2015

Comparison of Online
Marketing &
Traditional Marketing
Methods: A Case of
PepsiCo
Author:
ACKNOWLEDGEMENT

Completing this dissertation was one of the most important jobs of my academic life. I shall not
take all the credits for myself for completing this dissertation. I am earnestly grateful to many for
aiding & supporting me throughout the completion of this paper.

First I would like to thank my instructor & supervisor professor for his continuous support &
supervision. I have learned a lot from him & his constructive criticism & guidelines have helped
me greatly towards the successful completion of this paper.

I would like to thank my parents for their continuous support. Their inspiration & enthusiasm
have helped me to work even better under such work pressure. Last but not the least I would
offer my sincere gratefulness to those who bothered & granted me their valuable time to take
part in the survey. Without their cooperation this research wouldn’t have been a reliable one. I
convey my deepest thankfulness to all of them.
EXECUTIVE SUMMARY

Due to the development of technology & surge in internet usage, online marketing has come to
the top & has dominance over traditional marketing in many aspects. So, the eventual & ultimate
question arises which strategy is the better one. However, currently, this answer varies from
industry to industry or company to company to an extent but in future, the dominance of online
marketing will rise more & companies will have to adapt to the situation. So, it is recommended
that the companies should use a mix of online & traditional marketing in accordance with the
circumstances of company & industry.

The research was carried out in the context of PepsiCo in the beverage market. It has been also
found that the effect of online marketing is still not that much conspicuous on beverage industry.
However, PepsiCo needs to adapt & analyze the situations to retain their competitive advantages
over their rivals.

In order to carry out this research, the researcher did choose literature review & survey
strategy. Inductive approach in harmony of interpretivism philosophy was chosen by the
researcher & survey was conducted among customers of PepsiCo products in Malaysia. Non
probabilistic random sampling was used here.

The research is consistent & valid. Also ethical standards have been maintained. In the end valid
conclusions & recommendations were drawn in the context of PepsiCo which could also provide
insight for other companies too.
Table of Contents
ACKNOWLEDGEMENT .............................................................................................................. 1
EXECUTIVE SUMMARY ............................................................................................................ 2
CHAPTER 1: INTRODUCTION ................................................................................................... 6
1.1. Research Background ........................................................................................................... 6
1.2. Brief Overview of Company Background ........................................................................... 7
1.3. Research Problem Statement ................................................................................................ 8
1.4. Aim & Objectives of Research............................................................................................. 8
1.5. Research Questions .............................................................................................................. 8
1.6. Justification of Research Topic Selection ............................................................................ 9
1.7. Statement of Research Purpose ............................................................................................ 9
1.8. Scopes & Limitations of the Research ................................................................................. 9
1.8.1. Scope: ............................................................................................................................ 9
1.8.2. Limitations: .................................................................................................................. 10
1.9. Summary ............................................................................................................................ 10
CHAPTER 2: LITERATURE REVIEW ...................................................................................... 10
2.0. Introduction ........................................................................................................................ 10
2.1. What is Traditional Marketing? ......................................................................................... 11
2.2. Conveyance Mediums of Traditional Marketing ............................................................... 11
2.3. What is web promoting or Online Marketing?................................................................... 12
2.4. Delivery Mediums of Online Marketing ............................................................................ 13
2.5. Comparison between Traditional & Online Marketing...................................................... 16
2.6. Advantages of Online Marketing ....................................................................................... 18
2.7. Online Versus Traditional Marketing: Which is the Better One? ...................................... 21
2.8. Summary ............................................................................................................................ 23
CHAPTER 3: RESEARCH METHODOLOGY .......................................................................... 24
3.0 Introduction ......................................................................................................................... 24
3.1 Philosophy of Research ....................................................................................................... 24
3.2. Research Paradigm ............................................................................................................. 24
3.3. Research Approach: ........................................................................................................... 26
3.4 Research Type ..................................................................................................................... 26
 3.4.1 Exploratory examination .............................................................................................. 27
3.4.2 Descriptive exploration................................................................................................. 27
3.4.3 Explanatory exploration ............................................................................................... 27
3.5 Research outline/Design ...................................................................................................... 27
3.6 Research Strategy ................................................................................................................ 27
3.7 Research Sampling Method ................................................................................................ 28
3.8 Data gathering ..................................................................................................................... 30
3.8.1 Primary information ..................................................................................................... 30
3.8.2 Secondary information ................................................................................................. 30
3.9 Data Analysis ...................................................................................................................... 30
3.10.1 Validity ........................................................................................................................... 31
3.10.2 Reliability ....................................................................................................................... 31
3.7.3. Moral Issue ...................................................................................................................... 31
CHAPTER 4: DATA ANALYSIS & FINDINGS........................................................................ 32
4.0. Introduction ........................................................................................................................ 32
4.1. Survey Questionnaire Design ............................................................................................. 32
4.2. Data & Data Analysis ......................................................................................................... 32
4.2.1. Attitude towards Online Marketing ............................................................................. 32
4.2.2. Consumer Attitude towards Traditional Marketing..................................................... 33
4.2.3. Effective Medium of Marketing for the Consumers of PepsiCo ................................. 34
4.2.4. Effectiveness of PepsiCo’s marketing mediums ......................................................... 35
4.2.5. Relationship between age & Preference for Online Marketing ................................... 36
4.3. Key Findings from Research .............................................................................................. 37
4.4. Summary ............................................................................................................................ 38
CHAPTER 5: CONCLUSION & RECOMMENDATIONS ........................................................ 38
5.0. Introduction ........................................................................................................................ 38
5.1. Assessment of Findings ...................................................................................................... 38
5.2. Recommendations .............................................................................................................. 39
5.3. Evaluation of Research in Terms of Research Questions & Objectives ............................ 39
5.4. Implications of Future Research ........................................................................................ 40
5.5. Conclusion.......................................................................................................................... 40
Reflective Report .......................................................................................................................... 41
Bibliography ................................................................................................................................. 43
Appendix ....................................................................................................................................... 44
# Questionnaire ......................................................................................................................... 44
CHAPTER 1: INTRODUCTION

1.1. Research Background

In the competitive era of business, the concepts of fundamental business setting have been
changing for a long time. The concept of marketing has also changed over time. The focus of
marketing has shifted from selling to ensuring customer satisfaction. Nevertheless, along with
the change in basic theory, the world of marketing has also witnessed a shift of preferable
medium of marketing- from traditional to online.

To keep pace with the technological & civic development & prevalence of internet, online
marketing has become an integral part of marketing strategy of organizations. So, the question
arises about the better one. The question arises if traditional marketing is still the more viable &
better one than online or web marketing or if online marketing has already taken over silently.

In this research paper, the researcher has tried to identify these issues. The focus is on answering
the question about the better option.

However, the issue of online marketing versus traditional marketing is a very broad one & the
better option may vary to industry to industry, country to country or organization to organization.
So, researching on this extremely broad topic is not possible. So, the researcher has selected
PepsiCo as the company to do the research on; here the industry is beverage industry.

