Presentation on “Impact of Advertising of Coca – cola & Pepsi on the

consumers Tura”Presented by:

Weena Yancey M MominRoll No. – MBA 3210

PreviewO Introduction of Pepsi & Coca colaO Objectives of the studyO Variables TakenO Research MethodologyO Analysis & interpretationO Conclusion.O References

O Jo Chaaho Ho Jaaye, Coca Cola Enjoy was one of the company’s first campaigns in India

O The next advertising campaign was Thanda Matlab Coca Cola was launched with an objective to have a mass appeal.

O The current campaign of Open Happiness, Coca Cola seems to have achieved both an emotional as well as a mass appeal.

O  Yehi hai Right Choice Baby campaign.O Yeh Dil Mange More O Yeh Pyaas Hai Badi O Cricket world cupO Nothing official about itO YoungistanO Different shots of cricket O Change the Game

O Pepsi began with the Yehi hai Right Choice Baby campaign, which has been one of the most memorable campaigns of the brand, featuring celebrity endorsers such as Shah Rukh Khan among others. The focus, as is clearly evident, is on the product with the youth as its target segment. Yeh Dil Mange More and Yeh Pyaas Hai Badi were some of the later campaigns.

O Yeh Dil Mange More campaign was again a great success, having balanced the emotional as well as the functional appeal of the product. Featuring Sachin Tendulkar and many other leading stars at that point of time, this was also one of the longest campaigns carried out by Pepsi. The company however failed to maintain the trend and leverage it. Instead of moving on to a complete emotional appeal platform, the company decided on a product based promotion campaign. Though there is still some amount of emotional appeal to its campaigns, the principal focus is on the product - it being a preferred thirst quencher.

Pepsi Coca cola

O easier to pronounce in Hindi in India.

O Pepsi counter attacks “ Nothing official about it campaign.

O Coca cola counter attack by saying “Thanda matlap coca cola .

O Coca cola sponsoring cricket world cup in 1996.

Ad Strategies of Coca cola & Pepsi

OBoth known for global advertisement wars.

OBoth formulated their advertising plan on the basis of insiders they put in each other offices

OPepsi relied on advertisement featuring film stars, pop stars and cricket players. Coca cola focused on Indian Culture and music.

OBJECTIVESO To study the advertising impact of

Pepsi and Coca cola among the consumers of Tura.

O To study whether the advertising strategies applied by Coca cola and Pepsi are really effective or not.

Variables takenO Brand awarenessO Brand preferenceO LoyaltyO Ad preferenceO Brand recall

RESEARCH METHODOLOGY

O Sampling – randomO Sample size – 50O Interview – Personal (Informal)O Questionnaire

Data analysis and findings

Brand awareness

60

40

PepsiCoca cola

Brand Preference

40

60

Pepsi Coca cola

Brand recalling

60

40

PepsiCocal cola

Loyalty

70

30

PepsiCoca cola

Ad effectiveness

60

40

Ad effectiveness

Pepsicoca cola

FindingsO After the thorough analysis, it can be seen that

Pepsi’s Advertising has more impact on the consumers of Tura.

O The Ad strategies which Pepsi is using by showing regularly on TV is really effective as people are recalling the Pepsi’s ad more than Coca cola’s Ad.

O Coca cola though is a very tough competitor of Pepsi needs to strengthened the ad effectiveness more also coca cola needs to show their advertising more on TV in-order to capture the consumers of remote places like Tura.

Conclusion O After thorough analysis it can be

concluded that advertising impact of Pepsi is more among the consumers of Tura. The ad strategies used by Pepsi is more effective than coca cola. Coca cola can improve more on their ad strategies as the advertisement of coca cola is not that effective for the consumers of Tura.

References O http://www.slideshare.net/anilkr123/

coke-pepsi-rivalryO http://heritage.coca-cola.com/O http://www.slideshare.net/

annasandgren/coca-cola-india-case-study

O http://tejas-iimb.org/articles/58.phpO http://en.wikipedia.org/wiki/PepsiO http://en.wikipedia.org/wiki/Coca-

Cola