In answer to the question which cola brand do you consume mostpeople voted for Pepsi and 40 percent voted for coke and none for others.

Which cola brad do you consume most Frequency Percentage Valid

percentage90 60 60

60 40 40

0 0 0

150 100 100


Bar chart no 14.1 which cola band does you consume most

coke others

Which cola brand u consume most



In answer to the question which cola brand do you consume most , 60 percent of people voted for Pepsi and 40 percent voted for coke and none for others.


100


you consume most

Percentage



• In answer to question does PR operator of cola companies in your city have some kind of customer relationship management, 55 percent voted for yes and 45 percent for No.

Does PR operator in your city have Valid Answer

Yes No

Total

Table no 15.1Does PR operator in your city have CRM


0

10

20

30

40

50

60

Yes

Does PR in your city have CRM



Page 34 of 55

In answer to question does PR operator of cola companies in your city have some kind of customer relationship management, 55 percent voted for yes and

Does PR operator in your city have CRM Frequency Percentage Valid

percentage83 55 55

67 45 45

150 100 100



NO

Does PR in your city have CRM



In answer to question does PR operator of cola companies in your city have some kind of customer relationship management, 55 percent voted for yes and


100


Percentage



• In answer to the question are percent voted for yes and remaining for NO.

Are customers complains collected in your cityValid Answer

Yes No

Total

Table no 16.1Are customers complains collected in your city

Bar Chart no 16

0

10

20

30

40

50

60

yes

Are customers complains collected in your



Page 35 of 55

In answer to the question are customers complains collected in your city 56percent voted for yes and remaining for NO.

Are customers complains collected in your cityFrequency Percentage Valid

percentage84 56 56

66 44 44

150 100 100

.1Are customers complains collected in your city

6.1Are customers complains collected in your city

no


city



plains collected in your city 56

Are customers complains collected in your city


100




percentage



• In answer to the question to what degree the complains used to improve services, 28 percent of peoples voted for 25 percent, 22 percent for 50 percent, 20 percent for 75 percent and zero percent and 10 percent for 100 percent.

To What degree complains useValid answer

100 % 75 %

50 %

25 %

0 % Total

Table no 17.1 to what degrees

Bar chart no 17.1 to what degrees customers complains used to improve services

0

5

10

15

20

25

30

100 75

To what degress complains used to improve



Page 36 of 55

In answer to the question to what degree the complains used to improve services, 28 percent of peoples voted for 25 percent, 22 percent for 50 percent, 20 percent for 75 percent and zero percent and 10 percent for 100 percent.

To What degree complains used to improve service Frequency Percentage Valid

percentage15 10 10

30 20 20

33 22 22

42 28 28

30 20 20

150 100 100

.1 to what degrees customers complains used to improve services


50 25 0


services



In answer to the question to what degree the complains used to improve services, 28 percent of peoples voted for 25 percent, 22 percent for 50 percent, 20 percent for 75 percent and zero percent and 10 percent for 100 percent.

d to improve service


30 52

80 100

customers complains used to improve services



percentage



• In answer to the question what is your opinion about the percent voted for very good, 20 percent good, 7 bad.

What is your opinion about Valid Answer

Very good Good Neutral Bad

Total

Table no 18.1what is your opinion about

Bar chart no 18.1what is your opinion about

0

10

20

30

40

50

60

70

very good Good

What is your opinion about Coca cola barnd



Page 37 of 55

In answer to the question what is your opinion about the coca percent voted for very good, 20 percent good, 7 percent neutral and 3 percent

What is your opinion about Coca cola brandFrequency Percentage Valid

percentage105 70 70

30 20 20

10 7 7

5 3 3

150 100 100

Table no 18.1what is your opinion about coca cola brand

Bar chart no 18.1what is your opinion about coca cola brand

Good Neutal Bad




coca cola brand, 70 percent neutral and 3 percent

cola brand


90 97

100

cola brand

cola brand


percentage



• In answer to the question what is your opinion about pepsi brand 60 percent voted for very good, 30 percent for good,8bad.