1.2. Brief Overview of Company Background

As mentioned, PepsiCo has been chosen as the company in the beverage industry by the
researcher. PepsiCo is one of the largest beverage companies of the world mainly specializing at
production of soft drinks. PepsiCo is a multinational company currently operating at over 100
countries of the world. It is to be noted that the major beverage companies including PepsiCo
mainly have been relying on traditional marketing tactics that involve television commercials,
newspaper advertisements, radio advertisements, billboards & other traditional promotional
mediums. In addition, PepsiCo’s worldwide goodwill & brand value itself is a major marketing
tool for them. However, in the rise of online marketing, many companies had to adapt their
marketing planning & the beverage industry is not a detached one. On the other hand, many local
& new companies are switching from the traditional beverage company norm of relying on
traditional marketing; they are incorporating online marketing strategies. So, in these
circumstances the question arises what PepsiCo should do. In the way of finding the better
marketing approach between online & traditional marketing, the researcher has selected PepsiCo
as his chosen company considering the above mentioned scenarios.
1.3. Research Problem Statement
Due to the surge of online marketing & its widespread use by many organizations, the traditional
marketing methods, its viability & validity in the context of current situations have been under
question. As mostly relying on traditional marketing tactics, PepsiCo now faces the problem of
deciding their future strategy regarding the choice of online & traditional marketing. Here, the
researcher is addressing the problem as his research problem which is: in the rise & prevalence
of online marketing over traditional marketing, the identification of the better option is necessary
in the context of PepsiCo in the beverage industry for their necessary revival in marketing
strategy.

1.4. Aim & Objectives of Research

The main aim of this research is to identify the more viable & useful option of marketing
between traditional marketing & online marketing. The objectives of this research can be stated
as below:

 To explore the theoretical & conceptual basis of traditional & online marketing.
 To review the previous researches on this field & then compare online marketing &
traditional marketing.
 To conduct a survey among the customers of PepsiCo & identify the better marketing
strategy in the context of PepsiCo.
 To make necessary recommendations in the context of PepsiCo for their effective
marketing strategy.

1.5. Research Questions

In order to achieve the aim & objectives of this research, the researcher would work to identify
the answers of the following questions:

 What are the advantages of online marketing over traditional marketing?

 Is online marketing the ultimate future in the arena of marketing?
 In the context of PepsiCo, which is the better marketing option currently considering the
beverage industry?
 What should PepsiCo strategize in marketing in order to cope with the surge of online
marketing?
1.6. Justification of Research Topic Selection
Many things can dictate the choice of the researcher’s topic selection; For instance, a burning
question or problem may catch his attention & he may become interested to find the answer &
his obvious path will be conducting a research. However, his curiosity may also lead him to do
that research on the specific topic. Lucrativeness of funding on a specific topic can also be a
reason. Analyzing past researchers can also make a researcher interested.

Here, the first two reasons have worked behind selecting this research topic. The surge of online
marketing & the at least apparent ending of dominance of traditional marketing have always
interested the researcher.

Here, the selection of beverage industry & PepsiCo is also deliberate. The effect of online
marketing is lower on beverage industry than other industries as the beverage industry has
always depended on traditional marketing mediums so what will happen in future in this industry
is an interesting question which was able to draw the attention of the researcher. PepsiCo was
selected as this is one of the largest beverage companies of the world & effects would be more
conspicuous for that.

1.7. Statement of Research Purpose

The purpose of the research is to analyze both traditional marketing & online marketing &
identify the better option at present in the context of PepsiCo Company in the beverage industry.
The purpose of the research is also to compare the two marketing approaches & identify their
advantages & disadvantages & analyze the case of PepsiCo & make proper recommendations in
this context. The research purpose also involves the analysis of the concepts & circumstances in
the context of PepsiCo & also drawing out valid conclusions for other industries also.

1.8. Scopes & Limitations of the Research

1.8.1. Scope: This research has covered the theoretical aspects of online & traditional
marketing. The research has also covered the mediums used for both online & traditional
marketing. The research also involves the overall comparison of online & traditional marketing
methods & also the advantages & disadvantages of the marketing tactics.
1.8.2. Limitations: Nevertheless, this research has some common limitations that most of the
other does have too. For instance, cost limitation was a problem & for this reason the sample size
was relatively small.

Time shortage is another issue which certainly is a limitation. Due to time constrains the
researcher failed limitations & obstacles similar to those caused by the cost limitation.

Due to these two limitations, the sample size was small & researcher just focused on a company
from a industry. In order to draw relatively & considerably perfect & accurate conclusions about
online versus directing marketing, many industries & companies have to be brought under
scrutiny.

Moreover, access problem was also a limitation here. Due to these all researches on the topic &
related topics could not be accessed otherwise the literature review would have been a more
comprehensive one.

1.9. Summary
In this chapter the researcher has addressed the research problem & then he has specified his
research aim & objectives in the context of the chosen company. In order to accomplish the
determined objectives, the researcher has set some questions which will be answered by
following the proper research methodology. Besides, the scopes & the limitation which were
faced by the researcher have also been elaborated here in this chapter.

CHAPTER 2: LITERATURE REVIEW

2.0. Introduction
Literature review is one of the most fundamental parts of any research project. Researchers have
been carried out in the topic of online versus traditional marketing & these two strategies have
been compared & deliberated by many. Here, in this review chapter, the prominent literatures
published on the topic or related to the topic have been summarized under systematic headlines
& points & proper referencing of the literatures have been mentioned.

2.1. What is Traditional Marketing?

Conventional promoting is a fairly general class that fuses numerous manifestations of

publicizing and showcasing. It's the most conspicuous sorts of promoting, incorporating the
notices that we see and hear consistently. Most conventional promoting methods fall under one
of four classes: print, show, standard mail, and phone. (Banting & Ross, 2010)

Announcement, telecast promoting, paper coupons and flier used to be prevalent intends to
publicize an occasion or an item in the customary advertising time. However since the vicinity of
the web, those customary promoting methodologies have turned the other path around. With a
fast development of data through the web, numerous players dive into internet advertising. Both
intend to accomplish the same objectives: drawing in clients, making a brand picture, and putting
its paws in the business. (Dibb & Simkin, 2008)

2.2. Conveyance Mediums of Traditional Marketing

Print showcasing is the most seasoned type of customary advertising. Inexactly characterized as
promoting in paper structure, this methodology has been being used since aged times, when
Egyptians made deals messages and divider notices on papyrus. Today, print promoting typically
alludes to publicizing space in daily papers, magazines, bulletins, and other printed materials
proposed for conveyance.

Show showcasing incorporates TV and radio commercials. Radio telecasts have been around
since the 1900s, and the first business telecast a radio project upheld by on-air promotions
broadcast on November 2, 1920. TV, the following venture in amusement engineering, was
speedier to embrace promoting, with short of what ten years between its beginning and the first
TV ad in 1941.
Post office based mail showcasing uses printed material like postcards, pamphlets, letters, lists,
and pamphlets sent through postal mail to draw in shoppers. One of the soonest and most
extraordinary illustrations of standard mail is the Sears Catalog, which was initially sent to
buyers in 1888. (Basic Marketing Principles, 2014)

At long last, phone promoting, or telemarketing, is the act of conveying deals messages via
telephone to persuade buyers to purchase an item or administration. This type of promoting has
ended up to some degree dubious in the present day age, with numerous telemarketers utilizing
forceful deals strategies. The U.s. central government has passed strict laws representing the
utilization of telemarketing to battle some of these systems. (Dibb & Simkin, 2008)

2.3. What is web promoting or Online Marketing?

Web promoting, additionally called web advertising or Internet publicizing is a manifestation of

showcasing and publicizing which utilizes the Internet to convey limited time promoting
messages to shoppers. It incorporates email promoting, web search tool advertising (SEM),
social networking showcasing, numerous sorts of presentation publicizing (counting web
pennant publicizing), and versatile promoting. Like other promoting media, web publicizing
oftentimes includes both a distributer, who incorporates promotions into its online substance, and
a promoter, who gives the commercials to be shown on the distributer's substance. Other
potential members incorporate promoting offices that help create and place the promotion
duplicate, an advertisement server which innovatively conveys the commercial and tracks
measurements, and publicizing associates who do autonomous limited time work for the sponsor.
(Egan, 2008)

In 2011, Internet publicizing incomes in the United States surpassed those of digital TV and
almost surpassed those of show TV. In 2013, Internet publicizing incomes in the United States
totaled $42.8 billion, a 17% increment over the $36.57 billion in incomes in 2012. U.s. web
notice income hit a notable high of $20.1 billion for the first 50% of 2013, up 18% over the same
period in 2012. Internet publicizing is generally utilized crosswise over practically all industry
areas.
Numerous normal web promoting practices are questionable and progressively subject to
regulation. Online commercial incomes may not enough supplant other distributers' income
streams. Declining notice income has driven a few distributers to shroud their substance behind
pay dividers.

