Description
Mysore city is at 770m above sea level and 140 kms from Bangalore. It is also known as the City of Palaces, Mysore retains a quaint charm that never fails to enchant. It is situated in the southern part of the Deccan Plateau.
Impact of TV advertisement
EXECUTIVE SUMMERY
This project report is on the “Impact of advertisement (Pepsi TV promo add!on
retai"er to #no$ a%o&t the a$areness a%o&t the advertisement' The project $as
carried in M(sore $ith samp"e si)e of *++ retai"ers'
There are t$o varia%"es dependent and independent varia%"es,
-ependent varia%"e, Sa"es is dependent varia%"e %eca&se $hen advertised proper"(
the cons&mers are ind&ced' .$areness is a"so re"ated to sa"es %eca&se if the retai"ers
are a$are of the advertisement the( can confront a%o&t the %enefits to the
cons&mers'
Independent varia%"e, /ere independent varia%"e is advertisement'
Therefore the project is done to chec# the a$areness "eve" of the advertisement
amon0 the retai"ers'
Impact of TV advertisement
I1TR2-UCTI21
The project $as started from Ma( 34
th
to 5&"( 34
th
*++6 for Pepsi Co
India' It $as done in M(sore'
The project $as carried o&t d&e to the criteria of the &niversit( after the
comp"etion of M'7'.' second semester'
The main o%jective of this in8p"ant trainin0 $as to 0et an e9pos&re to the
$or#in0 environment in an or0ani)ation' This $as an opport&nit( for &s to
re"ate concepts "earnt %( &s to the practica" app"ication in the or0ani)ation'
This in8p"ant trainin0 provided &s in interactin0 $ith the hi0h"( e9perienced
mana0ers and to improve o&r practica" #no$"ed0e'
Impact of TV advertisement
.72UT T/E P:.CE ;/ERE T/E PR25ECT ;.S -21E
M(sore cit( is at <<+m a%ove sea "eve" and 3=+ #ms from 7an0a"ore' It is
a"so #no$n as the Cit( of Pa"aces> M(sore retains a ?&aint charm that never fai"s to
enchant' It is sit&ated in the so&thern part of the -eccan P"atea&' @rom ancient
times> this district has p"a(ed a si0nificant ro"e in the histor( of So&th India'
M(sore -istrict is a pop&"ar to&rist destination> offerin0 severa" attractions
ran0in0 from the ro(a" Sp"endo&r of M(sore Cit( and its fa%&"o&s -asara @estiva"
to e9?&isite temp"es> pi"0rima0e Centers and scenic spots'
M(sore toda(> is a p"easant cit( $ith an o"d $or"d charm> contri%&ted %( its
%road shad( aven&es> $e"" "aid o&t 0ardens> fine %&i"din0s and a sa"&%rio&s c"imate'
Impact of TV advertisement
ST.TEME1T 2@ T/E PR27:EM
U1.;.RE1ESS 2@ T/E PEPSI T'V' .-' PR2M2' .M21AST
T/E RET.I:ERS
Impact of TV advertisement
PURP2SE 2@ T/E STU-Y
3' T2 I1CRE.SE T/E .;.R1ESS :EVE: .M21AST T/E
RET.I:ERS .72UT T/E PEPSI T'V'.-'PR2M2'
*' T2 B12; I@ -ISP:.Y C2U:- -RIVE T/E S.:ES'
C' T2 B12; ;/2 .RE T/E CUST2MERS @2R * :ITRE 72TT:ES
Impact of TV advertisement
SC2PE 2@ T/E STU-Y
The scope of the st&d( is to &nderstand,
3 The Pepsi mar#ets share in M(sore'
* .$areness "eve" a%o&t Pepsi T' V' ad' Promo amon0st the retai"ers'
Impact of TV advertisement
:IMIT.TI21S 2@ T/E STU-Y
3 -&e to time constraints the st&d( is restricted on"( to the retai"ers and not of
cons&mers'
* .mon0st the retai"ers on"( the fo""o$in0 are considered,
a' . D 7 C"ass %a#eries
%' S&permar#ets
c' @e$ provision stores
C The covera0e of o%jective of st&d( is "imited to the e9tent of
information 0iven %( the compan('
Inspite of a"" a%ove8mentioned "imitations> ever( effort has %een made
effective"( and report is prepared to %est of m( #no$"ed0e'
Impact of TV advertisement
275ECTIVE 2@ T/E STU-Y
The o%jective is to chec# the a$areness of Pepsi T' V' ad' Promo amon0 the
retai"ers E traders'
This $as done considerin0 the fo""o$in0>
3 Us&a""( the retai"ers $i"" %e in their shops or on %&siness'
* The( $ere conf&sed a%o&t the ad' I'e' the( $ere thin#in0 that there is Pepsi
Channe" to %e "a&nched'
C The ad' created h(pe in the minds that Pepsi is 0oin0 to come o&t $ith the
ne$ T' V' #no$n as Pepsi T' V'
= Man( retai"ers $ere &n#no$n a%o&t the %enefits to %e 0iven to the
cons&mers'
Therefore> as the retai"ers are the means foe sa"es the( sho&"d %e
confronted a%o&t the advertisement and the %enefits to %e 0iven to the
cons&mers'
Impact of TV advertisement
C/.PTER 8 II
Impact of TV advertisement
2RA.1IS.TI21 PR2@I:E
/IST2RY
-ona"d M' Benda""> President and Chief E9ec&tive 2fficer of Pepsi8Co"a and
/erman ;' :a(> Chairman and Chief E9ec&tive 2fficer of @rito8:a( fo&nd
PepsiCo> Inc'> thro&0h the mer0er of the t$o companies' Ca"e% 7radham> a 1e$
7ern> 1'C' pharmacist> created pepsi8Co"a in the "ate 3FG+s' @rito8:a(> Inc' $as
formed %( the 3G63 mer0er of the @rito Compan(> fo&nded %( E"mer -oo"in in
3GC*> and the /' ;' :a( Compan(> fo&nded %( /erman ;':a(> a"so in 3GC*'
/erman :a( is chairman of the 7oard of -irectors of the ne$ compan(H -ona"d
M' Benda"" is president and chief e9ec&tive officer'
Pepsi8Co"a %e0an se""in0 its prod&cts o&tside the United States and Canada in the
mid83GC+s> openin0 in the United Bin0dom in 3GC6' 2perations 0re$ rapid"(
%e0innin0 in the 3G4+s' Toda(> PepsiCo %evera0es are avai"a%"e in more than 3<+
co&ntries and territories' 7rands inc"&de .?&afina> Aatorade and Tropicana'
The ne$ compan( reports sa"es of I43+ mi""ion and has 3G>+++ emp"o(ees'
Impact of TV advertisement
C2RP2R.TE PR2@I:E
PepsiCo is the $or"d "eader in convenient food and %evera0es $ith *++4
reven&es of more than do""ar C* %i""ion and more than 34<+++ emp"o(ees'
The compan( consists of @rito8:a( 1orth .merica> PepsiCo 7evera0es
1orth .merica> PepsiCo Internationa" and J&a#er @oods 1orth .merica'
PepsiCo %rands are avai"a%"e in near"( *++ co&ntries and territories and 0enerate
sa"es at the retai" "eve" of a%o&t IF4 %i""ion'
Man( of PepsiCoKs %rand names are more than 3++8(ears8o"d> %&t the
corporation is re"ative"( (o&n0' PepsiCo $as fo&nded in 3G64 thro&0h the
mer0er of Pepsi8Co"a and @rito8:a(' Tropicana $as ac?&ired in 3GGF and
PepsiCo mer0ed $ith the J&a#er 2ats Compan(> inc"&din0 Aatorade> in *++3'
PepsiCo offers prod&ct choices to meet a %road variet( of needs and preference
88 from f&n8for8(o& items to prod&ct choices that contri%&te to hea"thier
"ifest("es'
PepsiCo o$ns some of the $or"dKs most pop&"ar %rands> inc"&din0 Pepsi8Co"a>
Mo&ntain -e$> -iet Pepsi> :a(Ks> -oritos> Tropicana> Aatorade> and J&a#er' 2&r
%rands are avai"a%"e $or"d$ide thro&0h a variet( of 0o8to8mar#et s(stems>
inc"&din0 direct store de"iver( (-S-> %ro#er8$areho&se> and food service and
vendin0.
Impact of TV advertisement
PEPSI I1 I1-I.
Pepsi 0ained entr( to India in 3GFF %( creatin0 a joint vent&re $ith the P&nja%
Aovernment8o$ned P&nja% .0ro Ind&stria" Corporation (P.IC and Vo"tas
India :imited' This joint vent&re mar#eted and so"d :ehar Pepsi &nti" 3GG3
$hen the &se of forei0n %rands $as a""o$edH Pepsi %o&0ht o&t its partners and
ended the joint vent&re in 3GG=' The %rand $as trademar#ed on 5&ne 36> 3G+C>
tho&0h the drin# $as first made in 3FGF> %( pharmacist Ca"e% 7radham'
Impact of TV advertisement
PEPSI 7R.1-S .V.I:.7:E I1 I1-I.
3' PEPSI
*' PEPSI C.@L C/I12
C' -IET PEPSI
=' < UP
4' MIRI1-.
6' S:ICE
<' M2U1T.I1 -E;
F' .JUI@I1.
G' :E/.R S2-.
Impact of TV advertisement
Prod&ct Profi"e
The price of the prod&ct t$o "iters Pepsi pet
%ott"e is Rs' =4E8 sa"es price
Rs' =*'F4 ps retai"ers price
Contents
S$eetened
Car%onated $ater
1o @r&it j&ice
S&0ar
7&fferin0 a0ents
Contains added f"avo&rs
3 case contains G %ott"es
Impact of TV advertisement
PEPSI C2Ms MISSI21
PepsiCoMs mission is “To %e the $or"dKs premier cons&mer Prod&cts Compan(
foc&sed on convenient foods and %evera0es' ;e see# to prod&ce hea"th(
financia" re$ards to investors as $e provide opport&nities for 0ro$th and
enrichment to o&r emp"o(ees> o&r %&siness partners and the comm&nities in
$hich $e operate' .nd in ever(thin0 $e do> $e strive for honest(> fairness and
inte0rit('!
Impact of TV advertisement
Corporate Citi)enship
.t PepsiCo> $e %e"ieve that as a corporate citi)en> $e have a responsi%i"it( to
contri%&te to the ?&a"it( of "ife in o&r comm&nities' This phi"osoph( is e9pressed
in o&r s&staina%i"it( vision $hich states, “PepsiCoMs responsi%i"it( is to
contin&a""( improve a"" aspects of the $or"d in $hich $e operate N environment>
socia"> economic 88 creatin0 a %etter tomorro$ than toda('!
