Chapter 1

INTRODUCTION
1.1 BACKGROUND OF THE STUDY

The objectives of all business are to make profits and a merchandising concern can do that by
increasing its sales at remunerative prices. Publicity makes an idea known to people if the product
is widely polished makes an idea known to members and industrial users and though convincing
arguments it is advised to buy it then it is possible it is general term indicating efforts at mass appeal.

On the other hand, advertising signifies a specifics attempt to popularize a specific product or
service at a certain cost. This is way of publicity it always international openly sponsored by the
sponsoor and involves certain cost and hence is paid for it is a common form of non-personal
communication about an organization.

1.2 Meaning of advertisement

The word “Advertising has its origin from a Latin word Adventure” which means to turn to, The
dictionary meaning of the word is “to announce publicity or to give public concerned to a
specific thing which has been announced by the advertiser publicity or to give order to inform
and influence them with the ideas which the advertisement carries. In business world the terms
in mainly used with reference to selling the product to the concern.

Advertising is a general term for and all forms of publicity advertisement is a valuable economic
factor because it is a cheapest way of selling goods.

John hubson said-advertisement is the window display of satisfaction.

Advertising is any paid form of non-personal paid presentation of ideas goods or services by an
identified sponsor.

Advertising is a non – personal paid message of commercial signification about a product, service or
company made to a market by an identified sponsor {Principal marketing & E-commerce writer.
Vadra , satpati,dhar]