2.4. Delivery Mediums of Online Marketing

Display advertising

Display advertising conveys its advertising message visually using text, logos, animations,
videos, photographs, or other graphics. Display advertisers frequently target users with particular
traits to increase the ads' effect.

As advertisers collect data across multiple external websites about a user's online activity, they
can create a detailed picture of the user's interests to deliver even more targeted advertising. This
aggregation of data is called behavioral targeting. (Principles of Marketing, 2014)

Web banner advertising

Web banners or banner ads typically are graphical ads displayed within a web page. Many
banner ads are delivered by a central ad server.

Banner ads can use rich media to incorporate video, audio, animations, buttons, forms, or other
interactive elements using Java applets, HTML5, Adobe Flash, and other programs.

Pop-ups/pop-under

A pop-up ad is displayed in a new web browser window that opens above a website visitor's
initial browser window. A pop-under ad opens a new browser window under a website visitor's
initial browser window.

Floating ad

A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed
over the requested website's content. Floating ads may disappear or become less obtrusive after a
preset time period.

Trick banners
A trick banner is a banner ad where the ad copy imitates some screen element users commonly
encounter, such as an operating system message or popular application message, to induce ad
clicks. Trick banners typically do not mention the advertiser in the initial ad, and thus they are a
form of bait-and-switch. Trick banners commonly attract a higher-than-average click-through
rate, but tricked users may resent the advertiser for deceiving them.

Interstitial

An interstitial ad displays before a user can access requested content, sometimes while the user is
waiting for the content to load. Interstitial ads are a form of interruption marketing.

Search engine marketing (SEM)

Search engine marketing, or SEM, is designed to increase a website's visibility in search engine
results pages (SERPs). Search engines provide sponsored results and organic (non-sponsored)
results based on a web searcher's query

Sponsored search

Sponsored search (also called sponsored links, search ads, or paid search) allows advertisers to
be included in the sponsored results of a search for selected keywords. Search ads are often sold
via real-time auctions, where advertisers bid on keywords

Social media marketing

Social media marketing is commercial promotion conducted through social media websites.
Many companies promote their products by posting frequent updates and providing special offers
through their social media profiles.[44]

Mobile advertising

Mobile advertising is ad copy delivered through wireless mobile devices such as smartphones,
feature phones, or tablet computers. Mobile advertising may take the form of static or rich media
display ads, SMS (Short Message Service) or MMS (Multimedia Messaging Service) ads, mobile
search ads, advertising within mobile websites, or ads within mobile applications or games (such
as interstitial ads. Mobile advertising is growing rapidly for several reasons.
Email advertising

Email advertising is ad copy comprising an entire email or a portion of an email message. Email
marketing may be unsolicited, in which case the sender may give the recipient an option to opt-
out of future emails, or it may be sent with the recipient's prior consent.

Chat advertising

As opposed to static messaging, chat advertising refers to real time messages dropped to users on
certain sites. This is done by the usage of live chat software or tracking applications installed
within certain websites with the operating personnel behind the site often dropping adverts on the
traffic surfing around the sites. In reality this is a subset of the email advertising but different
because of its time window.

Online classified advertising

Online classified advertising is advertising posted online in a categorical listing of specific

products or services. Examples include online job boards, online real estate listings, automotive
listings, online yellow pages, and online auction-based listings

Adware

Adware is software that, once installed, automatically displays advertisements on a user's

computer. The ads may appear in the software itself, integrated into web pages visited by the
user, or in pop-ups/pop-under. Adware installed without the user's permission is a type of
malware.

Affiliate marketing

Affiliate marketing (sometimes called lead generation) occurs when advertisers organize third
parties to generate potential customers for them. Third-party affiliates receive payment based on
sales generated through their promotion

Content Marketing

Content marketing is any marketing that involves the creation and sharing of media and
publishing content in order to acquire and retain customers. This information can be presented in
a variety of formats, including blogs, news, video, white papers, e-books, info graphics, case
studies, how-to guides and more. (Banting & Ross, 2010)

2.5. Comparison between Traditional & Online Marketing

Cost

Each business procedure captivates to plan, so does both methodologies. There are some
distinction in the expense between conventional promoting and internet advertising.
Conventional advertising advances the results of a brand through advertisements on paper,
bulletin, TV, radio, and the sky is the limit from there. This advertising technique spends
tremendous expense to keep the advancement running as the timetable. Web showcasing can
likewise convey an expense, yet there are various internet promoting procedures that are
basically free. (Banting & Ross, 2010)

A standout amongst the most prominent contrasts in the middle of conventional and digital
advertising is estimating. Customarily, print advertisements in daily papers and magazines, street
side bulletins, and radio and TV ad spots all convey stickers that reflect both the nature of the
promotion and the business sector the ad arrives at. In like manner, printed promoting materials,
including pamphlets, signs, deals fliers and business cards, all convey a cost connected with
paper quality, plan and printing. Digital advertising venues can likewise convey an expense,
however there are right now various types of digital showcasing that are basically free. Email
promoting fights and pamphlets, business web journals, Facebook business pages and sites
regularly begin with no- or minimal effort alternatives, making them a feasible option to
customary showcasing, particularly for little organizations with constrained advertising plans.
(Marketing Effectiveness, 2014)

Scope/Coverage

In conventional promoting, scope of your item will be printed on paper media or circulated on
TV and radio. Lamentably, the introduction your items will get is regularly flitting. For instance,
the daily paper where your high-cost business ad showed up in is going to be tossed the
following day. On the other way, your online scope will be dependably there for like for eternity.
It will be documented on the web and prepared to be discovered effectively at whatever point
your clients need it. (Banting & Ross, 2010)
Crowd

Conventional promoting is more viable for target client which out of range of web. They are
individuals who don't interface with the web on everyday schedule. Senior natives or low-end
monetary nationals who are web unskilled are the best focus for conventional promoting system.
On the other way, individuals who are never without web in their span, for example, youngsters
and agents are simpler to reach through web advertising. (Dibb & Simkin, 2008)

Conventional promoting may be more powerful in arriving at target demographics that don't use
the Internet all the time or behavior their trade through digital means. Case in point, a senior
native who wants to get her news through the day by day daily paper will be less demanding to
achieve by means of print advertisements, while a youthful kid who watches evening kid's shows
will be simpler to reach through TV promotions. On the other side, demographics that are never
without innovation readily available, for example, teens and Millennial, may be less demanding
to each through portable digital advertising fights. (Egan, 2008)

Quickness

Customary showcasing takes of a chance time to go from an idea to completed items. It

experiences various steps, each one takes a few times. Indeed, when it has been conveyed to the
clients, it can't get into clients' hands at the same time. Then again, despite the fact that still
requires significant investment for creating ideas and making substance, internet promoting takes
practically immediate time. It likewise can get into the clients all the while.