What is your opinion about Pepsi brandValid Answer

Very good Good Neutral Bad

Total

Table no 19.1what is your opinion about Pepsi cola brand

Bar chart no 19.1what is your opinion about Pepsi cola brand

0

10

20

30

40

50

60

very good Good

Your Opinion about Pepsi Cola



Page 38 of 55

In answer to the question what is your opinion about pepsi brand 60 percent voted for very good, 30 percent for good,8 percent for neutral and 2 percent for

What is your opinion about Pepsi brand Frequency Percentage Valid

percentage90 60 60

45 30 30

12 8 8

3 2 2

150 100 100



Good Neutal Bad

Your Opinion about Pepsi Cola



In answer to the question what is your opinion about pepsi brand 60 percent percent for neutral and 2 percent for


90 98

100



percentage



• In answer to the question advertising is the main source of building brand image of cola companies, 45 percent strongly neutral and 11 percent disagreed and 4 percent strongly disagreed.

Advertising is main source of building brand image of Cola companyValid Answer

Strongly agree agree Neutral Disagree

Strongly disagree Total

Table no 20.1 advertising is main source of building brand image of cola

Table no 20.1 advertising

0

5

10

15

20

25

30

35

40

45

Strongly

Agree

Addvertising is main source of building brand



Page 39 of 55

In answer to the question advertising is the main source of building brand image , 45 percent strongly agreed, 20 percent agreed,

percent disagreed and 4 percent strongly disagreed.

Advertising is main source of building brand image of Cola companyFrequency Percentage Valid

percentage67 45 45

30 20 20

30 20 20

17 11 11

6 4 4

150 100 100


Table no 20.1 advertising is main source of building brand image of

Agree Neutal Disagree Astrongly

Disagree


image



In answer to the question advertising is the main source of building brand image percent agreed, 20 percent

percent disagreed and 4 percent strongly disagreed.

Advertising is main source of building brand image of Cola company


65 85

96 100


is main source of building brand image of

Astrongly

Disagree


Series 1



• In answer to the question do you think saleimage of cola companies, 22 percent strongly agreed, 30 percent agreed, 20 percent neutral,16 percent disagreed and 12 percent strongl

Sales promotion helps to build brand image of Cola companyValid Answer

Strongly agree agree

Neutral Disagree


Table no 21.1 sales promotion help to build brand image of cola companies

Bar Chart no 21.1 sales promotion helps

0

5

10

15

20

25

30

35

40

45

Strongly

Agree

Agree

Sales promotion helps to build brand image



Page 40 of 55

r to the question do you think sales promotion helps to build the brand image of cola companies, 22 percent strongly agreed, 30 percent agreed, 20 percent neutral,16 percent disagreed and 12 percent strongly disagreed.

promotion helps to build brand image of Cola companyFrequency Percentage Valid

percentage33 22 22

45 30 30

30 20 20

24 16 16

18 12 12

150 100 100

promotion help to build brand image of cola companies

promotion helps to build brand image of cola companies

Neutal Disagree Strongly

Disagree


of cola companies



promotion helps to build the brand image of cola companies, 22 percent strongly agreed, 30 percent agreed, 20

y disagreed.

promotion helps to build brand image of Cola company


52 72

88 100

promotion help to build brand image of cola companies

to build brand image of cola companies


Percentage



• In answer to the question personal selling is importantimage 15 percent of people strongly agreed, 20 percent agreedneutral and 22 percent disagreed and 10 percent strongly disagreed.

Personal selling is important to build brand image of Cola companyValid Answer


Neutral Disagree


Table no 22.1 Personal selling is important

Bar chart no 22.1 Personal selling is important to build brand image of cola companies

0

5

10

15

20

25

30

35

Strongly

Agree

Personal selling is important to build brand



Page 41 of 55

In answer to the question personal selling is important enough to build the Brand image 15 percent of people strongly agreed, 20 percent agreed

22 percent disagreed and 10 percent strongly disagreed.