2&r vision is p&t into action thro&0h pro0rams and a foc&s on environmenta"
ste$ardship> activities to %enefit societ(> and a commitment to %&i"d shareho"der
va"&e %( ma#in0 PepsiCo a tr&"( s&staina%"e compan('
Impact of TV advertisement
E9ec&tive 2ffice PepsiCo> Inc'
<++ .nderson /i"" Road
P&rchase> 1Y 3+4<<
(G3= *4C8*+++
PepsiCo /ead?&arters
PepsiCo ;or"d /ead?&arters is "ocated in P&rchase> 1e$ Yor#> appro9imate"(
=4 min&tes from 1e$ Yor# Cit(' Ed$ard -&rre"" Stone> one of .mericaMs
foremost architects> desi0ned the seven8%&i"din0 head?&arters comp"e9' The
%&i"din0 occ&pies 3+ acres of a 3==8acre comp"e9 that inc"&des the -ona"d M'
Benda"" Sc&"pt&re Aardens> a $or"d8 acc"aimed sc&"pt&re co""ection in a 0arden
settin0'
Impact of TV advertisement
Divisions
The compan( reports their operatin0 res&"ts as fo""o$s> %( divisions,
• @rito8:a( 1orth .merica (@:1.
• PepsiCo 7evera0es 1orth .merica (P71.
• J&a#er @oods 1orth .merica (J@1.
• PepsiCo Internationa" (PI
PEPSIC2 REP2RTI1A STRUCTURE
PEPSIC2
@:1. P71. J@1. PI
Impact of TV advertisement
PEPSI C2Ms C2MMITME1T
“-iversit( isnMt j&st the ri0ht thin0 to do' ItMs the ri0ht thin0 to do for o&r %&siness>
and $e are committed to ma#in0 diversit( and inc"&sion a $a( of "ife at PepsiCo'
In o&r %&siness> &nderstandin0 different c&"t&res is a major advanta0e' In fact>
$e vie$ diversit( as a #e( to o&r f&t&re' 2&r %rands appea" to an e9traordinari"(
diverse arra( of c&stomers' .nd the( are so"d %( an e?&a""( diverse 0ro&p of
retai"ers'
To tr&"( &nderstand the needs of o&r c&stomers and cons&mers 88 and s&cceed
in the mar#etp"ace 88 PepsiCo m&st ref"ect that diversit( in o&r emp"o(ees> o&r
s&pp"iers and in ever(thin0 $e do'
2fferin0 a $or#p"ace $here diversit( is va"&ed he"ps &s %&i"d the top8?&a"it(
$or#force so cr&cia" to o&r s&ccess 88 %( ena%"in0 &s to attract and retain 0reat
peop"e from a $ide spectr&m of %ac#0ro&nds'!
Impact of TV advertisement
Comm&nit(
PepsiCo committed to ce"e%ratin0 and s&pportin0 diversit( in its comm&nit(
thro&0h its corporate 0ivin0 and comm&nit( pro0rams' PepsiCo 0ives to the
comm&nit( thro&0h the PepsiCo @o&ndation> the PepsiCo Comm&nit( .ffairs
-epartment and PepsiCo divisions' The PepsiCo @o&ndation and its operatin0
divisions 0ave 0rants to more than 3>+++ comm&nit( or0ani)ations> of $hich a
si0nificant portion $ere or0ani)ations championin0 diversit(' It a"so s&pport
or0ani)ations thro&0h 0ifts in8#ind> s&ch as prod&ct> premi&ms> printin0>
meetin0 arran0ements> e?&ipment donations> and s&pport of events>
conventions> jo&rna"s and meetin0s'
Impact of TV advertisement
C&stomers
PepsiCo is committed to mar#etin0 its prod&cts to a"" 0ro&ps> treatin0 a""
c&stomers $ith respect> sensitivit( and fairness> $hi"e providin0 some of the
0reatest prod&cts on earth' Ear"( in its histor( 88 as far %ac# as the 3G=+s 88 Pepsi8
Co"a reco0ni)ed the importance of diversit(' Pepsi pioneered tar0eted mar#etin0
and nationa" "ifest("e advertisin0 feat&rin0 minorities' It deve"oped ed&cation and
sports pro0rams spot"i0htin0 minorities' PepsiCo partnered $ith man( 0ro&ps to
create pro0rams that contri%&te to minorit( comm&nities' It sponsored major
m&sic to&rs %( entertainers s&ch as Tina T&rner' PepsiCo s&pport minorit( media
and interests' 2ver the (ears> its s&ccess has %een reco0ni)ed $ith n&mero&s
a$ards' Most important"(> its prod&cts are p&rchased and enjo(ed %( a"" 0ro&ps
of cons&mers'
Impact of TV advertisement
Shareho"ders
PepsiCo (s(m%o", PEP shares are traded principa""( on the 1e$ Yor# Stoc#
E9chan0e in the United States' The compan( is a"so "isted on the .msterdam>
Chica0o> S$iss and To#(o stoc# e9chan0es' PepsiCo has consistent"( paid cash
dividends since the corporation $as fo&nded'
Impact of TV advertisement
S&staina%i"it( vision
“PepsiCo responsi%i"it( is to contin&o&s"( improve a"" the aspects of the $or"d in
$hich the( are operatin0 i'e' that is environment socia" and economica" $ith an
intension of creatin0 %etter tomorro$ than toda(!'
This is the core part of the vision'
Impact of TV advertisement
E1V2R21ME1T.: P2:ICY
3' PepsiCo comp"ies $ith app"ica%"e "e0a" and re0&"ator( re?&irements and
companies standards and cond&ct re0&"ar a&dits to verif( comp"iance
*' PepsiCo ann&a""( revie$ companies performance in imp"ementin0 the
po"ic(
C' PepsiCo revie$s po"ic( periodica""( and &pdates as needed'
=' It considers potentia" environmenta" impacts in dai"( decision ma#in0
process
4' Pepsi co app"ies so&nd environmenta" mana0ement practices'
6' Pepsi enco&ra0es conservation of nat&ra" reso&rces> rec(c"in0 and
po""&tion contro" to ens&re c"eaner air and $ater
<' Pepsi co monitors emer0in0 iss&es and #eep a%reast of re0&"ator(
chan0es techno"o0ica" innovation and sta#eho"ders interest'
F' PepsiCo $or#s $ith "icensed %ott"ers s&pp"iers and c&stomers top red&ce
environmenta" impacts on its prod&ct thro&0ho&t their "ife c(c"e
.s the part of their environmenta" po"ic( Pepsi Co India has
3' -onated 0enero&s"( to the Ts&nami victims'
Impact of TV advertisement
*' The compan( has a"so deve"oped a Teppada vi""a0e 1/8= 7e0&r
s&rro&ndin0 1e"aman0a"a P"ant and the compan( has a"so %een providin0
free $ater to this vi""a0e'
PEPSI C2Ms S.:ES VISI21,
To %&i"d an e9ceptiona" c&stomer foc&sed sa"es team> $hich $i"" consistent"(
e9ceed c&stomer e9pectations %( de"iverin0 e9ec&tiona" e9ce""ence in the mar#et
p"ace thro&0h %est se""in0 s(stems and process'
Impact of TV advertisement
/212URS @2R *++6
• PepsiCo named $inner of the %est8inte0rated mar#etin0 campai0n d&rin0
the A"o%es .$ards sponsored %( the Mar#etin0 .0encies .ssociation
(M.. ;or"d$ide' Pepsi ;ins .$ard for Indian Cric#et ;or"d C&p
Campai0n %( Mar#etin0 .0encies .ssociation ;or"d$ide'
• PepsiCo Reco0ni)ed as one of the "*+ Most Inf"&entia" M&"ti81ationa"s in
China'O %( China 7&siness 1e$s.
• Instit&tiona" Investor Re"eases '7est CE2s' "istH Reinem&nd Tops 7evera0e
:eaders'
• Chinese Co""e0e St&dents 1ame Pepsi .mon0 Top Ten 7rands'
• @ort&ne Ma0a)ine ca""s PepsiCo Oone of the %est r&n companies in the
co&ntr(.”
• PepsiCo ;ins SamMs C"&% PS&pp"ier of the Year’ .$ard'
• Instit&tiona" Investor Identifies PepsiCo as one of .mericaMs Most
Shareho"der8@riend"( Companies'
• PepsiCo Ran#s as 34th Most8.dmired Compan( on @ort&neKs :ist of the
Top *+'
• Aatorade Me9ico 1amed ;a"8Me9 KS&pp"ier of the YearK.
• PepsiCo 2fficia""( 2%serves I3++ 7i""ion Mar#et Cap Mi"estone.
Impact of TV advertisement
-istri%&tiona" Channe" of PepsiCo India (C272Ms
@.CT2RY
-ISTRI7UT2RS
RET.I:ERS
C21SUMERS
Impact of TV advertisement
2RA.1IS.TI21.: C/.RT 2@ PEPSIC2 I1-I.
7UAM (CE2
E-
S2MU ;2MU C2MU 12MU E2MU
(MUM (MUM (MUM (MUM (MUM
Impact of TV advertisement
7USI1ESS U1IT AE1ER.: M.1.AER (7UAM, Mr' R.5EEV 7.BS/I
EXECUTIVE -IRECT2R (E-, Mr' T.1MY. V.TS
S2UT/ 2PER.TI21S M.RBET U1IT (S2MU,
;EST 2PER.TI21S M.RBET U1IT (;2MU,
CE1TR.: 2PER.TI21S M.RBET U1IT (C2MU,
12RT/ 2PER.TI21S M.RBET U1IT (12MU,
E.ST 2PER.TI21S M.RBET U1IT (E2MU,
M.RBET U1IT M.1.AER (MUM,
T/E MUM @2R S2MU, 8 Mr' VE1B.TS/.1B.R
1ote,
• Each mar#et &nit has a mana0er ca""ed as Mar#et Unit Mana0er (MUM'
• Represents f"o$ of .&thorit('
Impact of TV advertisement
S2UT/ 2PER.TI21S M.RBET U1IT (S2MU
S2MU
C/E11.I M.-UR.I B.R1.T.B.