Print and show showcasing systems oblige time to go from idea to completed item and
conveyance. Drafts must be finished, fake up or demo notices explored and changed and
afterward publicizing time openings and arrangement decided. Actually when the message is set
up, show materials don't achieve the full target group all at one time, and sent showcasing
materials take days to land at their ends. Digital promoting, then again, is momentary. While
regardless you put time and thought into the substance and configuration methodology,
promoting battles can be executed at the click of a mouse. (Hoyer & Macinnis, 2009)

Following
It is hard to stay informed concerning your customary showcasing procedure. You have to put a
considerable measure of exertion and drawn out exploration to get data how your client conduct
against your items. Then again, web promoting is not difficult to track. Email advertising
programming can count the quantity of individuals who view your message. Besides, it can count
the quantity of promotions that prompt buys on online deals.

Digital advertising is not difficult to track. Programming email advertising projects can count the
quantity of individuals who view a message, and with the instance of online deals, track the
quantity of promotions that prompt buys. Customary publicizing is more hard to track unless an
advertiser behaviors center gatherings and overviews to gage which promoting vehicles produce
the most leads. (Hoyer & Macinnis, 2009)

Importance

Publicizing on the Internet is practically a need for cutting edge organizations, particularly those
that work together outside of their nearby group. Buyers utilize the Internet for more than
basically diversion or data, as they do with radio, TV, magazines and daily papers. Buyers utilize
the Internet to aid them in almost every part of life, making innumerable chances to place
pertinent, focused on promotion messages. (Hoyer & Macinnis, 2009)

2.6. Advantages of Online Marketing

The Internet's inconceivable span can permit sponsors to reach altogether a larger number of
individuals than customary promoting media at a small amount of the expense. Web publicizing
is perfect for organizations with a national or universal target business sector and extensive scale
dissemination capacities. When in doubt, the more individuals your business serves, the most
cost-proficient web promoting can be. Web publicizing can likewise be more focused than some
customary media, guaranteeing that your messages are seen by the most pertinent gatherings of
people (Marketing Effectiveness, 2014)

Computerized Marketing Is Cost-Effective

Computerized advertising is more practical than promoting in customary media like TV, radio,
print media and the Yellow Pages. A decently executed advanced showcasing technique, for a
sensible month to month venture, gives your business the ability to promote viably against bigger
contenders, achieve a more extensive group of onlookers of qualified clients, produce new
income, and get the information you have to precisely measure your degree of profitability
(ROI).

Online is Measurable

It's not simple to know what number of individuals heard your radio spots or read your daily
paper promotion. Be that as it may you can discover precisely how often your advanced
showcasing messages were shown to nearby clients effectively inquiring about a buy, how
frequently they were clicked, which website pages they went by in the wake of clicking, to what
extent they looked around, and the sky is the limit from there.

This web showcasing information makes it simple to quantify your advancement against your
business objectives, and rapidly adjust your whole advertising methodology to exploit what's
working best.

With advanced advertising, you can likewise learn things like crest days and times for visits to
your site, and perceive what number of changes happened (a guest made a move you defined)
flagging an expectation to buy from your business. (Hoyer & Macinnis, 2009)

Advanced Is Terrific for Brand Development

A decently planned, consistently upgraded site with top notch substance is one of the best nearby
brand-building ventures you can make. Today's existence: regardless of the fact that you don't
offer online your business must be discovered online when a qualified nearby client is exploring
a buy.

At the point when your site includes esteem by giving your intended interest group the data and
answers they look for through a website or other posted data, you can produce more leads and
construct a feeling of trust with your nearby site guests.

You'll get greatest results when you couple an extraordinary site with a reliable month to month
internet advertising venture, fortifying your perceivability with potential clients so they swing
your entryways and purchase from you over the opposition. (Marketing Effectiveness, 2014)

With Online Marketing the Potential for Exposure Is Tremendous

The internet advertising fight has the ability to drive hand-made showcasing messages on to the
advanced gadgets your nearby clients use daily, including laptops, desktops, tablets and cell
phones. At the point when your site content and advanced advertisements show up on Google,
bing and Yahoo, in addition to interpersonal organizations like Facebook, Twitter, Pinterest, and
so forth your message and brand can be seen by numerous more potential clients, extending the
adequacy of your aggregate advertising venture. (Hoyer & Macinnis, 2009)

Computerized Lets You Reach Qualified Consumers

With the far reaching presentation computerized advertising produces, and the numerous ways
you need to target advanced showcasing fights, you're more inclined to achieve individuals who
are keen on your items, and more averse to irritate the individuals who aren't intrigued.

Online you can focus on your promoting crusade to show advertising messages just to
prospective clients who are prepared to purchase today, which is much harder to do with
conventional showcasing.

Computerized Marketing Sets the Stage for Customer Engagement

With an extraordinary site and thorough advertising program up and running, you'll create
various chances to captivate with your intended interest group. Conventional advertising
attempts to assemble your image and neighborhood market mindfulness, driving shoppers to
your site to proceed with the exploration process, at last prompting more deals consistently.

Whether its heaps of telephone calls from neighborhood clients seeing your online
advertisements, to email pick ins for a month to month pamphlet, remarks on a site, or social
networking discourses, computerized makes it simple to correspond with present and prospective
clients alike.

Netsertive knows how to utilize computerized promoting to draw in neighborhood customers to

your business. Our interesting cloud-based Digital Marketing Engine computerizes restricted
web promoting and channel advertising projects, incorporating pursuit, show, social, versatile,
feature and different stages. (Marketing Effectiveness, 2014)

Contemplations
Notwithstanding promoting, the Web offers high-affect chances to influence verbal showcasing
and create buzz about your organization. Item audit sites and online networking outlets, among
other web groups, permit clients to acclaim or censure your organization focused around their
individual encounters. Therefore, the Internet ties the client administration part straightforwardly
to promoting.

Future

The Internet is prone to keep on assuming a huge part in people's lives soon. Whether Pcs remain
the prevailing strategy for getting to the Internet, some manifestation of worldwide
correspondence system will probably be a reality for some eras, making compelling boulevards
of sending promoting messages to purchasers in the group and around the globe.

One drawback of publicizing on the Internet is that your promoting materials are consequently
accessible for anybody on the planet to duplicate, paying little heed to the legitimate
implications. Logos, pictures and trademarks can be replicated and utilized for business
purposes, or even to criticism or fake your organization. This is not the situation with TV and
magazine promoting, wherein pictures must be reproduced instead of just replicated
electronically.

An alternate weakness is the way that the Internet-publicizing dash for unheard of wealth has
started to acquaint promotion mess with the Web. Web clients are so immersed with standard
promotions and spam email that they have started to disregard web promoting the same amount
of as advertisements on customary media. (Basic Marketing Principles, 2014)

2.7. Online Versus Traditional Marketing: Which is the Better One?

The 2012 Super Bowl broke survey records with a normal of 111.3 million viewers—the biggest
crowd in United States TV history. In any case that is not by any means the only shocking
measurement about the greatest football game ever played.

As per a late Nielsen overview, more individuals watch the Super Bowl for the publicizing than
for the diversion itself. Just 49 percent of viewers are fundamentally inspired by the games
activity, while 51 percent say they appreciate the plugs more.
Television spots are only one case of conventional showcasing, a class that incorporates a few
time-tried advertising procedures. Some customary advertising methods are almost as old as
civilization itself they're still successful today.

The conspicuous answer? There's truly no beyond any doubt answer to this in light of the fact
that both customary and web advertising have positive impacts on your organization. This may
sound like an adage, yet the answer relies on upon you. I say this on the grounds that you have
your own motivation for promoting. (Principles of Marketing, 2014)

The contrasts between computerized advertising and conventional showcasing are self-evident:
one spotlights on the web and alternate spotlights on media like print, TV, radio, and regular
postal mail. (Basic Marketing Principles, 2014)

Both offer comparative objectives. Advanced advertising and conventional showcasing are
utilized to pull in qualified clients and assemble brand mindfulness in your business sector, and
they cooperate to power fruitful promoting results. (Meyer, 2010)

The right blend of computerized and customary advertising is superior to the whole of its parts.
Assume your objective is to offer a specific number of items not long from now. You could
begin with a deliberately set TV notice amid a project viewed by the demographic that lean
towards the particular sort of item you have in stock. (Kotler & Armstrong, 2008)

Web Marketing is extremely sparing and quick approach to advance item. Customary Marketing
is extremely costly and takes of an opportunity time to advance item. Web Marketing is
exceptionally valuable for advancing item all around. It is exceptionally extravagant and drawn
out procedure for conventional marketing.