1.3 Basic Features Of Advertisement

On the basic of various definition it has certain basic features such as

1. It is an mass non-personal communication

2. It is a lump paid communication
3. Information is spread by means of the written and printed work and pictures so that people
may be induced to act upon it that’s why it is also called printed salesmanship.
4. The communication media is diverse such as print ( magazine)
5. It is a matter of record
6. It persuades buyers to purchase the good advertised.
1.4 Function of Advertisement
Advertisement is the main element of the promotional mix of many firms– particulars for those
manufactures who produce convenience good such as detergent, non- prescription drugs,
cosmetics, soft drinks and grocery products. Advertisement is also used extensive by maters of
automobiles, home applications etc, to introduce new product and new product features its
uses attributes , pt availability etc.
Advertising can also help to convince powerful buyers that a firms product or service is superior
to competitions product in make in quality, in price etc, it can create brand image and reduce
the likelihood of brand switching even when competitors lower their prices of offer some
attractive incentives.
Advertisement is particularly effective in certain other objects too such as
i) When consumer awareness of products or service at a minimum
ii) When sales are increasing for all terms in an industry
iii) When a product is new and incorporates technological advance not strong and
iv) When primary buying motives exists.
1.5 Types of Advertisement
Advertising may be classified into two categories viz . product & institutional advertising
a) Product Advertising
The main purpose of such advertising is to inform & laminate the market about the
advertisers products of service & to sell these. These type of advertising usually desirable. It
is used by business govt. organization & private non-business organization to promote the
uses features, images benefits of their services and products. Product advertising is sub-
divided into direct action & indirect action advertising. Direct action product advertising
wages the buyer to take action at once. Ice a mil or mailing a coupon, or he may promptly
purchase in a retain stone in response to prince reduction during clearance sale.
b) Institutional Advertisement
The main purpose is to create a frame of mind and to implant feeling favorable to the
advertiser co. it is designed to create a proper attitude towards the sellers to build company
image or goodwill rather than to sell specific product or service its assignment is to make
friends for the institution or organization.
It is sub-divided into three categories patronage, public , relations and public service
institutional advertising.
i) In patronage institutional advertising the manufacture tells his prospects &
customer about himself his policies and lives personnel. The appeals to the
patronage motivation of buyers. If successful he convince buyers that his
operation entitles him to the money spent by them.
ii) Public relations institutional advertisement is used to create a favorable
image of the firm among employees, stock holders or the general public.
iii) Public service institutional advertising wages public support.
c) Other types
The other types are as follows
i) Consumer advertising
ii) Comparative advertising
iii) Reminder advertising
iv) Reinforcement advertising.
1.6 ADVERTISING OBJECTIVES
To explain the objectives of advertisement , Russel colley creates a word “DAGMAR” that is
define , Advertising Goals, Measure Advertising results.
The long term objectives of advertising are wide & general and concern the combination
advertising should make to the achievement of overall company objectives. Most companies
regard advertising main objective as hat of proving support to personal selling and other forms
of promotion. But advertising is a highly versatile communications tools and may therefore by
used for achieving various short and long term objectives.
Among these objectives are the followings
1. Entire selling job is done by this ( as in mail order marketing)
2. To introduce a new product ( by building brand awareness among potential buyers)
3. To force middleman to handle the product ( pull strategy )
4. To increase the profit margin
5. To remind users to buy the product ( retentive strategy )
6. To increase goodwill of the co.
7. To provide rationalization ( i.e. socially acceptable excuses)
8. To combat or neutralize competitors advertising
9. To moral of dealers and/or sales people is improved by advertising media (by showing that
the company is doing its share of promotion )
10. To acquaint buyers and prospects with the new uses of the product ( to extent the PLC )
1.7 BENEFITS:
The functions of Advertisement, & that purpose its ethics, may be discussed below –
1. It increases demand for commodities & this result in increased production
Advertising :
a) Creates & stimulates demand opens & expands the markets;
b) Creates goodwill which loads to an increase in sales volume;
c) Reduces marketing costs, particularly product selling costs;
d) Satisfied consumer demand by placing in the market what he needs.
2. It creates the attention of the public with the features of the goods & advantages.
3. It leads to cheaper prices. “No advertiser could leave in the highly competitive arena of
modern business if his methods of selling were most costly than those of his rivals.”
4. It reduces distribution expenses in as much as its plays the part of thousands of salesman at
a home. Information on a mass scale relieves the necessity of expenditure on sales
promotion staff, & quicker and wider distribution leads to diminishing of the distribution
cost.
5. It ensures the consumers better quality of goods. A good name is an important factor for an
advertiser.
1.8 WHY AND WHEN TO ADVERTISE
Advertising as a tool to marketing not only reaches those who buy, but also those whose
opinions or authority is counted for example a manufacture of marble tiles building boards
advertises not only to people who intend to built houses but also to architect & engineers. At
time its is necessary for a manufacturer or a concern to advertise things which it does not sell
but which when sold stimulates the sales of its own product. There are concerns like electric
heaters, irons, etc. because the use of these increases the demand for their products.
Advertising should be used only when its promises to bring good result more economically &
efficiently as compared to other means of selling. There are goods for which much time &
efforts are required in creating a demand by sending salesman to prospective buyers than by
simple advertising them. Naturals when there are good profits competitors will be attracted &
they should be kicked out as and when sufficient capital is available by advertising on a large
scale.
Immediate result may not justify the increased expenditure but it will no doubt secure future
sales.
1.9 OBJECTIVE OF THE STUDY:
The followings are the objective of the study -
1. To know the most effective media of advertisement.
2. To Find out the reasons for liking the advertisement of cold drinks
3. To find out the most popular slogan of advertisement regarding cold drinks.
RESEARCH METHODOLOGY
1.10 METHODOLOGY:
1.10.1 Research Design: Descriptive Research is used in this study as the main aim is to
describe characteristics of the phenomenon or a situation.
1.10.2 Data Collection Methods: The source of data includes primary & secondary data
sources
 Primary Sources: Primary data has been collected directly from sample
respondents though questionnaire & with the help of interview.
 Secondary Sources: Secondary data has been collected from standard textbooks,
Newspapers, Magazines & Internet.
1.10.3 Research Instrument: Research Instrument used for the primary data collection is
questionnaire which has been given below:
Questionnaire
1. Which cold drinks have most no. of sales?
a) Coco Cola b) Thumbs Up c) Pepsi
2. Respondent’s classification according to age
a ) 11 – 20 b ) 21 – 40 c ) 40 - 60
3. Respondent’s classification according to sex
a ) Male b ) Female
4. Respondent’s classification according to education qualification
a ) Illiterate b ) Below matrix c ) Matrix
d ) Graduate e) Post Graduate
5. Do you take cold drinks?
a ) Yes b ) No.
6. How frequently you drink?
a) Once a day b ) Twice a day
c) More than Twice d ) Not regular drunker
7. Which flavor of cold drinks do you like?
a ) Cola b ) Lemon c ) Orange
d ) Mango e ) Others
8. Do you think advertisement of coca coal is required?
a ) Yes b) No
9. Though which media you have seen it?
a ) TV b ) Newspaper
c ) Magazine d ) Others
10. Which slogan of coco cola do you like?
a ) Can’t Beat The Feeling b ) Can’t Beat The Real Thing
c ) You Can’t Beat the Real thing d ) Always Coca – cola
e) Jo chahe ho jaye, coco cola enjoy
11. Why do you like advertisement of coco cola?
a) For theme b) For film star
c) For good music d) Any other reason
12. Do you think advertisement effect the consumption of coco cola?
a) Yes b) No c) Can’t say
13. Which Media Presently is more Effective?
a) TV b) Newspaper
c) Magazine d) others
14. Do you think advertisement is necessary for coca cola???
a) Necessary b) Very necessary c) Can’t say
15. Does expenditure should be incurred on advertisement?
a) Yes b) No c) Can’t say
16. Which reason do you find for the difference of advertisement effectiveness?
a) Education b) Liking
c) Standard of Living d) Level of development
17. Do you think study of effectiveness of advertisement is necessary for company?
a) Yes b) No c) Can’t say
18. Do you think effectiveness of advertisement is necessary for company?
a) Yes b) No. c) Can’t say
19. For whom users of advertisement effectiveness?
a) For Company b) For employees
c) For customers d) For none of these
Chapter-2
CONCEPTUAL FRAMEWORK
2.1 HISTORY OF COCA COLA:
 The following table shows the history of coca cola in short:

Coca Cola

Type Soft drink

Manufacturer The Coca Cola Company

Country of United States

origin
Introduced 1886

Color Caramel E-150d

Flavor Cola, Cola Cherry, Cola Vanilla, Cola Green Tea, Cola Lemon, Cola
Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry

Variants See Brand portfolio section below

Related Pepsi, RC Cola, Cola Turka, Zam Zam Cola, Mecca-Cola, Virgin Cola,
products Parsi Cola, Qibla Cola, Evoca Cola, Corsica Cola, Breizh Cola, Afri Cola

Website www.coca-cola.com

 The History of Coca Cola in brought following below:

Coca-Cola is a carbonated soft drink and is often reffered to simply a coke(a registered trademark of
The Coca-Cola Company in the United States since March 27, 1944). It sold in stores, restaurants,
and vending machines in more than 200 countries. It is produced by the Coca-Cola Company of
Atlanta, Georgia, Originally intended as a patent machine when it was invented in the late 19th
century by John Pemberton, Coca-Cola was bought out by businessman Asa Giggs Candler, whose
marketing tactics led coke to its dominance of the world Soft-drink market throughout the 20th
century.

The most common cola drinks under the coke brand name is Diet Coke, with others including
Caffeine-Free Coca-Cola, Diet Coke, Coca-Cola Zero, Coca-Cola Vanilla, Lime or Coffee.

The longest running commercial Coca-Cola soda fountain anywhere was Atlanta’s Fleeman’s
Pharmacy, which first opened its door in 1914 Jack Fleeeman took over the pharmacy from his father
and ran it till 1995; closing it after 81 years.
On April 23, 1985 Coca-Cola amiod much publicity attempt to change the formula of drink with “New
Coke” Follow-up taste tests revealed most consumers prefer the taste of New Coke. The company
gave into protest and return to a variation of the old formula using high fructose corn syrup instead
of cane sugar as the main sweetner, under the name Coca-Cola Classic on July 10, 1985.

In January 2009, Coca-Cola stopped printing the word “Classic” on the labels of 16-US-fluid-ounce
(470ml) bottles sold in the parts of the Southeastern United States. The change is part of a larger
strategy to rejuvenate the product’s image. The word “Classic” was removed from al Coca-Cola
produts by 2011.

Coca-Cola introduced the 7.5-ounce mini-can in 2009, and on September 22, 2011. The company
announced price reductions asking retailers to sell eight-packs for $2.99. That same day, Coca-Cola
announced the 12.5-ounce bottle, to sell for 89 cents. A 16-ounce bottle has sold well at 99 cents
since being re-introduced, but the price was going up to $1.19.

In 2012, Coca-Cola would resume business in Myanmar after 60 years of absence due to US imposed
investment sanctions against the country. Coca-Cola with its partner is to invest USD 5 Billion in its
operations in India by 2020.[www.slideshare.net]

Ingredients
 Carbonated Water
 Sugar ( sucrose or high fructose corn syrup depending on country of origin)
 Caffeine
 Phosphoric acid
 Caramel color (E150d)
 Natural flavorings
2.2 Brand portfolio This is a list of variant of Coco –Cola introduced around the world.
In addition to the caffeine-free version of the original, additional fruit flavor have been
included over the years. Not included here are versions of Diet Coke & Coca-Cola Zero;
variant version of those no calories colas can be found at their respective articles.
Name Launche Discontinue Notes Picture
d d

Coca-cola 1886 The orginal version of Coco-Cola.

Caffeine 1983 The Caffeine free version of Coca-Cola.