(UM (UM (UM
Impact of TV advertisement
The So&th operations Mar#et Unit is divided into three parts the( are
3 Chennai
* Mad&rai
C Barnata#a
Each &nit has a Unit Mana0er> $hich is a"so ca""ed as the Vice
President'
These Unit Mana0ers report to their respective Mar#et &nit Mana0er (MUM
Mr' Ven#atshan#ar
B.R1.T.B. U1IT
Impact of TV advertisement
? :MP
U1IT M.1.AER (UM
(Mr' 5.Y. C/.1-R.1
T-M T-M T-M
.-C .-C .-C
M-C
CEMs CEMs CEMs
Impact of TV advertisement
@or Barnata#a Unit there are, 8
• 3:ine p"ant mana0er
• 3 Unit Mana0er
• C Territor( -eve"opment Mana0ers (T-MMs
• C .cco&nts -eve"opment Mana0er (.-CMs
• 3 Mar#et -eve"opment Mana0er (M-C and
• C&stomer E9ec&tives (CEMs
?Is the Unit Mana0er E Vice president has Sa"es as $e"" 2perationa" po$er then
he reports to :ine P"ant Mana0er as $e"" as the respective Mar#et Unit Mana0er
%&t if the Unit Mana0er has on"( sa"es po$er then he has to report to the :ine P"ant
Mana0er $ho in t&rn reports to the Mar#et Unit Mana0er'
Impact of TV advertisement
-IVISI21 2@ B.R1.T.B. U1IT
The entire Barnata#a &nit is %een divided into C territories and accordin0"( one
Territor( -eve"opment Mana0er is %een assi0ned to each territor(, 8
3 Up Co&ntr( N it refers to the p"aces o&tside 7an0a"ore i'e' M(sore>
Man0a"ore> T&m#&r> Ramna0ar> Bo"ar etc'
* Borman0a"a
C Yesh$antp&ra
Impact of TV advertisement
@U1CTI21S 2@ .CC2U1TS -EVE:2PME1TC282R-I1.T2R (.-C,
The f&nction of .-C is deve"opin0 the ne$ acco&nts i'e' addin0 &p ne$
retai"ers to the e9istin0 mar#et "ist'
/e is concerned $ith sa"es department on"('
@U1CTI21S 2@ M.RBET -EVE:2PME1T C282R-I1.T2R (M-C,
The f&nction of M-C is to deve"op ne$ mar#et'
/e p&re"( &nderta#es mar#etin0 activities'
1ote, 8
The .-C and the M-C are on"( the s&pportive f&nctions %et$een the T-Ms and
CEs'
To0ether $ith the T-M the Barnata#a Unit a"so has a M-M Mr' .7-U: .S/IJ
The T-M ta#es care of sa"es activities in its re0ion and the M-M is concerned $ith
mar#etin0 f&nctions'
Impact of TV advertisement
P:.1T -ET.I:S
P:.1T
.CC2U1TS :2AISTICS JU.:ITY C21TR2:
The p"ant is divided into three departments>
3 .C2U1TS
* :2AISTICS
C JU.:ITY C21TR2:
Impact of TV advertisement
3 .CC2U1TS, 8 This is one the %i0 department $hich consists of the
financia" operations of the compan(' It consists of maintenance of
acco&nts> the provision 0iven to the retai"ers for the promotion
activities carried on %( them' This department a"so dea"s $ith the
provision of coo"ers and an( comp"aints $ith re0ard to it and other
financia" re?&irements of the compan('
* :2AISTICS, 8 This department is concerned $ith transportation of
the prod&cts (%ott"es to the distri%&tors'
C JU.:ITY C21TR2:, 8 This departmentE&nit ta#es care that the
prod&ct re"eased are of standard ?&a"it( accordin0 to the companies
norms provided
TYPES 2@ 2PER.TI21S U1-ERT.BE1 7Y T/E C2MP.1Y, 8
Impact of TV advertisement
Pepsi India /o"din0s> the intermi9 of compan(8o$ned %ott"in0 operations
(C272s and franchisee o$ned %ott"in0 operations (@272s $ithin the mar#et
&nits $i"" he"p in providin0 a senior reso&rces poo" of "ine and staff mana0ers>
impact %oth C272s and @272s> and ena%"e transference of %est practices %oth
$a(s'
The compan( &nderta#es t$o t(pes of operations the( are,8
3 Compan( 2$ned 7ott"in0 2perations (C272
* @ranchise 2$ned 7ott"in0 2perations (@272
3 Compan( 2$ned 7ott"in0 2perations (C272, C272 refers to the
operations direct"( carried %( the compan(' There are Three
C272s in So&th India> the( are in Chennai> Mad&rai and in
Barnata#a ' These C272s have to $or# &nder the 0&ide"ines %( the
PepsiCo 1e$ Yor#'
* @ranchise 2$ned 7ott"in0 2perations (@272 , @272 refers to the
operations carried %( the franchise '
ContdQQQQ
Impact of TV advertisement
C272sE@272s or0ani)ations c&t across disparate territories and
he"ped in %&i"din0 a s&%stantia" distri%&tion net$or#' The or0ani)ation
str&ct&re in the mar#et &nits is %ein0 reconfi0&red to ref"ect 0eo0raphic
contin&it( and tap ne$ mar#et opport&nities.
The o%jective of the e9ercise is to increase distri%&tion of the compan(Ks
prod&cts> 0ain 0reater f"e9i%i"it( to "evera0e reso&rces and share %est practices'
Impact of TV advertisement
-ISTRI7UT2RS I1 MYS2RE
There are si9 distri%&tors in M(sore the( are>
3' 7"&e star mar#etin0'
*' Sahara Enterprise'
C' Tipp& Taj
=' Ren&#a
4' 1' S' Enterprise
6' S' -' Enterprise
Impact of TV advertisement
.mon0 the si9 distri%&tors three are $or#in0 over 4+>+++ .2P and three are
%e"o$ 4+'+++ .2P'
1ote,8
• The &nit 4+>+++ is in cases
• .2P is the .nn&a" Sa"es Tar0et to %e achieved %( each -istri%&tor'
The fo""o$in0 are the distri%&tors $ho are c"assified &nder and %e"o$ .2P'
2VER 4+>+++ .2P 7E:2; 4+>+++ .2P
7:UE ST.R M.RBETI1A S./.R.
TIPPU T.5 RE1UB.
1'S' S' -'
Impact of TV advertisement
1UM7ER 2@ U1ITS P2SSESE- 7Y E.C/ -ISTRI7UT2R'
3' 7"&e star mar#etin0 8 = U1ITS
*' Sahara Enterprise 8 * U1ITS
C' Tipp& Taj 8 = U1ITS
=' Ren&#a 8 * U1ITS
4' 1' S' Enterprise 8 C U1ITS
6' S' -' Enterprise 8 * U1ITS
Units refer to the vehic"es in $hich the prod&cts are de"ivered'
Impact of TV advertisement
@actors inf"&encin0 the assi0nment of areas to distri%&tors sa"esman
3' .n avera0e n&m%er of o&t"ets the sa"es man can effective"( $or# on' .
sa"es man can hand"e =+ o&t"ets on an avera0e effective"('
*' -ependin0 on the fre?&enc( of a partic&"ar ro&te' The distri%&tors fo""o$
t$o t(pes of fre?&encies the( are>
• -ai"(
• ."ternate da(s'
Impact of TV advertisement
EIA/T IMP2RT.1T STEPS,
The fo""o$in0 are the F important steps fo""o$ed %( the c&stomer e9ec&tives
(C'E's,
3' PREP.R.TI21
*' ;IS/I1A CUST2MERS
C' S/2P I1SPECTI21
=' C/ECBI1A @2R T/E ST2CBS ;/IC/ .RE T2 7E P:.CE-
4' I1@2RMI1A T/E RET.I:ER .72UT T/E ST2CBS ;/IC/ .RE T2
7E P:.CE-'
6' EXECUTI21 2@ T/E 2R-ERS'
<' RE8EX.MI1.TI21'
F' C21VI1CI1A SBI::S'
Impact of TV advertisement
.-VERTISEME1T
.dvertisement p"a(s a ver( important ro"e in mar#etin0 or sa"es of
prod&ct' .dvertisement m&st %e meanin0f&" and c"ear"( &nderstood the( sho&"d
conve( the messa0e in a &ni?&e $a(' It means that there sho&"d %e creativit(> $hich
sho&"d ma#e it different from other advertisements'
It sho&"d %e made ta#in0 into consideration the co&ntr( in $hich
the( are te"ecastin0 %eca&se an Indian ma( not &nderstand an .merican ad' It is so
%eca&se perception and attit&de differs
The cost is too hi0h %&t it a means of mass comm&nication'
It m&st %e seen that sho$in0 ads at $ron0 time is $aste of capita"Emone(' The time
has to %e st&died at $hat time the te"evisions of mass peop"e $i"" %e s$itched on'
Impact of TV advertisement
.72UT PEPSI T' V'
Impact of TV advertisement
In this ad SRB orders Ca%"e 0&( that he $ants channe" $hen the( as# $hich he
sa(s Pepsi TV the( sa( there is nothin0 "i#e Pepsi TV then s&dden"( Pepsi tr&c#
comes and then Pri(an#a Chopra and Bareena Bapoor comes o&t and as# him that
does he $ant Pepsi TV he sa(s (es and te""s them $here the TV is then it sa(s to %e
contin&edQ
.fter severa" $ee#s of s&spense> $hi"e (o& #ept on $onderin0 on $hich
channe" (o&r ca%"e 0&( $i"" fi9 (o&r Pepsi TV>he "ast part of the TV ads revea"ed
that “;hen (o& drin# Pepsi $hi"e $atchin0 TV> it is ca""ed Pepsi TV!