Personal selling is important to build brand image of Cola companyFrequency Percentage Valid

percentage23 15 15

30 20 20

49 33 33

33 22 22

15 10 10

150 100 100

Table no 22.1 Personal selling is important to build brand image of cola companies


Agree Neutal Disagree Strongly

Disagree


image



enough to build the Brand image 15 percent of people strongly agreed, 20 percent agreed, 33 percent

22 percent disagreed and 10 percent strongly disagreed.

Personal selling is important to build brand image of Cola company


35 68

90 100

to build brand image of cola companies



Percentage



• In answer to the question companies, 20 percent of people strongly agreed, 30 percent agreed, 25 percent neutral 13 percent disagreed and 12 percent strongly disagreed.

Public relations Valid Answer


Neutral Disagree


Table no 23.1 Public Relation

Bar chart no 23.1 Public Relation

0

5

10

15

20

25

30

Strongly

Agree

Public relations Can enhance brand image



Page 42 of 55

In answer to the question public relations can enhance the brand image of cola companies, 20 percent of people strongly agreed, 30 percent agreed, 25 percent neutral 13 percent disagreed and 12 percent strongly disagreed.

can enhance the brand image of Cola companyFrequency Percentage Valid

percentage30 20 20

45 30 30

38 25 25

19 13 13

18 12 12

150 100 100

no 23.1 Public Relations can enhance the brand image of cola companies

Bar chart no 23.1 Public Relations can enhance the brand image of cola companies

Agree Neytal Disagre Strongly

Disagree




can enhance the brand image of cola companies, 20 percent of people strongly agreed, 30 percent agreed, 25 percent neutral 13 percent disagreed and 12 percent strongly disagreed.

brand image of Cola company


50 75

88 100

can enhance the brand image of cola companies

can enhance the brand image of cola companies


percentage



Page 43 of 55

7.2 Model summary:

Model R R Square Adjusted R square

Std Error of the Estimate

1 0.822a .675 .666 .498

a. Predicators :( constant), Public Relations, Sales_ promotion. Advertising, Personal Selling

7.3 ANOVA:

Model Sum of squares

df Mean Square

F Sig.

Regression 74.739 4 18.685 72.260 .000a

Residual 35.999 145 0.284

Total 110.739 149

a. Predicators :( constant), Public Relations, Sales_ promotion. Advertising, Personal Selling

b. Dependent Variable: Brand Image

Descriptive statistics

N Minimum Maximum Mean Std.Deviation Ad 150

1 2 1.43 0.326

Scales promotion

150 1 2 1.60 0.293

Personal Selling

150 1 2 1.55 0.601

Public Relations

150 1 2 1.89 0.466

Brand Image

150 1 2 2.19 0.862

Valid N ( list wise)

150 1 2



Page 44 of 55

Correlations

Cotrol Variables Advertisings Sale promotion

Personal selling

Public Relations

Brand _ Image Advertising Correlation Significance ( 2-tailed) df

1.000 -.072 -0.43 .332

. .383 .602 .000

0 147 147 147

Sales _ Promotion Correlation Significance ( 2-tailed) df

-.072 1.000 .713 -.038

.383 . .000 .641

147 0 147 147

Personal_ selling Correlation Significance ( 2-tailed) df

-.043 .713 1.000 .316

.602 .000 . .000

.147 147 0 147

Public _ Relations Correlation Significance ( 2-tailed) df

.332 -.038 .316 1.000

.000 .641 .000 .

147 147 147 0



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7.4 Regression:

. Coefficients’ Model Un standardized

coefficents Standardized coefficents

T Sig.

1 ( constant)

B Std.Error Beta -1.342 .315 -4.262 .000

Advertising

-.179 .142 .068 -1.258 .210

Sales promotion

1.145 .198 .388 5.776 .000

Personal selling

-.654 .099 -.456 -6.591 .000

Public relations

1.571 .102 .849 15.390 .000

Dependent Variable : Brand image

SPSS LOGO

Discussion:

After running the DATA in SPSS Software ( IBM software package used for statistic analysis ) results are shown in above tables, R Square 0.675 shows that results are significant approximately 68 percent of the variation in the response variables which are “ Advertising, sale promotion. Personal selling and public relation” can be explained by explanatory variables brand image. The results are explained in the next chapter.



