PROJECT REPORT ON A STUDY OF EFFECTIVENESS OF ADVERTISING AND SALES PROMOTION FOR SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

THE AWARD OF THE DEGREE OF BACHELOR OF BUSINESS MANAGEMENT OF BANGALORE UNIVERSITY BY MANISH KUMAR SHAW REGISTRATION NUMBER: 092AC18056 UNDER THE GUIDANCE OF PROF. ARUNABHAS BORE ALLIANCE SCHOOL OF MANAGEMENT BANGALORE- 560076 BATCH 2009-2012

DECLARATION

I hereby declare that the project report on Effectiveness of Advertising and Sales Promotion of Pepsi had been surveyed and composed by me. This project is the record of authentic work carried out during the academic year 2009-2012 and has not been submitted to any other University or Institute towards the awards of any degree.

MANISH KUMAR SHAW REGISTRATION NUMBER: 092AC18056

ACKNOWLEDGEMENT
This project is a sincere attempt to carefully and systematically gather facts about The Effectiveness of Advertising and Sales Promotion of Pepsi at Jamshedpur which is of four weeks duration for the completion of my project report many persons directly of indirectly assisted me. I express my gratitude to Mr. Subrato Chakrovarty (T.D.M.) for providing me necessary information and guidance during my training period. The Project was completed successfully which his valuable cooperation. I would like to convey my sincere thanks to Mrs. Mukti Rani, Dept. of HR and Mr. Dhananjay (MARKETING) OF Pepsi Co. Adityapur (TATA) for supporting me in the project work and thanks them for their valuable guidance in preparing this project. I totally be indebited my regards to my external guide Mr. Ravi Bhaskar (C.E), Mr. Sandeep Gautam (SALES OF HEAD) and Mr. sandeep kumar (P.S.R) for their co-operation in the successful of the project. This has been one long project and naturally many people get associated with it. Any bouquet for the merit in this book should go to their door. I would like to thank staff and officials of S.M.V beverages for their co-operation in providing us with all the information, which were required by us. I owe my sincere gratitude towards my internal guide Prof. Arunabhas Bose (H.O.D) of ALLIANCE SCHOOL OF MANAGEMENT, BANGALORE for the support towards the completion of the project. And finally I would like to thanks my friends for their unending support. Thanking Everyone. MANISH KUMAR SHAW REGISTRATION NUMBER: 092AC18056

CONTENT
Chapter no. particulars INTRODUCTION 1.1 meaning of sale 1.2 sales promotion 1.3 meaning of advertising 1.4 type of signage given for advertising in India 1.5 how advertising helps in sale INDUSTRY PROFILE 2.1 external environment analysis 2.2 five force model of industry (soft drink) 2.3 industry history at global market 2.4 Indian beverage industry 2.5 packaging of beverages 2.6 beverages competitive brands COMPANY PROFILE 3.1 about PepsiCo 3.2 pepsi cola international strategy 3.3 pepsi global strategy 3.4 vision, mission, values and guiding principles 3.5 swot analysis 3.6 sustainable advantage 3.7 The R.M.P.L & Hyderabad beverages pvt. ltd 3.8 structure of organisation 3.9 awards 3.10 goal setting 3.11 marketing mix of Hyderabad marketing company 3.12 swot analysis RESEARCH METHODOLOGY 4.1 statement of data 4.2 objective 4.3scope 4.4 sources of data 4.5 sampling design 4.6 sampling unit 4.7 sampling technique 4.8 sample size 4.9 limitions Page no.

1-24

25-57

58-92

93-96

Data analysis and interpretation 5.1 Data analysis and interpretation Findings, suggestion and conclusion 6.1 findings 6.2 suggestion 6.3 conclusion Bibliography 7.1 bibliography Annexure 8.1 annexure

97-116

117-120

7 8

121-122 123-125

LIST OF TABLES
Sl.No
1

particulars
shows % of respondent towards the brand

Page no
98

shows the % of respondent towards company scheme

99

shows the % of respondent towards demand of pepsico product shows the % of demandable product

100

101

shows the % of respondent towards the availability of visi cooler shows the % of brands of visi

102

103

shows the % of promotional toolsused by retailers

104

shows the % of respondent the reason of success

105

shows the % of respondent of satisfaction

106

10

shows the % of respondent of product

107

LIST OF GRAPHS
Sl.No
1

Particulars
shows % of respondent towards the brand

Page no
98

shows the % of respondent towards company scheme

99

shows the % of respondent towards demand of PepsiCo product shows the % of demandable product

100

101

shows the % of respondent towards the availability of visi cooler shows the % of brands of visi

102

103

shows the % of promotional tools used by retailers

104

shows the % of respondent the reason of success

105

shows the % of respondent of satisfaction

106

10

shows the % of respondent of product

107

11

showing the average sales volume of jamshedpur area

108

12

showing the average sales volume of jugsalai area

109

13

showing the average sales volume of bistupur area

110

14

showing the average sales volume sakchi area

111

15

showing the average sales volume mango area

112

16

showing the average sales volume adityapur area

113

17

showing the average sales volume golmuri area

114

18

showing the average sales volume telco area

115

19

showing the average sales volume baridih area

116

EXECUTIVE SUMMARY
The Project entitled EFFECTIVENESS OF ADVERTISING AND SALES PROMOTION of Pepsi. It was a very nice and challenging experience for me in doing the project in a Company like Pepsi (Jamshedpur). Within these one months of my project period, I went to many places in Jamshedpur to gather information about retailers and consumers. I have surveyed Jugsalai, Bistupur, Adityapur, Sakchi, Mango, Baridih, Golmuri, Telco and various other scattered parts of the city. This Project was done in Pepsi which was out with broad objective like understanding the real market situation, analysing the difficulties faced by the retailers regarding schemes, VISI cooler, competition by its competitor etc. The primary objective is to study the effectiveness of Advertising and Sales Promotion of Pepsi. The various means and methods have been deployed for effective collection of the desired data that has been elucidating in this section. The marketing search tools which were used in the survey are depth interview direct unstructured method and Questionnaire direct structured method. Both primary and secondary data were used to collect information regarding the project. These data were collected through direct from retailers interactions as well as through secondary research work involving internet search. The survey conducted was on 250 retailers. The work was hectic and time consuming. Every area was far away, so the work conducted and the data collected was the result of the inspiration and labour. Under this sampling design every item of universe has an equal chance of inclusion in the sample. Random sampling ensures the law of statically regularity which states that if on an average the sample chosen is a random one. According to the survey, it was found that Pepsi has highest market coverage in the surveyed area. It was also found that marketing of Pepsi is easier compared to other brands. During the project, only few areas of Jamshedpur was surveyed, which is giving a partial study of market coverage of Pepsi brand. Sales force need motivation to work in the market. Schemes need to be given in all routes from time to time. According to the survey conducted, retailer respondents prefer to sell Pepsi product because it provide various facilities, timely distribution and attractive schemes.