OIt %asica""( means''' $henever (o& are $atchin0 te"evision> (o& m&st have
the co"a in (o&r hand' ThatKs ho$ the soft drin# is %ein0 positioned in the mar#et
thro&0h this ad'O
The ad> made at an estimated %&d0et of Rs'C'4 mi""ion> $as shot %( Shah
R&#hKs %&dd( @arah Bhan and prod&ced %( his compan( Red Chi""ies
Entertainment'
Impact of TV advertisement
PURP2SE 2@ T/E .-VERTISEME1T
The p&rpose of this ad is to %&i"d on an occasion "ed pro0ram that is>
s&pp"ementin0 occasions $ith Pepsi cons&mption 8 at home> fami"( drin#> and
$or#in0 the cons&mer %ehavior e"ement of Ocons&min0 drin#s d&rin0 $atchin0
TVO 8 hi0h8invo"vement attri%&te' It mi0ht ta#e it for$ard to occasion8specific
advertisin0> s&%se?&ent"('
Impact of TV advertisement
Impact of TV advertisement
S.MP:I1A
The samp"e si)e &sed for the s&rve( is *++ retai"ers' It inc"&des>
3' 7.BERIES (. and 7 c"ass
*' SUPER M.RBETS
C' @E; PR2VISI21 ST2RES
This samp"e si)e $as identified %eca&se the( $ere the means of reachin0
cons&mers'
Samp"in0 frame,
It $as the ro&te p"anner provided %( the compan('
Samp"in0 method,
5&d0ment samp"e method $as &sed $hich is t(pe of 1on pro%a%i"it( samp"e' It
refers to a samp"in0 method in $hich chance se"ection proced&res are not &sed'
5&d0ment samp"e refers to the one in $hich there is an attempt to dra$ a
representative samp"e of the pop&"ation &sin0 5&d0menta" se"ection proced&re'
Impact of TV advertisement
Research -esi0n
The Research desi0n $as divided into t$o parts the( are
3' S&rve(
*' Imp"ementation
The si9 da(s of the $ee# $ere divided as three da(s for s&rve( and three da(s
for imp"ementation'
S&rve(, .s per the ro&te p"anner provided %( the compan( the s&rve(
$as cond&cted thro&0h ?&estionnaire and fo&nd o&t that the man( of the
retai"ers $ere &na$are of the Pepsi t' v' ad' Promo'
Therefore the s&rve( he"ped the retai"ers to 0et the detai"s a%o&t the %enefits
to %e 0iven to the cons&mers as $e"" the %enefits to %e avai"ed %( the
distri%&tors' The detai" a%o&t the %enefits is attached on the ne9t pa0e'
-&rin0 the s&rve( $e fo&nd o&t that there are three t(pes of o&t"ets se""in0
co"d drin#s the( are>
• PEPSI M212P2:Y
• CCX M212P2:Y
• MIXE-
Impact of TV advertisement
Imp"ementation, .fter the s&rve( imp"ementation $as carried o&t' In this
proced&re the orders $ere ta#en and seen to it the distri%&tors p"ace them
and if there are an( ?&eries re0ardin0 the %enefits the( $ere sorted or
c"eared'
."so it $as seen that ever( o&t"et $e have s&rve(ed have proper"(
disp"a( of Pepsi Prod&cts'
-.T. C2::ECTI21 MET/2-, SURVEY
-.T. C2::ECTI21 TEC/1IJUE, JUESTI21.IRE
Impact of TV advertisement
Impact of TV advertisement
@I1-I1AS .1- RESU:TS
Impact of TV advertisement
FINDINGS
GRAPH SHOWING THE NUMBER OF RESPONDENTS AWARE OF THE
BENEFITS TO BE GIVEN TIO THE CUSTOMERS AS WELL THE BENEFITS TO
BE AVAILED BY THE DISRIBUTORS
80
120
0
20
40
60
80
100
120
140
AWARE UNAWARE
Respondants
N
u
m
b
e
r
O
f
O
u
t
l
e
t
s
C/.RT 3
E9p"aination
Impact of TV advertisement
Chart 3 c"ear"( sho$s that
• F+ o&t"ets $ere a$are of the %enefits of the Pepsi T'V' ad promo'
• 3*+ $ere &na$are of the %enefits of the Pepsi T'V' ad promo
The reason %ehind the &na$areness is that> &s&a""( the traders $i"" %e on
%&siness or in their o&t"ets' Therefore d&rin0 o&r s&rve(s $e 0ave them the c"ear
pict&re of Pepsi T'V' ad' Promo' .nd e9p"ained a%o&t the %enefit'
Impact of TV advertisement
C/.RT *
Impact of TV advertisement
EXP:.1.TI21
Chart *
3' C"ear"( sho$s the cons&mers for * "tr Pepsi * "tr %ott"es'
X a9is Pepsi * "tr %ott"e cons&mers
Y a9is indicate the &nits in n&m%ers
*' In majorit( of the o&t"ets I s&rve(ed it $as fo&nd that the
cons&mersEc&stomers $ere &s&a""( ho&seho"ds and part( 0oers'
Therefore> re"atin0 the Pepsi and TV channe" is a 0ood concept'
Impact of TV advertisement
RESU:TS
Impact of TV advertisement
SALES CHART FROM MARCH TO
JUNE
562
501
585
190
0
100
200
300
400
500
600
700
MARCH APRIL MAY JUNE
MONTHS
S
A
L
E
S
C/.RT C
Impact of TV advertisement
EXP:.I1.TI21
Chart C sho$s the n&m%er of cases so"d %efore and d&rin0 m( project'
The fi0&res indicate the n&m%er of cases so"d from March to 5&ne and each
case consist of nine %ott"es'
;hen $e "oo# at the chart* $e 0et a c"ear pict&re of sa"es raisin0 in the
month of Ma( (4F4 cases compared to the sa"es fi0&re of March (46* cases
and .pri" (4+3 cases'
There $as a drastic fa"" in the month of 5&ne (3G+ cases as the monsoon
a"read( hit M(sore in the first $ee# of 5&ne'
The sa"es fi0&re of 5&"( $as not avai"a%"e as m( project comp"eted in the
mid of 5&"( and the sa"es res&"tsEfi0&res $i"" %e avai"a%"e on"( at the end of the
month'
Impact of TV advertisement
C.:CU:.TI21 2@ PERCE1T.AE I1CRE.SE I1 S.:ES
The t$o months ta#en for comparison are .pri" and Ma(
.pri" N 7efore the project $as done
Ma( N Project Month
5&ne is not ta#en for comparison %eca&se monsoon hit M(sore in first
$ee# itse"f'
.PRI: M.Y R Increase
* "itre 4+3 4F4 <'<C
;or#in0,8
;hen,
Tota" sa"es 3+F6 (4+3 S 4F4
Incrementa" sa"es F= (4F484+3
Therefore> for 3++ cases
Incrementa" sa"es $i"" %eT 3++ 9 F= T<'<CR
3+F6
Impact of TV advertisement
-ISCUSSI21
Dur!" #$e %ur&e' I ()u!* #$e ()++),!" ,$e! *%-u%%e* ,#$ #$e
re#.+er%
3' Cons&mer invo"vement
*' Aeneratin0 c&riosit( and a %&)) (tho&0h it has t&rned o&t to %e an
anti8c"ima9
C' It ma( act&a""( s&cceed in prod&ct &sa0e %eca&se most of the
TA( i'e' (o&n0sters $atch a "ot of te"evision and definite"(
cons&min0 Pepsi at the same time $i"" j&st add to the e9perience'
=' It chose Pri(an#a chopra and #areena Bapoor $ho are
&nar0&a%"( the most happenin0 (o&n0 actresses and have a 0reat
appea" in the (o&n0sters'
Impact of TV advertisement
Impact of TV advertisement
SUAAESTI21S
3' ;or#shop for retai"ers, 8 ;or#shop sho&"d %e cond&cted in
s&ch a p"ace of a "oca"it( $here in it is eas( for the retai"ers to
attend and 0et the necessar( information of the ne$ s&spense ads
in f&t&re' It sho&"d a"so %e ta#en into consideration that there is
minim&m investment of time in this $or#shop %eca&se the
retai"ers $i"" thin# that it is $asta0e of time' This $i"" %e the
motivatin0 factor for the retai"ers %eca&se the( $i"" thin# that the
compan( is sho$in0 interest in he"pin0 them to increase their
sa"es' This in t&rn $i"" he"p the compan( increasin0 its sa"es'
Therefore the compan( sho&"d ta#e necessar( steps in
or0ani)in0 the $or#shops'
*' Print Media, 8 Print Media p"a(s an important ro"e after
e"ectronic media> %eca&se in the e"ectronic media advertisements
$i"" %e of hard"( one min&te and ma( not conve( the f&"" detai"s'
Pamph"ets sho&"d %e &sed as $e"" as ne$spapers
Impact of TV advertisement
C' GS3 2@@ER, 8 2fferin0 of G S 3 scheme to retai"ers so that the(
$i"" %e ind&ced to p&rchase more cases and can p&sh o&r prod&ct
to the cons&mers instead of other 7rands'
This offer $i"" %e he"pf&" to convert mi9ed o&t"ets to Pepsi
monopo"('
Impact of TV advertisement
C2ST 2@ T/E ;2RBS/2P .1- PRI1T ME-I.
;2RBS/2P, 8
The cost of $or#shop $i"" %e hi0h therefore to red&ce this the compan( peop"e can
active"( participate instead of hirin0 o&tside peop"e'
PRI1T ME-I., 8
The cost of print media $i"" %e "ess and it is a means of mass comm&nication'
Impact of TV advertisement
.C/IEVEME1TS I1 T/E @2RM 2@ :E.-S
1ame of the o&t"et
cation
3'Me0a 7a#er( and s$eets 1' R' Moha""a
*' Barnata#a 7a#er( Shantina0ar
C' 1e$ Sri Brishna 7a#er( 1e$ Bantharaja Urs Road
=' /assan I(en0ars %a#er( Ao#&"am C
rd
Sta0e
4'Vina(a#a stores Vina(a#a 1a0ar
6' S$eet Pa"ace 5a(a"a#shmip&ram
<' Tr&pti 7a#er( and Coo" Points Va0devi 1a0ar
F' Sri S&darshan I(en0ar 7a#er( 1e$ Bantharaja Urs Road
G'Sri Ran0a I(en0ar 7a#er( T 'B' :a(o&t
3+' Sri Ra0avendra I(en0ars 7a#er( Ao#&"am Main Road
Impact of TV advertisement
C/.PTER 8 IV
Impact of TV advertisement
JUESTI211.IRE
3 1.ME ,
* .--RESS,
C -o (o& #no$ a%o&t Pepsi TVU
YES 1o
= ;hat #ind fo% c&stomers are $a"#in0 in for * "tr Pepsi 7ott"esU
/o&seho"d
Part(0oers
4 -o (o& #no$ a%o&t the %enefits that (o& 0et on pet %ott"esU
YES 1o
6 -o (o& thin# disp"a( $i"" drive (o&r sa"esU
YES 1o
C2MME1TS
Impact of TV advertisement
7I7:2AR.P/Y
The information needed to comp"ete this project $as direct"( from>
EXTER1.: AUI-ES, 8 Mr' R.VI1-R. P.I
.-C PepsiCo I1-I.
