Presentation on

Impact of Advertising of Coca

cola & Pepsi on the consumers
Tura
Presented by:
Weena Yancey M Momin
Roll No. MBA 3210
Preview
O Introduction of Pepsi & Coca cola
O Objectives of the study
O Variables Taken
O Research Methodology
O Analysis & interpretation
O Conclusion.
O References


O Jo Chaaho Ho Jaaye, Coca Cola Enjoy
was one of the companys first campaigns
in India
O The next advertising campaign was
Thanda Matlab Coca Cola was launched
with an objective to have a mass appeal.
O The current campaign of Open
Happiness, Coca Cola seems to have
achieved both an emotional as well as a
mass appeal.
O Yehi hai Right Choice Baby campaign.
O Yeh Dil Mange More
O Yeh Pyaas Hai Badi
O Cricket world cup
O Nothing official about it
O Youngistan
O Different shots of cricket
O Change the Game


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

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

Pepsi Coca cola
O easier to
pronounce in Hindi
in India.


O Pepsi counter
attacks Nothing
official about it
campaign.

O Coca cola counter
attack by saying
Thanda matlap
coca cola .
O Coca cola
sponsoring cricket
world cup in 1996.
Ad Strategies of Coca cola &
Pepsi
O Both known for global advertisement
wars.
O Both formulated their advertising plan on
the basis of insiders they put in each
other offices
O Pepsi relied on advertisement featuring
film stars, pop stars and cricket players.
Coca cola focused on Indian Culture
and music.

OBJECTIVES
O To study the advertising impact of Pepsi
and Coca cola among the consumers of
Tura.
O To study whether the advertising
strategies applied by Coca cola and Pepsi
are really effective or not.

Variables taken
O Brand awareness
O Brand preference
O Loyalty
O Ad preference
O Brand recall

RESEARCH METHODOLOGY
O Sampling random
O Sample size 50
O Interview Personal (Informal)
O Questionnaire


Data analysis and findings
Brand awareness

60
40
Pepsi
Coca cola
Brand Preference
40
60
Pepsi
Coca cola
Brand recalling
60
40
Pepsi
Cocal cola
Loyalty
70
30
Pepsi
Coca cola
Ad effectiveness
60
40
Ad effectiveness
Pepsi
coca cola
Findings
O After the thorough analysis, it can be seen that
Pepsis Advertising has more impact on the
consumers of Tura.
O The Ad strategies which Pepsi is using by showing
regularly on TV is really effective as people are
recalling the Pepsis ad more than Coca colas Ad.
O Coca cola though is a very tough competitor of
Pepsi needs to strengthened the ad effectiveness
more also coca cola needs to show their
advertising more on TV in-order to capture the
consumers of remote places like Tura.
Conclusion
O After thorough analysis it can be
concluded that advertising impact of Pepsi
is more among the consumers of Tura.
The ad strategies used by Pepsi is more
effective than coca cola. Coca cola can
improve more on their ad strategies as the
advertisement of coca cola is not that
effective for the consumers of Tura.
References
O http://www.slideshare.net/anilkr123/coke-
pepsi-rivalry
O http://heritage.coca-cola.com/
O http://www.slideshare.net/annasandgren/c
oca-cola-india-case-study
O http://tejas-iimb.org/articles/58.php
O http://en.wikipedia.org/wiki/Pepsi
O http://en.wikipedia.org/wiki/Coca-Cola