Free
Coca-
Cola
Coca- 1985 Was available in Canada starting in 1996. Called
Cola “Cherry Coca-Cola( Cherry Coke)” in North America
Cherry until 2006.

New 1985 2002 Was still available in Yup & American Samoa.
Coke

Coca- 2001 2005 Available in: American Samoa,Austria,Belgium,Bosnia

Cola and Herzegovina,Brasil (as limited edition for the first
semester of 2017) ,China,Denmark,France,Germany,Hong
with Kong,Iceland,Italy (from
lemon 2017),Japan,Korea,Luxembourg,Macau,Mongolia,Netherla
nds,New Caledonia,Portugal,Reunion,Singapore,South
Africa,Spain,Switzerland,Taiwan,Tunisia,Ukraine (2017)
West Bank-Gaza.

Coca- 2002;20 2005 Available in: Argentina ,Armenia,Australia (branded as 'Coca-Cola

with Stevia') ,Austria,Belgium,Brazil (called Coca-Cola com Stevia) ,Canada
Cola 07 Chile ,Colombia,Costa Rica,Croatia,Denmark,Ecuador,Estonia
Vanilla

Coca-Cola 2005 Available In: Belgium, Netherlands,

with Lime Singapore ,Canada, and The United
States
Coca-Cola June 2005 End of 2005 Was only available in New Zealand.
Raspberry Currently available in the United
States

Coca-Coal 2006 Middle of 2007 Was replaced by Vanilla Coke in june

Black 2007
Cherry
Vanilla

Coca-Cola 2006 Beginning of 2008 Only available in the United States,

Black France, Canada, Czech Republic,
Bulgaria

Coca-Cola 2006 Only Avaiabl in Bosania &

Citra Herzegovina ,New Zealand and Japan

Coca-Cola 2007 Was Available in the United Kingdom

Orange & Gibrattar for a limited time. In
Germany, Austria and Switzerland.

2.3 LOGO DESIGN

The famous coco-cola logo was created by John Pemberton’s bookkeeper Frank Mason Robinson in
1885. Robinson came up with the name and choice the logo’s distinctive cursive script. The type
face used known as Spenserian script was developed in mid- 19th century & was the dominant
from of format handwriting in United States during that period.
Robinson also played a significant role in early coco-cola advertisement. His promotional
suggestions to pemberton included giving away thousands of free drink coupons & plastering the
city of Altanta with publicity banners & streetcar signs.