Mr' S.S.1B
C'E' PepsiCo I1-I. (MYS2RE
;E7SITE, 8 $$$'pepsico'com
doc_811608185.doc
Mysore city is at 770m above sea level and 140 kms from Bangalore. It is also known as the City of Palaces, Mysore retains a quaint charm that never fails to enchant. It is situated in the southern part of the Deccan Plateau.
Impact of TV advertisement
EXECUTIVE SUMMERY
This project report is on the “Impact of advertisement (Pepsi TV promo add!on
retai"er to #no$ a%o&t the a$areness a%o&t the advertisement' The project $as
carried in M(sore $ith samp"e si)e of *++ retai"ers'
There are t$o varia%"es dependent and independent varia%"es,
-ependent varia%"e, Sa"es is dependent varia%"e %eca&se $hen advertised proper"(
the cons&mers are ind&ced' .$areness is a"so re"ated to sa"es %eca&se if the retai"ers
are a$are of the advertisement the( can confront a%o&t the %enefits to the
cons&mers'
Independent varia%"e, /ere independent varia%"e is advertisement'
Therefore the project is done to chec# the a$areness "eve" of the advertisement
amon0 the retai"ers'
Impact of TV advertisement
I1TR2-UCTI21
The project $as started from Ma( 34
th
to 5&"( 34
th
*++6 for Pepsi Co
India' It $as done in M(sore'
The project $as carried o&t d&e to the criteria of the &niversit( after the
comp"etion of M'7'.' second semester'
The main o%jective of this in8p"ant trainin0 $as to 0et an e9pos&re to the
$or#in0 environment in an or0ani)ation' This $as an opport&nit( for &s to
re"ate concepts "earnt %( &s to the practica" app"ication in the or0ani)ation'
This in8p"ant trainin0 provided &s in interactin0 $ith the hi0h"( e9perienced
mana0ers and to improve o&r practica" #no$"ed0e'
Impact of TV advertisement
.72UT T/E P:.CE ;/ERE T/E PR25ECT ;.S -21E
M(sore cit( is at <<+m a%ove sea "eve" and 3=+ #ms from 7an0a"ore' It is
a"so #no$n as the Cit( of Pa"aces> M(sore retains a ?&aint charm that never fai"s to
enchant' It is sit&ated in the so&thern part of the -eccan P"atea&' @rom ancient
times> this district has p"a(ed a si0nificant ro"e in the histor( of So&th India'
M(sore -istrict is a pop&"ar to&rist destination> offerin0 severa" attractions
ran0in0 from the ro(a" Sp"endo&r of M(sore Cit( and its fa%&"o&s -asara @estiva"
to e9?&isite temp"es> pi"0rima0e Centers and scenic spots'
M(sore toda(> is a p"easant cit( $ith an o"d $or"d charm> contri%&ted %( its
%road shad( aven&es> $e"" "aid o&t 0ardens> fine %&i"din0s and a sa"&%rio&s c"imate'
Impact of TV advertisement
ST.TEME1T 2@ T/E PR27:EM
U1.;.RE1ESS 2@ T/E PEPSI T'V' .-' PR2M2' .M21AST
T/E RET.I:ERS
Impact of TV advertisement
PURP2SE 2@ T/E STU-Y
3' T2 I1CRE.SE T/E .;.R1ESS :EVE: .M21AST T/E
RET.I:ERS .72UT T/E PEPSI T'V'.-'PR2M2'
*' T2 B12; I@ -ISP:.Y C2U:- -RIVE T/E S.:ES'
C' T2 B12; ;/2 .RE T/E CUST2MERS @2R * :ITRE 72TT:ES
Impact of TV advertisement
SC2PE 2@ T/E STU-Y
The scope of the st&d( is to &nderstand,
3 The Pepsi mar#ets share in M(sore'
* .$areness "eve" a%o&t Pepsi T' V' ad' Promo amon0st the retai"ers'
Impact of TV advertisement
:IMIT.TI21S 2@ T/E STU-Y
3 -&e to time constraints the st&d( is restricted on"( to the retai"ers and not of
cons&mers'
* .mon0st the retai"ers on"( the fo""o$in0 are considered,
a' . D 7 C"ass %a#eries
%' S&permar#ets
c' @e$ provision stores
C The covera0e of o%jective of st&d( is "imited to the e9tent of
information 0iven %( the compan('
Inspite of a"" a%ove8mentioned "imitations> ever( effort has %een made
effective"( and report is prepared to %est of m( #no$"ed0e'
Impact of TV advertisement
275ECTIVE 2@ T/E STU-Y
The o%jective is to chec# the a$areness of Pepsi T' V' ad' Promo amon0 the
retai"ers E traders'
This $as done considerin0 the fo""o$in0>
3 Us&a""( the retai"ers $i"" %e in their shops or on %&siness'
* The( $ere conf&sed a%o&t the ad' I'e' the( $ere thin#in0 that there is Pepsi
Channe" to %e "a&nched'
C The ad' created h(pe in the minds that Pepsi is 0oin0 to come o&t $ith the
ne$ T' V' #no$n as Pepsi T' V'
= Man( retai"ers $ere &n#no$n a%o&t the %enefits to %e 0iven to the
cons&mers'
Therefore> as the retai"ers are the means foe sa"es the( sho&"d %e
confronted a%o&t the advertisement and the %enefits to %e 0iven to the
cons&mers'
Impact of TV advertisement
C/.PTER 8 II
Impact of TV advertisement
2RA.1IS.TI21 PR2@I:E
/IST2RY
-ona"d M' Benda""> President and Chief E9ec&tive 2fficer of Pepsi8Co"a and
/erman ;' :a(> Chairman and Chief E9ec&tive 2fficer of @rito8:a( fo&nd
PepsiCo> Inc'> thro&0h the mer0er of the t$o companies' Ca"e% 7radham> a 1e$
7ern> 1'C' pharmacist> created pepsi8Co"a in the "ate 3FG+s' @rito8:a(> Inc' $as
formed %( the 3G63 mer0er of the @rito Compan(> fo&nded %( E"mer -oo"in in
3GC*> and the /' ;' :a( Compan(> fo&nded %( /erman ;':a(> a"so in 3GC*'
/erman :a( is chairman of the 7oard of -irectors of the ne$ compan(H -ona"d
M' Benda"" is president and chief e9ec&tive officer'
Pepsi8Co"a %e0an se""in0 its prod&cts o&tside the United States and Canada in the
mid83GC+s> openin0 in the United Bin0dom in 3GC6' 2perations 0re$ rapid"(
%e0innin0 in the 3G4+s' Toda(> PepsiCo %evera0es are avai"a%"e in more than 3<+
co&ntries and territories' 7rands inc"&de .?&afina> Aatorade and Tropicana'
The ne$ compan( reports sa"es of I43+ mi""ion and has 3G>+++ emp"o(ees'
Impact of TV advertisement
C2RP2R.TE PR2@I:E
PepsiCo is the $or"d "eader in convenient food and %evera0es $ith *++4
reven&es of more than do""ar C* %i""ion and more than 34<+++ emp"o(ees'
The compan( consists of @rito8:a( 1orth .merica> PepsiCo 7evera0es
1orth .merica> PepsiCo Internationa" and J&a#er @oods 1orth .merica'
PepsiCo %rands are avai"a%"e in near"( *++ co&ntries and territories and 0enerate
sa"es at the retai" "eve" of a%o&t IF4 %i""ion'
Man( of PepsiCoKs %rand names are more than 3++8(ears8o"d> %&t the
corporation is re"ative"( (o&n0' PepsiCo $as fo&nded in 3G64 thro&0h the
mer0er of Pepsi8Co"a and @rito8:a(' Tropicana $as ac?&ired in 3GGF and
PepsiCo mer0ed $ith the J&a#er 2ats Compan(> inc"&din0 Aatorade> in *++3'
PepsiCo offers prod&ct choices to meet a %road variet( of needs and preference
88 from f&n8for8(o& items to prod&ct choices that contri%&te to hea"thier
"ifest("es'
PepsiCo o$ns some of the $or"dKs most pop&"ar %rands> inc"&din0 Pepsi8Co"a>
Mo&ntain -e$> -iet Pepsi> :a(Ks> -oritos> Tropicana> Aatorade> and J&a#er' 2&r
%rands are avai"a%"e $or"d$ide thro&0h a variet( of 0o8to8mar#et s(stems>
inc"&din0 direct store de"iver( (-S-> %ro#er8$areho&se> and food service and
vendin0.
Impact of TV advertisement
PEPSI I1 I1-I.
Pepsi 0ained entr( to India in 3GFF %( creatin0 a joint vent&re $ith the P&nja%
Aovernment8o$ned P&nja% .0ro Ind&stria" Corporation (P.IC and Vo"tas
India :imited' This joint vent&re mar#eted and so"d :ehar Pepsi &nti" 3GG3
$hen the &se of forei0n %rands $as a""o$edH Pepsi %o&0ht o&t its partners and
ended the joint vent&re in 3GG=' The %rand $as trademar#ed on 5&ne 36> 3G+C>
tho&0h the drin# $as first made in 3FGF> %( pharmacist Ca"e% 7radham'
Impact of TV advertisement
PEPSI 7R.1-S .V.I:.7:E I1 I1-I.
3' PEPSI
*' PEPSI C.@L C/I12
C' -IET PEPSI
=' < UP
4' MIRI1-.
6' S:ICE
<' M2U1T.I1 -E;
F' .JUI@I1.
G' :E/.R S2-.
Impact of TV advertisement
Prod&ct Profi"e
The price of the prod&ct t$o "iters Pepsi pet
%ott"e is Rs' =4E8 sa"es price
Rs' =*'F4 ps retai"ers price
Contents
S$eetened
Car%onated $ater
1o @r&it j&ice
S&0ar
7&fferin0 a0ents
Contains added f"avo&rs
3 case contains G %ott"es
Impact of TV advertisement
PEPSI C2Ms MISSI21
PepsiCoMs mission is “To %e the $or"dKs premier cons&mer Prod&cts Compan(
foc&sed on convenient foods and %evera0es' ;e see# to prod&ce hea"th(
financia" re$ards to investors as $e provide opport&nities for 0ro$th and
enrichment to o&r emp"o(ees> o&r %&siness partners and the comm&nities in
$hich $e operate' .nd in ever(thin0 $e do> $e strive for honest(> fairness and
inte0rit('!
Impact of TV advertisement
Corporate Citi)enship
.t PepsiCo> $e %e"ieve that as a corporate citi)en> $e have a responsi%i"it( to
contri%&te to the ?&a"it( of "ife in o&r comm&nities' This phi"osoph( is e9pressed
in o&r s&staina%i"it( vision $hich states, “PepsiCoMs responsi%i"it( is to
contin&a""( improve a"" aspects of the $or"d in $hich $e operate N environment>
socia"> economic 88 creatin0 a %etter tomorro$ than toda('!
