1. 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

2. DECLARATION
I hereby declare that the project report on “Effectiveness of Advertising and Sales
Promotion’’ of Pepsihad 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

3. 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.SubratoChakrovarty (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
andMr.Dhananjay (MARKETING) OF Pepsi Co. Adityapur (TATA) for supporting me in
the project workandthanks 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.SandeepGautam (SALES OF HEAD) and Mr.sandeepkumar (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

4. CONTENT
Chapter no. particulars Page no.
INTRODUCTION
1.1 meaning of sale
1.2 sales promotion
1 1.3 meaning of advertising 1-24
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 2.3 industry history at global market
2.4 Indian beverage industry
2.5 packaging of beverages 25-57
2.6 beverages competitive brands
COMPANY PROFILE
3.1 about PepsiCo
3.2 pepsi cola international strategy
3
3.3 pepsi global strategy
3.4 vision, mission, values and guiding principles
3.5 swot analysis
3.6 sustainable advantage 58-92
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 4.3scope
4.4 sources of data
4.5 sampling design
4.6 sampling unit 93-96
4.7 sampling technique
4.8 sample size
4.9 limitions

5. Data analysis and interpretation 97-116
5 5.1 Data analysis and interpretation
Findings, suggestion and conclusion
6.1 findings
6.2 suggestion
6 117-120
6.3 conclusion
Bibliography
7 7.1 bibliography 121-122
Annexure
8 8.1 annexure 123-125

6. LIST OF TABLES
Sl.No particulars Page no
1 shows % of respondent towards the brand 98
2 shows the % of respondent towards company scheme 99
3 shows the % of respondent towards demand of pepsico 100
product
4 shows the % of demandable product 101
5 shows the % of respondent towards the availability of visi 102
cooler
6 shows the % of brands of visi 103
7 shows the % of promotional toolsused by retailers 104
8 shows the % of respondent the reason of success 105
9 shows the % of respondent of satisfaction 106
10 shows the % of respondent of product 107

7. LIST OF GRAPHS
Sl.No Particulars Page no
1 shows % of respondent towards the brand 98
2 shows the % of respondent towards company scheme 99
3 shows the % of respondent towards demand of PepsiCo 100
product
4 shows the % of demandable product 101
5 shows the % of respondent towards the availability of visi 102
cooler
6 shows the % of brands of visi 103
7 shows the % of promotional toolsused by retailers 104
8 shows the % of respondent the reason of success 105
9 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

8. 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

9. 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 retailer’s 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.