2.4 Competitors
Pepsi, the flagship product of PepsiCo, The Coca-Cola Company's main rival in the soft
drink industry, is usually second to Coke in sales, and outsells Coca-Cola in some
markets. RC Cola, now owned by the Dr Pepper Snapple Group, the third largest soft drink
manufacturer, is also widely available. Around the world, many local brands compete with
Coke. In South and Central America Kola Real, known as Big Cola in Mexico, is a growing
competitor to Coca-Cola. On the French island of Corsica, Corsica Cola, made by brewers of
the local Pietra beer, is a growing competitor to Coca-Cola. In the French region
of Brittany, Breizh Cola is available. In Peru, Inca Kola outsells Coca-Cola, which led The
Coca-Cola Company to purchase the brand in 1999. In Sweden, Julmust outsells Coca-Cola
during the Christmas season. In Scotland, the locally produced Irn-Bru was more popular
than Coca-Cola until 2005, when Coca-Cola and Diet Coke began to outpace its sales.In the
former East Germany, Vita Cola, invented during Communist rule, is gaining popularity.
In India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink Thums Up.
The Coca-Cola Company purchased Thums Up in 1993. As of 2004, Coca-Cola held a
60.9% market-share in India. Tropicola, a domestic drink, is served in Cuba instead of Coca-
Cola, due to a United States embargo. French brand Mecca Cola and British brand Qibla
Cola are competitors to Coca-Cola in the Middle East.
In Turkey, Cola Turka, in Iran and the Middle East, Zamzam Cola and Parsi Cola, in some
parts of China, China Cola, in Slovenia, Cockta, and the inexpensive Mercator Cola, sold
only in the country's biggest supermarket chain, Mercator, are some of the brand's
competitors. Classiko Cola, made by Tiko Group, the largest manufacturing company in
Madagascar, is a serious competitor to Coca-Cola in many regions. Laranjada is the top-
selling soft drink on Madeira
2.5 ADVERTISING
Coca-Cola's advertising has significantly affected American culture, and it is frequently
credited with inventing the modern image of Santa Claus as an old man in a red-and-white
suit. Although the company did start using the red-and-white Santa image in the 1930s, with
its winter advertising campaigns illustrated by Haddon Sundblom, the motif was already
common. Coca-Cola was not even the first soft drink company to use the modern image of
Santa Claus in its advertising: White Rock Beverages used Santa in advertisements for
its ginger ale in 1923, after first using him to sell mineral water in 1915. Before Santa Claus,
Coca-Cola relied on images of smartly dressed young women to sell its beverages. Coca-
Cola's first such advertisement appeared in 1895, featuring the young Bostonian
actress Hilda Clark as its spokeswoman.
1941 saw the first use of the nickname "Coke" as an official trademark for the product, with a
series of advertisements informing consumers that "Coke means Coca-Cola".In 1971 a song
from a Coca-Cola commercial called "I'd Like to Teach the World to Sing", produced by Billy.
Davis, became a hit single.The typeface You 2 that was created for the "Share a Coke".
campaign.Coca-Cola sales booth on the Cape Verde island of Fogo in 2004.Coke
advertisement in Budapest, 2013.Coke's advertising is pervasive, as one of Woodruff's
stated goals was to ensure that everyone on Earth drank Coca-Cola as their preferred
beverage. This is especially true in southern areas of the United States, such as Atlanta,
where Coke was born.
2.6 SPORTS SPONSHERSHIP
Coca-Cola was the first commercial sponsor of the Olympic games, at the 1928 games in
Amsterdam, and has been an Olympics sponsor ever since. This corporate sponsorship
included the 1996 Summer Olympics hosted in Atlanta, which allowed Coca-Cola to spotlight
its hometown. Most recently, Coca-Cola has released localized commercials for the 2010
Winter Olympics in Vancouver; one Canadian commercial referred to Canada's hockey
heritage and was modified after Canada won the gold medal game on February 28, 2010 by
changing the ending line of the commercial to say "Now they know whose game they're
playing".
Since 1978, Coca-Cola has sponsored the FIFA World Cup, and other competitions
organized by FIFA. One FIFA tournament trophy, the FIFA World Youth Championship from
Tunisia in 1977 to Malaysia in 1997, was called "FIFA — Coca-Cola Cup". In addition, Coca-
Cola sponsors the annual Coca-Cola 600 and Coke Zero 400 for the NASCAR Sprint Cup
Series at Charlotte Motor Speedway in Concord, North Carolina and Daytona International
Speedway in Daytona, Florida.
Coca-Cola has a long history of sports marketing relationships, which over the years have
included Major League Baseball, the National Football League, the National Basketball
Association, and the National Hockey League, as well as with many teams within those
leagues. Coca-Cola has had a longtime relationship with the NFL's Pittsburgh Steelers, due
in part to the now-famous 1979 television commercial featuring "Mean Joe" Greene, leading
to the two opening the Coca-Cola Great Hall at Heinz Field in 2001 and a more recent Coca-
Cola Zero commercial featuring Troy Polamalu.
Coca-Cola is the official soft drink of many collegiate football teams throughout the nation,
partly due to Coca-Cola providing those schools with upgraded athletic facilities in exchange
for Coca-Cola's sponsorship. This is especially prevalent at the high school level, which is
more dependent on such contracts due to tighter budgets.
Coca-Cola was one of the official sponsors of the 1996 Cricket World Cup held on the Indian
subcontinent. Coca-Cola is also one of the associate sponsors of Delhi Daredevils in
the Indian Premier League.
In England, Coca-Cola was the main sponsor of The Football League between 2004 and
2010, a name given to the three professional divisions below the Premier
League in soccer (football). In 2005, Coca-Cola launched a competition for the 72 clubs of
The Football League — it was called "Win a Player". This allowed fans to place one vote per
day for their favorite club, with one entry being chosen at random earning £250,000 for the
club; this was repeated in 2006. The "Win A Player" competition was very controversial, as
at the end of the 2 competitions, Leeds United A.F.C. had the most votes by more than
double, yet they did not win any money to spend on a new player for the club. In 2007, the
competition changed to "Buy a Player". This competition allowed fans to buy a bottle of
Coca-Cola or Coca-Cola Zero and submit the code on the wrapper on the Coca-Cola
website. This code could then earn anything from 50p to £100,000 for a club of their choice.
This competition was favored over the old "Win a Player" competition, as it allowed all clubs
to win some money. Between 1992 and 1998, Coca-Cola was the title sponsor of
the Football League Cup (Coca-Cola Cup), the secondary cup tournament of England.
Between 1994 and 1997, Coca-Cola was also the title sponsor of the Scottish League Cup,
renaming it the Coca-Cola Cup like its English counterpart. From 1998 to 2001, the company
were the title sponsor of the Irish League Cup in Northern Ireland, where it was named the
Coca-Cola League Cup.
Coca-Cola is the presenting sponsor of the Tour Championship, the final event of the PGA
Tour held each year at East Lake Golf Club in Atlanta, GA.
Introduced March 1, 2010, in Canada, to celebrate the 2010 Winter Olympics, Coca-Cola
sold gold colored cans in packs of 12 355 mL (12 imp fl oz; 12 US fl oz) each, in select
stores.
In 2012, Coca-Cola (Philippines) hosted/sponsored the Coca-Cola PBA Youngstars in the
Philippines.
2.7 CAUSE
In 2012, Coca-cola is listed as a partner of the (RED) campaign, together with other brands
such as Nike ,Inc , Girl, American Express & converse. The campaign’s mission is to
prevent the transmission of the HIV virus form mother to child by 2015 ( the campaign’s
byline is “Fighting for an AIDS free Generation”)
2.8 MARKET PROFILE
(COCO-COLA)
Brands of Coco-Cola:
i) Coco-Cola
ii) Thums-up
iii) Limca
iv) Fanta
v) Mazza
vi) Mazza Tetra
vii) Sprite
Flavors of the brand:
i) Cola
ii) Lemon
iii) Orange
iv) Mango
v) Clear Lemon
Size of the Coco-cola drinks available in market
i) 200 ml Bottles (RGB Glasses)
ii) 300 ml Bottles (RGB Glasses)
iii) 600 ml Bottles (RGB Glasses)
iv) 1.5 Litre (PVC Bottles)
v) 2 Litre (PVC Bottles)
CHAPTER 3