2&r vision is p&t into action thro&0h pro0rams and a foc&s on environmenta"
ste$ardship> activities to %enefit societ(> and a commitment to %&i"d shareho"der
va"&e %( ma#in0 PepsiCo a tr&"( s&staina%"e compan('
Impact of TV advertisement
E9ec&tive 2ffice PepsiCo> Inc'
<++ .nderson /i"" Road
P&rchase> 1Y 3+4<<
(G3= *4C8*+++
PepsiCo /ead?&arters
PepsiCo ;or"d /ead?&arters is "ocated in P&rchase> 1e$ Yor#> appro9imate"(
=4 min&tes from 1e$ Yor# Cit(' Ed$ard -&rre"" Stone> one of .mericaMs
foremost architects> desi0ned the seven8%&i"din0 head?&arters comp"e9' The
%&i"din0 occ&pies 3+ acres of a 3==8acre comp"e9 that inc"&des the -ona"d M'
Benda"" Sc&"pt&re Aardens> a $or"d8 acc"aimed sc&"pt&re co""ection in a 0arden
settin0'
Impact of TV advertisement
Divisions
The compan( reports their operatin0 res&"ts as fo""o$s> %( divisions,
• @rito8:a( 1orth .merica (@:1.
• PepsiCo 7evera0es 1orth .merica (P71.
• J&a#er @oods 1orth .merica (J@1.
• PepsiCo Internationa" (PI
PEPSIC2 REP2RTI1A STRUCTURE
PEPSIC2
@:1. P71. J@1. PI
Impact of TV advertisement
PEPSI C2Ms C2MMITME1T
“-iversit( isnMt j&st the ri0ht thin0 to do' ItMs the ri0ht thin0 to do for o&r %&siness>
and $e are committed to ma#in0 diversit( and inc"&sion a $a( of "ife at PepsiCo'
In o&r %&siness> &nderstandin0 different c&"t&res is a major advanta0e' In fact>
$e vie$ diversit( as a #e( to o&r f&t&re' 2&r %rands appea" to an e9traordinari"(
diverse arra( of c&stomers' .nd the( are so"d %( an e?&a""( diverse 0ro&p of
retai"ers'
To tr&"( &nderstand the needs of o&r c&stomers and cons&mers 88 and s&cceed
in the mar#etp"ace 88 PepsiCo m&st ref"ect that diversit( in o&r emp"o(ees> o&r
s&pp"iers and in ever(thin0 $e do'
2fferin0 a $or#p"ace $here diversit( is va"&ed he"ps &s %&i"d the top8?&a"it(
$or#force so cr&cia" to o&r s&ccess 88 %( ena%"in0 &s to attract and retain 0reat
peop"e from a $ide spectr&m of %ac#0ro&nds'!
Impact of TV advertisement
Comm&nit(
PepsiCo committed to ce"e%ratin0 and s&pportin0 diversit( in its comm&nit(
thro&0h its corporate 0ivin0 and comm&nit( pro0rams' PepsiCo 0ives to the
comm&nit( thro&0h the PepsiCo @o&ndation> the PepsiCo Comm&nit( .ffairs
-epartment and PepsiCo divisions' The PepsiCo @o&ndation and its operatin0
divisions 0ave 0rants to more than 3>+++ comm&nit( or0ani)ations> of $hich a
si0nificant portion $ere or0ani)ations championin0 diversit(' It a"so s&pport
or0ani)ations thro&0h 0ifts in8#ind> s&ch as prod&ct> premi&ms> printin0>
meetin0 arran0ements> e?&ipment donations> and s&pport of events>
conventions> jo&rna"s and meetin0s'
Impact of TV advertisement
C&stomers
PepsiCo is committed to mar#etin0 its prod&cts to a"" 0ro&ps> treatin0 a""
c&stomers $ith respect> sensitivit( and fairness> $hi"e providin0 some of the
0reatest prod&cts on earth' Ear"( in its histor( 88 as far %ac# as the 3G=+s 88 Pepsi8
Co"a reco0ni)ed the importance of diversit(' Pepsi pioneered tar0eted mar#etin0
and nationa" "ifest("e advertisin0 feat&rin0 minorities' It deve"oped ed&cation and
sports pro0rams spot"i0htin0 minorities' PepsiCo partnered $ith man( 0ro&ps to
create pro0rams that contri%&te to minorit( comm&nities' It sponsored major
m&sic to&rs %( entertainers s&ch as Tina T&rner' PepsiCo s&pport minorit( media
and interests' 2ver the (ears> its s&ccess has %een reco0ni)ed $ith n&mero&s
a$ards' Most important"(> its prod&cts are p&rchased and enjo(ed %( a"" 0ro&ps
of cons&mers'
Impact of TV advertisement
Shareho"ders
PepsiCo (s(m%o", PEP shares are traded principa""( on the 1e$ Yor# Stoc#
E9chan0e in the United States' The compan( is a"so "isted on the .msterdam>
Chica0o> S$iss and To#(o stoc# e9chan0es' PepsiCo has consistent"( paid cash
dividends since the corporation $as fo&nded'
Impact of TV advertisement
S&staina%i"it( vision
“PepsiCo responsi%i"it( is to contin&o&s"( improve a"" the aspects of the $or"d in
$hich the( are operatin0 i'e' that is environment socia" and economica" $ith an
intension of creatin0 %etter tomorro$ than toda(!'
This is the core part of the vision'
Impact of TV advertisement
E1V2R21ME1T.: P2:ICY
3' PepsiCo comp"ies $ith app"ica%"e "e0a" and re0&"ator( re?&irements and
companies standards and cond&ct re0&"ar a&dits to verif( comp"iance
*' PepsiCo ann&a""( revie$ companies performance in imp"ementin0 the
po"ic(
C' PepsiCo revie$s po"ic( periodica""( and &pdates as needed'
=' It considers potentia" environmenta" impacts in dai"( decision ma#in0
process
4' Pepsi co app"ies so&nd environmenta" mana0ement practices'
6' Pepsi enco&ra0es conservation of nat&ra" reso&rces> rec(c"in0 and
po""&tion contro" to ens&re c"eaner air and $ater
<' Pepsi co monitors emer0in0 iss&es and #eep a%reast of re0&"ator(
chan0es techno"o0ica" innovation and sta#eho"ders interest'
F' PepsiCo $or#s $ith "icensed %ott"ers s&pp"iers and c&stomers top red&ce
environmenta" impacts on its prod&ct thro&0ho&t their "ife c(c"e
.s the part of their environmenta" po"ic( Pepsi Co India has
3' -onated 0enero&s"( to the Ts&nami victims'
Impact of TV advertisement
*' The compan( has a"so deve"oped a Teppada vi""a0e 1/8= 7e0&r
s&rro&ndin0 1e"aman0a"a P"ant and the compan( has a"so %een providin0
free $ater to this vi""a0e'
PEPSI C2Ms S.:ES VISI21,
To %&i"d an e9ceptiona" c&stomer foc&sed sa"es team> $hich $i"" consistent"(
e9ceed c&stomer e9pectations %( de"iverin0 e9ec&tiona" e9ce""ence in the mar#et
p"ace thro&0h %est se""in0 s(stems and process'
Impact of TV advertisement
/212URS @2R *++6
• PepsiCo named $inner of the %est8inte0rated mar#etin0 campai0n d&rin0
the A"o%es .$ards sponsored %( the Mar#etin0 .0encies .ssociation
(M.. ;or"d$ide' Pepsi ;ins .$ard for Indian Cric#et ;or"d C&p
Campai0n %( Mar#etin0 .0encies .ssociation ;or"d$ide'
• PepsiCo Reco0ni)ed as one of the "*+ Most Inf"&entia" M&"ti81ationa"s in
China'O %( China 7&siness 1e$s.
• Instit&tiona" Investor Re"eases '7est CE2s' "istH Reinem&nd Tops 7evera0e
:eaders'
• Chinese Co""e0e St&dents 1ame Pepsi .mon0 Top Ten 7rands'
• @ort&ne Ma0a)ine ca""s PepsiCo Oone of the %est r&n companies in the
co&ntr(.”
• PepsiCo ;ins SamMs C"&% PS&pp"ier of the Year’ .$ard'
• Instit&tiona" Investor Identifies PepsiCo as one of .mericaMs Most
Shareho"der8@riend"( Companies'
• PepsiCo Ran#s as 34th Most8.dmired Compan( on @ort&neKs :ist of the
Top *+'
• Aatorade Me9ico 1amed ;a"8Me9 KS&pp"ier of the YearK.
• PepsiCo 2fficia""( 2%serves I3++ 7i""ion Mar#et Cap Mi"estone.
Impact of TV advertisement
-istri%&tiona" Channe" of PepsiCo India (C272Ms
@.CT2RY
-ISTRI7UT2RS
RET.I:ERS
C21SUMERS
Impact of TV advertisement
2RA.1IS.TI21.: C/.RT 2@ PEPSIC2 I1-I.
7UAM (CE2
E-
S2MU ;2MU C2MU 12MU E2MU
(MUM (MUM (MUM (MUM (MUM
Impact of TV advertisement
7USI1ESS U1IT AE1ER.: M.1.AER (7UAM, Mr' R.5EEV 7.BS/I
EXECUTIVE -IRECT2R (E-, Mr' T.1MY. V.TS
S2UT/ 2PER.TI21S M.RBET U1IT (S2MU,
;EST 2PER.TI21S M.RBET U1IT (;2MU,
CE1TR.: 2PER.TI21S M.RBET U1IT (C2MU,
12RT/ 2PER.TI21S M.RBET U1IT (12MU,
E.ST 2PER.TI21S M.RBET U1IT (E2MU,
M.RBET U1IT M.1.AER (MUM,
T/E MUM @2R S2MU, 8 Mr' VE1B.TS/.1B.R
1ote,
• Each mar#et &nit has a mana0er ca""ed as Mar#et Unit Mana0er (MUM'
• Represents f"o$ of .&thorit('
Impact of TV advertisement
S2UT/ 2PER.TI21S M.RBET U1IT (S2MU
S2MU
C/E11.I M.-UR.I B.R1.T.B.