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8 Hypotheses Results:

1) H0: There is no significant relationship between the advertising and brand image of cola companies. HA1: there is significant relationship between the advertising and the brand image of cola companies. Results The coefficient table shows the impact of element of cola companies after study the results show one thing amazing that there was no relationship of advertising on the brand image of cola companies. I was thinking that results are not reliable or totally incorrect but after more study on advertising and brand image I come to know that there is no direct relationship of advertising with brand image. You can see the table the first variable i-e AD which represent advertising has sign value of 0.210 while b= -0.179 which shows that advertisements does not affect the brand image of Cola companies. So in the first hypothesis result we will reject HA1 or we will accept H0 by concluding the result that there is no significant relationship between advertising and the brand image of Cola companies. We can also say that advertising is no increasing or decreasing the brand image.

2) H0: Personal selling affects the brand image of cola companies. HA2: personal selling does not affect the brand image of cola companies. Results Personal selling has the value of -.654 and Beta-.456 with t-value of -6.591 and results are significant but negative so in this case we will accept the HA2 or reject H0 by concluding that personal selling has negative impact on brand image of cola companies, as we increase the Personal selling the brand image will decrease.

3) H0: There is not a significant relation between the Public relations and brand image. HA3: There is a significant relation between the public relations and brand image of cola companies.



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Results The third hypothesis results show that public relations has a B value of 1.571 and results are significant so in this case we will accept the HA3 or reject H0 by concluding that Public relations and brand image are positively correlated or increasing the public relations will increase the Brand image of cola companies.

4) H0: Sales promotion does not affect the brand image of Cola companies. HA4: Sales promotion affects the brand image of Cola companies. Results Fourth hypothesis results showed the relationship between the sales promotion and brand image. Results show B value of 1.145 and results are significant so in this case we accept HA4. Hypothesis Results

HA1

Rejected

HA2

Accepted

HA3

Accepted

HA4

Accepted

Table of hypothesis testing



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9 Conclusions Recommendations &Limitations

9.1 Conclusions

Cola companies are doing better in each field almost but in marketing we can assume their efforts and competition as the research shows. Coke and Pepsi always compete globally in marketing especially in communication mix elements, as Coke starts any advertising campaign Pepsi also tries to follow or introduce something innovative.

As a part of research it shows the impact on communication elements on both of the brand and I try my best to find out the exact relationship. This research shows that coke is better in sale promotion and public relation more than Pepsi, where as every customer I analyzed through questionnaire and personal contact answer that Pepsi is more better in advertising like mountain dew commercials are very famous and Pepsi new adds by using Pakistani most famous celebrities like Shiad Afridi in Pakistan, but coke is much more famous or better in advertising. Anyhow advertising of Pepsi is better still the Brand image of Coke is higher than Pepsi in Punjab Pakistan as well as all over the world. Simply we can conclude that advertising is not a source of building Brand image but it is a good source to increase the sale.

More elements of communication mix like personal selling shows negative results, it shows that if we increase personal selling it may decrease the Brand image in Punjab Pakistan (as the research results shows) because people think that its now a standardize product or people think that company is forcing them to buy which discourages many of the customers so Brand image decreases as the loyalty of the customers decreases. So personal selling is like that it not touches the self esteem of the customers.

On the other hand building good public relations enhances the brand image as coke is much better in this than Pepsi. According to this study Public relation is main source of communication mix which can increase brand image, so cola companies especially Pepsi should increase the Public relationship and manage them efficiently.

Sale promotion is increasing brand image of both of the cola companies as both companies has significant results and have good sale force teams. Sale force team makes the product available everywhere. Sale promotion like giving incentives to retailers or hotel make it possible like that, Like Pepsi has a contract with KFC so



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customer of KFC enjoys Pepsi and loyal customer of KFC can be Loyal Customer of Pepsi in future due to promotional activity.

Coke is number one global brand according to Inter brands Ranking 2012 and Pepsi is on number twenty-two but in Punjab Pakistan Pepsi is also a famous brand but not have better brand image than coke. What should Pepsi do to build brand image? The answer is to mange sale promotion and builds strong customer relationship as show above in research which can increase the brand image more.