In Internet Marketing, you can likewise work with less utilizes [you can bring more work with
less manpower]. In Traditional Marketing, you require more business with more labor which in
wording obliges spending more cash. (Egan, 2008)

In online business you can offer or purchase item 24 X 7, round the year without utilizing any
individual. That is impractical in customary promoting. Paying Professional and Experienced
Internet Marketing Company is exceptionally sparing. Paying famous Advertising and Marketing
Company is excessive.
While looking at both promoting, the results demonstrates that in today’s quickly developing
world, for quick business development in most prudent way, Internet Marketing or Web
Marketing is a perfect approach to make fruitful business provincially and additionally
universally.

In the event that you need to grow your business and build your benefit and in the event that you
have low advertising plan than Internet promoting is the most ideal approach to achieve all your
showcasing targets.

Before selecting either conventional promoting or web advertising, through statistical surveying
is essential for effective showcasing battle. (Banting & Ross, 2010)

Web Marketing Company can offer best and successful advertising systems according to your
business needs. They can help in advancing and build your business effectively inside your
financial plan. You can unquestionably get return of your promoting interest in brief time.

Exploit your business utilizing Online Marketing/ Internet Marketing from Experienced and
expert Indian Internet Marketing Service Company that can give and satisfy all your advertising
needs to give quality and accomplishment to your business. (Basic Marketing Principles, 2014)

All organizations must execute promoting methodologies to draw in clients, make a brand
picture and stay aggressive in the commercial center. Promoting devices range from customary
mediums, for example, print, board and show publicizing, to innovative alternatives, for
example, online, intelligent and email advertising procedures. The approach that works best for
your business relies on upon your financial plan and your intended interest group. (Banting &
Ross, 2010)

2.8. Summary
The researcher has reviewed the researches & articles on the topic of online versus direct
marketing in this chapter. The books, articles, journals, web articles were critically reviewed &
elaborated in this chapter. At the end, the researcher accumulated the answers of various
researchers of the question of the better marketing method & it has been found that still
traditional marketing is in the game & it will be for the time being. However, organizations need
to adapt to online marketing along with traditional marketing as online marketing will dominate
the arena of marketing in future. However, currently a reasonable blend of both traditional &
online marketing should be used for companies & this blend will vary from industry to industry,
company to company.

CHAPTER 3: RESEARCH METHODOLOGY

3.0 Introduction
This part portrays and deciphers strategies unswervingly related to this study. A methodology
will be named in the perspective of accomplishing study target .Sampling stratagem, inspecting
size, information accumulation all are coordinated piece of this section. The specialist would set
the contention in the midst of quantitative and subjective information. Study plan, legitimacy
alongside dependability would be incorporated toward the end.

3.1 Philosophy of Research

Point of illustrative exploration is to depict the distinctive events. The analyst might want to
create the objective through exact disentanglement. In the event that this sort of simplifications
happens, they ought to be clarified & these understandings can wind up in principle. Drive of
illustrative exploration is viewed as dissecting reason impact cooperation, by depiction, for the
intention that the examination made informative guideline which can be joined in experiential
rearrangements built to elucidate suggestive stage. A turn of idea development, idea investigation
and rebuilding of hypothesis is created by this.

3.2. Research Paradigm

Research standard and theory is imperative apparatus for the analyst for planning the exploration
system and to choose the fitting technique for gathering the information in a compelling way. As
indicated by Maxwell (2005), exploration standard is a viewpoint held by the gathering
specialists, keeping in mind the end goal to characterize the set of supposition, idea, esteem and
practices for leading the examination work. "Standard is an interpretative structure, which is
guided by a situated of convictions and sentiments about the world and how it ought to be
comprehended and examined. (Creswell, 2003)
They are characterized as positivist standard, interpretive ideal model and authenticity or realism
standard or paradigm.

Positivist Paradigm: This is an approach that is focused around the logical strategies to
demonstrate reality and reality in the target of the exploration issue. This system is focused
around the suspicion that common science helps in discovering the genuine information of the
issue. Positivistic specialist applies this strategy for investigating the certainties and figure of the
exploration issue with the assistance of general sources.

Interpretivism Paradigm: Interpretivism ideal model is useful in understanding the various

truths and implications of a solitary reality. These various truths and actualities are suitable in
distinctive circumstances and consequently with the assistance of this exploration procedure,
scientist can without much of a stretch distinguish the proper importance of the actuality in the
current circumstance. This exploration procedure is focused around understanding the realities
instead of clarifying the issue, i.e. it concentrates on translating the tenets and regulation
concurring the need of the scientist. Interpretive reasoning helps the scientist to show enthusiasm
among individuals and their style to make interrelationship between their thoughts and true.
(Dawson, 2009)

Realism Paradigm: Realism concentrates on the genuine circumstance and helps the analyst in
deciding the point of view of a single person around the constant circumstances. There are two
sorts of authenticity viz. Immediate and discriminating authenticity. Immediate authenticity helps
the scientist to focus the response of people on the constant circumstances On the other hand,
discriminating authenticity analyst assesses the reaction of the single person keeping in mind the
end goal to react to this present reality circumstances.

In this examination, specialist utilized interpretive ideal model procedure as a part of request to
focus the proper information gathering method as it helps the scientist to discover the
significance and criticalness of different execution evaluation system utilized by associations.
Then again, positivism and authenticity methods of insight are not suitable as it spotlight on the
general data and don't fulfill the requests of the examination issue.
3.3. Research Approach:
Examination methodology helps the scientist to choose the right way for gathering the data and
aides in directing the exploration work productively. It gives a decently characterized approach
to analyst for finishing the exploration work. There are two sorts of exploration methodology i.e.
inductive examination methodology and deductive exploration approach.

Inductive Research Approach: Inductive methodology is otherwise called base to top approach
as scientist has moves, its examination work structure particular to general perceptions. In this
examination approach, scientist needs to gather the particular data and afterward mention the
observable fact to the more extensive and sum up route so as to comprehend the subject in more
itemized way. It helps the scientist to increase the examination region and accordingly gather
more data for making theory. In this kind of examination work conclusion is for the most part
focused around suspicion and include a level of vulnerability. (Descriptive Research, 2013)

Deductive Research Approach: this methodology is only inverse to the inductive examination
approach as in this exploration approach scientist needs to move his exploration work from
general to particular. Deductive exploration methodology is otherwise called start to finish
approach, where specialist gathers data in more extensive sense and move the examination work
to discover the particular arrangement of the issue. In this sort of exploration work, conclusion is
focused around rationale and accessible actualities henceforth must be sure in nature. In this
methodology, analyst needs to show contentions focused around the laws, run and acknowledged
standards for expanding the respectability of the exploration work.

In this paper inductive methodology is utilized by the analyst as at first, investigation of

information is focused around the different methodology of the execution evaluation procedure
and after that examination needs to discover the effect of these systems on universal business of
the Nike. The deductive methodology is not utilized as the examination is connected with
positivism reasoning that is not suitable for this exploration.