(UM (UM (UM
Impact of TV advertisement
The So&th operations Mar#et Unit is divided into three parts the( are
3 Chennai
* Mad&rai
C Barnata#a
Each &nit has a Unit Mana0er> $hich is a"so ca""ed as the Vice
President'
These Unit Mana0ers report to their respective Mar#et &nit Mana0er (MUM
Mr' Ven#atshan#ar
B.R1.T.B. U1IT
Impact of TV advertisement
? :MP
U1IT M.1.AER (UM
(Mr' 5.Y. C/.1-R.1
T-M T-M T-M
.-C .-C .-C
M-C
CEMs CEMs CEMs
Impact of TV advertisement
@or Barnata#a Unit there are, 8
• 3:ine p"ant mana0er
• 3 Unit Mana0er
• C Territor( -eve"opment Mana0ers (T-MMs
• C .cco&nts -eve"opment Mana0er (.-CMs
• 3 Mar#et -eve"opment Mana0er (M-C and
• C&stomer E9ec&tives (CEMs
?Is the Unit Mana0er E Vice president has Sa"es as $e"" 2perationa" po$er then
he reports to :ine P"ant Mana0er as $e"" as the respective Mar#et Unit Mana0er
%&t if the Unit Mana0er has on"( sa"es po$er then he has to report to the :ine P"ant
Mana0er $ho in t&rn reports to the Mar#et Unit Mana0er'
Impact of TV advertisement
-IVISI21 2@ B.R1.T.B. U1IT
The entire Barnata#a &nit is %een divided into C territories and accordin0"( one
Territor( -eve"opment Mana0er is %een assi0ned to each territor(, 8
3 Up Co&ntr( N it refers to the p"aces o&tside 7an0a"ore i'e' M(sore>
Man0a"ore> T&m#&r> Ramna0ar> Bo"ar etc'
* Borman0a"a
C Yesh$antp&ra
Impact of TV advertisement
@U1CTI21S 2@ .CC2U1TS -EVE:2PME1TC282R-I1.T2R (.-C,
The f&nction of .-C is deve"opin0 the ne$ acco&nts i'e' addin0 &p ne$
retai"ers to the e9istin0 mar#et "ist'
/e is concerned $ith sa"es department on"('
@U1CTI21S 2@ M.RBET -EVE:2PME1T C282R-I1.T2R (M-C,
The f&nction of M-C is to deve"op ne$ mar#et'
/e p&re"( &nderta#es mar#etin0 activities'
1ote, 8
The .-C and the M-C are on"( the s&pportive f&nctions %et$een the T-Ms and
CEs'
To0ether $ith the T-M the Barnata#a Unit a"so has a M-M Mr' .7-U: .S/IJ
The T-M ta#es care of sa"es activities in its re0ion and the M-M is concerned $ith
mar#etin0 f&nctions'
Impact of TV advertisement
P:.1T -ET.I:S
P:.1T
.CC2U1TS :2AISTICS JU.:ITY C21TR2:
The p"ant is divided into three departments>
3 .C2U1TS
* :2AISTICS
C JU.:ITY C21TR2:
Impact of TV advertisement
3 .CC2U1TS, 8 This is one the %i0 department $hich consists of the
financia" operations of the compan(' It consists of maintenance of
acco&nts> the provision 0iven to the retai"ers for the promotion
activities carried on %( them' This department a"so dea"s $ith the
provision of coo"ers and an( comp"aints $ith re0ard to it and other
financia" re?&irements of the compan('
* :2AISTICS, 8 This department is concerned $ith transportation of
the prod&cts (%ott"es to the distri%&tors'
C JU.:ITY C21TR2:, 8 This departmentE&nit ta#es care that the
prod&ct re"eased are of standard ?&a"it( accordin0 to the companies
norms provided
TYPES 2@ 2PER.TI21S U1-ERT.BE1 7Y T/E C2MP.1Y, 8
Impact of TV advertisement
Pepsi India /o"din0s> the intermi9 of compan(8o$ned %ott"in0 operations
(C272s and franchisee o$ned %ott"in0 operations (@272s $ithin the mar#et
&nits $i"" he"p in providin0 a senior reso&rces poo" of "ine and staff mana0ers>
impact %oth C272s and @272s> and ena%"e transference of %est practices %oth
$a(s'
The compan( &nderta#es t$o t(pes of operations the( are,8
3 Compan( 2$ned 7ott"in0 2perations (C272
* @ranchise 2$ned 7ott"in0 2perations (@272
3 Compan( 2$ned 7ott"in0 2perations (C272, C272 refers to the
operations direct"( carried %( the compan(' There are Three
C272s in So&th India> the( are in Chennai> Mad&rai and in
Barnata#a ' These C272s have to $or# &nder the 0&ide"ines %( the
PepsiCo 1e$ Yor#'
* @ranchise 2$ned 7ott"in0 2perations (@272 , @272 refers to the
operations carried %( the franchise '
ContdQQQQ
Impact of TV advertisement
C272sE@272s or0ani)ations c&t across disparate territories and
he"ped in %&i"din0 a s&%stantia" distri%&tion net$or#' The or0ani)ation
str&ct&re in the mar#et &nits is %ein0 reconfi0&red to ref"ect 0eo0raphic
contin&it( and tap ne$ mar#et opport&nities.
The o%jective of the e9ercise is to increase distri%&tion of the compan(Ks
prod&cts> 0ain 0reater f"e9i%i"it( to "evera0e reso&rces and share %est practices'
Impact of TV advertisement
-ISTRI7UT2RS I1 MYS2RE
There are si9 distri%&tors in M(sore the( are>
3' 7"&e star mar#etin0'
*' Sahara Enterprise'
C' Tipp& Taj
=' Ren&#a
4' 1' S' Enterprise
6' S' -' Enterprise
Impact of TV advertisement
.mon0 the si9 distri%&tors three are $or#in0 over 4+>+++ .2P and three are
%e"o$ 4+'+++ .2P'
1ote,8
• The &nit 4+>+++ is in cases
• .2P is the .nn&a" Sa"es Tar0et to %e achieved %( each -istri%&tor'
The fo""o$in0 are the distri%&tors $ho are c"assified &nder and %e"o$ .2P'
2VER 4+>+++ .2P 7E:2; 4+>+++ .2P
7:UE ST.R M.RBETI1A S./.R.
TIPPU T.5 RE1UB.
1'S' S' -'
Impact of TV advertisement
1UM7ER 2@ U1ITS P2SSESE- 7Y E.C/ -ISTRI7UT2R'
3' 7"&e star mar#etin0 8 = U1ITS
*' Sahara Enterprise 8 * U1ITS
C' Tipp& Taj 8 = U1ITS
=' Ren&#a 8 * U1ITS
4' 1' S' Enterprise 8 C U1ITS
6' S' -' Enterprise 8 * U1ITS
Units refer to the vehic"es in $hich the prod&cts are de"ivered'
Impact of TV advertisement
@actors inf"&encin0 the assi0nment of areas to distri%&tors sa"esman
3' .n avera0e n&m%er of o&t"ets the sa"es man can effective"( $or# on' .
sa"es man can hand"e =+ o&t"ets on an avera0e effective"('
*' -ependin0 on the fre?&enc( of a partic&"ar ro&te' The distri%&tors fo""o$
t$o t(pes of fre?&encies the( are>
• -ai"(
• ."ternate da(s'
Impact of TV advertisement
EIA/T IMP2RT.1T STEPS,
The fo""o$in0 are the F important steps fo""o$ed %( the c&stomer e9ec&tives
(C'E's,
3' PREP.R.TI21
*' ;IS/I1A CUST2MERS
C' S/2P I1SPECTI21
=' C/ECBI1A @2R T/E ST2CBS ;/IC/ .RE T2 7E P:.CE-
4' I1@2RMI1A T/E RET.I:ER .72UT T/E ST2CBS ;/IC/ .RE T2
7E P:.CE-'
6' EXECUTI21 2@ T/E 2R-ERS'
<' RE8EX.MI1.TI21'
F' C21VI1CI1A SBI::S'
Impact of TV advertisement
.-VERTISEME1T
.dvertisement p"a(s a ver( important ro"e in mar#etin0 or sa"es of
prod&ct' .dvertisement m&st %e meanin0f&" and c"ear"( &nderstood the( sho&"d
conve( the messa0e in a &ni?&e $a(' It means that there sho&"d %e creativit(> $hich
sho&"d ma#e it different from other advertisements'
It sho&"d %e made ta#in0 into consideration the co&ntr( in $hich
the( are te"ecastin0 %eca&se an Indian ma( not &nderstand an .merican ad' It is so
%eca&se perception and attit&de differs
The cost is too hi0h %&t it a means of mass comm&nication'
It m&st %e seen that sho$in0 ads at $ron0 time is $aste of capita"Emone(' The time
has to %e st&died at $hat time the te"evisions of mass peop"e $i"" %e s$itched on'
Impact of TV advertisement
.72UT PEPSI T' V'
Impact of TV advertisement
In this ad SRB orders Ca%"e 0&( that he $ants channe" $hen the( as# $hich he
sa(s Pepsi TV the( sa( there is nothin0 "i#e Pepsi TV then s&dden"( Pepsi tr&c#
comes and then Pri(an#a Chopra and Bareena Bapoor comes o&t and as# him that
does he $ant Pepsi TV he sa(s (es and te""s them $here the TV is then it sa(s to %e
contin&edQ
.fter severa" $ee#s of s&spense> $hi"e (o& #ept on $onderin0 on $hich
channe" (o&r ca%"e 0&( $i"" fi9 (o&r Pepsi TV>he "ast part of the TV ads revea"ed
that “;hen (o& drin# Pepsi $hi"e $atchin0 TV> it is ca""ed Pepsi TV!