PRESENTATION ANALYSIS & FINDINGS

TABLE 3.1 SALES OF COCO COLA DRINKS:
COCO COLA WEEKLY MONTHLY YEARLY
Cold drinks (in carets) (in carets) (in carets)
Coco-cola 520 1840 22400
Fanta 250 1030 12900
Thums up 350 1350 18500

Limca 380 1210 16300

Maaza tetra 80 380 6200
Sprite 70 280 5000
Maaza 120 690 10000

25000

20000

15000
Weekly
Monthly
10000
Yearly

5000

0
Coco-cola Fanta Thums up Limca Maaza Sprite Maaza
tetra

Table 3.1 shows is having maximum consumption and after that Fanta and
after it Thums-up cold drink in the market and all the products has good sale
but less than these
TABLE 3.2 RESPONDENT’S CLASSIFICATION ACCORDING TO AGE
Age (in No. of respondents Percentage
years)

11-20 17 34
21-40 30 60
41-60 3 6
Total 50 100

120

100

80

60 No. of respondents
Percentage

40

20

0
Age (in years) 11 to 20 21 to 40 41 to 60 Total

Table 3.2 shows that 34% of the respondents are in the age group of 11 to 20,
60% are the age group of 21 to 40 and 6% are in the age group of 41 to 60
Table 3.3 RESPONDENTS CLASSIFICATION ACCORDING TO SEX
Sex No. of respondents Percentage

Male 30 60

Female 20 40
Total 50 100
120

100

80

60 No. of respondents
Percentage

40

20

0
Male Female Total

Table 3.3 shows that 60% of the respondents are males and 40% of them are
female.
Table3.4 RESPONDENTS CLASSIFICATION ACCORDING TO EDUCATIONAL
QUALIFICATION:

QUALIFICATION NO. OF RESPONDENTS PERCENTAGE

Illiterate - -
Below Matric 3 6
Matric 7 14
Graduate 23 46
Post graduate 17 34
Total 50 100
120

100

80

60 No. of Respondent
Percentage
40

20

0
Illiterate Below Matric Graduate Post Total
Matric graduate

Table 3.4 reveals that out of 50 respondents 3 are below matric, 7 are matric ,
and 23 are Graduate and rest of them 17 are post graduate.
Table 3.5 RESPONDENTS CLASSIFICATION ACCORDING TO COCA-COLA
Do you take cold drinks No. of respondents Percentage

Yes 50 100
No - -
Total 50 100
120

100

80

60 No. of Respondent
Percentage

40

20

0
Total

Table3.5 reveals that all the respondents are drinking cooc-cola

Table 3.6 RESPONDENTS CLASSIFICATION ACCORDING TO FREQUENCY OF
TAKING COCA-COLA:
HOW FREQUNTLY No. of Respondents percentage
YOU DRINK
One a day 15 30

Twice a day 2 4

More than Twice 1 2

Not regular drunker 32 64

Total 50 100
120

100

80

60 No. of Respondents
Percentage
40

20

0
One a day Twice a day More than Not regular Total
Twice drunker

Table 3.6 revels that 30% of the respondents drink it once a day, 4% twice a day, 2% more
than twice and 64% drink it no regular.