3.4 Research Type

Examination types are classified into 3 gatherings:

3.4.1 Exploratory examination
Preparatory period of study is delineated as exploratory exploration. Here, issues are viewed as
undefined. The analyst coordinated exploratory review with the members having air transport
encounters. Former theory is not an essential of this sort of review. Notwithstanding, speculation
can be created through this. (Exploratory research design, 2013)

3.4.2 Descriptive exploration

This exploration serves to distinguish the genuine situation of any circumstance or marvel
Conducting overview, examination of detailed analysis; coherent elucidation & perception are
instruments of this sort of exploration.

Survey & detailed analysis have been utilized here by the analyst that infers the way that this is a
graphic study. (Descriptive Research, 2013)

3.4.3 Explanatory exploration

This study is typically focused on reasons behind relationship among variables. Laboratory &
field trials, attempt outs, examinations are incorporated in this system. (Experimental Research
Design, 2013)

3.5 Research outline/Design

Research or Exploration configuration can be classified as quantitative and subjective or
qualitative. The analyst needs to have incomprehensible attention to examination, clarification
and distinguishment of inconveniences by natural perception of circumstance. Researcher has
generally his particular illustration, cognizance in addition to response. In actuality, quantifiable
strategy requires further composed authority information. The study distributed with the
clarification of quantities of picking up results. Quantitative strategy was decisively imperative
to embrace reasonable study.

3.6 Research Strategy

Both survey study & writing examination have been utilized as the study investigation is to give
an establishment & the overview information investigation will be carried out on that premise.
Also, tremendous measure of information was gathered through study which supports the
examination methodology.
3.7 Research Sampling Method
A legitimate and precise specimen size utilizing the acknowledged certainty level and level of
importance would be computed and examples will be gathered to meet the example size. With
the end goal of this study, non-probabilistic examining will be utilized. (Qualitative Research,
2013)

Non-likelihood or non-probabilistic examining alludes to the testing methods that empower

scientists to choose tests from a populace that they might want to study for particular
examination purposes. This inspecting strategy empowers to draw tests from the populace in
which there is no known detailed likelihood for every component to be incorporated in the
specimen. Non-probabilistic examining may or may not relate to the populace enough, yet there
is the likelihood of circumstances where it is not reasonable, logistically conceivable or
notionally objective to utilize arbitrary testing methods. The fundamental reason for selecting the
non-likelihood testing is the restricted time and workforce, absence of access to the whole target
populace and reasonableness. (Kish, 1995)

Testing Size & the Frame

Testing casing is the complete rundown of all the conceivable respondents who can be tested. It
is imperative to choose right inspecting size to forestall misdirecting lapses in examining.
(Sampling Frame, 2014)When selecting testing size, there are distinctive elements, for example,
persuasive variable; some useful issues like time limit and measuring arrangements need to be
considered. For this study analyst has chosen client populace inside the nation. The casing
includes all the conceivable members that mean all the clients of Malaysia. 100 male and female
subjects have been chosen for this study on account of time notoriety and trouble to gather
information from vast populace.

Out of the four sorts of non-likelihood examining particularly judgmental inspecting will be
utilized.

In purposive system for inspecting, the specimen is made with a point in centering. The method
of reasoning for utilizing this is that it checks that the respondent really fulfills the models for
considered in the example. Besides it helps achieve the focused on specimen rapidly. The
restrictions are that the reaction may be stubborn, and it is additionally prone to overweight
subgroups in the focused on populace.

Because of time and cash stipulations, the analyst won't have the capacity to take tests from
everywhere throughout the nation. Subsequently judgmental inspecting will be utilized. The
example of areas will likewise be chosen focused around judgmental examining. Just areas that
will be open to the analyst will be picked.

Ultimately the example of clients will be picked utilizing Convenience examining system.
Advantageous inspecting is a sort of non-probabilistic testing which obliges the example being
thrown from that portion of the populace which is adjoining, promptly accessible and helpful
.Any client who will be accessible in the areas will be picked for the review.

Other than that Snowball inspecting may be utilized given that specimens from a certain area are
elusive. In that case utilizing the experience and judgment of the scientist a few examples will be
gathered and from that point co-operation and data some more specimens (known and alluded by
the first specimens) would be gathered and afterward the methodology will go ahead till the
craved example size is accomplished.

Multistage Sampling will be utilized, that is, the example has been chosen in distinctive stages.

First stage: Select region (Primary inspecting unit).

Second stage: Select areas (Secondary testing unit).

Third stage: Selected the clients (Ultimate testing unit).

3.8 Data gathering
Two noteworthy periods of information gathering will be set: the exploratory stage and the
fundamental stage. In the exploratory stage, explore as far reaching writing surveys will be
directed. After the exploratory stage, the principle stage will comprise of creating a set of
oversaw toward oneself organized surveys to be directed to the target fragments for field
research- clients. The polls will be created utilizing the discoveries of the exploratory
examination and significant hypothetical and experimental writing. Clients will be approached to
accumulate data in regards to the doctor's facilities they were being dealt with. (Pellisier, 2008)

3.8.1 Primary information

Information can be found from essential & optional sources. On the off chance that the specialist
examines all alone & finds new information then it is called essential; then again information
found by different substances aside from the scientist is alluded as auxiliary or secondary.
Reviews, interviews and so forth are essential information sources.

Altogether 100 clients will be met. These clients will be the mine of information which will
structure the heft of the examination.

3.8.2 Secondary information

These sources are diary, book, and daily paper, magazine, article, and so on. Keeping in mind the
end goal to make a study more compelling, the investigators ought to utilize both sorts of
information pertinently.

3.9 Data Analysis

Quantitative information of this paper will be investigated utilizing diagrams, graphs, rates,
midpoints. Legitimate perception is likewise required. On the other hand, the subjective
information of the case & study will be translated utilizing subjective examination routines like
account, talk & content investigation. For the most part, story system has been utilized for the
careful investigation examination. Study information examination part additionally includes
account investigation. Hypothetically story examination uses recorded archives, books, diaries
and so forth while talk investigation includes investigating different parts of talk.
3.10.1 Validity
In the locale of systematic exploration, legitimacy means if the examination have the capacity of
absolutely noting the inquiries it was wanted to discover.

It is viewed as noteworthy since it supports in choosing classes of examinations to be actualized

which are productive, powerful & in the meantime completely applicable.

3.10.2 Reliability
Dependability States the quality and consistency of the consequences of exploration. In the event
that the same system & arrangements of the study is executed various times & the results &
finding don't shift to an impressive level then it can be reasoned that the examination is Reliable
looks into are led through sporadic examples; the span of the example ought to be suitable &
fitting. Dependable investigates are not one-sided & the scientist is not slanted towards
discovering unequivocal preplanned answers. In this thesis, these qualities have been fused to
make the study solid. (Creswell, 2003)

3.7.3. Moral Issue

The issue of moral thought would not benefit from outside intervention yet brought under fitting
valuation. Firstly, the talked with examples ought to be given legitimate confirmation that the
data unveiled by them will be utilized just for the scholarly reason for this examination and their
data would be secured under strict privacy arrangement of the college. Likewise the other
prerequisite would guarantee that the scientist will utilize just true hotspots for data to lead the
examination and keep up its legitimacy. The real sources will incorporate diary articles, books,
book segments, organization site, former explores identified with this exploration point,
organized and non-organized meetings of the masters and so forth. Ultimately the analyst
concurs not to utilize any untrustworthy hotspots for any piece of the examination and in this
way all these measures would consent and build the unwavering quality and legitimacy of the
exploration.
CHAPTER 4: DATA ANALYSIS & FINDINGS

4.0. Introduction
In this chapter, the researcher will accumulate the data found from the survey undertaken among
100 sampled customers of PepsiCo beverages. The data will be presented using representative
values & summary of data will be presented in tabular format & will be illustrated using
graphical presentation. Following the summarization of data, data will be analyzed. After
analysis, the findings will be presented in the final part of this chapter.