OIt %asica""( means''' $henever (o& are $atchin0 te"evision> (o& m&st have
the co"a in (o&r hand' ThatKs ho$ the soft drin# is %ein0 positioned in the mar#et
thro&0h this ad'O
The ad> made at an estimated %&d0et of Rs'C'4 mi""ion> $as shot %( Shah
R&#hKs %&dd( @arah Bhan and prod&ced %( his compan( Red Chi""ies
Entertainment'
Impact of TV advertisement
PURP2SE 2@ T/E .-VERTISEME1T
The p&rpose of this ad is to %&i"d on an occasion "ed pro0ram that is>
s&pp"ementin0 occasions $ith Pepsi cons&mption 8 at home> fami"( drin#> and
$or#in0 the cons&mer %ehavior e"ement of Ocons&min0 drin#s d&rin0 $atchin0
TVO 8 hi0h8invo"vement attri%&te' It mi0ht ta#e it for$ard to occasion8specific
advertisin0> s&%se?&ent"('
Impact of TV advertisement
Impact of TV advertisement
S.MP:I1A
The samp"e si)e &sed for the s&rve( is *++ retai"ers' It inc"&des>
3' 7.BERIES (. and 7 c"ass
*' SUPER M.RBETS
C' @E; PR2VISI21 ST2RES
This samp"e si)e $as identified %eca&se the( $ere the means of reachin0
cons&mers'
Samp"in0 frame,
It $as the ro&te p"anner provided %( the compan('
Samp"in0 method,
5&d0ment samp"e method $as &sed $hich is t(pe of 1on pro%a%i"it( samp"e' It
refers to a samp"in0 method in $hich chance se"ection proced&res are not &sed'
5&d0ment samp"e refers to the one in $hich there is an attempt to dra$ a
representative samp"e of the pop&"ation &sin0 5&d0menta" se"ection proced&re'
Impact of TV advertisement
Research -esi0n
The Research desi0n $as divided into t$o parts the( are
3' S&rve(
*' Imp"ementation
The si9 da(s of the $ee# $ere divided as three da(s for s&rve( and three da(s
for imp"ementation'
S&rve(, .s per the ro&te p"anner provided %( the compan( the s&rve(
$as cond&cted thro&0h ?&estionnaire and fo&nd o&t that the man( of the
retai"ers $ere &na$are of the Pepsi t' v' ad' Promo'
Therefore the s&rve( he"ped the retai"ers to 0et the detai"s a%o&t the %enefits
to %e 0iven to the cons&mers as $e"" the %enefits to %e avai"ed %( the
distri%&tors' The detai" a%o&t the %enefits is attached on the ne9t pa0e'
-&rin0 the s&rve( $e fo&nd o&t that there are three t(pes of o&t"ets se""in0
co"d drin#s the( are>
• PEPSI M212P2:Y
• CCX M212P2:Y
• MIXE-
Impact of TV advertisement
Imp"ementation, .fter the s&rve( imp"ementation $as carried o&t' In this
proced&re the orders $ere ta#en and seen to it the distri%&tors p"ace them
and if there are an( ?&eries re0ardin0 the %enefits the( $ere sorted or
c"eared'
."so it $as seen that ever( o&t"et $e have s&rve(ed have proper"(
disp"a( of Pepsi Prod&cts'
-.T. C2::ECTI21 MET/2-, SURVEY
-.T. C2::ECTI21 TEC/1IJUE, JUESTI21.IRE
Impact of TV advertisement
Impact of TV advertisement
@I1-I1AS .1- RESU:TS
Impact of TV advertisement
FINDINGS
GRAPH SHOWING THE NUMBER OF RESPONDENTS AWARE OF THE
BENEFITS TO BE GIVEN TIO THE CUSTOMERS AS WELL THE BENEFITS TO
BE AVAILED BY THE DISRIBUTORS
80
120
0
20
40
60
80
100
120
140
AWARE UNAWARE
Respondants
N
u
m
b
e
r
O
f
O
u
t
l
e
t
s
C/.RT 3
E9p"aination
Impact of TV advertisement
Chart 3 c"ear"( sho$s that
• F+ o&t"ets $ere a$are of the %enefits of the Pepsi T'V' ad promo'
• 3*+ $ere &na$are of the %enefits of the Pepsi T'V' ad promo
The reason %ehind the &na$areness is that> &s&a""( the traders $i"" %e on
%&siness or in their o&t"ets' Therefore d&rin0 o&r s&rve(s $e 0ave them the c"ear
pict&re of Pepsi T'V' ad' Promo' .nd e9p"ained a%o&t the %enefit'
Impact of TV advertisement
C/.RT *
Impact of TV advertisement
EXP:.1.TI21
Chart *
3' C"ear"( sho$s the cons&mers for * "tr Pepsi * "tr %ott"es'
X a9is Pepsi * "tr %ott"e cons&mers
Y a9is indicate the &nits in n&m%ers
*' In majorit( of the o&t"ets I s&rve(ed it $as fo&nd that the
cons&mersEc&stomers $ere &s&a""( ho&seho"ds and part( 0oers'
Therefore> re"atin0 the Pepsi and TV channe" is a 0ood concept'
Impact of TV advertisement
RESU:TS
Impact of TV advertisement
SALES CHART FROM MARCH TO
JUNE
562
501
585
190
0
100
200
300
400
500
600
700
MARCH APRIL MAY JUNE
MONTHS
S
A
L
E
S
C/.RT C
Impact of TV advertisement
EXP:.I1.TI21
Chart C sho$s the n&m%er of cases so"d %efore and d&rin0 m( project'
The fi0&res indicate the n&m%er of cases so"d from March to 5&ne and each
case consist of nine %ott"es'
;hen $e "oo# at the chart* $e 0et a c"ear pict&re of sa"es raisin0 in the
month of Ma( (4F4 cases compared to the sa"es fi0&re of March (46* cases
and .pri" (4+3 cases'
There $as a drastic fa"" in the month of 5&ne (3G+ cases as the monsoon
a"read( hit M(sore in the first $ee# of 5&ne'
The sa"es fi0&re of 5&"( $as not avai"a%"e as m( project comp"eted in the
mid of 5&"( and the sa"es res&"tsEfi0&res $i"" %e avai"a%"e on"( at the end of the
month'
Impact of TV advertisement
C.:CU:.TI21 2@ PERCE1T.AE I1CRE.SE I1 S.:ES
The t$o months ta#en for comparison are .pri" and Ma(
.pri" N 7efore the project $as done
Ma( N Project Month
5&ne is not ta#en for comparison %eca&se monsoon hit M(sore in first
$ee# itse"f'
.PRI: M.Y R Increase
* "itre 4+3 4F4 <'<C
;or#in0,8
;hen,
Tota" sa"es 3+F6 (4+3 S 4F4
Incrementa" sa"es F= (4F484+3
Therefore> for 3++ cases
Incrementa" sa"es $i"" %eT 3++ 9 F= T<'<CR
3+F6
Impact of TV advertisement
-ISCUSSI21
Dur!" #$e %ur&e' I ()u!* #$e ()++),!" ,$e! *%-u%%e* ,#$ #$e
re#.+er%
3' Cons&mer invo"vement
*' Aeneratin0 c&riosit( and a %&)) (tho&0h it has t&rned o&t to %e an
anti8c"ima9
C' It ma( act&a""( s&cceed in prod&ct &sa0e %eca&se most of the
TA( i'e' (o&n0sters $atch a "ot of te"evision and definite"(
cons&min0 Pepsi at the same time $i"" j&st add to the e9perience'
=' It chose Pri(an#a chopra and #areena Bapoor $ho are
&nar0&a%"( the most happenin0 (o&n0 actresses and have a 0reat
appea" in the (o&n0sters'
Impact of TV advertisement
Impact of TV advertisement
SUAAESTI21S
3' ;or#shop for retai"ers, 8 ;or#shop sho&"d %e cond&cted in
s&ch a p"ace of a "oca"it( $here in it is eas( for the retai"ers to
attend and 0et the necessar( information of the ne$ s&spense ads
in f&t&re' It sho&"d a"so %e ta#en into consideration that there is
minim&m investment of time in this $or#shop %eca&se the
retai"ers $i"" thin# that it is $asta0e of time' This $i"" %e the
motivatin0 factor for the retai"ers %eca&se the( $i"" thin# that the
compan( is sho$in0 interest in he"pin0 them to increase their
sa"es' This in t&rn $i"" he"p the compan( increasin0 its sa"es'
Therefore the compan( sho&"d ta#e necessar( steps in
or0ani)in0 the $or#shops'
*' Print Media, 8 Print Media p"a(s an important ro"e after
e"ectronic media> %eca&se in the e"ectronic media advertisements
$i"" %e of hard"( one min&te and ma( not conve( the f&"" detai"s'
Pamph"ets sho&"d %e &sed as $e"" as ne$spapers
Impact of TV advertisement
C' GS3 2@@ER, 8 2fferin0 of G S 3 scheme to retai"ers so that the(
$i"" %e ind&ced to p&rchase more cases and can p&sh o&r prod&ct
to the cons&mers instead of other 7rands'
This offer $i"" %e he"pf&" to convert mi9ed o&t"ets to Pepsi
monopo"('
Impact of TV advertisement
C2ST 2@ T/E ;2RBS/2P .1- PRI1T ME-I.
;2RBS/2P, 8
The cost of $or#shop $i"" %e hi0h therefore to red&ce this the compan( peop"e can
active"( participate instead of hirin0 o&tside peop"e'
PRI1T ME-I., 8
The cost of print media $i"" %e "ess and it is a means of mass comm&nication'
Impact of TV advertisement
.C/IEVEME1TS I1 T/E @2RM 2@ :E.-S
1ame of the o&t"et
cation3'Me0a 7a#er( and s$eets 1' R' Moha""a
*' Barnata#a 7a#er( Shantina0ar
C' 1e$ Sri Brishna 7a#er( 1e$ Bantharaja Urs Road
=' /assan I(en0ars %a#er( Ao#&"am C
rd
Sta0e
4'Vina(a#a stores Vina(a#a 1a0ar
6' S$eet Pa"ace 5a(a"a#shmip&ram
<' Tr&pti 7a#er( and Coo" Points Va0devi 1a0ar
F' Sri S&darshan I(en0ar 7a#er( 1e$ Bantharaja Urs Road
G'Sri Ran0a I(en0ar 7a#er( T 'B' :a(o&t
3+' Sri Ra0avendra I(en0ars 7a#er( Ao#&"am Main Road
Impact of TV advertisement
C/.PTER 8 IV
Impact of TV advertisement
JUESTI211.IRE
3 1.ME ,
* .--RESS,
C -o (o& #no$ a%o&t Pepsi TVU
YES 1o
= ;hat #ind fo% c&stomers are $a"#in0 in for * "tr Pepsi 7ott"esU
/o&seho"d
Part(0oers
4 -o (o& #no$ a%o&t the %enefits that (o& 0et on pet %ott"esU
YES 1o
6 -o (o& thin# disp"a( $i"" drive (o&r sa"esU
YES 1o
C2MME1TS
Impact of TV advertisement
7I7:2AR.P/Y
The information needed to comp"ete this project $as direct"( from>
EXTER1.: AUI-ES, 8 Mr' R.VI1-R. P.I
.-C PepsiCo I1-I.
Mr' S.S.1B
C'E' PepsiCo I1-I. (MYS2RE
;E7SITE, 8 $$$'pepsico'com
doc_811608185.doc