Table 3.7 RESPONDENTS CLASSIFICATION ACCORDING TO FLAVOURS OF COLD

DRINKS:
FLAVORS NO. OF RESPONDENTS PERCENTAGE

Cola 30 60

Lemon 7 14

Orange 7 14

Mango 2 4

Others 4 8

Total 50 100
120

100

80

60 No. of Respondent
Percentage

40

20

0
Cola Lemon Orange Mango Others Total

Table 3.7 shows that 60% of the respondents like the cola flavor of cold drink, 14% like the
lemon flavor and same percentage of respondents like the orange falvor,4% like the mango
flavor and 8% like the other flavor of cold drinks.

Table 3.8:RESPONDENTS CLASSIFICATION ACCORDING TO ADVERTISEMENT

OF COCA-COLA:
DO YOU THINK NO. OF PERCENTAGE
ADVERTISEMENT RESPONDENTS
OF COCA-COAL
IS REQUIRED
YES 48 96
NO 2 4
TOTAL 50 100
120

100

80

60 NO OF RESPONDENTS
PERCENTAGE

40

20

0
YES NO TOTAL

Table 3.8 indicate that96% of the respondents are of the view that they have been the
advertisement of the cold drink they like most while 4% shows that they don’t have seen
the advertisement they like most.

Table 3.9: RESPONDENTS CLASSIFICATION ACCORDING TO MEDIA OF

ADVERTISEMENT:
Coca-Cola has benn prominently featured in countless films and television
programs. Since its creation, it remains as one of the most important
elements of the popular culture. And in music, in The Beatles’ song, “Come
Together”, the lyrics said. “He shoot Coca-Cola, he say…” The Beach Boys
referenced Coca-Cola in their 1964 song “All Summer Long” (i.e. ‘Member
when you spilled coke al over your blouse?) Other artists that promoted
Coca-Cola include the Beatles, David Bowie, George Michael, Elton John and
Whitney Houston, who appeared in the Diet Coca-Cola commercial, among
many others
MEDIA NO.OF RESONDENTS PERCENTAGE

TV 46 92

Newspaper 2 4

Magazine 1 2

Other 1 2

TOTAL 50 100
120

100

80

60 NO OF RESPONDENTS
PERCENTAGE

40

20

0
TV Newspaper Magazine Other TOTAL

Table 3.9 reveals that 92% of the respondents are of the opinion that they have seen the
advertisement on TV while 4% are of the opinion that they have seen the advertisement
through newspaper.

Table 3.10: RESPONDENTS CLASSIFICATION ACCORDING TO USERS OF

ADVERTISEMENT EFFECTIVENESS:
THE USER STUDY NO. OF RESPONDENTS PERCENTAGE.
OF
EFFECTIVENESS IS
FOR WHOM?
For company 34 68

For employees 1 2
For customers 15 30
None of these - -
Total 50 100
120

100

80

60 NO. OF RESPONDENTS
PERCENTAGE
40

20

0
For company For For None of Total
employees customers these

Table 3.10 indicates that 68% of the respondents are of the view that the study of
effectiveness is meant for company while 30% say that it is meant for customers.

3.11 HEALTH EFFECT

Since studies indicate “soda and sweetened drinks are the main source of calories in [the] American
diet”, most nutritionists advice that Coca-Cola and other soft drinks can be harmful if consumed
excessively, particularly to young children whose soft drink consumption competes with, rather than
complements, a balanced diet. Studies have shown that regular soft drinks users have a lower intake
of calcium, magnesium, ascorbic acid, riboflavin, and vitamin A. The drink has also aroused criticism
for its use of caffeine, which can cause physical dependence (caffeine addiction). A link has been
shown between long-term regular cola intake and osteoporosis in older woman (but not between
long-term regular cola intake and osteoporosis in older woman (but not men). This was thought to
be due to the presence of phosphoric acid, and the acid was found to be same for caffeinated and
no caffeinated colas, as well as the same for diet and sugared colas.