4.1. Survey Questionnaire Design

The questionnaire has been designed in order to understand & know the perception & attitude of
customers towards online marketing & traditional or conventional marketing procedures. As the
chosen company is PepsiCo, the questionnaire has been designed in order to know the perception
& predisposition of the consumers of PepsiCo about the marketing procedure of PepsiCo & their
attitude towards online marketing in the context of PepsiCo in Beverage industry. The
questionnaire has been attached in the appendix section of the research paper.

4.2. Data & Data Analysis

Here, the data found from survey will be systematically summarized & then will be analyzed.

4.2.1. Attitude towards Online Marketing

The respondents were asked about their attitude towards online marketing. They were asked
about the effectiveness of online marketing & their responses were as follows:

Responses about Online Marketing Percentage of Respondents

Very Effective 23%
Effective 43%
Somewhat Effective 18%
Not so Effective 16%
 Consumer Attitude towards Online
Marketing

16% 23%

18% Very Effective

Effective
Somewhat Effective

43% Not so Effective

Figure 1 Consumer attitude towards online marketing

It can be seen that two third of the respondents that means a 66% of the respondents think online
marketing as very effective or effective. Compared to that, the percentage of people skeptical
about the effectiveness of online marketing is quite low & that is a 34%. However, among this
34%, most of the people think online marketing as to some extent effective. Actually only 16%
directly expressed that they don’t think online marketing as a effective medium. These
percentages certainly depict the positive attitude & popularity of online marketing of & among
the consumers.

4.2.2. Consumer Attitude towards Traditional Marketing

Similarly, the respondents were also asked about their perception & attitude towards traditional
marketing:

Consumer attitude towards traditional Percentage of Respondents

marketing
Very Effective 20%
Effective 38%
Somewhat Effective 22%
Obsolete 20%

Consumer Attitude Towards Traditional

Marketing

20% 20%

Very Effective
Effective
22%
Somewhat Effective
38%
Obsolete

Figure 2 Consumer Attitude towards Traditional Marketing

The respondents expressed their opinion the same way they did about online marketing. The
response criteria were almost same except the last criterion. Nevertheless, a significant 20% or
one fifth of the respondents went for the final option as they think that traditional marketing is
becoming obsolete. On the other hand 58% of the respondents think traditional marketing is still
effective. The percentage was 66% for online marketing. However, a slightly below percentage
of 60% for traditional marketing & a percentage in the mid-sixties for online marketing are not
considerably different so it can be concluded that traditional marketing is eroding but it is still a
popular & effective one.

4.2.3. Effective Medium of Marketing for the Consumers of PepsiCo

The consumers were asked about the effective medium of marketing for PepsiCo. They answered
their question according to the mediums that can reach them better. So, the basis of the response
was the ability of the medium to reach people or the target audience effectively. This also
represents the consumers’ comfort with the mediums:
 Effective Medium of Marketing
65%
70% 65%
60%
50% 45%
40% 40%
30%
20% 23% 25%
10%
0% 10%
Effective Medium of Marketing

Figure 3 Effective Medium of Marketing

Needless to say, from the responses it is clear that still the traditional mediums like TVC,
newspaper ads, billboards significantly is effective. However, the online mediums like website
ads, email & especially social media received whopping percentages.

4.2.4. Effectiveness of PepsiCo’s marketing mediums

The consumers were asked if PepsiCo’s marketing mediums reached them effectively. Their
answers can be illustrated like this:
 Does PepsiCo's marketing campaigns
reach you effectively?

20%

13% Yes
No
67%
To some Extent

Figure 4 Effectiveness of PepsiCo's Marketing Mediums

It can be seen that around two third people said that the mediums could reach them properly.
However, for a top company like PepsiCo, the percentage should be much higher. This
percentage can be explained by the use of mostly traditional marketing & not incorporating
online marketing properly.

4.2.5. Relationship between age & Preference for Online Marketing

The respondents filled up their ages & also, they were asked to give online marketing a rating on
a scale of hundred. Here, Karl Pearson’s coefficient of correlation has been used to determine the
nature of relation between the two variables.

54 59
34 75
47 50
31 67
21 60
20 80

Coeff -0.78098

The calculation of the Excel spreadsheet has been inserted above. Here, the correlation is
negative the value is -0.78 which is very near to -0.8. The negative value represents a negative
relation between age & preference & the value of -0.78 represents that there exists a strong
correlation between the two variables.

4.3. Key Findings from Research

Here, after the data analysis the findings from the research will be summarized & valid
conclusions will be drawn:

 The effectiveness of online marketing is on the rise. More than two third of the
respondents perceive online marketing as an effective option. So, organizations need to
consider these facts & reconsider their marketing mix.
 In spite of the rise of online marketing, most of the consumers still believe that traditional
marketing is also an effective option. However, there are people who perceive traditional
marketing as obsolete; however the percentage is significant but still low.
 The mediums of traditional marketing like TVC, newspaper ads, billboards are still
effective & have their dominances. This finding further strengthens the effectiveness of
traditional marketing still now. However, the web marketing mediums like web ads,
email advertising & especially social media advertising like Facebook, twitter advertising
has huge popularity & many people are comfortable with these mediums of marketing &
they can be better reached through these mediums.
 Most of the customers of PepsiCo can be reached through the current promotion mix of
the company. However, the percentage is not excellent considering the class & brand
image of PepsiCo. So, there is still scope for improvement.
 There is a common perception that the older people are not that much comfortable with
online marketing or in other words, the older citizens cannot be reached effectively
through online advertising. This idea has been proved to be right in this research through
the use of Karl Pearson’s coefficient of correlation. A negative relation has been found &
the relation is strong. The older people have lower preference for online marketing while
the young generation is more comfortable with online marketing.
 There is no definite answer of the question of which is the better option in online versus
traditional marketing. Rather, a combination of the two methods should be incorporated
in accordance with the company type & industry type. This finding is consistent with the
literature review analysis.
4.4. Summary
Here in this chapter, the data found from survey has been represented & analyzed. Mainly
naturalistic observation has been used to draw valid conclusions. So, mostly qualitative analysis
was used. However, quantitative statistical tool like Pearson’s coefficient of coefficient were also
used when necessary & relevant. So, a perfect combination of both qualitative & quantitative
analysis methods has been incorporate din the data analysis part.

CHAPTER 5: CONCLUSION & RECOMMENDATIONS

5.0. Introduction
In this final chapter of the dissertation, conclusions will be drawn after all the deliberations,
literature review, methodical survey & data analysis. An assessment of the findings will be done
& also the findings will be evaluated in terms of the research question & objectives set earlier.
Finally some useful recommendations will be made for PepsiCo which can also help other
organizations. Implications of future researches on the related topic of online marketing versus
traditional marketing will be analyzed also.

5.1. Assessment of Findings

It has been found that online marketing is on the rise & it will continue to rise with the rise of
internet usage & time. Traditional marketing has also eroded over the time but still traditional
marketing is effective. It may not be the same case in distant future but as of now, traditional
marketing is still in the game. The mediums of traditional marketing like television commercials,
newspaper ads, and billboards are still dominant forces. However, the online mediums are on the
rise too. It was analyzed in the literature review that the marketing costs associated with
traditional marketing is much higher & online marketing has certain other advantages over
traditional marketing. However, abandoning traditional marketing & fully relying on online
marketing in order to capitalize the advantages won’t be a reasonable decision because of the
still effective effectiveness & dominance of traditional marketing. But according to the company
type, the corporate objectives, the target market & the industry circumstances, a proper mix of
online & traditional marketing should be used by the companies in order to successfully take
advantage of the online mediums at the highest possible level along with use traditional
marketing in a cost effective manner to achieve the best possible outcomes from it.