9.2 Recommendations:

The cola beverage industry is growing at a fast pace and over the years some new local brand like Amrit Cola, Gormay Cola, Mecca Cola have started operation in Pakistan. These companies gain some popularity but it is not possible for them to challenge the might of Coke and Pepsi. Due to its extensive supply chain and well established distribution network they have acquired some market share and a well established distribution they have acquired some market share and it is rising. What coke and Pepsi can do at the moment is that they should strengthen their brand image even further by addressing the factors underline by the research.

9.3 Limitations of study:

The researcher study conducted by me has many limitations as compare to the broad topic which I have chosen to study.

Some of limitations of study are given below

• The survey is conducted in Punjab Pakistan so we can say that it is not valid globally.

• The survey is conducted in particular cities of Punjab Pakistan so we can say that it is not valid for whole Punjab or for Pakistan.

• The time was limited to the sample size was smaller comparing the topic. • The research is based on the answers form the respondents so it might not be

accurate. • The research project has lack of customer’s viability for interview. • In this research the retailers, distributors and whole sellers were not interviewed. • The research focuses on two big companies Coke and Pepsi only and small

other companies like the Amrit Cola, Gormay Cola were neglected.



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References

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Appendix

Questionnaire

I Student of Cyprus Institute of Marketing conducting a Survey about “Impact of Communication mix elements on Brand Image of Coca cola and Pepsi cola in Punjab Pakistan” as a part of my MBA research program. Please give me a few minutes I will greatly appreciate your help.

Instructions:

Please encircle the answer you choose.

1. Gender: Male Female

2. What Age Group do you lie in?

• 15-20 • 20-25 • 25-30 • 30-above

3. Do you drink soft drinks?

• Yes • No

4. Which form of marketing strategies is most effective in market?

• TV Adds • News Paper Adds • Sale Promotions • Outdoor Advertisements

5. Which Brand most effective in advertisements?

• Coke • Pepsi



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6. Which Brand has creative and appealing advertisement of Cola Company?

• Coke • Pepsi

7. Do advertisements by the company really help you towards buying this

product? • Yes • No

8. What is your opinion about role played by the Adds on Cola products in

Market? • Important • Less important • Others

9. Which Brand having innovative and exiting offers?

• Coke • Pepsi • Others

10. Which company has more publicity in recent past?

• Pepsi • Coke • Others

11. A Part from consumption which brand do you prefers?

• Coke • Pepsi

12. What is your preferred consumption quantity? • 250 ml • 500 ml • 1.5 Liters • 2.25 Liters

13. Where do you prefer to buy cola from?



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• Retailer • Small Grocery store • Others

14. Which cola brand do you consume the most?

• Coke • Pepsi • Others

15. Does PR operator of Cola Company in your city have some kind of customer relationship manager?

• Yes • No

16. Are the customer complains collected in your city?

• Yes • No

17. To what Degree customer complains used to improve service?

• 100 Percent • 75 Percent • 50 Percent • 25 Percent • 0 Percent

18. What Particular Rate to give the preference? • Taste • Price • Packing

19. What is your opinion about Coca Cola as a Brand?

• Very Good • Good • Neutral • Bad • Very Bad

20. What is your opinion about Pepsi Cola as a Brand?



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• Very Good • Good • Neutral • Bad • Very Bad

21. Advertising is the main source of building brand image of Cola

companies? • Strongly Agree • Agree • Neutral • Disagree • Strongly disagree

22. Do you think sales promotion helps to build brand image of Cola

Companies? • Strongly Agree • Agree • Neutral • Disagree • Strongly disagree

23. Do you think Personal selling is impotent enough to build brand image of

Cola Companies? • Strongly Agree • Agree • Neutral • Disagree • Strongly disagree

24. Do you think that Public relation can enhance the brand image of Cola

Companies? • Strongly Agree • Agree • Neutral • Disagree • Strongly disagree

Documents

Impact of Communication Mix Elements on Brand Image of Cola Compaines in Punjab (Pakistan)