A common criticism of coke based on its allegedly toxic acidity levels has been found to be baseless
by the researchers; lawsuits based on these notions have been dismissed by several American courts
for this reason. Although numerous court cases have been filed against the Coca-Cola Company
since the 1920’s, alleging that the acidity of the drink is dangerous, no evidence corroborating this
claim has been found. Under normal conditions, scientific evidence indicates Coca-Cola’s acidity
causes no immediate harm.

The 2008 Nobel Prize ( a parody of the Nobel Prizes) in Chemistry was awarded to Sheree Umpierre,
Joseph Hill and Deborah Anderson for discovering that Coca-Cola is an effective spermicide, and to
C.Y Hong, C.C Shieh, P. Wu and BN Chiang for proving its not.
CHAPTER 4
CONCLUSION AND RECOMMENDATION
4.1 FINDINGS
After going through all the project and the collected data, I found that:
1) 92% of the respondents said that TV is the most effective media of advertisement.
2) 60% of the respondents said that they like the advertisement of coca-cola because of its
theme whereas, 14% said that they like celebrities in advertisement.
3) Majority of respondents are of the view that advertisement is very necessary for coca cola.
4) Majority of respondents like coca-cola flavor of cold drink.
5) Majority of respondents sees the advertisement of the coca-cola they like most.
6) Majority of the respondents are said, advertisement effectiveness of necessary for company.
4.2 SUGGESTIONS
We reached some suggestions:

1) Advertisement should not be too expensive, because the advertisement leads and increase
the prize of the product.
2) Media should be selected according to the choice of customers.
3) In rural areas media should be according to the choice of the people.
4) To give more attention in making the advertisement to make it effective for the sale of coca-
cola.
5) Price should be decreased so as to attract the consumers to use product more.
6) To give attention on the weak media of advertisement so that consumers comes to know
about the product.
7) It should be attractive one so that people are attracted towards the advertisement.
4.3 LIMITATIONS
1) The project relive mainly on the primary data.
2) Consumer gives very unclear picture.
3) We have a limited time.
4) The study is based on limited sample.
5) It begin my first attempt to undertake such a study, thus in experience is also a obstacle to
accomplish the project in proper way.
6) It was also difficult to get proper information from the people because they were indulging in
some other activites.
BIBLIOGRAPHY AND RFERENCE

Al the information needed to complete this project is obtain form the following sources.
1) www.goggle.com
2) www.slideshare.net
3) www.wikipeida.com
4) Principal marketing & ecommerce. (writer:- vadra-satpati-dhar)
Annexure - 1
Supervisor’s Certificate
This is to cerertify that Sourav Banik a student of B.com Honurs
in Accounting & Finance of Maharaja Shrish Chandra college.
under the university of Calcutta has worked under my
supervision and guidance for his/her Project work and prepared
a Project Report with the Effectiveness of Advertisement of
Coca-cola Company.
The project report, which he/ she is submitting is his / her
genuine and original work to the best of my knowledge.
Signature:

Place: Name: Swarup Saha

Date: Designation: Asst.
Professor in thedepartment of commerce.
Student’s Declaration
I hereby declare that the Project Work with the EFFECTIVENESS OF
ADVERTISEMENT OF COCACOLA COMPANY submitted by me for the partial
fulfillment of the degree of B.Com. Honours in Accounting and Finance
under the University of Calcutta is my original work and has not been
submitted earlier to any other University / Institution for the fulfillment of
the requirement for any course of study.
I also declare that no chapter of this manuscript in whole or in part has been
incorporated in this report from any earlier work done by others or by me.
However, extracts of any literature which has been used for this report has
been duly acknowledged providing details of such literature in the
references.
Questionnaire
1. Which cold drinks have most number of sales?
a) Weekly b) Monthly c) Yearly
2. Respondent’s classification according to age
a) 11-20 b) 21-40 c) 41-60
3. Respondent’s classification according to education qualification
a) Illiterate b) Below matrix c) Matrix
d) Graduate e) Post Graduate
5. Do you take cold drinks?
a) Yes b) No
6. How frequently you drink?
a) Once a day b) Twice a day
c) More than twice d) Not regular drunker
7. Which flavor of cold drinks do you like?
a) Cola b) Lemon c) Orange
d) Mango e) Others
8. Do you think advertisement of coca cola is required?
a) Yes b) No
9. Through which media you have seen it?
a) TV b) Newspaper
c) Magazine d) others
10. For whom users of advertisement effectiveness
a) For company b) For employees
c) For Customers d) For none of these