5.2. Recommendations
The researcher has come up with the following recommendations that would help PepsiCo in
restructuring & planning their marketing strategy:

 As traditional marketing strategies are still effective PepsiCo should continue to

incorporate TVCs, newspaper ads, billboards in their promotion mix.
 PepsiCo haven’t invested in online marketing considerably yet. As online marketing has
been seen to be the future of marketing mediums, they should involve online promotion
in their marketing mix.
 The survey shows that social media marketing has great influence over people. As the
main target segment of PepsiCo is young generation & the youngsters are comfortable
with online promotions, using social Medias as mediums of promotion will result in
reaching the youngsters on a greater level then now.
 It has been seen that no single medium can be called the better at current situation.
Though diminishing, traditional marketing still holds a great position & on the other hand
online marketing is on the surge. So, an effectively proportionate mix in the context of
PepsiCo is needed to be identified & then followed in order to reach the highest number
of customers in effective manner in a cost effective way.
 PepsiCo can lower its marketing cost by decreasing its investment on traditional
marketing to an extent & invest on online marketing.

5.3. Evaluation of Research in Terms of Research Questions & Objectives

After the completion of the research, now the research outcomes can be evaluated in terms of the
previously set objectives & questions. It is highly significant for any research to answer the
research questions specified before & accomplish the objectives set in order to be referred as a
successful research work. Here, theoretical background of both traditional & online marketing
was investigated & analyzed. Comparisons have been made & advantages & disadvantages were
discussed. Finally survey was conducted in order to know the perception of PepsiCo consumers
& after analyzing the data, valid conclusions have been drawn in the context of PepsiCo along
with smart recommendations. So, all the specified objectives have been met.

On the other hand, comparisons have been made & advantages & disadvantages of online
marketing have been answered. In the situation of PepsiCo the better option is to use a proper
blend of the two options so the answer of the better option has also been deliberated.
Recommendations have been drawn so the question of effective strategy in the context of
PepsiCo has also been answered. So, all the research questions have been answered & the
objectives have been accomplished.

5.4. Implications of Future Research

Due to some limitations, this research has the opportunity to be developed further. For cost, time
limitation, the sample size was small. Conducting survey on a greater scale would generate more
accurate outcomes. Again, this research has been done only on one company customers of one
industry. So, a broad research on many companies from different industries would be much
valuable. Further research in this regard will certainly generate valuable insights on the debate of
online versus traditional marketing.

5.5. Conclusion
This research has been carried out on the current debate of online versus traditional marketing
methods in the context of PepsiCo Beverage Company. Professional research methodologies &
sampling methods have been followed properly in order to achieve highest levels of validity &
reliability. Ethical standards were maintained too. It has been identified that directly we cannot
declare either one of the marketing options better at current situation. Traditional marketing is
still effective & online marketing is becoming popular day by day. So, incorporating both
methods properly would result in best possible outcomes.
Reflective Report
This research has taught the researcher a lot on the topic of online & traditional or conventional
marketing procedure. Due to the current debate on online versus traditional marketing, the
researcher was interested to study on this topic. Also, the amount of few researches on this topic
has also contributed towards the selection of this topic.

The researcher primarily aimed at analyzing both online & traditional marketing, their
advantages & disadvantages & then draw valid conclusion about which is the more viable one.
PepsiCo was selected as the company & the researcher considered the case of PepsiCo while
conducting this research.

The whole research paper has been divided into five chapters & these five chapters holistically
hold the whole research work. The first chapter describes the background of the research, the
stated aims, objectives & questions, the limitations & scopes & the justification or reasons for
topic selection while the second chapter summarizes the literature on the relevant topic. The third
chapter depicts the research methodology in detail while the fourth & the fifth one describes the
data analysis, findings & conclusion along with necessary recommendations respectively.

Because of the advancement of engineering & surge in web utilization, internet promoting has
arrived at the top & has predominance over conventional advertising in numerous viewpoints. In
this way, the consequent & extreme inquiry emerges which method is the better one. Then again,
presently, this answer differs from industry to industry or organization to organization to a
degree yet in future, the strength of internet showcasing will climb more & organizations will
need to adjust to the circumstances. In this way, it is prescribed that the organizations ought to
utilize a mix of online & conventional promoting as per the circumstances of organization &
industry.
The examination was completed in the setting of PepsiCo in the refreshment market. It has been
likewise observed that the impact of internet advertising is still not that much arresting on
refreshment industry. Notwithstanding, PepsiCo needs to adjust & investigate the circumstances
to hold their game changers over their adversaries. So as to complete this examination, the
specialist did pick writing survey & overview procedure. Inductive approach in agreement of
interpretivism reasoning was picked by the specialist & review was led among clients of PepsiCo
items in Malaysia. Non probabilistic arbitrary inspecting was utilized here. The exploration is
reliable & substantial. Likewise moral principles have been kept up. At last legitimate
conclusions & suggestions were attracted the setting of PepsiCo which could likewise give
understanding to different organizations as well.

It has been discovered that internet showcasing is on the ascent & it will keep on climbing with
the ascent of web use & time. Customary showcasing has likewise dissolved over the time yet
conventional advertising is powerful. It may not be the same case in removed future however
starting now, conventional advertising is still in the amusement. The mediums of conventional
showcasing like TV plugs, daily paper advertisements, and announcements are still
overwhelming strengths. In any case, the online mediums are on the ascent as well. It was
dissected in the writing audit that the promoting expenses connected with customary advertising
is much higher & web showcasing has particular different preferences over conventional
showcasing. Be that as it may, deserting customary showcasing & completely depending on
internet advertising with a specific end goal to underwrite the preferences won't be a sensible
choice due to the still successful adequacy & strength of conventional promoting. Anyhow as
indicated by the organization sort, the corporate targets, the target market & the business
circumstances, a fitting blend of online & customary promoting ought to be utilized by the
organizations as a part of request to effectively exploit the online mediums at the most
astounding conceivable level alongside utilization conventional advertising in a savvy way to
attain to the best conceivable results from it.

Then again, examinations have been made & favorable circumstances & disservices of internet
showcasing have been replied. In the circumstances of PepsiCo the better choice is to utilize a
legitimate mix of the two choices so the answer of the better alternative has additionally been
thought. Proposals have been drawn so the subject of powerful system in the connection of
PepsiCo has likewise been replied. In this way, all the exploration inquiries have been addressed
& the targets have been fulfilled.

This examination has been done on the current open deliberation of online versus customary
advertising systems in the connection of PepsiCo Beverage Company. Expert exploration
approaches & inspecting strategies have been taken after appropriately with a specific end goal
to attain to most elevated amounts of legitimacy & dependability. Moral guidelines were kept up
as well. It has been recognized that straightforwardly we can't announce both of the promoting
alternatives better at current circumstance. Conventional promoting is still compelling & internet
showcasing is getting to be famous step by step. Thus, consolidating both techniques
appropriately would bring about best conceivable results.

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Appendix

# Questionnaire
Name: __________________________ Age: _____________________

Income: _______________________ Residence: _____________________

1. Your perception about online marketing is that online marketing is:

Very effective/effective/somewhat effective/not so effective

2. You think traditional marketing (TVC, newspaper ads, billboards etc.) are-

Very effective/effective/somewhat effective/obsolete

3. What are the most effective mediums of marketing according to you? (Tick the options you
think are applicable, you can tick more than one options)

o TVC
 o Newspaper ads
o Billboards
o Web ads
o Social media & network
o Email
o Others

4. Does the marketing campaign of PepsiCo reach you properly?

Yes/No/To some extent

5. Give online marketing a rating on a scale of 100 for its effectiveness: __________